The portfolio document summarizes Kelly Ser's UX work across four domains: Food, Education, Taxi, and Real Estate. For the Food project, Kelly designed an app and database to facilitate the redistribution of surplus food from restaurants to lower-income families in need. For Education, Kelly created "The Smart Box" program to provide early childhood learning tools and incentives to parents in low-income communities. In Taxi, Kelly prototyped features for a mobile app to improve the passenger experience and driver performance tracking. Finally, for Real Estate, Kelly overhauled an agency's website with clearer information architecture and more visual design to better serve homeowners, buyers, agents and first-time users.

1. UX Portfolio
Kelly Ser / UX Designer
FOOD
Redistribution
for
better supply-demand
balance
EDUCATION
Ensure children
from lower income families
thrive
in initial years
TAXI
Creation of
new experiences
for
driver and passenger
REAL ESTATE
Improvement of
website design for
enhanced information
architecture

2. FOOD
| OVERVIEW
In 2013, Singapore set a record 703,200 tonnes
of food wastage
This is enough to fill 600 Olympic-sized swimming pools!
One man’s trash is
another man’s treasure
Over 100,000 lower income families &
elderly households rely on
donations/government subsidies for food
Around 20 VWOs offer free meals-
on-wheels services & run meal
centres around Singapore
Limited resources: Only offers lunches; Typically Mon-Fri only
Instead of
throwing the food
away, why not
share it with those
who need it?

3. FOOD
| INTERVIEWS + INSIGHTS + HMWs
A series of stakeholder interviews, visits and shadowing revealed that
How might we encourage and facilitate volunteerism amongst donors,
VWOs and volunteers through the omnipresent smartphone?
How might we encourage F&B establishments to redistribute food (that would otherwise
be disposed of) into the stomachs of the needy elderly and lower income families?
Food producers i.e. F&B establishments
were often largest food wasters but
missing in food donation drives
Volunteerism needs to be integrated seamlessly
into people’s lifestyle
if we want increased participation
Donors and volunteers require
encouragement/incentives to continue their
involvement in meal programmes

4. FOOD
| IDEATION + ITERATIVE PROTOTYPING
“Most industries have already jumped on the
smartphone/high speed connectivity bandwagon, so
why should the social services sector lag behind?”
Already established
meals on wheels & meal
centres arrangements
The final solution
had to be readily
implementable and
tap on the Existing surplus of food
waste generated by F&B
establishments
High connectivity of the
general populace
through the smartphone
In consultation with stakeholders, we
set out to develop an app and a
cloud database to store information
on stakeholders involved in the
programme
The app will serve as the data
collector and also “street directory”
for both the food donors i.e. F&B
establishments and the collection
teams i.e. Volunteers/VWOs

5. FOOD
| SOLUTION
Introducing the
“Food Where They Belong” Programme
Supported by mobile app based technology and cloud database storage

6. FOOD
| SOLUTION
Just 3 easy steps and voila!
Meal delivery to the doorstep of needy families

7. FOOD
| SOLUTION
Mobile Wireframes and Mock-ups
F&B Establishments
New users click
to sign up
Existing users
click to log in
Click to update
on donation for
the day
Click for updates on collection
progress and messages from
beneficiaries
Click for info on
achievement level
Choose a
preferred timing
Indicate no. of
boxes of veg,
meat, carbs for
donation
Need more
containers? Indicate
no. required
Real-time
update on
collection
progress
See how many
more donations
to unlock next
achievement

8. FOOD
| SOLUTION
Mobile Wireframes and Mock-ups
Volunteers/VWOs
New users click
to sign up
Existing users
click to log in
Click for info
on pickup
schedule Click to
double check
on items to
bring along
Click to tabulate all
containers collected at
the end of day
Overview of
pickup locations
and timing
Total no. of
containers to be
collected
No. of top-up
containers
for donors
Click once
storage is done
properly
Indicate
whether all
collections
were successful
Click once
everything
is in order

9. EDUCATION
| OVERVIEW
So, how might parents in low-
income communities ensure
children thrive in their
first five years?
Parents navigate these obstacles,
so that children not only survive
but thrive — in their early years
Parents and caregivers play an influential role in ensuring children
have the best start in life
Skills, competencies & habits gained in these
years accompany children into adulthood
The first five years of a child’s life are a crucial time — filled with
exciting milestones and innumerable roadblocks
In low-income communities there are
substantial barriers to overcome

