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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
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
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
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
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
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
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
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.

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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  • 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. 使⽤用者經驗的重要性THE IMPORTANCE OF UX
  • 3. APPLE EMPIRE 2006-2011Profit Device Apple Others Apple Others 10% 20% 80% 90%
  • 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. 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. 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. PERSONAL MUSIC PLAYER FOR MARKET 1.0• Walkman• 20 years ago• All Hardware manufactured in japan• Very few software• Easy to follow
  • 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. 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. OS PLUS HARDWAREMS SURFACE & Google NEXUS
  • 11. TAIWAN IT INDUSTRY
  • 12. Major UX Platforms
  • 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. 何謂使⽤用者經驗THE MEANING OF UX
  • 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. UX ECO-SYSTEM
  • 17. DO YOU RECOGNIZE THIS?
  • 18. WHAT ABOUT THIS?
  • 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. Connect & AttractAdvocate Orient Extend Interact & Retain
  • 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. Buyingstoring listening sharing organizing
  • 23. Buying iStore Listening iPod Organizing iTune Sharing Ping StoringSave physical places
  • 24. TOTAL EXPERIENCE
  • 25. ECO-SYSTEM Buying storing listening sharing organizing
  • 26. THE MEANINGS & USER EXPERIENCE OF IPHONE FOR A USER
  • 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. 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. WHY IPOD CASES ARE SO EXPENSIVE ? 75 195 265 115 265 55 95
  • 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. 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. APPLE COMMERCIALS QUIZ
  • 33. SELLING POINT OF IPHONE 4?
  • 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. 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. UX = TECH + DESIGN + BUSINESS Hardware Users Marketing Software Product Business Model ... Interaction ... Service ...
  • 37. UX INTERFACEGraphical User Interface & the Process of Renaming and Relocate a File
  • 38. UX OF MOUSE, SMART PHONE, TOUCH PAD, BLIND PEOPLE
  • 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. 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. FOR BLIND PEOPLEstarted with one click is reading the icon !
  • 42. MULTI-TOUCH GESTURE• Cursor Direction• Page Movement• Program Selection / Mission
  • 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. 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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