1. BUSINESS × DESIGN
How might we share “insights of user needs”
with colleagues,stakeholders?
INFOBAHN Inc.
Yuichi Inobori
2. 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.
3. 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
7. 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
8. unexpected but real needs
for users.
(not be conscious by themselves)
Opportunities for
innovation of User Experience
15. 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
16. 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”
18. We must have
“Common Language”
Product
Service
User
(Desirability)
The Inmates Are Running the Asylum, Sams (1999)
Business
(Viability)
Technology
(Feasibility)
19. Many Japanese conservative
companies gave priority to...
Product
Service
User
(Desirability)
The Inmates Are Running the Asylum, Sams (1999)
Business
(Viability)
Technology
(Feasibility)
20. Many Japanese conservative
companies gave priority to...
Product
Service
User
(Desirability)
The Inmates Are Running the Asylum, Sams (1999)
Business
(Viability)
Technology
(Feasibility)
multi-
functionalized
lower cost
21. Many Japanese conservative
companies gave priority to...
Product
Service
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
29. 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.
30. 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
34. 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.