’s Design Management Master Plan I worked in Seoul, Korea as an intern of The Institute for Industrial Policy Studies. I was given a chance to be a part of a team to construct Seoul Metro’s Design Management Master Plan -a plan that unified the design language throughout Seoul Metro’s system.
Method to constructing Seoul Metro’s Design Management Master Plan
Seoul Metro’s Current State Examination and Analysis Understand Internal Organization’s View of Design Management
Defining Direction of Design Management: Associate companies, benchmarking, and competitor’s case study
Defining Seoul Metro’s Design Management Plan (Vision, Mission, Strategy)
Seoul Metro’s Design Management Master Plan (Establish short, mid, and long-term strategy plan ) Design Management Organization Analysis -Design Management Decision-making Process -Design Management Group Development Plan
User Observation & Theme Station Development -Seoul Metro User’s Experience Examination -Research/Application Plan for Theme Station Development
Design Management Detail Strategy Establishment Internal: Establishing Design Management Group and Management
External: Improving Subway Design
Understanding Internal Organization’s View of Design Management A quanitative survey was conducted to gain an understanding of Seoul Metro corporate’s dynamic and their knowledge of Design Management. In addition to the survey, we held one-on-one interviews with design affilated departments in order to gain a greater understanding of varying perspectives. Departments participated in one-on-one interviews: Creative Reform Team, Management Planing Team, Subsidiary Enterprise Team, Intelligence Team, Public Relation Team, Customer satisfaction Management Team, Railroad Project Team, Design Construction Team. What do you think is the key factor for companies with successful design management? - Board of director’s interest and capability in design management. 82.8 / 100 (points) - Corporate culture with freely raising opinions. 81.2 / 100 - Following Seoul’s design policy. 72.6/100
Key Findings from Survey - “Establishing a long term plan which is not momentary, and maintaining this is important.” - Seoul Metro’s order of rank is very clear; therefore the top manager must be the first to endorse the design management plan. - Seoul Metro Employee understand design management as “a strategic method to empathiz with customers” - Seoul Metro’s Design Management Ultimate Goal: 65.7% said it is to increase brand value and experience quality for customers through design.
- Employee’s pick of Seoul Metro’s image key words: familiar, practical, comfortable, functional. fun friendly lively bright relaxed hightech. innovative practical modern functional luxurious elegant conventional calm strong delicate simple comfortable clean natural
44 28 47 59 30 38 77 6 13 91 16 89 7 42 77 18
Understanding Design Responsibilities Seoul Metro customers comes in contact with many types of design: architecture, furniture, way finding, posters, website, etc. However, Seoul Metro do not have a Design Management department to uniform the design language and its presentation. Prior to constructing the Design Management team in Seoul Metro, it is important to know which department performed which tasks and their opinion on Design Management.
Key Findings from Survey
Importance of Design Guide: 52.4% are aware of Design Guideline published by Design Seoul Headquarter. 50.2% are aware of Seoul Metro’s Design Deliberation Rule. 76.4% believes a design manual is needed for excellent and uniformed design management.
80.7% Uniformity of design is important for Seoul Metro. 48.2% My job is not directly nor indirectly related to design. “If design management is to improve customer’s experience, we are doing a lot of it but not directly with design & architect department.”
Seoul Metro’s Design Management has to be delegated as a whole, but many do not see design as part of their task. PRESIDENT AUDITOR GENERAL
SECRETARIAT PUBLIC RELATIONS DEPT.
MANAGEMENT INNOVATION HEADQUARTERS
H.R. TEAM INFO. TEAM
FINANCIAL MANAGEMENT TEAM SUBSIDIARY BUSINESS TEAM
SAFETY SCHEME TEAM
LABOR AFFAIR TEAM
SAFETY MANAGEMENT TEAM
EMERGENCY DISASTER CONTROL TEAM
CREATIVITY DEVELOPMENT TEAM CREATIVITY EVALUATION TEAM
AUDIT TEAM INSPECTION TEAM
CUSTOMER SERVICE HEADQUARTERS
GENERAL OPERATION HEADQUARTERS
CS MANAGEMENT TEAM
ROLLING STOCK TEAM
MARKETING STRATEGY TEAM
MARKETING MANAGEMENT TEAM
TRAIN OPERATION TEAM
GENERAL ENGINEERING HEADQUARTERS ELECTRICITY TEAM COMMUNICATION & ELECTRONICS TEAM SIGNAL TEAM RAILWAY ENGINEERING TEAM CIVIL ENGINEERING TEAM DESIGN & ARCHITECTURE TEAM SAFETY MANAGEMENT TEAM EMERGENCY DISASTER CONTROL TEAM
ENVIRONMENT MANAGEMENT DEPT.
ADMINISTRATIVE MANAGEMENT TEAM
GENERAL AFFAIRS TEAM
LABOR RELATIONSHIP DEPT.
PLANNING & BUDGET TEAM
SAFETY MANAGEMENT DEPT.
MANAGERIAL PLANNING TEAM
ADMINISTRATIVE SUPPORT HEADQUARTERS
Public performance, exhibition, etc. Communicating with customers, customer satisfaction level, brand communication Management of publicity material inside the station
Advertisement and underground store management Station construction, facilities, sign panel, etc.
Web site, etc.
Analysis of Seoul Metro’s Design Management Belief / Value Behavior
There needs to be a corporate’s design culture and system for Design Management. Seoul Metro is seeking design master plan, and has been putting great effort in educating employees about design; however, Seoul Metro is lacking a circulatory system to manage its design responsibilities.
