S21_Design management

2021-1st Semester

Design Management

Heo, Yuseok Jang, Kibyung Kim, Kyoungyoon Kim, Kyungtae Kim, Minchul Kim, Taeyeon Kwon, Dongho Lee, Jaeyoung Lee, Jungsu Park, HeeYoung Park, Soonyong Park, Surk Park, Yonggyun Shin, Yunchul

x 1

Course Design Management in the first semester of 2021 Students Heo, Yuseok Jang, Kibyung Kim, Kyoungyoon Kim, Kyungtae Kim, Minchul Kim, Taeyeon Kwon, Dongho Lee, Jaeyoung Lee, Jungsu Park, HeeYoung Park, Soonyong Park, Surk Park, Yonggyun Shin, Yunchul Class Manager Cho, Seoyoon Publisher/Instructor Park, Jinoh

© The copyright of all outcomes contained in this book belongs to each student.

2

INSTRUCTOR’S NOTE

One summer day, I received a nice call from a person. It was the call from manager Kevin Seokhun Yu (now Head of Operation), who I met for the first time on a fall day in 2011. He asked me if I would like to teach design management in the MBA and EMBA program which I graduated from. It was an honor to have the opportunity to teach students in the course, but it took time to review my abilities to see if I could manage the course.

The Design Management course that I learned in 2011 was centered on Design Thinking from a designer’s perspective and cases. After that learning, I also thought about how to apply Design Management to my work. Later, I met “F” in my Ph.D. program and discussed the difference between Design Management taught at Design Schools and Design Management taught at Business Schools. As a result of the discussion, we concluded that it is necessray to establish a set of standards guiding whole process from the ideation to the evaluations and reflection. And now, while managing projects in multidisciplinary research, I am setting standards for value assessment and adjusting research direction. In addition, the projects are managed by estimating the value of design as economic value in design practice.

This design management class aims to allow students to understand Design Management that emphasizes management utilizing the characteristics of Design, “Visualization” and “Materialization”, and to apply design management lenses to their business projects.

This book contains the process of applying Design Management to their Business Project through workshops in this class. I was most considered in creating this book to help students remind their experience of applying Design Management to Business Project. The idea that if I record their outputs describing their business projects in the summer of 2021, I might be able to allow my students to remind their efforts someday is why I am making this book. Furthermore, I hope this book could be a clue to solve the difficulties of their business in practice through Design Management.

It was a glorious moment to return to the MBA and EMBA courses at Aalto University and Seoul School of Integrated Sciences & Technology, Seoul, Korea. Many thanks to my students, teaching assistant, and universities for giving me this opportunity at Aalto University and Seoul School of Integrated Sciences & Technology, Seoul, Korea.

Jinoh Park, Instructor

After the above thought flow, I answered that I would take this class.

1

CONTENTS

26

Kim, Taeyeon bi li

ty

Ser enit

Ex pe r

din

g

Res ilie nce

sty ne

le

Ho

Humb

st

ration

lity

st

standin

Under

Collab o

n

ibi

Tru

ility

Flexib

Respect Each Other

ciation

y th pa

n

y on

Tru

g din

nize

ns

an

mo

ag ur Co Appre

Em

o ati or

rm

Pa ssi o

Har

e

Lo ve

po

ab

tst

Kwon, Dongho

y

s Re

ip

ndsh

Frie Love Ad mi Intimac re y

s Re

ll Co Ha

Ou

30

lit

bi

si

n po

n

t

Gr ea tn e

ers tan

Optimistic Artist

Unique

Kim, Kyungtae

ulness Truthf

y

it ativ

Cre

18

Und

nt de en ep

Heo, Yuseok

Respect

e ud tit ra G ss e fuln

06

sy

Creative decision maker

nk Tha

e tic Jus

rte

id

reneur

Entrep

Respect

Co u

A

Ind

e ur as

Ple ion ut rib nt Co

True human to synthesize others

Fl ex i

y

Pa ssi o

Course Schedule

Kim, Kyoungyoon

Engenetic

04

14

New

Instructor’s Note

ss

01

g

Ple

22

ity

Cre

Kim, Minchul

34

Lee, Jaeyoung

Ha

rm

si tio ra de

ne

sti ce

n Co

st

Ju

on y

Ho

n

Honest and Reliable man

st

e Mod

n Passio

cy

nt

ten

pe

e

ul

Trust

ity

m Co

re ffe Di

Courag

e tic Jus

htf

Cr ea tiv

st

ne

Ho

Pr ou d

ug

v ati

re

l

Jang, Kibyung

asu

os efu

es Thoughtfulness R

Pleasure

Th o

rp

10

Passion

y

Pu

n

n po

lit

bi

si

er at io

ed

Trust

ib

nn

el

Pla

D

Doubt

Responsibility

Co n

era tio

n

2

Effort

Co u y ilit

sid

dib Cre

on

i ss Pa

ra g

e Flexible

Lee, Jungsu

g

at io Re l

ndin nde rsta

ut ion Ex ec

Balanced ce -intelligen U

g in nd st a ut

bilit

y

cy en

e

on

ra g

e Ro l

ty

ili

sib

tion

sp Re

56 Shin, Yunchul

Tru

ity

ct pe

st

s Re

on

tion Resolu

tiv ea Cr

Vi si

Conv ic

Co u

ive

O

lv e So

se

cis

Ex ce ll

Co ll

ab or ati on

Go alor ie Self t opmen

-devel

De

ncy iste Credibility s Con

ial

rific

Sac

ny

ig Stra

y on

rm

Ha

Creative High Performer

Confidence

46 Park, Soonyong

Conviction

le

ity

Harmo

ce

ifi

Sensib

Wis e

Responsibility Tolera

Explorer to find a better life

Sharing box

tiv ea Cr

e nc

te era

sid

Sen

n Co tie Pa

rd rwa Consistency

y

nce

Self-controlled Performer

cr

grit Inte

Creative Executor

52 Park, Yonggun

ura

Sa

cy

End

htfo

n

en st si

42 Park, HeeYoung

Desire

atio

Out of the Energy Op enn ess

nce

ra

nce

Course Reference

dic

Creativity

le To

le

ion

De

e ur ct pi ig B e iv e ct nc lle ge Co erlli t -in

Enjoying

Fle xib

69

otivat

n Co

Trustw orthy

Collaborative Engineer

Self-m

n tio vo De

ct

re ce Sin

e sp Re

nt ed

iste ncy

ns hi p

Con s

68 A Letter to My Students

l Wil

ity

ibil

ons

p Res

48 Park, Surk

Reli a

38

Happiness

Harmony

3

COURSE SCHEDULE

This series of lectures and workshops is designed to help students understand Design management and experience utilizing the Design Management approach with their thesis.

ity

Hu

tio n ol u ek S

n tio

Se

Joy & Pleasure

ion Activat

bu tri

Logical

st le

n Co

Thinki ng

tiv ea Cr

Collaboration n

Re sp

ect

tio cia

pre

Ap

Introduction | Integration of Design and Business: How to use Design Management in Academy and Practice

Lecture #1 | Design Management Essence: Understanding Design Management to balance intuition and logic

Worshop #1-3 | Establishment of Value Criteria before the Integration of Design and Business

- Workplace for Frontline Workers - Wellness in Workplace

- Need for Design Management - Integration of Design and Management - Design Management Precedents - Design Management Players

- Workshop #1 Establish a Concept Wheel for the Value of Your Life - Workshop #2 Establish a Concept Wheel for the Value of Your Business Project - Workshop #3 Transitioning from Programmatic Concept to Design Concept

Image Source: https://www.agweb. com/article/covid-19-kansas-dataidentifies-packing-plant-clusters

Image Source: http://www.dsource. in/course/design-management/ what-design-management

4

After BP - Money sourcing - Co-development with GEMENS - Professors at university hospitals participate as volunteer - Field trial before FDA/CE registration

After BP - Check AI level measurement - Analysis of medical device industry which can be advanced throughout AI skill - Check FDA / CE register requirements - Prepare necessary documents by testing - Check test result and find a way to utilize for marketing purpose - Cost effect analysis - ROI + Break even point estimation

After BP - Check if major medical device firms are working on their projects with AI - Check how different our initial products against competitors’ developing products with AI

After BP - Possibility to success in the actual field - FDA / CE guideline change

After BP - Production cost in detail - Patent registration and preparation for copying models

Current BP - Generative design tool for AI medical device - Journal Articles related to AI based medical products - Prototype for initial development using AI

Current BP - Check if these products can be reistered in FDA and CE. Adjust developing direction to be able to register and used in most countries.

Current BP - Reducing medical cost for increasing old aged generation who have not enough savings for medical treatment - Support doctors with unlimited capability which AI could generate

Participants - CEO Executives, Marketing director, RA director, Investors, CFO, BANK, Fund raiser Current BP - Researchers in medical device, AI, medical practice - Institutional Research Board - January, 2021 - December, 2022 - $ 1,000,000 - Initial investment for fund raising - Development process - U.S. FDA / CE Guideline - GEMENS collaborate - Literature Review - PATENT management - Advice from related researchers - Literature - Generative Design - AI algorithm

Current BP - Field Research: Interview, Observation, Semi -constructed discussion at related department in hospitals - Analysis of competitors’ products, Literature Review, Internal discussion, check how AI is used in other industries - Basic model design : Establish direction for initial product - Establish model design : Semi-final product design - Check product design with medical doctor in aspect of usability and stableness - Production of initial model.

Perform steps of testing with accuracy.

- Check if it can be registered to CE & FDA. List up necessary documents.

- Analysis: To do test in order to get necessary documents Participants - AI researcher, medical device engineer, medical doctor, regulatory affair manager, financial director, fund raiser, business development, marketing specialist

Lecture #2 | Design Management Dynamics: Understanding detailed settings to improve Design Management

Workshop #4-6 | Implementation of Integrating Design and Business

Final Project | The concept framework of BP applying Design Management concept

- Planning for Design Management - Organizing for Design Management - Directing for Design Management - Controlling for Design Management

- Workshop #4 Applying Design Management to Your Business Project | Plan - Workshop #5 Applying Design Management to Your Business Project | Realization - Workshop #6 Applying Design Management to Your Business Project | Evaluation

- Roles of Design Management in Your Business Project - Logic Model - Abstract

Image Source: https://laughingsquid.com/organizational-charts-for-tech-companies/

Image Source: https://www. betterevaluation.org/en/resources/ guids/results_chain/logic_models

Inputs

Outputs

Short Term Outcomes

Medium Term Outcomes

Long Term Impact

5

Heo, Yuseok ty

i ativ Cre

Und

ers tan

din

g

n

tst

Pa ssi o

y on

n

rm

Ou

o ati or

an

ab

din

g

ll Co Ha

e Uniqu

ility

Flexib

Optimistic Artist

D

el

Trust

ib

ty

li bi

si

er at io

n

n po

es Thoughtfulness R

I’m a space designer and I like my area. I have a passion when I work and I like observation and drawings. When I was childhood, I lived in Jeju island so I had a good images and sensitive feelings. When I make a creativity in my work I feel positive energy and joyful feeling. My job position have to cooperate with others and It have many times collaboration works. So It is very important to each others relationship and understanding each others.

6

Business Project

“Jeju Life” Co-living community Programmatic Concept (Needs) ork etw

Com

mu

nity

Hy

br

id

St ay

ne

wo r

k

ar

na tu

ce

ship

Friend

Safe

n

o ati or

en ist ex Co

Local Co-living Space

ab

ll Co

re

N

Local

Cu

ltu

re

ge

a gu

n

La Food

Since Corona 19, telecommuting and remote work have begun in earnest and an environment has been created where people work beyond space. And stress on people, healing time in secluded places is becoming more important than busy cities. Also, it is becoming important to have a more meaningful and memorable experience in life apart from ordinary life. The “Jeju Life” project is…

It is a co-working/corving space where you can experience rest and inspiration for those who are out of their busy daily lives with the vitality of Jeju Island’s beautiful nature. Under the motto of experiencing real Jeju, you can experience hidden spots, encounters with Jeju people, Jeju food, and dialects. By incorporating a program that allows locals to experience the lives of Jeju Island directly or indirectly; In “Jeju Life,” occupants move in through a special process, and tenants must abide by the special rules of this place.

