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Vol. 54, No. 1, January 2018
Special Issue: User Experience Design

Japanese version: Magazine FUJITSU (Vol. 68, No. 3, May 2017)

FSTJ 2018-1 Cover Image


Special Issue on User Experience Design


User Experience Design in Fujitsu
A digital revolution is progressing rapidly with big data, the Internet of Things (IoT), robotics, and artificial intelligence (AI). The key challenge is in the capability to propose new ideas for leveraging information and communications technology (ICT) in the best way for a given situation, moving us toward a human-centric society. The next step of ICT design must take a direction toward total development; to understand people, society, and technology, to envision an ideal based on the principles of human behavior and emotion, to consider future experience and a system to realize it, and to design optimum services and indispensable products as the best total system. To make this a reality, we need a methodology for designing visions and experiences for the future. This paper outlines the user experience (UX) design, a method for designing visions and experiences, with reference to design thinking and human centered design (HCD), from a historical viewpoint of its evolution. It then presents Fujitsu s latest UX design framework and methods.

Cases at Customers

Service Vision Design for Smart Bed System™ of Paramount Bed
Design thinking is becoming a popular approach in business today. It helps companies to see challenges in the field from users' viewpoints, and to devise solutions creatively using designers' sensitivity and techniques. This trend has expanded the scope of designing to cover not only object forms but also intangible forms such as services. Against this background, Fujitsu Design Limited develops solutions through human centered design, including device/interface design, space design, and communication design. We have recently collaborated with Paramount Bed Holdings Co., Ltd. (hereafter, Paramount Bed) to create a service vision in the field of medical care, and develop a video that illustrates the future of care beds. This paper explains the process of creating this service vision video based on the user experience (UX) designing, introducing Paramount Bed's Smart Bed System™ that utilizes information and communications technology (ICT) to manage biometric information in an integrated fashion.
Modernizing British Traditional Bespoke Service: UX Design Process
The scope of applying the concept of user experience (UX) has been expanding in recent years. Fujitsu Design Limited takes various approaches to UX design. One of them is the perspective of ensuring a special purchase experience for customers by providing multiple prototyping opportunities as they work out the details of end products with a retailer. This paper describes our efforts to develop a total UX design for GLOBE-TROTTER ASIA PACIFIC LTD., a custom-made travel case and goods company. This service is called "MY ONLY TROTTER," and it aims to make traditional bespoke purchasing a special experience in itself by integrating projection mapping, 3D-CG, and other information and communications technology (ICT) features into ordering processes.
Method of Designing Smartphone Apps Considering User Experience
In February 2014, the municipal government of Kawasaki City and Fujitsu signed a framework agreement to cooperate in finding ways to leverage big data and open data. Kawasaki City offers "Kawasaki Apps," a series of apps designed to provide citizens with useful information using positioning data and Linked Open Data (LOD), such as information for families with children and for protection against disasters. As part of this framework agreement, Fujitsu worked on developing a system that could provide timely information to young parents through the Kawasaki App. We were in charge of designing apps for parents to help them raise children while considering user experience (UX) such as the situations in which the apps would be used. A pilot study then began in Asao Ward, in January 2015. About 80% of the participating users gave positive feedback such as "the app is useful" and "would like to continue using it." Based on the responses of pilot participants as well as of municipal employees, this app was approved for a city-wide roll-out in Kawasaki, and went into a full development process in June 2015, followed by a launch in April 2016. This paper explains the UX design processes involved in the development of this Kawasaki App for young parents.

