Persona for SK T map T-map behavioral analysis and persona development
The research participants were selected withthe following factors in consideration; T-map usage, car navigation usage, andother LBS application usage. Prior to main research, the team conducted a pre-surveyto gather basic demographic information, driving style/experience, proficiencyin IT devices, and current areas of interest. We used Observation and In-depthinterview to understand the real context of T-map. Journey map showed how T-mapwas being used throughout the day, and Emotion map represented each consumer’semotional journeys beginning from the initial period when they started usingT-map. Also, Characteristic showed how the consumers perceived the service, andInvitation to method revealed the ideal target the consumers thought were mostsuitable for the service. Based on the behavior analysis and interviewdata, we deducted consumers’ inner disposition, T-map usage behaviors, drivingstyles, and perception towards T-map. We then mapped the data on each spectrumto develop patterns into Personas. Finallyfive personas were derived with the goal, needs and key values of each type. Wepresented design principles of T-map for each of the persona, based on theexpected usage pattern and hurdles in using the service. Design Research for Pantech Design strategy for Pantech’s BI
Smart phone market is being more competitiveevery year and design differentiation is becoming even tougher. Unlike featurephones, all the smart phone models in market are relatively simple and similarin design. Under these circumstances, Pantech contacted Crevate to set a newdirection for their smart phones based on consumer insights. Because it was a design-oriented project, wedecided to lead an image-based consumer survey. The interview was done on avariety of consumers – gender, both in/out of design industry, and consumers ofdifferent smart phones. Their perception on design and propensity were derivedfrom image board survey, context research and photo diary. Based on the previous data, we re-selectedthe participants to join Consumer-centered workshop. We discovered designconcepts after they shared different thoughts on design through an in-depthdiscussion. We also verified the design concept of Pantech from consumers’point of view. Research methods including Characteristic, Feeling match-up andMind discovery showed the current status of Pantech smart phone design. Based on the findings, we prepared image boardshowing design direction, and shared insights from the project. Future Car-life for LG Electronics What is the future car life?
Cars are not a machinery anymore – it isbecoming an electronic product. Also, it is transforming into a living spacerather than just a means of transportation. This project was designed todevelop a new product concept based on the future prediction regardingcar-related life overall.
Firstly, the team organized car usage intotask-level actions based on customer experience journey, and defined value bygrouping the needs related to each task. Also, we studied the latest trends inthe industry in order to investigate the needs that are appearing from recenttechnologies. These trends over six areas were used as main material forIdeation workshop and Concept developing. Also we examined macro trends thatcould be affecting customer value and presented the direction at conceptdeveloping. TheIdeation workshop involved LG Electronics, graduate students of SNU TechnologyManagement, and the CREVATE team. Here, we developed situations that are linkedto customer values & needs and generated ideas on the future product usingCREAVATE’s ideation methodology. Lastly, we selected and grouped the ideas tofurther develop them as product concept and future scenario. Service Design for Gonjiam Resort II Better resort service opportunity from Mystery Shopping Client : LG Gonjiam Resort ‘Did the staff politely see off the customer?’ ‘Did the cashier confirm the customer’ssatisfaction?’ The two questions above are frequently used inService Satisfaction research. However, is staff’s kind hello really that bigof a factor on overall satisfaction?
CREVATE was asked by LG Gonjiam Resort toanalyze consumer experience to find opportunity for overall serviceimprovement. Firstly, we configured all the contact points to form 3 main routeand listed out all the situations that can happen in each route and contactpoint. Each team followed the route and observed real situations and organizedEmotional map along with suggestions for contextual analysis sheet. But what aconsumer feels from a service may vary depending on the situation or timing. Thus,we conducted ideation based on the insights from the issues. Exploring 28customer contact areas through Mystery Shopping, the team derived improvementpoints and also delivered overall proposal for Gojiam Resort.
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