7

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Option_04

Option_05

Stay

House

Working space

Table

No smartphone time

Network

WIFI

LAN

Cloud

Storage

Safe

Secom

Local community

Raw nature

Local people

Experience

Collaboration

Class

Artwork

Market

Friendship

Resident

Clubhouse

Workshop

Culture

Secret place tour

Language class

Cooking class

Visit wedding ceremony

Food

Kitchen

Mother’s food

Cooking class

Cafe

Language

Local people

Zoom

se

ty

Flea

os &A yH me ous nit e y

ou

r Pa

Location re In the natu H Ter rac aving ee ach C h

bh

ay

ke Mar

L - N - S oca at ec l E ur re xp e t p lo in te lac rati rp e on re to te ur rt ou r

8

t

nd ea Caf

h kitc

Clu

id Fr

“Jeju Life”

Creati ve Area

t en y sid nit Re mu m Co

en

ous e M (N y o ow sm n ar Sh tp el ho ter ne )

Design Concept (Wants)

Local Experience

Local class - Language class - Cooking class

s n’

in

t

r so ne er in al p D c se lo ou he h

Overview of Business Poroject with Logic Model Inputs

Outputs Activities

Participants

Outcomes - Impact Short Term

Medium Term

Long Term

- Field research, Strategy development - Space design - Communication design - Contents design - Cafe - Food consulting, od class - Local program - Art program

-

21B BB architect Freelancer Cooking Studio Eco farm Artist

Project proposal - team making - site searching - budget prospect

Startup funding Construction

Community running Membership Local program

Current Project Scope

- Space stretst, space designer, communication designer - Housing department, co-working environment - 2021.05 ~2023.05 - 3 billion won - Coworking space - Community - Hotel system - Resident system - Real estate - Space design - Local community

Following Project Scope

- Coworking space - Community - Hotel system - Resident system - Real estate

- Space design - Operation

- Local community, investor

Program design Local person contact

Member recruit Membership

Another site searching

It is a co-living space where you can experience rest and inspiration for those who are out of their busy daily lives with the vitality of Local areas in the beautiful nature.

Office workers are adopting a “work from anywhere” approach by looking for temporary home offices on the coast or away from the cities, a study found. A survey of 2,000 “WFH” adults found six in 10 would consider working remotely from somewhere other than their primary residence.

And the average office worker would like to pack up their PC and spend two-and-a-half weeks doing their job from a more exciting or exotic location. Since Corona 19, telecommuting and remote work have begun in earnest and an environment has been created where people work beyond space. And stress on people, healing time in secluded places is becoming more important than busy cities.Also, it is becoming important to have a more meaningful and memorable experience in life apart from ordinary life. The “Jeju Life” project is a Coriving community space where visitors can experience rest and inspiration for those who are out of their busy lives in the vitality and open space of Jeju Island’s beautiful nature. Under the motto of experiencing Jeju, you can experience hidden spots, meeting with Jeju people, Jeju food, and dialect. In “Jeju Life,” residents will move in through a special process by combining programs that allow them to directly or indirectly experience the lives of local residents in Jeju Island, and residents will have to abide by their own special rules.

9

Jang, Kibyung

t

ren

Pr ou

ffe

d

Di

Doubt

Approach things in a different way and solve problems from a more fundamental perspective. He speaks with consistency, without deceiving himself. Speaking for words and not being forced to do the real impossible as if it were possible. We must persist in adhering, asking, and supplementing to achievement and completion. Evaluation of people and completion of work are two separate issues. The center of the story should have a common topic and clear right and wrong that can solve the problem. We must pinpoint the logic of rebuttal to the wrong thing, the other thing, under the conviction that this is absolutely correct.

10

Business Project

Online Marketing Needs and Methods Programmatic Concept (Needs)

e

Ac ce p

dl id M

ure

ple Pe o

e lat

Rig

ht

Snow ball

Lo Variab yal le

mu

Avoidance

y

cu Ac

Unif

End

le

ho

nc e

W

ta

Money

Try

e iv

G

ati gin a m Uni eness v Insuffi Int cient ere sts

Through continuous attempts, goods are traded and money stays. Ongoing interest accrues in a particular period of time, which creates capital. Business generates cash flows from what is seen and capital from what it is unseen. Where people gather, transactions occur naturally, money is traded and opportunities for capital to build up.

11

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Option_04

Avoidance Endure Variable

Choice

Accumulate

Rolling

Middle People

Interest

Visit

Try

Opportunity

Unify

Often

Right

Unreasonable

Gather

Repeatable

Ac ce p

e

Design Concept (Wants)

dl id M

ure

ple Pe o

Rig

ht

Snow ball

Money

Try

e iv

G

12

ati gin a m Uni eness v I nsuffic Int ient ere sts

Lo Variab yal le

te ula

Avoidance

y

m cu Ac

Unif

End

le

ho

nc e

W

ta

Option_05

Overview of Business Poroject with Logic Model Inputs

Outputs Activities

Participants

Outcomes - Impact Short Term

Medium Term

Long Term

- OBS customer contact

- Continue to discover partnership work to revitalize OBS

- Commerce division

OBS becomes active.

OBS becomes independent

OBS activities become available.

- Customer data

- Establish a strategy that can utilize customer data.

- Sales partners

Obtain customer data.

Categorize customer data

Use customer data to boost sales.

Current Project Scope

Following Project Scope

Online Marketing Needs and Methods LG should have data of customers who buy our products. Through customer DATA, we need to make customized offers to customers, identify potential desires that they don’t know, and sell products. Currently, it does not have information of customers who buy LG products and cannot be used. In the future, LG needs to be able to secure and utilize information of customers who are buying LG products. Customer DATA is the resource of the future and can take the initiative only when it is used AI. Companies that use customer data can dominate the market with customer choice. LG should try to satisfy its customers. What is essential for this is customer data. OBS was created to secure customer data. Collaboration with online markets is essential to activate OBS. Therefore, the activity of creating an ecosystem favorable to LG in the online market is very important.

13

Kim, Kyoungyoon Ser eni

reneur

Entrep

n

rt pe

True human to synthesize others

tio

bu

Ex

Gr ea tn

tri

e ur

n Co

as

Ple

es s

ty

Respect Co u

rte

sy

e tic Jus

I am seeking to improve speciality in some areas in a balanced way in terms of depth and breadth and be an entrepreneur to open new business and new market regardless of my positions at work.

All my activities using professional capabilities, I hope to contribute to societies positively and give courtesy as much as I can. My behaviors and activities could happen in the environments that i and my counterparts give and get respects mutually within areas of justice. With that, I am pursuing my pleasure and serenity in my mind. If it does work, I believe greatness could be achieved together. It would be close to eternal love that human beings can feel.

14

Business Project

Valuable Digital Transformation Critical Success Factors and Cases

ncy iste s n Co

Programmatic Concept (Needs) Dev otio

n

Cl

ea

o ati or

nli

ab

ne

ss

ll Co n

ped co Well-s

ciation

Appre

Helpful BP for others

T fo ime rm ly at io n

in

Credibility

ul

f se

po

Comprehensive

r Pu

I would like to finish a business project full of contents which can be helpful for others seeking information about the meaning of digital transformation, success factors and any lessons from oversea cases in the manufacturing industry. My business project needs to be filled with clear, timely,purposeful and comprehensive information. For that, I should be devoted to make my business project and collaborate with industry experts familiar with digital technologies and appreciate efforts mutually.My business project should be consistent, well-scoped so that others can feel credible.

15

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Consistency

CSF by case

Cases by CSF

Cleanliness

Self-review

Review by colleagues

Review by professional services

Collaboration

Public document

Interview with Article writer

Interview with project participants

Well-scoped

Concept

Concept + CSF

Concept + CSF + Case

Appreciation

Academia

CxO

DT specialists

Timely information

10 years

5 years

3 years

Credibility

No personal opinion for cases

Limited Personal option on cases

Comprehensive

Korean manufacturing cases

Korean + Global manufacturing cases

Option_04

Case + CSF

Manufacturing + other industry

Design Concept (Wants) SF pt + C Conce se

by Rev co iew + Ca lle ag ue s

Limited Personal option on cases

ye a

rs Korean + Global manufacturing cases

16

CxO

5

DT CSF & cases in Korean manufacturing industry

th wi nts w ipa vie ic er art Int ct p oje Pr

ical crit r y es b acto Cas cess f suc

Option_05

Overview of Business Poroject with Logic Model Inputs

Current Project Scope

Following Project Scope

Outputs

Outcomes - Impact

Activities

Participants

Short Term

- Myself time investment: 1 day per week from October 2010 to May 2021 - KRW 300,000 to purchase digital transformation trend, concept, process, success factor books and articles - Microsoft, AWS, Google colleagues relevant to digital transformation projects - 2 aSSIST professors to give advice on the business project

- Collect digital transformation case studies in public - Search digital transformation books and research papers - Compare the concept of digital transformation, concept, applied areas, and success factors and summarize them.

- Interview digital transformation project participants and take notes - Documentations about case studies - Get advice from aSSIST professors

- Microsoft, Google, AWS - aSSIST professors - 3 CxO-level project participants - 2 aSSIST professors

- Simple summary on digital transformation concept and success factors - Public case studies to be benchmarked

by Korean manufacturing industry companies

- Checklist for successful digital transformation projects to increase success possibilities

Medium Term

- Competitiveness increase of Korean manufacturing industry - Job and people capability transformation in the digital ec

Long Term

- Digital transformation experts, 3 days per month for the next 3 years - voice recorder or video camera

- Have face-to-face or phone interviews about newly closed digital transformation projects - Collect continuously news articles, case studies, and presentation dealing with digital transformation projects and add cases by critical success factors

- Decision-makers of digital transformation projects - Digital transformation project participants

- Good source of truth about digital transformation projects in the manufacturing industry

- Practice repository of digital transformation projects

- Expert community and network to help digital transformation projects in Korea

Korean Manufacturing Industry Digital Transformation Success Factors Digital transformation is regarded as an essential way to drive innovation and gain competitive edges not only in the level of enterprises but also country. However, it is very hard to finish digital transformation projects successfully. According to the study of McKinsey of “Unlocking success in digital transformation” in 2018, the digital transformation success rate is only 23% including 7% of “improved performance but not sustained” projects.Digital transformation is defined as applying new technologies to radically change processes, customer experience, and value. The digital transformation focus areas are “Engage customers”, “Enable employees”.

“Transform products”, “Optimize operation”. Adopted technologies are “Big data and analytics”, “Cloud computing”, “Artificial intelligence and machine learning”, “Internet of Things”, “Robotics process automation”, “Augmented reality and virtual reality”, “DevOps”, etc.. Digital transformation project success factors are “Clear digital transformation vision and value continuous pursuit”, “Working style and culture changes”, “processes optimization and execution capability increases”. “Partnership and ecosystem building for new business value chains”, “Change management and strong governance”, “Relentless people enablement, talent acquisition”. In the Korean manufacturing industry, multiple digital transformation cases have showed success factors. 1) strengthening process optimization and execution capability increase in LS Electric, Dongkuk Steel, Zinus, Telstar-hommel, 2) working style and culture change in Pumuwon and Dongwha, 3) pursuing digital transformation vision and values in order to add different business values in Samsung Electronics printing business division, LG Electronics “LG ThinQ”, Hyundai Construction Equipment “Hyundai Connect”, Samsung Heavy Industry S.VESSEL and S.FLEET, Coway IoCare, and 4) strategic partnership and ecosystem change in Doosan Robotics and LG Innotek UV LED business. 14 Korean manufacturing cases embraced multiple digital success factors. Companies having advanced IT infrastructure or digital devices tended to focus on business transformation through releasing new digital services. Companies producing raw materials started digital transformation projects to make outcomes easily with using data analysis, machine learning, and deep learning. Companies lack of IT infrastructure launched digital transformation projects which could start easily and quickly in the areas of internal processes and operation. Compared to global manufacturing cases, Korean manufacturing companies need to pay attention to more clear digital transformation goals and people enablement (Volkswagen), global partnership and ecosystem change (Honeywell), and corporate culture change (Thyssenkrupp Elevator).

