Customer Experience for Industry 4 · 2018-01-08 · Industry 4.0 -Defintion 10.04.17 CX for I4.0 3...
Transcript of Customer Experience for Industry 4 · 2018-01-08 · Industry 4.0 -Defintion 10.04.17 CX for I4.0 3...
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CustomerExperienceforIndustry4.0
April6th,2017;Donostia - SanSebastiánSpeaker:ErikaMerz
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Definitionsandusecases
Industry4.0InternetofThingsIndustrialInternetofThings
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Industry4.0- Defintion
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Industry4.0isthecurrenttrendofautomationanddataexchangeinmanufacturingtechnologies.Itincludestheinternetofthingsandcloudcomputing.
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Industry4.0- Defintion
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Industry4.0isthecurrenttrendofautomationanddataexchangeinmanufacturingtechnologies.Itincludestheinternetofthingsandcloudcomputing.
Moreflexibility
inproduction
Increasingauto-mation
Main-taining
production
NewBusinessModels
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WheredowefindCX/UXUseCasesinI4.0?CustomersB2C/B2B
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Individualization of products & services
Products & ServiceOn demand
Citizen/Society
EmployeesMobilisation and Consumerization
Working with connected Products
New learning and new working possib.
Increasing Human-Robotics-Interaction
IoT/IIoT AR/VR
Services based onData Analytics
Physical interaction
IoT
Physical interaction
IoT/IIoT
Artifical Intelligence
AI
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WheredowefindCX/UXUseCasesinI4.0?CustomersB2C/B2B
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Individualization of products & services
Products & ServiceOn demand
Citizen/Society
EmployeesMobilisation and Consumerization
Working with connected Products
Increasing Human-Robotics-Interaction
IoT/IIoT
Services based onData Analytics
Physical interaction
IoT
Physical interaction
IoT/IIoT
Artifical Intelligence
AINew learning and
new working possib.
AR/VR
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Consumerization
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NewServicesthroughAugmentedreality
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Human-Robotic-Interfaces
FrankaEmika- http://www.franka.de
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Securityby DesignMachine LearningIndustrialInternetof Things
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Whatisgooduser/customerexperienceandwhydoesitcount?
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BEFOREUSE„anticipateduse“
AFTERUse„digesteduse“
DURINGUSE„actualuse“
- Anticipationofproductusage,withouthavingactuallyusedit
- Effectivetaskfulfillment- Efficient- Satisfying
- Mentalprocessingoftheexperienceduse
- Emotionalretention(ordistance)totheproduct
USABILITYISO9241– 11
USEREXPERIENCEISO9241- 210
ExperienceismorethanUsability
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1.Betteracceptance
“70%ofITproductsthatareeventuallydeliveredareunsuccessfulbecauseusersdon’tadoptthem”
Info-TechResearchGroup,2015
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2.Higherrevenues
RevenueinBillion$
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3.MorecustomersatisfactionCustomersatisfaction
High
Low
Featuresandperformances
implementedqualityfeatures
Featuresraisingexcitement
Basicfunctions
few many
KanoModelofcustomersatisfaction,1980
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4.OftenEmotionsdecide(alsoinB2B)
Whitepaper:„From Promotionto Emotion- Connecting B2BCustomersto Brands“from CEBMarketingLeadership CouncilinPartnership with Google
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CXforIndustry4.0
WhydesigningforIndustry4.0isdifferent
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WhenwetalkaboutExperienceDesign…
INTERACTIONDESIGN
INDUSTRIALDESIGN
VISUALDESIGN
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ExperienceDesignforI4.0ismultilayered
UI/VisualDesign
Interusability betweenmultipledevices
Conceptualmodel
Platformdesign
Connectivity
Productisation Servicedesign
Energy APIs Security
InteractionDesign IndustrialDesign
UX
Visability
ProductLifeCycleMgm
Source:DesigningConnectedProducts,2015byClaireRowland,ElizabethGoodman,MartinCharlier,AnnLight,AlfredLui10.04.17 CXforI4.0 18
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TheFunctionality of hidden parts can shapethe experience
Rulesinthe cloud Local Rules
Source:DesigningConnectedProducts,2015byClaireRowland,ElizabethGoodman,MartinCharlier,AnnLight,AlfredLui10.04.17 CXforI4.0 19
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InIoT you often dealwith Ecosystem...
Which piece does what?
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Source:DesigningConnectedProducts,2015byClaireRowland,ElizabethGoodman,MartinCharlier,AnnLight,AlfredLui
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Connectivitymatters
or explain,what is happening and offer helpYou can let the user wait....
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Industry4.0today- Ahybridworld
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Users Organisations
B2BB2C
VPN
EnterpriseIT Cloud IT
Apps
RFID
Gateway
Production/PLC
GPS
Sensors
MES
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Industry4.0isaninterdisciplinarychallenge
MechatronicEngineering
SystemEngineering
SmartEngineering
VirtualEngineering
Developmentprocesses,methodsandtoolsarenotalignedyet
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Industry4.0cannotrelyonstandardsyet
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Humanacceptanceandwell-beingwithnewtechnologiesisnotexperiencedyet
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Humanacceptanceandwell-beingwithnewtechnologiesisnotexperiencedyet
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CXforIndustry4.0
Recommendations
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Thinkinecosystems rather than interfaces
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Thinkofinnovationincustomerexperience
InnovationMethods(e.g.Design Thinking)
Userexperiencemethods
User PuttheUserin thecenter
Process Iterative design process
Methods Similar methodsfromtheUXtoolbox
Goals Innovations Goodusability,UX
Scope Solutions,broadfieldofapplications
Screen,Webs,Apps,Ergonomics
Team Interdisciplinary Usability Experts,IA,IndustrialD.
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+
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Workininterdisciplinaryteams
MarketingExperts
ExperienceDesigners
HardwareEngineers
SoftwareEngineers
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Focusonvaluecreationforthecustomer
Customersusenewservicesandcommunicationtoolsandsmart
things
Employeesusemobiledevices,
collaborationtoolsandcloudservices
tobemoreproductive
Workersgetsupport(physicalandmonotonouswork)andbetter
service
Managersusedataandpredictivealgorithmsfor
betterintelligenceandbetterservices
beforeWhatandHow!
AskWhyandWho...
SeeMicrosoftexample:link
StudyCustomerInsights:
Learnaboutemotions,BehavioralpatternsandthecontextofuseCustomerJourneys
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Userapidprototypingearlyanditerateoften
e.g.RasperiPI
e.g.Balsamiq,MarvelPaperprototyping...
Inpracticalagiledevelopmentit’salwaysamixtureofmethodscomposedtothespecialsituationathand.
e.gExpressionBlend
e.g.Lego
e.g.ArduinoandVisualStudio
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Bethecustomersadvocateineverystep
Customer‘svalueandneeds
Techpossibility
Businessneeds
Objectives
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Recommendations
1. Thinkinecosystemsratherthaninterfaces2. Thinkofinnovationincustomerexperience3. Workininterdisciplinaryteams4. Thinkofvaluecreationforthecustomer5. Userapidprototypingearlyanditerateoften6. Bethecustomersadvocateineverystep
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Keytake away
Experienceis aboutEmotions
ByErikaMerz,Twitter:@ErikaMerz360i