ǥ׹ͤǹԤ

Life will find a way, we'll find a way technology lives.

2013ǯ11

ˤҤ³...ˤʤ뤬

D.A.ΡޥΥå"Technology First, Needs Last"ˡΤݤˤ϶ǤΤΡʤȤʤҤä봶"Activity-Centered Design"ȤƤȯŸ뤤Ϥ䴰복ǰȤơֶǤפɤ绿ʤΤ...

ȤΥ֥θȤ⤤"Technology First, Needs Last"ȤդˤĤơ֥ΡޥϡصѼԤǤʤȯϤǤŪʿʤ߽ФȤϤǤʤ٤ȸäƤΤǤϤʤä פȽ񤤤ͤʤβ񤤤Ƥߤ褦ȻפǤ˥ΡޥѤޤǤʤʬǤϥΥ١ˤĤƤΥ᡼ΤˤʤĤĤ뤬ïΤΥǥ󡩡פβǤμΰʸǥ󥹥ѥ줿Τ

Technology changes the way we do things, but fundamental needs remain unchanged.

ѤϿ͡򤹤ʤѤ뤬δŪʥˡѤ 

ܸۤܤǰ֥ĥȤʸϤä
󤫤Υ֥iPodˤߥ塼åץ쥤䡼ΥΥ١ˤơߥˡθĤˤĤͤΥǥ󡢤ΥǥϴְäƤ뤫⤷ʤ뤤ǽǤʤĤˡ˲᤮ʤ⤷ʤϤȤơ

model

ΡѤǤ͡δŪʥˡפȤա츫ֺǽ˿Ѥˤ׿äơˡϸ夫ĤƤפȤդ̷⤹褦ߥ塼åץ쥤䡼ˤȡֲڤİڤפȤȤ͡δŪʥˡȹͤ뤳ȤǤ롣ƵѤοʲDzǽˤʤäʤˤäơ֤ɤǤⲻڤİס֤ɤǤ⼫ʬڤİס֤ɤǤ⤽ξڤİפȤäˡʤȤ¸ǥǼ˸ֲ߲ڤİڤפȤŪʥˡѤäƤʤѤˤäƤ줾οˡ夫ĤƤȤȻפ󡢤ä󤽤ʤˤȿ͡ϡ֤ΤߤäפȤ֤ɤƤޤޤǤʤäפʤɤȸ줬߲ߥˡ

᡼ϡ̿Ȥˤƥ᡼󶡤Х塼Τ˴ŤХ塼ͥåȥƹۤ٤

ܤT.ӥåȤ׸ˡޤबϡСɥӥͥӥ塼˴Ƥʸ"Theodore Levitt on Marketing"Ȥƥ󥽥ȤƤޤȤ᤿ΤǡܤǤ2007ǯ11ͭ͵һǡT.ӥå ޡƥפȤȯ䤵줿

T.ӥå ޡƥ
ɥӥå
ɼ
2007-11-02


¾νҤϿͤߤƹˤʤäꤷƤ뤬ͤեȥ󥸥˥ʥ󥿡ͥåȡ˥ޡƥ󥰤֤äˤʤäʸ򽸤᤿ܤϤȴξˤ롣
κǽξϤΡ֥ޡƥ󥰶פƬ˼Τ褦ʵҤ롣

ŴƻषΤϡιҤȲʪ͢μפäǤϤʤμפϰȤ³Ƥ롣Ŵƻ˸ƤΤϡŴƻʳμʡʼư֡ȥåҶˤáˤ˸ܵҤå줿ǤʤŴƻҼΤפȤʤΤŴƻҤϼҤλȤ͢ȤǤϤʤŴƻȤȹͤˡܵҤ¾ɤäƤޤäΤǤ롣Ȥäͳ͢ŪȹͤŴƻŪȹͤȤˤ롣ܵ濴ǤϤʤ濴˹ͤƤޤäΤ

