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CIID Service Design Thinking in Singapore
デザイン思考でシンガポールの交通サービスをリサーチする
Yoko Nishida
Tokyo Meetup
2018/09/07
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Overview
1⽇⽬
Design Thinking
5 Whys
Learning
Doing
Design Research
Learning
Field Research
Doing
Documentation
Doing
User Journey Mapping
Doing
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Insights
HMW / Opportunity
Doing
Doing
Concept Development
Doing
Prototyping
Doing
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Test
Documentation
Doing
Doing
Blue print
Learning
Change Manegement
Learning
Discussion
(Value of Design Thinking
in Business)
Doing
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Design Thinkingͱ
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Definition
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Mindset
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Design Thinking Process
IMAGE by Standford University diagram
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Lean & Agile
IMAGE by Dave Landis
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People-Centred Design Process
IMAGE by Arvind Sanjeev
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Design Thinking for Service
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Strategy Design
IMAGE by Nuria Solsona
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Service Interaction
IMAGE by Nuria Solsona
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Touchpoints
IMAGE by Interaction Design Foundation
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Design Research
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テーマ
Design a product, service or system for 2025
that decrease the use of private transport
and improve of quality of life in Singapore
Singapore is seeking to reduce cars on the road, to help achieve
the carbon neutral goal for 2025, and also ease congestion.
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シンガポールの交通サービス
2ਓϖΞʹͳͬͯɺ֤ަ௨αʔϏεͷར༻ঢ়گΛௐࠪ
1. Uber / Grab
2. Taxi
3. Public bus
4. MRT（地下鉄）
5. Bike sharing
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SOCIO-CULTURAL
Population shift
TECHNOLOGICAL
Iot & Communication
ENVIRONMENTAL
Alternative of Living
SOCIO-CULTURAL
Define the Gray Space
POLITICAL
Citizen Engagement
& Lean Public Service
ECONOMY
Digital & Sharing economy
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Research Methods
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In-Depth Interview
1ର1Ͱ࣌ؒΛ͔͚ͯਂ͘۷ΓԼ͛ͯฉ͘
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֗಄Ͱ௨Γ͔͔ͬͨਓʹ͔͚͠Δ
Intercept Interview
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ϢʔβʔͷഎޙͰߦಈΛ؍͢Δ
Participant Shadowing
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αʔϏεΛ࣮ࡍʹମײͯ͠ɺ
εςʔΫϗϧμʔͷχʔζΛཧղ͢Δ
Immersive Experiences
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Field Research
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Analysis & Ideation
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IMAGE by Damien Newman’s Design Squiggle
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Documentation
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Documentation
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User Journey Mapping - Touchpoint
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Synthesis - Insight
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How Might We Question - Opportunity
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How Might We Question - Opportunity
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CRAZY 8S
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Concept Development
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Prototyping
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Test
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Prototyping
Prototyping Piloting MVP
Purpose
Develop and refine
the experience
Test for roll out /
scalping in the team
Go to the market fast
Focus on Desirability Feasibility Viability
Fidelity Low-med Med Med-high
IMAGE by LIVEWORKSTUDIO
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Presentation
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Blue print
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Discussion
実務にデザイン思考をどう活かすのか
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How can we stop
working in silos?
How can we act on
the user’s needs?
How can we avoid
the assumption trap?
How can we work
together?
How can we hold on
early solutions?
How can we continue
the iterative process?
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·ͱΊ
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サービスにおけるデザイン思考
ɾMindsetɿ͍··Ͱͷࢥߟ / ΓํΛม͑ͯΈΔ
ɾVisualizationɿจষˍΠϥετʹॻ͖ग़͢
ɾPrototypeɿ༷ͷϢʔβʔϏϦςΟ ʻ ମݧˍίϯηϓτ
ɾTestɿݕূΛ܁Γฦͯ͠վળ͍ͯ͘͠
ɾPeople-CentredɿϢʔβʔ͚ͩͰͳ͘εςʔΫϗϧμʔแׅͨ͠
ࢹͰαʔϏεΛଊ͑Δʢex. ࡾํΑ͠ʣ