Filed trip in Hwarang elementary school 4/1/2016

Before I went to field research, I built a research question. Part one was for children, and the other part was for an instructor. This question is about golf lesson.




-I visited in Hwarang elementary school last Friday to research golf class.

-I did interview seven students who are between 5th and 6th grade and one teacher.

이름: 주서연

나이: 12

성별: 여

구력: 2년

골프운동시간: 일주일 1번 30분

누구한테 배우나: 아빠, 프로님

시작한 계기: 이모네 놀러 가서 가족들이 치는 것을 보고, 배우길 잘했다.

가장 재미있을 때: 스윙을 하고 공이 맞고 날라가는 것을 보았을 때. (처음에는 그립이 불편했다.)

선생님이 잘 알려주나: 재밌다, 유머러스 하다.

흥미도(6점만점): 5

골프 키워드: 돈 (우승 상금이 크다.) / 탁구공 (던질 때 잘 날아간다.)

이름: 최경석

나이: 12

성별: 남

구력: 3달

골프운동시간: 한 달 2~3회 30분

누구한테 배우나: 아빠, 프로님

시작한 계기: 아빠가 골프이야기만 하신다. 막상 쳐보니 재미있다.

가장 재미있을 때: 드라이버 칠 때. 공이 멀리 나간다.

선생님이 잘 알려주나: 재미있게 잘 알려주신다.

흥미도(6점만점): 5

골프 키워드: 골프채 (종류가 다양하고 집에 많다.)

6학년

이름: 김민우

나이: 13

성별: 남

구력: 5년

골프운동시간: 일주일 1번 1시간 조금 넘게

누구한테 배우나: 아빠, 프로님

시작한 계기: 아빠의 권유로 시작 (아빠가 골프관련 일을 하심)

가장 재미있을 때: 스트레스 풀 때 (공의 타격 감으로 스트레스 해소, 실내보다 실외 선호)

선생님이 잘 알려주나: 많이 도움된다. 재밌다.

흥미도(6점만점): 4.5 (안에서만 치니 재미없다.)

골프 키워드: S (smile- 웃으면서 쳐야 재미있다).

-에티켓에 대해서 인터넷으로 찾아 본적이 있다.

이름: 강솔비

나이: 13

성별: 여

구력: 8년

골프운동시간: 일주일 1시간

누구한테 배우나: 프로님

시작한 계기: 부모님의 권유

가장 재미있을 때: 미국과 한국의 차이점을 말해줌. -> LA에서 골프교육을 받은 적이 있다고 함. 골프는 원래 자신에게 맞는 채부터 선정해야 한다고 생각하고 있음. 미국은 시설이 더 좋고, 섬세하게 교육받아서 좋다고 함. 자연에서 공이 실제로 날아가는 것이 보여서 좋았다고 함.

선생님이 잘 알려주나: 칭찬해 주셔서 좋다.

흥미도(6점만점): 6

골프 키워드: 집중력, 조용함

이름: 김남우 (골프선수지망생)

나이: 13

성별: 여

구력: 1년

골프운동시간: 일주일에 두 시간

누구한테 배우나: 프로님 다른 곳에서도 배웠었음.

시작한 계기: 체육을 좋아하고, 아빠가 골프 치는 모습을 보고 스스로 하겠다고 함.

가장 재미있을 때: 치는 느낌이 좋다. 잘 맞으면 재미있다. 필드를 나간 적은 없다. 평소보다 안 맞을 때 재미없다.

선생님이 잘 알려주나: 친절히 알려준다.

흥미도(6점만점): 5

골프 키워드: 점수 (점수가 좋아야 우승을 할 수 있으니까), 아이언 (제일 많이 사용하는 것)

이름: 하성주

나이: 13

성별: 남

구력: 2년

골프운동시간: 일주일 한번 40분

누구한테 배우나: 프로님

시작한 계기: 친구의 추천, 그 친구도 본인이 하고 싶어서 시작한 것.(부모님은 골프를 치지x)

가장 재미있을 때: 공이 홀에 들어갈 때. 계속 연습만 할 때 싫다.

선생님이 잘 알려주나: 즐겁게 알려주심

흥미도(6점만점): 4.5

골프 키워드: 퍼터, 드라이버, 골프공 (퍼터, 드라이버는 자신의 몸에 맞아야 하기 때문에 중요, 골프공은 골프에서 중요한 요소)

이름: 윤준혁

나이: 13

성별: 남

구력: 2년

골프운동시간: 월, 수, 금 1시간 / 주말에는 아빠 따라가서 50분

누구한테 배우나: 프로님, 아빠

시작한 계기: 아빠랑 아빠 친구가 필드에서 직접 치는 것을 보고. 골프 치는 소리가 좋아서 시작하게 됨.

