Human-Centered Design Process Book: Focus 05 Subway

This project documents the full human-centered design process used to redesign a subway advertisement for Focus 05, a restaurant concept targeting a Millennial audience in SoHo, Manhattan. Through audience research, empathy mapping, mood boards, mind maps, and iterative mock-ups, I developed a series of modern subway banner concepts that prioritize authenticity, social connection, and emotional engagement. The final designs incorporate contemporary typography, intentional color psychology, and interactive elements such as QR codes to improve usability, accessibility, and audience engagement. Completed as part of GRA 280: Design Thinking for Graphic Designers.