title slideLead insights and new value creation

25 February, 2011

Michael Eckersley, PhD

michael@humancentered.nt

Developing The Future of Driving

Smart Systems to Keep Connected Drivers Safe

6 May, 2011

Michael Eckersley, PhD

mde@ku.edu

© HumanCentered 2004, All Rights Reserved

Contributors to this presentation include the following KU

graduate and undergraduate students in Design Management,

Interaction Design, and Industrial Design:

Bob Bartels

Nathan Borror

Cathy Clark

Brook Graham

Cozette Kosary

Maria Jose Misalem

Ross Dansby

Katrina Hickam

Kimberly McKenna

Justin Powell

Tim Seley

© HumanCentered 2004, All Rights Reserved

In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.

– Steve Jobs

“The human-centered approach puts people’s needs first,

technology second. It focuses upon human activities. It

makes the technology invisible, embedded within activity-

specific information appliances. Simple, powerful,

enjoyable.”

–Donald Norman

Optimizing for the End-Customer

Design Research and Market Research

“Discovery oriented design research, at its core, is about developing

usable insights for a design project. It is dangerous to confuse

traditional market research with design research; market research is

an end in itself, and is often judged on whether or not the research

told the firm anything new. Design research has a different,

perhaps more challenging goal: provide the design team /

management team the right inputs to create concepts and ideas that

are distinctive. This is an important, but subtle difference.”

– Jeremy Alexis, ID, IIT

© HumanCentered 2004, All Rights Reserved

Learning from “Quality”

Statistical process control

TQM

Kaizen

Six-Sigma

Our task: “Tame” innovation

“You can’t Six-Sigma your way to high-impact innovation –Bruce Nussbaum

create a business

develop offerings

sell them to customers

conventionalapproach

“predict & provide”

deeply understand customers/

users

develop concepts & offerings

build a business

around them

human-centeredapproach

“learn & respond”

adapted from Vijay Kumar, ID, IIT

bridge

>

>

© HumanCentered 2004, All Rights Reserved

We know how to engineer amazing things

Our task: Bring decisions about user experience into the early stages of development.

Align strategic benefit with the consumer value

The harder problem today is knowing

what to innovate

© HumanCentered 2007, All Rights Reserved Interaction Design

feasib

ility

(technolo

gy)

via

bility

(econom

ics,

busin

ess)

desirability(customer

experience)

*front stage

performance

back stage performance

boundaries and systems contexts

start here

problem & opportunity discovery:

framed within business or community objectives

unmet customer needs, wants

Develop a Systems Understanding of The Problem

“street-level” issues & operations

physical/biological

socio-cultural

psychological

spiritual

Deep Search:human factors

global

macro economic

market/industrial

organizational

High Search:environmental

& market factors

Learning Cycle 0

LearningCycle 1(time)

0

1

2

3

4

4

3

2

1

High

Deep

Syste

ms S

cope

Describe your optimal driving

experience

How do you feel in your car?

Are you a good driver?

Why do you drive?

Describe your optimal driving

experience

How do you feel in your car?

Are you a good driver?

Why do you drive?

Katrina Hickam, Travis White, Kimberly McKenna, Justin Powell

MariaJose Miselem, Cozette Cosary, Cathy Clark

MariaJose Miselem, Cozette Cosary, Cathy Clark

MariaJose Miselem, Cozette Cosary, Cathy Clark

Using  the  Phone  and  Driving:Current  Behavior

92#%#Use  their  Phone  when  they  Drive72#%#TextMusic

GPS

36#%#Feel  Safe  using  their  Phonewhile  Driving

52#%#Feel  Very  Unsafe  when  others  use  a  Phone  and  Drive

93#%#Would  blockCallsTextEmail

92#%#Want  Usability  of  Phone  if  car  comes  to  a  complete  stop

72#%#Send  out  Automated  Messages  while  Driving  

http://vimeo.com/16227154

Cathy Clark , Ross Dansby , Brook Graham, Cozette Kosary , MariaJose Miselem, Tim Seley

http://vimeo.com/16231494

Ross Dansby, Brook Graham, Tim Seley

Ross Dansby, Brook Graham, Tim Seley

www.slideshare.net/timseley/adaptive-intelligence-dansby-graham-seley-final-ixd-presentation-6216981

title slideLead insights and new value creation

25 February, 2011

Michael Eckersley, PhD

michael@humancentered.nt

6 May, 2011

Michael Eckersley, PhD

mde@ku.edu

Developing The Future of Driving

Smart Systems to Keep Connected Drivers Safe