The Problem

In the early days of the introduction of the Intelligent Agent service, LG Electronics was not competitive since it was a latecomer. Therefore, it is necessary to establish the direction and identity of Intelligent Agents unique to LG Electronics.

UX Directions and Strategy
for Intelligent Agent
The Approach

Analyze user experience after users have experienced services of Intelligent Agents on their smartphones.

Analyze information on users’ consumption behavior to derive ideal properties of an Intelligent Agent.

Establish strategies that will differentiate this Intelligent Agent from other intelligent services.

# Strategy, # UX design, # User research

The Process

1. Desk research / Literature review

  - Competitor benchmarking

  - Analysis of existing intelligent agent apps/services

  - Defining the domain of intelligent agent

2. User research

  - Web-Photo Diary (30 people)

  - Personas (representative 4 personas)

  - Focus group (4 groups, 1group=5 people)

  - In-depth Interview (6 people)

3. Derive insights

  - Mapping of information consumption type

  - Property of ideal intelligent agent

  - Defining critical contexts of intelligent agent


4. Establish the identity and strategy of Intelligent Agent

The Results

Framework of Intelligent Agent of LG

Under the premise that users do not want unrestricted intelligence,

'natural intervention' is defined as a key element of a successful intelligent agent.

Value of Intelligent Agent of LG

Value of Intelligent Agent of LG

* Due to the NDA restrictions, the final results of this project are confidential and cannot be posted on this website. Please contact me if you are interested in learning more about this project.

© 2020 by HYORIM PARK  |  UX Researcher and UX Designer