【DX×デザイン】企業変革を支えるプロダクトデザイナーの役割と組織とは？／フラー株式会社登壇資料

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 2 ᓎҪ༟جʛ͘͞Β͍ͻΖ͖ औక໾෭ࣾ௕݉$%0 ೥ɻ৽ׁݝग़਎ɻߴઐͰ޻ֶΛֶͼɺઍ༿େֶʹͯσβΠϯྖҬʹస޲ɻ େֶଔۀޙɺେֶӃΛٳֶ͠ϑϥʔڞಉ૑ۀɻ6*69σβΠϯɾίʔϙϨʔτϒ ϥϯσΟάɾਓࣄɾӦۀɾ૊৫σβΠϯͳͲΛܦͯɺݱࡏϑϥʔͰ$%0ʢσβ Πϯ౷ׅʣʹैࣄɻ $BSFFS 8PSL ϑϥʔʹ·ͭΘΔσβΠϯશൠΛݟͭͭɺݱࡏ΋ݱ৔ͷσβΠφʔͱͯ͠΋खΛ ಈ͔͍ͯ͠·͢ɻ ೔ຊ์ૹڠձ/),Ωοζ ΩοζσβΠϯ৆ड৆ ೔ຊ࠷େڃΞϓϦ෼ੳαʔϏε "QQ"QF ϑϥʔΦϑΟε ओͳσβΠϯ࣮੷ ߴઐ ΤϯδχΞϦϯά େֶฤೖ ϓϩμΫτσβΠϯ ڞಉ૑ۀ ϏδωεɾܦӦ $%0 σβΠϯ౷ׅ

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 3 ձ໊ࣾ ϑϥʔגࣜձࣾ ઃཱ೔ ೥݄೔ ਖ਼ࣾһ਺ ਓ ୅ද ୅දऔక໾ձ௕ौ୩मଠ   ୅දऔక໾ࣾ௕ࢁ㟒ক࢘ ࣄۀ಺༰ σδλϧύʔτφʔࣄۀ ຊࣾ ദͷ༿ຊࣾ   ৽ׁຊࣾ ˞೥݄೔ݱࡏ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 4 ैۀһ਺ 100 ਓ ϑϥʔϝϯόʔ σβΠφʔ͸ਓɻσβΠφʔ಺Ͱͷ৬छ෼͚ʢϦαʔνϟʔɾ69ɾ6*ͳͲʣ͸ߦ͓ͬͯΒͣσβΠϯ શൠΛ୲͏ཱ৔ͱͯ͠ಈ͍ͯ΋Β͍ͬͯ·͢ɻઈࢍσβΠφʔ࠾༻ڧԽதͰ͢স உঁൺ཰ ฏۉ೥ྸ σβΠφʔ 7 : 3 உੑ ঁੑ 12ਓ 32 ࡀ ৬छ ΤϯδχΞ σβΠφʔ σΟϨΫλʔ σʔλαΠΤϯςΟετ ϏζσϒɾϚʔέλʔ ηʔϧε ίʔϙϨʔτ 0 8 16 24 32 40 14 10 7 5 12 12 35 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 5 ϑϥʔͷࠓ·Ͱ ࣗࣾΞϓϦͷ։ൃ͔Β͸͡·Γɺͦͷޙ͸ΞϓϦ෼ੳͷ4BB4ͷࣗࣾϓϩμΫτɺͦͷޙΫϥΠΞϯτ ϫʔΫ͕࢝·ΓɺࠓͰ͸ͦͷϊ΢ϋ΢Λ׆͔͠σδλϧશൠΛαϙʔτ͢ΔσδλϧύʔτφʔࣄۀΛ ߦ͍ͬͯ·͢ɻ ໿೥ؒɺΞϓϦपลྖҬΛ΍Γଓ͚͖ͯͨձࣾ ୺຤؅ཧΞϓϦ։ൃ "QQ"QF෼ੳ4BB4αʔϏε ΫϥΠΞϯτϫʔΫࣄۀͱ෼ੳͷ̎ຊப