A GLIMPSE OF USER EXPERIENCE FOR B2B INDUSTRY Issue 2

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1 A GLIMPSE OF USER EXPERIENCE FOR B2B INDUSTRY Issue 2

2 CONTENT DISCOVER HOW UX CAN HELP YOUR BUSINESS What is the role of UX in your business? 2 CREATING FUTURE VISION START The first step toward change is awareness. The second step is acceptance. Nathaniel Branden THINK AGAIN, DIFFERENTLY 6 BRAND EXPERIENCE 10 BRAND IN B2B 8 By failing to prepare, you are preparing to fail. Benjamin Franklin UX DESIGN OF CUSTOMER TOUCHPOINTS 18 TOWARDS A UX MINDSET

3 4 TOWARDS AN EXPERIENCE ECONOMY How can you strengthen UX in your organization? 28 UX METHODS What methods can you start implementing? Define UX goals before design 24 USER EXPERIENCE (UX) GOALS 31 UX LINKS & BIBLIOGRAPHY 14 LOOKING AT OLD CHALLENGES FROM A DIFFERENT ANGLE 22 UX AND PRODUCT LIFECYCLE 20 EXPERIENCE CENTRE The only source of knowledge is experience. Albert Einstein 16 UX IN ACTION Problems are not stop signs, they are guidelines. Robert H. Schuller 30 DON T FORGET THE HEART Don t forget the power of empathy. 12 UX MANAGEMENT LOOP 26 UX GOALS IN THE DESIGN PROCESS

4 UXUS The FIMECC UXUS (User Experience and Usability in Complex Systems) research programme aims at developing and improving the competitiveness of the Finnish metals and engineering industry. The programme challenges current products, services, routines and organizational cultures by introducing user experience thinking for company operations. UXUS is one research programme of the Finnish Metals and Engineering Competence Cluster (FIMECC). CONTACT Maaria Nuutinen UXUS programme manager CREATING FUTURE VISION WHERE IS OUR COMPANY GOING? SERVICES FOREIGN CULTURES Designing for people we are not familiar with SOLUTION BUSINESS EDITORIAL TEAM Virpi Roto Maaria Nuutinen Anssi Smedlund Contributions Vladimir Abramov, Maiju Aikala, Maarit Heikkinen, Eija Kaasinen, Hannu Karvonen, Marja Liinasuo, Iiro Lindborg, Hannamaija Määttä, Stefania Passera, Hannu Paunonen, Marko Seppänen, Johannes Tarkiainen, Kero Uusitalo and many others from UXUS programme Layout & graphics Joona Elo Photos of UXUS members Teemu Riihelä EXPERIENCE BUSINESS More direct contact to the users If you checked any of these, it means you will need to shift your attention from customer experience towards user experience. It is time to draft a UX strategy. We hope this booklet helps you think about the strategy at the different levels of the company. Let s start with a good old strategy exercise on the next page. Hard to find a way to differentiate from the competition More responsibility of the whole user experience 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. NoDerivs You may not alter, transform or build upon this work. DOWN

5 WHERE ARE WE NOW? We have a UX-driven strategy and dedicated staff WHERE DO WE WANT TO GO? We have a UX-driven strategy and dedicated staff UX is part of our strategy UX is part of our strategy We have UX integrated into the processes We have a shared understanding of what UX means to us 30 We have UX integrated into the processes We have a shared understanding of what UX means to us A dedicated person (or agency) takes care of UX We do not know what UX is 20 A dedicated person (or agency) takes care of UX UX is not important for us 5 HOW TO GET THERE?

6 TOWARDS AN EXPERIENCE ECONOMY B2B INDUSTRY CAN LEARN UX FROM B2C BMW ConnectedDrive With the BMW Connected drive system, the vehicle is connected with the outside world. The system brings the services that are normally used at home or in the workplace, such as weather, news and entertainment, inside the vehicle. As BMW targets joy as a user experience, this approach facilitates UX by expanding the context of product use beyond the driving event to the larger user-specific context. The user feels connected to the car even when not driving. Designed for driving pleasure BMW BMW Group EXPERIENCE ECONOMY INDUSTRIAL ECONOMY SERVICE ECONOMY Manufacture standardized products that include useful features Deliver customized services that offer benefits 4 Stage personal experiences that cause sensations

