Making the world better with Service Design,
the framework of effective co-creation.

WHY

Making the world better with Service Design, the framework of effective co-creation.

This vision includes our passion for solving various pains those still are in people's life, even in this convenient world. "Innovation" includes many kinds and definitions, but the innovation we aim is something that can add positive meaning to consumers and markets.

意味転換の生じる「Innovation」

WHO

We are implementation-driven researcher team who develops "Co-creation Service Design method" with consumers, companies, academics, and creators.

Service Designer: Our service-designer works as professional consultants who design the entire project and manage them as facilitators.

who

Our 4 activities

  1. BUSINESS PROJECT

    We produce co-creation project which consist of our original methods and tools to our clients to solve various kinds of client's problems

  2. ORGANIZATION DESIGN

    As an inhouse-consulting team, we are in charge of our internal organization design. Starting with "Design Thinking" mind-set towards employees, business process reframing, creating original space for co-creation. We send service designers to organizations those need them to proceed PDCA cycle in design thinking way to achieve their KGI.

  3. COMMUNICATIONS

    We circulate and enlighten service design way of thinking to the world through seminars, events, and workshops.

  4. RESEARCH

    We research and develop original methods and tools which stands on service design principles with universities and companies and read the paper in conferences.

WHAT

"Service Design" is an action to design entire service stream, not only each touch-points, focusing on the value of experience of consumers.

We have a wide field of projects, such as product development, vision creation, business creation, organization design, public service design and so on. We are based on design thinking mind, and the projects proceed with the following points.

  1. Implement 4 basic steps
    ——Discover, Define, Develop, Deliver. Not going through once, but going back and forth to brush up.
  2. Original tools and methods are there for each steps.
  3. Proceed as "Co-creation/Open Innovation" project to accept diversity and make good use of it.
  4. Designing the experience value with comprehensive perspective.
  5. Create "experience journey" by combining more than one touch points.

“Behavioral design” is a word from “behavioral science (behavioral economics)” and “design”.
Behavioral design is a design method that uses knowledge from behavioral economics and behavioral science to support people's behavior changes and habits.

Behavioral design is a field that helps people to do what they would like to do, with products design, services design, and environment design.

Even if we envision a service based on the “ideal experience”, users may get frustrated or the experience may not last long. Applying Behavioral design to such actions, we prompt people to change their behavior.

HOW

By original design tools and methods, we create service innovations which defines new value, which is difficult with only authentic service design approach.

One of the major features of service design is that it does not look at the consumer as a subject of research, but rather welcomes it into the design team. For this reason, it is not necessary for only designers with some specialties to be able to practice, and it is necessary to prepare design tools and procedures so that even members who do not have design literacy can use them.

SDL targets various business issues extracted through innovation creation activities in real business, combining various design tools, and multiplying various business methods with their own rule of thumb to create unique methods. We continue to promote activities to form and sublimate it into a state where everyone can use it. In particular, we have focused on method research to create “service innovation with meaning formation” that is difficult to achieve with only an authentic service design approach, and we have been working on joint research with Professor Masanao Takeyama, Faculty of Economics, Keio University.As a result of this research, service design methods already proven in actual business are introduced on this page.

METHOD

BDSD

Behavior Design × Service Design

It is a “service design for behavior change” method that incorporates knowledge of behavioral design with scientific knowledge and data support into ideas that emphasize human understanding and semantic interpretation of service design.(ServDes.2020 adopted paper)

bdsd
Service design focuses on the user experience and aims to comprehensively design the service including the business processes and business models of the employees that support it, and is characterized by procedures such as empathy, semantic interpretation, and participatory design. It is possible. On the other hand, behavior design focuses on specific target behaviors of users, diagnoses the barriers and examines intervention measures based on knowledge and evidence of behavioral science. The BDSD method is a design method that complements these comprehensive and sympathetic approaches with the advantages of a scientific approach to behavioral specialization. This method was jointly developed by DNP and Keio University Takeyama Laboratory.

DDSI

Design Driven Service Innovation

This method creates a business vision that structures changes in consumer values and induces life innovation, focusing on new areas of life that will become more important in the future due to social change rather than customer needs in existing businesses. The This method incorporates the concept of “design-driven innovation” in a format that matches the present age of the service economy, and fosters a worldview through dialogues and interpretations with experts and analogy ideas. We believe that the business vision that can be created with this method will be of a scale that can become a new culture that opens up new markets.(ServDes.2016 adopted paper)

DDSI紹介動画（2分45秒）
ddsi

This method creates a business vision that structures changes in consumer values and induces life innovation, focusing on new areas of life that will become more important in the future due to social change rather than customer needs in existing businesses. The This method incorporates the concept of “design-driven innovation” in a format that matches the present age of the service economy, and fosters a worldview through dialogues and interpretations with experts and analogy ideas. We believe that the business vision that can be created with this method will be of a scale that can become a new culture that opens up new markets.

Method features
  1. Reframing existing businesses based on social change
  2. Forming a vision of life innovation services through contextual fusion techniques
  3. Create an area reorganization business with vision-driven service design

ICBD

Internal Consensus Building Design

ICBD is a consensus building method that specializes in the co-creation design process where various stakeholders join together with the progress of the process.(ISIDC 2014 adopted paper)

icbd
In order to resolve these key factors by disassembling the steps up to the service model and business model construction and organizing “necessary members” and “key factors that hinder smooth consensus building” at each step Selected design tools.

OEJD

Open Experience Journey Design

This is a service design method that emphasizes the jumping of ideas that are executed in an open innovation manner. This OEJD is a method jointly developed by DNP and Takeyama Laboratory at Keio University.(ServDes.2012 adopted paper)

OEJD紹介動画（2分30秒）
oejd
OEJD is a service design method that emphasizes the jumping of ideas by drawing out the diversity of participating members such as consumers, companies and creators. Not only one scene and product experience, but a series of experiences related to consumption are depicted like a journey of travel (Journey), and the experience that the users of the service themselves can realize the feelings and longing that they are not usually aware of, We design network systems that are indispensable for this. OEJD uses tools and methods called CJM and SPL.

CJM

Customer Journey Map

CJM is a tool that draws and visualizes a series of experiences that follow the flow of consumer services, like a journey (Journey). In the series of experiences, the interaction (interaction) between the service user (consumer) and the service provider at each touch point is depicted, including emotional relief and cost. By comprehensively grasping the user's experience, it can be said that it is a design drawing that embodies the psychological situation of the target consumer (persona) and materializes what should be prepared at what timing.

cjm

SPL

Service Prototyping Lab

SPL is an acting-out prototyping technique. Project the life scene that is the subject of the idea creation on the screen and express the idea that came up on the spot by acting. Compared to the method of discussing in front of the whiteboard in the conference room, all participants can share the life scenes that are the subject of the discussion, and the paper prototyping of the content can be performed on the spot to verify the idea. It is unique in that it eliminates unnecessary ideas.

spl

WHERE

Co-creation site

The co-creation site “P&I Lab Collaboration” is a place where co-creation design projects can be effectively performed.
Based on the concept of “a space in which a co-creation mind can be switched on”, we focused on space design, such as furniture layout and flow line design.
It is fully equipped with tools and materials that can produce “prototypes” for the purpose of verifying hypotheses and ideas, and extracting specific issues and improvements, as well as projectors and screens that allow demonstration experiments.