Technology for Realizing UX

FUJITSU Knowledge Integration Base PLY: Co-creation Platform for New UX
As we approach the digital business era, there are fresh initiatives to create new value from digital technologies. These initiatives involve not only the so-called waterfall development based on existing processes, but also collaborative efforts with customers through the user experience (UX), which can only be gained from the people who use products and services. To provide a venue for such co-creation, we launched in May 2016 the FUJITSU Knowledge Integration Base PLY (hereafter, "PLY") at the Fujitsu Solution Square in Ota City, Tokyo. The concept behind PLY is to provide a space where system engineers with experience in co-creation engage with customers to develop new value based on the environment and concepts supported by these engineers. This paper describes how we created the PLY environment and moved forward with the co-creation initiatives.
Creative Digital Spaces Technology Encourages Inspired Human Communication
The new technology "Creative Digital Spaces Technology" is based on the idea of a room in which all surfaces are equipped with display/touch-panel functionality, and people in this space can project the data stored in their personal devices onto these displays to share information with other people in the same room. This will facilitate communication without the restriction of device screens. This technology liberates people from the boundary of the small screens of PCs and smart devices, and realizes a virtual window system over a large shared area on desks and walls in the room, making it easy to display and share information with simple operations. For example, a workshop participant may connect his/her smart device to the display system installed in the room to project the device screen onto a wall or a table-top in a larger format. Operations in the space are instantly conveyed to the devices, and it is possible to intuitively exchange information between multiple devices. This paper explains the Creative Digital Spaces Technology in terms of its concept, outlines the pilot system, and describes the future development.
Global Roll-out of Unique Methods and Tools for Co-creation Workshops
Fujitsu offers spaces where information and communications technology (ICT) and designing are combined to enable people to experience and develop new values, where they organize workshops in collaboration with customers. These workshops for co-creation focus on given topics, aiming to identify challenges and solutions. Here, we employ methods and tools which have been developed uniquely by Fujitsu. Since these co-creation workshops have been in great demand at Fujitsu subsidiaries outside Japan in recent years, we have evaluated the universal employability of the methods and tools currently used for the workshops in Japan. As a result, we found that there were uniquely Japanese aspects in them that we considered advantageous and that were appreciated in other countries. This paper describes these methods and tools, actually employed at the Roppongi-based HAB-YU platform in Tokyo. We will then present and discuss some cases in which the co-creation workshop that used these methods and tools were applied overseas, as well as the challenges and future prospects.

Development of Products and Services

UX Design for Arrows Tab Q506/ME Tablet for Schools Developed Based on User Feedback
Education is an upcoming market for tablet devices, which have already been widely introduced in business contexts. In an effort to promote information and communications technology (ICT) in education, the national government and the Ministry of Education, Culture, Sports, Science and Technology are encouraging schools to provide each student with a tablet. Fujitsu offers the ARROWS Tab Series for this purpose, but some trouble with the products meant that we struggled in this market. Given this situation, we focused our product development on the user experience (UX) of school children, and addressed various kinds of feedback from classrooms. These efforts led to the development of the school tablet ARROWS Tab Q506/ME and Q507/PE. As a result, these products achieved a market share of 67% in FY2015. This paper explains this Q506/ME in terms of the on-site insights, UX design and market responses.
New Approach to Product Development Based on Service Design Process: Next-generation Event Management Solution "EXBOARD"
Competition in the market for the Internet of Things (IoT) has been growing fierce in recent years. In this climate, it is important to differentiate the products/services we offer from those of our rivals, and this requires prompt realization, and repeated evaluation and validation, of ideas and hypotheses to perfection. This will ensure that these products/services deliver value to customers. Fujitsu Advanced Engineering Limited has developed an event management solution, EXBOARD, leveraging its sensor technology. In an event venue, EXBOARD gathers data from the sensor beacons embedded in visitors' devices, and stores the data on a cloud system. These data are used to visualize information in real time, such as numbers and locations of people staying in each zone, people's interest levels in certain exhibitions, visitor flow, and so on. The collected data are also used to help to develop further innovations through analyses. In the development of EXBOARD, we employed the service design process. Working with designers from Fujitsu Design, we evaluated the concepts and hypotheses at an exhibition venue, to verify its potential and practicality. This paper describes the development of EXBOARD. It outlines how we evaluated the system at the exhibition venue, and presents some examples of application.
LiveTalk: Real-time Information Sharing between Hearing-impaired People and People with Normal Hearing
More and more people have been recognizing in recent years that communication is very important in pursuing collaborations and innovations. Recent efforts to involve people from a variety of backgrounds in the development process, such as brainstorming, evaluation, and modification, have shown that such efforts can create new user experience (UX). Notably, there are projects where participants include people with certain difficulties. In April 2015, Fujitsu launched a new communication tool, Fujitsu Software LiveTalk, aiming to include hearing-impaired people in the circle of community. Throughout the developmental phases, we collaborated with contributors who were hearing-impaired. In the development of LiveTalk, we observed the participants to identify characteristic behaviors of hearing-impaired people in their workplaces as well as challenges they encounter when communicating with people who can hear normally. Their opinions were also shared with us to help create a prototype equipped with features that addressed them. Through the user evaluation and feedback on this prototype, we repeatedly improved the model to make it easier to use. It is an application that realizes smooth bilateral communications between hearing-impaired people and people with normal hearing, based on a new UX design. This paper explains the development of this LiveTalk.

