Quick translation in English of 2013 trend issue Jong H. Ko(Founder & DT Manager of DesignConvivial) worked at THE DNA, Seoul Korea UX based Service Design company in Seoul Korea with more than 12 years of experience... with designers perspective. You can get more info at http://www.designconvivial.com/

1. Social trend issue
THE DNA
year 2013
Eco-system trend issue
13model trend issue
Biz
Trend insight

2. Process generating 13 trend issues
Social
Eco-system
50 100 3 13
Biz-model
Research Generating Filtering Issuing
• Major social phenomenon • Generating 2013 issues • Filtering based on • Define 13 trend issues
in 2012 from extended 2012 major 3 categories, which of 2013 based on
• Social foresee material issues through designer generated various issues 3 categories
(research) in 2013 perspective of The DNA

3. Where we are focussing at
Social
Social trend 5
1. Let’s get physically social 7
2. Our share is stronger as we know each other 1 9
3. Cultural connection for real
4. Do you really need more than Googling?
10 3
Eco-system trend
5. Recurrence of the principle
6. Curate ahead of user experience 12
7. Beyond responsibility to creativity
8. Iteration for our daily innovation
9. Let’s talk in visual Physical On-line
8
Biz model trend 11
10. Queered hybrid innovation
11. Internet for things
12. Lay your hands on 2
13. Deal with surplus
13
6
4
Individual

4. Social trend (4 issues)
Eco-system trend (5 issues)
Biz model trend (4 issues)
The DNA is UX based service design consulting company,
which has over 12 years of field experiences and
organized by design thinker group. Also designing
universal practitioner perspective based on wide ratio of
experience such as academic and mutual exchange with
international collaborators.
Trend of 2013 was defined and analyzed from the trend of
2012 through THE DNA's perspective. 3 categories of
major issues: Social, Eco-system and Biz model are
affinities based on 13 trend issues. Each issue has
connected to explanation about social phenomenon and
opinions of THE DNA perspective.
Theses 13 trend issues are totally focused on THE DNA’s
perspective and attitude as a design thinking group.

5. Socialphysically social
1. Let’s get
trend
2. Our share is stronger as we know each other
3. Cultural connection for real
4. Do you really need more than Googling?
Eco-system trend
5. Recurrence of the principle
6. Curate ahead of user experience
7. Beyond responsibility to creativity
8. Iteration for our daily innovation
9. Let’s talk in visual
Biz modelinnovation
10. Queered hybrid
trend
11. Internet for things
12. Lay your hands on
13. Deal with surplus

6. Socialphysically social
1. Let’s get
trend
2. Our share is stronger as we know each other
3. Cultural connection for real
4. Do you really need more than Googling?

7. Let’s get
physically
social 1
Reference: 서울시 디자인이 서울을 위해 무엇을 할수있을까 페이스북 페이지

8. Let’s get physically social
Social design with SNS THE DNA perspective
The positive social synergy was created ‘‘Seoul attraction’ is SNS based tour
and combined with social network and platform which operated by Seoul City.
the human needs for quality life. This service is called ‘attraction spot’, it
provides shared personal tour
Expending the social experience from information with their own stories.
simple experience such as sharing the
reviews on existing products or services This will improve the connection for local
to corporate’s social activities, design for business from crossed platforms. THE
government’s public policy. DNA is focusing on creating the new
services through the convergence of
These movements are based on various social and digital media. .
media and platforms to provide
sustainable experience.
'Velib', public bicycle transportation
service of Paris, is the example of
reducing traffic jam in the city. This
service has been influenced with human
needs and SNS.
‘What can be done to help Design
Seoul?’ is the service for idea sharing to
make a better Seoul city. Social wields Reference
strong influence to our life as an
•Paris ‘Velib’ Public bicycle/ Instagram
expended concept. •Social Design/ Ideo.org
•Seoul city/ Facebook page

