![1
THEORIES
Creative approach to solving people’s problems that begins
with identifying their needs and ends with creating solutions -
products, experiences, and services - that meet those needs.
Human-Centered Design
Stanford University Design School& IDEO design agency (1958 ~)
• Desirable
• Feasible
• Viable
Horst RITTEL (design theorist) “Problems are multidimensional [wicked problem],
hence they require interdisciplinary and collaborative solving that is centred on
human behaviors complexities.
~
1960
1970
• Herbert SIMON, Nobel Prize and cognitive
scientist, 1969 The Sciences of the Artificial
• Stanford University School of design
• Tim BROWN from IDEO design agency
Design solutions
that will be …](https://image.slidesharecdn.com/academicrelationshipdesign-221223035944-163ed5a4/85/Relationship-Design-from-academic-approach-to-concrete-application-5-320.jpg)
Relationship Design: from academic approach to concrete application
- 1. Endemic approach by ツナガル RELATIONSHIP DESIGN academic version
- 2. THEORIES?
- 3. 1 THEORIES THEORIES Design – Psychology - Sociology • Human Centered Design • User & Service design • Relationship Sciences • Interpersonal relationship models • Relational mobility • Social exchange theory • Social learning theory • Socio-ecological model DESIGN SOCIOLOGY PSYCHOLOGY
- 4. 1 THEORIES Family Beginning of relationship studies, focused on family, first academic journal (1939) - ABC-X model, theoretical framework to analyse families by Reuben HILL. Relationship Sciences Study of interpersonal relationship processes Romantic affiliation Studies on human general affiliative needs (Schachter 1959) and first interdependence theory (Thibault & Kelley 1959) Social issues Open the studies to wellness (Reis, Sheldon, Gable 2000) and social issues, out of romantic partnerships 1959, Harold KELLEY, John THIBAULT “The Psychology of Groups” 1959, Stanley SCHACHTER “The Psychology of Affiliation: Experimental Studies of the Sources of Gregariousness” 1999, Ellen BERSCHEIDHED “Greening of Relationship Science 2000, REIS, SHELDON, GABLE “Daily Well-being: The Role of Autonomy, Competence, & Relatedness” 1900-1950 1950-2000 2000 - now ABC-X model of Reuben Hill
- 5. 1 THEORIES Creative approach to solving people’s problems that begins with identifying their needs and ends with creating solutions - products, experiences, and services - that meet those needs. Human-Centered Design Stanford University Design School& IDEO design agency (1958 ~) • Desirable • Feasible • Viable Horst RITTEL (design theorist) “Problems are multidimensional [wicked problem], hence they require interdisciplinary and collaborative solving that is centred on human behaviors complexities. ~ 1960 1970 • Herbert SIMON, Nobel Prize and cognitive scientist, 1969 The Sciences of the Artificial • Stanford University School of design • Tim BROWN from IDEO design agency Design solutions that will be …
- 6. 1 UX design Focuses on the experience a person has with a product. THEORIES Service design Focuses on the interaction between the user and the company, the processes, the whole journey of the user. Relationship design Focuses on the user’s ongoing relationship in their life, including with the company. Illustration by Salesforce - IDEO
- 7. 1 High mobility Relationships are based on their personal preferences. Not guaranteed to last but based on mutual agreement and many opportunities to build new relationships. > South American nomadic communities THEORIES Low mobility Relationships are based on circumstances. Safe and stable relationship but no flexibility and low chances to build new ones. > East Asian farmer communities Relational mobility How much freedom individuals have to choose their relationship partners in a given society. > Relationship mobility scale as a sociometric scale to analyse the relational mobility of a given population > Thomson, Robert; et al. (2018). "Relational mobility predicts social behaviors in 39 countries and is tied to historical farming and threat". Proceedings of the National Academy of Sciences. 115 (29): 7521–7526
- 8. 1 THEORIES Relationships are transactional, individuals assess them in three steps: • OUTCOME = REWARDS - COSTS • SATISFACTION = OUTCOME - CL • DEPENDENCE = OUTCOME - CLalt Social Exchange theory How individuals assess the benefit or not in a relationship (from interdependence theory – 1959~) 1959, Harold KELLEY, John THIBAULT “The Psychology of Groups” CL = Comparison Level • Clalt = Comparison Level for alternative Assess the Outcome of the relationship Compare with their expectation to assess their satisfaction Compare to other alternative to assess the dependence 1. 2. 3.
