Practicing Service Design &...

© 2017 Toshiba Corporation

Practicing

Service Design & Innovation

Keiji Ogata, Ph.D Chang Shian Wei 12 January 2017


1890 1923 1930

1989 1992 1996 2013 2015

141 Years of Technological Innovation

1960 1967 1930 1978 1931


1890 1923 1930

1989 1992 1996 2013 2015


1960 1967 1930 1978 1931

1944

0.68 billion yen



1890 1923 1930

1989 1992 1996 2013 2015


1960 1967 1930 1978 1931

1944

550 billion yen


0.68 billion yen

1969


1890 1923 1930

1989 1992 1996 2013 2015


1960 1967 1930 1978 1931

1944


1969 1996

5,192 billion yen

550 billion yen

0.68 billion yen


1890 1923 1930

1989 1992 1996 2013 2015


1960 1967 1930 1978 1931


1944 1969

550 billion yen

0.68 billion yen

1996

Power & Industrial Systems

20%

・ Household Appliances ・ Info-Communications Systems ・ Electronic Devices

80%


1890 1923 1930

1989 1992 1996 2013 2015


1960 1967 1930 1978 1931

1996


20%


80%

2016

・ Energy Systems ・ Infrastructure Systems ・ Storage & Devices ・ Industrial ICT ・ Retail & Printing

91%



1890 1923 1930

1989 1992 1996 2013 2015


1960 1967 1930 1978 1931

Lifestyle Products Platform Solutions

・ Energy Systems ・ Infrastructure Systems ・ Storage & Devices ・ Industrial ICT ・ Retail & Printing

91%



20%


80%


Lifestyle Products


Infrastructure Systems B u i l d i n g & F a c i l i t i e s

Energy Systems P o w er G e n e r a t io n

R e n e w a b le s

Storage & Devices I n d u s t r i a l A p p l i c a t io n s

NAND SSD

Industr ial ICT B i g D a t a P r o c e s s in g

C l o u d C o m p u t i n g

Elevator Air-conditioning

Lighting

Railway systems

Energy Storage (Hydrogen)

Renewable Energy Power Generation

Platform Solutions


Community Solutions I n f r a s t r u c t u r e S y s t em s

Energy Systems P o w er G e n e r a t io n ,

R e n e w a b le s

Storage & Memor y I n d u s t r i a l A p p l i c a t io n s

NAND SSD

C loud Computing B i g D a t a P r o c e s s in g


Lighting

Railway systems



Platform Solutions

Shift in

Business Focus Implications for Design Practice





R e n e w a b le s


NAND SSD



Lighting

Railway systems



Platform Solutions

Designed for you

B C TOSHIBA CONSUMER

How Value is CREATED





R e n e w a b le s


NAND SSD



Lighting

Railway systems



Platform Solutions

Designed with you

C B TOSHIBA CONSUMER

B CLIENT/COLLABORATOR

How Value is CREATED





R e n e w a b le s


NAND SSD



Lighting

Railway systems



Platform Solutions

Physical


Technology Product

How Value is DELIVERED





R e n e w a b le s


NAND SSD



Lighting

Railway systems



Platform Solutions

Physical, Digital, Experiential


Technology

Experience

Service

Product






R e n e w a b le s


NAND SSD



Lighting

Railway systems



Platform Solutions

Physical, Digital, Experiential

B B TOSHIBA CLIENT/COLLABORATOR

Technology

Experience

Service

Product






R e n e w a b le s


NAND SSD



Lighting

Railway systems



Platform Solutions

Service Experience

New Value Creation | Delivery

Experience

Service

Product

Co-creation


© 2017 Toshiba Corporation © 2017 Toshiba Corporation


Towards a

Service | UX Design Approach Redefining our Design Methodology



Human-centered

Toshiba UXD | Design Philosophy

Higher

Quality Living

Society

Community

Positive

Social Impact

Individual



Toshiba UXD | Methodology

Future forecast

Behavior observation

Actual observation (D0 PJ)

Task analysis

Resource map

Personas

Business model canvas

Service blueprint

Usability testing

Design discourse

Active listening Stakeholder map

SEPIA Framework

Value map

Concept tree

Scenario method

Prototyping

Long-term monitoring

Toshiba customer value chart

Customer journey map

Storytelling Value Proposition Canvas

SWOT Analysis

Idea Wall Map Keywords



Toshiba UXD | Methodology

Future forecast

Behavior observation

Actual observation (D0 PJ)

Task analysis

Resource map

Personas

Business model canvas

Service blueprint

Usability testing

Design discourse

Active listening Stakeholder map

SEPIA Framework

Value map

Concept tree

Scenario method

Prototyping

Long-term monitoring

Toshiba customer value chart

Customer journey map

Storytelling Value Proposition Canvas

SWOT Analysis

Idea Wall Map Keywords



Toshiba UXD | Developing New Tools

TM


Moving Forward Future Developments of Toshiba UXD



187,809 117

employees

UX designers



187,809 UX designers

Goal



Toshiba UXD | Exhibition



Toshiba UXD | Education



Toshiba UXD | New Methodology



Society

Community

Individual

Toshiba UXD


Higher

Quality Living

Positive

Social Impact


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