Oplæg fra InfinIT-seminar den 7. december 2017: Software – scenarier for value propositions og forretningsmodeller

1. 1

2. “A value proposition (VP) is a
statement that clearly
identifies what benefits a
customer will receive by
purchasing a particular
product or service from a
particular vendor.”
www.techtarget.com/definition/value-proposition-VP
What people problem
are we trying to solve?
How do we know it is
a real problem?
How do we measure
succes?
How do we know, if we
solved it?

4. FROM IDEA TO VALUE PROPOSITION
KASPER MATHIAS SVENDSEN : WHO AM I
MJØLNER INFORMATICS : WHO WE ARE
INNOVATION & DESIGN : HOW WE WORK
Q&A SESSION
A USER-CENTRED PROCESS FOR CREATING DIGITAL PRODUCTS
CASE DEGREE OF USER INVOLVEMENT AT TIME OF CASECLIENT
REGION MIDT
CONFIDENTIAL
ARLA
CASE : UX CLASSIC APPROACH FOR NEW APP
CASE : VIRTUAL REALITY PRODUCT VALIDATION
CASE : PROBING FOR INSIGHTS

5. Kasper Mathias Svendsen
Senior UX Consultant
Cand.it. Informationsvidenskab
Founder & iOS Developer @ GreenMoss
Lab Agent @ Innovation Lab
UX Designer @ Mjølner Informatics

6. A Software and Design Consultancy
FINLANDSGADE 10, AARHUS NORD

8. +100 experts in user experience,
design and software
Awarded one of DK’s best IT
workplaces for a decade

9. WHO WE WORK WITH

10. FROM IDEA TO DIGITAL PRODUCT

11. 68 %
OF PROJECTS FAIL DUE TO LACK OF USER ACCEPTANCE*
*FORRESTER RESEARCH REPORT (2008).: “RICH INTERNET APPLICATIONS ERRORS TO AVOID
**INNOTA REPORT (2016): THE PROJECT AND PORTFOLIO MANAGEMENT RESULTS

12. 362 companies participated
95% say they are customer focused
80% say they deliver a superior experience
8% of customers agree that the companies
deliver superior experiences
www.bainn.com: ”Closing the delivery gap”
SERVICE ANTICIPATION GAP

13. WHAT WE
ENDED UP BUILDING
WHAT CUSTOMERS
ACTUALLY WANTED

14. USER-CENTRED APPROACH

15. ‹#›
The first requirement for an exemplary user experience is to meet the exact needs of the customer,
without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to
own, a joy to use. True user experience goes far beyond giving customers what they say they want,
or providing checklist features. In order to achieve high-quality user experience in a company's
offerings there must be a seamless merging of the services of multiple disciplines, including
engineering, marketing, graphical and industrial design, and interface design.
It's important to distinguish the total user experience from the user interface (UI), even though the
UI is obviously an extremely important part of the design.
"User experience" encompasses all aspects of the end-user's interaction
with the company, its services, and its products.*
Quote: Jakob Nielsen & Donald Norman
WHAT IS USER EXPERIENCE REALLY?

16. ‹#›
The first requirement for an exemplary user experience is to meet the exact needs of the customer,
without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to
own, a joy to use. True user experience goes far beyond giving customers what they say they want,
or providing checklist features. In order to achieve high-quality user experience in a company's
offerings there must be a seamless merging of the services of multiple disciplines, including
engineering, marketing, graphical and industrial design, and interface design.
It's important to distinguish the total user experience from the user interface (UI), even though the
UI is obviously an extremely important part of the design.
"User experience" encompasses all aspects of the end-user's interaction
with the company, its services, and its products.*
WHAT IS USER EXPERIENCE REALLY?

19. EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
DESIGN THINKING

20. *Experience Dynamics. (2014). 5 Proven Gains from User Experience
• Less support calls and improved learning curves : Things are intuitive and training becomes easy
• Increased customer satisfaction : Customers will appreciate good experiences, this also entails B2B
• Improved overall revenue and conversion boost : Good experiences spark loyalty
• Reduces the risk of building the wrong thing : Pave the right foundation before development starts
• Reduced development time : Validated user stories and a clear understanding of the user segment
1$ 100$
INVESTED IN UX ACTIVITIES IN RETURN
THE HIDDEN VALUE OF USER EXPERIENCE

21. *Forrester Research. (2013). Customer Experience Index Ranking and Watermark Consulting.
Requirement
phase
Product
launch
Implementation
phase
Cost of changeNo. of possible design alternatives / changes

22. TANGEBILITY WITH PROTOTYPES
PROTOTYPE
TEST IDEA OF THE FUTURE PRODUCT
Why are we testing at this stage?
What should be tested?
Which hypothesis are we looking to answer?
Who should it be tested with?
What constitutes a succesfull test (a succesfull product)?

