Collaborative and Industrial

Design MA Programme

Experience-
Driven
Design
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 Experience-driven Design
Collaborative and Industrial Design MA Programme
School of Arts, Design and Architecture
Aalto University

Editor
D. Brad Mullen

Task

Instructors
blah blah

Design Team
blah blah who
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blah
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Virpi Roto Yichen Lu Severi Uusitalo Andreas Lucero

Research Fellow Researcher/ Doctoral Candidate Lecturer Lecturer
virpi.roto@aalto.fi yichen.lu@aalto.fi severi.uusitalo@aalto.fi andreas.lucero@aalto.fi
+358 50 592 4031 +358 50 436 7566 +358 50 486 7476 +358 50 330 2909

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Contents
04 INTRODUCTION
06 THE COURSE
08 HOW
PROJECTS
10 ABB
12 ERICSSON
14 FASTEMS
16 KONECRANES 1
18 KONECRANES 2
20 ROLLS-ROYCE MARINE
22 CLIENT COMMENTS
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 Introduction
This brochure reports the results from Masters level Experience-driven
Design course that ran in winter 2017. Teams of students worked on com-
pany cases for 7 weeks with the goal of designing for experiences for target
user groups and various other stakeholders.

User Experience (UX)

User experience is an increasingly popular buzzword, which is often used
as a synonym for user interface, usability, or any user-related activity. During
this course, we understood user experience as how a person feels about a
design. We not only remove frustration but design for meaningful, positive
experiences.

Experience-driven Design (XD)

With the Experience-driven Design approach, experience goals drive design.
There are 5 possible starting points for setting experience goals: empathy,
theory, technology, brand, and vision. We practice XD approach in two ways:
in user interface design (applicable for the company) and in new concept
design (radical improvement in experience).

Company Partners
The design assignments come from company partners, so the course is a
good opportunity for students to learn to work for clients. Several students
have been hired by the client companies after the course and the course
projects have generated various kinds of impact in companies.

Virpi Roto
Responsible Teacher of Experience-driven Design Course 2017

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 The Course 2017
Methods &
Activities Techniques
Background Research
Lectures
Interviews
Design Office Visit
Observations
Individual Readings
Experience Goals
Group Reading Discussions
Prototyping
Class Discussion Sessions
UX Evaluation Methods
Company Assignments
Team Tutoring Sessions
Weekly Teamwork Reports
Final Reports
Core Concepts
User Experience (UX)
Customer Experience (CX)
Brand Experience (BX)
Interaction Design

Company
Collaboration
The Course
Teamwork Assignment
Company visits Period IV 7 Weeks 10cr or 5cr
Expert Interviews 6 Company Teams
Legal Agreement 28 students from Arts and other schools

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 How?
The 10cr course consisted of lectures, individual
readings, teamwork and team tutoring sessions,
teamwork diary, and final reporting. The most
intensive task for the students was the teamwork
around the company assignment. Each company
case was different, but the common phases
during the work included understanding the target
context and stakeholders, setting experience goals
for the design, transforming the goals to design ideas,
representing the ideas via a concept description or
a functional prototype, and evaluating the design
against the experience goals. To be able to accomplish
all of this within seven weeks, fulltime commitment was
expected from the students.

