How Can We Make Our Customers Trust Our Systems

1
How Can We Make Our Customers Trust Our Systems?

• Shuichi Fukuda
• Stanford University
• 2nd Systems Conference
• Montreal,
• April 9, 2008

2
What to Expect

• Increasing Diversification and Complexities
• ? Customers cannot see
• how the system works
• ? More frustrations and anxieties
• Donald Norman, Emotional Design
• Simple objects can be trusted
• because our expectations are apt to be
• accurate.
• We dont know what to expect.

3
How Can We Build up Expectations?

• Possible solution
• would be
• Continual Prototyping
• .

4
Software Development

• Changed remarkably since the emergence of
  Knowledge Engineering or AI technology.
• Fixed function development ?
• Growing or Evolving function development
• The idea of Continual Prototyping was
  introduced
• Fixed function development
• too much unrealistic
• .

5
Growing or Evolving Function
                   
6
Fixed Function
                   
7
Notable Feature of Software

• You cannot see what it is or how it works until
  you use it.
• ? Continual Prototyping
• enabled them to see and
• it let them know what to expect
• .

8
Evolving Function Learning Curve
                   
9
Fixed Function
                   
10
Introduction of Software Development Idea
intoHardware Development

• Current Customers
• Concerns or Uneasiness
• Expected to be Removed

11
Market Development

• 20 of the Potential Customers Lead the Market
• 80 follow if the reputation is good.
• Quickly Shortening Product Life Cycles
• No time for reputation establishment
• New models replace old ones
• before reputation or value is
  established.

12
Hardware Development
Processing of Already Existing Natural
Resources Change or Adapt Natural Material
Characteristics to the Requirements
13
Hardware Development
14
Hardware Development
15

                   
16
Software Development
Starting from Scratch Creating Functional
Pattern
17
Software Development
18
Software Development
19
Hardware Development
20
Software Development
21
Hardware vs. SoftwareDevelopments
Hardware Development Growth of an
individual Living Thing To grow each
individual entity so that it will match
the requirements. Software Development
Adaptation Species
22
Advantages and Disadvantages
Hardware Visibility of functions
Easier to expect how it will behave Software
Difficult to see from the first
Combination
23
Continual Prototyping in Software
Removed Concerns Get Accustomed to Simple
Functions Trust Grows Then,
Next Level or Step Users Trust
Grows as Functions Grow
24
Fixed Function Development
Assumption Designers can foresee the operating
environments and situations Now Extensive
and Frequent Changes Designers can no
more foresee or predict Designer-centric design ?
User-centric design
25
Continual Prototyping
Designer-centric design ? User-centric
design Combined Systems Hardware and
Software Combined IC chips -- More
Adaptability Add-on functions
Classification of User Patterns Add
functions when they are called for
26
Decommissioning
Definition Difficult for Software Easy
for Hardware Hardware can be an indicator for
decommissioning
27
Develop a System to Work together with User
Yesterday Systems are there.
User acted as designer instructed
Tomorrow User knows the situation
System helps him or her to
understand the situation better, make
better decisions and respond better.
28
Continual Prototyping
System Must Learn How to Work Together
Continual Prototyping Learning
Curve Similar in Shape
System and User Grows Together as They
Learn Together
29
Thank you
Shuichi Fukuda
shufukuda_at_cdr.stanford.edu