Fra idé til value proposition
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- 2. “A value proposition (VP) is a statement that clearly identifies what benefits a customer will receive by purchasing a particular product or service from a particular vendor.” www.techtarget.com/definition/value-proposition-VP What people problem are we trying to solve? How do we know it is a real problem? How do we measure succes? How do we know, if we solved it?
- 4. FROM IDEA TO VALUE PROPOSITION KASPER MATHIAS SVENDSEN : WHO AM I MJØLNER INFORMATICS : WHO WE ARE INNOVATION & DESIGN : HOW WE WORK Q&A SESSION A USER-CENTRED PROCESS FOR CREATING DIGITAL PRODUCTS CASE DEGREE OF USER INVOLVEMENT AT TIME OF CASECLIENT REGION MIDT CONFIDENTIAL ARLA CASE : UX CLASSIC APPROACH FOR NEW APP CASE : VIRTUAL REALITY PRODUCT VALIDATION CASE : PROBING FOR INSIGHTS
- 5. Kasper Mathias Svendsen Senior UX Consultant Cand.it. Informationsvidenskab Founder & iOS Developer @ GreenMoss Lab Agent @ Innovation Lab UX Designer @ Mjølner Informatics
- 6. A Software and Design Consultancy FINLANDSGADE 10, AARHUS NORD
- 8. +100 experts in user experience, design and software Awarded one of DK’s best IT workplaces for a decade
- 9. WHO WE WORK WITH
- 10. FROM IDEA TO DIGITAL PRODUCT
- 11. 68 % OF PROJECTS FAIL DUE TO LACK OF USER ACCEPTANCE* *FORRESTER RESEARCH REPORT (2008).: “RICH INTERNET APPLICATIONS ERRORS TO AVOID **INNOTA REPORT (2016): THE PROJECT AND PORTFOLIO MANAGEMENT RESULTS
- 12. 362 companies participated 95% say they are customer focused 80% say they deliver a superior experience 8% of customers agree that the companies deliver superior experiences www.bainn.com: ”Closing the delivery gap” SERVICE ANTICIPATION GAP
- 13. WHAT WE ENDED UP BUILDING WHAT CUSTOMERS ACTUALLY WANTED
- 15. ‹#› The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design. It's important to distinguish the total user experience from the user interface (UI), even though the UI is obviously an extremely important part of the design. "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.* Quote: Jakob Nielsen & Donald Norman WHAT IS USER EXPERIENCE REALLY?
- 16. ‹#› The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design. It's important to distinguish the total user experience from the user interface (UI), even though the UI is obviously an extremely important part of the design. "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.* WHAT IS USER EXPERIENCE REALLY?
- 20. *Experience Dynamics. (2014). 5 Proven Gains from User Experience • Less support calls and improved learning curves : Things are intuitive and training becomes easy • Increased customer satisfaction : Customers will appreciate good experiences, this also entails B2B • Improved overall revenue and conversion boost : Good experiences spark loyalty • Reduces the risk of building the wrong thing : Pave the right foundation before development starts • Reduced development time : Validated user stories and a clear understanding of the user segment 1$ 100$ INVESTED IN UX ACTIVITIES IN RETURN THE HIDDEN VALUE OF USER EXPERIENCE
- 21. *Forrester Research. (2013). Customer Experience Index Ranking and Watermark Consulting. Requirement phase Product launch Implementation phase Cost of changeNo. of possible design alternatives / changes
- 22. TANGEBILITY WITH PROTOTYPES PROTOTYPE TEST IDEA OF THE FUTURE PRODUCT Why are we testing at this stage? What should be tested? Which hypothesis are we looking to answer? Who should it be tested with? What constitutes a succesfull test (a succesfull product)?
- 23. TANGEBILITY WITH PROTOTYPES PROTOTYPEBUSINESS GOALS WHAT IS THE VALUE PROPOSITION? Who are the stakeholders and what do they have at stake? How does this future product compliment our vision and roadmap? What eco-system does the product enter or create? What constitutes a succesfull product? What pains does it mitigate or what gains does it offer your customers?
