Emi is a UX designer and social science researcher with over 10 years of experience across design, marketing, communications, and tech industries. She enjoys exploring the intersection of design and psychology and applying design thinking strategies and practices. Emi's background includes an MSc in Social Psychology and she currently serves as UX and Design Thinking Lead at MetLife Japan.
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Emi Kwon's UX Design and Design Thinking Experience
1. Emi is a UX Designer, Design Thinking facilitator and Social Science researcher with over
10 years' experience across UX design, marketing & communications and tech industries.
As a hybrid of a researcher and a designer, Emi enjoys exploring the intersection between
design and psychology, and extrapolates DX strategy and UX design practices from that.
Emi Kwon
MSc in Social Psychology
UX & Design Thinking Lead @MetLife Japan
aimeeyek@gmail.com
Design Thinking at Work
UX Design as a cross-functional, Agile collaboration
4. a human-centered approach to innovation—anchored in understanding customer’s
needs, rapid prototyping, and generating creative ideas—that will transform the way
you develop products, services, processes, and organizations.
Empathize Define Prototype
Ideate Test
Understand what
your customers need
Construct Point of
View based on the
needs identified
Build the solutions
into visible/ tangle
representations
Test the prototype
Come up with
creative solutions
It’s very simple math if the process and resources are aligned with expectations, and if our expectations
are aligned with our users and customers, the results can also be stunning.
To do that, we can use a consistent, scalable process that is called DesignThinking.
Design Thinking is a creative problem solving process that focuses on understanding the needs of
customers/ users, rapid testing and iterating, and bringing out the best capabilities cross-functionally.
Why Design Thinking?
User-centric
design
6. Who does it?
Design
Who does it?
Innovative solutions that engage
users in a seamless, personalized
experience
User-centric
design
Development
Business
9. UX audit
UX auditreport
Persona
User journey map I
Empathy map
Persona II
User journey map II
Content mapping
Persona III
User journey map III
UX/UI evaluation report
Build hypotheses
Design Sprint
Design prototype
Heuristics evaluation
Phase 2 Phase 5
Phase 1 Phase 4
Phase 3
Empathize Define Ideate Prototype Test
Release 1
Continuous Kaizen
User test & Interview II
Iteration
Iteration
Heuristics report
Wireframe
Usage data analysis
Design mockups
UX/UI styleguide
Usage analysis
Recruitment of users
Collection &analysis of usage data
Recruitment of users
User research design
What do we actually do?
Build hypotheses
Recruitment of users
User interview I
Product
concept
& vision
10. UX audit
UX auditreport
Persona
User journey map I
Empathy map
Persona II
User journey map II
Content mapping
Persona III
User journey map III
UX/UI evaluation report
Build hypotheses
Design Sprint
Design prototype
Build hypotheses
Recruitment of users
Heuristics evaluation
Phase 2 Phase 5
Phase 1 Phase 4
Phase 3
Empathize Define Ideate Prototype Test
Release 1
Continuous Kaizen
User test & Interview II
Iteration
Iteration
User interview I
Heuristics report
Wireframe
Usage data analysis
Design mockups
UX/UI styleguide
Usage analysis
Recruitment of users
Collection &analysis of usage data
Recruitment of users
User research design
Biz
UX DevOps Who?
Product
concept
& vision
11. UX audit
UX auditreport
Persona
User journey map I
Empathy map
Persona II
User journey map II
Content mapping
Persona III
User journey map III
UX/UI evaluation report
Build hypotheses
Design Sprint
Design prototype
Build hypotheses
Recruitment of users
Heuristics evaluation
Phase 2 Phase 5
Phase 1 Phase 4
Phase 3
Empathize Define Ideate Prototype Test
Release 1
Continuous Kaizen
User test & Interview II
Iteration
Iteration
User interview I
Heuristics report
Wireframe
Usage data analysis
Design mockups
UX/UI styleguide
Usage analysis
Recruitment of users
Collection &analysis of usage data
Recruitment of users
User research design
Biz
UX DevOps Who?
UX
Product
concept
& vision
26. UX audit Build hypotheses
Design Sprint
Design prototype
Build hypotheses
Recruitment of users
Heuristics evaluation
Phase 2 Phase 5
Phase 1 Phase 4
Phase 3
Empathize Define Ideate Prototype Test
Release 1
Continuous Kaizen
User test & Interview II
Iteration
Iteration
User interview I
Usage analysis
Recruitment of users
Collection &analysis of usage data
Recruitment of users
User research design
Continuous Kaizen
28. UX audit
UX auditreport
Persona
User journey map I
Empathy map
Persona II
User journey map II
Content mapping
Persona III
User journey map III
UX/UI evaluation report
Build hypotheses
Design Sprint
Design prototype
Build hypotheses
Recruitment of users
Heuristics evaluation
Phase 2 Phase 5
Phase 1 Phase 4
Phase 3
Empathize Define Ideate Prototype Test
Release 1
Continuous Kaizen
User test & Interview II
Iteration
Iteration
User interview I
Heuristics report
Wireframe
Usage data analysis
Design mockups
UX/UI styleguide
Usage analysis
Recruitment of users
Collection &analysis of usage data
Recruitment of users
User research design
Biz
UX DevOps Who?
UX
30. UX Design as a cross-functional, Agile collaboration
User-centric
design
Empathize Define Ideate Prototype Test
You and I!!
You and I!!
You and I!!
UX
You a
31. UX Design as a cross-functional, Agile collaboration
User-centric
design
Empathize Define Ideate Prototype Test
Thank you Design Thinking!!
Thank you Design Thinking!!
Thank you Design Thinking!!
UX
Thank you Design Thinking!!
Thank you Design Thinking!!