֥ޡƥ󥰶פ2001ǯ11ΥɼҤΥϡСɥӥͥӥ塼˷Ǻܤ줿ʸ1960ǯ˥ޥå󥼡ޤޤƤ롣
Ŵƻפȡ͢ȡפȤĤθդǡʻȤοƤ뤳ȤǤ롣̿μפϰȤ³Ƥ롣ޡȥեΥ˸ܵҤå줿櫓ǤϤʤ᡼ʻȡˤĤȯŸˤϡҤλȤ򥫥ȤǤϤʤ̿ȤȤơ󶡤Х塼Τ˴ŤХ塼ͥåȥƹۤʤФʤʤ

äŴƻȤΤΥХ塼ͥåȥ˺ơ͢פȤܵҤδܥˡΩꡢ餽λѲǽʵѤ䥤եˡΡ͢פȤɥᥤˤ뿷ʥХ塼롣ƤΤΥХ塼ͥåȥƹۤ롣줬ȤΥΥ١ŴƻȤξ硢бļԤϥޤ򴶤ƤΤiPod˥ߥ塼åץ쥤䡼λȤå줿ȤηбļԤϡּʬϹäƤiPodʺꤿäɡ˺ʤäפȸäƤ
ܤǤϼ㤤ͤμưΥ줬ƻƤ롣ư֤ŪʤΤ줬ʤȤŪϲХ塼μ¸ǥϲ̤ơּưžư֡פʤ

󤽤⡢ǥ׹ͤǹԤ

Υȥ꡼ϤƤʥ֥åޡɲ

ʤӥͥǥѳפˤäѤΤϵѼԤǤϤʤͤ⤽ͤƤ롣ΡޥΥå"Technology First, Needs Last"ˡʤȤʤҤääΤϡ"The inventors will invent, for that is what inventors do"ȯԤȯ򤹤뤫ȯԤʤΤˤȤȤΤ˿ʤȯפȤϴְäƤʤȻפ֥ͭ̾ "Apple is going to reinvent the phone"Ȥդ⤢롣ѼԤǤʤȯϤǤŪʿʤ߽ФȤϤǤʤȸäƤΤޤûåΤʤǤäɽȤϻפνͭ̾ïΤΥǥ󡩡٤̲"The Design of Everyday Things: Revised and Expanded Edition"Ǥ褦ʤΤǡǤʪĤ򤫤⤷"Activity-Centered Design"ʤɤȶ˾ܤ⤵뤫⤷ʤ

ΡïΤΥǥ󡩡פβǤˤϼΤ褦ʵҤ롣

There are two major forms of product innovation: one follows a natural, slow evolutionary process; the other is achieved through radical new development. In general, people tend to think of innovation as being radical, major changes, whereas the most common and powerful form of it is actually small and incremental.

ʤΥΥ١ˤ2Ĥη롣1ĤϼʤäȤʲΥץˤäƵΤǤꡢ⤦1ĤϥǥʿȯˤäƲǽˤʤΤ̤ˡ͡ϥΥ١ǥ礭ѲȹͤǤ뤬äȤŪǥѥեʥΥ١ϼºݤˤϾ󥯥󥿥ʤΤ
Incremental innovation starts with existing products and makes them better. Radical innovation starts fresh, often driven by new technologies that make possible new capabilities. 

󥯥󥿥륤Υ١ϴ¸ʤȤˤ褯ȤȤߤǤ롣Фǥ륤Υ١ϲʤȤ饹Ȥǽˤ뿷Ѥˤäƥɥ饤֤뤳Ȥ¿
The techniques of human-centered design are appropriate to incremental innovation: they cannot lead to radical innovation.

