Basis for System Design and Managementlab.sdm.keio.ac.jp/maeno/basis_of_sdm/9_CVCA_WCA.pdfEsteem...

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

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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1.  List Up Stakeholders •  Customers、Partners、Organization for

Standard (ISO), etc.

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2.  Identify value between stakeholders and its flow •  “$” for money, capital •  “Icons” for product, service and information •  “!” for claims, regulations

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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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ＨＰ：Electrocardiographic  Monitor  (心電モニタ)

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Does money just go out？

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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.

Wants Chain Analysis 欲求連鎖分析

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Method to develop concept

•  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

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Physiological needs (PHY) : 生理的欲求 •  breathing, food, water, sleep and etc

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Safety needs (SAF): 安全の欲求

•  security of body, employment, resources, morality, family, health and property

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Belongingness and Love needs (BEL) : 　　所属と愛の欲求

•  friendship, family and sexual intimacy

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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

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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

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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�

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Aesthetic needs (AES):審美の欲求

•  aesthetic needs and needs of beautiful surroundings

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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

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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