Elements of Product Experience Design


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Vinay's talk at the CLIK-MSME Clinic June 10, 2010

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Elements of Product Experience Design

  1. 1. Elements of Product Experience Design<br />NID.CLIK.MSME Clinic<br />10.06.10<br />
  2. 2. exploratory design consultancy<br />We help create meaningful products, services and interactions for many of the most influential businesses and institutions around the world. <br />
  3. 3. 2000-<br />150+ products<br />
  4. 4. DESIGN<br />
  5. 5. DESIGN<br />is not skin deep<br />
  6. 6. DESIGN<br />the way we live next<br />Future Scenario Project, Mobile Services Provider, 2003<br />
  7. 7. One of the trends we expect to see soon is the use of gloss textures in primary colours. Here the texture is a pattern of several little tetrahedrons (pyramids)<br />DESIGN<br />Turning future ideas into reality<br />Texas Instruments/ Tata Indicom 2003~04<br />
  8. 8. + style<br />+ task & function<br />+ information & cognition<br />+ technology<br />+ social<br />+ business & strategy<br />LAYERS<br />
  9. 9. style<br />task & function<br />information & cognition<br />technology<br />social<br />business & strategy<br />
  10. 10. 1. STYLE<br />
  11. 11. SURFACE<br />More influences in the media than ever before<br />
  12. 12. Co-Design Ange Salomon<br />EXPRESSIVE<br />More formal explorations in the last decade<br />VALUE:<br />How two people’s vision created a new market. Car has been manufactured for more than 8yrs now<br />Co-Design San Motors 1999<br />Co-Design AmanMidha<br />
  13. 13. COLOUR| TEXTURE<br />careful use can set the right mood for the product<br />VALUE:<br />One person company. 70,000 units sold in 2001 (Sold)<br />Personal HealthLog Palanquin Technologies 1999<br />
  14. 14. FORM<br />subtle forms evoke the idea of care giving<br />VALUE:<br />Start-Up company has orders from new markets for greater volumes than capacity<br />Dental X-Ray, Skanray 2008<br />
  15. 15. VALUE:<br />Design helped move market size from 600units/yr to potentially 35,000. Mobiapps signed a licensing agreement with Volvo for North America<br />FORM<br />embodies intended function to improve sales<br />VOLVO/ MOBIAPPS SEAKEY 2005<br />
  16. 16. 2. TASK & FUNCTION<br />defines physical and digital interaction models<br />
  17. 17. ‘Amida’ SimputerPicoPeta 2002<br />VALUE:<br />Start-Up’s Product profiled all over the world. Post release, the product was sold to BEL, and the company was acquired by a larger player<br />Before<br />SIMPLIFIED PLATFORM<br />New Minimalist Typology with Gesture based activation and redundancies<br />
  18. 18. INTEGRATING COMPLEXITY<br />Managing multiple functions within a usable, ergonomic whole<br />VALUE:<br />10 Man Company creates potential for 500+ devices to the US Defence<br />Command and TeleCommunications Handheld Emergency Response Device 2007<br />
  19. 19. STABILITY | PORTABILITY<br />New Typology for a known device<br />VALUE:<br />Enabled a new business extension based on existing product line-up (batteries)<br />‘Tribal’ LED Lantern – Amara Raja 2008<br />
  20. 20. VALUE:<br />first to launch snaglesscables in segment.<br />Reduction in pre-crimped cable post sales problems reported<br />Dlink/ SMARTLINK SNAGLESS Cables 2005<br />PROBLEM SOLVING<br />design enables solving a functional problem<br />
  21. 21. 3. INFORMATION & COGNITION<br />
  22. 22. VALUE:<br />Enabled a market for upgradation from an old technology. (Company acquired)<br />Energy Meter for CONZERV (Now Schneider Electric) 2008<br />MANAGING INFORMATION<br />avoiding Feature Creep<br />
  23. 23. INTUITIVE INTERFACES<br />allows for learnability & discoverability<br />Tribal Lantern - Amara Raja 2008<br />
  24. 24. WINNER<br />Home/Personal Products 2005<br />Portable Media Assistant ITTIAM 2004<br />VALUE:<br />One of the hottest start-ups of 2003. Garnered $11mill in Investment, post design. Has licensing technology and design with several manufacturers<br />
  25. 25. 4. TECHNOLOGY<br />informs feasibility<br />
  26. 26. Add-On cooling module with fan<br />Camera<br />Add-On Kick Stand and hinge<br />Overmoulded Rubber covers ports<br />MIL-STD 810F enclosure<br />Ended up 500gm more than we wanted<br />Hot Swap batteries to extend life<br />Loud translation speaker<br />Magnesium aluminium alloy<br />Over moulded rubber corner bumps<br />VALUE:<br />Enabled a small company to take on larger established names<br />HARDWARE Vs DESIGN<br />managing an effective compromise<br />
  27. 27. 5. SOCIAL<br />
  28. 28. ADAPT | HACK<br />Work Frugal. Jugaad<br />CULTURAL VALUES<br />Durability, Authenticity and Honesty, Culture of use and abuse<br />
  29. 29. Small truck owner communication device – MOBIAPPS 2006<br />Overmoulded<br />CULTURE OF ABUSE<br />Work Arounds. Get the most out<br />speaker<br />VALUE:<br />Business idea appreciated but failure in reconciling service ownership<br />phone but no numeric keys<br />tethered to vehicle<br />
  30. 30. Remote banking terminal, FT INDIA, 2008<br />Xenoy (reinforced) shells<br />ruggedised features<br />CULTURE OF ABUSE<br />Outdoors durability<br />VALUE:<br />Enabled Financial Technologies to enter into a ‘business correspondent’ relationship with a top 4 Bank in India<br />
  31. 31. 6. BUSINESS & STRATEGY<br />Who owns the product?<br />
  32. 32. PRODUCT or<br />TERMINAL of SERVICE<br />How do people perceive it wrt how much they pay for it? reliable? authentic? hack-able?<br />VALUE:<br />Pioneered a new business model for Product As A Service helping break into Base Of Pyramid markets. Implemented in Philippines and Africa<br />Prepaid Electricity Storage device. BP Solarex 2001<br />
  33. 33. VALUE:<br />10 man company became a force amongst MSMEs and SMEs who wanted network support but could not hire system administrators<br />(Acquired)<br />Lock allows you to access and change any component in under 5 minutes. Shell is Tool-less<br />SPEED | INTERVENTION<br />Remote Serviceability<br />VPN Appliance, XNAPWORKS (Acquired) 2003<br />
  34. 34. FREE<br />Increase talk-time<br />VALUE:<br />Small company in UAE could supply to a large brand such as Thuraya. For Thuraya, this meant more talk time and more revenue<br />Car privacy handset accessory for Satellite phone, Topcospa/ Thuraya, 2003<br />
  35. 35. end<br />Vinay Rao<br />vinay@bangid.com<br />www.bang.co.in<br />98452 28425<br />