Plzzz:
Honorification Translate
Service

Web App, Mobile App
#Design Sprint #Service_Design #UX_Design

Suyoung Kwon
Soyeong Ko
Hyunjung Lee
Yealin Kong

Oct- Dec 2020
(6 weeks)

Figma, Swit, Illustrator, Procreate, Zoom

User Research, Ideation, UX Design, UX Workflow Development

Looking back on my first internship at the company, it was hard for me to write a business mail. Looking back on previous events, it was quite difficult to send a simple e-mail to a professor when I was a college student. And it isn’t a personal issue, it was something that many people are going through.

I was born and raised in Korea, why was it hard to write such a thing? It was because I felt awkward with the terms I would use for professor and business etiquette. In Korea, the order of rank is very strict and honorification is quite difficult. I was busy with just what I had to do, but the time I spent worrying about honorification and e-mail etiquette was a waste. So I thought about a solution to this, and I propose a Plzzz service.

  1. Overview
    Background
    Design Process
    User Journey
    Research
    Define Probelms
    User Personas
    Findings
    Competitive Research
    Solution
    Sketch
    Wireframe
    Usability Test
    Final Design

Before Entering

Background

Honorifics are very important in Korean and are something you will encounter in Korean literally every day. Honorification in Korean varies depending on the situation, and even if the sentence has the same meaning, it is possible to establish a vertical relationship with others according to the degree of honorification. The honorification in Korean has a very complex system and is divided into vocabulary method, grammatical method, and type of expression according to the method of honorification. Among them, the types of expression can be divided into three broad categories as follows -1) Subject honorification, 2) Object honorification, and 3) Relative honorification. 1) Subject honorification raises the subject of the sentence, 2) Object honorification raises the object and adverb of the sentence. 3) Relative honorification raises the listener, which is divided into four subsections.

Koreans learn how to use honorification from a young child since they consider using honorifics as the basis. The reason for the importance of honorification in Korean is that it is required by the vertical hierarchy of Confucianism, where age and social status play a big part. An idiom 장유유서(長幼有序) is the one that shows the basis of Confucianism, which means there is a strict order that needs to be followed and obeyed between adults and children. Therefore, it is a huge deal in Korea to show proper respect to older people, whether they are physically older or of a higher social status.

In this way, in Korean, honorification and spelling are very important, but it is very complicated and difficult. As a result, in everyday life, the honorification is often misused, and even in the media, school textbooks, and official broadcasting that specialize in writing, honorification is often misused. Furthermore, more stringent spelling and thorough honorification are required in writing. This is why many Koreans, especially young people, express considerable hardships when doing polite writing.

Challenge

How can we solve difficult formal Korean writing and its frequent errors?

Design Process

User Journey

To define the key questions of this sprint project, we picked our target and outlined the experiences our target users have.

User Research

In order to gather quantitative data, we created a survey that was complete by 102 participants. These results pointed us towards to basic direction of the problem.

WOM Analysis

We collected VOC Low data from platforms such as Naver, Google, and YouTube, then grouped them. Through this, we were able to derive the current target’s needs keywords.

Define Problem

User Personas

According to our analysis of the research and problems, we created these personas to further empathize with our participants’ needs and frustrations.

Findings

Pain points: We focused on the three main phases—Before writing, During writing, and After writing—to figure out pain points in each touchpoint. As a result, our team figured out that saving time and giving assurance to the users are the most important part.

Insights: Thus, our team decided to enable real-time translation/correcting based on the corpus data, and translate the entire sentence so that we could provide several options according to the appropriate level of honorification.

Competitive Research

To understand the existing translation service and proofreading service, we decided to conduct competitive research. We were able to confirm that while simple spelling tests and foreign language translation services have already been developed, there is no service yet that converts colloquial expressions into formal writing. We also confirmed that professional correction service takes time and money.

Solution

We proposed a number of ideas and solutions, and selected a solution that was necessary and that would differentiate it from other services.

Storyboard

Pen&Paper Sketch

We moved on to sketching a few basic wireframes using iPad to explore some top-level design decisions and user flows. We designed web services mainly in consideration of the situation where users write formal and official writing, and designed mobile applications to cover various use environments.

Low-fi Wireframe

With some more clarity, we moved on to designing the wireframes for the web and the app in Figma. Due to the importance of sentence translation, we made it to show various sentences and actual writing so that the translation steps of sentences are clearly visible, and so that the user testers had a better understanding of what the service did.

User Testing & Iteration

We conducted usability tests with three participants users using Keynote. Furthermore, tests were progressed 1:1 due to Covid-19. Each person was given 6 tasks to complete. After observing and analyzing every step, we were able to learn several key points to modify.

Final Design

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