Experience Design Board: A tool for visualizing and designing experience-centric service delivery processes

Lim, Chiehyeon,Kim, Kwang-Jae Elsevier 2018 Journal of retailing and consumer services Vol.45 No.-

<P><B>Abstract</B></P> <P>Experience-centric service (ExS) is a type of service through which customers experience emotionally appealing events and activities that result in distinctive memory. The literature argues that ExS design should be a research priority in this experience economy, yet little is known on how to articulate ExSs in their design. This paper proposes a tool called Experience Design Board for visualizing an ExS delivery process as a basis for its analysis and design. The tool is a matrix-shaped board where the key factors of experience creation in ExS (namely, servicescape, frontstage employees, other customers, backstage employees, and technology support systems) are represented in rows, and the customer experience phases are placed in columns. The tool is useful in analyzing and designing how the key factors of ExS create customer experience. The tool integrates several work streams within the evolving ExS literature into its structure and is generic enough to accommodate various ExSs in physical and digital experience contexts. By visualizing an ExS delivery process from beginning to end, the designer can obtain a systematic understanding of the essential attributes of ExS and can use it for an effective design. This tool would serve as a basis for service design in this experience economy.</P> <P><B>Highlights</B></P> <P> <UL> <LI> We live in an “experience economy”. </LI> <LI> A key deliverable of this economy is experience-centric service (ExS). </LI> <LI> This paper proposes a tool called Experience Design Board for ExS visualization and design. </LI> <LI> The tool is useful in analyzing and designing key factors of experience creation in an ExS. </LI> <LI> The tool would serve as a basis for service design in this experience economy. </LI> </UL> </P>

Recognising the Importance of Visual Elements in Experience Design for Motivation

Amic G. Ho 한국HCI학회 2016 한국HCI학회 학술대회 Vol.2016 No.1

The concept of experience design which focuses on providing an unforgettable experience for the end-user was started to be discussed in the symposium in the recent years. In order to face the increasing competitions in the market, most designers explored methods to satisfy users’ wants and desires through the experience of design consumption. Designers sought for solutions to increase the interaction and motivation by collecting users’ feedback, user experiences management, and continuous innovation. To manage users’ experience, some scholars suggested the perception of user on the design is one of the important aspects they have to consider. To generate the perception of users, various aspects of the experience design were involved, e.g. usability, mood and feel, etc. Many studies have already investigated the directions under the usability and the research result contributed the generation of some creative designs. It is possible to further investigate the other directions, for example, creating the mood and feel by visual elements (included points, lines, curves, etc.) in experience design. There were some studies explored that visual elements took main role on the creating perception. This paper aimed to investigate how the visual elements creating perception in design experience and how it enhanced the users’ interactions and motivations. In this paper, a qualitative research was conducted to examine how the visual elements in experience design influence the users’ emotional changes and perceptions of the experience design. And then, the way of the visual elements in experience design encouraged the users’ motivations were also investigated. Participants were invited to describe their experience, mapped out their emotional changes those caused by the experience and identify their motivated action after the design experience. It was found that visual elements created users’ perceptions to affect interaction behavior, relationships between visual elements and motivation is strongly mediated by eliciting certain types of emotional behavior. This connection provided understandings on how designers’ efforts work in visual elements actually influence users’ experience in the design consumption. The importance and role of visual element in experience design were explored. The influences on the emotion of the users among the different categories of visual elements were compared.