10. EDUCATION
| INTERVIEW + INSIGHTS
Discussions with VWOs, govt officials, govt subsidised pre-schools and
parents from low income communities revealed that
Parents are receptive to being
educated, but lack time,
money and avenue to do so
Low income parents face additional
constraints e.g. health problems,
addiction etc that compromises
their ability to be an educator
Involvement in their
childrens’ lives value
add to their education
Children have a
strong desire for
role models in their
lives
External reinforcements
are key motivators for
for children’s growth
and development
2-pronged approach of
teaching children and
parents (on how to teach)
is the most effective
Lack of resources
Parenting
Things important to children
Implementation

11. EDUCATION
| HMWs + ALTERNATE WORLD INSPIRATIONS
Dot voting to select pertinent issues to be addressed before generation
of HMWs
Parents face additional constraints e.g.
health problems, addiction that
compromises their ability to be an educator
Parents involvement in children's’ lives
value add to their education
2 pronged approach of teaching
children and parents (on how to teach)
is most effective
HMW create a nurturing environment
that provides positive reinforcements
to children?
HMW ensure that parents are receptive
towards learning about educating their
children from teachers?
HMW instill commitment from parents
to be regularly involved in educating
their children?
Disneyland
Shopping Mall
Loyalty Programme
ISSUES HMWs

12. EDUCATION
| IDEATION + PROTOTYPING
Developed ideas to address each HMWs and shortlisted two for
prototyping
To give all low income families an
“education pack” comprising of a simple
start-up kit with toys/books that parents
can use with their children (multi-
language)
Provide monetary incentives to
compensate parents when they
are “on duty” learning/receiving
instructions from teachers on how
to educate children

13. EDUCATION
| SOLUTION
Introducing
“THE SMART BOX”
Specially designed to meet the needs of parents and children (0-5 years old) from lower income families
What does “The Smart Box” come with?
#1 Tools to guide parents on simple
ways to play with/educate children
at home
#2 In-house guidance by volunteers
available upon request
#3 Learning development guide to
chart children’s progress
#4 Free enrolment in govt subsidised
pre-school
#5 Incentive Card: Reward parents
for efforts in learning skills to
educate children
Best of all, it’s free for all lower income families
with children below age 5!

14. EDUCATION
| SOLUTION
Tools
Incentive Card
Box doubles up as crib!
Learning
development chart
Lower income families may not always
have a clean, clear space for new-borns
Caters for both indoor
outdoor activities
Available in various
languages

15. EDUCATION
| SOLUTION – HOW IT WORKS

16. EDUCATION
| SOLUTION – INCENTIVE CARD
Card allows parents to take time off work learn skills to teach their child
Parent take time-off
from work
Meet teacher to discuss
child’s development
When satisfied, teacher credits
points* into incentive card
Teacher shares key learning techniques
that parent can try at home
Teacher will assess parent’s understanding
of technique taught
*Points can be converted to food/book
vouchers to compensate them for time away
from work and to incentivise continued
participation in programme

17. TAXI
| OVERVIEW
With the rising cost of private transport in Singapore, there has
been a rise in usage of public transport for commute.
The Taxi, with its door-to-door convenience and efficiency, has
become increasingly popular. Unfortunately, the number of
unpleasant experiences shared by passengers and drivers have
also been on the rise.
Service
Provider
Passenger Service
Host
Driver
See
Hail
Boarding
Conversation
Drive
Payment
Unload
Bye
Drivers should see themselves as Service Hosts
rather than Drivers

18. Fatherly Safety
Fred
Fatherly Safety
Fred
Fatherly Safety
Fred
TAXI
| INTERVIEWS + INSIGHTS + PERSONAS
Interviews with
stakeholders
involved in the
journey and field
visits were made
Driver
Pregnant
woman Drunkard
Professional Student Pet owner
INSIGHTS
² Smell in taxi played a key role in affecting
journey experience
² Talkative drivers irritate passengers at times
² Passengers preferred route clarification
before journey commenced
² Rising taxi rentals make it inevitable for
drivers to drive fast
Fatherly Safety
Fred
Considerate Smelly
Aunty Sally
Tipsy Owl-ly
Kumar
A range of personas were then created, with their respective needs, wants, expectation,
frustrations etc listed down
How-Might-Wes (HMWs) were developed to meet the needs of each persona.
“Tipsy Owl-ly Kumar” was the persona of choice for further ideation based on the HMWs

