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User-centred design in the NFC-Voucher project - Karin Slegers & Verónica Donoso (IBBT-CUO-KULeuven)
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User-centred design in the NFC-Voucher project - Karin Slegers & Verónica Donoso (IBBT-CUO-KULeuven)

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  • Ping-ping scenario
  • (Tunznv) e-money licenseA trusted neutral third party as TSM ROI = participation in voucher revenues
  • Other service providers: bank, public transport company, voucher issuerReturn on investment
  • Other service providers: bank, public transport company, voucher issuerReturn on investment
  • Transcript

    • 1. User-centered design and business model of vouchers in an NFC world
    • 2. User-centred design in the NFC-Voucher project
      Karin Slegers VerónicaDonoso
      Centre for User Experience Research (CUO)
      K.U. Leuven / IBBT
    • 3. UCD in the NFC-voucher project
    • Cultural probes
      • Creative home assignments as a preparationfor later interviews
      • 17. Goal:
      • 18. Stimulateparticipants to thinkabouttheirmeal voucher use
      • 19. Collectinformationabout context of use
      • 20. Understandcurrentuse of meal vouchers
    • Interviews
      • Individualsessions – future scenario
      • 21. Goal:
      • 22. Present and explainNFC-voucher (storyboard)
      • 23. EvaluateNFC-voucher concept withusers
    • Personas
      • Fictitiousarchetypicalusers, basedonreal user data
      • 24. Goal:
      • 25. Representusers: characteristics, routines, problems, needs & wants
      • 26. Make user requirementstangible
    • 27. Co-design
      • Individualsessions – co-design
      • 28. Goal:
      • 29. Explore the use of NFC-voucher
      • 30. Brainstorm aboutinteractionwithNFC-voucher
      • 31. Re-evaluate concept of NFC-voucher: “Whatwoulditbelike to useNFC-voucher?”
    • Conceptual model
      • Visualisation of the NFC-voucher concept
      • 32. Goal:
      • 33. Represent look & behaviour of the system
      • 34. Functionalities
      • 35. Interactions
      • 36. User interfaces
    • Card sorting
      • Structure data in categoriesthatmakesense to the users
      • 37. Goal:
      • 38. Involveusers in creating the structure of the NFC-voucherapplication
      • 39. Improve the structure of the NFC-voucherconceptual model
    • Paper prototyping
      • Low-techusabilitytestingwith paper mock-ups
      • 40. Goal:
      • 41. Findusability issues in anearly stage
      • 42. Example of finding:
      • 43. Usability problem: In the menu structure many tasks require too many actions and confirmations which make these tasks unnecessarily complex.
      • 44. Recommendation: Users should be allowed to set many options regarding confirmation and security in the settings menu. The default settings should match the choice of the majority of users
    • Expert review – heuristicevaluation
      • Usabilityinspectionmethod
      • 45. Goal:
      • 46. Identification of usability problems based on established human factors principles
      • 47. Provide recommendations for design improvements
    • General recommendations
      System status
      • Provide essential feedback on both the cell phone and on the cash desk or card reader
      • 48. Provide feedback about status of NFC-connections and transaction processes
      • 49. Messages concerning security, authorisation, etc. should be very clear
      Match between system and the real world
      • The interface of and interaction with the phone application should match those of the phone itself
      User control and freedom
      • Both users and cashiers should be able to cancel a transaction at all times. System recovery from such cancellations should be quick
