Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

UX i fysiske produkter

3. februar 2016: UX og/eller usability? En anvendelsesorienteret indføring i relationen mellem UX og usability
Slides fra Klaus Schroeder, design people

  • Login to see the comments

UX i fysiske produkter

  1. 1. Product UX tomorrow Greatuser experiences createbusiness Klaus Schroeder design-people
  2. 2. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dkWomen Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk Klaus Schroeder Strategy director, CEO & partner It's good to be here!
  3. 3. “In all my time in the design industry, I’ve never seen such a tremendous “A speaker that’s actually beautiful! Scandinavian in design, with an elegance that will fit in most homes. Created for the female segment – who really ought to be seriously addressed anyway – but not so feminine that men won’t be able to live with it too.” — Designermor blog (Danish) Experiences that make people smile
  4. 4. communication + Vifa Copenhagen
  5. 5. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk Creating business with people driven innovation ... inspired by women design-people’s mission
  6. 6. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk Founded in 2005, an international and diverse team of design researchers, strategy and innovation experts, design psychologists, user experience designers, product - and digital designers design-people's team
  7. 7. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk Some of our clients
  8. 8. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk
  9. 9. Struers A/S I August 2015 I design-people.dk Nilfisk Aero Struers A/S I August 2015 I design-people.dk
  10. 10. “Keep it simple” product - easy to read functionality Optimal for mobility - compact, stable and easy to carry Easy handling of hose, cables and accessories Easy emptying Chameleon - main story 1-26
  11. 11. User experience tech talk Usability UX - user experience GUI - Graphic user interaction UI - User interaction CX - Customer experience UI - User interface Experience design
  12. 12. We get connected with smart things
  13. 13. Struers A/S I August 2015 I design-people.dk Kamstrup - Multical 21 Struers A/S I August 2015 I design-people.dk
  14. 14. Kamstrup - Meter Management Software
  15. 15. Kamstrup - Meter Read-out App
  16. 16. IOT rules IOT Contexual Distributed Computing Devices & appliances Dedicated computing software APP APP APP APP
  17. 17. How we create winning user experiences
  18. 18. Epoke - Salt Spreader Control- reference SKOV A/S I June 2015 I www.design-people.dk
  19. 19. Kjeld -­ Danmark René -­ Danmark Er midt i 30’erne Har mange års erfaring med saltning Kører på motorvej imellem Vejen og Esbjerg Bruger ikke GPS under kørsel Holder især øje med mængden af salt der bliver fordelt Går op i at kunne udføre sit arbejde så godt som muligt Er sidst i 20’erne Har 3 års erfaring med saltning buslommer på sin rute Bruger meget sidevindsfunktion Har en GPS, men bruger den ikke da den er upræcist indstillet Føler at han har et ansvar og vil gerne kunne udføre et godt arbejde “Det er besværligt at skulle trykke på for mange knapper mens man kører” Er irriteret over de mange alarmer som han ikke kan gøre noget ved før han er tilbage Ivan -­ Rusland Er først i 30’erne Har ikke nogen uddannelse ud over alm. skolegang Interesserer sig ikke for teknik Kører med GPS Kender ikke så meget til saltning -­ endnu mindre om saltsprederen Kører i en gammel lastbil Har ikke kontakt med Epoke service eller support. Målet med at køre er at opfylde kravene og få sin løn Epoke - Key user profiles
  20. 20. Epoke - Profile & feature mapping
