[Lecture]ux_business*design(in english)

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

Prejudice

maturity

ability

seeing the Big Picure seeing the Details

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

Case Study：UBER

Case Study：airbnb

Case Study：GE Healthcare

Case Study：KOMATSU

Case Study：R Real Estates

Case Study：Studio Alice

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”

Differences of

language and culture

Business Art×

Design -> De$ign

Problem Solving

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)


Business

（Viability)

Technology

（Feasibility）



ProductService

User

（Desirability)


Business

（Viability)

Technology

（Feasibility）

multi-

functionalized

lower cost



ProductService

User

（Desirability)


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)


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

How to solve?

Participatory Design Process

DISCOVER

DIFINE

DEVELOP

DELIVER

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.

How to solve?Visualize

PersonaCustomer Journey map (interaction map)

Integrated value mapStory board

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

https://commons.wikimedia.org/wiki/File:Adoption_SFD_ANI.gif

How to solve?

System Thinking

How to Solve?

System Thinking

Userneeds

BusinessEco-system

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.

Thanks,

Danke,

謝謝,

[email protected] [email protected]://www.slideshare.net/naadam

[Lecture]ux_business*design(in english)

Design

Transcript of [Lecture]ux_business*design(in english)