design challenge

In Urban Dance competitions, manual judging is the mainstream to announce results, which however is inefficient and chaotic. Kozen aims to replace manual methods with digital solutions to bring transparency and clarity in competitions. However, as there are more competitors rising in this market, Kozen is seeking the next generation transformation to win the market.



January, 2019 - Present

Team project

User research

UX/UI design

Service design

Business development





Kozen has 7 years experience in Urban Dance competitions and is specialized in digital jury voting solutions. Customers are event organizers from all over the world, including Europe, U.S, Korea, China, etc.

To bring transparency in Urban Dance events, Kozen 1.0, in the form of a controller, was invented to digitalize the judging process. Votes could be immediately recorded and presented on a screen, which enabled users and the audience to understand the process and result quickly.


User research


We discovered 3 types of potential customers (event organizers, dancers and audience) and 4 types of potential users (event organizers, dancers, audience and judges) in Urban Dance competitions.

To have a clear picture of scenarios and users in Urban Dance competitions, we interviewed event organizers, dancers, audience and judges. After analysis, we documented our discovery in the User Journey Map and Service Blueprints.


User Journey Map


Service Blueprints


Empathy Mapping

Based on the result of user research, we used Empathy Map to document our findings. We discovered that both dancers and audience had confusion and complaints about judging, which was because the judging process was not transparent and people could only see the final result. Moreover, they could do nothing but accept the result. There was a significant imbalance among judges, dancers and audience.

Therefore, we decided to provide dancers and audience with a service that could help them voice their opinions and influence the judging process.



Market research

We decided to focus on the market in China as the Urban Dance culture was thriving. Based on the data from DanceBox, we discovered that Urban Dance culture was more popular in costal provinces, especially in Guangdong. While Shanghai had more high quality S events, Guangdong had more A and B events. We thought Guangdong should be the starting point and Shanghai should be the high-end market.



Design Decision

After research, we discovered that Kozen 1.0 could not help dancers and the audience understand the ‘why’ of voting, which still produced confusion and suspicion. Meanwhile, the ROI would be negative due to the limited number of dance events and the expense that the event organizers could afford.

In Kozen 2.0, instead of event organizers, we targeted at dancers as our main user group because the number of potential market was huge. Meanwhile, the consumption capability of dancers was rising dramatically.

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Interface Design

User Flow




Colors & Typography





Live Voting

When an event or a battle is live, users are able to watch and vote. Before the voting session of every round, result of voting will be hidden so that users will not be influenced by other people. When voting starts, users need to vote for the winner within a time limit. After voting, users can view judges’ votes and other people’ votes.


Voting And Scoring

When an event or a battle is not live, users can have a more detailed evaluation for the performance. In this interface, there is no time limit for voting. Users can see judges’ votes and the audience’s votes at any time. ‘Scoring’ allows users to judge performance more comprehensively. Criteria (e.g. foundation, creativity, use of space) which are based on Urban Dance standards will be provided. Meanwhile, users can also post comments and feedback to competitors to further express their opinions.


Event Checking

Users can follow dance events posted by event organizers, including past events and live events. Also, users are able to check results by reading the brief report. They can also watch the events they are interested in.

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Battle checking

Users could also check battles posted by other dancers.


Personal Profile

In this interface, users could view their status, including data as a dancer and data as an audience judge. The data comes from events they have participated. On the other hand, they can check the ranking and view history events.

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Post An Event

Users can post battles and ask for feedback as well. They need to identify dancers on each side (as 1P and 2P).

Business Strategy



Thank you!


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