Social trend issueEco-system trend issueBiz model trend issue

THE DNAyear 201313 Trend insight

3 13Social Eco-system Biz-model

Process generating 13 trend issues

50 100Research• Major social phenomenon in 2012• Social foresee material (research) in 2013

Generating• Generating 2013 issues from extended 2012 major issues through designer perspective of The DNA

Issuing• Define 13 trend issues of 2013 based on 3 categories

Filtering• Filtering based on 3 categories, which generated various issues

Social trend 1. Let’s get physically social2. Our share is stronger as we know each other3. Cultural connection for real4. Do you really need more than Googling?

Eco-system trend 5. Recurrence of the principle6. Curate ahead of user experience7. Beyond responsibility to creativity8. Iteration for our daily innovation9. Let’s talk in visual

Biz model trend 10. Queered hybrid innovation11. Internet for things12. Lay your hands on13. Deal with surplus

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Physical On-line

Individual

Social

Where we are focussing at

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.

Social trend 1. Let’s get physically social2. Our share is stronger as we know each other3. Cultural connection for real4. Do you really need more than Googling?

Eco-system trend 5. Recurrence of the principle6. Curate ahead of user experience7. Beyond responsibility to creativity8. Iteration for our daily innovation9. Let’s talk in visual

Biz model trend 10. Queered hybrid innovation11. Internet for things12. Lay your hands on13. Deal with surplus

Social trend 1. Let’s get physically social2. Our share is stronger as we know each other3. Cultural connection for real4. Do you really need more than Googling?

Let’s get physically social

Reference: 서울시 디자인이 서울을 위해 무엇을 할수있을까 페이스북 페이지

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Let’s get physically social

Social design with SNS THE DNA perspective

Reference•Paris ‘Velib’ Public bicycle/ Instagram•Social Design/ Ideo.org•Seoul city/ Facebook page

The positive social synergy was created and combined with social network and the human needs for quality life.

Expending the social experience from simple experience such as sharing the reviews on existing products or services to corporate’s social activities, design for government’s public policy. These movements are based on various 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 strong influence to our life as an expended concept.

‘‘Seoul attraction’ is SNS based tour platform which operated by Seoul City. This service is called ‘attraction spot’, it provides shared personal tour information with their own stories.

This will improve the connection for local business from crossed platforms. THE DNA is focusing on creating the new services through the convergence of social and digital media. .

Our share isstronger as weknow each other

Reference: 카카오톡 소셜 개임

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Our share(bond) is stronger as we know each other

Reference

Closed group THE DNA perspective

| RCS service designNew service model platform for mobile telecommunication based on communication behavior. Share related information in closed group for value creation. Co-create with stakeholders to secure the service opportunity elements to create the common value.

Closed group in SNS is not negative reaction of SNS or anti-social notion. It is the new way of evolution to improve the information value in the sea of information.

‘Ani Pang’, one of the hottest game in trend is a closed-group game service 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.

• ‘Kakaotalk’ game• Naver ‘Band’• Path by Desk.com

Cultural connectionfor real

Reference: 두레를 통해 6억 이상 펀딩 제작한 영화 ‘26년’

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Cultural connection for real

Cultural connection

Reference

THE DNA perspective

What are the mediums that connect people? In this year, people are connected to each other through the culture. People feeling sympathy through the culture and make groups based on that. Even the contents of sharing and donation can be a culture to connect each other.

Understanding non mainstream such as fringe groups, Rock festival, Indie bands festivals etc., to turns on the wide ratio acceptance of culture. It also secures diversity the culture over the concept of mainstream and fringe.

Story stores like ‘cleaned out your closets’ project is a motivated donation event activated through stories that provides sharing and fun experience. For the movie ’26 years’, it has earned 6 hundred million Korean won by using social funding and successfully delivered the strong social messages.

People in this kind of culture relationships which connected through social activities are prompting the results and influences.

• Story store• Movie ’26 Years’ funded by ‘Doore’• Social funding ‘Fundu’

| Public Service DesignPublic service design is to provide locally optimized services which based on the understanding of citizens and residents. It aims for sustainably secured and improved the culture of residents’ life quality. Identify and fully understand the cultural characteristics of the community members before design.

| MICE Experience designSpecialized service design of tourism sector for Meeting, Incentives, Convention and Exhibition is needed. Identify the characteristics (expectation and opportunities)of the MICE sector’s members. Design and expend the experience out from the limits for a wide range of new tour experience.