IMPLICATIONS OF DESIGN INNOVATION AND DESIGN EXPERIENCE ON CUSTOMER VALUE

Kyeong Kook Jang,Sang Jin Kim,Sung Hwan Yeo,Kyung Hoon Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Supply and demand patterns have dynamically changed in recent years due to the increased global competition. Firms have selected quality and price as competition components and have accomplished corporate innovation in order to achieve competitive advantage. Innovation has been recognized as the way to enhance corporate competitiveness and to continuously grow in churning global competition (Homburg, Schwemmle, & Kuehnl, 2015; Moon, Miller, & Kim, 2013). Although innovation becomes a common means to improve a firm’s performance, it has the limitation of achieving a firm’s strategic goal as a long-term strategy. Thus, firms need to have more fine-grained strategies to survive in dynamically changing business environment, such as design innovation (Moon et al., 2015). For example, Apple has produced its products (e.g., iPhone, iPod and iPad) focusing on innovative product design to influence consumer purchase intention. Design can lead to a distinct competitive advantage (Bolch, 1995). Furthermore, product design can be used by firms to create amd enhance brand recognition, as well as to increase firms’ value (Mozota, 2002). Brand experience positively influences customer satisfaction and brand loyalty (Brakus, Schmitt, & Zarantonello, 2009). Thus, we assume that design experience and product innovation have a positive effect on consumers’ purchase behavior and customer value. However, while the importance of design innovation is recognized, it is not easy to apply the design innovation to marketing due to the lack of relevant research in the field. In fact, relevant research on the influence of innovative new product design and design experience on customer value is scarce. Therefore, the purpose of this study is to investigate how brand experiences and innovative product design affect customer value. Successful innovation is accomplished by identifying customer needs first and developing innovative products to satisfy their needs (Hauser et al., 2006). Design is seen as the core of innovation and the moment when a new object is conceived of, devised, and shaped in a prototype form (Landwehr, Wentzel, & Herrmann, 2013). Verganti (2008) studies the concept of user-centered design, which describes how companies can use design to improve their relationships with users and develop a better understanding of user needs. In this research, design innovation has three dimensions: aesthetic attributes, feature attributes, and emotional attributes. First, aesthetic attributes focus on the product design itself. The aesthetic appearance of a product has a large bearing on its potential market share (Liu, 2003). Second, feature attributes focus on the product features and functional aspects that are required to satisfy customer needs. Feature attributes enable performance that can give results in the operating process (Crawford & Di Benedetto, 2007). Third, emotional attributes focus on consumers’ feeling when they purchase a new product to satisfy their needs. Emotional attributes are generated by consumers’ experience when they purchase a new product in the store. The more the product design satisfies customer's emotional needs, the more customers’ attention is attracted to the purchase of a product (Mokarian, 2007). A product satisfying the aesthetic, feature, and emotional attributes through design innovation provides a new experience to customers (Desmet & Hekkert, 2007). A consumer’s purchase decision making is affected by both direct and indirect experience of using the product and the function of product (Brakus, Schmitt, & Zarantonello, 2009). Therefore, a designer comes to design the product, taking an interest in the experience that the product gives besides its shape and function. Product experiences occur when a customer interacts with the product ? for example, when customers search for, examine, and evaluate products (Hoch, 2002). The product experience can be direct, i.e. when there is physical contact with the product (Hoch & Ha 1986) or indirect, i.e. when a product is presented virtually or in an advertisement (Hoch & Ha 1986; Kempf and Smith 1998). Brand experience can be split into four dimensions (sensory, affective, intellectual, and behavioral), which are differentially evoked by various brands (Brakus, Schmitt, & Zarantonello, 2009). According to previous studies, these four experience dimensions (sensory, affective, intellectual, and behavioral experience dimensions) have an effect on customer satisfaction and customer loyalty. Customer value can be defined as the trade-off between the benefits and sacrifices as a customer purchases a product or service from a supplier (Ulaga & Chacour, 2001). Ulaga and Chacour presented three dimensions of customer value: product-related components, service-related components, and promotion-related components. The researchers argued that customer value could be an important strategic marketing tool to clarify a firm's proposition to customers. Product-related components are intrinsic product characteristics. Product quality is a key factor of relationship value (Ulaga, 2003). Customer value consists of product value and service value. Customer value can be enhanced by quality, diversity, payment, and service quality and decreased by price, convenience, and risk (Jarvenpaa & Todd, 2003). Service-related components include all aspects of service associated with the product. Various service components play an important role in differentiating a supplier's offering (Narus & Anderson, 1996). Promotion-related components include all items used to promote the product to the customer. For all purchasing processes, it is necessary to assess the perceived customer value, such as service quality and promotional quality (Qualls & Rosa, 1995). In the present study, we conducted a research survey with 300 subjects and analyzed the data. In order to test the reliability of questionnaire, Cronbach's alpha was used. In order to test the validity, an exploratory factor analysis was conducted. Measurement was made for 3 variables, i.e. design innovation, design experience, and customer value. Three variables (aesthetical attributes, feature attributes, and emotional attributes) were used for design innovation. Three types of attributes were introduced for a mobile phone design innovation. Four dimensions (sensory, affective, intellectual, behavioral) were measured using a technical design experience and a humanistic design experience. Three variables (product-related customer value, service-related customer value, and promotion-related customer value) were employed for customer value. The results of the analyses demonstrate that design innovation has a positive effect on design experience, while design experience has a positive effect on customer value. Aesthetic attributes of design innovation have a positive effect on technical design experience and humanistic design experience. Feature attributes have a positive effect on the technical design experience and the humanistic design experience. Emotional attributes have an effect on the technical design experience and the humanistic design experience. The technical design experience has a positive effect on product-related customer value, service-related customer value, and promotion-related customer value. The humanistic design experience has a positive effect on product-related customer value, service-related customer value and promotion-related customer value. This study will make it possible to empirically examine how customer's experience in design innovation affects customer value. Our results will provide a theoretical foundation for examining a relationship between variables regarding how design innovation influences customer value through design experience. It is intended to give a direction as to the design innovation of firms by clarifying and presenting antecedent factors having an effect that design innovation produces on customer value. The results of the present study will inspire designers to design in consideration of design experience. Finally, our study will provide marketers with guidelines as to how design experience can influence customer satisfaction and loyalty.