Vol. 54, No. 2, April 2018
Special Issue: Knowledge Integration

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Special Issue on Knowledge Integration

Digital Transformation via Co-creation

AI-Based Chatbot Service for Financial Industry
Recently, companies have been required to clarify their challenges, their ideal form, and their purpose by referring to the stages of sophistication of customer contact points, and to aim at upgrading in stages. In this situation, one company after another is attempting to provide a chatbot, a program which uses computers to automate communication with humans, as a service for customers. This movement is also in progress in the financial industry, where diverse and complicated products and services are dealt with, and chatbots have now started to be used for customer services and sales. Fujitsu has developed FUJITSU Financial Services Solution Finplex Robot Agent Platform (FRAP), a chatbot service based on artificial intelligence (AI) that is intended for enterprises. FRAP can support automated product sales or provide customer assistance through a conversation (a chat) between the robot, which has knowledge gained through machine learning, and a person via a messaging tool. This paper first introduces the trend of enterprise chatbot services and examples of their utilization in business. Then, it describes a case of introducing FRAP in Sony Bank and the features of FRAP.
Utilization of Open Data via Public-Private Cooperation in Tourism Sector
Fujitsu is making use of open data from the tourism sector so that information linkage models can be created by diverse stakeholders in ways such as public-private, regional, and international cooperation, which are generally referred to as tourism cloud models. The intention is to develop this into a new information-oriented society by having open data linkage, and this can be achieved by utilizing the tourism information owned by regional public entities as open data. It includes increasing the amount of information of existing information services, reducing data collection and maintenance costs, and accelerating the distribution of regional information by having data shared between various information services. To this end, Fujitsu is developing technology that can automatically collect data from websites and technology to standardize data formats. This development is part of a data linkage platform that aims to have smooth mutual utilization of tourism information in the public and private sectors. Such shared use will lead to the development of a co-creation ecosystem brought about by regional data linkage. This paper describes the advanced technology that characterizes these models, operation models created through regional cooperation, and measures for utilizing regional open data from the tourism sector. It presents their main points based on actual examples of public-private sector cooperation implemented in Aomori Prefecture.
Digital Learning Platform "Fisdom"
Recently, activities of offering university-level lectures free of charge or for a small fee via the Internet have been attracting attention. In 2012, massive open online courses (MOOCs) started in the U.S. and over 500 schools mainly from the West are now offering courses, which over 30 million people are now taking. In Japan, with the aim of making MOOCs popular, courses certified with the Japan Massive Open Online Education Promotion Council (JMOOC) began in April 2014, and the courses are offered by 45 universities and taken by 500,000 people. Fujitsu has established "Fisdom," a digital learning platform integrating MOOCs and small private online courses (SPOCs) to diversify and sophisticate education with flipped learning making use of MOOCs. Fisdom is equipped with functions including discussion boards, where students ask and answer each other's questions to solve problems, and report cross evaluations, in which reports submitted by students are evaluated by other students. These functions lead to retention of learning by providing students with opportunities for mutual teaching and learning and helping students give each other advice. In addition, students' lifelong learning can be recorded, which raises expectations for utilization of the learned knowledge in a variety of their life events. This paper describes the features and application examples of Fisdom.
Global Approach to Knowledge Sharing and Standardization for Promoting Growth in Service Business
With the corporate DNA of a customer-oriented attitude adopted by 160,000 employees worldwide, Fujitsu globally offers services and products as an information and communications technology (ICT) vendor. Meanwhile, one issue is that we have not been able to build an adequate system for sharing knowledge and experience between employees of different countries and regions. In addition, one new solution and service concept after another is being brought to the ICT market, and these concepts need to be promptly introduced and continuously added to the set of services offered to customers. A system for doing this is also globally required. This paper presents the Service Configurator Project, Fujitsu's activity for sharing knowledge distributed between global organizations and information about excellent solutions of various regions to promote standardization. It also outlines the tool suite and service configurator that are results of the Project.
Aiming for Digital Business Innovation by Expanding Services for Co-creation
While digital technology is exerting a considerable influence on society and the industrial structure, the environment surrounding customers is undergoing significant changes on a daily basis. In 2015, Fujitsu proposed FUJITSU Knowledge Integration, a new integration concept for creating new businesses and services for customers. In 2016, we announced a service framework for co-creation to embody this FUJITSU Knowledge Integration. At the same time, we opened FUJITSU Knowledge Integration Base PLY, a facility that serves as a place for co-creation where Fujitsu systems engineers and customers can hold workshops. It was launched in Fujitsu Solution Square (Ota-ku, Tokyo) with the purpose of leading to open innovation. We have made the most of our experience based on many past cases of practical co-creation and achievements and, together with customers, are heading toward the goal of digital business innovation, which we call the "digital journey." We have also expanded our service framework for co-creation. This paper first describes all the co-creation activities of Fujitsu and the OODA loop, an idea that forms the basis of such activities, and presents the services that have been expanded.

