린 스타트업 방법론을 적용한 선행 디자인 프로세스 연구

Abstract

선행 디자인은 기업에서 미래를 책임질 차기 아이템 개발을 위해 주로 사용하는 방법론으로 시장 조사 기반 기획에서는 개발하기 어려운 혁신적인 아이템을 개발하기에 적합한 방법으로 활용되었다. 하지만 선행 디자인의 근거가 주로 트렌드 예측이나 디자이너의 통찰과 같은 것에 기반하기 때문에 시장에서의 성공 여부가 불투명하다는 면에서 태생적인 한계를 가지고 있었다. 또한 선행 디자인은 그 자체로 제품 디자인 프로세스에서 파생된 것이지만 외형 디자인에 집중하는 제품 디자인 프로세스와 달리 새로운 기능이나 활용 시나리오 등의 제안이 함께 포함되므로 그 자체로 비즈니스적인 성격을 함께 띄고 있었다. 따라서 단순히 외형적인 면만 처리하는 제품 디자인 프로세스에서는 적극적으로 고려하지 않았던 비즈니스적 요인이나 소비자의 잠재 니즈를 다루는 방법 등에 대해서도 함께 고려해야할 필요가 있다. 이에 따라 본 연구는 선행 디자인 프로세스의 시장 성공 확률을 좀 더 높일 수 있도록 비즈니스적인 요인과 새로운 소비자 니즈를 다루는 것과 관련된 부분들을 보완한 선행 디자인 프로세스 모델을 개발하고자 하였다.

이를 위해 먼저 적용 후보 방법론 16가지에 대해 적합도 평가를 진행하였고, 그 결과 린 스타트업 방법론을 적용 방법론으로 최종 선택하였다. 이후 국내외 8개 기업의 선행 디자인 프로세스를 분석하여 업계에서 활용되는 표준적인 선행 디자인 프로세스를 도출하고 도출된 표준 프로세스에 린 스타트업 방법론의 각 과정을 접목하여 보완된 린 선행 디자인 프로세스 모델을 개발 완료하였다. 도출된 프로세스는 디자인-측정-학습의 순으로 진행되는 일련의 과정을 각 상황에 따라 반복하며 끊임없이 발전해나가는 선행 디자인 프로세스 보완 모델이다. 선행 디자인 프로젝트의 처음부터 끝까지 린 방법론에 입각한 행동 원칙 및 문서 양식 등을 제시하여 기존 선행 디자인 프로세스를 경험해 본 프로젝트 매니저라면 손쉽게 현장에서 변형 적용해 볼 수 있게 했다.

프로세스에 대한 검증 작업은 프로세스 자체에 대한 설문 평가와 기존 프로세스와의 장단점 비교를 위한 인터뷰 평가로 진행되었다. 설문 결과는 개발 기간 단축에 관한 항목들이 ‘약간 그렇지 않다’ 수준의 평가를 받았고, 나머지 항목들은 모두 ‘거의 그렇다’ 수준의 평가를 받았다. 이는 반복되는 테스트 프로시져로 인해 전체 프로세스의 길이가 길어질 것을 우려한 결과로 추정된다. 하지만 린 선행 디자인 프로세스 개발의 본래 목표인 업무의 결과물 수준 향상과 관련된 항목들에선 대체로 높은 평가를 받은 것으로 나타났다. 인터뷰 결과, 장점은 신규 아이템의 시장 실패 리스크를 줄이고, 상품화까지 이어지도록 하는 설득력 확보, 동시공학적 프로세스를 통한 외형 디자인적 완성도 향상 등 주로 린 선행 디자인 프로세스가 목표로 하는 부분과 부합하는 요소들이 주로 언급되었다. 반면에 단점은 대부분 반복되는 테스트 과정이 얼마나 효율적으로 운영될 수 있느냐와 관련된 사항들이 대부분으로 언급되었다. 따라서 이러한 단점이 보여주는 의미는 각 반복 주기 상황에 따른 상황 판단 및 피봇 전환 등과 같은 내용이 세부 시나리오별로 좀 더 상세히 제공될 필요가 있다는 점을 의미했다.

연구를 통해 도출된 린 선행 디자인 프로세스는 3D 프린터 등의 발전으로 인해 샘플/목업을 만들기가 점점 더 쉬워지고 소프트웨어와 하드웨어의 결합으로 인해 점점 더 빨라지는 제품 개발 주기 등에 대응하기에 적합한 프로세스이다. 현재 이미 린 스타트업 방법론의 경우 페이스북, 트위터, 드롭박스 등 유수의 스타트업들이 실제 활용하고 있는 방법론이며 연구에서 제시된 비즈니스 모델 캔버스 역시 전 세계적으로 실무에 적용돼 검증된 것이자 IBM, 에릭슨, 딜로이트, 캐나다 정부 등에 이르기까지 많은 조직에서 활용하고 있는 중이다. 따라서 현재 업계에서 주류로 활용되고 있는 방법론들을 보완 발전에 활용한 것으로 점점 더 커지고 있는 타분야와의 융합 움직임에 발 맞추어 제품 디자인 분야에서도 대응하기에 적합한 컨셉의 방법론 보완 작업인 것이다. 향후 연구에서는 실제 린 선행 디자인 프로세스를 활용, 제품 개발을 진행하여 좀 더 세부적인 실제 진행 과정에서의 효과와 피드백을 검증해 나가 실증 연구로서 린 선행 디자인 프로세스의 완성도를 더욱 높이고자 한다.|Advanced design is the methodology that is used for development of next items which will take charge of future in the company and it is used as the method that is suitable for developing the innovative items that is difficult to be developed by the planning based on existing market survey. But, the ground of advanced design has the natural-born limitation that has the risk factors in respect of market success such as trend forecast or insight of designer mainly. Advanced design itself is derived from product design process but it has the nature of business because it includes the suggestion such as new functions or application scenario not like product design process that proceeds with external design only. So, business factors that is not considered actively or how to treat potential needs of consumers needed to be considered in the product design process that simply proceeds with external aspect. So, this study is willing to develop process model of advanced design that supplements business factors and the parts related with new needs of consumers so that market success of advanced design process can be raised.