가장 재미있을 때: 퍼터 칠 때 (거리감 맞춰서 치는 것이 재미있다.) 홀에 넣을 때 가장 중요한 요소이기 때문. 연습 많이 할 때가 가장 재미없다.

선생님이 잘 알려주나: 즐겁게 알려주심

흥미도(6점만점): 5 (1점을 깎은 이유는 연습을 많이 해서 피로감이 쌓인다. 피곤하다.) 연습은 더 잘 치려고 한다.

골프 키워드: 스크린 골프(필드에 나가는 것보다 걷는 것이 없어서 편하다), 드라이버, 필드

이름 : 석진원 (WPGTG프로)

나이 : 49

1)     어떤 계기로 골프를 시작하셨나요?

대학 입문 후 취미로 시작.

2)     골프 구력이 어떻게 되세요?

28년

3)     언제부터, 어떤 계기로 아이들 골프교육에 관심을 갖고 계셨나요?

필리핀에 간 후 한인 부모님들이 선수 육성 요청 (골프+골프)

4)     아이들을 가르치신지 얼마나 되셨나요?

약 8년

5)     일주일에 어디에서 몇 번 수업을 하시나요?

월,수,금 – 화랑초교, 화,목 – 한신초교

4-1) 아이들 연령대가 어떻게 되나요? 5, 6학년 대상

4-2) 남, 녀의 비율이 어떻게 되나요? 50:50

6)     어떤 교보재(도구나 실라버스)를 사용하셔서 아이들에게 가르치시나요?

아이들한테 마음을 맞추는 것이 중요하다. 곧바로 골프 이야기를 시작하면 아이들의 집중력이 낮아지기 때문이다. 그래서 아이들이 좋아하는 것을 파악하려고 노력한다. 큰 화두를 던지는 것이 중요한데, 예를 들어 태양의 후예에 관련된 이야기를 하면서 수업을 시작하면, 아이들의 이목을 집중 시킬 수 있으며, 아이들을 통제하는데 효과 적이다. 또한 통제하기 쉬워지므로 안전성이 높아진다. 그러므로 이론수업을 먼저 수업을 하면서 자연스럽게 통제성을 높이고 실기수업을 들어간다.

매월 마지막 주 마다 아이패드를 이용해서 개인별로 동영상을 촬영한다. 그리고 아이들과 부모님들에게 변화과정을 보여준다. 매월 마지막 주에는 부모님 참여 수업이 있다.

7)     아이들을 가르치실 때 가장 힘드신 부분이 어떤 것이 있나요?

통제하는 것이 제일 힘들다. 혼낼 때에는 혼내지만 마무리를 사랑으로 감싸는 것이 중요하다.

8)     아이들이 골프를 좋아하나요? (10명중 몇 명?)

8-1) 아이들이 골프를 시작하게 된 계기가 무엇이라고 생각하시나요?

         부모님의 권유 때문이다. 현재 부모님 세대(20~40대)가 90년대 박세리 세대이기 때문에 강렬한 인상을 받았기 때문에 자기 아이들도 가능성이 있다고 생각하기 때문이다.

8-2) 그 아이들의 부모님의 소득 수준이 얼마나 되시는지 아시나요?

아이가 골프를 치려면 부모들도 골프를 쳐야 하기 때문에 고소득이어야 한다고 생             각한다.

9)     한국 골프교육의 문제점과 개선점이 무엇이라고 생각하시나요?

한국 골프 교육 시스템이 잘 갖춰져 있지 않다. 정부나 학교에서 경제적인 지원이 어렵기 때문이다. 일부 강남 어린이 골프장은 대부분 미국 교육 시스템에서 베껴 온 것이다. 또한 주니어 골프 교육 시스템이 없기 때문에 아이들을 교육하려고 하는 프로들은 성인을 가르치듯이 아이들을 교육하고 있다. 이는 올바르지 않다고 생각한다. 아이들은 실외를 더 좋아하기 때문에 어느 정도 배우면 필드로 나가야 한다.

-아이들이 골프에 대한 관심도가 높아지고 있다. 부모님들의 열정 때문이라고 분석된다. 또한 매해 방과 후 수업에 인원수가 유지 되고 있는 것을 보면 저변 확대가 되고 있다고 볼 수 있다.

-공립초등학교는 현재로서는 골프교육을 정규과목으로 채택하는 것이 어렵다고 생각한다. 경제적 지원 때문이기도 하고, 또한 사립초등학교와 수준차이가 너무 나기 때문이다.

