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

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Happy UX 2013 快樂使用者經驗設計論壇 http://happyux.hpx.tw/

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Page 1: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

HELLO

Page 2: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

!

OUR CLIENTS

Page 3: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

WE HAVE HEARD MUCH TALKS ABOUT USER EXPERIENCE.

Page 4: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

WHY DO WE EVEN CARE? !

BUT, !

Page 5: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

!

!

!

!

WE ARE CONSTANTLY SEARCHING FOR GROWTH. !

!

THE ONLY REASON WE CARE IS THAT AS BUSINESSES

Page 6: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

HOWEVER,

Page 7: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

UX FEELS LIKE A BUZZWORD NOWADAYS.

BIG DATA CLOUD UGC 4G HCD !

SERVICE DESIGN SOLOMO GAMIFICATION

Page 8: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

WHAT IS UX?

Page 9: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

★ 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

Page 10: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

THERE IS NO SILVER BULLETS.

WHEN IT COMES TO USER EXPERIENCE !

Page 11: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

LET’S BEGIN WITH TWO NUMBERS.

Page 12: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

2 & 3

Page 13: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

2 IS ABOUT DUALITY

Page 14: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

YING SOFTWARE EXPAND VALUE BIG OUTSIDE LIGHT PAST

YANG HARDWARE CONTRACT PRICE SMALL INSIDE DARKNESS FUTURE

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Page 16: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長
Page 17: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

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

Page 18: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

#CURIOSITY #COURAGE #COLLABORATION

THE 3Cs OF GREAT UX !

!

Page 19: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

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 !

Page 20: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

DISCOVERY ADMINISTRATION

INTUITIONS HYPOTHESIS ORGANIC AMBIGUOUS LEARNING LONG TERM HIGH GROWTH

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

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Page 23: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長
Page 24: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

WHY

WHAT

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Page 26: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

GET OUT OF THE OFFICE

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Page 28: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長
Page 29: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長
Page 30: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長
Page 31: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

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

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DON’T RUSH FOR ANSWERS

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FIND RIGHT QUESTIONS

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

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#CURIOSITY

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

#COURAGE !

Page 37: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

DUALITY MOMENT

A GREAT UX COMPANY WILL THINK BIG AND ACT SMALL

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

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PROTOTYPING

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Page 41: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長
Page 42: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長
Page 43: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長
Page 44: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

THIS WAS ALSO HOW !

!

STARTED.

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Page 46: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

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

VIDEO OF DROPBOX MVP

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PROTOTYPING IS ABOUT FINDING THE QUICKEST WAY TO CREATE USER EXPERIENCE

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PRODUCT LAUNCH !

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PRODUCT LUANCH !

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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

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!

FAIL EARLY, FAIL OFTEN & FAIL SMART

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PIVOT

#COURAGE

Page 54: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

HUMAN-CENTERED INNOVATION COLLABORATIVE PILOT PROJECT !

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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.

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BUSINESS

USERS TECH

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BETWEEN TAIWAN, HONG KONG & CHENG DU !

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

!

!

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

!

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#INTERNAL EXPERTS

IMAGES OF AML AND CX STAFF

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#TARGET USERS

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#EXTREME USERS

PICTURE OF HIGH STATUS

AIRLINE MEMBERSHIP

CARDS

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#ANALOGOUS RESEARCH

HK STREET VENDER

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SYNTHESIS

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

!

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Page 69: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

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

!

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AND AGAIN !!!

!

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AND AGAIN !!!

!

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AND AGAIN !!!

!

EVEN IN MANILA

!!!

!

Page 73: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

UNTIL WE HAD SOMETHING WORTHY TO MOVE FORWARD.

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Page 76: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長
Page 77: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

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

#COLLABORATION !

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

IT’S ABOUT BRINGING STAKEHOLDERS ON THE JOURNEY

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"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."

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SMALL SCALED PILOT WITH MULTIDISCIPLINARY TEAMS

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Page 84: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

PRODUCT/ BIZ MODEL/ SERVICE MARKETING/ BRAND/ UX

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PRODUCT/ BIZ MODEL/ SERVICE MARKETING/ BRAND/ PR

TALENTS+CULTURE+ENVIRONMENT !

Page 86: [Happy UX] 恐龍會跳舞嗎?(Can dinosaurs dance?) 陳雅博  /  Pebbo 執行長

DISCOVERY ADMINISTRATION

INTUITIONS HYPOTHESIS ORGANIC AMBIGUOUS LEARNING LONG TERM HIGH GROWTH

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

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designer as funder

designerfund.com/infographic

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ORGANIZATIONAL CULTURE IS CREATED BY ALL PEOPLE INVOLVED.

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CULTURAL CHANGE IS FREAKING HARD

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GREAT UX IS THE JOB OF ENTIRE COMPANY

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#COLLABORATION

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

2011. 6 THE INNOVATION CATALYSTS Roger L. Martin

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★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

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#CURIOSITY #COURAGE #COLLABORATION

THE THREE Cs OF GREAT UX !

!

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BRAND EXPLORING VALUE KNOW WHY KNOWLEDGE

LOGO EXECUTING COST KNOW HOW MANUFACTURE

KNOW YOUR MODES AND BE ABLE TO SWITCH

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WHY DO WE WANT TO FOCUS ON UX?

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THERE IS NO SUCH THING AS SAFE MONEY. !

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NO BUSINESS PLANS SURVIVE FIRST CONTACT WITH CUSTOMER

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"INNOVATE OR DIE" PETER DRUCKER

!IT’S EVEN MORE TRUE TODAY.

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VI

VIDEO OF 18 MONTH OLD BABY PLAYING WITH APP

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THANK YOU