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Basis for System Design and Management
Takashi Maeno Toshiyuki Yasui Seiko Shirasaka
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Customer Value Chain Analysis 顧客価値連鎖分析
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Method to develop concept
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CVCA can clarify; Who are the stakeholders? How does value flow? How does material or energy flow? How does informa>on flow? Who are you designing for? Who are your important customers?
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HP:Electrocardiographic Monitor (心電モニタ)
HP�
$&!�!�
Government�
Insurance �Company �
?�$&!�
!�
$�
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1. List Up Stakeholders • Customers、Partners、Organization for
Standard (ISO), etc.
HP�
CVCA Steps
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2. Identify value between stakeholders and its flow • “$” for money, capital • “Icons” for product, service and information • “!” for claims, regulations
HP�
$&!�!�
CVCA Steps
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CVCA Steps
3. Perform Analysis • Who is important customers? :Trace “$” and
“!” • What is value for stakeholders?:Change
from input to output • Identify negative effects (like claims)
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$&!�!�
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HP:Electrocardiographic Monitor (心電モニタ)
HP�
$&!�!�
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Does money just go out?
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HP:Electrocardiographic Monitor (心電モニタ)
HP�
$&!�!�
Government�
Insurance �Company �
?�$&!�
!�
$�
9
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Group Exercise-1
1. Make four new service ideas related to your theme using Scenario Graph.
2. Select one service and make CVCA for the service. • When you make CVCA, select four or
five important stakeholders.
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Wants Chain Analysis 欲求連鎖分析
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Method to develop concept
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• CVCA – Visualize relationship of stakeholders and flow of various values – Focuses on “how” the stakeholders are related to each other – Does not explicitly focus on “why” the system structure (relationship
among stakeholders) is formed
• CVCA – Visualize relationship of stakeholders and flow of various values – Focuses on “how” the stakeholders are related to each other – Does not explicitly focus on “why” the system structure (relationship
among stakeholders) is formed
• CVCA – Visualize relationship of stakeholders and flow of various values – Focuses on “how” the stakeholders are related to each other – Does not explicitly focus on “why” the system structure (relationship
among stakeholders) is formed
• CVCA – Visualize relationship of stakeholders and flow of various values – Focuses on “how” the stakeholders are related to each other – Does not explicitly focus on “why” the system structure (relationship
among stakeholders) is formed
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• WCA – Is a method to analyze stakeholders’ relationship focusing
on “why” or the motivation – useful for analyzing and designing complex business
models or non-profit social systems models with numbers of stakeholders having various needs/wants in mind
• WCA – Is a method to analyze stakeholders’ relationship focusing on “why”
or the motivation – Is useful for analyzing and designing complex business models or
non-profit social systems models with numbers of stakeholders having various needs/wants in mind
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WCA 14
Analysis of Personal Needs
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• Qualitative Classification of Needs: Maslow’s needs
• Structural Classification of Needs: 2x2 Matrix
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Clarify what the basic human requirements are • Maslow’s basic need hierarchy and basic cognitive
needs • Seven needs can be used as categories
生理�
安全�
所属と愛�
自己実現�
承認自尊�
審美�認知�理解�
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Physiological needs (PHY) : 生理的欲求 • breathing, food, water, sleep and etc
生理�
安全�
所属と愛�
自己実現�
承認自尊�
審美�認知�理解�
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Safety needs (SAF): 安全の欲求
• security of body, employment, resources, morality, family, health and property
生理�
安全�
所属と愛�
自己実現�
承認自尊�
審美�認知�理解�
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Belongingness and Love needs (BEL) : 所属と愛の欲求
• friendship, family and sexual intimacy
生理�
安全�
所属と愛�
自己実現�
承認自尊�
審美�認知�理解�
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Esteem needs (EST):承認自尊の欲求
• self-esteem, confidence, achievement, respect of others and respect by others
生理�
安全�
所属と愛�
自己実現�
承認自尊�
審美�認知�理解�
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Self- actualization needs (ACT):自己実現の欲求
• morality, creativity, spontaneity, problem solving, lack of prejudice and acceptance of facts
生理�
安全�
所属と愛�
自己実現�
承認自尊�
審美�認知�理解�
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Desires to know and understand (KNO):認知理解の欲求
• satisfy curiosity, to know, to explain and to understand
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生理�
安全�
所属と愛�
自己実現�
承認自尊�
審美�認知�理解�
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Aesthetic needs (AES):審美の欲求
• aesthetic needs and needs of beautiful surroundings
生理�
安全�
所属と愛�
自己実現�
承認自尊�
審美�認知�理解�
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Original Need Categorization for WCA
動作主
対象
Red Green
Colored
Colored Outline
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利己 利他
自力
他力
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How to Use WCA
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Procedures of WCA (example; 1L for 10L by Volvic) 1. List the main stakeholders involved in developing
products or services.
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Procedures of WCA (example; 1L for 10L by Volvic) 2. Draw arrows for representing flow of money, information and
things between stakeholders (same as CVCA).
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Procedures of WCA (example; 1L for 10L by Volvic) 3. Draw a heart mark at the root of each arrow with color
representing subject/object of the needs and with the character inside representing one of the seven needs (p.5).
Sbj
Oth
er
Self
Obj Self Other
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Procedures of WCA (example; 1L for 10L by Volvic) 4. If you need to add any explanation, feel free to add
figures and/or characters
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Confirmation of WCA (example; 1L for 10L by Volvic) 1. One of the arrows should be facing red hearts or white
hearts with red outline because those hearts means that they have their own wants or needs.
Sbj
Oth
er
Self
Obj Self Other
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Confirmation of WCA (example; 1L for 10L by Volvic) 2. One of the arrows should go out from green hearts or white
hearts with green outline and go to the object because those hearts means that they want to do something for others.
Sbj
Oth
er
Self
Obj Self Other
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Confirmation of WCA (example; 1L for 10L by Volvic) 3. One of the arrows starting from white hearts with
colored outline will go to the object through the subject.
WCA 32
Sbj
Oth
er
Self
Obj Self Other
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Group Exercise-2
1. Make WCA for the service for which you made CVCA.
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