듀이의 경험철학에 기초한 예비교사의 수업설계 경험의 성장과정 및 교육방안 탐색

박기용 ( Kiyong Park ) 한국교육공학회 2019 교육공학연구 Vol.35 No.3

수업설계 행위는 객관적 논리와 주관적 판단, 사고와 행동, 이성·감성·실천이 복합적으로 작용하는 전문적 행위이므로, 예비교사는 전문화된 학습경험을 통해 수업설계 전문성을 성장시켜 나가야한다. 본 연구는 전통철학의 이원론을 비판하면서 이론과 실제의 통합, 이성과 감성의 통합, 마음과 세계의 통합을 강조하는 듀이의 경험철학에 기초하여 예비교사의 수업설계 전문성 개발에 요구되는 경험과 그 성장 과정 그리고 교육적 방안을 탐색하였다. 첫째, 듀이가경험의 본질로서 설명한 ‘능동적 요소와 수동적 요소’, ‘경험과 사고’, ‘질성적 사고와 이성적 사고’, ‘계속성’, ‘교변작용’을 각각 해석한 다음, 이 개념들이 모두 통합되어 경험이 재구성되는 과정으로서 설명한 ‘하나의 경험’을 해석하고 정리하였다. 즉, 경험의 재구성은 인간이 행하는 초기의 불확실하고 시행착오적인 단순한 경험이 환경과의 계속적인 교변작용을 통해 질적으로 변화되는 과정이다. 둘째, 경험의 본질에 기초하여, 예비교사에게 요구되는 수업설계 경험의 본질을 각각 정리한 다음, 기존의 수업설계모형 관점 및 반성 관점과 비교하였다. 마지막으로, 예비교사의 수업설계 경험이 하나의 완결된 경험으로 재구성 즉, 성장해 나가는 과정을 구체적으로 설명하면서, 동시에 각 과정에서 교사교육자가 지원 및 제공해야할 교육활동이나 환경을 제안하였다. 즉, 수업설계 경험의 재구성은 초기의 불확실하고 시행착오적인 단순한 수업설계 경험이 환경과의 끊임없는 교변작용을 통해, 지적·정서적·실천적 활동이 서로 어우러지면서 질적으로 변화되는 과정이다. 따라서 교사교육자는 이 재구성 과정을 이해해야함은 물론이고, 예비교사의 수업설계 “경험의 질의 직접적 변형”을 가능케 하는 교육적 활동을 만들고 실천해야 한다. 무엇보다 교사교육자는 예비교사를 가르치는 사람이 아니라 공동의 경험을 하는 동반자이며 함께 성장해 나가는 존재이다. 예비교사의 수업설계 경험의 성장에 관심과 애정을 가지는 교사교육자는 “서로의 관심을 인정하고 자유로운 상호작용”을 자연스럽게 받아들이는 민주적교사이다. 민주적 교사교육자의 수업설계 교육은 기교에서 예술로 승화된다. The purpose of this study was explore the growth and education for pre-service teachers’ instructional design experience based on the Dewey’s philosophy. Firstly, Dewey’s concept of experience was interpreted. This means trying and undergoing, experience and thought, qualitative thought and rational thought, continuity, transaction. Moreover, the process in which all of these concepts are integrated and experience reconstructed was arranged and comprehended. Secondary, from the standpoint on Dewey’s concept about the nature of experience, the nature of instructional design experience was explored in term of ‘integration of instructional design activity with understanding activity about designed instruction’, ‘integration of instructional design experience with thinking’, ‘integration of qualitative thinking with rational thinking in instructional design experience’, ‘integration of past, present, and future’, and ‘transaction with environment in instructional design experience and thinking’. Lastly, the education plan was explored in five steps based on the process of reconstruction of experience. In this method is to support the growing process of instructional design experience of pre-service teachers. To sum up, the emotion of pre-service teachers about their first instruction design activity sets off the reflective thinking. Then, the tentative idea is derived from reflective thinking activities(defining problem, cause analysis, observation of data) and applied for redesign of instruction. This redesigned instruction was implemented and testified. These processes will continue repetitively until negative emotions are not drawn up about the proven results. The reconstruction of instructional design experience is process of the direct transformation of the quality of experience from mere activity throughout interaction with environments. In reconstruction on instructional design experience process, intellectual, emotional, and practical activities were in harmony not in isolation. The educator teaching pre-service teachers need to understand the reconstruction of instructional design experience, design and practice educational approaches for the direct transformation of the quality of pre-service teachers’ instructional design experience.

