In recent years in Japan, various new initiatives are being actively conducted in the sports business market in view of the major international sporting events scheduled around 2020.In this market as well, a user experience (UX) design-oriented approach, which allows for the creation of new service experiences and value from customer-centered perspectives, is an effective means of differentiating one's own products and services from those of competitors.Users in sports are mainly players, judges, and spectators.When making proposals for innovations or pursuing new business projects, designers need to appreciate the different perspectives of these three types of users.To bring them to fruition, it is important to visualize challenges and visions of the business operator, create a prototype based on them, and commercialize it quickly while developing empathy through a trial.This paper describes practical aspects and important points of the UX design-oriented approach for maximizing the appeal of sports, with cases conducted by Fujitsu in 2016 and after.
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