Field Experience Concept Concept Final

Studies Goals Generation Evaluation Concept

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 Task
Redefining the Experience of the Drives Commissioning
Tool and the ABB Development Process
Design Team
D. Brad Mullen, Mathijs Provoost and Andreas Sode
Our team of students was excited to work on a pro-
ject that placed an emphasis on the user experience rath-
er than technology. We were particularly drawn to this
project because it offered the ability to conduct extensive
user research from various individuals in a large variety of
contexts and that the project offered an interesting case
that required extensive improvements.
Our teams initial approach to this project was to
conduct a broad research enquiry about field engineers,
including their motivations and desires as well as the
drive commissioning tool itself. Our team then completed
benchmarking with other competitors programs. We
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conducted this research primarily through secondary
research and user interviews. We explored the relation-
ship between The Field and The Factory within the ABB
Drives organisation. The polarisation between these
departments influenced our direction.
In analysing the research we identified the diversity of
the users and user needs of the drives commissioning tool
and created personas and user journeys to understand
these needs. After creating key insights in understanding
the users, we established our experience goals. We used
these experience goals to develop our two concepts.
After learning about the field engineers experiential
relationships to their work and the tools that they utilise,
our team proposed three main experience goals, three
minor supporting experience goals and two solutions. The
proposed experience goals include challenge, competence
and fellowship, which lead our team towards the pro-
posed solution in applying these experiences to both an
easily applicable solution and a radical concept.
Our team iteratively developed two concepts in
which we approached the experience goals from different
perspectives. In developing the concepts we moved from
sketching to paper prototyping to digital and back again.
After each iteration we evaluated the concepts with dif-
ferent users based on the experience goals. With on the
users feedback and experience evaluations, we revised
and refined our designs. We kept the experience goals in
mind during the entire development and design phases of
our process.
Our teams applicable concept is called Drive Suite:
Upgrading the Navigation and Linking the Community it
is an experiential redesign of the interface, navigation and
Q&A features for the drives commissioning software used
by field engineers. We created this concept to facilitate
experiences focusing first on competence, then challenge
and finally fellowship.
Our radical concept is called ABB Development Com-
munity: Connecting the Field and the Factory - this con-
cept is a redesign of ABBs development process. We cre-
ated this concept experientially first focusing on fellowship,
then challenge and finally competence. For this concept we
thought that a redesign of the user engagement process
could radically change the representation of user needs,
wants and desires through developing a solution that facil-
itates a dialogue in the way user needs and requirements
are implemented into the solutions that ABB offers.
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 Task
Incorporating Care into an Enterprise Platform
Design Team
Christopher Helle, Jang Bae Lee, Seoran Jin, Jongbin Kim
Brief
Ericsson is developing their SaaS product DCP which is an
online enterprise tool for managing IoT devices and their
connectivity. It offers a way to create and manage auto-
mated tasks and functions that react to events and be-
haviours of the SIM cards in the devices. Enterprise users
are able to monitor and analyse their device connectivity
and behaviour or define rules and automated actions for
specific events for the devices.
Task
Our teams task was to enhance the experience of the
users of the portal. Ericsson had identified that the inter-
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face for setting up automated triggers is complicated and
challenging. The enterprises do not utilize the full poten-
tial of automated trigger management so our task was to
improve the interface and workflow for trigger setting.
XD Goals
After getting familiar with the context of the platform we
set the experience goals for the concepts. The first goal
was how could we incorporate the feeling of care to an
enterprise platform? The portal users were often con-
fused with complicated terms or the status of the system
they had to rely on. The feeling of care, in an emphatic way
let the users feel safe to achieve our goals. Our teams sec-
ond experience goal was to make users feel being a hero.
The users are experts in their own field and they wanted
to let the users feel proud about their achievements.
Outcomes
As the outcome of the project, we came up with two
concepts. For an applicable prototype, we proposed an
enhanced user interface for setting and managing DCP
portal triggers and actions. There is a way to use a chat-
bot powered interaction which guides and helps users
through each step until a user has reached their task. This
enables the users to learn the possibilities of the system
in a soft and empathic manner. However, as a second
option aimed for the power users, the prototype inter-
face proposes an interface which streamlines the process
of trigger management and visually guides the user but is
efficient to use.
Our teams second concept aimed to improve expe-
rience radically by attempting the enterprise users feel
being a hero according to our experience goal. Through
their research, we found out that most often the users
of the portal get only notified when something goes
wrong and failing systems lead to bad results and negative
feedback. However, when everything works smoothly the
users do not get acknowledged for their good work. To
solve this matter their second concept enhance the feed-
back loop between different users of the portal through
micro interactions embedded into the interface. By giving
good feedback to others within the same organization the
users get credited for their expertise and are more proud
of their work.
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 Infoboard

Issum Germany 02:15 PM Mainly Sunny

10C
SLA Notifications 3 Fastems Fleet Information

FROM Customer X FROM Customer Y

1500 1270 204 26

SUBJECT Production stopped SUBJECT System error PROACTIVE
error code / 8776392 code / 8776487 SUPPORT REQ

