成功するデザインの基盤は？実例から紐解く、共感の重要性 / The Foundation of Successful Design: The Key Role of Empathy

ice ice nding nding ੒ޭ͢ΔσβΠϯͷج൫͸ʁ ࣮ྫ͔Βඥղ͘ɺڞײͷॏཁੑ Speaker : Tochio Ikumi
Date : 12݄7೔(౔) 16:30 - 17:30 #spectrumfest2024 Serv Serv Bra Bra Serv Serv Bra Bra ice ice nding nding

ࠓ೔͓࿩͢͠Δ͜ͱ !UPDIJP About myself ࢲʹ͍ͭͯ Why is “Fan“ so
essential? ͳͥɺϑΝϯ͕ඞཁෆՄܽͳͷ͔ How to make Lovable brand Ѫ͞ΕΔϒϥϯυ࡞Γͷϓϩηε

!UPDIJP ͋ͬͱ͍͏ؒʹɺσβΠφʔྺ೥໨ʹͳΓ·ͨ͠ɻ ීஈ͸σβΠϯձࣾͰαʔϏεϓϩμΫτΛத৺ʹɺ νϥγ΍ಈըͳͲपลͷλονϙΠϯτͷੈք؍·Ͱߏங͢ΔͳͲɺ 6*σβΠφʔ͕खֻ͚ΔྖҬΛ޿͛Α͏ͱฃಆதͰ͢ɻ ԿͰ΋԰͞Μͱͯ͠ɺຖ೔ָ͘͠σβΠϯ࡞ͬͯ·͢ʂ ಢඌߦඒ Tochio Ikumi
$SFBUJWF%JSFDUPS @ tochio193 Introduction Introduction

"CPVUNZTFMGcࢲʹ͍ͭͯ !UPDIJP

"CPVUNZTFMGcࢲʹ͍ͭͯ !UPDIJP Push the world forward with design that
moves people’s hearts ϋʔτΛ༳͞ͿΔσβΠϯͰੈքΛલਐͤ͞Δ

"CPVUNZTFMGcաڈͷΫϦΤΠςΟϒͨͪ !UPDIJP

"CPVUNZTFMGcաڈͷΫϦΤΠςΟϒͨͪ !UPDIJP ੍࡞ൿ࿩͸ͪ͜Β͔Β ▶︎ ▶︎ ▶︎

ࠓ೔͓࿩͢͠Δ͜ͱ !UPDIJP About myself ࢲʹ͍ͭͯ Why is “Fan“ so

!UPDIJP ͢ΔσβΠϯʁ ੒ޭ 8IZJTl'BOlTPFTTFOUJBM c੒ޭ͢ΔσβΠϯʁͬͯͳΜͩΖ͏

!UPDIJP ച্૿Ճʁ Ϣʔβʔͷମݧ޲্ʁޮ཰ੑʁίετ࡟ݮʁ ࣾձ΁ͷΠϯύΫτʁϒϥϯυՁ஋ͷ޲্ʁ

!UPDIJP ͕૿͍͑ͯΔ ϑΝϯ

!UPDIJP 8IZJTl'BOlTPFTTFOUJBM cࢲͷఆٛ͢ΔʮϑΝϯʯͱ͸ αʔϏεΛ࢖͍ͬͯΔ ࣗ෼͕޷͖ ܧଓతʹར༻͠Α͏ ૉఢͳαʔϏε͔ͩΒ ଞͷਓʹ΋ڭ͑Α͏

!UPDIJP 8IZJTl'BOlTPFTTFOUJBM cࢲͷఆٛ͢ΔʮϑΝϯʯͱ͸ αʔϏεΛ࢖͍ͬͯΔ ࣗ෼͕޷͖ ܧଓతʹར༻͠Α͏ ҆ͯ͘ධՁͷ͍͍ڝ߹αʔϏε͕ग़ͨΒ ৐Γ׵͑ͯ͠·͏Մೳੑ΋ ػೳ͕࢖͑Ε͹
ͳΜͰ΋͍͍΍ʜ ϑΝϯ͡Όͳ͍৔߹ʜ ૉఢͳαʔϏε͔ͩΒ ଞͷਓʹ΋ڭ͑Α͏

