從使用者為中心到用戶體驗 from user-centered design to user experience
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This slide describes user-centered design and user experience. The audience is 台北市政府公務人員
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從使用者為中心到用戶體驗 from user-centered design to user experience
- 1. 使⽤用者 USERS 唐⽞玄輝 設計資訊與思考研究⼯工作室 / 台科⼤大設計系 Hsien-Hui Tang DITL RESEARCH & STUDIO / NTUST DESIGN Dept. drhhtang@drhhtang.net & blog.drhhtang.net
- 4. REAL USERS • ⼩小孩的⾐衣服 • 美國第⼆二代看醫⽣生的問題 • 外籍新娘的兒童健康⼿手冊
- 6. INNOVATION
- 7. 服務、流程、產品
- 8. THE COMPLEXITY OF USERS THE ELDERLY AS EXAMPLE
- 9. 趨勢 • 2006年 9.9% • 2030年 20% • 每5位台灣⼈人中，即有1位是65歲以上的⽼老⼈人
- 10. ⾼高齡者⽣生理變化概況 視力 40 多歲開始對近物聚焦困難。50 多歲開始對強光敏感。所以⽼老年⼈人需要⽐比年輕⼈人多3倍 以上的光線才能夠看得清楚。 70 多歲時對體察細微的能力開始減退。視⼒力視野也會變 窄，導致眼睛餘光的範圍會變窄。 聽力 初期退化限於⾼高頻率波段。60、70 歲時中低頻波段的聽力功能開始衰退。 嗅覺 需要較⾼高濃度的刺激及較⻑⾧長的時間才能察覺氣味。 味覺 影響老⼈人對⻝⾷食物的興趣，嗜⻝⾷食重⼝口味⻝⾷食物。 觸覺 影響對溫度感受能力。 肌⾁肉密度 肌⾁肉鬆弛、脂肪含量增加。 運動的速度跟力量都會下降，平衡感變差。
- 11. ⽼老⼈人常⾒見疾病-視覺
- 12. 使⽤用者特性 • ⼈人格⾯面：⾃自尊⼼心強，學習的信⼼心低 • 認知⾯面：具⾃自主與獨⽴立的需求 • 記憶⾯面：注意⼒力與記憶⼒力的改變 • 流質智⼒力（處理新問題之能⼒力、抽象推理） • 晶質智⼒力（經驗） • ⽣生活形態
- 13. HOW TO PICK UP MOBILE PHONE FOR THE ELDERLY 如何幫⽼老⼈人家選⼿手機
- 19. PAIN 痛點
- 25. MOBILE PHONE FOR ELDERLY ⽼老⼈人⽤用⼿手機
- 29. UNIVERSAL DESIGN FOR EXTREME USERS LEADS TO BENEFITS OF GENERAL USERS
- 30. IS IPOD/IPHONE A UD PRODUCT ?
- 31. PRECIOUSLY WHO CANNOT USE IPOD
- 33. INCLUSIVE DESIGN
- 34. IS IPAD A INCLUSIVE DESIGN ?
- 35. THE FIRST YEAR OF IPAD
- 36. DESIGN THINKING OF GENERAL USERS LEADS TO BENEFITS OF EXTREME USERS
- 37. WHAT IS SIRI FOR ? THE DIFFICULT PART IS ?
