Conveying User Experience in Business-to-Business Environment

Tässä työssä käsittelen käyttäjäkokemuslähtöisen tuotesuunnittelun mahdollisuuksia vaikuttaa erottautumistekijöihin teollisissa yrityksissä, jotka toimivat B2B ympäristössä. Työn tavoitteena on tarkastella kokemuspohjaisen suunnittelun teoreettisia lähtökohtia, ottaen huomioon muotoilun, kognitiotieteiden ja kauppatieteiden alojen tutkimuspohja. B2B ympäristön tarkastelu on tämän työn yksi painopisteistä, koska siinä tuotteen omistus ja käyttö jakautuvat asiakkaiden ja käyttäjien kesken. Tämä toisaalta vaikuttaa tuotteen suunnittelun lähtökohtiin, sen markkinointiin, myyntiin ja vastaavasti asiakas- ja käyttäjäkokemukseen. Työ on tehty FIMECC:in aloittaman UXUS projektin yhteydessä. Projektin tarkoitus on tutkia ja soveltaa käyttäjäkokemuksen lähtökohtia teollisessa ympäristössä. Työssäni pyrin kehittämään teoreettisen ajatusmallin, jolla asiakkaiden ja käyttäjien kokemuksia voidaan tarkastella eri tasoilla ja ottaa huomioon suunnitteluprosessin varhaisissa vaiheissa. Tämä malli pohjautuu osittain psykologisiin teorioihin, jotka tulevat esille aikaisemmissa tutkimuksissa mm. Carver ja Scheier (1998); Sheldon, K.M., Elliot, A.J., Kim, Y. ja Kasser, T. (2001). Ajatusmallin ensisijainen tarkoitus on toimia tukityökaluna tuottajayrityksen tuotekehityksen ja markkinoinnin yksiköille kun halutaan soveltaa kokemuslähtöisen suunnittelun periaatteita yrityksen toiminnassa. Mallin toinen tarkoitus on toimia perustana teolliseen ympäristöön soveltuvien kokemusmittareiden kehitykselle. Työn toinen osio keskittyy yheden UXUS projektin yrityskumppanin toiminnan tutkimiseen (Rocla). Tässä osiossa pyrin kehittämään kokemusmittariston, jonka tarkoituksena on huomioida tuottajayrityksen, tuotevälittäjien, asiakkaiden ja käyttäjien näkemyksiä tuotteiden ominaisuuksista ja kokemuksista sekä mahdollistaa vertailu näiden osapuolten välillä. Kerätyn aineiston ja vertailun tarkoitus on auttaa tuotekehitys- ja markkinointitiimien työtä kun määritetään uusien tuotteiden kehityskriteerit ja myyntiargumentit. Kokemusmittariston sunnittelussa käytän sekä teoreettisia lähtökohtia, jotka käydään läpi työn alussa, että kymmentä johtajatason henkilön haastattelutulosta Roclan tuotekehityksen, markkinoinnin ja myynnin yksiköistä. Tämän lisäksi sovellan ajatuksia keskusteluista, joita käytiin läpi lukuisissa tutkijatapaamisissa, kenttä- ja yritysvierailuilla. Ehdotetun kokemusmittariston avulla kerään aineistoa 57:ltä kokeneelta varastotuotevälittäjältä. Välittäjät vertasivat kahta erityyppistä varastokonetta heidän kokemuksiensa perusteella ja myös osoittivat näkemyksensä psykologisten tarpeiden tärkeydestä asiakkaiden ja käyttäjien näkökulmasta. Aineiston analyysi osoittaa, että vaikka välittäjät kokivat selkeitä eroja tuotteiden visuaalisen ulkonön viehättävyydessä, tämä tekijän tärkeys oli yleisesti vähäinen (mm. osittain linjassa Diefenbach, S. ja Hassenzahl, M. (2011) tulosten kanssa). Tämä tulos tukee ajatusta siitä, jos kokemuspohjaisia lähtökohtia halutaan soveltaa erottautumistekijöinä B2B ympäristössä, niiden pitää olla vahvasti ja selkeästi yhdistettynä taloudellisiin mittareihin.The main goal of this study is to investigate theoretical background behind user experience (UX) paradigm and its possible implementation in industrial product development within business-to-business (B-to-B) environment. This work is conducted in the realm of UXUS project (User Experience and Usability in complex Systems), which was initiated by FIMECC (Finnish Metals and Engineering Competence Cluster) in 2010. In contrast to business-to-consumer environment, B-to-B setting separates ownership and actual use of the product. My aim lies in elaborating on various impacts of this separation on user and customer experiences and possible ways to communicate benefits of better UX to customers and equipment distributors. In the content of this paper, I introduce a theoretical thinking model for approaching experiences in industrial product development and an experimental questionnaire set, which is meant to capture different aspects of product and operating environment experiences. I test the proposed questionnaire set with 57 experienced warehouse equipment distributors who evaluate two separate industrial products. Results indicate that distributors are able to appreciate differences in hedonic qualities of industrial equipment and that visual appearance is a major factor in indicated product perceptions. However, overall hedonic qualities were perceived as less important compared to utilitarian qualities, which is partially in line with consumer product findings by DIEFENBACH, et al. (2011). I also find that distributors were unable to appreciate the importance of three major psychological needs (relatedness, autonomy and competence as indicated by SHELDON, et al., 2001) in industrial product development. I also analyze interviews of ten managers from warehouse equipment manufacturing company Rocla to investigate whether individuals working in separate departments perceive implications of UX paradigm differently. Findings indicate that individuals dealing with R&D activities stress the importance of end-users in deriving criteria for product development whereas individuals dealing with marketing and sales activities emphasize the role of personal relationships with customers. The longrun aim of this research direction is to assess strategic potential of UX paradigm for industrial product manufacturers

