使⽤用者經驗的重要性THE IMPORTANCE OF USER EXPERIENCE       blog.drhhtang.net       唐⽞玄輝       台科⼤大⼯工商業設計系 / 設計資訊與思考研究室
使⽤用者經驗的重要性THE IMPORTANCE OF UX
APPLE EMPIRE 2006-2011Profit                  Device   Apple      Others      Apple               Others                   ...
Japan   Taiwan         South Korea                           U.S.    apple          Other•iPhone4   Profit                 ...
JAPAN PRODUCT INDUSTRY• 製造神話破滅之後,⽇日本開始朝特⾊色產品及研發升級的⽅方向轉型           (2005)• Canon   Camera, Panasonic DVD, Sony TV,• 客製化、使⽤用...
PHILIP KOTLER MARKETING 3.0   Marketing 1.0        Marketing 2.0        Marketing 3.0    Manufacture        User-centered ...
PERSONAL MUSIC PLAYER                         FOR MARKET 1.0• Walkman• 20    years ago• All   Hardware manufactured in jap...
PERSONAL MUSIC PLAYER                        FOR MARKETING 3.0• Apple    ipod video• 70%    hardware by japan• 30%    soft...
產品科技越成熟、越需要提升使⽤用者經驗     固態硬碟、電腦主機、螢幕、隨⾝身碟
OS PLUS HARDWAREMS SURFACE & Google NEXUS
TAIWAN IT INDUSTRY
Major UX Platforms
使⽤用者經驗是未來茲通訊企業存續的重點      使⽤用者經驗結合硬體、軟體、服務,    擴展可⾏行的產品服務⽅方向,進⽽而確認科技障礙
何謂使⽤用者經驗THE MEANING OF UX
使⽤用者經驗是 使⽤用者在接觸產品、系統、服務後,所產⽣生的反應與變化包含使⽤用者的認知、情緒、偏好、知覺、⽣生理與⼼心理、⾏行為、        涵蓋產品使⽤用的前、中、後期           (ISO 9241-210)
UX ECO-SYSTEM
DO YOU RECOGNIZE THIS?
WHAT ABOUT THIS?
CREATIVE PRODUCT - IPOD• Cheapest   way to store music                      • HD• Fastest   Transferring Method           ...
Connect                 & AttractAdvocate                            Orient      Extend                             Intera...
Connect & Attract享受⾳音樂的剪影 & 精采的廣告 & 蘋果⼤大會           Orient       實體蘋果商店 Apple Store                  Interact             ...
Buyingstoring                         listening      sharing            organizing
Buying      iStore    Listening       iPod   Organizing     iTune     Sharing       Ping     StoringSave physical places
TOTAL EXPERIENCE
ECO-SYSTEM                   Buying     storing                 listening         sharing        organizing
THE MEANINGS & USER EXPERIENCE     OF IPHONE FOR A USER
Buy      Listen          Organize     Fan     Store             Mobile   FB    Facetime      LINE     SkypeSeamless Music ...
使⽤用者經驗是差異化的主要武器• WALKMAN     / CD PLAYER   • NDS• NOKIA                     • CAR   NAVIGATION• DIGITAL   CAMERA          ...
WHY IPOD CASES ARE SO EXPENSIVE ?                     75                          195      265      115                 26...
擴⼤大使⽤用者經驗圈• Telecommunications         company• Programmer • International   Billing• Design   their own OS, keyboard, mou...
APPLE QUIZ• Do You   Know the CPU Speeds of iPhone Series ?• The   Main Selling Point • iPhone   4, iPhone 4S • iPod, iPod...
APPLE COMMERCIALS QUIZ
SELLING POINT OF IPHONE 4?
A COMMERCIAL IS THE EXTENSION OF      COOPERATION SPIRIT廣告是企業精神的延伸,企業注重使⽤用者經驗,廣告就會清楚的呈現其重⼼心。
如果單純設計硬體或是圖像介⾯面,   就是在為昨天做設計。
UX = TECH + DESIGN + BUSINESS     Hardware      Users        Marketing     Software     Product     Business Model        ...
UX INTERFACEGraphical User Interface & the Process of Renaming and Relocate a File
UX OF MOUSE, SMART PHONE, TOUCH       PAD, BLIND PEOPLE
Func%ons         PC       Mobile  捲動瀏覽        滾動滾輪      ⼿手指上下滑動              滑⿏鼠左鍵  選取執⾏行                 點⼀一下            ...