플래그쉽 스토어에 나타나는 경험디자인 특성 연구

주현진(Hyun-Jin, Ju),최기석(Gi-Seok, Choi),문정민(Jeong-Min, Moon) 한국실내디자인학회 2014 한국실내디자인학회 학술대회논문집 Vol.2014 No.5

Recently, our rapid entrance into emotional society helps intangible designs like service, experience, and emotion to be occurred on the market. Consequently, firms have introduced flagship stores so as to narrow the gap between themselves and customers. To convey brand identity to customers effectively which firms intend, experience design is one of the most essential element. In this study, experience design focused on experience space is combined with space design to fulfill customers` various demand in the volatile consumption environment of current consumer society. The research is conducted on the state and the characters of experience design which is induced into the space of flagship stores. The research results shows that the elements which cause the combination of experience design and space design are user, behavior, and experience. From the perspective of user and behavior, the derived characters of experience design can be assorted into behavior induction, behavior lead, and behavior reaction which have been used practically at the flagship stores of luxury brands. Through experience design, firms provide customers with various event spaces and exterior spaces in which they can experience the affirmation of firms. Additional study on this topic will be surveyed continually to research the promotive elements which lead to experience design within space design and to suggest effective ways which can be applied experience design to spaces so as to heighten customers satisfaction.

고객 경험(CX)에 기반한 BX디자인의 융합 교육 프로세스 연구

김세미(Kim, Semi) 인제대학교 디자인연구소 2021 Journal of Integrated Design Research (JIDR) Vol.20 No.1

