V 2 Yaz Co Design Environment Ver 1 2
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A Framework For Developing A Co-Design Environment For e-Business Applications Yazrina Yahya Department of System Science and Management Faculty of Information Science and Technology
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V 2 Yaz Co Design Environment Ver 1 2
- 1. UNIVERSITI Service Science KEBANGSAAN MALAYSIA Research Group FTSM UKM A Framework For Developing A Co‐Design Environment For e‐Business Applica:ons Yazrina Yahya Department of System Science and Management Faculty of Informa:on Science and Technology 18 February 2010 IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 2. Acknowledgements To those who had made the images available online which is used in the presentation slides! http://r.webring.com/hub?ring=ebusinesses! http://www.ciba.com/de/index/cmp-index/cmp-ebusiness/cmp-ebz-showroom.htm! http://i-internetbusiness.com/! http://www.metrozen.com/! http://www-rohan.sdsu.edu/~renglish/377/notes/chapt14/index.htm! http://thefinancialbrand.com/2009/01/27/credit-union-core-values/! http://www.ffwd.net.nz/blog/?p=33! http://www.grokdotcom.com/2009/02/13/the-power-of-persona-lization/! http://www.masternewmedia.org/virtual_reality/virtual-worlds/virtual-immersive-3D-worlds-guide-20071004.htm! http://francisanderson.wordpress.com/2007/12/page/2/! http://www.cranialtap.com/blog/! http://www.personalfocuscoaching.com/life_coaching.html! http://www.lifetransitioncounselor.com/blog/2010/01/loyalty_07.php! http://knowledge-agents.mty.itesm.mx/?Coordination_contexts! http://market.magicgold.kiev.ua/2006/03/got_competitive_differentiatio.html! http://www.flickr.com/photos/luc/1804295568/! http://socialsim.wordpress.com/2007/03/01/another-fabulous-network-image-academy-award-thanks/! http://www.innovate2uplift.net/commentary/the-base-rises/! http://www.petaholics.com/nyc-dog-blog/! IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 3. Agenda • Introduc:on Service Science • E‐Business and Issues • Solu:on Proposed Research Group • Research Framework FTSM UKM • Current Suggested: E‐Business Environment • Conclusion IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 4. Introduc:on • Internet has presented the business world with unprecedented Service Science opportunity in terms of reaching their customers Research Group • The flocking of e‐Business FTSM applica:ons on the Internet UKM • Issues such as impersonal, values and unsa:sfactory social needs • Work presented proposed a conceptual framework IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 5. E‐Business & Issues: E‐Business • E‐Business is known as the u:liza:on of ICT to support Service Science ac:vi:es in business • It involves business processes Research Group spanning the en:re of value FTSM chain UKM • E‐business models contains the organiza:on of product; service and informa:on flows; source of revenues and the benefits for suppliers and customers IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 6. E‐Business & Issues: Design of E‐Business Services • Current E‐Business is designed in tradi:onal Service Science method • System development life cycle Research Group FTSM • So]ware Engineering UKM • Web Based Design IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 7. E‐Business & Issues: The ISSUES! • Typical ways of presen:ng services offered! Service Science • Web Portals Research Group • Limited choice, lack of FTSM personaliza:on UKM • Personalized experience • Price experience • Effort experience IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 8. E‐Business & Issues: VALUES! • Values: In general important and enduring beliefs or ideals shared by the members of a culture about what is good or desirable and what is not • Values: Exert major influence on the behaviour of an individual and it serves broad guidelines in all situa:ons
- 9. E‐Business & Issues: VALUES! • Values associated to Web applica:ons i.e. E‐Business • Interac:veness • Immediacy • Connec:vity • Media Richness & Variety • Availability • Informa:on Richness • Ease of Use • Individualiza:on & Customiza:on
- 10. E‐Business & Issues: VALUES! • Current values that are lacking: • Personaliza:on • Price experience • Effort experience • Personaliza:on: • Users are empowered to directly shape what they want on their web interfaces • Price experience: • What, when, how much, where, at what price, low cost, no frills, no delay • Effort experience: • The return users receive from their contribu:ons will provide the incen:ves to contribute
- 11. E‐Business & Issues: VALUES! • Customers value: • Compelling experience • Personal focus • Reciprocal loyalty • Differen:a:on • Coordina:on • Innova:on • These values need to be embedded in the system designed
- 12. Solu:on Proposed • Design of an experience environment using virtual Service Science world technology Research Group • Virtual world or augmented FTSM virtual reality: environment UKM proposed to contribute the personalized experience • Case study: Wood based Industry in Malaysia
