使⽤用者
USERS
唐⽞玄輝

設計資訊與思考研究⼯工作室 / 台科⼤大設計系

Hsien-Hui Tang

DITL RESEARCH & STUDIO / NTUST DESIGN Dept.

drhhtang@drhhtang.n...
REAL USERS

• ⼩小孩的⾐衣服
• 美國第⼆二代看醫⽣生的問題
• 外籍新娘的兒童健康⼿手冊
INNOVATION
服務、流程、產品
THE COMPLEXITY OF USERS
THE ELDERLY AS EXAMPLE
趨勢

• 2006年

9.9%

• 2030年

20%

• 每5位台灣⼈人中,即有1位是65歲以上的⽼老⼈人
⾼高齡者⽣生理變化概況

視力

40 多歲開始對近物聚焦困難。50 多歲開始對強光敏感。所以⽼老年⼈人需要⽐比年輕⼈人多3倍
以上的光線才能夠看得清楚。 70 多歲時對體察細微的能力開始減退。視⼒力視野也會變
窄,導致眼睛餘光的範圍會變窄。
...
⽼老⼈人常⾒見疾病-視覺
使⽤用者特性
• ⼈人格⾯面:⾃自尊⼼心強,學習的信⼼心低
• 認知⾯面:具⾃自主與獨⽴立的需求
• 記憶⾯面:注意⼒力與記憶⼒力的改變
• 流質智⼒力(處理新問題之能⼒力、抽象推理)
• 晶質智⼒力(經驗)
• ⽣生活形態
HOW TO PICK UP MOBILE PHONE FOR THE ELDERLY

如何幫⽼老⼈人家選⼿手機
THOUGHTLESS ACTS
經過思索/未經思索 的解決⽅方式
PAIN
痛點
IMAGINE & REALITY:STICK
想像與真實:拐杖
MOBILE PHONE FOR ELDERLY
⽼老⼈人⽤用⼿手機
UNIVERSAL DESIGN
通⽤用設計
UNIVERSAL DESIGN FOR EXTREME
USERS LEADS TO BENEFITS OF GENERAL
USERS
IS IPOD/IPHONE
A UD PRODUCT ?
PRECIOUSLY
WHO CANNOT USE IPOD
INCLUSIVE DESIGN
IS IPAD A INCLUSIVE DESIGN ?
THE FIRST YEAR OF IPAD
DESIGN THINKING OF GENERAL USERS
LEADS TO BENEFITS OF EXTREME USERS
WHAT IS SIRI FOR ?
THE DIFFICULT PART IS ?
APPLE ENTERPRISE
• iMac

– Home

• Mac

Book – Work

• iPhone
• iPad

– communication, music, personal digital assistant

...
CONCLUSIONS
•the

complexity of users

•the

importance of real observation

•design
•focus

for General Users Leads to Be...
設計思考
DESIGN THINKING
唐⽞玄輝

設計資訊與思考研究⼯工作室 / 台科⼤大設計系

Hsien-Hui Tang

DITL RESEARCH & STUDIO / NTUST DESIGN Dept.

drhhtang@...
TRADITIONAL DEFINITION OF DESIGN
美學
Arts
商學
Business

⼯工學
Engineering
BASIC ELEMENTS OF PRODUCTS

• 科技:應⽤用⼒力學(有形)、資訊⼯工程(無形)
• 設計:呈現能⼒力(有形)、創意概念發想(無形)
• 使⽤用者:發現問題、滿意的解答
CORE CONCEPT
• Users, user-centered, user
• Distinguish
• Really

concept design & practical design

make profits / Busines...
DESIGN THINKING
• Human

Centered Design

• Product

Design, Interaction Design, Service Design

• Multi-Discipline

Colla...
HUMAN-CENTERED DESIGN
以⼈人為主的設計案例
SERVICE DESIGN
服務設計
IDEO + PRADA
HOSPITAL
WARNACO
INTERACTION DESIGN
互動設計
PRODUCT DESIGN
產品設計
IDEO + KANYA
USER’S NEEDS IN DAILY LIFE
Vacuum

