산업단지 서비스디자인 적용 패키지모델 - 한국디자인진흥원

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CONTENTS

01

02

03

05 /

07

06

04

2-1

2-2 SD

3-1 /

3-2

5-1

4-1

4-2

4-3

6

16

16

20

30

30

40

56

56

175

68

176

96

122

164

160

122

164

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4

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5

III. II. I. IV. V. / . .

I

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6

01 ( SDP)

,

.

.

.

Level 3

,

,

Level

.

Level 3 Work & Life Business Governance

, .

.

0311.indd 6 2016-03-16 12:52:05

7

III. II. I. IV. V. / . .

?

, ,

Service DesignDesign Innovation

Industrial complex Start-up Industrial eco-system

1960~1990 2000~2015 2016~

,

Fast follower First mover Value creator

Offshoring : Reshoring : Start-up

Design

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

2

2(~2018)

(~2017)

7

, , ,

, ,

, ,

,

,

EIP EIP ,

EIP (~2020)

300

7(), ()

(), (), (

), (, ), (

)

5

, , ,

0311.indd 7 2016-03-16 12:52:05

8

2/3 (

, 13.6) , (12.6%)

, , ,

(80.8%)

,

(), ()

, ,

.

(, )

,

(2012)

0311.indd 8 2016-03-16 12:52:05

9

III. II. I. IV. V. / . .

.

2012.

. 2014.

:

*

.2014.

*

(2015. 4.11~15)

(1960~2000) (2000 )

*

* , ,

* GAP

ICT

- ICT

-

-

- 18

( )

( )

( )

( )

()

.

,

(48)

()SHT(4)

(19),

EG(10)

EG

WTI

0311.indd 9 2016-03-16 12:52:05

10

02[ ]

/

SD

/

Desk ResearchField Research

Service Design Framework

Desk ResearchField Research

Service Design Strategy

Divergent Workshop- Ideation- Concept Generation

Convergent Workshop- Concept Selection

Concept Description

Benchmarking Interview Shadowing

Framework SD SD

Interview Shadowing Customer Journey Map

/ Service Flower In-depth Interview

Mandal-Art Concept Sketch

KANO Scoring Model B/C Ratio

Stakeholder Mind Map Benchmarking Design

Service Blueprint Service Manual Business Model Canvas

0311.indd 10 2016-03-16 12:52:06

11

III. II. I. IV. V. / . .

,

03

M

D

E

P

S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

DISCOVER DEFINE DEVELOP DELIVER

(IN depth Interview)

(Focus Group Interview)

(Unfocus Group Interview)

(Contextual Interview)

(User Survey)

(The Five Whys)

(A Day in Life)

(Expectation Maps)

(Usability Test)

(Town Watching)

(Cultural Probes)

(Shadowing)

(Mobile Ethnography)

(Service Safaris)

(Heuristic evaluation)

PLC (Product Life Cycle analysis)

BCG (BCG matrix)

SWOT (SWOT analysis)

(Delphi method)

PEST (Pest analysis)

STEEP (STEEP analysis)

FAW (Force at work)

5 Forces Analysis

(Morphological Analysis)

(Trend Extrapolation)

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12

: , .

2013.

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

M D E P S

(Ice Breaking)

(Brain storming)

(Mind map)

(6 thinking hats)

(What If)

(Brain Writing)

(Check-list method)

(Mandal-art)

(Gordon Method)

NM (NM Method)

(Affinity diagram)

(Fish Bone Diagram)

(Heuristic evaluation)

(Mock-up)

(Group Sketrch)

(Flim Making)

(Desktop work through)

(Service Staging)




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14

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15

III. II. I. IV. V. / . .

II

2-1

2-2 SD

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16

2-1

01 Level

02

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17

III. II. I. IV. V. / . .

()

- ,

- / / /

-

-

, ( JC )

()

50%, 8%, 4.5%

, , , , 5 8

(, ) ( )

,

,

Level

01

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18

Work & Life

,

(, )( )

,

Work & Life Business Governance

Level

3

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19

III. II. I. IV. V. / . .

02

Startup

SME

Major Enterprise

, , .

,

/,

.

, / .

, , .

Client

Supplier

Cluster

Industry Value

Complex

Industry Value

Ecosystem

,

,

/

SMEStartup

M&A

/

Cluster

Co-Competition

Start-up

( ) Level

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20

2-2 SD

01

02 Issue Grouping

03 Level

04

05 Level

06

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21

III. II. I. IV. V. / . .

, 48

, , Governance( ),

Business( ), Work/Life( )

4.

1. /

19.

14.

37

29.

25.

41. IT

33.

3. /

45.

5.

10. /Gap

22.

20.

15. -

38.

30.

26.

42.

35.

6.

46.

13.

11.

23

21.

16. R&D

39. belt

31.

27.

43.

36.

7. /

47. Faciliator

18.

12.

34.

28.

24.

40. benefit

32. /

2.

44.

1. /

8. Identity

48.

Work/Life

Business

Governance

01

17.

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22

3 5

: ,

/

: ,

/ :

/ :

: ,

/ :

R&D/ : ,

: ,

/ :

: ,

: , ,

: /,

: ,

/ : , ,

:

Business

/

R&D/

/

Work/Life

/

Governance

/

/

/

IssueGrouping

02 +

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23

III. II. I. IV. V. / . .

50 9

( )

( )

46.6% ( )

Platform C.H/W

ex) 4.0

Platform D.S/W

ex)

Platform A.

ex)

Platform B.

ex)

50% ( )

46.6% ( )

50% ( )

Level

03

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24

I

( )

Safety DesignSystem Design

( )

,

Welfare DesignSystem Design

H/W

Ecosystem DesignSafety Design

S/W

(, , )

Ecosystem DesignWelfare Design

Dynamic

=>

04

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25

III. II. I. IV. V. / . .

,

Level

* Work & Life

46.6% ( )

50% ( )

46.6% ( )

50% ( )

Work &

Life

Business

Governance

Work & Life

Business

Governance

Work & Life

Business

GovernanceWork &

Life

Business

Governance

Level

05

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26

( SDP)

(Work/Life)

.

/

.

, Desk

Research Field Research .

.

.

.

Benefit cost

.

.

