Murilo Gomes: Developing the Brazilian Samsung Ocean.

El evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinoamérica.

Murilo Gomes @murilog8

Developing the Brazilian Samsung Ocean

Developing the Brazilian Samsung Ocean The support center for the digital developer

INSITUM + Samsung

CONTEXT Create the first Samsung Developer Center out of Korea, strengthening the competitiveness of their smart devices through LATAM.

!  Enhance the ecosystem between technology and content development.

!  Achieve mutual beneficiation: developers evolve their business, Samsung builds repertory of functionalities for their devices.

PROJECT GOAL

INSITUM was hired to design the new service for the Brazilian developer center – the Samsung Ocean.

Understand the social-cultural and economical context, needs and expectations of potential users and market influencers.

IMPLEMENTED This presentation will showcase the research and innovation process used on the project and service designed till its final implementation.

METHODOLOGY +

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ALIGNMENT

FIELDWORK

CO CREATION

DEVELOPMENT

ALIGNMENT Internal workshop INSITUM + Samsung ! Align objectives

! Gather ideas, possible problems ! Generate initial hypothesis

ALIGNMENT Internal workshop INSITUM + Samsung ! Align objectives

! Gather ideas, possible problems ! Generate initial hypothesis

Hypothesis development and fieldwork planning ! Tactical and strategic hypothesis

! Tangibilization into scenarios and exploration exercises

FIELDWORK Primary research with potential users ! Need of understanding the Brazilian developer.

! In depth ethnographic interview followed up with group discussion and co-creation.

! Understanding rationally and emotionally potential user’s desires, barriers and life/professional goals.

Computers science, computers engineering and design students.

FIELDWORK Primary research with potential users ! Need of understanding the Brazilian developer.

! In depth ethnographic interview followed up with group discussion and co-creation.

! Understanding rationally and emotionally potential user’s desires, barriers and life/professional goals.

Market needs and routine ! Understanding of the potential user in different stages of life (academic through professional). ! Actual day-to-day needs, barriers and goals.

Mobile services startups (one 6 months old and one 2 years old)

Personal exploration, warming up

Professional / academic view

Development routine

Goals and barriers

Primary exploration

Personal exploration, warming up

Professional / academic view

Development routine

Goals and barriers

Ideal processing mapping

Understanding strengths and difficulties

Prioritizing process stages and learning directions

Ideal achievements

Identification of required skills

Scenario evaluation

Primary exploration Group co-creation

FIELDWORK Third party agents research ! Need for resources beyond information providing.

! Expectations and requirements of third party influencers.

! Ideal interaction method for third party agents.

Angel investor, startup incubator, technology university, advertising agency, content editor

CO-CREATION Internal workshop INSITUM + Samsung ! Analyze the tested hypothesis and user feedback merging the user centered optics with the business view. ! Refine and evolve tactical and strategic scenarios according to business model propositions.

CO-CREATION Internal workshop INSITUM + Samsung ! Analyze the tested hypothesis and user feedback merging the user centered optics with the business view. ! Refine and evolve tactical and strategic scenarios according to business model propositions

Co-creative validation with users ! Evaluate the more realistic scenarios with users previously engaged in the research.

! Further collaborative refinement of the service.

SERVICE DEVELOPMENT

INITIAL STRATEGY Awareness creation

INITIAL STRATEGY Awareness creation ! Short programming courses

! Daily activities ! Broadly accessible

FOLLOW UP STRATEGY Quality orientation

FOLLOW UP STRATEGY Quality orientation

FOLLOW UP STRATEGY Quality orientation !  Extensive program to selected

members !  Real project developments, to real

clients !  Project mentorship and intellectual

incubation

Strategies overlapping:

SERVICE DEVELOPMENT

!  Make the Samsung Ocean a reference center. !  Attract the best possible members. !  Establish partnerships. !  Reinforce the Samsung brand.

Awareness creation Quality orientation

Time

Em

phas

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!  Support the development of new relevant features for the technology ecosystem.

!  Evolve ideas into mutually beneficent businesses.

!  Add value to the Samsung smart devices line through new content functionalities.

SERVICE DEVELOPMENT

Awareness creation Quality orientation

Quality Orientation strategy service stages:

Online filtering Logic, technologies, general knowledge tests Filter 70-100 participants

Personal test Hackathons, interviews, assisted ideations Select 30-40 participants

Introductory programming class 1 day extensive theoretical course

Practical exercise 1 E.g.: program an Android calculator

Practical exercise 2 E.g.: Program a media player

Practical exercise 3 E.g.: Program a fitness application

Pitch and grouping Create teams, find projects Week of activities and events

Project development and mentoring Constant mentoring support and evaluation

Project oxygenation Project status presentations, new pitches 1 day event

Selection process Basic learning phase Main project phase

There are four main methods of interaction for the learning process:

The presential participation of the members is required at different levels along the program.

