Co-creating a new service concept for Korean skincare users in Finland
Tran, Vi (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120432620
https://urn.fi/URN:NBN:fi:amk-2025120432620
Tiivistelmä
This thesis demonstrates the development of a new service concept for Korean skincare users in Finland by using the Service Design and Co-Creation approach. Although the popularity of Korean skincare has grown recently, its presence in the Finnish market is unclear without proper research. The objective of this study is to understand the perceptions of Finnish consumers and explore market gaps to design a service guide that adapts to users' needs and creates a feasible concept.
The theoretical framework was built upon four aspects: Service Design and Co-Creation theory, the Korean skincare market in Finland, and Finnish consumer trends and interests. Several research and service design tools were implemented, including competitor analysis, a survey, semi-structured interviews, focus groups, an affinity diagram, personas, point-of-view and how-might-we, a co-creative workshop, value proposition canvas, customer journey maps, and pyramid of strategy. AI was also used for better market offer analysis.
The results show that Finnish consumers perceive Korean skincare as affordable and effective while expecting both convenience and good offers from the store. However, the current market offerings are limited to certain brands and traditional product-based shops. The study identified two primary user groups: “buy what needed” and “buy for later”, together with differences in experience level. These insights formed the new concept Pioni, combining a physical retail experience with online presence, focusing on delivery services beyond products for everyone. The roadmap was suggested for the first two years, with possible further research.
The study brought up fascinating insights and proposals from the users' perspective. Limitations include a small sample size, validity, and time management. Overall, the thesis demonstrates how service design and co-creation enable the development of meaningful, user-centered services with an inclusive concept.
The theoretical framework was built upon four aspects: Service Design and Co-Creation theory, the Korean skincare market in Finland, and Finnish consumer trends and interests. Several research and service design tools were implemented, including competitor analysis, a survey, semi-structured interviews, focus groups, an affinity diagram, personas, point-of-view and how-might-we, a co-creative workshop, value proposition canvas, customer journey maps, and pyramid of strategy. AI was also used for better market offer analysis.
The results show that Finnish consumers perceive Korean skincare as affordable and effective while expecting both convenience and good offers from the store. However, the current market offerings are limited to certain brands and traditional product-based shops. The study identified two primary user groups: “buy what needed” and “buy for later”, together with differences in experience level. These insights formed the new concept Pioni, combining a physical retail experience with online presence, focusing on delivery services beyond products for everyone. The roadmap was suggested for the first two years, with possible further research.
The study brought up fascinating insights and proposals from the users' perspective. Limitations include a small sample size, validity, and time management. Overall, the thesis demonstrates how service design and co-creation enable the development of meaningful, user-centered services with an inclusive concept.