Service Design Network Japan Conference 2013 (サービスデザインネットワーク・ジャパン・カンファレンス2013) ― サービスデザインによるビジネスのリフレーミング ―

SDN Japan カンファレンス 2013は、サービスデザインをテーマに据えた日本における初めてのカンファレンスで2013年5月11日に東京で開催しました。同分野に関心を持ち、またその実践や研究教育に取り組んでいるビジネスパーソン、マーケター、デザイナー、教育研究者をはじめとする200名ほどの多様な方々にご参加いただきました。




Service Design Network Japan Chapter(リンク:

10:00 開場/受付開始

10:30 開会挨拶

10:35 基調講演:サービスデザインとビジネスリフレーミング(武山政直/慶応義塾大学)

11:15 事例報告:「こんなコトを待っていた!」製造業における、お客様の期待の醸成とは?(マシュー・フォレスト/ソニー株式会社)

12:00 ランチブレイク

13:00 事例報告:避難所をサービスデザインで考えるー東日本大震災の現場から学んだこと(丸山幸伸/株式会社日立製作所 デザイン本部)

13:45 事例報告:リクルートの動かす力〜コミュニケーションエンジニアリングメソッド(岩佐浩徳/株式会社リクルートテクノロジーズ)

14:30 招待講演:サービスデザインとビジネスバリュー(ビルギット・マーガー/SDN代表。Koln International School of Design)

15:20 コーヒーブレイク

15:50 パラレルワークショップ & チュートリアル
1)演技で発想するサービスアクティングアウト(山口博志/大日本印刷株式会社 C&I事業部)
3)サービスデコンストラクション(岩嵜博論/株式会社博報堂 コンサルティング局)

17:50 総括講演:SDN Japanとサービスデザインのこれから(長谷川敦士/株式会社コンセント)

18:30 懇親会(同会場にて)
Service Design Network Japan Conference 2013
― Service Design for Reframing Business ―

◆Purpose of this Conference
SDN Japan Conference 2013, held on May 11th, 2013 in Tokyo was the first Service Design conference in Japan.

Approximately 200 people: a variety of people, including business people, marketers, designers and education researchers who were practicing and working on the research of Service Design, took part in this conference.

Under the theme of “Service Design for Reframing Business”, case studies were shared by several companies. Through the invited talk by Birgit Mager, SDN President and various types of workshops, knowledge and experiences on Service Design were shared among attendees, exploring the possibilities of innovation and discovering the new issues of business.

Date: May 11th, 2013 Sat. 10:30 AM to 6:00 PM.
(Doors open at 10 AM / Reception starts at 6:30 PM and ends at 8:30 PM)

Recruit Academy Hall ( Yaesu, Tokyo)
HQ of Recruit Holdings Co., Ltd.
GranTokyo South Tower 41st floor.
1-9-2 Marunouchi, Chiyoda-ku
Tokyo Japan

Conference: 10,000 JPY (including lunch and coffee break)
Reception: 5,000 JPY

Service Design Network Japan Chapter

10:00 AM
Doors Open, Registration

10:30 AM

10:35 AM
Keynote speech: Service Design for Reframing Business
Masanao Takeyama, Ph. D.

11:15 AM
Case Study:
Matthew Forrest, Sony Corporation, Creative Center

0:00 PM
Lunch Break

1:00 PM
Case Study: What Service Design Can Do for Evacuation Centers – Findings from the Great East Japan Earthquake
Yukinobu Maruyama, Unit Leader Senior Designer, Hitach, Ltd.

1:45 PM
Case Study: The Recruit Method: Communication Design and Engineering
Hironori Iwasa, General Manager, Recruit Technologies Co., Ltd.

2:30 PM
Invited Talk: Service Design and Business Value
Birgit Mager, SDN President, Koln International School of Design

3:20 Coffee Break

3:50 Parallel Workshops and Tutorials

1) Service Acting Out
Hiroshi Yamaguchi, Manager, Service Design Lab, Dai Nippon Printing Co., Ltd.

2) The Secret of Shinise: Japan’s traditional businesses
Eiko Ikeda, Experience Designer, Daishinsha
Wakako Kitamura, Service Experience Designer, Daishinsha
Nobuo Masuda, Ethnographer, Daishinsha

3) Service De-Construction
Hironori Iwasaki, Strategic Planning Director, Hakuhodo Consulting division

4) Visual Brainstorming
Yu Osaki, Service Design Team Leader, UX designer / Graphic Designer, Concent, Inc.

5) Tutorial: Basics of Service Design

5:50 PM
Closing Keynote: SDN Japan and future of Service Design
Atsushi Hasegawa, Ph. D. , Concent, Inc.

6:30 PM

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