!UPDIJP ϑΝϯ͕૿͑Δ ੒ޭ 8IZJTl'BOlTPFTTFOUJBM cϑΝϯ͕૿͑Δ͜ͱͰಘΒΕΔϝϦοτ

!UPDIJP ϒϥϯυՁ஋ͷ ޲্ ʷ ʷ ϑΝϯ͕૿͑Δ͜ͱͰಘΒΕΔϝϦοτ ޱίϛޮՌ ڝ߹ͱͷࠩผԽ

!UPDIJP Ͳ͏ͨ͠ΒϑΝϯ͕૿͑Δͷ͔ 8IZJTl'BOlTPFTTFOUJBM cେࣄͳ̏ͭͷ؍఺

!UPDIJP ࢲͨͪͷ૝͍ Us ར༻ऀͷ૝͍ Users ࣾձશମͷ՝୊ Society

!UPDIJP αʔϏεΛ࡞Δ Θͨͨͪ͠ͷʮ૝͍ʯ ࣄۀऀ΍࡞Γख͕࣋ͭɺʮͳͥ͜ͷαʔϏε΍঎඼Λఏڙ͢Δͷ͔ʁʯͱ ͍͏໨త΍೤ҙͰ͢ɻྫ͑͹ɺʮʙ͢ΔੈքΛ࡞Γ͍ͨʯͱ͍ͬͨئ͍Ͱ ͢ɻ͜ͷࢥ͍͕ϒϥϯυͷ֩ͱͳΓɺํ޲ੑΛܾఆ͚ͮ·͢ɻ ࠷ۙͩͱɺϏδϣϯɾϛογϣϯͳͲͷݴ༿Ͱදݱ͞Ε͍ͯΔ͜ͱ΋ଟ͍ ͱࢥ͍·͢ɻ What
is “Us“? ࢲͨͪͷ૝͍ Us

!UPDIJP ࣾձ͕ٻΊΔՁ஋Λ ൓ө͢Δࢹ఺ ؆୯ʹ͍͏ͱࣾձશମͷ՝୊ɾظ଴Ͱ͢ɻ ͨͱ͑͹ɺʮ৯඼ϩεΛݮΒ͍ͨ͠ʯʮ؀ڥʹ༏͍͠બ୒Λ૿΍͍ͨ͠ʯ ͱ͍ͬͨτϨϯυΛ൓ө͢Δ͜ͱ͕ɺϒϥϯυ΁ͷ޿͍ࢧ࣋ʹͭͳ͕Γ· ͢ɻ What is
“Society“? ࣾձશମͷ՝୊ Society

!UPDIJP Ϣʔβʔͷ՝୊΍ظ଴Λ ਂ͘ཧղ͢Δࢹ఺ αʔϏε΍঎඼Λར༻͢Δਓ͕ʮͲΜͳ೰ΈΛ๊͍͑ͯΔͷ͔ʯʮͲΜͳ ମݧΛٻΊ͍ͯΔͷ͔ʯͷࢹ఺Ͱ͢ɻ ͨͱ͑͹ɺʮങ͍෺ͷ࣌ؒΛ୹ॖͯ͠ɺՈ଒ͱ΋ͬͱա͍ͨ͝͠ʯͱ͍͏ ར༻ऀͷئ͍Λࢦ͠·͢ɻ͜ͷ՝୊΍ظ଴ʹԠ͑Δ͜ͱ͕ɺϒϥϯυΛ޷ ͖ʹͳͬͯ΋Β͏ୈҰาʹͳΔ͔ΒͰ͢ɻ What
is “Users“? ར༻ऀͷ૝͍ Users

!UPDIJP Us զʑͷ૝͍ Society ࣾձͷτϨϯυɾ ՝୊ɾظ଴ Users ར༻ऀͷࢥ͍ɾ ՝୊ɾظ଴
ɹ͜ͷ̏ͭͷ؍఺Λֻ͚͋ΘͤΔ͜ͱͰ Ϣʔβʔ͸͜ͷαʔϏε͸ࣗ෼ͷͨΊʹ͋Δͱײ͡Δ͜ͱ͕Ͱ͖Δ ڞײϙΠϯτ

