"Ditto" is a social media application designed for Third-Culture Kids (TCKs)* providing them a platform to connect with friends who share similar interests. The name "Ditto" reflects the app's mission of creating connections based on shared experiences and concept of "repeating" or "echoing" similar cultural identities.
*Individuals who spend a significant part of their childhood outside of their parents' culture or their country of nationality
Role: Researcher, Design lead
Areas: Research, Strategy, Branding, Product Design, Usability Testing
Software: Figma, Illustrator, Photoshop, After Effects
Introduction
Design Background
Being raised half of my life in Korea and the other half in the United States, I was raised as a Third-Culture Kid. Although I share both cultures respectively, I would often ask myself, “who am I?” often feeling guilty when I had to choose between two cultures which leads me to feel somewhat not “fit in” in both cultures.
According to a 2019 study by the American Psychological Association, TCKs often struggle to form a coherent sense of self identity due to their unique experiences, leading to feelings of rootlessness and disconnection from peers. Therefore, the goal of this case study was to provide TCKs with a supportive community and resources to navigate these challenges and embrace their unique identity.
Design Goals
- Design an experience where TCKs can build relationship to share their stories and values
- Help them preserve their own culture without discarding new culture without any guilt
- Build positive view of third culture and their community
Research
Primary Research
Qualitative:
- Brainstorming ideas
- Close-ended survey from students
- Brainstorming ideas
- Close-ended survey from students
Quantitative:
- Face-to-face interview with an individual with third culture
- Face-to-face interview with an individual with third culture
Secondary Research
Inductive:
-Using previous research data
-Using previous research data
Source: Walters, Kate A., and Faith P. Auton-Cuff. "A story to tell: The identity development of women growing up as third culture kids." Mental Health, Religion and Culture 12.7 (2009): 755-772
Source: Dewaele, Jean-Marc, and Jan Pieter Van Oudenhoven. "The effect of multilingualism/multiculturalism on personality: No gain without pain for third culture kids?." International Journal of Multilingualism 6.4 (2009): 443-459.
Research Findings:
- Third culture individuals are less emotionally stable from frequent transition in their environment
- However, they are proven to score higher in open-mindedness and cultural empathy
- They feel sense of belonging through interactions with peers who share similar lifestyles
Primary Problem:
Third culture individuals face cultural and identity conflict from frequent transition during their childhood resulting in emotional instability
Third culture individuals face cultural and identity conflict from frequent transition during their childhood resulting in emotional instability
- However, they are proven to score higher in open-mindedness and cultural empathy
- They feel sense of belonging through interactions with peers who share similar lifestyles
Specified problem:
Cultural and Identity Conflict among People with Third Culture
Cultural and Identity Conflict among People with Third Culture
Hypothesis:
"It is hypothesized that building positive social engagement for third culture individuals will have positive impact in their social and self-acceptance."
Design Solution
Branding
Symbols
Logo
Typography & Color
Merchandise
Information Architecture
Wireframes
Low-fidelity
High-fidelity
Prototype
Usability Test
To test the app’s functionality, three usability tasks were given to five participants who have grown up in multi-cultural environment with prior experiences with other social media application.
Primary User Test
Four participants were given following tasks:
Task 1. Login to participate in a voice chat with a friend
Task 2. Filter and create a connection with a friend
Task 3. Join and create your own community
Task 1. Login to participate in a voice chat with a friend
Task 2. Filter and create a connection with a friend
Task 3. Join and create your own community
Testing Methods
Usability tests were given using the Maze, a user testing platform, while all participant’s process were monitored using screen-share. Participants were given two-minute maximum time to complete each tasks intend to record the outcome as a fail if the participants exceed the time limit. Duration of each time for individual tasks and path of clicks were recorded in Maze.
Findings
Post-test survey
Usability test outcomes
From the post-survey, all users replied that they have used social media to build intimate connections with their friends whereas only 40% have replied that they believe social media is essential for an individual to build their identity. The usability test results showed 100% success rate in all three tasks; however, task 1 showed one in-direct success whereas other tasks showed direct success for all participants. Task 2 had shown to be the most difficult tasks for all participants as some one had noted that filter button was hard to navigate.
