The document discusses creating a customer profile by mapping out the key elements to include. It recommends structuring work statements around a verb describing an activity, the object of that activity, and optional context or examples. The profile should clarify the customer's desired outcomes and necessary activities in an unambiguous way that remains valid over time, without including demographic details. Mapping tools like customer profiles help design teams gain strategic insights into customer needs.

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1013 TODAY’S AGENDA
SERVICE DESIGN
DEFINE PHASE

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New Business Service Design | 2015 Fall Semester @ JYLEE

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New Business Service Design | 2015 Fall Semester @ JYLEE
JYLEE’s
NBSD PROCESS 9-11
week
12
week
13-14
week
Mapping

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New Business Service Design | 2015 Fall Semester @ JYLEE
JYLEE’s
NBSD PROCESS 9-11
week
12
week
13-14
week
5why technique
Observation
Contextual Inquiry
Affinity Diagram
Customer Profile
Persona
Customer Journey Map
Mapping

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Mapping Tools
Identifying criteria,
Developing Strategic frameworks,
Specifying and Scoping out of details.
Turning complex data into insights

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New Business Service Design | 2015 Fall Semester @ JYLEE
| Mapping Tools
 Giving strategic direction
서비스 원칙 및 지표 정의 Identifying criteria,
전략 프레임워크 개발 Developing strategic frameworks,
상세 범위 및 내용 설정 Specifying and scoping out of details.
복잡한 데이터로부터 인사이트로 발전 Turning complex data into insights
Requirements
맥락, 고객, 이해관계자, 서비스제공자, 제한요소, 마켓에 대한 정보
Information about context, client, service provider, constraints and market place
Considerations
정보를 중심으로 매핑이 이루어져야 함. 정보의 정확도에 따라 전략과 방향의 질이 결정됨
Mapping is always based on information. The strategy and direction is only
as good as the facts they are based on.

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| Mapping Tools
Affinity Diagram
KJ Map
Customer Profile
Persona
Customer Journey Map (CJM)
Expectation map
Context mapping
 Giving strategic direction

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01. Mapping Tools
[Affinity Diagram]

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The affinity diagram is a creative process used for gathering and organizing
large amounts of data, ideas and insights by evidencing their natural
correlations.
1) Affinity Diagram
Affinity Chart, KJ Method, 친화도법(親化圖法)
* It was created in the 1960s by Japanese anthropologist Jiro Kawakita.
| Mapping Tools

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Fastest and best method to see all the issues
Exposes and makes concrete common issues, distinctions, work patterns
a. Affinity diagram.
This diagram is a hierarchical representation of the issues
b. Affinity note. The interpretation session notes.
c. Blue labels. Coherent set of notes representing a
theme or work distinction
d. Pink labels. The next level of label,
collect together a set of Blue labels with a common theme.
- Languages in voice of the customer.
e. Green labels. The highest level of affinity label,
these summarize the Pink labels under them
- big piece of the user story
1) Affinity Diagram
| Mapping Tools

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Preparation
Prepare a team room
Identify the interpretation team
| Affinity Diagram
Presenter
- Interviewer
- Brief overview of the user and work
- Shares the insights from the interpretation
- Walks the models
 Each model should presented,
 Only key points and significant findings
Participants
- Asking questions
- Raising any new issues, DI, Q captured
Note taker
- Updates the affinity notes
with any new observations, DI, Q and insights
1) Affinity Diagram
| Mapping Tools

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| Affinity Diagram1) Affinity Diagram
| Mapping Methodologies
1. During Interpretation
a. Identify the role ( Interviewers, Note taker, Interpretation team)
b. Capture the user profile (Separate document from Affinity notes)
c. Capture affinity notes
d. Capture insights
DO RECORDS
• Interpretation of events, use of artifacts, problems, and
opportunities
• Important characteristic of the work
• Breakdowns in the work
• Cultural influence
• Design ideas (Flag with DI)
• Questions for future interviews (Q)
• Insightful customer quotes
DO NOT RECORDS
• Demographics
• Other information represented on work model

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| Affinity Diagram1) Affinity Diagram
| Mapping Methodologies
1. During Interpretation
a. Identify the role ( Interviewers, Note taker, Interpretation team)
b. Capture the user profile (Separate document from Affinity notes)
c. Capture affinity notes
d. Capture insights
• After capturing the affinity notes(50~100) capture team insights.
• This is not design idea or solution
• This is describe patterns, situations, needs, key issues, not solution
• Capture insights on a separate flipchart, including any points that
have already been captured in the affinity notes.
• This flipchart becomes first results

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1) Affinity Diagram
| Mapping Methodologies
Step5 Draw Finished Diagram
(Pink Label)
Step4 Create Blue Label
Step3 Sort affinity into group
Step2 Display Affinity
Step1 Generate Affinity

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Session 1
Affinity Note
40 Notes
For 5min

