Ux vs Usability, Klaus Schroeder, design-people

Product UX tomorrow Great user experiences create business Klaus Schroeder design-people

It's good to be here!

Klaus Schroeder

Strategy director, CEO & partner

Women Buying Power Conference I

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Experiences that make people smile

“In all my time in the design industry, I’ve never seen such a tremendous “A speaker that’s actually beautiful! Scandinavian in design, with an elegance that will fit in most homes. Created for the female segment – who really ought to be seriously addressed anyway – but not so feminine that men won’t be able to live with it too.”

— Designermor blog (Danish)

Vifa Copenhagen communication +

design-people’s mission

Creating business with people driven innovation ... inspired by women

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design-people's team Founded in 2005, an international and diverse team of design researchers, strategy and innovation experts, design psychologists, user experience designers, product - and digital designers

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Some of our clients

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January 11-14 2016 I design-people.dk

Microsoft

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Nilfisk Aero

Struers A/S I August 2015 I design-people.dk

Chameleon - main story “Keep it simple� product - easy to read functionality Optimal for mobility - compact, stable and easy to carry Easy handling of hose, cables and accessories Easy emptying

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User experience tech talk UI - User interface

UI - User interaction GUI - Graphic user interaction

Usability UX - user experience

CX - Customer experience Experience design

We get connected with smart things

Kamstrup - Multical 21

Struers A/S I August 2015 I design-people.dk

Kamstrup - Meter Management Software

Kamstrup - Meter Read-out App

IOT rules

Contexual Distributed Computing

Dedicated computing software

IOT APP APP

APP

APP

Devices & appliances

How we create winning user experiences

Epoke - Salt Spreader Control- reference

SKOV A/S I June 2015 I www.design-people.dk

Epoke - Key user profiles

Kjeld -­ Danmark

RenÊ -­ Danmark

Ivan -­ Rusland

Er midt i 30’erne

Er sidst i 20’erne

Er først i 30’erne

Har mange ĂĽrs erfaring med saltning

Har 3 ĂĽrs erfaring med saltning

Kører pü motorvej imellem Vejen og Esbjerg

buslommer pĂĽ sin rute

Har ikke nogen uddannelse ud over alm. skolegang

Interesserer sig ikke for teknik

Bruger ikke GPS

Bruger meget sidevindsfunktion

Kører med GPS

under kørsel

Har en GPS, men bruger den ikke da den er uprĂŚcist indstillet

Kender ikke sü meget til saltning -­ endnu mindre om saltsprederen

Holder isÌr øje med mÌngden af salt der bliver fordelt

Føler at han har et ansvar og vil gerne kunne udføre et godt arbejde

Kører i en gammel lastbil

Gür op i at kunne udføre sit arbejde sü godt som muligt

“Det er besvĂŚrligt at skulle trykke pĂĽ for mange knapper mens man kørerâ€?

Har ikke kontakt med Epoke service eller support.

Er irriteret over de mange alarmer som han ikke kan gøre noget ved før han er tilbage

Mület med at køre er at opfylde kravene og fü sin løn

Epoke - Profile & feature mapping

Epoke - Contextual user research

SKOV A/S I June 2015 I www.design-people.dk

Interaction & Design Directions

Concept 1 - softkey interface

Concept 2 - touch screen interface

n

aktio uch inter o t n e g In • rsel under kø er indikator e ll e u is V •

t • Touchbasere

torer

ika • Visuelle ind er • Status ikon

ner

iko • Status

s

ouch key

aseret t • Profilb

koncept

ntlig stil

ve • Mørk-natte

Design finish

Epoke - Salt Spreader Control “We’ve set a new standard for user-friendliness in snow-removal vehicles.” ”The combination of shorter training times, more efficient salt utilization and greater driver satisfaction makes good business sense to our customers. Our investment in design-people’s work with user-friendly design has given us a handsome return – and opened new doors in the export market for all our products.”

