MIX 2016 行動體驗設計論壇 http://mix.hpx.tw/2016/ch/

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5~8f Hosan bldg. 61-4 Nonhyun-dong Gangnam-gu Seoul 135-010 Korea Tel 82 2 3485 0300 Fax 82 2 3447 7786 ㅣ www.amoeba.co.kr ㅣ Copyright©2015 amoeba. All rights reserved.
MIX Conference 2016
2016.5.22ㅣ Hyo-Jin Suh

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[시장 조사 및 조사 설계]
Question Define Goal
Questions
for Discover
Define
Direction
/Mission,
Problem
Deliver
Discover Ideation
? ?

4. 4
Evaluation
GUI
UI, UX
Development
DevelopmentUI DesignUX ConceptPlanningResearch
GUI Concept
Design Key Factor
Design Direction
Main Screen Definition
Design Style Direction
Main Design Style
Definition
Pain Point Analysis
Detail Design
Layout/Fonts/Color
Visual Effects
GUI Guideline and
Evaluation
Maintenance
User/Market Research
Service Analysis
Trend Benchmarking
UX Concept Specifications
Design Key Factor Analysis
Design Direction
Use Cases
Functional Requirements
Information Architecture
Interaction Style Design
Menu Tree
Detail Screen & Interations
UI Guideline and
Evaluation
Maintenance
UX Flow Analysis Interaction Specfication
Concept Analysis
Interaction Visualization
Draft Sample Test
Interaction Motion Guide
Simulation Flash
Prototyping
Development
Evaluation
Maintenance
Planning Design Develop
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning

5. 5
Evaluation
GUI
UI, UX
Development
DevelopmentUI DesignUX ConceptPlanningResearch
GUI Concept
Design Key Factor
Design Direction
Main Screen Definition
Design Style Direction
Main Design Style
Definition
Pain Point Analysis
Detail Design
Layout/Fonts/Color
Visual Effects
GUI Guideline and
Evaluation
Maintenance
User/Market Research
Service Analysis
Trend Benchmarking
UX Concept Specifications
Design Key Factor Analysis
Design Direction
Use Cases
Functional Requirements
Information Architecture
Interaction Style Design
Menu Tree
Detail Screen & Interations
UI Guideline and
Evaluation
Maintenance
UX Flow Analysis Interaction Specfication
Concept Analysis
Interaction Visualization
Draft Sample Test
Interaction Motion Guide
Simulation Flash
Prototyping
Development
Evaluation
Maintenance
Planning Design Develop
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning

6. 6http://jasonfurnell.files.wordpress.com/2011/08/customer-journey.png
standardized questionnaire
online questionnaire, a face-to-face
interview, or a telephone interview
normally short and to the point,
less than 5 minutes to complete.
aids and product samples.
user-centered design ethnographic
research method.
two-hour, one-on-one interaction
watches normal activities
discusses what they see with the
user.

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Today’s Keyword
“Truck”

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Step 1 :
Understanding Customer Modeling
Step 2 :
Hypothesis
Step 3 :
Customer Behavior, Mind mapping
Discover Insights through Desk Research
[Tip]
- Early stage in understanding the key players
and role.
- Caution in pre-mature conclusions and
assumptions
Hypothesis for user modeling, concept and
design direction
[Tip]
- Do not assume key players share same view
- Need customer journey, requirements, types
- Comparison between existing customer
research
Evaluation by ethnographic methods
[Tip]
- Anaylysis based on ethnographic approaches
rather than anthropological or business
analysis methods.
https://sites.google.com/site/journeymapping/
Identifying Service UX Elements and Framework

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Step 4 : Analyze customer data,
Requirements
Step 5 : User Modeling, Customer
Journey map
Discover Insight Touch points and Service
Interaction
Evaluating Hypothesis
Develop User Modeling
[Tip]
- Missing logical analytic data
- Overlooking Contextual data (not Statistical)
Developing Customer Journey map
[Tip]
- Data overloading
- Efficient Infographics for conceptualization
https://sites.google.com/site/journeymapping/
Identifying Service UX Elements and Framework