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| Affinity Diagram1) Affinity Diagram
| Mapping Methodologies
2. Building Affinity
a. Place all affinity notes
b. Add blue label
c. Reorganize the wall
(Add Pink and Green Label)
• Start with the one person to build the first column (NO DI,Q)
• Everyone reads through the notes and find the groups
• If related affinity notes are found, place under them
• If not, start new column
• Repeat until 10 columns with 2~4 notes each

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| Affinity Diagram1) Affinity Diagram
| Mapping Methodologies
2. Building Affinity
a. Place all affinity notes
b. Add blue label
c. Reorganize the wall
(Add Pink and Green Label) 1. Walk through each column of notes looking for notes that hang
together and regrouping them into these smaller groups.
2. Discuss any issues or ideas for new groupings.
3. Separate out any notes that don’t fit
4. Start new columns, if necessary.
5. Write Blue labels for the resulting groupings.
!! Good Blue labels have “design relevance”

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| Affinity Diagram1) Affinity Diagram
| Mapping Methodologies
2. Building Affinity
a. Place all affinity notes
b. Add blue label
c. Reorganize the wall
(Add Pink and Green Label)
1. Reorganize the wall
2. Restructure the Blue labels to eliminate redundancies and write
your final Blue labels.
3. Create coherent Pink groupings by grouping like Blue labels
together and write the Pink Label (3~6 Blue label underneath)
!!Good Pink labels reveal key issues in the data

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| Affinity Diagram1) Affinity Diagram
| Mapping Methodologies
Step5 Draw Finished Diagram
(Pink Label)
Step4 Create Blue Label
Step3 Sort affinity into group
Step2 Display Affinity
Step1 Generate Affinity

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02. Mapping Tools
[Customer Profile]

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New Business Service Design | 2015 Fall Semester @ JYLEE

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New Business Service Design | 2015 Fall Semester @ JYLEE

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New Business Service Design | 2015 Fall Semester @ JYLEE

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New Business Service Design | 2015 Fall Semester @ JYLEE
Customer Profile
• Functional Job
• Social Job
• Personal Job
• Emotional Job
• Supporting Job
• 원치 않은 결과, 문제
• 보이고 싶지 않은 성격
• 장애물 Obstacles
• 리스크 Risks
• 필요한 게인 Required Gain
• 기대되는 게인 Expected Gain
• 원하는 게인 Desired Gain
• 잠재적인 게인
Unexpected Gain

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New Business Service Design | 2015 Fall Semester @ JYLEE
Customer Profile

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New Business Service Design | 2015 Fall Semester @ JYLEE
Customer Profile

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New Business Service Design | 2015 Fall Semester @ JYLEE

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New Business Service Design | 2015 Fall Semester @ JYLEE
작업 관련 진술의 구조
활동의 동사 활동의 목적어
상황 설명구 목적어 추가 설명 예시
결정하다.. 주차할 공간을...
공공행사장에서.. 예) 놀이동산, 스포트 행사 등

30. CLASS10 DEFINE
New Business Service Design | 2015 Fall Semester @ JYLEE
작업 관련 진술의 구조
활동의 동사 활동의 목적어
상황 설명구 목적어 추가 설명 예시
결정하다.. 주차할 공간을...
공공행사장에서.. 예) 놀이동산, 스포트 행사 등
서비스가 필요한 활동을 설명하기 때문에 반드시 활동의 목적어와
동사가 포함되어 있음

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New Business Service Design | 2015 Fall Semester @ JYLEE
작업 관련 진술의 구조
활동의 동사 활동의 목적어
상황 설명구 목적어 추가 설명 예시
결정하다.. 주차할 공간을...
공공행사장에서.. 예) 놀이동산, 스포트 행사 등
작업을 수행하는 상태나 상황을 묘사하기 위해 상황 설명구를 포함.
또한, 활동의 목적어를 좀더 명확히 하기 위한 예시 포함.

32. CLASS10 DEFINE
New Business Service Design | 2015 Fall Semester @ JYLEE
작업 관련 진술의 구조
건강검진 서비스 (성취하기 위해 필요한 활동)
“ CT를 이용해 결과를 얻었다”  “뿌러진 뼈의 정도를 확인한다”
“등 아래 통증이 발생한 이유를 밝힌다”
개인 건강 서비스 (성취하려는 것을 나타냄)
“ 효과적(x)인 건강을 유지하기 위해 ”  “체중을 감량하기”
유용한(x) “근육을 만들기”
“유연성을 유지하기”
불분명한 용어 사용금지

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New Business Service Design | 2015 Fall Semester @ JYLEE
작업 관련 진술의 구조
활동의 동사 활동의 목적어
상황 설명구 목적어 추가 설명 예시
결정하다.. 주차할 공간을...
공공행사장에서.. 예) 놀이동산, 스포트 행사 등
고객이 진정으로 성취하고자 하는 것을 명확하게 나타내야 하며,
인구통계학적인 정보와는 관계없이 시간이 지나도 유효하고
명백하게 필요한 활동을 수행할 수 있도록 구체적이여야 함

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“Make Customer Profile”