- Jørn Christensen, CEO, Epoke A/S

SKOV A/S I June 2015 I www.design-people.dk

Airmaster ventilation panel - reference

SKOV A/S I June 2015 I www.design-people.dk



Airmaster ventilation panel - reference Version 31.08.09

SKOV A/S I June 2015 I www.design-people.dk

Airmaster ventilation panel - User profiles

Benchmark users:

Class

Mogens

Gert

TEACHER

JANITOR

SERVICE TECHNICIAN

Basic user

Advanced user

Expert user

SKOV A/S I June 2015 I www.design-people.dk

Airmaster ventilation panel - User research

Airmaster ventilation panel - Concept development

Airmaster ventilation panel - User feedback

SKOV A/S I June 2015 I www.design-people.dk

Airmaster ventilation panel

communication +

SKOV A/S I June 2015 I www.design-people.dk

Global leader in indoor climate control More than 22.500 employees world wide Sales companies in 47 countries

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DEVI 223 thermostat

Gendered tech-user profiles & Smart TV I October 2015

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design-people.dk

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DEVI Link - wireless temperature control

Gendered tech-user profiles & Smart TV I October 2015

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design-people.dk

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User / situation matrix - the (female) end-user?

USER PROFILES

Installer basic

Installer expert

End User private

End User corporate

Consultant distributor

Building Manager

Contractor

“Rolf”

“Albert”

“X”

“Per”

“Johann”

“Benne”

“X”

USE SITUATIONS Pre planning

On site planning

Research pre purchase Coordination w/ other builders Installation hardware Installation onboard (thermostat) Daily use action and feedback

Calibration

Errors and problems

2

The Female Interaction Project

10.000 hours 3 years driven by design-people

1500 women Women Buying Power Conference I

Copenhagen

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March 3-4, 2014 I design-people.dk

Womenomics

By 2028, women will control nearly three-quarters (72 percent) of consumer spending worldwide *Boston Consulting Group

20% 80%

40% 60%

10%

50% 50%

CHINA

20% 80%

Women’s disposable income increases more than men’s

1%

GERMANY 40% 60%

Increasing female share Women’s of workforce contribution to & income GrowthCHINA of workforce the household income

share since 1995

Women’s contribution to — Source the household income

— Source 1950’s

1990’s

2009

The German Economic Research Institute (DIW), 2015 — 15th of December 2010 Source

Chinese Women go Shopping Newsweek 27th of August 2010

Chinese Women go Shopping Newsweek 27th of August 2010

20% 80%

40% 60%

50% 50%

50%

10%

1%

CHINA

GERMANY

Women’s contribution to the household income

Growth of workforce share since 1995

The Challenge?

...women (would) buy ...products made by men

)HPDOH WHFK SUR¿OHV Indoor climate control system -­ Danfoss

Organiser “Technology as a tool”

Young Communicator

Benefit oriented

“Network and communication oriented”

Systematic

Community

Tech-love

Age: 40-60

29%

24%

30%

Age: 18-25

Communication

17%

Aesthetic Aware

Traditionalist

“Seeks identity through aesthetics”

Tech accepting

Individualism

“Technology scepticism” .

Administration

Aesthetics

Technology scepticism

Age: 25-40 Age: 40-60

Female

Interaction

Strategy

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2012

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design-­people.dk

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User exploration Pains - Complex and technical user interface - Too many parts interfere with home decor - She feels it is not designed for her

Indoor climate control in private homes

Not-yet user exploration Potentials - Caring for home and family - Right time and place - Discreet and supporting her senses For at kunne ændre på indeklimaet kræver det at to af hjemmets beboere holder på contolleren når der ændres på indeklimaet indstillinger i hjemmet.

Panelet skifter farve afhængigt af hvad temperaturen er i lokalet. Temperaturen ændres i lokalet ved at tegne på panelet. Der hvor man har tegnet skifter panelet farve. Tegningerne vil være synlig i en periode, således at de ændringer der er lavet er synlige for hjemmets andre beboere.

Indoor climate control in private homes

Hver person i huset har deres egen enhed hvor de kan indstille deres komforttemperatur. I fællesrum udregnes en gennemsnits temperatur ud fra de individuelle komforttemperaturer, værelser som ikke deles har den komforttemperatur, som tilhører personen, der bruger værelset.

Hvis indeklimaet er blevet justeret fra et central kontrolpanel, så er det synligt i de rum hvor indeklimaet er blevet ændret. Hvis eks. temperaturen er sænket lyser den blå, og hvis temperaturen er hævet lyser den rød– hvis man er tilfreds med indeklima ændringen, så accepteres der på kontakten, hvis ikke justeres indeklimaet.

Female driven innovation

caring - healthy home and family holistic approach to indoor climate

flexible lifestyle personal control

supporting her senses right time and place

discreet

From tech and design features to caring for others and situative use

Women Buying Power Conference I

Copenhagen

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March 3-4, 2014 I design-people.dk

User experience scenario & testing

Indendørs klima kontrol i private hjem

Koncept

B

Scenarie 1 - Luftkvalitet

Fugtighed

Fugtighed

75 %

75 %

luft ud

luft ud

Anne fornemmer at luften i stuen er blevet tung. Hun kigger på sensoren.