Fan

Hand Dryer

lousy suction

blades

still wet

bags

dangerous for kids

waste pape...
DYSON DC 22
DC 24
DYSON AIRBLADE
MULTIDISCIPLINARY
COLLABORATION
MULTIDISCIPLINARY
• Very

Important Issue for future education

• Insight
• IP

to the power of Id

• Smart
• As

center
L...
ITRI + DESIGN

• Engineering
• Use
• iF

Groups invites designers to join

advanced technology invented in ITRI

Design Aw...
ROLLABLE SCALES
• Pressure

sensor + electric drive air pump

⽂文字
DONUTS SCALES
USERS’ PROBLEM
• Designer’s
• Reduce
• Still

Job

the size of scales to 5 cm

nurses ask for portable scales

• basket

b...
ITRI’S JOB

• 要採⽤用哪些材料、何種充氣⽅方式、零件的微化設計
• 讓磅秤不僅維持舒適、體積⼩小的特性,還要確保準確度
• 材料的選⽤用必須柔軟無負擔,但是太軟的材料充氣後容易變形
DIFFICULTY
• 分⼯工不合作
• 沒有溝通的語彙、⽅方法、習慣
• 我們如何透過不同專業的⼈人才,提供市⺠民最好的服務
• 社⼯工⼈人員、第⼀一線服務⼈人員、⻑⾧長官
• ⺫⽬目前的問題:各⾃自為政,不夠以⼈人為主,尚未以提升使⽤用經...
USER-CENTER DESIGN APPROACH
以使⽤用者為中⼼心的設計⽅方法
DESIGNERLY WAYS OF THINKING
•Observation
•Empathy
•Insights
WHO PRODUCED THE FIRST CORDLESS
STEAM IRON?
產⽣生第⼀一台無線熨⽃斗的公司
OBSERVE USERS, SOLVE THE PROBLEM
NO KIDS FISHING ANY MORE
IDEO FISHING REEL COMBO FOR KIDS
CUSTOMER JOURNEY MAP

time

time

time

time

time

WHO

Design
event event

event

event

event
INSPIRATION FROM OBSERVATION
IDEO METHOD CARDS
學習

觀察

詢問

嘗試

⾓角⾊色扮演
實⾏行:確定參與者有聚精會神在
設計問題裡並且指定那些⾓角⾊色給
每⼀一個團對裡的成員。

理由:藉著實際經歷真實活動或
者是想像出來的背景,使得團對
能激發出對現實⽣生活中使⽤用者的
同理⼼心並且...
A USER-CENTERED INSPECTION

• Very

simple idea but not many companies have done it well

• From

users point of view, we ...
INSPECTION BY
USERS & DESIGNERS
• Benq

Joybee 125

• IF Award
• Excellent
• High

Music Quality

Quality Fashion Design

...
PROTOTYPING
原型製作
5127 PROTOTYPES IN 5 YEARS 原形製作
IDEATION USING SKETCHES
IDEATION USING PROTOTYPE
透過個案認識使⽤用者經驗
UNDERSTAND UX BY CASES
唐⽞玄輝

設計資訊與思考研究⼯工作室 / 台科⼤大設計系

Hsien-Hui Tang

DITL RESEARCH & STUDIO / NTUST DESIGN D...
WHERE IS DESIGN ? WHAT HAS BEEN
DESIGNED ?
設計在哪裡?哪裡被設計?
產品意義的重新詮釋

系統
軟體
硬體
核⼼心科技

INTERFACE
&INTERACTION

使⽤用者經驗

user
THE BORDER OF DESIGN

• The

border of design has been expanded, so trying different areas is more important
than your maj...
THE MEANING OF UX
何謂使⽤用者經驗
使⽤用者經驗是
使⽤用者在接觸產品、系統、服務後,所產⽣生的反應與變化
包含使⽤用者的認知、情緒、偏好、知覺、⽣生理與⼼心理、⾏行為、
涵蓋產品使⽤用的前、中、後期
(ISO 9241-210)
USER EXPERIENCE DESIGN (UXD) IS DESIGNING ANY ASPECT
OF A USER'S EXPERIENCE WITH A GIVEN SYSTEM, INCLUDING
THE INTERFACE, ...
使⽤用者經驗的重要性
THE IMPORTANCE OF USER EXPERIENCE
唐⽞玄輝