HCDΥǥˡϥ󥯥󥿥ʥΥ١ŬƤ롣ǥʥΥ١ƳȤϤǤʤ

Ρޥ󤬻ȤäƤ饸륤Υ١ȥ󥯥󥿥륤Υ١ȤɽϡεǾҲ𤷤ꥹƥ󥻥ȤϤäȰۤʤäƤ롣ǥʡʤΡ˥Υ١ϡޤǤ¸ߤʤäΤѤȯˤä߽ФȤ̣ǻȤƤ롣ΡޥϡֵѼԤǤʤȯϤǤŪʿʤ߽ФȤϤǤʤפȸäƤΤǤϤʤäȯˤäƤޤǤʤäŪʿʤ߽ФȤϵѼԤȤȤä
ǥ׹ͤHCDΥץǤΥ󥯥󥿥ʥΥ١ˤäƤ⡢Ūʿʤ䥵ӥ߽ФȤϲǽǤꡢˤϥѥե뤹ʤѤ뤳ȤǤΤƵѼԤǤʤȤ⥤Υ١򵯤ȤǤȡΡޥϸäƤΤȻפ

֥ΤۤȤΥΥ١Ϥ줫פǡ᡼ϼ̿Ȥˤƥ᡼󶡤Х塼ΤƥХ塼ͥåȥƹۤ٤Ƚ񤤤פϥȯȤȡiPodiPhone⥤󥯥󥿥ʥΥ١ˤȯѤƤޤäΡޥμθդ礭ʥҥȤˤʤ롣

Apple's success was due to its combination of two factors: brilliant design plus support for the entire activity of music enjoyment.

åץϡ餷ǥȡڤȤ󥿡ƥȤΤ٤ƤΥƥӥƥ򥵥ݡȤȤ2ĤǤˤΤ

ǥ׹ͤHCDΥץ⥤Υ١μʤˤʤΡޥϡ˼Ȥʹ֤ΰռνʤƤ褦˻פǥ׹ͤθIDEOΥ꡼郎񤤤ܤ⤽ռƤӵƤ롣ѼԤӥͥޥɤǤ»Ϥʤ



Radical innovation is what many people seek, for it is big, spectacular form of change.

ǥʥΥ١ϡεϤ礭ȥڥʹ¤ѳפ򵯤Τ¿ο͡ܤƤΤ

Ρޥθ֥ǥʥΥ١õƤ͡פȤΤϡΥ١򵯤ȻפäƤ͡ؤƤ롣"The inventors will invent, for that is what inventors do."ȯԤȯ򤹤뤫ȯԤʤΤˤȤդˤʤäƼΤ褦˸

Υ١ϥΥ١򵯤饤Υ١ʤΤ

Υȥ꡼ϤƤʥ֥åޡɲ

ꥹƥ󥻥ϡΥ١ѳ׿Ϣ³ŪǤ뤫ݤˤäƥ󥯥󥿥ȥǥʬह뤽ޤǤΥΥ١ʬФ¸ͭϴȡʤλȡˤ¸³ǽݤȤǡΥΥ١б¸³ǽʤΤ³ŪΥ١ "Sustaining Innovation"б¸³ԲǽʤΤ˲ŪΥ١ "Destructive Innovation" Ȥȼʬ򤷤Ƥ롣2Ĥεѳ׿ȤΩƹͤ٤ǡΤ褦ʥޥȥåɽȤǤȤƤ롣
innovation matrix

