UX Design Inspired by "Omotenashi"

<p>According to the Kojien dictionary, the origins of the word *omotenashi* include meanings such as “receiving,” “preparing,” “refinement,” “behavior,” “conduct,” “attitude,” “treatment,” “feast,” and “hospitality.” It is said to have originated from the Japanese tea ceremony, which dates back to the Heian and Muromachi periods. Through this tradition, a culture of attentiveness and care toward guests and loved ones was cultivated—one that Japan can proudly present to the world.</p> <p>The word *omotenashi* itself is formed by adding the honorific prefix “o” to “motenashi,” which is said to derive from the phrase “to accomplish something by holding something in hand.”</p> <p>Another interpretation of its origin is “without front or back,” implying a sincere heart with no hidden intentions when welcoming guests.</p> <p>The concept of *wabi-sabi*, often expressed in the tea ceremony, reflects a sense of modesty that does not overly present itself. It is about preparing wholeheartedly for someone who is not yet present, and expressing an “invisible heart” through “visible actions.”<br> The effort and preparation behind the scenes are never shown, nor are they imposed on the guest. By not asserting oneself and by avoiding placing any unnecessary burden on others, one embodies the true essence of *omotenashi*.</p>

<p>According to the ASCII.jp Digital Terminology Dictionary, UX (User Experience) is defined as:</p> <p>The meaningful experience perceived by users through the use, consumption, and ownership of a product or service—rather than the intrinsic value of the product or service itself. It is a concept that places importance on the motivations and emotional journey of the user, and considers the value provided as enabling users to do what they truly seek in a way that is “enjoyable,” “engaging,” and “comfortable.”</p> <p>In simpler terms, UX design is about designing all aspects of an experience through a service or product that make users feel happy and comfortable.</p> <p>Is it not possible that there are shared principles between *omotenashi*—a sensibility deeply rooted in the DNA of Japanese culture—and UX, which represents the forefront of modern design thinking?</p>

<p>From the perspective of experiences that embody the spirit of *omotenashi*, I would like to introduce three points that can be applied to UX design.</p>

*Shitsurae* can be described as the act of thoroughly preparing and arranging everything before welcoming a guest.
Looking back on my time as a flight attendant, before boarding, we would carefully check whether the items used by passengers were clean and free of wrinkles, whether the lavatories were spotless, and whether there was any trash in hidden corners. Everything was inspected in advance, before guests even arrived.
The goal was to ensure that, when passengers stepped onboard, they would naturally feel that the space was always clean and well-prepared.

When we apply this same perspective to UX design:
・Does the screen appear instantly when clicked?
・Is the design visually free of stress?
・Is the site navigation clear and easy to understand?
We can see that it closely resembles the act of carefully crafting a space where users can browse comfortably and without stress, paying attention to even the smallest details.

Passengers on a flight come from all walks of life—different genders, ages, nationalities, and backgrounds. For example, there are those who are simply exhausted from work and want to rest quietly, mothers traveling with children who may feel nervous on their first flight, or international passengers who may not understand Japanese or English. In many ways, it is a space that embodies diversity in its purest form.
At the time, I made a conscious effort to observe each individual and understand what they needed, adjusting my approach accordingly.
These small, attentive actions help create a sense of reassurance—making passengers feel understood and confident that they are in good hands.

Whether someone is traveling in first class or as part of a group tour, it is essential that every passenger feels satisfied. To achieve this, it is crucial to truly understand each person and read their individual needs.
When done well, it can turn an experience into a lasting memory. A sense of comfort leads to trust, and ultimately to the desire to return. Service that stays close to the customer plays a key role in capturing their hearts.

The same applies to UX design.
Users vary widely—from those who are familiar with navigating websites to older individuals using a PC or smartphone for the first time. Their purposes for visiting a site also differ greatly.
That is precisely why it is essential to design websites that respond to the diverse needs of each user.

<p>As mentioned earlier, it is important to observe a user’s situation and expressions in order to understand their needs. If service is delivered too aggressively from the outset, it can feel overwhelming or even irritating, leaving a negative impression.<br /> A truly good experience is one where users feel, “I was comfortable without even realizing it.”<br /> To achieve this, sometimes “not over-engaging” is itself a form of *omotenashi*.</p> <p>This principle also applies to UX design. Lengthy text, excessive visual decoration, or overly strong effects should be avoided. Instead, we should aim for a design that naturally guides users toward their goals—such as making a purchase—and encourages them to return, all without conscious effort.</p>

<p>Designing with usability in mind is essential for UX. By incorporating the spirit of <em>omotenashi</em> into this process, we can develop a deeper commitment to understanding each individual user and continuously refining our approach.<br> Through this ongoing effort, it may be possible to create websites that exceed user expectations.</p> <p>More specifically, this involves considerations such as:</p> <ul> <li>Clear and easy-to-understand layouts</li> <li>Comfortable, low-stress design</li> <li>Designing intuitive user flows that feel natural to users</li> <li>Smooth, seamless page transitions</li> </ul> <p>The world will continue to change at a rapid pace. Websites, too, will be expected to meet increasingly diverse needs and higher standards.<br> As for myself, I am still developing my skills through continuous trial and error. However, by drawing on the spirit of <em>omotenashi</em> that I cultivated during my time as a flight attendant, I hope to create UX that truly stays close to the user.<br> Moving forward, I will continue to pursue a user-first approach to UX design.</p>