Professional Matters
Decoding Design Value
Paper Presentation in a Themed Session Aija Freimane
Design has been recognized as an essential tool of innovation. It has shaped behaviors and attitudes thus transforming demand and now provides an opportunity to develop the bioeconomy. Although design has no commonly agreed definition or metrics for valuation, it is acknowledged, that design plays a role in creating a competitive advantage and is an activity of people-centered innovation by which desirable and usable products and services are defined and delivered (Thomson & Koskinen, 2012, p. 15) Emerging design practices and methodologies are transforming current systems and services. This paper contributes to the development of new theory and framework, to decode the value of design in shaping the economy and society, and to clarify the term “design adds value” by proposing an identification system for entrepreneurs. Theory is tested by interviewing twenty start-up leaders and experts. Research results identifies performance areas such as usability, experience, and value, that may help businesses and society apply design more consciously from the perspective of product or service end-users. Entrepreneurs as the direct target audience and policy planners as secondary target audience will be provided with evidence-based design identification system to decode the added value of design as an asset. Developed design identification systems and performance indicators aim to address the lack of indicative evidence-based tools of design as a method and system.
Customer Experience Design Using Omni Channel for Market 4.0 Era
Paper Presentation in a Themed Session Yujin Kim, Boram Park
Customer experience plays an important role for raising the value of brands in Market 4.0 era where on-off line, technology and human, and emotions are co-related to each other. Effective customer experience develops strong customer loyalty. However those who don't communicate well sometimes have the experience of being rejected. This thesis has analyzed the customer characteristics of the market 4.0 era, and the data from pre-research and proposes a model of customer experience using Omni Channel by applying double diamond model. At the first stage of double diamond phase, customers find that on-off lines world are converging and their experiences are shared, which affects the evaluation of brand value. At the second stage, What is important for brand is ‘experiential connectivity’ which connects customers and brands directly or indirectly. At the third stage, A persona using beauty-brand has set up, which produced ideas that got developed into story boards. At the last stage, the idea that can increases customer experience in beauty brand got visualized as an application by connecting co-off lines. The results of this research may influence the level of satisfaction increase through a effective service strategy which builds customer loyalty.
Study on the Effects of Branded Campaigns Using Hashtags: Focus on Instagram Cases
Paper Presentation in a Themed Session Jang Hwan Jo, Boram Park
As Internet technology has been developed and mobile device users increase, people get a lot of information through various social network service platforms. According to this change of digital environment, traditional mass media campaigns are no longer effective and the companies are advertising themselves with branded campaigns through other communication channel social network service. Among various social network service platforms, the branded contents using hashtags are in the spotlight in order to encourage consumer involvement and communication. It is necessary for companies to establish a strategy for success of advertising through branded campaigns using hashtags. This research includes the benefits of branded campaigns using hashtags by analysis the difference between branded campaigns using hashtags especially in instagram and other communication channels. Also, this research it reveals the meaning and method of promotion of the real success and failure cases of branded campaigns using hashtag and analyzes the determinant of success or failure. Through this analysis, the study illustrates the marketing effects and limitations of using the branded campaigns and explores considerations and suggestions to improve plans for branded campaigns using hashtags.
DesignOps: Seven Steps to a Better Design Process
Paper Presentation in a Themed Session Kim Voronin
Just one year ago we had some critical issues in our process: designers never talked to users and stakeholders. We, as a team, didn't perform usability tests and didn't research our users. Eventually we accumulated a lot of technical and user experience debt. There are seven steps we've made to change our design process for the better that are reviewed in this session. For example, I share how we revived our user research. At the start, designers tried to eliminate UX Debt without talking to the users. We've been looking through our product to find different visual and UX bugs and made error tickets in our tracking system. As you can assume, we've failed because our insights were not powered by the users. After that we tried to talk to our users about their problems. Designers have conducted a series of interviews, and interface usability tests but didn't involve the product team in them. The result was not so bad, but a lot of important insights were not included in the backlog. The team couldn't be sure in the importance of these insights. And finally we've started researching with product owners, analytics, and teamleads. For example, we've build several CJMs with the team and our users. Now we always focus on involving teams. And it works! Our last usability testing had around ten insights, and three critical issues. Most of them were included in the backlog.
