Master Thesis Summary

This is a summary write up of my individual project for my Master thesis submission at SADI.

A service design project for tourists in Seoul, investigating the traveling experience, particularly by using the Seoul Metro, and then design improvements through uncovering their needs.

The project employs ethnographic research into the experience of tourists from the perspective of the user. The process is broken down into 4 phases—Define, Discovery, Develop, and Deliver.

Key findings from the research identifies opportunities which then are translated into 
designs and eventually narrated through a usage scenario and  presented collectively on a service blueprint.