fra idé til value proposition

“A value proposition (VP) is a statement that clearly

identifies what benefits a customer will receive by purchasing a particular

product or service from a particular vendor.”

www.techtarget.com/definition/value-proposition-VP

What people problem are we trying to solve?

How do we know it is a real problem?

How do we measure succes?

How do we know, if we solved it?

FROM IDEA TO VALUE PROPOSITION

KASPER MATHIAS SVENDSEN : WHO AM I MJØLNER INFORMATICS : WHO WE ARE INNOVATION & DESIGN : HOW WE WORKQ&A SESSION

A USER-CENTRED PROCESS FOR CREATING DIGITAL PRODUCTS

CASE DEGREE OF USER INVOLVEMENT AT TIME OF CASECLIENT

REGION MIDT

CONFIDENTIAL

ARLA

CASE : UX CLASSIC APPROACH FOR NEW APP

CASE : VIRTUAL REALITY PRODUCT VALIDATION

CASE : PROBING FOR INSIGHTS

Kasper Mathias SvendsenSenior UX Consultant

Cand.it. Informationsvidenskab

Founder & iOS Developer @ GreenMoss

Lab Agent @ Innovation Lab

UX Designer @ Mjølner Informatics

A Software and Design ConsultancyFINLANDSGADE 10, AARHUS NORD

+100 experts in user experience, design and software

Awarded one of DK’s best IT workplaces for a decade

WHO WE WORK WITH

FROM IDEA TO DIGITAL PRODUCT

68 %OF PROJECTS FAIL DUE TO LACK OF USER ACCEPTANCE*

*FORRESTER RESEARCH REPORT (2008).: “RICH INTERNET APPLICATIONS ERRORS TO AVOID **INNOTA REPORT (2016): THE PROJECT AND PORTFOLIO MANAGEMENT RESULTS

362 companies participated

95% say they are customer focused

80% say they deliver a superior experience

8% of customers agree that the companies deliver superior experiences

www.bainn.com: ”Closing the delivery gap”

SERVICE ANTICIPATION GAP

WHAT WE ENDED UP BUILDING

WHAT CUSTOMERS ACTUALLY WANTED

USER-CENTRED APPROACH

‹#›

The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.It's important to distinguish the total user experience from the user interface (UI), even though the UI is obviously an extremely important part of the design.

"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.*

Quote: Jakob Nielsen & Donald Norman

WHAT IS USER EXPERIENCE REALLY?

‹#›

The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.It's important to distinguish the total user experience from the user interface (UI), even though the UI is obviously an extremely important part of the design.

"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.*

WHAT IS USER EXPERIENCE REALLY?

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

DESIGN THINKING

*Experience Dynamics. (2014). 5 Proven Gains from User Experience

• Less support calls and improved learning curves : Things are intuitive and training becomes easy

• Increased customer satisfaction : Customers will appreciate good experiences, this also entails B2B

• Improved overall revenue and conversion boost : Good experiences spark loyalty

• Reduces the risk of building the wrong thing : Pave the right foundation before development starts

• Reduced development time : Validated user stories and a clear understanding of the user segment

1$ 100$INVESTED IN UX ACTIVITIES IN RETURN

THE HIDDEN VALUE OF USER EXPERIENCE

*Forrester Research. (2013). Customer Experience Index Ranking and Watermark Consulting.

Requirement phase

Product launch

Implementation phase

Cost of changeNo. of possible design alternatives / changes

TANGEBILITY WITH PROTOTYPES

PROTOTYPE

TEST IDEA OF THE FUTURE PRODUCT

Why are we testing at this stage? What should be tested?

Which hypothesis are we looking to answer? Who should it be tested with?

What constitutes a succesfull test (a succesfull product)?


PROTOTYPEBUSINESS GOALS

WHAT IS THE VALUE PROPOSITION?

Who are the stakeholders and what do they have at stake? How does this future product compliment our vision and roadmap?

What eco-system does the product enter or create? What constitutes a succesfull product?

What pains does it mitigate or what gains does it offer your customers?


THE USER

FOR WHOM ARE WE BUILDING THIS FUTURE PRODUCT

Who are they? What do they expect from you?

What is your current relationship with them? How is their work-flow or leisure life?

What are their needs/pains/gains/wishes/reality/obstacles/frustrations

PROTOTYPEBUSINESS GOALS

THE USER PROTOTYPE &TESTDESIGN

Invaluable insights

Hypothesis

Customer & business validated specification

DEVELOPMENTBUSINESS GOALS& HYPOTHESIS

Investigate potential

Agile development process based on user stories and validation

THINK BIG, START SMALL

THINK BIG, START SMALLNOT LIKE THIS

THINK BIG, START SMALLLIKE THIS

A minimum viable product (MVP) approach fosters that we explicitly point out the most important aspects and

functionalities of the new system, based on user insights and business input. We focus our effort on the most

critical functional and non-functional requirements first and create artefacts for validation that encompasses

the complete user experience and takes into account new ideas or valuable suggestions that could arise.

A MINIMUM VIABLE PRODUCT APPROACH

32

CASE: REGION MIDT

INTELLIGENT PATIENT GUIDANCE

Centralisation of waiting areas

requires efficient and intuitive

patient guidance.

