Can You Talk Like a Kiwi? (2024)

Can You Talk Like a Kiwi? (2024)
UI/UX Design / Game Design / Marketing

UI/UX Design / Game Design / Marketing

Time frame: 15 Weeks

Tools used: Figma, Miro & Adobe Illustrator

For best experience, I highly recommend trying the mobile experience (2-3 minutes) before reading below

Time frame: 15 Weeks

Tools used: Figma, Miro & Adobe Illustrator

For best experience, I highly recommend trying the mobile experience (2-3 minutes) before reading below

“Can You Talk Like a Kiwi?” was my final capstone project for the Bachelor of Design at the University of Auckland, developed in response to the Business Stream brief:

“How might we design for more diverse, equitable and inclusive workplaces and businesses?”

The project addresses linguistic discrimination in New Zealand workplaces and explores how design can create awareness and promote empathy for migrants.

Problem/Background

Linguistic discrimination — judging or excluding people based on how they speak — is a subtle but damaging issue often that based on my research; was overlooked in workplace diversity conversations (Especially in New Zealand where racism is often more covert). Migrants frequently feel pressure to erase their accents or speech patterns to fit in, which can lead to a loss of confidence, social exclusion, and fewer professional opportunities.

How might we create awareness of linguistic discrimination in New Zealand workplaces, so migrants are less pressured to lose their linguistic identity to conform to Kiwi customs?

My Role

Conducted primary and secondary research along with interviews, and surveys with migrants and Kiwis.
Led the Human-Centred Design process, from ideation to implementation.
Designed the full user experience, UI, characters, and visual identity of the app and campaign
Created prototypes using Figma and tested them with target users.
Developed a fully functional app, website and presented the project at the 2024 ReDesign Exhibition Showcase.

The Solution

A satirical reimagining of Duolingo that uses gamified "language learning" to simulate and build empathy around linguistic discrimination in New Zealand workplaces.
The test is rigged and designed to humorously fail users, simulating the subtle discrimination migrants experience when judged for not speaking “proper Kiwi.”
Users are mocked by in-app characters, placing them in the position of someone being unfairly judged for their language.
A campaign rollout featuring street posters, TV advertisements, and social media videos that drive traffic to the app.
After the "test", users are:
- Given five simple ways to reduce linguistic discrimination
- Directed to a companion website with educational resources and links to ethnic advocacy groups.

“Can You Talk Like a Kiwi?” was my final capstone project for the Bachelor of Design at the University of Auckland, developed in response to the Business Stream brief:

“How might we design for more diverse, equitable and inclusive workplaces and businesses?”

The project addresses linguistic discrimination in New Zealand workplaces and explores how design can create awareness and promote empathy for migrants.

Problem/Background
Linguistic discrimination — judging or excluding people based on how they speak — is a subtle but damaging issue often that based on my research; was overlooked in workplace diversity conversations (Especially in New Zealand where racism is often more covert). Migrants frequently feel pressure to erase their accents or speech patterns to fit in, which can lead to a loss of confidence, social exclusion, and fewer professional opportunities.

How might we create awareness of linguistic discrimination in New Zealand workplaces, so migrants are less pressured to lose their linguistic identity to conform to Kiwi customs?

My Role

Conducted primary and secondary research along with interviews, and surveys with migrants and Kiwis.
Led the Human-Centred Design process, from ideation to implementation.
Designed the full user experience, UI, characters, and visual identity of the app and campaign
Created prototypes using Figma and tested them with target users.
Developed a fully functional app, website and presented the project at the 2024 ReDesign Exhibition Showcase.

The Solution

A satirical reimagining of Duolingo that uses gamified "language learning" to simulate and build empathy around linguistic discrimination in New Zealand workplaces.
The test is rigged and designed to humorously fail users, simulating the subtle discrimination migrants experience when judged for not speaking “proper Kiwi.”
Users are mocked by in-app characters, placing them in the position of someone being unfairly judged for their language.
A campaign rollout featuring street posters, TV advertisements, and social media videos that drive traffic to the app.
After the "test", users are:
- Given five simple ways to reduce linguistic discrimination
- Directed to a companion website with educational resources and links to ethnic advocacy groups.

Important Design Decisions

Used satire and humour of a "Duolingo" parody to introduce a sensitive issue in a non-threatening way, making it more digestible and thought-provoking.
Juxtaposing the friendly, playful and sterile appearance of the app to the very real and sensitive topic of discrimination to provide a powerful message.
Creating nuanced, covert and subtle dialogue to deliver accurate realistic portrayals of linguistic discrimination.
Fine tuning the overall time and level of difficulty it took for the user to complete the experience so that the message was efficiently delivered, without compromising the depth and scope of the project.
Making sure the user is equipped with knowledge and advice on how to combat the issue by the end of the experience so that they leave inspired, and hopeful.

Design Process

The design process began with a project planning phase followed by 3 Phases (Inspiration, Ideation and implementation) to structure the rest of the project.

Important Design Decisions

Used satire and humour of a "Duolingo" parody to introduce a sensitive issue in a non-threatening way, making it more digestible and thought-provoking.
Juxtaposing the friendly, playful and sterile appearance of the app to the very real and sensitive topic of discrimination to provide a powerful message.
Creating nuanced, covert and subtle dialogue to deliver accurate realistic portrayals of linguistic discrimination.
Fine tuning the overall time and level of difficulty it took for the user to complete the experience so that the message was efficiently delivered, without compromising the depth and scope of the project.
Making sure the user is equipped with knowledge and advice on how to combat the issue by the end of the experience so that they leave inspired, and hopeful.

Design Process

The design process began with a project planning phase followed by 3 Phases (Inspiration, Ideation and implementation) to structure the rest of the project.

Outcome

Delivered an attention grabbing campaign that raises awareness of an often-ignored form of discrimination.
Successfully used humour as a tool for empathy-building and behaviour change
Encouraged users to reflect on their own biases and start conversations in their workplace or community
The project received positive feedback for its originality, user experience, tone, and relevance
Demonstrated how digital experiences can tackle social inclusion challenges through intentional storytelling and design

If you would like to have a more detailed look into the design process, please have a look at my Visual Journal for the project.

Outcome

Delivered an attention grabbing campaign that raises awareness of an often-ignored form of discrimination.
Successfully used humour as a tool for empathy-building and behaviour change
Encouraged users to reflect on their own biases and start conversations in their workplace or community
The project received positive feedback for its originality, user experience, tone, and relevance
Demonstrated how digital experiences can tackle social inclusion challenges through intentional storytelling and design

If you would like to have a more detailed look into the design process, please have a look at my Visual Journal for the project.