Do you really needmore thanGoogling?

Reference: We feel fine; human emotion weblog search tool

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Do you really need more than googling?Social contextual search

Reference

THE DNA perspective

Web search has become a big part of our daily life. Context verification of results is very important when searches with keywords. The results will also show the irony, abbreviation words…etc., for easy understanding of the context.

Search personalization is an important factor to ensure the value of search results. Graph Search of Facebook is the key issue as social search. Other SNS-based services such as Path are also starting to provide search services which based on users’ own contacts.

Many standard, atypical data are utilized 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.

“To select necessary information in big data era, it is necessary to consider variables based in social relations, not just rely on simple analysis.” – Steven Rosenbaum

• We feel fine human emotion weblog search• Facebook social search• Tweeter advance setting• Path search

| Expedition Service Web PlatformExpedition service is one of the characteristic services in THE DNA. After the organization, we steadily progress to secure infrastructure, spread services and build up the web service platform. Social relationships with stakeholders including scientists are participated in free group discussion. Theme of the discussion was approved through the search and analyzes of all members interests. The participants will also be assigned which based on personal information. These processes will be expending the relationships between stakeholders..

Eco-system trend 5. Recurrence of the principle6. Curate ahead of user experience7. Beyond responsibility to creativity8. Iteration for our daily innovation9. Let’s talk in visual

Recurrence of the principle

Reference: Michael J. Sandel, Justice

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Recurrence of the principle

Return of the “WHY”

Reference

THE DNA perspective

People are starting to ask why! The needs for the 'root' have been expressed in various fields, that's something people used to feel unimportant in this fast growing social structure.

Some obviously important themes such as ‘What is the justice’, ‘About Death’…etc. have been selected spontaneously as criterion of personal or social decision.

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 question 'Why?' for the start, then to think, share and find the results and solutions together.

• Shelly Kagan, Death • 세상을 바꾸는 시간 15분 강연• Michael J. Sandel, Justice• Faud Luke, Design Thinking• 안철수, 안철수의 생각

| Thinking Playground

‘Think playground’ is a regular events for sharing ideas in THE DNA. Various expertise and DNA designers gathered in one place and share ideas, opinions and propose the solutions. Through this activity, we can create new ideas to link with different thinking and designers perspectives.

• 2013 Trend Key by dna service design lab.Curate

ahead ofuser experience

Reference: KLM Surprises campaign webpage

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Curate ahead of user experienceSocial curation & Storytelling

Reference

THE DNA perspective

The everyday overflowed information and data had become the reason for the degradation of usability.

In such environment, users need the standard or guideline to make the purchase decisions. The curation that provides experience with stories is leading the pre-during-after user experiences.

Pinterest is the case for personal image-based story telling curation of information sharing and value extension.‘Eureka farm’ is another successes case which provide the leading user experience by showing the production environment of milk.

KML Surprise(Royal Dutch Airlines) researches customers’ preference through SNS and conducted an on/offline campaign that gives out presents to the passengers who waiting to board. 40 participated passengers, wildly spreads to hundred million people by twitter.

The curation provides service experiences through SNS and it leads users to the unexpected satisfactory experience.

• Eureka, Eureka farm • KLM, KLM Surprise• Nike, Nike Plus• Pinterset, Pinterest

| Brand experienceBrand design, as the service touchpoint is taking the lead of visual experiences such as logo, naming, service grouping and construct I.A which are made based on brand story. By analyze target user's brand experience and company's brand expectation for balanced design.

| Spatial Service DesignStory of spaces; elements such as the experience of the user can be induced by natural circulation and environment configuration in the space. The space itself allow centered-elements such as context, interaction (communication) and technology for user experience.

Beyond responsibilityto creativity

Reference: Michael Porter, Harvard Business Review

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Beyond responsibility to creativityCSV & CSR

Reference

THE DNA perspective

Creating Shared Value & Corporate Social Responsibility;

Business strategy guru Michael Porter accentuated the combined growth of society and company through community and shred value over Corporate Social Responsibility. This concept is 'Creating Shared Value' that utilizes creation of common win-win value for both company and community, also improves the competitiveness of company investment strategy.

