REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT 1 .docx

REFLECTION ON THE PACKAGING IN DESIGN
MANAGEMENT
1
REFLECTION ON THE PACKAGING
IN DESIGN MANAGEMENT
(Image 1)
Degree: MA design management
Word count: 2880
MANAGEMENT
2
TABLE OF CONTENTS
Table of Contents 2

1. Annotated Bibliography 3
1.1 Introduction 3
1.2 Mind map 1 5
1.3Thinking process 6
2. Literature Review 9
2.1 Direction 9
2.2 Overview of the research topic 12
2.3 Infographic 2 14
3. Reflective Commentary 15
3.1 Research gap 15
3.2 Planning 16
4. References 17
5. Appendices 22
MANAGEMENT
3
1.Annotated bibliography

1.1 introduction
Packaging is one of the important part in design management.
Packaging can
attract consumers' attention and stimulate consumption, and
packaging play
an important role in marketing. (Shen,2016) Packaging design
not only affect
people’s choices, but also is an excellent way to establish a
brand
image. Packaging design has gradually become the link and
bridge
between enterprises and consumers to establish cognitive brand
awareness. Packaging is an excellent way to convey information
and
generalize brand in today’s gradually competitive marketing,
especially in
the launch of new brands, reposition or extend the brand, when
change the
product or distinguish product, using graphic will provide a
strategy
approach to differentiation. (Garber et al. cited in Vergura and
Luceri,
page218, 2000) Different products have different packaging

needs, for
example, preservation is the main feature of packaging for food,
however, a
attractive packaging effect the sales. The primary purpose of
packaging is to
protect the product, with the customer awareness growth and the
long-term
development of the consumer's social structure, packaging is not
only
expected to protect product features, but also increase
sales.（Yang, 2018）
For cosmetic, limited packaging maybe is a way to attract
consumer. At the
https://www.emeraldinsight.com/doi/full/10.1108/JCM-12-2016-
2021
https://www.emeraldinsight.com/doi/full/10.1108/JCM-12-2016-
2021
MANAGEMENT
4
same time, different people have different preferences for
packaging, such as
different ages or different gender. Packaging affects the market

of products in
varying degrees, hence, packaging will become the focus in
design
management research. In people’s daily life, packaging effect
people’s
decision when they buy something, Vergura and Luceri reported
that
packaging affects people's purchase decisions and it is one of
the important
issues. (Vergura, Luceri. 2018) With the improvement of
people's living
standards, the definition and goals of packaging design have
also changed.
Packaging design is an external reflection of the intrinsic
product. In addition to
the protective function, the packaging of the product creates a
beautiful visual
image for consumers through visual elements such as graphics,
color and text,
and expresses and promotes the characteristics and functions of
the product in
different forms to help consumers understand the product.
I choose this area because packaging plays an important role in
marketing.

The reason why consumer buy something directly is that
product display, in the
product display, attractive packaging play an essential role.
(Ghani and Kamal
cited in Edward, page 805, 2013). In the absence of reference
information or
the same quality and price, unique packaging can attract
consumers' attention
and interest, and enter the consumer's choice range. Therefore,
packaging is a
way to convey information to customer, it can not only describe
the trademark,
name and quality of the product, but also introduce the special
effects and
MANAGEMENT
5
uses of the product, as well as the corporate image. Consumers
can get
information about the product in a short time through the
product box. A good

packaging is also conducive to building a brand image and
brand awareness.
Packaging not only conveys brand information to consumers,
but it can be
delivered to consumers at the lowest cost. (Hellstrom and Nilsso
cited in
Edward, 2013) Packaging can attract consumer so that increase
purchasing, then, help the company get more revenue.
1.2 mind map
MANAGEMENT
6
1.3 Thinking process
From my mind map, packaging is my research field in design
management,
Packaging is not only to protect the integrity of the product, it
is also a

brand strategy that the company attracts customers. Function,
visual
design and brand marketing issues are involved into packaging,
these
features effectively show the brand image and package content.
(Orth &
Malkewitz cited in Yang, page 52, 2013).
Firstly, packaging is divided into five parts, they are design,
marketing,
content, product categories and consumer preference. The
aesthetics in
design will become basic section because one of the purpose of
packaging
is to attract consumers, and the aesthetics design of packaging
is the main
factor in attracting consumers. Customer preference is divided
into two
parts, consumer behavior and groups. For customer, different
ages and
different gender have different preferences when they choose a
product.
An experiment about the choices of chocolate packaging show
that conner
who under 20 age would like to choose tall thin shapes and

more easier to
accept innovative shapes, however, the others who over 40
years old like
conventional shapes. And men recipients prefer angular shaped
packaging
but women have more interest in the shallow and curved
package. ( Barnes
et al., 2003)For instance, children maybe would like to choose a
product
which packaging with cartoon or a toy, a survey indicate that
children are
MANAGEMENT
7
the most vulnerable to food packaging, attractive packaging can
influence
children’s favour. (Elliott, 2018) Brand mascots and media
characters on
food packaging can attract children’s attention in order to
increase sales.
Furthermore, these characters also influence the tastes
imagination before

they buy it. (de Droog et al. and Enax et al. cited in Elliott,
page156, 2018)
And the elder maybe consider which packaging is more easy to
open.
There is a new trend that design products and packaging for the
elder, and
the elder think that the openability is very important. (
Jeeranuch and
Athakorn, 2018) Therefore, the survey of packaging preferences
for
different groups of people is a part of packaging design.
The most important part of packaging in design management is
packaging
aesthetic design, because it is the main reason that influence
consumer
behavior. Consumers believe that the aesthetic design of the
product can
bring them a sense of pleasure(Amel, 2018) And it is divided
into four parts
named aesthetic, functional, psychological and social. At first,
when it
comes to aesthetic in packaging, shape, color, graphic and
material are

key components. As Edward in his article mention that
according to the
research results, food company should focus on the visual
packaging
design, such as color, font, logo, graphics, and size to establish
positive
perceptions and brand awareness for target people.(Edward,
2013) The
color in aesthetic of packaging design will be the focus of this
article because
MANAGEMENT
8
color maybe is one of the important issue attracting customer’s
attention when
they go shopping, all of the visual design tips for consumer,
color maybe is the
most element. (Lynn cited in Spence and Velasco, page 226,
2018). And the
pattern in packaging is another factor that affects consumer
behavior. The
other parts in design are functional, psychological and social.

Then product categories, content in packaging and the effect of
marketing are
another relation with packaging. Products can be divided into
foods, drinks and
cosmetic, and the content on packaging can convey information
to people. For
marketing, packaging effect the awareness of brand because the
attractive of
packaging. The physical structure, materials, surface treatments
and
interactions of the packaging not only affect the consumer
experience in a
large extent, but also influence customer awareness of brand
follow-up.
( Timney and Chamberlain, 2017) Because of this essay will
focus on how
color and pattern in packaging design effect consumer behavior,
so the
analysis of packaging will focus on consumer behavior as well
as color and
pattern in aesthetic of packaging design.

MANAGEMENT
9
2. Literature Review
2.1 Direction
From the introduction part, different products have different
target people,
companies need to understand the different preferences of
consumers to
design attractive packaging. Packaging design influence
consumer behavior,
this essay focuses on the impact of color and graphics on
consumers in
packaging design.
Color is one of the important factors to beautify and highlight
product features.
Color is the first element to attract consumers, it convey brand
information to
people and it is also a reflection of consumer psychology. The
color of the

design not only evokes the consumer's feelings about the
product, but also
attracts the consumer's attention and affects the product.
Therefore, the color
of the design is one of the basic elements that stimulate the
consumer's visual
experience.(Amel, 2018) People will have some association
with color and
different color have different feeling. People's perception of
color can quickly
distinguish the preference for products.
MANAGEMENT
10
Considering the particularity of packaging in the marketing
market, the color of
packaging is one of the necessary elements to convey
information. It can
quickly establish emotional intercommunication with
consumers, evoke

people's association with products, and stimulate
purchases.(Barchiesi et al.
2016 ) Hasani and Zeqiri think that Companies use different
colors to reflect
different emotions. For example, black is considered to be
power, blue is for
trust, red is for energy, and green is considered balanced or
fresh and organic.
(Hasani and Zeqiri, 2015) Color also is one of the ways to
distinguish the taste
of food, the research has shown that the color of the package
will affect the
consumer's experience with the product, in fact, more and more
research
indicate that the color of the package affects the initial
judgment of the taste,
such as the scent of food and beverage products or even
household or
personal care products.（Spence and Velasco，2018) “ Velasco
et al
demonstrated that packaging color /product flavour congruence
facilitated the
visual search for a particular flavour of crisps. Specifically,
participants found it

significantly easier to locate a predetermined flavour variety
(e.g., cucumber)
when the color of the packaging was congruent with the
customer’s
expectations(e.g., green, with their color-flavour
correspondences).” (Spence
and Velasco，2018) From the above literature research, it can be
seen that
color affects consumers' first feelings about products, and also
becomes a
necessary factor to attract consumers' attention in packaging
design.
MANAGEMENT
11
Therefore, in the packaging, in order to make the product out of
the
competition, the designer can not ignore the importance of
color.
Color has some influence on everyone's psychological
choices,Regarding

people's preference for color, some experiments have shown
that people love
color packaging more than grayscale packaging.（Marques da
Rosa et al.，
2018）Through Soirer and Brée's research on the application of
red and blue in
mineral water packaging, blue packaging is more exciting for
consumers.
(Sohier and Brée cited in Amei, page 93, 2018) Colors can also
convey
environmentally friendly information, such as green
applications in packaging
that are implicitly related to sustainability.(Hoogland et al.,
Magnier and
Schoormans, and Pancer et al. cited in Steenis, et al. Page 287,
2017)
Accordingly, different colors have different expectations in
consumer
psychology, that is the reason why designer should consider
color when they
design a package.
Graphics is also one of the characteristics of packaging design,
which also
promote brand or product to consumer. It is very important for

brand or
company to use image on packaging because it can increase
people's focus
on the product. (Hasani and Zeqiri, 2015) Firstly, graphic on
packaging through
abstract or figurative visual graphics to create and convey
aesthetics, to show
a rich corporate connotation, a perfect interpretation of
products, to deliver
MANAGEMENT
12
high-quality quality information to consumers, so that
consumers fully
associate the use value of products, generate purchase desire.
Packaging can
be thought of as consisting of many elements, and graphics can
be used as
one of the language design features that prompt consumers.
(Magnier and
Crié, Rettie and Brewer, Underwood cited in Steenis el al. Page
288, 2017 ).

