1. Suggesting Design Strategy for an Emerging Market for Working Mom
Dee Kim, Jaewon Song, Yoonhwa Lee,
Seungjin Chung & Prof. Euichul Jung

2. Contents
Step1. Intro
Step2. Research Method & User Research
Step3. Research Analysis
Step4. Design Strategy for Working mom
Step5. Conclusion

3. 1. Intro
1-1 New Bluesumer, Working mom
통계조사-통계정보시스템 (kosis.nos.go.kr)
elevated social status economically change in the
active meaning of family
increase in employed female workers
New Bluesumer, Working mom

4. 1. Intro
1-2 Research process
Literature research
Internet research
Future trend map
In-depth study
Technology map
AEIOU analysis Area
Identification Analysis Design strategy
Find a new market and develop a design strategy for working mom

5. 2. Research Method
2-1 Literature and Internet research
Literature research (books) Literature research (news) Internet research
child-care child-care child-care
- Working mom’s child-care
- books for expectant parents - limited time with children
tactics
and working moms with infants
- problems with child-care facility
- child-care facility, child-care
- guidance books for working
exchange, babysitter, and
moms with young children
neighborhood nurse
education
career time management
- weekend traveling with children
- content that encourage -extracurricular activity
working moms in managing - time management after work
-problem with teacher
career and household work
household work education husband and wife conflict
-sharing household work between -sharing household work
-how to play and communicate
husband and wife with children -loneliness
kybobooks hangyore, chosun, and lady kyunghwang www.workingmom.pe.kr
cafe.daum.net/workingmom922
child-care> career>household work child-care> time management>education child-care> education>
husband & wife conflict

6. 2. Research Method
2-1 Literature and Internet research
conflict with children
limited time with children
child-care facility
cultural event
extracurricular balancing career and role as a mom
activity
weekend travel Child-care
trouble with boss
problem with teacher time management
Education Career
sharing chore
preparing breakfast
loneliness
fight
Husband & Living budget
sexless wife conflict
household work
Among working mom’s needs, we chose child-care issues

7. 2. Research Method
2-2 In-depth interview and user research
Literature research
Internet research
Future trend map
In-depth study
Technology map
AEIOU analysis Area
Identification Analysis Design strategy
conduct in-depth interview with 4 working moms,
video observation
AEIOU analysis
discover specific needs of working mom

8. 2. Research Method
2-2 In-depth interview and user research
Survey preparation
before work
week work environment
-day
time after work activity interaction
object
week
-end
set up questions to investigate activities based on time
categorize questions by environment, interaction and object

9. 2. Research Method
2-2 In-depth interview and user research
Survey

10. 2. Research Method
2-2 In-depth interview and user research
Survey

11. 2. Research Method
2-2 In-depth interview and user research
Research subject
Research A Research B Research C Research D Research E
age 36 43 30~40 30~40 32
occupation lecturer professor company employee company employee company employee
5 year old & 17 year old & 3 year old daughter 6 year old son &
children 3 year old son
4 year old son 18 year old son 8 year old daughter
- interested in child
education
- resides in Seoul - resides in Seoul - resides in Seoul
- positive mindset
- commutes to - commutes to - commutes to
- grandmother - tries to have lots of
character Daejeon 3~4 times a Daechidong 5 times a Daechidong 5
mostly in charge of conversations with
-istics week week times a week
taking care of the children
- grandmother - grandmother - mother-in-law lives
children - no assistance from
lives near the place lives near the place nearby
grandmothers in
of residence of residence
child-care

12. 3. Research Analysis
3-1 User analysis using AEIOU
AEIOU
Research A
AEIOU
Research B
AEIOU
Research C
AEIOU
Research D
AEIOU
Research D

13. 3. Research Analysis
3-1 User analysis using AEIOU
① repetitive pattern
② lack of communication with children before work, after work and during weekends due to undone chore
③ limited number of objects used for interaction with children
④ high dependence on TV
activity environment object Interaction
before wake-up/ prep for breakfast bedroom
work wake-up children
w have a brief conversation with mom-child
children
e have a meal with family kitchen whole family
at lack of
e work
talk to children company cell phone mom-child communication
k
between mom
d and child
a talk to children company cell phone mom-child
y after arrive at home
have dinner kitchen whole family
work watch TV living room TV
play with children bedroom mom-child
goto bed

14. 3. Research Analysis
3-2 Future trend and Technology map
lack of communication between mom and child
Literature research
Internet research
Future trend map
In-depth study
Technology map
AEIOU analysis Area
Identification Analysis Design strategy

