Service Design,Re-designs the Public Service 2012.07. Malaysia Malaysia-Korea Design Sharing 2012 When: Tue, July 17, 9am – Wed, July 18, 2pm, 2012 Where: Hotel Seri Pacific, Kuala Lumpur, Malaysia Admission: MYR 150 Info: MRM Majlis Rekabentuk Malaysia (MRM) or the Malaysia Design Council in collabration with Korea Institute of Design Promotion (KIDP) is organizing a Design Sharing 2012 Seminar and Workshop targeted at Malaysia industries, manufacturers, design service providers and design consultants. Topics: Malaysia Design Industry - MRM Korea Design Industry - Kim Yunjib, KIDP UX Design - Min Youngsam, the DNA Service Design - Yoon Seongwon, KIDP Brand - Choi Soojin, BIF Package Design - Kim Deukjoo, Dito Brand Product Design - Kang Junmuck, Nep-plus Success Story on Malaysia Design Innovation - Tetra Pak Independent Designer & Brand - Korean Design Leader * http://www.calendata.com/2012/07/malaysia-korea-design-sharing-2012.html

1. Service Design,
Re-designs
the Public Service
Korea Institute of Design Promotion
Yoon Seong-Won / design@naver.com

2. Recently,
Design has got a new role.

3. Design makes good
citizens by changing the
thoughts or behaviors.

4. Case Study of developing energy bills by using service design
methodology
Reducing energy use
through Service Design
2011. 1~3. As a result of the pilot project, more than 10% of energy utilization was
reduced compared to the year before.
• 600 apartments of Bangbedong, Samsung Raemian Bangbe ArtHill were set target.
• Ministry of Knowledge Economy is considering the nationwide spread of the newly
designed energy bill.

7. The color indicates whether you overused or underused.
Comparison (electric energy)
Comparison (thermal energy)
Comparison of the (total energy use)
* Selected as Finalist of IDEA (one of the world’s three leading design awards), 2011
* Awarded by 2011 Best Practice Competition for Advanced Administrative System, the Prime Minister Awards
* If applied nationwide and 5% of energy use is reduced, 290million dollar budget (930million ringgit ) can be saved.

8. Most British people keep the rules.
Vehicles running on bus lanes were caught by
installing surveillance camera at the rear of the bus.
20,000 road surveillance cameras were installed.
By placing the traffic light on the side of the stop line, the driver's
compliance behavior was ensured in order to see the traffic light.

9. There’s no problem looking at the traffic light
even if the car passed the stop line.
Image source: Daum, Road view, Jongno

10. The new role of Design
‘Design influences
the behavior of people.’
The emergence of the terms, ‘design thinking’, ‘social innovation’ or ‘
service design’ consistently means that the designers are away from
simply playing a role in determining the form of a product, and are now
directly influencing the behavior of customers
‘The Design Comedy: In Defence of Irony’
core77 2010.6.3. Tim Parsons

11. Demand of the
design market is
changing.

12. The change
in Seoul’s public policy
What can design do for Seoul?
- A taxi waiting to be designed.
- What can design do for the library?
- What can design do for Seoul, the city of cyclers?
- What can design do to reduce one more nuclear power plant?
http://www.facebook.com/groups/DesignSeoul/

13. Current changes of demand in Korea’s design market.
Demands appeared in the private / public sector such as construction, finance, healthcare, tourism and
communications etc.
- Private : KookminBank, Hana Bank, IBK, Samsung Life Insurance, KT, SKT, Kimberly-Clark, Samsung Medical
Center, haatz, Woong Jin Coway and other organizations have started service design projects.
- Public : The Government, Seoul, Gyeonggi-do, the Korea Highway Corporation and other organizations have
started service design projects.
* Government, local governments, public institutions, etc are preparing service design projects in order to solve
social problems.
Existing design teams, marketing, public relations, UI/UX, merchandising, customer care teams are now
changing into service design teams.
- Private : Samsung Electronics (established a service design team), Samsung Life Insurance, Hana Bank
(recruited UX professionals)
- Public : Seoul Design Foundation (established 3 new , service design related teams)

14. It’s because the
economic structure
and consumers are
changing.

15. Service Industry is leading the world industry.
The percentage change of manufacturing industry and service industry
in the U.S. economy.
The share of domestic GDP in service industry was
58.2% in 2010.
- The world is changing rapidly into service industry-oriented structure (The more the country is developed,
the more it shows high proportion of service industry)
* Service industry rates 69.2% of the average OECD‘s GDP (2007) and 82% of the U.S. GDP(2006)
- The service market in Korea is also expanding due to the service economization and manufacturing
enterprises are rapidly progressing into service-oriented companies.

