A study on the process of applying participatory design for city brand development : focused on Ulaanbaatar city brand development

다국어 초록 (Multilingual Abstract)

As the media landscape evolves, the application of participatory design has become increasingly important in effectively engaging more active user (stakeholder) participation in city brand development. While participation methods such as citizen contests have been used in the past for developing city brands, it is necessary to enhance these methods to align with the latest trends. Furthermore, Mongolia is a country known for its exotic traditions, rich culture, and history. However, Ulaanbaatar, the capital of Mongolia, does not have a city brand or a representative image yet. Despite various attempts and efforts made by the city government and promotion offices to develop the city brand, the results have been insignificant.
The purpose of this study was to analyze the elements of citizen participation in the city brand development process and the application of participatory design in the managing phase for the continuous management of the city brand. Specifically, it aimed to minimize problems occurring after development through the use of participatory design and ensure the effectiveness and sustainability of the city brand design process. Therefore, in this study, theoretical research on the design process and participatory design methodology were conducted, along with case studies, and in-depth interviews with city brand design experts. Experimental research was conducted through the Ulaanbaatar city brand development student workshop to effectively apply user participation to city brand development. The purpose of the theoretical research was to derive the necessary steps and their validity for reestablishing the city brand design process and developing the city brand through the design process methodology. The case study of cities focused on analyzing specific city brand development processes, with the goal of extracting key points from this analysis. The purpose of the in-depth interviews with city brand design experts was to understand the entire process of city brand development by deriving the overall flow, identifying important factors in development, exploring the boundary between experts and citizen participation, and addressing post-development issues. The purpose of the student design workshop was to explore the feasibility and methods of applying participatory design processes to the city brand development process. Additionally, it aimed to extract keywords of Ulaanbaatar city, establish brand position maps and design directions for the city brand, and develop city brand concepts. Finally, the purpose of the development research was to create logo proposals of the Ulaanbaatar city brand based on the results analysis of the experimental study of the student design workshop.
The scope of theoretical research included a literature review on the design process, brand identity, city brand design process, and participatory design methodology. The case study targeted on 10 city brands that were developed by applying the participatory design process or citizen participatory design programs among recently developed city brands. The preliminary study 1 was conducted on brand design experts among city brand stakeholders. In-depth interviews were conducted on a total of 8 experts from South Korea and Mongolia. Including two brand design experts with experience in South Korean city brand development, two officials responsible for city brand management in the city office of South Korea, one brand marketing expert from Mongolia, one Mongolian university design educator, and two officials responsible for Ulaanbaatar city promotion and marketing in Mongolia were interviewed. These in-depth interviews were conducted to collect qualitative data of city brand design experts. Additionally, two overseas city brand design experts’ data were collected through offline and online participation of City Brand International Forum. Preliminary Study 2 was conducted with 119 university students from Mongolian two universities through Ulaanbaatar city brand development student design workshop. Based on the analysis of 19 Ulaanbaatar city brand logos created during the student workshop, keywords of the Ulaanbaatar city, city brand concepts, design directions for city brand development, and position maps were extracted. Based on the results from Preliminary Studies 1 and 2, the main study presented the Ulaanbaatar city brand logo proposals.

목차 (Table of Contents)

• Table of Contents I
• List of Tables IV
• List of Figures VI
• ABSTRACT VIII
• CHAPTER 1. INTRODUCTION 1
• 1.1. Research background and Purpose 1
• 1.2. Research Questions 3
• 1.3. Research Method and Scope 4
• CHAPTER 2. THEORETICAL RESEARCH 6
• 2.1. City brand 6
• 2.1.1. City branding 8
• 2.1.2. City brand strategy 9
• 2.2. Design Process 10
• 2.2.1. Structural Analysis of Various Design Processes 13
• 2.2.2. Design Process Tools 15
• 2.3. Brand Identity 18
• 2.3.1. Brand Identity Process 18
• 2.3.2. City Brand Design Process 19
• 2.4. Participatory Design 23
• 2.4.1. Participatory Design Definition 23
• 2.4.2. Participatory Design Process 24
• 2.4.3. Participatory Design Methods and Classification 26
• CHAPTER 3. CASE STUDY 30
• 3.1. Case Study Scope and Method 30
• 3.2. Case Study Progress 31
• 3.2. Case Study Results 42
• CHAPTER 4. PRELIMINARY RESEARCH 1 47
• 4.1. Preliminary Research 1 Scope and Method 47
• 4.2. Preliminary Research 1 Progress 48
• 4.3. Preliminary Research 1 Results 55
• 4.4. Theoretical, Case, Preliminary Research 1 Conclusion and Findings 57
• CHAPTER 5. PRELIMINARY RESEARCH 2 59
• 5.1. Student Workshop Background and Purpose 59
• 5.2. Student Workshop Scope and Method 63
• 5.3. Student Workshop Progress 71
• 5.3.1. Student Workshop of UFE 71
• 5.3.2. Student Workshop of Huree University 75
• 5.4. Student Workshop Results 78
• 5.4.1. Student Workshop Visual Outcomes 81
• 5.4.2. Student Workshop Visual Outcomes Preference Survey 82
• 5.5. Student Workshop Result Analysis and Findings 85
• CHAPTER 6. MAIN RESEARCH 89
• 6.1. Ulaanbaatar City Keywords and Design Direction Derivation 89
• 6.2. Ulaanbaatar City Brand Visualization Progress 99
• 6.3. Ulaanbaatar City Brand Proposal 104
• 6.4. Ulaanbaatar City Brand Guideline 105
• 6.4.1. Logo Proposal #1 Guideline 105
• 6.4.2. Logo Proposal #2 Guideline 110
• CONCLUSION 115
• Summary and Results 115
• Research Questions Implications 117
• Research Suggestions and Limitations 126
• REFERENCES 128
• Abstract in Korean 131

참고문헌 (Reference)

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