Conference Agenda

Track 5 Session 2
Thursday, 06/Aug/2020:
12:30pm - 1:30pm


Punter’s Secret: Why Millennials Love That Local Shop?

Eunji Woo, Ki-Young Nam

KAIST, Korea, Republic of (South Korea)

This research explored design opportunities and challenges with the emergence of ‘buy local’ trend led by millennials. Design can provide a needs-discovery tool for exploring millennials’ needs regarding local shop patronage and implement it in practice. We built the priori coding scheme, seven types of millennial customer’s desire for shopping experience through literature review. Further, we designed and developed a data collection template, ‘Punter’s Secret’ card, on which participants can define by themselves factors attracting them to their favourite shops and assess them. A workshop with 27 millennial customers was conducted in order to discover their needs on local shop patronage and improvements of ‘Punter’s Secret’ card.

In a result, a code table and customer journey map for Millennial’s Patronised Local Shop were established. The code table shows experiential factors satisfying millennials’ desire in their favourite local shops, and the customer journey map provides insights for experiential design to retain millennial customers. Furthermore, we discussed implications of design strategies for customer retention and effects of bottom-up needs discovery. The significance of this research is in that it provides evidences suggesting that millennial customers’ local shop patronage comes from capturing local shops’ authentic identities and relationship building with proprietors.

A Study on the change of consumer’s brand choice and attitudes due to hyper-connected society (Focusing on Consumer’s purchasing way and C.C.C(Customer Choice Cycle) model development)

Heeryang Ryu1, Boram Park2

1Hongik University IDAS, Korea, Republic of (South Korea); 2Hongik University IDAS, Korea, Republic of (South Korea)

With the arrival of hyper-connected society, people have the ability to actively use digital devices such as smartphones to constantly navigate their options for the best choice that fits them and simultaneously embrace diverse information and contents.

Accordingly, the consumer’s purchasing behavior way of the linear structure (A.I.D.A.) became old-fashioned thing, and the non-linear structure (C.D.J.) was presented by McKinsey to understand the new generation.

In this paper, A.I.D.A. (the traditional linear consumer purchasing behavior way) characteristics were reviewed to see if they were still useful in hyper-connected society, and the need for non-linear form of consumer’s purchasing way models was reaffirmed in Figure2 and 3.

A total of 56 people participated in the survey to see of C.D.J., a non-linear form model, was still valid, and 96.2& said they decided to purchase product by comparing and analyzing various information. In this process, various media such as youtube, Instagram and user reviews were used. Countless information and options available to consumers at the approach stage of the C.D.J., consumers are more likely to exit the cycle of C.D.J. The force to escape was assumed by centrifugal force, and nevertheless, there is the absence of centripetal force to which C.D.J. is striving to circulate.

In the article, the central axis that causes the C.D.J. to circulate was defined as the brand identity, that is, the core value of the brand. As the brand identity is centered, it was confirmed that the consumer purchasing behavior journey was implemented

smoothly. Besides, as the brand identity is centered, the relationship between the brand and the consumer is emotionally connected, and customer loyalty increases as the repurchase are repeated.

Through this, we have integrated thought about the relationship between consumer purchasing behavior path, brand identity, and customer loyalty. In conclusion, a new non-linear model C.C.C. of hyper-connected society, more elaborately developed in C.D.J., was suggested in Figure 7,8 and 9. This is a necessary concept for brand management in modern society, and provides the basis for applied research related to brand management.

Design Management staircase as a measuring unit: The plotting of Cairo start-ups

Jomana G. Attia, Nariman G. Lotfi

German University of Cairo, Egypt

Although there is great need for Design, limited research is conducted on Design Management (DM) in the Middle East compared to Europe. One development in Cairo in the past decade is the increase of startups, generating diversity of offerings. It is believed that the higher a company is on the DM Staircase, the more revenue it gets, among other benefits. Since Cairo startups are aiming to raise the Egyptian economy, this paper aims to define where Design lies by using the staircase as a measuring unit to plot startups against. Narrative interviews were conducted and processed to gain understanding from entrepreneurs and identify common terminologies used by startups. This paper addresses whether DM is used in Cairo but under different terminologies. It was found that existing Design terminology is frequently used in English which is not yet translated to Arabic, leading to miscommunication. Moreover, the paper concludes the plotting of startups against the DM Staircase to classify their Design integration. Evidently, it was found that the level of DM involvement for the startups interviewed was at the lowest two levels. Therefore, this plotting paves the way for business consultants to help elevate startups onto the DM Staircase.

The user-inspired business model for online video platform: A case study of Bilibili and its Generation Z users

Junming Fang, Fei Fan

Tongji University, China, People's Republic of China

With the rapid popularization of the Internet and 4G technology in the past decade, the ecological structure of the online video industry has undergone profound changes. The current mobile Internet has reshaped the communication channels and methods with consumers, which has fragmented the user attention, decrease the user stickiness and loyalty, and impacted the business model of online video platforms.

In China, the mainstream online video websites, such as Youku, iQiyi, and Tencent Video, have entered an intensified race via the self-made content and copyright competition. Although they actively use technologies such as big data and artificial intelligence to identify user needs quickly and deliver the content accurately, they cannot make ends meet due to the single business model and the highly homogeneous content.

Different from the mainstream online video website, one company, known as Bilibili, has emerged as a new force, which went public in the United States in 2018. As an online video-sharing platform based on ACG (Animation, Comic and Game) culture, Bilibili takes user-uploaded video content as the core and carries out real-time interaction through bullet screen. The user-generated content and the active online-community have differentiated Bilibili from the mainstream online video website. These users, mainly born after 1995 and tagged as "Generation Z", begin to embark on a promising venture.

Regarding design as an ever-evolving field that ultimately acts as a reflection of society (Muratovski, 2016), this paper examines the case of Bilibili and its users to gain "contextually-sensitive" information and to gain a deeper understanding of Bilibili's business model from the design perspective. The research consists of two parts. Firstly, we conduct policy research on Bilibili to track the users' involvement with the company incentive policies. Secondly, to identify inspirational responses from its users, we employ Cultural Probes as the research method with the video-uploading users and the videos they produced.

It is found that the combined value proposition of entertainment, sociability and information will inspire both the company and Gen Z users to generate meaningful content for the community and to continuously enhance their stickiness and consumption power in the online video-sharing platform. With the understanding of these end-users and future application scenario, further implications for content-oriented business are also provided from the design perspective.