ǥ׹ͤǹԤ

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

Design

󡢥ǥӥͥǥΥƥåפŪˤƥǥޥ󥰤ȸƤ֤Ȥˤ
  1. 󥿡ͥåȤˤäƲǽˤʤֿ桼θפ
  2. Х塼ץݥ
  3. ¸ʤWebӥǥ󤹤
ŪʹͤϥǥӥͥǥƱΥ֥Υȥˤ֥ǥ׹͡פȲ㤦Τ뤤UXǥȲ㤦Τ"Service Design Thinking"Ȥդ⤢褦
This is Service Design Thinking: Basics-Tools-Cases
Mark Stickdorn
BIS Publishers
2012-12-20




ǯܤȤϤǤǤƤΤKindleǤʤäΤǡȾۤΡˤ顢ܤϡֻܡפ˽񤫤ƤȵƤƶФƤޤä
a book is still one of the most reliable forms of media; a book is portable, tangible, durable and never faces problems of low battery or bad reception.

 ʻΡܤϤޤǤǤ⿮ǥΤҤȤĤ ͥ졢ͭʪǤꡢѵꡢڤɤʤɤ꤬뤳Ȥʤ
ӥǥȤϤʤӥȤȡ¤Ȥ󶡤ʡʥΡˤȤǥӥȤ󶡤륵ӥǥ󤹤褦ʰݤ롣ץȥǥФ륵ӥǥȤ褦ˡǤʤ餷
The outcome of a service design process can have various forms: rather abstract organizational structures, operation processes, service experiences and even concrete physical objects.
 
ӥǥʪˤϤʷ롣ȿι¤̳ץӥΥڥꥨ󥹤Ȥä̵ΤΤǤʤŪʷĤΤ⤢롣
 
Since service design is a still young and emerging approach, service design education is even younger and just developing.

ӥǥϤޤˤȤ߼ˡʤΤǡӥǥζ̤Ϥǡޤˤ줫鳫ȯ褦ȤƤ롣
ӥǥϥǥ׹ͤȤǰΤŪʼˡǤ褦˴ǥ׹ͤ䥵ӥǥ˴ؤǸƤʪΤۤȤɡͤΤ¤ǤϤ٤ơˤӥǤΤϲΤȹͤƤߤ

߷׹ؤˤơʼ˵ؤǡѤƤץ˼Τ褦ʤΤ롣
Axiomatic
нꡧŪ߷ , Nam Pyo Suh

ܵΰΤܵҥˡǽΰˤ׵ͤȤΰ߷פƥץΰ롣ǽΰ׵ͤϸܵΰθܵҥˡμǤ٤󥸥˥ϵǽΰ褫ؤ뤳Ȥ¿Ǥ¾Ԥˤä׵ͤꤵƤ뤳Ȥ롣뤤ѲǽʵѤλ顢󥸥˥ˤäƸܵΰǤϤθܵҥˡꤵƤޤä⤹롣N.P.Ū߷ - ʣʥƥñ㲽߷ǤܵΰˤĤƤϤۤȤɿƤʤ

θܵΰ褫ܵ濴ǹͤ褦ȤΤǥ׹ͤƤιͤϥǥʡƤ졢ؤǥعŪʥꥭȤʤäƤ롣߷׹ءʥǥ󡦥󥸥˥󥰡ˤˤϤޤƩƤʤ褦Τᡢǥ׹ͤϥǥʡˤäƸѤ졢 ǥʡܵΰ˻äǤ륵ӥȤ䥦֡ӥʤɤǤʪˤʤäƤ롣

ǥ׹ͤˤäʡʥΡˤǥ󤹤ȤȤϤɤȤϥΤβͤȤȤƥΤ󶡤뵡ǽŪʲͤǤʤΥΤ桼ΥΤ˴ϢƷи뤳Ȥˤäͤˤޤǻĥƥǥľ򤢤ƥΤΡʥǥ˥ޥ󥰤Ȥơǥ׹ͤ䥵ӥǥȤδطˤƼΤ褦˰֤Ť
remastering
2008ǯ6Harvard Business ReviewTim BrownΤ褦˽񤤤Ƥ롣 
Put simply, design thinking is a discipline that uses the designer's sensibility and methods to match people's needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.

ǥ׹ͤȤϴñ˸СΤάˤäƸܵҲͤȻԾ쵡ž뤳ȤǤĵŪ˼¸ǽǤ벿򡢥ǥʡδȼˡѤƿ͡ΥˡĴ¤ʬǤ롣 
ΤΥޥ󥰤ϡѼԤʤǥʡȶˤǤˡ֥ǥʡδȼˡפѤƹԤץˤʤȻפThis is Service Design Thinking Ǥϡӥ׹ͤ¿ΥġȤѤ㤬Ҳ𤵤Ƥ롣θ塢򻲹ͤˤʤΤΥޥ󥰤ˡˤĤƹͤƤߤ

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

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

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

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

Amazon֥֥餷ƤƤޤ޸Ĥܡʡ195ߡˤˤӤäꤷƥץɤޤ1-Click™ǹƤޤä



¾ɤߤΤ⤷ܤäΤ礦iPodˤĤƥ֥񤳤ʤȻפäƤΤǤäɤ߻ϤƤޤäiPodˤĤƽ񤳤ȻפäΤϡLinkedInChris FralicεThe Butterfly that Started the Apple Tsunamiǡ礦10ǯiPod/iTunesWindowsб򤷤ȤȤ˵Ť

On October 16th, 2003, Apple launched "the best Windows program ever" - iTunes for Windows.- Back then Apple had a whopping 3.2% and declining US computer market share. The idea of Apple writing software for the PC was heresy inside of Apple.

