Service Shifts
Design Thinking for the Application of Design, Technology and Innovation in Sport
Paper Presentation in a Themed Session Alexander Walker
The application of Design Thinking within a sports context, can be represented as a structure composed of three intersecting domains; Usability, Viability, and Feasibility. Usability relating to human performance, viability to sports business model innovation, and feasibility to the application of appropriate technologies and sports science. Innovation can therefore be optimised, where all three perspectives coincide. Understanding how innovation within teams can be supported by Design Thinking methods and tools, is of considerable interest to the sports business community. This paper examines how Design Thinking tools and methods, can be used to nurture user centred innovation in design teams. A case study approach based on the design and development of a novel healthcare and sport/fitness device examines the application of Design Thinking methods and approaches. The findings of the case study support the use of Design Thinking methods, as a way of incubating novel ideas to create innovative solutions, within new product and service development teams.
A Design Proposal for Animal Integration System: Creating a Pet Accompanied Travel System for Companion Animals and Owners
Paper Presentation in a Themed Session Da Eun Lee, Boram Park
In the late twentieth century, various forms of family appeared due to the improvement of the national income. Changes in family types, such as nuclear family, single family, and independent family, have caused people to find mental and physical stability through companion animals, and the number of companion animals has increased exponentially as the years have passed. According to the National Veterinary Research and Quarantine Service, 17.4% of the population now have pets. The sudden increase in the number of pets changed people's perception of pets and looked at the 'companion pet' as object of love and affection, not a cattle breeding for the convenience of humans. The study was conducted to elicit travel problems with pets and to improve them through service design methods. It has been confirmed that the current travel service with pets is less practical than the development of pet-based services. Based on the design approach developed to determine whether the design proposal considered the user, the design assessment for the investigation method is produced and the design assessment is performed for the user. Users will find that the travel system with pets will have a positive impact on the domestic pet industry. As a result, the design of a pet-accompanied travel system is expected to enable pet owners to manage their pets efficiently and to have a higher rate of registration for the use. Furthermore, the participation of stakeholders involved in the pet industry is expected to have a positive impact on the animal industry.
Analysis of Major Media Corporations after the Ecosystem Shift: Focus on Social Media and Over the Top Service
Paper Presentation in a Themed Session Hyunwoo Lim, Boram Park
The purpose of this research is to understand the reason behind of business choices that major media corporations have made to adapt to the media ecosystem shift. At the beginning of media industry, contents were created by the media corporations and consumed by the audience in a one-sided way. However, the technological shift from TV to the online platform has the widespread impact on television program production decisions, distribution deals, and promotional strategies. Furthermore, significant advertising flow is interactively held by social media platform and Netflix is dominating the worldwide media industry market share including the major awards for TV programs. The major objective of this research is about the broadcasting corporations own unique way of dealing with this market development. By analyzing their decisions to research the new audience, work with the internet-famous producers, and adapt new concepts, we can get closer to the generation Z audience who is the future customer market at this moment. The information for this research was gathered from books, articles, and interviews and as a result, this thesis work can be used as an auxiliary material for creating a new content on TV and online platform.