06

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0311.indd 27 2016-03-16 12:52:08

28

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29

III. II. I. IV. V. / . .

III

3-1 /

3-2

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30

3-1 /

01 /

02 _ Shadowing

03 _ Interview

04 _ Customer Journey Map

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31

III. II. I. IV. V. / . .

/

01 /

.

. Shadowing ,

Persona Customer Journey Map

.

. insight

.

Shadowing

Shadowing() ,

.

. Shadowing

, .

Interview

.

,

.

.

, .

.

.

Customer Journey Map


. Customer

Journey Map persona ,

.

.

0311.indd 31 2016-03-16 12:52:09

32

/ , (Shad-

owing) / ,

/ /

.

/,

.

/ .

.

.

. .

.

.

Shadowing

02

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33

III. II. I. IV. V. / . .

, SK TP

,

.

,

,

. ,

.

. ,

( 249), . ,

. ,

, .

, ,

. .

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34

Shadowing

.

Q. ?A. . ,

.

Q. ?A. . . .

Q. ?A. 9 ,

.

Q. ?A. ,

.

.

Q. ?A. .

Q. ?A. ... .

Q. ?A. . .

Interview

03

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35

III. II. I. IV. V. / . .

Interview Shadowing ,

, /

persona Customer Journey

Map . Customer Journey Map Touch Point

.


04

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36

Persona

. 29.

.

.

.

20 .

.

.

.

.

.

: 29

:

: ()

: 300

:

: ,

: , , ,

:

, . .

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37

III. II. I. IV. V. / . .

.

!. .

.

. .

.

.

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38

Persona

.

5 .

. .

3 .

.

.

.

: 33

:

: ()

: 400

:

: ,

: ,

: -/ -

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39

III. II. I. IV. V. / . .

.

.

. .

0311.indd 39 2016-03-16 12:52:11

40

3-2

01

02 _ /

03 _ Service Flower

04 _ In-depth Interview

05 _ Output

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41

III. II. I. IV. V. / . .

01 /

/

.

.

, , /,

/, 5 .

/ 5

5 3 . 5

, , /, , 5 ,

,

.

/

/

/

Work / Life

/

0311.indd 41 2016-03-16 12:52:11

42

(

QWL , , , , 5

, 5 .)

, , /,

/, 5 3

.

/

/ /

. , /

.

Maslow 5 41 : 5

/

(A. Maslow)

/

/

Level.3

Level.2

Level.1

/

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43

III. II. I. IV. V. / . .

3 , 5 ,

, QWL, SHE(Safety, Heath and Environment) CPTED

. , 7 Likert Scale

.

?

?

?

?

?

?

?

?

?

?

?

?

?

?

/ ?

, / ?

, , ?

, ?

?

, ?

?

?

?

?

, ?

?

, ?

, ?

, , ?

, , ?

/

/

Level 2

Level 3

Level 1

/

QWL

0311.indd 43 2016-03-16 12:52:11

44

/ /

,

/, /

. PDMA(Product Development and Management Association)

Evidenced Addressed

. ,

Evidenced, Addressed

, . /

,

.

Service DesignStakeholders

Service Designer

/(ex.)

Consultant

AddressedEvidence

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45

III. II. I. IV. V. / . .

As-is /

, 1~7 // 3

/ . ,

. , addressed evidenced ,

0.5 . 5

. . /

Addressed(50%)Evidence(50%) (Adr+Evd)/2 Score Level Score Judge

? 4.14 4.14 4.14

? 3.86 4.64 4.25

? 4.00 3.07 3.54

? 3.14 3.29 3.21

? 4.00 3.64 3.82

? 4.14 3.36 3.75

? 3.00 4.21 3.61

? 2.57 2.07 2.32

? 3.14 4.07 3.61

? 3.00 2.57 2.79

? 3.14 3.00 3.07

? 1.86 2.00 1.93

? 4.00 2.31 3.15

, , ? 2.57 2.36 2.46

, , ? 3.29 3.21 3.25

, , ? 1.14 1.86 1.50

, , ? 2.86 2.29 2.57

? 2.71 2.79 2.75

? 3.00 3.07 3.04

/ ? 3.86 2.71 3.29

, / ? 3.29 2.36 2.82

, , ? 2.86 2.00 2.43

, ? 4.29 3.50 3.89

, ? 3.29 2.43 2.86

, ? 4.71 3.64 4.18

, ? 2.57 2.29 2.43

? 3.43 2.14 2.79

? 2.43 3.21 2.82

? 3.00 2.43 2.71

? 3.71 3.14 3.43

level

Level 1

Level 2

Level 3

Score Average

3.79

2.78

3.00

Judge

3.79

3.08

2.48

2.86

3.14

/

/

1-3

3-5

6-7

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46

Service Flower

Lovelock et. al Service Flower Model Core Supplementary

. Core

/ core supplementary(core product

) .

Lovelock Service Flower Model

.

Core Product:

Information: product/service

ex. , , , ,

Consultation: /

ex. , ,

Order Taking: product/service ,

ex. , ,

Hospitality:

ex. , , , ,

Safekeeping: ,

ex. ,

Exceptions;

ex. , ,

Billing:

ex.

Payment:

ex. ,

The Flower of Service (Lovelock et. Al)

Information

Payment

Billing Order Taking

Consultation

Exceptions

Safekeeping

Hospitality

Enhancing elementsFacilitating elements

Core

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47

III. II. I. IV. V. / . .

, / Ser-

vice Flower .

work&life , 5

/, /, / , /, 5

.

5 /

5 ,

,

, /

.

/

work &life

/

0311.indd 47 2016-03-16 12:52:12

48

/

.

, /

(Foundation Reinforcement), (Function Enhancement), (Innova-

tion Enrichment) 3 .

/

In-depth Interview

In-depth Interview()

. In-depth Interview

.

,

.

In-depth Interview ,

, , ,

. 1

, 1:1 .

.

work &life

work &life

work &life

/

work &work &lifelife

/


/

Estimation Result Service DesignStrategyLevel1 Level2 Level3

Level 1

Foundation

Reinforcement

Level 2

Function

Enhancement

Level 3InnovationEnrichment

1-3

3-5

6-7

Service Design Priority

0311.indd 48 2016-03-16 12:52:13

49

III. II. I. IV. V. / . .

/ , (Ad-

dressed) 7, (Evidence) 14

/

/

02

0311.indd 49 2016-03-16 12:52:13

50

/ /

.