Mostly when the presential presence isn’t much required, the members can have a higher online participation, accessing the contents from distance.

The center will host complementary activities of multidisciplinary aspects along the program, with subjects such as business development, marketing, design, economy among others.

The members will have a direct mentorship assistance from professionals of different areas, mostly along the development of their real projects.

SERVICE DEVELOPMENT

Each secondary phase have different activities, goals and risks for the member and for Samsung and each method of interaction relates differently on each one of them:


Personal test Hackathons, interviews Select 30-40 participants

Service phase

Selection process

Interaction methods Specifications

! Test based on logic questions, technology and general knowledge.

! Easy and quick to correct.

! Select from 70 to 100 participants.

! If less than 70 participants sign up possible to skip to personal test.

! Long and multiple stage selection process may demotivate participants.

SERVICE STAGES



Personal test Hackathons, interviews Select 30-40 participants

Service phase

Selection process


! Hackathon focused on solutions for a big opportunity (e.g. new business for the World Cup).

! Group and individual activities.

! Personally recruit 30-40 participants to become members.

! Can recruit extra participants to replenish quitters from a last group.

! Evaluation of an individual may be jeopardized by the group.

SERVICE STAGES


Service phase

Basic learning phase


Introductory programming class

Basic exercise 2 E.g. Program a media player

Basic exercise 3 E.g. Program a fitness application

! Presentation of the process the members will be submitted in the center.

! Reinforce that the learning process will be quick and practical, having only this single class.

! More advanced users may have expectations of starting already at a higher level.

SERVICE STAGES

Basic exercise 1 E.g. Program an Android calculator


Service phase




! First project, e.g. development of a simple Android calculator.

! Application MVP should be simple and functional, advanced members are motivated to enhance their projects with extra features.

! Center’s goal is to evaluate the programming level of the members and stimulate complementary skills (e.g. design).

! More advanced users may have expectations of starting already at a higher level.

SERVICE STAGES





Service phase



! Development of a more complex application e.g. media player.

! Application MVP should be simple and function, advanced members are motivated to enhance their projects using other APIs (e.g. social networking, cloud storage, etc.)

! Center’s goal is to evolve member’s project developing skills.

! The project can become too complicated to be developed within the timeframe.

SERVICE STAGES






Service phase



! Development of a dynamic and even more complex application e.g. fitness application.

! Members should be motivated to find new business implications for the project.

! Center’s goal is to evolve member’s programming skills and introduce the idea of creating a business from an application.

! Complementary activities (e.g. speeches) and mentorships becomes available.

! Members can lack motivation to pursue new business models and develop simpler solutions.

SERVICE STAGES






Service phase

Main project phase





! Show case week for the members present their ideas of real projects.

! Members should use this opportunity to group up in teams for their favorite project ideas.

! The center hosts several inspirational activities such as speeches from different areas of the market.

! By the end of the week the members should be gathered in small groups with an idealized project.

! There might be social conflicts among the members grouping and ideas selection.

SERVICE STAGES


Service phase

Main project phase





! Main and longer phase of the program. Development of the member’s real project.

! The center is responsible for helping out the members providing constant mentorships.

! Complementary multidisciplinary activities are scheduled constantly to develop all the areas the members need to build a successful business.

! Members might lose interest in participation due to a more “loose” and independent process.

SERVICE STAGES


Service phase

Main project phase





! Along the project development, the center hosts a full day event for experience sharing and projects oxygenation.

! Each project group shall present their project status, discuss new ideas, share solutions.

! The center invites external participants to take part on the feedback process.

! New groups can unite, projects might get merged/finished/abandoned and new projects can begin.

! Members who finished a project might not want to start over another one, quitting the program.

SERVICE STAGES

PHYSICAL SPACE

To support the concept of the spatial facilities of the Samsung Ocean design principles were generated based on user and business needs. The Samsung Ocean must:

! Be adaptable to different types of interactions ! Facilitate collaboration ! Foster innovation and creativity ! Ease long-journey experiences ! Reinforce the Samsung brand

CONCLUSIONS

! Since March 2014 the center reached more than 3600 members.

! The quality orientation strategy is already beginning to take place. Month long extensive programs are running and being planned.

! 5 new Tizen applications were developed and 8 more will be until the end of the year.

! Partnerships are being made with entities such as Startup Brasil, Fiesp, Baita, Anjos do Brasil, Aceleratec and universities.

! In July the Samsung Ocean expanded to Manaus (north Brazil). The unit have a partnership with the State University of Amazonas. 1400 members went through so far.

THANK YOU! OBRIGADO! GRACIAS!

[email protected] murilog8

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Murilo Gomes: Developing the Brazilian Samsung Ocean.

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Transcript of Murilo Gomes: Developing the Brazilian Samsung Ocean.