연구배경 고객 관계 지향적 기업경영의 추세와 경험경제로 인한 경험디자인 학문이 대두됨에 따라 디자인 교육에 있어서도 UX디자인, 서비스디자인, BX디자인 등의 새로운 교육커리큘럼이 요구되고 있다. 또한 융합패러다임으로의 변화와 가속화되는 디자인산업 변화에 따른 대응 등을 고려할 때 고객 경험(CX)과 브랜드경험(BX)의 융합을 통한 체계적이고 혁신적인 디자인 교육 방안의 가치를 재고해 볼 필요성이 있다. 이에 본 연구는 경험디자인 영역의 다학제 간 연구를 통해 실무적인 방안을 바탕으로 한 디자인 융합교육 프로세스를 개발하고자 한다. 연구방법 본 연구에서는 문헌 조사를 통해 BX와 BX디자인의 차이점을 살펴보고 CX 및 BX디자인 프로세스에 대해 고찰하였다. 또한 융합디자인 교육 프로그램의 선행 연구사례를 조사하여 교육프로세스 개발의 자료로 활용하였다. 실증연구로 BX디자인 전략수립, BX의 고객경험 디자인 정립, BX디자인 개발의 세 가지의 체계에 따른 7단계의 융합교육프로세스를 고안하여 제시하였고 본 연구의 결론을 내렸다. 연구결과 고객 경험기반 교육 프로세스의 각 체계별 세부적인 단계는 BX디자인 테마 선정 - 기업의 비전과 목표파악 - 목표시장 선정 및 BX디자인 전략 수립 - 전략적 체험그리드 모형의 이해 및 분석 - 고객여정 맵을 통한 BX측면의 고객 경험의 정립 - BX 아이덴티티 디자인 개발 - BX디자인 터치포인트 개발의 7단계로 구성하여 이에 따른 교육목표, 내용 및 방법이 제시될 수 있도록 하였다. 결론 지금까지 시도되지 않은 CX와 BX의 학문 영역의 통합을 통해 디자인 교육 현장에서 구체적인 근거와 지침이 될 수 있는 구체적인 디자인 융합 교육 가이드라인을 제공함에 있어 본 연구의 의의를 발견할 수 있었다. 또한 본 연구를 기반으로 다변화하고 있는 경험디자인 분야를 창의적 사고로 발전시켜나갈 수 있는 디자인 인재를 양성하기 위한 BX디자인의 융합 교육프로그램 개발의 토대를 마련하고자 하였다. Background As the trend of customer relationship-oriented business management and the study of experience design due to the experiential economy are emerging, new educational curriculums such as UX design, service design, and BX design are also required in design education. In addition, considering the change to the convergence paradigm and the response to the accelerating change in the design industry, it is necessary to reconsider the value of systematic and innovative design education plans through the fusion of customer experience (CX) and brand experience (BX). Therefore, this study aims to develop a design convergence education process based on practical plans through multidisciplinary research in the area of experience design. Methods In this study, the difference between brand experience (BX) and brand experience (BX) design was examined through literature research, and customer experience (CX) and BX design process were considered. In addition, previous research cases in the convergence design education process were investigated and used as empirical data for educational program development. As an empirical study, a 7-step convergence education process was devised and presented according to the three systems of BX design strategy establishment, BX customer experience design establishment, and BX design development, and the conclusion of this study was concluded. Result The detailed steps for each system of the customer experience-based education process are BX design theme selection-Company vision and goal identification-Target market selection and BX design strategy establishment-Strategic experience grid model understanding and analysis-Customer experience through customer journey map-BX Identity Design Development-BX Design Touchpoint development consists of 7 stages so that educational goals, contents and methods can be presented. Conclusion The significance of this study is to provide a specific guideline for design convergence that can serve as a specific basis and guideline in the design education field through the integration of the academic areas of customer experience (CX) and brand experience (BX) that have not been attempted so far. Could be found. In addition, based on this study, we tried to lay the foundation for the development of a convergence education program of BX Design to cultivate design talents who can develop the field of experiential design that is diversifying through creative thinking.

브랜딩을 위한 참여 디자인 프로세스 연구

이상은 한국일러스아트학회 2017 조형미디어학 Vol.20 No.2

This study is to propose design participation activity with effective brand experiences for branding. Consumers are no longer concerned about the same functional aspects provided for everyone. Rather, they focus on the emotional values of the brand, which are used to express themselves and make them mentally satisfied. The brand experience which arouses consumers' emotional desire makes consumers active marketers for themselves for branding. It is much easier for this consumer’s active branding to gain other consumer’s trust than brand communication messages of the company. And then, how can brand experience which could be involved and shared by the consumer be made? This study does research on brand experience, branding and participatory design method through previous case studies and produces the influential factors of brand experience. Next, design participation process factors are suggested below: 1) The purpose of participation (what brand wants for consumer through participatory design): innovation of the product/service and brand experience, 2) Participant (who participated in participatory design): designer, other expert, and user/consumer (people) 3) Participation method (which role they are assigned to) : Collaboration, Co-design, Open-design and Co-creation, 4) Participation attracting factors (why consumer want to experience design participation) : reward, fun/interest and self-expression, 5) Participation medium (what medium design participation experience is made through) : direct experience and indirect experience, 6) Time to Participate(when the consumer’s participation is): At certain times according to plan, Anytime. The factors of participatory design process suggested in this study are factors that are considered to design brand experience. These factors make consumer participate in actively, arouse emotional values and establish brand relationship. This study has a purpose, which expands design participation that has a limitation with the functional development and consumer customizing to the factor of brand experience and which suggests detailed utilizing factors. 본 연구는 브랜딩을 위한 효과적인 브랜드 경험으로 디자인 참여 활동을 제안한다. 소비자들은 이제 더 이상 모두에게 똑같이 제공되는 기능적인 면에 관심이 없다. 자신을 표현하고 심리적으로 충족을 주는 브랜드의 감성적인 가치에 관심을 기울인다. 소비자의 감성적 욕구를 자극하는 브랜드 경험은 소비자 자신이 적극적인 마케터가 되어 브랜딩을 하도록 해준다. 이러한 소비자의 적극적 브랜딩은 기업의 브랜드 커뮤니케이션 메시지보다 더욱 신뢰를 가져온다. 그렇다면 소비자가 적극적으로 참여하고 공유할 수 있는 브랜드 경험은 어떻게 설계되어야 하는가. 본 연구는 선행연구들을 통해 브랜드 경험과 브랜딩, 참여 디자인 방법들을 연구하고, 브랜드 경험의 영향 요인들에 대해 도출한다. 다음으로 디자인 참여 프로세스 요인으로 다음과 같이 제시한다. 1) 참여의 목적(브랜드는 참여 디자인을 통해 소비자에게 무엇을 원하는가.): 제품/서비스의 혁신 관점(Innovation)과 브랜드 경험(Experiment), 2) 참여자(참여 디자인에 누가 참여하는가): 디자이너(designer), 다른 분야의 전문가(other expert), 사용자/고객(People), 3) 참여 방법(어떤 역할로 참여하는가): 협업(Collarboration), 공동디자인(Co-design), 오픈디자인(Open-design), 공동창조(Co-creation), 4) 참여 유도 요인(소비자는 왜 브랜드의 디자인 참여를 경험하려하는가): 보상, 재미/흥미, 자기표현, 5) 참여 매체(디자인 참여 경험은 어떤 매체를 통해 이루어지는가): 직접적 경험, 간접적 경험본 연구에서 제시하는 참여 디자인 프로세스의 요인들은 브랜드 경험을 설계하는데 고려해야할 요인이다. 이 요인들은 소비자가 기꺼이 참여하도록하고, 감성적 가치를 일으키며, 브랜드와 관계를 형성할 것이다. 이 연구는 제품/서비스의 기능적 개발이나 소비자 커스터마이징에 머물러있는 디자인 참여를 브랜드 경험의 요인으로 확장시키고, 구체적 활용 요인 제시하였다는 데에 그 의의가 있다.

