Technology Marketing 08 How to seek customers’ requirement
Marketing flow
Customer
• Who is your Customers • Customers’ problem • Customers’ needs Business Environment • Society, technology, economy, education • Competition • Stakeholders Your ability • Technology, design • Sales force • Appeal power Analyses Decision Making Planning Product Price Place Promotion Product / service launch Feedback / control Company’s Vision, Mission,
Now you’re here
How to define a problem
Defining a problem of customers is one of the most important task in the product planning
People will buy a product / service, if it will solve their problem
Segmentation of customers helps to define the customers’ problem
However, after the segmentation, how do you seek the particular problems of the segmented
Task analysis is one of the measures
Task analysis is one of the measures to seek / find the customers’ problems
Customer observation is a source of latent customer requirements (needs/wants)
Example of task analysis
HMI task analysis Prof. Toshiki Yamaoka (Wakayama Univ.) proposed this
analysis method
HMI means human-machine interface
Human means a customer and machine means a product or service
A observer seeks the problems occurred between the
Five aspect of the HMI task analysis
Physical aspect Is there any trouble when a customer use it (product/service)?
Is a customer forced to take up bad posture when he use it?
Does a customer take a massive amount of strength to use it?
Is it complicated to use? Brain/Information aspect
Does a customer understand how to use it?
Is improper use of the product/ service avoidable?
Can a customer read the product labels and understand them? Time aspect
How long does it take to use? Environmental aspect
Does it fit in with the environment around it? Operational aspect
Brain/Information aspect:
Mapping
Correspondence of what operates with what to be
operated
Which switch do you push if you want to turn on the left light
Left and right lights Upside and downside switches for lights
Brain/Information aspect:
Affordance
To guide someone in using products/services without using languages or symbols
Brain/Information aspect:
Mental models
An explanation of someone's thought process about how something works in the real world
What is caused if someone riding a car with the steering
wheel on the right side rides another car with the steering wheel on the left side?
What is caused if someone use a new automated teller
machine (ATM)?
An example of mental model: Magic number 7
People can memorize 7±2 elements
Psychologist George Miller said. (1956)
It is hard to memorize long numbers such as
An example of the task analysis:
An automatic beverage vending machine
Tasks Physical Brain/Informa tion Time Envir onme nt Oper ation al Choice a beverage can Indications such as “hot”, “cool”, “sold out”, etc. can be seen? Put coins Can the coin
slot be found? Take the can you chose Is the can easy to be took out? Is the can took out quickly?
An example of the task analysis:
Procedure of hotel check-in
Tasks Physical Brain/Infor mation Time Environm ent Operation al Wait at the front desk Writing the name, address, etc. is messy
How long? Can the
automatic check-in system be applied? Take the room key Easy to carry? Not easy to lose? Wait the elevator Can disabled person on a wheel chair ride on? Where is the elevator How long?
An example of the task analysis:
Domestic refrigerators
Older type of Japanese refrigerators
Newer type of Japanese refrigerators Vegetable case Refrigerating chamber Freezing chamber Refrigerating chamber Freezing chamber Vegetable case
Hitachi developed a newer type of refrigerator
Hitachi’s new
refrigerator sold very
well.
Sanyo follows the same
idea.
A patent battle was
occurred between
Hitachi and Sanyo.
Application of the ideas of universal design (UD)
Enhancing the observation power by introducing the ideas of universal design (UD)
What is UD?
Broad-spectrum ideas meant to produce buildings,
products, and environments that are inherently accessible to older people, people without disabilities, and people
with disabilities. 商品（モノやサービス）のユーザの多様性に目をむけ、ユーザ 一人ひとりを満足させるための商品デザイン（設計） 米国ノースカロライナ州立大学 センター・フォー・ユニバーサル・デザイン http://www.design.ncsu.edu/cud/ がUD研究発祥の地
Ron Mace, founder and program director of The Center for Universal Design, passed away on June 29, 1998 in his home in Raleigh.
Seven principles of UD
Equitable Use (公平な利用)
Flexibility in Use (利用における柔軟性)
Simple and Intuitive (単純で直観的な利用)
Perceptible Information (認知できる情報)
Tolerance for Error (失敗に対する寛大さ )
Low Physical Effort (少ない身体的な努力 )
Size and Space for Approach and Use
(接近や利用のための大きさと空間)
出典：http://www.design.ncsu.edu/cud/univ_design/princ_overview.htm http://web.sfc.keio.ac.jp/%7Es99433as/ud/f001principles.html
Principle 1: Equitable use
原則1 公平な利用
The design is useful and marketable to people with diverse abilities.