- 38. APPLE ENTERPRISE • iMac – Home • Mac Book – Work • iPhone • iPad – communication, music, personal digital assistant – ebooks, photo sharing • Apple TV • iCloud – broadcasting, media + SIRI - connect all
- 39. CONCLUSIONS •the complexity of users •the importance of real observation •design •focus for General Users Leads to Benefits of Extreme Users on design thinking, User Experience & Ecology
- 40. 設計思考 DESIGN THINKING 唐⽞玄輝 設計資訊與思考研究⼯工作室 / 台科⼤大設計系 Hsien-Hui Tang DITL RESEARCH & STUDIO / NTUST DESIGN Dept. drhhtang@drhhtang.net & blog.drhhtang.net
- 41. TRADITIONAL DEFINITION OF DESIGN 美學 Arts 商學 Business ⼯工學 Engineering
- 42. BASIC ELEMENTS OF PRODUCTS • 科技：應⽤用⼒力學（有形）、資訊⼯工程（無形） • 設計：呈現能⼒力（有形）、創意概念發想（無形） • 使⽤用者：發現問題、滿意的解答
- 43. CORE CONCEPT • Users, user-centered, user • Distinguish • Really concept design & practical design make profits / Business Viability • Connect • Social experience to industry impact, contributing to society
- 45. DESIGN THINKING • Human Centered Design • Product Design, Interaction Design, Service Design • Multi-Discipline Collaboration / Not only designers • User-Centered • Prototyping Design Approaches
- 48. IDEO + PRADA
- 49. HOSPITAL
- 50. WARNACO
- 54. IDEO + KANYA
- 56. USER’S NEEDS IN DAILY LIFE Vacuum Fan Hand Dryer lousy suction blades still wet bags dangerous for kids waste papers filter buffeting noise
- 57. DYSON DC 22
- 58. DC 24
- 59. DYSON AIRBLADE
- 61. MULTIDISCIPLINARY • Very Important Issue for future education • Insight • IP to the power of Id • Smart • As center Living a person • Da Vinci •T - Type of person (Dyson) - Shaped person (IDEO)
- 62. ITRI + DESIGN • Engineering • Use • iF Groups invites designers to join advanced technology invented in ITRI Design Award（Advanced Studies）X 3
- 63. ROLLABLE SCALES • Pressure sensor + electric drive air pump ⽂文字
- 64. DONUTS SCALES
- 65. USERS’ PROBLEM • Designer’s • Reduce • Still Job the size of scales to 5 cm nurses ask for portable scales • basket baby scales is not convenience • Technology from Center of Measurement ITRI
- 66. ITRI’S JOB • 要採⽤用哪些材料、何種充氣⽅方式、零件的微化設計 • 讓磅秤不僅維持舒適、體積⼩小的特性，還要確保準確度 • 材料的選⽤用必須柔軟無負擔，但是太軟的材料充氣後容易變形
- 67. DIFFICULTY • 分⼯工不合作 • 沒有溝通的語彙、⽅方法、習慣 • 我們如何透過不同專業的⼈人才，提供市⺠民最好的服務 • 社⼯工⼈人員、第⼀一線服務⼈人員、⻑⾧長官 • ⺫⽬目前的問題：各⾃自為政，不夠以⼈人為主，尚未以提升使⽤用經驗為⺫⽬目標 • 侵占國有⼟土地問題！
- 69. DESIGNERLY WAYS OF THINKING •Observation •Empathy •Insights
- 70. WHO PRODUCED THE FIRST CORDLESS STEAM IRON? 產⽣生第⼀一台無線熨⽃斗的公司
- 71. OBSERVE USERS, SOLVE THE PROBLEM
- 72. NO KIDS FISHING ANY MORE
- 73. IDEO FISHING REEL COMBO FOR KIDS
- 74. CUSTOMER JOURNEY MAP time time time time time WHO Design event event event event event
- 84. A USER-CENTERED INSPECTION • Very simple idea but not many companies have done it well • From users point of view, we can predict the future of a product and even the OBM company • Accumulating Knowledge
- 85. INSPECTION BY USERS & DESIGNERS • Benq Joybee 125 • IF Award • Excellent • High Music Quality Quality Fashion Design • Usability Problem
- 86. PROTOTYPING 原型製作
- 87. 5127 PROTOTYPES IN 5 YEARS 原形製作
- 90. 透過個案認識使⽤用者經驗 UNDERSTAND UX BY CASES 唐⽞玄輝 設計資訊與思考研究⼯工作室 / 台科⼤大設計系 Hsien-Hui Tang DITL RESEARCH & STUDIO / NTUST DESIGN Dept. drhhtang@drhhtang.net & blog.drhhtang.net
- 92. WHERE IS DESIGN ? WHAT HAS BEEN DESIGNED ? 設計在哪裡？哪裡被設計？
- 102. THE BORDER OF DESIGN • The border of design has been expanded, so trying different areas is more important than your major. • Your from. • Be abilities distribution map is more important than which department you graduate a T-type designer not a i-type designer.