On the food packaging, in order to reflect the delicious taste of
the food, the
photos of the food are often printed on the product packaging to
deepen the
consumer's vivid impression. According to Klimchuk &
Krasovec, picture on a
food package can cause appetite to happen. (Klimchuk and
Krasovec cited in
Cahyorni and Rusfian, page16, 2011)
2.2 overview of the research topic
My research topic analyze the impact of aesthetics on
consumers in packaging
design, especially in color and graphics. For the brand, the
company needs to
promote the product, or a certain degree of awareness, that is,
marketing
communication(Cahyorini and Rusfian, 2011) Every brand
needs to promote
its products through some methods, and packaging is an
effective way to
attract consumers. (Hasani and Zeqiri, 2015) The company is
more interested

in using packaging to promote sales. In packaging, colors and
graphics are
MANAGEMENT
13
visual elements, visual elements as a basic element of
packaging design can
convey information to consumers effectively. (Chen and Song,
2018) Design
must attract consumers through its unique characteristics, but
also to promote
brand information. (Cahyorini and Rusfian, 2011) Colors as
visual elements
first attract the attention of consumers, and graphic can convey
brand
information to consumer. Gollety think that “at 10 meters, color
is the first
element seen by the consumer. At 4 meters, it is the shape,
every bit as
important as the color that is seen. At just 1 meter away from a
product, it is the

brand which the consumer sees”.(Gollety and
Guichard，2011）Thus, when the
consumer does not understand the product, the first factor
affecting the
consumer's choice may be the color of the package. On the other
hand,
graphic is another method in packaging design to attract
consumer. Different
consumers have different preferences for graphics. The reason
why I choose
aesthetic in packaging is that a good design must satisfy
consumer’s
requirements, and a successful design must not only be reflected
in the
function, but also achieve the consumer's visual requirements in
aesthetics,
and successfully catch people's eyes. (Hassenzahl, Jordan, Liu
and Norman
cited in Westerman et al. 2012) Because of color and graphics
are used as
visual elements in packaging design to convey certain brand
information to
consumers, and from previous research, color is the main factor
affecting

MANAGEMENT
14
consumers. Accordingly, the research direction of this paper is
the influence of
color and graphics on consumers behavior in packaging.
2.3 Infographic 2
MANAGEMENT
15
3.Reflective Commentary
3.1 research gap
The literature review gives some points about aesthetic in
packaging effect
consumer decision, color and graphic became the main research
direction.

Through the above research packaging it is found that
packaging does affect
the choice of consumers and affects the sales of products. But
the negative
effect also can not be ignored. In people’s daily life, sometimes,
they find that
the packaging of the products we buy is gorgeous and attractive,
but it is
disappointing after opening. Some people think that some
beautifully
packaged goods also have too high a price, but the goods
themselves are not
worth the price, and people called this over-packaging. Over-
packaging
describes a phenomenon which over use packaging to beautify
products but
causing waste of packaging materials that were not originally
needed
(Elgaaïed-Gambier, 2014) The first problem of over-packaging
is that the price
is too high, some package is more expensive that the product
itself, and the
second one is waste and environmental pollution. A study shows
that

over-packaging can account for 65% of the total cost of the
product, so for
manufacturers, over-packaging saves the cost of the product
itself. (Sevadec
cited in Monnot et al., 2017) On the other hand, Some
packaging will be made
MANAGEMENT
16
of materials such as cardboard, which invisibly increases the
cost of the
product, and the bearer can only be the consumer, which means
that the final
sales price rises. (Elgaaïed-Gambier, 2014) Over-packaging is a
waste of
resources, and it will generate more household waste and
pollution.
(Elgaaïed-Gambier, 2014) Therefore, over-packaging not only
increase the
cost of product, but also causing environmental pollution.
To sum up, proper packaging is necessary. But over-packaging

goes to the
other extreme, exaggerating the function of packaging,
misleading consumer
attitudes, and damaging the interests of consumers and society.
Packaging is
no longer just the traditional appearance of the product, but is
integrated with
the product, which is more simple and individual while reducing
costs. This is
the art of packaging. Recently, people pay more attention to
sustainable
packaging in order to protect environment, thus, we should
reduce the use of
over-packaging.
3.2 planning
Through the study of this course, I discovered the importance of
reading and
critical thinking. Reading can not only help us gain professional
knowledge, but
also help us have a sporadic thinking about the topic of our
thesis. In the

MANAGEMENT
17
writing process of this article, I read some literature about
packaging and and
inspired some ideas for packaging. In the next semester, I will
read more
literature and organize my thoughts about the direction of
design management.
In the process of writing this essay, I realized the importance of
time
management. I think good time management will improve
learning efficiency
and make writing easier. Therefore, I will divide my time, plan
my future time,
arrange time during Easter holidays, and visit more museums
and increase my
knowledge. In the remaining time, you should try to learn
English well, learn
your major, and obtain a degree certificate. If i can get an
opportunity to find a
job in UK after graduation, I want to stay here in order to
increase my

experience.In the future, I hope that I can find a satisfactory job
and apply the
knowledge I have learned during my graduate studies to my
work. In addition,
the research on packaging in this article allowed me to be
exposed to various
aspects of packaging during the literature, such as sustainable
packaging and
consumer behavior and psychological, and perhaps to focus on
some cases
and literature on sustainable packaging and pay attention to
consumer
psychology in future studies. Maybe it will help me in my
future career.
4. References
MANAGEMENT
18
Amel, A. (2018). Influence of cosmetic packaging’ color on
price perception
and consumer preference. Annals of 'Constantin brancusi'

university of
targu-Jiu. economy series, 2, p.92-100
Barchiesi, M., Castellan, S. and Costa, R. (2016). In the eye of
the beholder:
Communicating CSR through color in packaging design. Journal
of Marketing
Communications, 24(7), p.720-733.
Barnes, C. Southee, C. and Henson, B. (2003) The impact of
affective design
of product packaging upon consumer purchase decisions.
Proceedings of the
International Conference on Designing Pleasurable Products and
Interfaces,
p.134-135
Cahyorini, A. and Rusfian, E. Z.(2011) The effect of packaging
design on
impulsive buying, Journal of Administrative Science &
Organization, 18(1),
p.11-12
Elgaaïed-Gambier, L. (2014). Who Buys Overpackaged Grocery
Products and

Why? Understanding Consumers’ Reactions to Overpackaging
in the Food
Sector. Journal of Business Ethics, 135(4), pp.683-698.
MANAGEMENT
19
Elliott, C. (2018). Milk in a glass, milk in a carton: The
influence of packaging
on children’s perceptions of the healthfulness of milk.
International Journal of
Health Promotion and Education, 56(3), p.155-164.
Gollety, M. and Guichard, N. (2011). The dilemma of flavor and
color in the
choice of packaging by children. Young Consumers, 12(1),
p.82-90.
Hasani, V. and Zeqiri, J. (2015). Using Factor Analysis Tool to
Analyze the
Important Packaging Elements that Impact Consumer Buying

Behavior. International Journal of Academic Research in
Business and Social
Sciences, 5(6).
Hui Chen & Wu Song (2018) A multi-level study of evaluation
indices and
weight comparison for food packaging designs, Journal of
Interdisciplinary
Mathematics, 21:2, p.287-297
Jeeranuch, B., Athakorn, K. (2018) Criterion Evaluation of
Accessible
Packaging Design for Aging Society, 2018 2nd International
Conference on
Engineering Innovation. P86-89
MANAGEMENT
20
Marques da Rosa, V., Spence, C. and Miletto Tonetto, L.
(2018). Influences of
visual attributes of food packaging on consumer preference and
associations

with taste and healthiness. International Journal of Consumer
Studies.
Monnot, E., Reniou, F., Parguel, B. and Elgaaied-Gambier, L.
(2017).
“Thinking Outside the Packaging Box”: Should Brands Consider
Store Shelf
Context When Eliminating Overpackaging?. Journal of Business
Ethics.
Shen, C. (2016). The Research on the Design of Colors, Patterns
and Texts
for Paper Stocks Tea Packaging Visual Design. Applied
Mechanics and
Materials, 835, p.665-669.
Spence, C. and Velasco C. (2018). On the multiple effects of
packaging colour
on consumer behaviour and product experience in the ‘food and
beverage’ and
‘home and personal care’ categories, Food Quality and
Preference, 68(2018),
P.226-237

Steenis, N., van Herpen, E., van der Lans, I., Ligthart, T. and
van Trijp, H.
(2017). Consumer response to packaging design: The role of
packaging
https://www.sciencedirect.com/science/journal/09503293
MANAGEMENT
21
materials and graphics in sustainability perceptions and product
evaluations. Journal of Cleaner Production, 162, p.286-298.
S.T. Wang, E. (2013). The influence of visual packaging design
on perceived
food product quality, value, and brand preference. International
Journal of
Retail & Distribution Management, 41(10), p.805-816.
Timney, T. and Chamberlain, P. (2017). Integrated package
design: an
interdisciplinary approach to package design that benefits
consumer
experience and brand perception. Computer-Aided Design and

