Cases

(* when a reaction is added)

Stan’s donut shop: Classic recipes, loyal customers
How Eataly transforms food into a Wow moment
Uber and Lyft: More than just a ride
Memory over matter: Why Cafe Strada at UC Berkeley means the world to me
An MBA class that transforms thinking and informs decisions
Why I am happy to pay an extra $1,000 for a used car at CarMax
How Stanford’s AI seminars ignite curiosity
How color harmony enhances viewer experience 
What I discovered at Stanford’s d.school’s unusual workshop
Lint rollers in lockdown: Is California overreacting?
When a classroom feels like a movie theater
Rethinking ‘experience’: What my visit to Google Visitor Experience taught me
Beyond K-Pop: How the Korean Wave is shaping contemporary art
How salon-style displays enrich the art viewing experience
Voting at Stanford: A glimpse into the democracy day
How IDEO pushes boundaries of design thinking: B2B and generative AI
In-N-Out’s nostalgia drives a unique experience
Postcards without stamps: How retailers miss simple customer needs
From push to wave: How California crosswalks adapt to post-pandemic needs
Psychology behind dynamic toll pricing in California
The power of defaults: How DMV’s organ donation question shapes decisions
Vintage speakers that do not play: The art of deception in cafe design
The authenticity challenge: Tim Hortons’ misstep in Korea
Broken windows theory: How to motivate citizens to keep their neighborhood clean
Adult coloring books are crucial hotel amenities
Wood wick for soothing sound *
What happens when the men’s room sign is pink?
Reducing eye pain in a shopping mall
Alternative to made in China
You will be able to think creatively in Bali
Games solve real-world problems
Empty space sparks creativity
Ski lift ticket: Canada vs. Korea
Designer vs. Consumer
Lay rationalism leads consumers to choose subscription services
Behavior change requires time
Why are trash cans angled on bike lanes?
Marketers should go beyond SWOT analysis
Secret for home deco store
How can we learn and acquire skills?
Toy made by wine corks
Shopping experience at fashion store
Timid-looking electric vehicle
How can we improve our postures while drinking coffee?
Cafe: East vs. West *
Why do people exit the bus at the front door?
Verbal instructions do not work
Mobile messaging apps in Asia
Design Thinking: David Kelley + Roger Martin
Expert Products, Novice Consumers
Holistic approach for furniture sellers
Three escalating numbers are enough to teach moral behavior
Umbra, Toronto-based global design company
Why does the amount of Coke differ across bottles?
Green package design: Boxed water stands out from the crowd **
Hibi lights like a match and burns like incense
Blue iced tea is popular
How to force myself to read a book?
Look and feel mismatch: Looking heavy but feeling light
Neri Oxman, integrating material and form
Participation for immersive experience
Food tastes different at rooftop bar
At the first there was drive-me-to card
Experiment for collaborative office space in Seoul (1)
DDP, a controversial architecture *
PhD thesis: paper vs. book
Helmet-shaped booth of an insurance company
Yido, a modern Korean pottery
How could we stop cigarette butt litter?
We humanize machine behavior and mechanize human behavior
Break: take a rest vs. get inspired
TCDC, Design center at Bangkok, Thailand
How does Taipei MRT differ from Copenhagen metro?
Classroom for empathy, creativity and cooperation
Teaching design to high school students
Should we go noisy or quiet when exporting goods?
Is Iron Man banned in Denmark? 
No skinny jeans, no skinny cans *
Different cities light up at night differently
A pink litter bin on the London Bridge
How to enjoy coffee more and consume plastics less?
Electronic Vehicle Charging Station in Seoul
3D food printers change brand image
Positioning map helps consumers make decisions *
Rooftop presentation of Seoul history
Foreigners form impressions instantly about countries
Behavior Change in University Education
Air Canada, UI and CX of in-flight entertainment system *
Donate in cash or by credit card
Artwork at ICN airport
Women-only train car vs. all gender toilet
Jump Associates, unique office
Glass shaped like a milk carton
Do-It-Yourself chocolate kit for Valentine’s day *
Chinese love plastic
Studying materials for design
Street signs for kids
Why do people choose beers on the left side of the menu?
Airport moving walkway: Japan vs. Canada
Hyundai Motors, UX for car marketing
Private Karaoke for two people
Read the clock, literally
How to breathe better with a mask
Apple logo-shaped fried rice
Package design for health supplement
Wood plank for steak choice
Please help us recycle easily
