企These days, when businesses consider what new value they can offer, they ask themselves not only about their products and services, but also about how they can design experience. Loftwork held the XPD2014 Autumn conference on November 11th, 2014 to discuss the latest ideas in user experience (UX) and customer experience (CX). Like the conference last spring (March 12th, 2014), there was a waiting list to get in this time as well. The conference, held at KOIL, a new center for innovation, focused on exploring the future of business.
People buy drills so they can drill holes
In her opening speech, Loftwork’s Chiaki Hayashi began by asking, “The keyword here is experience. Why has experience become so important?” She went on to explain, “People do not buy drills because they want a drill. They buy them because they want to drill holes. This might just be an amusing marketing expression, but it is also a key to thinking about experience.”
Don’t ask ‘How can we use this technology?’ Ask ‘What is its value to the customer?’
Sony Computer Science Laboratories lab director Hiroaki Kitano offered up unmanned aircraft technology, or “drones,” as an example of innovation with experience at its core. He stressed, “The technology is not the most important thing; it’s the idea that they can move autonomously.” Kitano also presented some examples of drone research.
Service design is business orchestration
What is the best way to tie together experience and technological potential with your business? Keio University’s Masanao Takeyama used a number of concepts and examples to dig into the potential of service design.