CIID Summer School - Service Design

by Masaki Haruta

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CIID Summer School - Service Design Cookpad Product Kitchen #2 Masaki Haruta @ freee

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!2 ͸ΔͨΜ Masaki Haruta UX Designer ԣ඿ࠃཱେֶܦӦֶ෦ձܭ৘ใֶՊଔɻ೥݄ʹGSFFFג ࣜձࣾͰΠϯλʔϯΛ͸͡Ίɺ੫ཧ࢜޲͚ͷ੫຿ਃࠂιϑτ ਃࠂGSFFFͷ্ཱͪ͛ɺӡ༻Λߦ͏ɻ೥݄ࣾһ΁ɻ ೥݄ݸਓࣄۀओ޲͚ʹɺ֬ఆਃࠂʹඞཁͳ४උॻྨΛ ਍அ͢Δ-*/&CPUͷاըɺσβΠϯΛ୲౰ɻ झຯ͸Ϗʔϧɺि຤͸મ౬ͱ͔૲໺ٿɻ ࣗݾ঺հ @hrtnde

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!3 GSFFFͰؔΘ͖ͬͯͨϓϩμΫτ ࣭໰ܗࣜͰ֬ఆਃࠂॻྨ͕ ࡞੒Ͱ͖Δػೳͷվળ ֬ఆਃࠂʹඞཁͳॻྨ͕ ෼͔Δ-*/&CPUͷ৽ن։ൃ ੫ཧ࢜ɾձܭ࢜޲͚ͷ ੫຿ਃࠂιϑτͷ৽ن։ൃ

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4 αʔϏεσβΠϯ ʹֶ͍ͭͯΜͩࣄΛ࿩͠·͢

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5 ɾӳޠͰ8PSLTIPQ͔ͨͬͨ͠ ɾڈ೥ͷ͜ͷΠϕϯτͰ$**%Λ஌ͬͨ $**%ΛબΜͩཧ༝

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ͳͥService Design?

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8 ֬ఆਃࠂͷվળΛ௨ͯ͡ײͨ͡ݶք͔Βɺ কདྷతʹ4FSWJDF%FTJHOFSͱͯ͠ಇ͘͜ ͱʹڵຯ͕͔͋ͬͨΒ Service DesignΛબΜͩཧ༝

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Service Designͱ͸ʁ

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ఆ͕͍ٛͬͺ͍ͰΘ͔ΒΜ

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αʔϏεͱ͸ɺ͋ͳ͕͍ͨͨ͜͠ͱΛखॿ͚͢ΔλεΫͷੵΈॏͶͰ͋Δɻ ྫ͑͹ɺंͷӡసͷ࢓ํΛֶͿΑ͏ͳͱ͖ͷ͜ͱɻ ӡస໔ڐ͸λεΫΛ͜ͳͨ݁͠ՌͰ͔͠ͳ͘ɺ ͦͷ੒Ռ͸ंΛӡస͢Δ͜ͱʹ͋Δɻ ѱ͍αʔϏε͸໊ࢺత ӡస໔ڐ Ͱ͋Γɺ ྑ͍αʔϏε͸ಈࢺత ӡసΛֶͿ Ͱ͋Δɻ ҙ༁

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15 Ϗδωε΍ࣾձΛऔΓר͘؀ڥͷ࢓૊ΈΛ ཧղ͠ɺαʔϏεͱ઀͢ΔਓʑͷҰ࿈ͷମ ݧΛแׅతʹվળ͍ͯ͘͠Ξϓϩʔνʁ ๻ͳΓͷService Designͷղऍ

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5೔ؒͰ΍ͬͨ͜ͱ

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17 ೥ʹ޲͚ͯɺγΣΞϦϯάͷަ௨ खஈͷັྗΛߴΊɺίϖϯϋʔήϯͷ ੜ׆ͷ࣭Λվળ͢ΔΑ͏ͳαʔϏεΛ σβΠϯ͠Α͏ɻ ͓୊

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Service Safari Day1

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Service Safari Day1

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Day1 Ecosystem Map

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Day2 Guerrilla Interview

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25 1.Start by listening 2.Funnel a conversation 3.But never lead the conversation! 4.Additional phrases 5.The power of silence Research Methods

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Day3 Insight

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Day3 HMW

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Day3 Crazy8s

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Day4 Prototyping

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Day4 Testing

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Day4 Testing

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Day4 Service Blueprint

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Day5 Presentations

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ֶͼͱؾ෇͖

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39 Holisticʢશମతʣ User-CenteredʢϢʔβʔத৺ʣ Visual Thinkingʢࢹ֮తࢥߟʣ Co-Createʢڞ૑ʣ Reframeʢ࠶ߏ੒ʣ Test & Iterateʢݕূˍ൓෮ʣ Service DesignΛ࣮ફ͢Δ্ͰେࣄͳϚΠϯυ

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40 ͭ·ΓɺϏδϡΞϧԽͯ͠ΞΠσΞΛڞ༗͠ɺ ݕূɾվળΛ܁Γฦ͢ͷ͕$**%ྲྀʂʁ ΞυόΠεΛฉ͍ͨ౰ॳ

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41 ɾϏδϡΞϧʹ͠ͳ͍ͱٞ࿦Ͱ͖ͳ͍ ɾϓϩτλΠϓ͕ͳ͍ͱٞ࿦Ͱ͖ͳ͍ ɾݴ༿͚ͩͰٞ࿦͢Δ͜ͱ͕ෆՄೳ WorkshopΛ௨ͯ͡෼͔ͬͨ͜ͱ(ओ؍)

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42 3FTFBSDI%PXOMPBE΍*EFBUJPOͰ ϝϯόʔ͔Βग़ͯ͘Δҙݟ͕શͯ૝ఆ֎ ৼΓฦΔͱ…

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43 3FTFBSDI%PXOMPBE΍*EFBUJPOͰ ϝϯόʔ͔Βग़ͯ͘Δҙݟ͕શͯ૝ఆ֎ ৼΓฦΔͱ… Ͱ΋ɺ͜Ε͕໘ന͍ΞΠσΞʹ ͭͳ͕͍ͬͯͨؾ͕͢Δ

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44 ϏδϡΞϧԽͯ͠ΞΠσΞΛڞ༗͠ɺݕূɾվળΛ܁Γ ฦ͢͜ͱͰɺଟ༷ͳόοΫάϥ΢ϯυΛ࣋ͬͨϝϯόʔ ͷΞΠσΞΛαʔϏεʹ൓өͰ͖Δʂ ؾ෇͖

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·ͱΊ

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46 ɾϏδϡΞϧԽʹΑͬͯνʔϜͷ໨ઢΛἧ͑Δ ɾଟ༷ͳࢹ఺͸ΞΠσΞͷछʹͳΔ ɾLearning by doing ·ͱΊ