Designing NFC Products Florian Resatsch, Daniel Michelis Smart University, University Sophia-Antipolis,19.09.2008
Digital Product Design for NFC by Florian Resatsch and Daniel Michelis
Oct 21, 2014
This presentation - held during the Smart University 2008 in Nice, Sophia-Antipolis - focuses on the design of Near Field Communication applications. The presentation helps practitioners in the field of NFC to design consumer-relevant Near Field Communication (NFC) products. It starts a creative process in the heads of listeners to broaden their mind into different aspects of NFC application development. Furthermore, a show a design strategy for NFC applications is proposed.
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Designing NFC ProductsFlorian Resatsch, Daniel MichelisSmart University, University Sophia-Antipolis,19.09.2008
2
A few words about us
Florian Resatsch(servtag)
Daniel Michelis(University of St. Gallen)
3
Designing NFC Products
1. Introduction2. Getting Started3. Design Technology 4. Design Symbols5. Design Successful NFC Products
1. Introduction
5
NFC opens new target groups due to ease of use
6
and is cool for young people
7
Nice, but…
• NFC handsets are not (yet) ordered to a large extent
• Pilots/Prototypes always suffer from chicken/egg discussions
• Other technologies move faster (GPS)
• New and cool handsets are coming (iPhone)
8
The goals of this presentation are …
• to help practitioners design consumer-relevant Near Field Communication (NFC) products
• to use theory to successfully implement communication strategies for NFC
2. Getting Started
10(Picture source: http://www.mynetcologne.de/~nc-baginsdi3/Uralt-Photos/Tankstelle2.JPG)
11
The 2 Worlds of a Product
Communication
12
Product Value = Functions + Symbols
Symbolic Value
13
Implementation I: Functions
Implementation II: Symbols
Rel. t
ime o
f pro
duct
ion
Symbols First!
Source: B. F. Schmid, 2000
14
Examples
15
Examples
16
Examples
17
Examples
18
Examples
19
Current status of Near Field Communication products
Symbolic Value
Currently NFC is driven by ticketing and payment pilot projects, which need a long time to be implemented
NFC application are not known among /demanded by consumers
3. Design Technology
Designing Technology createsFunctional Value
21
Principles of New Media Objects
Source: Lev Manovich, 2001
22
Principles of New Media Objects
Source: Lev Manovich, 2001
23
Principles of New Media Objects
Source: Lev Manovich, 2001
24
Principles of New Media Objects
Source: Lev Manovich, 2001
25
New digital product Variable Interface
26
Exemplary case: All i touch
27
All I touch @ CEBIT 2007
http://www.allmyshots.com/allitouch/album/Official-allitouch---CeBIT
28
All I touch @ CEBIT 2007
http://www.allmyshots.com/allitouch/album/Official-allitouch---CeBIT
29
Screenshot ofthe social community
„all i touch“
30
Everything that has been touched isshown on the screen and on facebook!
Be it people, products or places
31
Touching a „person“ resulted in an overview of „last touched“ events
and a profile about the person
32
A facebookapplication
allowed people to get
constant updates in a
known interface
33
Results of all i touch and what we learn from it.
Integrate:Integrate application
in existing processes
Re-Use:e.g. take modules from Social Media
Sites
Customize:Develop interfaces
that your target group is familiar
with
Transcoding
Observe:Go were the puck
is going to be!
4. Design Symbols
Designing Symbols createsSymbolic Value
35
4-Step-Strategy
Communication
Symbols in heart & mind
36
4-Step-Strategy
37
38Quelle: http://www.exactitudes.com/
39Quelle: http://www.exactitudes.com/
40Quelle: http://www.exactitudes.com/
41Quelle: http://www.exactitudes.com/
42
4-Step-Strategy
43Quelle: Kroeber-Riel, W., Weinberg, P. (2003), S.231
Semantic Network
• used as a form of knowledge representation.
