MOTION & INTERACTION DESIGNER
SKGC, CHINAPLAS
- SK Global Chemicals "Automotive"
Information Architecture | UX/UI Design | Brand Pavilion | Exhibition Content
Interactive information platform designed for SK Global Chemicals at the plastics fair, Chinaplas, offers insights into the SKGC’s advanced raw materials and where they are used in automotive components. The application serves as a structured and engaging platform for exploring detailed information about car parts and the materials applied to each.
By presenting complex technical information in a 3D space with a layered, intuitive interface, the experience allows users to explore a car’s exterior, internal components, and detailed information about SKGC’s raw materials—encouraging curiosity and deepening their understanding of the material composition and its specific applications within the vehicle.
Exhibition | Recognitions
Chinaplas 2017, Guangzhou, China
Chinaplas 2018, Shanghai, China
Chinaplas 2017, Guangzhou, China
Chinaplas 2018, Shanghai, China
Exhibition Design: Decoree
Role:
- Information architecture, UI/UX design, Interaction design, Motion design.
- Supervisor/ Design Lead:
- Consultant
Collaborators:
- Sukjoo Hwang: Developer
- 3D design studio
Tools:
Software – Cinema 4D, After Effects, Photoshop, Python
Hardware – Interactive touch screen display, position tracking sensors.
The overall visual tone was crafted to evoke a sense of energy and dynamism, using SK Group’s signature colors—Vivid Red and Sunburst Orange—as the foundation of the visual identity. Set against a black background, the strong contrast made the visuals feel bold, vibrant, and striking.
The tap target UI design was developed to visually evoke the texture of actual product materials, incorporating dynamic shapes and a mechanical visual concept throughout the interface—including windows, title bars, and more—encouraging users to intuitively imagine the tactile quality of the product.
See Prototype Details More
CHALLENGES & SOLUTIONS
Challenging Conventional Navigation: Proposing an Innovative Interaction
We aimed to design a more intuitive and fluid interaction, allowing users to explore the car by directly tapping and swiping the 3D model—creating the sensation of turning and examining a real vehicle—while seamlessly navigating between the Exterior, Interior, and Engine Room sections.
However, real-time responsive 3D development wasn’t feasible due to budget constraints. Instead, we managed the interaction using a sequence of pre-rendered 3D animations. This required close collaboration between the 3D team, programmers, and designers to fine-tune motion timing and response speed, ensuring a smooth and engaging user experience.
Client’s Last-Minute Request to Expand Product Detail Pages
We aimed to design a more intuitive and fluid interaction, allowing users to explore the car by directly tapping and swiping the 3D model—creating the sensation of turning and examining a real vehicle—while seamlessly navigating between the Exterior, Interior, and Engine Room sections.
However, real-time responsive 3D development wasn’t feasible due to budget constraints. Instead, we managed the interaction using a sequence of pre-rendered 3D animations. This required close collaboration between the 3D team, programmers, and designers to fine-tune motion timing and response speed, ensuring a smooth and engaging user experience.
Client’s Last-Minute Request to Expand Product Detail Pages
To handle this efficiently, I worked with the programmer to simplify the content structure, minimizing changes to the code. I also standardized the design templates and provided the client with clear file format and size guidelines to ensure smooth and timely delivery.
FINAL DELIVERABLES
- Interactive Application for SKGC Product Information Architecture
- Four wall-section videos triggered by a sliding screen.
- Four wall-section videos triggered by a sliding screen.
SKGC Product Information Architecture
Application UX/UI Walkthrough
Automotive Component Overview Video
The automotive parts explanatory video is displayed on a movable wall screen, providing a clear and visual understanding of each component's function and characteristics. A sliding device with an integrated display screen moves along a wall-mounted print of a car, which is divided into four sections. As the audience slides the screen over each part, position tracking sensors trigger the corresponding video, revealing the internal structure—like an X-ray—and delivering detailed product information.