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GS E&C

Strategy

Re-building the ABC of Living Experience from Users’ Perspective

GS E&CGS E&C
“For the past 20 years, apartment brands have been working on supplier-oriented design. We thought we should focus on the important value of customer experience.”
– Gyu-Hwa Kim, Head of GS E&C's Building and Housing Division
Introduction

From a Building Construction Brand to an Experience Building Brand

Xi (pronounced as [Zai]) is a high-end apartment brand in South Korea that has been keeping the highest brand recognition for the past 20 years.

Historically, since apartments in South Korea drastically started to be built in the late 50s, the perceptions on an apartment have changed dramatically: the house for poor people in the 60s, the house for ordinary people in the 70s, and now it becomes everyone’s desire and idol that indicates so-called ‘the successful life’.

With the rapid growing economy and ecology of the construction industry in South Korea, Xi has been constantly trying and changing for the past 20 years as a leader in branded apartments.
However, there’s also a limitation that Xi had no choice but to prioritize supplier-centered design to make quick decisions and executions in competing with other brands.

Now, at a time when Xi has to prepare for the next 20 years again, Xi wanted to leap from a brand that builds ‘buildings’ to a brand that builds ‘experiences’. Xi felt the need for new sources of momentum that would provide customers with a consistent brand experience and also unify the power of internal members.  

Daylight delightly joined the journey of Xi brand: to meet people’s daily lives, to re-awaken the  ‘real’ values, and to rebuild a better life with ‘real luxury’ rather than an apartment that stays in the desire as an economic asset.

IntroductionIntroduction
Experience Design System

New Tool for the New Era: Experience Design System

About 15 years ago, Xi had created a design system and applied it to physical brand touch-points such as architecture, interior, landscaping, and products. It has worked successfully in creating a visually unified look-and-feel of Xi over the past 15 years.

As people's values, tastes, and expectations for lives change, it has made it necessary to design a multi-dimensional experience for new competitiveness in the market. Also, upgrading the methodology is indispensable to meet the needs of the new era.

Therefore Daylight redesigned a new tool for the new era:
The concept of ‘Design System’ is expanded to ‘Experience Design System’ to cover both tangible and intangible brand touch-points such as online space, service and communications, making it possible to create a consistent and cohesive brand experience.

Here are three components of the Experience Design System that we have defined:

  1. User : Who are our users? What kind of lives do they live and what values do they pursue?
  2. Experience Design Principles : By what principles should Xi create experiences?
  3. Experience Design Language : How would we express and make it real?

Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.

Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:

  1. Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
  2. Create a unifying brand that resonated deeply with patients and staff; and
  3. Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Experience Design SystemExperience Design System
Experience Design System
Experience Design System
Experience Design Principles

4 Principles in Premium Living Experience

Who are Xi brand's customers? What experiences should Xi create for those people?

To understand the ‘real’ lives of people and to get new inspiration about the premium communal living experience, we jumped into their real lives: visiting their homes, observing their lives, and having in-depth conversations.

By synthesizing what we had learned from people and Xi brand core values, we defined 4 Experience Design Principles which indicate what kind of living experience Xi should create for the people. Also we provided opportunity areas that should be prioritized by Xi.

  1. Everyday Comfort : Putting people first and making every day's journey smooth and seamless so that every moment of the day can be comfortable.
  2. Timeless Flexibility : Responding actively/flexibly to changes in the lives of people and evolving more over time.
  3. Me-centered : Helping each person to focus on himself/herself and to live ‘my own life but better.’
  4. Better Together : Minimizing conflicts and maximizing benefits in living together.

Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.

Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:

  1. Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
  2. Create a unifying brand that resonated deeply with patients and staff; and
  3. Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Experience Design PrinciplesExperience Design Principles
Experience Design Principles
Experience Design Principles
Experience Design Language

The ABC of Experience Design : Align and Blend to Create the Flow

Then, how can we actually shape the experience that Xi's customers want to live in?
Based on the Experience Design Principles, we defined the Experience Design Language that could play the role of focal point in the process of expressing and shaping the experiences.

While design languages are usually defined as adjectives that directly illustrate specific shapes, in this project, we intentionally used verbs of ‘Align’ and ‘Blend’ as Experience Design Languages:

  • ‘Align’ which leads to sophisticated simplicity
  • ‘Blend’ which leads to a seamless and gentle atmosphere

Also, visual reference images were supported to help internal members easily understand the concept of ‘Align and Blend’, and to help them usefully apply into related design practices dealing with elements such as form, function, information, materials, colors, and lights.

Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.

Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:

  • Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
  • Create a unifying brand that resonated deeply with patients and staff; and
  • Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
  • Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
  • Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
  • Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
  • Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
  • Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
  • Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
  • Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Experience Design LanguageExperience Design Language
Experience Design Language
Experience Design Language
“Working with Daylight was a unique and innovative experience as a partner who finds clues to innovation by discovering problems from the users’ point of view. We could uncover the opportunities and develop a comprehensive, long-term strategy to provide our customers with a consistent living experience.”
– Gyu-Hwa Kim, Head of GS E&C's Building and Housing Division
Impact

For the next 20 years

Xi Experience Design System, the outcome of this project, is the will of Xi to accomplish the past 20 years that have been well done so far and to start the new 20 years to come.Externally, it is the declaration that Xi brand turns back to the users’ point of view rather than suppliers' perspective, empowering users to live their own lives but better. At the same time, it is a clear focal point for internal members to condense their energy and potential in design works, helping them make one voice.We hope that this Experience Design System will be applied to various brand touch-points of Xi in the future to help create valuable and consistent living experiences for people.

Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.

Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:

  1. Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
  2. Create a unifying brand that resonated deeply with patients and staff; and
  3. Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Impact
Impact
Impact
Strategy