ͭͷࣄۀ΁ɾσδλϧύʔτφʔࣄۀ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 6 ސ٬اۀ͞·ͷσδλϧઓུΛਪਐ͢ΔͨΊͷΞϓϦΛத৺ͱͨ͠ι ϦϡʔγϣϯΛఏڙ͓ͯ͠Γ·͢ɻࣗࣾαʔϏεͷ"QQ"QFΛؚΊͨ ෼ੳΛத৺ʹɺΞϓϦ։ൃ͔Βࢢ৔ͷσʔλ෼ੳʹ௕ظతͳվળ· Ͱɺސ٬اۀ͞·ͷϏδωε͕੒ޭ͢Δ͜ͱΛୈҰʹɺ࢓ࣄΛड͚਎ Ͱ͸ऴΘΒͤͳ͍ڞ૑͢ΔܗͰਐΊ͍͖ͯ·͢ɻ σδλϧ ϓϩϞʔγϣϯ ઓཱུҊ ΢Σϒ։ൃ ΞϓϦ։ൃ σʔλ෼ੳ ళฮγεςϜ։ൃ σδλϧઓུਓࡐ ͷڭҭ μογϡϘʔυ ؅ཧը໘։ൃ σδλϧύʔτφʔࣄۀ ύʔτφʔΑ͏ʹدΓఴ͍ɺڞʹ૑Γɺຊ౰ʹඞཁͳ΋ͷΛɻ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 7 طʹग़͍ͯΔΞϓϦͷσʔλΛ༷ʑͳࢦඪͰӾཡ͢Δࣄ͕Մೳͳɺϑ ϥʔͷࣗࣾαʔϏεͰ͢ɻ ΞΫςΟϒϢʔβʔͷ਺΍ੑผ೥୅ൺ཰ɺڝ߹ΞϓϦͷ࣌ؒ͝ͱͷى ಈ཰΍Πϯετʔϧ਺ΛӾཡ͢Δ͜ͱ͕ՄೳͰɺଞͷΞϓϦͷʮ੒ޭ ྫʯʮࣦഊྫʯΛֶͼࣗࣾͷࣄۀʹ׆͔͢͜ͱ͕Ͱ͖·͢ɻ σδλϧύʔτφʔࣄۀΛࢧ͑Δ ෼ੳج൫ͷ"QQ"QF ΞϓϦࢢ৔Λσʔλͷଆ໘Ͱ΋ਖ਼͘͠஌Δج൫ߏங 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 8 ௐ΂ͯ ߟ͑Δ ૑ͬͯ ҭͯΔ Ϣʔβʔࢢ৔ௐࠪ ϖϧιφ෼ੳ εϚϗࢢ৔෼ੳ ϫʔΫγϣοϓ ,1*,(*ઃܭ த௕ظαʔϏεઓུ ઓུاըॻ ίϯηϓτઃܭ 6*69σβΠϯ ϓϩτλΠϓ Ϣʔβʔςετ εϚʔτϑΥϯΞϓϦ։ൃ 8FC։ൃ αʔόʔ։ൃ ൢଅ෺੍࡞ ֤छ޿ࠂ "404&0 ਺஋෼ੳμογϡϘʔυ ϢʔβʔώΞϦϯά αʔϏε෼ੳϨϙʔτ ࢢ৔෼ੳ ઓཱུҊ σβΠϯ੍࡞ αʔϏε։ൃ ϚʔέςΟϯά αʔϏε෼ੳ ڞ ʹ Ұؾ௨؏ɾڞ૑ελΠϧͷϞϊ૑ΓιϦϡʔγϣϯ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 9 ௕ԬՖՐެࣜΞϓϦ ೥ΑΓެࣜΞϓϦΛϦϦʔε͠ɺ೥࿈ଓͰվળΛߦ͍ͬͯ·͢ ίϯηϓτ͸ʰͨͬͨ̐࣌ؒΛ࠷ߴʹ͢ΔʱΞϓϦɻΦϑϥΠϯͰ΋ݟΒΕΔձ৔஍ਤ΍ौ଺ঢ়گɻ J04΢ΟδΣοτͱ͍͏࠷৽ͷ04Ξοϓσʔτʹ΋ରԠ͓ͯ͠ΓɺৗʹੈքҰͷՖՐେձΞϓϦΛ໨ࢦ͍ͯ͠·͢ɻ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 