UX i fysiske produkter

Product UX tomorrow

Great user experiences

create business Klaus Schroeder

design-people

Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk

Klaus SchroederStrategy director, CEO & partner

It's good to be here!

“In all my time in the design industry, I’ve never seen such a tremendous “A

speaker that’s actually beautiful! Scandinavian in design, with an elegance that will fit in most homes. Created for the female segment – who really ought to be seriously addressed anyway – but not so feminine that men won’t be able to live with it too.” — Designermor blog (Danish)

Experiences that make people smile

communication+

Vifa Copenhagen

Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk

Creating business with people driven innovation... inspired by women

design-people’s mission


Founded in 2005,an international and diverse team of design researchers, strategy and innovation experts, design psychologists, user experience designers, product - and digital designers

design-people's team


Some of our clients


Struers A/S I August 2015 I design-people.dk

Nilfisk Aero


“Keep it simple” product - easy to read functionality

Optimal for mobility - compact, stable and easy to carry

Easy handling of hose, cables and accessories

Easy emptying

Chameleon - main story

1-26

User experience tech talk

UsabilityUX - user experience

GUI - Graphic user interaction

UI - User interaction

CX - Customer experience

UI - User interface

Experience design

We get connected with smart things


Kamstrup - Multical 21


Kamstrup - Meter Management Software

Kamstrup - Meter Read-out App

IOT rules

IOT

ContexualDistributedComputing

Devices & appliances

Dedicated computingsoftware

APP

APP

APP

APP

How we create winning user experiences

Epoke - Salt Spreader Control- reference

SKOV A/S I June 2015 I www.design-people.dk

Kjeld - Danmark René - Danmark

Er midt i 30’erne

Har mange års erfaring med saltning

Kører på motorvej imellem Vejen og Esbjerg

Bruger ikke GPS

under kørsel

Holder især øje med mængden af salt der bliver fordelt

Går op i at kunne udføre sit arbejde så godt som muligt

Er sidst i 20’erne

Har 3 års erfaring med saltning

buslommer på sin rute

Bruger meget sidevindsfunktion

Har en GPS, men bruger den ikke da den er upræcist indstillet

Føler at han har et ansvar og vil gerne kunne udføre et godt arbejde

“Det er besværligt at skulle trykke på for mange knapper mens man kører”

Er irriteret over de mange alarmer som han ikke kan gøre noget ved før han er tilbage

Ivan - Rusland

Er først i 30’erne

Har ikke nogen uddannelse ud over alm. skolegang

Interesserer sig ikke for teknik

Kører med GPS

Kender ikke så meget til saltning - endnu mindre om saltsprederen

Kører i en gammel lastbil

Har ikke kontakt med Epoke service eller support.

Målet med at køre er at opfylde kravene og få sin løn

1-25Epoke DNA I design development case I 2012 I design-people.dk

Epoke - Key user profiles

Epoke - Profile & feature mapping

Epoke - Contextual user research


• Touchbaseret koncept

• Visuelle indikatorer

• Status ikoner

• Mørk-natteventlig stil

• Ingen touch interaktion

under kørsel

• Visuelle indikatorer

• Status ikoner

• Profilbaserettouch

keys

Concept 1 - softkey interface Concept 2 - touch screen interface

Interaction & Design Directions

Design finish

Epoke - Salt Spreader Control

“We’ve set a new standard for user-friendliness in snow-removal vehicles.””The combination of shorter training times, more ef-ficient salt utilization and greater driver satisfaction makes good business sense to our customers. Our in-vestment in design-people’s work with user-friendly design has given us a handsome return – and opened new doors in the export market for all our products.”

- Jørn Christensen, CEO, Epoke A/S


Airmaster ventilation panel - reference


Airmaster ventilation panel - referenceVersion 31.08.09


Airmaster ventilation panel - User profiles

ClassTEACHER

MogensJANITOR

GertSERVICE TECH-

NICIAN


Basic user Advanced user Expert user

Benchmark users:

Airmaster ventilation panel - User research

Airmaster ventilation panel - Concept development

Airmaster ventilation panel - User feedback


communication+

Airmaster ventilation panel


Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk

Global leader in indoor climate controlMore than 22.500 employees world wide

Sales companies in 47 countries


3Gendered tech-user profiles & Smart TV I October 2015 I design-people.dk

DEVI 223 thermostat

2Gendered tech-user profiles & Smart TV I October 2015 I design-people.dk

DEVI Link - wireless temperature control

User / situation matrix - the (female) end-user?