2003ǯ1016AppleϡɤĤƤʤǹWindowsΥץ iTunes for WindowsȯɽAppleΥԥ塼ԾΥ3.2%ˤ˸ĤĤäWindowsΥեȥ񤯤ȤͤϥåץǤϤꤨʤȤä

iPod
λWindows桼äͤ10ǯ֤AppleʤȤʤ3iPodư衢iPhone/iPad㤤³褦ˤʤäƤޤäκǽiPodϺǤ⸽ǡʤХåƥ꡼ϤؤäƤޤΥͥ򥵥ݡȤPCʤʤ겻ڤ򹹿뤳ȤǤʤʤäƤޤäˡ֤ΥǥCD󥸥㡼ͥ³ƤäȸŤڤĤ餷ƤƤ롣



֥2007ǯΥޥåɤ"Today Apple is going to reinvent the phone!ʺAppleäȯ롪"ȸäѤȯiPodˤäƤʤ줿ͤϹͤƤ롣

Apple2001ǯ19˥ե󥷥dzŤ줿ޥåɥݤǽiTunesȯɽiTunes2000ǯ˥֥CEOľAppleθSound Jam MPȤեȤ򸵤ˡApple˰ҤγȯԤȯΤȤ֥ϡƱ˥ǥϥֹۤȯɽƤ롣ѥ󤬤ޤޤʥǥ뵡ϢȤ뤿Υϥ֤ȤƤôȤˤäơǥ뵡郎͡Υ饤եäȳڤˤΤˤʤȤΤ
"Say hello to iPod. 1,000 songs in your pocket."ȤåԡǽiPodȯɽΤϤǯ1023ˤʤ롣iTunesȥǥϥֹۤƱȯɽΤ顢ΤȤǤiPodȤǥ뵡Υ᡼ϤǤƤϤAppleiTunesȯɽľ˷Ӳڥץ졼䡼λԾĴϤᡢ줫iPodγȯꤷ褦
2ǯ2003ǯ3iPodiTunes Music Storeȯɽ줿ñʤiPodȤӲڥץ졼䡼ȤƤǤϤʤ˲ڤȤǥ륳ƥĤή̥ǥȤƤΥ󥿡ͥåȤȡΥƥĤiPodѤϥ֤ȤƤiTunes/PCȤ礵줿ץåȥۡȯνִ֤ä֥Sound Jam MP򸫤ȤˡɤޤǤ̤ƤΤ

Ρ֤ޤiTunesäפȤ¤˶̣iTunesȤPCΥեȥiPodȤǥ뵡郎ޤ졢Ǿ񤵤륳ƥĤ򶡵뤹ǥȤiTunes Music Storeޤ줿ʳŪ˻Ծ䤤褦˻Ժ򷫤֤ƽ˥Υ١򵯤Ƥ椯Ʊ˥桼λܺѤ߾夲äƤ椯ǡοͤ˵դ桼̣ˤĤѤƻԾĥϤꡢǽϥƥ󶡤¤äƤץХ¦⤽ή˾餶ʤĤơΥƥΥץåȥۡȤƤ׷郎ƤäƤä󲻳ڤȤҤȤĤΥΥƥĻԾˤƥ桼ΥߥåȥȤƥС󥹤ȡγĥϤޤǤʤưפˤʤ롣TechCrunchεΥ󥿥ӥ塼Nolan BushnelläƤ롣

"I actually think iPhone was actually an exchange of iPod ecology."

֥ǽ˾ǥϥֹۤϡХ̿ȥ饦ɤȤեȯŸˤäƥǥ뵡ȥӥ/ƥĤľܤĤʤꡢѥˤѤפˤʤäȤˤäƥǥ뤬ѤäiPodiPhoneƥĤ¿ͲiTunes Music StoreiTunes StoreȯŸiCloudȤߤ⸽줿ޤǤʤAppleμפΤۤȤɤiPhone/iPad/iPodȤϡɥ⤿餵Ƥ롣Nolan BushnellϡApple̤iPodǻߤޤäƤפȸäƤ뤬¾ΤΤŤȤޤƤޤޤѤʺơȯΥ󥹤¿ĤƤ롣ͤϡ֤ޤiTunesäפ顢ȤȤĤλȻפäƤ롣

Ƭ˾Ҳ𤷤ܤ˼Τ褦ʵҤä

JON RUBINSTEIN
We argued with Steve a bunch [about putting iTunes on Windows], and he said no. Finally, Phil Schiller and I said "Were going to do it." And Steve said, "Fuck you guys, do whatever you want. Youre responsible." And he stormed out of the room. 
 
桹ϡWindowsiTunes󶡤뤳ȤˤĤƥƥ֤¿ε򤷤ƤĤ˥եȻϡֲ桹Ϥޤפȸäƥ֤ϡ֤ä졪ʤ褦ˤ뤬ǤϤȤ衪פȤäӽФƤäƤޤä
Υȥ꡼ϤƤʥ֥åޡɲ

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