Func%ons           PC          Mobile  捲動瀏覽      滾動滾輪             ⼿手指上下滑動            滑⿏鼠左鍵  選取執⾏行                         ...
FOR BLIND PEOPLEstarted with one click is reading the icon !
MULTI-TOUCH GESTURE• Cursor   Direction• Page   Movement• Program   Selection / Mission
GUIDED ACCESS• Autism: disabling the Home button, as well as restrict touch input on certain areas• Blind     and Low-visi...
RESEARCH AGENDA FOR UX• 滿⾜足使⽤用者「超乎⼯工具性⽤用途」            • 強調看不⾒見、摸不著、隨著情境⽽而(beyond the instrumental)的需要、   變化的主體「體驗」愉悅與享受   ...
The Importance of User experience
The Importance of User experience
The Importance of User experience
The Importance of User experience
The Importance of User experience
The Importance of User experience
The Importance of User experience
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The Importance of User experience

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The second Keynote for the Quanta Elite School on Nov 8, 2012 in Linko. The main content is Innovation, User Experience, and Design Process.

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The Importance of User experience

  1. 1. 使⽤用者經驗的重要性THE IMPORTANCE OF USER EXPERIENCE blog.drhhtang.net 唐⽞玄輝 台科⼤大⼯工商業設計系 / 設計資訊與思考研究室
  2. 2. 使⽤用者經驗的重要性THE IMPORTANCE OF UX
  3. 3. APPLE EMPIRE 2006-2011Profit Device Apple Others Apple Others 10% 20% 80% 90%
  4. 4. Japan Taiwan South Korea U.S. apple Other•iPhone4 Profit 1% 2% 1%5%•Capturing Value in Global 33%Networks: Apple iPad andiPhone•Kraemer 59%
  5. 5. JAPAN PRODUCT INDUSTRY• 製造神話破滅之後,⽇日本開始朝特⾊色產品及研發升級的⽅方向轉型 (2005)• Canon Camera, Panasonic DVD, Sony TV,• 客製化、使⽤用者為中⼼心• ⺫⽬目前⾯面臨失敗中 / SONY LCD LED TV
  6. 6. PHILIP KOTLER MARKETING 3.0 Marketing 1.0 Marketing 2.0 Marketing 3.0 Manufacture User-centered Value / Spiritual / UX Useful Usable DesirableWalkman / CD Player Various CD Player iPod
  7. 7. PERSONAL MUSIC PLAYER FOR MARKET 1.0• Walkman• 20 years ago• All Hardware manufactured in japan• Very few software• Easy to follow
  8. 8. PERSONAL MUSIC PLAYER FOR MARKETING 3.0• Apple ipod video• 70% hardware by japan• 30% software by u.S.• Plus iTunes music authorization• Hard to follow• Cost price u.s. 143
  9. 9. 產品科技越成熟、越需要提升使⽤用者經驗 固態硬碟、電腦主機、螢幕、隨⾝身碟
  10. 10. OS PLUS HARDWAREMS SURFACE & Google NEXUS
  11. 11. TAIWAN IT INDUSTRY
  12. 12. Major UX Platforms
  13. 13. 使⽤用者經驗是未來茲通訊企業存續的重點 使⽤用者經驗結合硬體、軟體、服務, 擴展可⾏行的產品服務⽅方向,進⽽而確認科技障礙
  14. 14. 何謂使⽤用者經驗THE MEANING OF UX
  15. 15. 使⽤用者經驗是 使⽤用者在接觸產品、系統、服務後,所產⽣生的反應與變化包含使⽤用者的認知、情緒、偏好、知覺、⽣生理與⼼心理、⾏行為、 涵蓋產品使⽤用的前、中、後期 (ISO 9241-210)
  16. 16. UX ECO-SYSTEM
  17. 17. DO YOU RECOGNIZE THIS?
  18. 18. WHAT ABOUT THIS?