  21. 21. Epoke - Contextual user research SKOV A/S I June 2015 I www.design-people.dk
  22. 22. • Touchbaseret koncept • Visuelle indikatorer • Status ikoner • Mørk-natteventlig stil • Ingen touch interaktion under kørsel • Visuelle indikatorer • Status ikoner • Profilbaseret touch keys Concept 1 - softkey interface Concept 2 - touch screen interface Interaction & Design Directions
  23. 23. Design finish
  24. 24. Epoke - Salt Spreader Control “We’ve set a new standard for user-friendliness in snow-removal vehicles.” ”The combination of shorter training times, more ef- ficient salt utilization and greater driver satisfaction makes good business sense to our customers. Our in- vestment in design-people’s work with user-friendly design has given us a handsome return – and opened new doors in the export market for all our products.” - Jørn Christensen, CEO, Epoke A/S SKOV A/S I June 2015 I www.design-people.dk
  25. 25. Airmaster ventilation panel - reference SKOV A/S I June 2015 I www.design-people.dk
  26. 26. Airmaster ventilation panel - referenceVersion 31.08.09  SKOV A/S I June 2015 I www.design-people.dk
  27. 27. Airmaster ventilation panel - User profiles Class TEACHER Mogens JANITOR Gert SERVICE TECH- NICIAN SKOV A/S I June 2015 I www.design-people.dk Basic user Advanced user Expert user Benchmark users:
  28. 28. Airmaster ventilation panel - User research
  29. 29. Airmaster ventilation panel - Concept development
  30. 30. Airmaster ventilation panel - User feedback SKOV A/S I June 2015 I www.design-people.dk
  31. 31. communication + Airmaster ventilation panel SKOV A/S I June 2015 I www.design-people.dk
  32. 32. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk Global leader in indoor climate control More than 22.500 employees world wide Sales companies in 47 countries Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk
  33. 33. 3Gendered tech-user profiles & Smart TV I October 2015 I design-people.dk DEVI 223 thermostat
  34. 34. 2Gendered tech-user profiles & Smart TV I October 2015 I design-people.dk DEVI Link - wireless temperature control
  35. 35. User / situation matrix - the (female) end-user? Installer basicUSER PROFILES USE SITUATIONS Pre planning On site planning Calibration Errors and problems Research pre purchase Coordination w/ other builders Installation hardware Daily use action and feedback Installation onboard (thermostat) Installer expert End User private End User corporate Consultant distributor Building Manager Contractor “Rolf” “Albert” “X” “Per” “Johann” “Benne” “X” 2
  36. 36. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk The Female Interaction Project Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dkWomen Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk The Female Interaction Project 10.000 hours 3 years driven by design-people 1500 women
  37. 37. By 2028, women will control nearly three-quarters (72 percent) of consumer spending worldwide *Boston Consulting Group Womenomics
  38. 38. Women’s disposable income increases more than men’s Women’s contribution to the household income CHINA 1950’s 1990’s 2009 80% 60% 50%20% 40% 50% Growth of workforce share since 1995 GERMANY 1%10% Increasing female share of workforce & income — Source Chinese Women go Shopping Newsweek 27th of August 2010 Women’s contribution to the household income CHINA 80% 60% 50%20% 40% 50% — Source The German Economic Research Institute (DIW), 2015 15th of December 2010 Growth of workforce share since 1995 GERMANY 1%10% — Source Chinese Women go Shopping Newsweek 27th of August 2010 Women’s contribution to the household income CHINA 80% 60%20% 40% 50%
  39. 39. The Challenge? ...products made by men ...women (would) buy
  40. 40. 24Female
  41. 41. 