Υ١Ϥ4Ĥξݸ¤ʬवȤ֥Υ١ΥޡפǼΤ褦ʤȤäƤ롣

ֻ³ŪΥ١פ˺Ŭ줿ȿǤϡ˲ŪΥ١פ򵯤ȤǤ䤬¾ԤˤäƵ줿˲ŪΥ١פˤäƻȤषƤޤ

CCDʤɤΥ󥵡Ȥȯˤäơ餬ǥˤʤȤǥʵѤΥΥ١󤬼̿Ȥ˵äեμ̿ȤͭϤʥץ쥤䡼Τ᡼¿ʤΥǥ벽ե¤丽ȥץȥӥDPEˤȤˤץ쥤䡼ʥե᡼ˤˤȤäƤ˲ŪΥ١ˤʤäƤޤä

ʤե˺Ŭ줿ȿʤХ塼ͥåȥۤƤ᡼ΥǥʥΥ١б¸³뤳ȤǤΤ᡼ϥꥹƥ󥻥2ݸ¤μ򼨤褦ˤ⸫뤬᡼ȥե᡼Ťϥꥹƥ󥻥λŦֺŬ줿ȿפñˤƤϤ᤿ǤĤʤ
 
CCDѤǥ륫1995ǯ˥᡼ǤʤQV10ȯ䤵Ƥʼ¤ϤǯAppleQuickTakeȤMacѤΥǥ륫ȯ䤷ȤΤäƤͤϾʤ⤷ʤˡǽϥԥ塼ؤβϥǥХȤ˥å¸ߤǤʤ줬Ȥƥե١ˤ̿ȤΥƥ˲ϤΤ2000ǯˤʤäƤ

εϿΤȵΤեDPE顢󥵡ȥꥳ꡼ѲȤϢ³ʥǥˤʵѤΥΥ١󤬵Ƥ顢ʤӥͥǥΥΥ١󤬻Ϥޤޤ5ǯʾ夫äƤ롣󥵡ʤɤΥǥХΥȥǽθˤλ֤ɬפäδ֤˥᡼ϥǥʵѥΥ١б뤳ȤǤդŵ᡼ʤɤΰ۶ȼ狼οȤ⡢󥺤䥪ȥեʤɤΥɬפʵѤिλ֤ɬפäƥ᡼2000ǯ˿ȤƱȥ饤ΩĤȤǤ

᡼饤Υ١򵯤ΤǤϤʤ¾Ԥˤäƻųݤ줿Υ١ˡΥХ塼ͥåȥб뤳ȤǤȤȻפ

եμ̿Ȥϡޤ˥ե濴ȤʥƥƤե᡼Ϥ濴ˤơDPEӥޤƻԾ70%ʾפꤷƤΥեऽΤΤХ塼򼺤äƤޤäΤ顢ե᡼ϥե᡼ȤĤ뤳ȤϤǤʤեϢȤ˲ƤȤȤ¸³ˤϡͭ뵻Ѥ䤽¾ηбĻ񸻤Ĥäƿΰ˳ϩ򸫽ФۤƻϤʤä

ϥ᡼ȥե᡼ΥХ塼ͥåȥΰ㤤ˤΤХ塼ͥåȥȤϡδȡʻȡˤ󶡤Х塼ȡǽˤ뤿˺Ŭ줿ץȥ꥽Υͥåȥ򤤤ξԤΰ㤤ϤΥХ塼᡼󶡤Х塼ϡּ̿򻣤פʤ󥺤ˤäƲƥե˵Ͽ뤳ȤǤꡢե᡼󶡤Х塼ϡΥե󶡤Ͽ줿եץȤơּ̿פȤƴȤȤ

᡼ˤȤäƤϡ֥ե˵Ͽפ֥󥵡˵Ͽ꡼˵פѤбǤСȤ󶡤Ƥּ̿򻣤פȤŪʥХ塼ݤĤȤǤ롣Ȥ٤Ѥɤ礭äҤΤ褦5ǯȤͱͽ⤢Х塼ͥåȥΰѹ뤳ȤǻȤ¸³ǽä˥Х塼ͥåȥ򶯲뤳Ȥˤäơե᡼äƼ̿Ȥ濴ȤʤäƻȵϤܤ˳礹뤳Ȥ


