Title: The User Experience Economy
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2The User Experience Economy
3The User Experience Economy
- Notes taken from
- Re-inventing invention new tendencies in
capitalist commodification - Nigel Thrift in Economy and Society Volume 35
Number 2 May 2006 279_/306
4Pine and Gilmore
Joseph Pine Management Speaker (Guru) http//www.y
outube.com/watch?vjIG2NM-EieIfeaturerelated
5In the long procession of history, capitalism is
the late-comer. It arrives when everything is
ready (Historian Fernand Braudel 1977 75 cited
in Thrift)
6The Central Role of Design
- The functioning of the economy facilitates
the intensification of collaboration of supply
and demand in a way that enables consumers to
participate actively in the qualification of
products. Design, as an activity that crosses
through the entire organization, becomes central
the firm organizes itself to make the dynamic
process of qualification and requalification of
products possible and manageable. - (Callon et al . 2002)
7Thrifts three tendencies (adapted from)
- Plumbing the non-cognitive realm of consumption
(affect) - The experience economy (Pine and Gilmore 1999
cited in Thrift) - The active social engineering of the space of
innovation
81. Plumbing the non-cognitive
- Corporate obsession with
- Creativity
- Fostering of tacit knowledge and aptitudes
through devices like the community
91. Plumbing the non-cognitive
- Exploiting the non-cognitive realm and fast
thinking - Normans notion of the visceral level in rapid
judgments - The extraordinarily perceptive and deceptive
power of the sub-conscious mind
- See Malcolm Gladwells business bestseller Blink
(2005)
102. The experience economy
- A desire to rework consumption and draw consumers
more fully into the production process - Leeching consumer knowledge of commodities and
adding it back into the system as added value
112. The experience economy
- Models of co-creation customer-made which are
changing corporate perceptions of what
constitutes - production
- consumption
- commodity
- the market
- innovation
123. Social engineering of the space of innovation
- Learning how to combine information technology
with group formation in ways that really will
deliver the goods
13- New audiences can be worked on their enthusiasm
can be played to, for example through the medium
of websites that act as honey traps. So, for
example, Amazon.com now sell more books from the
backlist outside their top 130,000 bestsellers
than they do from within them, in part through
all manner of devices that are intended to
capture and foster enthusiasms and automate word
of mouth - Nigel Thrift Re-inventing invention p. 287
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16The Role of Design
- Taken together, these three developments have
foregrounded the absolute importance of design'
(Thrift)
17The Role of Design
- design is becoming ever more central to the
whole production/consumption process - (McCullough 2004 cited in Thrift)
18The Role of Design
- Design is how we can be dominated by
instrumental rationality and love it, too
- (Liu 2004 236 cited in Thrift)
19Modes of Design
- Sensory Design
- Interaction Design
- User Centred Design
- Collective Design
201. Sensory Design
- Corporate strategy
- Today the value proposition is more intimate and
intuitive (Hill 2003 20 cited in Thrift). - Appeal to the Senses
- Increases the commoditys stickiness
211. Sensory Design
- Corporate strategy
- Commodities need to resonate in many sensory
registers at once - Make them recognizable in the commodity cacophony
of modern capitalism
221. Sensory design - adds more feelingadds more
value
- The Affective Grip
- Stimulate the emotions connected with things
- Appeal to senses formerly neglected
- aesthetics refers to all senses
- Produce more commitment sell more
23Sensory design - adds more feelingadds more value
- Examples
- Car doors are designed to give a satisfyingly
solid clunk as they shut - New cars are given distinct smells
- Breakfast cereals are designed to give a distinct
crunch (Kelloggs patent) - Travel experiences are given distinctive aromas
(Singapore Airlines)
24The generation of passions
The added value of emotions and affects
252. Interaction Design
- the success of a design is arrived at socially
- the design of commodities that behave,
communicate or inform - processes of variation and difference that can
allow for the unforeseen usage - offer clues to further incarnations
262. Interaction Design
- Thrift notes the flowering of so-called open or
user-centered innovation - Consumers vital force in research and
experimentation
273. User-Centered Design
- User-centered innovation processes offer great
advantages over the manufacturer-centric
development systems that have been the mainstay
of commerce over hundreds of years
283. User-Centered Design
- Users that innovate develop exactly what they
want, rather than rely on manufacturers to act as
their (very often imperfect) agents
294. Collective Design
- Invention Spills outside the organizational
boundary of the corporation - Focus groups
- Ethnography of various kinds
- Style boards
- Means-end chains
- Clinics
- Pre-launch event
- Fan websites
- Co-creation as a continual process of tuning
arrived at by distributed aspiration.
30Not all the smart people work for you
(Chesbrough 2003 cited in Thrift)
31- People enjoy design processes
- Seek incentives like prizes or awards
32Customer-Made
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34 Lead Users Those consumers that face the
needs that will be general in the marketplace,
but face them months or years ahead of the rest
of the marketplace Electronics Corporation
Philips See http//livesimplicity.net/See
Trendwatching.com, 2005 Customer-madehttp//www.
trendwatching.com/trends/CUSTOMER-MADE.htm
35Case Study
Taken from Philips The creative
customer Increasing consumer involvement in
product-innovation processes at Philips By
Maaike Spoor, Aad Streng and Paul Louis Iske In
Inside Knowledge Magazine 18 Apr 2005 in Volume 8
Issue 7
36Philips The Creative Customer
- Co-creation
- Collaboration with online consumer groups
- Tapping into collective wisdom
- Mobilising customer creativity
- Enhancing the speed and effectiveness of product
development
37Co-Creation Defined
- Heterogeneous interaction with active, empowered
and knowledgeable individuals, rather than by the
organised control of passive consumers.