På sensoren kan Anne se at den blå cirkel ligger for højt.

Anne trykker på cirklen og sensoren viser at luftfugtigheden i rummet er for højt.

Anne trykker på vindue ikonet for at sætte systemmet i “luft ud” mode og systemmet lukker for varmen.

Anne lufter ud og den blå cirkel begynder langsomt at bevæge sig ned.

Anne lukke for vinduet.

Anne trykker på vindue ikonet og systemmet sætter varmen på igen.

Anne kan se at der nu er et godt indeklima i rummet.

Women Buying Power Conference I

Copenhagen

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March 3-4, 2014 I design-people.dk

Female feedback groups - concept feedback

Julia talks to her sister on the phone while preparing a snack.

She is wearing the LIWO headset

Julia hangs up a second to help her daughter.

Then she uses the recall button to get back to her sister.

Later Julia looks at the pamphlet from her daughter’s new kindergarten. She adds the kinder garden to her phone book and Call Filter.

The next day Julia has a meeting at the office and before entering she activates the Call Filter and puts on the headset.

During the meeting a teacher from the kindergarten calls Julia - her daughter is sick.

Microsoft

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Hack for Her I

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January 11-14 2016 I design-people.dk

Tech-data translation Holistic climate approach Supporting her senses

Wellbeing is her domain Caring for healthy home & family

Women Buying Power Conference I

Copenhagen

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March 3-4, 2014 I design-people.dk

Taking care while in control

Supporting flexible lifestyle Economy and environment - family involvement

Women Buying Power Conference I

Copenhagen

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March 3-4, 2014 I design-people.dk

Driven by women - appreciated by men

To what extent have the concepts changed the opinion about the use of the products* I strongly agree

I agree

I strongly disagree

Women Buying Power Conference I

Copenhagen

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March 3-4, 2014 I design-people.dk

*Lindberg International

The female benchmark Why develop for and with women?

Business potentials Emerging market for tech products Attractive for women, appreciated by men

User experience innovation Deliver a holistic experience Embrace the social & real life benefits Focus on motivation & swift situative use Beyond performance and tech-talk

Danfoss Link App

Nominee 2015 Struers A/S I August 2015 I design-people.dk

Bang & Olufsen case - IoT & digital

Music and media in private homes

Microsoft

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Hack for Her I

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January 11-14 2016 I design-people.dk

Motivation & barrier analysis Customer Journey

Awareness

Buy

Use

B&O Moments - inspired by women

Microsoft

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Hack for Her I

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January 11-14 2016 I design-people.dk

New lead user

Experience driven process Easy access to

vation vector

content - inno

1 Subvectors

uing and easy”

intrig “Make it seem

Background

to is very important cal product it the new technologi and intuitive to use. I want When I buy a find, easy is easy to load, functions are ion or simple, so it me that the medias to be r in which situat the matte of no ling as hand and use the medi organize, share I want it. in which place

ny proces

The comple

te experienc

e - innovation

– let nt “I want a uniqu new media conte find, buy and play new music h, Easy access to for me to e B&O experience that reflects the it is easy to searc music and make it easy exclusive products ” I expect that new mend to me. ed to listen to me get inspir that others recom re the music find and acqui Background s and s nt with other as with my friend medi my People easy Sharing conte an think that I only share nice to have to be able to consider the choosing or a new I would love aesthe ss. It would be to show be able simple proce nice interaction product, but it is also importics when it comes to system and to with the produ tant to me family in a very When I buy to have a ct. medias into my to them. an expensive quality brand way to get their experience media is considered , I expect that ite music and and that the the whole extra to my give my favor product offers home and my something interaction won’t find in with the produ es a less expen devic le sive product. ct that I my mobi the go At home – on way to connect music easily across easy an have to share I would love home, and to system in my to the music platforms. the different my music collec overview , overview over Create an easy digital music to get a good hard is it in both new Sometimes maybe tion to conta as, and Music l medi like the collec rted to digita tion. I would y’s old CD’s conve music videos.media in private as as my and my famil structo medi om home s and other me freed even older LP’s interface to give way that suits me – so ct’s produ a myself I would like the and medias in a I want to enjoy ize our music ture or organ music and medi me to find the it is easy for ent situations. others in differ or share with l media - innovation vector 3

Contextua

vector 2

Subvectors

Keep your promi ses When I buy a product marke multimedia ted as the ultima experi te ultimate experi ence, then I expect the product to ence, which deliver the experience.

