INDUSTRY EXPEDITION TO THE UX WORLD

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1 INDUSTRY EXPEDITION TO THE UX WORLD INDUSTRY EXPEDITION TO THE UX WORLD INDUSTRY EXPEDITION TO THE UX WORLD

2 FIMECC UXUS The goal of FIMECC UXUS (User Experience and Usability in Complex Systems) research programme was to develop and improve the competitiveness of the Finnish metal and engineering industry. The programme has challenged current products, services, routines and organisational cultures by introducing a user-experience mindset for company operations.,uxus was a research programme in the Finnish Metals and Engineering Competence Cluster (FIMECC), running between 2011 and CONTACT PERSON Maaria Nuutinen UXUS Programme Head INDUS TRY EXPEDITION TO THE UX WORLD INDUS TRY EXPEDITION TO THE UX WORLD INDUSTRY EXPEDITION TO THE UX WORLD EDITORIAL BOARD / Virpi Roto, Maaria Nuutinen, Eija Kaasinen, Anssi Smedlund, Marko Seppänen LAYOUT AND GRAPHICS / Joona Elo Attribution You must attribute this work in the manner specified by the authors or licensor (but not in any way that suggests they endorse you or your use of the work). Noncommercial You may not use this work for commercial purposes. No Derivatives You may not alter, transform or build upon this work.

3 HUMAN TO HUMAN Step into the user s/customer s shoes Anne Today, I have once again became more convinced that we need to focus on human-to-human design and support human activities. This is the starting point for everything. #human2human EMPATHIC UX VISIONS FROM FIMECC UXUS PROGRAMME: BEING ONE WITH THE SHIP AND THE SEA Rolls-Royce Marine / vessel bridge IT FEELS LIKE MAGIC! Fastems / gesture control PEACE OF MIND Valmet Automaatio / process control HANDS-ON REMOTE OPERATION Konecranes / remote control of cranes Seija Visualisation of investment project contracts made the legal texts on the human level more approachable. Also the lawyers got excited about the visualisation, although we expected the opposite. #contract, #visualisation Yichen University Ease of use as a goal is ok, but in the best cases, UX makes people flourish! #UXgoal Harri UX sensors rock! They take us inside the customers daily lives. Gaining in-depth understanding of how our products are used, why, and what kinds of challenges are faced helps us to deliver real customer value. #UXsensors, #customervalue

4 UX MINDSET Experiences at all touchpoints Experiences form in all touchpoints between a company and the outside world in any case, whether you plan for them or not. A picture is worth a thousand words, they say. But where is the limit for visualisation? Can visualisation improve mind-numbing contract text? In our experience, it can! Juha Ojala Valmet Building the UX mindset is not possible through a few meetings with consultants alone, but it is indeed an exploration. When the exploration is at an end, each employee at our company understands what UX means, how important UX is, and how each can contribute to UX development. This is only possible on an individual level, through personal insight. Harri Nieminen Fastems FIMECC PRIZE WINNER 2011: FAREWELL TO BUTTONS WITH GESTURE CONTROL

5 UX GIVES COMPETITIVE ADVANTAGE Inbuilt experiences are hard to copy UX provides endless potential for Harri Nieminen Fastems The future winners are the ones that can bring a human-centric approach to the core of technology. Anne Stenros KONE User, customer, and brand experience they all need to be taken care of. You cannot focus on just one in order to succeed. Maaria Nuutinen VTT competition. UX-driven design has changed our company image to become more innovative, which brings a competitive advantage. Iiro Lindborg Rolls-Royce Marine Insightful user and customer experience lead to a competitive advantage. Marko Seppänen Tampere University of Technology The new crane cabin, developed based on users needs, is highly-visible both inside our organisation and for visitors. It represents the new company image. Johannes Tarkiainen / Konecranes

6 UX EXPEDITIONS A dip to a foreign context opens the eyes PASSPORT PASSOPORTE Regards from a viscose plant, India! We have noticed that our stereotypical conceptions regarding developing markets may fall into pieces when we get to talk to people face-to-face. The automation level of the factories was low and we had seen several people walking on the process field and manually operating the equipment. The control room operators contacted them by desktop phones. We silently wondered if they ever heard about the internet. However, when we asked an operator know what to do he explained: I send a question to LinkedIn and get an answer within a few hours! In this regard, they are actually more advanced than most of our operators. The ways of working are always rooted in the local culture with an open mind. Hannu Paunonen Valmet Automation T EOLLIS U U DEN TU TK IM U S M ATK A U X -M AAILM A AN T EOLLIS U U DEN TU TK IM U S M ATK A U X -M AAILM A AN Regards from East Coast U.S.A! We are here with Jaakko and Hanna to interview crane operators and observe their work at the harbour. Tough guys, we instantly noticed. Jaakko deliberately chose the most doubtful guy to be interviewed first, but he refused. After a while, it seemed we were going to have to bin the interview plan, so we started to discuss the previous night s basketball game. Suddenly, the ice melted and we could begin the interviews in a friendly atmosphere. Unfortunately, the Iittala tealight holders we brought did not feel like a suitable reward for the Deep South. One of the surprising findings was that collaboration with the other actors at the harbour forms a significant part of the operator s work, no matter whether you are in the crane or in the control room. Despite all arrangements you need to make, field research is worth it. You get an idea of the work right away and can empathise with the users. Hannu Karvonen VTT Update 2015: Thanks to the studies and concept design, Konecranes could develop a novel remote operation station. This has become a central aspect of by Konecranes.