-실외교육을 고려하고 있지만, 안전성 문제가 최우선이기 때문에 조심스럽다.

The instructor said:

“Every the end of month, I have been showing personal videos which records golf                  swing to their parents”

“At the same time, parents visit the class”

“Junior golf education system need to develop in Korea”

“Children have to playing golf in golf course, yet mostly it is difficult to going field                     because of busy life”

These are the common things in students.

-Most students started playing golf because of their father’s recommendation.

-4 students of 7 students started playing golf by themselves.

-The level of interest in playing golf is 4.75points of 6 points among 7 students.

-Three students responded that they like sound of golf balls, feeling when they hit the golf balls, and a sound of hole-cup.

-The average practice time is 55 minutes per week.

I could find what the problem is in golf education for children. There is not exist golf education system for children in Korea. Even there is golf education for children, the education system is modified by the States' education.

Field trip 2016. 03.18~03.19

Visiting in KESGA.

I visited Korea Elementary School Golf Association (KESGA) in 18th March 2016. And I met CEO of KESGA. I heard that over first twenty elementary schools have been teaching golf in Seoul. However, it is very difficult to attract golf population of elementary school students due to the government policy which all golf clubs should pay tax. Due to the tax problem, all golfers include children have to pay for golf clubs. If the government pay the tax for adolescents, the population of teenage golfers will increase. He hopes young golfers will increase in the future.

Visiting in KINTEX

 

 

 

 

I visited KINTEX last Saturday for watching Korea golf competition. This event opens every year. I always attend this event every year. This year, there are a little bit develop rather than last year. I could see new products for golf as well as technical devices, such as an automatic machine which measures the strength of golf shaft and wearable glasses which measures hitting angle by using leisure point. The most impression thing was that I meet a professional golf clubs engineer. I asked him to my idea which measures hand pressure as well as swing path when playing golf. He told me that "the idea is fantastic and it is a feasible idea". After that, I submitted this idea in Reddot award.
Even though Korea golf market needs to more develop, it was precious time. Also, this field trip helps me to understand currently golf market.

 

 





My classmate made this prototype for me. She is golf beginner. She told me that emergency situation in golf courses is very important. That is why she made me for a emergency box.

Understanding what users want.

A couple weeks ago, Adam Chung who is a professor in Kukmin Uni. said that design thinking. Whenever we design something, it is important to understand users. He said, "Understanding technology and business are the first elements in the past, yet nowadays, we should understand who is users as well as end users".

 Hippo Roller mentioned true value which is understanding what users' want?, what issue they have?, what solution can help them?.

Here is what Adam Chung told: <(User+Need)Problem statement=Insight> -> Opportunities.

Proposal

<Background>

I've researched history of golf, trend and market in background stage in brief.

Golf history

100 BC	Early forms of Golf traced back to the Roman game of paganica, in which participants used a bent stick to hit a stuffed leather ball
960-1279	Games similar to golf – called chuíw án — played with several clubs and a ball are being played in China during the Song Dynasty
15th Century	The origin of the modern game is usually traced to Scotland. In the 15th century
1457	The Scottish Parliament passed several acts banning the practice of the game, along with football (soccer), because the two sports were interfering with archery practice, which was necessary for national defence. The first act was passed in 1457 by James II, King of Scotland, and it was reaffirmed in 1471and 1491.
1500	The ban on golf in Scotland is lifted and within two years King James IV of Scotland takes up the game himself.
1552	Archbishop Hamilton’s Charter recognises the right of the people of St Andrews to play golf on the Old Course.
1567	Mary Queen of Scots reportedly plays golf just days after the murder of her husband Lord Darnley.
1603	King James VI ascends to the English throne and his court begins playing golf at Blackheath in London.
1724	The first known reference to golf balls being stuffed with feathers. They were previously made from hard leather.
1729	The first known reference is made to golf in the USA with clubs being recorded in the estate of William Burnet, the Governor of Massachusetts.