16. 1. It’s because service companies are increasing.
1990
2011
- 7 service companies among the top 100
- 58 service companies among the top
companies.
100 companies.
* Fortune(In terms of revenue)

17. 2. Manufacturing enterprises moves into
service-oriented companies.
IBM:
Disposed PC division, purchased consulting division.
GE :
Re-structured the business portfolio to service centric.
Financial, healthcare, NBC universal
SONY :
Service sales rate 28%(2008) game, film, financial
Apple :
Established a product(iPod, iPhone) • service(iTunes) integrated ecosystem
Vinci :
Airport, roads, parking space operation services which corresponds to
14% revenue, accounted 58% of the business profits.

18. Manufacturing enterprises moves into
service-oriented companies
Product
Product + Service

19. Are we fully understanding our customers?
Source : Closing the delivery gap, 2005, Bain & Company, Inc.

20. As society advances,
Levels of consumer needs are changing.
Consumption behaviors that are impossible to interpret in
terms of traditional economic, are emerging. Therefore new
ways to understand the consumer behaviors, such as
Self-Actualization Needs
behavioral economics, psychology, design research,
cognitive science etc are required.
Esteem Needs
higher-order needs
Social wants
Safety needs
lower-order needs
Physiological needs
understandable steps in terms of
* Maslow’s hierarchy of needs
traditional economics

21. What are the disciplines for Service R&D ?
Service Science
Service Engineering
Service Management
Service Marketing
Service Design
…

22. The new market of Design
Provider
New
Methodology
Experience design
Service design
Manufacturing
industryservice design
enterprise
public, service industryservice design enterprise
Traditional market demand
Public sector, service industry
traditional design enterprise
Traditional design enterprise
Existing
Methodology
existing market demand
Manufacturing industry
new market demand
Service industry,
public sector
Consumer

23. Traditional design methods and
New design methods
Traditional design methods
New design methods
Who
Experts, geniuses, artists
Various stakeholders
When
Since Bauhaus
Since year 2000
Where
Studio
Field
What
Touchpoint
Integrated ecosystem
How
Visualization, creativity, wit
Visualization, observation, participation,
cooperation
Why
Supplier sales growth
Improvement of customer
experience value

24. 1. Service industry is leading the world economy.
2. The value of service cannot be recognized unless it is
experienced.
In this background
‘Experience design’, ‘Service design’ is
becoming the world’s issue.

25. Then what is
Service Design?

26. What is service design?
Case of service design.
A new savings deposit service of Bank of America (BOA) developed by
IDEO. .Service development example which shows the features of service design
Keep the Change.
Automatically transfers the change to account
-> Creation of new market
The best idea was selected from various ideas.
Immediately applicable result was deducted.
[innovative results]
Attracted 2.5 million customers in less than one
year(2005),
totally lured 12 million new customers,
Gained 99% customer retention rate
Selected as 'Best service which gave socioeconomic
impact' 2006, Business Week.
Image source : http://reflectionsintheword.files.wordpress.com/2010/02/coin-tower.jpg

27. “What we need is the ‘washing’ not the machine.”
Image Source : http://www.schmoozemag.com/wp-content/uploads/2008/10/laundry-basket-web.jpg

28. Trends of Service
Design

29. Organized by Korea Hospital
Association ,2011
International Healthcare Congress,
November, 2011
Topic- ‘Innovate Hospitals
through new designs’
More than 2000 people attended.
Shared healthcare service design
applications etc

30. Established Korea Service Design Council. 2011.11
www.servicedesign.or.kr

31. Design influences
people’s thoughts and
behaviors.

32. What advantages can
we take from design
to solve public
problems?

33. How and what can
we do?

34. What should we do?
If we refer to the existing research and online surveys etc…
public sectors, yearning for design driven innovation.
‘environment design’,12.7 %
‘public administration service’ 5.9%,
‘services for seniors/elderly’ 5.4%,
‘education environment’ 4.9%
In-depth research for the study of design strategies 2020, Korea
Institute of Design Promotion, 2011
Research target : 205 design-related service personnel
www.servicedesign.or.kr | COPYRIGHT 2012 ALL RIGHTS RESERVED BY SERVICE DESIGN COUNCIL

35. What should we do?
Valuation basis selected by pilot project execution targets
Derive priority issues for pilot project challenges through establishment of valuation basis for public service innovation challenges
Valuation basis
Object
description
Relevance ,timeliness
Relevance of policy measure, sectors with possibilities of
becoming social issues
Sectors which are mainly organized by the Ministry of
Practice
Ease of practice
KnowledgeㆍEconomy in terms of decision-making and
practice. Sectors with less stakeholders
Possibility to expand demand
Sectors with possibility to expand existing market.
Economical
Possibility to create demand
Currently the market has not been formed, but the field has
effect
market
Reduction of social costs
Effect
Non-
Improving public awareness
great potential for the spread
Sectors with possibility to reduce social costs
Sectors which cause short-term improvements in high
awareness
economical
effect
KIDP, 2010
Improving design awareness
The effect of raising self-esteem and social responsibility of
design.