Applications,
14(sup1), p.33-40.
Vergura, D. and Luceri, B. (2018). Product packaging and
consumers’
emotional response. Does spatial representation influence
product evaluation
and choice?. Journal of Consumer Marketing, 35(2), p.218-227.
Yang, C. (2018). Applying Design Thinking as a Method for
Teaching
Packaging Design. Journal of Education and Learning, 7(5),
p.52.
MANAGEMENT
22
Westerman, S., Gardner, P., Sutherland, E., White, T., Jordan,
K., Watts, D.
and Wells, S. (2012). Product Design: Preference for Rounded
versus Angular
Design Elements. Psychology and Marketing, 29(8), pp.595-

605.
Website: Ieeexplore.ieee.org. (2019). Criterion Evaluation of
Accessible
Packaging Design for Aging Society - IEEE Conference
Publication. [online]
Available at:
https://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=844
8612
[Accessed 6 Jan. 2019].
Picture source: http://image.baidu.com
5.Appendices
http://image.baidu.com/
MANAGEMENT
24
MANAGEMENT

25
MANAGEMENT
26
MANAGEMENT
27
MANAGEMENT
28

REFLECTION ON
SERVICE DESIGN
Word Count: 2980
1
Table of contents
Table of contents
...............................................................................................
................. 1
1.Annotated Bibliography
...............................................................................................
... 2
1.1Introduction
...............................................................................................
........................... 2

1.2Mind map
...............................................................................................
.............................. 4
...............................................................................................
................... 5
2.Literature review
...............................................................................................
.............. 7
2.1 A critical overview of the key theory
.................................................................................... 7
2.2 Service design in art galleries
...............................................................................................
9
2.3 Infographic
...............................................................................................
.......................... 11
3.Reflective commentary
...............................................................................................
... 12
3.1 Research gap
...............................................................................................
....................... 12
3.2 Planning
...............................................................................................
.............................. 14
4.Reference

...............................................................................................
....................... 16
5. Appendices
...............................................................................................
.................... 19
Notes from classes
...............................................................................................
............. 19
2
1.Annotated Bibliography
1.1Introduction
Service design will be discussed thoroughly in this paper.
Although exploring the
historical root of service design to the future trends, there is a
systematic analysis
included background, theories, and gaps and so forth. In the
following part, the

background including definitions and developments of service
design and the reasons
why this paper addresses this area will be introduced.
Firstly, there are several viewpoints about definitions of service
design. Obviously,
service design was regarded as an emerging occupation which
can assist
organizations to understand the clients and meet the expectation
via developing or
improving services and experiences, translate those into
reasonable solutions, and
implement them. Foley（2018）clarifies the service design is a
feasible way to
improve the relationships and communication between the
providers and individuals
and vice versa – while also improving outcomes.
Secondly, in terms of the history of service design, which dated
back to 1980s and
The 1990s, the idea of designing service arose. Then the public
did not know well
about this concept for a long time until 2001, “service design”
started being used

explicitly by a new London-based company. At the following
stage, service design
experienced a rapid increase. For example, the majority of
European design schools
have begun providing relevant courses in it, even in the United
States and the Asia
Pacific. Therefore, it can approve that increasing brand new
service design
consultancies have been founded initially in the UK but later
worldwide, which implied
a prosperous trend there. Additionally, in summer 2010, the
Guardian published a
series of typical cases in various domains about service design,
which affected all
walks of life in the UK. And the landscape of service design has
changed in the last
two years, loads of fields have been involved and specialists
have been demanded.
Finally, there are two main reasons why this paper focuses on
service design. First of
all, better service design can bring massive benefits to
individuals and various
organizations as well. For instance, Tan and Pawitra (2001)
prove better service

design could facilitate innovative service to meet customer
satisfaction and embed into
3
the future updated design in terms of tourism. Similarly, Ciolfi
and Bannon (2007)
affirm how ideas about the service of place can be incorporated
into a design process,
giving the public a successful museum experience by discussing
several interactive
museums. Therefore, these examples can show the significance
of better service
design and how the compact relationship between public and
different organizations
existed.
Beside benefits that better service design brought, another
significantly important
reason is that it has been demanding all over the world, which
means service design
has been lacking. For example, based on the experience
research, the public has had
a question that is whether an entertaining show or a

contemplative exhibition in an art
gallery (Mcintyre, 2009). Later in China, wen (2016)
demonstrated contemporary
Chinese art supported strongly by the government as an
emerging field, but it needs
a better design team to improve public aesthetic awareness by
upgraded service
design. Therefore, this area is vital and necessary to be
discussed.

4
1.2Mind map
(picture 1 Mind Map)
5
According to picture 1, based on researching massive literature,
thus there are seven
branches which are fields, target groups, tools, models,
theories, benefits and

opportunities. As a matter of fact, there is a rough time order
inside of them.
Initially, due to loads of papers involved the service design, it
is common to find that
all walks of life need better service design to improve the
outcome, such as healthcare,
entertainment, non-profitable organization and so forth. And
many different domains’
experts mentioned the service design is an emerging occupation
in the early time,
while the quality of service design became a soft power
increasingly nowadays.
Therefore, the service design has played a vital role in all
industries.
And the second part is about target groups, which can make a
better understanding
of users’ requirements. The target groups are divided into three
groups which are
public, manager and organization and there is a compact link
among these three
groups. Mainly because it is managers' and organizations' duty
to improve the
management system (staff and physical environment) to meet

public expectations.
However, to ascertain which kind of person is the target group
will facilitate the design
quality and process.
After choosing the target groups, the third part is to utilize the
following tools to improve
the outcome. It is roughly divided into two stages including
collecting data and then
analysing data. In the former stage, there are several methods to
collect data such as
interview, observation and journey maps. Using these basic
ways to collect the first-
hand resource from the target group mentioned in the last part.
And then via
synthesising the authoritative theories and typical models to
analyse the quality of the
resource and whether the solution can bring a positive effect.
Right after tools, there
is a specific identification about models and theories. Due to
the chosen area is the
service design, there are two well-known theories needed to be
mentioned, which are
“experience centre design” and “human centre design”. The

relationship between
these two theories and service design are mutually facilitate
each other.
6
And the last two aspects are benefits and opportunities brought
by service design. The
benefits mainly come from improving existing service design
system and create a
brand new one. For instance, an excellent service design could
leave an impressive
first impression in clients’ mind, and the brand awareness and
brand loyalty will be
built gradually and the brand culture may be instilled into
public concept later, which
is a virtuous circle in this way. After analysing the benefits of
better service design, it
did bring massive opportunities and challenges in the future
trend. Because some
successful cases could approve there are mature experiences,
however, there is still
space to update and develop.

All in all, the mind map shows the thinking process and the
above description indicates
the relationship between these elements.
7
2.Literature review
2.1 A critical overview of the key theory
This part will present a critical overview of the key theories
that support the service
design of research. There are eight relevant theories which are
divided into two

aspects —— collecting data and applying methods.
In terms of theories of collecting data, Foley (2018) contributed
“observing first-hand”
is an effective way to get what organization needs. It means this
kind of survey
approach works better than expert opinion and archival data.
Because only in this way,
the data can be truly useful. Similarly, “journey-maps” was
affirmed as a guide by
analysing and comparing clients’ act and their real
requirements. As a matter of fact,
the majority of experiences are not aware of what is their needs
in advance. In this
situation, it is necessary for managers to figure out clients' real
needs via simulating
their experience whole process even every stages and detail
(Stigliani et al., 2017).
After tracking the clients’ actions at a systems level, then it is
common to find that there
will be some broken points which should be managed to be
connected by designing
multiple points in a journey-map. It can be called “touchpoints”,
which can enhance

and visualise certain points in a process so that these
relationships are strengthened.
Therefore, these three key theories have played significant
importance in the former
process of service design and have built a reliable foundation of
data.
After that, the three key theories related to applied methods will
be introduced. The
first important one is “experience centre service”, which can
promote brand loyalty by
means of investigating 17 typical cases of design agencies and
consulting companies
in different industries. In their essay, there was a definition:
CVP = EV + AV + PV
(Leonieke, 2010). It can be explained if a customer value
proposition (CVP) could be
regarded as the sum of the value arising from the experience
(EV), the service
attributes (AV), and the price (PV), then this formula will work.
In addition, another
formula is a shred of reasonable evidence to approve the
importance of the experience
centre service. It is that EV > AV + PV so that the value of

experience is the largest
proportion. Thus, experience centre service is an effective
theory to apply in service
design. Similarly, the second theory is “human centre service”
which can help
managers to find the “touchpoint” and apply the first-hand data
to design a humane
8
service for promoting satisfaction. Beside these two theories,
“MSD (Multilevel Service
Design)” is the third one. Due to the proliferation of complex
service design system
raises, this area requires new methods. The MSD means classify
service design at
three hierarchical levels: firm’s concept for customers’
experience; firm’s service
system, comprising its architecture and navigation; service
experience blueprint (Larry,
2011). By utilising this method in a new retail grocery and
redesigning a bank service,
hence these can be the evidence to affirm this theory is a new
interdisciplinary method

for service design. Therefore, these theories which can support
research of service
design.
9
2.2 Service design in art galleries

This part will focus on the research topic including aim and
relevant theories and the
reasons of importance. This essay research topic is analysing
service design for
improving the quality of art galleries in China by researching
theories and models and
comparing relevant organisations in the UK. And this study
aimed to develop a better
service design strategy for the public to improve their service
design for art galleries
in China. In addition, there are several reasons why the target
group are organizations
such as art galleries. The first reason is art galleries could be
regarded as a learning
tool which means it could bring educated meaning. And the
second one is there is a
lack of good service design to improve the quality of the
galleries in China especially
when the contemporary art as an emerging field to display
China's global role in all
over the world (wen, 2016). Therefore, researching service
design in art galleries is
necessary.