7 STARBUCKS CAFÉ & COFFEE Commodities such as coffee can be re-designed to be more engaging by adding elements that appeal to the feelings and senses of users. Starbucks concept includes elements that were not previously used in the coffee business. As a result, what has been previously thought as a commodity now creates new categories of products and services around it. Starbucks Corporation Experiences represent an existing but previously unarticulated genre of economic output Pine & Gilmore, 2011, p xxiv IMAGINE if you could do the same in your business! 5

8 BRAND EXPERIENCE Brand experience (BX) is the feeling a person has towards a brand. Various aspects influence this feeling, so all touchpoints between a company and the customer should strengthen the intended brand image. HOW DOES A POTENTIAL CUSTOMER EXPERIENCE YOUR BRAND? They do not know our brand They see us as a typical technology provider They see us as a forerunner, but choose a cheaper option They want to buy from us, no matter the cost. If you checked the last option, congratulations! You not only have excellent products and services, but a consistent message in all touch points. You have succeeded in creating engagement in all touchpoints. PRODUCTS VISITOR PREMISES PACKAGING MEDIA VISIBILITY PRINTED MATERIALS EVENTS TOUCHPOINTS INSTRUCTIONS WEBSITE NEGOTIATIONS SOCIAL MEDIA POINT OF SALES CALL CENTER MAINTENANCE 6

9 An example of how FIMECC UXUS has improved UX at different touch points. One of the products by Rolls-Royce Marine is a million-euro thruster for ships. The product itself is beautiful and of excellent quality, but the object that gets the biggest audience is the tarpaulin covering the thruster during transportation and while it is stored on the shipyard before installation. The thruster cover is one of the touch points between Rolls-Royce Marine and their customers. It is an opportunity to communicate the brand promise Trusted to deliver excellence. THRUSTER COVER IN USE: Rolls-Royce Marine DESIGN FOR A NEW THRUSTER COVER: Carolina Rebelo and Tae Yong Kim, Aalto University Trusted to deliver excellence Rolls-Royce A TIP: Ask your present and potential customers how they feel about your brand. 7

10 How do you feel about us? Not really Innovative Strongly Honest Responsible Sensitive Down-to-earth Friendly Reliable Trendy Sentimental Upper-class Brave Unique

11 Give us some feedback and improvements ideas: VISIT UXUS WEBSITE

12 UX DESIGN OF CUSTOMER TOUCHPOINTS Companies can improve positive user experience at each of the touchpoints of customer projects. One way of improving communication at the touchpoints is to design engaging material. This material acts as boundary object between supplier and customer. Information gathering, updating information BOUNDARY OBJECTS CUSTOMER Brochures in fairs, ads and articles in newspapers Brochures and references Solution proposal Negotiations for agreement: drafts SUPPLIER Getting contact, leaving an imprint Sales possibilities, establishing contact to enable a meeting Discovering the real need, establishing confidential relationship Defining a solution area with the customer, compatible with the supplier s solutions Being chosen, creating optimal terms of agreement Information on the specific supplier / product / service Clarifying the real need and offerings in the market Understanding the general compatibility of needs and possible solutions Evaluating the pros and cons of supplier candidates Specifications General sales material EXAMPLE OF IDENTIFIED BOUNDARY OBJECTS in solution delivery, with customer's and supplier's motivations related to each stage of the delivery process. 8

13 DELIVERY SCOPE Operations Maintenance Management Reporting Shutdown Establishing O&M Special services O&M development Discharge from truck Log loading to receiving table Operate log receiving table Operate GentleFeed and debarking Gate & scale operations Chipping Chip handling and storage Operate conveyors Supplier network management Raw material quality check Chip quality screening Scale measurements Daily production statistics Establishing computerized maintenance management system Spare parts onsite stock for consumables and chipper wear parts Condition monitoring Work management Material management Industrial cleaning of plant Lubrication Daily maintenance Chipper specialist: - knife equipment change - complete inspection Effectively using computerized maintenance management system Tools & measurement equipment Shutdown planning & supervision I O Shutdown execution DAYS WITHOUT 210 ACCIDENTS Safety (LTI) Root cause analysis of problems or events WELCOME TO SITE! Preventive maintenance & equipment lifecycle Transportation of reconditioned parts from and to Site Shutdown reporting Health and Safety and the environment SERVICES AT VALMET WORKSHOP Development of skills and working methods O&M training Recruiting Chipper knife grinding Bed knife reconditioning EXAMPLE OF VISUAL MATERIAL AS A BOUNDARY OBJECT Valmet service map for plant maintenance helps customer and supplier understand the offering in the same way and makes the negotiation process more inspiring 9