1744	The first Rules of Golf are set out by the Honourable Company of Edinburgh Golfers.
1754	The Society of St Andrews Golfers is formed. It became the Royal and Ancient Golf Club of St Andrews in 1834.
1764	The Old Course at St Andrews is reduced from 22 holes to 18 holes. This became the recognised format for the game around the world.
1848	The gutta percha ball is introduced. It was a solid ball, made by softening strips of gutta percha, (dried sap of a Sapodilla tree) in boiling water and then moulding the ball by hand before placing it in cold water to harden.
1860	The first Open Championship is played at Prestwick and is won by Willie Park Senior of Scotland
1885	The secretary of Royal Liverpool Golf Club came up with the idea of an amateur event in which leading clubs were invited to send entrants. The Amateur Championship is played for the first time in 1885 at Hoylake. It is won by Allan MacFie of England.
1890’s	Persimmon becomes a popular wood for making club heads.
1893	The Ladies’ Golf Union is formed in the UK and the British Ladies’ Amateur Golf Championship is played for the first time at Royal Lytham & St Annes. It is won by Lady Margaret Scott of England.
1894	The United States Golf Association (USGA) is formed in New York. One of its most important functions was to serve as arbiter for questions of amateur status. The five charter members of the newly formed the USGA were the St. Andrew’s Golf Club of Yonkers, N.Y., Newport (R.I.) Golf Club, Shinnecock Hills Golf Club in Southampton, N.Y., The Country Club in Brookline, Mass., and Chicago Golf Club in Wheaton, Ill.

1895	The US Amateur Championship and the US Open are played for the first time at Newport Country Club, Rhode Island and are won respectively by Charles B Macdonald (USA) and Horace Rawlins (England). The US Women’s Amateur Golf Championship is also played for the first time at Meadow Brook Club in Long Island and is won by Lucy Barnes Brown of the USA.
1900	Golf is played at the Paris Olympic Games. Twenty two participants took part (12 men and 10 women) from four countries who competed in 36-hole individual stroke play events for men and women. The women’s Olympic champion was Margaret Abbot (USA) and Charles Sands (USA) was the men’s champion.1901 The rubber cored Haskell ball is introduced. It changed the way the game was played. The Haskell ball travelled farther than the old gutta-percha ball and cost considerably less because it could be mass produced. The game’s popularity surged in response.
1901	The first Professional Golfers’ Association (PGA) is formed in the UK.
1904	Golf is played for the second time in the Olympic Games in St Louis. Only men’s competitions were staged. (A team event of 36 holes stroke play won by the United States of America’s team and an individual event was won by George Lyon from Canada).
1916	The PGA of America is formed and the US PGA Championship is played for the first time at Siwanoy Country Club in New York.
1921	The Ryder Cup is played for the first time between the men’s professionals of Great Britain and the USA at Gleneagles. It is won by Great Britain.
1922	The Walker Cup is played for the first time between the men’s amateurs of Great Britain and Ireland and the USA at the National Golf Links of America in Southampton, New York. It is won by the USA.

1929	Steel shafted clubs are accepted by The R&A.
1930	Bobby Jones completed the Grand Slam of The Open, the Amateur Championship, The US Open and the US Amateur Championship in one season.
1932	The Curtis Cup is played for the first time between the women’s amateurs of Great Britain and Ireland and the USA at Wentworth. It is won by the USA.
1934	The inaugural Masters is staged at Augusta National. It is won by Horton Smith of the USA.
1946	The US Women’s Open is played for the first time at Spokane Country Club in Washington and is won by Patty Berg of the USA.
1950	The Ladies’ Professional Golfers’ Association (LPGA) is formed in the USA.
1953	The Tam O’ Shanter World Championship of Golf becomes the first nationally televised golf tournament in the USA.
1955	The LPGA Championship is played for the first time at Orchard Ridge Country Club. It is won by American Beverly Hanson.
1958	Representatives of 35 national amateur golf organisations form the World Amateur Golf Council. They agree to stage the World Amateur Team Championship with teams of men competing for the Eisenhower Trophy, named after President Dwight D Eisenhower. The event was staged at the Old Course in St Andrews and Australia defeated the USA in a play-off.

1964	A friendly match between the American Curtis team and France is expanded to invite other international teams to establish a Women’s World Amateur Team Championship. The trophy was provided by Mrs Espirito Santo Silva through the Portuguese Golf Federation. A total of 25 teams took part in the inaugural competition at St Germain Golf Club in France which was won by the home team.
1976	The Women’s British Open is played for the first time at Fulford Golf Club. It is won by England’s Jenny Lee Smith.
1980’s	Metal woods made of stainless steel are introduced.
1994	The Evian Masters is played for the first time at Evian-les-Bains in France. It is won by Helen Alfredsson of Sweden.
2000’s	Materials such as graphite, titanium, carbon fibre and tungsten are used to manufacture golf clubs.
2003	The World Amateur Golf Council becomes the International Golf Federation.
2009	The International Olympic Committee (IOC) votes in favour of golf returning to the 2016 Olympics in Rio de Janeiro.
2010	The 150th anniversary Open Championship takes place on the Old Course at St Andrews.
2012	Work begins on the Rio 2016 Olympic golf course at Barra da Tijuca.
2016	Golf will be played at the Olympics in Rio de Janeiro for the first time in 112 years.