7 A CITY OF CRANES IN CHINA We carried out a really interesting study in China last spring! Crane manufacturers had squeezed their companies to a tiny area without any connection to the end customer or user. Following this visit we began to understand the reasons for pricing the cranes by kilograms: the manufacturers who cannot afford their own sales network fall into a direct price competition that eats away the margins. So, in order to be successful in China, it is essential to build a working sales network. Only through visiting a foreign context yourself and wholeheartedly familiarising yourself with the local actors and culture you can gain a thorough understanding of the local business culture. Yesterday, we visited a tugboat operator in Tallinn with the VTT guys to evaluate our future visions. The operators were open and active. Although at times the only common language was body language, the pictures and the story amply portrayed the vision. It was heart-warmof ing to hear the CEO telling us that this kind collaboration is more valuable than marketing could ever be. T EOLLIS U U DEN TU TK IM U S M ATK A U X -M AAILM A AN Iiro Lindborg T EOLLIS U U DEN TU TK IM U S M ATK A U X -M AAILM A AN Rolls-Royce Marine Jaakko Haggrén Konecranes T EOLLIS U U DEN TU TK IM U S M ATK A U X -M AAILM A AN THE AREAS WE MAPPED IN B2B WORLD: T EOLLIS U U DEN TU TK IM U S M ATK A U X -M AAILM A AN UX = User experience CX = Customer experience BX = Brand experience UXUS European SAP, Germany.

8 T EOLLIS U U DEN TU TK IM U S M ATK A U X -M AAILM AAN T EOLLIS U U DEN TU TK IM U S M ATK A U X -M AAILM A AN CONQUER THE CHALLENGES TOGETHER Together we will have a wider view A shared vision of user and customer experience helps in building bridges between the company departments. Maaria Nuutinen VTT Technical Research Centre of Finland Ltd. What is new to one industry sector may already be widely used in another. When innovating across borders, you obtain better ideas. Iiro Lindborg Rolls-Royce Marine We won the Red Dot award! We focused on the user experience of truck driving and beat all the competitors. Rocla design team of Mitsubishi Edia EX 80V It works! We achieved the best UX and CX when we combined forces of marketing and product development. Terhi Räsänen Rocla

9 EXPERIMENT THE EXPERIMENTATION CULTURE FLIGHT BOARDING TIME DATE PASSENGER Last name, Firstname Have the courage to fail We managed to gain many eye-opening examples of UX design when students approached UXUS company assignments through the perspective of experience goals on the Experience-driven Design course at Aalto. Concretisation of ideas is important when studying real user experiences. After users have tested the idea, for instance through a prototype, it can be further developed or even radically changed. This makes it easier to steer the development activities in the right direction as early as possible. Markku Turunen University of Tampere UX15 GATE 9:00 01 JAN 201 G3 SEAT PLEASE MAKE SURE TO BE AT BOARDING GATE IN TIME HEL Prototyping works: not only with product development but also in other functions such as marketing and sales. So, embrace new ideas, experiment, be courageous! And whatever you do, do it with a full heart. Terhi Räsänen Rocla BOARDIN DEPARTURE DESTINATIO 34B UX Experimenting with future solutions is useful even if it would not instantly lead to new products. Experiments help to increase understanding and encourage discussion about future visions. Jussi Jokinen University of Jyväskylä A power-plant operator was not very enthusiastic when we demonstrated the possibility of controlling the system by speech to him. Then he tried it himself. Even though he had only been shown it a couple of minutes earlier, he was impressed and excited when the system really did what he asked it to. We learned the experience has to be lived personally. Demonstrations, slides or documents cannot do it alone. Hannu Paunonen Valmet Automation

10 G PASS 5 N THINK OUT-OF-THE-BOX Challenge the obvious solutions FLIGHT Last name, Firstname SEAT PASSENGER 34B CLASS UX15 The UXUS programme evidenced that human-centric approaches can be used to create radical new concepts. Eija Kaasinen VTT A THE TUGBOAT BRIDGE CONTROLS VIDEO BY ROLLS-ROYCE MARINE WENT VIRAL IN MEDIA Radical showcases are perhaps the best way to open people s eyes and change their mindset. Virpi Roto Aalto University 60,904 views on YouTube Thorough and empathic understanding of users and their work + Business, societal and technology foresight = Meaningful, radical ideas Mikael Wahlström VTT Envisioning the future easily turns into inventing use cases for new technologies. UX-driven future visioning and concept creation helps to put purpose before technology. Iiro Lindborg Rolls-Royce Marine

11 SPREAD THE MESSAGE Share your aha moments FIMECC UXUS www. fimecc.com People have always told stories to entertain and educate younger generations. A good story gives the audience a rich insight into the main character s motives and feelings. In industry, stories can convey understanding of users experiences inside R&D and, moreover, later support sales and marketing. Hannu Paunonen Valmet Automation If you manage to concretise a future vision and distribute it widely, it may have an impact on the whole industrial sector! Iiro Lindborg Rolls-Royce Marine Watch and share the video READ THE B2B UX BOOKLETS Issue 1: UX Why? What? Good or the best Success with user experience Issue 2: UX How? WE ARE PROUD OF THE POPULARITY OF OUR B2B UX BOOKLETS

12 INDUS TRY EXPEDITION TO THE UX WORLD INDUS TRY EXPEDITION TO THE UX WORLD INDUSTRY EXPEDITION TO THE UX WORLD The FIMECC UXUS research programme ( ) has helped the Finnish metal and engineering industry to stand out in the marketplace by focusing on positive user experiences (UX). In this booklet, the programme s participants share their main insights into the The booklet is the third issue in a series targeted at the management of B2B companies. The earlier issues explain what UX is, why it is important for B2B companies also, and how to work towards better UX. After having fully opened the booklet, you can use the other side as a navigation aid for your own expedition in the UX world.

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