10 εϊʔϐʔΫެࣜΞϓϦ Ξ΢τυΞϒϥϯυʮ4OPX1FBLʯͷެࣜΞϓϦɻεϊʔϐʔΫϒϥϯυΛอͪͳ͕Β΋ੵۃతͳ։ൃΛ࣮ࢪɻ ͱͯ΋ີ઀ͳਪਐମ੍Λཱ͓֬ͯ͠Γɺͦͷ݁Ռͱͯ͠ඇৗʹස౓ͷߴ͍ΞοϓσʔτΛߦ͏͜ͱ͕ग़དྷ͓ͯΓ·͢ɻ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 11 ։ൃ͢Δͷ͸ΞϓϦ͚ͩͰ͸͋Γ·ͤΜɻӡ༻͢ΔελοϑͷͨΊʹ؅ཧը໘Λ༻ҙ͓ͯ͠Γ·͢ɻ ·ͨɺαʔϏε਺஋ͷݕূ͸αʔϏεͷ੒௕Λ௥͍͔͚Δ্Ͱඞཁͳ਺஋μογϡϘʔυ΋ఏڙ͠ɺ αʔϏεͷ਺஋ݕূΛ͓٬༷ͱڞʹߦ͑Δ؀ڥͮ͘Γʹ΋औΓ૊ΜͰ͓Γ·͢ɻ ΞϓϦ؅ཧը໘ʗ਺஋μογϡϘʔυ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 12 ը ૾ ఏ ڙ ɿ / ) , ΞϓϦ։ൃ͚ͩͰ͸ͳ͘ɺΩϟϥΫλʔσβΠϯɺΞχϝʔγϣϯ੍࡞ɺ#(.੍࡞ɺ ϓϩτλΠϓ੍࡞ɺϢʔβʔώΞϦϯάͳͲશͯΛ୲౰க͠·ͨ͠ɻ Ϣʔβʔͷ݈߁·ͰΛࢹ໺ʹೖΕɺ࢖͍΍͢͞ͱ҆શੑͷཱ྆Λ੒Γཱ͓ͨͤͯΓ·͢ɻ /),Ωοζ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 13 ࣾһڭҭ ϓϩϞʔγϣϯ ΞϓϦ෼ੳ ΞϓϦ։ൃ ΞϓϦσβΠϯ σδλϧઓཱུҊ ࣄྫ঺հ גࣜձࣾϋʔυΦϑίʔϙϨʔγϣϯ༷ σδλϧઓཱུҊ ΞϓϦσβΠϯ ΞϓϦ։ൃ ΞϓϦ෼ੳ ϓϩϞʔγϣϯ ࣾһڭҭ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 14 ϋʔυΦϑެࣜΞϓϦ ΦϑΝʔങऔΞϓϦͱ૒ᘳΛ੒͢ϋʔυΦϑެࣜΞϓϦɻ ॳΊͯϋʔυΦϑΛ஌ͬͨਓ͕ϑΝϯʹͳΔ·Ͱͷ੒௕Λଅ͢ΞϓϦઃܭΛҙࣝ͠·ͨ͠ɻ ͨͩٻΊΒΕ͍ͯΔ΋ͷΛ࡞Δ͚ͩͰ͸ͳ͘ɺϑΝϯΛ࡞Γग़͢ΞϓϦΛ։ൃ͠·͢ɻ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 15 ΦϑΝʔങऔΞϓϦ ࢖͍΍͍͚ͩ͢Ͱ͸ͳ͘ɺ࢖ָ͍ͬͯͯ͘͠ɺڻ͖Λ༩͑ͯ͘ΕΔମݧΛ໨ࢦ͍ͯ͠·͢ɻ ΞϓϦͷاըஈ֊͔Βؔ༩͠ɺݱࡏ͸αʔϏεͷ੒௕ઓུΛڞʹਐΊ͍ͯ·͢ɻ ΞϓϦ։ൃͱಉ࣌ʹϒϥϯυͷσβΠϯɺ਺஋෼ੳɺϓϩϞʔγϣϯ·Ͱ෯޿͘୲͍ͬͯ·͢ɻ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 