8IZJTl'BOlTPFTTFOUJBM cࠓ೔͓࿩͢ΔϓϩδΣΫτ !UPDIJP

8IZJTl'BOlTPFTTFOUJBM cίʔϓσϦ୐഑ΞϓϦͱ͸ʁ !UPDIJP ؔ౦৴ӽ ౎ݝ Ճೖऀ ສਓ ˞೥݄࣌఺
ੜڠ

8IZJTl'BOlTPFTTFOUJBM cίʔϓσϦͷ̏ͭͷԁ !UPDIJP ੜ׆ʹ࠼Γ΍มԽΛ ٻΊ͍ͯΔ ࢲͨͪͷ૝͍ ར༻ऀͷ૝͍ ࣾձશମͷ՝୊ ˞࣍ϖʔδͰิ଍͠·͢
৯΂Δ͋͠Θͤɺࣗ෼Β͍͘͠Β͠ ʮͱ΋ʹʯͷྗͰɺসإͷ໌೔Λ

8IZJTl'BOlTPFTTFOUJBM cϢʔβʔϑΝΠϯσΟϯάε !UPDIJP σβΠϯΞϓϩʔν ޿ࠂʹΑΔߪങͷڧ੍తͳίϛϡχέʔγϣϯͰ͸ͳ͘ ࣗવͳ͍ͭͰങ͍΍·ͱΊങ͍ͷཱ྆Λ໨ࢦ͢ ϢʔβʔͷϑΝΠϯσΟϯάε ˣ ໨తങ͍͕ओͱͳ͓ͬͯΓɺ
ʰങ͍෺ମݧʱΛָ͠Ήͱ͍͏ΑΓ΋ɺ ඞཁͳ΋ͷΛങ͏ϧʔςΟϯʹͳ͍ͬͯΔ Ϣʔβʔ͕ແཧͳ͘৽ͨͳ঎඼ͱग़ձ͑ΔػձΛσβΠϯ

!UPDIJP σβΠϯΞϓϩʔν λʔήοτΛڱΊͳ͍ΠϯΫϧʔγϒσβΠϯ ৭ʑͳ੾ΓޱΛ༻ҙ͢Δ͜ͱͰ ଟ͘ͷϢʔβʔͷϢʔεέʔεΛ୲อͰ͖ΔΑ͏ʹ ϢʔβʔͷϑΝΠϯσΟϯάε ˣ ʲ೥ྸ૚ߴʳখ͞ͳը໘Ͱͷૢ࡞͕ετϨε ʲ೥ྸ૚௿ʳ伱ؒ࣌ؒͰങ͍෺Ͱ͖ΔΑ͏ʹ
Ұཡੑ͕΄͍͠

!UPDIJP ϢʔβʔͷϑΝΠϯσΟϯάε ϧʔςΟϯͷ঎඼Λத৺ʹ஫จ͠ ෆ଍෼ΛεʔύʔͰങ͏ ˣ σβΠϯΞϓϩʔν ߪೖͨ͠঎඼͕͙͢ʹΘ͔Δઃܭʹ εʔύʔͳͲͰΞϓϦΛ։͖ͳ͕Βങ͍෺͕Ͱ͖ΔΑ͏ʹ ࢹ֮తʹΘ͔Γ΍͍͢ઃܭ΁

!UPDIJP ঎඼໊΍Ձ֨ɺΞϨϧήϯදࣔͳͲͷ৘ใΛ੔ཧ͠ɺҰཡੑͱૢ࡞ੑΛ޲্ ߪೖχʔζผͰλϒΛ༻ҙ͠ɺΑΓଟ͘ͷ঎඼ͱग़ձ͑ΔΑ͏ʹ

!UPDIJP ୐഑ಠࣗͷߪೖϑϩʔΛΠϥετԽ͠ɺॳ৺ऀʹ΋෼͔Γ΍͍͢ମݧʹ ߪೖʹ௚݁͠ͳ͍৘ใΛݮΒͯ͠ɺγϯϓϧͳը໘ʹ

ࠓ೔͓࿩͢͠Δ͜ͱ !UPDIJP About myself ࣗݾ঺հ Why is “Fan“ so

!UPDIJP ॳظͷίϯηϓτΛͲͷΑ͏ʹઃఆͨ͠ͷ͔

How to? How to? Ѫ͞ΕΔϒϥϯυ࡞ΓͷͨΊͷϓϩηε How to? How to? !UPDIJP
ओ؍ͰͷධՁ ·ͣ͸ཧ૝Λඳ͘ ΫϥΠΞϯτͷ૝͍ΛҾ͖ग़͠ɺ൓ө͢Δ ఻͑Δͱ͜Ζ·Ͱฒ૸͢Δ

