Bangkok index
The Rocket Media Lab team aimed to present the liveability ranking of Bangkok's districts using data visualization. The key goals were to increase website traffic and boost public awareness of the data.
I started the project by meeting with the Rocket Media Lab team to align on expectations and finalize the scope. We jointly established the following project goals: To present the liveability ranking of Bangkok's districts To increase website engagement and/or boost public awareness.
Data Structuring and Analysis Levels
The data was categorized to support three levels of user analysis:
Overall Ranking: View the liveability rank for all Bangkok districts.
Single District View: Deep dive into one district, allowing for historical or latest year data viewing.
Comparative View: Compare data across between 2 districts, allowing for historical or latest year data viewing.
After scoping the data presentation approach, I proceeded to define the user personas and develop a prototype in preparation for testing. Once the prototype was complete, I conducted tests with users matching the defined personas, with assistance from the Project Manager in recruiting the test participants.
Upon testing with three users who matched the created personas*, usability issues regarding the map visualization were identified. These issues are summarized in the points on the right. The user interviews aimed to primarily test map data comprehension and perform a basic usability check.
*Disclaimer: The persona definitions for this project were based on hypotheses generated by using AI to gather information about the organization's target audience, which typically falls within the 25-45 age range.
Based on the feedback, I redesigned the map to ensure maximum data clarity. The new design shows the liveability rank number on each district, corresponding to a color intensity scale. Users can also access a supplemental graph to view the proportional score breakdown for each dimension.
For the illustration concept on this website, I chose to use a style similar to the existing elements on the original site but updated the format to be more approachable and engaging. For instance, the representations of the different districts are designed to resemble manhole covers that feature prominent landmarks within that district. Similarly, the assessment categories are represented by hand-drawn sticker-like illustrations.
Because the personas defined during the Empathize and Define phases were based on generalized data derived from AI, Google Analytics was integrated after the website launch to accurately identify the visitor demographic. The goal was to refine the user experience (UX) to better serve this actual target group.
According to the data, there are more female users (59.6%) than male users (40.4%), and the majority of users are located in Bangkok. The most common age group is 35-44, followed by 45-54 and 25-34, respectively. The primary channel users come from is organic social, with organic search being the second most common channel.
