This presentation proposes a new approach for strategically capturing the diverse needs of target customers and incorporating them into product and service design. Specifically, we construct highly homogeneous "intra-segment clusters" using a two-stage classification method that combines a priori classification (layers, segments) based on background information and a posteriori classification (clusters) based on preference information, and present a shared design methodology based on these clusters. Because focused optimization is important in shared design, incorporating doctrines (principles) into the design can provide realistic and strategic decision-making support. Furthermore, we evaluate the impact of design proposals on non-target segments and present design guidelines that maximize target satisfaction while maintaining overall market acceptance. Through virtual experiment examples, we clarify the effectiveness and challenges of this method and discuss the practical use and potential applications of shared design.
