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User Friendly 2013 Sharing / Better service better service design slideshare version

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This is the slides of my sharing for User Friendly 2013 at HPX meeting.

This is the slides of my sharing for User Friendly 2013 at HPX meeting.

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  • 1. BETTER EXPERIENCE FOR BETTER SERVICE DESIGN FOR ICT PRODUCT Hsien-Hui Tang DITL, NTUST drhhtang@drhhtang.net blog.drhhtang.net
  • 2. • 設計獲獎 (DESIGN AWARDS) 2013 ! • 2013.12 HearMe by DITT 2013 通訊⼤大賽 使⽤用者體驗設計組 最佳設計獎 link • 2013.12 Memoir Monopoly 2013 通訊⼤大賽 使⽤用者體驗設計組 最佳設計獎 link • 2013.12 HearMe 第五屆中國⽤用⼾戶體驗設計⼤大賽 ⾦金獎 link • 2013.12 創故事 2013年 玩具暨兒童⽤用品創意設計競賽 銅獎 link • 2013.07 Benefeat 好⻝⾷食 詹依庭 & 葉庭吟 Red Dot Concept Award 2013 Winner link • 2013.06 iListen 林楷庭 Red Dot Communication Design 2012 Winner link • 2013.06 iCan 鄭群萌 • 2013.05 ColorMe 李亞芝 第⼗十屆育秀盃 使⽤用經驗UX獎。link • 2013.05 ColorMe 李亞芝 第⼗十屆育秀盃 銅獎。link • 2013.04 Benefeat 好⻝⾷食 詹依庭 & 葉庭吟 iF Concept Award 2013 • 2013.04 Memoir Monopoly 101年度國科會前瞻概念計畫成果發表會年度最佳作品評選 link • 2013.04 Display of Will 101年度國科會前瞻概念計畫成果發表會年度最佳作品評選 link • 2013.04 Loocare 101年度國科會前瞻概念計畫成果發表會年度最佳作品評選 link Red Dot Communication Design 2012 Winner link iF 340 entries link
  • 3. USER FRIENDLY 2013 SHARING 唐⽞玄輝 Host of Design Information & Thinking Lab blog.drhhtang.net
  • 4. FIRST CLASS COMPANY SELLS USER EXPERIENCE NOT PRODUCT
  • 5. OEM - ODM -OBM -OXM ! BY DRHHTANG
  • 6. Service design is the activity of planning people & infrastructure of a service in order to improve its quality, the interaction between service provider and customers even for ICT products.
  • 7. PRODUCT USER INTERACTION ENVIRONMENT PEOPLE
  • 8. experience PRODUCT USER PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT SERVICE INTERACTION INTERACTION INTERACTION INTERACTION INTERACTION INTERACTION ENVIRONMENT ENVIRONMENT ENVIRONMENT ENVIRONMENT ENVIRONMENT ENVIRONMENT PEOPLE PEOPLE PEOPLE PEOPLE PEOPLE PEOPLE
  • 9. Service Design usually seeks to design the experiences leading to a better customer/ user experience and better efficiency in terms of the service provider; a mutually beneficial approach for both consumer and provider.
  • 10. experience design USERS SERVICE interactions with multiple channels over time service design
  • 11. USER EXPERIENCE (ISO 9241-210) • A Person's Perceptions and Responses That Result from the Use or Anticipated Use of a Product, System or Service • Includes All the Users' Emotions, Beliefs, Preferences, Perceptions, Physical and Psychological Responses, Behaviors Accomplishments • that Occur Before, During and After Use
  • 12. emotion perception interaction people behaviors experience physical design psychological USERS SERVICE interactions with multiple channels over time service environment design product
  • 13. experience design emotion perception interaction people behaviors physical psychological service design USERS SERVICE interactions with multiple channels over time environment product
  • 14. THE OPPORTUNITY TO GARNER LOVES OF CUSTOMERS IN EXPERIENCE ECONOMY LIES IN DELIVERING NOT JUST A QUALITY PRODUCT, PROCESS, OR SERVICE BUT QUALITY EXPERIENCE.
  • 15. FOSSIL FUEL —> ENGINE —> AUTOMOBILE —> GLOBAL TRANSPORT SYSTEM —> TRAVELING EXPERIENCE
  • 16. 1 per cup 7.5 per cup 50 per cup 150 per cup
  • 17. basic function features internet smart phone internet service
  • 18. VALUE IS IN THE EXPERIENCE, WHICH IS CONSISTED OF PRODUCT, SERVICE, & CONNECTION TO PEOPLE.
  • 19. ICT PRODUCTS ARE BEST TREATED AS THOUGH THEY WERE SERVICES TO PROVIDE EXPERIENCE.
  • 20. THINK OUTSIDE OF THE BOX TO INCLUDE THE WHOLE CUSTOMER JOURNEY
  • 21. 2007 the important year of the introduction of a new innovative product
  • 22. INTERNET MIGHT BE THE GREATEST CHANGES TO SOCIETY SINCE THE INDUSTRIAL REVOLUTION
  • 23. THE FUTURE IS ALREADY HERE, IT’S JUST NOT EVENLY DISTRIBUTED WILLAM GIBSON
  • 24. NOT ONLY APPLE OPEN THE DOOR OF USER EXPERIENCE ALSO THE ERA OF INTERNET AS EXPERIENCE
  • 25. APPLE EMPIRE 2006-2011 Profit Device Apple Others Apple Others 10% 20% 80% 90%
  • 26. Japan U.S. •iPhone4 South Korea Other Profit •Capturing Value in Global Networks: Apple iPad and iPhone •Kraemer Taiwan apple 1% 2% 1% 5% 33% 59%
