Omotenashi Research

OMOTENASHI How the Digital Native Generation Redesigns Sony’s Services ► SERVICE DESIGN

Mid Term Project 26.05.2015 - 10.07.2015

Prof. Birgit Mager mager@kisd.de

KISD, Cologne, Germany

+49-221-8275-3220

Chiba University, Tokyo, Japan

HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

INTRODUCTION TO OMOTENASHI

► A Japanese mindset will get you more loyal customers Travellers coming from Japan often tell tales of the amazing hospitality they have experienced in the country’s hotels and restaurants.

The Japanese spirit of service, Omotenashi, is a mindset that makes the relationship between customer and seller a long-lasting one. It embodies a service that anticipates the needs of a guest in advance and offers additional treats and gifts the guest doesn’t expect.

Since it opened its doors in 2000, Rakuten University has been seeking to teach non-Japanese merchants to deliver Omotenashi. While Rakuten has established itself as the world’s third largest online marketplace with revenues over seven billion pounds, the University is successfully bringing Omotenashi to the e-commerce space. The model works by ensuring that technology is always supported by human contact and interaction.

For those of you who don’t have time to go on a course, Rakuten University shared some advice from its programme for online retailers with us.

1. Exceed expectations every time Shopping online is largely a vending machine style experience - you see, you buy, you receive. Customers expect goods to arrive undamaged, be sold at the best possible price and meet stated specifications.

It’s vital to always get this right, but it’s a minimum requirement. To stand out you should seek to create something extraordinary. A surprise may come in form of a small gift, a bonus offer, a follow-up note or call, if appropriate. Ultimately loyalty is a question of perceived value, not price.

2. Tell your story The internet is a powerful medium for storytelling. By telling the story behind the store, merchants are able to engage customers on a deeper level than price alone.

People want to feel good about the products they buy and trust the stores where they buy them from. Use a range of media, such as blogs, photos and, increasingly, video, to tell your stories, each of which are unique

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and remind the customer that the vending machine approach to e-commerce is lacking the rich human connections that have defined the brick and mortar shopping experience.

3. Keep your friends close and your enemies closer The e-tail space is evolving rapidly. While innovation and exceptional customer service starts at home, it shouldn’t end in-house. Your best practice should be constantly benchmarked against your competition.

Engage with your rivals from a customer perspective to understand how you can take their offering and improve your own, from monitoring what tweets and visuals get shared and retweeted the most, to subscribing to their email alerts and tracking the personalisation and frequencyof their promotional emails.

4. Let customers engage on their terms Today’s consumers are constantly connected. Their purchases are influenced by a multitude of sources from blogger reviews, tweets and Facebook posts to the banner ads they see when browsing online.

Savvy retailers must ensure all preferred channels of communication are available, from Twitter and Facebook to private email. When it comes to engagement, speed is of the essence. In today’s information- and offer-rich web environment, failure to respond to an engaged customer could result in losing a sale to your competitor. Benchmark against your competition, but as a rule of thumb respond within 24 hours to any post/email/tweet.

OMOTENASHI is a Mindset of Hospitality and ANTICIpation

OMOTENASHI MANIFESTO

Germany

Japan

Customer is king The provider is at the mercy of the customer

Customer is guest The customer is genuinely treated as a friend

Hierarchy Customer and provider are not equally involved

Equality Equality between customer and provider

Standardized Generalized service experience fitting for the masses

Personal Genuine interest in client’s needs and wishes

Judgement Customer judges the provided service

Gratitude Genuine respect and gratitude of customer for service

My job Doing what you get payed for

My devotion Doing more than you have to do

Direct Immediate expression of honest opinion

Polite “Maybe” - delay or restraint of expression and opinion

Critical Refusing and criticizing provider’s offers if needed

Respectful Respecting the provider’s gestures and offers

Informal Casual treatment of customers/ guests

Formal Formal treatment of customers/ guests

Moving past tradition Focus on future and modernity

Modernity & Tradition

Result Separation of process and outcome

Holistic Seeing the result as part of the service

Fusion of past and present

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HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