9. 2
Our share is
stronger as we
know each other
Reference: 카카오톡 소셜 개임

10. Our share(bond) is stronger
as we know each other
Closed group THE DNA perspective
Closed group in SNS is not negative | RCS service design
reaction of SNS or anti-social notion. It is New service model platform for mobile
the new way of evolution to improve the telecommunication based on
information value in the sea of communication behavior. Share related
information. information in closed group for value
creation. Co-create with stakeholders to
‘Ani Pang’, one of the hottest game in secure the service opportunity elements
trend is a closed-group game service to create the common value.
allow uses to play with their Kakaotalk
(multi-platform texting app) friends.
Closed group use case are created from
the needs of making own contents with
friends and lovers to share. ‘Kakao
story’, ‘Band’, ‘Between’…etc. these
kinds of services are shape shifting from
wide range of social platform into face to
face relations. It also improves the value
of information which shared or made by
users.
Reference
• ‘Kakaotalk’ game
• Naver ‘Band’
• Path by Desk.com

11. Cultural
connection
for real 3
Reference: 두레를 통해 6억 이상 펀딩 제작한 영화 ‘26년’

12. Cultural connection for real
Cultural connection THE DNA perspective
What are the mediums that connect | Public Service Design
people? In this year, people are
Public service design is to provide locally
connected to each other through the
optimized services which based on the
culture. People feeling sympathy through
understanding of citizens and residents.
the culture and make groups based on
It aims for sustainably secured and
that. Even the contents of sharing and
improved the culture of residents’ life
donation can be a culture to connect
quality. Identify and fully understand the
each other.
cultural characteristics of the community
members before design.
Understanding non mainstream such as
fringe groups, Rock festival, Indie bands
festivals etc., to turns on the wide ratio | MICE Experience design
acceptance of culture. It also secures
diversity the culture over the concept of Specialized service design of tourism
mainstream and fringe. sector for Meeting, Incentives,
Convention and Exhibition is needed.
Story stores like ‘cleaned out your Identify the characteristics (expectation
closets’ project is a motivated donation and opportunities)of the MICE sector’s
event activated through stories that members. Design and expend the
provides sharing and fun experience. For experience out from the limits for a wide
the movie ’26 years’, it has earned 6 range of new tour experience.
hundred million Korean won by using
social funding and successfully delivered
Reference
the strong social messages.
• Story store
• Movie ’26 Years’ funded by ‘Doore’
People in this kind of culture • Social funding ‘Fundu’
relationships which connected through
social activities are prompting the results
and influences.

13. 4
Do you really need
more than
Googling?
Reference: We feel fine; human emotion weblog search tool

14. Do you really need
more than googling?
Social contextual search THE DNA perspective
Web search has become a big part of our | Expedition Service Web Platform
daily life. Context verification of results is
Expedition service is one of the
very important when searches with
characteristic services in THE DNA.
keywords. The results will also show the
After the organization, we steadily
irony, abbreviation words…etc., for easy
progress to secure infrastructure, spread
understanding of the context.
services and build up the web service
platform. Social relationships with
Search personalization is an important
stakeholders including scientists are
factor to ensure the value of search
participated in free group discussion.
results. Graph Search of Facebook is the
Theme of the discussion was approved
key issue as social search. Other SNS-
through the search and analyzes of all
based services such as Path are also
members interests. The participants will
starting to provide search services which
also be assigned which based on
based on users’ own contacts.
personal information. These processes
will be expending the relationships
Many standard, atypical data are utilized
between stakeholders..
in various forms can be provided through
the business analysis process. Select and
Analyze users through the information
platform by various ways, the evaluation
of big data will be performed together
through these processes.
Reference
“To select necessary information in big data era, it
is necessary to consider variables based in social • We feel fine
relations, not just rely on simple analysis.” human emotion weblog search
– Steven Rosenbaum • Facebook social search
• Tweeter advance setting
• Path search

15. Eco-system trend
5. Recurrence of the principle
6. Curate ahead of user experience
7. Beyond responsibility to creativity
8. Iteration for our daily innovation
9. Let’s talk in visual