Based on research of service design in museums and art
galleries, it is common to
find many museums in the UK appeared to present a desire to
get away from
traditional and inflexible museum formats. Such as Melbourne
Museum, Glasgow
(Kelvingrove Museum and Art Gallery), Edinburgh (National
Museum of Scotland) and
London (Millenium Dome) and so on (Charles, 2009). There
was an apparent trend
among these art galleries, which is there was not only child-
friendly game type
activities but also much space offered that was reflective adult
learning experience
activities. It can be called the good balance of commerce and
technology for the
different target group. However, on the contrary, some articles
refute this view. In their
opinions, based on the “edutainment” that combines education
with an entertaining
framework although these social-cultural experiential spaces
have been increasingly
arising. Therefore, it is undeniable that there is a shift in
museum and art galleries in

the UK, which is can give some suggestions to Chinese art
galleries.
After comparing the art galleries between the UK and China, the
last part will discuss
the reasons why this topic is important, which are divided into
two aspects：micro and
macro. First of all, based on research on service design in art
galleries, in terms of the
micro importance, a good service design could be regarded as
an effective way to
10
make art galleries more energetic and creative for attracting
visitors to attend. Then it
can be seen as a proper chance to convey some knowledge and
concept after
compulsory class. For the public, good service could raise the
satisfaction of
experience directly. And for art galleries, better service design
not only could produce
the economic effect but also could help the brand awareness
more impressive in
visitors' mind. Another aspect is macro, due to the huge gap

between Chinese art
galleries and world-class art galleries, an excellent service
design could enhance the
quality of art organizations. Therefore, by analysing the micro
and macro aspect, this
topic worth discussing and researching.

11
2.3 Infographic
（picture 2）
12
3.Reflective commentary
3.1 Research gap
The literature review has shown the relationship between
service design to art

galleries. Apart from introducing the background, history,
importance, this part will
address the gap which has not been emphasis yet of this field.
The gaps are mainly
divided into three directions.
One of them is Chinese art galleries stand a disadvantaged
position when it compares
and contrasts to other art galleries in other countries because of
not mature service
design. As a matter of fact, this kind of culture especially art
exhibition starting time
was not very early for the Chinese market, so the development
of relevant service
design still has a huge space to promote. Meanwhile, the good
service designers are
rare, so this is another reason why exist this gap. Therefore,
there are not only gaps
in this area but also massive opportunities to grasp and redesign
more good service
design could bring better trend.
And the second one is lack of fixed target group to attend and
appreciate the art

galleries because there is a lack of interactive activities and
innovation. Especially in
China, recently the contemporary art starts to prevail among
whole china. However,
due to the most of art galleries lack an interesting introduction
and creative technology
game so that it is difficult to remain stable visitor to attend. For
example, some art
galleries and museum in the UK would hold some social
activities for the different
target group to learn and communicate with each other.
Therefore, it did exist gaps.
And the last but not least, there is a lack of measurement to test
whether the service
design process is correct and the outcome is what the
organization wants. Base on
theory and model called "SERVQUAL" model, it is a previous
theory (Zeithaml et al.,
1990). In that paper, this theory and model was an appropriate
management tool for
measuring service strength and weakness when applied in the
UK leisure industry.
However, later research showed this theory and model need to

be updated and it can
be suitable for every field (Tan and Pawitra, 2001). Therefore,
with the increasing
development of complex service design, the measurements need
to be updated and
resigned.
13
A list of research questions that arise from the research gap:
-design is a big challenge
high quality of the physical environment

Therefore, by researching massive literature and integrating the
key relevant
theories and applied the models, it is common to find there are
some gaps in this
area. Nevertheless, there is also opportunities and solutions to
overcome these
gaps.
14
3.2 Planning
According to the deep analysis of service design in an art
gallery, it is obvious that
professional and academic skills can be useful for the future
career path. This
section will be divided into two parts which are academic
knowledgeable skills and

practical experience.
First of all, the short-term goal is to obtain academic
knowledgeable skills. On the
one hand, I should master two abilities—— reading and writing
skills—— input and
output. Mainly because reading academic articles is the best
way to gain the most
professional knowledge. And after being instilled massive
others’ diversified
thoughts into my concept, it can bring a broader horizon for the
author to burst out
a creative idea in relevant field. On the other hand, based on the
core of becoming
a good service designer, the author needs to grasp some
important elements such
as holism, empathy and co-create. It means a service designer
needs to take
multiple angles into account besides considering the details.
Additionally, the acute
perceptive to catch the clients’ needs and motivating everyone
are needed(Fayard,
2017). Therefore, it is necessary to read professional books and
learn how to

achieve these to master independent learning and relevant
knowledge. For this
goal, initially I need to gain the three basic abilities: conducting
design research
(collecting resource using various media), visualizing relevant
data (such as users’
experience map and blueprints and so forth) and building model
(for example role-
playing). Therefore, I need to absorb not only the methods of
learning but also
applying these methods into my major and further career path.
Secondly, the long-term plan is to accumulate the professional
practical experience
through an internship or a volunteer job which relate to service
design. The most
significant things in the workplace that I can learn: time
management, teamwork,
professional knowledge and practical experience. Firstly, as a
service designer,
the most emergency task is to manage, such as time, staff,
location and design
process. There will be loads of tasks needed to be done at the
same time, so the

excellent time management skill can help the whole project
going well. Secondly,
the ability to get along well with college is an important
successful element as well.
It is teamwork that service designers need to master, mainly
because this job is to
15
motivate every part of some organizations to create better
service system. And the
last point is to gain professional knowledge from real practical
experience in
working place or college, which can improve my solving
problems abilities.
Therefore, due to the increasingly fierce competition between
all kinds of service
design companies, the higher requirements of service designer
have been asking.
Thus, setting the short-time goal and long-time goal, then
fostering the
independent learning methods gradually and absorbing relevant
knowledge and
experience are my planning.

16
4.Reference
Axelsen, M., 2007, May. Defining special events in galleries
from a visitor
perspective. In Journal of Convention & Event Tourism (Vol. 8,
No. 3, pp. 21-43).
Taylor & Francis Group.
Bourdeau, L. and Chebat, J.C., 2001. An empirical study of the
effects of the design
of the display galleries of an art gallery on the movement of
visitors. Museum
management and curatorship, 19(1), pp.63-73.
Caldwell, N., 2002. (Rethinking) the measurement of service
quality in museums and
galleries. International Journal of Nonprofit and Voluntary
Sector Marketing, 7(2),

pp.161-171.
Ciolfi, L. and Bannon, L.J., 2007. Designing hybrid places:
merging interaction
design, ubiquitous technologies and geographies of the museum
space. CoDesign, 3(3), pp.159-180.
Clunas, C., 2004. Superfluous things: material culture and
social status in early
modern China. University of Hawaii Press.
Corrigan-Kavanagh, E., 2018. Exploring art therapy techniques
within service design
as a means to greater home life happiness (Doctoral
dissertation, Loughborough
University).
Fayard, A.L., Stigliani, I. and Bechky, B.A., 2017. How nascent
occupations
construct a mandate: The case of service designers’ ethos.
Administrative Science
Quarterly, 62(2), pp.270-303.
Foley, S.M., 2018. Service Design for Delivery of User

Centered Products and
Services in Healthcare. Journal of Commercial Biotechnology,
24(1).
17
Innella, V., 2010. Curriculum and the gallery space: A service-
learning
partnership. Art Education, 63(3), pp.46-52.
Larson, L., 2017. Engaging Families in the Galleries Using
Design Thinking. Journal
of Museum Education, 42(4), pp.376-384.
Lemon, N. and Garvis, S., 2014. Perceptions of pre-service
teachers value of art
museums and galleries. Journal of Museum Education, 39(1),
pp.28-41.
McIntyre, C., 2009. Museum and art gallery experience space
characteristics: an
entertaining show or a contemplative bathe?. International
Journal of Tourism

Research, 11(2), pp.155-170.
Patrício, L., Fisk, R.P., Falcão e Cunha, J. and Constantine, L.,
2011. Multilevel
service design: from customer value constellation to service
experience
blueprinting. Journal of Service Research, 14(2), pp.180-200.
Tan, K.C. and Pawitra, T.A., 2001. Integrating SERVQUAL and
Kano’s model into
QFD for service excellence development. Managing Service
Quality: An International
Journal, 11(6),
Teixeira, J., Patrício, L., Nunes, N.J., Nóbrega, L., Fisk, R.P.
and Constantine, L.,
2012. Customer experience modeling: from customer experience
to service
design. Journal of Service Management, 23(3), pp.362-376.
Williams, C., 1998. Is the SERVQUAL model an appropriate
management tool for
measuring service delivery quality in the UK leisure industry?.
Managing

Leisure, 3(2), pp.98-110.
18
Zomerdijk, L.G. and Voss, C.A., 2010. Service design for
experience-centric
services. Journal of Service Research, 13(1), pp.67-82.
19
5. Appendices
Notes from classes
20

21
22
23
PORTFOLIO
INCREASING CUSTOMER EXPERIENCE IN AIRPORTS
WITH MOBILE APPLICATION

Programme : M.A Design Management
Module : Professional and Academic Skills (PAS) 1
Date of Submission : 10th January 2019
Word Count : 3277
PORTFOLIO
2
Table of Contents
ANNOTATED BIBLIOGRAPHY
..................................................................................... 3
Introduction
...............................................................................................
............................. 3
Mind Map
...............................................................................................
.................................. 6
Thinking Process
...............................................................................................
.................... 7
LITERATURE REVIEW
...............................................................................................