ANALYSIS OF THE 5 PRODUCTS SUGGESTED BY SONY

► Sony Smart Band Product: - Communication: Facilitates communication (call function) - Fitness: Keeps track of how you live and move; waterproof - Life: Helps with organization and documentation; music control - Matches your style with changeable bracelet colours - Range of 3: SmartBand (+Roxy edition), SmartBand Talk, Smart Watch Place: Sony Mobile Communications > SmartWear; available at Sony online-shop and standard electronics retailers on- and offline (amazon: hard to find in fitness category, Saturn etc.)

Price: 36,00€, was 79,90€ - 229,90€ for SmartWatch (Apple watch: 399,00 € - 1.249,00 €) Promotion: Several TV/ Youtube ads, PR/ FB, SEO; claim “Folge deinem Weg” People: Target group: (young) performers Process: App neccessary: Lifelog (Google Play); supported only by Android Physical evidence: Negative reviews about accuracy of measurement (# steps, sleeping phases..); short battery runtime; complicated set-up (-2 apps needed); customer service replies to German complaints in Google Play Store only in English

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HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

WORKSHOP @ SAPIENT NITRO

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HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

IDEATION WORKSHOP @ SAPIENT NITRO

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â–ş Ideation workshop

The ideation workshop at Sapient Nitro started with a short intrdouction of the company. Then the students were asked to share their research insights on Omotenashi, Sony as a company and the provided services and products of Sony.

After the framing of the key challenges we devided into three groups and defined our project challenges.

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3 TEAM TOPICS: HOW MIGHT WE...

... CONNECT AND COMBINE THE OUTDOOR SPORTS ENTHUSIAST WITH THE INDOOR GAMING ENTHUSIAST VIRTUALLY AND/OR IN REAL LIFE?

... HELP SONY IN IMPLEMENTING OMOTENASHI FOR THEIR SERVICES?

... CREATE AN ENVIRONMENT TO ACTUALLY USE AND INTERPRET THE BIG AMOUNT OF DATA (MENTAL/ PHYSICAL) COLLECTED BY WEARABLE TECHNOLOGIES?

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HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

WORKSHOP IN JAPAN

â–ş Research week Our first week in the land of the rising sun was attended by cultural insights.

We explored different areas of Tokyo, got lost in translation and found our self again in the middle of a crowded and kaleidoscopic colourful huge city. With the help oft the Japanese students we could start to do some research within our different project groups. Some of us spend days at the tennis court, while others where dipped in omotenashi spirit. Starting from never tasted meals to unexpected and impressive situations the whole group got a chance to glimpse into a Japanese way of life. By the end oft the week we had two different day trips together with the students from Chiba University to museums, temples and places where we could both explore the future and innovation driven approach and the traditional and historical side of the Japanese culture.

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â–ş Workshop week The first day of the workshop week we where invited by Sony to get to know the company and the people behind. After an introduction from Sony and a lecture from Prof. Mager, Chiba and KISDie students presented their previous work outcomes.

Based on the different proposals we built new international teams.

them and then to improve, with the gathered insights, our service design concepts for Sony.

We finished the workshop week with our final presentation at Sony. Each group had 15 min to present their concepts and afterwards there was time for questions and feedback from Sony.

The following days where structured and spiked by lectures of Prof. Mager. She gave us a quick and intense insight in important and useful service design tool and methods.

In the morning of the second day each group had time to make some additional research to fill some gaps with current, new content. We applied the service design tools introduced by Prof. Mager to our working practice. Every afternoon we had some pitch sessions. Each team had five minutes to present their status quo and their way forward. There where feedback given by Sony, Prof. Mager, the Professors from Chiba University and the audience (even from the cologne based group via skype).

