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Objective: The aim of this study is to investigate service design cases by online service companies and suggests framework to understand service design of them. Background: Recently, exploratory service design cases by online service companies such as Google, Apple, and NHN has been developed. Service design and online service experience design has been booming among user experience professionals but these two areas are not clearly defined. It is interesting to study the definition and key factors of service design and online service experience design. Moreover, investigating service design cases by online service companies is needed. Method: Due to diversification of service design cases by online service companies, this study has reviewed online resources and literatures about top 5 online service companies in USA and Korea. Furthermore, this study used expert interview who worked for service design at NHN. To understand the attributes of service design cases, this study developed 3 types of service design classifications scheme such as service design as extension of online service, space design and event service design. Finally, this study suggested a new framework for service design cases. Results: This study investigated service design cases by online service companies and suggests key issues and frameworks to uncover service design for online service. Conclusion: Service design cases for online service was analyzed by 2*2 matrix(extension, enrichment*product, service) to explain characteristics and attributes. NHN’s Knowledge-iN bookshelf at NHN libraryl is a unique form of service design as a tool of enrichment of online experience. Application: The results of this study might help to understand service design cases and plan new service design for online service companies with structured framework.

A Study on the Service Design for Online Service Company to Enhance User Experience