Presentation in VTT seminar on Smart Interaction in Mobile and Media http://www.vtt.fi/news/2012/events/25092012.jsp

1. Digital services for/with/by users
Media Technology Seminar 25.9.2012
Pirjo Friedrich
VTT Technical Research Centre of Finland

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Developing digital services for users
During
Before use
use

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Developing digital services for users
During
Before use
use

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Developing digital services with users
I have an idea This service could
how to connect really help me.
local news to my But what is that
daily route. button for?
Ideas Concepts
Needs Service
I often don’t
know what I would like to add
happens in my here my own
neighbourhood. videos from those
places.

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Digital services developed by users
Public sector supports actively

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How to involve users?
”Challenge the users” ”Collaborate with the users”
- Crowdsourcing - Co-design

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How to involve users?
”Challenge the users”
- Crowdsourcing
• Define the goal
• Create a schedule
• Formulate the
challenge
• Choose a proper
channel
• Decide rewards
• Plan how to analyse

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How to involve users?
”Collaborate with the users”
- Co-design
• Involve users through
the innovation process
• Value users as active
partners
• Give users real power
• Find the right people
• Combine face-to-face
and online methods

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Owela is VTT’s online co-design community

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Owela connects consumers and companies
 Easy and engaging for consumers
 Popular social media tools
 Where ever, whenever
 Easy and flexible for companies
 Fast and direct interaction with
users
 Tailored, restricted workspaces
 Quick set-up based on templates
 Professional facilitators activate
and analyse the discussion
 Modifiable for specific needs

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Owela supports all phases of innovation process

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Some examples of more than 60 Owela projects
 Web / mobile service development
 Other services for consumers
 e.g. tourism, postal, sailing
 E-participation
 Health and wellbeing
 Sustainability
 Housing
 Charity
 Internal innovation process management
 etc...

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1) Designing a new digital service concept:
Mobile AR city guide
In which situations would people
use this?
Which content would be interesting
for the users?
How to make this intuitive to use?
Co-design in Owela
• 3 weeks
• 66 participants (27 active)
• 176 comments and ideas

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1) Designing a new digital service concept:
Mobile AR city guide
Use stories

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1) Designing a new digital service concept:
Mobile AR city guide
New ideas

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1) Designing a new digital service concept:
Mobile AR city guide
User interface
evaluation

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2) Innovating real world services: City adventures
1. Inspirational survey: memories
2. Owela discussion: service ideas
3. Face-to-face service testing: feedback
and development ideas

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3) Collaboration of citizens and decision makers

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User motivations to participate in Owela
 Opportunity to express own opinions and influence,
be part of decision-making
 “I want to share my ideas with others”
 “Together we can create better future”
 “Innovating is fun!”
 Co-design is a meaningful activity as such,
high expectations, personally experienced benefits
 Networking, interest in the topic, learning
 Curiosity, easiness of participation, personal invitation
 Rewards

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Examples of results for customers
“F-Secure obtained via Owela ideas for new concepts
and received valuable insights into consumers’ usage “In Owela we were able
and perceptions of cloud services.” to efficiently test the
initial ideas and got a lot
Ville Nore, Usability Specialist & Camilla Magnusson, of interesting comments
Business Development Manager, F-Secure Oyj and feedback from the
end users.”
Kimmo Kivirauma, R&D
“This was a really positive experience! Director, TeliaSonera
We can recommend Owela for our
colleagues: It’s that easy – and fun!”
Marko Latvanen, Web editor,
Suomi.fi, State Treasury

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www.owela.fi