Interaction
  42. 42. 

Strategy
  43. 43. 


  44. 44. 


  45. 45. 

I
  46. 46. 


  47. 47. 

2012
  48. 48. 


  49. 49. 


  50. 50. 

I
  51. 51. 


  52. 52. 


  53. 53. 


  54. 54. 

design-­people.dk
  55. 55. 


  56. 56. 

 Indoor climate control system -­ Danfoss Organiser “Technology as a tool” Benefit oriented Tech-love Systematic Age: 40-60 Young Communicator “Network and communication oriented” Community Individualism CommunicationAge: 18-25 Administration Technology scepticism Traditionalist “Technology scepticism” Age: 40-60 Aesthetic Aware “Seeks identity through aesthetics” Tech accepting Aesthetics Age: 25-40 . 30% 17%24% 29%
  57. 57. - Complex and technical user interface - Too many parts interfere with home decor - She feels it is not designed for her Pains User exploration Indoor climate control in private homes
  58. 58. - Caring for home and family - Right time and place - Discreet and supporting her senses Potentials Not-yet user exploration Hver person i huset har deres egen enhed hvor de kan indstille deres komforttem- peratur. I fællesrum udregnes en gennemsnits temperatur ud fra de individuelle komforttemperaturer, værelser som ikke deles har den komforttemperatur, som tilhører personen, der bruger værelset. For at kunne ændre på indeklimaet kræver det at to af hjemmets beboere holder på contolleren når der ændres på indeklimaet indstillinger i hjemmet. Hvis indeklimaet er blevet justeret fra et central kontrolpanel, så er det synligt i de rum hvor indeklimaet er blevet ændret. Hvis eks. temperaturen er sænket lyser den blå, og hvis temperaturen er hævet lyser den rød– hvis man er tilfreds med indeklima ændringen, så accepteres der på kontakten, hvis ikke justeres indeklimaet. Panelet skifter farve afhængigt af hvad temperaturen er i lokalet. Temperaturen ændres i lokalet ved at tegne på panelet. Der hvor man har tegnet skifter panelet farve. Tegningerne vil være synlig i en periode, således at de ændringer der er lavet er synlige for hjemmets andre beboere. Indoor climate control in private homes
  59. 59. From tech and design features to caring for others and situative use supporting her senses right time and place personal control flexible lifestyle discreet holistic approach to indoor climate caring - healthy home and family Female driven innovation Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk
  60. 60. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk User experience scenario & testing Anne fornemmer at luften i stuen er blevet tung. Hun kigger på sensoren. På sensoren kan Anne se at den blå cirkel ligger for højt. Anne trykker på cirklen og sensoren viser at luftfugtigheden i rummet er for højt. Anne trykker på vindue ikonet for at sætte systemmet i“luft ud”mode og systemmet lukker for varmen. Anne lufter ud og den blå cirkel begynder langsomt at bevæge sig ned. Anne trykker på vindue ikonet og systemmet sætter varmen på igen. Anne lukke for vinduet. Anne kan se at der nu er et godt indeklima i rummet. Koncept Scenarie 1 - LuftkvalitetB Indendørs klima kontrol i private hjem Fugtighed luft ud 75 % Fugtighed luft ud 75 %
  61. 61. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk Female feedback groups - concept feedback Later Julia looks at the pamphlet from her daughter’s new kindergarten. She adds the kinder garden to her phone book and Call Filter. The next day Julia has a meeting at the office and before entering she activates the Call Filter and puts on the headset. During the meeting a teacher from the kindergarten calls Julia - her daughter is sick. Julia talks to her sister on the phone while preparing a snack. She is wearing the LIWO headset Julia hangs up a second to help her daughter. Then she uses the recall button to get back to her sister.
  62. 62. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk Tech-data translation Holistic climate approach Caring for healthy home & family Wellbeing is her domain Supporting her senses Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk
  63. 63. Supporting flexible lifestyle Taking care while in control Economy and environment - family involvement Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk
  64. 64. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk Driven by women - appreciated by men I strongly agree I agree I strongly disagree To what extent have the concepts changed the opinion about the use of the products* *Lindberg International
  65. 65. Deliver a holistic experience Embrace the social & real life benefits Focus on motivation & swift situative use Beyond performance and tech-talk Emerging market for tech products Attractive for women, appreciated by men The female benchmark Why develop for and with women? Business potentials User experience innovation
  66. 66. Struers A/S I August 2015 I design-people.dk Danfoss Link App Nominee 2015 Struers A/S I August 2015 I design-people.dk
  67. 67. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk Bang & Olufsen case - IoT & digital Music and media in private homes
  68. 68. Awareness Buy Use Motivation & barrier analysis Customer Journey
  69. 69. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk B&O Moments - inspired by women
  70. 70. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk New female-driven products New lead user Situative marketing experience ny proces The complete experience - innovation vector 2 Subvectors “I want a unique B&O experience that reflects the exclusive products ” Background People think that I only consider the aesthetics when it comes to choosing a new product, but it is also important to me to have a nice interaction with the product.When I buy an expensive quality brand, I expect that the whole experience is considered and that the product offers something extra to my home and my interaction with the product that I won’t find in a less expensive product. Keep your promisesWhen I buy a product marketed as the ultimate multimedia experience, then I expect the product to deliver the ultimate experience, which means addressing all parts of my user experience. By buying an expensive brand I expect a high level of service beginning with the advice given in the purchase situation, the design of the packaging and the installation of the product, moving on to get the product to play