Gahm has two distinct user groups to offer a meaningful intergenerational experience. Therefore, it is significant to understand two user groups in detail in the user analysis phase. The user personas often fail in user experience design because they lack detail, leading to the limited representation of the user group (CITRUSBITS). To overcome this common mistake, our team began the user analysis with user segmentation and built user persona, journey, and stories out of it. This process allows designers to understand the user groups on both macro and micro levels.



User Segmentation







User Personas






User Journeys


Sangwoo & Youngmin (LGBTQ community)




Touchpoint Analysis

Need a Private/Secure but Easily Accessible Space to Share Concerns

Coming out can be a challenging process. As our society enforces codes of behavior regarding sexual orientation and gender identity, gay, lesbian, and bisexual persons may feel different or not fit into the roles expected of them by their family, friends, workplace, or greater society. Due to this, coming out involves facing societal responses and attitudes toward LGBTQ people. These sometimes put LGBTQ youngers fall into isolation and fear. This isolation causes LGBTQ youth to struggle to build their identity and social relationships as there is no one to discuss their concerns openly. Many elders who went through those struggles wish to help the vulnerable LGBTQ youngers, but it is tough to reach out to those youngers looking for help because there is no easy and safe space to share worries, concerns, and advice.




Sunyoung & Soohyun (Women & Career)




Touchpoint Analysis

Find a right person to ask for/give advice

Despite the improvement of workplace culture for women, many working mothers/wives continue to bear a heavier burden when it comes to balancing work and family. Existing support for working women, such as company workshops or discussions with a colleague, often doesn’t fulfill their needs on a personal level. What they are looking for is feasible advice from a trustworthy person to apply the advice in their personal situation directly. Then, we should directly connect those young women workers with relevant older adults with similar experiences to learn from their wisdom and lived experiences.