UX DESIGNER

Gathering requirements

Challenging the concept

Applying best practices

Ensuring great usability Applying corporate visuel identity

Wireframes Graphics

Uniform appearance

Translating wireframes visually

The aesthetic qualities

Hi-Fi Prototype

DIGITAL DESIGNER

49

CASE : VIRTUAL REALITY PRODUCT VALIDATION

A DIGITAL HANDS ON EXPERIENCE

TOUCHGFX

The TouchGFX framework enables you to create innovative embedded GUIs with high-end graphics and smooth animations on microcontrollers.

1. UI DESIGN CONCEPT

2. UI PROTOTYPE

3. TOUCHGFX PROTOTYPE4. INTERNET OF THINGS &

DATA SCIENCE WORKSHOP

KICKOFF WORKSHOP : CUSTOMER, ECO-SYSTEM, COMPETITION, TRENDS

GUI DESIGN

PLATFORM

CONNECTIVITY

INTELLIGENCE

USER-CENTERED EXPERIENCE & TANGIBLE DESIGN

HIGH-END GRAPHICS & LOW COST HARDWARE

INTERNET CONNECTIVITY & SCALABILITY

INSIGHTS & IMPROVED DECISION MAKING TOOLS

USER EXPERIENCE

TOUCHGFX

INTERNET OF THINGS

DATASCIENCE

5. UPDATE UI DESIGN CONCEPT

4.0” 10.0”

6. AR/VR SOLUTION

MAIN CHALLENGESAPPROVAL OF PROTOTYPE FOR PRODUCTION IS DONE BY ANOTHER MARKET

MANY ITERATIONS ON PHYSICAL DESIGN DIFFICULT TO UNDERSTAND THE DESIGN AND USER EXPERIENCE BY REVIEWING 2D FORMATS

DIFFICULT TO EVALUATE MULTIPLE DESIGN ITERATIONS SIMULTANEOUSLY TIME CONSUMING AND EXPENSIVE APPROVAL PROCESS

THE PRODUCT DEVELOPMENT PROCESS

1. SELECT DESIGN 2. MANUFACTURE DESIGN 3. DEVELOP DISPLAY PROTOTYPE 4. PUT IT ALL TOGETHER 5. SHIP IT TO MARKET DESTINATION 6. PRESENT PROTOTYPE OR AWAIT APPROVAL 7. SHIP PROTOTYPE BACKSUCCES OR REPEAT STEP 1-7

1. ADD ONE OR MORE MACHINE MODELS TO DIGITAL EXPERIENCE 2. SELECT ENVIRONMENT 3. CONFIGURE ANIMATIONS AND ADD SOUNDS 4. ADD WEB BASED GRAPHICAL PROTOTYPE 5. SHARE EXPERIENCE WITH MARKET STAKEHOLDERS 6. PRESENT AND COLLABORATE IN DIGITAL EXPERIENCE ON

PREFERRED PLATFORMSUCCES OR REPEAT WITH NEW EXPERIENCE

BEFORE VR AFTER VR

MODELI’m an asset

UNITY SEIDR FRAMEWORK

I’m a scene

SEIDR EXPERINCE

Apple ARKit

Microsoft Hololens

Facebook Oculus Rift

Google Daydream

SEIDR CORE APPLICATIONS

Model of a new product

Choose a context Magic model animations

Ambient and interaction sounds Interaction guide

Interactive web based prototypes Interactive TouchGFX display

Collaborative experience Choose experience platform

64

CASE: ARLA

PROBING FOR INSIGHTS

64

TITLE

A need to kick-start digital innovation of a very analogue product

A lack of experience in carrying out qualitative research methods

! 70!

!!

! 71!

!!

!!

! 69!

Bilag&12.6&–&Billeder&af&probens&udarbejdelse&&!

!!!

Cultural probes (or design probes) is a technique used to inspire ideas in a design process. It serves as a means of gathering inspirational data about people's lives, values and thoughts. The probes are small packages that can include any sort of artefact (like a map, postcard, camera or diary) along with evocative tasks, which are given to participants to allow them to record specific events, feelings or interactions. The aim is to elicit inspirational responses from people, in order to understand their culture, thoughts and values better, and thus stimulate designer's imaginations.

WHEN TO USE DESIGN PROBES

Utilising an mobile ethnography approach, thus letting the participants become co-researches sharing user-centred information in different contexts documented with

audio, texts and photos.

THE BENEFITS OF USER-PARTICIPATION & USER-DOCUMENTATION



Let the researches get very close to the personal space and important contexts for an extensive or scoped period of time without affecting the situation by human

presence. Activities can be performed when it fits the participants schedule and in a safe

environment.



Based on the notion of intrinsic motivation, well-formed probes are fun and informative to use.



You often get answers to questions that you weren’t even asking or looking for; using relatively open-ended questions or allowing participants to leave comments

means you can get information on issues that you weren’t aware of when you started.


26 20 20+

+

DIGITAL CONCEPT

IN DEVELOPMENT

”Mjølner’s Co-Creation process was constructive and innovative. We would

have never reached the same qualitative outcome without it.”

- Laurent Ponty, Category Director, ARLA

81

Q&A

QUESTIONS AND STORIES

Hvordan skaffer I gode insights til at skabe den rigtige value proposition?

Hvordan definerer I et produkts succeskriterier?

Hvilke problemstillinger opstår fra ide til produkt hos jer?

+45 41 95 36 [email protected]

Senior UX designer

Kasper Mathias Svendsen

FROM IDEA TO VALUE PROPOSITION INFINIT, DECEMBER 7th 2017

mailto:[email protected]

mailto:[email protected]

fra idé til value proposition

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