V 2 Yaz Co Design Environment Ver 1 2

AFrameworkForDevelopingACo‐DesignEnvironmentFore‐BusinessApplica:ons

YazrinaYahyaDepartmentofSystemScienceandManagementFacultyofInforma:onScienceandTechnology18February2010

IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010

ServiceScience

ResearchGroupFTSMUKM

UNIVERSITI KEBANGSAAN

MALAYSIA

To those who had made the images available online which is used in the presentation slides!

http://r.webring.com/hub?ring=ebusinesses!

http://www.ciba.com/de/index/cmp-index/cmp-ebusiness/cmp-ebz-showroom.htm!

http://i-internetbusiness.com/!

http://www.metrozen.com/!

http://www-rohan.sdsu.edu/~renglish/377/notes/chapt14/index.htm!

http://thefinancialbrand.com/2009/01/27/credit-union-core-values/!

http://www.ffwd.net.nz/blog/?p=33!

http://www.grokdotcom.com/2009/02/13/the-power-of-persona-lization/!

http://www.masternewmedia.org/virtual_reality/virtual-worlds/virtual-immersive-3D-worlds-guide-20071004.htm!

http://francisanderson.wordpress.com/2007/12/page/2/!

http://www.cranialtap.com/blog/!

http://www.personalfocuscoaching.com/life_coaching.html!

http://www.lifetransitioncounselor.com/blog/2010/01/loyalty_07.php!

http://knowledge-agents.mty.itesm.mx/?Coordination_contexts!

http://market.magicgold.kiev.ua/2006/03/got_competitive_differentiatio.html!

http://www.flickr.com/photos/luc/1804295568/!

http://socialsim.wordpress.com/2007/03/01/another-fabulous-network-image-academy-award-thanks/!

http://www.innovate2uplift.net/commentary/the-base-rises/!

http://www.petaholics.com/nyc-dog-blog/!


Acknowledgements

•  Introduc:on

•  E‐BusinessandIssues

•  Solu:onProposed

•  ResearchFramework

•  CurrentSuggested:E‐BusinessEnvironment

•  Conclusion


ServiceScience


Agenda

•  Internethaspresentedthebusinessworldwithunprecedentedopportunityintermsofreachingtheircustomers

•  Theflockingofe‐Businessapplica:onsontheInternet

•  Issuessuchasimpersonal,valuesandunsa:sfactorysocialneeds

• Workpresentedproposedaconceptualframework


ServiceScience


Introduc:on

•  E‐Businessisknownastheu:liza:onofICTtosupportac:vi:esinbusiness

•  Itinvolvesbusinessprocessesspanningtheen:reofvaluechain

•  E‐businessmodelscontainstheorganiza:onofproduct;serviceandinforma:onflows;sourceofrevenuesandthebenefitsforsuppliersandcustomers


ServiceScience


E‐Business&Issues:E‐Business

•  CurrentE‐Businessisdesignedintradi:onalmethod

•  Systemdevelopmentlifecycle

•  So]wareEngineering

•  WebBasedDesign


ServiceScience


E‐Business&Issues:DesignofE‐BusinessServices

•  Typicalwaysofpresen:ngservicesoffered!

•  WebPortals

•  Limitedchoice,lackofpersonaliza:on

•  Personalizedexperience

•  Priceexperience

•  Effortexperience


ServiceScience


E‐Business&Issues:TheISSUES!

•  Values:Ingeneralimportantandenduringbeliefsoridealssharedbythemembersofacultureaboutwhatisgoodordesirableandwhatisnot

•  Values:Exertmajorinfluenceonthebehaviourofanindividualanditservesbroadguidelinesinallsitua:ons

E‐Business&Issues:VALUES!

•  ValuesassociatedtoWebapplica:onsi.e.E‐Business

•  Interac:veness•  Immediacy

•  Connec:vity•  MediaRichness&Variety

•  Availability•  Informa:onRichness

•  EaseofUse•  Individualiza:on&Customiza:on


•  Currentvaluesthatarelacking:•  Personaliza:on•  Priceexperience•  Effortexperience

•  Personaliza:on:•  Usersareempoweredtodirectlyshapewhat

theywantontheirwebinterfaces

•  Priceexperience:•  What,when,howmuch,where,atwhatprice,

lowcost,nofrills,nodelay

•  Effortexperience:•  Thereturnusersreceivefromtheircontribu:ons

willprovidetheincen:vestocontribute


•  Customersvalue:•  Compellingexperience

•  Personalfocus•  Reciprocalloyalty•  Differen:a:on•  Coordina:on•  Innova:on

•  Thesevaluesneedtobeembeddedinthesystemdesigned


•  Designofanexperienceenvironmentusingvirtualworldtechnology

•  Virtualworldoraugmentedvirtualreality:environmentproposedtocontributethepersonalizedexperience

