Rebekah Lim
Work
About
Resume
Sojung Hangul
Gachi Saja
Forestin
ROLE
Founding Member
Product Designer
Web Developer
UX Design Intern
(Solo UX Designer)
Founder
Product Designer
DURATION
Feb 2020 - Present
Aug 2019 - Jan 2020
May 2021 - Present
TEAM
Product Mangager
UI Designer
Backend Developers
Frontend Developers
CEO, CTO, UI Designer,
Product Manager
Leading 7 Developers and 2 Business strategist
TYPE
Startup
EdTech Startup
Pre-startup
Overview
Problem
Design Process
Persona
Learning and Takeaways
Impact
User Interview
Rebekah Lim
I was born in Topeka, Kansas (Yes, The Wizard of Oz🔮) and moved to Seoul, South Korea when I was young.

As an entrepreneur and innovator, I am always looking for ways to grow, learn and increase my knowledge in Human-centered solutions through design. Also, I strive to exceed expectations.

I am a Master's student of the University of Michigan, School of Information specializing in Human-Computer Interaction.

Shoot me an e-mail to start a convo. 📭



   li
One of my biggest passions is to print 3D Food!
I would like to 3D Print food for the people who are unable to eat solid food, including the elderly.

The chocolates of the GIF is what I designed & printed through a 3D Printer.
Passion
Launched the App in Aug 2021 in South Korea
Forestin: Join the Student Club you want
Designed ‘Forestin’, a Social Media app for university students exploring student clubs
As a founding member and product designer of Forestin,
I engaged in every design process
from logo designing to launching the final product on app stores.

Especially, as I worked with another UI designer,
it was a great opportunity to be more detail oriented
and user focused by giving feedbacks to each other working as a team.

Also, as we always collaborated with the product manger and developers,
I could learn how to to collaborate with them through numerous meetings.
How can I find a student club that would be great fit to me?
As a student, I was always wanting to join a student club on campus that I can make real social connections. However, it was really hard to get the quality of  information about the clubs on campus.
Google Play
Apple App Store
Help university students
to
find the best club/community easily
The Goal
Developing the Landing Page
I designed and develped of the landing page from scratch.
As we wanted to launch this website in a fast pace,
I developed in 4 days using HTML5, CSS, and Javascript.

*It was designed for mobile-friendly.
Branding
View Landing Page
Freshman
Student Club
Problem
Background
Why club activities are so important?
Especially in South Korea, students make rapport and make friends
through joining student clubs.
Clubs are two types:
1) Clubs based on universities(i.e. Seoul National University)
2) Clubs based on regions(i.e. Seoul, Daejeon)
Minimum Viable Product
Two-sided Platform
What information do they need?
What features do we need?
Limitations
Side project
COVID-19
Starting from Scratch
Wireframes
Key features were decided based on user interviews.
Users wanted to browse the clubs based on their needs,
join the clubs, and communicate with club members.
Minimum Viable Product: User Interview
Minimum Viable Product: User Interview
Minimum Viable Product: Key Features
Sojung Hangul: Learn Korean through Games
H2K(Happiness to Kids), is a E-Learning startup that designs Sojung-hangul, an app to teach Korean to kids with dyslexia. I worked as a UX Design intern.

I designed an end-to-end user flow of the reward system to ensure powerful user engagement, which increased the user retention. I aimed to design a reward system which would motivate users to use this app daily by giving them entertaining features.
Screenshots of Todo Math
I wanted to deeply understand who are the users. Our users are kids who are 4-8 years old.
They know how to speak Korean but don’t know how to write Korean.
Competitive Analysis
Before ideating, I had to get used to this EdTech industry. I conducted a competitive analysis of existing apps for kids including language learning and math learning apps.

I found the critical difference between other apps and our product, Sojung-hangul.
We were lacking the system of motivation that could be attractive to kids.
Therefore, I could redefine the problem statement.

Also, the below chart shows that Sojung-hangul has lower motivation compared to ther apps.
Brainstorming
Redefining the Problem into Design Question
Iteration
With the defined problem statement, I wanted to know what is ‘reward’ to kids.
Points, badges, and leaderboards were the main rewards being used in competitive apps.
I presented the research foundings and new ideas of how our product can design a new reward system to our team. We could agree to these points.

・We should include this reward system for
the next update which is in 3 months
・The concept should be very easy and understandable for the users
・Reward systems should be simple but basic
that could be developed and updated
Lo-fi: Paper Prototyping
After researching many different types of reward systems, I came up with 3 rough ideas that could be designed in our product: Point System, Attendance Badge, and Item store.
User Flow &  Mid-fi Design
After the adjustments, I made user flows and mid-fi mockups to elaborate.
What is reward?
Compensation or reward given by the service so that users can continue to use the app.
Goal
Let's increase the retention of precious posts by rewarding the users, 'children'!
When I looked carefully at the motivators of each of our competitors, I found it was the reward system that captures the kid users attention and provides joyful moments which eventually makes the kids want to come back to use the app everyday.

