전통시장 서비스디자인 적용 패키지 모델 - 한국디자인진흥원
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R&D 2014
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? 11
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CHAPTER 0
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11
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5 11
, 2010 21 4
, 2011 21 , 2012 20 , 2013 19 9
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(. 2008~2012),
(2002~), (2004~), (2011~), (2012~
), ICT (2014~), (2013~)
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CHAPTER 0
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12
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, .
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*
( , 2011, )
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(Design Thinking)
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(Unmet Needs) .
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CHAPTER 0
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CHAPTER 0
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---
. Service Offering
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Benefit Service Offering
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CHAPTER 0
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15
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. , , Service
Offering
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Service Offering .
Service Offering
Service Offering
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Service Offering
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Service Offering
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CHAPTER 0
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CHAPTER 0
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2002 .
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CHAPTER 0
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CHAPTER 0
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CHAPTER 0
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CHAPTER 0
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23
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24
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CHAPTER 0
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41
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45
Ser-
vice Design Package
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Service Design Package(SDP)
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CHAPTER 0
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49
55
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52
2013 9 1,502,
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CHAPTER 0
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53
. 2013
20.7 2012 21.1 1.9% .
2013 ,
35 1,240 .
38.2% (134,024)
15.0% (52,612) .
/ / /
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:
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-
CHAPTER 0
2 |
54
2002 , .
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(2010 2012 2013 )
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: 8.2% 11.4% 2.3%
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-
CHAPTER 0
2 |
55
, , (
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02 03 04 05 06 07 08 09 10 11 12 13
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CHAPTER 0
2 |
56
2005 , ,
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58
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59
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CHAPTER 0
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61
2009 2013 1,200
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(200), (165), (10) 3
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62
ICT
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69
77
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91
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119
123
127
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5 135
139
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CHAPTER 0
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CHAPTER 0
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CHAPTER 0
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5
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68
or
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CHAPTER 0
2 |
69
: 54-5
: 13,223
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. 1990
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2007 Hi-Seoul Market, 2009
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2 |
70
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73
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74
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75
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2015.02
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76
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CHAPTER 0
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77
. 1970
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2001
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CASE 02
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: 2461m2
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2 |
78
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82
CF
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2 |
83
CASE 03
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84
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2 |
86
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CHAPTER 0
2 |
87
CASE 04
: 194 7-1()
: 11,500
: 400 ()
:
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:
6.25 1990
. 1990
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.
2013
,
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2 |
88
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CHAPTER 0
2 |
89
Insight
2008 ,
,
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2 |
90
-
CHAPTER 0
2 |
91
CASE 05
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2 |
92
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93
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2 |
94
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2 |
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CASE 06
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2 |
96
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2 |
97
CASE 07 1945 () ,
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: 6,600m
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2 |
98
.
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350m 2013
, .
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2015.02
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2 |
99
1945
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2 |
100
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2 |
102
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2 |
103
CASE 09
: 2 68-9
: 33,597
: 1,000 ()
:
:
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.
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50 . 2,000,
5,000 2013 10
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2 |
104
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106
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2 |
107
CASE 10
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113
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2010 2012 10
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2012
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2015.02
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1-2
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CHAPTER 0
2 |
114
-
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2 |
115
CASE 11
: 1 82-921
: 5,620
: 186()
:
:
:
:
:
40
- .
380m
.
,
.
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2 |
116
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CHAPTER 0
2 |
117
CASE 12
: 1383
: 6,443
: 230()
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1999 9 21
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.
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2 |
118
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2 |
119
CASE 13
: 1 4-12
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: 135()
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:
1908 2004
.
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.
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2 |
120
Q1. ? 80-90% 90% .