By buying an means addressing all parts expensive brand service begin of my user ning with the I expect a high the design of advice given level of in the purch the packaging ase situation, moving on to get the produ and the installation of the product, medias, transf ct to play the er desired media service afterw medias across platforms s, buy new ards if somet and followed hing is wrong by a good .

Seamless Intera ction – a unique and easy interaction I like system DNA s where there is a consistent throughout the interaction DNA to juggle differewhole system and across platforms, so nt interaction really appre I don’t have concepts for ciate system the same s which have that builds in internal interasystem. I on what I alread the whole intera ction logic, y know and are recognizable ction system something and the differe through that is practi nt devices. I cal and straigh at the same wan’t tforward to time gives me use and that a good feelin it g.

My style When I am lookin to be too intrus g for new technology to a product that ive or just a black box in my home I don’t like it the fades in and using it, and fits my interio corner. I would like I want it to r style when be showing it to a discreet design I am not my it. I don’t want friends and want to invite statement when I am more device them to intera make things s ct with work easy for than necessary but just the ones that me in my daily life.

Subvectors

Subvectors “Give me electronics that bring us together rather than separate us”

Background I don’t want to bring a new electronic gadget into my house and my life that split up my family or a party. It’s important that the system support us in having shared experiences- giving us opportunity to share great experiences with e.g. movies and music.

ren Awa ess

Use

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Buy

Sharing a system I would like a media system that encourages us as a family to be together. At the same time the system needs to be flexible and give different users the possibility to access the system in different ways.

“Make it fit to the changing situations

in our life”

Background my media system should be My requirements and wishes for what situations and throughable to add to my life changes in different I live, with whom, whether out my life. My needs depends on where I’m in, whether I sit alone or I have kids or not, what kind of mood, have friends coming over.

Different situations require different

experiences

life. Sometimes I like Music serves different purposes in my immersed in the music to be alone and listen to opera, being should create a background experience. At other times the medias in our everyday life as e.g. to sound atmosphere in my home as well a dinner party or when I am cooking. of a party where multiple At times our music can be the center to listen or dance to music people take part in choosing the or movies to watch.

Different users in music In most cases I have the same taste that I don’t want to as my husband, but he also has music I’m not at home. listen to, which he only listens to when from what I usually like to My kids’ taste in music is very different by their music. I like them listen to. Though sometimes I get inspired their own by playing their music being able to make the living room want to listen to a Christina from time to time – but I really don’t Aguilera when they aren’t in the room.

Supporting social behavior When I have people over for dinner or a party I want my friends to be able to choose different music in a social way, but I don’t want the system to be the center of attention. The system should give us possibilities to be together, choose together, share experiences and not be a one man-one interaction device. It should support social behavior.

Corporate Strategy

Situative marketing experience

Sharing content with others I would love to be able to share my media with my friends and family in a very simple process. It would be nice to have an easy way to get their media into my system and to be able to show or give my favorite music and media to them. I would like to be inspired by the music they like and share my favorites with them.

New female-driven products

The customer experience strategy Designing the customer journey

Corporate user experience DNA and innovation strategy

Product development interaction design & support

Sales and service

Marketing & branding

The holistic user experience Jeanette’s relations / influences

Other users

Web Advertisement Articles

Her surroundings Peers Strangers

Info on demand

Worklife

Jeanette Friends Husband

Relations

Children

Gigaset I Female user experience - G-tag I April 2015 I design-people.dk

Parents Jeanette might be an influencer herself (caretaker).

9

Jeanette’s G-tag experience

Awareness Is annoyed with not being able to find items from time to time

xxxx

xxxx

Her daughter tells her about the G-tag from Gigaset

Talks to friends and family about her annoyance

Buy Buys from Amazon.de

xxxx xxxx Reads reviews/ recommendations online

Use Unpacks the G-tag

xxxx

Her daughter helps with the setup of the G-tag

xxxx

xxxx Compares prizes online

Reads about the G-tag on the Gigaset website

Gigaset I Female user experience - G-tag I April 2015 I design-people.dk

Receives G-tag by mail

Tries to set up the G-tag and needs help Uses smartphone G-tag app to locate keys and other items

10

Setup

Jeanette’s G-tag Experience

The G-tag app guides the setup of the G-tag with clear and situated (timing) instructions.

The G-tag smartphone app gives her the ability to customize the tag “symbol” and thus give her the ability to make her organization of her G-tag’ed items more personalized.

