experience-driven design course

ExperienceDriven Design

Experience-driven DesignCollaborative and Industrial Design Programme

Experience-driven Design

Collaborative and Industrial Design Programme,School of Arts, Design and Architecture, Aalto University

Editor/ Jaeyong Lee

Virpi RotoResearch Fellow [email protected]+358 50 592 4031

Yichen LuResearcher/Doctoral [email protected]+358 50 436 7566

Haian XueResearcher/Doctoral [email protected]+358 45 162 8532

Teachers

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Contents

What? Why?

How?

Projects

4

6

7

Company feedback 22

VTT

KEMPPI

ROLLS-ROYCE

ROLLS-ROYCE

FASTEMS

KONECRANES

VALMET

8

10

12

14

16

18

20

What?Why?The main aim of the course is to familiarize students with the concepts of User Experi-ence (UX) and Customer Experience (CX), and to practice Experience-Driven Design approach. In addition to students from the department of design, we warmly welcome USchool students to attend the course. There is also a 5cr version of the course, but the experience-driven design approach is best learned in practice, by working on a company assignment in the full 10cr ver-sion.

Each company partner provides a unique design case where the core is to design for a positive experience. Student teams work on one of the cases each, following the experience-driven design approach. Typically, teams provide both an incremen-tal and radical design solution to the given task. The outcome is a concept description or a functional prototype, accompanied with a final report. Every team member makes a legal agreement and the companies will own the rights to the results.

4 Experience-driven Design 2015

XD position

Period IV

10cr (or 5cr)

Design and Uschool students

Prerequisite: UID or similar

Company Collaboration

Teamwork assignment

Company visit

Field studies in target contexts

Legal agreement

Core Concepts

User experience (UX)

Customer experience (CX)

Brand experience (BX)

Activities

Lectures

Company assgignment

Homework: Individual reading

Homework discussion sessions

Team tutoring sessions

Teamwork diary

Final reporting

XD Methods & Techniques

Experience goals

Vision in Product design (VIP)

Positive design

UX evaluation methods

5Experience-driven Design 2015

XD position

Period IV

10cr (or 5cr)

Design and Uschool students

Prerequisite: UID or similar

Company Collaboration

Teamwork assignment

Company visit

Field studies in target contexts

Legal agreement

Core Concepts

User experience (UX)

Customer experience (CX)

Brand experience (BX)

Activities

Lectures

Company assgignment

Homework: Individual reading

Homework discussion sessions

Team tutoring sessions

Teamwork diary

Final reporting

XD Methods & Techniques

Experience goals

Vision in Product design (VIP)

Positive design

UX evaluation methods

How?The 10cr course consists of lectures, Individual reading, teamwork, team tutoring sessions, teamwork diary, and final reporting. The most intensive task for the students is the teamwork around thecompany assignment. Each company case may be different, but the common phases during the work include familiarization to the target context and stakeholders, setting experience goals for the design, transforming the goals to design ideas, representing the ideas via a concept description or a functional prototype, and evaluating the design against the experience goals. To be able to accomplish all this within seven weeks, we expect full-time commitment from the students.


Final Concept

Concept Evaluation

Concept Generation

ExperienceGoal

Field Studies

In spring 2015, the course was conducted in collaboration with metal and engineering industry companies Fastems, Kemppi, Konecranes, with Valmet Automation, Rolls‐Royce Marine, and VTT Technical Research Centre of Finland. The as-

signments and results are reported on the following pages. Most teams produced two concepts: one that delivers what was asked and another that goes beyond.

7Experience-driven Design 2015VTT: UX Brunch

The VTT UX Brunch is a brunch event where VTT invites companies to evaluate their state of the “UX-driven mindset” within their organisation. The new concept, VTT UX Brunch, provides a more comprehensive experience on UX evaluation by concentrating on the overall participant evaluation experience instead of focusing only on the evaluation moment and momentary experiences. The concept

begins with a formal invitation that serves as a warm up to the event. During the event, the participants will have multiple discussions to determine the state of their UX mindsets with the help of discussions cards. The experience is finalised with a detailed analysis prepared by the VTT experts sent afterwards to the participants.

UX Brunch


Task: Evaluating the state of user experience-driven mindsetDesign team: Katrin Riisla, Kristiina Suominen

The VTT UX Brunch Space follows the line of thought of the previous concept. It is also built on a compre-hensive experience but is in a more digitally interac-tive environment. All the key ideas remain the same as its comprehensiveness starting with the introduction

and invitation, evaluation methods and delivering the analysis afterwards. The space utilises virtual and interactive walls, discussion tables and activated footsteps.


UX Brunch Space

to develop a pleasant-to-use welding training applica-tion as a result of Experience-driven Design course in Aalto University.

