ONTRA
Samsung Sponsored Project. This project is an extension of the Samsung x NRG Mobile E-sport sponsorship. A Battlestation designed for Mobile E-sport.
Time - Fall 2024
Duration - 14 Weeks
Team Member - Jeff Yap / Jay Liu
The Strategic Context
Mobility is no longer just transport, the value of a journey extends beyond reaching a destination to how meaningfully people can use their time in transit.
Key Drivers
This is the space to introduce the Features section. Use this space to highlight your unique aspects and to present specific credentials, benefits or special features you offer.
The hybrid workforce is redefining where work happens
As today’s workforce increasingly embraces a hybrid lifestyle, mobility and flexibility have become the new currency of productivity. Professionals now expect to work seamlessly across locations—whether from home, in transit, or in dynamic third spaces. This shift is accelerating demand for smart, mobile work environments that support both focused work and personal well-being. From adaptable coworking infrastructure to wellness-oriented transit options, the evolving expectations of the workforce are reshaping how, where, and why we work—fueling innovation across transportation, real estate, and technology sectors.
The rise of smart workspaces & work-life Wellness
As hybrid and remote work redefine professional norms, companies and workers alike are prioritizing adaptive, tech-enabled environments that support both productivity and personal well-being. This shift is fueling demand for smart workspaces—spaces designed with seamless connectivity, ergonomic flexibility, and integrated wellness features. Driven by the growing awareness of mental health, burnout, and the importance of purposeful, restorative routines, workspaces are evolving into ecosystems that balance efficiency with mindfulness. From mobile coworking hubs to wellness-embedded transit spaces, the line between where we work and how we live is blurring—creating a new standard for the future of work.
The Objective
Reimagine train travel as a seamless transition between work, connection, and rest.
Understanding
Consumer Archetypes
Experience Seeker - Early Adopter
Lifestyle: Lives for discovery, creativity, and cultural immersion. Constantly seeks new, meaningful, and sharable experiences.
Needs: Personalization, immersive design, seamless tech, and inspiring environments that align with their identity.
Pain Points: Disconnected systems, dull or generic services, lack of emotional resonance, and anything that feels outdated or overly conventional.
Hybrid Professional - Early Majority
Lifestyle: Blends work and life fluidly. Works remotely, travels frequently, and prioritizes productivity alongside wellness.
Needs: Quiet, connected, and flexible environments that support focus, rest, and movement. Reliable infrastructure with smooth transitions across spaces and platforms
Needs: Noise, lack of ergonomic spaces, unreliable connectivity, and friction between physical and digital systems.
Bleisure Traveler - Late Majority
Lifestyle: Travels for business but extends trips for leisure. Comfort-oriented, values ease, and often prefers trusted systems that are realiable.
Needs: Simple, clear, realiable and consistent services. Support for combining professional and personal agendas with the minimal hassle possible.
Needs: Overly digital processes, lack of personal assistance, fragmented travel experiences, limited comfort / recovery space.
Project ONTRA
The Ecosystem
A battle station designed to enhance environmental ergonomics for mobile e-sport athletes for better in-game performance, while enhancing viewer interactions for on-scene audiences
Brand Positioning
From entering the staion to exiting train, for the context of business travel
Positioning matrix against travel & hospitality brands
Taget customer mapping basead on consumer archetypes
Core Problem #1
Poor Station Flow Wastes Rail’s Biggest Asset: Usable Work Time
Lack of role-based differientation leads to inefficiency
All travelers—regardless of whether they're there to work, explore, or unwind—are funneled through the same undifferentiated path, leading to mismatched experiences and unnecessary stress.
Core Problem #2
Passenger space isn't designed for work
Inefficient boarding experience
Design Investigation
Taking a holisitic approach in improving the business travel experience through rail
How might we?
Through a holisitic approach
Product design aspect
Provide the most relevant need catered toward the increasing demand for fluid work environment while valuing wellness & social needs?
User experience aspect
Provide a systematic solution that allows seamless, effortless interaction and tailored curation to our target cosumers?
Design Development
This section showcases my design process from research, concept development to form development