To get a whole picture of Seoul Metro’s current state, ser-M analysis method was used.
Subject: - Top-Down System management is needed. (Leaders of this company need to show an interest in design management for others to follow it.) - Long term design plan is in need for continuous development.
Environment: - Seoul has started to heavily focus on public design. - Survey shows employees who’s job is not related to design has high interest in design policy. Resource: - There is lack of knowledge as to what design management is. Employees see it as more of a visual organizational tool. - Realization of design management team’s need and specialized knowledge of design management is required. Mechanism: - They realize the importance of a design guideline but are not aware of the existing Design Deliberation Rule set by the design team.
Seoul Metro needs:
MOTIVATION - A system for employees to understand and embrace the value of design management.
TRAINING - Educational programs for employees to understand and to be familiarize with design management.
COMMUNICATION - A good communication method to educate what design management is and what it can do. - Communicating current design management tasks - Forming a group of design management consultants.
Case Studies As one of the first step to develop a strong Desgin Management, it is important for Seoul Metro to understand its competitors and the surrounding organizations involved in transportation. We have found transportation companies’ unique approach to improving their customer’s satisfaction. Additionally, Seoul’s citiy government has established a Design Headquarter to improve public design throughout the city. Seoul City Created Design Seoul Headquarter with specialized designers and architects. Ideology: Human-Heart-Harmony Vision: Caring for Citizens Objective: Impression by Design Design Seoul Headquarter’s process: 1. Establish Design Master Plan. 2. Developed design organization system. 3. Formation of design specialists. 4. Receive citizens response. 5. Implement detailed execution plan. 6. Proceed with continuous marketing.
Seoul Metropolitan Rapid Transit Corporation
Korail Korail has implemented a certification system, where employee can take tests to have different levels of customer service. Beginner- beginning of CS, someone who has full knowledge of customer service roll. (Employees who serves customers directly has to take this test.) Green Ribbon- CS basic knowledge and has experience serving customers.
Blue Ribbon- Green skill plus CS system and regulation, as well as specialized knowledge and experience.
Gold Ribbon- Blue kills plus specialized knowledge of national and international service trend/system, along with service manager’s decision-making skill. Incheon International Airport
‘5678 Happy smile’ - Use delightful designs to increase customer’s happiness. - Design management team delegates all design materials.
IIAC have created systematic yet uniformed way to delegate different designs tasks for the airport. (Created Design management team, established design manual, and design guideline.)
Design Concept: 1. Design environments that makes customers happy. 2. Design environments that has a good flow of information. 3. Safe and comfortable environment.
Also, IIAC have used design as a top priority tool to differentiate and to beautify their airport. 1. The power of design as a core valued competitiveness is shared through the company. 2. Total Design action. 3. Design Management team’s total design management system. 4. Design check-up at multiple stages. Color, material, equipment, furniture, signage, advertisement and more are checked by Design Management Team.
Seoul Metro’s Design Management Direction Seoul Metro needs to improve beyond the functional, fast, and comfortable transportation they provide. It is now time to understand the customer’s need, which also include the disabled and non-native speakers. The unique charateristic about subways, are that they provide a public space for their customers. Taking this to an account, Seoul Metro can expand beyond a functional transportation system and look to enrich the cultural needs and interests of consumers.
Perception of Subway : Key Management: Design Range:
Past transportation safe, speed material, color
Present Future service environment happy environment clean, comfortable cultural, creative underground space ?
- Find the need of customers through focus group interview and observation. - Analyzing 5 senses from before, during, and after experience. - Construct levels of design direction according to customer’s need.
Design IDENTITY: Feel so GOOD, Seoul Metro. Design VISION: Creating deep emotion through sensitive communication. Design MISSION: Experience base design notion of not just technical but satisfying sensitivity: not a repetition of everyday but a new experience, not just a passageway but a place where one can rest. Clean Design - Renovate old facilities, create pleasant environment, improve graphics.
Convergence Design - Construct uniformed design identity, establish a coherent communication method between departments for consistent Design management, execute specific designs from Design Guideline.
Universal Design - handicap and foreign user friendly, considering surrounding station environments for design plan, creating comfortable facility through user observation research.
Ecology Design - Evoke user’s sensitivities, create a simple, strategic, module to facilitate old facilities, Use environmental friendly material to improve customer’s health, Improve station’s air circulation.
Seoul Metro’s Design Management Direction In order to provide the highest level of customer satisfaction, Seoul Metro needs a fundamental design plan that supports their design identity, vision, and mission. First, it is important to establish the Design Management team through the support of the internal organization. Next is executing a subway design plan to customer’s needs and then finally developing themed stations to outgrow the perception of a traditional subway.
Seoul Metro’s short, mid, long-term plan according to the company’s need: Analysis of current state of corporate and stations Evaluation of company’s design mind
Research customer’s need
Gather corporate’s opinions on theme stations
Establish design identity Design management development suggestion
Find communication point with customers
Design process / theme station development
Create communication plan through design Design improvement plan
Short-term Duration 2009~2010 Reform Task Establish Design Identity Develop Introduce design management operation system concept / Develop design management policy
Mid-term 2011~2014 Design improvement through customer’s needs Educating employees and expanding design culture
Long-term 2015~2020 Develop themed stations Settling design management structure