2. 4. Class Schedule 1
Introduction
Ice Braking
understanding major issues about
integrated media research planning & practice
2 Research Process
- Overview(concept/purpose/methods)
- Define research question
3 Research Process - Secondary(Desk) Research
4 Qualitative(Design) method
Design research process
Discovering phase
5 Qualitative(Design) method
Interpretation phase
- Affinity Diagram
6 Qualitative(Design) method
Modeling phase
- Empathy Map, Persona, Customer Journey Mapping
7 Qualitative(Design) method
Co-Creation, ideation phase
- Scenario building, mind mapping
8 Prototyping
- Paper prototyping
- Video prototyping
9 Quantitative method
survey (1)
- research elements
- sample design
10 Quantitative method
survey (2)
- questionnaire design
11 Quantitative method
survey (3)
- statistical analysis
12 Quantitative method FGI(Focus Group Interview)
13 Quantitative method
- Experiment
- Content Analysis
14 project report writing a project paper
15
presentation of
term project Results
presentation of term paper which is
performed in this semester
24. โข a consciously and purposefully developed plan;
โข a ploy to outmaneuver a competitor;
โข a pattern in a stream of actions, whether intended or not;
โข a perspective, i.e. a certain mindset of how to perceive the world.
Strategy is
| Design Strategy
26. Design Strategist acts in the crossroads of design, research insight and business strategy, where design
methods are used to generate furthermore illustrate strategies as well as tactics for planning,
implementation and businesses.
| Design Strategy
27. Design strategy is a discipline which helps
designer determine
what to make and do,
why do it and how to innovate contextually,
both immediately and over the long term
| Design Strategy
28. Strategies are used to make the
problem easier to understand and solve.
| Design Strategy
43. Personas lead to
better decisions
Personas for Design
Information architecture, interaction design, visual design,
content development, user testing
Personas for Marketing
Framework for marketing campaigns, branding,
messaging, market research
Personas for Strategy
Framework for business decisions,
offerings, channel usage, features
48. 1. From the affinity diagram, make a list of goals, characteristics, problems, user questions,
etc. for each participant.
2. Look for trends across participants
* Differences and similarities
3. List important demographic differences
* Age, experience, etc.
* Market research/segmentation, site stats
* Target markets defined by client
4. Create a goal list
* Common characteristics
* Situations/goals
* Important differences
* Demographics
Mapping Methodologies
01. Persona
49.
50.
51. 1. Big Picture
a. Name of person
b. General demographics (age, profession, location, profile type, etc)
c. Personal sketch (education, family, car type. lifestyle, hobbies, etc)
d. General relationship with technology & Keywords
e. Mood board : References, products, characteristics supporting the personas.
Mapping Methodologies
01. Persona
53. 2. Motivation Matrix
a. Goals & Experience goal
- What does this person want to accomplish when using this โthingโ?
- What are the motivations and reasons why they come to this โthingโ?
b. Attitudes & Influences
- How does this person want to feel when using this โthingโ?
- What thoughts, opinions, preferences does this person have about this โthingโ?
c. Questions
- What is the main questions when using this things?
d. Approaches
- What is this person's basic usage of this โthingโ?
3. Frustration & Pain Points
Mapping Methodologies
01. Persona
68. What does she
THINK AND FEEL?
What does she
SAY AND DO?
What does she
HEAR?
What does she
SEE?
[๊ฒฝํ]
ํ๊ฒฝ
์น๊ตฌ๋ค
์์ฅ์ํฉ
[๋ฐ์ธ๊ณผ ์ค์ฒ]
๋์ค ์์์์ ํ๋
์ธํ์ ์ธ ํน์ง
ํ์ธ/๊ฐ์กฑ๋ค์๊ฒ ํ๋ ํ๋
[์ํฅ๋ ฅ]
์น๊ตฌ์ ๋ง
๊ฐ์กฑ์ ๋ง
์ํฅ๋ ฅ ์๋ ์ฌ๋๋ค์ ๋ง
[์๊ฐ๊ณผ ๋๋]
์ ๋ง ์ค์ํ ๊ฒ
์ฃผ์ ๊ด์ฌ์ฌ
๊ฑฑ์ ๊ณผ ์ด๋ง
71. The sum of all experiences a consumer has with a supplier of
goods or services, over the duration of their relationship with
that supplier.
Mapping Methodologies
02. Customer Journey Map
73. Learn a hands-on approach to identify the โFour Eyesโ:
๏ฒ Insights โ clear understanding of customer needs
๏ฒ Impact โ clear focus on the resulting business value
๏ฒ Issues/Opportunities โ whatโs getting in the way, or could be improved, in ord
er to meet customer needs
๏ฒ Innovate โ design solutions that deliver both customer and organizational value
Mapping Methodologies
02. Customer Journey Map