At the third day we where introduced to some ideation methods we directly could apply. After this phase we where encouraged to built prototypes, to test

We think it was a great and successful workshop, where we could get a big insight in the Japanese culture, learn from each other and get some new service design methods we can now use in our future design process. We had great international teamwork which we really appreciated and beyond the concept outcomes we built new friendships.

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OMOTENASHI The Care Challenge â–ş SERVICE DESIGN

German group: Andrea Taverna

Prof. Birgit Mager

Davide Comuzzi

mager@kisd.de

Insa Schniedermeier

+49-221-8275-3220

Wen Fang Japanese group: Marta Macchis Shohei Okawa Xiaojing Zhang Yuka Furukawa

PROJECT CHALLENGE What topic / area / challenge for Sony are we focussing on?

HOW MIGHT WE...

Create an Omotenashi home care-taking system specific for old dementia suffering people.

Raise environment’s safety

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Improve communication between patients and family.

Provide mental stimulation

PROJECT BRIEFING What are we asked to do in this project?

PROJECT CHALLENGE What is the problem area we want to explore?

What is the service area that we want to innovate?

How might we… improve the home care-taking environment for caregivers and dementia patients?

BRAND PURPOSE

CONTEXT / TRENDS

What is the brand cause or belief?

(Why the brand exists?)

What is the cultural context/trends that influence this challenge?

Sony’s mission is to be a company that

- Sensitivity for data sharing

inspires and fulfils your curiosity.

- Upcoming trend of wearables

Everything we do, is to move you emotionally.

- Average population is getting older

BE MOVED

- Patient’s family exclusion

GOAL What do we want to achieve as an outcome?

What is our vision for our project outcome?

- Pre-stage dementia patients - First stage of dementia - Elderly who live alone at home - Families

Increase

the

quality

of

life

of

dementia

patients through an increased social interaction and the provision of mental stimulations

- Anticipation of needs - “We use your data like you would like it to be used” - Make the patient happier - Respect of the situation

TARGET GROUP

OMOTENASHI

Who are we talking to / engaging with?

What aspect of Omotenashi does (do we want to) influence the service?

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RESEARCH OBJECTIVES What are you trying to find out through research?

QUESTIONS

PRIORITY

Who in a family context needs to be taken care of? In which way? By whom?

1

Which products/ services do already exist in this area?

2

Which data is relevant for doctors when examining patients?

4

Are there treatments that require to gather data over a longer period of time?

Which are the benefits that a doctor could benefit from a 24/7 “surveillance“?

Who needs to be contacted in case of emergency?

5

3

Who?

Where?

Who is the prospective audiences for your design work, defining their demographics and psychographics and your baseline recruiting criteria.

Where are people performing certain tasks or use key technologies, as well as potential destinations on the Internet or devices that a user might want to access.

What?

How?

What might people be doing, as well as what are they using today to reach their goal?

Which explicit actions or steps do people take in order to perform tasks or reach their goals.

When?

Why?

When might people use particular products or technologies, as well as what are their daily routines and rhythms of behavior that might need to be explored.

What are the underlying emotional and rational drivers of what a person is doing, and the root reasons for that behavior.

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PROJECT BRIEFING What will happen, why, when and with whom?

STUDY TITLE Choose a recognizable name.

MAIN OBJECTIVE Why are you conducting this study?

Family Care

Create an Omotenashi home care-taking system specific for old dementia suffering people.

METHODOLOGY What type of study are you going to do? Please describe.

TOP 5 QUESTIONS Which questions are you trying to pose to participants?

Interviews and shadowing

1. Who in a family context needs to be taken care of?

2. Which products/ services do already exist in this area?

3. Who needs to be contacted in case of emergency?

4. Which data is relevant for doctors examining patients?

5. Which are the benefits of a 24/7 tracking?

TARGET GROUP Who will you be interviewing or observing?

SCHEDULE When and where will the activity take place?