/ 3.79 , / /

3.08, 2.48, 2.78 , / 2.86, 3.14

, 3 .

/

Addressed(50%)Evidence(50%) (Adr+Evd)/2 Score Level Score Judge

? 4.14 4.14 4.14

? 3.86 4.64 4.25

? 4.00 3.07 3.54

? 3.14 3.29 3.21

? 4.00 3.64 3.82

? 4.14 3.36 3.75

? 3.00 4.21 3.61

? 2.57 2.07 2.32

? 3.14 4.07 3.61

? 3.00 2.57 2.79

? 3.14 3.00 3.07

? 1.86 2.00 1.93

? 4.00 2.31 3.15

, , ? 2.57 2.36 2.46

, , ? 3.29 3.21 3.25

, , ? 1.14 1.86 1.50

, , ? 2.86 2.29 2.57

? 2.71 2.79 2.75

? 3.00 3.07 3.04

/ ? 3.86 2.71 3.29

, / ? 3.29 2.36 2.82

, , ? 2.86 2.00 2.43

, ? 4.29 3.50 3.89

, ? 3.29 2.43 2.86

, ? 4.71 3.64 4.18

, ? 2.57 2.29 2.43

? 3.43 2.14 2.79

? 2.43 3.21 2.82

? 3.00 2.43 2.71

? 3.71 3.14 3.43

level

Level 1

Level 2

Level 3

Score Average

3.79

2.78

3.00

Judge

3.79

3.08

2.48

2.86

3.14

/

/

0311.indd 50 2016-03-16 12:52:14

51

III. II. I. IV. V. / . .

/

, / /

.

Service Flower

03

/

work &life

work &life

work &life

/


/

work &life

/

Estimation Result Service Design

StrategyLevel1 Level2 Level3

Level 1

Foundation

Reinforcement

Level 2

Function

Enhancement

Level 3InnovationEnrichment

1-3

3-5

6-7

Service Design Priority

0311.indd 51 2016-03-16 12:52:14

52

/

In-depth

, , .

.

.

In-depth Interview

04

0311.indd 52 2016-03-16 12:52:14

53

III. II. I. IV. V. / . .

,

.

Output

05

/

/

Strategic Area

/

0311.indd 53 2016-03-16 12:52:14

54

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55

III. II. I. IV. V. / . .

IV

4-1

4-2

4-3.

0311.indd 55 2016-03-16 12:52:15

56

4-1

01

02 _ Divergent Workshop

03 _ Mandal-Art

04 _ Idea List

05 _ Idea Grouping

06 _ Concept Sketch

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57

III. II. I. IV. V. / . .

01 Divergent Workshop Divergent Workshop

. Divergent Work-

shop Convergent Workshop

.

Ideation

Brainstorming, Mandal-Art,

Concept Sketch

.

, /

, .

0311.indd 57 2016-03-16 12:52:15

58

Mandal-Art

(Mandal-Art) ,

,

. .

(theme) 1 8

.

.

Theme

Id e a 0 1 Id e a 0 2 Id e a 0 3

Id e a 0 8 Id e a 0 4

Id e a 0 7 Id e a 0 6 Id e a 0 5

Theme

Id e a 0 1 Id e a 0 2 Id e a 0 3

Id e a 0 8 Id e a 0 4

Id e a 0 7 Id e a 0 6 Id e a 0 5

Id e a 0 1Id e a 0 1 - 8 Id e a 0 1 - 4

Id e a 0 1 - 2Id e a 0 1 - 1 Id e a 0 1 - 3

Id e a 0 1 - 6Id e a 0 1 - 7 Id e a 0 1 - 5

Id e a 0 2Id e a 0 2 - 8 Id e a 0 2 - 4

Id e a 0 2 - 2Id e a 0 2 - 1 Id e a 0 2 - 3

Id e a 0 2 - 6Id e a 0 2 - 7 Id e a 0 2 - 5

Id e a 0 3Id e a 0 3 - 8 Id e a 0 3 - 4

Id e a 0 3 - 2Id e a 0 3 - 1 Id e a 0 3 - 3

Id e a 0 3 - 6Id e a 0 3 - 7 Id e a 0 3 - 5

Id e a 0 8Id e a 0 8 - 8 Id e a 0 8 - 4

Id e a 0 8 - 2Id e a 0 8 - 1 Id e a 0 8 - 3

Id e a 0 8 - 6Id e a 0 8 - 7 Id e a 0 8 - 5

Id e a 0 4Id e a 0 4 - 8 Id e a 0 4 - 4

Id e a 0 4 - 2Id e a 0 4 - 1 Id e a 0 4 - 3

Id e a 0 4 - 6Id e a 0 4 - 7 Id e a 0 4 - 5

Id e a 0 7Id e a 0 7 - 8 Id e a 0 7 - 4

Id e a 0 7 - 2Id e a 0 7 - 1 Id e a 0 7 - 3

Id e a 0 7 - 6Id e a 0 7 - 7 Id e a 0 7 - 5

Id e a 0 6Id e a 0 6 - 8 Id e a 0 6 - 4

Id e a 0 6 - 2Id e a 0 6 - 1 Id e a 0 6 - 3

Id e a 0 6 - 6Id e a 0 6 - 7 Id e a 0 6 - 5

Id e a 0 5Id e a 0 5 - 8 Id e a 0 5 - 4

Id e a 0 5 - 2Id e a 0 5 - 1 Id e a 0 5 - 3

Id e a 0 5 - 6Id e a 0 5 - 7 Id e a 0 5 - 5

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59

III. II. I. IV. V. / . .

Concept Sketch

(Concept Sketch) , , ,

.

.

0311.indd 59 2016-03-16 12:52:15

60

Divergent Workshop

02 Concept Ideation Workshop Concept Ideation Workshop Divergent Workshop

. 2 Divergent workshop Man-

dal-Art, Brainstorming .

