공공공간에서의 서비스 디자인 아이덴티티 정립에 관한 연구-기차역의 서비스 디자인 분석을 중심으로-

As industries today rapidly shift frommanufacturing products to providing services andvarious technological advancements and personal needsrise the industries are pressed to provide better and moreinnovative services. The Korean domestic market is alsoexperiencing rapid changes like the advanced nations. Such change heightens competition and highlights theimportance of differentiation. Thus, the importance ofdesign is becoming larger in the service area and as suchmethod of differentiation increases it can be said thatthe age of service design has started. Service in design is gaining attention as a newbusiness area. However, there is no clear definition,classification and direction established for the fields ofservice design. This study has approached serviceinnovation in the perspective of design to review thedefinition and characteristic of the new fields of servicedesign, conduct in depth research on the servicedesigning tools, using examples of service designimprovements of Frankfurt central station to establisha general concept for the field of service design byproviding unified image and experience to users, and inthe end contribute to the fields of design education andthe overall service industry by providing a baseguideline. For this purpose, study on the definition andcharacteristics of service design, and service designtools were conducted by reviewing domestic and foreignliteratures including graduate research papers. Also, acase study of Frankfurt central station was conductedto view service design in various perspectives includingservice information design, service product design,service space design, service digital media design andservice identity design. As a result of this study, information service designof Frankfurt central station is intuitive andunderstandable for users. This distinctive feature can bealso shown in service product design. Service productssuch as ticket automate communicates and interactswith users through products and it enhances throughcorporeality of service through experience. Servicedesign identity is consistently applied at the various partof Frankfurt central stations and also it indicates theunity of identity. The need for special process and service design toolwas found to be a key requirement in order to reordertangible and intangible factors and design in accordanceto research data for service innovation. To createvaluable services for the customers, the needs andcondition of the customer must be clearly understood. Base on such understanding and collaboration with thecustomer service design improvement can be achieved.