Abstract

Although the number of product failures by many companies is increasing, research on product design improvement is still insufficient. Recently, there have been a case of research on brand image inventory by applying design thinking to corporate branding, but no research has been applied to product design improvement. The purpose of this study is to bring wider business opportunities to companies through the improvement of product design using design thinking process. Therefore, this study aims to prove that design thinking process can be applied not only to pure design but also to other fields to achieve good results. Persona was set and a customer journey map was drew to find out the negative or positive emotions of using the product. Ideation was conducted to derive a solution to solve the problems in product use, and a product prototype applied an improvement plan was produced. This study intend to companies improve product design through various perspectives by conducting research on how much the user experience has improved with the manufactured prototype.  

Keyword 

Design Thinking, User Experience, Human-centered design, Marketing, NPD