A Conceptual Framework for Customer Experience Design, Implementation and Evaluation

Jiyoung Koo,Ken Nah 한국디지털정책학회 2023 디지털정책학회지 Vol.2 No.1

고객 경험 디자인은 고객이 제품 또는 서비스를 구매하고 사용할 때 브랜드나 기업의 터치포인트에서 긍정적인 경험을 최대화하는 것을 목표로 한다. 긍정적인 경험을 전달할 수 있는 제품이나 서비스를 디자인하기 위해서는 고객의 니즈와 고객 경험의 변화하는 특성을 해결하는 데 도움이 될 수 있는 다른 관점과 접근 방법이 필요하다. 디자인 프로세스 는 다양한 학문 분야에 걸쳐 혁신을 주도하고 브랜드나 기업의 지속적인 성장에 필수적인 접근 방법 중 하나이다. 따라서, 본 연구에서는 고객과의 상호 작용과 고객 경험을 개선하는 것을 목표로 하는 서큘러 고객 경험 디자인 프로세스(The Circular CX Design Process)를 제안한다. 본 연구에서 제안한 프레임워크는 고객 여정을 중심으로 다양한 터치포인트 를 분석하고 개선함으로써 지속적으로 고객에게 긍정적인 경험을 제공하는데 그 목적이 있다. Current research and practice have increasingly sought to focus on approaches to facilitate innovation due to its expanding growth of the experience economy over the past decade. Normally, customer experience design aims to maximize the effectiveness of positive experience with a brand or company's touchpoints when customers make a purchase as well as use a certain product or service. In order to design a product or service that can provide varying levels of experiences, there needs more beneficial design process strategies to help resolve the changing nature of customer experience. Design process is one such approach that provides designers as well as researchers across various academic disciplines as an integral source of creativity, driving innovation and growth. In this regard, this study aims to look specifically at the nature of customer experience and attempts to understand what extent that design process in both practice and theoretical perspective can assist in customer experience improvement. As a further consequence, this study will focus on implementing the idea of circular design into the customer experience process, namely the Circular CX Design Process―which is expected to increase effectiveness and efficiency in addressing customer needs and demands as well as delivering positive experiences at various touchpoints along the customer journey.

