greenberry

Design between technology and the market

The technology is built.
The market isn't responding.

Greenberry studies who will use a developed technology and in what situations, then decides what product or service it should become. We start with research, design the service flow and screens, and check how the market responds after launch.

Discuss a project See related work

When to call us

The technology is ready, but you haven't decided what product to bring to market.

You know what to build, but not how users will move through it.

Planning has to start, but the team has no shared evidence about its users.

Why technology stalls in the market

Products don't fail for lack of technology.
They fail when they miss market demand.

A survey of 444 R&D projects at 400 Korean SMEs found that the biggest factor separating projects that generated revenue from those that were abandoned was neither funding nor technical capability, but market demand.

Revenue rate by technology source

Share of projects using the technology that generated revenue

0.51 pt

Gap in market-demand score between revenue-generating and abandoned projects (3.09 vs 2.58 out of 4) — larger than the gaps in product competitiveness (0.42) or funding (0.38).

79.1%

Share of abandoned projects whose product was still at the market-introduction stage. Among revenue-generating projects it was 9.6%.

Source — Korea Institute of S&T Evaluation and Planning (KISTEP), “How to improve technology commercialization in SMEs.” Survey of 400 SMEs; 444 projects analyzed (396 with revenue, 48 abandoned).

What we do

Described by what you hand us and what you get back.

The target product, research scale, number of core scenarios, level of deliverables, and number of meetings and reviews are set in the proposal. Greenberry's scope runs from research to screen design; implementation is handled by your development team. We do not guarantee sales results.

Product direction for technologies

Deciding what to build

When — the technology is built or in progress, but you haven't decided what product or service it should become.

We redefine the problem the technology solves from the user's and the market's point of view, and narrow down who it is for and in what situation. We survey competing services and substitutes, then propose the type and composition of the product, feature priorities, and a staged development direction.

Deliverables — definition of target users and situations, survey of competitors and substitutes, proposed product/service composition, feature priorities, staged development direction.

Product and service UX design

Core service

When — you know what to build, but who uses it, when, and in what order is not yet defined.

We organize users and use situations, and design the core scenarios and service flow. Where needed, we detail the information architecture, key screens, and the interaction between product and user.

Deliverables — core use scenarios, service flow diagram, information architecture, key screen designs, prototype or product interaction proposal.

User research and design criteria

Building the evidence for decisions

When — before planning or improvement starts, the team needs shared evidence of how users actually use the product.

Through field observation, interviews, and usability studies, we document how the product is actually used and the evidence behind it. We separate confirmed problems from hypotheses that need further testing, and set criteria that later planning and design can share.

Deliverables — findings and evidence, user journeys, key problems, improvement priorities, design guidelines for later planning and design.

How we diagnose and how a project runs

Outside scope — full screen production, software and hardware development, ongoing development management, large-scale quantitative research, and clinical or regulatory validation are contracted separately with the appropriate party. Projects that need patent or IP strategy are run together with patent attorneys.

How we work

What to build is decided after the research, not before.

Field observation and in-depth interviews are the base; we add research methods to fit the problem. Where the use context meets the market and competitor research, we decide what to build, and that decision governs the structure and screen design that follow.

User observation & interviews Market & competitor research Product definition For whom · what · delivered how Service structure & scenarios Screen design Implementation your development team Launch & market response Next revision User observation & interviews Market & competitor research Product definition For whom · what · delivered how Service structure & scenarios Screen design Implementation your development team Launch & market response Next revision
Research defines the product; that definition governs structure and screens; the market's response after launch feeds the next definition. Implementation is done by your development team.

Selected projects

Our work connects users, devices, and services.

Selected cases compiled from our project records. Scope and deliverables follow what is documented for each.

CASE 01 · Education
Aug–Dec 2021

From classroom understanding to design criteria for a digital textbook

We analyzed the classroom environment where the digital textbook is used and the teacher's journey, then proposed an optimization strategy and guidelines.

Visang Education

CASE 02 · Healthcare & rehabilitation
Aug–Dec 2021

Designing a rehabilitation service across device, app, and clinic

We defined the scenarios linking device, app, and in-person service, and designed the service's information architecture, flow, and user interface.

BNR

CASE 03 · Industrial safety system
Aug 2017–Aug 2019

From field research to the use flow of an entire system

After field research at a power plant, we defined the functions and interface of a mis-operation prevention system and designed the use flow of the whole system, terminals included.

Korea East-West Power, Ulsan Thermal Power Plant · JR Industry

Recently, our work has centred on the early design of AI-based healthcare and education services.

Recently completed work. Projects in progress are published after completion, as contracts allow.

2025
EverEx
Integrated UX/UI design for an AI digital therapeutic (DTx) with motion recognition and exercise prescription
2025
Visang Education
UX development for an AI digital textbook; service consulting for a global edtech platform
2024
Beyond Medicine
Digital therapeutic solution for temporomandibular joint disorder
2022
C&Tech
Planning and development of an integrated asset-management platform

Clients

Samsung ElectronicsHyundai Motor CompanyLG ElectronicsPOSCOKorea East-West PowerLenovoVisang EducationCeragemEverExActiMediBeyond MedicineC&TechPigeon KoreaCuchenUnix ElectronicsKiturami Environment TechJEIO TECHAlticastVendysGluberT-LabsAngelBNRQuantum GateKJ EngineeringBiosensetekCharm EngineeringShinsung E&GCoin

Clients and organizations of projects carried out by Greenberry and its founder. Work before 2014 was done by the founder at previous organizations.

About Greenberry

Design starts with how people actually use things.

Greenberry combines research into real use environments with concrete design. Rather than looking at screens in isolation, we look at how users, the service flow, and the product's operation and interface connect.

Depending on the project, we set the scope of user research, service and product UX design, and review during development. Who does what, and how we collaborate, is stated in the proposal.

Seungwan Roh

Founder, Greenberry · Professor of Design, Dankook University

He has researched and designed product design, digital interfaces, and user experience. After studying industrial design and interface and product research in the UK, he has continued product R&D, design strategy, and UX consulting, drawing on practice and teaching in Korea and abroad.

Education
PhD in Design, Goldsmiths, University of London
MA in Industrial Design, Central Saint Martins
Career
Began practising product design in 1994
Web and digital interface projects since 1999
Professor at Dankook University since 2005
Founder of Greenberry since 2014
Related work
Translated the Japanese introduction to UX design by Shinichi Tamagai et al. (Shoeisha) into Korean. Research and teaching in product, interface, and service design.

What we're building

Prototype available

We're turning our diagnosis into a tool.

Greenberry is developing the diagnostic method used in its consulting into a tool anyone can try. It is published on a separate site under the name E2IP; for now, an introduction, the development roadmap, and a short trial are free.

The tool helps you organize your material and check the structure yourself. Gathering evidence, making the call, and deciding what comes next remains the work of an expert.

Available now

01Introduction to the E2IP method
02Development roadmap
03A short trial

Coming soon

The E2IP site is in preparation.
A link will appear here when it opens.

Contact

Preparing or improving a product right now?

Tell us where the product stands and what needs deciding. We'll look at what Greenberry can take on and how the work should run.

Or email us directly — greenberrykr@gmail.com