.... 9
Direction
...............................................................................................
................................... 9
Overview of the research topic
......................................................................................... 13
Infographic
...............................................................................................
............................. 16
REFLECTIVE COMMENTARY
..................................................................................... 17
Reflection
...............................................................................................
............................... 17
Planning
...............................................................................................
................................. 19
List of Images & Tables
...............................................................................................
....... 21
List of
References..............................................................................
.................................. 22
Appendices
...............................................................................................
.................... 27

Notes from class
...............................................................................................
................... 27
CV
...............................................................................................
............................................ 34
PORTFOLIO
3
ANNOTATED BIBLIOGRAPHY
Introduction
Humans took the first flight on December 17, 1903, when
Wright brothers Orville and
Wilbur made history by flying the first airplane for 12 seconds
covered 120 feet (37m)
(Renstrom, 2002). After a century of this first flight, the airline
industry continued its
growth and became $885 billion worth industry now (IATA
Industry Statistics - Fact
Sheet, 2018). According to IATA’s forecast 7.8 billion people
will travel in airlines by

2036 (iata.org, 2018). This means the industry is expanding at a
tremendous pace.
But despite all the market growth passengers are not satisfied
with airlines services.
According to a survey conducted by IATA on airline passenger
experience,
passengers are disappointed and not considering the airline
travel as worth for the
money they are spending, and this survey points out that
passengers are not satisfied
mainly at airports (IATA Global Passenger Survey, 2018). This
paper is focusing on
increasing customer experience of passengers at airports using
mobile applications
that can help them to easily navigate to each stage and access
airport facilities easily.
A departure passenger needs to go through certain stages in an
airport which includes
- check-in and baggage drop, immigration control, security and
baggage checking,
enter the departure hall, proceed to gate and board the flight;
for an arrival passenger
the process consists of – disembark from the flight, immigration
clearance, security

check and baggage collection (Patel, 2018). For a passenger at
the airport the goal
is to easily go through each stage quickly as possible and board
the flight, but for an
airport, the goal is to handle each stage efficiently (Radaha,
2013, Cave et al., 2014).
Passengers normally use different types of visual elements like
airport signages to
navigate in the airport, but in most cases, passengers navigate in
the airport with other
passengers or airline staffs (Cave et al., 2014). Most of the
flight disruptions happen
PORTFOLIO
4
due to passenger delays (Radaha, 2013). An airport needs to
manage different types
of passengers daily – those who fly frequently, those who fly
occasionally and those
who are traveling for the first time and for a passenger
wayfinding is pointed out as
the most difficult tasks in the airport (Cave et al., 2014). It is
also been noted that

passengers do not even use signage to navigate in the airport
and in this scenario, a
mobile application capable of indoor navigation can be a useful
option (Radaha, 2013,
Cave et al., 2014). This is because of the growing trend that
apart from communication
people are more depending on their mobile phones for
entertainment and navigational
purposes (Radaha, 2013). Also due to internet penetration,
mobile phones are
becoming a standard device to access the internet and it is
becoming a standard
accessory for all travelers (Wang et al., 2014).
To give better service to passenger's airports needs to increase
capabilities and
infrastructure. They need to create different ways to increase
their revenue for
development and innovation purposes (BATTAL and BAKIR,
2017). Passenger
volume is an important factor to increase revenue and to
increase customer
attractiveness airports needs to provide good service and need
to constantly innovate

(Tenge, 2015). According to surveys conducted by international
agencies and Airport
Council International (ACI), increasing the Airport Service
Quality (ASQ) is an
important parameter to increase customer experience at airports
(Bezerra and
Gomes, 2015).
User Experience for digital products
User experience has multiple definitions and in the context of
digital products, it is
associated with the improvement of digital products that people
used which includes
websites, mobile applications, tablets, smartwatches and kiosks
(Hole and Williams,
PORTFOLIO
5
2007). Currently, digital product success is mainly associated
with its high-quality user
experience and because of this reason companies are currently
marketing their

products as an experience not as products (Hole and Williams,
2007). User experience
mainly consists of three parts - perception of instrumental
qualities, emotional user
reactions and perception of non-instrumental qualities; these
factors combined to give
a final output of a product’s experience like overall judgment,
the choice between
alternatives and usage behavior (Mahlke, 2007). In more detail,
user experience
measure of a product can be done with factors like usefulness,
ease of use, visual
aesthetic, haptic quality and symbolic quality (Mahlke, 2007).
To help a passenger in
an airport it is important to understand the human navigation
process and how it is
working in each situation (Cave et al., 2014). There are mainly
three points that are
associated with functions of navigation – current location, other
places in the related
to the location and How to get there? (Maguire, E., 1998).
This essay is structured in five parts – Mind map of the problem
statement, explanation

of the mind map – thinking process, literature review, reflective
commentary and the
plan to improve professional and academic skills.
PORTFOLIO
6
Mind Map
Figure 1:Mind Map for Airport
PORTFOLIO
7
Thinking Process
According to Hammond and Czaban (2016), airline passengers
can be mainly divided
into business and leisure passengers and each category has a
different set of airport
needs. Once passenger reached the airport, check-in desk is the
first contact point for

the passenger unless the passenger not choose to check-in
online, after that
passenger proceeds to baggage drop, immigration control,
security check and enters
the departure hall after that passenger can use airport facilities
like - restaurants, duty
free shops, coffee shops, etc or can proceed to the boarding
gate to board the flight
(Radaha, 2013 and Paloma, 2017). The waiting time at each
stage affect the
passenger’s overall airport experience; less waiting time makes
passengers happier
(Paloma, 2017). In all stages of an airport, passengers have to
make a decision quickly
in a short amount of time (Radaha, 2013). These all factors
affect passenger’s overall
satisfaction level in airports. Passengers perception of overall
quality is based on the
satisfaction with each preceding stage in the services (Brady
and Cronin, 2001, Falk,
Hammerschmidt and Schepers, 2009). So, it is important to give
passengers a well-
connected experience at each stage of the airport to increase
their overall satisfaction

level. The passenger increase in each year and developments in
the air transport
industry is pushing airports around the world to distinguishing
themselves in the
market for customer attraction and retention (Pabedinskaitė and
Akstinaitė, 2013).
Currently, airports are also becoming a deciding factor to
choose a travel destination.
According to a survey conducted by Airports Council
International, airline passengers
currently have more options to choose an airport (Pabedinskaitė
and Akstinaitė, 2013).
According to Oum, Yu and Fu (2003), airlines also likes to
operate to those airports
which are efficient and by doing so airlines can reduce the
operating cost and in turn,
they can increase the quality of passenger services.
PORTFOLIO
8
To help passengers to easily go through each process a
smartphone mobile

application can be used which can help passengers to navigate
indoor through each
stage and provide information about the airport’s facilities and
maps (Radaha, 2013).
The mobile app can help passengers to get through stages by
navigating to the exact
location, once reached the departure hall passengers can search
for airport facilities
like retail outlets, restaurants, stores, leisure activities, business
centers, silence
zones, hotels and after that proceed to the assigned boarding
gate to board the flight.
PORTFOLIO
9
LITERATURE REVIEW
Direction
Major airports around the world are investing heavily in signs
and wayfinding systems
to guide passengers in airports but the study shows that

passengers still have difficulty
in reaching the boarding gate on time (Cave et al., 2014).
Usually, the passenger
needs to go through three stages at airports before reaching the
departure hall, check-
in at the airport, baggage management and security check and
these processes will
take an average of 1.5 to 3 hours and this is mainly because of
long queues at each
stage (Patel, 2018). According to Cave et al., (2014) the airport
stage can be divided
into two group – processing and discretionary and each consists
of the following items,
1. Processing – also called legal and regulatory stage
a. Check-in
b. Security
c. Customs
d. Flight Boarding
2. Discretionary
a. Retail shopping

b. Dining
c. Leisure activities
PORTFOLIO
10
The main goal of a passenger in the airport is to navigate in the
busy environment and
take the decision in a small amount of time and proceed to the
boarding gate to board
the flight (Radaha, 2013). Human navigation is a complex
process which is based on
cognition and physical ability, this involves the movement
through an environment
using the perceived environmental elements and the with
cognition to reach an
intended destination (Cave et al., 2014). Cognitive abilities are
mainly associated with
the previous experience of the environment and the strategies
used in the past to
navigate in the similar environment; while physical abilities are
depended on the sense

which can vary from person to person (Cave et al., 2014). For
example, some
passengers have an excellent vision while some have limited
eyesight (Cave et al.,
2014). This means that it is a challenge to passengers in most of
the cases to reach
the boarding gates on time. Delayed passengers can affect not
only their flights but
also other flights and the airport (Cave et al., 2014). According
to Wu (2005) most of
the flight disruptions are due to missing of check-in passengers
at the terminal or
passengers who are late by the connection. Scandinavian
Airlines reported 4% of flight
delays at Copenhagen Airport and this was mainly due to
passengers who arrived at
the boarding gate late (Radaha, 2013).
Currently, airports are competing for each other to attract
customers to increase
airports revenue (Pabedinskaitė and Akstinaitė, 2013). The
below table shows
Europe’s five busiest airport’s revenue from 2008 to 2015
(BATTAL and BAKIR, 2017),

PORTFOLIO
11
Table 1:Europe’s five busiest airport’s revenue from 2008 to
2015
Airports /
Years Heathrow
Charles de
Gaulle Frankfurt
İstanbul
Atatürk Schiphol
(m £) (m £) (m £) (m £) (m £)
2008 1528 2428.8 2101.6 1088.3 1153
2009 1697 2512.7 1972.6 1232.2 1155
2010 1855 2482.9 2194.6 1418.4 1180
2011 1895 2587.7 2371.2 1887 1278
2012 2222 2736 2442 1773.5 1353