設計資訊與思考研究⼯工作室 / 台科⼤大設計系

Hsien-Hui Tang

DITL RESEARCH & STUDIO / NTUST...
APPLE EMPIRE 2006-2011
Profit
Apple

Device
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

Tai...
JAPAN PRODUCT INDUSTRY

• 製造神話破滅之後,⽇日本開始朝特⾊色產品及研發升級的⽅方向轉型
• Canon

Camera, Panasonic DVD, Sony TV,

• 客製化、使⽤用者為中⼼心
• ⺫⽬目前⾯...
PHILIP KOTLER MARKETING 3.0

Marketing 1.0

Marketing 2.0

Marketing 3.0

Manufacture

User-centered

Value / Spiritual / ...
PERSONAL MUSIC PLAYER
FOR MARKET 1.0
• Walkman
• 20

years ago

• All

Hardware manufactured in japan

• Very

few softwar...
PERSONAL MUSIC PLAYER
FOR MARKETING 3.0
• Apple

ipod video

• 70%

hardware by japan

• 30%

software by u.S.

• Plus

iT...
產品科技越成熟、越需要提升使⽤用者經驗
固態硬碟、電腦主機、螢幕、隨⾝身碟
OS PLUS HARDWARE
MS SURFACE & Google NEXUS
TAIWAN IT INDUSTRY
Major UX Platforms
使⽤用者經驗是未來資通訊企業存續的重點
使⽤用者經驗結合硬體、軟體、服務,
擴展可⾏行的產品服務⽅方向,進⽽而確認科技障礙

提升市⺠民的⽤用⼾戶體驗,
也可以是政府改造的核⼼心⼯工作。
何謂使⽤用者經驗
THE MEANING OF UX
使⽤用者經驗是
使⽤用者在接觸產品、系統、服務後,所產⽣生的反應與變化
包含使⽤用者的認知、情緒、偏好、知覺、⽣生理與⼼心理、⾏行為、
涵蓋產品使⽤用的前、中、後期
(ISO 9241-210)
DIGITAL MUSIC PLAYERS
UX ECO-SYSTEM
DO YOU RECOGNIZE THIS?
WHAT ABOUT THIS?
CREATIVE PRODUCT - IPOD
• Cheapest
• Fastest
• Enjoy

way to store music

Transferring Method

music anywhere any time

• ...
Connect
& Attract

Advocate

Extend
& Retain

Orient

Interact
Connect & Attract
享受⾳音樂的剪影 & 精采的廣告 & 蘋果⼤大會
Orient
實體蘋果商店 Apple Store
Interact
iPod 系統
Extend & Retain
iTUNE & playlists, m...
Buying

storing

sharing

listening

organizing
Buying
iStore
Listening
iPod
Organizing
iTune
Sharing
Ping
Storing
Save physical places
TOTAL EXPERIENCE
ECO-SYSTEM

Buying
storing

sharing

listening

organizing
THE MEANINGS & USER EXPERIENCE
OF IPHONE FOR A USER
Buy

Listen

Organize

Fan

Mobile

Store

Seamless Music Enjoyment X
Digital Music Player

FB

Facetime

Mobile Phone

Po...
使⽤用者經驗是差異化的主要武器

• WALKMAN

/ CD PLAYER

• NOKIA
• DIGITAL

• NDS
• CAR

CAMERA

NAVIGATION

• Portable

GPS
WHY IPOD CASES ARE SO EXPENSIVE ?
75
195

265

265

115
55
265

95
擴⼤大使⽤用者經驗圈
• Telecommunications

company

• Programmer
• International
• Design
• Every

Billing

their own OS, keyboard, ...
UX & COMERCIAL
使⽤用者經驗與廣告
APPLE QUIZ
• Do You
• The

Know the CPU Speeds of iPhone Series ?