  • 27. NEW DIGITAL WORLD • Numerous new product • Cheaper Price • Faster Data Transfer • Content > Form • Internet is the product & service • User experience keeps evolving. • The bar for UX standard raises every time a new product launches. • UX is the design focus.
  • 28. INTERNET - Alipay (⽀支付寶), Taobao (掏寶) Spotify, iTune, Pandora, dropbox, box.net Linkedin, Wordpress, Basecamp, Square space, google map, Twitter, Pinterest, MSN, Skype, Facebook Google Search, gmail, g-calendar web, e-mail Internet
  • 29. HOW INTERNET AFFECTS US • ⼤大潤發 2013 1~9⽉月 • • • • 21.79 億rmb 2013 營業 26.04% UP 佔公司營收7%,低於去年13% Walmart • 減少13~18實體店 / 投資⼀一號店 Bank / personal finance • • 去實體分⾏行 / 建⽴立mobile APP 11.11 光棍節 • • • 370 億 RMB 1.52 億件產品 菜⿃鳥網路 • 建議客⼾戶選擇 + 即時物流通報 • 物流雷達預警 • ⺩王永慶 魔球
  • 30. IDEAS • by 2020, almost all business will be internet business. • This is about information not technology • 125 million tablets will be sold in china 2013. • Mobile is about information not device. • The car change how we live, buy, ….. • we are making an old mistake.
  • 31. IN THE FUTURE WHO YOU ARE IS DEFINED BY THE EXPERIENCE CREATED IN THE INTERNET.
  • 32. AN ERA OF UX HAS ARRIVED.
  • 33. INTERNET IS THE EXPERIENCE PERSONALIZED IN NEAR FUTURE
  • 34. INTERNET User Experience Software Hardware Core Tech UI & UX System the reinterpretation of the meaning of the product
  • 35. INTERNET design User Experience design System Hardware Core Tech design design UI & UX Software design design design the reinterpretation of the meaning of the product
  • 36. CONCLUSIONS • the future of marketing will be personal and personalized • mass marketing is coming to an end • behavioral based marketing + personal communication • due to a network of everyone, everything, everywhere
  • 37. UX IS THE CORE OF BUSINESS / OXM
  • 38. MOVE FAST • 6 months / for quick achievement with a goal • 10 years / vision for future
  • 39. A DESIGN PROCESS
  • 40. MISSION / ARCHITECTURE / INTERACTION • Why does your company exist ? this is really hard question for many company
  • 41. MISSION • FACEBOOK’s mission / to make the world more open and connected. • To make web business more personal  /  INTERCOM • Cocacola / Happy - Sharing
  • 42. BUSINESS STRATEGY • Paul Bryan • North Star / Mission • Business Strategy / Architecture • Tactic (Persona / Quotes / Customer Data) / Interaction • Competitive APPs
  • 43. ARCHITECTURE • designing systems not destination • Facebook is not website not a app • we all designing complex, dynamically changing social systems.
  • 44. INTERNET BUSINESS STRATEGY design User Experience design System Hardware Core Tech design design UI & UX Software design design design the reinterpretation of the meaning of the product
  • 45. USER EXPERIENCE BASE TECHNOLOGY IMPLEMENTATION ICT INVENTION
  • 46. IT IS NOT DESIGNING FLEXIBLE AMOLED, BUT DESIGNING THE INTERACTIVE EXPERIENCE BASED ON AMOLED.
  • 47. THE BENEFITS OF 4G • Peak speed requirements at 100 megabits per second (Mbit/s) for high mobility communication (such as from trains and cars) • 1 gigabit per second (Gbit/s) for low mobility communication • WHAT KINDS OF DIFFERENT USER EXPERIENCE ARE ENABLE BY 4G ? • The Strategy of 4G and its UX missions
  • 48. System Software Hardware Core Tech UI & UX User Experience the reinterpretation of the meaning of the product
  • 49. IT IS NOT DESIGNING TV, IT IS DESIGNING THE INTERACTIVE EXPERIENCE WITH TV
  • 50. WHAT ARE THE DIFFERENT WAYS OF INTERACTING MOBILE PHONES
  • 51. design System design Software Hardware Core Tech design design design UI & UX User Experience design the reinterpretation of the meaning of the product
  • 52. THE CHALLENGE OF UX DESIGN LIES ON IMAGINATION NO MATTER WHERE NEW CONCEPT ORIGINATED FROM
  • 53. THE IDEA OF BETTER EXPERIENCE BETTER DESIGN IS EVEN MORE IMPORTANT IN THE ERA OF INTERNET
  • 54. THANKS BRYAN FOR GIVING THE PERMISSION TO SHARE THE FOLLOWING SLIDES
  • 55. PRIORITIZING • everyone has ten points for design 10 points for business • the top list for design and top list for business are different • Paul Adams talked about changing roles as the leader of the team
  • 56. UX NEEDS TO CLOSELY CONNECT TO COMPANY MISSION & BUSINESS STRATEGY
  • 57. SHOCK • Golden Award • • • 280 the process will be online soon Warm & Friendly
  • 58. INDUSTRY NEED TO HELP UX EDUCATION TO ENSURE THEIR FUTURE.