1 Workshop

: 15

- 8

- 4

- 3

- Session1: Workshop

- Session2:

- Session3: Team Building

- Session4: Idea Generation

- Session5: Idea Screening & Idea Grouping

- Session6: Concept Sketch

- Session7: Idea Briefing

2 Workshop

: 14

- 7

- 6

- 1

- Session1: 1 Workshop Ideation

- Session2: Idea Generation

- Session3: Idea Screening & Idea Grouping

- Session4: Concept Sketch

- Session5: Idea Briefing

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61

III. II. I. IV. V. / . .

Mandal-Art

031, 2 Divergent Workshop Brainstorming Mandal-Art

Service Flower 5 ,

.

/ /

/

/

0311.indd 61 2016-03-16 12:52:16

62

Idea List

04 Service Flower

.

/

/ Pole

1:1

, portfolio

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63

III. II. I. IV. V. / . .

Idea Grouping

05 Idea List , , Grouping

23 Concept Idea .

Light Guardian

/

12

3

4

56

7

8

9

10

1112

13

14

Office

Air

Gym

1516

17

18

19

Upgrade Yourself

20

21

2223

/

/

Pole

1:1

,

portfolio

1 3

9

20

16

21

19

10

11

15

5

6

7

4

22

8

12

17

18

23

13

14

0311.indd 63 2016-03-16 12:52:16

64

Light Guardian

/

12

3

4

56

7

8

9

10

1112

13

14

Office

Air

Gym

1516

17

18

19

Upgrade Yourself

20

21

2223

/

/

Pole

1:1

,

portfolio

1 3

9

20

16

21

19

10

11

15

5

6

7

4

22

8

12

17

18

23

13

14

Function enhancement

, , / 10

.

Light Guardian

/

12

3

4

1 3

4

Office

Air

Gym

1516

17

18

19

Upgrade Yourself

20

21

2223

/

Pole

1:1

,

portfolio

20

16

21

19

15

22

17

18

23

0311.indd 64 2016-03-16 12:52:17

65

III. II. I. IV. V. / . .

Concept Sketch

06 1, 2 Concept Sketch Draft Briefing

Concept Sketch.

Convergent Workshop

.

[ ][ ]

[ ]

[ ]

0311.indd 65 2016-03-16 12:52:17

66

[ ]

[ ]

[ ]

[ ]

0311.indd 66 2016-03-16 12:52:17

67

III. II. I. IV. V. / . .

,

[]

[ ]

[ ]

0311.indd 67 2016-03-16 12:52:17

4-2

01

02 _ Convergent Workshop

03 _ KANO

04 _ Scoring Mod

05 _


07 _

08 _ B/C Ratio


0311.indd 68 2016-03-16 12:52:17

69

III. II. I. IV. V. / . .

01

.

Convergent workshop

.

.

.

Convergent Workshop

Convergent Workshop Divergent Work-

shop Workshop. Diver-

gent Workshop Convergent Workshop

.

. Convergent Workshop

, Kano

Model, Scoring Model,

, ,

(B/C Ratio) . ,

.

Kano, Scoring Model,

( , , )

. , B/C Ratio

()

.

External Workshop Internal Workshop

Convergent WorkshopCCoonnvveerrggeenntt WWoorrkksshhooppConvergent Workshop

KANO

Scoring Model

B/C Ratio

0311.indd 69 2016-03-16 12:52:17

70

KANO

(Kano)

,

. ,

4

.

(Indifferent)

: . .

(Must-Be)

: , ()

.

(One-Dimensional)

: , ()

, .

(Attractive)

: ,

.

Kano Model

Attractive OneDimensional

Indifferent Must-Be

0311.indd 70 2016-03-16 12:52:18

71

III. II. I. IV. V. / . .

KANO Working Step

.

.

() (Dysfunctional Question),

() . (, ,

)

() (Functional Question),

() . (,

, )

. (

, )

.

.

( , ) ,

.

,

,

.

.

,

.

, .

, 4

.

,

4 .

(Indifferent) ()

0311.indd 71 2016-03-16 12:52:18

72

.

(Must-Be) () ,

, ()

.

(One-Dimensional) ()

, ()

, .

(Attractive) () ,

,

.

KANO

, ,

, , .

4(, , , ) .

KANO


Indifferent Must-Be

KANO GRID

(Functional Question)

(Dysfunctional Question)

0311.indd 72 2016-03-16 12:52:18

73

III. II. I. IV. V. / . .

Scoring Model

Scoring Model

, AHP ,

. SDP Scoring Model

,

.

Scoring Model Working Step

.

. ( 6 , 6

)

. ( , 1/

( ) )

10 . (

, )

.

.

( , ) ,

.

Scoring Model

-

- ,

- ,

9

Score

7

0.5 0.5

8

9

9 8

7 7

3 9

2 5

5 9

1 7

7 9

5 3 1

1

2

4

5

7

8

9

10

0311.indd 73 2016-03-16 12:52:18

74

Scoring Model

_ Benefit

(Attractiveness) (Feasability)

. , ,

, ,

, ,

, .

. ,

, ,

.

9

Score

7 5 3 1

/

/

5

4

3

2

0 1 2 3 54

0311.indd 74 2016-03-16 12:52:18

75

III. II. I. IV. V. / . .

Working Step

.

.

.

.

(, ) (X )

,

.

,

, .

, .

, .

.

5

4

3

2

0 1 2 3 54

5

4

3

2

0 1 2 3 54

0311.indd 75 2016-03-16 12:52:18

76

_ Cost

.

,

. (Capacity

Planning) ,

. ,

.

Working Step

.(,

(Capex: Capital Expenditure) ,

(Servicescape) .)

, (Opex: Operational Expenditure)

. (Capacity)

.

.

(. 5 ) ,

(NPV: Net Present Value) .

,

.

0311.indd 76 2016-03-16 12:52:18

77

III. II. I. IV. V. / . .

B/C Ratio

(B/C Ratio)

.

B/C Ratio Working Step

Benefit Scoring Model .

( + )

.

B/C Ratio .

(Normalization)

B/C , .

.

, 2 ,

.

1

5

26

37

948

10

Service Offering

18%Bendfit

Cost

16%

14%

12%

10%

8%

6%

4%

2%

0%0% 5% 10% 15% 20% 25% 30% 35%

9102

8

7

1

4

5

0311.indd 77 2016-03-16 12:52:19

78

Convergent Workshop

02 Concept Convergent Workshop 1. Concept Convergent Workshop Divergent Workshop

Convergent Workshop 2( 1

, 1) . External Workshop

Kano, Scoring Model,

.

