This document discusses designing kind experiences through anticipating and meeting people's unmet needs. It provides examples of kindness built into everyday experiences in Japan, like undo buttons on elevators. The authors argue that designing kind experiences is about understanding needs and acting on them generously without expecting anything in return. They note that Japan has a long tradition of designing consideration into experiences through principles like "omotenashi," and that subtle automation, hidden enhancements, and adaptive interactions could apply these kindness principles to technology.

1. Designing
Kind Experiences
Gregory A. Perez & Shun Ishikawa

2. Hello!
My name is Gregory.
My name is Shun.

4. The Next Adventure of
Humankind

5. The Next Adventure of
Human kindness

6. First, a personal story:

7. This is Oscar.

12. Why is kindness
important in
experience design?

13. can give people memorable
and meaningful experiences
when they don’t expect it.
Kind experiences

14. evoke familiar emotions of gratitude,
thankfulness and appreciation.
Kind experiences

15. aren’t forced. They are offered
without expectation of reciprocity.
They are simply there for you.
Kind experiences

16. can be designed.
Kind experiences

17. Here in Japan, there are many
acts of kindness designed into
our everyday experiences:

21. (examples…Undo on
Elevator and Google
Photo)
IMAGE

23. Designing kind experiences
is about anticipating people’s
unmet needs and acting on them
generously and with care.

24. Brooks Air New Zealand Pillpack
Eileen Fisher Innova Schools Bank of America乗換案内 アプリ
Ritz Carlton
Over the last 30 years, IDEO has
designed thousands of products,
services, spaces & experiences through
understanding people’s unmet needs.

25. Brooks Air New Zealand Pillpack
Eileen Fisher Innova Schools Bank of America乗換案内 アプリ
Ritz Carlton

28. Feasibility
Desirability Viability
INNOVATION
WE START
WITH PEOPLE
We use an approach to
understanding needs
and creating new
experiences called
Design Thinking.

29. This is not new to Japan.

30. This is not new to Japan.
In fact, Japan has been designing
kindness and consideration into
experiences for over 450 years.

31. 三成の三椀の才
羽柴秀吉と石田光成

32. 空気を読む
相手を思いやる
次の行動を予測する
事前に準備する
etc…

33. "The role of the architect, or the designer,
is that of a very good, thoughtful host,
all of whose energy goes into trying to
anticipate the needs of his guests.”
- Charles Eames

34. It is all about being a great host.
And we are already great hosts.

35. Omotenashi

36. Subtle
Automation
Empowered
Experiences
Adaptive
Interaction

37. Subtle Automation

39. HOW MIGHT WE CREATE PRODUCTS AND
SERVICES WHICH ANTICIPATE USERS’
BEHAVIOR THOUGHTFULLY & DISCRETELY?

40. Hidden Enhancement

42. HOW MIGHT WE CRAFT OUR
PRODUCTS AND SERVICES WITH
ATTENTION TO DETAIL TO GIVE
PEOPLE THE BEST QUALITY
EXPERIENCES?

43. Adaptive Interaction

45. HOW MIGHT WE ORCHESTRATE DELIGHT AT
EXACTLY THE RIGHT MOMENTS?

46. Subtle
Automation
Empowered
Experiences
Adaptive
Interaction

47. How could we apply
omotenashi principles to
technology experiences?

48. How might we harness the Internet of Things to
automatically shape the world around us?
SUBTLE AUTOMATION

49. SUBTLE AUTOMATION

51. How might we apply kindness to
artificially-generated interactions?
HIDDEN ENHANCEMENT

52. Lark
Fitness &
Weight Loss
Penny
Personal
finance

53. Melody
Health care

54. How might we delight and surprise
our users with acts of kindness?
ADAPTIVE INTERACTION

56. What do these kind
technology experiences
have in common?

57. Familiar
Adaptive
Forgiving
Generous

58. Some things to consider
when it comes to designing
kindness into experiences:

59. 1. Don’t force kindness. Offer it.
2. Understand people’s needs and
reveal moments of kindness at
the right moments.
3. Kindness needs empathy
and creativity.

60. “delightful
experiences”

61. What are
really in service of?
“delightful
experiences”

62. Thank you kindly!
Gregory A. Perez
greg@ideo.com
Shun Ishikawa
sishikawa@ideo.com