16 ελοϑ޲͚ۀ຿վળ ళฮελοϑͷۀ຿ෛՙܰݮʹ΋େ͖͘ߩݙ͍ͯ͠·͢ɻ ελοϑ͕1$ͱσδΧϝͰߦ͍ͬͯͨ঎඼ొ࿥ۀ຿ΛɺΞϓϦԽ͢Δ͜ͱͰେ෯ͳ࣌ؒ୹ॖΛ໨ࢦ͠·ͨ͠ɻ ·ͨɺΦϑΝʔങऔΞϓϦͷαʔϏε׆ੑͷͨΊʹɺελοϑଆͷ؅ཧը໘ΛϦχϡʔΞϧ͓ͯ͠Γ·͢ɻ &$ܝࡌΞϓϦ ΦϑΝʔങऔελοϑπʔϧ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 17 ۀ຿ఏܞΛߦ͍ɺΑΓձࣾಉ࢜ͷͭͳ͕Γ͕ڧ·ͬͨϋʔυΦϑࣾɻ ϓϩδΣΫτ։࢝౰ॳ͔Βਂ͍ؔ܎ੑΛอͪɺ ϋʔυΦϑࣾσδλϧઓུΛڞʹਐΊͯ·͍Γ·ͨ͠ɻ ΞϓϦ։ൃɺϒϥϯσΟϯά ɺϓϩϞʔγϣϯࢧԉɺۀ຿վળɺࣾһڭҭͳͲ اۀશମΛר͖ࠐΜͩσδλϧઓུΛਪਐ͓ͯ͠Γ·͢ɻ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 31 ૬खͷ͜ͱΛʮ஌Δʯ ϑϥʔͰ͸ͦͷϓϩδΣΫτʹؔΘΔΤϯδχΞɾσΟϨΫλʔɾ σβΠφʔ༷ʑͳϝϯόʔͰ࣮ମݧ͢Δ͜ͱΛେࣄʹ͍ͯ͠·͢ɻ σβΠϯΛ͍ͯ͘͠աఔͰΫϥΠΞϯτ༷ͷߟ͑ํ΍ίϯςΩετ ΋େ͍ʹσβΠϯཁ݅Λ஌Δ͜ͱͰΑ͏΍͘σδλϧΛ࢖͍͜ͳ͢ ؀ڥ͕ݟ͖͑ͯ·͢ɻ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 34 ϑϥʔʹ͓͚ΔνʔϜମ੍ ̍ϓϩδΣΫτ̍σβΠφʔ ϑϥʔͰ͸̍ͭͷϓϩδΣΫτʢσδλϧϓϩμΫτʣͷਓͷσβΠϯ୲ ౰ऀ͕ΞαΠϯ͞Ε·͢ɻ֤৬छϑϥοτͷؔ܎ੑͰσβΠφʔ͸Ϣʔ βʔͷ͜ͱΛ୭ΑΓཧղ͠ɺදݱ͢ΔୈҰਓऀͱͯ͠׆ಈ͠·͢ɻ ୲౰ηʔϧε σΟϨΫλʔ J04ΤϯδχΞ "OESPJEΤϯδχΞ σβΠφʔ αʔόʔΤϯδχΞ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 35 ϑϥʔʹ͓͚ΔσβΠϯྖҬ ϑϥʔͰ͸6*69σβΠφʔͷ࿮ʹݻࣥͤͣɺσβΠφʔͦ ͷ̍ͭͷϓϩδΣΫτͷσδλϧϓϩμΫτʹ͓͚Δ༷ʑͳ σβΠϯ׆ಈʢاըɾମݧઃܭɾ6*σβΠϯɾΩϟϥΫλʔ σβΠϯɾάϥϑΟοΫɾಈը࡞੒ɾΞχϝʔγϣϯ౳ʑʣ Λߦ͍·͢ɻ ࢴഔମ اըఏҊ 69σβΠϯ ϓϩτλΠϐϯά Ϧαʔν 6*σβΠϯ ϚΠΫϩΠϯλϥΫ γϣϯ Ξχϝʔγϣϯ άϥϑΟοΫ 2021 Copyright Fuller, Inc. All Rights Reserved. CONFIDENTIAL

