【デザインと経営】 CDO（チーフデザインオフィサー）が考えるデザインマネジメントの真髄

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ʲσβΠϯͱܦӦʳ CDOʢνʔϑσβΠϯΦϑΟαʔʣ͕ߟ͑Δ σβΠϯϚωδϝϯτͷਅ਷ גࣜձࣾ4QFFFࣾ௕ࣨίϛϡχέʔγϣϯσβΠϯϢχοτ੹೚ऀΫϦΤΠςΟϒσΟϨΫλʔ ࣰݪ ݈ 2016.11.26

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өը੍࡞ձࣾɺMTV JapanͰɺө૾΍ενϧɺσδλϧɺ ࢴഔମͳͲͷاը͔ΒσαΠϯɺσΟϨΫγϣϯΛ࢝ΊΔɻ ͦͷޙɺതใಊi-studio、McCann Erickson Japan Λܦͯ Drecom΁ɻ DrecomͰ͸ΫϦΤΠςΟϒྖҬͷࣥߦ໾һΛܦݧɺ ࠓ೥2016೥4݄͔ΒSpeee ˘࢓ࣄͷݯઘ ʮ૝૾Λݱ࣮ʹͯ͠ੈքΛ๛͔ʹʂʯ Takeshi Shinohara 2016.04.20 Vol.1 ࣰݪ ݈ גࣜձࣾ4QFFF ࣾ௕ࣨίϛϡχέʔγϣϯ σβΠϯϢχοτ ੹೚ऀΫϦΤΠςΟϒσΟϨΫλʔ

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1. Speeeʹ͍ͭͯʢձࣾ֓ཁ঺հʣ 2. 40ա͗ͷ͓ͬ͞Μ͕స৬Λͨ͠ཧ༝ʢܦӦͱσβΠϯ࿩͠ʣ 3. CDOͷඞཁੑʢσβΠϯϚωδϝϯτͷ࿩͠ʣ ೖࣾޙɺԿΛ͔ͨ͠ʢͲ͏࣮ݱ͍ͯ͠Δ͔ʣ ࠷ޙʹ ■Agenda Speee,inc. confidential

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■ࣰݪ͸SpeeeͰԿΛ͍ͯ͠Δͷ͔ʁ Speee,inc. confidential ੈͷதͷҧ࿨ײΛͳͯ͘͠ߏ଄తʹ͍ͯ͘͠ ʮ૝૾Λݱ࣮ʹͯ͠ੈքΛ๛͔ʹʂʯΛςʔϚʹ ʮߟ͑ͯܗʹ͢Δʯ ʮ࣭ͷ୲อʯ Λ͢ΔਓͰ͢ɻʢ΋ͪΖΜख΋ಈ͔͠·͢ʣ

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■ͳͥSpeeeʹʁʢྑ͍ͱ͜Ζʣ Speee,inc. confidential ˘ܦӦਞ͕σβΠϯΛຊ࣭తʹཧղ͠ड͚ೖΕ͍ͯΔɻ ˘ϏδωεϩδοΫཱ͕֬͞Ε͍ͯΔɻ ˘ࣾձߩݙΛҙࣝͨ͠αʔϏε͕͋Δɻ ˘σβΠϯͷؔ༩Ͱ͖Δ౓߹͍͕ߴ͍ɻ ˘αʔϏεΛϢʔβʔʹಧ͚Δํ๏Λݶఆ͍ͯ͠ͳ͍ɻ ˘ϝϯόʔશһ͕໨తϕʔεͰ࿩͕Ͱ͖Δɻ ద੾ʹੈͷதͷۭؾΛײ͡औͬͯɺͦΕʹదͨ͠Ϟϊͮ͘ΓΛߦ͑ΔՄೳੑɺ UXΛ࠷େݶѲΔ͜ͱ͕Ͱ͖ΔՄೳੑΛײ͡ɺSpeeeͰͷ௅ઓΛબ୒ɻ

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■ݱࡏͷUX/UIͷ՝୊ʢࣰݪͷߟ͑Δʣ Speee,inc. confidential ˘ϏδωεαΠυɺΤϯδχΞαΠυɺσβΠϯαΠυͷ֤৬ೳͷڞ௨ݴޠͷҧ͍ ˘ݸʑͷϝϯόʔͷ໨తʢՁ஋ʣͷҧ͍ ˘αʔϏεͷࢥ૝ ˘αʔϏεͷஔ͔Ε͍ͯΔϑΣʔζͰ΍Δ͜ͱ͕ҧ͏ ʢ৽نʁӡ༻ʁϒϥϯσΟϯάʁάϩʔεʁϚʔέςΟϯάʁʣ ˘νʔϜϝϯόʔͷεΩϧ͕αʔϏεʹ࠷ద͔ʁ ˘ͦ΋ͦ΋ͷจԽ ˘ϚʔέοτతʹΠϊϕʔγϣϯ͕ੜ·Εʹ͘͘ͳ͖͍ͬͯͯΔ ˘αʔϏεͷܗ΍ϚʔέςΟϯά͕ଟ༷Խͯ݁͠Ռ͕୯७ʹଌΕͳ͍ ޿ٛͷσβΠϯͷྖҬΛͲ͜·ͰѲΔ͜ͱ͕Ͱ͖Δ͔ʁʹΑͬͯɺ ఏڙͰ͖ΔՁ஋ͷՄೳੑ͕มΘͬͯ͘Δɻ