Knowledge Based Systems: A Critical Survey of Major Concepts, Issues, and Techniques

This Working Paper Series entry presents a detailed survey of knowledge based systems. After being in a relatively dormant state for many years, only recently is Artificial Intelligence (AI) - that branch of computer science that attempts to have machines emulate intelligent behavior - accomplishing practical results. Most of these results can be attributed to the design and use of Knowledge-Based Systems, KBSs (or ecpert systems) - problem solving computer programs that can reach a level of performance comparable to that of a human expert in some specialized problem domain. These systems can act as a consultant for various requirements like medical diagnosis, military threat analysis, project risk assessment, etc. These systems possess knowledge to enable them to make intelligent desisions. They are, however, not meant to replace the human specialists in any particular domain. A critical survey of recent work in interactive KBSs is reported. A case study (MYCIN) of a KBS, a list of existing KBSs, and an introduction to the Japanese Fifth Generation Computer Project are provided as appendices. Finally, an extensive set of KBS-related references is provided at the end of the report

A Winnow-Based Approach to Context-Sensitive Spelling Correction

A large class of machine-learning problems in natural language require the characterization of linguistic context. Two characteristic properties of such problems are that their feature space is of very high dimensionality, and their target concepts refer to only a small subset of the features in the space. Under such conditions, multiplicative weight-update algorithms such as Winnow have been shown to have exceptionally good theoretical properties. We present an algorithm combining variants of Winnow and weighted-majority voting, and apply it to a problem in the aforementioned class: context-sensitive spelling correction. This is the task of fixing spelling errors that happen to result in valid words, such as substituting "to" for "too", "casual" for "causal", etc. We evaluate our algorithm, WinSpell, by comparing it against BaySpell, a statistics-based method representing the state of the art for this task. We find: (1) When run with a full (unpruned) set of features, WinSpell achieves accuracies significantly higher than BaySpell was able to achieve in either the pruned or unpruned condition; (2) When compared with other systems in the literature, WinSpell exhibits the highest performance; (3) The primary reason that WinSpell outperforms BaySpell is that WinSpell learns a better linear separator; (4) When run on a test set drawn from a different corpus than the training set was drawn from, WinSpell is better able than BaySpell to adapt, using a strategy we will present that combines supervised learning on the training set with unsupervised learning on the (noisy) test set.Comment: To appear in Machine Learning, Special Issue on Natural Language Learning, 1999. 25 page

Using Subcategorization to Resolve Verb Class Ambiguity

Levin's (1993) taxonomy of verbs and their classes is a widely used resource for lexical semantics. In her framework, some verbs, such as give exhibit no class ambiguity. But other verbs, such as write, can inhabit more than one class. In some of these am- biguous cases the appropriate class for a particular token of a verb is immediately obvious from inspection of the surrounding context, In others it is not, and an application which wants to recover this infor- mation will be forced to rely on some more or less elaborate process of inference. We present a simple statistical model of verb class ambiguity and show how it can be used to carry out such inference

