[happy ux] 恐龍會跳舞嗎？(can dinosaurs dance?) 陳雅博 / pebbo 執行長

HELLO

!

OUR CLIENTS

WE HAVE HEARD MUCH TALKS ABOUT USER EXPERIENCE.

WHY DO WE EVEN CARE? !

BUT, !

!

!

!

!

WE ARE CONSTANTLY SEARCHING FOR GROWTH. !

!

THE ONLY REASON WE CARE IS THAT AS BUSINESSES

HOWEVER,

UX FEELS LIKE A BUZZWORD NOWADAYS.

BIG DATA CLOUD UGC 4G HCD !

SERVICE DESIGN SOLOMO GAMIFICATION

WHAT IS UX?

★ UX IS NOT JUST ABOUT PRODUCT’S LOOK AND FEEL, EVERY TOUCH POINT COUNTS

★ UX IS NOT A JOB FOR DESIGN TEAM, NOR PMS

★ UX IS A MINDSET FOR EVERYONE IN THE ORGANIZATION

THERE IS NO SILVER BULLETS.

WHEN IT COMES TO USER EXPERIENCE !

LET’S BEGIN WITH TWO NUMBERS.

2 & 3

2 IS ABOUT DUALITY

YING SOFTWARE EXPAND VALUE BIG OUTSIDE LIGHT PAST

YANG HARDWARE CONTRACT PRICE SMALL INSIDE DARKNESS FUTURE

IT’S NOT ABOUT PICKING SIDES BUT UNDERSTANDING AND ACCEPTING THE DIFFERENCES

#CURIOSITY #COURAGE #COLLABORATION

THE 3Cs OF GREAT UX !

!

AS BUSINESS BECAME ESTABLISHED AND SCALABLE, IT BEGAN TO START OPERATING IN ITS OWN BUBBLE AND LOST TOUCH WITH THE USERS IN THE PROCESS.

#CURIOSITY !

DISCOVERY ADMINISTRATION

INTUITIONS HYPOTHESIS ORGANIC AMBIGUOUS LEARNING LONG TERM HIGH GROWTH

S.O.P PROTOCOL SCALABLE PREDICTABLE LEVERAGING SHORT TERM LOW GROWTH

WHY

WHAT

GET OUT OF THE OFFICE

NO MATTER WHAT JOB TITLES YOU HAVE, FIND WAYS TO GET IN TOUCH WITH YOUR CUSTOMERS

DON’T RUSH FOR ANSWERS

FIND RIGHT QUESTIONS

： BEGINNER’S MIND ! ： GENCHI GENBUTSU ! ： BLAH BLAH BLAH

#CURIOSITY

NO MATTER HOW GREAT YOUR INSPIRATIONS ARE, TREAT ALL YOUR IDEAS AS JUST ASSUMPTIONS, GO OUT AND TEST.

#COURAGE !

DUALITY MOMENT

A GREAT UX COMPANY WILL THINK BIG AND ACT SMALL

IF YOU'RE NOT EMBARRASSED BY YOUR FIRST PRODUCT RELEASE, YOU'VE RELEASED TOO LATE. REID HOFFMAN FOUNDER, LINKEDIN

PROTOTYPING

THIS WAS ALSO HOW !

!

STARTED.

http://techcrunch.com/2011/10/19/dropbox-minimal-viable-product/

VIDEO OF DROPBOX MVP

PROTOTYPING IS ABOUT FINDING THE QUICKEST WAY TO CREATE USER EXPERIENCE

PRODUCT LAUNCH !

PRODUCT LUANCH !

CUSTOMER VALIDATION

“BUT THE PROBLEM AT WEBVAN WAS NOT AN INCORRECT SALES STRATEGY OR POSITIONING STATEMENT. THE PROBLEM IS THAT NO BUSINESS PLAN SURVIVES FIRST CONTACT WITH CUSTOMERS.” STEVE BLANK

!

FAIL EARLY, FAIL OFTEN & FAIL SMART

PIVOT

#COURAGE

HUMAN-CENTERED INNOVATION COLLABORATIVE PILOT PROJECT !

THIS IS A PROJECT DONE BY THREE COMPANIES JOINED EFFORTS. AML BRINGS THE INDUSTRY KNOW HOW AND EXPERIENCES. PEBBO USING THE HUMAN CENTERED DESIGN PROCESS TO DISCOVER INNOVATION AND DESIGN OPPORTUNITIES. SYMBIO WITH ITS TECHNOLOGY AND DEVELOPMENT CAPABILITIES HELPED US TRANSLATE DESIGN INTO REAL WORKING APP.

