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ServDes2020

2–5 February 2021

RMIT UNIVERSITY, MELBOURNE AUSTRALIA

Short Paper

Designing for behavioural and institutional changes

10:30AM

11:15AM
Presenting Author(s): Masanao Takeyama, Kahoru Tsukui, Hiroshi Yamaguchi, Akihiro Sasaki, Satoshi Miyashita
04 February 2021

Although the popularizing approach of behaviour design and the recently-introduced perspective of service ecosystem design (Vink et al., 2017; Vink, 2019) differ significantly in their purpose, focus, and theoretical backgrounds, these differences actually indicate an opportunity to integrate the two, to complement each other and facilitate behaviour and institutional changes simultaneously. To clarify the benefits and demonstrate the procedure of such an integration, this paper introduces a pilot study to implement the integrative design approach for a corporate project which aims at applying design thinking to their sales activities. The results show that the proposed approach helps designers and stakeholders to understand entangled relations between behaviour of employees and organizational social structures and also to uncover wider opportunities and more impactful strategies for change.

Europe (CET): 4th February 2021 12:30 am to 1:15 am

US (EST): 3rd February 2021 6:30 pm to 7:15 pm

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Masanao Takeyama
Masanao Takeyama
Keio University

Masanao Takeyama is a professor of service design at the faculty of economics, Keio University. Takeyama has been developing methods and techniques for service design and behavioural design to apply these to business practices. He has been directing many joint research projects with Japanese global corporations including Toyota, Hitachi, Toshiba, and Sony. He has been the co-representative of Service Design Network Japan Chapter since 2013. Takeyama also founded ACTANT, Inc., the Japanese first service design consultancy to help organizations in various fields for developing innovative services and businesses. Besides the research and practices, he has been also assisting the Cabinet Office of Japanese Government to innovate public services.

Kahoru Tsukui
Kahoru Tsukui
Keio University

Kahoru Tsukui is a researcher at Keio University and a service designer
at ACTANT, a Japanese service design agency. She is engaged in the design of new service design methodologies in Keio University, currently working on developing a methodology to integrate behavioral design into service design, with an interest in how people's behavioral change can enhance their well-being and how their behavior can also contribute to society. In ACTANT, she designed sustainable services from the perspective of both users and employees in a variety of industries, including education, telecommunications, manufacturing and insurance.
After graduating from the Keio University Faculty of Economics, handled marketing of business network services for a telecommunications firm.

Satioshi Miyashita
Satioshi Miyashita
Dai Nippon Printing Co., Ltd.

Service designer in the Information Innovation Operations of Dai Nippon Printing Co., Ltd. Graduated from the Graduate School of Ritsumeikan University. Master of Engineering. After joining Dai Nippon Printing, he has been the payment service development and IT project management. He is interested in implementation of more human-centric service and has been in his current position since 2017. He is mainly responsible for project design, project management and Facilitation in new business development for our clients and design thinking infiltration program for organizations. His current main research interests are in design-oriented organizational design.

Akihiro Sasaki
Akihiro Sasaki
Dai Nippon Printing Co., Ltd.

Service designer in the Information Innovation Operations of Dai Nippon Printing Co. Graduated from the Graduate School of Design at Kyushu University. Master of Design Strategy. After joining Dai Nippon Printing, he worked as an image processing engineer and was appointed to his current position in 2013. He is mainly responsible for executing service design projects for new business development for client companies, in which he is responsible for project design, management and facilitation. His current main research focus is on the integration of service design and behavioral design.

Hiroshi Yamaguchi
Hiroshi Yamaguchi
Dai Nippon Printing Co., Ltd.

Service designer in the Information Innovation Operations of Dai Nippon Printing Co., Ltd. Graduated from Nihon University Graduate School of Science and Engineering. Master of Engineer. After joining Dai Nippon Printing in 2000, he was in charge of customer service, product development, and brand development as UX designer and planner. Established "Service Design Lab" in 2013. In parallel with methodological R&D, started design consulting by service design. Since 2019, he has been a visiting associate professor at Yamagata University.