This page presents research projects that illustrate how FLOW Lab’s work on product and service innovation and user experience has addressed real-world challenges and created value. Each project reflects a practical research journey connecting technology, human experience, and business perspectives.
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Selected Projects
Behavioral Intentions and Relationship Closeness Between Gift Givers and Recipients in an Agentic AI-based Gift Recommendation Service
# Agentic AI, # Gift Recommendation, # Gift Giver & Recipient, # Behavioral Intention
2025-ongoing, with Sehyun Lee
This study explores how people perceive Agentic AI-based gift recommendation services in the context of gift giving. Focusing on both gift givers and recipients, it examines how behavioral intentions and relationship closeness influence service acceptance. Based on a scenario-based survey of adults with recent gift-giving experience, the findings show that givers tend to value the convenience of AI-assisted gift selection, while recipients may perceive such gifts as less authentic, especially in close relationships. The approach will highlight the importance of considering relational meaning when applying Agentic AI to consumer services.
XR Spatial Interaction Model based on XR Collaboration Characteristics and Reality-Virtuality Continuum: A Perspective of Evolved XR Servicescape
# XR Collaboration, # XR Servicescape, # Spatial Interaction Model
2025-2028, National Research Foundation of Korea (NRF)
Principal Investigator
This project develops an optimized spatial interaction model for XR collaboration by integrating the XR Servicescape concept with the reality-virtuality continuum framework. By combining multimodal interactions and Generative AI (LVLM), the study provides a comprehensive framework and design guidelines to enhance the practical utility of immersive collaborative environments for the future.
An Agentic AI-based Collaboration Operating System for Socio-cognitive Interoperability in Human–Robot–Human Collaboration
# H-R-H Collaboration, # Agentic AI, # Socio-cognitive Interoperability
2026-2030, National Research Foundation of Korea (NRF)
Jointed project (Prof. Gyu Hyun Kwon)
This project develops ACCORD, an Agentic AI-based Collaboration Operating System for human–service robot collaboration. It extends socio-cognitive interoperability into a general model for humans, robots, and organizations, defines measurable indicators for collaboration, and designs mechanisms to support real-time coordination, regulation, and deliberation. The system aims to make collaborative structures explicit, computable, and applicable to real-world service robot contexts
Execution Strategy of CX (Customer Experience) evaluation for LG Electronics (title modified, NDA)
# LG H&A, # Customer eXperience, # CX Evaluation, # NXD (New eXperience Development)
2022-2025, LG Electronics
Principal Investigator
This project aims to advance the conventional NPD process to drive customer experience innovation by establishing a seamless governance framework from initial planning to execution. It strengthens process effectiveness by defining a stage-gate evaluation system and mapping it to real-world operational projects. Ultimately, it shifts the organization’s way of working toward a customer experience–driven culture, ensuring original planning intent is consistently reflected through CX evaluation.
Development of UX Design Evaluation Framework for Samsung Electronics (title modified, NDA)
# Samsung Electronics Design Center, # Customer eXperience, # UX Evaluation, # NXD (New eXperience Development)
2022-2025, Samsung Electronics
Co-Principal Investigator
This project proposes a user experience evaluation framework for Intelligent IoT services, focusing on how IoT systems respond to users’ situations and contexts. To address the lack of evaluation frameworks for Intelligent IoT services, this study derived UX evaluation indicators through literature review, affinity diagramming, workshops, and expert review. The final framework consists of usability and user value dimensions, including indicators related to ease of use, interaction suitability, context understandability, functional value, emotional value, and social value. The study offers practical guidance for IoT service planners and system developers seeking to design more user-centered intelligent services.
Development of Global Data Analysis-based Automated Value Chain Generation Service
# Value Chain Generation # Global Value Chain, # Automated Generation Service
Korea Evaluation Institute of Industrial Technology (KEIT)
This project applies network analysis to inter-firm transaction data to explore the industry’s structure and characteristics. Macro-level indicators such as node count, density, and connectivity were analyzed, alongside centrality measures including degree, betweenness, and closeness centrality. A clustering analysis of top-ranked firms based on centrality indicators revealed structural features like a subcontracting focus and a predominance of small enterprises. The study also serves as a foundation for future research on value chain analysis across similar and different industries.