Digital Transformation Driven by Technology

New Approach to Improving Site Operations of Distribution Center with IoT Technology
Yamato Logistics Co., Ltd. (Yamato Logistics) operates many distribution centers as a logistics partner of many different companies. Those companies include Fujitsu's customers, where improvement activities for various site operations have been carried out in order to flexibly accommodate an increase in the volume of items handled and new logistics processing due to the addition of new products and volume variations between busy and slack seasons. With future business expansion of partner companies in view, Yamato Logistics was looking for a way to improve site operations and achieve greater effectiveness and accuracy. Accordingly, Fujitsu worked with Yamato Logistics to devise a new approach for this and solved problems with a conventional approach. Major measures include visualizing site operations by using the Internet of Things (IoT) to convert the operations into quantitative data. In addition, we visualized the conditions of a superior distribution center to define them as an ideal form. This has made it possible to accurately grasp the problems in operating distribution centers and predict the degree of improvement possible. This paper describes the approach to improving site operations that we have devised.
Creation of New Manufacturing Diagnostics Process by Co-creation with Customer
How to efficiently ensure that manufactured goods are consistent with the design is one key issue on manufacturing sites. In manufacturing processes of the industrial sector, manual labor exists in many categories of business. Human intervention unavoidably involves human errors and it is important to find ways to promptly detect them so as to prevent rework. In the steel structure industry, shortening of work periods, cost reduction, and ensuring of quality are urgently needed in order to survive competition for orders and manufacturers are taking active approaches to eradicate rework due to human errors. Fujitsu has analyzed the causes of rework from the existing manufacturing processes and tested hypotheses from a technical perspective and from the viewpoint of users. The purpose is to build a system that allows anybody to easily diagnose manufacturing defects by applying information and communications technology (ICT). It has led to the establishment of a "new manufacturing diagnostics process" making use of augmented reality (AR) technology. The new manufacturing diagnostics process has been verified jointly with a customer to achieve a tenfold improvement in productivity from the conventional process and eradicate rework arising from human errors. The new manufacturing diagnostics process has also facilitated the development of FUJITSU Manufacturing Industry Solution 3D Superimposed Product Design Diagnostic. This paper describes the course of activities relating to the new manufacturing diagnostics process including hypothesis testing, demonstration, and product creation.
Promoting Global Software Factory Activities through "Yakushin," Integrated Project Infrastructure
In the government and public enterprise sectors, it is necessary to build different high-quality business systems quickly and at low cost to correspond to laws, institutions, and the operating characteristics and required specifications of each customer's business. In addition, the approach to system development has changed from vendor-provided development solutions to those that are a combination of vendor-provided and open source software solutions. Based on these circumstances, when Fujitsu is responsible for developing and operating public-related systems, it promotes activities focused on determining development approaches and deciding project management approaches with the priority on stable operation of customer systems. Starting in FY2017, we launched global software factory activities (software industrialization from a global perspective) and the internal application of "Yakushin," an integrated project infrastructure to standardize work quality. With Yakushin, it becomes possible to determine development approaches and tools, as well as project management approaches. In this paper, we describe Yakushin's core development infrastructure, Yakushin/Crust, as well as its project integration management infrastructure, Yakushin/Tophat.