the desired medias, buy new medias, transfer medias across platforms and followed by a good service afterwards if something is wrong. Seamless Interaction– a unique and easy interaction DNAI like systems where there is a consistent interaction DNA throughout the whole system and across platforms, so I don’t have to juggle different interaction concepts for the same system. I really appreciate systems which have in internal interaction logic, that builds on what I already know and are recognizable through the whole interaction system and the different devices. I wan’t something that is practical and straightforward to use and that it at the same time gives me a good feeling. My style When I am looking for new technology to my home I don’t like it to be too intrusive or just a black box in the corner. I would like a product that fades in and fits my interior style when I am not using it, and I want it to be a discreet design statement when I am showing it to my friends and want to invite them to interact with it. I don’t want more devices than necessary but just the ones that make things work easy for me in my daily life. Music and media in private homes Subvectors “Give me electronics that bring us together rather than separate us” Background I don’t want to bring a new electronic gadget into my house and my life that split up my family or a party. It’s important that the sys- tem support us in having shared experiences- giving us opportunity to share great experiences with e.g. movies and music. Sharing content with others I would love to be able to share my media with my friends and family in a very simple process. It would be nice to have an easy way to get their media into my system and to be able to show or give my favorite music and media to them. I would like to be inspired by the music they like and share my favorites with them. Sharing a system I would like a media system that encourages us as a family to be together. At the same time the system needs to be flexible and give different users the possibility to access the system in different ways. Supporting social behavior When I have people over for dinner or a party I want my friends to be able to choose different music in a social way, but I don’t want the system to be the center of attention. The system should give us possibilities to be together, choose together, share experi- ences and not be a one man-one interaction device. It should support social behavior. Contextual media - innovation vector 3 Subvectors “Make it fit to the changing situations in our life” Background My requirements and wishes for what my media system should be able to add to my life changes in different situations and through- out my life. My needs depends on where I live, with whom, whether I have kids or not, what kind of mood, I’m in, whether I sit alone or have friends coming over. Different situations require different experiences Music serves different purposes in my life. Sometimes I like to be alone and listen to opera, being immersed in the music experience. At other times the medias should create a background sound atmosphere in my home as well in our everyday life as e.g. to a dinner party or when I am cooking. At times our music can be the center of a party where multiple people take part in choosing the music to listen or dance to or movies to watch. Different users In most cases I have the same taste in music as my husband, but he also has music that I don’t want to listen to, which he only listens to when I’m not at home. My kids’ taste in music is very different from what I usually like to listen to. Though sometimes I get inspired by their music. I like them being able to make the living room their own by playing their music from time to time – but I really don’t want to listen to a Christina Aguilera when they aren’t in the room. Easy access to content - innovation vector 1 Subvectors “Make it seem intriguing and easy” Background When I buy a new technological product it is very important to me that the functions are easy and intuitive to use. I want the handling of the medias to be simple, so it is easy to load, find, organize, share and use the medias no matter in which situation or in which place I want it. Easy access to new media content I expect that it is easy to search, find, buy and play new music – let me get inspired to listen to new music and make it easy for me to find and acquire the music that others recommend to me. Sharing content with others I would love to be able to share my medias with my friends and family in a very simple process. It would be nice to have an easy way to get their medias into my system and to be able to show or give my favorite music and media to them. At home – on the go I would love to have an easy way to connect my mobile devices to the music system in my home, and to share music easily across the different platforms. Create an easy overview Sometimes it is hard to get a good overview over my music collec- tion. I would like the collection to contain both new digital music, my and my family’s old CD’s converted to digital medias, maybe even older LP’s and other medias as music videos. I would like the product’s interface to give me freedom to struc- ture or organize our music and medias in a way that suits me – so it is easy for me to find the music and media I want to enjoy myself or share with others in different situations. Experience driven process Awareness Buy Use Corporate Strategy
  71. 71. The customer experience strategy Designing the customer journey Product development interaction design & support Sales and service Corporate user experience DNA and innovation strategy Marketing & branding
  72. 72. 9Gigaset I Female user experience - G-tag I April 2015 I design-people.dk Other users The holistic user experience Jeanette’s relations / influences Worklife Husband Jeanette might be an influencer herself (caretaker). Children Web Advertisement Articles Friends Relations Info on demand Jeanette Her surroundings Peers Strangers Parents