33 / 204
SLA Due in 09:59 SLA Due in 14:35 TOTAL FLEETS RUNNING WARNING STOPPED

Remote Servers CENTRAL EUROPE NORTH AMERICA ASIA

STATUS SERVER ID / TYPE

836
STAFF NAME

Sebastian T.
TIME (HH:MM)

10:18
NOTES
597 10 381 5
/ 27
10 0
MODEM / 58 / 2

539 56 2 358 8 15 8 2 0
837 Henry K. 00:39 West Chester USA 08:15 AM Heavy Rain
CISCO 12C

838
Hello FIN
NAME Marianne L. 00:05 NORTHERN EUROPE OTHER EUROPE OTHERS

124 265 123

Iaculisetiam praesent!

839 Reserved for Jinny on

6 10 2 Eiusmod tempor
incididunt ut labore et
FIN

Yo Finland! How is it
CISCO Tues. AM dolore magna aliqua.
/ 27 / 64 / 56
Netus iaculis scelerisque

840 MODEM Ville N. 02:41

Note goes on two lines
Something like this. 97 27 0 201 61 3 97 50 6 going? It was pretty busy
841 today for us!
Send a message

NAME Karl C. 00:12

842 NAME Heidi N. 00:28 April 3, 2017

Customer Feedback Case Load
843 NAME

844 Tuomas M. 00:10

I have never had this
NAME

845 Out-of-Office Log 5 Phone Duty

good and fast remote
Down for maintenance.
NAME DO NOT USE.

920 service. Thank you! William P. Tuomas M.

Notes
NAME Maija away next week
US SUPPORT Away / Mar. 31 Apr. 10 FIN SUPPORT 8am 4pm

GER ofce closed for

1100 CISCO Suvi N. 18:03 For Software team. Keep Josephina S. holiday next Monday
Marianne L.
connection until Wed.
Customer XX April 3, 2017 DE SUPPORT On site / Apr. 4 AM FIN SUPPORT 9am 5pm

1101 NAME Teemu J. 02:07 Marco K.

FIN FIELD SERVICE Away / Apr. 4

Cli
Task
Improving Work Experience at Fastems Remote Support

Design Team
Jinny Kim, Mikko Latva-Kyr, Maija Menp, Samar Zureik

Brief Experience Goals

With Fastems as our client, our team designed two design For our main user group, who are the employees of the
concept packages, applicable and radical. Fastems is a B2B Remote Support hubs around the world, we established a
supplier of factory automation systems including intelligent set of 3 experience goals.
manufacturing management software, automation hardware 1. Spark interest and feel amused: To experience
tools as well as related industrial services. For the appli- enjoyment in the work engage, captivate, energize and
cable concept, our brief was to design an implementable bring joy.
concept of an infoboard for the Fastems Remote Support 2. Feel empowered and capable: To feel that they are
team. For the radical concept, we focused on radically capable, effective and in control of their work.
improving the overall experience of the Fastems Support 3. Feel stronger sense of community: To strengthen the
Service. sense of belonging for the community of Remote Support
teams in Finland, US and Germany.