- 24. TANGEBILITY WITH PROTOTYPES THE USER FOR WHOM ARE WE BUILDING THIS FUTURE PRODUCT Who are they? What do they expect from you? What is your current relationship with them? How is their work-flow or leisure life? What are their needs/pains/gains/wishes/reality/obstacles/frustrations PROTOTYPEBUSINESS GOALS
- 25. THE USER PROTOTYPE &TESTDESIGN Invaluable insights Hypothesis Customer & business validated specification DEVELOPMENT BUSINESS GOALS & HYPOTHESIS Investigate potential
- 26. Agile development process based on user stories and validation
- 27. THINK BIG, START SMALL
- 28. THINK BIG, START SMALL NOT LIKE THIS
- 29. THINK BIG, START SMALL LIKE THIS
- 30. A minimum viable product (MVP) approach fosters that we explicitly point out the most important aspects and functionalities of the new system, based on user insights and business input. We focus our effort on the most critical functional and non-functional requirements first and create artefacts for validation that encompasses the complete user experience and takes into account new ideas or valuable suggestions that could arise. A MINIMUM VIABLE PRODUCT APPROACH
- 32. 32 CASE: REGION MIDT INTELLIGENT PATIENT GUIDANCE
- 33. Centralisation of waiting areas requires efficient and intuitive patient guidance.
- 35. UX DESIGNER Gathering requirements Challenging the concept Applying best practices Ensuring great usability Applying corporate visuel identity Wireframes Graphics Uniform appearance Translating wireframes visually The aesthetic qualities Hi-Fi Prototype DIGITAL DESIGNER
- 36. 49 CASE : VIRTUAL REALITY PRODUCT VALIDATION A DIGITAL HANDS ON EXPERIENCE
- 37. TOUCHGFX The TouchGFX framework enables you to create innovative embedded GUIs with high-end graphics and smooth animations on microcontrollers.
- 40. 1. UI DESIGN CONCEPT 2. UI PROTOTYPE 3. TOUCHGFX PROTOTYPE 4. INTERNET OF THINGS & DATA SCIENCE WORKSHOP KICKOFF WORKSHOP : CUSTOMER, ECO-SYSTEM, COMPETITION, TRENDS
- 41. GUI DESIGN PLATFORM CONNECTIVITY INTELLIGENCE USER-CENTERED EXPERIENCE & TANGIBLE DESIGN HIGH-END GRAPHICS & LOW COST HARDWARE INTERNET CONNECTIVITY & SCALABILITY INSIGHTS & IMPROVED DECISION MAKING TOOLS USER EXPERIENCE TOUCH GFX INTERNET OF THINGS DATA SCIENCE
- 42. 5. UPDATE UI DESIGN CONCEPT 4.0” 10.0” 6. AR/VR SOLUTION
- 43. MAIN CHALLENGES APPROVAL OF PROTOTYPE FOR PRODUCTION IS DONE BY ANOTHER MARKET MANY ITERATIONS ON PHYSICAL DESIGN DIFFICULT TO UNDERSTAND THE DESIGN AND USER EXPERIENCE BY REVIEWING 2D FORMATS DIFFICULT TO EVALUATE MULTIPLE DESIGN ITERATIONS SIMULTANEOUSLY TIME CONSUMING AND EXPENSIVE APPROVAL PROCESS THE PRODUCT DEVELOPMENT PROCESS 1. SELECT DESIGN 2. MANUFACTURE DESIGN 3. DEVELOP DISPLAY PROTOTYPE 4. PUT IT ALL TOGETHER 5. SHIP IT TO MARKET DESTINATION 6. PRESENT PROTOTYPE OR AWAIT APPROVAL 7. SHIP PROTOTYPE BACK SUCCES OR REPEAT STEP 1-7 1. ADD ONE OR MORE MACHINE MODELS TO DIGITAL EXPERIENCE 2. SELECT ENVIRONMENT 3. CONFIGURE ANIMATIONS AND ADD SOUNDS 4. ADD WEB BASED GRAPHICAL PROTOTYPE 5. SHARE EXPERIENCE WITH MARKET STAKEHOLDERS 6. PRESENT AND COLLABORATE IN DIGITAL EXPERIENCE ON PREFERRED PLATFORM SUCCES OR REPEAT WITH NEW EXPERIENCE BEFORE VR AFTER VR
