BETTER EXPERIENCE	

FOR BETTER SERVICE DESIGN	

FOR ICT PRODUCT
Hsien-Hui Tang DITL, NTUST	

drhhtang@drhhtang.net blog.dr...
•

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 ...
USER FRIENDLY 2013
SHARING
唐⽞玄輝 Host of Design Information & Thinking Lab 	


blog.drhhtang.net
FIRST CLASS COMPANY SELLS 	

USER EXPERIENCE NOT PRODUCT
OEM - ODM -OBM -OXM	

!

BY DRHHTANG
Service design is the activity of planning
people & infrastructure of a service in
order to improve its quality, the inter...
PRODUCT

USER

INTERACTION

ENVIRONMENT

PEOPLE
experience
PRODUCT

USER

PRODUCT

PRODUCT

PRODUCT

PRODUCT

PRODUCT

SERVICE

INTERACTION INTERACTION INTERACTION INTERA...
Service Design usually seeks to design the
experiences leading to a better customer/
user experience and better efficiency ...
experience	

design

USERS SERVICE
interactions with	

multiple channels	

over time

service	

design
USER EXPERIENCE (ISO 9241-210)
•

A Person's Perceptions and Responses That Result from the Use or Anticipated
Use of a Pr...
emotion
perception

interaction
people

behaviors

experience	

physical
design
psychological

USERS SERVICE
interactions ...
experience	

design

emotion

perception

interaction

people

behaviors

physical

psychological

service	

design

USERS...
THE OPPORTUNITY TO GARNER LOVES
OF CUSTOMERS 	

IN EXPERIENCE ECONOMY 	

LIES IN DELIVERING NOT JUST A QUALITY
PRODUCT, PR...
FOSSIL FUEL —> ENGINE —>
AUTOMOBILE —> GLOBAL TRANSPORT
SYSTEM —> TRAVELING EXPERIENCE
1 per cup

7.5 per cup

50 per cup

150 per cup
basic	

function

features

internet	

smart	

phone

internet	

service
VALUE IS IN THE EXPERIENCE,	

WHICH IS CONSISTED OF PRODUCT,
SERVICE, & CONNECTION TO PEOPLE.
ICT PRODUCTS ARE BEST TREATED	

AS THOUGH THEY WERE SERVICES TO
PROVIDE EXPERIENCE.
THINK OUTSIDE OF THE BOX TO
INCLUDE 	

THE WHOLE CUSTOMER JOURNEY
2007
the important year of the introduction of a new innovative product
INTERNET MIGHT BE THE GREATEST
CHANGES TO SOCIETY SINCE THE
INDUSTRIAL REVOLUTION
THE FUTURE IS ALREADY HERE,	

IT’S JUST NOT EVENLY DISTRIBUTED	

WILLAM GIBSON
NOT ONLY APPLE OPEN THE DOOR OF
USER EXPERIENCE ALSO THE ERA OF
INTERNET AS EXPERIENCE
APPLE EMPIRE 2006-2011
Profit

Device

Apple

Others

Apple

Others

10%

20%

80%

90%
Japan
U.S.

•iPhone4

South Korea
Other

Profit	


•Capturing Value

in Global
Networks: Apple iPad and
iPhone 	


•Kraemer...
NEW DIGITAL WORLD
•

Numerous new product	


•

Cheaper Price 	


•

Faster Data Transfer	


•

Content > Form	


•

Inter...
INTERNET
-

Alipay (⽀支付寶), Taobao (掏寶) 	

Spotify, iTune, Pandora, 	

dropbox, box.net	

Linkedin, Wordpress, Basecamp,	

...
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...
IDEAS
•

by 2020, almost all business will be internet business.	


