This is the slides of my sharing for User Friendly 2013 at HPX meeting.

1. BETTER EXPERIENCE
FOR BETTER SERVICE DESIGN
FOR ICT PRODUCT
Hsien-Hui Tang DITL, NTUST
drhhtang@drhhtang.net blog.drhhtang.net

2. •
設計獲獎 (DESIGN AWARDS) 2013
!
•
2013.12 HearMe by DITT 2013 通訊⼤大賽 使⽤用者體驗設計組 最佳設計獎 link
•
2013.12 Memoir Monopoly 2013 通訊⼤大賽 使⽤用者體驗設計組 最佳設計獎 link
•
2013.12 HearMe 第五屆中國⽤用⼾戶體驗設計⼤大賽 ⾦金獎 link
•
2013.12 創故事 2013年 玩具暨兒童⽤用品創意設計競賽 銅獎 link
•
2013.07 Benefeat 好⻝⾷食
詹依庭 & 葉庭吟
Red Dot Concept Award 2013
Winner link
•
2013.06 iListen 林楷庭
Red Dot Communication Design 2012
Winner link
•
2013.06 iCan 鄭群萌
•
2013.05 ColorMe 李亞芝 第⼗十屆育秀盃 使⽤用經驗UX獎。link
•
2013.05 ColorMe 李亞芝 第⼗十屆育秀盃 銅獎。link
•
2013.04 Benefeat 好⻝⾷食
詹依庭 & 葉庭吟
iF Concept Award 2013
•
2013.04 Memoir Monopoly 101年度國科會前瞻概念計畫成果發表會年度最佳作品評選 link
•
2013.04 Display of Will 101年度國科會前瞻概念計畫成果發表會年度最佳作品評選 link
•
2013.04 Loocare 101年度國科會前瞻概念計畫成果發表會年度最佳作品評選 link
Red Dot Communication Design 2012
Winner link
iF 340 entries link

3. USER FRIENDLY 2013
SHARING
唐⽞玄輝 Host of Design Information & Thinking Lab
blog.drhhtang.net

11. FIRST CLASS COMPANY SELLS
USER EXPERIENCE NOT PRODUCT

15. OEM - ODM -OBM -OXM
!
BY DRHHTANG

16. Service design is the activity of planning
people & infrastructure of a service in
order to improve its quality, the interaction
between service provider and customers
even for ICT products.

17. PRODUCT
USER
INTERACTION
ENVIRONMENT
PEOPLE

18. experience
PRODUCT
USER
PRODUCT
PRODUCT
PRODUCT
PRODUCT
PRODUCT
SERVICE
INTERACTION INTERACTION INTERACTION INTERACTION INTERACTION INTERACTION
ENVIRONMENT ENVIRONMENT ENVIRONMENT ENVIRONMENT ENVIRONMENT ENVIRONMENT
PEOPLE
PEOPLE
PEOPLE
PEOPLE
PEOPLE
PEOPLE

19. Service Design usually seeks to design the
experiences leading to a better customer/
user experience and better efficiency in terms
of the service provider; a mutually beneficial
approach for both consumer and provider.

20. experience
design
USERS SERVICE
interactions with
multiple channels
over time
service
design

21. USER EXPERIENCE (ISO 9241-210)
•
A Person's Perceptions and Responses That Result from the Use or Anticipated
Use of a Product, System or Service
•
Includes All the Users' Emotions, Beliefs, Preferences, Perceptions,
Physical and Psychological Responses, Behaviors Accomplishments
•
that Occur Before, During and After Use

22. emotion
perception
interaction
people
behaviors
experience
physical
design
psychological
USERS SERVICE
interactions with
multiple channels
over time
service
environment
design
product

23. experience
design
emotion
perception
interaction
people
behaviors
physical
psychological
service
design
USERS SERVICE
interactions with
multiple channels
over time
environment
product

24. THE OPPORTUNITY TO GARNER LOVES
OF CUSTOMERS
IN EXPERIENCE ECONOMY
LIES IN DELIVERING NOT JUST A QUALITY
PRODUCT, PROCESS, OR SERVICE BUT
QUALITY EXPERIENCE.

25. FOSSIL FUEL —> ENGINE —>
AUTOMOBILE —> GLOBAL TRANSPORT
SYSTEM —> TRAVELING EXPERIENCE

26. 1 per cup
7.5 per cup
50 per cup
150 per cup

27. basic
function
features
internet
smart
phone
internet
service

28. VALUE IS IN THE EXPERIENCE,
WHICH IS CONSISTED OF PRODUCT,
SERVICE, & CONNECTION TO PEOPLE.

30. ICT PRODUCTS ARE BEST TREATED
AS THOUGH THEY WERE SERVICES TO
PROVIDE EXPERIENCE.

31. THINK OUTSIDE OF THE BOX TO
INCLUDE
THE WHOLE CUSTOMER JOURNEY

32. 2007
the important year of the introduction of a new innovative product

33. INTERNET MIGHT BE THE GREATEST
CHANGES TO SOCIETY SINCE THE
INDUSTRIAL REVOLUTION

34. THE FUTURE IS ALREADY HERE,
IT’S JUST NOT EVENLY DISTRIBUTED
WILLAM GIBSON

35. NOT ONLY APPLE OPEN THE DOOR OF
USER EXPERIENCE ALSO THE ERA OF
INTERNET AS EXPERIENCE

36. APPLE EMPIRE 2006-2011
Profit
Device
Apple
Others
Apple
Others
10%
20%
80%
90%

37. 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%

38. NEW DIGITAL WORLD
•
Numerous new product
•
Cheaper Price
•
Faster Data Transfer
•
Content > Form
•
Internet is the product &
service
•
User experience keeps
evolving.
•
The bar for UX standard
raises every time a new
product launches.
•
UX is the design focus.