                                                                 (International golf federation, 2014)

In summary, golf has long history (approximately over 2,000 years).

Golf users

In this graph show that there are between 20 and 60 ages. Especially, in 30 ages figure has been increasing for about 11.1 % compare with 2012.  

Golf market

There are two big golf companies which are Volvik and Golfzon in Korea. On the contrary, there are many big and small golf companies overseas. Among golf companies in Korea, the Golfzon Company provides people who are professionals and armatures with appropriate service as well as the company understanding what the users want to. For example, screen golf is the biggest business in Golfzon Company. It has not been having an effect on only increasing golf population, especially young people, but also could be solution to busy workers who can playing golf for enjoying golfing in Korea. Also, these days the company has been extending golf shop business.

The Golfzon Company has been increasing by providing screen golf in our society. Besides, population of golfers have been increasing at the same time. (Seoul newspaper, 2014).

In summary, 

-Golf market has been increasing both Korea and other countries.

-Especially the population of golfers have been increasing gradually by introducing  screen golf in Korea.

-There are different golf culture between Korea and other countries.

Golf trend

There are two common things:

-Playing golf can help us to improve our health.

-Playing golf is helpful for children to prevent obesity.

 2014 golf trend 18 in Korea

According to Golfdigest in Korea, there are 4 trends in golf industry.

Smart magazine

As providing iPhone with people, the way to contents supply and consumption has been changing. Golf contents also has been showing through various kinds of contents. For instance, we can watch the golf contents in smartphones, tablets and magazines such as Golfdigest.

Electronic caddy

Increasing of electronic distance measuring equipment have an effect on decrease rate of caddies. This device can provide golfers with information that are distance of golf courses and golfer’s swing tempo. This is why many golfers do not want to caddies. They believe that electronic distance measuring equipment could be caddies.   

Screen golf

There are several advantages in screen golf. It has been contributing golf industry to attract young generation and increasing rate of new golfers. Also, the screen golf is cheaper than golf clubs as well as convenience.

Mini course

According to decrease population of golfers in the States, Jack Nicklaus who is professional golfer insist that make nine-hole or twelve-hole to attract more golfers. It could be success to attract people by reflecting change of lifestyle. Because making nine or twelve holes can reduce time.

In summary of background step, 

- Golf has long history (approximately over 2,000 years).

- Recently, golf has been becoming one of the best population sports.

- Increasing technology and people’s life have been being impact on golf market.

- Playing golf can help us to improve our health.

- Playing golf is helpful for children to prevent obesity.

<Problem statement>

I could not find golf services and products anywhere for teen ages in Korea. Also, many authors insist that there are not many studies of golf industry, and most golf clubs do not consider what customers’ needs. That is why I could find problems in golf industry by studying golf industry. 

<Aim of the study>

My aim of the study is that design golf education service for between 3rd and 6th grade primary school students to attract playing golf by investigating relational cohesiveness methodology.

Main keyword - Relational cohesiveness. 

Sub keyword - Interactivity, 3-D model of experience, peer effect.

*Relational cohesiveness?

The way to control compositional experience according to provide the most harmonious experience for users (Kim, 2015). 

I applied relational cohesiveness methodology to golf history. The level of relational cohesiveness of golf industry has been increasing.

I built three hypothesis:

Hypothesis 1

If higher grade students of primary school playing golf, the population of golfers would be increasing after 5 years. Because when they grow up, they could have an effect on increasing golf population.

Hypothesis 2

If they playing golf, their grade would be increasing. Because playing golf is required high concentration.

Hypothesis 3

If they playing golf, their social relation would be high. Because we can see everything of partner which are personality and naked body when they playing golf.

<Timeline>

This is my study plan until this semester.

I'm planning visit to Hwarang elementary school which I was graduated. There is golf facility for their students. Also, If I have enough time to go Hwahong and Daejun, I will visit Hwahong and Habin elementary school which have golf education system to research golf education. In addition, I'm going to Volvik and Golfzon company.

My aim of the study

This is my aim of the study. 

07/03/2016

 It is very hard to find out golf industry studies. That is why many experts who study in golf area insist that we should study golf industry as well as social issue. In my opinion, we should focus on between 20 and 30 ages to attract playing golf. Because they tend to anxious purchase new things such as services and products. 

 According to Design for experience, we can take automobiles as an example for the change in points of locus of causality for judging what is useful according to the times and situations. Therefore, in terms of golf industry, I have to know where is the locus of causality. Also, social issue, economic issue, and technical issue are considered. 

 Indeed, how the golf market consist with relational cohesiveness? and how would it change in the future?

Here is thesis...    

Design a product and service for golfers by applying design for experience methodologies.