14 CUSTOMER EXPERIENCE BRAND IN B2B The brand is an important, long-term asset of a company. Brand experience has a major impact on the customer and user experience, and vice versa. User experience and customer experience can take your brand up or down. MERE GOOD LUCK? Is it just a matter of luck to get people engaged with your brand? JACKPOT GET ALL THREE RIGHT! BRAND EXPERIENCE USER EXPERIENCE WIN WIN 10

15 BRAND IN B2B In B2B industry, a company may need to manage many different product brands, targeted to different markets. For example, the R&D in Rocla takes care of three different strong brands. Sometimes end-users cannot see the brand, as it is only one part of a bigger offering, possibly under another brand. However, B2B companies might benefit hugely from a known, positive brand image. For example, Kemppi and Ponsse have known, positive brands. How to fully utilize the brand and its potentials in a B2B world? Adding a logo on the product is not enough, but you need to pay attention to the brand experience in all touchpoints between your company and the customers, end users, and all stakeholders. The touchpoints are the points at which to build a good brand image. 11

16 UX MANAGEMENT LOOP When starting to implement UX in practice, hiring a graphic designer and polishing the look is NOT the best way to start. But how then? AS A MANAGER, YOU CAN START IMPLEMENTING UX WITH 4 SIMPLE STEPS: 1 2 UNDERSTANDING UX Find Issue 1 of this series, where we explain what UX is. Think about real-life examples of products that delighted you or your customers. CLARIFY THE IMPORTANCE OF UX AND YOUR ROLE IN CREATING IT Why is UX important for your company? How can you improve UX? REAL-LIFE EXAMPLES 3 UX GOAL-SETTING AND DRIVERS What kind of UX would differentiate your company from your competitors? Set the UX goals and decide how to put them into practice (see pages 24-27). ISSUE 1 OF THE UX BOOKLET SERIES 4 MONITORING OF FULFILLMENTS Is the design going in the desired UX direction? Does it create the desired UX in the field? You need some UX evaluation methods in order to test it. See: 12

17 YOUR ROLE IN UX STRATEGY 2 DRIVERS AND PRACTICES FOR DAILY WORKING 1 UX MANAGEMENT LOOP 3 4 FEEDBACK FROM THE FIELD 13

18 LOOKING AT OLD CHALLENGES FROM A NEW ANGLE Pursuing company-wide experience-driven thinking can open up new paths for solving old problems. When you focus on the three Xs and let them guide your problem solving, totally new solutions may come up. You may also notice your UX capabilities improving and a more agile organizational culture emerging. OLD CHALLENGES Communicating gaps between experts Competitors with similar offering Contradictions between product and service businesses CX UX BX Multiple and weak objectives in design Committing people 14

19 POTENTIAL SOLUTIONS Envisaging the future of the users world New innovations through being under the users skin Coherent solutions by looking from the perspective of the UX UX goals clarifying the focus Work motivation enhanced by providing good experiences for the users 15