What is your plan in this summer break (or vacation)?

Attending on-line Helsinki residence program and refreshing What problems did you encounter in this class?

No something special. As always juggling work and Aalto classes at the same was hard.

How was your experience implementing the design management approach in your business project (or personal project)?

Definitely. I have found out many chances to use design management tools introduced in the class.

What role do you think the experience of applying the design management to your project will play a role in your future career?

I can apply it to my job as a project manager or business proposal lead.

What would you like to tell your instructor?

Thank you VERY MUCH.

17

Kim, Kyungtae y

lit

i ib

Lo ve

s on

p

st Tru

Collab o

ciation

Respect Each Other

Appre

y th pa

Em

ration

s Re

Passion Ple

asu

re

ity

v ati Cre

I want to be creative and passionate with warm empathy. Most of all, i have to trust and respect each other. To continuously grow up the carrier, most people and co-worker have to collaborate with each other. It is pleasure to learn each other and make the opportunity in the market and personal potential to realize the real world and life.

18

Business Project

Hybrid Workspace for creativity and collaboration Programmatic Concept (Needs) ity

Fle xib

ility

iv ct

u

n or ati o

ss

t

Respe c

h

alt

Hybrid Workspace

He

ab

nd

Co ll

ne

ya

g

en

fet

Teami n

Op

Sa

od Pr

Connectivity

Communication

After covid-19 pandemic, Google office have completely closed by now. It has changed the worklife and how to collaborate in creative and innovative design and service. For more than 20 years, Googlers have been coming to the office to solve interesting problems in cafes, around a whiteboard at our campus. But it all changed so decided to redesign the new office at campus. It has set to prioritize the more flexible workspace and safety and health. It is expanding beyond just the traditional model of the desk as your main work unit and then using bookable meeting rooms.

It is “Team Pods” as meeting space and has various furniture and partition arrangements for supporting different types of collaboration focus. It can easily move from having a 1:1, to doing heads down work, to participation in a team brainstorm in the same team Pod space.

19

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Option_04

Option_05

Option_06

Option_07

Option_08

Connectivity

Wifi

Open space or Campus

WFH kit

Moving Line

Facebook BM

Event Venue and Party

AI office design Pilot

Communication

Meeting room

Virtual meet tool

Open mind

Respect each other

Business travel

Facebook BM

Sharing Space

Flexibility

Teaming

Team building room

Game

Co-work project

Travel

Outdoor activity

Party

Bungee project

Peer bonus

Creativity

Cafe

Food

Game

Music

Open community

Culture club

Apple BM

Learn each other

Productivity

Food, Cafe, and Restaurant

Sharing Desk

Chair

Collaboration Tool

WFH

20% extra project

Training

High Compensation

Safety

Social distance

Mask

Personal Room

Flexibility

Health

Fitness

Outdoor Activity

Vocation

Insurance

Massage

Organic food

Ergonomics Chair

Trust

Open mind

Responsibility

Respect

Trust

Accountability

Teach each other

Design Concept (Wants)

Pr od

uc

tiv i

ta Ki FH

20 Bun g % ex ee tra pro pe jec rso t a Communication na nd l th ing

Hybrid Workspace creativity and collaboration

Health

Ou t Ac door tiv ity

20

e fic ot Of l AI n Pi g si De

s

e ac s d, Foo rant Sp u p anic au n Org d Rest pe am n O rC e, a o Caf

W

ility

ty

g and Trainin others ach e rn a Le

Flexib

i tiv ea Cr

ty

nd

To o

ls

k Des hair ring cs C Sha nomi o Erg and

Option_09

Shared information and idea

Overview of Business Poroject with Logic Model Outputs

Outcomes - Impact

Inputs Activities

Current Project Scope

Following Project Scope

Participants

• Project owner Kyung Tae and Volunteer • REWS Teams ( Real Estate and workspace teams ) • 3 Month and $100k Funding • Working Environment and Expectation • Survey Result to Return to office project • BM and Case Study • Guide for WHO • Advice from related researches

• Pilot Project and experience for great hybrid workspace • Reference visit for create workspace ( FB and Apple ) • Survey Result Analysis and Prioritize the things to do • RFI Request and Prepare the RFP • Prototype and Pilot Office Open • Productivity and collaboration index measurement • Survey Result analysis for next workspace requirement and priority

• Volunteer #3 Co-worker • REWS Teams • Google Korea and JPAC Employee

• Change the life and make the future • Sustainable the business and life after Pandemic • AI Office Design Environment

• Research and 10X Project by volunteer and UI/UX Engineering teams • Carbon Free Business Transformation Strategy for Next Hybrid workspace and environments

• Google Brain teams • Google UI/UX Engineering teams • Volunteers and REWS Teams

Short Term

Medium Term

Long Term

• The Great Hybrid Workspace Proposal and Report • ProtoType the next generation workspace • Survey Result and Analysis • Case Study and BM Report • Open to Return to office program

• Customizing the hybrid workspace each Country and culture • Change the work and life environment • Improve the survey result and SAT Score

• Change the life and make the future • Sustainable the business and life

• The future report

by AI Technology and Human Life

Hybrid Workspace for creativity and collaboration after pandemic This is main research and approach about the great Hybrid Workspace office design for creativity and collaboration, safety and health after pandemic. After covid-19 pandemic, Google office have completely closed by now. It has changed the work-life and how to collaborate in creative and innovative design and service. For more than 20 years, Googlers have been coming to the office to solve interesting problems in cafes, around a whiteboard at our campus. But it all changed so decided to redesign the new office at campus.

It has set to prioritize the more flexible workspace and safety and health. It has started a pilot project of return to office on some campuses. The Real Estate and Workspace Service (REWS) team has been testing and prototyping new concepts to make new hybrid workspace concepts to make a better place to work. It is main activities as the pilot project and experience, reference visit to FB and Apple, Survey Result Analysis and Prioritize the things to do by Volunteers and REWS Teams. The outcome as finalized is the great hybrid workspace proposal and experience zone, it is make to customize each country and culture. So it make sure to change the work and life environment, improve the survey result and SAT Score. It is expanding beyond just the traditional model of the desk as your main work unit and then using bookable meeting rooms. It is “Team Pods” as meeting space and has various furniture and partition arrangements for supporting different types of collaboration focus. It can easily move from having a 1:1, to doing heads down work, to participation in a team brainstorm in the same team Pod space. It is about new space and technology ideas in strategic locations and learning what works well. It is a prototype to conduct new methods of UX Research to gather feedback and make adjustments and improvements as we go and want to co-create this future with Googlers to support new way of working in the months and years ahead. But It is some limitation so will be following the project as the change the life and make the future to sustainable the business and life after Pandemic by AI Office Design Environment. The main activity is research and 10X Project, the carbon free business transformation for next workspace and environments by Google Brain teams and Volunteers.

What is your plan in this summer break (or vacation)? 아직 계획을 못 세웠습니다. 가능하면 제주도 or 강원도에서 한달 살기 계획하고 있습니다 .

I haven’t made a plan yet. If possible, I plan to live in Jeju-do or Gangwon-do for a month.

What problems did you encounter in this class? 디자인에 대한 관점을 이해 하는데 어려웠습니다. Tool 과 Visual 에 대한 프레임이 너무 강해서 그런것 같습니다. 디자인 관점의 생각 하는 훈련과 힘을 기르고 싶 습니다.

It was difficult to understand the point of view of the design. It seems that the design perspective’s frame for Tool and Visual is too strong. I want to cultivate the training and power to think from a design perspective.

How was your experience implementing the design management approach in your business project (or personal project)? 전체 연구 프레임웍을 세우고, 어떻게 연구해야 할지에 대한 뼈대를 잡는데 도움이 되었습니다. 하지만 연구에 대한 컨텐츠가 많이 부족함을 느끼고, 관련 문헌연 구, 포럼, 시나리오, 세미나 등 더 사전 준비를 해야 연구 계획을 구체적으로 만들 수 있을 것 같습니다.

It helped to set up the whole research framework and lay the groundwork for how to do research. However, I feel that the contents of the research are lacking, and I think that I need to prepare more in advance such as related literature studies, forums, scenarios, and seminars to make a detailed research plan.

What role do you think the experience of applying the design management to your project will play a role in your future career? 개인적으로 관심이 많은 과제를 선택 했습니다. 현재 하고 있는 지금 역할은 아닙니다. 그래서 향후 회사에서 이번에 제안한 관련 20% 프로젝트가 오픈 되면 참여 자로 진행을 하고 싶습니다.

I have chosen a project that I am personally interested in. It’s not the role I’m currently playing. So, when the 20% related project proposed by the company is opened in the future, I would like to proceed as a participant.

What would you like to tell your instructor? 교수님의 개인적인 인사이트와 경험들 … 그리고 학문적, 실용적 접근에 대한 시각이 많이 좋았습니다 .여러 다양한 디자인 도구나 방법론, 사례 등을 설명 해주셨 고, 이 중 가장 효과적인 방법론으로 직접 퍼슨얼 브랜딩과 과제를 직접 진행하고 관련 교수님이 코칭 해주시는 부분도 많이 기억이 남았습니다.

Professor’s personal insights and experiences. And I liked the academic and practical approach a lot. He explained various design tools, methodologies, and cases, and the most effective method among them was the personal branding and assignments, and the part where the related professors coached them. I also remembered a lot.

21

Kim, Minchul Cr ea tiv

t es

n

sti ce Ju

cy

n Passio

ten

pe

Coura g

ity

m Co

e

Ho

Responsibility Co n

sid

era tio

n

lity

Cre

i dib

It is not easy for me to evaluate myself. However, it is clear that I am an unbearable person who sees injustice and strives to not implement justice. In order to pursue this kind of life, I must have power, and believe that power comes from wiseness, creativity, and integrity. The more I have that power, the more I want to live a life of continuing effort in a modest manner. I think sincere thoughts and actions, hard work and dedication, wise thoughts and creativity are the prerequisites for success. And, I want to be recognized by others as a responsible and sincere person.

22

Business Project

BP that explains in an easy-to-understand manner based on collaboration cases and data Programmatic Concept (Needs)

e ctiv

je Ob

Help

Pu

y

On

St rat eg

r ess

fuln

h Fait

ration

no

Ho

ce

Reference that can help someone set up strategy

s es

Direction

Re s

ol

ut

ul

ren

o Collab

sef

fe Re

tim e

rpo

n ul

tf

h ug

io

n Courge

o Th

The history of the Korean dishwasher market is over 30 years. For a long period of time, LG and other companies have launched various new products, but the growth of the market size did not meet expectations compared to history. There were many factors, but people were unfamiliar with the dishwasher, did not believe the washing machine was done by hand, and there was a misconception that it uses a lot of electricity and water due to its long operating time. With the launch of a new model in 2019, LG Electronics is enjoying great success in the Korean market, changing people’s negative perceptions. In addition, the dishwasher market is growing at the same time, as well as LG Electronics’ sales and profit growth. Through this business project, I plan to summarize the secrets of success regarding the successful launch of a new dishwasher model in the Korean market. I hope that reading business projects for others will give you a clear understanding of the success factors and an opportunity for them to learn how to prepare in the future. In addition, we plan to present a method of establishing a strategy with a detailed plan and implementing it in cooperation with the relevant departments. I will organize the data as objectively as possible, and carefully create the material so that the reader can understand it as easily as possible. I hope this business project will give me an opportunity to analyze the success factors myself and help others.

Through this, not only can I raise my own honor, but I also want to be an excellent reference and direction for others. Lastly, I want to awaken and give courage to the common truth that opportunities for success come to those who constantly challenge people.