- 104. THE MEANING OF UX 何謂使⽤用者經驗
- 105. 使⽤用者經驗是 使⽤用者在接觸產品、系統、服務後，所產⽣生的反應與變化 包含使⽤用者的認知、情緒、偏好、知覺、⽣生理與⼼心理、⾏行為、 涵蓋產品使⽤用的前、中、後期 (ISO 9241-210)
- 106. USER EXPERIENCE DESIGN (UXD) IS DESIGNING ANY ASPECT OF A USER'S EXPERIENCE WITH A GIVEN SYSTEM, INCLUDING THE INTERFACE, GRAPHICS, INDUSTRIAL DESIGN, PHYSICAL INTERACTION, AND THE MANUAL. IN MOST CASES, USER EXPERIENCE DESIGN FULLY ENCOMPASSES HCI DESIGN, AND EXTENDS IT BY ADDRESSING ALL ASPECTS OF A PRODUCT OR SERVICE AS PERCEIVED BY USERS.
- 107. 使⽤用者經驗的重要性 THE IMPORTANCE OF USER EXPERIENCE 唐⽞玄輝 設計資訊與思考研究⼯工作室 / 台科⼤大設計系 Hsien-Hui Tang DITL RESEARCH & STUDIO / NTUST DESIGN Dept. drhhtang@drhhtang.net & blog.drhhtang.net
- 109. Japan U.S. •iPhone4 South Korea Other Profit •Capturing Value in Global Networks: Apple iPad and iPhone •Kraemer Taiwan apple 1% 2% 1% 5% 33% 59%
- 110. JAPAN PRODUCT INDUSTRY • 製造神話破滅之後，⽇日本開始朝特⾊色產品及研發升級的⽅方向轉型 • Canon Camera, Panasonic DVD, Sony TV, • 客製化、使⽤用者為中⼼心 • ⺫⽬目前⾯面臨失敗中 / SONY LCD LED TV （2005）
- 111. PHILIP KOTLER MARKETING 3.0 Marketing 1.0 Marketing 2.0 Marketing 3.0 Manufacture User-centered Value / Spiritual / UX Useful Usable Desirable Walkman / CD Player Various CD Player iPod
- 112. PERSONAL MUSIC PLAYER FOR MARKET 1.0 • Walkman • 20 years ago • All Hardware manufactured in japan • Very few software • Easy to follow
- 113. PERSONAL MUSIC PLAYER FOR MARKETING 3.0 • Apple ipod video • 70% hardware by japan • 30% software by u.S. • Plus iTunes music authorization • Hard to follow • Cost price u.s. 143
- 115. OS PLUS HARDWARE MS SURFACE & Google NEXUS
- 116. TAIWAN IT INDUSTRY
- 117. Major UX Platforms
- 119. 何謂使⽤用者經驗 THE MEANING OF UX
- 120. 使⽤用者經驗是 使⽤用者在接觸產品、系統、服務後，所產⽣生的反應與變化 包含使⽤用者的認知、情緒、偏好、知覺、⽣生理與⼼心理、⾏行為、 涵蓋產品使⽤用的前、中、後期 (ISO 9241-210)
- 122. UX ECO-SYSTEM
- 123. DO YOU RECOGNIZE THIS?
- 124. WHAT ABOUT THIS?
