Turning information into a personal experience of discovery — Culture City Uijeongbu: Magic Hat Test
마법모자 테스트는 문화도시 의정부의 16가지 공공문화 사업을 사용자 성향에 맞춰 추천하는 모바일 웹 콘텐츠입니다. 기존의 사업명과 설명만으로는 각 사업의 매력을 직관적으로 이해하기 어렵다는 한계가 있었습니다. 이에 공공문화 사업을 단순히 ‘읽는 정보’가 아니라, 사용자가 직접 발견하는 경험으로 전환하고자 했습니다. 각 사업의 목적과 분위기를 분석해 그래픽 심볼로 시각화하고, 오브젝트와 컬러, 장면 구성을 통해 추상적인 내용을 쉽고 친근하게 풀어냈습니다. 또한 각 심볼은 스티커, 엽서, 배지 등 굿즈로 확장될 수 있도록 하나의 시각 자산으로 설계했습니다. 이를 통해 사용자가 자신과 가까운 문화사업을 자연스럽게 발견하고, 그 경험이 공유와 굿즈 확장으로 이어지는 사용자 경험 흐름을 구축했습니다.
Overview Mobile web page design / 2023. Magic Hat Test is a mobile web-based interactive content created for Culture City Uijeongbu. It recommends one of 16 local cultural projects based on the user’s personality and interests. Users answer questions in a format similar to an MBTI test. Through the result page, they can visually experience the character and atmosphere of each project.
Problem It was difficult to understand the purpose and appeal of the 16 projects through project names and administrative descriptions alone. To help users easily discover cultural projects connected to them, the way public cultural projects were communicated needed to be redesigned.
Approach I transformed public cultural projects from “information to read” into “experiences to discover.” After analyzing the purpose and atmosphere of the 16 projects, I visualized each one as a representative graphic symbol. By using objects, scenes, and colors, I translated abstract project ideas into intuitive visuals. This allowed users to experience each project as a distinct type on the result page.
Visual Strategy I used rounded frames, line-based illustrations, and vivid colors.
This reduced the rigid impression often associated with public projects.
The overall tone was designed to feel bright, friendly, and suitable for mobile test content.
Each symbol expresses the unique identity of its project.
At the same time, they work together as one consistent visual world.
Outcome The 16 information-heavy projects were restructured into an experience-based content connected to the user’s personality. Each project symbol works as a key visual on the result page. It helps users intuitively understand and remember the character of each project. The symbols were also designed as expandable visual assets. They can be applied to goods such as stickers, postcards, and badges. This allows the test experience to extend into sharing and a sense of belonging.