Installer basicUSER PROFILES

USE SITUATIONS

Pre planning

On site planning

Calibration

Errors and problems

Research pre purchase

Coordinationw/ other builders

Installationhardware

Daily useaction and feedback

Installationonboard (thermostat)

Installer expert End User private End User corporate Consultant distributor Building Manager Contractor

“Rolf” “Albert” “X” “Per” “Johann” “Benne” “X”

2


The Female Interaction Project

Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk

The Female Interaction Project

10.000 hours3 years

driven by design-people

1500 women

By 2028, women will controlnearly three-quarters (72 percent)of consumer spending worldwide

*Boston Consulting Group

Womenomics

Women’s disposable income increases more than men’s

—Source

Chinese Women go ShoppingNewsweek

27th of August 2010

Women’s contribution to the household income

CHINA

1950’s 1990’s 2009

80% 60% 50%20% 40% 50%

—Source

The German Economic

Research Institute (DIW), 2015 15th of December 2010

Growth of workforce share since 1995

GERMANY

1%10%

Increasing female share of workforce & income


—Source


27th of August 2010


CHINA

1950’s 1990’s 2009

80% 60% 50%20% 40% 50%

—Source

The German Economic



GERMANY

1%10%


—Source


27th of August 2010


CHINA

1950’s 1990’s 2009

80% 60% 50%20% 40% 50%

—Source

The German Economic



GERMANY

1%10%

The Challenge?

...products made by men

...women (would) buy

24Female� Interaction� Strategy� � � I� � 2012� � � I� � � � design-people.dk� �

Indoor climate control system - Danfoss

Organiser“Technology as a tool”

Bene!t oriented

Tech-loveSystematic

Age: 40-60

Young Communicator“Network and communi cation oriented”

CommunityIndividualism

CommunicationAge: 18-25

AdministrationTechnology scepticism

Traditionalist“Technology scepticism”

Age: 40-60

Aesthetic Aware“Seeks identity through aesthetics”

Tech acceptingAesthetics

Age: 25-40

.

30%

17%24%

29%

- Complex and technical user interface

- Too many parts interfere with home decor

- She feels it is not designed for her

Pains

User exploration

Indoor climate control in private

homes

- Caring for home and family

- Right time and place

- Discreet and supporting her senses

Potentials

Not-yet user exploration

Hver person i huset har deres egen enhed hvor de kan indstille deres komforttem-peratur. I fællesrum udregnes en gennemsnits temperatur ud fra de individuelle komforttemperaturer, værelser som ikke deles har den komforttemperatur, som tilhører personen, der bruger værelset.

For at kunne ændre på indeklimaet kræver det at to af hjemmets beboere holder på contolleren når der ændres på indeklimaet indstillinger i hjemmet.

Samarbejde / modarbejde

Hvis indeklimaet er blevet justeret fra et central kontrolpanel, så er det synligt i de rum hvor indeklimaet er blevet ændret. Hvis eks. temperaturen er sænket lyser den blå, og hvis temperaturen er hævet lyser den rød– hvis man er tilfreds med indeklima ændringen, så accepteres der på kontakten, hvis ikke justeres indeklimaet.

Panelet skifter farve afhængigt af hvad temperaturen er i lokalet. Temperaturen ændres i lokalet ved at tegne på panelet. Der hvor man har tegnet skifter panelet farve. Tegningerne vil være synlig i en periode, således at de ændringer der er lavet er synlige for hjemmets andre beboere.

Indeklimaet syres ved at flytte styre enheden rundt i rummet. Hvis den placeres et sted hvor der er meget lys, vil temperaturen være lidt høj, og placeres den hvor der er mørkere og ikke så meget lys, bliver temperaturen i rummet køligere.

Indoor climate control in private

homes

From tech and design features to caring for others and situative use

supporting her sensesright time and place

personal controlflexible lifestyle

discreet

holistic approach to indoor climate

caring - healthy home and family

Female driven innovation



User experience scenario & testing

Anne fornemmer at luften i stuen er blevet tung. Hun kigger på sensoren.

På sensoren kan Anne se at den blå cirkel ligger for højt.

