digital product design for nfc by florian resatsch and daniel michelis

Designing NFC ProductsFlorian Resatsch, Daniel MichelisSmart University, University Sophia-Antipolis,19.09.2008

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A few words about us

Florian Resatsch(servtag)

Daniel Michelis(University of St. Gallen)

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Designing NFC Products

1. Introduction2. Getting Started3. Design Technology 4. Design Symbols5. Design Successful NFC Products

1. Introduction

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NFC opens new target groups due to ease of use

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and is cool for young people

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Nice, but…

• NFC handsets are not (yet) ordered to a large extent

• Pilots/Prototypes always suffer from chicken/egg discussions

• Other technologies move faster (GPS)

• New and cool handsets are coming (iPhone)

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The goals of this presentation are …

• to help practitioners design consumer-relevant Near Field Communication (NFC) products

• to use theory to successfully implement communication strategies for NFC

2. Getting Started

10(Picture source: http://www.mynetcologne.de/~nc-baginsdi3/Uralt-Photos/Tankstelle2.JPG)

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The 2 Worlds of a Product

Communication

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Product Value = Functions + Symbols

Symbolic Value

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Implementation I: Functions

Implementation II: Symbols

Rel. t

ime o

f pro

duct

ion

Symbols First!

Source: B. F. Schmid, 2000

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Examples

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Examples

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Examples

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Examples

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Examples

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Current status of Near Field Communication products

Symbolic Value

Currently NFC is driven by ticketing and payment pilot projects, which need a long time to be implemented

NFC application are not known among /demanded by consumers

3. Design Technology

Designing Technology createsFunctional Value

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Principles of New Media Objects

Source: Lev Manovich, 2001

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Principles of New Media Objects

Source: Lev Manovich, 2001

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Principles of New Media Objects

Source: Lev Manovich, 2001

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Principles of New Media Objects

Source: Lev Manovich, 2001

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New digital product Variable Interface

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Exemplary case: All i touch

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All I touch @ CEBIT 2007

http://www.allmyshots.com/allitouch/album/Official-allitouch---CeBIT

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All I touch @ CEBIT 2007

http://www.allmyshots.com/allitouch/album/Official-allitouch---CeBIT

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Screenshot ofthe social community

„all i touch“

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Everything that has been touched isshown on the screen and on facebook!

Be it people, products or places

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Touching a „person“ resulted in an overview of „last touched“ events

and a profile about the person

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A facebookapplication

allowed people to get

constant updates in a

known interface

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Results of all i touch and what we learn from it.

Integrate:Integrate application

in existing processes

Re-Use:e.g. take modules from Social Media

Sites

Customize:Develop interfaces

that your target group is familiar

with

Transcoding

Observe:Go were the puck

is going to be!

4. Design Symbols

Designing Symbols createsSymbolic Value

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4-Step-Strategy

Communication

Symbols in heart & mind

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4-Step-Strategy

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38Quelle: http://www.exactitudes.com/

39Quelle: http://www.exactitudes.com/

40Quelle: http://www.exactitudes.com/

41Quelle: http://www.exactitudes.com/

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4-Step-Strategy

43Quelle: Kroeber-Riel, W., Weinberg, P. (2003), S.231

Semantic Network

• used as a form of knowledge representation.

• graph represents concepts, • edges represent semantic relations

between the concepts.

44Quelle: Kroeber-Riel, W., Weinberg, P. (2003), S.231

Semantic Network

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Map your product to your customr´ssemantic network.

Or: Change their semantic networks.

Quelle:Kroeber-Riel, W., Weinberg, P. (2003), S.295-296

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4-Step-Strategy

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Design Experiences

48Quelle: Kroeber-Riel (2003), S.115

Emotional Experiences

- Social reputation - Erotics- Freedom & Adventure- Nature - Pleasure- Lifestyle- „Geselligkeit“

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4-Step-Strategy

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Attention Engagement!

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Case Study The Mobile Prosumer

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Allergies?

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Mobile Prosumer – How it works

(Thanks to Stephan Karpischek for actively working on Mobile Prosumer idea & concept + Peter Stulz for the grafic)

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Information & Communities online

Example:Wine

community

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Information technology setup

Wine bottletagged

http://weinberater.k42.org

GPRS

Content & Community

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35 min 20 min 50 min

Introduction& Warming Up

Product test with prototype application

Experiences and attitude towards

shopping

Paper-basedConcept Test

Discussion& Goodbye

Total 120 min

InitialIdea

LowFidelity

Prototype

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The product matrix

NotAvailableAvailable

Low

High

Existing purchasing programme

Productvalue attributes

(Life Span of product, Degree of collective decision, Information intesity)

WineGroceries

Books

CDs

Microwave

MP3Player

WashingMachines

DigitalCameras

Example: Consumer Electronics

TV sets

Promising area for

NFC Product Information

Systems

Cigarettes

Toaster

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Promising areas

Deg

ree

of c

olle

ctiv

e de

cisi

on

High

LowAvailable

Not available

Type AConvenience Goods(Example: Cigarettes)

Exis

ting

purc

hase

„pr

ogra

m“

Promising area for smart product information systems

• Information trustworthiness• All products tagged• Focus on digital natives

(integration of community sources & recommendationsystems possible)

Type B

Specialty Goods

Mix TypeShopping Goods(Example: Shoes)

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BUT: more important open questions!

(Source: www.bayerische-papierverbaende.de)

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Self-checkout?

(Source: http://en.wikipedia.org/wiki/Image:Wal-Mart_Self_Checkout.jpg)

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4-Step-Strategy applied to Mobile Prosumer

Not until the focus groups

Touch paradigm

No add-onexperiences

5. Design NFC products

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Where we started…

Symbolic Value

?

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Design NFC products

Symbolic Value

Transcoding

Functional Value Strategy

4-step strategy

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1. Integrate:Integrate application in existing processes. The process must be seamlessly integrated – with NFC (e.g. routes in ticketing scenarios)

2. Re-Use:E.g. take known modules. Known modules help people understand the whole application and increase usage

3. Customize:Develop and use familiar interfaces. Combine touch paradigm with known interfaces.

4. Observe:Go were the puck is going to be! What’s next in media usage?

Design NFC products

Functional Value Strategy

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Design NFC products

4-step strategy

1. Understand Consumers:Who is the target group? Main emotions and motivations?

2. Map Semantics:Look inside your costumers head! How does his knowledge relate to your applications? How can applications be coded into his semantic networks? Can you build on previous experiences?

3. Design Experiences:People don´t by products. They buy emotional experiences. Is it fun to use your product? Do you make your users FEEL good? Do you tell a story?

4. Enable Engagement:Do you offer engagement possibilities? Can the user become part of your idea?

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From the goals to the results

• to help practitioners design consumer-relevant Near Field Communication (NFC) products

• to use theory to successfully implement communication strategies for NFC

Functional Value Strategy

4-step strategy

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contact

florian resatsch resatsch@servtag.com

daniel michelis dm@e-acht.de

(Picture Source: Florian Resatsch, Argentina 2008)