  73. 73. 10Gigaset I Female user experience - G-tag I April 2015 I design-people.dk Jeanette’s G-tag experience Awareness Buy Use Talks to friends and family about her annoyance Is annoyed with not being able to find items from time to time Compares prizes online Buys from Amazon.de Receives G-tag by mail Unpacks the G-tag Tries to set up the G-tag and needs help xxxx xxxx xxxx xxxx xxxx xxxx xxxxHer daughter helps with the setup of the G-tag Uses smartphone G-tag app to locate keys and other items Her daughter tells her about the G-tag from Gigaset Reads about the G-tag on the Gigaset website Reads reviews/ recommendations online
  74. 74. 14Gigaset I Female user experience - G-tag I April 2015 I design-people.dk Setup Jeanette’s G-tag Experience The G-tag app guides the setup of the G-tag with clear and situ- ated (timing) instructions. The G-tag smartphone app gives her the ability to customize the tag “symbol” and thus give her the ability to make her organization of her G-tag’ed items more person- alized. The G-tag does not come with a physical user guide - she has to type in a link in her browser or install a QR code reader app and read the QR code. She might loose patience. Easy of use mat- ters! After setup and registration the G-tag app does not greet her / confirm successful setup. The G-tag app does not tell her why she has to register - what is the purpose? She might loose interest. The G-tag is difficult to attach to keys (key rings) and/or other items (e.g. does not come with fastener).
  75. 75. 4Gigaset I Female user experience - G-tag I April 2015 I design-people.dk female interaction research based innovation by design-people When women buy new electronic devices, the fact that they are easy to use and operate is a highly valued param- eter - contrary to what seems to be a common assumption; that women only look at aesthetical parameters in electronics. In fact women regard “ease of use” as of much higher impor- tance than aesthetical parameters such as colour, shape and material. Easy to operate matters11 Gender is expressed differently depending on the situ- ation. Being a woman has many expressions – mother, girlfriend, friend, co-worker, employee, athlete etc. Women use different mind-sets depending on the situation, and they want products and services that match the situation they are in. Gender norms vary4 Women tend to orient towards communion rather than being individualistic. They focus on social relations, communication and coherence - and they are more emotionally aware and expressive than men. To make products and services more successful for women the social values have to be clearly defined, and products and services must adapt to a rich emotional communication. Women tend to use social network services more than men, and differently - e.g. they tend to have more Facebook friends and tag more images. emotions communitysocial relations communi- cation Social values5 Women see technology as a means to gain benefits that enrich and simplify their lives and enhance their abilities to pursue interests. They care less about the technology itself - tech- nology to them is a social tool and not a toy. Technology should matter in the situation – give her benefits, help her solve a problem or create a specific atmosphere. It is important to know her situative needs and demands and to give her immediate satisfaction through meaningful and straightforward benefits. Real life benefits6 We are all, both men and women, enacting gender roles in our daily life – also when choosing and operating products. Our gender roles reflect social and behavioural norms that are regarded as socially appropriate for individuals of a specific sex within our culture. The motivation to interact with a product can depend on a woman’s gender role. If the product conflicts with her identity - or her assumption of gender values, roles and domains - it could add a mental barrier to using the product and even cause her to reject it. Enacting gender roles 7 Women have a holistic and context-sensitive approach to technol-ogy - the tech-detail is not relevant to her. She’s interested in themain functionality and seeks coherence rather than details.The real life context matters to her and she will focus on the wholeexperience rather than on details or a specific technology. Holistic versus detail 8 K77oi 8GB LCD SPDIF DVI 350mA DC:5V - 0.3A VGA 3.2 megapixel 930 mAh Li-Polymer 3.6V ? Technology is not meaningful in itself and technicalterms do not appeal to her. Tech-talk needs tobe translated into explaining the benefits theproduct offers her. When buying a new camera sheis not looking for 10.1 megapixel but a camera thattakes pictures good enough to print or can fit into herhandbag. It is also important to avoid exposure of thetechnical system when it comes to the interaction withthe product - it does not appeal to women and makesthe product rather technical to operate. Translate tech-features 9 female interaction research based innovation by design-people Consider where in the female life cycle your female customers are. Women go through all stages – and they don’t have consistent needs throughout their lives. Besides age, there are other things to be taken into account with regards to women, such as the fact that women get pregnant. A pregnant woman not only looks different than she used to, she also thinks and feels different. Being pregnant is one thing, being a parent is yet another… once again her perspectives change – over and over again. Female life cycle2 female interactionresearch based innovation by design-people Women ask around their network and social relations for advice and suggestions when they are looking for new electronics - and they actually trust and use the recom- mendations they get from others in their decision-making process. Women share both good and bad experiences with others, meaning that recommendations can be both encouraging and cautionary. Women trust recommendations 10 Female Interaction principles
  76. 76. Microsoft calling www.hackforher.org
  77. 77. $BusinessPeople business impact
  78. 78. Product Experience The people impact
  79. 79. Creating business with MUD experiences Meaningful for target users Usable In key use situations Desirable Look and fell right
  80. 80. Gender know-how
  81. 81. http://www.femaleinteraction.com/ Research, results & guidelines - all in one book
  82. 82. Klaus Schroeder Strategy director, CEO & partner design-people Thomas Frisk Digital designer design-people www.femaleinteraction.com

×