BUSINESS

USERS TECH

BETWEEN TAIWAN, HONG KONG & CHENG DU !

WE STARTED BY TALKING, LISTENING AND OBSERVING 4 TYPES OF PEOPLE WITH EMPATHIC AND CURIOUS MIND. #INTERNAL EXPERTS #TARGET USERS #EXTREME USERS #ANALOGOUS RESEARCH

!

!

5 THINGS WE DID FOR USER RESEARCH !#UNDERSTAND ISSUES #DESIGN RESEARCH PLAN #EXECUTE FIELD RESEARCH #MAKING MEANINGS #TELL STORIES !!

!

#INTERNAL EXPERTS

IMAGES OF AML AND CX STAFF

#TARGET USERS

#EXTREME USERS

PICTURE OF HIGH STATUS

AIRLINE MEMBERSHIP

CARDS

#ANALOGOUS RESEARCH

HK STREET VENDER

SYNTHESIS

WE BRAINSTORMED, THEN MADE MANY LOW RESOLUTION PROTOTYPES BASED ON OUR USER INSIGHTS. !!!

!

WE TESTED DIFFERENT PROTOTYPES TO GET REAL USER FEEDBACK IN ORDER TO REFINE THE DESIGN OVER AND OVER AGAIN. !!!!

!

AND AGAIN !!!

!

AND AGAIN !!!

!

AND AGAIN !!!

!

EVEN IN MANILA

!!!

!

UNTIL WE HAD SOMETHING WORTHY TO MOVE FORWARD.

MOST OF THE TIME BUSINESS FAILED TO INNOVATE NOT BECAUSE THEY DIDN’T HAVE THE CAPABILITIES OR RESOURCES BUT THE INABILITY TO COLLABORATE.

#COLLABORATION !

SUCCESSFUL UX PROJECT IS NOT JUST ABOUT DOING THE WORK. !

IT’S ABOUT BRINGING STAKEHOLDERS ON THE JOURNEY

"AS WE'RE SITTING TOGETHER TO DEVELOP A PRODUCT YOU WOULD STRUGGLE TO IDENTIFY WHO THE ELECTRICAL ENGINEER WAS, WHO'S THE MECHANICAL ENGINEER, WHO'S THE INDUSTRIAL DESIGNER."

SMALL SCALED PILOT WITH MULTIDISCIPLINARY TEAMS

PRODUCT/ BIZ MODEL/ SERVICE MARKETING/ BRAND/ UX

PRODUCT/ BIZ MODEL/ SERVICE MARKETING/ BRAND/ PR

TALENTS+CULTURE+ENVIRONMENT !

DISCOVERY ADMINISTRATION

INTUITIONS HYPOTHESIS ORGANIC AMBIGUOUS LEARNING LONG TERM HIGH GROWTH

S.O.P PROTOCOL SCALABLE PREDICTABLE LEVERAGING SHORT TERM LOW GROWTH

designer as funder

designerfund.com/infographic

ORGANIZATIONAL CULTURE IS CREATED BY ALL PEOPLE INVOLVED.

CULTURAL CHANGE IS FREAKING HARD

GREAT UX IS THE JOB OF ENTIRE COMPANY

#COLLABORATION

http://turbotax.intuit.com/snaptax/mobile/

2011. 6 THE INNOVATION CATALYSTS Roger L. Martin

★Leader has to set the grand challenge

★Install system and culture that work with the grand challenge, allowing quick experiments

★Create a model to pull insights out of experiments, success or failur

★Leader has to live by the same rule

#CURIOSITY #COURAGE #COLLABORATION

THE THREE Cs OF GREAT UX !

!

BRAND EXPLORING VALUE KNOW WHY KNOWLEDGE

LOGO EXECUTING COST KNOW HOW MANUFACTURE

KNOW YOUR MODES AND BE ABLE TO SWITCH

WHY DO WE WANT TO FOCUS ON UX?

THERE IS NO SUCH THING AS SAFE MONEY. !

NO BUSINESS PLANS SURVIVE FIRST CONTACT WITH CUSTOMER

"INNOVATE OR DIE" PETER DRUCKER

!IT’S EVEN MORE TRUE TODAY.

VI

VIDEO OF 18 MONTH OLD BABY PLAYING WITH APP

THANK YOU