Main Selling Point

• iPhone

4, iPhone 4S

• iPod, iPo...
APPLE COMMERCIALS QUIZ

• Selling

Point of the iPhone 4 Commercial ?
A COMMERCIAL IS THE EXTENSION OF
COOPERATION SPIRIT
廣告是企業精神的延伸,企業注重使⽤用者經驗,廣告就會清楚的呈現其重⼼心。
使⽤用者經驗與創新
USER EXPERIENCE & INNOVATION
唐⽞玄輝

設計資訊與思考研究⼯工作室 / 台科⼤大設計系

Hsien-Hui Tang

DITL RESEARCH & STUDIO / NTUST DESIG...
THREE INNOVATIONS & UX
創新的三種路徑與使⽤用者經驗
MARKET-DRIVEN USER-CENTERED
INCREMENTAL UX INNOVATION
市場驅動漸進的使⽤用者經驗創新
User-center
Innovation
Drive Through
Convenience
Teens & Kids
MCDONALDS
• 1940

McDonalds Bros San Bernardino
免下⾞車BBQ

• 1950

family customers (mom take a
break)

• Speedee

Service S...
HOW TO IMPROVE THE UX OF CITIZEN
如何可以改善市⺠民的使⽤用經驗
DESIGN DRIVEN INNOVATION OF
MEANING
設計驅動意義的使⽤用者經驗創新
Meaning Innovation
Physical Features
Story Behind
UX Behind
WHAT JUICY SALIF TELLS US ABOUT
DESIGN
• Meaning
• Physical
• Story
• UX

Innovation

Features

Behind

Behind
THE FUTURE MEANING OF
LIVING IN TAIPEI
未來,住在台北市的意義
DISRUPTIVE TECHNOLOGY-DRIVEN
INNOVATION
科技驅動破壞的使⽤用者經驗創新
A DAY OF THE GLASS
WHAT IS THE CORE TECHNOLOGY WE
CAN USE TO IMPROVE CITIZENS’ LIVES
什麼是改善市⺠民⽣生活的核⼼心科技 / 報
稅、悠游卡、IBON
THREE KINDS OF INNOVATION ARE
RELATED TO UX.
三種創新皆與使⽤用者經驗相關,不論是使⽤用者經驗驅動的使⽤用者創新、使⽤用者
經驗應⽤用的科技創新、使⽤用者經驗隱喻的意義創新
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
從使用者為中心到用戶體驗 from user-centered design to user experience
Upcoming SlideShare
Loading in …5
×

從使用者為中心到用戶體驗 from user-centered design to user experience

1,377 views

Published on

This slide describes user-centered design and user experience.
The audience is 台北市政府公務人員

Published in: Education, Business, Technology
0 Comments
19 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,377
On SlideShare
0
From Embeds
0
Number of Embeds
18
Actions
Shares
0
Downloads
81
Comments
0
Likes
19
Embeds 0
No embeds

