Sociomedia UX Strategy Forum 2017 Spring - Experience Leaders of Today

Japanese | English

Sociomedia UX Strategy Forum 2017 Spring
April 26, 2017. at BELLESALLE Kanda(Chiyoda-ku, Tokyo)

The title for the UX Strategy Forum this time is “Experience Leaders of Today”.
Welcoming Phil Gilbert from IBM for the keynote, one of the most successful user experience leaders in the world, and three experience leaders from some of the biggest Japanese organizations, we will take a look at the real picture of current leaders in the organizations that put UX in the center of corporate strategy.
Through learning from their case studies and their attitudes towards driving user experience in their organizations, through listening to the discussions between the leaders, and interacting with other participants, the forum will be a great opportunity for participants to learn about UX strategy and UX leadership in organizations.

Registration has been closed.


Simultaneous translation (English to Japanese and Japanese to English) will be provided

  • 12:30 PM
    Doors open
  • 1:00 - 1:10 PM
    Opening Remarks from Program Chair
  • 1:10 - 1:50 PM Keynote
    Good design isn't good enough anymore: designing for differentiation

    The importance of good user interfaces has been widely recognized, but that is not enough to differentiate your business. Phil Gilbert will share his latest insights and leadership on IBM Design transformation.

  • 2:00 - 2:40 PM
    Collaborative Creation and User Experience Design for Social Innovation

    Hitachi is working on Social Innovation Business using digital solutions such as IoT, to create future that is safe and happy for all people.
    In the era of IoT, when value chain changes drastically being the base point of value for end users, the business that creates innovation continuously and quickly from ambiguous situation, and R&D to correspond with that is strongly needed. We have to discover the essential problems in the field, get insights of future social problems and how it will be solved, and backcast the visions to plan and experiment the solutions with customers and users. Also, to plot the business ecosystem and develop technology to build the ecosystem, we will need to collaborate with lots of people including our customers and users.

    In this presentation, he will look back the history of UX design and Co-creation in Hitachi, and introduce the role, problem, and prospects of design teams from now on.

  • 2:50 - 3:30 PM
    The Challenge to Create New Environment for Innovations Through User Experience

    Panasonic, as a whole organization, has been actively working on Universal Design as a home electronics manufacturer and puts user experience as the important factor when developing and evaluating products until now.

    In this presentation, he will introduce Panasonic's way of thinking towards Universal Deign, the case studies, and the attitudes about evaluating User Experience. Also, he will introduce case studies in “Wonder LAB Osaka” which was completed in April 2016, as the relating topics.
    “Wonder LAB Osaka” was built as a co-creation environment to create innovations through work style reformation. One of the important points to build new values is to take experimental approaches, and to test the result of experiment, user experience way of thinking and evaluation are extremely important. He will introduce Panasonic's history and case studies going on currently to challenge creating innovations in terms of operation.

  • 3:40 - 4:20 PM
    “Fujitsu Human Centric Experience Design” Ensures a Better Future - overview and case studies

    Compared to the past, the digital revolution, such as big data, IoT, robotics, and AI, is progressing at an unbelievable . As a result, now is the era where products and services are overflowing, and organizations who used to ask questions like “what should we make?” and “how can we make it?” are asking more fundamental questions like “why do we make?” and “what is the meaning of our services and products?”
    The directions of ICT design should start with these questions and create and implement a rich society where people become the center of creating value. People are asked to understand people, society, technology, draw visions with the base of people’s experience and behavioral principle, plan the structure to implement the vision, and have proposal abilities to design the essential service, product, and environment comprehensively.

    Fujitsu Design Ltd., set “Fujitsu Human Centric Experience Design” as it’s design methodology, in order to practice the new way to face users and interact with customers. In this presentation, he will introduce details of the development of the Fujitsu Human Centric Experience Design process, methodology, and case studies.

  • 4:30 - 5:30 PM
    Panel Discussion: Experience Leaders of Today - the Encounter of the U.S. and Japanese UX Leaders -
    Panelists: Phil Gilbert (IBM) × Hiroki Kitagawa (Hitachi) × Shoichi Aoyama (Panasonic) × Yoshihiro Ueda (Fujitsu Design)
    Toshikazu Shinohara

    This forum is a rare opportunity in which a world-renowned experience leader and top Japanese experience leaders gather at once. Therefore, in this panel discussion, we will seek in-depth insights into “the real picture of UX leadership” the leaders display in their organizations, through discussion between the speakers and questions from the participants.

  • 5:30 - 5:40 PM
    A Brief Announcement
  • 6:30 - 8:30 PM
    Reception Party

Event Details


  • April 26 (Wed), 2017. 1:00 PM - 8:30 PM
    (Doors open at 12:30 PM, reception party from 6:30 – 8:30 PM)


(Sumitomo Fudosan Kanda Building 2F, 3F. 7 Kanda Mitoshirocho, Chiyoda-ku, Tokyo, Japan)

Target Audience

Business leaders, managers / executives of organizations dealing with products and services, and people interested in organizational implementation of UX


120 people (Registration will close when the limit is reached)


We offer privileges for people who have previously participated in our UX Strategy Forums.

