ーーーーーーーーーーーーーーーーーーーーーーー schoo WEB-campusは「WEBに誕生した、学校の新しいカタチ」。 ＷＥＢ生放送の授業を無料で配信しています。 ▼こちらから授業に参加すると、先生への質問や、ユーザーとのチャット、資料の拡大表示等が可能です。 https://schoo.jp/class/536/room ーーーーーーーーーーーーーーーーーーーーーーー

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1
1©
UT
i.school,
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rights
reserved

2. 2014 i.school All Rights Reserved.
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2
イノベーションの学校、東京大学i.school

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3
連続授業の流れ
講義（全５回） ワークショップ（全3回）
① 4/16【イノベーション創出にお
ける基礎と方法論】
② 4/23【理解①：インタビュー・
フィールド観察の目的と方法】
③ 4/30【理解②：技術・事例調査
の目的と方法】
④ 5/7 【創出：アイデア発想の発
散・収束・表現方法】
⑤ 5/14【実現：コンセプトのデザ
イン方法とユーザー調査】
⑥ 6/3 【ワークショップ①未来の暮
らしの中のロボットに学ぶ】
⑦ 6/10【ワークショップ②インドの
サービスに学ぶ】
⑧ 6/17【ワークショップ③ キャンパ
スライフのサービスに学ぶ】

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4
今回のゲスト講師
小川 悠（Yu
Ogawa）
i.school:
Assistant
Director
i.club（アイクラブ）,
Managing
Director。
若者に地域への誇りと愛着を育みながら、地域資源をイノ
ベーションの機会に変える人材の育成を目的としたクラブ
活動 i.club
を立ち上げる。現在は、気仙沼、会津若松、鈴
鹿に展開する。
東京大学工学系研究科技術経営戦略学専攻（TMI）修了。

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55
第7回授業のゴール
▶ 「インド中間層向けのサービス」のアイデアを出す
▶ 人間側の調査結果の活用方法が分かる

6. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
6
授業の流れ
2100-: ひみつ
2115-: ①インド中間層の調査結果の共有
2200-: ②既存サービス事例の調査と分析
2210-: ③人側の調査起点のアイデア発想
2220-: Q&A
6

7. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
7
7©
UT
i.school,
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rights
reserved

8. 2014 i.school All Rights Reserved.
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8
社会市場 人間技術
アイデア
技術 人
発 案 者
アイデア
(製品／サービス／体験)
IDEA
人側の調査起点の
アイデア発想のプロセス

9. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
9
電子ポストイット「APISNote」
• 東京大学知の構造化センターで開発されている、
創造的業務の支援ツール
• オンラインかつリアルタイムで、複数名のワーク
ショップが可能
• ワークショップにおけるデータ処理の様子が時系
列で記録・再生可能
• ７月中にフリーバージョンが一般公開予定

10. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
10
1
0©
UT
i.school,
All
rights
reserved

11. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
1111
イノベーション体操

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12
1
2©
UT
i.school,
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rights
reserved

13. 2014 i.school All Rights Reserved.
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13
授業の流れ
2100-: ひみつ
2115-: ①インド中間層の調査結果の共有
2200-: ②既存サービス事例の調査と分析
2210-: ③人側の調査起点のアイデア発想
2220-: Q&A
13

14. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
14
社会市場 人間技術
アイデア
技術 人
発 案 者
アイデア
(製品／サービス／体験)
IDEA
今回は、
②社会に対する洞察
①アイデアの着想を直接得る
• 既存製品の改善
• 意図せぬ使い方の発見
• ユーザーとの共同開発
②社会に対する洞察を得る
• 未来社会のイメージアップ
• 社会状況・通念の構造理解
• 潜在的な事業機会の探索
人間中心アプローチにも
２種類ある

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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
15
抽象
具体 プロセス
抽象度
①雑多な事実情報の収集
③状況の構造的理解
④事業機会の探索
②事実情報の
グルーピングと抽象化
⑥アイデア創出
⑦アイデア選抜
⑨アイデア精緻化
・・・・
・・・・
・・・・
⑤事業機会の設定
⑧アイデアの具体化
0 1
理解 創出 実現

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1616
インド中間層フィールド調査結果の共有

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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
1717
1. Single Female 2. Single Male 3. Married
生活者インタビュー
9人/組 in Delhi
10人/組 in Hyderabad

18. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
1818
Delhi Delhi近郊 Hyderabad
フィールド観察
デリー＆デリー近郊
ハイデラバード

19. 2014 i.school All Rights Reserved.
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1919
「気づき」の抽出
これから５枚の写真を紹介していきます
何か気づいた事や疑問に思った事を投稿して下さい
正解も間違いもないので、何でも大丈夫です！

20. 2014 i.school All Rights Reserved.
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2020
時間や料金が不明で不安なタクシー

21. 2014 i.school All Rights Reserved.
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2121
最新のモノを持ち、体を鍛えることで
イケてる感を常に維持していたい

22. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2222
女性の社会進出と共に
女性や子どもの安全保障が課題に

23. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2323
結婚は家同士の問題ではなく
個人同士の問題へ

24. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2424
アジア新興国の市民生活で重要な役割を果たす
「パパママストア」

25. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
25
グルーピングと抽象化
• 人力部隊の成果を観てみましょう！

26. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2626
課題の設定
• 抽象化されたタイトルなどを参考にしつつ。
• 自分だったら、こういう課題（＝問題意識、機会領域
など）を設定してアイデアを出そう！
• というのを投稿してみて下さい。
• 例）「共働き夫婦のイケてる食生活の支援」、「賞味
期限ばっちりのハイテクなパパママストア」、「イン
ド流健全な男女交際」

27. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
27
授業の流れ
2100-: ひみつ
2115-: ①インド中間層の調査結果の共有
2200-: ②既存サービス事例の調査と分析
2210-: ③人側の調査起点のアイデア発想
2220-: Q&A
27

28. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2828
既存アイデアの解体
優れたサービスを「分解」する。

29. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2929
• 自分の欲しいものをす
すめてくれる
• 購買履歴を管理しDB化
• 似た購買履歴の人が買って
いる商品を提示してくれる
メカニズム 提供価値
amazonの
リコメンドサービス

30. 2014 i.school All Rights Reserved.
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3030
• 自分の食べたい寿司が
適切なタイミングでま
わってくる
• すし皿１枚１枚の裏につけ
たＩＣタグから集めた顧客
の消費データ
• 入店顧客層の確認とDB化
• 顧客層に応じた寿司づくり
メカニズム 提供価値
スシローの
皆が満足する回転寿し

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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
31
似た価値：
オーダーメイド型の
機会提案
• 一見すると別分野のサービスでもその価値を、少し抽象化して考
えると共通した要素がある
• 片方のメカニズムを他分野のサービスに活用可能である

32. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3232
他の優れたサービス事例
• 投稿された皆さんの課題に何となく関連しそうなサー
ビスを、探索してみます。
• 自分の課題に固執せず、おすすめのサービス事例をぜ
ひ紹介してください。
• URLなども一緒に投稿してもらえると助かります。
• 簡単なタイトルとURLを投稿してみてください
• 3分くらい時間とります

33. 2014 i.school All Rights Reserved.
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33
3
3©
UT
i.school,
All
rights
reserved

34. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
34
授業の流れ
2100-: ひみつ
2115-: ①インド中間層の調査結果の共有
2200-: ②既存サービス事例の調査と分析
2210-: ③人側の調査起点のアイデア発想
2220-: Q&A
34

35. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3535
人起点の
アイデア発想

36. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
36
社会市場 人間技術
アイデア
技術 人
発 案 者
アイデア
(製品／サービス／体験)
IDEA
人側の調査起点の
アイデア発想のプロセス

37. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
37
目的：インドでのフィールド調査結果
手段：優れたサービスの事例
ワーキングメモリ
手段�
（＝技術）�
目的�
(＝人)�
Idea
発 案 者

38. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3838
課題と既存サービスの
掛け合わせでのアイデア発想

39. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3939
• 賞味期限ばっちりなパパ
ママストア
• ？？？
メカニズム 提供価値
（／課題認識）
アイデア
？

40. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4040
• 常に新鮮な食品の提供
• （賞味期限ばっちりなパ
パママストア）
• 仲卸業者が定期的に在庫を
チェックしにくる
• 店頭にない分だけ代金回収
• （若干古いものはアウト
レット店舗へ）
メカニズム 提供価値
（／課題認識）
富山の薬売り的な
販売委託の仲卸サービス
！

41. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4141
Delhi Delhi近郊 Hyderabad
アイデア発想
• 自分が設定した課題に対して、それを克服／
解決するようなアイデアを考えてみて下さい
• 先ほど分析してみた既存の優れたサービス事
例をヒントにしてみて下さい
• 途中で課題変えてもいいです！

42. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
42
収束
グループワーク
収束の意味
① 数を絞る
② 質を洗練させる
※実践的にはこれが何度か繰り返されます
①数を絞る ②洗練させる

43. 2014 i.school All Rights Reserved.
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43
収束①：数を絞る観点とは？
• 自分がいいと思ったアイデアに「いいね！」してみて
ください。
43

44. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
44
収束②：質を洗練させる観点とは？
• 選抜されたアイデアの特徴の中でも、「枝葉」にとら
われず、まずは「幹」を見つけようと努める。枝葉は
後から議論すれば良い。
特徴C
特徴A 特徴B
アイデア

45. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4545
気合いで、幹の特定！

46. 2014 i.school All Rights Reserved.
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46
4
6©
UT
i.school,
All
rights
reserved

47. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
47
授業の流れ
2100-: ひみつ
2115-: ①インド中間層の調査結果の共有
2200-: ②既存サービス事例の調査と分析
2210-: ③人側の調査起点のアイデア発想
2220-: Q&A
47

48. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4848
第7回授業のゴール
▶ 「インド中間層向けのサービス」のアイデアを出す
▶ 人間側の調査結果の活用方法が分かる

49. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4949
Q&A

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50
5
0©
UT
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All
rights
reserved

51. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
51
連続授業の流れ
講義（全５回） ワークショップ（全3回）
① 4/16【イノベーション創出にお
ける基礎と方法論】
② 4/23【理解①：インタビュー・
フィールド観察の目的と方法】
③ 4/30【理解②：技術・事例調査
の目的と方法】
④ 5/7 【創出：アイデア発想の発
散・収束・表現方法】
⑤ 5/14【実現：コンセプトのデザ
イン方法とユーザー調査】
⑥ 6/3 【ワークショップ①未来の暮
らしの中のロボットに学ぶ】
⑦ 6/10【ワークショップ②インドの
サービスに学ぶ】
⑧ 6/17【ワークショップ③ キャンパ
スライフのサービスに学ぶ】

52. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
5252
Thank you
and
See you next week!

53. 2014 i.school All Rights Reserved.
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53
5
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UT
i.school,
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rights
reserved