S-72.2510 User-Oriented Design of Telecommunications Services

1. S-72.2510 User-Oriented Design of Telecommunications Services Background and basics

2. User-centric Design (UCD)- Outline • Is there need for UCD? • Where UCD can be used? • Some history • UCD process • UCD methods • Using UCD with portal design • Why UCD is not used?? • Future perspectives 1

6. Challenges & solutions 5

7. Some UCD applications • User interfaces (this was a historical starting point) • Industrial design (furniture, luminaries…) • Home technology / automation, ICT • Architecture (design for all) • Vehicles (ergonomics / security) • Environmental technology / design • Organizational development (quality systems) • Goals: customer satisfaction & quality • Goals: to create a business case! • General quality improvement!

8. Meet the new product developers of your company Ref: Frontiers of Technology, Technology Agency of Finland - magazine

9. Why UCD? • • Increased revenues • • Reduced project risks • • Reduced customer support costs • • Greater brand loyalty 8

10. Why UCD… • Project teams don’t automatically understand genuine (& recent) user requirements • Users often don’t understand their own requirements • Making late changes is slow and expensive • Late changes happen because of a lack of understanding of requirements

11. Properties of a good product Provides services you need Fills the purposes -provides services Provides value for money Fashionable, Gives added values Is good to use Properties are easy to access & use You recognize its value ~ branding Reliable & solid design (not a toy) - maintenance easy 10

12. User centric design User Technology • How to design product /service to fit to user? • Focus of UCD is in interactions, interfaces, doing together and in discussions • UCD has well-established methodology How to design the interface? Service concept User Usage Environment User interface UCD framework

13. Field of UCD product /service User Technology usage environment ways to work interaction context of use culture Challenge: How to make technology & services transparent (technology does not feel technical & complex) 12

14. Brief historical outline • 70’s :Participatory Design in Scandinavia: process focus, architecture & landscaping • ’83 Ben Shneiderman: direct manipulation interfaces: mouse dragging • ’86 Brenda Laurel: “Computers as Theatre” – book – term “User Experience”. Donald: Normal User Centered System Design: Interface Experience • ‘93 Jakob Neilsen’s “Usability Engineering” Usability, heuristics, cognitive walk-through & task analysis launched

15. Participatory Design service concept and user interface can “tap” to different dimensions of users’ functions and acts users have different kind of needs and information… - Involve employees, partners, customers, citizens, users… - Mutual interaction in design In Design and the Social Sciences. J.Frascara (Ed.), Taylor & Francis Books Limited, 2002. 14

16. Service Science, Management and Engineering (SSME) http://docordie.blogspot.fi/2008/10/vaccination-for-service-science.html

17. Service Composition 16 https://ifttt.com/recipes

18. Parameterization ofcultures • PDI: power distance • IDV: individualism • MAS: masculinity • UAI: uncertainty avoidance • LTO: long-term orientation http://www.culturegps.com/About.html See also: Hofstede and Schwartz’s models for classifying individualism at the cultural level: their relation to macro-social and macro-economic variables, Psicothema, 2000. Vol. 12, Supl., pp. 25-33

19. UCD components - ISO 9241-11 intended outcome goals User Acts usability Tasks efficiency Tools Scenario Quality satisfaction Environment - One can see that ISO 9241-11 works especially in user interface design effectiveness result of interaction context of use Some UCD metrics product 17

20. Example: UCD methodology – mockups • Calendar application for kids • Next stage: flash-prototype http://www.interaction-design.org/encyclopedia/mock-ups.html

21. Example: UCD & LEGOs • LEGOs are intended for playing • When users were trulyinvolved we ended tosomething different … • When hacker modifiedthe product we endedup to something else – then it was re-commercialized! http://mindstorms.lego.com/

22. Example: Crowdsourcing • Dividing service task for user themselves • Concept of service interface blurred Ideanet: … members to share ideas and knowledge, enhance their skills and generate strategies and innovations that will help to improve health services in medically under served areas around the globe.  In addition, the flexible structure of the site allows members to collaborate on ongoing projects and, if they wish, start their own.   http://crowdsourcingexamples.pbworks.com/ www.ideanet.org 20