15. 3. Research Analysis
3-2 Future trend and Technology map
lack of communication between mom and child
near future social trend map technology road map
-cause-effect relation -feasibility
-market potential -applicability
- Draw an appropriate market to focus on
- Calculate potential of that market

16. 3. Research Analysis
3-2 Future trend and Technology map
1990 2000 2005 2010 2020
-Internet boom
Cyber -U-Phone
-Advancement in Mind Spa U-Home
Apartment -U-Service
digital technology
Video Work at KT
U Learning
conferencing home U Work
Communication Mobile
System Office
Spread of
computer
Digital Boost in -UCC Boom
Home Network
Generation Online Market -Digilog
Working
Mom
Increased use of living Focus on Improving
Introduction of Work at Home
space & Development communication systems
Mobile Office Model of Home Network tech. within living spaces

17. 4. Design Strategy for Working Mom Market
4-1 User research re-analysis for developing strategy
improve communication between mom & child within living spaces
Literature research
Internet research
Future trend map
In-depth study
Technology map
AEIOU analysis Area
Identification Analysis Design strategy

18. 4. Design Strategy for Working Mom Market
4-1 User research re-analysis for developing strategy
improve communication between mom & child within living spaces
Re-analysis of in-depth interview
86 Customer Statements
relation to living spaces
Reduce to 28 Customer Statements
Identifying Customer Needs
Customer Statement→Interpreted Need
grouping

19. 4. Design Strategy for Working Mom Market
4-1 User research re-analysis for developing strategy
customer statement Interpreted need
- At work, I check how children are doing - a new system that can efficiently manage
by cell phone. children’s schedule
- I read my book before bed, and children - a new space where mom and children
also listen to music or do other things at can be together while working on their
their room. own project ex) working room
- During bedtime, the child wants to sleep -an environment which makes it easier for
with me, but I try to go to bed early for to children goto bed independently while
next day’s schedule. not feeling detached from the mother
- During the weekend, I still have to work - a network system that transfers files
for 4~5 hours. from company to home
- After having a meal, children mostly stay - a device showing what children are doing
in their room with their mp3 or watch TV. in the house
- objects that can improve the physical and
- Before going home from work, I stop by emotional condition of working mom ex)
the market to do grocery shopping and assisting grocery shopping or providing
buy materials for children. content to get rid of stress
…
…

20. 4. Design Strategy for Working Mom Market
Interpreted need
* Working mom can use cell phone to communicate with
children while she is away from them.
** Cellphone apps which can add more fun features to
communication
** Objects that can improve the physical and emotional
** Other portable devices and programs that can support
condition of working mom
communication between mom and children
* A device or system that can assist in house chore
** Content provider to help moms get rid of stress
* Environment that can help kids goto bed easily
*** Focus on the after work time when there is more room
* A device or system that can help kids get ready for than morning time / Network technology that can create
school by themselves indirect communication between mom and children or help
** A network system connecting mom in the kitchen and the mom check children in a limited space
children in other spaces in home
** Time management service
* A ‘Work at Home system’ that moms can efficiently
finish company work ex) file transfer system
** A working space in the living room and kitchen where ** Timer that can teach children to use TV or computer for
mom can work and interact with the children at the same appropriate amount of time when mom is not present.
time
** Interior structure that is designed to increase ** A TV that can be function as a background when there is a
communication between mom and children ex) children need for communication between family members.
have to walk through parents’ room to get to their room

21. 4. Design Strategy for Working Mom Market
Interpreted need
A network system or device that can
support communication while mom is
away from children
A device or system that reduce stress
Interior change or network system and fatigue of working mom
to manage morning time more
efficiently
A living space that mom and children
can work separately but interact A TV system which doesn’t
any need emerges interrupt communication

22. 4. Design Strategy for Working Mom Market
Interpreted need
Additional User Interview Stakeholder Interview
Interaction facilitated by
Many time management systems and
network devices are not qualified
tools already exist
for productive bonding between
mom and children

23. 4. Design Strategy for Working Mom Market
Interpreted need
A living space that mom and children can work
separately but interact with each other
ex> working room, pouch bedroom

24. 5. Conclusion
Goal Guide to suggesting Design strategy for Working mom market
-Process-driven design research
Purpose -Scientific Analysis
-Applicable to different situations
- The main focus is set as ‘A living space that mom and children can work
separately but interact when need emerges’
Future
possibilities - When the trend or technology map changes, other directions can be re-
interpreted for establishing different design strategies

25. References
- Seoul Economics: Boost in services and products for Working mom,
2007. 6
- Peter Erath (Kyung-yun Kim), Child raising for working mom,
Womennews, 1997
- Mckinsey Seoul Office, WomenKorea Report, Maeil economics, 2001