௕೥ར༻͍ͯ͠ΔϢʔβʔʹͱͬͯɺక੾΍഑ୡ ೔ɺαΠΫϧͱ͍ͬͨ৘ใ͸े෼ʹ೺Ѳ͍ͯ͠Δ৘ ใͳͷͰ͸ͳ͍͔ʁݱࡏͲͷاըճͷ஫จΛߦͬ ͍ͯΔ͔͕Ұ໨Ͱ෼͔Δ࢓૊Έ͕͋Ε͹ɺͦͷ෼ ঎඼ͷΤϦΞΛେ͖͘Ͱ͖ͦ͏ʜʁ ΞϨϧΪʔදࣔͷΞΠίϯͰ͋Δʹ΋ؔΘΒ ͣɺࢹ֮తʹΤϥʔදࣔͱࠞಉ͞ΕΔՄೳੑ ͕͋Γͦ͏ ঎඼Ұཡ͕ຊདྷՌͨ͢΂͖ൺֱɾબ୒ͷ໾ׂ Λे෼ʹՌ͍ͨͤͯͳ͍ʁ ঎඼໊͕খ্͍͞ʹɺ਺ྔ੾Γସ͑ίϯϙʔωϯ τͷӨڹͰදࣔͰ͖Δจࣈ਺੍͕ݶ͞Ε͓ͯΓɺ Ϣʔβʔ͕঎඼Λߪೖ͢Δ͔Ͳ͏͔ͷ൑அ͕ৄࡉ ը໘ʹཔΒ͟ΔΛಘͳ͍ ஫จΛԡͨ͋͠ͱͷΠϯλϥΫγϣϯ͕ͳ ͘ɺ௥Ճ͞Εͨͷ͔Ͳ͏͔͕Θ͔ΓͮΒ͍ ͦ΋ͦ΋ࠨͷΑ͏ʹɺύοέʔ δͰ঎඼Λ೺Ѳ͢Δ͜ͱ΋Ͱ͖ ΔͷͰɺߪೖʹ௚݁ͦ͠͏ͳۚ ֹΛҰ൪࠷ॳʹ࣋ͬͯ͘Δͷ΋ ྑ͍ͷ͔΋ɻ ͱΓ͋͑ͣ҆ͯ͘ྑͦ͞͏ͳ΋ ͷΛങ͍෺͔͝ʹೖΕࠐΜͰ΋ Β͍͋ͱͰൺֱݕ౼Ͱ͖ΔΑ͏ ʹͯ͠΋͍͍͔΋ʁ ՄѪ͘ʂϫΫϫΫ͍ͤͨ͞ʂ ͱʹ͔͘ɺؾʹͳͬͨ͜ͱ΍ ΍Γ͍ͨ͜ͱΛશ෦ॻ͘

ओ؍ͰͷධՁ ·ͣ͸ཧ૝Λඳ͘ ΫϥΠΞϯτͷ૝͍ΛҾ͖ग़͠ɺ൓ө͢Δ ఻͑Δͱ͜Ζ·Ͱฒ૸͢Δ Ϣʔβʔʹͱͬͯͷ ϕετͳମݧ͸Կ͔ʁ ࣗ෼͕࢖͍ͨ͘ͳΔ ମݧ͸Կ͔ʁ

ੜ׆ʹ࠼Γ΍มԽΛ ٻΊ͍ͯΔ ࢲͨͪͷ૝͍ ར༻ऀͷ૝͍ ࣾձશମͷ՝୊ ˞ϖʔδͰઆ໌ ৯΂Δ͋͠Θͤɺࣗ෼Β͍͘͠Β͠ ʮͱ΋ʹʯͷྗͰɺসإͷ໌೔Λ

ੜ׆ʹ࠼Γ΍มԽΛ ٻΊ͍ͯΔ ࢲͨͪͷ૝͍ ར༻ऀͷ૝͍ ࣾձશମͷ՝୊ ˞ϖʔδͰઆ໌ ৯΂Δ͋͠Θͤɺࣗ෼Β͍͘͠Β͠ ʮͱ΋ʹʯͷྗͰɺসإͷ໌೔Λ ೔ৗͷങ͍෺Λʮָ͍͠γϣοϐϯάʯʹ ίϯηϓτ

!UPDIJP How to? How to? Ѫ͞ΕΔϒϥϯυ࡞ΓͷͨΊͷϓϩηε How to? How
to?