3 Workshop

: 14

- 7

- 6

- 1

6

- 6

- Session1: 1, 2 Workshop

- Session2:

- Session3: KANO

- Session4: Scoring Model

- Session5:

0311.indd 78 2016-03-16 12:52:19

79

III. II. I. IV. V. / . .

KANO

03

,

,

KANO Model .

(, )

Workshop .

.

KANO .

.

.

(, ) KANO Grid

, .

0311.indd 79 2016-03-16 12:52:19

80

KANO Grid ,

, .

,

.

0311.indd 80 2016-03-16 12:52:19

81

III. II. I. IV. V. / . .

10 KANO Model

, (Attractive) ,

(One-dimensional)

(must-be) . .

1

5

2

6

3

7

9

4

8

10

1

5

2

6

3

7

9

4

8

10


Indifferent Must-Be

1

5

2

6

3

79

4

810


Indifferent Must-Be

1

5

2

6

3

79

4

810

IInnddddiiffffeerreeeenntt

6

3

0311.indd 81 2016-03-16 12:52:20

82

10 12

3

4

5

6

7

89

1 2 4 5

7 8 9 10

KANO

1

5

2

6

3

7

9

4

8

10

0311.indd 82 2016-03-16 12:52:20

83

III. II. I. IV. V. / . .

Scoring Mod

04 KANO Model 8 ( 1, 2, 4, 5, 7, 8, 9, 10)

Scoring Model .

,

,

Scoring Model

9

Score

7

0.5 0.5

8

9

9 8

7 7

3 9

2 5

5 9

1 7

7 9

5 3 1

1

2

4

5

7

8

9

10

0311.indd 83 2016-03-16 12:52:20

84

Scoring Model 5( ) 1, 2, 4, 5, 8, 10

.

.

9

Score

7

0.5 0.5

8

9

9 8

7 7

3 9

2 5

5 9

1 7

7 9

8.5

8.5

7

6

3.5

7

4

8

5 3 1

1

2

4

5

7

8

9

10

0311.indd 84 2016-03-16 12:52:21

85

III. II. I. IV. V. / . .

Scoring Model KANO Model 8 ( 1, 2,

4, 5, 7, 8, 9, 10) Benefit .

, ,

Workshop .

.

.

.

.

(, ) (X )

,

.

05

0311.indd 85 2016-03-16 12:52:21

86

, .

0311.indd 86 2016-03-16 12:52:21

87

III. II. I. IV. V. / . .

5

4

3

2

0 1 2 3 54

5

4

3

2

0 1 2 3 54

.

X 10 benefit

. Benefit ,

.

0311.indd 87 2016-03-16 12:52:21

88

8 Benefit .

5

4

3

2

0 1 2 3 54

5

4

3

2

0 1 2 3 54

Service Offering Benefit Benefit

1 15 17

2 15 17

4 9 10

5 9 10

7 6 7

8 14 16

9 7 8

10 14 15

0311.indd 88 2016-03-16 12:52:21

89

III. II. I. IV. V. / . .

Concept Convergent Workshop 2.

Convergent Workshop Internal Workshop External Workshop

, B/C Ratio

. Benefit Cost

B/C Ratio .

,

.

Convergent Workshop

06

4 Workshop

: 8

- 8

- Session1: 1, 2, 3 Workshop

- Session2:

- Session3:

- Session4: B/C Ratio

0311.indd 89 2016-03-16 12:52:22

90

Divergent Workshop 10 Kano Model 8

(1, 2, 4, 5, 7, 8, 9, 10) . Cost

Cost Cost .

.

, .

, , ,

.

31,640,000 .

07

75,560,000

Service Offering Cost Cost

1 \75,560,000 11%

2 \29,695,000 5%

4 \125,000,000 19%

5 \227,000,000 35%

7 \45,000,000 7%

8 \61,000,000 9%

9 \65,000,000 10%

10 \27,500,000 4%

0311.indd 90 2016-03-16 12:52:22

91

III. II. I. IV. V. / . .

, ,

. 1

CCTV .

1 4,745,000 1 1

.

1

2,500,000 , , .

27,500,000 .

29,695,000

27,500,000

0311.indd 91 2016-03-16 12:52:22

92

B.I

, 1 29,000,000 . 1

1 , 1 12,000,000

. .

61,000,000

0311.indd 92 2016-03-16 12:52:22

93

III. II. I. IV. V. / . .

Benefit Cost %

Benefit/Cost . Service

Offering( ) .

Service Offering .

B/C Ratio

08

Service Offering

1

5

2

6

3

7

94

8

10

18%Bendfit

Cost

16%

14%

12%

10%

8%

6%

4%

2%

0%0% 5% 10% 15% 20% 25% 30% 35%

9102

8

7

1

4

5

0311.indd 93 2016-03-16 12:52:22

94

10 12

7

2

5

89

1 2 8 10

Scoring Model

B/C Ratio

Convergent

Workshop

09

1

5

2

6

3

7

9

4

8

10

* 1, 2, 8, 10 4, 5 Must-be

.

0311.indd 94 2016-03-16 12:52:23

95

III. II. I. IV. V. / . .

10 12

7

2

5

89

1 2 8 10

Scoring Model

B/C Ratio

Convergent Workshop Kano, Scoring Model Divergent Workshop

10 4

.

* Kano Model (Must-be)

, .

Light Guardian

/

12

3

4

56

7

8

9

10

1112

13

14

Office

Air

Gym

1516

17

18

19

Upgrade Yourself

20

21

2223

/

/

Pole

1:1

,

portfolio

1 3

9

20

16

21

19

10

11

15

5

6

7

4

22

8

12

17

18

23

13

14

Light Guardian

/

12

3

4

1 3

4

Office

Air

Gym

1516

17

18

19

Upgrade Yourself

20

21

2223

/

Pole

,

1:1

portfolio

20

16

21

19

15

22

17

18

23

0311.indd 95 2016-03-16 12:52:23

4-3

01

02 _ Stakeholders Mind Map

03 _ Benchmarking

04 _ Design

05 1

06 2

07 3

0311.indd 96 2016-03-16 12:52:24

97

III. II. I. IV. V. / . .

01 . SDP Stake-

holders Mind Map Benchmarking .