      • 50. The user should be able to spend an unlimited amount of meal vouchers at once
      Error prevention
      • It should be clear to the user where, how and how long he/she should place the cell phone
      Flexibility & efficiency of use
      • Steps in the payment process should not take longer than a few seconds. Long steps should be accompanied by clear feedback
    • Notdoneyet…
      • Usability tests withrealusers
      • 51. Field tests
    • 016/323652
      t
      karin.slegers@soc.kuleuven.be
      e
      veronica.donoso@soc.kuleuven.be
      e
      Centre for User Experience Research (CUO)
      Parkstraat 45, bus 3601
      3000 Leuven
      Belgium
      http://www.kuleuven.be/cuo
    • 52. NFC VoucherBusiness Modelling
      WouterDegadt
      IBBT – SMIT
      Media, Market & Innovation
    • 53. Overview
      MEDIA, MARKET & INNOVATION
      17
      • SMIT within the project
      • 54. eVoucher classification and ecosystem
      • 55. Value network
      • 56. Implementation scenarios
      • 57. Business case
    • SMIT within the project
      NFC-Voucher
      MEDIA, MARKET & INNOVATION
      18
    • 58. Short project intro
      MEDIA, MARKET & INNOVATION
      19
      • Paper meal voucher scheme in Belgium
      • 59. 250.000.000 meal vouchers issued per year
      • 60. Prepaid payment system for food
      • 61. Fiscally attractive
      • 62. Disadvantages
      • 63. Handling (all parties)
      • 64. Storage: archiving regulation
      • 65. Deterioration of paper
      • 66. Lost vouchers not reimbursed
    • Project goals
      MEDIA, MARKET & INNOVATION
      20
      • Migration to eVouchers (electronic vouchers)
      • 67. Storage on NFC-enabled phone
      • 68. Payment using existing terminals
      • 69. Customer enabling
      • 70. Offline payments
      • 71. Offline beneficiary-to-beneficiary payment transaction
      • 72. Proof of concept implementation
      • 73. Nokia 6313
      • 74. Nokia 6212
    • SMIT workload overview
      • Study of existing business models for comparable NFC-enabled mobile transactions
      • 75. Theoretical and practical analysis of the actors in various pilots according to a business model framework
      • 76. SOTA
      • 77. Elaboration of NFC-Voucher BM
      • 78. Definitions
      • 79. Ecosystem
      • 80. Different business models and scenario’s
      • 81. Most valuable business case?
      Media, Market & Innovation
      21
    • 82. Paper voucher - parties
      • Issuer: issues vouchers
      • 83. Customer: employer
      • 84. Beneficiary: employee
      • 85. Affiliate: shop, store
      Media, Market & Innovation
      22
    • 86. Electronic voucher ecosystem
      NFC-Voucher
      MEDIA, MARKET & INNOVATION
      23
    • 87. Actor analysis: e-payment
      • Payer: the customer or buyer of the goods or services
      • 88. Payee: the merchant or seller of the goods or services
      • 89. Issuer: the party interacting with the payer in the payment process. The issuer is generally a financial institution
      • 90. Acquirer: the party interacting with the payee in the payment process. The acquirer is also generally a financial institution
      • 91. Arbiter: an extra party that might be involved in the payment process for dispute resolution
      Media, Market & Innovation
      24
    • 92. Actor analysis: NFC ecosystem (1)
      • Direct customer: the employer
      • 93. Indirect customer: the employee, the beneficiary
      He uses the mobile device for mobile communications and mobile NFC services. The customer subscribes to an MNO and uses mobile NFC services. The cost of the NFC-enabled handset is allocated to the customer. The handset is to be equipped with a compliant UICC smart card, which is provided by the mobile network operator.
