Research
Culturally Conscious Design
interdisciplinary approach: product design / social psychology / marketing
What is Culturally Conscious Design?
This research goal aims to help designers, methodologists, researchers, and managers regarding a culture-conscious approach, to generate knowledge as to how cultural aspects play a role in product, service, and business design. To better understand the culture of intended users and consumers by integrating interdisciplinary science including social psychology, marketing, product design domain. To investigate what are cultural barriers they encounter and what opportunities are there to support them?
Culturally Conscious Design Framework
his Culturally Conscious Design framework integrates Maslow's human hierarchy of needs (Maslow, 1962) and design hierarchy of needs (Bradley, 2010) into the new grounding culture hierarchy of needs, which is called Culturally Conscious Design Hierarchy.
For the basic level : human beings seek physiological needs such as food and water. As the design hierarchy of needs, it must satisfy the functional purpose at first. This basic level is equivalent to the HUMAN NATURE's need for culture.
For the medium level : Once the basic level need is satisfied, human beings begin to pursue psychological needs such as safety, love, and esteem. As the design hierarchy of needs, the product has to fulfill reliability, usability, and proficiency sequentially. We conceptualized this medium level as CULTURE in our framework. A group of people shares information in the shared context, as the consequence, they learn each other in order to meet those needs.
For the top level : Once the medium level need is met, human beings tend to realize self-fulfillment needs such as self-actualization, self-efficacy, and confidence. As the design hierarchy of needs, it includes the highest level such as emotion, aesthetic beauty, creativity. This top-level demonstrates people's eagerness to present their own IDENTITY when the culture level is satisfied.
教授課程
Teaching Courses
跨文化整合設計研究
Cross-Cultural Intergrated Design Research
#Cultural differences #Cultural psychology #Design strategy
This course centers on Cultural Cognitive Psychology and Consumer Behavior, using fundamental social psychology as its theoretical foundation. It explores the cognitive differences in design between Eastern and Western cultures, starting with the theory of self-construal in these regions. The course delves into various psychological dimensions, including visual perception, cognition, thinking styles, emotions, and behavior, integrating these with design applications. Cross-cultural design cognition is incorporated into design research and consumer behavior studies. Delivered entirely in English as an EMI (English Medium Instruction) course, the semester's outcomes are presented annually at top-tier international conferences or published in leading journals.
密集課程工作坊Crash Courses (Workshop)
跨國設計思考工作坊
Transnational Design Thinking Workshop
#DesignThinking #Cross-borderCommunication #Design Strategy
This international design thinking workshop is a collaborative initiative led by Professor Tseng-Ping Chiu and Professor Yuichi Washida from the Graduate School of Business Administration at Hitotsubashi University, Japan. The workshop is based on the Double Diamond Model of design thinking, focusing on teaching design methodologies and fostering co-creation projects with students from Hitotsubashi University. Conducted as an intensive hands-on workshop, it centers on practical design thinking projects and takes place annually in mid-January in Tokyo, Japan.
Hitotsubashi University's Business School, renowned as the top private academic institution in Japan, is comparable to the University of Tokyo or Waseda University. The school predominantly caters to business students from Japan, Europe, and the United States. Through this workshop, design thinking methodologies are directly applied to local design projects, bridging academic insights with real-world applications.
