Commercial renewal project: Heineken

  In the past, Heineken seemed to make TV commercials exclusively for men. Although many of them were successful, we decided to focus on female Heineken lovers. In our new commercial, we begin with describing how busy, how much stressed out, and how tough it is to live a life as a female student in Korea.…

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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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Commercial renewal project: Snickers

    Snickers introduced a Korean TV commercial in 2011. In this commercial, a famous female singer behaves in a strange way until when she eats snickers. This commercial delivered a single, global message of snickers, that is, you are not you when you are hungry. Although the TV commercial is consistent with the global marketing…

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IDEO method cards do not benefit visual designers

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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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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Glass shaped like milk carton

Most cocktail glasses are designed to hold the unique aroma of the cocktail to maximize its taste. However, some glasses play different roles. While I visited Singapore, my friend recommended me to visit Loof, a rooftop bar. It is located across the famous Raffels Hotel, a colonial-style super luxury hotel in the downtown. According to the website,…

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Commercial renewal project: Kitkat

    In a recent commercial of KitKat, a female flight attendant fails to call the last passenger to the gate, eats a piece of Kitkat, then raps and beat boxes at the mic, and then finds the lost passenger. Unfortunately, we were confused about it because rapping has nothing to do with the passenger, and we were…

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Commercial renewal project: Uniqlo Sports

    Uniqlo is one of the leading “fast-fashion” or SPA (specialty retailer of private label apparel) brands. It sells comfortable and affordable life-wear clothes. In April 2016, Uniqlo launched its sports brand called Uniqlo sports and aired the commercial of “Why are you wearing clothes?” As for the target, it appeales to the people who…

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Cow shaped cheese board

About 6,700 cheese boards and cutting boards sell on the Amazon.com. Their prices vary between $5 and $370. Majority of them are rectanglular. However, not a few boards interesting shapes. At one of my favorite Canadian stores, West elm, I found a cow-shaped mini cheese board and cutting board. Its price was $22.     I bought this…

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Commercial renewal project: Oreo thins

  “Thinner, lighter, this is Oreo” This is the first sentence that appears in the Oreo Thins commercial in July 2016. It also says “slim and slender we want more and more,” suggesting that this new cookie targets at the people who used to hesitate to eat Oreo cookies for their high calories. Interestingly however,…

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Commercial renewal project: Corona

    The Corona brand is associated with relaxation and a temporary escape from stress. The original commercial attempts to show that through a man and a woman relaxing on an exotic, white sand beach somewhere in Mexico. The original ad does not seem to capture the product’s target market and fails to depict how…

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Private Karaoke for two people

I have long believed Asians go to Karaoke for team spirit. When a popular song appears on the screen, they show companisonship by standing up and singing all together. When a song is new, they start their own conversations with the next person. Regardless of whether they sing or talk, Karaoke is the place people confirm…

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Thompson, a Japanese paper clock

Some products are stunningly beautiful. They include Balmuda toaster, Dyson’s hair dryer, and LEGO brick. People sometimes buy these products without thinking much whether the purchased items are useful or needed. They seem to have a desire to posses the aesthetic quality of these products. Interestingly, they often become passionate ambassadors of these products. Recently, I met a…

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From Samsung 2013 to Huawei 2016

Although smartphone market is slowing down, smartphone manufacturers constantly open their stores. While I was staying in Shenzhen, China, I paid a visit to a nearby shopping mall called Yitian Holiday plaza (9028 Shennan Road, Nanshan District 南山区深南路9028号益田假日广场). As most other shopping malls do, it has a wide variety of shops and restaurants. I visited the same shopping…

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LEGO-like solution for error management in hotel

Today’s travelers are not looking for a just tooth brush. They are looking for an experience, something they can relate to. Whether an environmentally conscious traveler or business traveler, guests are demanding more out of their hotel stays than ever before (see Trends Changing the Way Guests and Hoteliers View Amenities). One of the frequent…

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What are the problems of ATM machine?

