by jylee 2013
1

09/05

Introduction

- Ice Braking
- 수업 소개

2

09/12

방송영상환경(1)

방송 영상 환경에서의 사용자 중심의 새로운 서비스 및 인터랙션 방법 소개

3

09/19

방송...
by jylee 2013

Design Goal& Principle
해결을 위해 서비스 사용자들의 Unmet Needs와
Latent Needs는 무엇인가?

Define
| 배경 및 홖경조사

!

Big Idea

...
by jylee 2013

팽창 확산 擴散 Diffusion

대상의 명확화

서비스 원칙
SERVICE PRINCIPLE

PERSONA

대상의 문제점
CUSTOMER JOURNEY MAP

Define
| 배경 및...
by jylee 2013

팽창 확산 擴散 Diffusion

Define
| 배경 및 홖경조사

Discovery

Synthesis

| 사용자 조사 및 관찰

| 모델링, 아이디어

!

Big Idea

Impl...
1

by jylee 2013

Customer Journey Map
by jylee 2013

customer experience
The sum of all experiences a consumer has with a supplier of
goods or services, over th...
by jylee 2013

customer lifecycle
PURCHASE
4

SELECT

3

RECOMMEND
8

OWN

BUY

Market & Sell

Support & Serve
1

5

2

RE...
by jylee 2013

Goals for CX Journey Mapping
Learn a hands-on approach to identify the “Four Eyes”:
 Insights – clear unde...
by jylee 2013

cus·tom·er jour·ney map
…visually illustrates customers’ processes, ne
eds, & perceptions throughout their ...
by jylee 2013
2
Getting to
IDEA

by jylee 2013
by jylee 2013

Brainstorm Needs

“Because they are
Why ? growing so quick and will
Why ?
leave me soon”
“Because I fear th...
by jylee 2013

1. Brainstorm Moment and Emotional Needs

What: needs at the moment that matters and emotional relevance
Wh...
by jylee 2013

2. Get Trends accelerators
Political
Economic
Social
Technology
Legal
Environmental

What: macro factors ou...
by jylee 2013

4. Define Roles and Processes

What: uncover the intended role & processes of the people & things
Why: desc...
by jylee 2013

5. Evaluate Needs

What: were the customer’s needs met at this moment?
Why: identifies needs worth fulfilli...
by jylee 2013

6. Evaluate Roles and Processes

What: were roles / processes performed properly to meet Jen’s needs?
Why: ...
by jylee 2013

7. Customer Strategy Design Approach

IMPACT

ISSUES / OPPORTUNITIES

STRATEGIC
BUSINESS OBJECTIVES

CUSTOM...
by jylee 2013

7. Customer Strategy Design Approach

What: summarizes & frames the “Four
Eyes” of the issue or opportunity...
4
Service Idea
Brainstorming

by jylee 2013
by jylee 2013
by jylee 2013

수평적 사고란?
다른 관점에서 보려는 변화 지향적 사고
by jylee 2013

상호보완적 관계
by jylee 2013

모르는 길을 가기 위해서는
일탈(수평적 사고) 필요
by jylee 2013

목표지점까지 가기 위해서는
수직적 사고 필요
by jylee 2013
by jylee 2013
by jylee 2013

주제에 대한 다양한 아이디어 간단한 키워드로 적어 제출
수평적 사고를 위한 씨앗 아이디어

http://msd2013.jylee6977.com/tc
by jylee 2013

수집한 Seed Idea를 중심으로 발전시키거나,
관련 단어를 보고 떠오르는 아이디어 스케치

http://msd2013.jylee6977.com/tc
NO.