No notes for slide

從使用者為中心到用戶體驗 from user-centered design to user experience

  1. 1. 使⽤用者 USERS 唐⽞玄輝 設計資訊與思考研究⼯工作室 / 台科⼤大設計系 Hsien-Hui Tang DITL RESEARCH & STUDIO / NTUST DESIGN Dept. drhhtang@drhhtang.net & blog.drhhtang.net
  2. 2. REAL USERS • ⼩小孩的⾐衣服 • 美國第⼆二代看醫⽣生的問題 • 外籍新娘的兒童健康⼿手冊
  3. 3. INNOVATION
  4. 4. 服務、流程、產品
  5. 5. THE COMPLEXITY OF USERS THE ELDERLY AS EXAMPLE
  6. 6. 趨勢 • 2006年 9.9% • 2030年 20% • 每5位台灣⼈人中,即有1位是65歲以上的⽼老⼈人
  7. 7. ⾼高齡者⽣生理變化概況 視力 40 多歲開始對近物聚焦困難。50 多歲開始對強光敏感。所以⽼老年⼈人需要⽐比年輕⼈人多3倍 以上的光線才能夠看得清楚。 70 多歲時對體察細微的能力開始減退。視⼒力視野也會變 窄,導致眼睛餘光的範圍會變窄。 聽力 初期退化限於⾼高頻率波段。60、70 歲時中低頻波段的聽力功能開始衰退。 嗅覺 需要較⾼高濃度的刺激及較⻑⾧長的時間才能察覺氣味。 味覺 影響老⼈人對⻝⾷食物的興趣,嗜⻝⾷食重⼝口味⻝⾷食物。 觸覺 影響對溫度感受能力。 肌⾁肉密度 肌⾁肉鬆弛、脂肪含量增加。 運動的速度跟力量都會下降,平衡感變差。
  8. 8. ⽼老⼈人常⾒見疾病-視覺
  9. 9. 使⽤用者特性 • ⼈人格⾯面:⾃自尊⼼心強,學習的信⼼心低 • 認知⾯面:具⾃自主與獨⽴立的需求 • 記憶⾯面:注意⼒力與記憶⼒力的改變 • 流質智⼒力(處理新問題之能⼒力、抽象推理) • 晶質智⼒力(經驗) • ⽣生活形態
  10. 10. HOW TO PICK UP MOBILE PHONE FOR THE ELDERLY 如何幫⽼老⼈人家選⼿手機
  11. 11. THOUGHTLESS ACTS 經過思索/未經思索 的解決⽅方式
  12. 12. PAIN 痛點
  13. 13. IMAGINE & REALITY:STICK 想像與真實:拐杖
  14. 14. MOBILE PHONE FOR ELDERLY ⽼老⼈人⽤用⼿手機
  15. 15. UNIVERSAL DESIGN 通⽤用設計
  16. 16. UNIVERSAL DESIGN FOR EXTREME USERS LEADS TO BENEFITS OF GENERAL USERS
  17. 17. IS IPOD/IPHONE A UD PRODUCT ?
  18. 18. PRECIOUSLY WHO CANNOT USE IPOD
  19. 19. INCLUSIVE DESIGN
  20. 20. IS IPAD A INCLUSIVE DESIGN ?
  21. 21. THE FIRST YEAR OF IPAD
  22. 22. DESIGN THINKING OF GENERAL USERS LEADS TO BENEFITS OF EXTREME USERS
  23. 23. WHAT IS SIRI FOR ? THE DIFFICULT PART IS ?
  24. 24. APPLE ENTERPRISE • iMac – Home • Mac Book – Work • iPhone • iPad – communication, music, personal digital assistant – ebooks, photo sharing • Apple TV • iCloud – broadcasting, media + SIRI - connect all
  25. 25. CONCLUSIONS •the complexity of users •the importance of real observation •design •focus for General Users Leads to Benefits of Extreme Users on design thinking, User Experience & Ecology
  26. 26. 設計思考 DESIGN THINKING 唐⽞玄輝 設計資訊與思考研究⼯工作室 / 台科⼤大設計系 Hsien-Hui Tang DITL RESEARCH & STUDIO / NTUST DESIGN Dept. drhhtang@drhhtang.net & blog.drhhtang.net
  27. 27. TRADITIONAL DEFINITION OF DESIGN 美學 Arts 商學 Business ⼯工學 Engineering
  28. 28. BASIC ELEMENTS OF PRODUCTS • 科技:應⽤用⼒力學(有形)、資訊⼯工程(無形) • 設計:呈現能⼒力(有形)、創意概念發想(無形) • 使⽤用者:發現問題、滿意的解答
  29. 29. CORE CONCEPT • Users, user-centered, user • Distinguish • Really concept design & practical design make profits / Business Viability • Connect • Social experience to industry impact, contributing to society
  30. 30. DESIGN THINKING • Human Centered Design • Product Design, Interaction Design, Service Design • Multi-Discipline Collaboration / Not only designers • User-Centered • Prototyping Design Approaches
  31. 31. HUMAN-CENTERED DESIGN 以⼈人為主的設計案例
  32. 32. SERVICE DESIGN 服務設計
  33. 33. IDEO + PRADA
  34. 34. HOSPITAL
  35. 35. WARNACO
  36. 36. INTERACTION DESIGN 互動設計
