Design for Coexistence of Humans and Urban Wildlife - Focused on the Feral Cat Issues in Seoul

The ultimate goal of this thesis is to create a coexistence of humans and urban wildlife. Specifically, the thesis focuses on the issues of feral cats which have been the most exigent among all the issues caused by urban wildlife in Seoul city. To resolve the conflicts caused by feral cats(estimated to be 1 million in Korea, 250 thousand in Seoul), the city hall of Seoul, local governments, and animal protection groups have cooperated and implemented TNR, Feeding Center, and Feral Cat Map. Service Design and branding methodology were used to understand the stakeholders and the system of each service. New business model was then designed to resolve the derived issues. For feasibility, viability, and desirability, a business model, divided into 3 phases; Support, Report, Monitor, is proposed. The proposed model will not only provide a solution to the current challenges of feral cat and human coexistence in an urban setting but also contribute to the development of a city and national branding.