현대 디자인의 서비스화 경향과 디자이너의 역할 확대에 관한 연구

Abstract

(Background and Purpose)Modern societies are in an era that stands on a service, knowledge-based economy, especially so in developed countries. This socio-economic change from the industrial age has influenced design practices and the designer’s role. Modern designers are not limited to the creation of the physical aspects of design. The role extends to planning and influencing consumer behaviors and interactions so that companies can offer the service of self-design programs as a product itself. Thus, the distinction between designer and consumer is gradually becoming vague. Therefore, this study examined the contemporary paradigm of “servicizing” in design and the expanded range of the designer’s role in this new era. (Methods)This research relied on document and literature study, and performed qualitative analyses to present case studies. Detailed analysis structures and radar chart diagrams are provided to ensure that qualitative analyses of design cases can be conducted objectively. (Results)The core concept for servicizing in design is “consumption of a design as an experience of a service process.” The two principal directions for this trend are “adding service process to an existing product” and “adding tangible touch points to an existing intangible service.” Transformations into the service and knowledge-based economy in developed countries are the socio-economic background of this design phenomenon. Meanwhile, the “immaterialization” of art, deconstruction of boundaries between different art forms, and advent of service design, all of which started after the post-modern era, are cultural backgrounds. This study also identified the distinctive features of servicized design, which differ from the characteristics of existing designs. They were classified into three categories: features of design itself, features related to design, and features associated with users. Based on these analyses on the distinctive attributes of servicized design, five new roles of the designer were designated: inter-disciplinary facilitator, behavioral designer, creator of time-space art form, process manager, and communication producer. This research also provided detailed analyses and descriptions of four servicized design cases: LEGO IDEA, UI of OCAD University in Canada, Ambient Experience of Philips Healthcare, and Air Lounge of HyundaiCard. (Conclusions)This research addressed the necessity for cultivating inter-disciplinary understanding of designers in the era of the servicized design paradigm. It especially emphasized knowledge on consumer psychology and competence as a generalist to lead inter-disciplinary design.