10 mapping

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따뜻한기술서비스디자인 | 2015 Fall Semester @ JYLEE

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JYLEE’sNBSD PROCESS 9-11

week12week

13-14week

Mapping

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JYLEE’sNBSD PROCESS 9-11

week12week

13-14week

5why techniqueObservation

Contextual Inquiry

Affinity DiagramCustomer Profile

PersonaCustomer 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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| Mapping Tools

Giving strategic direction

서비스원칙및지표정의 Identifying criteria, 전략프레임워크개발 Developing strategic frameworks, 상세범위및내용설정 Specifying and scoping out of details. 복잡한데이터로부터인사이트로발전 Turning complex data into insights

Requirements맥락, 고객, 이해관계자, 서비스제공자, 제한요소, 마켓에 대한정보Information about context, client, service provider, constraints and market place

Considerations정보를 중심으로 매핑이 이루어져야 함. 정보의 정확도에 따라 전략과방향의 질이 결정됨Mapping 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 DiagramKJ Map

Customer ProfilePersonaCustomer Journey Map (CJM)

Expectation mapContext 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 DiagramAffinity 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 issuesExposes 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 roomIdentify 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 noteswith any new observations, DI, Q and insights

1) Affinity Diagram| Mapping Tools

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| Affinity Diagram1) Affinity Diagram| Mapping Tools

1. During Interpretationa. Identify the role ( Interviewers, Note taker, Interpretation team)b. Capture the user profile (Separate document from Affinity notes)c. Capture affinity notesd. 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 Interpretationa. Identify the role ( Interviewers, Note taker, Interpretation team)b. Capture the user profile (Separate document from Affinity notes)c. Capture affinity notesd. 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 1Affinity Note

40 NotesFor 5min

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| Affinity Diagram1) Affinity Diagram| Mapping Tools

2. Building Affinitya. Place all affinity notesb. Add blue labelc. 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

2. Building Affinitya. Place all affinity notesb. Add blue labelc. 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 fit4. Start new columns, if necessary.5. Write Blue labels for the resulting groupings.

!! Good Blue labels have “design relevance”

| Mapping Tools

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2. Building Affinitya. Place all affinity notesb. Add blue labelc. Reorganize the wall (Add Pink and Green Label)

1. Reorganize the wall2. 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

| Mapping Tools

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Step5 Draw Finished Diagram (Pink Label)

Step4 Create Blue Label

Step3 Sort affinity into group

Step2 Display Affinity

Step1 Generate Affinity

| Mapping Tools

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02. Mapping Tools[Customer Profile]

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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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Customer Profile

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작업 관련 진술의 구조

활동의 동사 활동의 목적어

상황 설명구 목적어 추가 설명 예시

결정하다.. 주차할 공간을...

공공행사장에서.. 예) 놀이동산, 스포트 행사등

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공공행사장에서.. 예) 놀이동산, 스포트 행사등서비스가 필요한 활동을 설명하기 때문에 반드시 활동의 목적어와

동사가 포함되어 있음

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작업을 수행하는 상태나 상황을 묘사하기 위해 상황 설명구를 포함.또한, 활동의 목적어를 좀더 명확히 하기 위한 예시 포함.

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건강검진 서비스 (성취하기 위해 필요한 활동)

“ CT를이용해 결과를 얻었다” “뿌러진 뼈의정도를 확인한다”“등 아래통증이 발생한 이유를 밝힌다”

개인건강 서비스 (성취하려는 것을 나타냄)

“ 효과적(x)인 건강을유지하기 위해 ” “체중을 감량하기”유용한(x) “근육을 만들기”

“유연성을 유지하기”불분명한 용어 사용금지

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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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Exercise“Make Customer Profile”