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http://jasonfurnell.files.wordpress.com/2011/08/customer-journey.png
combining user modeling with customer journey
map,
better understanding of the user needs.
needed before user interface and interaction design
focusing on the task flow and the user
experience system
provide base for main usage scenes and
touch points
recommended for new services or
unfamiliar areas

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[Gesture] [Editing] [Layout] [Hierarchy]

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[Incheon Airport 1F]
캠코더 설치 위치
2
3
1
[Incheon Airport 1F]
관찰 멤버 위치
• 1 – Roaming center 부스 안쪽
• 2 – Roaming center 부스 바깥 쪽, 우측
• 3 – 부스와 일정 거리 유지 (상황에 따라 이동하며 관측)

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Evaluation
GUI
UI, UX
Development
DevelopmentUI DesignUX ConceptPlanningResearch
GUI Concept
Design Key Factor
Design Direction
Main Screen Definition
Design Style Direction
Main Design Style
Definition
Pain Point Analysis
Detail Design
Layout/Fonts/Color
Visual Effects
GUI Guideline and
Evaluation
Maintenance
User/Market Research
Service Analysis
Trend Benchmarking
UX Concept Specifications
Design Key Factor Analysis
Design Direction
Use Cases
Functional Requirements
Information Architecture
Interaction Style Design
Menu Tree
Detail Screen & Interations
UI Guideline and
Evaluation
Maintenance
UX Flow Analysis Interaction Specfication
Concept Analysis
Interaction Visualization
Draft Sample Test
Interaction Motion Guide
Simulation Flash
Prototyping
Development
Evaluation
Maintenance
Planning Design Develop
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning

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THE HANDYMAN SHOP
Storyboard for explaining Multi-service Center
By using specific scene, helps designers understand the space
and context of the customer experience
THE ARGOS EXPERIENCE
Using the comical approach defines a persona that goes shopping at a
local market, looking for a product and purchasing the product.
Using images, pictures and videos to generate service usage scenes showing all touch points and user
experiences and relations

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Character Profiles is used to share information about the service users. It assumes an imaginary
character with image and text.
A Persona is the generalized version of a character that represents the group characteristics.
(Social aspects / Needs / Desires / Cultural Background)

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Promotes new ideas and productive communication and saves time and money within a non-digital
environment.
Step 1. Prepare Sketchboard
Step 2. Assign Analysis areas for each team
Designate a large canvas or space for memo and sketch
Site Map, Affinity Diagram, User Requirements
Device Specifications
Provide 6 or more templates
for the main design problems
Draw ideas of the user
requirements, UI layouts,
interactions etc.
Generalize Design problems,
approaches and main function
flow
Step 3. Sketch Main Screen and Flow

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Step 4. Selection and Refinement Step 5. Evaluation and Confirmation
Sketch board
refinement
based on new
requirements
Discussions with
team members
Choose 1-2
template ideas
for detail
scenario
Finalize
sketchboard
Final requirement and design
fix amongst members
Presentation and understanding
with stakeholders

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CASE STUDY

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Evaluation
GUI
UI, UX
Development
DevelopmentUI DesignUX ConceptPlanningResearch
GUI Concept
Design Key Factor
Design Direction
Main Screen Definition
Design Style Direction
Main Design Style
Definition
Pain Point Analysis
Detail Design
Layout/Fonts/Color
Visual Effects
GUI Guideline and
Evaluation
Maintenance
User/Market Research
Service Analysis
Trend Benchmarking
UI Concept Specifications
Design Key Factor Analysis
Design Direction
Use Cases
Functional Requirements
Information Architecture
Interaction Style Design
Menu Tree
Detail Screen & Interations
UI Guideline and
Evaluation
Maintenance
UX Flow Analysis Interaction Specfication
Concept Analysis
Interaction Visualization
Draft Sample Test
Interaction Motion Guide
Simulation Flash
Prototyping
Development
Evaluation
Maintenance
Planning Design Develop
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning

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Touchpoints
Persona
Actions
Devices
/Contexts
Character Profiles is used to share information about the service users. It assumes an imaginary
character with image and text.
A Persona is the generalized version of a character that represents the group characteristics.
(Social aspects / Needs / Desires / Cultural Background)

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share different ideas and perspectives through the design game
the game is a platform for different parties to share ideas and different expectations
the Main Rule is no negative comments during the game process

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Evaluation
GUI
UI, UX
Development
DevelopmentUI DesignUX ConceptPlanningResearch
GUI Concept
Design Key Factor
Design Direction
Main Screen Definition
Design Style Direction
Main Design Style
Definition
Pain Point Analysis
Detail Design
Layout/Fonts/Color
Visual Effects
GUI Guideline and
Evaluation
Maintenance
User/Market Research
Service Analysis
Trend Benchmarking
UI Concept Specifications
Design Key Factor Analysis
Design Direction
Use Cases
Functional Requirements
Information Architecture
Interaction Style Design
Menu Tree
Detail Screen & Interations
UI Guideline and
Evaluation
Maintenance
UX Flow Analysis Interaction Specfication
Concept Analysis
Interaction Visualization
Draft Sample Test
Interaction Motion
Guide
Simulation Flash
Prototyping
Development
Evaluation
Maintenance
Planning Design Develop
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning

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INDI-ACTION PROJECT
Interaction testing on a subject from
a rural Indian village.
The feedback is shown on the
computer screen.
without exposing the evaluation process,
observes the user interaction and service response.
allows the designer to gather feedback and user response directly.

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mockup is picture of ideas for the service and interaction design.
starting from planning to interaction design,
mockups help refine the concepts and design and meet requirements and limitations

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CASE STUDY

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Evaluation
GUI
UI, UX
Development
DevelopmentUI DesignUX ConceptPlanningResearch
GUI Concept
Design Key Factor
Design Direction
Main Screen Definition
Design Style Direction
Main Design Style
Definition
Pain Point Analysis
Detail Design
Layout/Fonts/Color
Visual Effects
GUI Guideline and
Evaluation
Maintenance
User/Market Research
Service Analysis
Trend Benchmarking
UI Concept Specifications
Design Key Factor Analysis
Design Direction
Use Cases
Functional Requirements
Information Architecture
Interaction Style Design
Menu Tree
Detail Screen &
Interactions
UI Guideline and
Evaluation
Maintenance
UX Flow Analysis Interaction Specfication
Concept Analysis
Interaction Visualization
Draft Sample Test
Interaction Motion Guide
Simulation Flash
Prototyping
Development
Evaluation
Maintenance
Planning Design Develop
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning
User Testing
Evaluation
Next Planning

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Define Project
Goal and Problem
Discuss Before &
After Results
Define Function Map
Prioritize
Problem/Solutions
PROCESS
User Profile
Before After Future
Subtasks
Considerations
Pain Points
Functionality
issue cards are used for communication within team members and also promote different
perspectives and suggestions.
each card has insights, images, pictures and sometimes explanations of issues in had.
the process helps members to open up to new problems and solutions. a simple method with an dynamic
outcome.

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Case 1 : LA PERLA, INTERACTIVE TOOL FOR STAFF TRAINING Case Study 2 : TRAVEL GLOBAL | READ LOCAL
http://www.servicedesigntools.org/tools/24
observing user interactions within the context and space for the service.
provides a simulated environment for products, systems and services that has not been finalized but
provides a similar experience.
gives insight into the service and design directions and also notifying limitations and hurdles
La Perla Project(1999) / Simulating education for sales personal at each franchise
Brochures, Catalogs for guests at hotel checkins.
Designers monitor guest behavior and pain points for the day.

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http://www.servicedesigntools.org/tools/24
Simulation Process
Definition
Virtual Service Simulation
Preparation
Discussion about Virtual
Experinece
PROCESS
using touchpoint design discover related images and objects.
effective method to recognize interaction between service and users and evaluate initial service
design directions.
recommended for detailed ideation and user experience designing.

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