User Experience as a Driver of success

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1 User Experience as a Driver of success KONE Ltd., Konecranes, Metso Paper Ltd., Rautaruukki Ltd., Ruukki Metals Ltd., Ruukki Construction Ltd., Fastems Ltd., Metso Automation Ltd., Rocla Ltd., Rolls- Royce Ltd. VTT, Aalto Univ., JyU, UTA, TUT Using UX to make a difference in the industry and business.

2 FIMECC UXUS programme Overall target: Increase the competitiveness of Finnish metals and engineering industry by focusing on user experience (UX) FIMECC Ltd. (Finnish Metals and Engineering Competence Cluster) is a cooperation platform that offers for research institutes and companies a new way to cooperate and perform long term research

3 Main research challenges What does user and customer experience mean in complex systems? How to realise user and customer experience orientation in the companies innovation and management practices? How to create competitive advantage for a company based on customer & user experience?

4 FIMECC UXUS information Glimpse of user experience for B2B industry Booklet of UX - why and what uxus.fimecc.com Contact person: Programme Manager, Maaria Nuutinen, VTT Maaria.Nuutinen(at)vtt.fi

5 User Experience as a Driver of success Prof. Virpi Roto Aalto University School of Arts, Design, and Architecture Using UX to make a difference in the industry and business.

6 Maturing industry sectors focus on experiences Utility Usability Experiences Pine, J. & Gilmore, J. H. (1999). The Experience Economy: Working is Theatre & Every Business a Stage. Seidel, M., Loch, C., Chahil, S. (2005). Quo Vadis, Automotiven Industry? A Vision of Possible Industry Transformations. European Management Journal, Vol. 23, No. 4, pp Nokia Corporation (2005). Inspired Human Technology. White paper.

7 What is user experience (UX)? Term user experience invented to address the top of the pyramid Pleasure Usability Utility Jordan, P. Designing Pleasurable Products (2002)

8 Why UX for B2B companies? Module provider E.g. Elevators B2B Service provider E.g. Airport B2C End user E.g. traveler UX responsible B2B companies not responsible for UX, traditionally B2B provides one part for the solution only Their customer takes care of UX

9 Why UX for B2B companies? Reason 1 Module provider E.g. Signs Solution Solution provider provider E.g. E.g. Kone Kone E.g. People flow Solution customer E.g. airport End user E.g. traveler UX responsible B2B companies as solution providers become more responsible for UX

10 Why UX for B2B companies? Reason 2 Enhance customers business: Tools and services with great UX for customers employees Jos työntekijöille kehittyy tunneside työympäristöön ja yritykseen, myös tuottavuus paranee. Matti Nurminen, Fastems enhanced employee recruitment and retention reduced labor costs increased productivity and profitability better share prices - greatplacetowork.net

11 Why UX for B2B companies? Reason 3 Engaging customers Loyalty Customers buy also the next product from you Customers continue service subscription Recommendation Customers recommend the product to others anc-tattoo-lovers.blogspot.com

12 How to achieve engaging relationship? Kyse ei edes ammattimarkkinoilla ole vain suoritustehosta, vaan myös mielikuvista, imagosta, arvostuksista ja hyväksynnästä. - Pertti Saariluoma, JyU User Experience Brand image

13 Experiential brand slogans Company Brand slogan Value communicated Think different Sense and Simplicity Just Do It Individuality Intelligence, Simplicity Progress, Achievement Connecting People Relatedness

14 User experience driven design: Experience before the product Pleasure Usability Usability Utility Utility Problem-driven design (Pleasurable) Experience Experience-driven design

15 Examples of experience design Aalto ARTS student work - Trusted to deliver excellence

16 Experience-driven design in UXUS Remote control Safety of operation Sense of control Feeling of presence Ease of co-operation Gesture control Feeling of control Using the system feels like magic

17 User Experience as a Driver of success Harri Nieminen Fastems Using UX to make a difference in the industry and business.

18 Customer value, UX and CX 1. Deep meaning Connecting generations 2. Experiences Emotion sharing 3. Services More than just a product 4. Goods Traditional products and services Role of User- and Customer Experience

19

20 Satisfied Not enough I don t care. Enough Not satisfied

21 Tool kit Play in the traffic Observation in all levels Systematic ideation R&D days Hands on R&D UX -surveys CX surveys - also lost cases...

22 Brand promise

23 Case: FastWizard What if...

24 ...things would be...

25 ...totally different!

26 The Fastwizard Fast and easy, visual user interface Familiar symbols from music players play, pause, eject Replaces robot s teach pendant in normal use Step-by-step guidance for introducing new products Possible to operate it even without training Fast error diagnostics and recovery

27 Case: Gesture control

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