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Basic Process of Ex Approach

The [Experience Oriented Approach (abbr. Ex Approach)] is a new system development method that creates an (impression) by satisfying IT customers, providing an [emotionally moving] experience while proceeding with their project. The experience means the experiential value humans enjoy which include happiness, good impressions and intellectual stimulation.

Conventional system development is concentrated on the system vendor being an IT specialist offering the customer [technology] and [functions]. The Ex Approach aims to offer an IT system that creates a customer's positive [impression] during the development process by solving issues for people who will be actually working on the system, in as such that anyone who uses the system can think [I'm glad I used this!].

For that reason, the Ex Approach system development process progresses from the system concept planning to project definition in three stages: [impression of understanding], [impression of outlook] and [convincing impression].

In the [impression of understanding], the actual problems are discovered and a mutual understanding with the customer is formed. In the [impression of outlook] the position the client should take is outlined and new values are created. In the [convincing impression] a holistic project plan is drafted that meets the needs of all members is drafted.

Appearance of Usage Status Survey

The Ex Approach incorporates various schemes created from the customer and Hitachi's [collaboration] in each of its steps.

In the first step, essential challenges and potential needs that can arise when the system is in use are [visualized] through the system development concept. They are discovered in terms of [Oh I see, was this an original problem?] with the customer, aiming to give the customer an [impression of understanding]. The [Appearance of Usage Status Survey] is a representative method designed to implement the aforementioned, employs a specialist known as an Ethnographer in this process. Through conducting observations and interviews, the Ethnographer can discover problems and issues that were not originally seen by the customer, causing the formation of a group consensus.

Experience Table

In the experience table or second step, a vision of the IT position the client should take is outlined, and solutions to original problems are examined through systematic planning. In that setting, Hitachi uses the [experience table] notation method.

Hitachi's facilitators and designers conduct interviews to draw on the thoughts of the senior management, the system division and the sales division to create the [experience table]. Once that is completed, a [dialogue workshop] is conducted between the client and the relevant persons. In the [dialogue workshop] designers draw pictures on post-it notes while [visualizing] the client's original issues with the thoughts of the relevant persons on a whiteboard, creating a single [experience table]. Lastly, there is a combination of everyone's ideas in a [if we do "this" ; we can solve this problem] type of format, directing a creation of new values and creating an [impression of outlook].

Dialogue Workshop

Moreover, in the third step reviews are made on possible implementations or point of views on the effects of the content that the facilitator focused on up to this point through defining the client's requirements. Lastly, overall picture of a system that is agreeable to all members is drafted, offering the client a [convincing impression].

In September of 2010, Ex Approach was awarded the Good Design Award in the area of production/business oriented service systems. Through this new system development method, Hitachi can give customers a new experience and accelerate [collaboration], implementing a system that can make anyone think [I'm glad I used this!].

  • Collaborative creation
  • Technology innovation
  • Exploratory research
Product & Service
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