2013 2474 2858.8 2375.1 2062.9 1382
2014 2693 2891 2394.6 2532.9 1438
2015 2745 2917 2598.9 2967 1423
The above table shows the increasing revenue trend from 2008
to 2015. Due to these
increasing trend airports must prepare for the future. There is a
development trend all
over the world is happening in the airport industry related to the
infrastructure. Airports
in the 1980s mainly offered transport support for customers; in
1980-1990 airport
started offering retail outlets, restaurants, and customer services
and from 2010
airports started to evolve as a diversified business center which
includes leisure
activities, business parks and hotels (Kramer, 2010). One of the
main factors
associated with customer retention and attraction is the good
experience that they are
getting while traveling through the airport (Pabedinskaitė and
Akstinaitė, 2013). Also,
from a revenue generation perspective, analyzing passenger
behavior is an important

factor, which will help airports to target passengers to make
them spend more in the
airport shopping facilities. It has been noted that transfer
passengers are likely to
PORTFOLIO
12
spend more time in the airport (Rietveld and Brons, 2001. Cited
in Park et al., 2018,
page 68). The amenities that required by transfer passengers are
– convenience,
cleanliness, attractiveness, amusement, pleasantness, and
functionality (Park et al.,
2018). Transfer passengers need to undergo a different process
from the ordinary
departing passengers, and they are more likely to use the
airport's amenities like duty-
free shops and restaurants (Yoon, 2012. Cited in Park et al.,
2018, page 69). To
increase the revenues from airports facilities like duty-free
shops and restaurants it is
important for airports to understand the emotional responses of
both departures as

well as transfer passengers because it plays a crucial role in
purchases (Park et al.,
2018). If the passenger is under stress then it will affect their
purchasing behavior
(Cave et al., 2014).
In the current business scenario customer’s good experience is
becoming an
important goal to companies and if the customer satisfaction
increased this will
become the positive word of mouth communication or can create
loyal customers
(Park, 2007, Lin and Sun, 2009). A loyal customer is those
customers that mainly
purchase a firm’s products or services and do not want to switch
to other company’s
products or services (Lin and Sun, 2009).
A mobile application can solve many obstacles that are facing
by passengers currently
in the airport like difficulty in navigation and to reach the
boarding gate on time (Cave
et al., 2014). Mobile technology is already popular in the travel
industry and is now

becoming a standard travel gadget for a passenger and through
mobile application
real-time updates can be sent easily to the user and applications
are easy to update
and configure (Radaha, 2013). According to a study,
smartphone user is the major
mobile subscribers and accounted for 50.4% of the total
subscribers (Radaha, 2013).
PORTFOLIO
13
Overview of the research topic
This research is about how to provide a good experience to a
passenger in an airport
with the help of a mobile application. According to Hammond
and Czaban (2016) the
factors that influence a customer to select an airport are,
1. Convenience
a. Parking
b. Check-in options

c. Security
d. Transit connectivity
e. Layout Accessibility
2. Airport Amenities
a. Restaurant & Bars
b. Shops
c. Airline Lounge
d. Wi-Fi access
e. Computer counters
3. Travel reception of airports
a. Impression of airports
b. Customer service
All the above features need to provide to customers and a
method needs to provide
to access these facilities with efficiency and easiness, this will
help to increase
customer satisfaction (Patel, 2018). When a customer is booking
a ticket or choosing
an airport, they are going through a nested decision phase in
which combination of

factors are considered (Ndoh et al., 1990). According to Suzuki
(2007), travelers use
PORTFOLIO
14
a two-stage process for trip evaluation - they first identify
alternative options which are
acceptable to them and from these options screen the possible
ones, then they select
their final choice. Currently, some category of air travelers first
selects airports before
selecting the airline (Ishii et al., 2009).
Passengers are looking for good experience at airports while
airports are mainly
concerned about the efficiency (Wu, 2005). One of the main
factors affecting the
airports efficiency is the delay passengers which include
passengers those cannot find
their way to the assigned boarding gate, lost within the airport
facilities, forget the flight
time, unable to hear the gate change announcements through
public address systems,

unable to read and understand signages, etc (Radaha, 2013). If a
passenger is not
happy with an airport, then there is a chance that they consider
other options in the
future and this can also happen to regular customers also. Many
customers in a
business change or switch a company even if they are happy
with the service offerings
(Keaveney, 1995). This scenario is called customer switching,
which results in losing
a loyal customer and it’s is very costly for the companies to
regain them back
(Reichheld and Teal, 2001; Zeithaml et al., 1996; Roos et al.,
2004. Cited in Hammond
and Czaban, 2016, page 106). According to Hammond and
Czaban (2016), there any
mainly two type of airport switching done by the traveler when
choosing an airport –
Transactional switching and Systematic switching and each
consists of the following
factors,

PORTFOLIO
15
a. Transactional switching - Customer select a different airport
based on price and
itinerary.
b. Systematic switching – Customer purges the preferred airport
over a new one
and even if they are loyal customers.
PORTFOLIO
16
Infographic
Figure 2:Airport stages (Cave et al., 2014)

PORTFOLIO
17
REFLECTIVE COMMENTARY
Reflection
Increasing airports efficiency and facilities with easy navigation
can create a good
experience for passengers (Graham, 2013). According to Kramer
(2010),
Pabedinskaitė et al. (2013), Hammond and Czaban (2016) and
Han et al., (2018)
airports need to concentrate on the below factors for increasing
customer experience,
ion of airports.
business hub.
According to Radaha (2013), an indoor mobile map application
will help passengers
to have hassle-free airport navigation. This study didn’t discuss

the user experience
aspects required for indoor navigation.
According to Keaveney (1995), there are many factors that
customers are considering
when selecting an airport for the travel. But in this paper, there
is no discussion
regarding the requirement for a mobile application than can help
the passenger to
navigate in an airport. Also, there is a research gap in airport
layouts, whether it’s
same across the industry or is there any standard layout for
airports, so that the
passenger can easily navigate in all airports and the problem of
unfamiliarity doesn’t
occur.
There are very limited papers available regarding the user
experience standards that
is required for an airport navigation mobile app. From a user
experience point of view,
PORTFOLIO

18
the factors required for designing a mobile app for indoor
navigation is mainly based
on context and most of the features can be included based on
the contextual
awareness properties of the smartphone (Google.co.uk, 2019).
That is the mobile
application can detect the passenger position and give the
instruction to proceed from
the current position to complete the tasks at the airport.
There can be a list of research questions can be derived from
this literature review
like,
airports?
passenger’s
nationality?
-party
application, in that
case, what can be done to implement the app for that particular
airport?

PORTFOLIO
19
Planning
A solid understanding of design management principles is
required to secure a
management job in the design domain. For this purpose, a solid
academic and
professional skills need to be developed. This section discusses
the plan required to
improve those skills.
The author wants to focus career in user experience design
industry. A user
experience designer requires - user research skill, problem
analysis, team
collaboration, usability testing, wireframing, prototyping,
interaction design, visual
communication and knowledge of best practices in the industry.
As an experienced
UX designer, the author wants to change the career from a

design practitioner to a
design manager. The author is currently pursuing M.A. Design
Management from
Southampton University at Winchester School of Arts. The core
and optional modules
in this course will help the author to achieve the career goals.
The module Design
Management will help to develop different design management
practices, cultural
origins of design and design research in different industries,
Professional and
Academic Skills modules in semester 1 & 2 will help to develop
the research skill which
is one of the main requirements to be a good designer. Through
the Strategic Design
Management and Marketing module, the author can develop the
marketing skills
required in the design industry. With the optional module
Creative Thinking and
Problem Solving the author can develop a creative problem-
solving skill set. Through
the dissertation in the second semester, the author is planning to
focus on a specific
industry and conduct design research to solve a problem in that

particular industry.
The author has experience in the enterprise as well as
consumer-based applications
in business domains like travel, transportation, hospitality, oil
& gas, and Fintech.
PORTFOLIO
20
These business domains are considered as the most challenging
ones for design
because of its complexity. But working in this domain helped
the author to gain
knowledge in problem-solving and analysis which is helping to
easily understand the
academic modules. The author is working as a volunteer for the
United Nations Online
Volunteer Program. This help to develop skills like analyze a
problem in the society
and apply design thinking to give a solution; also, this will give
basic understanding of
social entrepreneurship. The author is also planning to apply for
graduate jobs scheme

and internship options at different digital design companies in
the United Kingdom.
PORTFOLIO
21
List of Images & Tables
Figure 1- Mind map for Airport
Figure 2 (Infographic): Connected Traveler. Stages at airport
from -
CAVE, A. R., BLACKLER, A. L., POPOVIC, V. AND KRAAL,
B. J. (2014). Examining
intuitive navigation in airports. In: Design Research Society
Conference 2014. Umea,
Sweden: Queensland University of Technology, [online] pp.1-
20.
Available at: https://eprints.qut.edu.au/71897/1/Cave-QUT-
DRS2014.pdf [Accessed
6 Jan. 2019].