  37. 37. PRODUCT DESIGN 產品設計
  38. 38. IDEO + KANYA
  39. 39. USER’S NEEDS IN DAILY LIFE Vacuum Fan Hand Dryer lousy suction blades still wet bags dangerous for kids waste papers filter buffeting noise
  40. 40. DYSON DC 22
  41. 41. DC 24
  42. 42. DYSON AIRBLADE
  43. 43. MULTIDISCIPLINARY COLLABORATION
  44. 44. MULTIDISCIPLINARY • Very Important Issue for future education • Insight • IP to the power of Id • Smart • As center Living a person • Da Vinci •T - Type of person (Dyson) - Shaped person (IDEO)
  45. 45. ITRI + DESIGN • Engineering • Use • iF Groups invites designers to join advanced technology invented in ITRI Design Award(Advanced Studies)X 3
  46. 46. ROLLABLE SCALES • Pressure sensor + electric drive air pump ⽂文字
  47. 47. DONUTS SCALES
  48. 48. USERS’ PROBLEM • Designer’s • Reduce • Still Job the size of scales to 5 cm nurses ask for portable scales • basket baby scales is not convenience • Technology from Center of Measurement ITRI
  49. 49. ITRI’S JOB • 要採⽤用哪些材料、何種充氣⽅方式、零件的微化設計 • 讓磅秤不僅維持舒適、體積⼩小的特性,還要確保準確度 • 材料的選⽤用必須柔軟無負擔,但是太軟的材料充氣後容易變形
  50. 50. DIFFICULTY • 分⼯工不合作 • 沒有溝通的語彙、⽅方法、習慣 • 我們如何透過不同專業的⼈人才,提供市⺠民最好的服務 • 社⼯工⼈人員、第⼀一線服務⼈人員、⻑⾧長官 • ⺫⽬目前的問題:各⾃自為政,不夠以⼈人為主,尚未以提升使⽤用經驗為⺫⽬目標 • 侵占國有⼟土地問題!
  51. 51. USER-CENTER DESIGN APPROACH 以使⽤用者為中⼼心的設計⽅方法
  52. 52. DESIGNERLY WAYS OF THINKING •Observation •Empathy •Insights
  53. 53. WHO PRODUCED THE FIRST CORDLESS STEAM IRON? 產⽣生第⼀一台無線熨⽃斗的公司
  54. 54. OBSERVE USERS, SOLVE THE PROBLEM
  55. 55. NO KIDS FISHING ANY MORE
  56. 56. IDEO FISHING REEL COMBO FOR KIDS
  57. 57. CUSTOMER JOURNEY MAP time time time time time WHO Design event event event event event
  58. 58. INSPIRATION FROM OBSERVATION
  59. 59. IDEO METHOD CARDS
  60. 60. 學習 觀察 詢問 嘗試 ⾓角⾊色扮演 實⾏行:確定參與者有聚精會神在 設計問題裡並且指定那些⾓角⾊色給 每⼀一個團對裡的成員。 理由:藉著實際經歷真實活動或 者是想像出來的背景,使得團對 能激發出對現實⽣生活中使⽤用者的 同理⼼心並且能提出其他具有意義 的議題。 為了設計醫療設備,IDEO團隊扮 演了使⽤用情境裡的⼈人包含醫⽣生、 護⼠士、病⼈人以及⿇麻醉師,去模擬 出⼿手術室⼈人員們相互依賴的完成 任務。
  61. 61. A USER-CENTERED INSPECTION • Very simple idea but not many companies have done it well • From users point of view, we can predict the future of a product and even the OBM company • Accumulating Knowledge
  62. 62. INSPECTION BY USERS & DESIGNERS • Benq Joybee 125 • IF Award • Excellent • High Music Quality Quality Fashion Design • Usability Problem
  63. 63. PROTOTYPING 原型製作
  64. 64. 5127 PROTOTYPES IN 5 YEARS 原形製作
  65. 65. IDEATION USING SKETCHES
  66. 66. IDEATION USING PROTOTYPE
  67. 67. 透過個案認識使⽤用者經驗 UNDERSTAND UX BY CASES 唐⽞玄輝 設計資訊與思考研究⼯工作室 / 台科⼤大設計系 Hsien-Hui Tang DITL RESEARCH & STUDIO / NTUST DESIGN Dept. drhhtang@drhhtang.net & blog.drhhtang.net
  68. 68. WHERE IS DESIGN ? WHAT HAS BEEN DESIGNED ? 設計在哪裡?哪裡被設計?
  69. 69. 產品意義的重新詮釋 系統 軟體 硬體 核⼼心科技 INTERFACE &INTERACTION 使⽤用者經驗 user
