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Orchestrating Designable Touchpoints for Service Businesses


  • Kyongsill Lee,

    1. Currently a PhD candidate in the design management lab in the industrial design department at KAIST (the Korea Advanced Institute of Science and Technology). She received a BA in English literature from Sogang University in Seoul and a BFA in communication design from Parsons The New School of Design, in New York. She also holds a Global MBA from Yonsei University in Seoul. Lee has worked for 18 years as a creative director and a strategic design consultant at one of Korea's top branding consulting firms. She received an Art Directors Club Award in New York in 1994 and a Red Dot design award in 2012.
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  • Kyung-won Chung,

    1. Professor in the department of industrial design at KAIST (the Korea Advanced Institute of Science and Technology) since 1984. He has also served as the chief design officer (a post equivalent to deputy mayor) for the Seoul Metropolitan Government, South Korea, since May 2009. He received his doctorate from Manchester Metropolitan University in 1989, a master's degree in industrial design from Syracuse University in 1982, and master's and bachelor's degrees in industrial design from Seoul National University previous to that. Chung has served as the president and CEO of the Korea Institute of Design Promotion (2000–2003), as executive board member of ICSID (1995–1999), and as advisory council member of the Design Management Institute since 2002. He has also been awarded a Silver Tower Industrial Medal (2003) and a Presidential Prize (1999) from the Korean government.
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  • Ki-Young Nam

    1. Associate professor in the department of industrial design at KAIST (the Korea Advanced Institute of Science and Technology). He received BA and MA degrees in industrial design from Central St. Martins College of Art and Design, University of the Arts London. Subsequently, he obtained a PhD in design management from Manchester Metropolitan University. After his education, he worked as a faculty research facilitator at the University of Lincoln, UK, contributing to enhancing the research activities and performance of the faculty of art, architecture, and design. Before joining KAIST. At KAIST, Nam established a research lab, Design IS (Design Integration and Strategy) to address research issues on strategic approaches to the integration of multidisciplinary elements in the design process. Since the lab opened, he has published papers in publications including DMI Review, DMI Journal, and The Design Journal and has presented at Design Research Society and International Association of Societies of Design Research conferences. He is currently the chair of the editorial board for the Journal of Design Management.
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Make better use of your company's designable touchpoints with this strategic framework.

Not all touchpoints are designable. The ones that are can be classified by design discipline and, surprisingly, the type of service they embody.