3. februar 2016: UX og/eller usability? En anvendelsesorienteret indføring i relationen mellem UX og usability Slides fra Klaus Schroeder, design people

1. Product UX
tomorrow
Greatuser
experiences
createbusiness
Klaus Schroeder
design-people

2. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dkWomen Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk
Klaus Schroeder
Strategy director, CEO & partner
It's good to be here!

3. “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

4. communication
+
Vifa Copenhagen

5. 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

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

7. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk
Some of our clients

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

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

10. “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

11. User experience tech talk
Usability
UX - user experience
GUI - Graphic user interaction
UI - User interaction
CX - Customer experience
UI - User interface
Experience design

12. We get connected with smart things

13. Struers A/S I August 2015 I design-people.dk
Kamstrup - Multical 21
Struers A/S I August 2015 I design-people.dk

14. Kamstrup - Meter Management Software

15. Kamstrup - Meter Read-out App

16. IOT rules
IOT
Contexual
Distributed
Computing
Devices
& appliances
Dedicated
computing
software
APP
APP
APP
APP

17. How we create winning
user experiences

18. Epoke - Salt Spreader Control- reference
SKOV A/S I June 2015 I www.design-people.dk

20. 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
Epoke - Key user profiles

21. Epoke - Profile & feature mapping

22. Epoke - Contextual user research
SKOV A/S I June 2015 I www.design-people.dk

23. • Touchbaseret koncept
• Visuelle indikatorer
• Status ikoner
• Mørk-natteventlig stil
• Ingen touch interaktion
under kørsel
• Visuelle indikatorer
• Status ikoner
• Profilbaseret touch keys
Concept 1 - softkey interface Concept 2 - touch screen interface
Interaction & Design Directions

24. Design finish

25. 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
SKOV A/S I June 2015 I www.design-people.dk

26. Airmaster ventilation panel - reference
SKOV A/S I June 2015 I www.design-people.dk

27. Airmaster ventilation panel - referenceVersion 31.08.09

SKOV A/S I June 2015 I www.design-people.dk

28. Airmaster ventilation panel - User profiles
Class
TEACHER
Mogens
JANITOR
Gert
SERVICE TECH-
NICIAN
SKOV A/S I June 2015 I www.design-people.dk
Basic user Advanced user Expert user
Benchmark users:

29. Airmaster ventilation panel - User research

30. Airmaster ventilation panel - Concept development

31. Airmaster ventilation panel - User feedback
SKOV A/S I June 2015 I www.design-people.dk

32. communication
+
Airmaster ventilation panel
SKOV A/S I June 2015 I www.design-people.dk

33. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk
Global leader in indoor climate control
More than 22.500 employees world wide
Sales companies in 47 countries
Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk

34. 3Gendered tech-user profiles & Smart TV I October 2015 I design-people.dk
DEVI 223 thermostat

35. 2Gendered tech-user profiles & Smart TV I October 2015 I design-people.dk
DEVI Link - wireless temperature control

36. User / situation matrix - the (female) end-user?
Installer basicUSER PROFILES
USE SITUATIONS
Pre planning
On site planning
Calibration
Errors and problems
Research
pre purchase
Coordination
w/ other builders
Installation
hardware
Daily use
action and feedback
Installation
onboard (thermostat)
Installer expert End User private End User corporate Consultant distributor Building Manager Contractor
“Rolf” “Albert” “X” “Per” “Johann” “Benne” “X”
2

37. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk
The Female Interaction Project
Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dkWomen Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk
The Female Interaction Project
10.000 hours
3 years
driven by
design-people
1500 women

38. By 2028, women will control
nearly three-quarters (72 percent)
of consumer spending worldwide
*Boston Consulting Group
Womenomics

39. Women’s disposable income increases more than men’s
Women’s contribution to
the household income
CHINA
1950’s 1990’s 2009
80% 60% 50%20% 40% 50%
Growth of workforce
share since 1995
GERMANY
1%10%
Increasing female share of workforce & income
—
Source
Chinese Women go Shopping
Newsweek
27th of August 2010
Women’s contribution to
the household income
CHINA
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%
—
Source
Chinese Women go Shopping
Newsweek
27th of August 2010
Women’s contribution to
the household income
CHINA
80% 60%20% 40% 50%

40. The Challenge?
...products made by men
...women (would) buy

41. 24Female

42. Interaction

43. Strategy

46. I

48. 2012

51. I

55. design-­people.dk

57.
Indoor climate control system -­ Danfoss
Organiser
“Technology as a tool”
Benefit oriented
Tech-love
Systematic
Age: 40-60
Young Communicator
“Network and
communication oriented”
Community
Individualism
CommunicationAge: 18-25
Administration
Technology scepticism
Traditionalist
“Technology scepticism”
Age: 40-60
Aesthetic Aware
“Seeks identity
through aesthetics”
Tech accepting
Aesthetics
Age: 25-40
.
30%
17%24%
29%

58. - 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

59. - 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.
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.
Indoor climate
control in private
homes

60. From tech and design features to caring for others and situative use
supporting her senses
right time and place
personal control
flexible lifestyle
discreet
holistic approach to indoor climate
caring - healthy home and family
Female driven innovation
Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk

61. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk
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.
Koncept
Scenarie 1 - LuftkvalitetB
Indendørs klima kontrol i private hjem
Fugtighed
luft ud
75 %
Fugtighed
luft ud
75 %

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

63. Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk
Tech-data translation
Holistic climate approach
Caring for healthy
home & family
Wellbeing is her domain
Supporting her senses
Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk

64. Supporting flexible lifestyle
Taking care while in control
Economy and environment
- family involvement
Women Buying Power Conference I Copenhagen I March 3-4, 2014 I design-people.dk

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

66. 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 benchmark
Why develop for and with women?
Business potentials
User experience innovation

67. Struers A/S I August 2015 I design-people.dk
Danfoss Link App
Nominee
2015
Struers A/S I August 2015 I design-people.dk

68. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk
Bang & Olufsen case - IoT & digital
Music and
media in private
homes

69. Awareness
Buy
Use
Motivation & barrier analysis
Customer Journey

70. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk
B&O Moments - inspired by women

71. Microsoft I Hack for Her I Seattle I January 11-14 2016 I design-people.dk
New female-driven products
New lead user
Situative marketing
experience
ny proces
The complete experience - innovation vector 2
Subvectors
“I want a unique B&O experience that reflects the
exclusive products ”
Background
People 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 style
When 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 others
I 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 system
I 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 behavior
When 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 users
In 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
Use
Corporate
Strategy

72. 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

73. 9Gigaset I Female user experience - G-tag I April 2015 I design-people.dk
Other users
The holistic user experience
Jeanette’s relations / influences
Worklife
Husband
Jeanette might be
an influencer herself
(caretaker).
Children
Web
Advertisement
Articles
Friends
Relations
Info on
demand
Jeanette
Her surroundings
Peers
Strangers
Parents

74. 10Gigaset I Female user experience - G-tag I April 2015 I design-people.dk
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
xxxx
xxxx
xxxx
xxxx
xxxx
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

75. 14Gigaset I Female user experience - G-tag I April 2015 I design-people.dk
Setup
Jeanette’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).

76. 4Gigaset I Female user experience - G-tag I April 2015 I design-people.dk
female interaction
research 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
Gender is expressed differently depending on the situ-
ation. Being a woman has many expressions – mother,
girlfriend, friend, co-worker, employee, athlete etc.
Women use different mind-sets depending on the
situation, and they want products and services that
match the situation they are in.
Gender norms vary4
Women tend to orient towards communion rather
than being individualistic. They focus on social
relations, communication and coherence -
and they are more emotionally aware and
expressive than men. To make products and
services more successful for women the social
values have to be clearly defined, and products
and services must adapt to a rich emotional
communication.
Women tend to use social network services more
than men, and differently - e.g. they tend to have
more Facebook friends and tag more images.
emotions
communitysocial
relations
communi-
cation
Social values5
Women see technology as a means to gain
benefits that enrich and simplify their lives and
enhance their abilities to pursue interests. They
care less about the technology itself - tech-
nology to them is a social tool and not a toy.
Technology should matter in the situation – give
her benefits, help her solve a problem or create
a specific atmosphere. It is important to know
her situative needs and demands and to give her
immediate satisfaction through meaningful and
straightforward benefits.
Real life benefits6
We are all, both men and women, enacting gender roles in our daily life
– also when choosing and operating products. Our gender roles reflect
social and behavioural norms that are regarded as socially appropriate for
individuals of a specific sex within our culture.
The motivation to interact with a product can depend on a
woman’s gender role. If the product conflicts with her identity - or her
assumption of gender values, roles and domains - it could add a mental
barrier to using the product and even cause her to reject it.
Enacting gender roles
7
Women have a holistic and context-sensitive approach to technol-ogy - the tech-detail is not relevant to her. She’s interested in themain functionality and seeks coherence rather than details.The real life context matters to her and she will focus on the wholeexperience rather than on details or a specific technology.
Holistic versus detail
8
K77oi
8GB
LCD
SPDIF
DVI 350mA
DC:5V - 0.3A VGA
3.2 megapixel
930 mAh
Li-Polymer 3.6V
?
Technology is not meaningful in itself and technicalterms do not appeal to her. Tech-talk needs tobe translated into explaining the benefits theproduct offers her. When buying a new camera sheis not looking for 10.1 megapixel but a camera thattakes pictures good enough to print or can fit into herhandbag. It is also important to avoid exposure of thetechnical system when it comes to the interaction withthe product - it does not appeal to women and makesthe product rather technical to operate.
Translate tech-features
9
female interaction
research based innovation by design-people
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
female interactionresearch based innovation by design-people
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 recommendations
10
Female Interaction principles

77. Microsoft calling
www.hackforher.org

78. $BusinessPeople
business impact

79. Product Experience
The people impact

80. Creating business with MUD experiences
Meaningful
for target users
Usable
In key use situations
Desirable
Look and fell right

81. Gender know-how

82. http://www.femaleinteraction.com/
Research, results & guidelines - all in one book

83. Klaus Schroeder
Strategy director, CEO & partner
design-people
Thomas Frisk
Digital designer
design-people
www.femaleinteraction.com