Customer Soulutions explains the importance of  location & context in mobile services.
Mobile Context Based Services. ?
<ul><li>Meet Joe Mobile. </li></ul>
<ul><li>This is his Mobile Phone. </li></ul>He make’s phone call’s
<ul><li>This is his Mobile Phone. </li></ul>Surf the Mobile Internet
<ul><li>This is his Mobile Phone. </li></ul>And not much more ……
<ul><li>His Phone is capable of much, much more .. </li></ul>Multi-touch input Precise user location detection Device posi...
<ul><li>Don’t get drowned into phone capabilities. </li></ul><ul><li>Its all about the users, your customers .. </li></ul>
<ul><li>So its all about Joe and not his Phone ! </li></ul>
<ul><li>And it all starts with getting into Joe’s head. </li></ul>
<ul><li>Introducing Service Design: consciously designing  </li></ul><ul><li>services using a holistic, human centered pro...
<ul><li>Its about Joe’s Customer Journey. </li></ul>
<ul><li>The different points of interest [POI’s] during his journey. </li></ul>
<ul><li>And the Changing Context around </li></ul><ul><li>Joe at every POI. </li></ul>
<ul><li>Contextual Services are Adaptive Services Designed </li></ul><ul><li>around Joe’s POI’s, situation & needs  </li><...
<ul><li>So, how does Joe’s personal context looks like? </li></ul><ul><li>(model from Raimo vd Klein, Layar) </li></ul>Twi...
<ul><li>And what is contextually changing with and around Joe? </li></ul>Twitter  Presence Agenda Environ-ment Geo spatial...
0101010101 NOW Get your fulfillment Start  “smart” tools Physical World Virtual World Context specific need Relevant infor...
<ul><li>Mobile Fulfillment Process. </li></ul><ul><li>(model from Raimo vd Klein, Layar) </li></ul>0101010101 Physical Wor...
<ul><li>“ Smart” tools, fulfilling relevant, context based needs. </li></ul><ul><li>Using Joe’s phone UX enabling capabili...
<ul><li>When Joe “wants” it. </li></ul>
ponder   ON   this..
<ul><li>Remember the PC UX Capabilities? </li></ul>Page Markup Styling Scripting Audio: microphone; speaker
MOBILE is not the Internet
<ul><li>And designing new mobile User Experiences all start  </li></ul><ul><li>with getting into Joe’s head looking at his...
<ul><li>And   crossing the gap between the physical- and virtual world, between brands, service providers, retailers, et c...
<ul><li>This is why Service Design is such a good  </li></ul><ul><li>approach for creating Mobile Strategy & Services. </l...
Consulting & Concept Development op basis van Service Design. Offer me the  right service on the right location… Mobile Co...
Introducing Customer Soulutions, concept design of services, products and experiences.
Experiences Concept design of services, products and experiences  based on a ‘holistic’ customer centric approach. Product...
<ul><li>50 - 70 %  of the economy is service related. </li></ul><ul><li>Most products are part of the  service economy . <...
Building bridges between? Business (viable) People (desirable) Innovation (feasable) process  innovation emotional / socia...
User Centric Innovation Method [UCIM] <ul><li>-Service Design since 2000. </li></ul><ul><li>-UCIM is developed and execute...
 
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Strategy and Concept Development for Mobile Context Based Services.

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My focus the comming years. The value of conscious designing servives/strategy/products/surroundings around the customer using the holistic approach of service design. Based on 15 years of design and innovation and used the past years in numerous projects. Now I use this approach to strategicly advice companies in their mobile strategy and develop concepts for Mobile like Augmented Reality solutions and/or Multichannel Services / Product - Service Combinations / Internet of Things solutions.

