Do people like phone cases that use any famous paintings?

Jung, Bohee, Younjoon Lee, and Jaewoo Joo (2017). The Relationship between Art Preference and Attitudes toward Art-Infused Product: With a Focus on the Moderating Role of the Market Exposure of Artwork. Archives of Design Research, 30 (2), 197-211.     Abstract Background: As the quality of life improves, people’s interest in art increases and their emotional satisfaction becomes…

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Some designers do not benefit from using design methods

Lee, Younjoon and Jaewoo Joo (2017), “Using Design Methods to Improve Design Quality: Verbalizers vs Visualizers,” The Design Journal, 20 (sup1), S1471-S1484.   Abstract Although a wide variety of design methods are used, two questions have been little investigated: whether using many methods improves the outcome quality and who benefits more from using them. We…

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Empathy instruction backfires on designers

Chung, Jaehee and Jaewoo Joo (2017), “Effect of Empathy on Designers and Non-designers in Concept Evaluation,” Archives of Design Research, 30 (3), 57-71.     Abstract Background: Empathy instruction (“please empathize with the person in the narrative”) is often provided when new product concepts are evaluated in a narrative form. However, concept evaluators tend to empathize with…

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Does a Persona Improve Creativity?

So, Chaehan and Jaewoo Joo (2017), “Does a Persona Improve Creativity?” The Design Journal, 20 (4), 1-17.     Abstract The purpose of this study was to test whether the priming of a brainstorming task by a persona increases ideational fluency and originality, i.e. the quantitative and qualitative dimensions of creative performance. We conducted a…

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Design works published in Korea

Heather Fraser published “Design works: how to tackle your toughest innovation challenges through business design” five years ago. It demonstrates how organizations can drive innovation and growth through Business Design – a discipline that integrates design-inspired methods and mindsets into business development and planning. Roger Martin said in his forward that “This book tells the story of the…

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An answer why designers get a seat at the CEO table

Lee, Younjoon and Jaewoo Joo (2016), “How a Design Executive Officer Can Craft an Organizational Culture,” Design Management Journal, 10 (1), 50-61.   … This company (Woowa Brothers (woowa is Korean for “elegance”) developed a mobile application (app) for food delivery services in 2010. Interestingly, the CEO of this company was trained as a designer and…

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How to write a high quality design brief

Petersen, Soren and Jaewoo Joo (2015), “Inspirational Design Briefing,” in Michael G. Luchs, Scott Swan, and Abbie Griffin (ed.) Design Thinking: New Product Development Essential from the PDMA, Wiley-Blackwell, 15-26.    … Although the design brief plays an important role in concept development, there are few resources about how to write one. In general, the…

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Value of Writing Design Briefs

Our intuition is that we should create design briefs collaboratively. Our study showed that the very act of writing a brief, improves concept performance by twenty percent on average, while, already top performing designers achieve a twenty five percent performance enhancement from brief writing. Studies at Stanford Center for Design Research show that investing time…

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Bridging the Chasm between Design and Marketing

Although integrating design and marketing is critical for successful new product development (NPD), there has been a limited attention to the potential problems that arise during the NPD process and their possible solutions in academic literature. In order to narrow this gap, our study conducted a series of surveys of an interdisciplinary class project between…

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Preference reversal of environmental friendly product

“Preference Reversal of Environmental Friendly Product,” Presented at the HSBC Business School, Peking University, ShenZhen: China, October 30, 2013. Do consumers like the environmental friendly products they buy? My colleague, Bohee, and I borrow the literature from the Behavioral Decision Theory and argue this is not always the case; consumers often choose the green product…

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Green activities in Korea

Recently, Alison Hemphill interviewed with me and posted an article at ANEW organization. We discussed how Koreans reduce, reuse, recycle, repurpose, reclaim, and/or restore items. In general, these green activities are not widely popular in Korea probably because disposal cost is relatively low. Note that, however, Korean moms reuse and recycle baby/kid items.

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Apple and Samsung took different approaches toward design thinking

Chang, YoungJoong, Jaibeom Kim, and Jaewoo Joo (2013), “An Exploratory Study on the Evolution of Design Thinking: Comparison of Apple and Samsung,” Design Management Journal, 8 (1), 22-34.   … Samsung is a good example of a “technology push” firm. Samsung has been a late mover in the electronics market. Responding to unparalleled business challenges, the company…

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Behavioral Economics for Design

“Behavioral Economics for Design,” Presented at the Young Members Event, International Conference of Engineering Design 2013, Seoul: Korea, Aug 19-22, 2013. Designers will benefit from BDT (Behavioral Decision Theory) or Behavioral Economics in two ways. First, they could improve the effectiveness of their design outcomes by finding users’ psychological errors and then creating designerly solutions. Secondly,…

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Dessert design workshop @ Cognitive Science 2013 (2)

* Continued from Dessert design workshop @ Cognitive Science 2013 Petersen, Soren and Jaewoo Joo (2013, July 16), “Dessert-Design: The Art of Touching All Five Senses!” Retrieved from http://www.huffingtonpost.com/soren-petersen/dessertdesign-the-art-of-_b_3602419.html …Breakthrough innovation occurs when knowledge and experiences from vastly disparate areas are synthesized into new solutions. In this particular instance, someone from a Korean cultural background had combined…

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Advertising for competitve market

  Kim, Yura and Jaewoo Joo (2013), “The Moderating Effect Of Product Market Competition In The Relationship Between Advertising Expenditures And Sales,” Journal of Applied Business Research, 29 (4), 1061-1076. While the relationship between advertising expenditures and sales has been much discussed, whether product market competition affects their relationship has been little examined. We address this…

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Dessert design workshop @ Cognitive Science 2013

At the Korean Cognitive Science conference on May 25, 2013, Soren Petersen and I ran a workshop called “Design Tasty Dessert: The Art of Firing All The Five Senses!” In this workshop, we wanted to go beyond presenting our research projects; instead, we wanted to have some fun and creative experience with participants. Therefore, we asked participants…

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Decision support tool for collaborative concept evaluation

  Petersen, Soren and Jaewoo Joo (2012), “Improving Collaborative Concept Evaluation using Concept Aspect Profile Method,” in K. Scott Swan, Shaoming Zou (ed.) Advances in International Marketing, 11 (23), Emerald Group Publishing Limited, 207-222. Although concept evaluation has attracted much attention, collaborative concept evaluation has received minimal attention. In this work, we identify problems and propose…

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Interface between design and marketing

Petersen, Soren and Jaewoo Joo (2011, October 31), “How Marketing Researchers See Design,” Retrieved from http://www.huffingtonpost.com/soren-petersen/design-consious-marketing_b_1064343.html. Designers don’t just put cosmetics on the skin of a product!” During my interview with a graduate student at Ontario College of Art and Design in 2009, he argued that designers play a key role in developing a new…

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Play with diabetes

Half an year ago, a friend of mine asked me if I am interested in joining her work for a design contest, 2009 DiabetesMine™ Design Challenge. It was the idea competition for diabetic patients. She and I sit down and discussed a huge amount of ideas with another designer friend. It was an amazing opportunity for…

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