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User Centered Design - MIConnect 30/05/2013
This document discusses how a company called Ascolia improved their business by focusing on user experience. They worked with a user experience consultancy called u-sentric to redefine their strategic framework based on customer needs. Through observing customers and co-creating with internal stakeholders, Ascolia shifted from being a mobile furniture supplier to experts in compact organization solutions. This improved their branding, products, margins, and customer satisfaction. The new approach opened up business possibilities and positioned Ascolia differently in the market.
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User Centered Design - MIConnect 30/05/2013
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- 2. • User Experienceexperts • Young, dynamic company since 2007 Born out of ‘Centrum voor User Experience onderzoek (CUO)’ -K.U.Leuven’ @usentric
- 3. Our mission: “To createexperiences that exceed expectations”
- 4. We believe thereis a relationship between: user experience & happiness Happy customers & Happy companies
- 5. Interaction has alanguage...
- 7. Involve your endusers in the design process!
- 8. Implement the needs,wishes, expectations and limitations of end users within an iterative design process. User Centred Design
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- 18. Business situation • Company,manufacturer of mobile furniture • Based in Brussels & Lyon • Bought by current owner in 2005 • Financial evolution • Increased Revenues • Decreased Margins • Changing competitive environment • International consolidation • Growing price pressure • Full offer of products
- 19. « How tostand out of the crowd with a limited offer? »
- 20. Redefining the strategicframework • What do we provide? • What business are we in? • Whom do we serve? • Competitive analysis • Market segmentation and prioritization • How do we realize this? • Company structure • What is our value proposition? • Product, Price, Accessibility, Service, Experience
- 21. Co-creation with internalstakeholders
- 22. From mobile furnituresupplier for hotels and hospitals to experts in compact mobile organization solutions that assure rapid services User centered approach = outside –inside = starting from his needs instead of product offer New business possibilities New way of branding New business definition & new approach
- 23. • Branding andcommunication strategy Definition of values • Logo • Brochures • Website • Exhibition material • Commercial strategy Segmentation(priorities) • New product development en quality control • Toolkit • Transport optimalisation • New materials New ambitions
- 24. • Defining goals& strategy • Defining clear positioning • Commercial strategy Target groups /DMU Defining all stakeholders involved Recognizing buy reasons Discovering internal strenghts Preparing the field
- 25. • First inspirationround (Paris – Hotel *****) • Extreme user • Different stakeholders • House keeping direction • Room maids • Hotel direction. • Guests • Learnings... Exploring the field - OBSERVATION
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- 34. • More Functionalities& ergonomics • Use of different drawers instead of one compartiment on top • Extra level for clean linen • 5th wheel : makes it possible to turn on the same place ( small corridors) • Materials & accessoires • New material : VOLKERN • strong, light ,durable material • wooden look • Large protections (bumpers) to avoid damages on walls ,doors,paintings.. • New organisational elements • Optional elements : Space for Swiffer.. • Raw with trays for small elements ...beauty products,slippers..cleaning products.. • On top of trolley : opening for Paper,files.. Creation of a basic trolley with options
- 36. • Funnel isfull of ideas.. • New opportunities are discovered. • Growing demand of clients.. • Bigger deals • Different marketposition.. • Different, more adapted offer • Better margins.. • Higher motivated people • Improved company culture… Results after release
- 37. • New inspiringtours are planned in existing and new sectors • Further development and testing of new prototypes • Focus on internal organization and production • … The way forward…
- 38. TAKE CARE OFYOUR CUSTOMER…HE’S YOUR ONLY PROFIT CENTER! Hope you enjoyed this case as much as we did!
- 39. u-sentric | AnnitaBeysen & Hanne Sidarow| Karel Van Lotharingenstraat 4 bus 3.2 Belgium Contact: [email protected] & [email protected] www.u-sentric.com Thanks! Questions or remarks? Don’t hesitate to contact us!