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  • Geen reis is een reis zonder Persona Meet Joe Mobile, de gemiddelde gebruiker en ja deze heeft vaak al een flinke Smart Phone in zijn binnenzak.
  • Zijn telefoon en wat hij ermee doet …… Bellen …..
  • Internetten ……… Filmpje kijken en voetbaluitslagen checken op Teletext Beetje spelen en …. That’s it ……
  • En meer niet …….. Veel functies blijven onbenut en worden alleen gebruikt door “Geeks”
  • Nu al en in de toekomst kunnen telefoons echt veel en veel meer Veel meer dan interactie met het scherm alleen…… De moderne telefoons zitten vol met sensoren, comminicatie mogelijkheden met de omgeving en input- en output functies
  • In al deze functies schuilen ook meteen de gevaren want voor je het weet word een dienst ontwikkeld vanuit technology push en die sluiten helemaal niet uit bij de behoeften van Joe Mobile Dat werk wel voor Geeks maar Joe Mobile verwacht gewoon goede dienstverlening geen gadgets
  • Goede dienstontwikkeling begint bij de gebruiker
  • En in de huid te kruipen van deze gebruiker
  • En als je dat heb gedaan diensten te ontwerpen die bewust zijn ontworpen vanuit een holistische benadering waarin de gebruiker centraal staat
  • Bij mobiel staat Joe centraal tijdens zijn verplaatsing in de ruimte
  • De verschillende locaties in deze verplaatsing door de ruimte
  • En de context voor Joe op deze locatie
  • Introduceer het begrip Contextual Services Definitie van Contextual Services
  • Wat is dat nu Context? Ik heb een model met 8 verschillende context bouwstenen gebruikt om wat gedetaileerder naar context te kijken. Foursquare = Geo-spatial | Social | Activities Layar = Geo-spatial | Environment | Activities | Social | Virtual Me Iphone 4 Gyroscope = dienst die beweging bij hartaanval “sensed” en allarm slaat waarin je meteen word teruggebeld, neem je je telefoon niet op word de amulance ingeschakeld
  • Als je je verplaatst van context naar een andere context veranderd bijna je gehele context …… .. behalve Joe
  • Hoe vervullen we nu die behoefte? Je hebt een behoefte en je start een applicatie op / een website op: Je moet dus zelf actie ondernemen om bediend te worden VB. Reisinformatie applicatie NS of OV9292
  • Hoe vervullen we nu die behoefte? Je hebt een behoefte en je start een applicatie op / een website op: Je moet dus zelf actie ondernemen om bediend te worden VB. Reisinformatie applicatie NS of OV9292
  • De uitdaging is dus de behoeften te vervullen en op creatieve wijze gebruik te maken van alle mogelijheden van de telefoon
  • Als Joe het wil
  • Dit is wat we momenteel doen voor Desktop PC’s Vaak is dit ook nog het UX niveau van veel Mobile App’s n Mobiele websites
  • En het startpunt word ook heel anders en begint met in de huid kruipen van Joe
  • En in de huid van Joe de verbinding leggen tussen menselijk gedrag en de virtuele wereld
  • Daarom is de holstische benadring van Service Design het startpunt van nieuwe mobiele dienstconcepten. Niet de Productmanager die wil pronken met een Iphone App op de netwerkbijeenkomsten maar die zich niet afvraagt of Joe Mobile wel een Iphone heeft laat staan een App instaleert, opstart en gebruikt.
  • We build bridges between people, business and innovation to innovate.
  • Strategy and Concept Development for Mobile Context Based Services.