Anne trykker på cirklen og sensoren viser at luftfugtigheden i rummet er for højt.

Anne trykker på vindue ikonet for at sætte systemmet i “luft ud” mode og systemmet lukker for varmen.

Anne lufter ud og den blå cirkel begynder langsomt at bevæge sig ned.

Anne trykker på vindue ikonet og systemmet sætter varmen på igen.

Anne lukke for vinduet. Anne kan se at der nu er et godt indeklima i rummet.

KonceptScenarie 1 - LuftkvalitetB

Indendørs klima kontrol i private hjem

Fugtighed

luft ud

75 %

Fugtighed

luft ud

75 %


Female feedback groups - concept feedback

Later Julia looks at the pamphlet from her daughter’s new kindergarten. She adds the kinder garden to her phone book and Call Filter.

The next day Julia has a meeting at the office and before entering she activates the Call Filter and puts on the headset.

During the meeting a teacher from the kindergarten calls Julia - her daughter is sick.

Julia talks to her sister on the phone while preparing a snack.She is wearing the LIWO headset

Julia hangs up a second to help her daughter.

Then she uses the recall button to get back to her sister.


Tech-data translation

Holistic climate approach

Caring for healthy home & family

Wellbeing is her domainSupporting her senses


Supporting flexible lifestyleTaking care while in control

Economy and environment- family involvement



Driven by women - appreciated by men

I strongly agree

I agree

I strongly disagree

To what extent have the concepts changed the opinion about the use of the products*

*Lindberg International

Deliver a holistic experience

Embrace the social & real life benefits

Focus on motivation & swift situative use

Beyond performance and tech-talk

Emerging market for tech products

Attractive for women, appreciated by men

The female benchmarkWhy develop for and with women?

Business potentials

User experience innovation


Danfoss Link App

Nominee2015



Bang & Olufsen case - IoT & digital

Music and media in private

homes

w

Awareness

BuyUse

Motivation & barrier analysisCustomer Journey


B&O Moments - inspired by women


New female-driven products

z

New lead user

Situative marketing experience

ny proces

The complete experience - innovation vector 2Subvectors

“I want a unique B&O experience that reflects the exclusive products ”

BackgroundPeople think that I only consider the aesthetics when it comes to

choosing a new product, but it is also important to me to have a

nice interaction with the product.When I buy an expensive quality brand, I expect that the whole

experience is considered and that the product offers something

extra to my home and my interaction with the product that I

won’t find in a less expensive product.

Keep your promisesWhen I buy a product marketed as the ultimate multimedia experience, then I expect the product to deliver the

ultimate experience, which means addressing all parts of my user

experience. By buying an expensive brand I expect a high level of

service beginning with the advice given in the purchase situation,

the design of the packaging and the installation of the product,

moving on to get the product to play the desired medias, buy new

medias, transfer medias across platforms and followed by a good

service afterwards if something is wrong.Seamless Interaction – a unique and easy interaction DNAI like systems where there is a consistent interaction DNA throughout the whole system and across platforms, so I don’t have

to juggle different interaction concepts for the same system. I

really appreciate systems which have in internal interaction logic,

that builds on what I already know and are recognizable through

the whole interaction system and the different devices. I wan’t

something that is practical and straightforward to use and that it

at the same time gives me a good feeling.My styleWhen I am looking for new technology to my home I don’t like it

to be too intrusive or just a black box in the corner. I would like

a product that fades in and fits my interior style when I am not

using it, and I want it to be a discreet design statement when I am

showing it to my friends and want to invite them to interact with

it. I don’t want more devices than necessary but just the ones that

make things work easy for me in my daily life.

Music and media in private

homes

Subvectors“Give me electronics that bring us together rather than separate us”

Background

I don’t want to bring a new electronic gadget into my house and my life that split up my family or a party. It’s important that the sys-tem support us in having shared experiences- giving us opportunity to share great experiences with e.g. movies and music.

Sharing content with othersI would love to be able to share my media with my friends and family in a very simple process. It would be nice to have an easy way to get their media into my system and to be able to show or give my favorite music and media to them. I would like to be inspired by the music they like and share my favorites with them.

Sharing a systemI would like a media system that encourages us as a family to be together. At the same time the system needs to be flexible and give different users the possibility to access the system in different ways.

