{ "relatedLinks": {}, "title": "Our UX/UI introductory lecture aimed to drive DX and successfully equipped participants with customer-centric thinking and ideation skills", "slug": "hankyuhanshin", "site": "jp_en", "clientName": "Hankyu Hanshin", "overview": "Hankyu Hanshin Holdings Group (hereinafter, Hankyu Hanshin) operates businesses primarily in six sectors: urban transportation, real estate, entertainment, information and communications, travel, and international transportation. Monstarlab proposed a training-style program to the company's DX project team and other members, focusing on introducing UX principles to elicit customer-centric thinking, ideation, and action, and demonstrating how to connect customer experience to data utilization.", "content": "

Challenges:

At Hankyu Hanshin, they are advancing the diversification of customer touchpoints through digitalization, aiming to provide services tailored to each individual.

To achieve this, along with employee understanding and knowledge of digital technology utilization, there was a growing need for more sophisticated customer-centric thinking and ideation. Consequently, they sought the support of an external partner with specialized UX knowledge, extensive experience in DX projects, and a proven track record in delivering seminars and workshops.

Solutions:

Monstarlab assigned a human-centered design (HCD - note 1) specialist to the project. They delivered lectures on UX concepts, methodologies for creating customer-centric services, and UI design to bring those concepts to life.

Through these interactions, they gained an understanding of Hankyu Hanshin's situation and organizational structure, as well as a deeper insight into the challenges evident on the ground. Following this, they created customer personas for Hankyu Hanshin's customers and mapped these visualized customer profiles onto customer journey maps.

Based on the processes identified in the customer journey maps, they facilitated discussions with training participants to build a shared understanding of customer behaviors and pain points.

Lectures and discussions were held on how to leverage data obtained from customer behaviors and challenges to improve customer satisfaction and increase revenue.

Note 1: Human-Centered Design (HCD) refers to a product development approach that focuses on the human user. According to the international standard \"ISO9241-210:2010,\" human-centered design is defined as:

\"An approach to interactive systems development that aims to make systems usable and useful by focusing on 1 users, their needs and requirements, and by applying human factors/ergonomics and usability knowledge and techniques th 2 roughout the design and development process.\"

Reference: Trends in Human-Centered Design Standardization and Its Pros and Cons (Japanese)

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Results:

In the post-training participant survey, positive feedback indicating potential practical application in their work was received, such as, \"This looks like it will be useful for formulating business sales strategies\" and \"I'd like to incorporate this into designing target-aware promotions.\"

Furthermore, this training fostered a shared understanding within Hankyu Hanshin regarding the promotion of DX projects.

Monstarlab continues to work closely with their clients to support their DX initiatives.

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