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL 38 ϋʔυΦϑ͞·ͱͷ σδλϧྖҬσβΠϯͷऔΓ૊Έ σδλϧͰͷମݧΛσβΠϯ͢ΔͨΊʹ͸ɺͦͷΫϥΠΞϯ τͷϏδωεϞσϧɾϏδωεͷํ਑ɾσδλϧϓϩμΫτ ͷશମ೺ѲɾཪଆͷΦϖϨʔγϣϯɾݱঢ়ͷج൫γεςϜͷ ཧղͳͲͳͲσδλϧʹ·ͭΘΔ༷ʑͳଆ໘ͰͷσβΠϯཁ ݅Λཧղͭͭ͠ɺσδλϧྖҬͷϓϩμΫτΞ΢τΛ͍ͯ͠ ͔ͳ͚Ε͹͍͚·ͤΜɻ

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL ೥"QQMF͔ΒJ1IPOFͷొ৔ɻܞଳΛεϚʔτϑΥϯͱ͍͏৽͍֓͠೦ʹม͑ͨɻͦͯ͠ɺʮ"QQ4UPSFʯ ΋ੜ·ΕʮΞϓϦʯ࣌୅ͷນ։͚ͱͳΔɻ ೥J1IPOFͷ஀ੜ εϚʔτϑΥϯͷ஀ੜ 42 ೥J1IPOFͷ஀ੜʹΑΓʮΞϓϦʯ͕ੜ·ΕΔ Ҿ༻ɿIUUQTXXXDOCDDPNTUFWFKPCTCJMMHBUFTIPXUPCFTVDDFTTGVMIUNM

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL Πϯϑϥͷ؀ڥͷਐԽ଎౓ 43 *5։ൃͰ͸ɺՈͰݴ͏ͱ͜ΖͷΠϯϑϥ؀ڥ͕ܶతʹมԽ͍ͯͨ͘͠Ίɺैདྷͷ։ൃϑϩʔͰ͸Ϣʔβʔʹٻ ΊΒΕΔ΋ͷ͸૑Γग़ͤ·ͤΜɻιϑτ΢ΣΞ։ൃͰΞδϟΠϧ։ൃ͕קΊΒΕΔͷ΋͜Ε͕ىҼ͍ͯ͠·͢ɻ ΑΓૣ͘ɾΑΓϢʔβʔʹద੾ͳ΋ͷΛఏڙ͢Δ͜ͱΛળ Π ϯ ϑ ϥ Ո ΞϓϦ ਫ ిؾ ౔஍ ΞϓϦ ୺຤04 ௨৴ Π ϯ ϑ ϥ ܶతͳ੒௕଎౓ ʲ۩ମతͳࣦഊྫʳ ೥લʹઃܭͨ͠5XJUUFSΞΧ΢ϯτ࿈ܞػೳ͕ɺ༗ঈαʔϏεʹͳͬͯ͠·ͬͨɻ JQIPOF9ͷσϑΥϧτػೳͱ࣮ͯ͠૷͞Εͯɺͦ΋ͦ΋χʔζ͕ͳ͘ͳͬͨɻ

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Copyright Fuller, Inc. All Rights Reserved. 2021 CONFIDENTIAL Πϯϑϥͷ؀ڥͷਐԽ଎౓ 44 *5։ൃͰ͸ɺՈͰݴ͏ͱ͜ΖͷΠϯϑϥ؀ڥ͕ܶతʹมԽ͍ͯͨ͘͠Ίɺैདྷͷ։ൃϑϩʔͰ͸Ϣʔβʔʹٻ ΊΒΕΔ΋ͷ͸૑Γग़ͤ·ͤΜɻιϑτ΢ΣΞ։ൃͰΞδϟΠϧ։ൃ͕קΊΒΕΔͷ΋͜Ε͕ىҼ͍ͯ͠·͢ɻ લఏ৚͕݅೥ͰΨϥοͱมΘΔɾਐԽ͢Δੈք 30 10 5G 100 OS 1 OS