Table 1: Europe’s five busiest airport’s revenue from 2008 to
2015 from - BATTAL,
U. AND BAKIR, M. (2017). The Current Situation and Change
in Airport Revenues:
Research on The Europe’s Five Busiest Airports, International
Journal of Academic
Research in Business and Social Sciences, [online] 7(7),
pp.287-303. Available at:
https://www.researchgate.net/publication/322037374_The_Curre
nt_Situation_and_C
hange_in_Airport
https://eprints.qut.edu.au/71897/1/Cave-QUT-DRS2014.pdf
nt_Situation_and_Change_in_Airport
PORTFOLIO
22

List of References
Aci.aero. (2019). [online] Available at:
https://aci.aero/Media/6b4d6043-1bab-457c-
8352-53c4c51dd634/5XBxhA/About%20ACI/Priorities/IT%20-
%20New/Initiativies/Beacons/ACI-Airport-Terminal-Beacons-
Recommended-
Practice.pdf [Accessed 6 Jan. 2019].
BATTAL, U. AND BAKIR, M. (2017). The Current Situation
and Change in Airport
Revenues: Research on The Europe’s Five Busiest Airports,
International Journal of
Academic Research in Business and Social Sciences, [online]
7(7), pp.287-303.
Available at:
nt_Situation_and_C
hange_in_Airport
BEZERRA, G. C. AND GOMES, C. F. (2015). The effects of
service quality
dimensions and passenger characteristics on passenger's overall
satisfaction with

an airport, Journal of Air Transport Management, [online] 44-
45, pp.77-81.
Available at:
https://www.sciencedirect.com/science/article/pii/S0969699715
00023X#bib20
BRADY, M. K. AND CRONIN, J. J. (2001). Some New
Thoughts on Conceptualizing
Perceived Service Quality: A Hierarchical Approach, Journal of
Marketing, [online]
65(3), pp.34-49. Available at:
https://www.jstor.org/stable/pdf/3203465.pdf
CAVE, A. R., BLACKLER, A. L., POPOVIC, V. AND KRAAL,
B. J. (2014). Examining
intuitive navigation in airports. In: Design Research Society
Conference 2014. Umea,
Sweden: Queensland University of Technology, [online] pp.1-
20.
Available at: https://eprints.qut.edu.au/71897/1/Cave-QUT-
DRS2014.pdf [Accessed
6 Jan. 2019].
FALK, T., HAMMERSCHMIDT, M. AND SCHEPERS, J. J. L.

(2009). The service
quality-satisfaction link revisited: exploring asymmetries and
dynamics. Journal of
the Academy of Marketing Science, 38(3), [online] pp.288-302.
Available at:
https://link.springer.com/content/pdf/10.1007%2Fs11747-009-
0152-
2.pdf
Google.co.uk. (2019). Google Indoor Maps. [online] Available
at:
https://www.google.co.uk/maps/about/partners/indoormaps/
[Accessed 4 Jan. 2019].
https://aci.aero/Media/6b4d6043-1bab-457c-8352-
53c4c51dd634/5XBxhA/About%20ACI/Priorities/IT%20-
Recommended-Practice.pdf

00023X#bib20
https://www.jstor.org/stable/pdf/3203465.pdf
https://eprints.qut.edu.au/71897/1/Cave-QUT-DRS2014.pdf
0152-2.pdf
0152-2.pdf
https://www.google.co.uk/maps/about/partners/indoormaps/
PORTFOLIO
23
Graham, A. (2013). Understanding the low cost carrier and
airport relationship: A
critical analysis of the salient issues. Tourism Management,
[online] 36, pp.66-76.
Available at:
002245?via%3Dihub
Hammond, R. and Czaban, L. (2016). Post-deregulation
Passenger Selection of US

Airports. Oxford Journal: An International Journal of Business
& Economics, [online]
https://www.researchgate.net/publication/319786964_Post-
deregulation_Passenger_Selection_of_US_Airports [Accessed 6
Jan. 2019].
Han, H., Yu, J. and Kim, W. (2018). Airport shopping – an
emerging non-aviation
business: triggers of traveler loyalty. Journal of Travel &
Tourism Marketing, [online]
https://www.tandfonline.com/doi/full/10.1080/10548408.2017.1
422454?scroll=top&n
eedAccess=true
Hole, L. and Williams, O. (2007). Gaining insight into the user
eXperience. [ebook]
Bournemouth University, UK. School of Design, Engineering &
Computing:
COST294-MAUSE affiliated workshop, pp.15-18. Available at:
https://www.researchgate.net/profile/Gavin_Macarthur/publicati
on/257048076_Makin

g_User_Experience_a_Business_Strategy/links/02e7e52441da6b
bdcc000000.pdf#p
age=37 [Accessed 27 Dec. 2018].
IATA Global Passenger Survey (2018). [online] Available at:
https://www.iata.org/publications/store/Documents/GPS-
2018%20Highlights.pdf
[Accessed 18 Dec. 2018].
IATA Industry Statistics - Fact Sheet. (2018). International Air
Transport Association
(IATA) - Industry Facts and Statistics, [online] pp.1-2.
Available at:
https://www.iata.org/pressroom/facts_figures/fact_sheets/Docu
ments/fact-sheet-
industry-facts.pdf [Accessed 18 Dec. 2018].
Ishii, J., Jun, S. and Van Dender, K. (2009). Air travel choices
in multi-airport
markets. Journal of Urban Economics, [online] 65(2), pp.216-
227. Available at:
001253

Keaveney, S. (1995). Customer Switching Behavior in Service
Industries: An
Exploratory Study. Journal of Marketing, [online] 59(2), pp.71-
82. Available at:
https://www.jstor.org/stable/1252074?seq=1#metadata_info_tab
_contents
002245?via%3Dihu
deregulation_Passenger_Selection_of_US_Airports
deregulation_Passenger_Selection_of_US_Airports
422454?scroll=top&needAccess=true
422454?scroll=top&needAccess=true
on/257048076_Making_User_Experience_a_Business_Strategy/l
inks/02e7e52441da6bbdcc000000.pdf#page=37
https://www.iata.org/publications/store/Documents/GPS-
2018%20Highlights.pdf
ments/fact-sheet-industry-facts.pdf

ments/fact-sheet-industry-facts.pdf
001253
https://www.jstor.org/stable/1252074?seq=1#metadata_info_tab
_contents
PORTFOLIO
24
Kramer, L. (2010). Airport revenue diversification. Washington,
D.C.: Transportation
Research Board.
Access at: https://books.google.co.uk/books?id=dXr-
O7OfqE4C&printsec=frontcover&source=gbs_ge_summary_r&c
ad=0#v=onepage&q
&f=false
Lin, G. and Sun, C. (2009). Factors influencing satisfaction and
loyalty in online
shopping: an integrated model. Online Information Review,
[online] 33(3), pp.458-
475. Available at:
https://www.emeraldinsight.com/doi/full/10.1108/14684520910
969907

Maguire, E. (1998). Knowing Where and Getting There: A
Human Navigation
Network. Science, [online] 280(5365), pp.921-924. Available
at:
http://science.sciencemag.org/content/280/5365/921
Mahlke, S. (2007). User experience: usability, aesthetics and
emotions in human-
technology interaction. COST294-MAUSE affiliated workshop,
[online] pp.26-30.
Available at:
on/257048076_Makin
g_User_Experience_a_Business_Strategy/links/02e7e52441da6b
bdcc000000.pdf#p
age=37 [Accessed 27 Dec. 2018].
Ndoh, N., Pitfield, D. and Caves, R. (1990). Air transportation
passenger route
choice: a nested multinomial logit analysis. Spatial Choices and
Processes. Elsevier,
pp.349-365.
Access at:

https://books.google.co.uk/books?hl=en&lr=&id=I1e0BQAAQB
AJ&oi=fnd&pg=PA349
&dq=Air+transportation+passenger+route+choice:+a+nested+m
ultinomial+logit+anal
ysis.+Spatial+Choices+and+Processes&ots=1a-
jYCm1zo&sig=tBJz-
ObCDI9MvHy1X-XQDcXssJI#v=onepage&q=Air%20tr
Oum, T., Yu, C. and Fu, X. (2003). A comparative analysis of
productivity
performance of the world's major airports: summary report of
the ATRS global airport
benchmarking research report—2002. Journal of Air Transport
Management, [online]
9(5), pp.285-297. Available at: https://ac.els-
cdn.com/S0969699703000371/1-s2.0-
S0969699703000371-main.pdf?_tid=472d22d6-26a0-4f20-91c1-
d1a32132faf1&acdnat=1546130230_30492a29356c8b0643aec28
b49c270f0
Pabedinskaitė, A. and Akstinaitė, V. (2013). Evaluation of the
Airport Service
Quality. Procedia - Social and Behavioral Sciences, [online]
110, pp.398-409.

Available at:
https://www.researchgate.net/publication/270847855_Evaluatio
n_of_the_Airport_Ser
vice_Quality
https://books.google.co.uk/books?id=dXr-
ad=0#v=onepage&q&f=false
https://www.emeraldinsight.com/doi/full/10.1108/14684520910
969907
http://science.sciencemag.org/content/280/5365/921
AJ&oi=fnd&pg=PA349&dq=Air+transportation+passenger+rout
e+choice:+a+nested+multinomial+logit+analysis.+Spatial+Choi
ces+and+Processes&ots=1a-jYCm1zo&sig=tBJz-
ObCDI9MvHy1X-
XQDcXssJI#v=onepage&q=Air%20transportation%20passenger
%20route%20choice%3A%20a%20nested%20multinomial%20lo

git%20analysis.%20Spatial%20Choices%20and%20Processes&f
=false
ObCDI9MvHy1X-
=false
ObCDI9MvHy1X-
=false
ObCDI9MvHy1X-
=false
https://ac.els-cdn.com/S0969699703000371/1-s2.0-
b49c270f0

b49c270f0
b49c270f0
n_of_the_Airport_Service_Quality
n_of_the_Airport_Service_Quality
PORTFOLIO
25
Paloma, I. (2017). Improving Check-in Processing at Brisbane
Airport. MASTER'S
DEGREE IN INDUSTRIAL ENGINEERING. Universitat
Politècnica de Catalunya.
Access at :
https://upcommons.upc.edu/bitstream/handle/2117/108996/tfm-
paloma-
ros.pdf
Park, K. and Park, J. (2018). The effects of the servicescape of
airport transfer
amenities on the behavioral intentions of transfer passengers: A
case study on