Supporting social behaviorWhen I have people over for dinner or a party I want my friends to be able to choose different music in a social way, but I don’t want the system to be the center of attention. The system should give us possibilities to be together, choose together, share experi-ences and not be a one man-one interaction device. It should support social behavior.

Contextual media - innovation vector 3

Subvectors

“Make it fit to the changing situations in our life”

Background

My requirements and wishes for what my media system should be

able to add to my life changes in different situations and through-

out my life. My needs depends on where I live, with whom, whether

I have kids or not, what kind of mood, I’m in, whether I sit alone or

have friends coming over.

Different situations require different experiences

Music serves different purposes in my life. Sometimes I like

to be alone and listen to opera, being immersed in the music

experience. At other times the medias should create a background

sound atmosphere in my home as well in our everyday life as e.g. to

a dinner party or when I am cooking.

At times our music can be the center of a party where multiple

people take part in choosing the music to listen or dance to

or movies to watch.

Different usersIn most cases I have the same taste in music

as my husband, but he also has music that I don’t want to

listen to, which he only listens to when I’m not at home.

My kids’ taste in music is very different from what I usually like to

listen to. Though sometimes I get inspired by their music. I like them

being able to make the living room their own by playing their music

from time to time – but I really don’t want to listen to a Christina

Aguilera when they aren’t in the room.

Easy access to content - innovation vector 1

Subvectors

“Make it seem intriguing and easy”

Background

When I buy a new technological product it is very important to

me that the functions are easy and intuitive to use. I want the

handling of the medias to be simple, so it is easy to load, find,

organize, share and use the medias no matter in which situation or

in which place I want it.

Easy access to new media content

I expect that it is easy to search, find, buy and play new music – let

me get inspired to listen to new music and make it easy for me to

find and acquire the music that others recommend to me.

Sharing content with others

I would love to be able to share my medias with my friends and

family in a very simple process. It would be nice to have an easy

way to get their medias into my system and to be able to show or

give my favorite music and media to them.

At home – on the go

I would love to have an easy way to connect my mobile devices

to the music system in my home, and to share music easily across

the different platforms.

Create an easy overview

Sometimes it is hard to get a good overview over my music collec-

tion. I would like the collection to contain both new digital music,

my and my family’s old CD’s converted to digital medias, maybe

even older LP’s and other medias as music videos.

I would like the product’s interface to give me freedom to struc-

ture or organize our music and medias in a way that suits me – so

it is easy for me to find the music and media I want to enjoy myself

or share with others in different situations.

Experience driven process

Awareness

Buy

U

se

Corporate Strategy

The customer experience strategy Designing the customer journey

Product development interaction design & support

Sales and service

Corporate user experience DNA and innovation strategy

Marketing & branding

9Gigaset I Female user experience - G-tag I April 2015 I design-people.dk

Other users

The holistic user experienceJeanette’s relations / influences

Worklife

Husband

Jeanette might be an influencer herself (caretaker).

Children

Web Advertisement

Articles

Friends

Relations

Info on demand

Jeanette

Her surroundingsPeers

Strangers

Parents


Jeanette’s G-tag experience

Awareness Buy Use

Talks to friends and family about her

annoyance

Is annoyed with not being able to find items from

time to time

Compares prizes online

Buys from Amazon.de

Receives G-tag by mail

Unpacks the G-tag

Tries to set up the G-tag and

needs help

xxxxxxxx

xxxx

xxxxxxxx

xxxx

xxxxHer daughter helps with the setup of the

G-tag

Uses smartphone G-tag app to

locate keys and other items

Her daughter tells her about the G-tag from

Gigaset

Reads about the G-tag on the Gigaset

website

Reads reviews/recommendations

online


SetupJeanette’s G-tag Experience

The G-tag app guides the setup of the G-tag with clear and situ-ated (timing) instructions.

The G-tag smartphone app gives her the ability to customize the tag “symbol” and thus give her the ability to make her organization of her G-tag’ed items more person-alized.

The G-tag does not come with a physical user guide - she has to type in a link in her browser or install a QR code reader app and read the QR code. She might loose patience. Easy of use mat-ters!

After setup and registration the G-tag app does not greet her / confirm successful setup.

The G-tag app does not tell her why she has to register - what is the purpose? She might loose interest.