Mind Map , ,

, .

Benchmarking ,

.

Stakeholders Mind Map

Stakeholders Mind Map ,

. Mind map .

Working Step

. (

A4 .)

, , .

.

, , ,

. color coding . ( ,

, .

.)

.

. ()

Stakeholders Mind Map O O

Benchmarking O O O O

Service Blueprint O O O O

Service Manual O O O O

Business Model Canvas O

0311.indd 97 2016-03-16 12:52:24

98

S

, re-organize

Re-organize

Stakeholders Mind Map

Benchmarking

(Benchmarking)

//

,

.

Subject

Idea1-1

Idea1-2

Idea1-3

Idea2-1

Idea2-2

Idea2-3

Idea4-1

Idea 4-2

Idea 4-3

Idea 4-4

Idea5

Idea3-1

Idea3-2

Idea3-3

Idea3-4

Idea 5-1

Idea 5-2

Idea 5-3

Idea 5-4

0311.indd 98 2016-03-16 12:52:24

99

III. II. I. IV. V. / . .

StakeholdersMind Map

02Stakeholders Mind Map

, , Map . Mind Map

Issue grouping

.

Stakeholders Mind Map_

0311.indd 99 2016-03-16 12:52:24

100


?

?

?

?

?

?

?

?

?

?

?

/

?

?

?

?

?

?

?

?

?

?

?

?

?

/

?

?

?

CCTV

?

Pole

?

?

?

?

?

?

?

?

?

?

?

/

?

?

?

10m

2

0311.indd 100 2016-03-16 12:52:25

101

III. II. I. IV. V. / . .


,

, ,

?

?

,

,

?

?

?

,

, ,

?

?

,

,

?

?

?

1,

,

, (, , , )

,

, ,

?

?

,

,

?

?

?

Facebook page , ,

,

0311.indd 101 2016-03-16 12:52:25

102

Benchmarking

03Benchmarking Mind Map

. Desk Research , , ,

.

_

, 3

.

20

.

, .

.

2015-05-12

, http://www.idaegu.co.kr/

news.php?code=so10&-mode=view&num=163847

0311.indd 102 2016-03-16 12:52:25

103

III. II. I. IV. V. / . .

_

. ( , , )

,

.

.

-- ( , ,

)-- -- --- (, , ,

) -- -- ---

_

,

, . East Bay BART

Bay Bridge ( ,

) 3 . Bay Bridge

20 .

:

- : 10-2015-0038824- : 10-2013-0116678

:

sfcasualcarpool.com, ridenow.org

0311.indd 103 2016-03-16 12:52:25

104

.

Sfcasualcarpool.com .

(Etiquette)

. benefit

.

benefit ,

.

. ,

. .

,

.

,

, .

. 1 .

Respect- Treat riders and drivers how you would want to be treated. No food, loud music, cell

phone calls, etc.- Safety- Riders, only get in vehicles if you feel the situation is safe. Drivers, be safe when in

line, while driving, and during pickup.

Communication- Be friendly with other riders but know when theyre looking for a quiet ride. If youre

new to the system, ask others how it works. Over-communicate and youll avoid confusion!

3 Person Minimum- Drivers should have at least 2 passengers to meet the High Occupancy Vehicle 3

Person minimum. If no cars are behind you in line, feel free to take additional pas-sengers.

First come, first served- Both riders and drivers should follow the first come, first served policy at lines. Dont

jump ahead of others, these lines move pretty quick.

$ Optional - Depending on Driver- Drivers should communicate to the passengers before they enter the vehicle if they

would like a small $ contribution to cover their expenses (usually $1).

0311.indd 104 2016-03-16 12:52:25

105

III. II. I. IV. V. / . .

_

, , , , ,

, ,

, ,

( , 1,000~1,500 / : 2000 /

: 700~800 . 2,000 ~ 3,500 )

, 60~70%

_

1, 100 ,

.

, , ,

: roadhouse.ne.kr

() :

http://news.mk.co.kr/news-ReadPrint.php?year=2007&-

no=321756

1. http://www.hankyung.com/news/app/newsview.php?aid=2014022078511

2. http://korean.visitkorea.or.kr/kor/inut/travel/content/C03030100/view_2004812.

jsp?page=&tabId= ,

< >

0311.indd 105 2016-03-16 12:52:26

106

_

,

,

.

10 .

_ _

[ ]

2012 1, 12819

[ ]

http://oasis.seoul.go.kr/oasis/

index.jsp

0311.indd 106 2016-03-16 12:52:26

107

III. II. I. IV. V. / . .

[(Dream Ground)]

- colorful wall, (

), ,

()

- ( ) (

, )

[(Color Therapy)]

- ,

,

[(Dream Stage)]

- , ,

20 ,

-

[(Dream Wall)]

-

- ,

,

0311.indd 107 2016-03-16 12:52:26

108

_RTM100

RTM100 100 ,

.

.

: http://www.ura.be/

ajax-projects/nojs/119# http://storyball.daum.

net/episode/8325

0311.indd 108 2016-03-16 12:52:27

109

III. II. I. IV. V. / . .

Design

04

Needs

1

2

Needs

feedback

step1 step2 step3 step4

Changwon Industrial Complex Caring-system

, ,

(Caring system)

System Design ? ?

Safety Healing Convenience

Welfare Design

0311.indd 109 2016-03-16 12:52:27

110

#1 #2 #3 #4

Healing

Platform

PlatformPlatform

safety

Dream

User scenario

- -

- -

- (App, Web, SNS, Community mapping)

System1.

Caring SystemSystem2.

System3.Visual System

Color System

Platform System

0311.indd 110 2016-03-16 12:52:27

111

III. II. I. IV. V. / . .

#1 ! :

#2 :

#6 :

#3 :

#4 :

#5 : ,

:

#1 ! :

#2 :

#6 :

: :

Caring System 1: Platform_

(App. Web. SNS. Community mapping)

0311.indd 111 2016-03-16 12:52:29

112

Sandanman

!

Safety type

!

Healing type

Standard Service Special Service

!

