CVCA can clarify;. Who are the stakeholders? How does value flow? How does material or energy flow? How does informa on
Basis for System Design and Management
Takashi Maeno Toshiyuki Yasui Seiko Shirasaka
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Method to develop concept
Customer Value Chain Analysis 顧客価値連鎖分析
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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?
ＨＰ：Electrocardiographic Monitor (心電モニタ) HP ！
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Government
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Insurance Company
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ＣＶＣＡ Steps 1. List Up Stakeholders • Customers、Partners、Organization for Standard (ISO), etc.
HP
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ＣＶＣＡ Steps 2. Identify value between stakeholders and its flow • • •
$ for money, capital Icons for product, service and information ! for claims, regulations
HP
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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) HP
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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
？
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Insurance Company
＄＆！
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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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Method to develop concept
Wants Chain Analysis 欲求連鎖分析
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• • CVCA CVCA – – – – – –
Visualize relationship of stakeholders and flow of various values Visualize relationship of stakeholders and flow of various values Focuses on “how” the stakeholders are related to each other Focuses “how” the stakeholders each other Does noton explicitly focus on “why” are the related system to structure (relationship among stakeholders) is formed Does not not explicitly on explicitly focus focus on “why” “why” the the system system structure structure (relationship (relationship among stakeholders) is formed
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WCA • • WCA – Is Is aamethod method analyze stakeholders’ relationship focusing – to to analyze stakeholders’ relationship focusing on “why” onthe “why” or the motivation or motivation – Is useful and designing complex business – usefulfor for analyzing analyzing and designing complex business models or models orsocial non-profit models with numbers non-profit systems social models systems with numbers of stakeholders of stakeholders having various having various needs/wants in mind needs/wants in mind
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Analysis of Personal Needs
WCA
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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 認知 理解
審美
自己実現 承認自尊 所属と愛 安全 生理
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Physiological needs (PHY) : 生理的欲求 • breathing, food, water, sleep and etc 認知 理解
審美
自己実現 承認自尊 所属と愛 安全 生理
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Safety needs (SAF): 安全の欲求 • security of body, employment, resources, morality, family, health and property 認知 理解
審美
自己実現 承認自尊 所属と愛 安全 生理
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Belongingness and Love needs (BEL) : 所属と愛の欲求 • friendship, family and sexual intimacy 認知 理解
審美
自己実現 承認自尊 所属と愛 安全 生理
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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 認知 理解
審美
自己実現 承認自尊 所属と愛 安全 生理
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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 認知 理解
審美
自己実現 承認自尊 所属と愛 安全 生理
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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 認知 理解
審美
自己実現 承認自尊 所属と愛 安全 生理
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Aesthetic needs (AES):審美の欲求 • aesthetic needs and needs of beautiful surroundings 認知 理解
審美
自己実現 承認自尊 所属と愛 安全 生理
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Original Need Categorization for WCA 利己
対象
利他
自 力
Colored
他 力
Colored Outline
動 作 主 Red
Green
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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 Other 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 Other 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 Other 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. Sbj Other Self
Obj Self Other
WCA
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Group Exercise-2 1. Make WCA for the service for which you made CVCA.
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