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 This set became the guiding principles of our design. The
goals were set based on the desig n brief on the outset of
the project. They were reviewed and modified throughout
the design process to ensure that the main users needs are
met.
Applicable Concept
Our design of the infoboard aims to improve the overall
work experience of the Remote Support personnel at
Fastems. Our proposal includes the main Infoboard design
with 9 features, a desktop view of the infoboard and a
Interaction between Customer and Remote Support
Client Facility
workspace layout for the Tampere office.
Radical
For the radical concept, we took a holistic approach to
the process of the remote support work. Our proposal
addresses pain points of current practices. By integrating
AR and Smartboard technologies, our proposal enhances
communication and collaboration between different stake-
holders such as customers, Field Engineers and Remote
Support staff.
Finland
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 Task
Lifting the Whole Work Experience with Augmented
Reality
Design Team
Pia Laulainen, Esteban Solis, Chengxin Hao
Konecranes is a bold and future oriented and commit-
ted company. They wanted us to figure out new ways of
operating the crane in industrial environment, and that
the concepts we would develop, should utilize augmented
reality (AR) and/or wearables. So after reviewing some lit-
erature related to their work and going through research
in-situ we defined our main experience goal as following:
To give the crane controller the control over his/her job
environment through new technologies. However, though
the feeling of control is the main experience goal, each
concept has support experiences (sub x-goals) supporting
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them. For the applicable solution we chose safety, effec-
tiveness, completion, empowerment and fellowship whilst
the radical has empowerment, self-development, fellow-
ship and relatedness as their sub x-goals.
Applicable Concept
The crane assistant application is a practical solution de-
signed for AR glasses that gives the experience of control
to the workers by empowering their skills and profession-
al pride rather than the feeling of technology outsmarting
them or even replacing them. In this sense the application
acts as an assistant rather than a controller giving useful
data to the user and the option to make decisions, show
and strengthen their abilities. The language and the tone
that the Crane Assistant offers is the one of a helper
offering options and not giving orders by voice. The
application also offers the possibility to give the users
some motivation by assigning scores to some of the tasks
they have to do giving them the chance to earn scores
(proof of their skills) and even trade their points for some
rewards like breaks, or time to leave earlier or come later
to work. An additional opportunity is offered for them to
interact with their co-workers.
Radical Concept
Cranetopia is a radical solution for the lack of control and
motivation in industrial environments that uses gamifica-
tion as its main resource. The experience was designed to
immerse the users in the world of Cranetopia, which is
possible thanks to AR environment creation inside their
work places. The users can choose between classes, char-
acter customization, missions and competitions against
different companies to become the ultimate King or
Queen of the Crane. The AR environment of the whole
working place allows them to find a different place each
day and have different missions that not only bring fun
and motivation to the work but also make them become
better and make the best out of the new crane features.
Examples are following a coin path with the load (safer
route) or avoid monsters that can eat your load and make
you lose points (the monsters can be simulated where
there are things the load can crash with).
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 Task
New UX Concepts for Operating a Crane
Design Team
Jeong-sun Park, Juulia Juutilainen,
Mika Jokiniemi, Yucheng Wang
The Brief
Come up with new UX driven concepts for operating
a crane, utilizing e.g. wearables or augmented reality.
Konecranes is quite interested in developing new ways
of utilizing emerging technologies in their products. Now
they are researching the possibilities of AR and wish to
be the first company to launch a functioning system to
be implemented in crane industry. We focused on the
controlling an electronic overhead trolley (EOT) and the
experiences related to it.
Experience Goals
Our experience goals have been developed to make the
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operator feels one with crane. Achieving this experience
would ensure that it meets practically all the Konecranes
Situational awareness - It must be clear what is the status
and how the user interaction is going to affect the crane
and the context. Trustworthy - User must be able to rely
on the product that it is not going to fail or do something
unpredictable. Safety - Users must feel safe when using a
product or service. Feeling of control - Fit to work prod-
uct must support smooth work flows enabling effective
and rewarding working. Informative - Necessary informa-
tion should be appropriately highlighted and available at all
times. Unnecessary information should be hidden. Smart
- Creating clever simplicity and inbuilt intelligence making
complicated tasks feel simple. Empowering - Making users
feel professional and skillful.
Applicable Concept
The design principle in our applicable solution is that the
user interface should be close to or in the crane oper-
ators body. The operators own senses are enhanced,
or augmented, so that the crane operator is more able
to do some important tasks, such as noticing objects of
interest or dangers. Also the logic for operation is always
the same regarding the users own body and perspective.