- 13. Research Framework • Research draws inspira:ons from 3 main streams of literature • Local wood based product industry • Changing role of customers • Technological advancement IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 14. Research Framework: Local Wood Based Industry • An important export‐oriented key industry in Malaysia Service Science • Domes:c owned and centred within SME category Research Group • Current ini:a:ve is geared towards FTSM establishing B2B e‐marketplace for UKM suppliers and customers to meet and trade • However B2B marketplace and those that capitalize the technology is yet to be undertaken IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 15. Research Framework: Changing Role of Customers • Current customers are more informed, connected and Service Science smarter • Impact: • Changes in product designed • Customers look for the value Research Group embedded in product FTSM • Value crea:on and product UKM design process are challenged • Result • Designers, producers and customers working together and co‐create value to provide the personalized co‐crea:on experience IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 16. Research Framework: Technological Advancement • Technological advancement gives rise to Virtual World or Augmented Reality Applica:ons • VW can be used to address users social needs through realis:c experience where it offers environment for people to meet virtually IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 17. Current Suggested e‐Business Environment (CSeBE) • The current E‐Business needs to shi] and the new environment should consists of: • Connected customers • Co‐crea:on values with the customers • Personaliza:on • Use of virtual world applica:ons • All these leads to 3D Virtual E‐ Business Experience Environment IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 18. CSeBE: 3D Virtual E‐Business Experience Environment • Experience environment facilitates total experience for the customers. • In the form of products, services, interac:ons between customers, employees and communi:es. • Must facilitate new opportuni:es, accommodate involvement of users, engage customer emo:onally and intellectually. IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 19. CSeBE: 3D Virtual E‐Business Experience Environment • 3D virtual experience environment is based on the web portal developed • Avatar represents organiza:ons • Capture of real life environment of market place IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 20. CSeBE: 3D Virtual E‐Business Experience Environment • Will look at customers’ dimensions in terms of needs, goals and organiza:onal styles; socializa:on and word of mouth experience plays a role. • Safe access and reliable services are also required. • Conceptual framework mapping developed IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 21. CSeBE: 3D Virtual E‐Business Experience Environment • 3D presenta:on aspects taken into considera:on: • Rooms seing • Avatar types • Marketplace seing • Product displays • 3D experience environment e‐Business system must designed and development must portrayed real life environment IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 22. CSeBE: 3D Virtual E‐Business Experience Environment • The story scenario seing is based on Prahalad & Ramaswamy component co‐ crea:on experience model: • Individual involvement • Granularity • Linkage • Evolvability • Market as a forum • Knowledge environment IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 23. CSeBE: 3D Experience Environment : Design Scenario • B2B marketplace • Consists of features such as: • Buying and selling room • Bidding room • Video wall • Help desk • Seller, buyer and employee avatar • Environment seing according to actual marketplace • Informa:on made available: product name, type, purpose, dimensions etc IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 24. Conclusion • Conceptual framework and design scenario for 3D virtual experience environment to support complex pajerns in an e‐business or e‐marketplace seing. • E‐Business + virtual world + co‐crea:on to provide bejerment of business community IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 25. Conclusion • Other related majers that is essen:al to think about when designing the customer experienced environment: • Always think what does the customer’s want • Does the customer feel bejer served? • Does the system create a percep:on of value received • Does the customer being treated as if they are in a rela:onship with the system IESS 1.0, UNIVERSITÉ DE GENÈVE: 17‐19 February 2010
- 26. Conclusion • In order to design an informa:on system or e‐ business systems (in this case its web based portal) other factors that designers should consider: • What customers really want, the customers are able to feel excited and passion about the system • Not to concentrate on the product or technical advancement but focus on the needs first.