Reframing method for deployment of business domain

Abstract

The framework supports us to understand structure of things. This paper presents a method to develop a new product or service by reframing the framework, as a trigger of business deployment, by introducing a developed Web based gaming tool called "Koto Factory". It stimulates players to be aware of new products or services in combining elements of two different existing products or services decomposed by the framework consisting of three factors that are purpose, function and material. The finding is that players have generated story-telling with new product or service transformed into a new framework that structures in a new way, i.e., purpose becomes function of new things, materials are synthesized as part of new things, function is reinforced by additional function etc. This implies reframing is one of the clue to design new product or service development.