•  Casestudy:WoodbasedIndustryinMalaysia

ServiceScience


Solu:onProposed

•  Researchdrawsinspira:onsfrom3mainstreamsofliterature

•  Localwoodbasedproductindustry

•  Changingroleofcustomers

•  Technologicaladvancement


ResearchFramework

•  Animportantexport‐orientedkeyindustryinMalaysia

•  Domes:cownedandcentredwithinSMEcategory

•  Currentini:a:veisgearedtowardsestablishingB2Be‐marketplaceforsuppliersandcustomerstomeetandtrade

•  HoweverB2Bmarketplaceandthosethatcapitalizethetechnologyisyettobeundertaken


ServiceScience


ResearchFramework:LocalWoodBasedIndustry

•  Currentcustomersaremoreinformed,connectedandsmarter

•  Impact:•  Changesinproductdesigned•  Customerslookforthevalue

embeddedinproduct•  Valuecrea:onandproduct

designprocessarechallenged

•  Result•  Designers,producersandcustomersworkingtogetherandco‐createvaluetoprovidethepersonalizedco‐crea:onexperience


ServiceScience


ResearchFramework:ChangingRoleofCustomers

•  TechnologicaladvancementgivesrisetoVirtualWorldorAugmentedRealityApplica:ons

•  VWcanbeusedtoaddressuserssocialneedsthroughrealis:cexperiencewhereitoffersenvironmentforpeopletomeetvirtually


ResearchFramework:TechnologicalAdvancement

•  ThecurrentE‐Businessneedstoshi]andthenewenvironmentshouldconsistsof:

•  Connectedcustomers•  Co‐crea:onvalueswiththecustomers

•  Personaliza:on•  Useofvirtualworldapplica:ons

•  Alltheseleadsto3DVirtualE‐BusinessExperienceEnvironment


CurrentSuggestede‐BusinessEnvironment(CSeBE)

•  Experienceenvironmentfacilitatestotalexperienceforthecustomers.

•  Intheformofproducts,services,interac:onsbetweencustomers,employeesandcommuni:es.

•  Mustfacilitatenewopportuni:es,accommodateinvolvementofusers,engagecustomeremo:onallyandintellectually.


CSeBE:3DVirtualE‐BusinessExperienceEnvironment

•  3Dvirtualexperienceenvironmentisbasedonthewebportaldeveloped

•  Avatarrepresentsorganiza:ons

•  Captureofreallifeenvironmentofmarketplace



•  Willlookatcustomers’dimensionsintermsofneeds,goalsandorganiza:onalstyles;socializa:onandwordofmouthexperienceplaysarole.

•  Safeaccessandreliableservicesarealsorequired.

•  Conceptualframeworkmappingdeveloped



•  3Dpresenta:onaspectstakenintoconsidera:on:

•  Roomsseing•  Avatartypes•  Marketplaceseing•  Productdisplays

•  3Dexperienceenvironmente‐Businesssystemmustdesignedanddevelopmentmustportrayedreallifeenvironment



•  ThestoryscenarioseingisbasedonPrahalad&Ramaswamycomponentco‐crea:onexperiencemodel:

•  Individualinvolvement•  Granularity•  Linkage•  Evolvability•  Marketasaforum•  Knowledgeenvironment



•  B2Bmarketplace•  Consistsoffeaturessuchas:

•  Buyingandsellingroom•  Biddingroom•  Videowall•  Helpdesk•  Seller,buyerandemployeeavatar

•  Environmentseingaccordingtoactualmarketplace

•  Informa:onmadeavailable:productname,type,purpose,dimensionsetc

CSeBE:3DExperienceEnvironment:DesignScenario


•  Conceptualframeworkanddesignscenariofor3Dvirtualexperienceenvironmenttosupportcomplexpajernsinane‐businessore‐marketplaceseing.

•  E‐Business+virtualworld+co‐crea:ontoprovidebejermentofbusinesscommunity

Conclusion


•  Otherrelatedmajersthatisessen:altothinkaboutwhendesigningthecustomerexperiencedenvironment:

•  Alwaysthinkwhatdoesthecustomer’swant

•  Doesthecustomerfeelbejerserved?

•  Doesthesystemcreateapercep:onofvaluereceived

•  Doesthecustomerbeingtreatedasiftheyareinarela:onshipwiththesystem

Conclusion


•  Inordertodesignaninforma:onsystemore‐businesssystems(inthiscaseitswebbasedportal)otherfactorsthatdesignersshouldconsider:

•  Whatcustomersreallywant,thecustomersareabletofeelexcitedandpassionaboutthesystem

•  Nottoconcentrateontheproductortechnicaladvancementbutfocusontheneedsfirst.

Conclusion


Ques:onsAndAnswerSession

V 2 Yaz Co Design Environment Ver 1 2

Education

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