ཧ૝ͷϥϯσΟϯάϖʔδΛ উखʹඳ͍ͯΈΔ $73ΛߴΊΔ-1σβΠϯʹ͍ͭͯ ▶︎ ▶︎ ▶︎ ؔ࿈ϒϩά ͲΜͳϏδϡΞϧ͕ ৺Λಈ͔͢ͷ͔ʁ ࢖͍৺஍΍ػೳ໘Ͱ ͲΜͳ޻෉͕ඞཁ͔ʁ

How to? How to? Ѫ͞ΕΔϒϥϯυ࡞ΓͷͨΊͷϓϩηε How to? How to?
!UPDIJP ϥϑ σβΠϯ Ϣʔβʔςετ Ϣʔβʔςετ

໨͸ͲΜͳث׭ΑΓ΋ ࠷΋଎͘ɾଟ͘ͷ΋ͷΛ ίϛϡχέʔγϣϯ͢Δ ਓ͕ड͚औΔ৘ใͷ͸໨͔Βɺ͕͔ࣖΒɺͦͷଞ ʢ઒উٱʰ৽޿ࠂͷ৺ཧʱʣ ϏδϡΞϧઐ೚ύʔτφʔ5030 ▶︎ ▶︎ ▶︎ ؔ࿈ϒϩά

!UPDIJP ϏδϡΞϧɾ 6*σβΠϯͰ۩ݱԽ ϒϥϯυΨΠυϥΠϯΛ ࠶ղऍ ϒϥϯυύʔιφϦςΟʹ མͱ͠ࠐΉ

!UPDIJP

!UPDIJP ΨΠυϥΠϯΛ ࠶ఆٛ

6*69σβΠϯ ֤छϥΠςΟϯά ֤छΨΠυϥΠϯ ֤छ-1σβΠϯ ֤छΩϟϯϖʔϯνϥγ ϦχϡʔΞϧࠂ஌ಈը ΠϥετϨʔγϣϯ ΞχϝʔγϣϯɾΠϯλϥΫγϣϯ

Ձ஋΍ັྗΛ఻͑ΔͨΊͷ ίϛϡχέʔγϣϯσβΠϯ ࣮ࡍͷ഑ୡʹಉ৐ͤͯ͞΋Β͍ ՝୊ΛνΣοΫͨ͠ΓͳͲ ιϑτ΢ΣΞͷ࿮Λඈͼӽ͑ͨίϛϡχέʔγϣϯ σβΠϯ ▶︎ ▶︎ ▶︎ ؔ࿈ϒϩά

!UPDIJP w Ұ؏ͨ͠ϒϥϯυମݧΛఏڙ͠΍͍͢ ϓϩμΫτଆͷҙਤΛਂ͘ཧղ͍ͯ͠ΔσβΠφʔ͕ϚʔέςΟϯά΋୲౰͢Δ͜ͱͰɺΑΓਖ਼֬ ͳސ٬χʔζΛ൓өͨ͠ϝοηʔδ΍σβΠϯΛಧ͚΍͘͢ͳΔ w ࡞ۀɾ࿈ܞͷޮ཰Խ ࿈ܞʹ͔͔ΔखؒΛݮΒ͠ɺϦϦʔε·ͰΛ࠶୹ظ͔ͭεϜʔζʹਐߦͰ͖Δ w ମݧશମΛ၆ᛌͰ͖Δ ΧελϚʔδϟʔχʔΛҙࣝͯ͠σβΠϯ͠΍͍ͨ͢ΊɺஅยతͰͳ͍ɺྲྀΕΔΑ͏ͳϢʔβʔ ମݧ͕ݕ౼͠΍͍͢ɻ ྫʣ޿ࠂόφʔ΍-1ͰڵຯΛҾ͍ͨϢʔβʔ͕ϓϩμΫτΛར༻͠ɺ࠶ͼϚʔέςΟϯά׆ಈͰΤϯήʔδϝϯτΛߴΊΔͱ͍ͬͨྲྀΕΛҰͭͷମݧͱͯ͠ઃܭՄೳ