Our project was mainly focused on figuring out the impact of experience-driven design in this specific context, and on evoking experiences of pleasure, self-motivation, and pride, which would encourage welders to practice more for the improvement of their competence as a consequence. We also intended


Welding Training App

Task: Pleasurable welding training applicationDesign team: Jaeyong Lee, Nan Yang

In welding industry, the need for virtual training tools is getting more important: delivering realistic experi-ences without consuming materials. At the same time, the skills and knowledge of welding cannot be easily acquired because the profession requires advanced manual skills in numerous tasks with countless variations depending on the materials, environment, and purpose. Based on this background, KEMPPI, a world-leading manufacturer of arc welding equipment and a provider of productive welding solutions, sought

to enhance KEMPPI’s positive brand image as more than just a provider of high quality welding machines and welding solutions for customers, but also con-sidering the environment of the welding industry from new perspectives, we strove to build more concrete relationship between KEMPPI and its customers. Cus-tomers should feel proud and excited when working with KEMPPI in a ripple effect through these experi-ence-driven design outcomes.The project consisted of two different ideas of a smart phone application for welding training, and an exhi-bition event that could open further possibilities for KEMPPI, and welders in the future.

A mobile application helping novice welders to practice without high-priced welding devices, would lead to pleasant experiences, intrinsic motivation and pride, which would lead welders into the basis - practice - to be professionals. On the other hand, the exhibition event was designed to highlight possibilities from a new point of view. Through the event, welders can have experiences of being real value-creators, and KEMPPI would gain more businesses opportu-nities, through contacts with potential future custom-ers, as well as using it as apart of creative marketing strategies.


Exhibition Event

The project assignment given by Rolls- Royce Marine was to design an ultimate user experience of a portable tugboat simulator that could be carried by one individual, and the design target was the sales representatives of Rolls-Royce Marine. After understanding the targets people and their work by face-to-face interviews, the students set the

experience goals as sense of directing, expertise and proudness. Finally, one conservative concept and one radical concept were developed. In the conservative concept, the students designed a visualized sales tool integrated in the simulation system. The system was controlled by the tablet so the sales people could

Task: Ultimate user experience of a portable tugboat simulatorDesign team: Thomas Wahl, Zhenzhen Gu


Portable Tugboat Simulator

easily bring it to the meeting place with customers. When the sales people use the touchscreen of tablet to simulate the tugboat operation, they can see the front view of the levers from the table, and also the whole view of movement from the screen of the laptop. In this concept, the easy way of carrying the simulation set-up, the use of the tablet as controller and the clear visualized sales process in the simulation system, all contribute to the experience goals, in a long-term way. In the radical concept, the students designed a simulator vehicle which is targeted to be used in

seminars and meeting with schools. In the seminar or meeting, the sales people would drive the simulator vehicle into the meeting place, and the vehicle acted directly as a stage for presentation. The real levers integrated in the vehicle, were used to show how the operation would affect the movement of the tugboat. In this concept, the way of driving the simulator, standing on it as at the center of the meeting room, and using the real levers with reaction movement, create feelings for the sales representatives that are in line with the experience goals.


Simulator Vehicle

The given assignment for this project was to design new methods to create the feeling of pride amongst employees, by informing them of the received orders, and to find new ways of celebrating success within the company. From our observation we noticed that it was important for us to improve internal information sharing and to create a space to encourage employee interaction.

Relatedness and self-esteem were our two UX goals. The first with the meaning of creating possibilities for the employees to spend more time together in the work environment which makes information sharing more meaningful. The latter will help to emphasize the excellence and self worth of the employees and create a feeling of pride for belonging to a successful company.

Wall of Communication


Task: Creating proudness from successDesign team: Anu Nokua, Lucia cosma, Saudamini Tambay

The concept Wall of Communication is a magnetic board, which has tangible words and symbols placed on it. The wall represents information of the top orders and allows the employees to interact around it. It located in common areas of the office such as the coffee room.

Our radical concept is composed of two key elements: a new space and an event.The space will serve as a canteen but also as a coffee area for their breaks. There will be a space to showcase the company awards and also the prizes that the employees collect in different company clubs

during their spare time. The event will be a monthly lunch with the purpose of celebrates the best orders received during the previous month. Each table will have reserved seats for people from the different departments, and people can only sit in a seat that corresponds to the colour allotted to their department. During the lunch there will be two main activities: the “Project Competition” and the “Guess who game”, both of which are aimed at helping the employees know each other better and get a chance to be involved in the current activities at the Rauma office.