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■ղܾࡦ Speee,inc. confidential ड͚ೖΕΔۭؾΛײͯ͡ ߟ͑ൈ͍ͯௐ΂ͯ࿩ͯ͠ܗʹ͍ͯ͘͠ʂʂ ˘ఆྔͱఆੑͷόϥϯεʂ ˘಺֎෦ɺձࣾΛӽ͑ͯ͋ΒΏΔڠྗ͍ͯ͘͠ʂ ˘ͦΕͧΕ͕ྗΛൃشग़དྷΔ؀ڥɺঢ়ଶʢݸʑਓͷڧΈΛੜ͔͍ͯ͘͜͠ͱʣ ˘ࢥ͍Λڞ༗Ͱ͖ΔετʔϦʔͰ఻͑Δʂ ˘ר͖ࠐΉʂ ˘໌จԽʂ ˘௨༁ʹͳΔʂ

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■ղܾࡦ Speee,inc. confidential ·ۭͣؾΛ࡞ΔͨΊͷج൫Λ੔͑Δ͜ͱΛ࢝Ί·ͨ͠ɻ

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■ղܾࡦ Speee,inc. confidential ʮσβΠϯϚωδϝϯτʯͷಋೖ σβΠϯɾϚωδϝϯτͱ͸ɺ σβΠϯࢿݯͷઓུత׆༻Λࢦ֓͢೦Ͱɺ ถࠃͷAppleࣾ΍Googleࣾɺ υΠπͷAudiࣾ΍Porscheࣾɺ ӳDysonࣾͳͲ͕࣮ફ͍ͯ͠Δ΋ͷͰ͢ɻ

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■σβΠϯϚωδϝϯτ֓ཁ Speee,inc. confidential XJLJQFEJBΑΓࢀর اۀܦӦʹ͓͚ΔσβΠϯͷҙຯ͸෺ཧతͳ଄ܕߦҝ͚ͩͰͳ͘ɺ ૊৫΍੍౓ɺઓུɺ͞·͟·ͳཁૉͷؔ܎ੑͱ͍ͬͨର৅Λઃܭ͢Δ ͜ͱ·ͰΛ΋ؚΜͰ͍Δɻ ͢ͳΘͪɺσβΠϯ͸੡඼ͷ৭΍ܗΛܾఆ͢Δ͚ͩͰͳ͘ɺ ౷߹తͳ঎඼اը΍ϒϥϯυͷཱ֬ɺίʔϙϨʔτɾΞΠσϯςΟ ϑΟέʔγϣϯ（CI）ཱ֬ʹ͓͍ͯॏཁͳ໾ׂΛ୲͍ͬͯΔɻ ·ͨɺۙ೥͸Πϊϕʔγϣϯͷ༠ൃ͕σβΠϯͷޮՌͱͯ͠஫໨͞Ε ͍ͯΔɻ

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■Ϛʔέοτ͔ΒݟͨDESIGNଆ໘ͰͷSpeee Speee,inc. confidential Ϛʔέοτ͔Β ݟ͑Δ Ϛʔέοτ͔Β͸ ݟ͑ʹ͍͘ ࣌ؒ

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Speee,inc. confidential Ϛʔέοτ͔Β ݟ͑Δ Ϛʔέοτ͔Β͸ ݟ͑ʹ͍͘ ࣌ؒ $*7* ݄ʹ׬੒ ʁ ʁ ʁ ʁ ■Ϛʔέοτ͔ΒݟͨDESIGNଆ໘ͰͷSpeee ৽نࣄۀɺ ҩྍɺ ւ֎ɺ 3ˍ%ͳͲ

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Speee,inc. confidential Ϛʔέοτ͔Β ݟ͑Δ Ϛʔέοτ͔Β͸ ݟ͑ʹ͍͘ ࣌ؒ $*7* ݄ʹ׬੒ ʁ ʁ ʁ ʁ ■Ϛʔέοτ͔ΒݟͨDESIGNଆ໘ͰͷSpeee 69తɾ)$%తͳϓϩμΫτͮ͘Γɻ ରࣾ֎తʹΞϐʔϧͰ͖ΔɺإʹͳΔϓϩμΫτ܈ɻ ߏ଄తͳϓϩμΫτͮ͘Γɻ 4&0త஌ݟΛ׆͔͠αʔϏεΛ޲্͍ͤͯ͘͞ ৽نࣄۀɺ ҩྍɺ ւ֎ɺ 3ˍ%ͳͲ