•

This is about information not technology	


•

125 ...
IN THE FUTURE WHO YOU ARE IS
DEFINED BY THE EXPERIENCE
CREATED IN THE INTERNET.
AN ERA OF UX HAS ARRIVED.
INTERNET IS THE EXPERIENCE	

PERSONALIZED IN NEAR FUTURE
INTERNET
User Experience

Software
Hardware
Core Tech

UI & UX

System

the reinterpretation of
the meaning of
the product
INTERNET
design

User Experience

design

System

Hardware
Core Tech

design
design

UI & UX

Software

design
design

des...
CONCLUSIONS

•

the future of marketing will be personal and personalized	


•

mass marketing is coming to an end	


•

b...
UX IS THE CORE OF BUSINESS / OXM
MOVE FAST

•

6 months / for quick achievement with a goal	


•

10 years / vision for future
A DESIGN PROCESS
MISSION / ARCHITECTURE /
INTERACTION

•

Why does your company exist ? this is really hard question for many company
MISSION

•

FACEBOOK’s mission / to make the world more open and connected. 	


•

To make web business more personal  /  ...
BUSINESS STRATEGY
•

Paul Bryan	


•

North Star / Mission

•

Business Strategy / Architecture

•

Tactic (Persona / Quot...
ARCHITECTURE

•

designing systems not destination	


•

Facebook is not website not a app	


•

we all designing complex,...
INTERNET

BUSINESS	

STRATEGY
design

User Experience

design

System

Hardware
Core Tech

design
design

UI & UX

Softwar...
USER EXPERIENCE BASE 	

TECHNOLOGY IMPLEMENTATION	

ICT INVENTION
IT IS NOT DESIGNING FLEXIBLE AMOLED, 	

BUT DESIGNING THE INTERACTIVE
EXPERIENCE BASED ON AMOLED.
THE BENEFITS OF 4G
•

Peak speed requirements at 100 megabits per second (Mbit/s) for high mobility
communication (such as...
System
Software
Hardware
Core Tech

UI & UX

User Experience

the reinterpretation of
the meaning of
the product
IT IS NOT DESIGNING TV, 	

IT IS DESIGNING THE INTERACTIVE
EXPERIENCE WITH TV
WHAT ARE THE DIFFERENT WAYS OF
INTERACTING MOBILE PHONES
design

System

design

Software
Hardware
Core Tech

design

design

design

UI & UX

User Experience

design

the reinter...
THE CHALLENGE OF UX DESIGN LIES
ON IMAGINATION	

NO MATTER WHERE NEW CONCEPT
ORIGINATED FROM
THE IDEA OF BETTER EXPERIENCE
BETTER DESIGN IS EVEN MORE
IMPORTANT IN THE ERA OF INTERNET
THANKS BRYAN FOR GIVING THE
PERMISSION TO SHARE	

THE FOLLOWING SLIDES
PRIORITIZING

•

everyone has ten points for design 10 points for business	


•

the top list for design and top list for ...
UX NEEDS TO CLOSELY CONNECT TO
COMPANY MISSION & BUSINESS
STRATEGY
SHOCK

•

Golden Award	

•
•

•

280	

the process will be online soon	


Warm & Friendly
INDUSTRY NEED TO HELP UX
EDUCATION TO ENSURE THEIR FUTURE.
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
User Friendly 2013 Sharing / Better service better service design slideshare version
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User Friendly 2013 Sharing / Better service better service design slideshare version