  70. 70. THE BORDER OF DESIGN • The border of design has been expanded, so trying different areas is more important than your major. • Your from. • Be abilities distribution map is more important than which department you graduate a T-type designer not a i-type designer.
  71. 71. THE MEANING OF UX 何謂使⽤用者經驗
  72. 72. 使⽤用者經驗是 使⽤用者在接觸產品、系統、服務後,所產⽣生的反應與變化 包含使⽤用者的認知、情緒、偏好、知覺、⽣生理與⼼心理、⾏行為、 涵蓋產品使⽤用的前、中、後期 (ISO 9241-210)
  73. 73. USER EXPERIENCE DESIGN (UXD) IS DESIGNING ANY ASPECT OF A USER'S EXPERIENCE WITH A GIVEN SYSTEM, INCLUDING THE INTERFACE, GRAPHICS, INDUSTRIAL DESIGN, PHYSICAL INTERACTION, AND THE MANUAL. IN MOST CASES, USER EXPERIENCE DESIGN FULLY ENCOMPASSES HCI DESIGN, AND EXTENDS IT BY ADDRESSING ALL ASPECTS OF A PRODUCT OR SERVICE AS PERCEIVED BY USERS.
  74. 74. 使⽤用者經驗的重要性 THE IMPORTANCE OF USER EXPERIENCE 唐⽞玄輝 設計資訊與思考研究⼯工作室 / 台科⼤大設計系 Hsien-Hui Tang DITL RESEARCH & STUDIO / NTUST DESIGN Dept. drhhtang@drhhtang.net & blog.drhhtang.net
  75. 75. APPLE EMPIRE 2006-2011 Profit Apple Device Others Apple Others 10% 20% 80% 90%
  76. 76. 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%
  77. 77. JAPAN PRODUCT INDUSTRY • 製造神話破滅之後,⽇日本開始朝特⾊色產品及研發升級的⽅方向轉型 • Canon Camera, Panasonic DVD, Sony TV, • 客製化、使⽤用者為中⼼心 • ⺫⽬目前⾯面臨失敗中 / SONY LCD LED TV (2005)
  78. 78. PHILIP KOTLER MARKETING 3.0 Marketing 1.0 Marketing 2.0 Marketing 3.0 Manufacture User-centered Value / Spiritual / UX Useful Usable Desirable Walkman / CD Player Various CD Player iPod
  79. 79. PERSONAL MUSIC PLAYER FOR MARKET 1.0 • Walkman • 20 years ago • All Hardware manufactured in japan • Very few software • Easy to follow
  80. 80. PERSONAL MUSIC PLAYER FOR MARKETING 3.0 • Apple ipod video • 70% hardware by japan • 30% software by u.S. • Plus iTunes music authorization • Hard to follow • Cost price u.s. 143
  81. 81. 產品科技越成熟、越需要提升使⽤用者經驗 固態硬碟、電腦主機、螢幕、隨⾝身碟
  82. 82. OS PLUS HARDWARE MS SURFACE & Google NEXUS
  83. 83. TAIWAN IT INDUSTRY
  84. 84. Major UX Platforms
  85. 85. 使⽤用者經驗是未來資通訊企業存續的重點 使⽤用者經驗結合硬體、軟體、服務, 擴展可⾏行的產品服務⽅方向,進⽽而確認科技障礙 提升市⺠民的⽤用⼾戶體驗, 也可以是政府改造的核⼼心⼯工作。
  86. 86. 何謂使⽤用者經驗 THE MEANING OF UX
  87. 87. 使⽤用者經驗是 使⽤用者在接觸產品、系統、服務後,所產⽣生的反應與變化 包含使⽤用者的認知、情緒、偏好、知覺、⽣生理與⼼心理、⾏行為、 涵蓋產品使⽤用的前、中、後期 (ISO 9241-210)
  88. 88. DIGITAL MUSIC PLAYERS
  89. 89. UX ECO-SYSTEM
  90. 90. DO YOU RECOGNIZE THIS?
  91. 91. WHAT ABOUT THIS?
  92. 92. CREATIVE PRODUCT - IPOD • Cheapest • Fastest • Enjoy way to store music Transferring Method music anywhere any time • HD • Firewire • iPod • Easy to manage and organize all your music • iTune • Your will never forget to bring tunes you like • HD • Share with other music lovers Size • Internet
  93. 93. Connect & Attract Advocate Extend & Retain Orient Interact
  94. 94. Connect & Attract 享受⾳音樂的剪影 & 精采的廣告 & 蘋果⼤大會 Orient 實體蘋果商店 Apple Store Interact iPod 系統 Extend & Retain iTUNE & playlists, mail, calendar, photos Advocate 有iPOD的象徵意義
  95. 95. Buying storing sharing listening organizing