23

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Option_04

Objective

Revenue

Income

Sales

Survey

Collaboration

Example

Marketing

Product planning

3rd party

Resolution

Way

Help

Thoughtfulness

Kind

Explanation

Faithfulness

Certification

Award

Purposeful

Reference

Information

Direction

Help

Reference

Information

Guide

co m

si ni U

rat ion ab o

Co ll

Mar

n at io

nd

Ki

Ex

Help

pl

an

Way

Ce Aw rti f i c Sale ati ard s on

ta Da

BP that explains in an easy-to -understand manner based on collaboration cases and data

Survey

ue

ty

ve r

e

n ve Re

ing ket lanning Product p 3rd par

Strategy

Explanation

24

University

In

ty

Design Concept (Wants)

Option_05

Overview of Business Poroject with Logic Model Outputs

Outcomes - Impact

Inputs Activities

Current Project Scope

Following Project Scope

Participants

Short Term

Medium Term

Long Term

• Customer Pain Point Definition and • Review • Preparation in terms of technology • How to promote and persuade • Customers

• Customer research and interview • Reduce cycle time and energy consumption • Best cleaning performance compared to • Competitors • Promote the product’s features to customers through online/offline • Secure reliable data by using an external certification authority

• Mr. Ahn • Mr. Choi • Mr. Choi • Mrs.Heo • Mr. Jang

• Reference materials for establishing a successful market entry strategy for dishwashers

• Stable market entry possible when developing the next new product

• The basis for continuous performance creation

• Establishment of strategies to enter other countries other than Korea

• Differentiation of methods is required according to customer preferences by country

• Relevant department manager by region

• Sales growth rate: 20% or more • Profit: 10% or more • Elimination of loss due to trial and error

• Maintenance strategy needs to be supplemented and updated continuously

• Linked with brand power

A study on the marketing strategy for the development and launch of new model in the Korean dishwasher market For a long time, LG and other companies have launched various new products in the Korean market, but the growth of the market size did not meet expectations compared to the 30-year history. There were many factors that prevented the market from growing, but the biggest reason was that each manufacturer, including LG, did not properly improve and reflect customer complaints from the customer’s point of view. Korean customers were still unfamiliar with the dishwasher due to its low penetration rate, and distrusted the washing power of the dishwasher instead of hand washing.

In addition, customers were misunderstood as using a lot of electricity and water due to long operating times. LG Electronics thoroughly reflects on and prepares for past failures, and has achieved great success in the Korean market with the launch of a new model in 2019, changing people’s negative perceptions. In addition, the Korean dishwasher market is growing with LG Electronics’ sales and profit growth. Through this business project, I would like to summarize the secrets of the success of successfully launching a new dishwasher model in the Korean market. I hope that reading this business project will give you a clear understanding of the drivers of success and an opportunity to learn how to prepare for the future. Finally, I look forward to this document serving as an excellent reference for my juniors or people in the relevant departments.

25

A

id

Res il

n Pa ssi o

New

lness

nt

Creative decision maker

de

en

ep

u Truthf

Ind

Engenetic

ien

Fl

ce

ex i

bi

lit

y

Kim, Taeyeon

ip

ndsh

Frie Love Ad mi Intimac re y

e ud tit ra G ss lne

kfu

n Tha

Respect

Passion is a big driving force in my life, especially when it comes to working. I’m very energetic person, so I can’t imagine that I do something without passion. I’m currently working as regulatory affairs associate in PRA Korea. I usually work at home from 10 am to 7 pm, but I have more flexibility since 2020, February due to COVID-19 pandemic. My main duty is preparing IND (Investigational new drug development) submission documents to receive MFDS approval. I prefer to take new projects rather than old projects that have already received MFDS approval, because I have more chance to work independently. I have recently received “star award” for a newly assigned project of 2021, so I became one of the respected person in the company.

26

Business Project

Accelerating of new drug development in South Korea Programmatic Concept (Needs) e itiv

n Cog

g din

os

an

rp

rst Un

de

Pu

rate Delibe

n

ive rat

pe

o ati or

ab

efu

l

ll Co o Co Positive effect on the domestic new drug development market

ty

Idealistic

n

Solutio

n

sio

i ec Pr

Re l

tion

ia b

ili

Reso lu

In order to reduce the cost of the optimization stage, which requires cost, time and labor, it is very idealistic to use AI for new drug development. It is important understanding the current role and status of domestic startups using artificial intelligence technology of the development of new drugs such as Standigm(established in 2015), Syntheca Bio (established in 2009 ) and Oncocross(established in 2015). It is known that most domestic startups are working on projects in cooperation with other large companies. This is because it is necessary to build a more systematic AI platform to obtain consistent data. Through domestic startups case analysis (using theories and models learned in class), I think that in South Korea, where the development of new drugs is poor, we will be able to find a strategic solution that will go forward to have competitiveness with overseas multinational pharmaceutical companies.

27

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Cognitive

Online AI symposium participation

Referred published papers that have similar titles.

Cooperative

Domestic startup interviews

Aalto colleagues

Resolution

Save money and time for developing new drugs

Precision

Collect as many new drug candidates possible

Idealistic

AI platform with less errors in cause-effect analysis

Option_03

Option_04

Technology vendor experts

Design Concept (Wants) Do

T me he ro sti le c s of tar tu ps

m siu po Is ym eA lin

do

On

Accelerating of new drug development in South Korea

Using Al technology search for new drug rm rs fo ro t at er fec candidates l p s f

Sa to ve fo m r d on ne ev ey w elo & dr p tim ug ing e s

28

I les -e s se si ith u ly w ca na a n i

A

Collect as many new drug candidates possible

Aalto colleagues

n ee tw be nies U a MO omp c

pa

rti

cip

ati o

n

m e in stic te rv sta ie rt ws up

Option_05

Overview of Business Poroject with Logic Model Outputs

Outcomes - Impact

Inputs Activities

Current Project Scope

Following Project Scope

Participants

Short Term

Medium Term

Long Term

• Main researcher Taeyeon Kim • ASSIST, Digital innovation dept.

(Advisors: Dr. Sungmin Kim or Jinho Kim) • Time: 2021, March to 2021, December • Searching domestic startup information • Reading medical journals related to AI technology • Materials: Literatures (Journals, published papers, books etc..)

• Technology: AI & Design management

• Self- research about AI technology related to development of new drugs

• Myself

• Graduation thesis

• Providing reference people who needs information about domestic startups using AI technology for new drug development

• Share AI platform with other domestic companies for new drug development • Reduce cost & time for developing of new drugs

• Received first comment from aSSIST professor for BP proposal

• Domestic startups interviews • Receive advices to help research

• 2~3 domestic startups • Aalto colleagues, Assist professors

• Graduation thesis

• Publish graduate thesis in the medical journal • Make a presentation in the domestic conferences

• Expand AI platforms via doing more research

Domestic startup cases study of artificial intelligence technology on accelerating new drug development In the era of the 4th industrial revolution, artificial intelligence technology has been grafted into various industries and has a positive impact on the development of each industry. In order to reduce the cost of the optimization stage, which requires cost, time and labor, it is very idealistic to use AI for new drug development. It is known that most domestic startups are working on projects in cooperation with other large companies. This is because it is necessary to build a more systematic AI platform to obtain consistent data. Therefore, it is important understanding the current role and status of domestic startups using artificial intelligence technology of the development of new drugs such as Standigm(established in 2015), Syntheca Bio (established in 2009 ) and Oncocross (established in 2015). I’m planning to interview these startups in 2021, July. In addition, to collect more research data, I’m planning to attend conferences. Through this project, I will analyze the cases of domestic startups in which artificial intelligence technology is accelerating the development of new drugs, and derive strategic implications for these companies. It is expected that if domestic startups expand the Al platform through collaboration with other large companies, the cost and time required for new drug development will be greatly reduced. I’m planning to provide more information to the interested parties by publishing by BP to medical journals or making presentations at conferences later.

What is your plan in this summer break (or vacation)?

I don’t have specific plan yet. However, I will spend summer vacation with my family in Busan or Jeju Island.

What problems did you encounter in this class?

It is a little bit difficult to understand concept of design management at the beginning. In addition, applying my business project to workshop is difficult. I thought that there is other case that is much suitable for the in-class workshop.

How was your experience implementing the design management approach in your business project (or personal project)?

It is a little bit difficult to do in-class workshop with my business project. Actually, I haven’t started to write my paper yet. However, I believe that design management class is pretty helpful when I do my business project or company projects from a variety of perspectives. I usually follow company SOP or work flow when doing company projects.

What role do you think the experience of applying the design management to your project will play a role in your future career?

My company projects are related to clinical trials. I prepare IND documents according to local regulation, and submit them to MFDS. At this point, I’m not sure how to apply design management to my projects, but I will consider how positively design management has impact on my tasks in the future.

What would you like to tell your instructor?

Dr. Park is very passionate. He has prepared many cases, and tried to explain to the students as many as possible. Compared to other professors, he provided the latest information to the student which is very important.

29

Kwon, Dongho Har

mo

ge

sty ne Ho

le

g

standi n

Under

Humb

st

lity

Tru

ibi

ns

po

s Re

ra

u Co

nize

Pleasure Th o

ug

htf

ul

e tic Jus

Based on honesty and justice, I fulfill my responsibilities. Understand and trust each other and live in harmony. Act thoughtfully and courageously. I always think in my heart to be humble. Pleasure is a sustainable nutrient in life.

30

Business Project

DX Infra for R&D

rp

ity

Pu

Re al

ing

isti

Pla

y

lit

ion

s Con

Th

ncy

iste

DX Infra For R&D

ht oug

c

a Re

cis

nn

Fle xib

Reliab il

De

ess fuln tion Considera

ility

os ef u

l

Programmatic Concept (Needs)

Cooperate

ience

Exper

A

g

in

d an

bi lit

y

Patie nce

t rs

e nd

U

Flexibility for system upgrades should be secured. It should be a system that meets the purposeful by reflecting the considerations of various organizations. An understanding of the flow of data and the management structure is needed. Collaboration between the professional departments to utilize and the department specializing in the construction of the utilization plan and the realization of the system shall be conducted. For the purpose of ideal appearance, decision making is needed considering realistic implementability. Support from experienced experts in data system construction is needed.

31

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Option_04

Planning

Budget

Manpower

Period

Location

Decision

Server

Policy

Investment

Network

Cooperate

Task

Regular

Matrix

Flexibility

Storage

Network

Access

Period

Understanding

AI

Cloud

Server

Realistic

Budget

Manpower

Period

Experience

AI

Cloud

Server

Option_05

Option_06

Network

Software

Domain

Wi-fi

Customer

Domain

Wi-fi

Customer

Purposeful Ability

Design Concept (Wants)

ing nn Pla

on

Goa

rk

Netwo

DX Infra For R&D

l

Period

t

i cis

en

De

tm es Inv

Loc atio n

Bu

dg

et

Pol icy

Cooperate

Re g

k

s Ta

ul

ar Matrix

32

Option_07 Hardware

Overview of Business Poroject with Logic Model Outputs

Outcomes - Impact

Inputs Activities

Current Project Scope

Following Project Scope

Participants

Short Term

Medium Term

Long Term

• Types of data that was used curent • The collection and storage system of device information used by consumers.

• The fact that nothing has been decided, such as scope of work, performance personnel, achievement goals, possibilities, future uses, etc.

• In other words, I am a law and a lonely pioneer.

• Server design & building, PCB Software programing, UI programing, Data analysis

• Based on previous experience, identify the data you need.

• Selection of essential data required.

• Selected data should be standardized by product.

• Constructs an architecture to reflect selected data.

• Determine implementability within Micom capacity limits considering scalability.

• An investment plan shall be established in consideration of the necessary budget for each stage and the additional costs required for maintenance.

