What UX Can Do

To Make Industries Competitive

Asia

Noriko OsakaCrossfrontier Ltd, Tokyo, Japan

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A little bit of myself…

2011: Founded Crossfrontier Ltd.IA & UX / Brand Research

eye square GmbH (Berlin)Implicit research using eyetracker, EEG & GSR etc

BackgroundFrench Major / Studied Multimedia & Web in CanadaWeb & UX since 2002

InterestPromoting Traditional Culture

流鏑馬 / Yabusame

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Long History of Ergonomics

EuropeanErgonomics

AmericanHuman Factors

JapaneseErgonomics

人間工学

1857 ～ Labor Hygiene & Efficiency

Man-Machine Interface(Armament Industry)

1921- First labor science lab established- First human engineering book published

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“UX” is new, but the concept & method has been there.

Concept

Process

Method

Achieve-ment

1950 1960 1970 1980 1990 2000+

Industry Boom

Pseudo-UX(Academic)

PC era ISO13407

UCD/HCDUsability UX

Industrial Design

Craftsmanship

Web / Software

Ergonomics / Coloring

Universal DesignHCD/UCD Methods

More Field-Oriented? Desk Theory?

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People’s value changed…

By early 90’s… It was

Price Quality+

that mattered.After 2000…

Not the products

But the experience

that sells.

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Characteristics of Japanese Products and Services…

Are these really wanted in the global market?

Rigid SafetyStandard

Over SpecOver Quality

Too PreciseToo Detailed

We are still…

Spec & Quality > Experience

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Characteristics of Japanese Industry

Vertically Integrated

(Domestically)

Horizontally Collaborated

(Internationally)

Internet/Mobile

OS Apps

Carrier

DesignR&D

Parts Parts Parts

Manufacturing

Device

We need to work both Vertically and Horizontally…

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Initiatives and Education

Education- Teaching only design/tech- Business, economic, political, cultural insights are necessary

Government / NPO etc- Design Competition- International Design Forums- Certificates

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What UX can do for Japan?

User Experience comes first, not the product

Grasp value and wants of local people

Cope with horizontal collaboration RAPIDLY

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Thank you!noriko-osaka@crossfrontier.com