- 125. CREATIVE PRODUCT - IPOD • Cheapest • Fastest • Enjoy way to store music Transferring Method music anywhere any time • HD • Firewire • iPod • Easy to manage and organize all your music • iTune • Your will never forget to bring tunes you like • HD • Share with other music lovers Size • Internet
- 127. Connect & Attract 享受⾳音樂的剪影 & 精采的廣告 ＆ 蘋果⼤大會 Orient 實體蘋果商店 Apple Store Interact iPod 系統 Extend & Retain iTUNE & playlists, mail, calendar, photos Advocate 有iPOD的象徵意義
- 130. TOTAL EXPERIENCE
- 132. THE MEANINGS & USER EXPERIENCE OF IPHONE FOR A USER
- 133. Buy Listen Organize Fan Mobile Store Seamless Music Enjoyment X Digital Music Player FB Facetime Mobile Phone Portable Game Device Personal Game Navigator Personal Digital Assistants Brief Relaxation X News Skype Total Communication X iPhone Social Game LINE Digital Information Sync X FB Twitter iCloud Mail Address Books Calendar
- 134. 使⽤用者經驗是差異化的主要武器 • WALKMAN / CD PLAYER • NOKIA • DIGITAL • NDS • CAR CAMERA NAVIGATION • Portable GPS
- 135. WHY IPOD CASES ARE SO EXPENSIVE ? 75 195 265 265 115 55 265 95
- 136. 擴⼤大使⽤用者經驗圈 • Telecommunications company • Programmer • International • Design • Every Billing their own OS, keyboard, mouse, monitor, .......... digital devices TV, Watch, Mobile Navigation
- 138. APPLE QUIZ • Do You • The Know the CPU Speeds of iPhone Series ? Main Selling Point • iPhone 4, iPhone 4S • iPod, iPod • Which 2, the New iPod Company Design Their Own Mouses and Keyboards • They Are Experts in UX Innovation, So They Can Create Profits in Marketing 3.0.
- 139. APPLE COMMERCIALS QUIZ • Selling Point of the iPhone 4 Commercial ?
- 145. A COMMERCIAL IS THE EXTENSION OF COOPERATION SPIRIT 廣告是企業精神的延伸，企業注重使⽤用者經驗，廣告就會清楚的呈現其重⼼心。
- 146. 使⽤用者經驗與創新 USER EXPERIENCE & INNOVATION 唐⽞玄輝 設計資訊與思考研究⼯工作室 / 台科⼤大設計系 Hsien-Hui Tang DITL RESEARCH & STUDIO / NTUST DESIGN Dept. drhhtang@drhhtang.net & blog.drhhtang.net
- 147. THREE INNOVATIONS & UX 創新的三種路徑與使⽤用者經驗
- 149. MARKET-DRIVEN USER-CENTERED INCREMENTAL UX INNOVATION 市場驅動漸進的使⽤用者經驗創新
- 151. MCDONALDS • 1940 McDonalds Bros San Bernardino 免下⾞車BBQ • 1950 family customers (mom take a break) • Speedee Service System • Standardized mins , 68 c 1.6 oz , 1/1000 inch , 38 • kids • friendly • Down ...... syndrome • User-center • Service Innovation Design
- 152. HOW TO IMPROVE THE UX OF CITIZEN 如何可以改善市⺠民的使⽤用經驗
- 153. DESIGN DRIVEN INNOVATION OF MEANING 設計驅動意義的使⽤用者經驗創新
- 154. Meaning Innovation Physical Features Story Behind UX Behind
- 155. WHAT JUICY SALIF TELLS US ABOUT DESIGN • Meaning • Physical • Story • UX Innovation Features Behind Behind
- 156. THE FUTURE MEANING OF LIVING IN TAIPEI 未來，住在台北市的意義
- 159. A DAY OF THE GLASS
- 160. WHAT IS THE CORE TECHNOLOGY WE CAN USE TO IMPROVE CITIZENS’ LIVES 什麼是改善市⺠民⽣生活的核⼼心科技 / 報 稅、悠游卡、IBON
- 162. THREE KINDS OF INNOVATION ARE RELATED TO UX. 三種創新皆與使⽤用者經驗相關，不論是使⽤用者經驗驅動的使⽤用者創新、使⽤用者 經驗應⽤用的科技創新、使⽤用者經驗隱喻的意義創新