• R&D Researcher • PCB Programer • Department of Management

• Required data Set

• Operational Policies

• Higher work efficiency for R&D researchers by • Using data infra

• It is still up in the air and under discussion (Experienced Planning Worker, Data Analyst, Experimental Specialist, Product Architects)

• The scope of work and the required competencies are shared and the completeness of additional members is discussed.

• Discuss the size of the space required and the scope of the facility.

• Human Resource • Construction Department

• Need more Man power • Space to build systems

• Efficient Data Utilization Plan • Researchers’ ability to analyze data

• Link between customer information and research information

A Study on the R&D Data acquisition system for Digital Transformation environment The boundaries of traditional market classification due to the development of IT technology and the integration of manufacturing/service sectors are weakening, and it is changing into an industrial environment that requires new markets and customer definitions using digital technology. The DX transition is now a necessity, not an option, for active response to market changes and further future survival. From analyzing customer behavior to product planning, research and development, manufacturing, and services, a change in the overall business environment is required. The core of digital transformation is data and it is developing statistics and future predictions through big data analysis. In particular, not only is it difficult to obtain data from the R&D side, but the quality of the data is also an important factor, so overall planning of what data will be obtained, how to secure and how to utilize the data.

Securing and utilizing data is an activity that requires medium and long-term time and investment before its effects lead to management performance, and the importance of initial planning is paramount. It is a study aimed at reducing trial and error and helping solve the problem situation when establishing an R&D data acquisition system by defining what to consider and step-by-step activities for preparation during the planning stage. Complex system design is needed considering departmental needs, future scalability, utilization value, etc. Once the entire flow is connected, detailed planning for detailed activities is also required.Perform their roles, such as orchestras, and the whole must be coordinated in one direction. Need to make a step-by-step decision considering technical feasibility, expected cost-effectiveness, and budget range. Digital Transformation is not a defined concept. This is the future that needs to be defined and created according to the needs. This study provides a methodology for creating something out of nothing, but cannot be a dominant rule.

What is your plan in this summer break (or vacation)?

I’m planning to travel to Jeju Island with my family. We are aiming to go on a family trip once a year, but I couldn’t because of COVID 19. I’m going to take a rest at a resort in Jeju Island during summer vacation with my family.

What problems did you encounter in this class?

Without checking the syllabus carefully, I applied for the class because I recognized it as a class related to design. I was a little surprised to learn about the wrong situation during the first week’s lecture.

How was your experience implementing the design management approach in your business project (or personal project)?

It was a lecture that was very helpful for planning. In order to use it smoothly, you will need experience in using it.

What role do you think the experience of applying the design management to your project will play a role in your future career?

It’s not specific yet, but I think it’ll probably be better used in a more personal life at work.

What would you like to tell your instructor?

Thank you for your hard work explaining the new concept when you first came across it. Thank you for your passionate lecture despite the time difference of 13 hours. It would have been better if we had the opportunity to meet in person and listen to the lecture, but I’m sorry that it’s all online. I wish you all the best in your plans, professor. Thank you.

33

Lee, Jaeyoung Trust

Ha

rm

n

os

Pla

rp Pu

st

tio ra

ne

de

si

Ho

efu

l

n Co

nn

ed

on y

est

Mod

Honest and Reliable man

Effort

Co u

on

i ss a P

ra g

e Flexible

I prefer to set a clear goal and get to work. Especially, setting goals that members understand is more important when working in groups. Since I have the principle of achieving these established goals, I plan thoroughly from the beginning, work as a team, and listen to different opinions.

Enthusiastic efforts are made to implement goals, and sometimes rather excessive execution is courageously carried out. This is because I think failure is more desirable than regretting without trying it. However, the implementation method seeks flexibility. Much effort is devoted to dialogue and persuasion to listen to opinions and produce results that many stakeholders will be satisfied with. But I courageously reject overly selfish or clearly wrong opinions. These kinds of performances require a reputation for being truthful, trust, and supportive of members of the group

34

Business Project

Convenient & Efficient Office

Cl ea nl

tab

le

Fre

fo r

Safe

Co m

t

ien

Convenient & Efficient Office

y Coz

t

fic

Ef

ien

en nv Co

sh

in

es s

Programmatic Concept (Needs)

Collaboration Hy

bri

d

d

ize

n ga Or

Due to the lack of space in the current building, the company is preparing to relocate its entertainment program offices and production facilities. The new office and production space are more comfortable, clean, and cozy than now, aiming for space where producers can work creatively. It will also consolidate program production facilities divided into several floors due to lack of space to strengthen cooperation so that they can work more systematically and efficiently. Since it is a newly decorated space, it is also designed by considering changes in the future production environment. The working environment will consider also intended to be an environment where offices and telecommuters can collaborate smoothly. Unfortunately, the new office still has a size limitation. each facility have to consider space efficiency

35

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Option_04

Option_05

Cozy

Rest Area & Sofa

Bed

Proper Temperature

Cleanliness

Shower place

Shoe rack

Separate Food Area

Comfortable

Big Desk

Motion desk

Chair

Convenient

Increase the Editing PC Num

Short Distance Between workflow

Increase Room Type Editing Room

Efficient

PC Room style Operation

Helpdesk

Agency SVC

Utilize AI For Editing

Collaboration

Remote Communication

Program Monitoring Room

Conference Room

NQC Connection

Hybrid

Zoom

Cloud

Cloud Editing

Virus Protection

Safe

Locker

CCTV

Proper Temperature

Insurance

Organized

Master Editing Room

Space for team play

te ara Sep Area d Foo

for ce lay a Sp m P Tea

gE De ditin sk g

Bi

CC T

rea Rest A & Sofa

vity

Remote Communication Tool

36

Data Protection

Creati

om ion Ro rat PC Ope yle St

Convenient & Efficient Office

Clo Ed ud itin g

Storage Room

In c Ty rea pe se Ed Ro iti om ng

V

Design Concept (Wants)

No Earphone

Overview of Business Poroject with Logic Model Outputs

Outcomes - Impact

Inputs Activities

Participants

Short Term

Medium Term

• Space analysis • Editors & Field Director’s needs • Production Department Direction • Tech Department needs • Company Budget

• Structure and environment analysis of new place • Requirement gathering from creators • Confirm basic design idea of production department • Requirement gathering from Tech organization • Budgeting

• General Affair Team • Editors, Field Directors, Producers • Tech staffs • Tech planning team

• Relocation Plan • Production Facility layout plan • Workflow improvement plan

• RFP (Request for Proposal) • Budget and Details • Time plan

• Renewal production workflow case • AI/Cloud Based Solution Survey

• Improving method for production workflow • Technical maturity survey

• Tech Staff • System Integration Company • AI/Cloud Solution Providers

• Workflow improvement plan for future • AI/Cloud/Remote Production solution utilization plan

• RFI (Request for Information)

Current Project Scope

Following Project Scope

Long Term

• The plan of utilizing new technology in program production workflow

Effective relocation of production facilities Due to the lack of space in the current office building, we tried to find ways to improve the current production workflow based on new technologies by moving some program’s production facilities to an annex building about 5KM away. Prior to the existing facilities, editing rooms and CG rooms were expanded by about 20% to strengthen production competitiveness, and a tight layout plan came out again after considering the rest area As production facilities, which had been divided into multiple floors, are concentrated on one floor, it is expected to streamline work and communication.

However, it is regrettable that there is not enough space for the working environment to be comfortable and comfortable due to the expansion of production facilities, but it was supplemented by considering new production methods and ways to reduce time spent in the office by utilizing new technologies such as AI/Cloud. As the headquarters building and affiliate buildings are separated, efficient remote communication plans have also been established for the remaining computer graphics production, administrative support, and technical support. Despite space constraints, we believe that applying state-of-the-art technological elements such as spatial layout techniques and hybrid workspaces can provide an environment where program makers can work more efficiently and comfortably in new buildings. In the future, we will continue to work to find ways to dramatically improve our production workflow by utilizing AI/Cloud/Remote Editing technology.

37

Lee, Jungsu ility

sib pon

iste

ncy

n or ati o ab

Go

al-

or

ien Co ll

Collaborative Engineer

Trustw orthy

Self nt opme -devel

ct

re ce

Sin

pe

s Re

ted

Res

Con s

Enjoying Fle xib

le

ce

an ler To

I think that most organizations’ achievements and business outcomes are possible through collaboration with colleagues or partners. In addition, long-term and productive collaboration can be easily realized when there is a trust relationship built on the basis of sincere attitude toward work and people. In the process of collaborating with partners with diverse thoughts, it is necessary to exercise flexibility in order to make optimal decisions from a holistic point of view, rather than insisting on your own thoughts. Even if you do your best, there are times when the process and results don’t always come out the way you want. At this time, I think that if you keep consistency with a positive attitude that there is something to learn through the process of failure and overcome with a feeling of enjoying and accepting reality, you can achieve meaningful results and grow in the process.

38

Business Project

Service Business Introduction Programmatic Concept (Needs) le

Re lia

cy

ate

to-d

cien

g

Service Business Introduction

Up-

Effi

rin

ito

on

tP

ss ice roce rv Se on P ti era

Op

ro ce ss

ble

M

y Complexit De (ind coup epe led De SW nde ve nt) ( lop Se me rvic A gi e) n

le

Scalab

Team Culture

Sh

ar e

i

tr

Learn

n

io

n Co

t bu

Traditional manufacturing companies also strongly want to improve their business model through expansion into their own product-based service business. It is difficult for the manufacturing company to compete with the SW service companies in their current way of working. First, it is difficult to keep up with the speed of service companies in terms of time to market with the existing development process centered on the manufacturing industry. Second, after the service is released, it is necessary to respond to the customer’s response through fast and continuous updates, but the manufacturer’s software development process does not take into account the aspect of “service operation” after release, so such a response is not easy. The failure to present a killer service may be a big reason for this, but the way of working that stayed in the HW product-based SW development/verification process also contributed greatly. In this study, in particular, we intend to propose a practical improvement for the SW development process that can be applied to manufacturing-oriented companies that plan to expand service business with the focus on SW development/verification process.

39

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Agile

Scrum

Waterfall

Independent

Server hosting

Virtual machine

Complexity

Monolithic service

Micro service

Efficiency

Sidecar library

Bring your owns

Scalable

On-premise

Public Cloud

Hybrid Cloud

Reliable

On-premise

Public Cloud

Hybrid Cloud

Monitoring

Open-source toolkit

Build our own

Up-to-date

Open source based

Managed service

On premise

Share

Mail & document

Collab

Slack

Learn

Mooc

Offline training

Workshop

Contribution

Mail & document

Collab

Slack

Design Concept (Wants)

Container

Workshop

Workshop

Pub

lou

Sc

ru

m

lic c

d

De Pr vO ac ps tic e

Cl o Na ud tiv e

Service Business Introduction

(co Colla b nfl ue nce )

40

OC

MO

Man a g ed servic e

n ow our y ice g Microserv Brin Con

ce ur so en lkit Op too

tain

er

Option_04

Option_05

Overview of Business Poroject with Logic Model Outputs

Outcomes - Impact

Inputs Activities

Short Term

Medium Term

Long Term

• New business department in Quality Control Center • Cloud based service implementation technology and framework references • SW engineering case study and literatures • Resource Cloud Native Developer Community • Resource from DevOps Engineer Community • Literature • Webinar • Video contents • Service Developer/ Operator

• Establish specific policies and plans for implementing the agile methodology • Organize policies and plans for container-based development and service operation • Proceed with service development according to the requirements • Investigate the advantages and disadvantages (technical, economic, and strategic perspectives) between major public cloud service providers • Investigate open source toolkits required for service operation • Investigate managed services that can be used for development and deployment integration • Find out the process and culture of leading companies through interviews with developers and consultants who have experience in development and verification in the SW service industry • Investigate online training courses related to service development and operation • Investigate previous research and case study related to service development and operation

• Jungsu Lee • Mr. Park • Mr. Hong • Mrs. Heo • Mrs. Jang • Product Owner • Scrum Master • Sw engineer from NHN • SW consultant