The G-tag is difficult to attach to keys (key rings) and/or other items (e.g. does not come with fastener).


female interactionresearch based innovation by design-people

When women buy new electronic devices, the fact that they are easy to use and operate is a highly valued param-eter - contrary to what seems to be a common assumption; that women only look at aesthetical parameters in electronics. In fact women regard “ease of use” as of much higher impor-tance than aesthetical parameters such as colour, shape and material.

Easy to operate matters11

Genderisexpresseddifferentlydependingonthesitu-ation.Beingawomanhasmanyexpressions–mother,girlfriend,friend,co-worker,employee,athleteetc.Women use different mind-sets depending on the situation,andtheywantproductsandservicesthatmatchthesituationtheyarein.

Gender norms vary4

Womentendtoorienttowardscommunionratherthanbeingindividualistic.They focus on social relations, communication and coherence - and they are more emotionally aware and expressive than men.Tomakeproductsandservicesmoresuccessfulforwomenthesocialvalueshavetobeclearlydefined,andproductsandservicesmustadapttoarichemotionalcommunication.

Womentendtousesocialnetworkservicesmorethanmen,anddifferently-e.g.theytendtohavemoreFacebookfriendsandtagmoreimages.

emotions

communitysocialrelations

communi-cation

Social values5

Womenseetechnologyasameanstogainbenefitsthatenrichandsimplifytheirlivesandenhancetheirabilitiestopursueinterests.They care less about the technology itself - tech-nology to them is a social tool and not a toy. Technologyshouldmatterinthesituation–giveherbenefits,helphersolveaproblemorcreateaspecificatmosphere.Itisimportanttoknowhersituativeneedsanddemandsandtogiveherimmediatesatisfactionthroughmeaningfulandstraightforwardbenefits.

Real life benefits6

Weareall,bothmenandwomen,enactinggenderrolesinourdailylife

–alsowhenchoosingandoperatingproducts.Ourgenderrolesreflect

socialandbehaviouralnormsthatareregardedassociallyappropriatefor

individualsofaspecificsexwithinourculture.

The motivation to interact with a product can depend on a

woman’s gender role.Iftheproductconflictswithheridentity-orher

assumptionofgendervalues,rolesanddomains-itcouldaddamental

barriertousingtheproductandevencausehertorejectit.

Enacting gender roles7

Womenhaveaholisticandcontext-sensitiveapproachtotechnol-ogy-thetech-detailisnotrelevanttoher.She’s interested in the main functionality and seeks coherence rather than details. Thereallifecontextmatterstoherandshewillfocusonthewholeexperienceratherthanondetailsoraspecifictechnology.

Holistic versus detail8

K77oi

8GBLCD

SPDIF

DVI 350mADC:5V - 0.3A VGA

3.2 megapixel

930 mAh

Li-Polymer 3.6V

?

Technologyisnotmeaningfulinitselfandtechnicaltermsdonotappealtoher.Tech-talk needs to be translated into explaining the benefits the product offers her. Whenbuyinganewcamerasheisnotlookingfor10.1megapixelbutacamerathattakespicturesgoodenoughtoprintorcanfitintoherhandbag.Itisalsoimportanttoavoidexposureofthetechnicalsystemwhenitcomestotheinteractionwiththeproduct-itdoesnotappealtowomenandmakestheproductrathertechnicaltooperate.

Translate tech-features9


Consider where in the female life cycle your female customers are.Women go through all stages – and they don’t have consistent needs throughout their lives. Besides age, there are other things to be taken into account with regards to women, such as the fact that women get pregnant. A pregnant woman not only looks different than she used to, she also thinks and feels different. Being pregnant is one thing, being a parent is yet another… once again her perspectives change – over and over again.

Female life cycle2


Women ask around their network and social relations for advice and suggestions when they are looking for new electronics - and they actually trust and use the recom-mendations they get from others in their decision-making process. Women share

both good and bad experiences with others, meaning that recommendations can be both

encouraging and cautionary.

Women trust recommendations10

Female Interaction principles

Microsoft calling

www.hackforher.org

$BusinessPeople

business impact

Product Experience

The people impact

Creating business with MUD experiences

Meaningfulfor target users

UsableIn key use situations

DesirableLook and fell right

Gender know-how

http://www.femaleinteraction.com/

Research, results & guidelines - all in one book

Klaus SchroederStrategy director, CEO & partner design-people

Thomas FriskDigital designerdesign-people

www.femaleinteraction.com