Format / Medium
Speculative Product Design; Conceptual Platform Architecture
Presentation & Context
2024 Ministry of Science and ICT (MSIT) XR Device Content Ideathon
Awards & Accolades
Winner, Excellence Award (정보통신산업진흥원장상)
Key Roles
Team Leader & Project Manager (PM)
Keywords
#XR Content Strategy, #Platform Architecture, #Location-Based Service (LBS), #UX/UI Design, #Gamification, #Project Management, #Crisis Management, #Generative AI, #AR
Project Overview & Concept
As Team Leader and Project Manager, I led the conceptualization and platform design for 'SEEDME,' an award-winning location-based XR social media platform.
The core concept translates abstract 'memory' into tangible 'seeds,' which users plant at specific GPS locations. These 'seeds' are AR objects that 'grow' through social interaction ('watering' / likes) and 'bloom' into shared 3D content, creating an emotional and spatial layer over reality. The platform was designed for next-generation AR glasses, exploring how self-expression will evolve.
Contribution & Project Management
I was responsible for the entire project lifecycle, from initial ideation to the final successful pitch.
Architecture: Structured the core platform narrative ("Memory Grows") and technical architecture.
UX & Design: Led UX flow design in collaboration with designers and branded the project (logo, PPT).
Technology: Defined the core AI/XR tech stack, including Generative AI (for 2D to 3D conversion), GPS/RTK mapping, and AR plane recognition.
Strategy: Developed the gamification strategy (berries, plant decoration) and a full business model for monetization and expansion (e.g., K-Pop brand challenges, local business ads).
Key Challenge & Strategic Pivot
This project's success was defined by a critical moment of crisis management.
Problem: 12 hours before the final deadline, I identified a critical misalignment. Our initial idea (a VR Memorial Hall) was fundamentally incompatible with the client's (a Korean device maker) AR-specific hardware.
Action: I initiated a full strategic pivot, immediately leading the team back to the ideation stage.
Solution: I reframed the core question to: "What is the optimal SNS for an AR-native device?" This pivot led directly to the location-based 'SEEDME' concept.
Result: This rapid, high-pressure pivot successfully aligned the project with stakeholder needs and was instrumental in winning the Excellence Award.
Key Outcomes & Validation
Winner, Excellence Award (NIPA President's Award) at the MSIT XR Ideathon (2024).
Received direct praise from judges for possessing "a complete structure worthy of a startup idea."
Proved ability to manage high-pressure, rapid-pivot projects and strengthen expertise at the intersection of spatial computing, emotion, and technology.