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DJ
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2015.02
-
CHAPTER 0
2 |
122
-
CHAPTER 0
2 |
123
CASE 14
: 3 2-242
: 21,349, 11,776, 16,997
: 794(, 748, 25, 21)
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:
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2 |
124
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CHAPTER 0
2 |
125
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2 |
126
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CHAPTER 0
2 |
127
CASE 15
: 41292
: 10,942
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2012
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12
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2 |
128
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129
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www.servicedesigntools.org, (SDN.
www.sdn.org),
. Reference
, , .
:Benchmarking, Interview, Shadowing, Customer Journey Map, Service Blueprint,
Brainstorming, Mandal Art, Service Prototype, Mock-up, Role Playing
(2013) ,
(Qualitative Research) (Concept
Design) (Experience Strategy) , , ,
(KIDP)
-
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&
146
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,
.
( , 2013)
-
CHAPTER 03 |
&
147 SSP(Seo et al, 2014)
Business Context
Business Goal
Business Scape Analysis
Issue Analysis
Identify Core Competency
Business Strategy
Goal-IssueStrategy Mapping
Define Value System
Customer Analysis
Competitive Priorities
Benchmarking
Business Goal
ServiceStrategy
Strategy-Value Mapping
Service Portfolio Modeling
PersonaModeling
ContextModeling
Experience Model-ing
Contextual Research
Stakeholder Rela-tion Map
CustomerJourney Map
Painpoint Analysis
Kano Analysis
DesignConcept
DesignPrinciple
Strategy Principle Mapping
Service Portfolio Design
Context Design
ExperienceDesign
Service System Cube Design (To-Be)- Touchpoint- Process- Enabling System
Service System Cube Modeling- Touchpoint- Process- Enabling System
DevelopAlternatives
ServicePrototype
Feasibility Analysis
ExpectedEffects
Implementation Roadmap
Guide & Manual
TrainingProgram
Implementation & Operation
Promotion& Diffusion
Service Lifecycle Management
ServiceStrategy
ServiceModeling
(As-Is)
DesignDirection
ServiceDesign(To-Be)
ServicePlan
ServiceImplementation
-
CHAPTER 03 |
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148
,
.
, (NPD :New Product De-
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, Scoring Model, Feasibility X Attractiveness Matrix .
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, ,
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Service Design Packge
-
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&
149
Service Design Package
SDP
List
-
CHAPTER 03 |
&
150
Page
-
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&
151
Desk ResearchIdeation
ConceptGeneration
Field Research
/
Benchmarking
Service Safari
Interview(IDI, AIAS)
Shadowing
Role Playing
Service Blueprint
Customer Journey Map
Check List
Service Flower
Service Flower
Mandal Art
Concept Sketch
-
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152
Benefit
Cost
Scoring Model (MADM)
Business Operating Plan
Business Model Canvas
Mock-up
User Test
Focus Group
Discussion
Manual
Template
, (, 2012). ,
(, 2014). IDEO. , IDEO (, 2014). ,
,
-
CHAPTER 03 |
&
153
Research
Benchmarking
Service Safari
Interview(IDI,AIAS)
Shadowing
,
.
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search . SDP Desk Re-
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Role Playing
Service Blueprint
Customer Journey Map
-
CHAPTER 03 |
&
154
()
, (, 2012).
http://www.servicedesigntools.org/
-
CHAPTER 03 |
&
155
Customer Visit /
, , Emotional
Value .
Service Safari
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CHAPTER 03 |
&
156
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CHAPTER 03 |
&
157
Shadowing , . Shad-
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Experience Value Interaction Issue Insight
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.
Interaction
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Shadowing
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CHAPTER 03 |
&
158
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Experience Value, Emotional Value, .
SDP , ,
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Role Playing
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159
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160
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161
Service Blueprint ,
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Service Blueprint
-
CHAPTER 03 |
&
162
-
CHAPTER 03 |
&
163
-
CHAPTER 03 |
&
164
Adams, Dan, New Product Blueprint (Aim Pr, 2008).
-
CHAPTER 03 |
&
165
Customer Journey Map
. Experience Value
Emotional Value
.