383 Roles of the Consumer
- 1. Consumer as Resource
- Tracking online user communities, in which users
exchange product experience
pronto.philips.com
393 Roles of the Consumer
- 2. Consumers act as co-creator
- Become part of the companys activities
- Experiencing virtual representations and rapid
prototyping
pronto.philips.com
403 Roles of the Consumer
- 3. Consumers act as users
- Write product reviews
- Discuss products in forums
- Online message boards
- Enabling user-to-user support, where users can
engage in an interactive learning process
pronto.philips.com
41Co-creation and Brand
- Co-creation added value for Philips
- Co-creation expresses the element of sense in
the way that Philips takes care of, and listens
to, its consumers
42Co-creation and Brand
- The brand is
- designed around you
- easy to experience
- advanced
43Who joins a consumer community?
Adobe as an example
- Characteristics
- Highly involved with the product
- Show brand affinity
- Psycho-sociological needs
- expression of needs
- creativity
- product knowledge
- hedonic
The Montreal Adobe User Group on Second Life
44Not just about product
- The co-creation of a lamp-bulb?
- More to do with user experience of atmosphere,
ambience and mood - Affect?
45Delivering the Goods
46Outcomes of the Economy of User Invention
47- Invention and mere use are superseded by pleasure
in the activity itself
48Outcomes of the Economy of User Invention
- Consumer communities will evolve beyond a
companys control - e.g user groups development
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50- Co-creating provides the firm with a new terrain
of profit - Policy of open reveal
Google's Open Source Android OS Will Free the
Wireless Web See Tonys book review of FLOSS Art
- Turning Software Inside Out
51Hackability and Customization
52Open Source
53Outcomes of the Economy of User Invention
- User community feedback and intervention makes
commodity existence unpredictable - Not a finished end product the commodities
survive their performance (Virno 2004
cited in Thrift).
54Outcomes of the Economy of User Invention
- Value is embedded in an experience environment
that the company co-develops with consumers
(Prahalad and Ramaswamy 2004 121 cited in
Thrift).
55Outcomes of the Economy of User Invention
- Greater interactivity means that the market
pervades the entire system - (Prahalad and Ramaswamy 2004 125 cited in
Thrift) - Ubicomp!!!
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57Seminar
58- CW1 Illustrated Essay of 1,500 words with a
minimum of 5 good quality printed colour images
(50 per cent of module marks) - As design students you will be expected to submit
a written essay that uses images to illustrate
and support your analysis. Choose one title from
below - To what extent can neuromarketing practices be
understood according to Crarys concept of the
attentive subject? In your discussion refer to
the techniques and theories used in
neuromarketing. - Harrison et al propose that there have been three
paradigms of HCI. Referring to their article and
other sources discuss the continuities and
discontinuities between each paradigm. Consider
what we have called the politics of HCI,
particularly the relation HCI has with, for
example, work or persuasion. - Use Normans model of experience processing to
explain how consumers become emotionally and
affectively connected to the brands and products
they consume? Refer to an example, like Apple, to
support and illustrate your discussion. - Affect and emotions are increasingly understood
to influence cognitive processes such as decision
making and memory. Discuss how the relation
between affect, emotion and cognition is grasped
and how it relates to consumption. Refer to a
good mixture of theories, for example, from
psychology, neuroscience, design, and cultural
theory. - Submit ONE hardcopy of CW1 to the Student
Enquiries Desk - Deadline before 4pm Tues April 23rd
59- CW2 Media/Multimedia Prototype (50 per cent)
- You are asked to produce and present a paper
prototype that can be used in the design of a
large project. The prototype must - Adhere to methods introduced in the seminar
sessions (or justify other methods) - Be logical and conform to stages of UXD design
(user analysis, design concepts and
implementation) - Include evidence of user testing
- Demonstrate iterative modifications based on
documented user tests - Engage in a creative way with the theoretical
ideas discussed in the module (i.e. feature
elements of criticality built into the design). - The submission will take the form of (a) a slide
presentation providing supporting evidence of the
above and (b) an actual paper prototype. - Marks will be awarded for
- engagement with the theme of the module and
material introduced on user testing techniques - evidence of user-testing
- functionality of the prototype
- high production values
- creative/imaginative approach
- Email plan for CW2 presentation to the module
leader - Deadline 1 End of day April 23rd
60Fill in questionnaire
- What is the title of your user test prototype
project and what does it entail? - For example Tonys Web of Puzzles includes four
educational and fun puzzles designed to inspire
primary school kids to learn and enjoy maths. - List each research tool you intend to use and
answer questions - Research tool one
- Briefly what are the strengths and weakness of
this tool? - What data are you expecting to collect using this
tool? - Quantitative
- Qualitative
- Research tool two
- Briefly what are the strengths and weakness of
this tool? - What data are you expecting to collect using this
tool? - Quantitative
- Qualitative
- Research tool three
- Briefly what are the strengths and weakness of
this tool? - What data are you expecting to collect using this
tool? - Quantitative
61Some more notes on cw2
- In the seminar we also looked more closely at the
logic of your chosen methodology.
62- Learning FOCUS GROUPS FLOW ANALYSIS
COGNITIVE TASK ANALYSIS HISTORICAL ANALYSIS
AFFINITY DIAGRAMSLooking FLY ON THE WALL A
DAY IN THE LIFE SHADOWING PERSONAL
INVENTORYAsking CONCEPTUAL LANDSCAPE (mental
models) COLLAGE FOREIGN CORRESPONDENTS CARD
SORTTrying EMPATHY TOOLS SCENARIOS NEXT
YEARS HEADLINES INFORMANCE