Jaeha Yoo


Portfolio

Sorry, folks! The work here is really outdated. You can find marginally more recent work here. Thanks for taking a look.

ToyotaVision Multitouch Installation

Toyota recently debuted the largest touch-enabled installation ever seen at the North American International Auto Show (NAIAS). The challenge was in creating an experience that engaged an active audience that would interact with content on the screens as well as a passive audience that would typically stand 6+ feet away. The solution was to amplify certain aspects of play in the experience to leverage the sheer size of the display. As users acted on content, the results of their actions would play out on a scale that would communicate to a larger audience. All three screens would come to life in a synced video when all active participants coordinated their efforts. Check out the case study here.

Cisco Global Sales Experience

For the past 20 years, Cisco has assembled its global sales team of 20,000 individuals in Las Vegas for a week of keynote speeches, technology sessions, and networking, amongst the other activities available in Vegas. In 2009, Cisco decided that, given their line of business and the state of the global economy, the event would be a completely virtual experience, taking the total budget for the program from $90 million to $12 million. Juxt was tasked with creating the strategy for the virtual engagement that would replace a week in Vegas, and execute that strategy. We were, quite simply, in a no-win situation.

The solution was to very deliberately drive the user experience into the realm of gaming and, as much as possible, remove references to past physical events. Visuals were created by matte painters that worked for the gaming industry, a leaderboard tracked all 20,000 participants, and all online activities were tied to achievements and the leaderboard.

The centerpiece of the experience was an Alternate Reality Game that took place within Cisco, utilizing Cisco employees, and requiring the application of Cisco technology to win the game. Ultimately, the virtual experience was “graded out” at levels equal to or exceeding the live events by participants. Based on the success of the Global Sales Experience, Cisco quickly realized the potential of virtual events and created a business unit to enter the market themselves.

My role on the project was User Experience for the whole event, as well as overseeing creative for the Alternate Reality Game, strategy and concept for the multiple smaller engagements within the event, and a heavy dose of project management. See the full case study here.

A leaderboard promoted deep engagement with the platform.

The Alternate Reality Game is plotted out.

Collateral for the Alternate Reality game is carefully tracked and managed.

Attik Site Redesign

Attik needed a site that was, quite simply, a better tool. Out of this very general brief, we created a site that is extremely simple in its display mechanisms, but very powerful underneath. The site has two states: a “scan” state in which work is presented in an abbreviated and tiered manner, and a “deep” state in which the work is presented in a much more focused and project-based manner.

The site was architected in a manner that is highly scalable and extremely modular. Case studies can be broken off and reassembled on the fly for custom client presentations, and the display format was developed in order to replace pdf, ppt, or keynote presentations when in full screen. See the full results here.

A video overview of the site and interactions.

The homepage and “browse” state.

A project reflecting the “deep” state in which project details are presented.

Images associated with a “deep” state.

Scion United

Scion built a campaign around the owners, literally creating the broadcast and print pieces using the owners’ cars. The centerpiece of the campaign was a broadcast spot starring all of the actual cars of the owners. We took this concept further and created a site and experience that was built from all of the collateral from the broadcast and print pieces. The site interface used the broadcast spot as a living navigation surface to access all of the component collateral pieces.

The broadcast spot was broken up into a 64 x 36 pixel grid. Each individual piece of collateral became a living ‘pixel’ in the broadcast spot, and as the spot rolls, the pixels come to life. The interface can be toggled to the full resolution video or filtered down to specific types of collateral. I worked on concept, strategy, UX, IA, and a touch of code. This concept is probably best served by actually experiencing it here.

A video overview of the site and interactions.

A view of the pixelated video.

Print collateral opened up on the interface.

The broadcast spot.

ExpressJet Site Redesign

ExpressJet was a value airline serving mid-market cities. They approached us with a branding and site redesign assignment, but our research quickly found that people simply didn’t have a reason to visit their site. As a value airline, their interactive experience was a poorly implemented booking engine and little else. Consumers bypassed their site in favor of airline aggregators, diminishing any brand equity and reducing their web presence to a token site.

We quickly found that ExpressJet could provide a premium experience that was extremely cost effective by leveraging interactive. Aggregator sites are data driven, price sensitive experiences, forcing consumers to utilize these sites as one small part of a journey. We concepted a site that addressed each stage of a trip to constantly reconnect the traveler to ExpressJet and allow Expressjet to fulfill their needs beyond a simple flight.

The interaction model of the site supports three states of a journey: destination discovery, trip booking, and travel management. Users can jump in to the process at any state, allowing the site to fully address the needs of various traveler types.

Interaction model.

Wireframes applied to scenarios.

Design execution.

Lexus IS-F Launch

Lexus owners have the oldest average age of any car brand. They decided to enter into the premium performance category despite this fact. We took these lemons and made interactive lemonade by focusing the launch on interactive and cinema. Not only did we launch a new Lexus model meant to compete with the likes of BMW’s M series and Audi’s S series, we shifted a generation’s perception of what a Lexus could be, creating an immersive experience that created a buying audience almost 20 years younger than the average age of a typical Lexus owner.

The site experience kept the focus of the user on the car by using the car as a manipulable interface. The navigation became dynamic and cinematic, making the site about emotion rather than numbers and facts. Check out the site here.

A video walkthrough of the site experience.

Some basic IA and page massing.

Camera movement definition for the site navigation.

Black and whites for prototype development.

Storyboards for site navigation.

Design execution.

Some older stuff

Scion Little Deviants

Prelaunch campaign for the new Scion XD. This was a fun project to work on, and I believe that this showed in the result. I was heavily involved in concept, strategy, overall UX, gaming ideas, storyboarding, coding, light design work, and overall project management. A deeper post and images here.

Click on the video below for a very, super quick walkthrough.

CQG UX Work

Reaching back in time for this one, but the work was smart and heavily UX focused. Check out the full post here.

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