    1. 1. Customer Soulutions explains the importance of location & context in mobile services.
    2. 2. Mobile Context Based Services. ?
    3. 3. <ul><li>Meet Joe Mobile. </li></ul>
    4. 4. <ul><li>This is his Mobile Phone. </li></ul>He make’s phone call’s
    5. 5. <ul><li>This is his Mobile Phone. </li></ul>Surf the Mobile Internet
    6. 6. <ul><li>This is his Mobile Phone. </li></ul>And not much more ……
    7. 7. <ul><li>His Phone is capable of much, much more .. </li></ul>Multi-touch input Precise user location detection Device positioning & motion: from an accelerometer User orientation Audio: microphone; speaker Video & image: capture Push notifications Device connections between devices Proximity Ambient Light NFC Gyroscope: 360 degrees of motion Pattern recognition: Barcodes, logo’s, faces
    8. 8. <ul><li>Don’t get drowned into phone capabilities. </li></ul><ul><li>Its all about the users, your customers .. </li></ul>
    9. 9. <ul><li>So its all about Joe and not his Phone ! </li></ul>
    10. 10. <ul><li>And it all starts with getting into Joe’s head. </li></ul>
    11. 11. <ul><li>Introducing Service Design: consciously designing </li></ul><ul><li>services using a holistic, human centered process. </li></ul>
    12. 12. <ul><li>Its about Joe’s Customer Journey. </li></ul>
    13. 13. <ul><li>The different points of interest [POI’s] during his journey. </li></ul>
    14. 14. <ul><li>And the Changing Context around </li></ul><ul><li>Joe at every POI. </li></ul>
    15. 15. <ul><li>Contextual Services are Adaptive Services Designed </li></ul><ul><li>around Joe’s POI’s, situation & needs </li></ul><ul><li>in that specific context. </li></ul>
    16. 16. <ul><li>So, how does Joe’s personal context looks like? </li></ul><ul><li>(model from Raimo vd Klein, Layar) </li></ul>Twitter Presence Agenda Environ-ment Geo spatial (Where/ when) Me Physio-logical Virtual Me Mental Activities (What) Social (Who) Education Beliefs Experiences Roomware Navigation Geofencing Weather Rain prediction QR / NFC / RFID Twitter Presence Agenda People nearby Buddyfinder Emomapping Social Networks Flickr comments (Social Backchannel) Accelerometer Stepcounter Heartrate
    17. 17. <ul><li>And what is contextually changing with and around Joe? </li></ul>Twitter Presence Agenda Environ-ment Geo spatial (Where/when) Me Physio-logical Virtual Me Mental Activities (What) Social (Who) Education Beliefs Experiences Roomware Navigation Geofencing Weather Rain prediction QR / NFC / RFID People nearby Buddyfinder Emomapping Social Networks Flickr comments (Social Backchannel) Twitter Presence Agenda Accelerometer Stepcounter Heartrate
    18. 18. 0101010101 NOW Get your fulfillment Start “smart” tools Physical World Virtual World Context specific need Relevant information Mobile Fulfillment Process. (model from Raimo vd Klein, Layar) 0101010101010101010101 0101010101010101010101 0101010101010101010101 010101010101010 0101010101010101010101 010101010101010 0101010101010101 010101010101010 01010101010
    19. 19. <ul><li>Mobile Fulfillment Process. </li></ul><ul><li>(model from Raimo vd Klein, Layar) </li></ul>0101010101 Physical World Virtual World Context specific need Relevant information NOW Get your fulfillment Start “smart” tools FUTURE Automated fulfillment With “smart” tools 0101010101010101010101 0101010101010101010101 0101010101010101010101 010101010101010 0101010101010101010101 010101010101010 0101010101010101 010101010101010 01010101010
    20. 20. <ul><li>“ Smart” tools, fulfilling relevant, context based needs. </li></ul><ul><li>Using Joe’s phone UX enabling capabilities </li></ul>Multi-touch input Precise user location detection Device positioning & motion: from an accelerometer User orientation Audio: microphone; speaker Video & image: capture Push notifications Device connections between devices Proximity Ambient Light NFC Gyroscope: 360 degrees of motion Pattern recognition: Barcodes, logo’s, faces
    21. 21. <ul><li>When Joe “wants” it. </li></ul>
    22. 22. ponder ON this..
    23. 23. <ul><li>Remember the PC UX Capabilities? </li></ul>Page Markup Styling Scripting Audio: microphone; speaker
    24. 24. MOBILE is not the Internet
    25. 25. <ul><li>And designing new mobile User Experiences all start </li></ul><ul><li>with getting into Joe’s head looking at his context. </li></ul>
    26. 26. <ul><li>And crossing the gap between the physical- and virtual world, between brands, service providers, retailers, et cetera. </li></ul>
    27. 27. <ul><li>This is why Service Design is such a good </li></ul><ul><li>approach for creating Mobile Strategy & Services. </li></ul>
    28. 28. Consulting & Concept Development op basis van Service Design. Offer me the right service on the right location… Mobile Context Based Services.
    29. 29. Introducing Customer Soulutions, concept design of services, products and experiences.
    30. 30. Experiences Concept design of services, products and experiences based on a ‘holistic’ customer centric approach. Products Services
    31. 31. <ul><li>50 - 70 % of the economy is service related. </li></ul><ul><li>Most products are part of the service economy . </li></ul><ul><li>Retail is the oldest and biggest service concept. </li></ul><ul><li>Mobile is revolutionizing all business and turning multichannel into omnichannel . </li></ul><ul><li>Services are turning into experiences >> products need to be designed from an experience point of view. </li></ul><ul><li>At the very center of the experience is the customer . </li></ul><ul><li>I work from a ‘holistic’ , customer centric , perspective. </li></ul><ul><li>And create ‘high tech, high touch’ designs with a ‘soul’ </li></ul>Why concept design of services, products and experiences integrated ?
    32. 32. Building bridges between? Business (viable) People (desirable) Innovation (feasable) process innovation emotional / social innovation functional innovation
    33. 33. User Centric Innovation Method [UCIM] <ul><li>-Service Design since 2000. </li></ul><ul><li>-UCIM is developed and executed in 2004/2005. </li></ul><ul><li>-30+ projects since. </li></ul><ul><li>-Over 4000 slideshare views. </li></ul><ul><li>Overview: </li></ul><ul><li>Understand phase: Understand the Customers, Company, Market and Innovation factors. </li></ul><ul><li>Discovery / Observe phase: Exploring and observing real customers in a real situations dealing with your business. </li></ul><ul><li>- Visualise / Mock up phase: Designing and creating services, products and/or experiences. </li></ul><ul><li>- Evaluate / Refine phase: Test, learn and improve the designed services, products and/or experiences with internal- and external stakeholder. </li></ul><ul><li>- Implement phase: Manage and monitor </li></ul><ul><li>the further development, launch and </li></ul><ul><li>start period. </li></ul>

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