Design for Behavior and Impact

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Cookpad Tech Kitchen #17 2018.08.22 Design for Behavior & Impact
౻Ҫݠ࢜࿕

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Cookpad Inc. All Rights Reserved. Cookpad Tech Kitchen #17 ð
౻Ҫݠ࢜࿕ @kenshir0f ΫοΫύουגࣜձࣾ ,PNFSDPࣄۀ෦σβΠφʔ ೥৽ଔೖࣾࣾձਓ೥໨ ,PNFSDPͷσβΠϯશମΛ୲౰ ࠷ۙ͸ͣͬͱ3FBDUॻ͍ͯ·͢ ࣗݾ঺հ

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๻͔Β͸ʮσβΠϯͱߦಈʯʹֶ͍ͭͯΜͩ͜ͱΛ͓࿩͠͠·͢

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GRID Impact www.gridimpact.org @grid_impact CIID Summer School UN City, 2018

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"MFYBOESB'JPSJMMP "EBN-JUUMF ϫʔΫγϣοϓͷߨࢣ

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Design for Behavior

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Έͳ͞Μͷ೔ৗͷதͰม͑Α͏ͱ͍ͯ͠Δߦಈ͸ʁ ՝୊ 8IBUCFIBWJPSEPZPVUSZUPDIBOHFJOZPVSMJGF

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ͦͷߦಈΛม͑ΒΕͳ͍ݪҼ͸ԿͰ͔͢ʁ ՝୊ 8IBUBSFUIFCBSSJFSTUPDIBOHJOHUIBUCFIBWJPS

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ߦಈΛม͑Δʹ͸ʁ ਓͷҙࣝΛม͑ΔͷͰ͸ͳ͘ɺ؀ڥΛม͑Δ͜ͱ

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ͳͥਓͰ͸ͳ͘؀ڥΛม͑Δʁ ਓΛม͑Δ͜ͱ͸ͱͯ΋೉͍͠ɻ

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1. ໌೔͸ૣى͖ͯ͠LN૸Δͧʂʂ ". ຾͍ʜ΋͏ͪΐͬͱ͚ͩ෍ஂʹʜ Α͋͘Δγʔϯ

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1. ໌೔ͦ͜ૣى͖ͯ͠૸Δʂʂ ". ;[[ ໌೔ؤுΖ͏ʜ ͦͯ࣍͠ͷ೔

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1. ". ͦͯ࣍͠ͷ೔ ಉҰਓ෺ ໌೔ͦ͜ૣى͖ͯ͠૸Δʂʂ ;[[ ໌೔ؤுΖ͏ʜ

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1. ". ͦͯ࣍͠ͷ೔ ಉҰਓ෺ ໌೔ͦ͜ૣى͖ͯ͠૸Δʂʂ ;[[ ໌೔ؤுΖ͏ʜ ҙ͕ࣝҧ͏

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ਓ͸ঢ়گʹΑͬͯҙ͕ࣝมΘΔ ɾલ೔ͷ໷࣌ͱ౰೔ͷே࣌Ͱ͸·ΔͰผਓ ɾԿ౓΋ࣦഊ͍ͯ͠Δ͜ͱΛ஌͍ͬͯΔ͕ɺߦಈͰ͖͍ͯͳ͍ ɾਓΛม͑Δ͜ͱ͸ඇৗʹ೉͍͠ ɾਓͷҙࣝ͸ҰఆͰ͸ͳ͍

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ਓͷߦಈΛม͑Δʹ͸؀ڥΛม͑Δ

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λʔήοτϢʔβʔͷಛఆͷߦಈΛऔΓר͘؀ڥΛม͑Δ͜ͱ ߦಈΛม͑Δʹ͸ʁ

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ϢʔβʔΛߜΔ λʔήοτϢʔβʔͷಛఆͷߦಈΛऔΓר͘؀ڥΛม͑Δ͜ͱ ߦಈΛม͑Δʹ͸ʁ

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ϢʔβʔΛߜΔ λʔήοτϢʔβʔͷಛఆͷߦಈΛऔΓר͘؀ڥΛม͑Δ͜ͱ ߦಈΛม͑Δʹ͸ʁ ߦಈΛߜΔ

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ϢʔβʔΛߜΔ λʔήοτϢʔβʔͷಛఆͷߦಈΛऔΓר͘؀ڥΛม͑Δ͜ͱ ߦಈΛม͑Δʹ͸ʁ ߦಈΛߜΔ Ͳ͏΍Δͷ͔ʁ

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؀ڥΛม͑Δεςοϓ ͦͷߦಈ͕ൃੜ͍ͯ͠Δ؀ڥΛ஌Δ λʔήοτϢʔβʔͷߦಈΛ஌Δ ؀ڥΛগ͠ม͑ͯߦಈΛ؍࡯͢Δ