23. TANGEBILITY WITH PROTOTYPES
PROTOTYPEBUSINESS GOALS
WHAT IS THE VALUE PROPOSITION?
Who are the stakeholders and what do they have at stake?
How does this future product compliment our vision and roadmap?
What eco-system does the product enter or create?
What constitutes a succesfull product?
What pains does it mitigate or what gains does it offer your customers?

24. TANGEBILITY WITH PROTOTYPES
THE USER
FOR WHOM ARE WE BUILDING THIS FUTURE PRODUCT
Who are they?
What do they expect from you?
What is your current relationship with them?
How is their work-flow or leisure life?
What are their needs/pains/gains/wishes/reality/obstacles/frustrations
PROTOTYPEBUSINESS GOALS

25. THE USER PROTOTYPE &TESTDESIGN
Invaluable insights
Hypothesis
Customer & business validated specification
DEVELOPMENT
BUSINESS GOALS
& HYPOTHESIS
Investigate potential

26. Agile development process based on user stories and validation

27. THINK BIG, START SMALL

28. THINK BIG, START SMALL
NOT LIKE THIS

29. THINK BIG, START SMALL
LIKE THIS

30. A minimum viable product (MVP) approach fosters that we explicitly point out the most important aspects and
functionalities of the new system, based on user insights and business input. We focus our effort on the most
critical functional and non-functional requirements first and create artefacts for validation that encompasses
the complete user experience and takes into account new ideas or valuable suggestions that could arise.
A MINIMUM VIABLE PRODUCT APPROACH

32. 32
CASE: REGION MIDT
INTELLIGENT PATIENT GUIDANCE

33. Centralisation of waiting areas
requires efficient and intuitive
patient guidance.

35. UX DESIGNER
Gathering requirements
Challenging the concept
Applying best practices
Ensuring great usability Applying corporate
visuel identity
Wireframes Graphics
Uniform appearance
Translating wireframes visually
The aesthetic qualities
Hi-Fi Prototype
DIGITAL DESIGNER

36. 49
CASE : VIRTUAL REALITY PRODUCT VALIDATION
A DIGITAL HANDS ON EXPERIENCE

37. TOUCHGFX
The TouchGFX framework enables you to create innovative embedded
GUIs with high-end graphics and smooth animations on microcontrollers.

40. 1. UI DESIGN CONCEPT
2. UI PROTOTYPE
3. TOUCHGFX PROTOTYPE
4. INTERNET OF THINGS &
DATA SCIENCE WORKSHOP
KICKOFF WORKSHOP : CUSTOMER, ECO-SYSTEM, COMPETITION, TRENDS

41. GUI DESIGN
PLATFORM
CONNECTIVITY
INTELLIGENCE
USER-CENTERED EXPERIENCE &
TANGIBLE DESIGN
HIGH-END GRAPHICS &
LOW COST HARDWARE
INTERNET CONNECTIVITY &
SCALABILITY
INSIGHTS & IMPROVED
DECISION MAKING TOOLS
USER
EXPERIENCE
TOUCH
GFX
INTERNET
OF THINGS
DATA
SCIENCE

