Axial coding

2016 Mdes Realization
Samsung Art and Design Institute
Service Design Process / UX Practice
Everything is a service

• Services do not exist on their own – they
are human activities.

• Services are always co-created with a user.

• Services only function and operate when they
have users engaged in an act of co-creating
values.

• Organizations have the opportunity to be
transformative through the design of its service.

• Services are complex – hybrid artifacts that are
made of things.
• Services are rapidly developing with technology.
• Top-down methods are no longer sufficient or
efficient.
• Customers are demanding.

• Services are inherently human activity that
are also essentially risky and unstable.
• Difficult to conceptualize and therefore tendency
to see them in terms of technology.

Service Design Process
https://www.thoughtworks.com/insights/blog/double-diamond

한단계씩 올라가며
발상을 넓힌다
정상에서
비전을 세우다
한단계씩 내려오며
아이디어를 구체화
Design Process

Design Process

Value
Finding Sociability Planning
Information Planning
Site
Planning
Understanding Users
- 인터뷰
- 관찰 조사
- 사용자 참여 조사
Understanding
Corporation/Market
- Market
Segmentation
- Competitor Analysis
- SWOT
-Understanding
Context
- Contents Analysis
- Log Analysis
User Persona
- 욕구 모델링
- 핵심 가치 모델링
Network Mapping
- Business
Opportunity Mapping
Scenario Building
-Activity Analysis
- Task Analysis
- 서비스 Featuring
User
- 핵심 과업 모델링
Network Mapping
- 관계 모델링
- 사회 모식도 모델링
-Scenario Building
- 서비스 모델링
-Information
Architecture
- Contents Design
User
- 핵심과업 흐름도
Actor Mapping
Actors’ Network
Mapping
-Scenario Building
- 네비게이션 Design
- 핵심 화면 Design
- Interaction Design
Developing User Model
Finding Business Opportunity Map
Building Service Model
Developing UI Model

Real
Abstract
Kno
w
Make
Sense
Intent
Frame
Insights
Realize
Offerings
Know
Context
Know
Users
Make
Plans
Explore
Concepts

context
map
eras map
value web
innovation
map
concept
definition
concept
matrix, map
concept
systemizer
scenario
plan
concept
manager
strategic
roadmap
innovation
brief
strategic
plan
tactical plan
business
case
behavioral
prototype
concept
prototype
pilot and
launch plan
change
plan
research
plan
video/photo
research
user
camera
study
ethnographi
c interview
user
insights
database
five human
factors
experience
map
trend map
diagnostic
system
concept
space
user data
analysis
context
data
analysis
list sorting
flow,
experience
mode
system
simulation
analytic
frameworks
Frame
Insights
Know
Context
Explore
Concepts
Make
Plans
Realize
Offerings
Know
Users
Sense
Intent

Frame
Insights
Know
Context
Explore
Concept
s
Make
Plans
Realize
Offering
s
Know
Users
Sense
Intent

Output Output Output
-Target User Identification
-Persona needs modeling
 User modeling
- Service Concept/ Feature
- Service Use Process building-up
 Service modeling
-Service GUI guideline
-Usability guideline
 Service launching
People
ASK
OBSERVE
PERFORM
ASK
Prototype
PERFORM
OBSERVE
ASK
Product
PERFORM
OBSERVE
Prototype
ASK
OBSERVE
PERFORM
ASK
People
PERFORM
OBSERVE
ASK
Product
PERFORM
OBSERVE
Product
ASK
OBSERVE
PERFORM
STAGE 1 STAGE 2 STAGE 3
사용자 욕구 탐색 사용자 욕구가 반영된 프로토타입 제시 성공적인 제품 형상화를 위한 검증, 평가
As-is [Analysis]
사용자 정보/관계 경험
Interview, FGI, Shadow, Video,
Contextual inquiry, Self-diary,
Persona make-up,
To-be [Synthesis]
사용자 정보/관계 경험
Scenario-building, Role-playing