16. 5
Recurrence
of the
principle
Reference: Michael J. Sandel, Justice

17. Recurrence of the principle
Return of the “WHY” THE DNA perspective
People are starting to ask why! The needs | Thinking Playground
for the 'root' have been expressed in
various fields, that's something people ‘Think playground’ is a regular events for
used to feel unimportant in this fast sharing ideas in THE DNA. Various
growing social structure. expertise and DNA designers gathered in
one place and share ideas, opinions and
Some obviously important themes such propose the solutions. Through this
as ‘What is the justice’, ‘About Death’… activity, we can create new ideas to link
etc. have been selected spontaneously as with different thinking and designers
criterion of personal or social decision. perspectives.
Emerged from the short-sighted
approach, the new approach of politicians
is not to chose because selection is
needed but think about the fundamental
reason for selection. There are many
method to share the thoughts and
fundamental concerns within15 minutes
such as TED X.
“Design Thinking” not only use for design
but also in various fields such as
economy and education. By asking the Reference
question 'Why?' for the start, then to
• Shelly Kagan, Death
think, share and find the results and • 세상을 바꾸는 시간 15분 강연
solutions together. • Michael J. Sandel, Justice
• Faud Luke, Design Thinking
• 안철수, 안철수의 생각

18. 6
Curate
• 2013 Trend Key by dna
service design lab.
ahead of
user experience
Reference: KLM Surprises campaign webpage

19. Curate ahead of
user experience
Social curation & Storytelling THE DNA perspective
The everyday overflowed information and | Brand experience
data had become the reason for the Brand design, as the service touchpoint
degradation of usability. is taking the lead of visual experiences
such as logo, naming, service grouping
In such environment, users need the and construct I.A which are made based
standard or guideline to make the on brand story.
purchase decisions. The curation that
provides experience with stories is By analyze target user's brand
leading the pre-during-after user experience and company's brand
experiences. expectation for balanced design.
Pinterest is the case for personal image- | Spatial Service Design
based story telling curation of information
sharing and value extension.‘Eureka farm’ Story of spaces; elements such as the
is another successes case which provide experience of the user can be induced
the leading user experience by showing by natural circulation and environment
the production environment of milk. configuration in the space. The space
itself allow centered-elements such as
KML Surprise(Royal Dutch Airlines) context, interaction (communication) and
researches customers’ preference through technology for user experience.
SNS and conducted an on/offline
campaign that gives out presents to the
passengers who waiting to board. 40 Reference
participated passengers, wildly spreads to
• Eureka, Eureka farm
hundred million people by twitter. • KLM, KLM Surprise
• Nike, Nike Plus
• Pinterset, Pinterest
The curation provides service experiences
through SNS and it leads users to the
unexpected satisfactory experience.

20. 7
Beyond
responsibility
to creativity
Reference: Michael Porter, Harvard Business Review

21. Beyond responsibility
to creativity
CSV & CSR THE DNA perspective
Creating Shared Value | Haatz B to C channel design
& Corporate Social Responsibility;
Haatz had changed their business
channel from B2B to B2C. The business
Business strategy guru Michael Porter
structure have been converted from
accentuated the combined growth of
product-centered to service-centered.
society and company through community
and shred value over Corporate Social From production & consumption to the
Responsibility. This concept is 'Creating new service experience structure of
Shared Value' that utilizes creation of management & user experience, to
common win-win value for both company create a new form of relationships with
and community, also improves the users.
competitiveness of company investment Service infrastructure and eco-friendly
strategy. CSV are designed through expend
service experience such as product
Nestle Nespresso made 30% growth of maintenance and quality control.
technological prowess every year through
the funding for NOGA education. CVS
applied not just as a simple charitable work
but as a company success strategy. In
addition, the companies like GE have
changed their business structures to eco-
friendly structure. That brings the positive
affects to other related companies and the
Reference
whole market system (eco system).
• Michael Porter, Harvard Business Review
• GE, Ecoimagination
CSV continue sharing long-term • Nestle, Creating Shared Value Prize
perspective away from the existing frame,
creating a new value of shareable eco
system.