20 UX IN ACTION Improving UX requires a commitment in all parts of the organization, and a change in priorities. See how FIMECC UXUS companies have been building a UX mindset to foster UX work. Metso Automation Creating internal UX buzz In Metso Automation, we believe that a good UX mindset grows when all stakeholders know the users, their work and how our process control systems are used in real life. However, for practical reasons, not all stakeholders can conduct profound UX research in real process control environments. Requirement specifications are not enough to gain user understanding either. The quality of discussion is important when creating a good UX mindset. We have found that stories from users, videos from user environments, illustrated concepts and prototypes of future tools are efficient ways to provoke discussion and create an internal buzz around UX topics. For example, because of visuali- zation and prototypes, the discussion about future mobile applications, social media tools and speech control has been rich and fruitful inside our own organization and with the users in plants. At Metso Automation we create a prototype at every development phase. The prototype does not only demonstrate a set of features, but fulfils a specific UX goal and purpose. So, the prototype is accompanied with a story about a real use case. The prototypes and visualizations build an innovation environment in which our whole organization, developers, customers and users can discuss our present and future products. KONE People Flow Day Experiential events for staff KONE People Flow Day is organized every year to help all our employees better understand what the UX-based strategy of KONE means. The event is designed to bring the employees normally not connected to UX issues closer to the users and customers by acting as researchers, talking to customers, interviewing the public, making on-site observations and filling in questionnaires. Through this event, we aim at supporting the mindset transformation from product-centred thinking to experience-based thinking. The event is also a way of supporting sales activities, as it enhances the commitment of the customers. The feedback collected from the participants annually has proved that the strategy and objectives have been clearly communicated and are better understood within the organization. In addition, the material gathered during the event is further utilized in product development, communications and marketing. 16

21 Rocla s internal collaboration between R&D and marketing & communications Rocla s R&D and marketing & communications have been working together for several years in new product introductions (NPIs). To strengthen this co-operation and understanding between different functions, marketing & communications was made part of the R&D organization three years ago. Over recent years co-operation has evolved into deeper co-creation, where marketing and especially concept development of R&D are working together as one integrated team. This type of close relationship not only improves information sharing, but creates an open forum for new ideas and ways of working without boundaries. In addition, this out-of-the-box working is a great learning and development opportunity for all parties: for example, marketing better understands the technology that enables some product features, whereas R&D starts to think more about end-user benefits instead of features. It s an effective way of ensuring that user experience and brand thinking are the driving factors in the whole product development process from early concept ideas to finalized marketing and sales materials to the customers. Through this co-creation, we can create specific messages and tools for different touch points (for example in sales situations) that bring out the essentials of our products. Multicultural field studies The aim of the field study method applied at Konecranes is to gain a holistic understanding of the customers and users and of the contexts they are operating in. Field studies are conducted by our R&D people, who interview and observe customers and users at customer organizations. The data collected is systematically analysed, categorized and summarized. Disseminating the knowledge gained by using this method can increase the awareness of UX in the context of various customers and markets. We emphasize the importance of identifying the needs and interests of various stakeholders in customer organizations in order to be able to create better overall solutions and services in the future. 17

22 TOWARDS A UX MINDSET Hiring a UX expert is not enough to make UX a differentiator for your company. You need to change your company culture. How to cultivate a UX mindset in your organization? Changing the company culture towards a UX mindset is challenging. The present culture is rooted deep in the daily ways of working, thinking and feeling; that is why culture is not something that you can directly manage. Rapidly implemented change programs that touch only the surface of the culture and may even strengthen the old, hidden core of it. What you can do is to build favourable conditions for the culture to grow. Experience-driven thinking, design thinking and multiple methods available offer an unending source of inspiration for luring people into challenging g the present culture. Recognize seedlings becoming a garden and keep planting ideas to grow here and there. 18

23 AGENDA In FIMECC UXUS, the participating companies have identified various means to strengthen the UX mindset among different actors. Create your own UX agenda to strengthen the UX MINDSET WHICH OF THESE WOULD YOU PUT ON YOUR UX AGENDA? Customer visits Field studies Gathering and sharing user and customer feedback Stepping into the user s shoes in R&D brainstorming Stronger collaboration with marketing and communications units in the R&D processes Identifying and utilizing UX champions within different units Creating experiential events for the staff Utilizing experience centres to concretize UX (see the next page) Renewing the brand image Other not likely maybe definitely 19

24 EXPERIENCE CENTRE Experience centre is a physical space at your company enabling and boosting experience innovation, demonstration, and testing, also together with your customers and end users. What kind of EXPERIENCE CENTRE do you need? EXPERIENCE CENTRE WINDOW FOR USER S WORLD UX STUDIES CUSTOMER VISIT USER VISIT STORY TELLING PRESENTATION USABILITY TESTING QUALITY CHECK IDEAS EXPLORATION CO-DESIGN PROTOTYPES UX MINDSET CHANGE CONCEPT VISUALIZATIONS EXTERNAL MARKETING 20