Stage 1: Segmentation Stage 2: User Modeling Stage 3: Service
Modeling
People
ASK
OBSERVE
PERFORM
ASK
Prototype
PERFORM
OBSERVE
ASK
Product
PERFORM
OBSERVE
User
Segmentation
Target
User
Group
Feature
Prototype
ASK
OBSERVE
PERFORM
ASK
People
PERFORM
OBSERVE
ASK
Product
PERFORM
OBSERVE
Persona
Value-
Activity-
Needs
Modeling
User
Scenario
Product
ASK
OBSERVE
PERFORM
Function
&
Feature
Build Up
Service
Modeling
Using
Laddering
Product
Wheel
Prototype

01. Contextual Inquiry
Contextual inquiry is an early system or product UX lifecycle activity
to gather detailed descriptions of customer or user work practice for
the purpose of understanding work activities and underlying
rationale. The goal of contextual inquiry is to improve work practice
and construct and/or improve system designs to support it.
Contextual inquiry includes both interviews of customers and users
and observations of work practice occurring in its real-world context.

01-1 Understanding Other People’s Work Practice
–
This is not about “requirements” in the traditional sense but is about
the difficult task of understanding user’s work in context and
understanding what it would take in a system design to support and
improve the user’s work practice and work effectiveness.
–
Why not just gather requirements from multiple users and build a
design solution to fit them all? You want an integrated design that
fits into the “fabric” of your customer’s operations, not just “point
solutions” to specific problems of individual users. This can only be
achieved by a design driven by contextual data, not just opinions or
negotiation of a list of features.

• MUTTS Case Studies
– Middleburg University Ticket Transaction Service
• The current business process suffers from numerous drawbacks
– All customers have to go to one location to buy tickets in person.
– MUTTS has partnered with Tickets4ever.com as a national online
tickets distribution platform. However, Tickets4ever.com suffers
from low reliability and has a reputation for poor user experience.
– Current operation of MUTTS involves multiple systems that do not
work together very well.
– The rapid hiring of ticket sellers to meet periodic high demand is
hampered by university and state hiring policies.

• Organizational context of the existing system
– The supervisor of MUTTS wishes to expand revenue-generating
activities.
– To leverage their increasing national academic and athletic
prominence, the university is seeking a comprehensive customized
solution that includes integration of tickets for athletic events
(currently tickets to athletic events are managed by an entirely
different department).
– By including tickets for athletic events that generate significant
revenue, MUTTS will have access to resources to support their
expansion.
– The university is undergoing a strategic initiative for unified
branding across all its departments and activities. The university
administration is receptive to creative design solutions for MUTTS to
support this branding effort.

• Goal Setting :
System Concept Statement for the Ticket Kiosk System
The Ticket Kiosk System will replace the old ticket retail system, the Middleburg
University Ticket Transaction Service, by providing 24-hour-a-day distributed
kiosk service to the general public. This service includes access to
comprehensive event information and the capability to rapidly purchase tickets
for local events such as concerts, movies, and the performing arts.
The new system includes a significant expansion of scope to include ticket
distribution for the entire MU athletic program. Transportation tickets will also
be available, along with directions and parking information for specific venues.
Compared to conventional ticket outlets, the Ticket Kiosk System will reduce
waiting time and offer far more extensive information about events. A focus on
innovative design will enhance the MU public profile while Fostering the spirit
of being part of the MU community and offering the customer a Beaming
interaction experience. (139 words)

02. Contextual Analysis
–
Contextual analysis is the systematic analysis—identification,
sorting, organization, interpretation, consolidation, and
communication—of the contextual user work activity data gathered
in contextual inquiry, for the purpose of understanding the work
context for a new system to be designed.

02-1. Flow Model
–
A flow model is a diagram giving the big picture or overview of work,
emphasizing communication and information flow among work
roles and between work roles and system components within the
work practice of an organization.
Start Sketching an Initial Flow Model as Early as Possible
A flow model is your picture of the work domain, its components and
interconnections among them, and how things get done in that domain.
A flow model captures workflow relationships among key work roles.
A flow model tells who does what and how different entities communicate to
get work done.

An initial flow model sketch of the MUTTS system.
02-1. Flow Model Sample :

02-2. Sequence Model

02-3. Cultural Model

02-4. Artifact Model

02-5. Physical Model

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