Celia Choi

Art Director
Game Designer
UX/UI Designer
https://www.linkedin.com/in/celia-choi/https://www.celiachoi.com/celiaochoi@gmail.com

My Projects

picture of laptop with aloud archives redesign screen

Voices ALOUD

Redesigning ALOUD archives website to streamline content access, and enhance search and discovery.

Voices ALOUD

UX/UI
Product Design
Web Design

A redesign of the ALOUD archives website to streamline access to content and enhance search and discovery.

picture of laptop with aloud archives redesign screen

Problem

The ALOUD program, part of the Library Foundation of LA, connects authors and great thinkers to a live, public audience to exchange ideas through performances and conversations. The ALOUD digital media archives has a trove of past content, but their collection lacks proper organization making it difficult to discover.

Insights

During our research, we found that many ALOUD attendees enjoy discovering new speakers and topics through the program, however the website does not have any discovery features or tagging organization to discover those speakers. We also found through communicating with stakeholders at ALOUD that they faced the challenge of limited manpower and resources to support their program.

Final screens of the redesigned homepage and episodes page of the ALOUD archives
Final screens of the redesigned homepage and episodes page of the ALOUD archives
Final screens of the redesigned homepage and episodes page of the ALOUD archives
Final screens of the redesigned homepage and episodes page of the ALOUD archives
Final screens of the redesigned homepage and episodes page of the ALOUD archives
Final screens of the redesigned homepage and episodes page of the ALOUD archives

Solution

We created a strategic roadmap for an automated tagging system and redesigned website sections to enhance the search and discovery experience.

BrewFest AR

Interactive Beer Experiences

BrewFest AR

Experience Design

Problem

Insights

Solution

Image of Gozo Car

Gozo: AR Rideshare that Connects Rider

Reimagining future of autonomous ridesharing—where AR enhances commute into a dynamic social space

Gozo: AR Rideshare that Connects Rider

UX/UI
Product Design
Social Innovation

Partnered with BMW Designworks to explore the future of rideshare services where augmented reality and autonomous vehicles can transform passive travel into meaningful interactions. Our team pitched our idea, Gozo, an autonomous rideshare service that encourages social connection through features like collaborative AR trivia games, campfire-style seating, and revisiting shared memories afterwards in the app.

Image of Gozo Car

Problem

In today’s fast-paced world, busy schedules and constant distractions make it harder than ever for families to connect. We found during our research that 73% of adults prioritize family time but families only spend 53 minutes of quality time per day. We asked how might we reimagine commuting in autonomous vehicles into meaningful moments for social bonding?

Insights

By observing current rideshare experiences and researching family commuting behaviors, we learned that meaningful connection, shared engagement, and playful interaction are the core needs for families on the go. We also discovered that traditional rideshares like Uber and Waymo focus solely on efficiency—leaving emotional connection as an untapped opportunity. As the world moves toward autonomous vehicles, Gozo redefines the journey itself as a space for bonding, not just transportation.

Through secondary research, we discovered children of one-parent households spend 5+ fewer weekly hours with parents versus two-parent households. This led to focusing on single-parent families as our target user.
Through secondary research, we discovered children of one-parent households spend 5+ fewer weekly hours with parents versus two-parent households. This led to focusing on single-parent families as our target user.
Our inspiration for Gozo trivia came from trivia shows like Cash Cab where passengers work together to answer questions correctly to win money. The format of Cash Cab stuck out to us because we saw how it fostered teamwork and excitement among the passengers.
Our inspiration for Gozo trivia came from trivia shows like Cash Cab where passengers work together to answer questions correctly to win money. The format of Cash Cab stuck out to us because we saw how it fostered teamwork and excitement among the passengers.
User testing of our rideshare experience revealed that friction points included readability with the AR experience and needing a more intuitive flow for the user from interacting with the center console to the car windows.
User testing of our rideshare experience revealed that friction points included readability with the AR experience and needing a more intuitive flow for the user from interacting with the center console to the car windows.
Through secondary research, we discovered children of one-parent households spend 5+ fewer weekly hours with parents versus two-parent households. This led to focusing on single-parent families as our target user.
Through secondary research, we discovered children of one-parent households spend 5+ fewer weekly hours with parents versus two-parent households. This led to focusing on single-parent families as our target user.
Our inspiration for Gozo trivia came from trivia shows like Cash Cab where passengers work together to answer questions correctly to win money. The format of Cash Cab stuck out to us because we saw how it fostered teamwork and excitement among the passengers.
Our inspiration for Gozo trivia came from trivia shows like Cash Cab where passengers work together to answer questions correctly to win money. The format of Cash Cab stuck out to us because we saw how it fostered teamwork and excitement among the passengers.
Through secondary research, we discovered children of one-parent households spend 5+ fewer weekly hours with parents versus two-parent households. This led to focusing on single-parent families as our target user.
Through secondary research, we discovered children of one-parent households spend 5+ fewer weekly hours with parents versus two-parent households. This led to focusing on single-parent families as our target user.

Solution

Gozo is an on-demand autonomous rideshare that reimagines rides as shared social spaces through augmented reality. This speculative experience replaces isolated screen time with landmark-triggered AR games that respond to real-world locations. Other features include a "rewind the ride" feature that allows riders to capture and revisit meaningful moments post-trip and phone-free incentives to encourage genuine connection between riders. By blending physical travel with digital play, Gozo envisions how future mobility could prioritize human interaction over convenience alone.

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