Customer Experience for Industry 4.0 April 6 th , 2017; Donostia - - - PowerPoint PPT Presentation

Customer Experience for Industry 4.0

April 6th, 2017; Donostia - San Sebastián Speaker: Erika Merz

Definitions and use cases

Industry 4.0 Internet of Things Industrial Internet of Things

Industry 4.0 - Defintion

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Industry 4.0 is the current trend of automation and data exchange in manufacturing technologies. It includes the internet of things and cloud computing.

Industry 4.0 - Defintion

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Industry 4.0 is the current trend of automation and data exchange in manufacturing technologies. It includes the internet of things and cloud computing.

More flexibility in production Increasing auto- mation Main- taining production New Business Models

Where do we find CX/UX Use Cases in I4.0?

Customers B2C/B2B

10.04.17 CX for I4.0 5 Individualization of products & services Products & Service On demand

Citizen/ Society Employees

Mobilisation and Consumerization Working with connected Products New learning and new working possib. Increasing Human- Robotics-Interaction

IoT/IIoT AR/VR

Services based on Data Analytics Physical interaction

IoT

Physical interaction

IoT/IIoT

Artifical Intelligence

AI

Where do we find CX/UX Use Cases in I4.0?

Customers B2C/B2B

10.04.17 CX for I4.0 6 Individualization of products & services Products & Service On demand

Citizen/ Society Employees

Mobilisation and Consumerization Working with connected Products Increasing Human- Robotics-Interaction

IoT/IIoT

Services based on Data Analytics Physical interaction

IoT

Physical interaction

IoT/IIoT

Artifical Intelligence

AI

New learning and new working possib.

AR/VR

Consumerization

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New Services through Augmented reality

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Human-Robotic-Interfaces

Franka Emika - http://www.franka.de

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Security by Design Machine Learning Industrial Internet of Things

What is good user/customer experience and why does it count?

BEFORE USE „anticipated use“ AFTER Use „digested use“ DURING USE „actual use“

• Anticipation of product usage,

without having actually used it

• Effective task fulfillment
• Efficient
• Satisfying
• Mental processing of the

experienced use

• Emotional retention (or distance) to

the product

USABILITY

ISO 9241 – 11

USER EXPERIENCE

ISO 9241 - 210

Experience is more than Usability

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• 1. Better acceptance

“70% of IT products that are eventually delivered are unsuccessful because users don’t adopt them”

Info-Tech Research Group, 2015

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• 2. Higher revenues

Revenue in Billion $

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• 3. More customer satisfaction

Customer satisfaction High Low Features and performances implemented quality features Features raising excitement Basic functions few many

Kano Model of customer satisfaction, 1980

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• 4. Often Emotions decide (also in B2B)

Whitepaper: „From Promotion to Emotion - Connecting B2B Customers to Brands “ from CEB Marketing Leadership Council in Partnership with Google

CX for Industry 4.0

Why designing for Industry 4.0 is different

When we talk about Experience Design…

INTERACTION DESIGN INDUSTRIAL DESIGN VISUAL DESIGN

Experience Design for I4.0 is multilayered

UI/ Visual Design Interusability between multiple devices Conceptual model Platform design Connectivity Productisation Service design Energy APIs Security Interaction Design Industrial Design

UX

Visability

Product Life Cycle Mgm

Source: Designing Connected Products, 2015 by Claire Rowland, Elizabeth Goodman, Martin Charlier, Ann Light, Alfred Lui

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The Functionality of hidden parts can shape the experience

Rules in the cloud Local Rules

Source: Designing Connected Products, 2015 by Claire Rowland, Elizabeth Goodman, Martin Charlier, Ann Light, Alfred Lui

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In IoT you often deal with Ecosystem...

Which piece does what?

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Source: Designing Connected Products, 2015 by Claire Rowland, Elizabeth Goodman, Martin Charlier, Ann Light, Alfred Lui

Connectivity matters

• r explain, what is happening and offer help

You can let the user wait....

Industry 4.0 today - A hybrid world

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Users Organisations B2B B2C

VPN

Enterprise IT Cloud IT

Apps

RFID

Gateway Production/PLC GPS Sensors MES

Industry 4.0 is an interdisciplinary challenge

Mechatronic Engineering System Engineering Smart Engineering Virtual Engineering

Development processes, methods and tools are not aligned yet

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Industry 4.0 can not rely on standards yet

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Human acceptance and well-being with new technologies is not experienced yet

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Human acceptance and well-being with new technologies is not experienced yet

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CX for Industry 4.0

Recommendations

Think in ecosystems rather than interfaces

Think of innovation in customer experience

Innovation Methods (e.g. Design Thinking) User experience methods User Put the User in the center Process Iterative design process Methods Similar methods from the UX toolbox Goals Innovations Good usability, UX Scope Solutions, broad field of applications Screen, Webs, Apps, Ergonomics Team Interdisciplinary Usability Experts, IA, Industrial D.

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+

Work in interdisciplinary teams

Marketing Experts Experience Designers Hardware Engineers Software Engineers

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Focus on value creation for the customer

Customers use new services and communication tools and smart things Employees use mobile devices, collaboration tools and cloud services to be more productive Workers get support (physical and monotonous work) and better service Managers use data and predictive algorithms for better intelligence and better services

before What and How!

Ask Why and Who...

See Microsoft example: link Study Customer Insights: Learn about emotions, Behavioral patterns and the context of use Customer Journeys

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Use rapid prototyping early and iterate often

e.g. Rasperi PI e.g. Balsamiq, Marvel Paper prototyping... In practical agile development it’s always a mixture of methods composed to the special situation at hand. e.g Expression Blend e.g. Lego e.g. Arduino and Visual Studio

Be the customers advocate in every step

Customer‘s value and needs Tech possibility Business needs

Objectives

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Recommendations

• 1. Think in ecosystems rather than interfaces
• 2. Think of innovation in customer experience
• 3. Work in interdisciplinary teams
• 4. Think of value creation for the customer
• 5. Use rapid prototyping early and iterate often
• 6. Be the customers advocate in every step

Key take away

Experience is about Emotions

By Erika Merz, Twitter: @ErikaMerz360i