What is an advantage of having a popular first name?
Self service kiosks are everywhere **
How crowded is crowded?
Thompson, a Japanese paper clock
People tip more when they disagree with a statement
Louis Kahn, the architect of IIM Ahmedabad
What are the problems of ATM machine?
LEGO-like solution for error management in hotel
Why do we doodle?
How can we avoid bike theft? *
How to avoid long lines for women’s restrooms
Standing desk: New way to work
OCT-Loft, Chinese design hub in Shenzhen
Curitiba has a sophisticated taste of design
What is the right choice for museum curators? *
Feedback leads to virtual progress
Evolution of design thinking *
Color marries between buttons and bulbs
Microsoft Store vs. Apple Store
RAPY, a DC motor 3D printer
How could we enjoy difficult modern art better?
Samsung 3-dimensional TV
Money for designers
Hyundai Card design library
How do we evaluate designs?
Ground level traffic lights help pedestrians be safe
Devices help us empathize with others
How to make a minimalist product?
People tip less when the tip jar looks like a human
Marketing in Chinese Language
People need vocabulary to develop taste
Interdisciplinary Graduate Design Workshop by NSF “Instruction” @ Stanford University
Traditional building with a modern twist in Korea
Seoul: Past vs. Present
Seoul changes its face
Opt in vs. Opt out: Different defaults in different cities
Engineering smells of childhood memories
From Samsung 2013 to Huawei 2016
Cow shaped cheese board *
Every city needs art and art has to be in the middle of the people
Hide doors to be popular **
Make public communication points useful
Can we teach others how to make Kimchi?
Studio blank, wood material for product line
Car shaped ski lift *
Pay toilet, spoiled customer, and mental accounting
Human Factors symposium
Jeanne Liedtka, design thinking
What are the constraints contemporary art overcome?
Dev Patnaik, empathy in business
The story behind the brand is more powerful than the brand itself
A surprising ride at Legoland
Artists anthropomorphize differently than designers or marketers do *
What happens when you reserve a taxi at 6am in Copenhagen?
Dieter Rams, ten principles of good design
Traffic light labels helps us drink less wine
SK Broadband B-Box, a better TV experience
Is picture worth a thousand words?
Train experience: Mechanical vs. Electronic
Pillow preference
Could electronic agents improve customer experience in a cafe?
How to attract attention of pedestrians?
Is survey a form of art?
Asians love making choices **
Simple massage cushion
Physical Products to Virtual Image: Vending machine in Shanghai
What makes Copenhagen the most bike-friendly city in the planet?
People buy gas in an empty Absolut Vodka bottle
Context for good design
Sterilizer in beauty stores
Mobile World Congress (MWC) sketch
Hand print for escalator safety
Different Ads, different people, same products
Empathic story-telling print ad in Canada
IDEO, three roles of prototypes
K-Beauty items in Canada
Man-made sky – Do you feel like you are in Italy?
Street people: East vs. West
McDonald’s satisfy our mixed desires *
Old is good intuition **
Design Thinking vs. Behavioral Economics
What happens if we love artificial plants?
Less is better for flower?
Do we need floor signage?
An eye-catching sculpture in Seoul
A choice architecture to reuse hotel towels *
Language barrier makes virtual reality more real
Interdisciplinary Graduate Design Workshop by NSF “Driving Innovation through Design” @ Northwestern University
How could we design a better fire extinguisher?
Print Ad can go out of Frame
People do not prefer crowded restaurants over empty ones *
Do we enjoy brunch more if we combine foods to create it? *
How many items should be displayed in a store?
Hanjin Shipping, the box project
Will be canned wine successful?
Hands-on experience of 3D printing
Do people like an unexpected design of a product?  
A visual nudge for social distancing inside an elevator
Why are antibiotics over prescribed in some countries?
Two Different Ways to Play with Words *
Samples help people make a color choice for Tesla
Japanese pork and Canadian chicken?
Chinese people need more than a drinking fountain
Teaching design in the business school
How to collect creative ideas massively?
How thick is 2cm steak?
If people avoid meeting with others, do marketers sell products online only? **
Are fresh fish better than canned fish? *
Why are we attracted by Starbucks toys? *
Experiment for collaborative office space in Seoul (2)
Could we use a single commercial space for multiple purposes?
Mushroom shaped magnet

Jaewoo Joo | design thinking, behavioral economics, field experiment, customer experience