- 44. MODELI’m an asset UNITY SEIDR FRAMEWORK I’m a scene SEIDR EXPERINCE Apple ARKit Microsoft Hololens Facebook Oculus Rift Google Daydream SEIDR CORE APPLICATIONS Model of a new product Choose a context Magic model animations Ambient and interaction sounds Interaction guide Interactive web based prototypes Interactive TouchGFX display Collaborative experience Choose experience platform
- 50. 64 CASE: ARLA PROBING FOR INSIGHTS 64
- 51. TITLE A need to kick-start digital innovation of a very analogue product A lack of experience in carrying out qualitative research methods
- 52. ! Cultural probes (or design probes) is a technique used to inspire ideas in a design process. It serves as a means of gathering inspirational data about people's lives, values and thoughts. The probes are small packages that can include any sort of artefact (like a map, postcard, camera or diary) along with evocative tasks, which are given to participants to allow them to record specific events, feelings or interactions. The aim is to elicit inspirational responses from people, in order to understand their culture, thoughts and values better, and thus stimulate designer's imaginations.
- 53. ! Cultural probes (or design probes) is a technique used to inspire ideas in a design process. It serves as a means of gathering inspirational data about people's lives, values and thoughts. The probes are small packages that can include any sort of artefact (like a map, postcard, camera or diary) along with evocative tasks, which are given to participants to allow them to record specific events, feelings or interactions. The aim is to elicit inspirational responses from people, in order to understand their culture, thoughts and values better, and thus stimulate designer's imaginations.
- 54. WHEN TO USE DESIGN PROBES
- 55. Utilising an mobile ethnography approach, thus letting the participants become co- researches sharing user-centred information in different contexts documented with audio, texts and photos. THE BENEFITS OF USER-PARTICIPATION & USER-DOCUMENTATION PROBING FOR INSIGHTS
- 56. THE BENEFITS OF USER-PARTICIPATION & USER-DOCUMENTATION Let the researches get very close to the personal space and important contexts for an extensive or scoped period of time without affecting the situation by human presence. Activities can be performed when it fits the participants schedule and in a safe environment. PROBING FOR INSIGHTS
- 57. THE BENEFITS OF USER-PARTICIPATION & USER-DOCUMENTATION Based on the notion of intrinsic motivation, well-formed probes are fun and informative to use. PROBING FOR INSIGHTS
- 58. THE BENEFITS OF USER-PARTICIPATION & USER-DOCUMENTATION You often get answers to questions that you weren’t even asking or looking for; using relatively open-ended questions or allowing participants to leave comments means you can get information on issues that you weren’t aware of when you started. PROBING FOR INSIGHTS
- 60. 26 20 20+ + DIGITAL CONCEPT
- 61. IN DEVELOPM ENT ”Mjølner’s Co-Creation process was constructive and innovative. We would have never reached the same qualitative outcome without it.” - Laurent Ponty, Category Director, ARLA
- 64. Hvordan skaffer I gode insights til at skabe den rigtige value proposition? Hvordan definerer I et produkts succeskriterier? Hvilke problemstillinger opstår fra ide til produkt hos jer?
- 65. +45 41 95 36 23kms@mjolner.dk Senior UX designer Kasper Mathias Svendsen FROM IDEA TO VALUE PROPOSITION INFINIT, DECEMBER 7th 2017