서비스디자인을 위한 다시점 비디오 관찰법

Background As the center of industry moves production to the provision of services, various measures to provide high quality services are proposed. One recent trend would be to emphasize the importance of service design as one such measure. Efforts are being made to provide innovative and creative services in various service sectors by applying the design process in the course of service development. However, compared to such efforts, methodologies optimized for service design are insufficient, and such circumstances should be overcome. While the methodologies utilized in existing designs are applied equally, applications compatible with the nature of services still failed. Method This study aims to propose measures to apply the video observation method, which has been frequently utilized in existing product designs to analyze consumers’ needs, to apply properly to the service design. To propose a concrete conceptual and analytical framework for this the methodology, differences between the viewpoint s of the existing product design and the service design are analyzed initially. . To clarify our definition on the viewpoint, the concept of the viewpoint used in stories and movies is employed and applied. Further, for an analysis of the video observation data adequate to the service design, an analysis of factors used in the existing observation method are reclassified for the service’s characteristics. Results With the results of the study, the definition of the concept of video observation method of multiple viewpoints adequate to the service design is defined. In the existing product design, a analysis is conducted with the viewpoint generally from the designer’s and the end-user’s perspective. However, in this study, the supplier’s viewpoint is added for the service’s characteristics, and this viewpoint is defined according to the Subjective viewpoint and the objective viewpoint again. The analytical factors are defined as customer, provider, activities, interaction, time, physical evidence and social context according to the service’s characteristics. Conclusion Through the viewpoint and the analytical factors of the proposed video observation method, various situations occurring in a service will be enabled for the understanding from a variety of viewpoints. Further, by analyzing the understood data adequately to the service’s characteristics, a high quality service would be planned with the application of analyzed data to the service design. Case studies should be added for the actualization and the qualification of this study in the future.