Ticket with party 30,000 yen
24,000 yen (Past Participants Discount)
Ticket without party 25,000 yen
20,000 yen (Past Participants Discount)

Registration and Payment

Click the "Registration" button and fill in the registration form. When your registration is complete, you will receive direct deposit payment information. Please note that registration forms or payment will NOT be accepted at the event site.


Sociomedia, Inc.

Registration has been closed.


Phil Gilbert

General Manager, Design, IBM

Since 2012, Phil has led the reinvigorated IBM design program, spearheading a broader transformation of the company. The program is based on two principles: adding formally-trained designers into IBM at an unprecedented scale, and reskilling its global workforce in design thinking and agile practices. Through mid-2016, more than 1,000 designers have been added, and IBM is on pace to have more than 100,000 practicing design thinkers by the end of the year. The program was most deeply captured in this New York Times article:

Previously, Phil led the Business Process Management segment for IBM, where he drove the simplification of its portfolio and the ease-of-use of its products.  Phil joined IBM in 2010 via the acquisition of Lombardi Software where he was President. 

Phil is a recognized leader in the technology industry, having led three successful start-ups, and is in demand around the world as an acknowledged expert and thought leader on topics of portfolio and software design, design governance, strategy and culture. He has also been awarded multiple patents across his career, and has most recently been called upon to advocate before the US Congress for a new “Digital Americans with Disabilities Act.”

Phil graduated as a Pe-et (top ten) senior from the University of Oklahoma in 1978 and lives in Austin, Texas.

IBM Design is actively hiring Designers around the world, both from industry and from the world’s leading Design schools. Learn more at  Also, find Phil on Twitter @philgilbertsr.

Hiroki Kitagawa

General Manager of Center for Global Social Innovation Tokyo in Hitachi, Ltd. (From April 2017)

He graduated Chiba University Graduate School & Faculty of Engineering (Industrial Design) in 1992, and joined Hitachi, Ltd., in the same year.

He engaged for requirement definition and UX design of financial institution, communication carrier, and government agencies’ internet services at Design Laboratory. In 2009, he systematized Experience Approach for Super Upstream Process of System Development Methodology, which combined human centered design and business consulting methodology, and led the implementation of UX in SI department. After that, through Technology Strategy Office, he dedicated for business development of IoT platform “Lumada” at Service & Platform Business Unit.

General Manager of Center for Global Social Innovation Tokyo in Hitachi, Ltd., from April 2017.

Shoichi Aoyama

Panasonic Corporation Wonder LAB Osaka

After joining Matsushita Electric Industrial Co., Ltd., he engaged for software development at R&D department, such as Japanese-English machine translation system, application for word processor/PC and SD audio software.

He has been through the planner in R&D department, then became the responsible person for UD implementation to the whole company. He supported product development in business sectors from the view point of UD. At the same time, he studied UD basic techniques such as visual and fatigue, and raising manual intelligibility.

He is now driving the activities to create new values as the implementation operator of “Wonder LAB Osaka”, Panasonic’s co-creation space.

Yoshihiro Ueda

President, Fujitsu Design Limited.

He graduated Kyushu Institute of Design (Current Kyushu University) Faculty of Design in 1980. He joined Fujitsu Limited., in the same year.

Since then, he engaged in design development and user interface development of Fujitsu’s products, services, and ICT solutions. Most recently, he practices and implements total UX design through vision proposal approaches inside and outside of the company. He is consecutively a Visiting Professor of Kyushu University, a part-time lecturer of Chiba University, Tokyo Metropolitan University, etc. He is also the director of the International Association for Universal Design and the secretary of Japan Ergonomics Society Ergo Design Subcommittee.

Toshikazu Shinohara

President, Sociomedia, Inc.

Toshikazu leads Sociomedia, a User Experience Design Consulting company. Toshikazu himself does UX strategy consultant work for innovating organizations, using his experience in consulting for organizations/teams, IT-startups, and his comprehensive expertise in UX, IT, and design.

Toshikazu has been organizing “DESIGN IT! Conference / Forum / magazine” which were efforts to explore design and IT, since 2005, and “UX Strategy Forum” which tries to find ways to put UX in the center of the organizational strategy, since 2014. He is working to expand the Japanese UX market, through introducing newe trends and research from Europe and the U.S.

He is also consecutively a trustee of NPO "Human Centered Design Organization". Some recent publications he has been involved in include "Measuring the User Experience -Collecting, Analyzing, and Presenting Usability Metrics" and “Information Architecture”.