경험디자인 구성요소와 VMD공간 구성요소 간의 상관관계 중요도 사례 연구 - 의류브랜드 공간을 중심으로 -

김운걸 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.3

(Background and Purpose) Recent rapid changes in consumption spaces have highlighted customer sensitivity. In addition, appropriate space marketing is required in combination with a corresponding amount of design experience. In response to these conditions, company brands want to offer competitive, positive customer experiences. For example, we try to offer excellent products and various customer experiences in store spaces during sales exhibitions. As such, companies are focusing on visual merchandising as a means of experience design, based on consumer sensibility and the perception and communication skills that are necessary to effectively communicate with consumers. This study focuses on experience design based on customer experiences and examines the importance of the relationship between visual merchandising and sales promotion through case analysis. The purpose of the research is to recognize the importance of visual merchandising based on experience design in sales spaces. (Method) The research methods were selected based on experience design and visual merchandising by finding and selecting major clothing brand cases in exhibition spaces where products are sold. In clothing brands’ sales spaces, which are the locales for customer experience and sales exhibition, the experience design component was applied to analyze the cases that reflect visual merchandising characteristics. In addition, performing quantitative evaluation and diagram analysis on the cases facilitated an examination of the characteristics and important implications that can be derived from the results. (Results) The study’s results, according to case analysis, are as follows. First, experience design components are very important to the item in the order of informativity, sensibility, interactivity, associativity, dynamics, and non-dailiness. The visual merchandising characteristics were weighted according to their importance in the order of items such as EP Zone, VP Zone, PP Zone, HS Zone, FP Zone, and IP Zone. This demonstrates that there is a need to re-recognize the importance of the relationship between information and the EP Zone, which is a staging area for experience and information within the store space, based on the consumer experience design. In other words, it is essential to provide new information and experiences in the store that trigger purchasing behavior. It is also necessary to provide a store space where people can experience products and brands. (Conclusions) In sum, there is a need for a strategic thinking marketing design that considers experience design and visual merchandising for the promotion of sales in sales exhibition spaces through a sensitivity that is rooted in the overall consumer experience. As such, when viewed from the perspective of strategic thinking in the above-described approach to design marketing, the experience design is based on customer sensibility and consumer experiences. This will allow for the establishment of a sales space atmosphere that brings efficiency to a positive consumption and sales environments. (연구배경 및 목적) 급변하고 있는 최근의 소비 공간은 고객의 감성에 주목한다. 또한 이에 부합하는 체험의 디자인으로 적절한 공간마케팅을 필요로 한다. 이에 기업이 만들어낸 브랜드들은 경쟁적으로 긍정적인 고객경험을 제공하고자 한다. 이를테면, 판매전시를 위한 매장공간에서 다양한 고객경험과 더불어 우수한 상품들을 제공하고자 노력하고 있다. 이처럼 소비자의 감성과 지각에 기초한 경험디자인과 이를 소비자에게 효과적으로 전달하기 위한 커뮤니케이션의 수단으로써 비주얼 머천다이징에 주력하고 있는 것이다. 이에 본 연구는 고객체험에 기초한 경험디자인에 주안점을 두고 판매촉진을 위한 비주얼 머천다이징 간의 상관관계에 따른 중요도를 사례분석을 통하여 살펴본다. 그리고 판매 공간에 있어 경험디자인에 기반 한 비주얼 머천다이징의 중요성 인식을 연구목적으로 한다. (연구방법) 연구방법은 먼저 경험디자인과 비주얼 머천다이징을 바탕으로 상품판매를 위한 전시공간의 주요 의류브랜드 사례를 찾아 선정한다. 그리고 고객경험과 판매전시를 위한 의류브랜드의 판매 공간에 있어 경험디자인 구성요소가 적용되어 비주얼 머천다이징의 특성이 반영된 사례를 분석한다. 아울러 사례의 정량적인 평가 및 다이어그램 분석으로 그 결과에 따른 특성과 중요도를 살펴본다. (결과) 사례분석에 따른 연구결과를 살펴보면 다음과 같다. 우선 경험디자인의 구성요소는 정보성, 감각성, 상호작용성, 연상성, 역동성, 비일상성의 순서로 그 항목에 있어 중요도가 높았다. 그리고 비주얼 머천다이징의 구성요소는 EP존, VP존, PP존, HS존, FP존, IP존의 항목순서로 그 중요도에 따른 가중치가 높았다. 이는 소비자의 경험디자인에 기초한 매장 공간 내 정보성과 체험의 연출공간인 EP존 등과의 상관관계에 따른 그 중요성을 재인식할 필요가 있음을 보여준다. 즉, 매장 내 새로운 정보와 경험으로 구매행위를 유발하는 요소의 제공이 필수인 것이다. 또한 상품과 브랜드를 체험하는 매장공간의 제공이 필요한 것이다. (결론) 결국 총체적인 소비자의 체험에 기반 한 감성을 통하여 판매전시 공간에서의 경험디자인과 판매촉진을 위한 비주얼 머천다이징의 관점에서 들여다보는 마케팅적인 전략적 사고의 디자인이 필요하다. 이와 같이 경험디자인은 이러한 디자인마케팅의 전략적 사고 관점에서 살펴볼 때 고객감성과 체험에 기초한다. 그리고 이는 긍정적인 소비판매의 환경으로 효율을 가져다주는 판매 공간의 환경구축을 가능하게 할 것이다.