Incheon International Airport. Journal of Air Transport
Management, [online] 72,
pp.68-76. Available at:
303052#bib41
Park, J. (2007). Passenger perceptions of service quality:
Korean and Australian
case studies. Journal of Air Transport Management, [online]
13(4), pp.238-242.
Available at:
000397
Patel, V. (2018). Airport Passenger Processing Technology: A
Biometric Airport
Journey. Master of Science in Cybersecurity Engineering.
Embry-Riddle
Aeronautical University.
Access at:
https://commons.erau.edu/cgi/viewcontent.cgi?article=1384&co
ntext=edt
Radaha, T. (2013). Mobile Indoor Navigation Application for
Airport Transits. Master

of Science in Aerospace and Aviation Management. Purdue
University.
Access at:
https://docs.lib.purdue.edu/cgi/viewcontent.cgi?referer=https://
www.google.co.uk/&ht
tpsredir=1&article=1024&context=atgrads
Renstrom, A. (2002). WILBUR & ORVILLE WRIGHT. A Joint
Publication of the U. S.
Centennial of Flight Commission and the National Aeronautics
and Space
Administration, [online] 27, p.vi. Available at:
https://www.loc.gov/rr/frd/wright_bros/WB_Bibliography.pdf
[Accessed 18 Dec.
2018].
Suzuki, Y. (2007). Modeling and testing the “two-step” decision
process of travelers
in airport and airline choices. Transportation Research Part E:
Logistics and
Transportation Review, [online] 43(1), pp.1-20. Available at:
000578

paloma-ros.pdf
paloma-ros.pdf
303052#bib41
000397
https://commons.erau.edu/cgi/viewcontent.cgi?article=1384&co
ntext=edt
www.google.co.uk/&httpsredir=1&article=1024&context=atgrad
s
www.google.co.uk/&httpsredir=1&article=1024&context=atgrad
s
https://www.loc.gov/rr/frd/wright_bros/WB_Bibliography.pdf
000578
PORTFOLIO
26
Tenge, M. (2015). PUBLIC SOCIAL SOFTWARE PLATFORMS
AND ECONOMIC
NEED SATISFACTION OF AIRPORT ORGANIZATIONS - A
SOCIAL CAPITAL

APPROACH. Doctor’s degree in Management science
(Dr.sc.admin.). University of
Latvia.
Access at: https://www.smbs.at/wp-
content/uploads/2017/06/298-46022-
Marion_Tenge_2015.pdf
Wang, D., Xiang, Z. and Fesenmaier, D. (2014). Smartphone
Use in Everyday Life
and Travel. Journal of Travel Research, [online] 55(1), pp.52-
63. Available at:
https://www.researchgate.net/publication/263160992_Smartpho
ne_Use_in_Everyda
y_Life_and_Travel
Wu, C. (2005). Inherent delays and operational reliability of
airline
schedules. Journal of Air Transport Management, [online]
11(4), pp.273-282.
Available at:
https://pdfs.semanticscholar.org/e466/2010568ab0e5543420cb8c
f2cb1d5d8b4465.p
df

Iata.org. (2018). 2036 Forecast Reveals Air Passengers Will
Nearly Double to 7.8
Billion. [online] Available at:
https://www.iata.org/pressroom/pr/Pages/2017-10-24-
01.aspx [Accessed 18 Dec. 2018].
https://www.smbs.at/wp-content/uploads/2017/06/298-46022-
https://www.smbs.at/wp-content/uploads/2017/06/298-46022-
ne_Use_in_Everyday_Life_and_Travel
ne_Use_in_Everyday_Life_and_Travel
f2cb1d5d8b4465.pdf
f2cb1d5d8b4465.pdf
https://www.iata.org/pressroom/pr/Pages/2017-10-24-01.aspx
https://www.iata.org/pressroom/pr/Pages/2017-10-24-01.aspx

PORTFOLIO
27
Appendices
Notes from class
PORTFOLIO
28
PORTFOLIO
29
PORTFOLIO
30

PORTFOLIO
31
PORTFOLIO
32
PORTFOLIO
33
Drawing mind mapsYou will be asked to draw a mind map of a
research topic, based on your own interest in Design
Management. You need to present the mind map on week 7.
This is a formative exercise.
What is a mind map?
A mind map is an easy way to brainstorm thoughts organically
without worrying about order and structure. It allows you to
visually structure your ideas to help with analysis and recall. A
mind map is a diagram for representing tasks, words, concepts,
or items linked to and arranged around a central concept or
subject using a non-linear graphical layout that allows the user

to build an intuitive framework around a central concept.
How you should work?
In groups of 4-5, use the book borrowed from us (Design
Management, from Kathryn Best) to guide your ideas about the
areas you’re interested. You should discuss your ideas with
your group on a weekly basis.
How to start?
Borrow the book from us. You need to give the name of all
members of the group. Remember that it is your responsibility
to take care of this book! You need to meet in groups and start
thinking about the areas that you’re interested. You don’t have
to have the same mind map!
Why are you borrowing this book?
The book contains a good amount of references and definitions
around Design Management. We would like you to expand your
research and use this book as an initial reference. Do not limit
yourself to the book. When asked to bring references around
your topic, please bring journal papers.
How do I find a topic?
Read about the area, then look for keywords related to that area.
As soon as narrow it a bit more, it will become a topic. You
should also consider your professional interests.
Possible areas to discuss (not limited to):
· Design and brand management
· Sustainable design
· Design for the future
· Inclusive design
· Brand experience design
· Creativity and innovation
· Entrepreneurship and design

· Service design
Task 1. Answer the questions
What do you know about that area?
How does this area fit your professional interests? Why are you
interested in this area?
Can you give a definition of the main terms?
Term name
Definition
References
What are the main debates and trends in the area? Please give 2.
Give a list of 2 main authors in the area and summarise their
thoughts using a table. These should be journal papers.
Author name and paper title (Harvad reference)
Thoughts

Task 2. Create a mind map
A mind map is a visual representation of your thinking process.
It starts with a main area and it expands to other subareas.
Thumbnails/thumbnail.png
metadata.json
{"creator":{"name":"Vana","version":"9.3.1.201909210110"},"a
ctiveSheetId":"eafa9e156b09859cb3662872ce"}
content.json
[{"id":"eafa9e156b09859cb3662872ce","class":"sheet","title":"
画布
1","rootTopic":{"id":"b9aa22deba98b3b20c7ac8aca2","class":"t
opic","title":"Sustainable
Design","structureClass":"org.xmind.ui.map.unbalanced","child
ren":{"attached":[{"id":"b58888b5ceebbf0e68dada0656","title":
"Environment","children":{"attached":[{"title":"raw
materials","id":"10ac0df3-3441-46b5-81b9-
84dbb6ed2e54"},{"title":"manufacturing","id":"914dae72-dcb7-
4dd5-abe3-
d380b72af73d"},{"title":"distribution","id":"1fd14421-affc-
428d-9668-49a4ce686a4b"},{"title":"end of
life","id":"08f6d6aa-2026-4823-be9c-
ebedcfd37ef0"}]}},{"id":"193b56735e689ae86a01d91513","title
":"Economic","children":{"attached":[{"title":"cost","id":"a5a9
cc8d-22ff-4d80-8d85-
00d3c56ac8df"},{"title":"policy","id":"1390b4af-af96-4276-
85aa-112aca080440"},{"title":"productive

capacity","id":"7dc1daa7-5c0b-40ed-a48d-
53887059a393"},{"title":"tax","id":"d6386671-a7fe-44dc-9f24-
0526bb8adf22"}]}},{"id":"67ddbcb1-85c9-4478-a0aa-
580e9fdcd971","title":"Social","children":{"attached":[{"title":"
local community","id":"f5e57f67-8c58-4b3d-8756-
6151be285bd8"},{"title":"user customer","id":"156d682e-c274-
4e43-8556-
e9362616fb20"},{"title":"employees","id":"259ad60d-3008-
4c5c-a17d-5c8bfe70c97f"},{"title":"governance
supplier","id":"0d1477c2-b3dc-4b98-86b6-
e275f9cf95b6"},{"title":"value chain","id":"18c3d393-db3f-
4497-9234-ae5aafb3e6ab"}]}},{"title":"6R'S","id":"0bff3166-
dbef-40d7-809f-
0d4ec5fe7a48","children":{"attached":[{"title":"Refuse","id":"f
c02e3c8-e798-4ae4-9acb-
c95690b671e3"},{"title":"Repair","id":"0c67ad95-59cb-41d1-
a0b7-6287c572e73c"},{"title":"Reduce","id":"814b5b8e-af56-
47ed-879a-891e51f0ff75"},{"title":"Recycle","id":"df49e115-
cea5-4714-9c0a-
b634a5aa65cd"},{"title":"Rethink","id":"1231e734-a87b-4ceb-
8854-42bdb3c24ae3"},{"title":"Reuse","id":"cb21ab38-49f9-
4506-aceb-b6baff3be129"}]}},{"title":"Design
principles","id":"7b0f622d-a9c2-4ce2-b872-
3ed1deb060ac","children":{"attached":[{"title":"Early
integration","id":"28764709-b9ad-4f06-bcad-
0e9568645f2a"},{"title":"Life cycle approach","id":"3c1cef03-
aa04-4e70-8394-56e210f010ec"},{"title":"Multicriteria
concept","id":"d9744e56-02bf-4e37-8bf3-
48915a390bbf"},{"title":"systainability","id":"8a970ca9-a237-
442f-900d-3b40edae65c4"},{"title":"Optimal
option","id":"0cb3cbbc-f07e-4065-8ab0-
a7fb6a932f39"},{"title":"Contextualization","id":"bf8ba2a1-
e0ab-4248-8e3f-
38b5a78b057c"}]}}]},"extensions":[{"content":[{"content":"3",
"name":"right-
number"}],"provider":"org.xmind.ui.map.unbalanced"}],"summa

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT 1 .docx

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT 1 .docx

Recommended

Recommended

More Related Content

Similar to REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT 1 .docx

Similar to REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT 1 .docx (20)

More from audeleypearl

More from audeleypearl (20)

Recently uploaded

Recently uploaded (20)

REFLECTION ON THE PACKAGING IN DESIGN MANAGEMENT 1 .docx