1 user design of customized products taylor randall university of utah eccles school of business...
TRANSCRIPT
1
User Design of Customized Products
Taylor RandallUniversity of Utah
Eccles School of Business
Salt Lake City, UT
Joint work with Karl Ulrich and Christian Terwiesch of the Wharton School,
in collaboration with Dell Computer Corporation.
Randall 2
Examples
Dell
Eleuria Lands’ EndTimbuk2
Customatix
Cannondale
Randall 3
Randall 4
Artifact Set
Design Variables
Product delivery system
Customization
In “Mass Customization” design variables are usually constrained within a fixed product architecture.
Randall 5
Design variables for a Dell consumer laptop computer:
Model/package
Display
Video
Processor
Inspiron 8XXX SmartStep Inspiron 2XXX Inspiron 4XXX Latitude X200
15 super XGA+15 Ultra XGA15 Ultra sharp XGA
15 XGA 15 XGA15 super XGA+14.1 XGA
14.1 SXGA+14.1 Ultra XGA14.1 XGA
12.1 XGA
nVidia 16nVidia 32
nVidia 32nVidia 64AGP 32
Radeon 32 nVidia 16nVidia 32
Radeon 16Radeon 32
P4 1.6P4 1.7P4 1.9P4 2.0
P4 2.0P4 2.2
P4 1.6P4 1.7P4 1.9Cel 1.2Cel 1.33
P4 1.6P4 1.7P4 1.9P4 2.0
P3 0.8
Memory
Hard Drive
Wireless
NIC Etc.
Etc.
Etc.
Etc.
Randall 6
Artifact (final product and/or prototype)
user experience
Designer User
Set Design
Variables
Understand needs
Information Processing Challenges
1. What are true user needs?
2. What values of design variables will best meet understood needs?
Randall 7
Artifact (final product and/or prototype)
user experience
User
Set Design
Variables
The information challenges persist:
1. What are true user needs?
2. What values of design variables will best meet understood needs?
And even worse,
Users typically lack skill in addressing either challenge.
Randall 8
Navigation task for a lap top designer
Randall 9
Typical Defects in User Design Systems Poor “fit” between resulting artifact and user needs Frustration with design complexity Lack of understanding of causal structure relating design variables to
user needs
Yet, user design offers tantalizing prospects for• Perceived responsiveness to heterogeneous customer needs• Development of long-term customer relationships and brand loyalty• Price discrimination because comparisons among product prices are difficult• Satisfaction of human needs for uniqueness and self expression
Randall 10
Needs-Based Design vs. Technology-Based Designexample: User Design of Custom Cosmetics
Moisturizing Hand and Body LotionIngredients: % Wt.
Phase AVarisoft TA-100 (Goldschmidt) (distearyldimonium chloride) 4.75Crodacol C-70 (Croda) (cetyl alcohol) 2.00Penreco Snow White Petrolatum (Penreco) (petrolatum) 4.00DC Fluid 200, 1,000 cst (Dow Corning) (dimethicone) 0.25
Phase BDeionized water q.s.Stepan IPM (Stepan) (isopropyl myristate) 3.25Glycerin 4.00
Phase CSensomer CI-50 (Ondeo Nalco) (starch hydroxypropyltrimonium chloride) 3.00AA040513 Cucumber (Arylessence) (fragrance) 0.25Preservative q.s.Sodium hydroxide q.s. to pH6
---------
------
------
---
10. How many bottles of perfume and cologne do you currently have at home?: 10 or more 6-9 2-5 1 None
Wouldn't be caught dead without makeup Won't leave home without makeup Don't wear makeup on weekends or on vacation Only wear makeup for special occasions Never wear makeup
9. On weekends, or while on vacation, how much time do you spend getting dressed, fixing your hair, and applying makeup?: 1 hour or more 45-60 minutes 30-45 minutes 15-30 minutes less than 15 minutes
7. Choose the selection that BEST describes WHEN you use cosmetics:
8. On a normal day, how much time do you spend getting dressed, fixing your hair, and applying makeup?: 1 hour or more 45-60 minutes 30-45 minutes 15-30 minutes less than 15 minutes
Needs-Based Design Variables Technology-Based Design Variables
Example from Eleuria.com
Randall 11
Needs-Based Approach for Dell Laptop
• In simplest case, just a re-labeling of design variables.
• More typically, requires computation to find feasible designs.
• Addresses both information processing challenges.
• Raises issues of trust and credibility.
How much do you carry your computer with you?It is always/nearly always with me.I carry it back and forth to work.I carry it only when travelling.I rarely carry it.