  1. 1. BETTER EXPERIENCE FOR BETTER SERVICE DESIGN FOR ICT PRODUCT Hsien-Hui Tang DITL, NTUST drhhtang@drhhtang.net blog.drhhtang.net
  2. 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. 3. USER FRIENDLY 2013 SHARING 唐⽞玄輝 Host of Design Information & Thinking Lab blog.drhhtang.net
  4. 4. FIRST CLASS COMPANY SELLS USER EXPERIENCE NOT PRODUCT
  5. 5. OEM - ODM -OBM -OXM ! BY DRHHTANG
  6. 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. 7. PRODUCT USER INTERACTION ENVIRONMENT PEOPLE
  8. 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. 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. 10. experience design USERS SERVICE interactions with multiple channels over time service design
  11. 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. 12. emotion perception interaction people behaviors experience physical design psychological USERS SERVICE interactions with multiple channels over time service environment design product
  13. 13. experience design emotion perception interaction people behaviors physical psychological service design USERS SERVICE interactions with multiple channels over time environment product
  14. 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. 15. FOSSIL FUEL —> ENGINE —> AUTOMOBILE —> GLOBAL TRANSPORT SYSTEM —> TRAVELING EXPERIENCE
  16. 16. 1 per cup 7.5 per cup 50 per cup 150 per cup
  17. 17. basic function features internet smart phone internet service
  18. 18. VALUE IS IN THE EXPERIENCE, WHICH IS CONSISTED OF PRODUCT, SERVICE, & CONNECTION TO PEOPLE.
  19. 19. ICT PRODUCTS ARE BEST TREATED AS THOUGH THEY WERE SERVICES TO PROVIDE EXPERIENCE.
  20. 20. THINK OUTSIDE OF THE BOX TO INCLUDE THE WHOLE CUSTOMER JOURNEY
  21. 21. 2007 the important year of the introduction of a new innovative product
  22. 22. INTERNET MIGHT BE THE GREATEST CHANGES TO SOCIETY SINCE THE INDUSTRIAL REVOLUTION
  23. 23. THE FUTURE IS ALREADY HERE, IT’S JUST NOT EVENLY DISTRIBUTED WILLAM GIBSON
  24. 24. NOT ONLY APPLE OPEN THE DOOR OF USER EXPERIENCE ALSO THE ERA OF INTERNET AS EXPERIENCE
  25. 25. APPLE EMPIRE 2006-2011 Profit Device Apple Others Apple Others 10% 20% 80% 90%
  26. 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. 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. 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. 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. 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. 31. IN THE FUTURE WHO YOU ARE IS DEFINED BY THE EXPERIENCE CREATED IN THE INTERNET.
  32. 32. AN ERA OF UX HAS ARRIVED.
  33. 33. INTERNET IS THE EXPERIENCE PERSONALIZED IN NEAR FUTURE
  34. 34. INTERNET User Experience Software Hardware Core Tech UI & UX System the reinterpretation of the meaning of the product
  35. 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. 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. 37. UX IS THE CORE OF BUSINESS / OXM
  38. 38. MOVE FAST • 6 months / for quick achievement with a goal • 10 years / vision for future
  39. 39. A DESIGN PROCESS
  40. 40. MISSION / ARCHITECTURE / INTERACTION • Why does your company exist ? this is really hard question for many company
  41. 41. MISSION • FACEBOOK’s mission / to make the world more open and connected. • To make web business more personal  /  INTERCOM • Cocacola / Happy - Sharing
  42. 42. BUSINESS STRATEGY • Paul Bryan • North Star / Mission • Business Strategy / Architecture • Tactic (Persona / Quotes / Customer Data) / Interaction • Competitive APPs
  43. 43. ARCHITECTURE • designing systems not destination • Facebook is not website not a app • we all designing complex, dynamically changing social systems.
  44. 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. 45. USER EXPERIENCE BASE TECHNOLOGY IMPLEMENTATION ICT INVENTION
  46. 46. IT IS NOT DESIGNING FLEXIBLE AMOLED, BUT DESIGNING THE INTERACTIVE EXPERIENCE BASED ON AMOLED.
  47. 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. 48. System Software Hardware Core Tech UI & UX User Experience the reinterpretation of the meaning of the product
  49. 49. IT IS NOT DESIGNING TV, IT IS DESIGNING THE INTERACTIVE EXPERIENCE WITH TV
  50. 50. WHAT ARE THE DIFFERENT WAYS OF INTERACTING MOBILE PHONES
  51. 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. 52. THE CHALLENGE OF UX DESIGN LIES ON IMAGINATION NO MATTER WHERE NEW CONCEPT ORIGINATED FROM
  53. 53. THE IDEA OF BETTER EXPERIENCE BETTER DESIGN IS EVEN MORE IMPORTANT IN THE ERA OF INTERNET
  54. 54. THANKS BRYAN FOR GIVING THE PERMISSION TO SHARE THE FOLLOWING SLIDES
  55. 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. 56. UX NEEDS TO CLOSELY CONNECT TO COMPANY MISSION & BUSINESS STRATEGY
  57. 57. SHOCK • Golden Award • • • 280 the process will be online soon Warm & Friendly
  58. 58. INDUSTRY NEED TO HELP UX EDUCATION TO ENSURE THEIR FUTURE.

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