New Space for Celebration Event

Engineers

Sales

Project Management


The brief for the project was to explore future possibilities for the company’s Training Center: from training facility for students to Experience Center for new potential customers.As we adopted an experience-driven approach we redefined, at the very beginning, Fastems experience goals to better fit the center: energy for wow, participation for proudness, simplicity for trust and humanity for difference. Thereafter we created a concept for what we called the new Fastems Innovation Hub: a center

around which Fastems life revolves and evolves; a focus of activity, business, learning, research and collaboration. The hub delivers a memorable experience to all stakeholders: an empowering environment for students, the possibility for potential customers to participate in the configuration of their customized solution and the chance for Fastems to reinforce their relationships with existing customers. The space is developed in two directions: the ground floor for students, researchers and product developers to work with the machines and test new


Fastems Innovation Hub

Task: From training center to experience centerDesign team: Martina Dellepiane, Jenni Huttunen

Innovation Hub: Interactive Table

products; the new glass meeting room on the second floor dedicated to business activities. Communicating Fastems businesses, products offering and training activities as one entity means communicating a future-oriented, transparent, trustworthy brand. The novelty of the new meeting room is Fastems Interactive Table. Customers, together with Fastems representative, will be able to physically place the different components of the system on the table to create preliminary sketches and to compare different possibilities. A library of reference cases,

with productivity and service satisfaction reports, would also be available, as reference visits at existing customers factories had proved to be on of the key points in the decision making process. The new Innovation Hub enables many different uses for the space that can and should be created with a collaborative spirit. The model of the space was therefore given to Fastems as a tool to discuss and keep on developing the concept.


The task what our team dealt with Konecranes was creating experience touch points on waste-to-energy plant.The final concept is about bringing people together in a casual way. The event takes example from the naming of the cruise ships. It aims to have impressive impact on the end users and make them feel cared,

but at the same time present them information about the waste-to-energy plant map and the people involved. The concept presents simple ways of achieving the experience goals. Key thing is about organizing the interaction with different members and roles involved, but also giving an identity to the crane. The concept presents the waste-to-energy plant map

image would be deliv-ered on 13th of June


Get-Together with Crane

Task: Experiential touch points between KonecranesDesign team: Arto Kuusisto, Hanfei Xu, Guo Yunhe

in exciting and compelling way. The idea of the crane having an identity is introduced in the event. Mood sphere displays the cranes status and responses to the end users emotional reactions, records them and works as a communication tool between the end user and Konecranes. The concept is an interaction work tool for the end user. It takes the status of the crane and turns it into a concrete object that the end user can communicate with. The concept aims to make the end users interact with the cranes status so that their experiences meet

the experience goals and include Konecranes. The mood sphere responds to different kinds of gestures. The user chooses when to interact with it. The mood sphere is available there, it is the end users decision if they wish to interact with it. The user carries a badge with them. It works as a contact between the user and the mood sphere. The badge it-self also has the functionalities of the mood sphere that one can interact with. The mood sphere recognizes the user from the badge and so creates an individual timeline of the users reactions.


Mood Sphere

Task: Develop a concept for facilitating R&D storytellingDesign team: Juha Johansson, Katrine Øverlie Svela

Our project started with the question “How to facilitate storytelling, as well as saving and presenting stories in Valmet’s UX playroom?” The UX playroom is a space for sharing stories, imagination and speculations around Valmet’s products and services. The room can be used by R&D for innovating future products, but also as a showroom for existing products. In this project we focused on enabeling stories for R&D purposes, and the direct special apperance of the room was left out.

To make the UX playroom relevant and meaningful to the employees, it was important that the way of sharing stories felt motivating. Through research from work psychology, similar concept rooms and game design theories, we explored the concept of motivation. The exploration resulted in the two experience goals inspiration & pride.

Both pride and inspiration is tightly connected to the feeling of competence and accomplishment. Pride drives from personal status and accomplishment, as well as a sensation of attachment and belonging. Key components of inspiration are optimism, and also a relevant topic. Applying user-centric methologies, we found together with our users that direct end-user feedback, witnessing positive experiences and see the design in real use, was the most interesting and inspirational for the R&D users of the room.

The final use scenario has been built around a future UX Playroom System, which gives access to direct communication between end users of Valmet’s products and Valmet’s R&D. This allows for real user stories to be told and explored in the room, as well as real time data collection that helps the R&D to decide what stories to focus on. This concept opens up to a future oriented co-design thinking and drives inspiration and pride through direct interaction with real users.


UX Playroom

“The student team’s deliverables were creative and concrete, showing true out-of-the-box thinking.”

“Using stories as sources of inspiration and visualizing the development steps behind UX

decisions in a development project were good ideas.”

“The ideas and material that the students came up with will surely be utilized at Konecranes in the future.”


“Results exceeded our expectations and during the journey we got plenty of totally new, out-of-the-box

ideas about Fastems Experience Center.”

“The final concept students created was both inspira-tional and experiential, and took us a large step for-

ward in developing our service further.”

“The background studies, employee interview summaries and the design process itself provided

already indispensable information for us. The end results were the cherry on the cake!”


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experience-driven design course

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