• Korea Science and Art Forum
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• v.20
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• pp.159-171
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• 2015

Service elements are added to the product to improve the company it its sales and innovation. The servitization process could take many different routes reflecting various properties of the manufacturing firm and its business contexts. Product-service systems (PSS) design method developed at Sungkyunkwan Universty, Service Design Institute, has been applied to a small furniture manufacturing company to demonstrate the utility of the method and to devise improvements. First, the business context of the company has been analyzed and key values have been identified. A co-creative session has been conducted to develop initial service concepts to drive those key values. The diverse positioning of those service concepts on the scale of service supporting product and service support customer is then developed to plan servitization phases. The specific service concepts are about company-customer relationship building as well as customization and personalization in this case. Initial service concepts are detailed with service blueprint so that prototyping and customer experience evaluation can be done. Business models in different servitization phases are designed. Further prototyping and customer experience evaluation has been done with business strategy improvements. In this paper, the proudct-service systems design method has been reviewed and the specific and real processes of the servitization using design will be described with discussion on the improvement of the method and the enhancement of the business.

• Journal of the Ergonomics Society of Korea
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• v.31 no.1
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• pp.1-5
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• 2012

Objective: The aim of this study is to investigate the roles and human resources of service design. Background: The definition of service design is not clear yet, also did not define in this study. I studied the components of service design which are roles and human resources. That is helpful to understand the definition of service design and to clarify the works in service design. Method: I compare the service design with user experience design. I empirically define the roles and human resources of service design. Results: The roles of service design are service strategy, research, service concept design, service specification, service architecture design, integrated communication design, integrated system design, integrated operation design, service evaluation, launch, operation, and knowledge management. Conclusion: We defined who works and what works in service design. Application: The results of this study help the clarification of service design.

• Journal of the Ergonomics Society of Korea
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• v.31 no.1
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• pp.7-13
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• 2012

Objective: This paper discussed the characteristics of service design process by comparing with product design process. Background: Service design has different design outcomes, project participants, and design constraints than product design. Method: The comparison took two perspectives: one was shorter-term, design process of a service, and the other was longer-term, process of service development. Results: It was discussed that service design process is similar in overall, but has four differences. First, the role of design is required earlier and longer in the process, which means service designers need to participate from the begging of the project to service operation. Thus service designers are required to have holistic viewpoint of the project. Second, service design requires many design expertise thus collaboration needs to be well defined and managed throughout the process. Third, since service provider has limited resources, regulations, and market competition, some service features cannot be provided. Service designers are required to know both customers' needs and functional constraints. Last, service design is highly coupled with service operation. Designing and providing service happens at the same time and evolves over time. Conclusion: Consequently it was asserted that the role of designers in service design is essential for success. In specific, the role of service design architect, who manages design process and design outcomes, is a new and important role in service design project.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.210-218
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• 2016

Recently, as service design was introduced to improve the quality of public service, there have been many attempts to improve various public service. In the process, various stakeholders including general citizens are participating in the design improvement activity through a method of design service but the parties are facing a difficulty in the progress because of a limitation of time and budget and a lack of professionalism among the member while the parties are planning the process and activities based on the professional service design method. Persona method that is usually used in the process of service design is encountering a limitation as well. Also, there are continuous attempts to understand the limitation of persona and apply an alternative research method among service and UX designers. For this reason, this thesis is to recognize the limitation in deduction method of traditional persona and suggests a fast and economical production method of Rapid Persona speaking for the goal of users and overcoming the limitation. Furthermore, by applying the suggested method of making Rapid Persona to an actual public service design project of National Statistical Office, the test through an empirical study was conducted. This was conducted with the purpose of progressing a discussion in the respect of actual application beyond a banal discussion. Through the research method suggested in this study, it is expected to overcome the limitation of time and a lack of professionalism and, based on these, can be used in the process of various service design and UX design as establishing persona in a fast and easy way.

• Journal of the Ergonomics Society of Korea
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• v.31 no.1
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• pp.23-32
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• 2012

Objective: This research proposes a methodology, which validates a grasp of the customers' emotions in the service design area. Background: As the era of service design has taken its approach, the need for a deliberate design that would reflect the customer's experience had emerged in the area of service. Therefore, a variety of methodologies has been adopted in the field of service design with the purpose of discovery of the customers' needs. Even though the importance of an emotion-sentient research of a service experience increases, its research progress remains to be inadequate in comparison to all the other areas. Method: Having had taken some resources from the emotional studies under other areas of expertise as a base, the concept of volatility of emotions has been introduced as the core element of this research, further followed by an elaboration of its special characteristics. The observation technique under Stakeholder's system: SOMC(Simultaneous Observation Method based on Cooperation) has been proposed in this study as it presents an effective way to grasp the concept of volatile emotions in contrast to the previously existent types of methodologies. Results: The SOMC rather supplements the existing research methods than substitutes the previous ones. In other words, although the existing research system allowed emotion detection, it was difficult to capture the change of momentary and fickle emotions. On the opposite, the SOMC provides a condition allowing a sufficient grasp of the customer's emotions and facilitates emotional capture. Conclusion: For that reason, it is hoped that this piece of research represents a valuable and effective approach in terms of grasping the true needs of the customers on the emotional level, which will in its turn contribute to the improvement of the service quality in the midst of a complicated service condition. Application: Moreover, the purpose of this research is that in its outcome it may serve as a sufficient contribution to the area of emotional studies within the field of service design.