Dream type

02-2642

,

100% 80% 60% 40% 20%

CMYK

701600

02-2642

100% 80% 60% 40% 20%

CMYK

255910

100% 80% 60% 40% 20%

CMYK

016850

100% 80% 60% 40% 20%

CMYK

090600

RGB

40168224

RGB

20120965

RGB

25521164

RGB

2396486

Lab

64-20-39

Lab

81-1665

Lab

87673

Lab

566730

Blue

Green

Yellow

Red

Caring System 2: Color_

Caring System 3: Visual_

0311.indd 112 2016-03-16 12:52:29

113

III. II. I. IV. V. / . .

1

05

0311.indd 113 2016-03-16 12:52:39

114

_ BUS STOP

_

_

0311.indd 114 2016-03-16 12:52:43

115

III. II. I. IV. V. / . .

_

0311.indd 115 2016-03-16 12:52:44

116

,

3

(, )

Service touch point Service Pole

(-, )

, , ,

( 3 )

( ),

10m ( )

2

06

0311.indd 116 2016-03-16 12:52:44

117

III. II. I. IV. V. / . .

_()

0311.indd 117 2016-03-16 12:52:45

118

,

truck service

food health office

,,

, ,

, ,

,,

, ,

, ,

food truck

Healing truck

Office truck

()

21

()

(, ) ()

/

_

_

truck service

3

07

0311.indd 118 2016-03-16 12:52:46

119

III. II. I. IV. V. / . .

_

0311.indd 119 2016-03-16 12:52:46

120

0311.indd 120 2016-03-16 12:52:46

121

III. II. I. IV. V. / . .

/

V

5-1

0311.indd 121 2016-03-16 12:52:46

122

5-1

01

02

03 _

04 _

05 _

06 _

0311.indd 122 2016-03-16 12:52:46

123

III. II. I. IV. V. / . .

01 Service Blueprint,

Service Manual . big picture

Business Model Canvas .

Chapter 4

.

set .

Service Blueprint

Service Blueprint ,

.

.

:

Stakeholders Mind Map O O

Benchmarking O O O O

Service Blueprint O O O O

Service Manual O O O O

Business Model Canvas O

0311.indd 123 2016-03-16 12:52:47

124

Service Manual

(Manual) SDP

.

.

:

/

(, , )

Role Playing

( )

,

(ex. , , )

(SK TP)

SNS

0311.indd 124 2016-03-16 12:52:47

125

III. II. I. IV. V. / . .

Business Model Canvas

Alexander Osterwalder (Business Model Canvas)

9

.

9 Customer Segmentation( ), Value Proposition( ),

channel(), Customer Relationship( ), Revenue Stream( ), Key Re-

sources(), Key Activities(), Key Partnership(), Cost Struc-

ture().

. ,

.

:

package

Package

SNS

2030

,,,

0311.indd 125 2016-03-16 12:52:47

126

Food-truck

!

,?!

?!! QR ,

Facebook facebook.com/cwsandanman !!

Service Offering

SDP Desk Research, Field Research, Benchmarking

Prototype Image , Service Blueprint

, .

Manual . Business

Model Canvas

.

02

0311.indd 126 2016-03-16 12:52:48

127

III. II. I. IV. V. / . .

, .

ARS

. 02 ,

, ,

focus .

03

0311.indd 127 2016-03-16 12:52:49

128

, , ,

.

,

(NFC, ARS)

, ,

2

(+)

,

0311.indd 128 2016-03-16 12:52:49

129

III. II. I. IV. V. / . .

Service Blueprint

ONSTAGE

BACKSTAGE

SUPPORT

Physical Evidence

Line of InteractionLine of Visibility

Line of Internal Interaction

ARS

(Service Safari)

(Role playing)

interview

Real Voice

Real Voice

,

,,

,,

interview

0311.indd 129 2016-03-16 12:52:50

130

ONSTAGE

BACKSTAGE

SUPPORTPROCESS

Physical Evidence



/

ARS

,,

0311.indd 130 2016-03-16 12:52:50

131

III. II. I. IV. V. / . .

ONSTAGE

BACKSTAGE

SUPPORTPROCESS

Physical Evidence



/

ARS

ARS

,

,,

,

(2 )

0311.indd 131 2016-03-16 12:52:50

132

Service Manual

Manual

. SDP

.

Manual

Role Playing

1. ?

2. ?

3. ?

1.

2.

3.

4.

5. (, , )

6.

1.

2.

0311.indd 132 2016-03-16 12:52:50

133

III. II. I. IV. V. / . .

04 .

.

.

.

CCTV .

0311.indd 133 2016-03-16 12:52:51

134

, , 10m

CCTV ,

Poll

17:00~20:00

Poll

,

CCTV

,

,

,

,

0311.indd 134 2016-03-16 12:52:51

135

III. II. I. IV. V. / . .

Service Blueprint

ONSTAGE

BACKSTAGE

SUPPORTPROCESS

Physical Evidence



Facebook

CCTV

interview

main stream

,,

,,, , ,

,

,, ,

,

,

,

,

,

,

interview

0311.indd 135 2016-03-16 12:52:51

136

ONSTAGE

BACKSTAGE

SUPPORTPROCESS

Physical Evidence



/

Facebook

CCTV

Rule

,

Pole,CCTV

,

/

0311.indd 136 2016-03-16 12:52:52

137

III. II. I. IV. V. / . .

ONSTAGE

BACKSTAGE

SUPPORTPROCESS

Physical Evidence



Facebook

CCTV

ARS

,

Rule

ARS

0311.indd 137 2016-03-16 12:52:52

138

ONSTAGE

BACKSTAGE

SUPPORTPROCESS

Physical Evidence



Facebook

CCTV

,

0311.indd 138 2016-03-16 12:52:52

139

III. II. I. IV. V. / . .

Rule

Role Playing

10m

()

Rule

, ,

/

/

: ,

()

:

/

Service Manual

Manual

0311.indd 139 2016-03-16 12:52:52

140

05 , Main Target,

, .

.

,

SNS .

Service Blueprint

Food-truck !

0311.indd 140 2016-03-16 12:52:53

141

III. II. I. IV. V. / . .

Food-truck !

, ,

.,

,

1 ,

facebook

,

,

, ,

)facebook.com/cwfoodtruck

,

Food-truck !

, ,

.,

,

1 ,

facebook

,

,

, ,

)facebook.com/cwfoodtruck

,

.