42. 5. UPDATE UI DESIGN CONCEPT
4.0” 10.0”
6. AR/VR SOLUTION

43. MAIN CHALLENGES
APPROVAL OF PROTOTYPE FOR PRODUCTION IS DONE BY ANOTHER MARKET
MANY ITERATIONS ON PHYSICAL DESIGN
DIFFICULT TO UNDERSTAND THE DESIGN AND USER EXPERIENCE BY REVIEWING 2D FORMATS
DIFFICULT TO EVALUATE MULTIPLE DESIGN ITERATIONS SIMULTANEOUSLY
TIME CONSUMING AND EXPENSIVE APPROVAL PROCESS
THE PRODUCT DEVELOPMENT PROCESS
1. SELECT DESIGN
2. MANUFACTURE DESIGN
3. DEVELOP DISPLAY PROTOTYPE
4. PUT IT ALL TOGETHER
5. SHIP IT TO MARKET DESTINATION
6. PRESENT PROTOTYPE OR AWAIT APPROVAL
7. SHIP PROTOTYPE BACK
SUCCES OR REPEAT STEP 1-7
1. ADD ONE OR MORE MACHINE MODELS TO DIGITAL EXPERIENCE
2. SELECT ENVIRONMENT
3. CONFIGURE ANIMATIONS AND ADD SOUNDS
4. ADD WEB BASED GRAPHICAL PROTOTYPE
5. SHARE EXPERIENCE WITH MARKET STAKEHOLDERS
6. PRESENT AND COLLABORATE IN DIGITAL EXPERIENCE ON
PREFERRED PLATFORM
SUCCES OR REPEAT WITH NEW EXPERIENCE
BEFORE VR AFTER VR

44. MODELI’m an
asset
UNITY SEIDR FRAMEWORK
I’m a
scene
SEIDR EXPERINCE
Apple
ARKit
Microsoft
Hololens
Facebook
Oculus Rift
Google
Daydream
SEIDR CORE APPLICATIONS
Model of a
new product
Choose a context
Magic model animations
Ambient and interaction sounds
Interaction guide
Interactive web based prototypes
Interactive TouchGFX display
Collaborative experience Choose experience platform

50. 64
CASE: ARLA
PROBING FOR INSIGHTS
64

51. TITLE
A need to kick-start digital innovation of a
very analogue product
A lack of experience in carrying out
qualitative research methods

52. !
Cultural probes (or design probes) is a technique used to inspire ideas in a design
process. It serves as a means of gathering inspirational data about people's lives,
values and thoughts. The probes are small packages that can include any sort of
artefact (like a map, postcard, camera or diary) along with evocative tasks, which
are given to participants to allow them to record specific events, feelings or
interactions. The aim is to elicit inspirational responses from people, in order to
understand their culture, thoughts and values better, and thus stimulate
designer's imaginations.

53. !
Cultural probes (or design probes) is a technique used to inspire ideas in a design
process. It serves as a means of gathering inspirational data about people's lives,
values and thoughts. The probes are small packages that can include any sort of
artefact (like a map, postcard, camera or diary) along with evocative tasks, which
are given to participants to allow them to record specific events, feelings or
interactions. The aim is to elicit inspirational responses from people, in order to
understand their culture, thoughts and values better, and thus stimulate
designer's imaginations.

54. WHEN TO USE DESIGN PROBES

55. Utilising an mobile ethnography approach, thus letting the participants become co-
researches sharing user-centred information in different contexts documented with
audio, texts and photos.
THE BENEFITS OF USER-PARTICIPATION & USER-DOCUMENTATION
PROBING FOR INSIGHTS

56. THE BENEFITS OF USER-PARTICIPATION & USER-DOCUMENTATION
Let the researches get very close to the personal space and important contexts for
an extensive or scoped period of time without affecting the situation by human
presence.
Activities can be performed when it fits the participants schedule and in a safe
environment.
PROBING FOR INSIGHTS

57. THE BENEFITS OF USER-PARTICIPATION & USER-DOCUMENTATION
Based on the notion of intrinsic motivation, well-formed probes are fun and
informative to use.
PROBING FOR INSIGHTS

58. THE BENEFITS OF USER-PARTICIPATION & USER-DOCUMENTATION
You often get answers to questions that you weren’t even asking or looking for;
using relatively open-ended questions or allowing participants to leave comments
means you can get information on issues that you weren’t aware of when you
started.
PROBING FOR INSIGHTS

60. 26 20 20+
+
DIGITAL CONCEPT

61. IN
DEVELOPM
ENT
”Mjølner’s Co-Creation process was constructive and innovative. We would
have never reached the same qualitative outcome without it.”
- Laurent Ponty, Category Director, ARLA

62. 81
Q&A
QUESTIONS AND STORIES

64. Hvordan skaffer I gode insights til at skabe den rigtige value proposition?
Hvordan definerer I et produkts succeskriterier?
Hvilke problemstillinger opstår fra ide til produkt hos jer?

65. +45 41 95 36 23kms@mjolner.dk
Senior UX designer
Kasper Mathias Svendsen
FROM IDEA TO VALUE PROPOSITION
INFINIT, DECEMBER 7th 2017