How the product and service effects to the users’ context

Abstract

Recently, commoditization of product has proceeded and manufacturing company in developed countries are exploring a new approach to create value. Value-in-context, which is co-created among the company and their user, has received attention as a new concept of value. In order to enhance the value-in-context, designers should minutely analyze users’ rationality in the use phase and improve their product and service continuously based on the result of the analysis. The rationality of users is bound of their context such as their mental state and environment surrounding them. Thus, by means of extracting and modeling context, designers can analyze their rationality. However, designers struggle to extract the context and construct its model only with previous user research tools due to complex structure of user’s context and its transforming property through the influence of product and service. Therefore, the method which supports extraction and modeling of context should be provided. This paper constructs a mental model related to rationality of users and discuss how to conduct context modeling in efficient. Finally, this paper discusses the research direction toward proposing the method for value-in-context.