0311.indd 141 2016-03-16 12:52:58

142

Service Blueprint

1

ONSTAGE

BACKSTAGE

SUPPORTPROCESS

Physical Evidence



2

Facebook

/, gap

(Role playing)

interview

,,

,

, ,

,,

, ,

,

interview

0311.indd 142 2016-03-16 12:52:59

143

III. II. I. IV. V. / . .

1

ONSTAGE

BACKSTAGE

SUPPORTPROCESS

Physical Evidence



Facebook

()

,,

,,

, ,,

,,

, ,,

,,

, ,,

2

0311.indd 143 2016-03-16 12:52:59

144

1

ONSTAGE

BACKSTAGE

SUPPORTPROCESS

Physical Evidence



Facebook

()

()

,,

, ,,

,,

, ,,

2

0311.indd 144 2016-03-16 12:52:59

145

III. II. I. IV. V. / . .

/

(, , )

Role Playing

( )

,

(ex. , , )

(SK TP)

SNS

Service Manual

Manual

0311.indd 145 2016-03-16 12:52:59

146



package

Package

SNS

2030

,,,

0311.indd 146 2016-03-16 12:53:00

147

III. II. I. IV. V. / . .

06 (:

)

.

, QR .

mapping

( ) .

.

, ?!

?!! QR ,

Facebook facebook.com/cwsandanman !!

0311.indd 147 2016-03-16 12:53:00

148

_1

, .

0311.indd 148 2016-03-16 12:53:01

149

III. II. I. IV. V. / . .

_2

, .

0311.indd 149 2016-03-16 12:53:01

150

_3

, .

! ! ?

!? QR , Facebook (Facebook.com/cwsandanman) !

0311.indd 150 2016-03-16 12:53:01

151

III. II. I. IV. V. / . .

,

.

) facebook.com/cwsandanman

(QR )

0311.indd 151 2016-03-16 12:53:02

152

Service Blueprint

1

ONSTAGE

BACKSTAGE

SUPPORT

Physical Evidence



2

..Facebook

QR

/

..

interview

..

../

..

,,

,

,

,

interview

0311.indd 152 2016-03-16 12:53:02

153

III. II. I. IV. V. / . .

1

ONSTAGE

BACKSTAGE

SUPPORT

Physical Evidence



2

..Facebook

QR

Fun

QR

QR

QR ,QR,

,

,

,

0311.indd 153 2016-03-16 12:53:02

154

1

ONSTAGE

BACKSTAGE

SUPPORT

Physical Evidence



2

..Facebook

QR

()

/

QR

..

..

0311.indd 154 2016-03-16 12:53:02

155

III. II. I. IV. V. / . .

1

ONSTAGE

BACKSTAGE

SUPPORT

Physical Evidence



2

..Facebook

QR

()

0311.indd 155 2016-03-16 12:53:02

156

Fun

QR,

QR

( )

,

, ,

Service Manual

Manual

0311.indd 156 2016-03-16 12:53:03

0311.indd 157 2016-03-16 12:53:03

0311.indd 158 2016-03-16 12:53:03

VI

0311.indd 159 2016-03-16 12:53:03

160

01 5 1962

S/W,

.*

* 2030 36 . (

) (. 2014)

.

.

(SDP) (ISP)

.

.

. ,

.

. (, ,

) (/

/ *)

.

HW SW , , ,

.

,

. , B/C Ratio

.

* :

. 13.09.25

0311.indd 160 2016-03-16 12:53:03

161

III. II. I. IV. V. / . .

, .

, SNS ,

.

, ,

.

(SDP)

.

.

0311.indd 161 2016-03-16 12:53:03

0311.indd 162 2016-03-16 12:53:03

VII

0311.indd 163 2016-03-16 12:53:03

164

,

H

- (Ruhr)

Trafford Park

,

0311.indd 164 2016-03-16 12:53:03

165

III. II. I. IV. V. / . .

,

,

,

.

, ,

( ) () ()

( ) (1 ) ( )

( ) ( ) ( 1 )

Work & Life

0311.indd 165 2016-03-16 12:53:03

166

. 3 , 4

.

.

Work & Life

0311.indd 166 2016-03-16 12:53:04

167

III. II. I. IV. V. / . .

,

.

.

.

(ECHA)

.

.

,

.

Work & Life

0311.indd 167 2016-03-16 12:53:05

168

, , , , ,

.

( ) 5 30

30

.

Human in Nature( )

.

(Visual Identity)

. , ,

3 , , ,

.

, , , , ,

.

, , , ,

, ,

, (, , ,

, , ) , (, , , ,

, , , ) .

(Zone)

Zone 1

Zone 2, ,

Zone 3

Stone

Block

Concrete

Wood

Soil

a.

b.

c.

d.

A

B

H

G

F

E

D

C

Work & Life

0311.indd 168 2016-03-16 12:53:05

169

III. II. I. IV. V. / . .

H

1.

2. ,

3. ,

4. H

,

H .

Business

0311.indd 169 2016-03-16 12:53:05

170

300

.

, ,

4 .

Governance

0311.indd 170 2016-03-16 12:53:05

171

III. II. I. IV. V. / . .

- (Ruhr)

10

.

.

,

.

Governance

0311.indd 171 2016-03-16 12:53:05

172

Trafford Park

-

-

-

-

-

( )

: Warren Bruce court

: Trafford Counal

Governance

0311.indd 172 2016-03-16 12:53:05

173

III. II. I. IV. V. / . .

,

GDA .

(Safety and Medicine at Work)

1954

.

, ,

2015 -

.

.

I -

II -

: DGUV, Jahrbuch Pravention 2008-2009, p. 40.

Governance

0311.indd 173 2016-03-16 12:53:06

174

,

. , ,

, .

, .

.

.

. .

,

.

, .

, ,

. -30

, , , ,

, .

, ,

.

0311.indd 174 2016-03-16 12:53:06

0311.indd 175 2016-03-16 12:53:06

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0311.indd 176 2016-03-16 12:53:06

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0311.indd 177 2016-03-16 12:53:06

0311.indd 178 2016-03-16 12:53:06

0311.indd 179 2016-03-16 12:53:06

2016 1 11

322

http://www.kidp.or.kr

.

R&D 2014 ( SDP) .

.

|

0311.indd 180 2016-03-16 12:53:06