The G-tag does not come with a physical user guide - she has to type in a link in her browser or install a QR code reader app and read the QR code. She might loose patience. Easy of use matters!

After setup and registration the G-tag app does not greet her / confirm successful setup.

The G-tag app does not tell her why she has to register - what is the purpose? She might loose interest.

The G-tag is difficult to attach to keys (key rings) and/or other items (e.g. does not come with fastener).

Gigaset I Female user experience - G-tag I April 2015 I design-people.dk

14

Female Interaction principles

6 Real life benefits

K77oi

Women see technology as a means to gain benefits that enrich and simplify their lives and enhance their abilities to pursue interests. They care less about the technology itself - technology to them is a social tool and not a toy.

Technology should matter in the situation – give her benefits, help her solve a problem or create a specific atmosphere. It is important to know her situative needs and demands and to give her immediate satisfaction through meaningful and straightforward benefits.

DC:5V - 0.3A

3.2 megapixel

2 Female life cycle

Consider where in the female life cycle your female customers are.

Women go through all stages – and they don’t have consistent needs throughout their lives.

Besides age, there are other things to be taken into account with regards to women, such as the fact that women get pregnant. A pregnant woman not only looks different than she used to, she also thinks and feels different. Being pregnant is one thing, being a parent is yet another… once again her perspectives change – over and over again.

7 Enacting gender roles

daily life der roles in our en, enacting gen Our gender roles reflect ts. h men and wom We are all, bot osing and operating produc appropriate for ially soc as ed – also when cho ural norms that are regard avio ure. on a social and beh within our cult a specific sex with a product can depend tity - or her individuals of interact to s with her iden flict tion tal con tiva t The mo . If the produc domains - it could add a men role der gen roles and woman’s gender values, even cause her to reject it. assumption of and t duc pro g the barrier to usin

female interaction research based innovation by design-people

8 Holistic versus detail

930 mAh

?

LCD 8GB SPDIF

Technology is not meaningful in itself and technical terms do not appeal to her. Tech-ta lk needs to be translated into explaining the benefits the product offers her. When buying a new camera she is not looking for 10.1 megapixel but a camera that takes pictures good enough to print or can fit into her handbag. It is also important to avoid exposure of the technical system when it comes to the interaction with the product - it does not appeal to women and makes the product rather technical to operate.

11 Easy to operate matters

When women buy new electronic devices, the fact that they are easy to use and operate is a highly valued parameter - contrary to what seems to be a common assumption; that women only look at aesthetical parameters in electronics.

In fact women regard “ease of use” as of much higher importance than aesthetical parameters such as colour, shape and material.

10

Women have a holistic and context-sensitive appr ogy - the tech-detail is not relevant to her. She’ oach to technolmain functionality s interested in the and The real life context matte seeks coherence rather than details. experience rather than rs to her and she will focus on the whole on details or a specific technology.

4 Gender norms vary

Women trust re commendations

Women ask around their network and interaction female they are looking for social relations for advice and sugg new elect based innovation by design-people research ronic s - and they actu mendations they ally trust and use estions when get from others the both good and bad in their decision -making process. recomexperiences with others, meaning that encouraging and Women share cautionary. recommendations can be both

Gender is expressed differently depending on the situation. Being a woman has many expressions – mother, girlfriend, friend, co-worker, employee, athlete etc.

Women use different mind-sets depending on the situation, and they want products and services that match the situation they are in.

5 Social values Women tend to orient towards communion rather than being individualistic. They focus on social relations, communication and coherence and they are more emotionally aware and expressive than men. To make products and services more successful for women the social values have to be clearly defined, and products and services must adapt to a rich emotional communication.

VGA

350mA

DVI Li-Polymer 3.6V

9 Translate tech-features

communication community

social relations emotions

Women tend to use social network services more than men, and differently - e.g. they tend to have more Facebook friends and tag more images.

Gigaset I Female user experience - G-tag I April 2015 I design-people.dk

female interaction research based innovatio

n by design-people

4

Microsoft calling

www.hackforher.org

BWab^W [_bSUf / business impact

People

$ Business

The people impact

Product

Experience

Creating business with MUD experiences

Meaningful for target users

Usable

In key use situations

Desirable

Look and fell right

Gender know-how

Research, results & guidelines - all in one book

http://www.femaleinteraction.com/

FS] iii VWe[Y` bWab^W V] www.femaleinteraction.com Klaus Schroeder Strategy director, CEO & partner design-people

Thomas Frisk Digital designer design-people