How much do you expect to record and store music on your computer?I would like to store my entire music collection.I expect to store some music.I may store an occassional song.I don’t use digital music.
How much video editing do you expect to do?Etc.
How big and strong do you consider yourself to be?Etc.
What kinds of computer games do you expect to play?Etc.
How much did you spend on the last car you bought?Etc.
When you choose a computer, do you spend more “just in case”?Etc.
Randall 12
Random Assignment
Tech-based System
EstablishUser Profile
Show Product
Show Other Products
Needs-based System
Post treatment
An Experiment: Dell Laptops
Design Product
Design Product
Key Result: Novices performance is better in a needs based system.Experts performance is better in a tech-based system.
Randall 13
Your Task: Design a Tech and Needs Interface for a Bicycle
Steps
• Identify Needs.
• Identify Specs.
• Map Needs to Specs.
• Create the web interface.
Randall 14
Navigation task for a lap top designer
Randall 15
Principle 1: Provide Experts with a Tech Based Interface
Randall 16
Principle 1: Provide Novices with a Needs Based Interface(Look at Dell.com and Eleuria.com)
Randall 17
Specify Your Needs and Preferences
Specify Product Technology (OPTIONAL)You need not specify any product technology choices, but you may do so if desired.
model
Processor type and speed
Display type and size
Hard drive capacity and speed
Network interface type
Wireless network capability
Expected portability needs
Gaming applications
Budget/Price sensitivity
Networking environment
Graphics applications
Use of digital music
Results
These models and configurations provide the best fit with the needs and preferences you have specified.
SmartStep
Inspiron 8000 Series
Inspiron 2000 Series
Inspiron 4000 Series
Latitude X200 Series
0 configurations match your needs
0 configurations match your needs
12 configurations match your needs
8 configurations match your needs
0 configurations match your needs
view specs and prices
view specs and pricesPentium 4 at 1.2 Ghz
15 inch SXGA+
SmartStep
40GB at 3400 rpm
Integrated NIC card
Integrated Dell Truemobile
I don’t expect to use digital music (e.g. MP3)
I expect to edit digital photographs
I expect to use my computer where I will plug into a local network
I prefer to pay the absolute minimum possible for a notebook computer.
I don’t expect to play video games.
I expect to carry my computer everywhere.
Randall 18
User Needs
Product Technology
model
Processor type and speed
Display type and size
Hard drive capacity and speed
Network interface type
Wireless network capability
Expected portability needs
Gaming applications
Budget/Price sensitivity
Networking environment
Graphics applications
Use of digital music
Pentium 4 at 1.2 Ghz
15 inch SXGA+
SmartStep
40GB at 3400 rpm
Integrated NIC card
Integrated Dell Truemobile
I don’t expect to use digital music (e.g. MP3)
I expect to edit digital photographs
I expect to use my computer where I will plug into a local network
I prefer to pay the absolute minimum possible for a notebook computer.
I don’t expect to play video games.
I expect to carry my computer everywhere.
What should I get?
Try it out!
Match
Needed
Actual!
!
Randall 19
User Needs
Recommended System
model
Processor type and speed
Display type and size
Hard drive capacity and speed
Network interface type
Wireless network capability
Expected portability needs
Gaming applications
Budget/Price sensitivity
Networking environment
Graphics applications
Use of digital music
Pentium 4 at 1.2 Ghz
15 inch SXGA+
SmartStep
40GB at 3400 rpm
Integrated NIC card
Integrated Dell Truemobile
I don’t expect to use digital music (e.g. MP3)
I expect to edit digital photographs
I expect to use my computer where I will plug into a local network
I prefer to pay the absolute minimum possible for a notebook computer.
I don’t expect to play video games.
I expect to carry my computer everywhere.
Estimated Performance of Recommended System
adequate
Save this configuration
Specs for this Configuration
Width 11.0 in
Depth 9.0 in
Thickness 2.2 in
Weight 7.8 lb
Display resolution 1280 x 1024
Office application benchmark 65/100
Gaming benchmark 45/100
Price $2,115
Click for Recommended System
You may edit any of the recommended features directly below.
Randall 20
Principle 2: Consider Different Starting Points(Go see Nike.com or Timbuk2.com)
Randall 21
Randall 22
Principle 3: Support Incremental Refinement(What’s the next lightest or heaviest computer)
Randall 23
Principle 4: Exploit Prototypes to Avoid Surprises(Dell milk jug, Eleuria samples, old jeans).
Randall 24
Principle 5: Teach the Customer
(See Dell.com)