Abstract
In the past years, it has been difficult to differentiate the products only by their functions, the inclusion of user experience in service design has been gathering attention. This study focuses on enjoyment, which is one of the factors that improves user experience. The conceptual definition and elements of enjoyment have not been made clear enough yet. In order to create design guidelines for services that provide enjoyable experiences to the customers, this study aims to extract elements of enjoyment. Firstly, in this study, the meaning of the word ‘tanoshii’ was cleared by a brainstorming session. Secondly, a survey with questions about what is enjoyable was applied to 126 persons. The majority of the participants answered affirmatively to 15 out of 30 items. Thirdly, 8 elements of enjoyment were extracted based on the results of interviews, and their validity were checked from the result of additional research with questions and interviews. Finally, the way to make an enjoyable service with 8 elements was made clear.