Sojung-hangul is meant to be used by children, but it is uncommon for children to have personal, internal motivations to learn Korean. Instead, we expect parents to download this app and encourage their children to use it.
How to motivate the users to use the app daily?
The app is not interesting enough to use everyday
How might we design a reward system for this app?
Final Problem Statement
Design Question
Points
Badges
Leaderboards
Points
Badges
Leaderboards
Most Intuitive and a great starting point
Gem Collect System
After the first reward system launch
2. Attendance Badge
2. Attendace Badge
4. Entertaining Feature
3. Item Store
Buy items with points
ex. filter, skins
Give badges
when the user opens the app
Give points or gems
when user finishes a lesson
3. Item Store
Camera Filter Effect
1.
2.
3.
Easy to use for kids
Launch in 3 months
Scalibility
1. Gem Collect System
Mid-fi Design
Yes
Yes
No
No
Review
Review
Finish
Start
2. Camera Filter Effect
2. Camera Filter Effect
Press
Last photo taken
Take picure
with the filter
No
Yes
Yes
Yes
No
No
(Glitter effect)
Collect Gem whenever the user opens the app
Collect another Gem when the user finishes the lesson
Review
Home
Welcome!
Camera Filter effect
Before taking the photo
After taking the photo
[All locked] List of the filters
One filter unlocked
Now you can take pictures!
Do you want to take photos now?
Home
Camera
Button
No photo yet
Before designing high fidelity prototypes and starting the development,
I did
in-depth interviews with existing customers who are parents of the kid users and gained useful insights for the product.
Final Prototype
I worked with a UI designer and multiple Front-end developers to refine the details in a mid-fi prototype.
The final prototype was launched in January 2020 as the following.
Iteration before development
After the user testing, I changed the gem to apple which has less connotation of capitalism.
Also, apple has the meaning of fruition that
symbolizes the progression of the kid user by using the product.
Gem is not the appropriate symbol for kids app.
I want the symbol to be more kids-friendly.
My kid loves to take pictures.
I think she would love to take pictures
with Koyo, the main character of the app.
Storytelling is the key.
How about adding more stories to the
camera filters that could attract kids’ attentions?
Gem       Apple
1
After: Apple
Before: Gem
Camera filters are improved by connecting stories. Each filter is part of the big story. Also, when the user is part of the story, user engagement increases.
Before: No story, Individually designed
After: Storyline, All connected to each other
Storytelling is the key
1
Storytelling is the key
2
Scroll
Review
Home
Design Thinking Seminar
After the Seminar
As an intern, I had an opportunity to host a company-wide design thinking seminar to educate my multidisciplinary team members on the importance of design thinking in developing a customer-centric product.

The following video is the introduction of the workshop. :)
“I never heard of ‘Design Thinking’ before, but now that I know, I think that our company should definitely focus on having a customer-centric mindset!”, Jinju, the marketer of the company had commented after the seminar.

Also, I initiated a ‘Data Track Team’ track the weekly ranking of Sojung-hangul on the App Store. This team tracked Sojung-hangul’s comments and ratings in comparison with its competitors on an weekly basis.
1. Gem Collect System
Final Design
As a solo UX Designer at the crossfuctional team, I designed this reward system from scratch to mid-fi prototyping
For the hi-fi prototype, I worked with a UI designer and multiple Front-end developers to refine the details.
The final prototype was launched in January 2020 as the following.
Skip to Final Prototype
When I joined H2K, I found that the app was loved by many Korean parents and was getting acknowledged for its AI customized curriculum.

However, after analyzing the user data, I found out that
there was low user retention, even though it is important for users to complete the program’s daily lessons to successfully learn Korean.

-Mother of Soyeon Kim, 35
“I love this app that  helps my kid learn Korean in a fun way!
But I am curious how my kid can
use this app everyday.”
How can kids use this app everyday?
Users do not use the app everyday which is critical to learn Korean
How can kids use this app everyday?
Users do not use the app everyday which is critical to learn Korean
First Problem Statement
Reflection
As a UX design intern, it was amazing to interact with the users and design new features of the app.
After the launch, we conducted a survey to get feedback from the users with 25 customers.
Usability tests affirmed that the reward system was educationally appropriate and enjoyable for our users.
It was very rewarding to get real user feedbacks that showed my design positively impacted users engagement which would help the users to learn Korean more effectively.
The opportunity to intimately impact other peoples lives motivates me to give my all in every project that I am a part of.
“Yey! I got an apple!🍎”
“Taking pictures is so fun!📷”
“Collecting apples is making my kid happy after every chapter!”
“Our kid loves taking pictures with the character!”
Review
Home
Type
Product
Logo
Motivation
Reward System
Subject
Todo Math
Education
Education
Brain Skills
Videos
Korean
Math
Entertainment
Education
Do Brain
YouTube Kids
H2K
In the Future
Real user feedback after the launch
Launching the App in May 2022
Gachi Saja: Find your Shopping Mate
Designed ‘Gachi Saja’, the app for people living alone for finding shopping mates based on location
As a founder of the pre-startup, I won $70,000 in 1 year for the seed money from the Korean Government and Standard Chartered Bank.

I am currently leading the pre-startup consisting of 10 members living in Korea, USA, and UK, and we are going to launch the app this February.
Award
Our team won the grants from Korean Government, Standard Chartered Bank, and Sookmyung Women’s University.

You can also check our accomplishment over here! 🗞
For your information, ‘가치사자' is ‘Gachi Saja in Korean. 🦁
Snapshots of the upcoming promotion video.
Final Round Pitch @Sookmyung Women’s Univ., Awarded the Grand Prize(1st Place)
I can’t publicly share a lot of the details of the project at the moment.
For more information, please email me at rebekahappy05@gmail.com.
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