by jylee 2013
by jylee 2013

구체화된 10개의 아이디어 중, 최고의 하나를 선정
뉴스와 같은 형태로 보도 형식으로 발표

http://msd2013.jylee6977.com/tc
by jylee 2013

문
제
Start from problem
by jylee 2013

| Idea Generation
 Group brainstorming sessions

Mind mapping, SWOT analysis, Six Thinking Hats
Generating...
by jylee 2013

d.School Mindmap
By David Kelly

| Idea Generation
 Mind Mapping

The mind map is a tool for the visual
el...
by jylee 2013

| What if
 Prompt exploration of even the most outlandish scenarios

Explore wide-ranging changes rather t...
by jylee 2013

| Context Panorama
 Prompt exploration of even the most outlandish scenarios

Explore wide-ranging changes...
by jylee 2013

| Context Panorama
The context panorama is a visualization of the
first service ideas that is produced in o...
by jylee 2013

| Poster
 The service Poster is a
simulation of a future
promotional advertising of the
service.
Through t...
by jylee 2013

| Tomorrow Headlines
 The tomorrow headlines
are fictional articles published
on magazines or journals tha...
by jylee 2013

| Design Scenario
(Group Sketching)

The group sketching is a quick, fast and
economic tool for developing ...
by jylee 2013

문
제
Start from problem
by jylee 2013

| Storyboards
(Group Sketching)

The storyboard is a tool derived from the
cinematographic tradition; it is...
by jylee 2013

| Desktop Walkthrough
(Lego Serious Play)
Desktop walkthroughs are very simple exercises in
imagining a ser...
by jylee 2013

1. Poster/Tomorrow Headline(Draw/Print A2)
2. Storyboard ( Sketch Book )
3. Desktop Walkthrough준비
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[BSD]09 ideation