• Scrum Execution Plan (Epic,user story, backlogs) • Service development result (code, binary) • Public Cloud Service Provider(AWS, Azure, GCP, etc.) Analysis and Compare • Interview summary & Implications • Survey report of Previous research related to Cloud Native, DevOps

• Container Management Policy(container repository, pod deployment, etc) • Survey report of managed service for CI/CD(Continuous Integration/ continuous deployment) pipeline • Open source Toolkit Analysis for LMA(Logging, Monitoring, Alerting)

• Survey report of useful MOOC resources for Cloud Native, DevOps

• Artifacts(documents) of proceeding service development and deploy • Internal documents • Staffs in Quality Control Center

• Sharing the case study about service business introduction success story • Establish in-company standard process for service business introduction

• Jungsu Lee • Staffs in Quality Control Center

• Evaluation with Commercial Service Deploy

• Successful service business introduction example

• in-company standard process for service business introduction

Current Project Scope

Following Project Scope

Participants

Practical Improvement of SW development process for manufacturing companies to move toward SW service business This study is about the improvement of way of working for manufacturing company which extend their business area to SW based service. To this end, first of all, I would like to investigate the process of developing and verifying SW services in leading companies in the service business field through literature research and interviews. In addition, knowledge and information about cloud native, scrum, container based virtualization etc. the latest SW service implementation technology, will be grasped through literature data and developer community. By synthesizing these results, the best practice for SW service development will be summarized. It summarizes the characteristics of the manufacturing company’s development process and what makes it different from the sw service development method. Then, considering the characteristics of the manufacturing industry, among the SW service development process, it is divided between accepting and tailoring. Through this process, the development process and operation process to be built by manufacturing companies to expand service business are defined, and a teamwork culture to effectively implement them is proposed. Although it cannot be proceeded at the moment, it is expected that a case study centering on successful commercialization cases can be carried out by implementing the method proposed in this study through subsequent studies.

41

Park, HeeYoung End

nce

ive cis De

e nc

t igh Stra

ny

Harmo

ard forw cy Consisten

tie Pa

Self-controlled Performer

te era

sid

Sen

n Co

se

So lv e

ura

Responsibility Toler a

Desire

ice

Ro l

e

nce

if cr

Sa

It has been almost 20 years career in financial industry and I realized that my value and desire are here in this industry, and am recognized in my field. Currently I am financial consultant specialized to private hedge fund managers so I need to solve the problem to their requests or issues.

And I need to be decisive at an appropriate time and to give a impressions on strong responsibility, considerate understanding and reliability. Because my clients are mostly high-net- wealth people, they are very demanding and want more higher service quality. Accordingly I sometimes receive the pressure or am stressful so I try to enjoy my work and balance with my personal life.

Even though they want a heavy request to me, I try to consider it and to make a harmony with them for mutual reliability.

42

Business Project

Cost Efficiency with financial specialist

Need

Ha

cie ffi Co ste

Execution

Focus

Pa ss

O

e Regu lation Goal

ity

ng

is m Cr ea tiv

alle

pt im

Ch

ion

rt Pa

n

nce

ista

Shared Services

Ass

Need

n

p

tio

lu

ng

hi

rk

izi

s er

iwo

m sto Cu

nc y

nd

So

Assistant

He lp

Vo l W unt or ee k r

Programmatic Concept (Needs)

My BP is about to introduce ‘Total Shared Services(called ’TSS’)’ for Korean start-up hedge fund asset managers, and to raise the current issues. The service is initiated by Korea Financial Investment Association(KOFIA) as lots of small financial companies were struggling to their finance difficulties derived from expensive resources and office rent compared to poor sales in 2015. In addition, ease of regulation especially for start-up hedge fund asset managers accelerated to increase the total number of start-up hedge fund asset managers (called’ clients’) from 19 in 2015 to 217 in 2019. Due to the nature of start-up and to meet the regulation, lots of cost and resources are involved in incorporation, licensing, business management and advisory etc. The only market player, G company, which develops TSS initiated by KOFIA, is to provide these total services to clients who is not familiar with asset management business instead of hiring staff of each function like operation, legal, finance, procurement and legal advisory. The service vendor suggests a solution and provides customized serviced and assist in clients if any. As this service business is the beginning in Korea so financial industry and regulator are new yet. Compared to the other locations such as Europe and Australia (as the example of this business), the scope of financial outsourcing service is currently very limited to develop that needs to be eased the regulation. This is challengeable issue to be executed in future.

43

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Option_04

Option_05

Option_06

Option_07

Cost-efficiency

Sharing economic

Economy of scale

Uber

Office rental cost

Employee cost

Outsourcing

Customizing

Consultant

Architect

Cook

Operations

Compliance

Management support

Execution

Licensing

Incorporation

Specialist

Vendor

Outsourcing

Regulation

Korea Capital Law

Outsourcing law

Delegation law

Solution

Mathematics

Advice

New office

Licensing

Execution

Seminar

Networking

Assistant

Secretary

Chore

Function

Partnership

Consortium

Trustee

Prime Broker Services

Fund administrator

KOFIA

FSS

Asset management

Creativity

Office layout

Service scope

Location

Office rent

Interior

Goal

Wework

Financial advisory

Legal advice

Target date

l ncia Fina ltant su con Operations Co mp

lian ce Le ga la dv ice

a sp ring ac e

e ic

shi

Fu n

d

ad

m

in

p rv Trust Se r ee e t-ups ok r Financial star B FSS e im r P

44

ra to KO r FIA

Consortium

ner

ist

Pa rt

Cost Efficiency with financial specialist

g in e c t ur nc men so age na Fi Out Man pport Su

ng ari ns Sh ctio n Fu

t en r m e rio yout r e u t r In La Vendo oc Professiona Pr l Client Loc Sh ati

on Sh ar Off ing ice Se m in ar

Design Concept (Wants)

Overview of Business Poroject with Logic Model Outputs

Outcomes - Impact

Inputs Activities

Current Project Scope

Following Project Scope

Participants

Short Term

Medium Term • Under current law, financial outsourcing is very limited to the only non-financial back office so needs to be expanded to whole functions except a core business • Current issues is expected to limited outsourcing service under the current law

• 3 researchers who are expertise within asset management industry with 10 years career at minimum • Korea Financial Investment Association (KOFIA) and Financial Supervisory Service (FSS) • March, 2020 - March, 2023 • Total number and AUM of hedge fund asset managers (AUM : Asset Under Management) • Potential growth of startup asset managers • Status of current market player • Example of other locations • Shared Office location and layout • Outsourcing level • Outsourcing regulation • Interviews with industry people : Current Issues • Report material from FSS and KOFIA • Work Support System • KOFIA, Prime Broker Services (PBS), Trustee, Fund Administrator, Pricing Agent

• Increased number from 19 in 2015 to 217 in 2019, and AUM from $ 289 bil in 2017 to $ 416 bil in 2019 • Expected the business growth but some issues recently happened • The only market player is G company. Need to research further who is the suitable candidates for this service • Need to figure out the layout and interior of shared office considering location and professional clients character • Delivery sharing functions like operations, compliance, legal advice, management support and finance under current law • Under current law, financial outsourcing is very limited to the only non-financial back office so needs to be expanded to whole functions except a core business • ManCo in Europe and Fund Incubator in Australia already the same business almost for 10 years and the business is still growthing. From the result, local business expected to go the same direction • Current issues is expected to limited outsourcing service under the current law

• KOFIA, FSS ManCO, Fund incubator, G Inc. industry people

• Need to figure out the layout and interior of shared office considering location and professional clients character • Delivery sharing functions like operations, compliance, legal advice, management support and finance under current law • ManCo in Europe and Fund Incubator in Australia already the same business almost for 10 years and the business is still growthing. From the result, local business expected to go the same direction

• Researchers in financial industries • Asset Management companies • $ mil • Further outsourcing regulation

• In order to work whole functions outsourcing, participants needs to discuss/issue the subject, and industry people need to lobby it together to work the project promptly.

• KOFIA, FSS, G company, Industry People

• Expected the business growth but some issues recently happened

Long Term • The only market player is G company. Need to research further who is the suitable candidates for this service

Total Shared Services for startup hedge fund asset managers in Korea : Introduction and Issues This research is about Total Shared Services (called ‘TSS’) for startup hedge fund asset managers in Korea which is outsourcing services for cost efficiency with financial specialized vendor.

The background is a significant increase the number and AUM (Under Asset Management) from 19 in 2015 to 217 in 2019 and from $289 bil in 2017 to $416 bil in 2019 respectively. And it was due to the regulation ease of entry for Korean hedge fund asset managers. I would like to respond to three questions raised through this research in the following. Firstly the definition of TSS is to provide all functions’ outsourcing services to clients in the shared office like WeWork. Accordingly it is important factor to figure out how to make the layout and interior to build the shared office reflecting each professional client character. At the same time service provider needs to consider how to delivery shared functions like operations, compliance, legal advice, management support and finance under current law that startup asset managers should comply with. In order to work this new business, there are various opinions who will be the suitable candidate among industry people such as trustee, PBS(Prime Broker Services) and fund administrator. For now, there are the only market player ‘G company’ who is not licensed for the current outsourcing law in finance industry, so now they can consult with clients within the current law at minimum outsourcing service. Secondly as the example of other locations, ManCo in Europe and Fund Incubator in Australia are already performing the same business model almost for 10 years which is still growing. From this sample, local business expected to go the same direction in future. Lastly, in regard to issues of this project, under current law, financial outsourcing is very limited to the only non-financial back office so we need to expand to whole functions except a core business. Meanwhile, for the last 5 years, the hedge fund asset management business has been significantly growing but some issues recently happened in industry and growth is slow down which has been impacted to outsourcing service provider.

What is your plan in this summer break (or vacation)? 계획은 핀란드 알토트랙 수강 겸 여행 겸 가려고 했으나 코로나로 인해 갈수가 없는 상황인지라 다시 계획을 세울 예정입니다. 현재로서는 없습니다.

The original plan was to go to Finland for Aalto Track and travel. But, due to Corona, it is not possible, so I will make other plan again. None at the moment.

What problems did you encounter in this class? 제가 알고 있는 디자인의 개념과 실제 Biz 도구와의 접점을 찾는데 어려움이 있었던 것 같습니다. 일반적으로 생각하는 디자인이라하면 아름다움을 추구하는 미적인 부분인데 이 포인트를 어떻게 비즈에 그려나가야 하는지 여러 모델과 도구를 소개해 주셨는데, 처음 접하는 세상이라 낮설어 어려움을 겪은 것 같습니다.

It was difficult to find the interface between the design concept I know and the actual Biz tool. Generally, design is recognized as an aesthetic part that pursues beauty, but he introduced several models and tools on how to use this point in Business. It was not familar to me so that it was not eacy to understand How was your experience implementing the design management approach in your business project (or personal project)? 재미있었습니다. 특히 BP와 관련하여 처음에 교수님께 보냈던 초록과 이 디자인 매니지먼트 접근법을 배우고 사용한 후의 초록이 달라진 그림이 신기하고 흥미로웠습니다.

It was interesting, especially of the changes in abstacts before and after using this design management approach.

What role do you think the experience of applying the design management to your project will play a role in your future career? 제 자신에 대한것과 BP 와 두번 연습을 하고 나니 제가 현재 맡고 있는 팀 프로젝트에 적용을 해볼까 생각하고 있고 유용하게 사용될 것 같습니다.

After practicing twice with myself and with BP, I’m thinking of applying it to the team project I’m currently in charge of, and I think it will be useful.

What would you like to tell your instructor? 너무 열심히 가르쳐주셔서 감사합니다. 저에게는 쉽지 않은 수업이었는데 직접 practice를 하고 나니 지금은 조금 감이 왔다고 해야할까요? 아마도 교수님이 직접 공유화면을 통해 보여주신 덕인 것 같습니다. 감사했습니다!

Thank you for teaching me so hard. It was not an easy class for me, but after practicing on my own, I have to say that I feel a little better now. Perhaps it was thanks to the professor who showed it through the shared screen. Thanks!