We use ATM machines to deposit, withdraw, and transfer money. However, strangers unintentionally overlook what we do when they stand behind us or next to us because they stand side by side and people queue behind us. Unfortunately, this issue has not been addressed in Korea yet. Only a tiny, low-resolution mirror is attached on…

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How to avoid long lines for women’s restrooms

Women differ from men. Carol Reiley mentioned in her blog post titled When Bias in Product Design Means Life or Death that “female drivers are 47% more likely to be seriously injured in a car crash” because seat belts were historically designed to be safe for men and thus unsafe for women. When it comes…

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New product project: Stain free

“Stain Free” gives a proactive solution for those who concern about makeup stain on the clothes while getting dressed and undressing the clothes. It is portable silicon collar made from organic material so there should be no harm on the skin. Customers will put “Stain Free” on the collar of her or his clothes before…

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New product project: Cup crash

Cup crush How many cups of coffee do you drink a day? Nowadays, it easy to find people holding a cup of coffee in your surroundings. Coffee has become a commodity in our lives. However, as demand for coffee has increased, it also increased the number of disposable cups. This causes trash bin to be…

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Commercial renewal project: New Balance Cameraman

New Balance released a TV commercial in October 2015 to introduce its premium jacket line called Cameraman. According to the website, this premium jacket was inspired by the jacket of professional cameraman who is shooting in extreme cold weather and harsh circumstances. As such, this well-made TV commercial spotlights on a male professional photographer who has a Canadian, Vancouver, background. Although it…

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Commercial renewal project: Budweiser

When Budweiser released its 2015’s “freedom” TV commercial in US, only few twitter users liked it. Instead, majority criticized its unclear message of independence and overwhelming numbers of visual images. We decide to change the Budweiser’s TV commercial by making it simple. First, we do not move its angle but maintain its static image. Second,…

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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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Hide doors to be popular

Most bar owners promote their places by placing a sign board outside or updating their menus on social network services such as facebook or instagram. Interestingly however, some bar owners “hide” their doors. I had a chance to visit the bar called Nightjar in London. Surprisingly, it has a super tiny metal sign on a wood door. Therefore, I passed over…

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Seoul: Past vs. Present

While Seoul grew rapidly from the ashes to become a metropolis, this city lost much of its uniqueness and beauty, in particular, a set of organically linked traditional buildings. Two miniatures at the Seoul Museum of History showed stark contrast.     Seoul became the capital of a sovereign nation in 1945, with Korea’s liberation from Japanese…

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Simple massage cushion

Most massage cushions or pillows look masculine. However, I met different ones in Japan. These massage cushions are wrapped with carefully designed fabrics and therefore look like interior items or shoulder bags. These cushions are also intuitive to use; they have only one power button and one power cord. Color, Materials, and Finish (CMF) matters.…

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Air Canada, UI and CX of in-flight entertainment system

I recently traveled by Air Canada from Incheon (Seoul) to Vancouver and then to Toronto. I spent 9 hours in a new airplane (Being 788 Dreamliner) and then 4 more hours in an old one (Airbus 320). In two airplanes, I watched same movies and listened to same music to learn a commonality and several differences…

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K-Beauty items in Canada

The Face Shop is a skincare and cosmetic manufacturer, retailer, and a franchise business. It is a subsidiary of LG Household and Health Care of LG Corporation.   The Face Shop had its store inside one of the biggest shopping malls in Toronto, CF Toronto Eaton Centre. Similar to the stores located in Seoul, a lot of…

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Green package design: Boxed water stands out from the crowd

Many people are now buying water in bottles rather than drink straight from the tap because bottled water has been perceived to be safer and of higher quality than tap water, and it was viewed as a healthful alternative beverage to soft drinks or alcohol. Although purity marketing successfully increases sales of bottled water, it failed…

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