http://www.cs.tut.fi/ihtehttp://www.cs.tut.fi/kurssit/IHTE-3100

UCePro IHTE-3106Lecture 17 (2013):

Product development lifecycle issues, service design perspective andlooking back at “everything”

Jarmo Palviainen

Disclaimer about this lecture

This is not a company commercial, but an attempt to explainreal life challenges in product development through anexample.

Metso Oyj / Metso Corporation

• Active in over 100countries, 2011:

• Employees 30 000 in over 50countries

•Rock, paper… automation•Metso Minerals~2700 million € (2011)

What Metso Minerals wants to offer tothe customers

• High quality of the end product(crushed aggregate)• High procudtion capacity• High availability (systemsrunning at all times)• Low operational expenses• Safety and sustainability

Different product families for differentpurposes

• Jaw crushers andimpact crushers for thefirst phase crushing

• 11+10 models• 40-1500 tons/h

• For 2nd phase: Conecrushers (two brands) andimpactors (one brand)

• For static and mobile sites• Over 30 models• 70-2 600 t/h

And some more 2nd and end phaseproducts

• 7 HP models, 6 GPmodels, 10 Barmacmodels….• 40 – 2080 tons/h• And these were onlythe crushers, then therewill be screens,conveyers…

Crushers on tracks and on wheels

• Mobiiliin murskaamiseen ja seulomiseen• Yli 30 Locotrack –models (on tracks) and over 20

Nordberg NW –models (on wheels)• 150- 2000 t/h

Product portfolio … excuse me what?

• Long history in the company• Several brands and enormous

amount of products throughcorporate acquisition

• Challenges in maintaining the greatportfolio

User interface – ”used only in emergancy”

Circumstances

• Dust• Noice• Vibration & shocks• Heat/cold• On site traffic• Explosions• Snow & water• Break downs• Long shifts, short breaks• Accomodation in barracs, far from home…• Sometimes negligence

Users 1

•Operators• Low education, at some areas also illiteracy• Capability to fix only mechanical problems• High turnover, short-term work, often

accomodation in nearby barracks• Use of the systems should be possible at

minimum know how and training

Other user groups and their needs

• Maintenance and assembly• Diagnostics, tuning, remote operations

• Sales• Professional hi-tech-look, ease of use, credibility,

productivity, safety, connectability, possibility tolocalize, useful features that can make the sales

• Design• Ease of adding/modifying functionality

• ”Most of the functionality is meant for some oneelse than the daily users!”

Challenges for the product development andmaintaining the product portfolio

• Products are using several technologies• Mechanics, hydraulics, electricity, electronics, software

• Manufacturing in 38 countries• In addition: the traditions from machine shoptimes as base for automation softwaredevelopment…

Metso Innovation Process

Maintaining a product during its lifetime

• Localization (Language versions = translations to language files,manuals)

• Bug fixes, development, modifications, new features• Towards the end: availability and price of the components, tools and

expertice becomes an issue

Annual production

Annual production price

Cumulative maintenanceexpences

Time (years)

© Mikko Mäkinen, Metso Minerals

Innovaatio & tuote-elinkaari

• Cumulative costs of a product during the whole lifecycle= product dev. costs + maintenance costs= ~3 x product development costs

• Depens on the quality of design and the maturity of the product• A new product is needed before the old one becomes too

expensive to maintain

Annual production

Cumulativemaintenanceexpences

Time (years)

Annual production price

Cumulative costsof a product

Post

mor

tem

Service design (palvelumuotoilu)

• Traditional marketing: 4P’s,Service design/modern marketing: 3 extra P’s: participants,processes and physical evidence

• ”It’s like theater: design how the service is viewed from theauditorium and how it is delivered behind the scenes”

• As a design decipline originates from the 1990’ies, butmore widely known only recently

• Uses techniques very similar to HCD (ethnography,anthropology, storyboards…) and customers participate inthe design phase

• Geke van Dijk:’service design’ expresses that currentproducts are no longer isolated elements, but a network ofdifferent experiences and combinations

• So: wholistic, customer centered thinking• Compared to UX/HCD…

Service design

• Ideal methodogy [wikipedia: Service Design]• Identifying the actors involved• Defining service scenarios, use cases, sequences of actions and

actors’ role• Representation of the service illustrating all the components of the

service (physical elements, interactions, logical links and temporalsequences)

• The design highlights the customer’s active role and aimsto being responsive to the customer’s (un-anticipated)behaviour.

Service design examples

• McDonalds in France[http://www.guardian.co.uk/service-design/service-science]

• Public sector: in large, the whole public service can be viewed fromthe end user perspective, and when not effective, re-organized.

• Example: City of Sunderland, getting the person on incapacity benefit back towork

• Costs from 62 K£ to 5K by developing new ways of reaching and supportingpeople … though….

[http://www.designcouncil.org.uk/about-design/Types-of-design/Service-design/Case-studies/]

• ScooterMAN [http://www.scooterman.co.uk/]• ”You drink, we drive”

Service design vs. UX or HCD

• What’s the difference?

“I think an important difference between service design and userexperience/experience design (fill in the blank) is that SD is not pre-occupied with being 'user-centered.' UX practices rely on the notionthat the user/customer/end audience member is at the 'center' of theexperience and all decisions revolve around their experience. SDsomewhat turns that notion on its head: the nature of somethingbeing a service means that the experience is co-created.”

Anonymous comment in [http://uxmag.com/articles/service-design

Summary and closing down 2013 UCePro

25

13.5.2013

Flink, N.: Operator Needs for Mobile Crushing Plant ControlSystem

Koski, R.: Modern User Interfaces for Home TheaterControllers

Sarjala, A.: Supporting work processes of mobile journalists:Design implications for mobile system development

Ilvonen V. ja Jumisko-Pyykkö, S.: Subjective evaluation ofvideo quality on mobile devices

Hellen, J-E.: Kolmivaiheinen malli käytettävyydenintegroimiseksi ohjelmistoprosessiin

Inkinen, H.: Toiminnanohjausjärjestelmän mobiilisovelluksenkäyttäjäkeskeinen testaus

Toivola, Hannu: Communities´ needs for interaction withcollective content

Examples of diploma thesis at IHTE2005-2010

Summary discussion of the spring 2013in UCePro

• Role of user: how (user) centered shouldwe be?

• Role of user studies?• What’s the difference between B2Bproducts and consumer products?

• Integration• Modern processess• Understanding different user groups(segmentation/personas)