이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
Enhancing User Experience through the Design Development of AMOREPACIFIC’s Namaeri Employee Retreat
아모레퍼시픽 남애리 임직원 휴양소 디자인 개발을 통한 이용 경험 향상 제안
AMOREPACIFICMay 01, 2025
Summary
This project began with an exploration of ways to improve the user experience at Nam Aeri Employee Resort, one of Amorepacific’s most actively utilized employee benefits.
The initial focus was on addressing the operational challenges faced by the Labor-Management Cooperation Team, which manages and maintains the resort.
Subsequent phases will expand to enhance the overall employee experience, ultimately improving satisfaction with this corporate benefit.
Step 0. Interview
While progressing through the project, we recognized the importance of conducting interviews from the operator’s perspective, not only from that of the users.
To put this into practice, we interviewed members of the Labor-Management Cooperation Team to better understand their day-to-day challenges.
The first phase focuses on service improvements that can resolve practical issues within a realistic schedule. Later, we will approach user-centered enhancements to elevate the overall resort and camping experience.
Through these interviews, we confirmed a clear need for addressing both identified pain points and desired improvements.
1. Staffing Shortage
Operational difficulties were evident due to the resort’s limited seasonal schedule, rather than year-round operation.
We observed not only the fatigue of staff members responsible for communicating usage guidelines to employees but also the need for design improvements in informational materials to make them more visible and engaging for visitors.
Warning Signs / Posters / Notices: Redesigns to encourage better compliance with usage guidelines.
Digital Flyers: Streamline communication and reduce staff fatigue caused by scattered announcements.
2. Budget
When improving welfare facilities, budget considerations are an inevitable part of the process.
Among the various proposed improvements, those requiring additional financial investment will be discussed for potential future funding allocation as part of this initial project phase.
Goods: Difficulty in maintaining a sustainable goods program due to limited budgets (e.g., welcome kits, ID tags, tent nameplates, staff handbooks)
Space Utilization Improvements: Strong interest in revitalizing underused areas such as hammocks, open fields, cafés, and playrooms
3. Commitment to Supporting Business Operations
Although the team functions primarily as a support department, we identified a growing interest in promotional
initiatives—such as product tester zones or mini pop-ups—that could help showcase Amorepacific’s own products within the resort environment.
1st STEP
BY 26 Season Operations
Banners / Card News
Effective July 2025
Establish Nam Aeri Resort Identity
Produce and deliver a Design Guide”
2nd STEP
After Confirming Budget Availability
Discuss potential additional support measures
REBOOT
BY 26
Implement further improvements addressing operational challenges
Gather employee feedback and reboot the program
Advance the design service quality to a higher level
Step 1. Camp Journey
Upon reviewing the overall operations of the Nam Aeri Employee Resort, we identified challenges on both the user and operator sides.
From the user perspective, employees experienced difficulties due to: Unfamiliarity with camping rules and required items, Confusion during check-in regarding item collection, Limited familiarity with on-site camping content.
From the operator perspective, staff faced inefficiencies as camping introductions and guidelines had to be shared through scattered chat channels, leading to:
Difficulty in managing and delivering information, Increased fatigue due to repetitive communication tasks, A lack of engaging content within the camping site.
Card News
Digital Flyer
Operations Guidebook
Internal Signage (Banners)
Information Posters
Café Menu Boards
Card News (for Additional Announcements)
Step 2. Design Direction
Using beach camping—a defining feature of Nam Aeri’s location—as the core concept, we developed hand-drawn doodles on sand as patch-like graphic motifs.
Vivid colors and bold, beach-inspired graphics were used to express a casual and joyful camping vibe.
To allow for flexible application, we designed a BI system, custom font, and main color palette adaptable across various formats.
STICKER PACK
Developed as part of the resort’s merchandise lineup, the sticker pack aimed to shift perception away
from a corporate welfare facility toward a more vacation-oriented, relaxed identity.
Each graphic was designed to evoke positive, uplifting emotions associated with memories of Nam Aeri.
DIGITAL FLYER / CARD NEWS
A digital flyer, accessible via QR code, was created to deliver operational and usage information, along with a map introducing local businesses and programs.
Designed for convenience, it allows visitors to access information anytime during their stay.
In addition, pre-arrival card news guides were updated to assist employees before beginning their camping experience.
All data was structured for easy modification by the Labor-Management Cooperation Team, enabling effortless content updates.
OFFLINE POSTER
We discovered that outdoor banners and notices at the Nam Aeri Employee Resort faded and deteriorated quickly due to strong sunlight and sea winds.
To extend durability and reduce replacement frequency, materials and colors were optimized for outdoor use.
Since blue ink fades more slowly under UV exposure, it was used strategically to enhance longevity and ensure clear visibility—making the resort easily recognizable from a distance.
For safety notices intended to prevent potential hazards, we designed them for A4 printing—a format easily managed by the operations team.
However, to break away from the typical office-paper ratio, we adopted a 210mm square layout and rotated it into a diamond shape, adding a playful visual character that harmonizes with the campground atmosphere.
1) Banner
2) Cafe Menu Board
3) Safety Notice
Step 3. Application ideas
Additionally, after securing the budget, we proposed several operational ideas.
These include concept designs for various items such as recycled goods made from discarded tent materials, net bags that can be used in multiple camping situations, and reusable wristbands that guests can wear during their stay and return upon checkout.
The Labor-Management Cooperation Team also recognized the need to strengthen entertainment and address the current lack of content within the Nam Aeri Recreation Center.
We hope this project will continue to evolve—expanding with more goods, welcome kits, and other creative initiatives—so that visitors can enjoy an even more positive and engaging welfare experience.