Provide the same means of use for all users: identical whenever possible;
equivalent when not
Avoid segregating or stigmatizing any users
Provisions for privacy,
security, and safety should be equally available to all users
Make the design appealing to all users UDはさまざまな能力をもっ た人々にとって有用であり、 売り物になる 平等な使用，差別感の排除， 選択肢の提供
Principle 2: Flexibility in Use
原則2 利用における柔軟性
The design
accommodates a wide range of individual
preferences and abilities.
Provide choice in methods of use
Accommodate right- or left-handed access and use
Facilitate the user's
accuracy and precision
Provide adaptability to the user's pace UDは個人的な好みや能力 の広い範囲に対応できる 利き手 精度 作業速度 環境許容 右利き，左利き両用はさみ(特許公開2001-239074) Scissors for both right- and left-handed persons
Principle 2: Flexibility in Use
原則2 利用における柔軟性
The design
accommodates a wide range of individual
preferences and abilities.
Provide choice in methods of use
Accommodate right- or left-handed access and use
Facilitate the user's
accuracy and precision
Provide adaptability to the user's pace UDは個人的な好みや能力 の広い範囲に対応できる 利き手 精度 作業速度 環境許容 右利き、左利き両用マウス(特許公開平11-175253) Computer mouse for both right- and left-handed persons
Principle 3: Simple and Intuitive Use
原則3 単純で直観的な利用
Use of the design is easy to understand, regardless of the user's experience, knowledge, language skills, or current concentration level.
ユーザーの経験、知識、言語能力、集中力のレベルに
関係なく、UDは簡単に利用できる
Principle 4: Perceptible Information
原則4 認知できる情報
The design communicates necessary information
effectively to the user, regardless of ambient conditions or the user's sensory abilities
UDは周辺状況やユーザの感覚能力と関係なく、ユーザ
に対して効果的に必要な情報を伝達する
出典： 交通・エコロジー・モビリティー 財団『標準案内用図記号ガイドライン』
Can you understand these?
Principle 5: Tolerance for Error
原則5 失敗に対する寛大さ
The design minimizes hazards and the adverse
consequences of accidental or unintended actions
Arrange elements to minimize hazards and errors: most
used elements, most accessible; hazardous elements eliminated, isolated, or shielded
Provide warnings of hazards and errors
Provide fail safe features
Discourage unconscious action in tasks that require
vigilance
UDは危険や、偶然あるいは意図せぬ行動のもたらす不
Principle 5: Tolerance for Error
原則5 失敗に対する寛大さ
Answers
Accident avoidance structure
Isolation of dangerous element
Warning system
Providing security
Restoring to the status quo
対策 事故を防止する構造 危険要素の隔離 警告システムの用意 事故発生時の安全確保 現状復帰の仕組み ソフトウェアにおけるUndoの機能 “Undo” function in a software
Principle 6: Low Physical Effort
原則6 少ない身体的な努力
The design can be used efficiently and comfortably and with a minimum of fatigue
UDは効率的に快適に、また疲れを最小限にして、利用
される
Single-lever water faucet シングルレバー式水栓 特許公開2002-212989 Grips of spoons and forks
スプーン，フォーク等のグリップ 特許公開2000-60711
Principle 7: Size and Space for Approach and Use
原則7 接近や利用のための大きさと空間
Appropriate size and space is provided for approach, reach, manipulation, and use regardless of user's
body size, posture, or mobility
ユーザの体格や姿勢もしくは移動能力に関係なく、近づ
いたり、手が届いたり、操作したり、利用したりするのに 適切なサイズと空間が提供されている
Provide a clear line of sight to important elements for any seated or standing user
Make reach to all components comfortable for any seated
or standing user
Accommodate variations in hand and grip size
Provide adequate space for the use of assistive devices
Principle 7: Size and Space for Approach and Use
原則7 接近や利用のための大きさと空間
Question
What kind of measures are applied to buildings under
Principle 7?
問題
最近の建築物では、この原則に基づいて、どのような工夫が
Necessity of UD
UDの必要性
Diversity Diversity of lifestyles Internationalization / globalization Aging of population Weak physical ability
Care of weak persons
Children, pregnant
women, patients, etc.
多様な生活様式 国内での生活様式の多様 性（大家族、核家族、単身 世帯） 国際化 高齢化社会 身体能力の衰え（アンチ・ エイジングもあるが…） 弱者保護 幼児、妊婦、病人等
Experiments of UD
UDの実験
Do you open up a bottle with wet hands?
This simulates that a weak person tries to open up a
bottle
Do you enter a building from the outside and then reach to the inside of a room without using your hands?
This simulates that a disabled person want to go to a
room of a building
石鹸の着いた手や軍手をした手でビンの蓋を開けられる
か？
Question for report
設問（レポート）
Find two or three products / services under the
concept of UD and tell which principle is applied to each product / service
ユニバーサルデザインの考え方を応用して作られた商
品やサービスを1つ挙げてください
またその商品やサービスのどの部分にユニバーサルデ
