- Question
- How can we redesign the way middle-seniors "work" by revealing their experience, skills, and satisfaction, and by providing and supporting opportunities for them to play active roles in small and medium-sized companies that are facing challenges?
- Outcome
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In addition to finding insights and designing the initial concept LP, we comprehensively designed the business mission, vision, and business model to enhance the resolution of the concept for internal presentation. As a result, a resolution to adopt the business was passed, and the service was deployed as a new service at Tokio Marine & Nichido Career Service.
In Japan, where there are many companies with lifetime employment systems, utilizing the skills and experiences of middle-aged and senior workers in their 60s is a challenge. There is a reality where they are unable to play an active role in the company or find it difficult to change jobs or become independent.
In the project with Tokyo Marine, we focused on the potential of this labor force market of the middle-aged and senior workers. As the result of preliminary research, it became clear that there is a demand for middle-aged and senior workers with specific expertise and who can take action themselves in small and medium-sized enterprises.
Therefore, as a new business project to redesign the “work” of middle-aged and senior workers, we created a service prototype. We considered how to bring to life a service that matches company needs to worker’s abilities.
The team’s question was “how can we connect middle-aged and senior workers and small and medium-sized enterprises in a way that meets the needs of both?” Based on the results of interviews with middle-aged and senior workers with worries, we outlined the characteristics of services such as “matching based on not only skills but also “emotions” and “setting a trial period for matchmaking.”
In parallel with solidifying the outline of the concept, we created a mission, vision, business model, and vivid LP that visualizes the actual service. We presented it as a prototype to the company internally. Eventually, it was launched as a new service at Tokyo Marine & Nichido Career Service, a subsidiary of the Tokyo Marine Group.
