Design of services that address users' "unmet strong needs."

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last updated：Sep 09, 2021

HALデザイン研究所

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Identify the user's "unmet strong needs" and plan products that create user satisfaction by responding to those needs with stories based on user experiences.

**Discovering Users' "Unmet Strong Needs"** Uncover "unmet strong needs" that users themselves may not even realize through the following steps: - Identify daily activities (such as cooking) that the person is doing reluctantly, even though they would rather not do them. - Next, investigate the purpose behind those actions. - The "unmet strong needs" are what they want to achieve, even if it involves doing something unpleasant. - Although it may seem easy to find answers, both the user and the researcher need to think carefully to arrive at a conclusion. **Planning User Satisfaction-Creating Products** - Unlike before, addressing dissatisfaction and discomfort from fragmented and intermittent scenes inevitably leads to a short-sighted product concept. - Therefore, it is essential to narrate the user's experiences with the product or system as a story and consider solutions for the "unmet strong needs" accordingly. - The UX framework (refer to attached document, page 6) has been prepared for this purpose. - By using it, it becomes possible to create product plans that are more surprising and empathetic, focused on user satisfaction. - However, since the UX framework is a starting point, it is necessary to reflect and revise it while progressing with the product concept, detailed specifications of the system, visualization, and tasks.

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**What is UX?** User Experience **What is UX Story?** When users interact with a product or system, those interactions are consciously accumulated as UX, creating an image referred to as a story. In other words, a story can be seen as the association between the user and the product/system mediated by an image. Furthermore, as this association strengthens, it becomes a brand. **What is Service?** It is the process of integrating various products and systems to provide users with a story, ultimately creating value for the users.

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I would like to work on uncovering "unmet needs" regarding the daily life activities shown below. [Classification of Daily Life Activities] This is based on the "Results of the 2011 Basic Survey on Social Life Detailed Activity Classification" conducted by the Ministry of Internal Affairs and Communications in 2012. The order is arranged to make it easier to visualize "unmet needs," starting from the morning, from waking up to getting ready in the morning. Additionally, there is no definitive correct method for classification, so we plan to make appropriate changes as necessary. Activities include: sleeping and waking, washing up, using the restroom, changing clothes and grooming, cooking, eating and drinking, laundry, cleaning, organizing clothes, storage, responding to others, childcare, resting, hobbies, personal care, bathing, going out (employment (not included this time), shopping, traveling by car).