Global Mobility Innovation Lab
Exploring the Lives of Older Adults in Rural Japan to Inspire Innovation
Overview
We supported the development of age-inclusive solutions by leading an immersive cultural program into the lives of older adults living in Japan’s rural communities.
The objective was to help stakeholders, from service providers to product teams, gain a deeper understanding of day-to-day realities, aspirations, and the evolving needs of this growing demographic.
The journey included visits to towns facing population decline, home immersions, and time spent in assisted living settings. Participants engaged directly with older residents, observing how they manage daily routines, the kinds of support they rely on, and their thoughts on independence and ageing.
Along the way, we created a shared experience that allowed teams to step outside the boardroom and connect with users on their own terms. Cultural activities, reflection points, and expert facilitation helped bring the insights to life and set the tone for future product and service innovation.
Results
The program helped teams build empathy, uncover unmet needs, and develop realistic user personas across different life stages. Rich video documentation served as a valuable reference for internal strategy sessions and stakeholder communications, ensuring that the voice of the user stays front and center.
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“Thank you so much for making this trip such a memorable one. We wouldn’t have been able to create such an experience without you. I loved getting to know you all, and there was clearly so much care and attention to detail in the activities and participant selection. Getting to be part of the in-home ethnography research was very helpful today when starting our next project.”
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