• graph represents concepts, • edges represent semantic relations
between the concepts.
44Quelle: Kroeber-Riel, W., Weinberg, P. (2003), S.231
Semantic Network
45
Map your product to your customr´ssemantic network.
Or: Change their semantic networks.
Quelle:Kroeber-Riel, W., Weinberg, P. (2003), S.295-296
46
4-Step-Strategy
47
Design Experiences
48Quelle: Kroeber-Riel (2003), S.115
Emotional Experiences
- Social reputation - Erotics- Freedom & Adventure- Nature - Pleasure- Lifestyle- „Geselligkeit“
49
4-Step-Strategy
50
Attention Engagement!
51
Case Study The Mobile Prosumer
53
Allergies?
54
Mobile Prosumer – How it works
(Thanks to Stephan Karpischek for actively working on Mobile Prosumer idea & concept + Peter Stulz for the grafic)
55
56
Information & Communities online
Example:Wine
community
57
Information technology setup
Wine bottletagged
http://weinberater.k42.org
GPRS
Content & Community
58
35 min 20 min 50 min
Introduction& Warming Up
Product test with prototype application
Experiences and attitude towards
shopping
Paper-basedConcept Test
Discussion& Goodbye
Total 120 min
InitialIdea
LowFidelity
Prototype
59
The product matrix
NotAvailableAvailable
Low
High
Existing purchasing programme
Productvalue attributes
(Life Span of product, Degree of collective decision, Information intesity)
WineGroceries
Books
CDs
Microwave
MP3Player
WashingMachines
DigitalCameras
Example: Consumer Electronics
TV sets
Promising area for
NFC Product Information
Systems
Cigarettes
Toaster
60
Promising areas
Deg
ree
of c
olle
ctiv
e de
cisi
on
High
LowAvailable
Not available
Type AConvenience Goods(Example: Cigarettes)
Exis
ting
purc
hase
„pr
ogra
m“
Promising area for smart product information systems
• Information trustworthiness• All products tagged• Focus on digital natives
(integration of community sources & recommendationsystems possible)
Type B
Specialty Goods
Mix TypeShopping Goods(Example: Shoes)
61
BUT: more important open questions!
(Source: www.bayerische-papierverbaende.de)
62
Self-checkout?
(Source: http://en.wikipedia.org/wiki/Image:Wal-Mart_Self_Checkout.jpg)
63
4-Step-Strategy applied to Mobile Prosumer
Not until the focus groups
Touch paradigm
No add-onexperiences
5. Design NFC products
65
Where we started…
Symbolic Value
?
66
Design NFC products
Symbolic Value
Transcoding
Functional Value Strategy
4-step strategy
67
1. Integrate:Integrate application in existing processes. The process must be seamlessly integrated – with NFC (e.g. routes in ticketing scenarios)
2. Re-Use:E.g. take known modules. Known modules help people understand the whole application and increase usage
3. Customize:Develop and use familiar interfaces. Combine touch paradigm with known interfaces.
4. Observe:Go were the puck is going to be! What’s next in media usage?
Design NFC products
Functional Value Strategy
68
Design NFC products
4-step strategy
1. Understand Consumers:Who is the target group? Main emotions and motivations?
2. Map Semantics:Look inside your costumers head! How does his knowledge relate to your applications? How can applications be coded into his semantic networks? Can you build on previous experiences?
3. Design Experiences:People don´t by products. They buy emotional experiences. Is it fun to use your product? Do you make your users FEEL good? Do you tell a story?
4. Enable Engagement:Do you offer engagement possibilities? Can the user become part of your idea?
69
From the goals to the results
• to help practitioners design consumer-relevant Near Field Communication (NFC) products
• to use theory to successfully implement communication strategies for NFC
Functional Value Strategy
4-step strategy
70
contact
florian resatsch [email protected]
daniel michelis [email protected]
(Picture Source: Florian Resatsch, Argentina 2008)
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