This slide for internal seminar about UX in my client, translated in english from original Japanese edition.

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

4. Agenda
Why
can’t we share
“insights of user needs”?
The hurdles
for explore
new values
Analysis of
Case study

5. The hurdles for exploring new values
Causes of Problem
• Prejudice
• Fear for Self-dinial
• Differences of language and culture

6. Prejudice
maturity
ability
seeing the Big Picure seeing the Details

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

9. Case Study：UBER

10. Case Study：airbnb

11. Case Study：GE Healthcare

12. Case Study：KOMATSU

13. Case Study：R Real Estates

14. Case Study：Studio Alice

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”

17. Differences of
language and culture
Business Art×
Design -> De$ign
Problem Solving

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

22. Opportunity for innovation
Product
Service
User
（Desirability)
The Inmates Are Running the Asylum, Sams (1999)
Business
（Viability)
Technology
（Feasibility）

23. Why can’t we share
“insights of user needs”?
buriers
• lack of “ownership”
• understand < sympathize
• fron-end? back-end?

24. Lack of “ownership”
https://commons.wikimedia.org/wiki/File:Holy-grail-round-table-bnf-ms-120-f524v-14th-detail.jpg

25. How to solve?
Participatory Design Process
DISCOVER
DIFINE
DEVELOP
DELIVER

26. 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.

27. How to solve?
Visualize
Persona
Customer Journey map (interaction map)

28. Integrated value map
Story board

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

31. https://commons.wikimedia.org/wiki/File:Adoption_SFD_ANI.gif
How to solve?
System Thinking

32. How to Solve?
System Thinking
User
needs
Business
Eco-system

33. high
Values
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

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.

35. Thanks,
Danke,
謝謝,
yuichi.inobori@infobahn.co.jp
yuichi inobori
@naadam
yuichi.inobori
http://www.slideshare.net/naadam