Personalized Home for Enhanced Device Control & Monitoring and Content Discovery
* In-progress project. Worked as a full-time UX/UI designer for Duotone, a partner of LG Electronics.
Overview
LG ThinQ is a smart home platform for controlling and monitoring LG appliances and devices. This project focuses on improving usability and user retention through personalized features based on behavior patterns, as well as providing relevant content recommendations.
Role
As the lead designer for the Home (Devices) Tab team, I spearheaded the redesign of the home screen, with a focus on enhancing the card UI to enable users to control their appliances and devices efficiently. Through intuitive design elements, I introduced at-a-glance device status monitoring, creating a unified and consistent navigation experience that prioritized ease of use.
LG Electronics, headquartered in South Korea, is a key player in the global consumer electronics and appliance market. Together with Samsung, LG Electronics holds a 36.5% share of the U.S. consumer electronics market.
LG Electronics is advancing the smart home ecosystem with its ThinQ platform, which integrates services, features, and content from various sources, including its own 35 product lines and multiple third-party devices.
Business Challenge
Redefine potential of the Next ThinQ from a user perspective, proposing innovative value propositions focused on user needs, unrestrained by legacy systems.
Background
The ThinQ app was designed with a single vertical layout with the hypothesis that key features and content would be more accessible through scrolling. However, this approach was not effective in helping users achieve their needs or aligning with the platform's business goals.
User Needs
Business Goals
Easy and Fast Access
Enhanced User Retention
Transforming Content Perception
Solution
By providing a Bottom Navigation-tab structure, we categorized into Content Curation, Devices, and My Page, to make it more purposeful and accessible, and to alleviate the pressure to focus solely on one long scrolling Home screen.
* The design is being developed iteratively. The current version shown is a concept that may differ from the final release.
Problem
What are the difficulties? We discovered problems facing users and business.
User
Too many things are on the home screen.
Business
Users only focus on device control/monitoring.
User
Can’t control devices immediately.
User
Want to monitor device status at a glance.
User
Confusing between device-related and general content cards.
Business
Content cards seem like ad banners, deterring user interest.
User
Some irrelevant content for users.
Business
Long scroll hindered bottom features’ accessibility.
Following Questions
01. What should be essential for users and businesses?
02. How should we redefine the next ThinQ?
Desk Research
Contextual Inquiry
Based on our desk research, we hypothesized that "the context of using smart appliances will vary depending on the target audience," we interviewed 6 users to understand the usage and context of appliances and apps, and conducted the research as follows:
STEP 1
Co-creation (User scenario)
Participants create a 'user scenario' to capture the daily use of smart appliances and apps, setting up an environment for observers to monitor their daily activities.
STEP 2
Shadowing (Think-aloud)
Participants perform tasks using the think-aloud method, providing light explanations while observers minimize intervention and record questions and insights.
STEP 3
In-depth interview
Conduct in-depth interviews segmented by usage tendencies, home screen tasks, lifestyle, and current usage of smart appliances/apps to thoroughly understand usage patterns.
Target User Groups
Based on the above research, we divided into three target user groups.
Primary
Newlyweds
A group that has entered a new life cycle and is not afraid to try new things
Secondary
Family-oriented
A group that lives a family-centered life and performs household tasks by routine
Tertiary
Single-person Households
A group with interests in smart appliances and apps, focused on a few key devices
High potential to expand LG's appliance ecosystem and actively use ThinQ.
Extensively use apps to search, control, and maximize smart home tech.
Responsible for household chores, receptive to smart home assistance.
Hesitant to alter familiar appliance/app use patterns or learn advanced capabilities.
Technically proficient, proactive in proposing new smart home features.
Strong need for personalized smart home, deep understanding of new tech.
Insights
#1. Users seek personalized and useful information that directly addresses their needs.
"The content displayed on the home screen feels like promotional information that LG wants to show, not what I need."
"It would be much better if useful information related to my devices, or customized information based on my interests and preferences, were provided."
"Notifications related to device consumables or information about issues with the device are felt to be useful and related to the use of the device."
#2. Too many options overwhelm - Users prefer quick access to essentials.
"There are so many features listed in the app that I end up not knowing what's what and just use the ones I need."
"I want quick access to core functions like adjusting the air conditioner temperature, but it's too cumbersome to have to open the app, click on the product card, and then go to the detail page to make adjustments."
#3. Beyond merely controlling appliances; The app should offer users new value and enriching experiences.
"I have to go to the device to put clothes and detergent into the washer or dryer, so using the app feels like an additional step."
"Because it is more convenient and intuitive to press buttons on the device directly, I don't often use the app at home. I mainly use it for remote control when I'm outside."
How might we create the next ThinQ to boost device accessibility and usability, deliver personalized and valuable content, and provide enriching experiences that significantly enhance users' lives?
Direction
We constructed journey maps for 3 target user groups and identified opportunity areas to meet core needs through 5 usage patterns.
Enhance core functions: Effortless device control, useful information
Fulfilling users' emotional values
Discover new services/content for a comprehensive platform
Iteration
The initial design focused on a single device, allowing quick control and monitoring of frequently used products.
However, it had drawbacks:
While displaying all control features on the home screen enabled quick access, including infrequently used features unnecessarily lengthened the scroll, cluttering the interface.
Lack of clear affordances and accessibility for switching to other devices or accessing content pages.
Improvement
A balanced approach combining core functions with extended content
Final Outcome
01
Home Tab
The Home tab gives you quick access to control devices. The default view shows large cards for frequently used devices. Also the small card view provides an overview of all devices, making it easy to navigate even for users with many devices.
02
Visual Effect
The visual effect with motion graphic in the background area and device images by status visually indicates the operational status of the devices. Visuals also help users quickly recognize errors or warning conditions.
03
Device Cards
Designed device card layouts and functions to efficiently manage different product lines while maintaining design consistency. Incorporated unique characteristics and operational status for each product into the card configurations.
04
Color Themes (Dark/Light)
Offering dark and light theme options accommodates diverse user preferences. The dark theme enhances content visibility and attention while elevating the brand image with a premium touch.
05
Created a Product Requirements Document (PRD) & Design System
Considering development and operation, we have created documents that define and organize various cases and flows. Additionally, we have established a design system to ensure consistent and efficient design progression.
Key Takeaways
#1. From Concept to Production: Balancing Creativity with Feasibility
Based on positive client feedback, we shifted the direction of the ThinQ project from conceptual design to production and scaled it to a larger scale. Although not all proposed features could be immediately enhanced due to feasibility and resource constraints, we consistently aimed to overcome limitations and refine the concepts gradually. This is an ongoing process of iterative refinement.
#2. Collaboration is Key
The project was divided into three main parts that progressed concurrently. As the lead designer for the Home Tab, I worked closely with other team leads to create a unified product. Through this ongoing dialogue and consensus, we developed a design system that improved consistency and streamlined operations going forward. Moreover, communicating with clients and the development team reinforced the importance of collaboration in creating a cohesive product.