Nestle Nespresso made 30% growth of 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 whole market system (eco system).

CSV continue sharing long-term perspective away from the existing frame, creating a new value of shareable eco system.

• Michael Porter, Harvard Business Review • GE, Ecoimagination• Nestle, Creating Shared Value Prize

| Haatz B to C channel designHaatz had changed their business channel from B2B to B2C. The business structure have been converted from product-centered to service-centered. From production & consumption to the new service experience structure of management & user experience, to create a new form of relationships with users. Service infrastructure and eco-friendly CSV are designed through expend service experience such as product maintenance and quality control.

Iteration forour dailyinnovation

Reference: Eric Ries, The LEAN Startup

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Iteration for our daily innovationIterative developing processLEAN Startup & Design Thinking

Reference

THE DNA perspective

Fast fashion responses immediately to customer needs through quick rotation and timely concept of rapid customer data analysis. It provides fair price and shopping environment that enables the customers to consume in every season.

For mobile market, infrastructure-based low budget start-ups in application development market have meet the needs of minimal cost application development, it also allowed user to evaluated directly.

The public utilizes broadcast infrastructure such as podcasting is to create and share information. It also initiates one person media era with timeless production, information and issue sharing.

Design Thinking, as the guide for fast verification and low budget development's iterative process, it ensured the diversity of the market and the freedom from the economies scale.

• Eric Ries, The Lean Startup• Seoul City founding idea competition• Empathy, Design thinking process• Fast fashion• Android app store• Apple app store • Wiley, Podcast for Dummies

| Startup & Design ThinkingThe integration of design and business thinking creates a unique support program for entrepreneurs. The Program focuses on effective usage of fast proto-typing which based on designer’s perspective and capability. Generates an innovative business model for idea development through multiple evaluation process.

| Service Design processTHE DNA applies iterative process in all procedures which based on service design process for rapid verification and improvements in results.

Let’s talk inVisual

Reference: Statista, Rise of Pinterest

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Let’s talk in visual

Universal communication code

Reference

THE DNA perspective

Find universal code; The Key value for successful Korean celebrities including Psy is “visual”. The Youtube video of Psy’s “Gangnam Style” so popular among the international viewers that despite the language barrier. The leading communication method to the famous is not the lyrics but the visual language that passed through the video. The Image-focused search service provide by Cooliris is one of the major image search engine.

Image sharing services such as Pinterest practice real-time sharing service through SNS infrastructure without professional assessment. The primary judgment of 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 data as well. Personal social data visualization service such as Visify is used in the current market.

“World is making value together spontaneously in visual.”

• Visify, Personal SNS data visualizer• Alchemy50, 1 Sec Everyday• Cooliris inc, Cooliris app• YouTube, Gangnam Style• Statista, Rise of Pinterest

| GUI DevelopmentProceed information visualization projects for various media such as vehicles and mobile…etc.

Differentiated the designs to improve the user experience according to contextual and technical characteristic of each media. In addition, elements such as analysis of holistic user experience and post effects of usage are considered during design procedure. The Integration of UX thinking and service design had applied to the process.

Biz model trend 10. Queered hybrid innovation11. Internet for things12. Lay your hands on13. Deal with surplus

Queeredhybridinnovation

Reference: Grill5 & Adidas 타코식당 마케팅

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Queered hybrid innovation

Unfamiliar collaboration

Reference

THE DNA perspective

Finding a new thing has become more difficult in diversity era. Therefore collaboration with other domains are the new ways of production. Collaboration between business and academic domains are often to implemented the strength and make up for the weakness.

The combination of unfamiliar or strange domains could be attractive. The collaboration between the British cultish fashion brand 'Kangol' and mobile phone brand 'Aerial7' had created a headwear that allows user to listen to the music without earphones.

Publishers are also creating new business model such as ‘Book café’. Like the case of Adidas and Grill5, the collaboration of different domains sometimes can create stronger effect than one plus one.

Service design has been leading and integrate thinking to create the common value in design field, also expending into design consulting field such as public design and business design now.