Customer
Journey Map
Persona 01:
20-30
1 1
Persona Customer Journey Map()
(, 2014).
-
CHAPTER 03 |
&
166
-
CHAPTER 03 |
&
167
_ ()Research_Case
Benchmarking
Service Safari
Interview(IDI,AIAS)
Shadowing
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168
/7.7km_ 15
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-
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169
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CHAPTER 03 |
&
170
Desk Research , ,
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Service Flower .
, ! ! ! (, 2011).
, (, 2010).
, (, 2012).
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QX, , (,2010).
, CEO (, 2013).
, (, 2013).
, (, 2008).
, (, 2009).
, (, 2006).
, (, 2013).
-
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&
171
Desk Research
Desk Research
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172
Service Offering
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173
Field Research
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Vijay, 101 Design Methods (John Wiley & Sons Inc, 2012).
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CHAPTER 03 |
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174
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178
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179
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181
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182
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183
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184
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CHAPTER 03 |
&
185
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CHAPTER 03 |
&
186
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187
-
CHAPTER 03 |
&
188
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&
189 [] :
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190
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&
191
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CHAPTER 03 |
&
192
AS-IS TO-BE
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-
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&
193
(as-is) (to-be)
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, Information, Ordertaking, Hospitality Service Offering
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Strategy
Service Flower
-
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&
194
(as-is) (to-be)
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-
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&
195
7 (Acquisition), (Retention),
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Service Flower
-
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&
196
Core Merchandise
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-
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&
197
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Service Flower
.
.
-
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&
198
-
CHAPTER 03 |
&
199
Service Flower
(Acquisition) (Retention) (Up-sell) .
.
-
CHAPTER 03 |
&
200
Core Merchandise
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-
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&
201
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-
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&
202
(Concept Sketch) , , ,
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-
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&
203
3 , 13, SK 7, 6
-
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204
1) ,
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-
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&
205
. , (, 2010).
-
CHAPTER 03 |
&
206
-
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&
207
_ ()Concept Generation_Case
Mandal-Art
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-
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&
208
.
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-
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&
209
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CHAPTER 03 |
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210
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CHAPTER 03 |
&
211
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CHAPTER 03 |
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212
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&
213
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-
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214
Open Kitchen
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-
CHAPTER 03 |
&
215
.
B.I .
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-
CHAPTER 03 |
&
216
.
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.
-
CHAPTER 03 |
&
217
, , , ,
. Benefit Cost
BCR(Benefit-Cost Ratio) . BCR
SDP Benefit
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(Benefit Cost % .)
Benefit , Scoring Model(MADM) .
Service Portfolio Management
Scoring Model(MADM)
-
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&
218
_ ()
Service Portfolio Management_Case
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. 15 Benefit
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-
CHAPTER 03 |
&
219
.
.
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.
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.
.
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,
Robert G. Cooper, Portfolio Management for New Products (Perseus Books Group, 2001).
Working Step
-
CHAPTER 03 |
&
220
Core(Merchandise) 9 8 6
Order-Taking 9 3 8
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0.65 0.1 0.25
-
CHAPTER 03 |
&
221
-
CHAPTER 03 |
&
222
Benefit , , ( )
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CHAPTER 03 |
&
223
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CHAPTER 03 |
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224
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&
225
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CHAPTER 03 |
&
226
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-
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&
227
Feasibility x Attractiveness 15 benefit .
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-
CHAPTER 03 |
&
228
-
CHAPTER 03 |
&
229
.
,
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.
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, .
-
CHAPTER 03 |
&
230
15
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-
CHAPTER 03 |
&
231
.
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-
CHAPTER 03 |
&
232
-
CHAPTER 03 |
&
233
SDP , ,
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Business Model Canvas
-
CHAPTER 03 |
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234
Alexander Osterwalder (Business Model Canvas)
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-
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