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UX in Asia - Japan [UXHK2012 Presentation]


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Japan's industries are struggling in the past couple of decades to keep up with the global market's change - How could UX help solve it?

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UX in Asia - Japan [UXHK2012 Presentation]

  1. 1. What UX Can Do To Make Industries Competitive Asia Noriko Osaka Crossfrontier Ltd, Tokyo, Japan
  2. 2. A little bit of myself… 2011: Founded Crossfrontier Ltd. IA & UX / Brand Research eye square GmbH (Berlin) Implicit research using eyetracker, EEG & GSR etc Background French Major / Studied Multimedia & Web in Canada Web & UX since 2002 Interest Promoting Traditional Culture 流鏑馬 / Yabusame
  3. 3. Long History of Ergonomics European Ergonomics American Human Factors Japanese Ergonomics 人間工学 1857 ~ Labor Hygiene & Efficiency Man-Machine Interface (Armament Industry) 1921 - First labor science lab established - First human engineering book published
  4. 4. “ 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/HCD Usability UX Industrial Design Craftsmanship Web / Software Ergonomics / Coloring Universal Design HCD/UCD Methods More Field-Oriented? Desk Theory?
  5. 5. People’s value changed… By early 90’s… It was Price Quality + that mattered. After 2000… Not the products But the experience that sells.
  6. 6. Characteristics of Japanese Products and Services… Are these really wanted in the global market? Rigid Safety Standard Over Spec Over Quality Too Precise Too Detailed We are still… Spec & Quality > Experience
  7. 7. Characteristics of Japanese Industry Vertically Integrated (Domestically) Horizontally Collaborated (Internationally) Internet/Mobile OS Apps Carrier Design R&D Parts Parts Parts Manufacturing Device We need to work both Vertically and Horizontally…
  8. 8. Initiatives and Education Education - Teaching only design/tech - Business, economic, political, cultural insights are necessary Government / NPO etc - Design Competition - International Design Forums - Certificates
  9. 9. 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
  10. 10. Thank you! [email_address]