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Bridging troubled water: Quality of Experience in a mobile media context
Katrien De Moor, Lieven De Marez
MICT-IBBT, Dept. of Communication Sciences, Ghent University
Wout Joseph, Tom Deryckere, Luc Martens
WiCa-IBBT, Dept. of Information Technology, Ghent University
Terena Networking Conference 2008
Introduction and context
Changing ICT environment User experience – Quality of Experience ‘Interactionism’ perspective User-driven innovation Examples
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Today’s Innovation Spiral
Technology evolving at a dazzling speed, … intensified competition, … more innovations to distinguish themselves from competitors, …
shortening product life cycles, … increased pressure on NPD processes & introduction strategies, … more failing innovations, …
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“More and more companies have recognized the need to learn from
users in order to develop innovative, user experience’-centred products”
(Sleeswijk Visser, Van der Lugt, Stappers, 2007: 35)
”The consumer is king – and needs high QoE” (Kumar, 2005: 39)
”QoE became the ultimate business metric & competitive battleground” (Empirix, 2005: 1)
Increased importance of the integration of user- & user experience oriented research in NPD processess
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The era of ‘user experience technology’?
Quality of Experience
= buzzword, USP, ultimate business metric,…
Central question
How to deliver high QoE for end-users?
Problem: ‘Clash’ of visions, fragmented efforts
MICT-WiCaDe Moor et al.
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Striving for QoE delivery: ‘clash of visions’
“Natuurlijk vonden veel technici het vervelend dat geen enkel technisch detail
genoemd mocht worden, maar in dit geval moesten de emotie en de experience spreken”
(Philips, 06/12/2007)
A: Gaining insight in what users want, expect, feel, think,… as a means to enhance end-user QoE
B: QoS optimisation as a means to optimise end-user QoE
QoE = QoS ?
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QoE = QoS?
Delivering high QoE should be the main goal in NPD
and striving for QoS optimisation a necessary, but unsatisfactory means to achieve that goal
QoS is only one necessary component of QoE!
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QoE as a multidimensional concept (1)
5 Building blocks ‘Quality of Effectiveness’ (~QoS)
Application/Service Server Network Device/Handset
‘Quality of Efficiency’ (does it work well enough for the user?)
Device/Handset Network Application/Service
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QoE as a multidimensional concept (2)
5 Building blocks ‘Usability’ (behavioural and emotional)
‘Expectations’ (degree up to which expectations are met (or eg. exceeded), will determine part of the QoE
‘Context’ Environmental Context (eg. public/private, mobility, usage
context, …) Personal & Social Context (eg. Identity creation, emotions,
empowerment, …) Cultural Context (eg. age, values, …) Technological Context (eg. Tangibles, billing, cost, usage
intensity, compatibility, …) Organisational Context
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Multidimensional conceptual model
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Example Conceptual model, based on desk research & expert panel
QoE
QoS
Example GAMING STUDY
Usability
Expectations
Context
Latency, quality of image, speed …
Easy navigation, interface…
gameplay, content, response time…
Community aspect, online, cost, …
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Currently: too much post development measurements (3) and usability and QoS measurements (2)
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3Prior-to-development & Prior-to-launch
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Expectations?
(Post)Development & Prior-to-launch
Prototypes, demo’s, ….
Usability testing
QoS optimisation
Post development & Post-launch
User research:
Satisfaction measurements
Good experience?
Delivering high QoE: how?
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New methodology for bridging the QoE-QoS gap
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Empirical case-study
Study of 2 I-City applications, N=10
Interdisciplinary team
Focus on bridging gap between QoE (user-oriented) and QoS (technology-oriented approaches) in NPD
Translation/transformation of insights from user research
test and refinement of new methodology 5 phases
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Some results (1)
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1. Pre-usage user research: detection of relevant QoE dimensions and user expectations (quali+quantitative)
e.g. price, navigation, speed, display size, …
2. Pre-usage translation workshops social scientists and engineers
e.g. photo-download speed application
3. Monitoring during usage usage scenarios for test users
different reception levels + monitoring of ‘signal strenght’
probe model (cfr. Deryckere, Joseph et al, 2008)
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Some results (2)
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4. Post-usage questions on device: after completion of usage scenario questions on device (general experience, frustration,,…)
example: resp. B, male, 30 (Wineguide)
Some results (3)
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5. Post-usage user research: comparison of expectations vs. experience: gaps? Explanation?
e.g. person B, 30, male (Wineguide)
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Conclusion
- Integrated approach for QoE-measurement- Both objective and subjective parameters- Future research:
• Larger scale testings: more test users and usage contexts
• Extended probe model: more parameters for monitoring (e.g. contextual probe: GPS data, user-generated information about current activities, mood, …)
• Personalised set of questions on device
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THANK YOU!
QUESTIONS?
CONTACT US:
http://www.mict.be
http://www.wica.intec.ugent.be/