Learning Efficient Disambiguation

This dissertation analyses the computational properties of current performance-models of natural language parsing, in particular Data Oriented Parsing (DOP), points out some of their major shortcomings and suggests suitable solutions. It provides proofs that various problems of probabilistic disambiguation are NP-Complete under instances of these performance-models, and it argues that none of these models accounts for attractive efficiency properties of human language processing in limited domains, e.g. that frequent inputs are usually processed faster than infrequent ones. The central hypothesis of this dissertation is that these shortcomings can be eliminated by specializing the performance-models to the limited domains. The dissertation addresses "grammar and model specialization" and presents a new framework, the Ambiguity-Reduction Specialization (ARS) framework, that formulates the necessary and sufficient conditions for successful specialization. The framework is instantiated into specialization algorithms and applied to specializing DOP. Novelties of these learning algorithms are 1) they limit the hypotheses-space to include only "safe" models, 2) are expressed as constrained optimization formulae that minimize the entropy of the training tree-bank given the specialized grammar, under the constraint that the size of the specialized model does not exceed a predefined maximum, and 3) they enable integrating the specialized model with the original one in a complementary manner. The dissertation provides experiments with initial implementations and compares the resulting Specialized DOP (SDOP) models to the original DOP models with encouraging results.Comment: 222 page

Contextual Social Networking

The thesis centers around the multi-faceted research question of how contexts may be detected and derived that can be used for new context aware Social Networking services and for improving the usefulness of existing Social Networking services, giving rise to the notion of Contextual Social Networking. In a first foundational part, we characterize the closely related fields of Contextual-, Mobile-, and Decentralized Social Networking using different methods and focusing on different detailed aspects. A second part focuses on the question of how short-term and long-term social contexts as especially interesting forms of context for Social Networking may be derived. We focus on NLP based methods for the characterization of social relations as a typical form of long-term social contexts and on Mobile Social Signal Processing methods for deriving short-term social contexts on the basis of geometry of interaction and audio. We furthermore investigate, how personal social agents may combine such social context elements on various levels of abstraction. The third part discusses new and improved context aware Social Networking service concepts. We investigate special forms of awareness services, new forms of social information retrieval, social recommender systems, context aware privacy concepts and services and platforms supporting Open Innovation and creative processes. This version of the thesis does not contain the included publications because of copyrights of the journals etc. Contact in terms of the version with all included publications: Georg Groh, [email protected] zentrale Gegenstand der vorliegenden Arbeit ist die vielschichtige Frage, wie Kontexte detektiert und abgeleitet werden können, die dazu dienen können, neuartige kontextbewusste Social Networking Dienste zu schaffen und bestehende Dienste in ihrem Nutzwert zu verbessern. Die (noch nicht abgeschlossene) erfolgreiche Umsetzung dieses Programmes führt auf ein Konzept, das man als Contextual Social Networking bezeichnen kann. In einem grundlegenden ersten Teil werden die eng zusammenhängenden Gebiete Contextual Social Networking, Mobile Social Networking und Decentralized Social Networking mit verschiedenen Methoden und unter Fokussierung auf verschiedene Detail-Aspekte näher beleuchtet und in Zusammenhang gesetzt. Ein zweiter Teil behandelt die Frage, wie soziale Kurzzeit- und Langzeit-Kontexte als für das Social Networking besonders interessante Formen von Kontext gemessen und abgeleitet werden können. Ein Fokus liegt hierbei auf NLP Methoden zur Charakterisierung sozialer Beziehungen als einer typischen Form von sozialem Langzeit-Kontext. Ein weiterer Schwerpunkt liegt auf Methoden aus dem Mobile Social Signal Processing zur Ableitung sinnvoller sozialer Kurzzeit-Kontexte auf der Basis von Interaktionsgeometrien und Audio-Daten. Es wird ferner untersucht, wie persönliche soziale Agenten Kontext-Elemente verschiedener Abstraktionsgrade miteinander kombinieren können. Der dritte Teil behandelt neuartige und verbesserte Konzepte für kontextbewusste Social Networking Dienste. Es werden spezielle Formen von Awareness Diensten, neue Formen von sozialem Information Retrieval, Konzepte für kontextbewusstes Privacy Management und Dienste und Plattformen zur Unterstützung von Open Innovation und Kreativität untersucht und vorgestellt. Diese Version der Habilitationsschrift enthält die inkludierten Publikationen zurVermeidung von Copyright-Verletzungen auf Seiten der Journals u.a. nicht. Kontakt in Bezug auf die Version mit allen inkludierten Publikationen: Georg Groh, [email protected]