19. TAXI
| HMWs + IDEATION
HMW increase the
availability of
taxis?
HMW increase taxi
drivers’
geographical
orientation?
HMW adjust the level ofengagement accordingto the passenger’spreference?
HMW ensure
selection of
optimal route?
Creative Matrix for ideation
Prioritisation Matrix to select
ideas for prototyping
Tipsy Owl-ly
Kumar

20. TAXI
| PROTOTYPING
Dedicated customer care
team for each region
Driver bonus
for timely
arrival
at
destination
Card for passenger to
indicate “Do Not
Disturb”
Panel for
passenger’s
reference
on
traffic conditions
and ETA
A series of prototypes were created based on the 4 ideas
selected, and subsequent iterative testing with stakeholders
helped to refine the designs further
Prototyping
Series of iterations based on
user feedback
The 4 ideas selected for
prototyping

21. TAXI
| SOLUTION
Encapsulates all 4 ideas, taking into account ease of implementation and cost efficiency
Introducing the
Forecasting
Ability
Location
Map
Engagement
Preference
Rating
System
Enables passenger to track taxi
location during journey
Ensures undisturbed
journey if preferred by
passenger
Cost of trip and ETA estimation
once destination is confirmed
(uses real-time traffic conditions
for estimation)
Allows centralised tracking of
driver performance and
incentive scheme to aid in staff
retention
Real time feedback system
that improves Driver-
Passenger engagement Arrival Time :
Traffic Condition :
Estimated Fare :
5:35 PM
SMOOTH
5:28 PM
Chat
Quiet
$7.80

22. REAL ESTATE
| OVERVIEW
Rental/purchase of real estate is not an everyday affair
Information asymmetry between buyer/tenant/owner/landlord and
salesperson/agent subjects the transaction to many potential problem points
When problem arises, the buyer/tenant/owner/landlord’s
first point of resolution is to
search for answers online

23. REAL ESTATE
| WEBSITE ANALYSIS
Cluttered homepage with too many icons: No focus for user at first glance
Very wordy: Makes website cluttered and unfriendly
Information overload: Difficult for users to locate required information
Duplicated links to same info on website: Confuses user

24. REAL ESTATE
| USER JOURNEY MAP
• Information on website should be
rearranged to meet the
information needs of users at the
identified touch points
• Many website users are first-
timers and are there to seek
clarification. Thus quick indication
of answers to queries will be key
to ensure positive user
experience
• Information should be presented
clearly in a concise manner to
ensure understanding by wide
spectrum of users
To identify website touch points for
(i) Owner/Landlord (ii) Buyer/Tenant (iii) Salesperson/Agent

25. REAL ESTATE
| PROPOSED WEBSITE REVAMP
Introducing the revamped CEA website
Homepage
User can either indicate their (a) Intent of using the website or
(b) go straight to info on the respective user groups
Potential New Salesperson
Each page provides a visual overview with details available in
horizontal tabs
Guide users to required info: Users to identify areas of interest on Homepage
Re-categorisation of info: Avoid duplication of links to the same resource
More visuals than text: Quick understanding of facts at a glance
Help users contextualise understanding of info: Case studies accompanying info to avoid need for complaints

26. REAL ESTATE
| PROPOSED WEBSITE REVAMP
Introducing the revamped CEA website
Guide users to required info: Users to identify areas of interest on Homepage
Re-categorisation of info: Avoid duplication of links to the same resource
More visuals than text: Quick understanding of facts at a glance
Help users contextualise understanding of info: Case studies accompanying info to avoid need for complaints
Buyer / Tenant
Case studies to contextualise information to aid in user’s
understanding
Contact Us
Streamlined complaint submission process to avoid tormenting
users who are already unhappy with Agent/Salesperson

27. END
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