36. What should we do?
* source: Preparation material of public
service design challenge proposal.
Yoon Seong-Won(2010)
Subject of research (example)
Subject
Classification
Designs that protect lives
- Reduction of medical malpractice (target- large general hospitals)
- Improving healthcare services (local public health center etc)
- Personalized healthcare services
Designs that create happy students
- Improvement of education environment
- Teaching methodologies
- Designs that increase educational effects
Designs that create safe
neighborhood
- Environmental guidelines for crime prevention
- Designs that increase the effectiveness of police crackdown
Designs that create wonderful later
years
- Service design for preparing aging
- Take advantage of retired professionals
- Service design for elderly healthcare
Designs that create disability-free
society
- Universal design
- Designs for improved accessibility
- Designs to reduce cultural discrimination of persons with disabilities
Designs that create law-abiding
citizens
-Improved utilization through improvement of public
transportation service
- Improve environmental facilities such as bus stops
- Improve downtown parking problems

37. What should we do?
Subject of research (example)
subject
classification
Designs that make the best
administration services
- Design of civil affairs administration form
- Design of administration process
- Policy design which takes advantage of the Citizen’s Alliance
Designs that lead politically developed
country
- Ballot papers, election environment
- Service design for political communities
Designs that make sustainable future
- Eco-design
- Energy reducing residential environment
- Energy reducing industrial environment
- Energy reducing public environment
(Government, local government offices)
- Environment-friendly transportation design
- Waste utilizing design
- Climate change response design
Designs for the next generations
cultural environment
- Realistic media design
- New technology applied culture contents design
- Designs to promote entertainment and leisure activities
- Designs to help social adaptation of multicultural families
Common challenges
- Service design roadmap
- Design research methodology
- Tool kit, guideline, manual
- Building success
- Development of applicable service design role models

38. What should we do?
Case of design policies according to the level of consumer needs
Hierarchy of experience
value
Feels respected
emotional
Higher-order needs Aesthetic and자기실현욕구
satisfaction
(Psychological/ Satisfaction of social
Emotional value) interaction 자기존중욕구
Fun
사회적 욕구
Healthiness
Talent donation program
Collaboration of art-brand-design
Design of shared space and community
Application of Game theory, Fun design
New York Active Design Guideline
안전의 욕구
Lower-order needs
Usability, Handiness
(Physical value)
Universal Design, Inclusive Design
생리적 욕구
safety
KIDP, 2010
Cases of design policies
and programs
CPTED(Crime Prevention Through
Environment Design)

39. Service Design Applications (Examples)
Methodology
Target
Existing
design
methods
Service
design
classification
Applied target(example)
Envision the future
-Development of new future strategies,
O
O
-Proposing direction of R&D, Proposing commercialization strategies
O
O
-Information design, all kinds of forms
O
O
-Package design
O
O
-Advertising design
O
O
Product
-Equipment, furniture
O
O
Environment
-Environment design
O
O
-Indoor / outdoor architectural design
O
O
-Circulation design
O
O
-Service delivery system, use of IT, systematization
-
O
-Manufacture-service system, management system
-
O
Business process design
-
O
Organizational management process design
-
O
Innovation of existing services
-
O
Development of new services
-
O
Communication
System
Process
Service
KIDP, 2010

40. How and what can
we do?

41. design DIVE, an activity for base expansion of
service design

46. A method to understand the whole and arrange the customer use of service by time
From the Research Report on [Providing comfortable health care services to elderly in general
hospitals]

47. A method to visualize services– Storyboard
-From Research Report on [ Service design, helping seniors watch sports in year 2020]

50. In summary,

51. Change of economic
structure
Economization of Service
Change of human needs
Understanding of consumer
needs
Change of the design
industry
Service Design

52. Beyond aesthetics and functionality, the role of
design to change thoughts and behaviors by
identifying potential needs of customers and
suggesting solutions are being emphasized.
Service Design should be noted in order to
innovate manufacturing/service industry.
And also study and apply Service Design.

53. Service Design is a question of
what to change,
not how to design.

54. design@naver.com
www.usableweb.co.kr
Korea Institute of Design Promotion / Yoon Seong-Won