25 EXAMPLES OF EXPERIENCE CENTRE Experience centre for Metso Automation In FIMECC UXUS, we have designed a concept of a future control room to visualize the future production work supported by new technology. It is a co-design, innovation, and testing environment where users, customers, subcontractors and different stakeholders inside Metso Automation can gain a rich experience of the future and participate shaping it. Metso Experience centre for Rocla Another example of an experience centre was designed for Rocla and inspired by a racing track. People can drive forklift trucks on the track and experience them in actual use. The space can be used for training, testing, and sales and marketing support functions. The general atmosphere and setting of the centre allows operators and customers to experience most of the real-life forklift operations in an enhanced environment that supports the overall brand image. Rocla 21

26 UX AND PRODUCT LIFECYCLE UX activities are integrated in all phases of system development and beyond the launch. Especially the early phases of development are important, as setting the right UX goals is the basis for UX success. 2. SET UX GOALS 3. DESIGN IMPLICATIONS 1. GAIN INSIGHT 1. GAIN INSIGHT Start with background studies. Gain insights into what kind of UX delights your target audience. 10. COLLECT FEEDBACK 2. SET UX GOALS Based on the background studies, set 1 4 high-level UX goals. UX goals help in communicating the experiential aims throughout the company. See the following pages to learn more about UX goal setting. 3. DESIGN IMPLICATIONS Utilize the UX goals in ideation of a new concept. What are their implications for the design? 4. UX TARGETS Once you have a better idea of the design, more specific targets can be defined. UX targets are measurable and are used in evaluations throughout the development process. 5. CONCEPT DESIGN In the concept design phase, you plan the work flow, product features, and outlook based on UX goals. 6. EVALUATE To get the design right, we need an iterative design + evaluation cycle. UX targets can be used to see whether the UX design is going in the right direction. 7. IMPLEMENT Implementation and UX testing is an iterative process as well. Sometimes you need to go back to the drawing boardto fix the design GO TO MARKET / AFTER SALES SUPPORT All touchpoints after the product is out should be in line with the original UX goals and brand identity. 10. COLLECT FEEDBACK By studying the current products in use, you learn about the long-term UX that has a strong influence on customer loyalty. 9. AFTER SALES SUPPORT 8. GO TO MARKET 22

27 4. UX TARGETS REFINE UX GOALS 5. CONCEPT DESIGN 6. EVALUATE 7. IMPLEMENT 23

28 USER EXPERIENCE (UX) GOALS* The core of UX-driven design is UX goals that indicate how the company would like the users to feel about using their product or service. TO DESIGN FOR USER EXPERIENCE, YOU NEED CONCRETE AND FOCUSED UX GOALS During product design, the whole design team should share, understand, and commit to the UX goals. High-level UX goals are elaborated to design implications and further to functional requirements and measurable UX targets. SOURCES FOR GAINING INSIGHT INTO DEFINING UX GOALS Empathic understanding of the users world through domain and work analysis Scientific knowledge on human activity and its underlying values Opportunities and challenges of technology UX GOALS Brand promise Vision of renewal * In Issue 1 of this series, we talked about UX targets. Since then, we have chosen to use the term UX GOAL for high level targets that are not measurable as such. 24

29 EXPERIENCE OF HANDS-ON REMOTE OPERATION Konecranes Remote Operation case The UX-driven concept development in the project was based on field studies and selected UX goals, such as sense of control and feeling of presence. The project provided us with an innovative, yet practical concept for remote crane operation, which aptly responds to its user needs and fits excellently into its context of use. Johannes Tarkiainen Industrial Design Manager Konecranes Oyj Konecranes BEING ONE WITH THE SHIP AND THE SEA Rolls-Royce Future Bridge Operation The overall user experience (UX) goal in our case of futurist concept development was Being one with the ship and the sea. This goal consisted of many important sub goals such as avoiding information overload, operational safety and awareness of the environment. The set UX goals were used as drivers and evaluation points when we created operation experience stories. These stories were used as a prologue to the concept creation of bridges on future vessels. Hence, it can be said that our well-defined UX goals formed the backbone for the developed operation experience concepts. Rolls-Royce Iiro Lindborg Development Project Manager Rolls-Royce Oy Ab 25