      • Issuer: the issuer is responsible for the creation of the voucher, the agreements with the partners and the allocation of voucher value
      Media, Market & Innovation
      25
    • 94. Actor analysis: NFC ecosystem (2)
      • MNO: provides the full range mobile services to the customer
      • 95. Service Provider: provides contactless services to the customer; several forms:
      • 96. A specific form is the Application Service Provider (ASP). A functional or specialist ASP delivers a single application such as transaction processing
      • 97. The voucher service provider will be responsible for the end distribution of the (branded) voucher
      • 98. Retailer/Merchant: they accept contactless payments. The merchant provides goods and services (food or non-food)
      Media, Market & Innovation
      26
    • 99. Actor analysis: NFC ecosystem (3)
      • Trusted Service Manager (TSM): securely distributes and manages the Service Providers services to the MNO customer base
      • 100. Handset, NFC Chipset and UICC Manufacturer: produce Mobile NFC/Communication devices and the associated UICC hardware
      • 101. (Terminal) Reader Manufacturer + security components and Electronic Cash Register: produces NFC reader devices
      • 102. Application developer: designs and develops the mobile NFC applications
      Media, Market & Innovation
      27
    • 103. Value network
      NFC-Voucher
      MEDIA, MARKET & INNOVATION
      28
    • 104. Value network – service flows
      MEDIA, MARKET & INNOVATION
      29
    • 105. Content stream
      MEDIA, MARKET & INNOVATION
      30
    • 106. Value network – service flows
      MEDIA, MARKET & INNOVATION
      31
    • 107. Value network – financial flows
      MEDIA, MARKET & INNOVATION
      32
    • 108. Some definitions
      • Voucher aggregation: the bundling of vouchers with possible advertising or branding (coupons)
      • 109. Voucher service provider: is responsible for the distribution of vouchers
      • 110. Application service provider: delivers a single application such as transaction processing
      MEDIA, MARKET & INNOVATION
      33
    • 111. implementation scenarios -Platform for a tsm
      NFC-Voucher
      MEDIA, MARKET & INNOVATION
      34
    • 112. Issuer centric
      MEDIA, MARKET & INNOVATION
      35
      ISSUER
      MNO
    • 113. MNO centric
      MEDIA, MARKET & INNOVATION
      36
      ISSUER
      MNO
    • 114. MNO integration scenario
      MEDIA, MARKET & INNOVATION
      37
      ISSUER
      MNO
    • 115. TSM scenario
      MEDIA, MARKET & INNOVATION
      38
      ISSUER
      MNO
      TSM
    • 116. Theoretical specifications to the role of the TSM
      • TSM: his clients will include mobile operators, banks, transport companies, advertisers and other service providers
      • 117. eVoucher case: clients are advertisers and MNO
      • 118. Different scenarios are dependent on the power a TSM holds:
      • 119. MNO as TSM
      • 120. Bank or e-money license as TSM in NFC e-payment services
      • 121. Voucher issuer as TSM
      • 122. A trusted neutral third party as TSM
      MEDIA, MARKET & INNOVATION
      39
    • 123. TSM implementation implications
      • TSM securely distributes and manages the Service Providers services to the MNO customer base
      • 124. TSM could prevent a possible MNO domination
      • 125. TSM could be the neutral platform for industrial power equilibrium and better customer support
      • 126. TSM increases complexity, but also neutrality and independence
      • 127. Original service responsibility and accountability of issuer can be averted by the take-up of a TSM
      MEDIA, MARKET & INNOVATION
      40
    • 128. Business case
      NFC-Voucher
      MEDIA, MARKET & INNOVATION
      41
    • 129. Business case NFC-voucher
      MEDIA, MARKET & INNOVATION
      42
    • 130. Business case NFC-voucher
      MEDIA, MARKET & INNOVATION
      43
      EMPLOYEE
      PERSONAL BUSINESS CASE
      CAPEX
      NFC handset, SIM
      OPEX
      Monthly subscription
      SERVICE PROVIDER
      CAPREV
      CAPEX
      Application development, backend
      Revenues from companies, the employers
      OPREV
      OPEX
      Application maintenance, customer support
      MNO
      CAPREV
      CAPEX
      Adaptation to new NFC opportunities
      OPREV
      OPEX
      Network costs, customer support, billing
      Monthly fees from customers
      MERCHANT
      CAPREV
      CAPEX
      POS NFC readers, cash register adaptation
      Customer service, client data profiling
      OPREV
      OPEX
      Personnel
      Increased sales, coupons
    • 131. Thank you!Any questions?
      Wouter.degadt@vub.ac.be
      MEDIA, MARKET & INNOVATION
      44