Digital Transformation via AI

Disaster Prevention System Utilizing Social Media Information
Information on disasters has conventionally been obtained by using physical sensors such as water/rain gauges, weather radars, and meteorological satellites, with national and local governments playing the central role. However, putting physical sensors in place requires time and cost, and installing a sufficient number of them is not always possible. Fujitsu has worked jointly with the National Institute for Land and Infrastructure Management (NILIM) at the Ministry of Land, Infrastructure, Transport and Tourism. Together, we have researched and developed a system that can collect and analyze in real time the disaster-related information posted on social media by residents (social sensor system), and implemented it in society. The system can pick up only information that is useful for grasping disaster situations out of a large amount of information (big data) by utilizing artificial intelligence (AI) technology for location estimation and filtering out unnecessary information. In addition, it can estimate when and where a disaster is occurring at the municipality level by statistically processing the posted information collected. By using this feature and combining the information posted by residents (social sensor information) and the information from physical sensors installed in the field, the system helps disaster prevention personnel to make prompt decisions and carry out disaster-related activities. This paper describes our solutions to issues for realizing the social sensor system and outlines the system.
Contribution of Medical Big Data Analysis Technology to Medical Innovations
Recently, utilization of big data by information and communications technology (ICT) has been attracting a great deal of attention in various fields in Japan and overseas. In the medical field, for the purpose of realizing personalized medicine, innovations ranging from diffusion of electronic medical records to accumulation of medical care information and further to integration of genome information have been promoted up to now. However, there is a limit to manually processing the large volume of information accumulated by these and technology utilizing medical big data that can be effectively and efficiently processed is considered necessary. Accordingly, Fujitsu has developed medical big data analysis technology. This technology meets the requirements peculiar to the medical field such as execution of analysis with promptness, high reliability, and accuracy ensured and an appropriate interface independent of the analysis skills of users. This technology has been confirmed to be capable of contributing to medical innovations through actual medical care information analysis conducted jointly with the National Hospital Organization's Nagasaki Kawatana Medical Center. This paper presents the medical big data analysis technology developed by Fujitsu.
Application of SE Reforms Utilizing AI Technology
ICT systems in the 21st century, utilizing mobile technology, the Internet of Things (IoT), artificial intelligence (AI) technology, and so on, are required to play a main role of creating and renovating businesses themselves. For this reason, there is a high hurdle to overcome; systems engineers (SE) responsible for the construction of these ICT systems must work more efficiently by acquiring and introducing the latest technologies as quickly as possible and reforming (expanding) their own roles to meet emerging needs. Fujitsu has been working on developing efficient and effective solutions to these SE challenges steadily. Furthermore, from the beginning of FY2017, Fujitsu began to promote SE Reforms that are to be strengthened on a company-wide basis, pushing internal applications such as the utilization of AI in knowledge-based technologies. In this paper, we introduce an overview of SE Reforms as well as the internal application of AI. This internal application will introduce services geared toward the reuse of slide materials, the search and reuse of existing design documents, semantic support for the input of design terminology, enterprise resources planning (ERP) knowledge support, and a secure internal translation cloud.