• Journal of People, Plants, and Environment
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• v.23 no.1
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• pp.23-33
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• 2020

This study starts from the awareness of the problem that consumers are isolated from the standing spray product planning, and thus suggests effective designs and methods to the new standing spray design process. The ultimate purpose of this study is to suggest practicable new standing spray design outputs. Service design is based on customer experience, and thus it is intangible, process-centered and based on various relations. Applying the service design to the development of new standing spray designs has the following significance. (1) Service design is an effective method for maximizing customer-centered experience. The customer-centered method of service design promotes practicability of new standing spray design. (2) Service design solves various problems by mediating opinions among various stakeholders. Effective and practicable solutions could not be found for new standing spray design despite various efforts that had been made for a long time. Since each step of the process is approached separately, it is necessary to take an overview of the whole process like service design. (3) Service design lays stress on process in which stakeholders participate. Participation and collaboration among stakeholders in the new standing spray design process will improve their satisfaction and enthusiasm to implement the new system.

• Journal of the Ergonomics Society of Korea
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• v.31 no.1
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• pp.15-21
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• 2012

Objective: We propose empathy as a user research method for service design. Background: We argue that empathy will enable user researchers to go beyond the conceptual knowledge to the design knowledge of user experience. Method: We tested our hypothesis by conducting an experiment in which subjects were required to propose solutions to improve the experience of a family member of a patient hospitalized in an emergency department. Results: We found that the subjects who empathized with the family member of a patient tended to suggest the solutions based on design knowledge rather than the solutions based on conceptual knowledge compared to the subjects who did not empathize. Conclusion: Data support our hypothesis that empathy enables people to focus on design knowledge rather than conceptual knowledge. Application: These findings provide practical implications for user researchers in service design.

• Journal of the Ergonomics Society of Korea
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• v.31 no.1
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• pp.101-107
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• 2012

Objective: The aim of this study is to investigate service design cases by online service companies and suggests framework to understand service design of them. Background: Recently, exploratory service design cases by online service companies such as Google, Apple, and NHN has been developed. Service design and online service experience design has been booming among user experience professionals but these two areas are not clearly defined. It is interesting to study the definition and key factors of service design and online service experience design. Moreover, investigating service design cases by online service companies is needed. Method: Due to diversification of service design cases by online service companies, this study has reviewed online resources and literatures about top 5 online service companies in USA and Korea. Furthermore, this study used expert interview who worked for service design at NHN. To understand the attributes of service design cases, this study developed 3 types of service design classifications scheme such as service design as extension of online service, space design and event service design. Finally, this study suggested a new framework for service design cases. Results: This study investigated service design cases by online service companies and suggests key issues and frameworks to uncover service design for online service. Conclusion: Service design cases for online service was analyzed by $2^*2$ matrix(extension, $enrichment^*product$, service) to explain characteristics and attributes. NHN's Knowledge-iN bookshelf at NHN library1 is a unique form of service design as a tool of enrichment of online experience. Application: The results of this study might help to understand service design cases and plan new service design for online service companies with structured framework.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.34 no.3B
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• pp.225-234
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• 2009

Recently IPTV service is penetrating to the ordinary home users very swiftly. One of the first phase of IPTV service is considered to be VoD, and a nationwide availability of the VoD service imposes tremendous pressure to the network resource due to its requirements for the broad bandwidth, the inherent nature of unicast technology, and the large scalability, etc. This work suggests a novel and practical method to the design of network resource for the VoD service. Especially, we explore the distributed content storage problem that takes into account the popularity of the video contents and its corresponding link dimensioning problem that takes into account the grade of service for the flow level quality of service about the VoD service. By assuming a realistic topology for the nationwide IP backbone network of Korea, which is a typical tree topology, we suggest an analytic method for the design of VoD service.

• Journal of the Ergonomics Society of Korea
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• v.31 no.1
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• pp.125-130
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• 2012

Objective: This paper discusses how service design is related to two well-known disciplines, interaction design and cognitive systems engineering, which are applied to the design of software, websites and mobile phones, and the design of control room of nuclear power plants and cockpit control, respectively. Background: Service design has been spotlighted recently due to its promisingness to service industry. Successful cases of service design are widely shared among designers. Service design, however, is treated as practice rather than a discipline. Method: It was discussed that it is important to consider the interaction between customers and services as in interaction design, and some domains are complex enough and have functional limitation as in cognitive systems engineering. Results: Models and design tools of the disciplines are introduced and applied to service design practices. Conclusion: It was concluded that service design has the characteristics of both interaction design and cognitive systems engineering.