There is no need to do small nudging movements with
the joystick to test which direction is which. Main feature:
Drawing and Shadowing Drawing means that the operator
can draw the path for the hook with virtual augmented
reality pointer originating from the controller. This resem-
bles pointing with a finger in real life which is something
everyone can intuitively do. Shadowing means that the
crane is able to mimic operators movements, like the op-
erators shadow. If the operator is in this mode and walks
15 meters with the crane ahead (with the button pressed)
the crane will be at the exact same position relative to
operator
Radical Concept
Here the purpose was to craft a design that would achieve
the experience goal without any compromises. The idea
is that the operator is located in empty room and has
haptic augmentation in hand and glasses that enable the
user to see the warehouse from more or less the cranes
perspective. The operators feel and see everything as
though he is a giant crane. The lifting device will do the
same motions as the operators hand. The operator feels
resistance, weight in his hand. The haptic engine also
restricts the movement to the cranes maximum speed,
so the hand movement and the hook movement will be
mapped one to one.
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 Task
Me, My Ship and I: Designing Experiences for a
Navigational UI of RR
Design Team
Juhani Virta, Mengxiao Li, Tuukka Pyklinen, Zhifa Chen
Brief
Design a navigational user interface (UI) for vessels, which
builds up a point cloud based 3D world of the ships
surroundings. The UI should be an easy-to-use interface
that allows users to view and highlight points of interest,
including dynamic and static objects, distances, danger
zones, etc!
Experience Goals
We dug deep for meaningful experiences and emotions
that we wanted our users to experience when using or
interacting with our concepts and ended up with two
abstract experience goals (XGoals): Self-worth and Unity.
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These terms represent the feelings of I matter and We
matter, respectively. In essence, the XGoals are answers
that we want our concepts to convey to a user that might
be worried about their place at the ship, both personally
and socially, when automated technologies are becoming
more and more prominent. In order to make our XGoals
more tangible, we divided each of the XGoals into sub-
XGoals, where accomplishing the sub-XGoals should lead
into the user experiencing the main XGoals.
Applicable concept
Our applicable concept is a navigational tool that com-
bines various systems currently used on ship bridges.
The aim is to reduce the clutter and amount of separate So we decided to explore the not so distant future,
devices in the work environment of the officers. Our where there are still crew members on board, but in few-
concept combines ECDIS electronic maps, Automat- er numbers due to emerging automation technologies and
ic Identification System information, traditional radar sensors replacing some of the routine duties of the ship.
technology and LiDAR laser sensor data into one touch The concept is centered around an artificial intelligence
screen display. We promote the users professionalism (AI) system that has access to all the sensors and infor-
by giving them control over the information they want mation technologies of the ship, but cannot control any of
to see and use in their daily work. They are experts at the operative systems
their jobs and the system should be a streamlined tool on the ship (such as steering, route planning, cargo
for them they should have a sense of control. The loading/unloading etc). This allows the AI to synthesize
crowdsourced information map builds a sense of global various sources of information and make plans, schedules
community and shared professionalism, while the ships and suggestions for the crew that they can utilize in their
internal social feed enhances the interaction among the workflow, but not without the crews explicit approval.
crew. To better evaluate the usability of this concept, we
built a functioning iPad prototype which included some
of the key features and functionalities of the end product,
gave an introduction of it to the testers and allowed them
to explore the tool themselves.
Radical concept
For our radical concept we decided to explore the
relationship between the crew members and the ship.
Rolls-Royce has invested a lot of resources into ideating
the ship of the future and how they could be automated.

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Client Comments
The students were able to find the pains and gains
of users by applying modern methods and seeing
the forest for the trees. They were also able to
develop both applicable and radical concepts for
creating gain and relieving pain in a very short
time frame.

Both groups understood and considered well the

essence of utilizing augmented reality in operating
an industrial crane. Although the Experience-driv-
en Design approach was challenging, the groups
were able to create and present their concepts in
high quality.

We were waiting for high level results, but the

project outcome exceeded our expectations. Our
team is really excited about the results and wait-
ing those to become a reality. In Finland we should
have more co-creation activities like this!

We offered a challenging task in a challenging

environment, and the XD team responded with a
cool service concept with great attitude. The radi-
cal design was an eye-opener. Well done!

It was refreshing to see the innovative approach

to UX development the team applied during the
project.Results are inspirational and give us excel-
lent ideas how to take the UX to the next level in
our own business.

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 http://coid.aalto.fi/experience-driven-design
Task
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Design Team
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