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© 2017 Toshiba Corporation
Practicing
Service Design & Innovation
Keiji Ogata, Ph.D Chang Shian Wei 12 January 2017
© 2017 Toshiba Corporation
1890 1923 1930
1989 1992 1996 2013 2015
141 Years of Technological Innovation
1960 1967 1930 1978 1931
© 2017 Toshiba Corporation
1890 1923 1930
1989 1992 1996 2013 2015
141 Years of Technological Innovation
1960 1967 1930 1978 1931
1944
0.68 billion yen
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
1890 1923 1930
1989 1992 1996 2013 2015
141 Years of Technological Innovation
1960 1967 1930 1978 1931
1944
550 billion yen
© 2017 Toshiba Corporation
0.68 billion yen
1969
© 2017 Toshiba Corporation
1890 1923 1930
1989 1992 1996 2013 2015
141 Years of Technological Innovation
1960 1967 1930 1978 1931
1944
© 2017 Toshiba Corporation
1969 1996
5,192 billion yen
550 billion yen
0.68 billion yen
© 2017 Toshiba Corporation
1890 1923 1930
1989 1992 1996 2013 2015
141 Years of Technological Innovation
1960 1967 1930 1978 1931
© 2017 Toshiba Corporation
1944 1969
550 billion yen
0.68 billion yen
1996
Power & Industrial Systems
20%
・ Household Appliances ・ Info-Communications Systems ・ Electronic Devices
80%
© 2017 Toshiba Corporation
1890 1923 1930
1989 1992 1996 2013 2015
141 Years of Technological Innovation
1960 1967 1930 1978 1931
1996
Power & Industrial Systems
20%
・ Household Appliances ・ Info-Communications Systems ・ Electronic Devices
80%
2016
・ Energy Systems ・ Infrastructure Systems ・ Storage & Devices ・ Industrial ICT ・ Retail & Printing
91%
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
1890 1923 1930
1989 1992 1996 2013 2015
141 Years of Technological Innovation
1960 1967 1930 1978 1931
Lifestyle Products Platform Solutions
・ Energy Systems ・ Infrastructure Systems ・ Storage & Devices ・ Industrial ICT ・ Retail & Printing
91%
© 2017 Toshiba Corporation
Power & Industrial Systems
20%
・ Household Appliances ・ Info-Communications Systems ・ Electronic Devices
80%
© 2017 Toshiba Corporation
Lifestyle Products
© 2017 Toshiba Corporation
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
© 2017 Toshiba Corporation
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
Elevator Air-conditioning
Lighting
Railway systems
Energy Storage (Hydrogen)
Renewable Energy Power Generation
Platform Solutions
Shift in
Business Focus Implications for Design Practice
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
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
Elevator Air-conditioning
Lighting
Railway systems
Energy Storage (Hydrogen)
Renewable Energy Power Generation
Platform Solutions
Designed for you
B C TOSHIBA CONSUMER
How Value is CREATED
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
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
Elevator Air-conditioning
Lighting
Railway systems
Energy Storage (Hydrogen)
Renewable Energy Power Generation
Platform Solutions
Designed with you
C B TOSHIBA CONSUMER
B CLIENT/COLLABORATOR
How Value is CREATED
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
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
Elevator Air-conditioning
Lighting
Railway systems
Energy Storage (Hydrogen)
Renewable Energy Power Generation
Platform Solutions
Physical
B C TOSHIBA CONSUMER
Technology Product
How Value is DELIVERED
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
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
Elevator Air-conditioning
Lighting
Railway systems
Energy Storage (Hydrogen)
Renewable Energy Power Generation
Platform Solutions
Physical, Digital, Experiential
B C TOSHIBA CONSUMER
Technology
Experience
Service
Product
How Value is DELIVERED
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
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
Elevator Air-conditioning
Lighting
Railway systems
Energy Storage (Hydrogen)
Renewable Energy Power Generation
Platform Solutions
Physical, Digital, Experiential
B B TOSHIBA CLIENT/COLLABORATOR
Technology
Experience
Service
Product
How Value is DELIVERED
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
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
Elevator Air-conditioning
Lighting
Railway systems
Energy Storage (Hydrogen)
Renewable Energy Power Generation
Platform Solutions
Service Experience
New Value Creation | Delivery
Experience
Service
Product
Co-creation
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation © 2017 Toshiba Corporation
© 2017 Toshiba Corporation
Towards a
Service | UX Design Approach Redefining our Design Methodology
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
Human-centered
Toshiba UXD | Design Philosophy
Higher
Quality Living
Society
Community
Positive
Social Impact
Individual
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
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
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
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
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
Toshiba UXD | Developing New Tools
TM
© 2017 Toshiba Corporation
Moving Forward Future Developments of Toshiba UXD
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
187,809 117
employees
UX designers
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
187,809 UX designers
Goal
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
Toshiba UXD | Exhibition
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
Toshiba UXD | Education
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
Toshiba UXD | New Methodology
© 2017 Toshiba Corporation
© 2017 Toshiba Corporation
Society
Community
Individual
Toshiba UXD
© 2017 Toshiba Corporation
Higher
Quality Living
Positive
Social Impact
© 2017 Toshiba Corporation