  96. 96. Buying iStore Listening iPod Organizing iTune Sharing Ping Storing Save physical places
  97. 97. TOTAL EXPERIENCE
  98. 98. ECO-SYSTEM Buying storing sharing listening organizing
  99. 99. THE MEANINGS & USER EXPERIENCE OF IPHONE FOR A USER
  100. 100. Buy Listen Organize Fan Mobile Store Seamless Music Enjoyment X Digital Music Player FB Facetime Mobile Phone Portable Game Device Personal Game Navigator Personal Digital Assistants Brief Relaxation X News Skype Total Communication X iPhone Social Game LINE Digital Information Sync X FB Twitter iCloud Mail Address Books Calendar
  101. 101. 使⽤用者經驗是差異化的主要武器 • WALKMAN / CD PLAYER • NOKIA • DIGITAL • NDS • CAR CAMERA NAVIGATION • Portable GPS
  102. 102. WHY IPOD CASES ARE SO EXPENSIVE ? 75 195 265 265 115 55 265 95
  103. 103. 擴⼤大使⽤用者經驗圈 • Telecommunications company • Programmer • International • Design • Every Billing their own OS, keyboard, mouse, monitor, .......... digital devices TV, Watch, Mobile Navigation
  104. 104. UX & COMERCIAL 使⽤用者經驗與廣告
  105. 105. APPLE QUIZ • Do You • The Know the CPU Speeds of iPhone Series ? Main Selling Point • iPhone 4, iPhone 4S • iPod, iPod • Which 2, the New iPod Company Design Their Own Mouses and Keyboards • They Are Experts in UX Innovation, So They Can Create Profits in Marketing 3.0.
  106. 106. APPLE COMMERCIALS QUIZ • Selling Point of the iPhone 4 Commercial ?
  107. 107. A COMMERCIAL IS THE EXTENSION OF COOPERATION SPIRIT 廣告是企業精神的延伸,企業注重使⽤用者經驗,廣告就會清楚的呈現其重⼼心。
  108. 108. 使⽤用者經驗與創新 USER EXPERIENCE & INNOVATION 唐⽞玄輝 設計資訊與思考研究⼯工作室 / 台科⼤大設計系 Hsien-Hui Tang DITL RESEARCH & STUDIO / NTUST DESIGN Dept. drhhtang@drhhtang.net & blog.drhhtang.net
  109. 109. THREE INNOVATIONS & UX 創新的三種路徑與使⽤用者經驗
  110. 110. MARKET-DRIVEN USER-CENTERED INCREMENTAL UX INNOVATION 市場驅動漸進的使⽤用者經驗創新
  111. 111. User-center Innovation Drive Through Convenience Teens & Kids
  112. 112. MCDONALDS • 1940 McDonalds Bros San Bernardino 免下⾞車BBQ • 1950 family customers (mom take a break) • Speedee Service System • Standardized mins , 68 c 1.6 oz , 1/1000 inch , 38 • kids • friendly • Down ...... syndrome • User-center • Service Innovation Design
  113. 113. HOW TO IMPROVE THE UX OF CITIZEN 如何可以改善市⺠民的使⽤用經驗
  114. 114. DESIGN DRIVEN INNOVATION OF MEANING 設計驅動意義的使⽤用者經驗創新
  115. 115. Meaning Innovation Physical Features Story Behind UX Behind
  116. 116. WHAT JUICY SALIF TELLS US ABOUT DESIGN • Meaning • Physical • Story • UX Innovation Features Behind Behind
  117. 117. THE FUTURE MEANING OF LIVING IN TAIPEI 未來,住在台北市的意義
  118. 118. DISRUPTIVE TECHNOLOGY-DRIVEN INNOVATION 科技驅動破壞的使⽤用者經驗創新
  119. 119. A DAY OF THE GLASS
  120. 120. WHAT IS THE CORE TECHNOLOGY WE CAN USE TO IMPROVE CITIZENS’ LIVES 什麼是改善市⺠民⽣生活的核⼼心科技 / 報 稅、悠游卡、IBON
  121. 121. THREE KINDS OF INNOVATION ARE RELATED TO UX. 三種創新皆與使⽤用者經驗相關,不論是使⽤用者經驗驅動的使⽤用者創新、使⽤用者 經驗應⽤用的科技創新、使⽤用者經驗隱喻的意義創新

×