by jylee 2013

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 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

Define | 배경 및 홖경조사

Discovery | 사용자 조사 및 관찰

Synthesis | 모델링, 아이디어

Implementation | 프로토타이핑, 적용

!

Problem Define

무엇이 문제이고 그것을 어떻게 해결할 것인가?

Design Goal& Principle

해결을 위해 서비스 사용자들의 Unmet Needs와 Latent Needs는 무엇인가?

Solution Suggestion

환경적 문제와 사용자들의 Needs와의 Gap을 줄일 수 있는 방안은 무엇이 있는가?

Big Idea

by jylee 2013

Define | 배경 및 홖경조사

Discovery | 사용자 조사 및 관찰

Synthesis | 모델링, 아이디어

Implementation | 프로토타이핑, 적용

! Big Idea

팽창 확산 擴散 Diffusion

Affinity Diagram

수축 수렴 收斂 Convergence

서비스 원칙 SERVICE PRINCIPLE

대상의 명확화 PERSONA

대상의 문제점 CUSTOMER JOURNEY MAP

by jylee 2013

Define | 배경 및 홖경조사

Discovery | 사용자 조사 및 관찰

Synthesis | 모델링, 아이디어

Implementation | 프로토타이핑, 적용

! Big Idea

팽창 확산 擴散 Diffusion

Ideas

수축 수렴 收斂 Convergence

by jylee 2013

Customer Journey Map

1

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

by jylee 2013

PURCHASE RECOMMEND

MAINTAIN

RESEARCH NEED RECEIVE USE

1

2

3

4

5

6

7

8

SELECT BUY OWN Support & Serve Market & Sell

customer lifecycle

by jylee 2013

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

Goals for CX Journey Mapping

by jylee 2013

http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/

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 (redesign existing, create new)

• Implementing (as blue prints)

• Communicating (orient, train)

by jylee 2013

by jylee 2013 by jylee 2013

Getting to

IDEA

2

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“I want to buy a digital camera”

“So I can capture and share

special moments”

“Because I fear that I will lose them forever”

“I want to make the right choice between these two cameras”

(Select)

Emotional Need What motivates me

Moment (s) Need (s) What task am I trying to

complete now Journey Need

What am I trying to get done

overall

Why ? Why ?

Why ?

Why ?

“Because they are growing so quick and will

leave me soon” Why ? Why ?

Brainstorm Needs Getting to Emotional Needs

by jylee 2013

What: needs at the moment that matters and emotional relevance

Why: solving for emotional needs is powerful

1. Brainstorm Moment and Emotional Needs

by jylee 2013

What: macro factors outside company’s control

Why: awareness of inhibiting/supporting factors

2. Get Trends accelerators

Political

Economic

Social

Technology

Legal

Environmental

by jylee 2013

What: uncover the intended role & processes of the people & things

Why: describes current state of onstage & backstage roles & processes

4. Define Roles and Processes

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What: were the customer’s needs met at this moment?

Why: identifies needs worth fulfilling

5. Evaluate Needs

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What: were roles / processes performed properly to meet Jen’s needs?

Why: identifies Issue or Opportunity areas worth solving

6. Evaluate Roles and Processes

by jylee 2013

7. Customer Strategy Design Approach

STRATEGIC BUSINESS OBJECTIVES

Acquisition

Retention

Efficiency

IMPACT ISSUES / OPPORTUNITIES

CUSTOMER NEEDS

Emotional

Journey

Moment

INNOVATION INSIGHTS

TRENDS & ACCELERATORS Technology, Behavioral, Business Trends

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-to-

present format

by jylee 2013 by jylee 2013

Service Idea

Brainstorming

4

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

http://msd2013.jylee6977.com/tc

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

by jylee 2013

http://msd2013.jylee6977.com/tc

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

by jylee 2013

NO.

by jylee 2013

http://msd2013.jylee6977.com/tc

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

by jylee 2013

문제

Start from problem

by jylee 2013

| Idea Generation

Group brainstorming sessions

Mind mapping, SWOT analysis, Six Thinking Hats Generating Momentum or Reflection Ice Brakers, Prompts to imagination

by jylee 2013

| 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

d.School Mindmap By David Kelly

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?”

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?”

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.

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

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.

by jylee 2013

| Design Scenario (Group Sketching)

The group sketching is a quick, fast and economic tool for developing and explaining ideas simultaneously.

by jylee 2013

문제

Start from problem

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.

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 into any impractical or illogical ideas and moments.

by jylee 2013

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