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e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
e-Service Innovation Design Experience
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e-Service Innovation Design Experience

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This presentation represents the culmination of a 7-week Service Innovation Design course I took at the Ross School of Business in Fall 2010. Throughout the course, I helped lead a team generate an …

This presentation represents the culmination of a 7-week Service Innovation Design course I took at the Ross School of Business in Fall 2010. Throughout the course, I helped lead a team generate an innovation in mobile augmented reality using a user-centered design thinking process.

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  • http://www.youtube.com/watch?v=ps49T0iJwVg&feature=player_embedded0:13- 0:52
  • EXPLOREWe explore the marb technology through its current usersWhat is behavior in context?-We observed people “finding” static targets (ie. pharmacy)Extreme users of MARBwhat are pertinent trends and statistics?Current technology does a good job of finding static targetswhat are delivery organization capabilities?-already developed software around marb, but not around people-capability to beta test market it in smartphone rich environment-multiple platforms; relationships with droid/iphone-456 appsDISCOVER-People don’t want to be “located” at all times-Services are trying to create needs that aren’t necessarily thereFindings:-Challenge of finding mobile targets (ie. people walking around) versus static targets (buildings)2D viewing is largely effective in low density situations; as density increases, 3D becomes more effective in navigating crowds
  • CUSTOMER JOURNEY MAPI handed iPhone to two friends at two different times and asked them to see what they thought of Layar.Both persons were confused upon opening the application. They were unsure how to use it.After I explained the MARBS concept, neither was able to find the augmented part of the app. Kept running into issues navigating.I set the app up for each of them and said “Look how the camera is showing icons related to where a particular business is located”Neither again were impressed and both asked why not use GoogleMaps to find places?ADD EMIOTIONAL FLOWADD ACTION PHASE
  • CUSTOMER JOURNEY MAPI handed iPhone to two friends at two different times and asked them to see what they thought of Layar.Both persons were confused upon opening the application. They were unsure how to use it.After I explained the MARBS concept, neither was able to find the augmented part of the app. Kept running into issues navigating.I set the app up for each of them and said “Look how the camera is showing icons related to where a particular business is located”Neither again were impressed and both asked why not use GoogleMaps to find places?ADD EMIOTIONAL FLOWADD ACTION PHASE
  • MARBS: Why focus on people and not buildings or locations?We decided to narrow our MARBS research and work on people centered services instead of static entities like buildings, objects in museums and location specific historical references because most of that information can be found on the internet before going to those places or even while at those places. People, however, are always on the go and we felt it would be more interesting and challenging to find a way to adapt MARBS to find these moving targets and help people to connect with friends and colleagues.Add how these “extremes” don’t apply to ann arbor, but more to higher density, multi-layered, etc…(juxtopose photo of amsterdam with ann arbor)
  • http://www.youtube.com/watch?v=b64_16K2e08
  • MARBS: Why focus on people and not buildings or locations?We decided to narrow our MARBS research and work on people centered services instead of static entities like buildings, objects in museums and location specific historical references because most of that information can be found on the internet before going to those places or even while at those places. People, however, are always on the go and we felt it would be more interesting and challenging to find a way to adapt MARBS to find these moving targets and help people to connect with friends and colleagues.Add how these “extremes” don’t apply to ann arbor, but more to higher density, multi-layered, etc…(juxtopose photo of amsterdam with ann arbor)
  • tool descriptionThe affinity diagram is a creative process used for gathering and organizing large amounts of datas, ideas and insights by evidencing their natural correlations. It starts with a statement of the problem or the goal.During the first session each participant should think of ideas and write them on small pieces of paper (cards or stickers). Then those cards would become the physical instrument to work on their contents, find the correlations and identify the significant groups of sense.The result is a sort of verbal and visual representation describing the first exploration of design solutions.How does Gen-Y organize meet ups and events?Preliminary work: Check Facebook to see who is in town and who is not and to see if any social events have been scheduled.Set up events via Facebook.To find friends in a crowd, mobile phone (no one use land lines) and text messages. 2 of 3 people said they hate leaving voicemails and prefer to text if no one picks up.
  • tool descriptionThe affinity diagram is a creative process used for gathering and organizing large amounts of datas, ideas and insights by evidencing their natural correlations. It starts with a statement of the problem or the goal.During the first session each participant should think of ideas and write them on small pieces of paper (cards or stickers). Then those cards would become the physical instrument to work on their contents, find the correlations and identify the significant groups of sense.The result is a sort of verbal and visual representation describing the first exploration of design solutions.How does Gen-Y organize meet ups and events?Preliminary work: Check Facebook to see who is in town and who is not and to see if any social events have been scheduled.Set up events via Facebook.To find friends in a crowd, mobile phone (no one use land lines) and text messages. 2 of 3 people said they hate leaving voicemails and prefer to text if no one picks up.
  • Geosocial Network Services – connect with friends or people and update locationsLoopt was founded in 2006Mobile social mapping services using phone GPS locationOn all major networks, reported to have 4 million usersFind out who is around, what to do and where to goLoopt Star: mobile reward gameLoopt Pulse: update around youLoopt Mix: chat with new people nearby
  • Two next questions:Is there an opportunity to make the process of finding people more efficientIs it a latent need? Do people actually enjoy the process of checking through a different mediums?A new e-service would allow you to easily and quickly locate friends and family among crowds.Low bandwidthInterface 1) People opt-in/out via a chat room function (invitecheckinleave room), friend/contact list linked through facebook/email contactsOR check in (ie. foursquare)Interface 2) active in “room”People are trying to create needs that aren’t there
  • Make it recognizable mock-up of an iPhone reduces backstory lengthMake it eye catching exaggerated scale draws interviewees to usMake it accessible basic & simple design user quick to interactLeave ample white space minimal functionality allow user to “ideate”
  • observe and record:- reactions- interaction- likes & dislikes- wants, needs, & improvements
  • Transcript