- 9. WHAT?
- 10. 1 RELATIONSHIP DESIGN + The fact to be connected to someone or something, and you interact with them Verb. - to consciously and actively shape or build something Simple definition WHAT
- 11. 2 Family member • 家の人 Friend • 友だち Client • クライエント … Relationship Family member • 家の人 Friend • 友だち Client • クライエント Script WHAT Own the relationship With low relational mobility, each relationship comes with a label and a script of behaviors, expectations, etc.
- 12. Client•客様 Script How to speak How to behave What to give What to expect Relationship OUR WHAT 2 Own the relationship Regain the ownership of this script and fill it with your own needs and decisions. Increase your relational mobility, aim for empowerment.
- 13. 3 Social ecological model Urie BRONFENBRENNER published a socio-ecological model (1986) that integrated the multiple different levels or domains of an individual's environment. • Micro = close partners - family • Meso = friends - acquaintances • Exo = social services - government • Macro = culture - social norms • Chrono = life time context RELATIONSHIPS AT ALL SCALES WHAT Zoom out Relationships occur and matter at all scales and levels.
- 14. Client • 客様 Product • 商品 Company • 会社 Other clients Other companies Other companies Other companies Other companies Family • 家族 Community コミュニテイ Institutions 国立機関 WHAT 3Zoom out
- 15. 4Change the focus RELATIONSHIP CENTERED DESIGN HUMAN CENTERED DESIGN WHAT Focus not only on the satisfaction and wellness of one individual, but on the health and quality of their relationships.
- 16. 5Mindset and principles NOT RULES ルール ではない MINDSET マインドセト WHAT
- 17. WHY ?
- 18. • MORE RESULTS MORE UNDERSTANDING WHY MORE CHANCE OF SATISFACTION fears – needs - expectations If you increase the outcome (Cf. Social exchange theory), the relationship is more fruitful and lasts longer.
- 19. • HIGHER COMMITMENT CO-CREATION WHY = OWNERSHIP MORE TRUST + MORE CONCERNED = MORE EFFORTS Following the Social Learning theory, more co-creation and listening will not increase the immediate concrete outcome, but build the core values and roots of the relationship, bringing more trust and security and leading to more solid relationships.
- 20. • BIGGER IMPACT OWNERSHIP + COMMITMENT WHY = PRIDE + RETENTION REPRODUCTIBILITY ECOSYSTEM OF OPPORTUNITIES By increasing the ownership and the co-creation, it increases the outcome without increasing the dependence. Everyone can reproduce the framework and extend the ecosystem of partners and opportunities.
- 21. • RELATIONSHIPS x TSUNAGARU WHY CORE BELIEF コアビリーフ Relationships are enriching and beneficial to everyone ACTIVITIES 活動 Brands – influencers – communities – countries – locals – institutions – etc. RELATIONSHIP CENTERED Healthy relationships are the output, the results we aim for. Deep, rich, strong, long lasting, growing relationships.
- 22. HOW ?
- 23. WE ARE HUMAN HOW HUMAN 1 Client• 客様 Family member 家族の人 Friend • 友だち Boss • ボス Team member チームメンバー Senpai • 先輩 SAME NEEDS • feel listened • feel validated • feel praised • feel important Practice - check in, check out, congratulations, rephrase the opinion, etc.
- 24. EMPATHY & LISTENING HOW 2 SIT TALK ASK LISTEN CARE Practice - How would you do it? What do you think? Tell me more! ?
- 25. TAKE THE TIME HOW 3 Practice – Kick-off, fun activities, gift, extended 自己紹介, etc. REAL NEED FOR THE PROJECT PROLOGUE Emotional warm up, icebreaker, curiosity EPILOGUE Emancipation, closure, congratulations Design the relationship and the emotions before and after the main project
- 26. GIVE SPACE & OPPORTUNITIES HOW 4 Practice – Provide general map of the project, share your doubts, explain the methods, etc. VISIBILE SKILLS HIDDEN SKILLS Be opened and transparent Don’t underestimate your collaborators
- 27. CO-CREATE HOW 5 Practice – Adjust the way you talk, share the lead, include the other suggestions, etc. YOUR COLLABORATORS WORK YOU FOR WITH YOU We are equal, we go together.
- 28. Questions ? A MINDSET THAT WILL BE APPLIED THROUGH YOUR ACTIVITIES RELATIONSHIP DESIGN