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■૊৫ઓུͷཱҊʮ૊৫Λػೳͤ͞Δʹ͸ʁʯ Speee,inc. confidential コミュニケーションデザインユニット

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■શһʹΘ͔Γ΍͘఻͑ΔͨΊʹ໌จԽ Speee,inc. confidential

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■શһʹΘ͔Γ΍͘఻͑ΔͨΊʹ໌จԽ Speee,inc. confidential

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■શһʹΘ͔Γ΍͘఻͑ΔͨΊʹ໌จԽ Speee,inc. confidential

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Speee,inc. confidential ■Our Missionʢ10݄ΑΓ࢖༻ʣ Concept Movie ▶ https://youtu.be/k1eg-U-Hll0

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Speee,inc. confidential ■શ৬ೳͷ໾ׂͷ໌֬Խ ໾ׂΛΛݴޠԽ͠ɺαʔϏεΛ։ൃ͢Δ্ͰԿ͕Ͱ͖Δ৬छͳͷ͔ɺ ࢀՃϝϯόʔʹ΋Θ͔ΔΑ͏ʹ͢Δ

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Speee,inc. confidential ■શ৬ೳͷΞαΠϯදͷ࡞੒ͱ؅ཧ ɾਖ਼͍͠Ϧιʔεɾ޻਺ͷఏࣔͱΞαΠϯͷద੾ԽΛ࣮ࢪͯ͠ɺ ࣄۀ༧ࢉʹ૊ΈࠐΜͰ΋Β͏ަবͱఏҊΛ͢Δ ɾ։ൃʹඞཁͳεΩϧηοτͱϦιʔεΛఏҊ͢Δɻ

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Speee,inc. confidential ■ཧ૝ͷ૊৫ମ੍ΛՄࢹԽ͠ɺ࣮ߦ΁

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Speee,inc. confidential ■ܦӦ૚͔Βϝϯόʔ·ͰษڧձɺϫʔΫγϣοϓΛ࣮ࢪ

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ೖࣾ౰࣌͸ɺࣾһσβΠφʔ͸໊͔͍͠ͳ͍ঢ়گͰͨ͠ɻ σβΠφʔ࠾༻΁ͷ஫ྗΛ։࢝͠ɺσβΠφʔ૊৫Λߏங͠ɺφϨοδڞ༗ͷ࢓૊Έ΍ σβΠφʔͷͨΊͷධՁ੍౓Λ४උɻ ൒ظͰ໊·Ͱਖ਼ࣾһσβΠφʔ͕૿͑·ͨ͠ʢۀ຿ҕୗͷํΛؚΊΔͱ໊ڧʣ Speee,inc. confidential ■σβΠϯ૊৫ͷߏங

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ɾ͜͜·Ͱ౿ΈࠐΜͰ΋ʮσβΠϯʯͷཧղɾਁಁ͸·ͩ՝୊ͩΒ͚Ͱ͢ɻʢۭؾ࡞Γʣ ɾSpeee͸ɺσβΠϯͷྖҬʹ͓͍ͯɺελʔτ͕஗Ε͍ͯ·͢ɻ ϝϯόʔ΋·ͩ·ͩए͘ɺεΩϧ΋଍Γͳ͍͔΋͠Ε·ͤΜɻ Ͱ͕͢ɺมԽʹᩦཉͰɺৗʹߦಈ͍ͯ͠ΔਓͨͪͷूஂͰ͢ɻ ɾࣄۀ΍૊৫ʹ͓͍ͯɺσβΠϯ্͕ஈ͔ΒೖΔ͜ͱʹΑͬͯɺ ຊ౰ʹ࣮ݱ͍ͨ͜͠ͱ͕࣮ݱͰ͖Δ؀ڥ͕͋Δ͜ͱɻ ͔ͦ͠͠ͷͨΊʹ͸ଟ͘ͷมֵΛܦͳ͚Ε͹͍͚ͳ͍͜ͱɻ ͜Ε͕ɺSpeeeͰσβΠϯΛ΍͍ͬͯ͘೉͠͞ɾେม͞ɾָ͠͞Ͱ͢ʂ ༷ʑͳਓɺձࣾͷօ͞ΜͱจԽΛ࡞͍ͬͯ͘͜ͱͰཧ૝ͷUX/UI͕࣮ݱͰ͖Δͱࢥ͍ͬͯ·͢ɻ Speee,inc. confidential ■࠷ޙʹ

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Speee,inc. confidential ࣰݪ ݈ גࣜձࣾ4QFFF ࣾ௕ࣨίϛϡχέʔγϣϯσβΠϯϢχοτ ੹೚ऀΫϦΤΠςΟϒσΟϨΫλʔ ࠷ޙ·Ͱ͋Γ͕ͱ͏͍͟͝·ͨ͠ʂ ࣭͝໰ͳͲ͋Ε͹ UBLFTIJTIJOPIBSB!TQFFFKQ IUUQTXXXGBDFCPPLDPNUBLFTIJTIJOPIBSB