フライトケース - Elevating Design maturity in Japanese companies

How might we effectively introduce and integrate design thinking methodologies in Japanese companies to create a more user-centered approach to innovation?

Introduction

The Flight Case project was a collaborative initiative between Delft University of Technology and various Japanese companies, including MUJI, Ricoh and Panasonic. As part of this prestigious program, we participated in an immersive design thinking experience across key cities in Japan, such as Kyoto, Tokyo, Osaka, and Nagoya. The program's objective was to introduce and implement design thinking methodologies to Japanese companies, helping them innovate and tackle complex business challenges through a user-centered approach. This involved in-depth research, ideation, and conceptualization phases to deliver visionary and future-proof solutions.

‍

‍

The Challenge

The main challenge was to introduce and adapt Western design thinking methodologies to the unique cultural and business contexts of Japanese companies. Many of these companies faced difficulties in embracing a user-centered approach due to traditional hierarchical structures and a focus on incremental innovation. The goal was to break down these barriers and help companies like MUJI and Panasonic reframe their challenges, engage more effectively with their customers, and develop innovative solutions that resonate with both local and global markets.

‍

Methodologies Used

• Double Diamond Process: We employed the Double Diamond design process, which included an initial phase of in-depth research and problem definition, followed by ideation, development, and testing of design concepts tailored to the Japanese market.
• User-Centered Design: Conducted extensive user research, including interviews and workshops with company stakeholders and customers, to deeply understand the cultural nuances and specific needs of Japanese consumers.
• Design Thinking Workshops: Facilitated workshops with employees of MUJI, Panasonic, and other participating companies to teach and apply design thinking methodologies, focusing on empathy, ideation, and rapid prototyping.
• Customer Insights and Trend Analysis: Integrated qualitative research with actual customers to gather insights into their needs and desires, and combined these with trend analysis to inform the ideation and conceptualization phases.

Impact

The Flight Case project resulted in the successful introduction and integration of design thinking methodologies within the participating Japanese companies. For MUJI and Panasonic, this led to the development of innovative product concepts that were more aligned with user needs and market trends. The hands-on workshops and collaborative sessions fostered a deeper understanding and appreciation of user-centered design among the company employees, paving the way for future innovation efforts. Additionally, the project established lasting connections between Delft University of Technology and the participating companies, creating opportunities for future collaborations in design and innovation.