  1. 1. by jylee 2013
  2. 2. 1 09/05 Introduction - Ice Braking - 수업 소개 2 09/12 방송영상환경(1) 방송 영상 환경에서의 사용자 중심의 새로운 서비스 및 인터랙션 방법 소개 3 09/19 방송영상환경(2) _ 추석 시청자에서 사용자로의 변화의 패러다임 (IPTV/SmartTV/NScreen) 4 09/26 서비스 디자인 방법론 소개 - 서비스 디자인 사례 - 방송과 TV에서의 서비스 디자인 5 10/02 사용자 관찰(1) - Shadowing/Interview/Observation - 무엇이 문제인가? 6 10/09 사용자 관찰(2) _ 한글날 - Contextual Inquiry - The Five Why Technique 7 10/16 문제 정의(1) - Affinity Diagram/Persona - Background Research (Understanding Users) 8 10/23 중간고사 - Service Idea/Service Principle 9 10/30 아이디어 발산 - 다양한 아이디어 발상 방법 소개 - Brainstorming/Ideation 10 11/06 아이디어 수렴 - Idea Grouping - Service Concept(Service Headline) 11 11/13 서비스 프로토타입(1) - Service Scenario - Service Prototyping (Role Playing) 12 11/20 서비스 프로토타입(2) - Service Prototyping 13 11/27 서비스 프로토타입(3) - Service Blueprint 14 12/04 최종 결과물 Wrap Up - 최종 Design/Paper Refine 15 12/11 기말고사 - 최종 Presentation by jylee 2013
  3. 3. by jylee 2013 Design Goal& Principle 해결을 위해 서비스 사용자들의 Unmet Needs와 Latent Needs는 무엇인가? Define | 배경 및 홖경조사 ! Big Idea Discovery Synthesis | 사용자 조사 및 관찰 | 모델링, 아이디어 Implementation | 프로토타이핑, 적용 Problem Define Solution Suggestion 무엇이 문제이고 그것을 어떻게 해결할 것인가? 환경적 문제와 사용자들의 Needs와의 Gap을 줄일 수 있는 방안은 무엇이 있는가?
  4. 4. by jylee 2013 팽창 확산 擴散 Diffusion 대상의 명확화 서비스 원칙 SERVICE PRINCIPLE PERSONA 대상의 문제점 CUSTOMER JOURNEY MAP Define | 배경 및 홖경조사 Discovery Synthesis | 사용자 조사 및 관찰 | 모델링, 아이디어 Affinity Diagram 수축 수렴 收斂 Convergence ! Big Idea Implementation | 프로토타이핑, 적용
  5. 5. by jylee 2013 팽창 확산 擴散 Diffusion Define | 배경 및 홖경조사 Discovery Synthesis | 사용자 조사 및 관찰 | 모델링, 아이디어 ! Big Idea Implementation | 프로토타이핑, 적용 Ideas 수축 수렴 收斂 Convergence
  6. 6. 1 by jylee 2013 Customer Journey Map
  7. 7. by jylee 2013 customer experience The sum of all experiences a consumer has with a supplier of goods or services, over the duration of their relationship with that supplier. http://en.wikipedia.org/wiki/Customer_experience
  8. 8. by jylee 2013 customer lifecycle PURCHASE 4 SELECT 3 RECOMMEND 8 OWN BUY Market & Sell Support & Serve 1 5 2 RESEARCH 6 NEED RECEIVE USE 7 MAINTAIN
  9. 9. by jylee 2013 Goals for CX Journey Mapping Learn a hands-on approach to identify the “Four Eyes”:  Insights – clear understanding of customer needs  Impact – clear focus on the resulting business value  Issues/Opportunities – what’s getting in the way, or could be improved, in order to meet customer needs  Innovate – design solutions that deliver both customer and organizational value
  10. 10. by jylee 2013 cus·tom·er jour·ney map …visually illustrates customers’ processes, ne eds, & perceptions throughout their interact ion and relationship with an organization • Understanding & diagnosing experiences • Designing experiences • Implementing (as blue prints) • Communicating (orient, train) (redesign existing, create new) http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/
  11. 11. by jylee 2013
  12. 12. 2 Getting to IDEA by jylee 2013
  13. 13. by jylee 2013 Brainstorm Needs “Because they are Why ? growing so quick and will Why ? leave me soon” “Because I fear that I will Why ? lose them forever” Why ? “So I can capture and share special moments” Emotional Need What motivates me    Getting to Emotional Needs  Why ?     Journey Need Why ? Moment (s) Need (s) What task am I trying to complete now What am I trying to get done overall “I want to buy a digital camera” “I want to make the right choice between these two cameras” (Select)
  14. 14. by jylee 2013 1. Brainstorm Moment and Emotional Needs What: needs at the moment that matters and emotional relevance Why: solving for emotional needs is powerful
  15. 15. by jylee 2013 2. Get Trends accelerators Political Economic Social Technology Legal Environmental What: macro factors outside company’s control Why: awareness of inhibiting/supporting factors
  16. 16. by jylee 2013 4. Define Roles and Processes What: uncover the intended role & processes of the people & things Why: describes current state of onstage & backstage roles & processes
  17. 17. by jylee 2013 5. Evaluate Needs What: were the customer’s needs met at this moment? Why: identifies needs worth fulfilling
  18. 18. by jylee 2013 6. Evaluate Roles and Processes What: were roles / processes performed properly to meet Jen’s needs? Why: identifies Issue or Opportunity areas worth solving
  19. 19. by jylee 2013 7. Customer Strategy Design Approach IMPACT ISSUES / OPPORTUNITIES STRATEGIC BUSINESS OBJECTIVES CUSTOMER NEEDS Emotional Journey Moment Acquisition Retention Efficiency INNOVATION INSIGHTS TRENDS & ACCELERATORS Technology, Behavioral, Business Trends
  20. 20. by jylee 2013 7. Customer Strategy Design Approach What: summarizes & frames the “Four Eyes” of the issue or opportunity you’re going to tackle Why: organizes the exact details of the issue or opportunity in an easy-topresent format
  21. 21. 4 Service Idea Brainstorming by jylee 2013