Moms / dads, kindergarden teachers, caregivers, caretaker

Day 1-2: Skype interview with families

Day 3-4: Caregiver meeting and shadowing

TEAM Who will be responsible for which task?

Andrea: kindergarden teacher, families Wen, Davide: families Insa,: caregivers, families

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PARTICIPANT PROFILE Who will be interviewed / observed and how will you recruit them?

DRAW ME

NAME ME

How does the participant look like?

Make up a name.

Granny Lily

TARGET GROUP Which group does the participant represent?

1st level of dementia, lives alone

AGE

CHARACTERISTICS

How old is the average participant?

What are you looking for in the ideal participant?

82 year old

Analogue generation

SOCIAL STATUS

BEHAVIOUR / TASK

Which relationships are important?

What should the participant be doing / have done in the past?

Widow, 2 sons and 4 grandchildren

- Collects pictures inside big albums - Tells stories about her youth - Watches soap opera on television

OCCUPATION What does the participant do for a living?

Retired

- Gives food to the cats close to her house - Writes letters and postcards

QUOTE What does the interviewed say?

CONTEXT / SITUATION Context you met the person.

At her home

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“I don’t want to bother anybody, but I miss the presence of my family.

I feel ashamed when I notice that I forget so much”

PARTICIPANT PROFILE Who will be interviewed / observed and how will you recruit them?

DRAW ME

NAME ME

How does the participant look like?

Make up a name.

Grandson Ben

TARGET GROUP Which group does the participant represent?

He goes to school and lives far away from his granny Lily

AGE

CHARACTERISTICS

How old is the average participant?

What are you looking for in the ideal participant?

15 year old

Digital generation

SOCIAL STATUS

BEHAVIOUR / TASK

Which relationships are important?

What should the participant be doing / have done in the past?

Grandson of Lily, he has a bigger sister

- Is always online - Sends short messages and chats - Calls his long distance friends with Skype

OCCUPATION What does the participant do for a living?

- Spends the days watching TV series - Takes many pictures and shares with friends

Student

QUOTE What does the interviewed say?

CONTEXT / SITUATION Context you met the person.

At the park

“My granny’s short term memory is getting worse.

She has good and bad days, I wish there were more good ones. I want to spend more time with her, but I can’t because we live in different cities”

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HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

ONLINE RESEARCH: DEMENTIA AND HOME-CARE ► People who suffer of dementia (in million) https://www.demografie-portal.de

28

Depression

34

Heart Disease

42

57

Dementia

High blood pressure

► Expenses per head in Germany divided into disease and age group, 2008 http://www.cdc.gov

3.000 € Dementia Cancer

2.500 €

Heart Disease

2.000 €

1.500 €

1.000 €

500 €

0€ under 65

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65 - 85

over 85

â–ş In Germany 71% of persons in need of care are looked after at home (# persons in need divided by kind of care) http://de.statista.com

Home, care by the family

Home, support by

Nursing home

caregivers

1.245.929

1.182.057 1.065.564

1.033.286

504.232

2007

743.120

717.490

709.211

764.431

555.198

576.264

615.846

2009

2011

2013

DEMENTIA IS THE GREATEST MEDICAL CHALLENGE OF THE 21 TH CENTURY

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HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

FIELD RESEARCH IN COLOGNE: DAY CARE / SHADOWING OF A CAREGIVER

Stimulation of the senses (music)

Stimulation of the senses (arts & crafts)

Stimulation of the senses (haptics & smells)

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standard games

physical activity

memory journey

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HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

WORKSHOP IN COLOGNE

► Deeper Research

After Davide and Insa went to Japan, Andrea and Wen stayed in Cologne with SapitNatro (Ben) and continue to research on which area of dementia disease they would like to focus. Our first week in cologne was to focus on the dementia issue and create “How might we...“ questions. It was hard to interview German elderly people because of the language, so we collected the related information on dementia through online researches.