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ͦͷߦಈ͕ൃੜ͍ͯ͠Δ؀ڥΛ஌Δ λʔήοτϢʔβʔͷߦಈΛ஌Δ ؀ڥΛগ͠ม͑ͯߦಈΛ؍࡯͢Δ ܁Γฦ͢ ؀ڥΛม͑Δεςοϓ

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ͦͷߦಈ͕ൃੜ͍ͯ͠Δ؀ڥΛ஌Δ λʔήοτϢʔβʔͷߦಈΛ஌Δ ؀ڥΛগ͠ม͑ͯߦಈΛ؍࡯͢Δ ܁Γฦ͢ ͦ΋ͦ΋ͳͥͦͷߦಈΛͨ͠ͷ͔ʁ ؀ڥΛม͑Δεςοϓ

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ͦͷߦಈ͕ൃੜ͍ͯ͠Δ؀ڥΛ஌Δ λʔήοτϢʔβʔͷߦಈΛ஌Δ ؀ڥΛগ͠ม͑ͯߦಈΛ؍࡯͢Δ ܁Γฦ͢ ͦ΋ͦ΋ͳͥͦͷߦಈΛͨ͠ͷ͔ʁ ߦಈՊֶ͕ڧ͍ຯํʹͳΔ ؀ڥΛม͑Δεςοϓ

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ߦಈՊֶͱ͸

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ߦಈՊֶͱ͸ ͳͥਓ͕ͦͷҙࢥܾఆΛͨ͠ͷ͔ɺ ͳͥਓ͕ͦͷߦಈΛͱͬͨͷ͔ɺ ਓͱߦಈʹ͍ͭͯͷཧղΛਂΊΔ͜ͱʹ໾ཱͭ஌ࣝ

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ߦಈՊֶΛ஌Δ͜ͱͷϝϦοτ ɾϢʔβʔͷҙࢥܾఆͱߦಈʹେ͖ͳӨڹΛ༩͑Δ ɹখ͞ͳཁҼΛݟ͚ͭΔ͜ͱʹ໾ཱͭ ɾϢʔβʔͷόΠΞεΛऔΓআ͘ɺ·ͨ͸όΠΞε෇͚ͨΓ͢Δ͜ͱͰ ɹҙࢥܾఆΛ༠ಋͰ͖Δ ɾϢʔβʔͷߦಈʹؔ͢ΔԾઆΛཱͯɺ ɹͦͷԾઆΛݕূ͢ΔͨΊͷཁૉͱͯ͠໾ཱͭ

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ߦಈՊֶΛ஌Δ͜ͱͷϝϦοτ όΠΞεʁʁʁ ɾϢʔβʔͷҙࢥܾఆͱߦಈʹେ͖ͳӨڹΛ༩͑Δ ɹখ͞ͳཁҼΛݟ͚ͭΔ͜ͱʹ໾ཱͭ ɾϢʔβʔͷόΠΞεΛऔΓআ͘ɺ·ͨ͸όΠΞε෇͚ͨΓ͢Δ͜ͱͰ ɹҙࢥܾఆΛ༠ಋͰ͖Δ ɾϢʔβʔͷߦಈʹؔ͢ΔԾઆΛཱͯɺ ɹͦͷԾઆΛݕূ͢ΔͨΊͷཁૉͱͯ͠໾ཱͭ

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όΠΞε #JBT ͱ͸ ɾજࡏతʹਓ͸όΠΞεΛ͍࣋ͬͯΔ ɾਓ͕ීวతʹऔΔߦಈͷ܏޲ ɾ͢΂ͯͷਓʹ౰ͯ͸·ΔΘ͚Ͱ͸ͳ͍ ɾਓ͕ͳͥͦͷߦಈΛͨ͠ͷ͔ͷཧղʹ໾ཱͭ

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όΠΞεͷྫ

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όΠΞεͷͭͷΧςΰϦ ɾ%FDJTJPO.BLJOH#JBT ɾ5JNF*ODPOTJTUFODZ#JBT ɾ1SPCBCJMJUZBOE#FMJFG#JBT ɾ4PDJBM#JBT

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%FDJTJPO.BLJOH#JBTҙࢥܾఆόΠΞε ɾ)BTTMF'BDUPST ɾ$IBOOFM'BDUPST ɾ.FOUBM"DDPVOUJOH ɾ-PTT"WFSTJPO ɾ$POGJSNBUJPO#JBT ɾ'SBNJOH ϑϨʔϛϯάޮՌ ແࢷ๱ڇೕ ࢷ๱ڇೕ