30 UX GOALS IN THE DESIGN PROCESS Here is a step-wise example of how UX goals were defined in the Remote Operator Station (ROS) case for Konecranes in the FIMECC UXUS programme Feeling of presence Feeling of having a professional tool to operate EXAMPLES FROM THE ROS CASE Sense of control Professional pride and motivation Experience of own competence Appropriate trust in technology Feeling of being an essential part of the work community Experience of fit for own use Experience of interesting and rewarding work tasks Experience of appropriate functioning of the tool Feeling of safe operation Feeling of presence Sense of control Experience of fluent co-operation DESIGN PHASE EVOLUTION OF THE UX GOALS UX goals from Systems Usability framework Initial broad set of UX goals Benchmarking of current solutions Refined and focused set of UX goals Field interviews and observations to get to know the domain and work activity and future expectations Core-task analysis of field data 26

31 E.g. Quality of interaction (including for instance, the feel of operation and clarity of the operating view) Representation of the operated entity should be primarily based on the video feeds from the truck loading area or the stack. The operation views provided present the loading zone in an integrated and consistent way. Support for the comprehension of the physical dimensions in the object environment Availability of rich data without disturbing delays The operation view should compensate the loss of visual stereoscopic effect (i.e., understanding different dimensions) when operating through the video feeds General level design implications regarding feeling of presence Examples of high-level requirements regarding feeling of presence goal Design implications of the chosen UX goals Functional requirements and concept solutions connected to the chosen UX goals Interpretation of the UX goals meaning in the context environment Requirements definition for interaction and creating corresponding concept solutions for the ROS 27

32 UX METHODS There are various methods you can use to improve UX in the different phases of product or service development. We cannot provide comprehensive guidance in this booklet, just a glimpse of some methods as examples. Role playing Design probes Co-design workshops 2. SET UX GOALS 3. DESIGN IMPLICATIONS 1. GAIN INSIGHT Field visits Interviews Experiential Contextual Inquiry 10. COLLECT FEEDBACK UX literature Monitor long-term UX UX surveys Behaviour observation Service UX UX MESSAGE The marketing message should be in line with the UX goals. 9. AFTER SALES SUPPORT 8. GO TO MARKET 28

33 4. UX TARGETS REFINE UX GOALS Prepare to refine the UX goals once the concept gets clearer 5. CONCEPT DESIGN UX expert evaluations Design games Scenario techniques AXE UX questionnaires 6. EVALUATE AttrakDiff PreMo PANAS 7. IMPLEMENT SEE: allaboutux.org 29

34 DON T FORGET THE HEART Conducting user studies, utilizing participatory methods, defining UX targets, etc. All of these are important and necessary when aiming to boost competitiveness through UX. But the most important thing is empathy to get under the skin of the people who buy your products and services, to see the world as they see it and feel what they feel. It is the key to innovation and organizational renewal and being two steps ahead! IMAGINE what could be the benefits if you managed to build a culture of widespread empathy for the people you serve? I m proud of what we are doing for our customers I feel that we are part of something big Always keep an open mind and a compassionate heart" Phil Jackson EMPATHY It's about being human and opening your senses and heart to others. 30

35 LINKS & BIBLIOGRAPHY Pine, B & Gilmore, J The Experience Economy. Harvard Business Press UX evaluation methods and more: Hartson, R. & Pyla P.S. (2012). The UX Book. Elsevier Patnaik, D. (2009). Innovation Starts with Empathy. FIMECC UXUS Programme (2014). Tool to measure UX maturity FIMECC UXUS www. fimecc.com 31

36 A GLIMPSE OF USER EXPERIENCE FOR B2B INDUSTRY Issue 2 Positive user experience as a philosophy is a powerful way to re-think business. This booklet is the second issue in a booklet series compiled by Finnish researchers and professionals in the Finnish metals and engineering industry. A GLIMPSE OF UX offers a significant step towards a better understanding of the role of user experience (UX) in strategy, management, and operations. Acknowledging the role of UX prepares companies to compete in markets where competitors have similar products and services with similar functions. UX has to be taken into account from the early stages of product or service design through to commercialization and communication. UX will differentiate companies products from each other, and UX will re-position the company in the industry s value chain closer to the customer.

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