22. 8
Iteration for
our daily
innovation
Reference: Eric Ries, The LEAN Startup

23. Iteration for
our daily innovation
Iterative developing process THE DNA perspective
LEAN Startup & Design Thinking
Fast fashion responses immediately to | Startup & Design Thinking
customer needs through quick rotation The integration of design and business
and timely concept of rapid customer thinking creates a unique support
data analysis. It provides fair price and program for entrepreneurs. The Program
shopping environment that enables the focuses on effective usage of fast proto-
customers to consume in every season. typing which based on designer’s
perspective and capability. Generates an
For mobile market, infrastructure-based innovative business model for idea
low budget start-ups in application development through multiple evaluation
development market have meet the process.
needs of minimal cost application
development, it also allowed user to
evaluated directly. | Service Design process
THE DNA applies iterative process in all
The public utilizes broadcast procedures which based on service
infrastructure such as podcasting is to design process for rapid verification and
create and share information. It also improvements in results.
initiates one person media era with
timeless production, information and
issue sharing.
Design Thinking, as the guide for fast
verification and low budget Reference
development's iterative process, it
• Eric Ries, The Lean Startup
ensured the diversity of the market and • Seoul City founding idea competition
the freedom from the economies scale. • Empathy, Design thinking process
• Fast fashion
• Android app store
• Apple app store
• Wiley, Podcast for Dummies

24. 9
Let’s
talk in
Visual
Reference: Statista, Rise of Pinterest

25. Let’s talk in visual
Universal communication code THE DNA perspective
Find universal code; The Key value for | GUI Development
successful Korean celebrities including
Proceed information visualization
Psy is “visual”. The Youtube video of
projects for various media such as
Psy’s “Gangnam Style” so popular
vehicles and mobile…etc.
among the international viewers that
despite the language barrier. The leading
Differentiated the designs to improve the
communication method to the famous is
user experience according to contextual
not the lyrics but the visual language that
and technical characteristic of each
passed through the video. The Image-
media.
focused search service provide by
Cooliris is one of the major image search
engine. In addition, elements such as analysis of
holistic user experience and post effects
Image sharing services such as Pinterest
of usage are considered during design
practice real-time sharing service through
procedure. The Integration of UX thinking
SNS infrastructure without professional
and service design had applied to the
assessment. The primary judgment of
process.
each user works as the most important
evaluation factor and create universal
value in result.
Big data sector also requires data
visualization. Defined structure to
understand and manage large personal Reference
data as well. Personal social data • Visify, Personal SNS data visualizer
• Alchemy50, 1 Sec Everyday
visualization service such as Visify is used • Cooliris inc, Cooliris app
in the current market. • YouTube, Gangnam Style
• Statista, Rise of Pinterest
“World is making value together
spontaneously in visual.”

26. Biz modelinnovation
10. Queered hybrid
trend
11. Internet for things
12. Lay your hands on
13. Deal with surplus

27. 10
Queered
hybrid
innovation
Reference: Grill5 & Adidas 타코식당 마케팅

28. Queered hybrid innovation
Unfamiliar collaboration THE DNA perspective
Finding a new thing has become more | Create experience consumption
difficult in diversity era. Therefore service model
collaboration with other domains are the User experience is intangible but it can
new ways of production. Collaboration be commercialize as a consumption
between business and academic domains product, THE DNA self-developed
are often to implemented the strength and Expedition service project will be the best
make up for the weakness. example as direct/indirect
commercialized service.
The combination of unfamiliar or strange
domains could be attractive. The | Physical SNS
collaboration between the British cultish
fashion brand 'Kangol' and mobile phone Analyze the advantage/disadvantage of
brand 'Aerial7' had created a headwear on-line SNS, leading into physical space
that allows user to listen to the music to provide either on/off-line advantages
without earphones. to users. Constructing the cloud based
physical SNS for next generation through
Publishers are also creating new telecommunication between digital
business model such as ‘Book café’. Like signage and mobile.
the case of Adidas and Grill5, the
collaboration of different domains
sometimes can create stronger effect than
one plus one.
Reference
Service design has been leading and
• 문학동네 publishing, café 꼼마(Book café)
integrate thinking to create the common • Kangol & Arial7, headphone imbedded head wear
value in design field, also expending into • Grill5 & Adidas, taco grill marketing
design consulting field such as public • Louis Vuitton & Murakami Takashi
design and business design now.