  19. 19. CREATIVE PRODUCT - IPOD• Cheapest way to store music • HD• Fastest Transferring Method • Firewire• Enjoy music anywhere any time • iPod• Easy to manage and organize all your music • iTune• Your will never forget to bring tunes you like • HD Size• Share with other music lovers • Internet
  20. 20. Connect & AttractAdvocate Orient Extend Interact & Retain
  21. 21. Connect & Attract享受⾳音樂的剪影 & 精采的廣告 & 蘋果⼤大會 Orient 實體蘋果商店 Apple Store Interact iPod 系統 Extend & Retain iTUNE & playlists, mail, calendar, photos Advocate 有iPOD的象徵意義
  22. 22. Buyingstoring listening sharing organizing
  23. 23. Buying iStore Listening iPod Organizing iTune Sharing Ping StoringSave physical places
  24. 24. TOTAL EXPERIENCE
  25. 25. ECO-SYSTEM Buying storing listening sharing organizing
  26. 26. THE MEANINGS & USER EXPERIENCE OF IPHONE FOR A USER
  27. 27. Buy Listen Organize Fan Store Mobile FB Facetime LINE SkypeSeamless Music Enjoyment X Total Communication X Digital Music Player Mobile Phone iPhone Navigator Portable Game Device Personal Digital Assistants Brief Relaxation X Digital Information Sync XSocial Game News Personal Game FB Twitter iCloud Mail Address Books Calendar
  28. 28. 使⽤用者經驗是差異化的主要武器• WALKMAN / CD PLAYER • NDS• NOKIA • CAR NAVIGATION• DIGITAL CAMERA • Portable GPS
  29. 29. WHY IPOD CASES ARE SO EXPENSIVE ? 75 195 265 115 265 55 95
  30. 30. 擴⼤大使⽤用者經驗圈• Telecommunications company• Programmer • International Billing• Design their own OS, keyboard, mouse, monitor, .......... • Every digital devices TV, WATCH, IN-CAR NAVIGATION
  31. 31. APPLE QUIZ• Do You Know the CPU Speeds of iPhone Series ?• The Main Selling Point • iPhone 4, iPhone 4S • iPod, iPod 2, the New iPod• Which Company Design Their Own Mouses and Keyboards• They Are Experts in UX Innovation, So They Can Create Profits in Marketing 3.0.
  32. 32. APPLE COMMERCIALS QUIZ
  33. 33. SELLING POINT OF IPHONE 4?
  34. 34. A COMMERCIAL IS THE EXTENSION OF COOPERATION SPIRIT廣告是企業精神的延伸,企業注重使⽤用者經驗,廣告就會清楚的呈現其重⼼心。
  35. 35. 如果單純設計硬體或是圖像介⾯面, 就是在為昨天做設計。
  36. 36. UX = TECH + DESIGN + BUSINESS Hardware Users Marketing Software Product Business Model ... Interaction ... Service ...
  37. 37. UX INTERFACEGraphical User Interface & the Process of Renaming and Relocate a File
  38. 38. UX OF MOUSE, SMART PHONE, TOUCH PAD, BLIND PEOPLE
  39. 39. Func%ons PC Mobile 捲動瀏覽 滾動滾輪 ⼿手指上下滑動 滑⿏鼠左鍵 選取執⾏行 點⼀一下 點⼀一下或兩下上⼀一⾴頁、下⼀一⾴頁 ... ... ...
  40. 40. Func%ons PC Mobile 捲動瀏覽 滾動滾輪 ⼿手指上下滑動 滑⿏鼠左鍵 選取執⾏行 點⼀一下 點⼀一下或兩下 滑 ⿏鼠 左 鍵 點 選 " 上 ⼀一 ⼿手指左或右滑動上⼀一⾴頁、下⼀一⾴頁 ⾴頁"和"下⼀一⾴頁" 拇指與⻝⾷食指對⾓角劃: 放⼤大、縮⼩小 滑⿏鼠滾輪 + Ctrl or快點兩下 觀看內容選單 點滑⿏鼠右鍵 點⼀一下 點選"X"關閉返回或關閉資料夾 按home鍵 或"上⼀一⾴頁"返回
  41. 41. FOR BLIND PEOPLEstarted with one click is reading the icon !
  42. 42. MULTI-TOUCH GESTURE• Cursor Direction• Page Movement• Program Selection / Mission
  43. 43. GUIDED ACCESS• Autism: disabling the Home button, as well as restrict touch input on certain areas• Blind and Low-vision Users: VoiceOver on Map• Heading Impaired: a power-efficient, high-quality hearing Aid
  44. 44. RESEARCH AGENDA FOR UX• 滿⾜足使⽤用者「超乎⼯工具性⽤用途」 • 強調看不⾒見、摸不著、隨著情境⽽而(beyond the instrumental)的需要、 變化的主體「體驗」愉悅與享受 (experience),以對⽐比於看得⾒見、 摸得著,與主體感受無關的「功• 強調主體的、情緒的「有⽤用性」 能」(function)(emotional usability)以對⽐比於傳統機械式的、強調效率的「有⽤用性」 • 縮⼩小「開發者的預期」和「使⽤用者(usability) 的感受」之間的落差。

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