UX Strategy on Hyper-Segmented Customer Journeys for Untact Retail for LG Electronics
# LG Electronics Design Center, # Customer Journey, # Untact Retail, # Hyper-Segmented CEJ
LG Electronics Design Center
This project explores how COVID-19 accelerated changes in the way people purchase products and services, with a focus on contactless retail. By comparing consumer behaviors before, during, and after the COVID-19 pandemic, the project identified emerging opportunities and key UX challenges for the next era. Led by university students with future-oriented perspectives, the project complemented expert-driven approaches by offering fresh insights into evolving retail experiences. The outcomes included a framework for analyzing contactless retail, a detailed customer journey map, opportunity areas for LG Electronics, and UX strategies for future service development.
New Business Model Opportunity for Thermal Paper of HANSOL
# Business Model, # NPD (New Product Development), # NXD (New eXperience Development)
HANSOL
This project explored new business model opportunities for HANSOL’s thermal paper business through a combination of market research, external environment analysis, and ideation workshops. By examining market trends and conducting a PESTEL analysis, the project identified potential directions for new product and experience development. Ideas generated through workshops were grouped, refined, and evaluated to define key product concepts. The selected concepts were then visualized and developed into business model proposals, supporting HANSOL in discovering new growth opportunities beyond conventional thermal paper applications.
Development of Verification Model for Human-AI Reliability
# AI Trust, # AI Reliability, # Human-AI Collaboration
Korea Telecommunications Technology Association (TTA)
This project explores how humans and artificial intelligence can coexist and collaborate within emerging AI-driven business ecosystems. Rather than explaining AI from a technical perspective or predicting its industrial evolution, the study focuses on how AI enters human life and organizational contexts, creating new business opportunities. The report proposes a framework and guidelines for understanding human-AI collaboration and trust more objectively, offering theoretical foundations that can be applied to system planning, design, and evaluation.
Development of Virtual Reality and IoT-based Systems for Evaluation of Embodied Cognition
# Embodied Cognition, # Virtual Reality, # Digital Therapuetics
Institute of Information & Communications Technology Planning & Evaluation (IITP)
This project developed a virtual reality-based system for evaluating executive function using embodied cognition theory through international research collaboration between France and Korea. By combining the University of Nantes’ expertise in HMD-based medical VR content, AR registration, VR navigation optimization, and object tracking with Hanyang University’s capabilities in cognitive assessment, training-effect parameter development, and system implementation, the project produced collaborative research outcomes.
Design of Augmented Surgical Information Platform for Intelligent Decision-Making Support
# Robotic Surgery, # Decision-Making Support # Surgical Information
National Research Foundation of Korea (NRF)
This project developed a virtual reality-based system for evaluating executive function using embodied cognition theory through international research collaboration between France and Korea. By combining the University of Nantes’ expertise in HMD-based medical VR content, AR registration, VR navigation optimization, and object tracking with Hanyang University’s capabilities in cognitive assessment, training-effect parameter development, and system implementation, the project produced collaborative research outcomes.
Development of Robotic Systems for Total Nursing Service
# Robotic System, # Total Nursing Service # IoT System Development
Korea Evaluation Institute of Industrial Technology (KEIT)
This project developed an integrated nursing service system based on the Co-Care concept: Comprehensive, Cooperative, and Connected Care. The system combines a modular nurse-assist robot, an IoT-based smart patient room, and an integrated control platform called tNRS. Designed to support patient safety and improve nurses’ work satisfaction, the project emphasizes nurse-led robotic care that respects clinical judgment and experience. By connecting robots, IoT environments, and nursing workflows, the system enables continuous care, enhances emotional stability for patients, and supports the creation of new markets for comprehensive nursing services.
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