Keynote at conference "Mobility and identity from Cultural, Economic and Business Perspectives"

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FI-CoC
UK-DR
USA-IxD NL-USI
IT-EUD TW-ID
Ting-Ray Chang, Research Scientist,
Context-Aware & Human-Service Interaction
Research Scientist, VTT Technical Research Centre of Finland
PhD student, Engineering Design Centre (EDC)
University of Cambridge

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Designing technology always with our users?
“Mobility”
in User-Driven Innovation
Sonderborg, Denmark, 2011 Nov. 30th
or designing for users traveling/
living around the world?
Image source: comfort surf

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User Driven Innovation & Co-Creation
 User-Driven Innovation [Holmquist, L.(2004)] :
“Users considered as a source of inspiration that can foster
innovation.”
 Co-creation: With USERS, designers/researchers gain insights in idea
generation for creating services
 Co-design: Users’ role is an EQUAL design partner which enables the
designers and users make design decisions together
 Participatory design: multi-stakeholders work together in different
stages of design practices

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Case 1 – Three User-Driven Innovation methods for
co-creating Cloud Services
 Cloud Software: from installable applications to web-based computing,
accessible anywhere, from multi devices, somewhat a new idea for
everyday end-users
 Open Telco: Open API framework for mobile networks, aim to develop
services utilizing users’ data via tele-operators
 Creating value proposals within the project partners (stakeholders)
 Expertise from the project group: technical,
business, designers, researchers, etc.
 9 value proposals
 Outcome  illustrated initial scenarios
 Technical possibilities  services users
actually want
Cloud Software program

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Motivations & some initial decisions
 Cloud computing, what could it be for our end-users?
 To involve users in early design processes
 To gather different levels of insights from the end-users, from the
values of the services to specific interactions and user experiences
 Different types of user-involvement: real-world versus lab setting,
face-to-face versus online interaction, synchronized versus
unsynchronized ideation
 Resource dependent
 Quantitative versus qualitative analysis in goal-oriented research
 Focus group, online crowdsourcing, and living lab

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Focus group ideation
 Established user study method
 Goal: feedback on acceptance and ideation of proposed value proposals
 8 participants, 4F+4M, invited and scheduled, user lab setting, one hour.
 Introduce value proposals with illustrated scenarios, comments and group
discussions. Followed by group ideations of future TV
 Lists of ideas and comments were produced, many consensus were reached

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Online Crowdsourcing in Open Web Lab (Owela)
 84 Users from around the
world invited to participate
the online ideation
 Users ideated free from time
and space restrictions
 Researcher participation for
motivating and monitoring
ideation and discussions
 Large amount of data (221
threaded comments), crazy
ideas, deep feelings, and
vivid stories
 More tech-oriented user
groups

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An example of user ideations of future TV

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Living lab, the Open Innovation Showroom (Ihme)
 Ihme: bring user research to the users’ world, in a living lab (in Finnish
Ihme also means miracle)
 Other new technology to try and experience (e.g. eye-ware-free 3D-TV)
 Semi-structured discussions between researchers, designers and users
 20 – 45 mins per session, 26 participants in first two weeks
 Users of all types could participate in & out freely, attracted “everyday”
user groups
 Pro: Designers/researchers in users’ shoes, co-create tangible UX
 Challenge: recruit & motivate participation, flexible schedule

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examples of user ideations of future TV and M2M

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Take-aways
 For our project:
 value proposals evaluated and further developed into cloud services,
ex. Group text chat, “why? I already have it on my phone..”
 Deep understanding of the end-users
 Ideation and evaluation with lead users and everyday users
 For researchers and designers:
Focus group was the most efficient method for producing quick
ideas and feedback;
Owela online crowdsourcing gave most creative ideas;
Ihme direct interaction in a living lab creates the most close-to-real-
life-experience (tangible) ideas.
 Other things to consider: resource, recruiting and motivating users

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Corporate visions of
mobility in User driven Innovation
– Docomo mobile life –

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Case 2 – mobile and personal wellbeing
 Mobile – always with you
 Tracking – GPS, accelerator, RFID, NFC, text & video input
 Apps success?
 April 2011, Android market, AppStore, browsed and
searched, 5K+
 What do the experts and end-users say?
 Persuasive Technology, Usability, Technical, Technology
Acceptance Model for Mobile (TAMM)
 Further results please see forthcoming publications

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Case 2 – mobile and personal wellbeing
 Mobile – always with you
 Tracking – GPS, accelerator, RFID, NFC, text & video input
 Apps success?
 April 2011, Android market, AppStore, browsed and
searched, 5K+
 What do the experts and end-users say?
 Persuasive Technology, Usability, Technical, Technology
Acceptance Model for Mobile (TAMM)
 Further results please see forthcoming publications

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Case 2 – mobile and personal wellbeing
 Tracking
 Goal setting
 Challenges
 Food entry (RFID, NFC)
 Diary
 Mood
 Social sharing
 profiling

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Current PhD project – visual stimuli as
communication tool for co-creation
 Visual stimuli
 Communication
 Visual methods
 Co-creation
 Multi-stakeholders
 Service, product, or built environment design
 Example of a tool for mobility and identity

21. Map your life! My name is _____________, I’m _____________
I consider myself related to these cultures: Plz draw ur flag
Map your life on the map from day one... (mark age too) I speak:
I like:
I consider home:
My citizenship(s):
Other things about me:

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Eye candy – where ideas come from by RSA
Invitation for collaborations!

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For further interests
 To find out more about User-driven innovation and TAMM
(Technology Acceptance Model for Mobile Services), see:
http://www.vtt.fi/people/eija_kaasinen.jsp?lang=en
 Visual Methods: www.visualmethods.org
 Cloud Software Program:
http://www.cloudsoftwareprogram.org
 Further questions or to get the PPT from this presentation:
Find ”Ting-Ray Chang” on LinkedIn, or (DesignResearcher)
http://www.linkedin.com/in/designresearcher

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VTT creates business
from technology