서비스디자인 연구방법론을 활용한 AI IPTV UX디자인 연구

Background This study is meaningful to present the vision of AI IPTV UX design based on the service design research methodology in the early stages of the AI IPTV market. Methods For the study, We analyzes the concept of IPTV and the change to AI-based IPTV are considered through theoretical consideration. Service design research methodology is applied to analyze the UX design concept of the AI IPTV environment and the user's viewing experience (UX) design for each touch point of the AI IPTV viewing environment. In the case analysis, the current status of AI IPTV of the three domestic IPTV operators is identified and AI IPTV service types and characteristics are derived. Based on the service design methodology 'Customer Journey Map', the UX design type and characteristics of the service by touch point of AI IPTV users before, during, and after viewing are analyzed. Result As a result of The AI IPTV service type consists of four items: first, ultra-personalization, second, interactive AI exploration, third, Generative AI additional service, and fourth AI environment. The characteristics of the AI IPTV service UX design were derived as four items: first intuitive thumbnail image, second intuitive point color, third intuitive icon, and fourth intuitive and familiar chatting and setting interface. Conclusion Through this study, it is meaningful to lay the foundation for UX design research based on service design research methodology in AI IPTV environment user experience (UX) design research and present a vision.