(공간마케팅 전략으로서) 기업 복합문화공간에 나타난 경험디자인 특성에 관한 연구

강미나 ( Kang Mi Na ),황연숙 ( Hwang Yeon Sook ) 한국기초조형학회 2016 기초조형학연구 Vol.17 No.5

본 연구의 목적은 기업 복합문화공간의 경험디자인 특성을 분석하고 효과적인 공간계획 방향을 제시하는 것이다. 본 연구의 시간적 범위는 10년 이내에 개관한 기업의 복합문화공간이며 연구의 공간적 범위는 경험디자인 요소가 가장 활발하게 제공되어 소비를 유도하고 있는 전시공간을 대상으로 하였다. 연구방법은 문헌연구를 통해 경험디자인 특성을 추출하고, 기업 복합문화공간의 전시공간을 대상으로 사례조사를 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 기업의 경험디자인 특성에 대해 고찰한 결과 감각성, 연상성, 인지성, 역동성, 상호작용성 5개 특성이 도출되었다. 기업의 복합문화공간에 나타난 경험디자인 특성을 살펴본 결과 연상성이 가장 많이 나타난 반면 역동성과 인지성은 적게 나타났다. 둘째, 기업의 공간마케팅 유형별로 경험디자인 특성을 분석한 결과, 소비자 혜택공간> 생산공간> 소비공간 순으로 경험디자인 특성이 나타났으며 기업의 공간마케팅 유형별로 경험디자인 특성이 상이하게 나타났다. 셋째, 기업 복합문화공간의 공간유형에 따른 경험디자인특성을 분석한 결과, 생산공간, 소비공간, 소비자혜택공간의 경험디자인 특성에 차이가 있었다. 넷째, 기업 복합문화공간의 전시공간을 활성화하기 위해서는 전시공간의 투어 횟수를 늘리거나 개방된 다른 공간들을 활용하여 상시전시를 할 수 있도록 보완하여야 하며, 동선의 단축을 통해 개방성을 높여 적극적으로 고객을 유도할 수 있어야 한다. 본 연구는 공간마케팅 측면에서 복합문화공간을 분류하고, 경험디자인의 특성을 도출하여 사례분석 함으로써 경험디자인이라는 무형적 개념을 공간에 적용시켜 방향성을 제시하였다는 것에 의의를 지닌다. 분석결과를 통해 기업의 공간마케팅 및 디자인 계획 시 경험디자인의 효과적인 적용을 위한 자료로 활용되기를 기대한다. This study aims to analyze experience design characteristics of corporate complex cultural space and present efficient space planning directions. The temporal scope of this study is corporate complex cultural spaces which opened within the previous 10 years and the spatial scope is exhibition spaces that the highest experience design elements are inducing consumption. For this study, the characteristics of experience design were figured out through literature studies and case studies were performed with targeting corporate complex cultural spaces, The results of this study are as follows. First, five characteristics such as sentience, association, recognition, dynamism and interactivity were derived through considering the characteristics of corporate experience design, In the characteristics of experience design of the corporate complex cultural space, association showed the highest level but dynamism and recognition showed low level. Second, in the result of analyzing the characteristics of experience design by type of corporate space marketing, customer benefit space showed the highest characteristics of experience design and the next was production space and consumption space in order and it appeared the characteristics of experience design were different according to types of corporate space marketing. Third, in the result of analyzing experience design characteristics according to the type of space of the corporate complex culture space, there were differences in experience design characteristics among the production space, consumption space, and customer benefit space. Fourth, in order to promote exhibition space of corporate complex cultural space, it is required to increase the number of tour in exhibition space or to make it possible to perform permanent exhibition using open other spaces. In addition, it is also necessary to attract actively customers by increasing openness through shortening flow of human traffic. This study has a significance in that intangible concept of design experience was applied to the space and then proposed direction by classifying complex cultural space in terms of space marketing and analyzing cases though deriving characteristics of the experience design. Based on this analysis, it is expected that this study will be used for the effective application during the corporate space marketing or design planning.