Abstract
This study introduces a case study of designing service utilization with the sharing culture in Mercari, an online C2C marketplace. We implemented “Mercari Asobitsukusu Program,” in which residents take the initiative to explore, experiment, and share ways to use the service for their local purposes. The case study suggested that local residents could creatively explore, experiment with, and share ways of using Mercari. In addition, the process of generating and experimenting with ideas on their own could provide insights that are difficult to capture through provider-led research. Through this case study suggests the possibility of creating benefits for both local residents and service providers by entrusting the main role of service design to local residents.
