Management × Design in the current context

It has been almost a year since we began adapting to a new way of living.
As our daily lives have been significantly influenced, we find ourselves spending more time than before reflecting on various questions—such as how far preventative measures should go, and how we can maintain a sense of normalcy without adding unnecessary stress.

As a company that supports branding, we considered what should be reexamined and addressed in times like these. In response, we arrived at the idea of linking design for problem-solving with management.

Since the shift to a new way of living, hand sanitizers have become a common sight everywhere.
While pump-type sanitizers that are pressed by hand are frequently seen, it is worth reconsidering whether this form is truly appropriate for the intended target.

First, let us define the goal as “ensuring that sanitization always takes place.”
Without setting a clear goal, it is difficult to arrive at a genuine solution.

In addressing the question, “How can we guide people to consistently carry out sanitization?”, we deepen our thinking by continuously raising points of inquiry as follows.

① Is a pump-type suitable for a wide range of users?
→ Because it is touched by many different people, those who are more sensitive may avoid using it
→ This suggests an issue with the form itself

② What kind of form would be appropriate?
→ Choose a type that does not require direct contact with the skin
1. Foot-operated pump sanitizer
2. Sensor-based sanitizer
→ In the case of 1, is it suitable for a wide range of users?
→ Because it requires physical force to operate, it may not be suitable for elderly users
→ In the case of 2, is it suitable for a wide range of users?
→ As it allows sanitization simply by holding out one’s hand, it is suitable for a broad range of users

③ Is white an appropriate color choice?
→ If the surrounding environment—such as walls or floors—is also white, it may blend in
→ As a result, some people may not even notice it
→ What color would stand out regardless of the installation location?
→ Use “red,” a color commonly associated with visibility and attention
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In this way, solutions are identified by continually questioning whether each focal point is truly appropriate for the target.

If the objective is to create a sense of consistency, brand colors may be used.
However, if safety is the top priority, it is more effective to adopt a highly visible color such as red.

From this perspective, considering the current situation, it becomes clear that design related to management must place greater emphasis on “safety and reassurance.” Even if responses and services are well-executed, continuing without fully resolving underlying issues can lead to a sense of unease—raising doubts such as “Is this really acceptable?” This, in turn, may diminish trust and lead to a loss of engagement.

Taking the present circumstances into account, I have come to believe that, in order to achieve true problem-solving, it is necessary to rethink our approach to design thinking.

By examining examples of proactive problem-solving, we will further explore the relationship between “management × design.”

The design studio “NOSIGNER Inc.” launched a project at the “DESIGNART GALLERY,” part of the joint exhibition “DESIGNART TOKYO 2020,” centered on the theme of social distancing. Rather than framing it as a social restriction, the project was designed with the goal of encouraging people to engage with it in a positive and enjoyable way.

The installation features a large musical score drawn on the floor that produces sound when people stand on it. By naturally lining up on designated notes, visitors are able to maintain social distance.
In that moment, they can also experience the harmony created by the overlapping presence of others.

The project was first presented in Omotesando, followed by Yokohama Minato Mirai Hall—both located in central urban areas with high foot traffic. As such, a large number of visitors can be expected.
Given this, the challenge of “ensuring social distancing” in such environments is extremely complex. Maintaining distance inevitably leads to longer lines, requiring additional space for orderly arrangement and raising a variety of practical issues that must be addressed.

Faced with such a difficult challenge, it is clear that NOSIGNER approached the project by setting a goal: “How can we create signage that guides people toward social distancing?” and by incorporating a wide range of ideas into their solution.

In reaching the goal of “creating signage that guides behavior,” they likely confronted numerous underlying problems along the way.

To enable social distancing, people must be guided while maintaining distance—but then,
What needs to be done to create that distance?
How can people be effectively guided?
How can we ensure that people recognize the need to maintain distance?
Can this approach truly guide people while keeping them apart?
… and so on.

Furthermore, NOSIGNER has also launched a platform called “PANDAID,” demonstrating a strong commitment to solving not only issues related to social distancing, but also broader challenges emerging from the new way of living.

If initiatives like those undertaken by NOSIGNER were not implemented more widely, one might begin to question whether it is acceptable for companies, services, or products to operate without adequate measures in place. Such concerns could ultimately lead to a decline in trust and weaken the connection to sound management.

In this sense, it becomes evident that maintaining good management requires implementing measures that ensure “safety and reassurance” without compromising value.

In considering how design thinking should evolve moving forward, I believe the following three points are essential.

① Who is this being created for?
→ Accurately understand the characteristics of the target audience
② What does the target seek? What challenges do they face? In what contexts do they encounter design?
→ Deepen understanding of the target
③ What kind of design would truly be useful to them?
→ Draw out ideas that align precisely with the target’s needs

When creating design, it is important to always think from a “human-centered” perspective, evolving ideas while continuously validating people’s concerns and needs. I believe that pursuing what people genuinely require is essential in shaping meaningful design.

Depending on the situation and context of production, there may be cases where “appearance” is prioritized over “problem-solving.” However, the new way of living has a profound impact on our lives.
When reexamining companies, products, or services, without empathy and understanding toward people, it becomes impossible to uncover the true issues at hand.

In other words, it is necessary to engage with questions such as: “What challenges are people facing in this new way of living?” and “How can people continue to enjoy experiences such as shopping?”

By deriving insights from a human-centered perspective and connecting them with technology, it becomes possible to create companies, products, and services that people find genuinely satisfying—eliciting responses such as, “I never imagined such a positive experience could be realized,” or “This would truly enrich my daily life.”

Moving forward, we will continue to create with an awareness of “design that supports people,” staying closely aligned with the realities of this new way of living.

References: “SOCIAL HARMONY,” a signage project by NOSIGNER that makes maintaining social distance enjoyable
Reference: Miho Ozaki (2020), The Multiplication of Management and Design: “Design Thinking” and “Branding” that Evolve Companies, Godo Forest Co., Ltd.