Download presentation
Presentation is loading. Please wait.
Published byBrianna Harrington Modified over 8 years ago
1
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
2
Introduction and context Changing ICT environment User experience – Quality of Experience ‘Interactionism’ perspective User-driven innovation Examples 2 MICT-WiCa De Moor et al.
3
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, … 3
4
4
5
5 “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
6
6
7
7
8
8 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-WiCa De Moor et al.
9
9 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 ? MICT-WiCa De Moor et al.
10
10 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! MICT-WiCa De Moor et al.
11
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 11 MICT-WiCa De Moor et al.
12
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 12 MICT-WiCa De Moor et al.
13
13 Multidimensional conceptual model
14
14 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, … MICT-WiCa De Moor et al.
15
15 Currently: too much post development measurements (3) and usability and QoS measurements (2) 1 2 3 Prior-to-development & Prior-to-launch ???? 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? MICT-WiCa De Moor et al.
16
16 New methodology for bridging the QoE-QoS gap MICT-WiCa De Moor et al.
17
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 17 MICT-WiCa De Moor et al.
18
Some results (1) 18 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) MICT-WiCa De Moor et al.
19
Some results (2) 19 4. Post-usage questions on device: after completion of usage scenario questions on device (general experience, frustration,,…) example: resp. B, male, 30 (Wineguide)
20
Some results (3) 20 5. Post-usage user research: comparison of expectations vs. experience: gaps? Explanation? e.g. person B, 30, male (Wineguide) MICT-WiCa De Moor et al.
21
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 21 MICT-WiCa De Moor et al.
22
22 THANK YOU! QUESTIONS? CONTACT US: http://www.mict.be http://www.wica.intec.ugent.be/
Similar presentations
© 2024 SlidePlayer.com Inc.
All rights reserved.