philips飞利浦公司first-steps-towards.ppt

* Social framework vs. market framework Be careful with incentives. /photos/sis/432090557 * Act on ideas /photos/skenmy/2343003769/ * Motivations to contribute Content Comments Statistics Inspires own content Provokes discussion Motivates contribution Providing rankings makes most people want to participate. * Explain current situation Talk about drawbacks * Idea behind SL. Tell that normal insight generation questionnaires might be not so engaging * More valuable info, or same info without asking as much questions. Highlight that there might be even more added value due to less influence of the test subject, home setting. Talk about testing concepts in a different modality (i.e., kitchen appliance interface on a computer, photobook concept for photoframe) * Sounds all nice, but you need participants. * You need to get people interested first. Tell the difficult part is from ‘first-time use’ to ‘regular use’, motivation is needed. Highlight that we’ve used SL as internal tool with invited volunteers quite successfully. * Talk about communities here. * A third place captures the intrinsic motivation of people. * Talk about a longer lasting relationship with a community, researchers are part of it. Can be used as an iterative process to refine ideas as you have this relationship. * User generated content inspires own content. Comments provoke discussion. * All this is done very well at Starbucks. * First light-weight start for internal support to get money to make better plans and get better people. User experience expert, community manager. * As summary. Maintenance is amongst others moderating user content. Frequent updates either managed or by users. * Two items of caution (incentives, act on ideas) * Giel de Nijs First steps towards an online user experience testing community * Designed around you Reforming our product concept creation to gain a competitive edge. * User-centered innovation Involve the user of the products in all stages of development. * User-cen