[논문]Adopting Design Thinking for Website Innovation: Case Studies of Korean Award Winners

Kim, Yu-Jin

doi:10.14695/kjsos.2020.23.1.57

Adopting Design Thinking for Website Innovation: Case Studies of Korean Award Winners 원문보기

감성과학 = Science of emotion & sensibility, v.23 no.1, 2020년, pp.57 - 68

Kim, Yu-Jin (Department of Visual Studies, Kongju National University)

Abstract ▼ AI-Helper

This research investigates how digital design agencies and client companies incorporate design thinking-a human-centered approach to solving difficult problems-into their website development processes. Based on a literature review on the design-thinking-driven web development process, multiple case studies of award-winning website projects were performed by in-depth interviews with key practitioners. Through analyses of these cases, their user-centered approaches for website innovation were identified according to the following four phases: web planning (discovery and defining phases) and web design and development (development and delivery phases). Moreover, distinct approaches of design thinking practices were identified according to two website types: a brand promotion website with a killer brand storytelling approach; and a service channel website with a strategic UI/UX-driven approach. Next, the key success drivers of these website projects were suggested in light of the typical themes of design thinking (i.e., human centeredness, research based, context awareness, and collaboration). Some practical limitations were also found in adopting the design-thinking-driven web development process, such as limited research methods and tools, and insufficient prototyping and experimentation. Along with these limitations, it was also discovered that current digital design agencies still face the following challenges in adopting the design-thinking-driven web development process: building a long-term, playful partnership with clients; leveraging decision-makers' design thinking awareness; and coping with limited resources (design thinking practitioners, budgets, and schedules).

주제어

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문제 정의

Finally, this study identified how digital design agencies and client companies incorporated design thinking into their website development processes by investigating the leading Korean web projects. Some extended research could improve the practical application of the research results by including more domestic or even international web projects.
For example, a domestic firm leading brand experience marketing and design, Plus X has created compelling brand touchpoints across diverse digital media through its human-centered and research-based development process²⁾. However, many of digital marketing agencies are still struggling with the application of these practices; therefore, the present study aims to investigate the strategic deployment of design thinking to the web development process. To reach this aim, based on the theoretical framework of a design-thinking-driven web development process, case studies of four award- winning website projects were performed.

제안 방법

” In order to establish the global communication content strategy, the agency conducted user interviews with American customers by collaborating with local staff in the client’s New York office for a better understanding of local users. Based on the meaningful insights from the user research, the project team created compelling user-centered brand communication contents (i.e., texts, graphics, photos, and videos), solely for the global website, and then modified and refined them iteratively. In particular, to avoid American consumers leaving their landing page, Amorepacific designed full-screen background movies and short messages that represent its core values such as R&D innovation and heritage ingredients (see the top image of Fig.
In the discovery stage, the project team discovered users’ pain points through a wide range of UI/UX studies including heuristic evaluations, stakeholder interviews, usability testing, and user gang surveys.
Next, the project team translated these strategies into systematic web style guides, focusing on the following aspects: a design language for better information visualization, interactive chatbots, and more personalized contents and services (see Fig. 4).
The results of the case studies were drawn from published and unpublished information, as well as in-depth interviews with key practitioners such as agency-side planners or designers and client-side project managers. They were asked about the purpose of their website projects, the website development processes, the results of the projects, and other issues.
Due to over 100 menus and 1000 products of SK Telecom, this project took more than two years (one year for establishing UI/UX strategies and one year for developing the website). Through the discovery stage, its project team conducted a variety of research, including user research, channel requirement analysis, competitive analysis, and royalty loop analysis. From the research insights, they found crucial issues to be solved, such as inconsistent information structure, lack of compelling brand/product contents, and inconvenient purchasing processes on each website and across websites.

이론/모형

Given the growing roles of problem-solvers (i.e., design thinkers) for web planners or designers and the emphasis on the iterative web development process for innovative web marketing, this research adopts the Double Diamond model into the general web development process, which goes through an iterative cycle of web planning and web design/development steps (Kim, 2017). Fig.

성능/효과

Through the discovery stage, its project team conducted a variety of research, including user research, channel requirement analysis, competitive analysis, and royalty loop analysis. From the research insights, they found crucial issues to be solved, such as inconsistent information structure, lack of compelling brand/product contents, and inconvenient purchasing processes on each website and across websites. In fact, its customers had serious problems with the inconsistent service experiences across the diverse service websites.

후속연구

Some extended research could improve the practical application of the research results by including more domestic or even international web projects. It is hoped that this research will provide digital agencies and clients with hands-on and practical knowledge in integrating design thinking practices into the process of developing compelling websites.

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