The first chapter was about defining service design and brand experience design. I wrote that in terms of scale, brand experience design is like designing a forest where the customer experience is akin to the tree and the user experience is akin to the leaf. Experience design is not about simply planning the customer experience in online and offline commercial spaces. It is about designing the whole journey through which people will be able to experience a brand across all channels. Furthermore, service design can be defined as a designing activity package that proposes and applies tools and methods required for designing experiences at all levels.

 I also mentioned that there is no way to design an experience for each customer, but that it is possible to design a service with a high probability of inducing a positive reaction from customers. The term "experience design" seems to deliver an intuitive idea of what is signified, but I still find the peculiar omnipotence within this term rather dangerous. Since one cannot unify the experience for everyone involved, and each individual reacts in their own way to different elements, it seems more effective to consider ways to implement features that would provide a good experience for many people within the framework of product and service, and apply those methods with the aim of having the customers experience the brand and grow positive attitude towards it. Following the proposition of 'brand=experience' defined by the CEO of Interbrand, there is a distinct tendency that people would consider the level of quality in the general experience, and not just the product itself. Even still, it sounds more sincere to state that the approach is 'designing a service to offer you a good experience' instead of saying that it is designing 'your experience'.

 My choice of brand service design case studies complied with the following three standards: The brand had to be distinguishing itself in its industry; have a clear goal; and be spotlighted by the millennial generation.

 Disney, Think Coffee and Amazon had all satisfied these standards and three common features were revealed after their cases had been studied.

 The first is that each brand had well-identified goals. The brands largely varied in the size of the business, but all of them were laying out a service strategy with a macro-perspective in order to reach their goals. Larger businesses like Disney and Amazon were able to establish a fine matrix of brand outlook across the vast territory because they focused on their core values and expanded their business accordingly. Thanks to these examples, we had the opportunity to look into brand experience methods at various levels. On the other hand, for smaller businesses it was easier to apply their core values to points as minor as, or as significant as possible compared to larger enterprises, offering us a chance to witness their micro-service strategies.

 The second common feature was that all three brands had provided themselves with an organized investment and support to improve their customer-oriented service. In the same way, our company is mapping out its diverse brand strategy to build appeal for our brand with millennials. A successful business identifies one of its major pillars as service design, which is a natural thing but cannot be overlooked. In the case of Amazon, it showed us that it is difficult to count the goods and service industries as separate entities, and it was no exaggeration to say the company itself as a whole was the service.

 The last feature is the precise use of digital media. Think Coffee and Disney suggested an example of upgrading the level of customer satisfaction by applying customer-oriented services to existing technology to attract millennials instead of involving innovative technology that no one had ever seen or heard before. Services such as uploading video tutorials on how to make a good coffee or providing convenience in Disney's amusement parks through tagging bands are the outputs of converging familiar media with content that is suited for the digital environment.

 Selecting cases in terms of customer experience focused on the brands that had paid attention to media trends and designed an adequate service for the media. The largely discussed cases at the time of my writing are now a little dated. They are however still meaningful enough for a look back at those great cases. Personally, it was a relief that many of you took it easy to read in spite of a simple collage of cases I had made due to the limited length of this column.

 There were some common learning points in this chapter.

 First of all, the brands all had a clear idea of the message the intended for their customers. In the case of Refinery29, Dyson took out a strategy to promote the trendy brand itself in terms of design as well as technology. Lean Cuisine created a service to spread the message that people should have the freedom to choose healthy food without any abnormal restrictions on the image of the body.

 Another point is that they co-created the service with their customers to focus on what people enjoy and have fun together. HBO built fun, intricate escape rooms to enjoy with their fans, and Misereor realized the voluntainment by installing an interesting device to induce people to participate through interactive media.

 So far, I have summarized my columns on service design. Through this writing series, I have discussed cases in brand experience and customer experience, which were two sectors of the three service design areas. If you have grown familiar with service design, you would have easily figured out that customer experience is analyzing services in a micro-perspective. Making a habit of analyzing the user experience with everyday objects together with online and offline services is my next year's resolution. (Would you join me?)

 My writing started in Euljiro, and ends in Sinyongsan of Seoul. I remember a phrase from a documentary film stating that space dominates human behavior. For all of my colleagues who are driven to spread Asian beauty to this wonderful world, and with only one space in the world, I will do my best in the CI Design Team. In preparing for these writings, I put in a lot of study. I just wanted to sharing these stories with you in a light and joyful way, but in the end, they turned out rather a bit stiff. I have however greatly appreciated the comments from those who still told me that my columns were helpful. Now, I'm going back to the position of an enthusiastic reader of the columns, and I really look forward to next year's exciting stories. Hope you have a great year in 2018.