customer experience for industry 4 · 2018-01-08 · industry 4.0 -defintion 10.04.17 cx for i4.0 3...

CustomerExperienceforIndustry4.0

April6th,2017;Donostia - SanSebastiánSpeaker:ErikaMerz

Definitionsandusecases

Industry4.0InternetofThingsIndustrialInternetofThings

Industry4.0- Defintion

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Industry4.0isthecurrenttrendofautomationanddataexchangeinmanufacturingtechnologies.Itincludestheinternetofthingsandcloudcomputing.

Industry4.0- Defintion

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Industry4.0isthecurrenttrendofautomationanddataexchangeinmanufacturingtechnologies.Itincludestheinternetofthingsandcloudcomputing.

Moreflexibility

inproduction

Increasingauto-mation

Main-taining

production

NewBusinessModels

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

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

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

Whatisgooduser/customerexperienceandwhydoesitcount?

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

CXforIndustry4.0

WhydesigningforIndustry4.0isdifferent

WhenwetalkaboutExperienceDesign…

INTERACTIONDESIGN

INDUSTRIALDESIGN

VISUALDESIGN

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

TheFunctionality of hidden parts can shapethe experience

Rulesinthe cloud Local Rules

Source:DesigningConnectedProducts,2015byClaireRowland,ElizabethGoodman,MartinCharlier,AnnLight,AlfredLui10.04.17 CXforI4.0 19

InIoT you often dealwith Ecosystem...

Which piece does what?

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Source:DesigningConnectedProducts,2015byClaireRowland,ElizabethGoodman,MartinCharlier,AnnLight,AlfredLui

Connectivitymatters

or explain,what is happening and offer helpYou can let the user wait....

Industry4.0today- Ahybridworld

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Users Organisations

B2BB2C

VPN

EnterpriseIT Cloud IT

Apps

RFID

Gateway

Production/PLC

GPS

Sensors

MES

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

Thinkinecosystems rather than interfaces

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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+

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

Bethecustomersadvocateineverystep

Customer‘svalueandneeds

Techpossibility

Businessneeds

Objectives

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Recommendations

1. Thinkinecosystemsratherthaninterfaces2. Thinkofinnovationincustomerexperience3. Workininterdisciplinaryteams4. Thinkofvaluecreationforthecustomer5. Userapidprototypingearlyanditerateoften6. Bethecustomersadvocateineverystep

Keytake away

Experienceis aboutEmotions

ByErikaMerz,Twitter:@ErikaMerz360i