DSU-DESIS Lab_ADCF(2021)_Local Small Business Design Supporters Project

Local Small Business Design Supporters Project

College of Design, Dongseo University DSU-DESIS Lab, Busan, Korea Dongseo University College of Design, Graphic Team

The Local Small Business Design Supporters Project DSU LINC+ Project, “Living Lab program”

Promoter.

Dongseo University College of Design

Funders.

Dongseo University LINC+ Project, Living Lab Program

Aknowledgements.

Local small business owners, Dongseo University College of Design’s student participants

Context

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Through organic cooperation and communication since 2016, the students of Dongseo University College of Design have supported the creation of the brand identity and design of local small business owners who are experiencing difficulties.

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The students and local business owners are working on a project to think together and solve problems in the community using creative and contextual methods of design thinking through industry-academia classes.

The project

The Local Small Business Design Supporters Project

From 2016 to 2020, the project has supported total 42 small business owners in their design development and production processes, together with 140 student participants

Design Process Understanding : Research

designing problem solving through creative design thinking building, selecting businesses, observing businesses and analyzing environments, researching competitors, interviewing managers Discovery : Problem definition

persona setting, contextual scenario, customer journey map, SWOT analysis, service problem discovery Definition : Idea generation

brainstorming, idea creation, brand matrix, STP analysis, concept tree Development : Design development

design concept, design concept, item confirmation, design development Delivery : Design application and verification

implementation of design for the business and application, and results reporting session

Governance and Policy Making

Activism and Civic Participation

• In areas around the campus, students visited marginal mom-and-pop stores with room for improvement through design change, and selected and invited businesses to participate in the project.

• During the 15-week design course of the first semester, students visited the stores at least once or twice a week, and engaged in organic collaboration with the business owners in a way that they could directly participate in the design and product production process while sharing the progress with students.

Social Interactions and Relations

A convergence-type regional win-win project through which the design students interested in community issues contribute to the development of community-specific industrial-academia cooperation, and small business owners seek ways to solve new problems through industrial-academia exchanges with local universities.

City and Environmental Planning

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In addition to sharing industry-academia cultural content with the aim of mutual development in the local community, cooperation with local public institutions such as the Busan Economic Promotion Agency is also planned.

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Through industry-academia communication, the university plans to establish an organic cooperative network suitable for regional characteristics through cooperation and partnership between business owners and university institutions, as well as support from local governments.

Production, Distribution and Consumption

Recently, due to the COVID-19 situation in 2020, the project focused on building an online social networking marketing environment by opening social media accounts and websites, shooting product photos, applying for mobile payment services, and creating online product content for small business owners who lack marketing capabilities.

Skill Trainingand Design Education

• Small commerce and industry belongs to the "experience economy" in which the distance from consumers to production, manufacturing, and service is closer than any other sectors, and students can seize new perspectives and opportunities through the overall experience of the customers.

• Students can practice a human-centric structural approach to realizing design thinking into action through user-centric thinking and contextual investigation by means of design projects for small business owners.

Job Creation • Students can have the opportunity to apply the knowledge and skills they have learned in connection with industry-academia classes to the field, cultivate design abilities that meet the industry's demand, and have opportunities to improve leadership skills.

• Expanding the students' design outputs through convergence research with local communities

Storytelling and Visualisation 신선 한

Identify the experience and knowhow of small business owners by each store’s management philosophy, services and products offered, and operation status, and apply storytelling to the services and design products in accordance with the characteristics of each store.

Before

After

과일 품질을 제일 우선으로 하여 항상 신선한 과일을 제공

믿음 항상 최상의 과일 을 제공한다는 것은 사장님의 철칙이 자 자부심

에너 지 손님과 대화하 시는 것을 좋 아하시고 항상 웃음으로 손님 을 대해주시는 사장님의 모습 이 에너지가 됨

신선한 과일로 하루를 에너지 있게 <초록 과 일 마트>

Moran@gdsu.dongseo.ac.kr adcf_dsu@g.dongseo.ac.kr

(Asia Design Center for the Future ; ADCF)

College of Design, Dongseo University DSU-DESIS Lab, Busan, Korea Dongseo University College of Design, Graphic Team