29. 11
Internet
for
things
Reference: THE DNA 자체 next generation digital signage service model

30. Internet for things
Everything is connected THE DNA perspective
as one sequence of service
From livingroom to car, the simple | Converged home service
uncomplicated logic based sensor
By the internet based connections
technology has already been used in
between in-house devices of the
wide ranges of our daily lives.
communication company, that leads
client to develop the next generation
The sensor technology is not only
product. At the same time, proposed the
applies to the smart electronic devices
'TV centered converged home service'
but also like furniture…etc. All the
improvement solutions.
products can recognized and
communicated to each other for the
converged network services. | Next generation digital signage
For example, the health care channels Look at the digital signage from the
like ‘BSE bra’ checks users’ physical Smart Social Object perspective. Though
conditions in real time, and ‘Nike Fuel market analysis and user-observation of
band’ checks users’ momentum and the existing products, develop the next
provides health maintenance advices. generation digital signage service model
which can satisfied various stakeholders
Also like Nokia's ‘smart tattoo’ including service provider.
technology, by the vibration on the skin
to alert the incoming calls. From the The government is supporting THE DNA
major company's movements, we can for next generation digital signage
tell that wearable or embodiment service model development project.
technology is rapidly evolves in related Reference
business domain.
• LG Converged Home Service
• First warning system, BSE bra
Digital signage, the infrastructure of city • Nike, Fuel band
is also core element of smart thing which • Google, Google glass
• THE DNA, Digital signage service
is now focused not just on advertising
but also as a communication media.

31. 12
Lay
your
hands on
Reference: TED X in a box, Toolkit

32. Lay your hands on
Toolkit for your own experience THE DNA perspective
Customer needs experience; curious of | Expedition Toolkit
unknown outer space, reality show of
Through the development of THE DNA's
surviving in the wild or non artificial
own Expedition service toolkit, it's easy
environment such as camping in the wild
to create local service and practically
are showing the needs of personally
use as educational contents.
experience expedition.
By the use of the contents such as Virgin | Startup Toolkit
Galactic space tourists experience, James The startup support education project,
Cameron and National Geography's Deep ‘Startup Toolkit’ is developing for
sea challenge (education, movie) convergence of business planning and
experiences from the users, sure are design thinking. After developing the
making direct/indirect consumption. Startup toolkit, it will be distributed not
only in educational areas but also in
Moreover, the needs for new experiences business areas to secure a wide range of
arise not only in natural exploration but applications.
also in various areas. Therefore, the
‘Experience toolkit’ will be able to guide
and help the users to experience by
themselves.
By providing 'Experience toolkit' in
various areas not only can extend the Reference
knowledge of corresponding fields, but
• 정글의 법칙, reality show
also share the experiences in various • Out door activities
fields. • Curiosity, Mars rover
• James Cameron, Deep sea challenge
• TEDx in a box, Tool kit

33. 13
Deal
with
surplus
Reference: 서울시 디자인이 서울을 위해 무엇을 할수있을까 페이스북 페이지
카카오, 카카오톡 모바일 서비스

34. Deal with surplus
Market opportunity on surpluses THE DNA perspective
; Contents & Communication
Deal with surplus; most of people | RCS Service Design
watching web comics or playing mobile
Contents & Communication; Design from
games while they are on the subway.
the perspective of the content for
People are using smart phone contents
Communication company's RCS service.
for surplus time even they have chance to
take a rest. Through various converged approaches
such as Gamification for effectively
Easy and simple contents are fulfilling the improvements of user experience.
needs of people who are using mobile
contents during surplus time. By the combination of appropriated
technologies to create the values for
In the past, communication services such both communication companies and
as phone call, text message and mobile users.
messenger was in charged of surplus The attainment of project´s goal is to
time, but in these days, users are more create the sustainable co-operative
preferred the communication based relationship to satisfy every values.
social games.
This kind of "contents for communication"
had gradually became a major market
opportunities.
Reference
• NAVER web comics, 역전! 야매요리
• NAVER web comics, 마음의 소리
• KAKAO game, Anipang
• KAKAO, Kakao talk

35. Social trend issue
Thank you.
Eco-system trend issue DNA on
You can know more THE
www.thedna.co.kr
Biz model trend issue