• 문학동네 publishing, café 꼼마(Book café)• Kangol & Arial7, headphone imbedded head wear• Grill5 & Adidas, taco grill marketing• Louis Vuitton & Murakami Takashi

| Create experience consumption service modelUser experience is intangible but it can be commercialize as a consumption product, THE DNA self-developed Expedition service project will be the best example as direct/indirect commercialized service.

| Physical SNSAnalyze the advantage/disadvantage of on-line SNS, leading into physical space to provide either on/off-line advantages to users. Constructing the cloud based physical SNS for next generation through telecommunication between digital signage and mobile.

Internet forthings

Reference: THE DNA 자체 next generation digital signage service model

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Internet for things

Everything is connected as one sequence of service

Reference

THE DNA perspective

From livingroom to car, the simple uncomplicated logic based sensor technology has already been used in wide ranges of our daily lives.

The sensor technology is not only applies to the smart electronic devices but also like furniture…etc. All the products can recognized and communicated to each other for the converged network services. For example, the health care channels like ‘BSE bra’ checks users’ physical conditions in real time, and ‘Nike Fuel band’ checks users’ momentum and provides health maintenance advices.

Also like Nokia's ‘smart tattoo’ technology, by the vibration on the skin to alert the incoming calls. From the major company's movements, we can tell that wearable or embodiment technology is rapidly evolves in related business domain.

Digital signage, the infrastructure of city is also core element of smart thing which is now focused not just on advertising but also as a communication media.

• LG Converged Home Service• First warning system, BSE bra• Nike, Fuel band• Google, Google glass• THE DNA, Digital signage service

| Converged home serviceBy the internet based connections between in-house devices of the communication company, that leads client to develop the next generation product. At the same time, proposed the 'TV centered converged home service' improvement solutions.

| Next generation digital signageLook at the digital signage from the Smart Social Object perspective. Though market analysis and user-observation of the existing products, develop the next generation digital signage service model which can satisfied various stakeholders including service provider. The government is supporting THE DNA for next generation digital signage service model development project.

Lay your hands on

Reference: TED X in a box, Toolkit

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Lay your hands on

Toolkit for your own experience

Reference

THE DNA perspective

Customer needs experience; curious of unknown outer space, reality show of surviving in the wild or non artificial environment such as camping in the wild are showing the needs of personally experience expedition.

By the use of the contents such as Virgin Galactic space tourists experience, James Cameron and National Geography's Deep sea challenge (education, movie) experiences from the users, sure are making direct/indirect consumption.

Moreover, the needs for new experiences arise not only in natural exploration but 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 knowledge of corresponding fields, but also share the experiences in various fields.

• 정글의 법칙, reality show• Out door activities• Curiosity, Mars rover• James Cameron, Deep sea challenge• TEDx in a box, Tool kit

| Expedition ToolkitThrough the development of THE DNA's own Expedition service toolkit, it's easy to create local service and practically use as educational contents.

| Startup ToolkitThe startup support education project, ‘Startup Toolkit’ is developing for convergence of business planning and design thinking. After developing the Startup toolkit, it will be distributed not only in educational areas but also in business areas to secure a wide range of applications.

Reference: 서울시 디자인이 서울을 위해 무엇을 할수있을까 페이스북 페이지

Dealwithsurplus

Reference: 카카오, 카카오톡 모바일 서비스

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Deal with surplus

Market opportunity on surpluses; Contents & Communication

Reference

THE DNA perspective

Deal with surplus; most of people watching web comics or playing mobile games while they are on the subway. People are using smart phone contents for surplus time even they have chance to take a rest.

Easy and simple contents are fulfilling the needs of people who are using mobile contents during surplus time.

In the past, communication services such as phone call, text message and mobile messenger was in charged of surplus time, but in these days, users are more preferred the communication based social games.

This kind of "contents for communication" had gradually became a major market opportunities.

• NAVER web comics, 역전! 야매요리• NAVER web comics, 마음의 소리• KAKAO game, Anipang• KAKAO, Kakao talk

| RCS Service DesignContents & Communication; Design from the perspective of the content for Communication company's RCS service. Through various converged approaches such as Gamification for effectively improvements of user experience.

By the combination of appropriated technologies to create the values for both communication companies and users. The attainment of project´s goal is to create the sustainable co-operative relationship to satisfy every values.

Social trend issueEco-system trend issueBiz model trend issue

Thank you. You can know more THE DNA on www.thedna.co.kr