45

Vi si

ity

Explorer to find a better life

tiv ea Cr

on

Park, Soonyong

Conviction

I think the most important thing in life is to have a goal and a vision. A person with a vision is a person whose life goals are aimed at. And in the process, I think that I have to constantly aim for the goal and get real results. I have to do better than others and make outstanding results. However, I can’t just be serious every time. When to enjoy life and love for people enrich my life.

46

Business Project

Spectrum Programmatic Concept (Needs) Insi

nd Tre

ght

es s

se

Ob

ltu

ption Best o

n

ntatio

Segme

g

din

Cu

an

n

rst

re

Ne wn

de

tio rva

Un

Spectrum

Trend

CO VI

D

s st e er nt

-19

I Home life

While the consumer goods market is beginning to change due to the corona, we will study the segmentation methodology optimized for the Korean market in order to predict the changes in the Korean home appliance market. General segmentation is a theory established in the research methodology for the US market, in fact, the characteristics of Korean consumers are clearly different. Korea is also geographically narrower than the United States, and since the nation is a single nation, there are no various segmentations. However, in the Korean market, the characteristics of segmentation are classified according to any event or trend in social and cultural terms.

47

Re la tio ns

Self-m

otivat

dic

cy

ion ut

en st y

grit

Inte

l Wil

Ex ec

nde

n

si

ion

Creative Executor

ati o

n Co

t vo De

Balanced ce -intelligen U

ion

De

rsta

ndi

ng

hi

p

Park, Surk

u ct pi ig B e iv e ct nc lle ge Co erlli t -in

Creativity

g Sharin box Out of the Energy Op enn ess

re I like to draw Big-Picture, and through it, I tend to set energy for my favorite area. Vision becomes my basic self-motivation, and through this, it helps to make steady actions. I think empathy is the most important thing to make rapport when it comes to relationships with people, and I like people with consistency, and I think that sincerity is the most important thing to understand people.

I think I can solve any problem. When solving a problem, I first think of the problem as an out-ofthe-box approach, share it with people, take the thoughts of others, and create a collective-Intelligence. I have the belief that the conviction and will that are deep in my heart will lead to my long-term goal, and I think the most important attitude to develop myself is dedication.

48

Business Project

Solving Finance problem with AI-Executive ipl ina ry In sp ira tio n

O

pe

so

Mu

ltid

isc

n-

ss

ity

ne

ee Risk-fr

en Solving decision making problems with Open-source RL Agent

D

is

Cr ea tiv

ur ce

Op

n tio a y in eralit im Gen Kn r owledge c

Programmatic Concept (Needs)

tive

pp l

cy ra u c Ac

lving

Problem-so

A

ness

Broad

ic ab le As sis t

an

ce

Resolution

Induc

My business project is ‘A Study about Learning Deep Reinforcement Learning Agents with Business Simulation Environments’. With the advent of the Fourth Industrial Revolution, AI is replacing or helping humans in many domains. For executives who have to do decision-making in a complex business environment, AI, discriminately reinforcement learning agents, can help executives make decisions. This study is multidiciplinay and very challenging, where business administration and reinforcement learning meet. I hope that the results of this research and the simulation environment created in the research process will be open to everyone. Also, I hope this study will solve a practical problem and be applicable to many fields. I hope that it can be used in real-world situations in terms of accuracy, and I hope that it will be widely used in various fields of business administration.

49

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Inspiration

New Environment

Hyperparameters

Experiment Results

Actual Trick in codes

Train longer work better

Not only simulations But also real world

Multidisciplinary

Business Administration

Artificial Intelligence

Reinforcement Learning

Deep Learning

Computer Engineering

Math & Statistics

Knowledge

HR Management

Marketing Management

Mgt Accounting & Finance

Operations Management

Information Management

Discrimination

New Baseline

Artificial General Intelligence

Small Computing power

3% Better than other papers

Easy combining with other modules

Risk-free

SimCompany (Game)

SIMBA (Business Simulation Env.)

CapSim (Capstone Simulation education program)

Opensource

GPL

AGPL

LGPL

Accuracy

Cumulative reward

Compare with A random agent

Compare with An automated agent

Applicable

Recommendation Service like “Stock Sell&Buy&Hold”

AI Agent service in Business Administration Education like ‘CapSim’

AI Agent service in Business Game like ‘SimCompany’ or ‘Roblox’

Problem-Solving

Manufacturing

Resource Optimization

Auto-configuration for web systems

Option_04

Option_05

EPL

MPL

Compare with humans

Compare with Other MLtrained agent

Personalized news recommendations

Real-time bidding and advertising

Option_06

Apache

En vi Ne ro w nm en t

pa

ch

e

Ex ec ut

Finace Soultion

n

tio da n e m ice m rv co Se

Re

Comparing with ML-trained agents

SIMBA on Env.) ulati ess Sim

ll

Solving Finance problem with AI-Executive

O Re pt so im ur iz ce at io n

50

(Busin

ive

A

A to ee Fr

ral ene al G nce i ent c i if e Managem e Art tellig g & Financ in In nt ou cc A Bus Adm ine inis ss trat AI ion -

Design Concept (Wants)

Option_07 Making new RL library

MIT

Overview of Business Poroject with Logic Model Outputs

Outcomes - Impact

Inputs Activities

Current Project Scope

Following Project Scope

Participants

Short Term

Medium Term

Long Term

• 1 researcher in ‘Management Accounting & Finance’, ‘Reinforcement Learning’, ‘Deep Learning’ • aSSIST Bigdata MBA department(Prof. Jinho Kim) • aSSIST Aalto EMBA department(Prof. Shinho Sang) • ‘RecSim‘ research team in Google Research • March, 2021 ~ November, 2021 • Current business simulation environments • Value-based ,Policy-based Actor-critic, Multi agent reinforcement learning methods • -einforcement learning pipeline libraries (Google ’RecSim’, Ray framework, etc) • Google TensorFlow, Colab

• 1st Empathy with aSSIST Aalto MBA department Prof. HoSang Shin, Field Research related to ‘Business Management simulation environment’ • 1st Define : Simulation environments analysis, Paper review related to ‘Reinforcement Learning(RL)’ • 2nd Empathy with aSSIST Bigdata MBA department Prof.

Jinho Kim • 2nd Define : Fix simulation environment in AI-Executive experiment • Ideate + Prototype : RL experiment pipeline, RL algorithms • Test : Experiments with RL algorithms • Analysis : Review experiment results and Iteration to get expected results • Production : Writing

• ‘aSSIST Bigdata MBA department’ • Google Recommendation Systems Research group

• Recommendation Systems • Business Management education using AIbased simulators • Business Game using AI-agents

• Recommendation Systems development pipeline using RL agents

• AI can help CEO, CFO, CPO, CMO, CTO executives to make sequential decisions in Business Management

• Researchers in Reinforcement Learning, Deep Learning • Researchers in Business Management, Startups and Enterprise companies • Modulabs researchers • Google TensorFlow, Colab, RecSim • Ray framework

• Making Python code related to RL experiment pipeline & RL algorithms to apply to AI-Executive experiment • Making simulation environment in AI-Executive experiment

• ‘aSSIST Aalto MBA department’

• Making simulation environments for Business Management • Making state-of-the-art RL algorithms

• Decision making process in all real world companies

• Artificial General Intelligence

A Study about Learning Deep Reinforcement Learning Agents with Business Simulation Environments This study is on the requirements and necessity of a business simulation environment suitable for use in ‘Corporate Management’, ‘Business Administration Research’, ‘Reinforcement Learning Agent Research’ through research/data collection on existing business simulation environments and which algorithm is suitable by experimenting with various latest deep reinforcement learning algorithms in the business simulation environment. This study is conducted by Park, Surk in ‘Management Accounting & Finance’, ‘Reinforcement Learning’, ‘Deep Learning’. The research is conducted from March 2021. For this project, ‘aSSIST Bigdata MBA department’, ‘aSSIST Aalto MBA department’ and ‘Google Recommendation Systems Research Group’ about each field research were investigated in advance. This study consists of eight phases. First, this study conducts the field research related to ‘Business Management simulation environment’ with aSSIST Aalto MBA department(Prof. HoSang Shin) and the field research related to ‘Machine Learning algorithms in finance’ with aSSIST Bigdata MBA department(Prof. Jinho Kim). Second, current simulation environments are analyzed and papers related to ‘Reinforcement Learning(RL) in Business Management’ are reviewed. Third, ‘RL algorithms in finance’ are reviewed. Fourth, simulation environment in AI-Executive experiment is fixed. Fifth, researchers prototype RL experiment pipeline and RL algorithms for this study. Sixth, researchers do the experiments with RL algorithms like ‘Value-based reinforcement learning algorithms’, ‘Policy-based reinforcement learning algorithms’ and ‘Actor-critic reinforcement learning algorithms’. Seventh, researchers review experiment results and do iterations to get expected results. Key results of this phase are ‘Accuracy of AI-Executive model’ and ‘Discrimination points of AI-Executive model’. Lastly, all the processes and outcomes are published in an academic journal paper and the result model, AI-Executive, is simulated on web-based blog. As a result, the result model can be used at ‘Recommendation Systems’ ,’ Business Management education using AI-based simulators’ and ‘Business Game using AI-agents’. Also our experiment pipeline can be a reference in other RL research projects. Ultimately AI-Executive shows that AI can help executives like CEOs, CFOs, CPOs, CMOs, CTOs to make sequential decisions in Business Management and will be a good use-case toward AGI(Artificial General Intelligence). This research is limited to cover ‘making state-of-the-art RL algorithms’, ‘making simulation environments for Business Management’ and ‘decision making process in all real world companies’. Lack of researcher participation and lack of budget makes the limitation. For future research, this research is going to invite volunteer researchers in Reinforcement Learning, Deep Learning, Business Management field.

The following research will be supported by ‘Modulabs’(https://modulabs.co.kr) in Korea.

What is your plan in this summer break (or vacation)?

My plan for summer vacation 2021 was to study and travel in Finland by participating in the Aalto MBA Helsinki Residence Program. However, unfortunately due to the Corona 19 situation, the HRP program will be held online from July 26 to August 7. So I am planning to study the ‘Digital Transformation’ module at home.

What problems did you encounter in this class?

In this class, some examples of artificial intelligence were introduced, but it was difficult to find a strong link between design management and artificial intelligence.

How was your experience implementing the design management approach in your business project (or personal project)?

Personally, for me, the Business Project for graduating from the MBA is very important... It was a very helpful time because this part was organized as a whole and the Title and Abstract could be extracted.

What role do you think the experience of applying the design management to your project will play a role in your future career?

Especially when starting a project, when drawing a big picture, when organizing your thoughts. If I use the Design Management approach I learned in this class as a tool or framework, I think I can get good results.

What would you like to tell your instructor?

The reason I took this class is because I wanted to know about’design management’. During class, I learned that the ‘Design Management’ approach can be used not only for theoretical content, but also for practical problems such as sharing various cases and introducing professors’ projects. Above all, it was a very beneficial time to organize the whole direction, process, input/output, and abstract of the paper by applying a ’Design Management’ approach to my current business project.

51

st an d

Sensib

Wi se

en Ex ce ll

y on

rm

ity

ial

rific

Sac

Creative High Performer

Ha

cy

Rel ia

O

ut

le

tiv ea Cr

ncy iste s n Credibility Co

bili

ty

in

g

Park, Yonggyun

tion n solutio

Re

ty

ili

ib ns

Co u

Conv ic

ra ge

Confidence

po

s Re

My work is to achieve outstanding share in U.S appliance market. I’m always trying to figure out the market situation with sensible approach and finding out creative way to increase to achieve this goal. To increase market share, we need to invest new products and marketing budget with resolution, courage and conviction for success. In addition, when we invest money to some retailers, It should be considered the harmony with other retailers. On the other hand, a few unsuccessful products could be discontinued for the sacrifice to new ones. In this case, new products should be much responsible for the success. Even if we achieve the goal to increase our share in the market, we should be gentle and always frugal because our competitors’ can be much aggressive to gain their position again.