23. Benefits of UCD • User: precision, fast, error free, safe usage, good price/quality ratio • Company: selling argument, image, profitability, easy operation & maintenance, reliability • Society: design-for-all, environmental aspects can be taken into account better, better usage of resources, more recyclable and safer products

24. User Centric Design The process http://www.sapdesignguild.org/resources/ucd_overview.asp

25. Conventional Product Development Process MARKETING -Lead users -Competitive products Identify: -market opportunity -market segments -Product options -Pricing strategy -Marketing plan -Promotion materials -Early production with key customers DESIGN -Feasibility studies -Experimental prototypes -Tolerances -Components -Part geometry -Regulatory approvement -Performance testing -Subsystems -Interfaces -Identify new technologies -Consider product platform -Evaluation of early product outputs MANUFACTURING -Production constraints -Supply chain strategy -Estimate manufacturing costs -Suppliers for key components -Quality assurance processes -Fabrication and assembly process -Follow-up product system (O&M) PLANNING CONCEPT DEVELOPMENT SYSTEM -LEVEL DETAILED DESIGN TESTING RAMP-UP & LAUNCH Ramp-up: To increase a company's operational intensity to respond to increased demand O & M: Operation & Maintenance 23

26. Update: Organic organizationincludes feedbacks & interfaces to all customers Ref: T. Korhonen, A. Ainamo: Handbook of Product and Service Development in Communication and Information Technology, Kluwer Academic Press, 2003

27. UCD Product Development Process Flow UCD Methods Constraints: DESIGN MARKET MANUFACTURING http://www.usabilitynet.org/tools/methods.htm

28. Example of an UCD process (ISO 13407) Need for UCD Define usability attributes =definition of system goals and usability requirements Context of use Define context of use (scenarios) User and organizational requirements Set goals to order of importance and figure out quality metrics Evaluate System meets specified functional, user and organizational requirements Create the next proto based on results Piloting: test your plan – What were the attribute values? Problems? Required improvements ? Generate solutions 26

29. SCENARIO Components

30. Example: Heuristic evaluation of an internet portal 28

31. Heuristic evaluation of an internet portal …

32. Heuristic evaluation of an internet portal … See also: http://www.google.com/analytics/

33. Error classification • Minor errors: These errors are spotted and can be corrected by the user in a reasonable amount of time, and they do not prevent the task from being completed. • Major errors: Also major errors are spotted by the user and can be corrected, but they take significantly more time to rectify. • Fatal errors: Fatal errors prevent a task from being completed without help from the usability specialist who is conducting the study. • Catastrophic errors: Catastrophic errors prevent the task from being performed, and also cause some other undesirable effects in other parts of the system. (“blue screen of death”) 31

34. Example of error reduction * *before/after

35. Why UCD is not always applied??- Usability gaps • Application of UCD can take some time and resources – selection of right methods important • Value of UCD-methodology is not realized • Lack of skilful personnel to realize UCD • It is not realized that UCD can bring true value for company & customer and can be cost-effective for environment too

36. Latest trends in UCD • Post modern usability: the product/service (software) interaction can’t be treated independently of the hardware design, and the physical, social, and other contextual force • ubiquitous technologies and services • semantic web: techniques for modeling contextual data: collaborative knowledge space • new ways to work: virtual organizations • data mining by semantic webs and associated AI • internet based social media: deeper understanding and prescriptive design guidance of presence & interactions of social being • service integration and active user content creation: mashups 34

37. Concluding remarks: Future perspectives of UCD • UCD-methodology will be used in all kinds of products and services • Users will create more and more of service contents • Developing network technology makes virtualorganizations common and important in UCD framework • Ubiquitous computing and artificialintelligenceenhances flexibility and adaptivity of services • There will be a large number of environmental applications that require multidisciplinary UCD teams