Emotional UX Ideation for LGElectronics Howcould we incorporate emotional experience on a smart phone?
Usually people think idea comes with a ‘spark’, which is truesometimes when we suddenly see an ingenious device in our head. But whengenerating and developing ideas a group, appropriate framework must be designedto outline the beginning point and the scope of coverage.
New Business Model for MelON What should amusic-related platform service entail to give core values for the fans?
You may think that you are not one of the crazy people who wastetheir energy on following an artist. But consider this – do you not clickentertainment news on the web, or follow someone on SNS, or buy gossipmagazines? Basically, almost everyone is interested in knowing what’s happeningto our favorite artist –whether it be a band, a girl group, or a DJ. Then whatcan these people give to their fans other than making new music and going ontour? What kind of contents do we really want from them?
CREVATE team explored the background from a diverse backgrounds,from macroscopic approach looking at the social-cultural context of fandom tomicroscopic approach examining features being provided in related services. Subsequentlythe team conducted activity diary and in-depth interview to investigate thebehavior and psychology of different types of consumers. Based on the resultsof the research we defined the relationship between a star and the fan inphases, and illustrated consumers’ needs for each phase. Key latent needs andinsights were derived from synthesizing these findings.
Based on the insights found we could deduce the service concepttargets meaningful opportunity area that are not provided by currently existingservices while utilizing Loen Entertainment’s assets. Lastly, the workshopcarried out with CREVATE’s proprietary methodology gave clues to delineate thestructure and the feature of the service. Gen Y Study for Diageo Korea Whoare the Generation Y? And what kind of drinking experience do they want? Alcohol has always held a great presence in people in their 20’s,cross gender, cross cultures. What would be the drinking culture of current 20’sof Korea – so called Gen Y - who have been brought up with significantlydifferent experience vs. previous generations? These people’s drinking culturecould not be explained with green soju bottles only. They were brought up withmuch more exposure to foreign cultures since early stages of life includinglanguage, education as well as alcoholic beverages. What are their values, whatdo they relate alcohol drinks with, and what kind of drinking experience dothey want? Diageo Korea consulted CREVATE to discover new opportunities theycan have in within Gen Y based on a deeper and wider understanding of theconsumer group.
CREVATE team conducted expert interviews to understand thecultural anthropological background, tend, and drinking culture of currentGeneration Y in Korea. This was followed by consumer research including methodslike Mind Discovery and Feeling Matchup. In-depth interview revealed Gen Y’sDrinking Experience Map and the critical Decision Making Points. The team alsoconducted observations in which they joined the consumers who participated ininterviews in actual drinking sessions. This proved the finding from theIn-depth Interviews as well as capturing the aspects that affect theirbehaviors they themselves do not realized.
Based on the data we built a frame representing what alcoholicbeverages or occasions with alcohol mean to the Gen Y to give directions forDiageo Korea’s portfolio. This included brand-level directions and alcoholicbeverage type level directions with appealing values to target Gen Y. Next Sound Experience for SamsungElectronics Whatis the next music experience? From CD to MP3, from MP3 to Streaming, while music itself has notchanged, the way we enjoy it has always been evolving. You would rememberNapster, the P2P service that shook the world’s music market in the early 2000’s;10 years from then, the music market is shifting again. This time, it’s smartdevices and music streaming services. We do not even need MP3 files anymore.Like tap water that flows any time you turn the knob, music is now ‘streaming’anytime, anywhere you want as long as you have a device and connection. Then,how is the listener’s experience changing? What kind of values would consumersexpect in the near future? Furthermore, how would the music devices look likein the future? Samsung Electronics asked CREVATE for detailed ethnography andmarket research on a wide scale to answer the questions. We looked at thelatest audio equipment and services for the direction of innovation. Globalexperts shared their views on socio-cultural, lifestyle as well astechnological outlook on interviews to help us predict the future ofmusic/audio industry in macroscopic scale. Based on this the initial questionswere redefined, and we were able to draw a big picture of how things willunfold.
Consumers were selected for ethnography based on context-valueframe. The research were conducted in Seoul, London and New York, includingsite visit and video recording to best understand different contexts andobserve their natural behaviors. Methods for participants’ active engagementsuch as Daily Experience Journey Map and Context Card were used during theIn-depth Interview. The data gathered were used in CREVATE team’s analysisprocess to draw meaningful insights. The final delivery CREVATE proposed toSamsung included design principles for audio devices that will bring consumervalues in various contextual environments. Creating Mobile Presence for SamsungElectronics Whatwill be the next mobile device maximizing specific lifestyles look like?
It has already been several years since smart phones havedominated the market in developed countries. Smart phone penetration hasexceeded 50% in many of the significant markets, and consequently our veryminor areas of everyday life have been affected significantly. Consumers areexperiencing a variety of interactions in their hands, utilizing mobile devicesin many different contexts including shopping, keeping fit, or at work. Theevolution of the mobile device does not seem to be slowing down. If then, whatwill have to be the next smart phone? This project with Samsung Electronicsaimed to present design principles for the concept of mobile phone and platformin 5 years, based on the needs of consumers with various lifestyles.
The team wished to conduct ethnography with people with leadingexperiences in lifestyle areas such as productivity, entertainment, and well-being,each in diverse contexts. Five consumers were selected each in Seoul, New York,and Stockholm who shared different mobile life in their culture andinfrastructure. Also, multinational experts in areas of AR (Augmented Reality),SNS, Wearable, Healthcare, Interaction, and LBS discussed the future directionof mobile devices.
ChatON Strategy for SamsungElectronics Innovativecommunication service beyond Instant Messaging and SNS Client : Samsung Electronics Ever since the advent of smart phones, countless number of aspectsin our life has changed, with ‘Social’ as the new keyword. Mobile messengersand SNS have become the main communication tools we use. They are free, easyand fast and they make us feel as if we are with our friends all the time. Insome cases, messengers and SNS are even used as business communication tools. Alot of the information we previously considered private is now becoming open. Willthis trend continue in the future? What more do the users want and what kind ofpain points do they have? With Samsung Electronics, CREVATE aimed to design aninnovative mobile communication service that overcomes the limitations ofmobile messengers and SNS. The team firstly researched major services, analyzed market trendsince year 2000 to pinpoint competitor’s core value and limitations as well asdiscovering areas of opportunity in the future by predicting the direction ofthe market. We also interviewed stakeholders in Samsung to outline strengthpoints that can be used as a weapon of innovation. Consumer research wascarried out with interviewees selected based on their level of SNS andmessenger usage. The participants were asked to finish 4 day Creative Diarydepicting their everyday use of SNS and messenger services before the In-depthinterview and the Workshop. Current usage behaviors and barriers wereidentified with activities such as Action match up and Experience journey map. Wediscovered core values of consumers and the insights found were translated intoDesign Principles for the new service, which were used during the CreativeWorkshop with Samsung to set the direction and detailed features. Final concepts for the new service werevalidated through an online survey of 400 users from all over the world, aswell as interviews with SNS experts. The new mobile communication servicewas proposed with ethnography video, Concept Storytelling and Visual Scenario. |