For this, goodness of fit assessment was carried out for 16 kinds of candidates for application methodology first and lean startup methodology was selected as the application methodology. After that, the standard advanced design process used in the industries was drawn and the supplemented standard advanced design process model was developed and completed by applying each process of lean startup methodology to the drawn standard process. The drawn process is the supplemented model of advanced design process that repeats a series of process in the sequence order of design-measurement-learning along each situation and evolve continuously. It was enabled to be applied to the field easily if he or she is the project manager who experiences the existing advanced design process by suggesting the detailed behavior and document forms from beginning to end of advanced design project.

Verification on the process was carried out by interview test for strength and weakness comparison of existing process to survey assessment on process itself. As the results of survey, the questions of shortening development period were answered as 'No, it is not much' and all rest questions were answered as 'Yes, it is so'. It is presumed that they worried about getting entire process longer due to the repeated test procedure as the result. But, it appeared to be assessed highly in general regarding the questions related with outcome improvement that is the original purpose of lean design process development. As the result of interview, the factors that become the purposes of lean advanced design process were mainly mentioned as the strength such as reduction of market failure risk of new items, acquirement of persuasive power for commercialization and improvement of external design completeness through concurrent process. On the other hand, the factors that are related with the question 'how much most of repeated test process can be operated effectively' were mentioned as weakness. So, it means that the contents such as the estimate of the situation along each repeated cycle and pivot conversion need to be provided in more details for each detailed scenario.

Lean advanced design process drawn from this study is the one that makes the production of sample and mockup easier due to development of 3D printers and enables it to cope with the shortened product development cycle by combination of software and hardware. In case of lean startup methodology, it is the one that a number of startups are already used actually such as Facebook, Twitter and Dropbox, and business model canvass suggested in the study is proved as it is used for real tasks worldwide and many organizations such as IBM, Ericsson, Deloitte, Canadian Government. So, it is important to supplement the methodology whose concept is suitable for coping with product design field in order to match the product development cycle that gets faster by utilizing the methodologies used mainly in the industries. In further studies, I am willing to raise the completeness of lean advanced design process as the positive research by utilizing actual lean advanced design process, carrying out product development accordingly and evaluating the effect and feedback in the more detailed actual process.; Advanced design is the methodology that is used for development of next items which will take charge of future in the company and it is used as the method that is suitable for developing the innovative items that is difficult to be developed by the planning based on existing market survey. But, the ground of advanced design has the natural-born limitation that has the risk factors in respect of market success such as trend forecast or insight of designer mainly. Advanced design itself is derived from product design process but it has the nature of business because it includes the suggestion such as new functions or application scenario not like product design process that proceeds with external design only. So, business factors that is not considered actively or how to treat potential needs of consumers needed to be considered in the product design process that simply proceeds with external aspect. So, this study is willing to develop process model of advanced design that supplements business factors and the parts related with new needs of consumers so that market success of advanced design process can be raised.

For this, goodness of fit assessment was carried out for 16 kinds of candidates for application methodology first and lean startup methodology was selected as the application methodology. After that, the standard advanced design process used in the industries was drawn and the supplemented standard advanced design process model was developed and completed by applying each process of lean startup methodology to the drawn standard process. The drawn process is the supplemented model of advanced design process that repeats a series of process in the sequence order of design-measurement-learning along each situation and evolve continuously. It was enabled to be applied to the field easily if he or she is the project manager who experiences the existing advanced design process by suggesting the detailed behavior and document forms from beginning to end of advanced design project.

Verification on the process was carried out by interview test for strength and weakness comparison of existing process to survey assessment on process itself. As the results of survey, the questions of shortening development period were answered as 'No, it is not much' and all rest questions were answered as 'Yes, it is so'. It is presumed that they worried about getting entire process longer due to the repeated test procedure as the result. But, it appeared to be assessed highly in general regarding the questions related with outcome improvement that is the original purpose of lean design process development. As the result of interview, the factors that become the purposes of lean advanced design process were mainly mentioned as the strength such as reduction of market failure risk of new items, acquirement of persuasive power for commercialization and improvement of external design completeness through concurrent process. On the other hand, the factors that are related with the question 'how much most of repeated test process can be operated effectively' were mentioned as weakness. So, it means that the contents such as the estimate of the situation along each repeated cycle and pivot conversion need to be provided in more details for each detailed scenario.

Lean advanced design process drawn from this study is the one that makes the production of sample and mockup easier due to development of 3D printers and enables it to cope with the shortened product development cycle by combination of software and hardware. In case of lean startup methodology, it is the one that a number of startups are already used actually such as Facebook, Twitter and Dropbox, and business model canvass suggested in the study is proved as it is used for real tasks worldwide and many organizations such as IBM, Ericsson, Deloitte, Canadian Government. So, it is important to supplement the methodology whose concept is suitable for coping with product design field in order to match the product development cycle that gets faster by utilizing the methodologies used mainly in the industries. In further studies, I am willing to raise the completeness of lean advanced design process as the positive research by utilizing actual lean advanced design process, carrying out product development accordingly and evaluating the effect and feedback in the more detailed actual process.