SINYOUNG AHN

A user experience designer, service designer and design researcher based in South Holland whose work creates interactions between people and technology to build a better future



PROJECT HIGHLIGHTS
2021
- Redesign IKEA Comfort Guide
- Mapping Beneficent AI

2020
- Pavel, design a travel
- Pavel to DMZ
- How to measure 2 Meter 
- Donggwoldo, poster design

-- 2019 
- Hydro Scotland
- O2 ABC Glasgow  
- Closed Circuit

EDUCATION 2021-Present
  Delft University of Technology
  MSc Design for Interaction

2017-2018
  Glasgow School of Art, Scotland
  M.Des Design Innovation & Service Design

2011-2015
  Kookmin University, South Korea
  BA Spatial Design
CONTACT ︎︎︎sii.ahn.kr@gmail.com

O2 ABC Glasgow, 2018


PROJECT BACKGROUND
This project took place between Jan 2018 and Mar 2018
during the master programme of GSA. 

RESULTS
At the heart of it, what we are trying to achieve is better user experiences.
By evaluating the different affordances in the O2 tickets,
we strive to augment users’ experiences by re-designing the O2 service
with the main mode of medium as the O2 ticket.


KEYWORDS
# O2 ABC Glasgow
# Service Design
# Academic Project
# The Glasgow School of Art
# M.Des Design Innovation& Service Design







Project Context

O2 ABC is one of the popular live music venue in Glasgow and for almost 150 years, hundreds of performances have been shown and consumed.
One of our favourite things about the O2 glasgow is that it is not just a place to enjoy the music, but also to hang out, have fun and get inspired to follow
genres that people are interested in. Thruough this course, we wanted to design for services of O2 in a way that not just makes people watch a performance ,
but also reinforces the magical quality of utopia in concerts where memories are shared and relationships are fostered.








PHASE 1


O2 Glasgow is driven by the experience economy, which means that its business is built around the level of satisfaction felt by its users, and this satisfaction does not only come from buying
physical products or goods, but also from the memorable events that they experience. For O2 users, they are constantly searching and checking into what O2 has to offer to provide them with
that memories, and these memories are more than just simply watching a O2 performance and walk away.  Most often, O2 is not just a music venue, but it is a place where people hang out,
have fun and get inspired. We wanted to re-design the O2 service experience in a way that not only makes its service more convenient or easier to use, but also reinforce this profound quality
of the O2 music venue where fond memories are created. Speaking of memories, we looked into the relationships between different stakeholders who were dedicated in making this happen.
From our stakeholder map, a purchasing decision by an individual were resonate across the stakeholders who deliver the service, such as donations made to charity organizations
like Music Therapy Scotland. This gave us the starting point to look at the O2 service from both the user’s action of ticket purchase and the perspectives of affected stakeholders.








User Jouney Mapping & Research Questions

To define the service ecology of the O2 experience, we interviewed users and observed how they behave in the O2 venue and how they interact with the people and the O2 service.
By mapping out the steps of the O2 service touchpoints, we developed our user journey.
From our user journey, we found it a pity that most often, people feel indifferent during their waiting time of the performance. So we got into thinking,

1. How can we ignite a spark of anticipation in users before they attend the performance?
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Also, the system that is meant to be used every time for ticket purchase has inconvenient and unnecessary steps that can be improved. These steps are important especially when it comes to the choice of purchase by the user.
2. So, how can we re-design a user-friendly format for a more efficient ticket purchase experience?
-
Most of us are familiar with performances : they are meant to be exciting and out-of-the-world. Indeed, performances has evolved into a form of social experience where people make friends, share their photos on social media, and celebrate their moments.  
3. So how can we augment this social experience by providing “nudges” for users to communicate with a variety of people?









Service Bluprint Mapping & Design Opportunites

To better understand how we are able to improve on the existing touch points, we considered both the frontstage and the backstage of the O2 service
and created a blueprint to look at it holistically.

It was interesting to note that the primary and most important mode of encounter for the user is the ticket. It is meant to be used to gain access into the venue,
and now it has become more of a souvenir for users. We feel that the ticket has potential to go beyond its purely physical function, and instead
become an entry ticket into connecting with the hearts of users besides the performance venue.









Engagement

At the same time, we interviewed O2 users and engaged them with questionnaires to understand the types of people visiting the O2. We made use of the queuing process as it is a time phase where people become easily distracted from their wait and so we were able to approach as many users as possible.From this public engagement, we have come up with our 3 personas that defined our users : they are the socially driven, the passionate individual, and the muse nomad. Despite their differences in motivations to go to O2, they have overlapping expectations and interests towards O2.

Not only do they want new ways to share their memorable events, they also desire to use a platform to reach out to those around them during the performance. They are not just looking out for goods like merchandises or services like the cloakroom or an additional bar table, they want to explore new alternatives to sweeten what they feel during the performance.

A “research-prototype-evaluate” cycle was conducted to progress to our final outcome. Through user feedbacks , group site visits and more in-depth research, we have produced improved iterations of the O2 user journey and blueprints, and have evaluated them to make sure they are the most correct and up-to-date.








PHASE 2 - Redesign


With the opportunities in mind, we went back to the O2 ticket, and according to the blueprint, we realise that the ticket is the most important valuable mode of encounter to the performance, but its usefulness is short-lived, because it is solely used for entry into the O2 venue.
We want to increase the relevance of the O2 ticket towards the users by combining their wants & expectations, with the opportunities that we highlighted.

By evaluating the different affordances in the O2 tickets, we strive to augment users’ experiences by re-designing the O2 service with the main mode of medium as the O2 ticket.  This main mode of medium towards re-designing the O2 service is the ticket band that each colour signifies a statement that the user feels best represents him or her. This is delivered with the ticket to the user’s address before the performance. It is wrapped around the user’s wrist during the performance, and the colours are exchanged between users to encourage socialisation and share experiences together.

We also have come up with add-on services such as a more streamlined ticketing system and providing an option for users to purchase merchandise with their ticket such that users will be at the state of anticipation during the waiting time to receive their goods and use them during the performance.











New User Journey / Service Blueprint Mapping

Going into the details of the re-designed ticketing system, the highlighted parts show what we have modified to provide easier navigation and better directional process for users as they use the new system.

At the heart of it, what we are trying to achieve through re-designing the O2 service is better user experiences. We looked at the emotional lows and highs of the off-store and in-store experience phases, and pushed our service to diminish the lows and celebrate the highs, by supplementing on to what O2 Glasgow does best, using shared moments and magical performances to create enhanced experiences for the many people.









Storyboard











Mark