We went deeper to see the journey of diagnosing dementia by online videos and articles. 1) The

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family notices that the elderly has some obvious symptons of dementia. 2) They go to the hospital and diagnose. They found which level of dementia they have. 3) The family gets involved and plans the future for patients. 4) The elderly have to keep active in order to slower the disease. 5) because most forms of dementia are unable to cure, in the end of life, the patients are unable to control their body. They need 24 hours caregivers to take care them. The family feels shock when the elderly are diagnosed with dementia. They hope they can get more time to plan the future life and assist the elderly to be active.

There are differnet stages of dementia disease. In the early stage of dementia patient, it’s fine to live in their daily life but they can’t do the complex /new tasks. If they keep their activities as usual or increase their communication, it is possible to slower the dementia disease.

Therefore, In our group we would like to focus on the elderly’s activities and the communication between their family.

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HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

WORKSHOP IN COLOGNE

► How might we questions We created “How might we...“ sentences that helped us to open the mind and think of ideas. We separated the questions with three categories : Patients, family and caregivers / hospitals.

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How might we ...

1. create a personal training service for early stage dementia patients in order to keep them active with different activities ?

2. create a diary platform for people in order to prevent dementia disease and remember in the future memories ?

3. create a game service for dementia patient in order to keep their brain active ?

4. create an online platform for patients in order to keep update and share with caregivers ?

5. create an interactive service for family and dementia patients in order to improve their interaction and make all less stressed and more happy ?

6. provide Omotenashi service for nursing house in order to respect the dementia patients ?

7. provide an environment for dementia patients in order to keep them active and connected to people ?

8. create Sony’s package of memory care for elderly people who is potential dementia patients in order to diagnose the disease as early as possible ?

9. make a location service for caregivers and families in order to find patients when they get lost ?

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HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

► Ideations

1.

1. Personal training gives to you everyday tips or exercises. In order to prevent or slower dementia you can download the app to keep your mind active.

It includes Game: entertainment ; Exercise: daily task or random exercise ; Diary: save photos and notes you want to remember/remind ; Diet: food can help in slower the dementia, suggestion of food 2. Sony packages gives you many stuffs to assist the patients to keep their memories. It includes apps,

2.

cameras, printers.

3. In order to avoid the patient get loss, the ideas is to provide some services or products to track their locations through GPS, connecting families and communities.

4. Due to the patients have to do activities in their daily life, the dementia gallery is to collect their creative works through the platform online. The purpose of the idea is to change the patients’ characters into “artists” .

5. In order to take care of the dementia patients in the nursing house, the caregivers have to remember all of their background (so they have a file of patient’s data) and update their life everyday. The family can built the patients’ background (online house) so that the caregivers can visit them and update the data.

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3.

4.

5.

6.

6. Memory box cares your brain with interactions and bring you to diagnose the dementia as early as possible.

When you got the disease, it still stands here with you. It remains the precious memory of yours through connecting with the printers and recording the memories by the albums. It aslo suggest some game collections and provide the helper (ex cameras) for the elderly.

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HOW THE DIGITAL NATIVE GENERATION REDESIGNS SONY’S SERVICES

WORKSHOP IN JAPAN

On this page: Post-it pages represent the conducted ideation methods (brainstorming / storytelling) that were used to define the right problem(s) of each persona and to gather insights.

Right page : Collection of insights and resulting ideas for the development of products / services and some teamwork impressions .

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Ideas 1. Memory with pictures 2. Digital picture frame shows pictures and stories 3. “Coimagination” method 4. Memory book with pictures of trips etc. (as reminder of common experiences) 5. Show patient old memories / pictures. Find the topics that they are most interested in 6. Homework program with daily tasks 7. Customized song-book 8. Scatter items related to patient’s memory 9. Notebook for documetation of patient’s data 10. Interactive calender 11. Tool that provides memory games for patient 12. Digital diary 13. Easy facetime connection 14. Dementia kit for families / caregivers 15. Play games together 16. Daily brain games

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