ǥե᡼ϡΥХ塼ͥåȥεȤʤեऽΤΤüȤ֤ˡեȤΥХ塼ͥåȥ˲Ƥޤä⤷ե᡼եϢȤΥХ塼ͥåȥ˸ǼƤޤ̤οХ塼ͥåȥۤȤȤߤդäƤʤСδȼΤ¸³Բǽä
 
äǥ륳С󥹤ȡλԾήưŪˤʤ껲ɤ㤯ʤ뤿ᡢΤ褦˰ꤷХ塼ͥåȥۤݻ뤳Ȥ񤷤ʤ롣դ˥Х塼ͥåȥե쥭֥ʤΤˤƵѤ䥤եο⡦ѲܵҤΥˡѲбǤ褦ˤɬפ롣ϤλԾˤƵѤ䥤եΥΥ١󤬷³Ū˵褦ˤʤ뤫

С󥹸λԾˤ붥̤ͥ򾡤뤿ˤϡ¾ҤƶǤʥХ塼ͥåȥۤʤФʤʤΤ¤ΥΥ١ܤζԤƤޤˤϤʤºݤˡäϥΥ١ˤ⤫餺ǥŬ礷Х塼ͥåȥۤ뤳ȤǤűѤ륫᡼ʤ俷˻ŵ᡼ˤ꼡

ꥹƥ󥻥ΥΥ١ΥޤϡꤷǤʥХ塼ͥåȥĴȤΤǤäǥˤƤϡбļԤϤ⤽ꤷǤʥХ塼ͥåȥȤΤۤ٤ݤȤȽǤƤ롣եΥƥ100ǯʾˤ錄ä¿δȤפ⤿餷ե᡼äƼ̿ȤĺΩä᡼ζӤ10ǯDZ꤬ϤƤ롣

ҤΤ褦˥᡼󶡤Х塼ϡּ̿򻣤פȤΤΡּ̿򻣤פȤХ塼̤η󶡤褦ȤԤ줿ޡȥեʤΥˤ θ2000ǯ˥եȥХ󥯥ХʳJ-եˤȯ䤵줿շä Ϥ10ǯȤĹ֤äշӤޡȥեȤѤꡢѤΥ󥯥󥿥ʥΥ١ˤäƲ夷᡼󶡤ּ̿򻣤פȤХ塼򶼤˻ä

ΥɥХơΤҤȤĤϡ饦ɤȤǥʥΥ١ȥͥåȥӥνиˤäơޤǤεϿȵ¸Τ˲ä˶ͭȤΤޡȥեΥΥХ塼ͥåȥȤ߹ޤ줿Ȥ줬̿򻣤뤳ȤϤޤޤäθȤƿ͡ΥߥåȥȤ

ˤ⤦ҤȤĤΥɥХơϡޡȥեΥϤĤǤ˵ˤȤȤ͡ϥռƷӤƤʤƤ⡢ޡȥեϾӤƤ롣η̡ޡȥեΥϼ̿򻣤ꤿȻפäȤˤĤǤ˵ˤȤͤ󶡤Ƥ롣

ե塢͡ϥե򥫥ƻƤDEPӥѤơּ̿פƤƥǥ벽줿̿ˤƤ⥫᡼ϡּ̿򻣤äפ˴Ϳ뤳Ȥʤּ̿򻣤פȤХ塼󶡤ꤷΥХ塼ͥåȥּ̿򻣤פȤХ塼òƻȤ¸³礷Ƥ

ϥ᡼饤Υ١򤷤ʤФʤʤ󡢼̿Ȥγ˳ϩƤޤä̤ΥХ塼ͥåȥۤȤΤǤϤʤ̿Ȥˤƥ᡼󶡤Х塼Τ˴ŤХ塼ͥåȥƹۤ뤳Ȥ̣Ƥ롣

⤽֥ǥ׹͡פȤϲʤΤñ˸Сȿ͡ʹѤ򿼤ƶ桼Ū˵ƤΤΤʤ顢ץȥԥ󥰤̤ơ桼θ󶡤륤Υ١󡦥ץɤǤ롣

ιTwitter (@kyosukek)ǤΤ餻ޤ䤤碌䤴̤ϡcontact @ibornb.red Ĥɥ쥹ޤǥ᡼Ǥ󤻤
궳Internet Born & Bred
Υȥ꡼ϤƤʥ֥åޡɲ