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5JNF*ODPOTJTUFODZ#JBTFT࣌ؒෆ੔߹ੑόΠΞε ɾ)ZQFSCPMJD%JTDPVOUJOH ɾ1MBOOJOH'BMMBDZ ɾ*OUFOUJPO"DUJPO(BQ ɾ-JNJUFE"UUFOUJPO ɾ1SFTFOU#JBT ԕ͍ະདྷͱ͍ۙະདྷ ԕ͍কདྷͳΒ଴ͯΔ͕ɺ͍ۙকདྷͳΒ͹଴ͯͳ͍ ɾࠓ೔ສԁ΋Β͏͔ɺ໌೔ສԁ΋Β͏ʁ ɾ೔ޙສԁ΋Β͏͔ɺ೔ޙສԁ΋Β͏ʁ

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1SPCBCJMJUZBOE#FMJFG#JBTFT֬཰ͱ৴͡ࠐΈͷόΠΞε ɾ"WBJMBCJMJUZ#JBT ɾ1SJNJOH ɾ3FDFODZ#JBT ɾ-PTT"WFSTJPO ɾ0TUSJDI&GGFDU ɾ"ODIPSJOH ΞϯΧϦϯάޮՌ ԁ ԁ ࠷ॳʹண໨ͨ͠৘ใʹӨڹ͞Ε΍͍͢

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4PDJBM#JBTFTࣾձόΠΞε ɾ4PDJBM/PSNT ɾ4UBUVT2VP#JBT ɾ4PDJBM1SPPG ɾ3FDJQSPDJUZ ɾ)BMP&GGFDU ݱঢ়ҡ࣋όΠΞε ະ஌ͳ΋ͷΑΓ΋ݱঢ়ҡ࣋Λબͼ͕ͪ

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όΠΞεΛ஌Δͱਓͷߦಈ͕ཧղ͠΍͘͢ͳΔ

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Behavioral Design Process

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ͦͷߦಈ͕ൃੜ͍ͯ͠Δ؀ڥΛ஌Δ λʔήοτϢʔβʔͷߦಈΛ஌Δ ؀ڥΛগ͠ม͑ͯߦಈΛ؍࡯͢Δ ܁Γฦ͢ ؀ڥΛม͑Δεςοϓ

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ͦͷߦಈ͕ൃੜ͍ͯ͠Δ؀ڥΛ஌Δ λʔήοτϢʔβʔͷߦಈΛ஌Δ ؀ڥΛগ͠ม͑ͯߦಈΛ؍࡯͢Δ ؀ڥΛม͑Δεςοϓ %FGJOF %JBHOPTF %FTJHO &YQFSJNFOU ߦಈσβΠϯϑϨʔϜϫʔΫ

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ߦಈσβΠϯϑϨʔϜϫʔΫ %FGJOF՝୊Λఆٛ͢Δ %JBHOPTF਍அ͢Δ %FTJHOϓϩτλΠϓΛ࡞Δ &YQFSJNFOUݕূ͢Δ

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ਓʑ͸පӃʹߦ͔ͳ͍ ՝୊ %FGJOF՝୊Λఆٛ͢Δ

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ਓʑ͸පӃʹߦ͔ͳ͍ ՝୊ Ͳͷਓʑʁ ߦ͘ඞཁ͸ͳͥʁ %FGJOF՝୊Λఆٛ͢Δ

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੒ਓͨ͠ਓʑ͸ຖ೥ͷఆظݕ਍ͰපӃʹߦ͔ͳ͍ ՝୊ ద੾ͳϫʔυͰ՝୊Λఆٛ͢Δ %FGJOF՝୊Λద੾ʹఆٛ͢Δ

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%JBHOPTF਍அ͢Δ ɾώΞϦϯά΍؍࡯Λ͢Δ ɾϖϧιφΛ࡞Δ ɾδϟʔχʔϚοϓΛ࡞Δ

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%FTJHOϓϩτλΠϓΛ࡞Δ ϢʔβʔͷߦಈͰ΋ͬͱ΋ োนͱͳΔ෦෼Λղܾ͢Δ σβΠϯΛ࡞Δ

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&YQFSJNFOUݕূ͢Δ ϢʔβʔͷߦಈͷมԽΛ ؍࡯ɺ෼ੳ͢Δ

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ͦͷߦಈ͕ൃੜ͍ͯ͠Δ؀ڥΛ஌Δ λʔήοτϢʔβʔͷߦಈΛ஌Δ ؀ڥΛগ͠ม͑ͯߦಈΛ؍࡯͢Δ ؀ڥΛม͑Δεςοϓ %FGJOF %JBHOPTF %FTJHO &YQFSJNFOU ߦಈσβΠϯϑϨʔϜϫʔΫ

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·ͱΊ ɾߦಈΛม͑Δʹ͸ਓͰ͸ͳ͘؀ڥΛม͑Δ ɾόΠΞεΛ஌Δͱਓͷߦಈ΁ͷཧղ͕ਂ·Δ ɾ%FGJOF%JBHOPTF%FTJHO&YQFSJNFOU

Design for Behavior and Impact

Design for Behavior and Impact

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