ϒϥϯυͷجૅͱͳΔ෦෼ΛݴޠԽ͠ɺ ଞͷλονϙΠϯτ΁ͱܨ͍͛ͯ͘ αʔϏεϒϥϯσΟϯάͷߟ͑ํ

ϦχϡʔΞϧޙͷ੒Ռʹ͍ͭͯ !UPDIJP ΞΫςΟϒϢʔβʔ਺ ສʢ૿ʣ ໿ ཭୤཰΋ େ෯ʹ௿Լ ΞΫςΟϒϢʔβʔ਺ ສ

!UPDIJP ࠷ޙʹ

!UPDIJP Push the world forward with design that moves
people’s hearts ϋʔτΛ༳͞ͿΔσβΠϯͰੈքΛલਐͤ͞Δ

!UPDIJP Push the world forward with design that moves
people’s hearts ୭ͷʁ ·ͣ͸ࣗ෼ͷʂ ϋʔτΛ༳͞ͿΔσβΠϯͰੈքΛલਐͤ͞Δ

!UPDIJP Ѫͤ͹Ѫ͢΄Ͳɺ૝͍͸఻ΘΔ

ຊ೔ͷ·ͱΊ !UPDIJP ڞײͷੜ·ΕΔαʔϏε͸ඞͣ৳ͼΔ w ʮαʔϏεͷ૝͍ʯʮϢʔβʔʯʮࢢ৔ʯͷ̏఺Λֻ͚߹ΘͤΑ͏ w ϑΝϯΛ࡞ΔͨΊͷମݧΛσβΠϯ͠Α͏ʺද૚σβΠϯʹཹ·Βͳ͍ w ͳʹΑΓɻࣗ෼ͷϋʔτ͕ϫΫϫΫ͢ΔσβΠϯΛɺ·ͣ͸࡞Ζ͏
ͦͷͨΊʹ͸ key takeaway ʹϏδωεʹߩݙͰ͖Δ

!UPDIJP Thank you ! Thank you ! !UPDIJP

͓஌Βͤ !UPDIJP ϝϯόʔืूத ΫϦΤΠςΟϒσΟϨΫλʔ 6*σβΠφʔ ΢ΣϒαΠτ΍ΞϓϦέʔγϣϯʹͱͲ·ΒͣϢʔβʔʹͱͬͯ Ձ஋ͷ͋ΔମݧΛઃܭ͢Δ໾ׂͰ͢ɻαʔϏεͱϢʔβʔΛܨ͙ ͢΂ͯͷ઀఺ΛσβΠϯ͠ɺ࢖͍΍͘͢৺஍Α͍ΠϯλʔϑΣΠ εΛߟ͍͖͑ͯͨͩ·͢ɻ
ϒϥϯσΟϯάΛϦʔυɻ͞·͟·ͳσβΠϯઓུͷཱҊ͔Β ࣮ߦ·ͰΛ୲౰͍͖ͯͨͩ͠·͢ɻιϑτ΢ΣΞϓϩμΫτΛ த৺ʹɺͦͷपลͷλονϙΠϯτ΋ؚΊͨσβΠϯΛ௨ͯ͡ɺ αʔϏε΍اۀͷ੒௕Λαϙʔτ͢Δ໾ׂͰ͢ɻ ࠾༻৘ใ͸ͪ͜Β We’ re Hiring ! We’ re Hiring !

͓஌Βͤ !UPDIJP ৄࡉ͸ͪ͜Β 6*σβΠφʔͷํ޲͚ͷ ಛઃαΠτΛ࡞Γ·ͨ͠ʂ

65 (PPEQBUDI*OD

成功するデザインの基盤は？実例から紐解く、共感の重要性 / The Foundation of...

成功するデザインの基盤は？実例から紐解く、共感の重要性 / The Foundation of Successful Design: The Key Role of Empathy

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