Post on 22-Jan-2018
BUSINESS × DESIGN
How might we share “insights of user needs”with colleagues,stakeholders?
INFOBAHN Inc.Yuichi Inobori
I am...Yuichi Inobori
INFOBAHN Inc.
Managing Director / UX strategist
Working at a design consulting firm for 10 years, I focused on design-research and user experience design, leading a client's team building for innovation as an innovation consultant and a UX research project for exploring undefined needs as a UX expert.
In 2011, I joined (company name) and founded the Kyoto branch (as district and strategic office of west Japan and other regions).
I currently focus on solving clients' problems related to marketing communication and innovation using a UCD (User Centered Design) approach.
Project Management Specialist, certified by PMAJ.
Councilor of HCD-Net, certified Human Centered Design Specialist.
Issues
How might we share the deliverables of
design research (e.g “Personas”) with
Business Team, and understand each
other?
・Output
・How to use
・Case study
Agenda
Why can’t we share
“insights of user needs”?
The hurdles for explore new values
Analysis ofCase study
The hurdles for exploring new values
Causes of Problem
• Prejudice
• Fear for Self-dinial
• Differences of language and culture
Understand the things that occurs
around the viewpoint of “Business”
unexpected but real needs for users
actual experiences for users
about products and services
domain
defined by Business
unexpected but real needs
for users.
(not be conscious by themselves)
Opportunities for
innovation of User Experience
Fear for Self-denial
1.Understand and define users’ actual needs
2.Draw the ideal scenario for user needs
3.Make the ideas realize ideal scenario for users
4.Align users’ ideal scenario and business goal
4. Try to let users adjust to business oriented scenario
3. Draw efficiency marketing scenario for business
2. Make concept based on business goal
1. Define the business goal
Business Centered Process
User Centered Process
Fear for Self-denial
Don’t make business people
“wrong PEOPLE”.
Design team should to be the bridge for
“Turning wrong PROCESS to right one”
We must have
“Common Language”
ProductService
User
(Desirability)
The Inmates Are Running the Asylum, Sams (1999)
Business
(Viability)
Technology
(Feasibility)
Many Japanese conservative
companies gave priority to...
ProductService
User
(Desirability)
The Inmates Are Running the Asylum, Sams (1999)
Business
(Viability)
Technology
(Feasibility)
Many Japanese conservative
companies gave priority to...
ProductService
User
(Desirability)
The Inmates Are Running the Asylum, Sams (1999)
Business
(Viability)
Technology
(Feasibility)
multi-
functionalized
lower cost
Many Japanese conservative
companies gave priority to...
ProductService
User
(Desirability)
The Inmates Are Running the Asylum, Sams (1999)
Business
(Viability)
Technology
(Feasibility)
much stresses due to excessive
multi-function that be cannot
understand for users
market disruption
due to commoditization
Opportunity for innovation
ProductService
User
(Desirability)
The Inmates Are Running the Asylum, Sams (1999)
Business
(Viability)
Technology
(Feasibility)
Why can’t we share “insights of user needs”?
buriers
• lack of “ownership”
• understand < sympathize
• fron-end? back-end?
Lack of “ownership”
https://commons.wikimedia.org/wiki/File:Holy-grail-round-table-bnf-ms-120-f524v-14th-detail.jpg
ストーリー(narrative)
事実(fact)
Understand < Sympathy
Understanding Sympathy<
Understanding user needs contextualy
makes deep sympathy
about users among all colleagues and stakeholders.
Key points for
amplification of sympathy
1. Draw the story not by view point of Business, by view
point of User.
2. Make principle that all stakeholders can commit.
3. Express vivid User Experiences.
4. Make the complex data simple and immersive
personality.
Front-end? Back-end?
Designers have to design about not
only front-end interaction but also
back-end interaction. It’s holistic.
Viewable
area from
Designer
important
things for
Business
https://commons.wikimedia.org/wiki/File:Service_Design_Blueprint.png
highValues
Differences
material
product
service
differentiation by “COST”
differentiation by “FUNCTION”
differentiation by
“EMOTION”
differentiation by“MEANINGS”
experience
出典:The Experience Economy – Gilmore/Pine
thing → experience
system
experience →
system
low
less
more
Conclusions
How might BUSINESS and
DESIGN collaborate?
1. Building “collaborative space” that stakeholders can
participate as much as possible. (not only physically)
2. Common language = User Insights
To visualize amplifies Sympathy for User needs
3. Thing → Experience → System
the transition of importance of value for user.