    • 1. what is MARB?
    • 2.
    • 3. augmented reality
    • 4. M A R B
      [mobile augmented reality browser]
      def: A new kind of mobile browsing allows information to be overlaid atop "real life" using video cams on mobile phone.
    • 5. objective
      what was our charge?
    • 6. frame
    • 7. problem statement
      Are there opportunities on campus or in Ann Arbor to apply MARB?
    • 8. explore
      how do people use MARB?
    • 9. lens
      $
      users
      technology
      business
    • 10. hunt statement
      I’m going to observe how people use MARB and see what they use it for
    • 11. “Ooops…wrong layAR.”
      undercover
    • 12. undercover
    • 13. mindmap
    • 14. tourist
      extreme users
    • 15. gamer
      extreme users
    • 16. realtor
      extreme users
    • 17. current application
    • 18. proposed application
    • 19. redefine
      Where in Ann Arbor is there density and the need to locate information through layers?
    • 20.
    • 21. mindmap
    • 22. discover
      how do people find people?
    • 23. How do you connect with friends?
      Facebook or IM…
      Braddock, 19
      I would call or text to find out
      Tara, 21
      I would make a phone call
      Sarah, 24
      I would send an email, and check the reply the next day
      Juan, 31
      affinity diagram
    • 24. If there was a service to help you find them, would you use it?
      I already knew one, Google Latitude, but I never turn it on.
      Braddock, 19
      Google Latitude just does it, but I don’t need it.
      Tara, 21
      That’s creepy, I don’t want people to know where I am all the time.
      Sarah, 24
      I don’t have a smartphone
      Juan, 31
      affinity diagram
    • 25. customer journey map
    • 26. benchmark
      What e-services are available?
    • 27. benchmark
    • 28. benchmark
    • 29. strengths
      weaknesses
      • Developed technology platform with demonstrated functionality (i.e. it can do what it claims)
      • 30. Already installed in iPhones
      • 31. Access to relevant test markets
      • 32. Limited if any brand recognition
      • 33. Product differentiation, value proposition still unclear
      • 34. Application is not intuitive
      • 35. Technology still uses too much battery
      • 36. Phone GPS still not the most accurate
      • 37. Strategic focus too broad (focused on doing too many things with Layar technology)
      threats
      opportunities
      • No clear, dominant player in the MARBS space
      • 38. Improving technology of 3G and 4G phones
      • 39. Increasing demand for new social interactiontls
      • 40. Increased global adoption of smart phones
      • 41. Could be perceived as next “cool app” to use
      • 42. Unproven value proposition of MARBS overall
      • 43. Perceived burden of new technology adoption
      • 44. Numerous similar technologies/services evolving
      • 45. Resistance to changing current tools (ex. Google)
      • 46. Ability to protect intellectual property
      • 47. People disconnect from world while using Layar (liability/reputation issues )
      • 48. How do you monetize this technology?
      swot analysis
    • 49. It seems…
      People have difficulty finding each other at large events
      Not everyone wants to be “located” at all times
      Existing services are trying to solve problems that aren’t necessarily there
      synthesis
    • 50. e-service
      A new/better e-service would allow you
      to easily and quickly locate friends among crowds.
    • 51. design
      how can we improve people finding people?
    • 52. storyboard
    • 53.
    • 54.
    • 55.
    • 56.
    • 57.
    • 58. prototype
      How can we make something that is recognizable, eye-catching, accessible, and intuitive?
    • 59. design
      concept
      design 2
      design 1
      user testing at the Big Chill
      team feedback based on existing interfaces
      prototype
    • 60. “I don’t have an iPhone, but if I did, I would use this application.”
      “That is really cool! And I love this mockup.”
    • 61. concept
      design
      iteration
      design 1
      design 2
      design 3
      team feedback based on existing interfaces
      user feedback obtained at the Big Chill through prototype iteration
      prototype
    • 62. process
      what was our journey?
    • 63. our journey

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