D.A.ΡޥΡïΤΥǥ󡩡פβǤȯ䤵줿



Υå"Technology First, Needs Last" "Human-Centered Design Considered Harmful" Ȥ³ĤƤ󾧤줿 "Activity-Centered Design" ɤΤ褦Ƥ뤫ˤʤäơäɤǤߤ
;̤ǶKindleǤνҤ褦ˤʤ꼫ǤiPadǤiPhoneKindleץɤǤΤǥ롦ޡƥ󥰤䥤Υ١ϢФɤƤΤǤɤƤʸܤФˤʤ뤬狼ʤ¿Ρñ򥿥åפɽΤǥࡼɤ߿ʤळȤǤ롣ˤʤե졼ϥޡǰĤƤСĤǤɽǧƤʬ˥פ뤳ȤǤ롣ɤ߿ʤǥХǤκǽڡϡ⤦ҤȤĤΥǥХdzȤƱ򤷤Ƥ롣ο桼θĤAmazon˹ԤäƼܤõꡢO'Reilly MediaΤ褦Ϥ򥯥åƤޤͤιư߽ФƤ롣

裶 Design Thinking 裷 Design in the World of Business ϴ˿ɲä줿ȤʤäƤ롣긵˥ꥸʥС󤬤ʤʤïߤϤˤʤΤɤΤǡξϤƤ⤢ޤФƤʤäɤǤ뤦ˤʤȤʤפФ"Activity-Centered Design""Human-Centered Design"ꤷƼä褦ʹͤȤƤǤϤʤ"Human-Centered Design"ˡȤƤȤݤʤʸʤɤˤäưۤʤָĿ͡פǤϤʤ͡Ρֹưפˤäƥǥ٤Ȥȡ"ACTIVITY-CENTERED VERSUS HUMAN-CENTERED DESIGN"ȤФʸ⤢ΤΤ̤HCDιͤѤäƤʤ褦˻פ
Designers first spend time determining what basic, fundamental (root) issue needs to be addressed. They don't try to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called design thinking.

ޤǥʡϡ Ȥ٤ŪܼŪ꤬Ǥ뤫ꤹ뤳Ȥ˻֤䤹ΤۤȤꤹޤǡβõ褦ʤȤϤʤꤷǤ⡢ˤ褷褦ȤΤǤϤʤΩߤޤäƹDzǽʲ򹭤ǹͤ롣Ƥ褦䤯Ƥ˽椹롣Υץ֥ǥ׹͡פȸƤ֡
HCDǥ׹ͤΤζϤʣĤΥġΣĤȰդƤ롣⤦Ĥ"The Double-Diamond Model of Design"ȸƤФ졢ץȤβͤץˤơ줾򤤤äȯƹǵҴŪ˹ͤƤ˼«ȤΤƤΣĤΥץHCDΥǥˡ
  1. Observation
  2. Idea generation
  3. Prototyping
  4. Testing
򷫤֤ƳιͤEric Ries  "THE LEAN STARTUP"󾧤ƤBuild-Measure-Learnη֤ˤäơȤƤΥӥͥǥ򸡾ڤˡƱޤ⤽ǥ׹ͤȤ߽ͤФIDEO"The Art of Innovation"Dz⤵ƤԺץȤʤƱǤ롣
ΡޥHCDꤷƤΤǤϤʤޤˤ⤽Ū˲ᤷǥǥζФƷپĤ餷Human-CenteredʼȤߤ򤹤٤ʤƤ褦˻פ롣

Τ̤HCDϥǥʡλŻȤƤ뤬֥ӥͥ˷Ȥͤǥʡ褯򤹤ɬפʤɤʤ鼫ȤǥʡˤʤɬפΤ顣פȤ㡼ޡƥθդǼ뤳Ȥˤ롣

ܤɤǤĤĤȤ롣θ塢񤤤Ƥߤ褦ȻפäƤ롣

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