컨텍스트 리서치에 기반한 BX디자인 구축에 관한 연구 -동대문 패션 도매시장 디자인 개발 사례를 중심으로-

An appreciation of the importance on "experience" is growing in all areas of design, and so is the case in brand design. However, while customer experience in BX design tends to identify the experience as a relationship between brand and customers on a sequence-wise perspective, or touch point-wise perspective, context, the real field where customers meet brand are not reflected well in the BX design due to its complexity. The purpose of this study is to examine the impact of context on brand design and to provide directions for building context-based BX designs through a case study. To this end, service design concepts and methods were actively adopted in order to understand the concept and significance of the context through literature research. After that we show how to use service design methods in order to research context and build the context in the brand design. And the empirical method of context-based BX design was presented through the case study. Through this, it was identified what the key context elements in BX are and when and where they should be applied. Finally, the empirical case have led to the directions required in doing context-based BX designs. Consequently, the BX design method based on the context presented in this study is expected to be effective for customers to build a higher level of BX.