USER EXPERIENCE IN COMPLEX SYSTEMS: CRAFTING A CONCEPTUAL FRAMEWORK

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1 USER EXPERIENCE IN COMPLEX SYSTEMS: CRAFTING A CONCEPTUAL FRAMEWORK CADM 2011, 7 8 SEPTEMBER 2011 Maaria Nuutinen 1, Marko Seppänen 2, Saku J. Mäkinen 3 and Turkka Keinonen 4 1) VTT Technical Research Centre of Finland, 2+3) Tampere University of Technology 4) Aalto University

2 2 Aims of the presentation 1. Motives for developing a new User Experience (UX) framework UX in complex systems 2. The expectations and demands set by companies for a conceptual user experience (UX) framework based on our empirical study. the companies operating in business-to-business metals and engineering (MEI) industries 3. The future research efforts we are working on in a new research programme UXUS

3 3 Motives of developing a new UX framework Finnish MEI s competitors have similar basic products with similar functions. Market success requires a more comprehensive approach to customer value creation - a transition from products to services Complex systems of integrated technologies, products and services that could involve many users and customers There are many examples of UX related success stories of international companies. New research knowledge New company practises UX as a new competitive advantage of MEI?

4 4 User experience definition Human-centred design for interactive systems: "2.15 user experience : person's perceptions and responses resulting from the use and/or anticipated use of a product, system or service NOTE 1 User experience includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviours and accomplishments that occur before, during and after use. NOTE 2 User experience is a consequence of brand image, presentation, functionality, system performance, interactive behaviour and assistive capabilities of the interactive system, the user's internal and physical state resulting from prior experiences, attitudes, skills and personality, and the context of use. NOTE 3 Usability, when interpreted from the perspective of the users' personal goals, can include the kind of perceptual and emotional aspects typically associated with user experience. Usability criteria can be used to assess aspects of user experience. " (ISO :2010)

5 5 Target A framework that enables companies to take a more holistic view of their complex product development, delivery, enduser usage and life cycle maintenance operations to challenge and surpass their present level of performance in creating positive UX

6 6 Crafting a framework Innovation research Complex systems design Customer value Design management User Experience Service science Organisational culture & capabilities Empirical studies Multidisciplinary research

7 7 Research challenges What does user and customer experience mean in complex systems? How to realise user and customer experience orientation in the companies design and collaboration practices? How to create competitive advantage for a company from the value perceived by the customer of complex systems and their user experience?

8 8 Methods We explored the expectations and requirements posed for the UX framework in Finnish MEI Data two workshops with 51 and 39 participants, half of which were from MEI companies several smaller meetings with participants from 4 to 6 different companies. Based on this data, we synthesised our view on current development and then considered on-going themes of studies

9 9 Results We identified three levels of demands to be taken into account by the UX framework: 1. UX as a strategic business factor 2. UX as a renewal driver of R&D, and 3. UX as a human-technology interaction concept determinant.

10 10 1. UX as a strategic business factor Measurable performance criteria, productivity of the systems and cost efficiency A more holistic, subjective and less easily measurable product perception and quality Where and when the UX approaches have the largest impact? research that shows the effects of the UX factors on business and will mean defining the logics of the relationship between UX and competitive advantage, the differences between user and customer experience and the principles for managing UX development. the logic of UX improvements from the perspective of product/service producers the relationships between UX activities and business logic

11 11 2. UX as a renewal driver of R&D Strict R&D processes and established practices Design methods & UX ideas that develop through iteration Which are good and efficient ways to involve end-users and customers in product and service development? How to utilise new national research funding? How to study user experience, to design good user experience and to set measurable targets for it? recognition of the key characteristics of present and targeted innovation practices and culture

12 12 3. UX as a human-technology interaction concept determinant. Technology push UX pull How to create UX-driven concepts that can guide technology development and the utilisation of available technologies? A need for tools to define a targeted company or product/service specific UX, and then evaluate or test if it is reached during the design process. A further need is to evaluate the potential of present and future technologies to enhance UX and manage complex systems.

13 13 Summary of the the expectations 1. UX as a strategic business factor 2. UX as a renewal driver of R&D, and 3. UX as a humantechnology interaction concept determinant. To the framework To guide the research To manage the change process To achieving the competitive advantage Trends that increase complexity

14 14 Results 2: Trends that increase complexity Future focus on comprehensive solutions, not only technologies or end-products From customised to highly personalised products and solutions Towards sustainable, full life-cycle solutions (zero emission) Decentralisation of knowledge monopolies: innovation competence is based on the access to knowledge networks rather than the ownership of knowledge Technology, products and services are seen as enablers or platforms rather than interfaces Changes in the role of the user; the user as a content creator, increasingly also a co-creator Blurring of boundaries: multi-professionalism, interdisciplinary approach The new technology dilemma: the need to present complexities in a user-friendly, simple way

15 15 Discussion 1/3 We identified three levels of demands to be taken into account by the UX framework. The new UX framework is targeted at guiding 1. Management and design processes 2. Co-creation of UX capabilities 3. User interaction solutions Enabling to challenge and surpass their present level of performance in designing UX. The main limitation of this study: we have only scratched the surface of understanding UX in complex systems

16 16 Discussion 2/3 Is there potential of UX and design thinking to enhance Finnish MEI competitiveness? - YES UX orientation in the company s practices UX in a complex system Understanding of UX in a B- to-b context Need for collaboration research and development practice between academics and companies New tools and methods for design UX s relation to value creation

17 17 User Experience & Usability in Complex Systems (UXUS ) Research focus: Holistic user experience UX 360 degrees (adopted from Stenros et al., 2010).

18 18 Thank You! Questions? Contact information:

19 19 VTT creates business from technology

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