  22. 22. by jylee 2013
  23. 23. by jylee 2013 수평적 사고란? 다른 관점에서 보려는 변화 지향적 사고
  24. 24. by jylee 2013 상호보완적 관계
  25. 25. by jylee 2013 모르는 길을 가기 위해서는 일탈(수평적 사고) 필요
  26. 26. by jylee 2013 목표지점까지 가기 위해서는 수직적 사고 필요
  27. 27. by jylee 2013
  28. 28. by jylee 2013
  29. 29. by jylee 2013 주제에 대한 다양한 아이디어 간단한 키워드로 적어 제출 수평적 사고를 위한 씨앗 아이디어 http://msd2013.jylee6977.com/tc
  30. 30. by jylee 2013 수집한 Seed Idea를 중심으로 발전시키거나, 관련 단어를 보고 떠오르는 아이디어 스케치 http://msd2013.jylee6977.com/tc
  31. 31. NO. by jylee 2013
  32. 32. by jylee 2013 구체화된 10개의 아이디어 중, 최고의 하나를 선정 뉴스와 같은 형태로 보도 형식으로 발표 http://msd2013.jylee6977.com/tc
  33. 33. by jylee 2013 문 제 Start from problem
  34. 34. by jylee 2013 | Idea Generation  Group brainstorming sessions Mind mapping, SWOT analysis, Six Thinking Hats Generating Momentum or Reflection Ice Brakers, Prompts to imagination
  35. 35. by jylee 2013 d.School Mindmap By David Kelly | Idea Generation  Mind Mapping The mind map is a tool for the visual elicitation of our thoughts and their connections. The visualization begins with a problem or an idea put in the centre of the representation. Then signs, lines, words and drawings are used in order to build a system of thoughts around the starting point. The hand and the mind work simultaneously. (2006) Bill Moggridge, Designing Interactions, The MIT Press, Cambridge
  36. 36. by jylee 2013 | What if  Prompt exploration of even the most outlandish scenarios Explore wide-ranging changes rather than specific service experience situations. Challenging Questions. Technological, Societal, Cultural level Ex. “What would happen to your service of the internet went mobile?”
  37. 37. by jylee 2013 | Context Panorama  Prompt exploration of even the most outlandish scenarios Explore wide-ranging changes rather than specific service experience situations. Challenging Questions. Technological, Societal, Cultural level Ex. “What would happen to your service of the internet went mobile?”
  38. 38. by jylee 2013 | Context Panorama The context panorama is a visualization of the first service ideas that is produced in order to feed the creative process and orient the following design activities. HOW Each basic idea is visualized through a simple image (one or more than one if necessary). The pictures are presented together with some keywords that support the desired understanding of the message.
  39. 39. by jylee 2013 | Poster  The service Poster is a simulation of a future promotional advertising of the service. Through the elaboration of the Poster, the designers imagine how the new offering could be launched on the market and perceived by the consumers. The Poster gives the opportunity to understand the link between the service idea and the existing reality and, at the same time, it could be an effective way of visualizing the solution. (2006) Bill Moggridge, Designing Interactions, The MIT Press, Cambridge
  40. 40. by jylee 2013 | Tomorrow Headlines  The tomorrow headlines are fictional articles published on magazines or journals that the designers imagine by projecting themselves in the future and trying to understand what kind of impact the service will have on the society. This brings the designers ask themselves how the service will be presented to the potential users and what reactions it will cause. This tool is also a way to visualize the idea and make it more tangible, more real and more univocally perceived among the team and the stakeholders.
  41. 41. by jylee 2013 | Design Scenario (Group Sketching) The group sketching is a quick, fast and economic tool for developing and explaining ideas simultaneously.
  42. 42. by jylee 2013 문 제 Start from problem
  43. 43. by jylee 2013 | Storyboards (Group Sketching) The storyboard is a tool derived from the cinematographic tradition; it is the representation of use cases through a series of drawings or pictures, put together in a narrative sequence. The service storyboard shows the manifestation of every touchpoints and the relationships between them and the user in the creation of the experience.
  44. 44. by jylee 2013 | Desktop Walkthrough (Lego Serious Play) Desktop walkthroughs are very simple exercises in imagining a service experience using small, hand sized toys. A typical desktop walkthrough involves a customer, a member of staff, an environment and some paper touch points. You literally walk through the service moment, taking pictures and ideally with another person, imagining what the various actors are doing, saying and feeling. It can be useful to run the walk through using various different personas and under different imagined situations. It gives choreography of the service elements, and insight i nto any impractical or illogical ideas and moments.
  45. 45. by jylee 2013 1. Poster/Tomorrow Headline(Draw/Print A2) 2. Storyboard ( Sketch Book ) 3. Desktop Walkthrough준비

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