David Seungjoo Baek


Peer-driven Photo-shooting Social Entertainment

David Baek

Goal To accelerate production and consumption of our daily visual representation.
To realize the true diversity by helping people to recognize others' diversity
Methods Media and Philosophy Literature, Qualitative & Quantitative Research, UX Design
Keyword Daily Photo-shooting, Participatory Culture, Peer CollaborationDuration

Duration 4 month (Research: Dec 2014 - July 2016)
Adviser Dr. Tawanna Dillahunt

1. Introduction
2. Methodology
3. Research-Design Methods & Process

  • Literature Review

  • Data Collection (Observation, Interview, Focus Group, and Survey)

  • Data Analysis (Synthesis, Reduction, and Validation)

  • Problem Extraction

  • Persona Creation

  • Design Ideation

  • Final Design Decision (QOC Analysis)

4. Prototype

1. Introduction

Tango is a mobile-based social entertainment platform which is driven by autonomous peers. The purpose of Tango is to boost production and consumption of people’s visual representation in natural daily settings. I call this idea Tango, because to construct social reality it takes “two to tango”; “Observer” and “Observed”. (InVision Prototype)

Tango 1.png

“You will know

how beautiful you are,

just as you are.”

2. Methodology

Tango is conceptualized and designed throughout iterative process of :

  • Media and Philosophy Literature Review

  • Field Observation

  • In-depth Interview

  • Questionnaire Survey

  • Data Analysis

Within the frame of :

  • Anthropology

  • Ethnography

  • Cultural Studies

  • Critical Media Theories

  • Marxism, and Social Production theories.

3. Research-Design Methods & Process

3.1. Literature Review

As a UX designer with previous expertise in onstage Performing Art Production & Management, Media Production, and Cultural and Critical Studies, I had wide range of questions on people’s behavior in photo-taking (producing) and -viewing (consuming).

By reading media-related literature, I came up with several questions as written below. 

  • Why do people see, look at, and observe how they look like, in diverse settings such as when in public restroom, passing show-windows, selfies, etc. 

  • Why do people create their image representation with digital devices?

  • Why do they upload and share it on social media?

  • Why is the practice getting more prevalent these days?

  • Why do the current image production methods rely on the clear division of viewer (Subject) and viewee (Object)? 

  • And most critically, why is the subject is naturally excluded in creation of their visual representation within the current system?

3.2. Data Collection

  • 2014 - 2016

    I raised these questions since 2014. And I started observation of photo-takers’ behavior in China, United Kingdom, Korea, and USA, and I created memos accordingly. I also conducted quick face-paced and in-depth interviews with them.

  • Sep 2016 - Dec 2016

    I scrutinized more on the research and design of Tango in my grad-school environment. 

1) Semi-structured Interview
I conducted 14 sets of in-depth interviews. In terms of interview question, I articulated the pre-existing questions that I used from 2014 - 2016, and I also created new questions. 

2) Focus Group
I conducted 2 focus group session with my 4 university colleagues for each session. The purpose of this session was to debate with the questions that I cast 

3) Survey
The purpose of survey was to better understand the qualitative data that I collected, not to validate or justify what I generated in my inquisitive conversation with my research participants.

3.3. Data Analysis

First, I analyzed the qualitative field data collected from 2014 to 2016. And then,
Second, I analyzed the second sets of data that I generated from Sep 2016 to Dec 2016. 

To avoid bias, or pre-conception, and to generate good insights. I firstly wrote down my preconception on notes, and critically interpreted the data in comparison to the original set of data. 

I conducted Open Coding and Thematic Analysis, and also, the field notes and photos were widely incorporated in the analysis process. 

3.4. Problem Extraction

At the end of this data reduction and validation process, I generated key insights on human desire and needs in relation to photo-taking. In this section, I reveal the results shortly with the theme clusters as below.

  • Deeply-seated human desire to be seen, watched, and perceived by others

  • Voyeuristic and narcissistic social agents

  • Oblivion of richness of our own lives

  • Lack of reciprocal respects, indifference, and distrust between social agents

  • Realization of Heavy reliance on manipulative representation by the media 

  • Mass Media manipulation of unequal distribution and accumulation of cultural and social capital

3.5. Persona Creation

Based on the Data Analysis and the Problem Extraction, I created 3 personas for “Tango.”

3.6. Design Ideation

I also divergently explored how to satisfy the human desire and needs that I discovered from the above analysis.

And I generated 8 sets of the storyboarding and design concepts

3.7. Final Design Decision (QOC Analysis)

Tango is a peer-driven photo-shooting social entertainment.
This sounds like a dreamy and an idealistic idea, so I believe this UX design to be meaningful and impactful.

Simply put, you can take a photo of your passer-by in natural settings, and also, can transfer that photo to the person. You can also be an object to be taken by other Tango users. So, it is a playful and social collaboration eco-system online and offline.

So, Tango is designed to help boost up “autonomous willingness to participate" in the social practice of photo-taking. This means, Tango should give an impact on the current social and cultural norms and behaviors with regards to Security, Privacy, Trust, Social Playfulness, Labour, Collaboration, etc.

I conducted QOC analysis to make the final design decision, in order to balance peer’s interactive dynamics between two roles: Photographer (User-P) and Subject (User-S).

QOC Analysis stands for Questions, Options, and Criteria, and is a strategy to conduct a design rationale. This strategy intends to make it easier to discuss the tradeoffs made in choosing a final design. The Q, O, and C, of the title indicate the three most basic concepts of Design Space Analysis:

  • Questions - "Key issues for structuring the space of alternatives"

  • Options - Possible alternatives

  • Criteria - the bases for choosing among the options

4. Prototype

This section will briefly present Tango prototype.

4.1. Tutorial

Screen Shot 2019-01-10 at 11.58.23 AM.png

4.2. Photographer’s Experience (User-P)

  • Photographer (User-P) detects a moment of its passer-by (User-S) and takes a picture of the person.

Screen Shot 2019-01-10 at 12.28.52 PM.png
  • Then, the photo is automatically transferred to the person’s (User-S) mobile phone, not being saved in User-P’s mobile device.

  • User-P can write a short invitation message to the person.

  • Both party can be connected online for sharing timeline and further chat dialogue.

Screen Shot 2019-01-10 at 11.58.52 AM.png

4.3. Subject’s Experience (User-S)

Screen Shot 2019-01-10 at 11.59.03 AM.png
  • Subject’s (User-S) mobile phone has the photos taken by many other photographers (User-P).

  • User-S has a full control over photographer’s (User-P) messages, friend requests, and the photos.

4.4. Setting

  • User-P and User-S can set which role they want to take in the Setting.

Screen Shot 2019-01-10 at 12.35.43 PM.png