39. INTERNET
-
Alipay (⽀支付寶), Taobao (掏寶)
Spotify, iTune, Pandora,
dropbox, box.net
Linkedin, Wordpress, Basecamp,
Square space, google map,
Twitter, Pinterest,
MSN, Skype, Facebook
Google Search, gmail, g-calendar
web, e-mail
Internet

40. HOW INTERNET AFFECTS US
•
⼤大潤發 2013 1~9⽉月
•
•
•
•
21.79 億rmb 2013 營業 26.04%
UP
佔公司營收7％，低於去年13%
Walmart
•
減少13~18實體店 / 投資⼀一號店
Bank / personal finance
•
•
去實體分⾏行 / 建⽴立mobile APP
11.11 光棍節
•
•
•
370 億 RMB
1.52 億件產品
菜⿃鳥網路
•
建議客⼾戶選擇 ＋ 即時物流通報
•
物流雷達預警
•
⺩王永慶 魔球

43. IDEAS
•
by 2020, almost all business will be internet business.
•
This is about information not technology
•
125 million tablets will be sold in china 2013.
•
Mobile is about information not device.
•
The car change how we live, buy, …..
•
we are making an old mistake.

44. IN THE FUTURE WHO YOU ARE IS
DEFINED BY THE EXPERIENCE
CREATED IN THE INTERNET.

45. AN ERA OF UX HAS ARRIVED.

46. INTERNET IS THE EXPERIENCE
PERSONALIZED IN NEAR FUTURE

47. INTERNET
User Experience
Software
Hardware
Core Tech
UI & UX
System
the reinterpretation of
the meaning of
the product

48. INTERNET
design
User Experience
design
System
Hardware
Core Tech
design
design
UI & UX
Software
design
design
design
the reinterpretation of
the meaning of
the product

49. CONCLUSIONS
•
the future of marketing will be personal and personalized
•
mass marketing is coming to an end
•
behavioral based marketing + personal communication
•
due to a network of everyone, everything, everywhere

50. UX IS THE CORE OF BUSINESS / OXM

51. MOVE FAST
•
6 months / for quick achievement with a goal
•
10 years / vision for future

52. A DESIGN PROCESS

53. MISSION / ARCHITECTURE /
INTERACTION
•
Why does your company exist ? this is really hard question for many company

57. MISSION
•
FACEBOOK’s mission / to make the world more open and connected.
•
To make web business more personal / INTERCOM
•
Cocacola / Happy - Sharing

59. BUSINESS STRATEGY
•
Paul Bryan
•
North Star / Mission
•
Business Strategy / Architecture
•
Tactic (Persona / Quotes / Customer Data) / Interaction
•
Competitive APPs

61. ARCHITECTURE
•
designing systems not destination
•
Facebook is not website not a app
•
we all designing complex, dynamically changing social systems.

62. INTERNET
BUSINESS
STRATEGY
design
User Experience
design
System
Hardware
Core Tech
design
design
UI & UX
Software
design
design
design
the reinterpretation of
the meaning of
the product

63. USER EXPERIENCE BASE
TECHNOLOGY IMPLEMENTATION
ICT INVENTION

64. IT IS NOT DESIGNING FLEXIBLE AMOLED,
BUT DESIGNING THE INTERACTIVE
EXPERIENCE BASED ON AMOLED.

65. THE BENEFITS OF 4G
•
Peak speed requirements at 100 megabits per second (Mbit/s) for high mobility
communication (such as from trains and cars)
•
1 gigabit per second (Gbit/s) for low mobility communication
•
WHAT KINDS OF DIFFERENT USER EXPERIENCE ARE ENABLE BY 4G ?
•
The Strategy of 4G and its UX missions

66. System
Software
Hardware
Core Tech
UI & UX
User Experience
the reinterpretation of
the meaning of
the product

69. IT IS NOT DESIGNING TV,
IT IS DESIGNING THE INTERACTIVE
EXPERIENCE WITH TV

70. WHAT ARE THE DIFFERENT WAYS OF
INTERACTING MOBILE PHONES

71. design
System
design
Software
Hardware
Core Tech
design
design
design
UI & UX
User Experience
design
the reinterpretation of
the meaning of
the product

72. THE CHALLENGE OF UX DESIGN LIES
ON IMAGINATION
NO MATTER WHERE NEW CONCEPT
ORIGINATED FROM

73. THE IDEA OF BETTER EXPERIENCE
BETTER DESIGN IS EVEN MORE
IMPORTANT IN THE ERA OF INTERNET

74. THANKS BRYAN FOR GIVING THE
PERMISSION TO SHARE
THE FOLLOWING SLIDES

102. PRIORITIZING
•
everyone has ten points for design 10 points for business
•
the top list for design and top list for business are different
•
Paul Adams talked about changing roles as the leader of the team

103. UX NEEDS TO CLOSELY CONNECT TO
COMPANY MISSION & BUSINESS
STRATEGY

114. SHOCK
•
Golden Award
•
•
•
280
the process will be online soon
Warm & Friendly

115. INDUSTRY NEED TO HELP UX
EDUCATION TO ENSURE THEIR FUTURE.