Please upgrade your browser

For the best experience, you should upgrade your browser. Visit our accessibility page to view a list of supported browsers along with links to download the latest version.

Student Showcase Archive

Shera Hyunyim Park

PhD Work

PhD work

  • Mapping analysis

    Mapping analysis, 2015

  • Smart Black Taxi Service: Flo

    Smart Black Taxi Service: Flo, 2016

Maps as subject of service design and value co-creation system

As more data is recorded, stored and analysed, we produce various kinds of spatial data in our daily lives – travel behaviour, energy usage, noise level, and emotional attributions from crowdsourcing. The digital data have become increasingly ubiquitous, producing unprecedented insights and mapped as a form of ‘big data’. These have changed users’ perception of place and informed their knowledge, thus helping users make better decisions, potentially producing new ways of knowing and being in the space. 

Describing data of cities is a crucial step to both understanding people’s activity, planning and designing cities in urban environments. It is not simply describing places of space but is revealed as a system of networks and flows. The urban experience is represented through interconnected location-aware services and platform, generated between the human and places interaction.

The project-based research develops a new perspective on mapmaking, which leads map development has become a subject of service design. The project explores from a designer’s perspective, how map portraits service system of physical place, can be used to facilitate value co-creation and inform meaningful decision-making tool for cities. 



  • PhD


    School of Design


    Service Design, 2014–

  • Hyunyim Park (also known as Shera H. Park) is a PhD candidate in Service Design at the Royal College of Art. In former experience, she has worked in multi-disciplinary projects crossing design, digital marketing strategy & activation and design research during 14 years of industry experience.

    The current practice-based research explores subjects in Complex Service System and Design, Digital Platform, Big Data and Cartography; develops new perspective of potential service design in developing digital platform, smart cities and public services taking ‘maps’ as the media. 

    Her recent project developed new service strategy and business model to improve London AirQuality working with TfL serving predictable urban flow for wider urban key stakeholders. Future studies will contextualise the involvement of service design in new territory and investigate its implication. 

  • Degrees

  • MA Design for Communication, University of Westminster, 2011; MA Art and Media Study, University of Westminster, 2005; BA Product Design, University of Hongik, 2001
  • Experience

  • Head of Digital Communication, LG Ad, UK, 2012-2014; Digital Marketing Manager, LG Electronics,UK & Ireland, 2005-2011; Graphic Designer, Hyundai Group, Seoul, 2001-2004
  • Awards

  • Winner, Global Service Design Award, Smart Black Taxi Service: Flo, 2017
  • Conferences

  • Maps as Participatory Platform: Towards Open data and Transport Service, ServDes, Polytechnic University of Milan, June 2018; Revisiting mapping service in light of service dominant logic, Dmi: Academic Design Management Conference, Ravensbourne University, London, Aug 2018; Maps as object of service design, International Conference of the European Academy of Design, Design for Next, Sapienza University, Rome, April 2017
  • Publications

  • Sun, Q & Park, H (2017) The Map as an Object of Service Design, The Design Journal, 20(1) S4101-S4119