The group will create a promotional poster or tomorrow's headline article to visualize their service idea and how it could be presented to potential users. They will also develop a storyboard using a series of sketches to show how the service experience would unfold through various touchpoints. Finally, they will act out a desktop walkthrough using toys to prototype the service moment and gain insights.

1. by jylee 2013

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. 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. 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. 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. 1
by jylee 2013
Customer Journey Map

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. 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. 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. 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. by jylee 2013

12. 2
Getting to
IDEA
by jylee 2013

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

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. 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. 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. 4
Service Idea
Brainstorming
by jylee 2013

22. by jylee 2013

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

24. by jylee 2013
상호보완적 관계

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

26. by jylee 2013
목표지점까지 가기 위해서는
수직적 사고 필요

27. by jylee 2013

28. by jylee 2013

29. by jylee 2013
주제에 대한 다양한 아이디어 간단한 키워드로 적어 제출
수평적 사고를 위한 씨앗 아이디어
http://msd2013.jylee6977.com/tc

30. by jylee 2013
수집한 Seed Idea를 중심으로 발전시키거나,
관련 단어를 보고 떠오르는 아이디어 스케치
http://msd2013.jylee6977.com/tc

31. NO.
by jylee 2013

32. by jylee 2013
구체화된 10개의 아이디어 중, 최고의 하나를 선정
뉴스와 같은 형태로 보도 형식으로 발표
http://msd2013.jylee6977.com/tc

33. by jylee 2013
문
제
Start from problem

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. 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. 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. 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. 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. 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. 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. by jylee 2013
| Design Scenario
(Group Sketching)
The group sketching is a quick, fast and
economic tool for developing and explaining
ideas simultaneously.

42. by jylee 2013
문
제
Start from problem

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. 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. by jylee 2013
1. Poster/Tomorrow Headline(Draw/Print A2)
2. Storyboard ( Sketch Book )
3. Desktop Walkthrough준비