개인정보보호 중심 설계를 위한 데이터 기반 서비스 청사진 활용에 관한 연구

With the recent rise of data-driven personalization in service design, service providers urgently require a balance between consumer data opportunities and privacy imperatives. Privacy by Design is a fundamental tenet that needs privacy to be incorporated into the system by default and enhances customers’ self-determination of their personal information. In this regard, the study aims to demonstrate the differences in data sensitivity and importance perceptions of importance between customers and developers using a case study of the early B2C camping service development and to suggest a modified tool of a service blueprint for a privacy-preserving data-based service journey. The results showed low sensitivity and high business applicability in camping gear and menu selection, highlighting the importance of bridging perceptual gaps in medical and health information and location information, and proposed a personal information protection-centered service design methodology for building trust through explicit consent procedures, mutually benefiting both businesses and customers.