The second Keynote for the Quanta Elite School on Nov 8, 2012 in Linko. The main content is Innovation, User Experience, and Design Process.

1. 使⽤用者經驗的重要性
THE IMPORTANCE OF USER EXPERIENCE
blog.drhhtang.net
唐⽞玄輝
台科⼤大⼯工商業設計系 / 設計資訊與思考研究室

2. 使⽤用者經驗的重要性
THE IMPORTANCE OF UX

3. APPLE EMPIRE 2006-2011
Profit Device
Apple Others Apple Others
10%
20%
80%
90%

4. Japan Taiwan South Korea
U.S. apple Other
•iPhone4 Profit
1% 2%
1%5%
•Capturing Value
in Global
33%
Networks: Apple iPad and
iPhone
•Kraemer 59%

5. 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 （2005）
• 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

6. 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

7. PERSONAL MUSIC PLAYER
FOR MARKET 1.0
• Walkman
• 20 years ago
• All Hardware manufactured in japan
• Very few software
• Easy to follow

8. 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

9. 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

10. OS PLUS HARDWARE
MS SURFACE & Google NEXUS

11. TAIWAN IT INDUSTRY

12. Major UX Platforms

13. 使⽤用者經驗是未來茲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

14. 何謂使⽤用者經驗
THE MEANING OF UX

15. 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)

16. UX ECO-SYSTEM

17. DO YOU RECOGNIZE THIS?

18. WHAT ABOUT THIS?

19. CREATIVE PRODUCT - IPOD
• Cheapest way to store music • HD
• Fastest Transferring Method • Firewire
• Enjoy music anywhere any time • iPod
• Easy to manage and organize all your music • iTune
• Your will never forget to bring tunes you like • HD Size
• Share with other music lovers • Internet

20. Connect
& Attract
Advocate Orient
Extend
Interact
& Retain

21. 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

22. Buying
storing listening
sharing organizing

23. Buying
iStore
Listening
iPod
Organizing
iTune
Sharing
Ping
Storing
Save physical places

24. TOTAL EXPERIENCE

25. ECO-SYSTEM
Buying
storing listening
sharing organizing

26. THE MEANINGS & USER EXPERIENCE
OF IPHONE FOR A USER

27. Buy Listen Organize Fan Store Mobile FB Facetime LINE Skype
Seamless Music Enjoyment X Total Communication X
Digital Music Player Mobile Phone
iPhone Navigator
Portable Game Device Personal Digital Assistants
Brief Relaxation X Digital Information Sync X
Social Game News Personal Game FB Twitter iCloud Mail Address Books Calendar

28. 使⽤用者經驗是差異化的主要武器
• WALKMAN / CD PLAYER • NDS
• NOKIA • CAR NAVIGATION
• DIGITAL CAMERA • Portable GPS

29. WHY IPOD CASES ARE SO EXPENSIVE ?
75
195
265
115 265
55 95

30. 擴⼤大使⽤用者經驗圈
• Telecommunications company
• Programmer
• International Billing
• Design their own OS, keyboard, mouse, monitor, ..........
• Every digital devices TV, WATCH, IN-CAR NAVIGATION

31. APPLE QUIZ
• Do You Know the CPU Speeds of iPhone Series ?
• The Main Selling Point
• iPhone 4, iPhone 4S
• iPod, iPod 2, the New iPod
• Which Company Design Their Own Mouses and Keyboards
• They Are Experts in UX Innovation, So They Can Create Profits in Marketing 3.0.

32. APPLE COMMERCIALS QUIZ

33. SELLING POINT OF IPHONE 4?

38. 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。

39. 如果單純設計硬體或是圖像介⾯面，
就是在為昨天做設計。

40. UX ＝ TECH ＋ DESIGN ＋ BUSINESS
Hardware Users Marketing
Software Product Business Model
... Interaction ...
Service
...

41. UX INTERFACE
Graphical User Interface & the Process of Renaming and Relocate a File

44. UX OF MOUSE, SMART PHONE, TOUCH
PAD, BLIND PEOPLE

45. Func%ons PC Mobile
捲動瀏覽 滾動滾輪 ⼿手指上下滑動
滑⿏鼠左鍵
選取執⾏行 點⼀一下
點⼀一下或兩下
上⼀一⾴頁、下⼀一⾴頁
...
...
...

46. Func%ons PC Mobile
捲動瀏覽 滾動滾輪 ⼿手指上下滑動
滑⿏鼠左鍵
選取執⾏行 點⼀一下
點⼀一下或兩下
滑 ⿏鼠 左 鍵 點 選 " 上 ⼀一 ⼿手指左或右滑動
上⼀一⾴頁、下⼀一⾴頁
⾴頁"和"下⼀一⾴頁"
拇指與⻝⾷食指對⾓角劃：
放⼤大、縮⼩小 滑⿏鼠滾輪 + Ctrl
or快點兩下
觀看內容選單 點滑⿏鼠右鍵 點⼀一下
點選"X"關閉
返回或關閉資料夾 按home鍵
或"上⼀一⾴頁"返回

47. FOR BLIND PEOPLE
started with one click is reading the icon !

49. MULTI-TOUCH GESTURE
• Cursor Direction
• Page Movement
• Program Selection / Mission

50. GUIDED ACCESS
• Autism: disabling the Home button, as
well as restrict touch input on certain
areas
• Blind
and Low-vision Users: VoiceOver
on Map
• Heading Impaired: a power-efficient,
high-quality hearing Aid

51. RESEARCH AGENDA FOR UX
• 滿⾜足使⽤用者「超乎⼯工具性⽤用途」 • 強調看不⾒見、摸不著、隨著情境⽽而
（beyond the instrumental）的需要、 變化的主體「體驗」
愉悅與享受 （experience），以對⽐比於看得⾒見、
摸得著，與主體感受無關的「功
• 強調主體的、情緒的「有⽤用性」 能」（function）
（emotional usability）以對⽐比於傳統
機械式的、強調效率的「有⽤用性」 • 縮⼩小「開發者的預期」和「使⽤用者
（usability） 的感受」之間的落差。