52

Business Project

Business Strategy Leveraging opportunity (under COVID-19) Programmatic Concept (Needs) Col la

d laxe

bor atio n

cy en

mo Hu

Ex ce ll

ny

Harmo

ss Fearle

n

ity

tiv ea Cr

Fast Execution With Creative way

o ssi Pa

ro u

s

Re

Passi o

n ity

il Reliab

st

u Tr

Sa cr

ifi ce

Agile

My work is to achieve outstanding share in U.S appliance market. I’m always trying to figure out the market situation with objective point of view and flexible to new COVID-19 environment for this goal. To increase market share, we need to invest new products and marketing budget with courage and conviction for success. In addition, when we invest money to some retailers, It should be considered the harmony with other retailers. And, It’s very necessary to be consistent collaboration with many passionated stakeholders in company

53

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Option_03

Outstanding

Revenue

Profit

Share

Objective

Market Data

Consumer Survey

Channel Report

Consistency

Strategy

Investment

Marketing

Conviction

Revenue

Profit

Share

Flexibility

New Product launching

Price adjust

Promotion

Courage

Investment

Model change

Promotion Change

Harmony

Channel Investment

Balance b/w Sales, Profit

Model Line up

Right

Sales & Operation

Sales & Marketing

Sales & R&D

Design Concept (Wants)

n

Gai

nit y rtu po Op

Ma rke

e b/w Balanc rofit &P Sales

rategy

Co st -w ak or eh k ol wi de th rs

on ati

Biz St

Marketing message

(under COVID-19)

Execution

In ve st m

en

t

54

Promotion

niz

Business Strategy Leveraging opportunity

4P (Price, Promo, Place, People)

Option_05

Rank

ga Or

tD

ata

re Sha

Option_04

et rg lers a T tai Re

Channel Investment

Overview of Business Poroject with Logic Model Outputs

Outcomes - Impact

Inputs

Current Project Scope

Following Project Scope

Activities

Participants

Short Term

• LG USA office, Korea H/Q H&A Dept. of Strategy • May, 2021 - December, 2021 • $ 50,000 • Competitors’ IR reports • 3rd Party provided Market Data : AHAM (American House Appliance Manufacturers), TRAQLINE (Stevenson Company) • U.S Census Data • News articles (Bloomberg, CNN, NBC) • Literature Review (Harvard Business Review, etc.)

• Advice from related researchers • Consumer Research

• Desk research: Market Share (`19~`21.

Q1), Demand Trend, Competitors’ IR report, consumer index • Business Review Research: Industry practices on external effect, interview with internal consultants.

• Sales Workshop : Retailers’ response under COVID-19, Brainstorming for ideation to leveraging COVID-19 situation • Marketing Workshop : Research marketing practices in U.S industry under COVID-19, Review `20-`21 brand marketing, channel marketing • Consumer behaviour and decision journey research • Analysis Promotion ROI `19~`21.Q1 for COVID-19 impact on promotion • Industry price trend research

• Korea HQ dept. Of Strategy • LG USA office, • KAM • (Key Account Manager) • Brand Marketing, • Channel Marketing • Product Planning Team • Sales Program Team (SPM) • Go-To-Market Team (GTM)

• Build `22 promotion, marketing, flooring plan • 4P Strategy under COVID-19 situation

• New product launching decision to satisfy consumers under COVID-19 • Develop post COVID-19 business strategy

Medium Term

• Expand winning strategy to other business units

Long Term

• U.S appliance consultant, Retired channel executives, Retired U.S appliance manufacturer executives, Economist • LG U.S.A office staffs, HQ Dept. of strategy • U.S Appliances Manufacturers’ strategies and their performance under COVID-19 • U.S Appliances Manufactures, Retailers IR reports, stock price chart, etc.

• Research on competitors’ performance and strategy under COVID-19 • 4P strategy pilot-test execution

• External Consultant (Mckinsey) • LG USA : Business Manager

• Research on competitors’ performance & strategy (compliance issue) • 4P strategy pilot-test execution • Forecast COVID-19 ending time

• Specific product planning, development • Innovate new product launching process

• More effective company-organization • New business launching

Exploring business opportunity under COVID-19: A Case of U.S Cooking Appliance Industry This study is conducted by LG U.S.A office and HQ dept. Of strategy from May, 2021 to Dec. 2021 with budget $50,000 based on competitors’ IR reports, 3rd party provided market data, U.S Census Data and consumer research. This study composed of three phases. The first step is market trend research for consumer, manufactures, retailers and the second is business practices research about manufacturers’ strategy under different external effects. The final step is finding out more effective business strategy, in terms of product, place, promotion and people, under COVID-19 and post COVID-19 in U.S cooking appliances. The result is to build more effective promotion, marketing and channel strategy under COVID-19 market situation in short-term. In mid and Long term, this study is helpful to new product launching decision to satisfy consumers and expand winning strategy to other business units. This research is limited to cover specific competitors’ strategy under COVID-19 due to compliance issue and actual performance after new building business strategy because of constrained time & resources. The following study will cover these topics with external consultant company, industry expertise such as retired manufacturer & retailer’s executives. This study is cover the methodology to innovate new product launching process and ROI driven organization rebuilding.

55

Shin, Yunchul

ct

Tru

pe

st

s Re

Happiness

Harmony

There is a saying that the most important thing among faith, hope, and love is love. The greatest value of my life is to make love and live happily with those who trust and trust in people. When I live in the life, I face many challenges and sometimes I choose to challenge myself. When the challenge is difficult and difficult, if the direction is right, I endure and push forward. Sometimes, they do not stick to one direction flexibly, but instead reorient themselves by receiving opinions or advice from others. However, I don’t give up or get frustrated.

56

Business Project

Recycled by reverse recovery of difficult-to-recycle containers

A

PL

Ec o Pa -Frie ck ag ndly ing

Programmatic Concept (Needs)

Developing recyclable packaging

No Label

57

Converting Programmatic to Design (Morphological Chart) Elements

Option_01

Option_02

Eco-friendly Packaging

Glass

No Label

Awareness

Training

AD

Development

Eco-Friendly Material

New Packaging

Reuse

Work process

Regulation

Penalty

Option_03

Option_04

PLA

Push

Consumer

58

ity

Sustainability

bil na

Recycled by reverse recovery of difficult-to-recycle containers

i sta

Su

B rec uild ov er reve y p rs ro e ce ss

Design Concept (Wants)

Option_05

Overview of Business Poroject with Logic Model Outputs

Outcomes - Impact

Inputs Activities • $ 100,000 • Research • Reverse

Participants • RA staff • Packaging Developer • Packaging Designer

Short Term • Packaging Classification • Recognition of problem

Medium Term • Suggestions for improvement

Long Term • Achieve zero % of recycling difficulties

Current Project Scope

Following Project Scope

• KIC • External packaging expert

• Development of eco-friendly new materials

Recycle of Cosmetic Packaging Recently, in Korea, discussions on how to dispose of recycled waste and amendments to laws are actively progressing. In particular, global corporations or large corporations that have to fulfill their social obligations cannot be free from this phenomenon. Therefore, it is becoming an important problem to make used and discarded containers easy to recycle or to use containers made of eco-friendly raw materials. I would like to present the idea of ​​collecting a container that is difficult to recycle, separating and selecting recycled parts, and conducting a business using the raw materials.

In Korea, there is a law that implements a recycling grade. It is not easy to change containers that are highly recyclable right away. We have to effort to change containers that are easy to recycle while at the same time collecting cosmetic containers that are difficult to recycle and making them recyclable. We need to create a new package collecting process that did not exist in Korea. This can enhance your corporate image with benefits of protecting the environment. It is necessary to establish a process that can proceed as a single process by connecting existing collection companies, waste companies, and recycling companies. We contacted existing garbage collection companies, sorting companies and recycling companies to see if it is possible. It is necessary to process this in detail and calculate the appropriate cost to create new value.

59

A LETTER TO MY STUDENTS

To my students, Hello, ladies and gentlemen.

How was the Design Management class? Based on what I learned 10 years ago, I wanted to convey to you my thoughts and experiences on how I can actually use Design Management. I hope this intention has been properly conveyed to you. When I was thinking about the right direction as an instructor of a professional master’s course, not a master program for research, I wanted to let you learn how to actually use it, rather than filling the class with lectures on academic content.

The workshop series you have experienced is a composition that I have continued to use, modify and evolve over the past 7 years in practice and research. Even if you thought that this series of workshops was superficial and meaningless because you filled the workshop templates with your imagination during the workshop experience, I think this series of workshops is meaningful just by thinking that way. This is because the series of workshops allows you to judge whether your thinking organization is less organized or your goal setting and processes are not refined enough as the thoughts in your head are visualized as text. If the BP process that you thought was meaningfully completed in your head before you visualized it, after the series of workshop, you can determine if your BP have meaningful completion actually.

Last but not least, Design Management is to help comprehensive analysis through Visualization and to help preliminary inspection before execution through Materialization. In this process, you should establish a set of criteria that customized priorities of various values according to each project. It is to foresee your project according to the set of criteria to maximize the efficiency and efficiency of your project management. I introduced various tools in class, but due to time relations, we could not review in detail how to use each tool. If you have a tool you need, learn the tool through each link, but there is no principle that you must absolutely use any tool, and you can use a customized combination according to your project. Finally, while making this book, I wanted to value the time you spent in my class.

I have gained and achieved a lot through this program. I hope that all of you who are nearing graduation will also gain valuable experiences that I have gained. During the last semesters, you have been working very hard. You deserve this achievement of graduation.

Have a good summer break, and congratulations on your graduation in advance.

Thank you for being with me this semester.

All my best, Jinoh Park, Instructor

60

COURSE COURSE REFERENCE MATERIAL

Cooper, R., Junginger, S., & Lockwood, T. (2011). The handbook of design management (English Hardeware ed.).

Berg Publishers.

Smartphone (IOS | Android) Design Management Institute https://www.dmi.org/ Laptop Hands, D., Ingram, J., & Jerrard, R. (2002). Design Management Case Studies. Routledge.

Harvard Business Review https://hbr.org/ Software Jeong, G. (2018). Design Managment | Dynamics. ahn graphics publishers.

Adobe Photoshop Jeong, G.(2018). Design Management | Essence. ahn graphics publishers.

LUMA Institute https://www.luma-institute.com/ Mobile Application Magazine B https://magazine-b.co.kr/ Adobe Capture (App Store | Google Play) Martin, R. (2009). The Design of Business. Harvard Business School Press.

Verganti, R. (2009). Design-Driven Innovation. Harvard Business School Press.

Website Adobe Color (https://color.adobe.com/create) Google Slides (https://www.google.com/slides/) Google Drive (https://www.google.com/drive)

61

Master of Business Administration | Seoul School of Integrated Sciences & Technologies Executive Master of Buiness Administration | Aalto University LG Electronics Executive Program

2020-1 Semester

2020-2 Semester

2021-2 Semester

Management Accounting and Control

Corporate Finance

Negotiation Strategy

Management of Technology

New Venture Startup

Strategic Management

Operations Management

Blockchain and Digital Currency

Entrepreneurship

Management of Information Technology

Economics for Executives

Management Communication

International Business

Data Science and Digital Management

AI Platform & Digital Architectures

International Marketing Management

Strategic Human Resource Management

Statistics & Decision Models

International Marketing Management

Intellectual Property Strategy for Global Innovation

Operations Management

Personal and Organizational Leadership

Personal and Organizational Leadership

Management Communication

Financial Accounting and Analysis of Financial Statements

Design Management

System Dynamics

Advanced Marketing Strategy Strategic Marketing Management in China

In Design Management course, students have the opportunity to integrate Design and Management further. Design as a core business process supports multiple activities such as operations, marketing, human resource management, etc. This course aims to allow students to recognize the role of Design in Management and discover their insights in integrating Design and Management.