Innovative leap – designingfuture ship bridge concepts with Rolls-Royce

Shaping the futureMikael WahlströmVTT Technical Research Centre of Finland

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This presentation gives insight on conceptdesign:

How to introduce new technology into certain work or activitydomain – so that the design solutions are both user centeredand produce wow-effect?How draw “radical” design ideas from ethnographic userstudies?Ideas based on highly successful group effort:

Picture copyright: Rolls-Royce

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Case example: UX orientated ship bridgedesigns of the future – the task

Rolls-Royce, VTT and Aalto in collaborationDesign task:Ship command bridge concepts for three vessel types, thesebeing 1) tug boat, 2) PSV and 3) cargo ship.Would have to induce ”wow-feeling,” reflect ”radical design” andbe ”user-centred”.Field and future studies.

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The big challengeCould there be a design approach that is radically futureorientated, yet user-centered and applicable in industrialwork contexts?The approach would have to solve a controversy:

• Design solution relates to the (relatively fixed) aims of theprofessional users (operation, transportation, production,maintenance); but

• Design solution does not conform with the existing userparadigm (things are done differently)This implies that the designer has to find appropriatemeans to relate to and distance oneself from data on users– not just what users want but a “step beyond”

• In line with the general controversy in creativity: surprisingmental (in practice social) connections needed (creativity) butthese connections have to make sense (are not random)

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Proposed solution: 5 design principles for”elevating the level of abstraction” and steeringthe designers’ focus away from the existingways of doing things – in a reasonable manner1. Identify and dissect the ”main elements” in the work activity,

which the design solution is to serve – analyze what is doneand why.

2. In addition to the ”instrumental” elements in work, envisionuser experience – in principle, this helps in “forgetting“ theexisting product, i.e. inspires thinking outside the box

3. ”Reformulate” the findings into ”design friendlier” indications:1) “instrumental” design goals, 2) UX design goals, 3) designthemes, 4) scenarios/stories, 5) visualizations of results.

4. Consider how these elements in work activity could beachieved in view of recent and near future technologies?

5. Forget (within reason) the requirements – legislation can bechanged and technology will develop.

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Proposed solutionEthnographic studies design aims, themes, scenarios…Identification of:• Relevant instrumental elements in work(what has to be achieved and why; existingwork practices)• Emotional (non-instrumental) values(ux-goals)

Future studies technological alternatives

So how does this take place actually?

Combination

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Generating UX-goals – intuitively literature anddata driven

Several UX-goals, e.g. situation awareness (extensive literature),feeling of community (easily visible in the maritime context), feelingof comfort (commonsensical)Main design theme ”being one with the ship and the sea”

1. Joint-cognitive systems (Woods & Hollnagel, 2006); human–technology–environment-system as a level of analysis and ”level fordesign”

2. Reasonable in view of years of studies in complex systems (byNorros)

3. Also reasonable considering the actual maritime context – anythingcan happen in the open sea; “togetherness” and unity are importantfor the mariners at embodied, cognitive, and social levels

Use reason, empathy and common sense – try to genuinelyunderstand the workers.In practice – UX-goals/thinking not separate from “instrumental” goalsand understanding of actual work practices.

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Identifying the relevant elements in workactivity – core-task analysis (Norros)

Assumes relevant elements in work activity: control demandsand resources (what are the practical challenges and how arethese met).

Provides means for differentiating relevant elements in fieldstudy findings: how control demands and resources meet in aparticular work setting (“core-task demands”).

Provides a visual model on how these demands and resourcesare inter-related.

These inter-relations can be translated into design goals.

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Core-task analysis model

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Core-task analysis – examples from the futureship bridges case

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”being one with the ship and the sea”

Picture copyright: Rolls-Royce

Core-taskanalysis:

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”being one with the ship and the sea”

Picture copyright: Rolls-Royce

Core-taskanalysis:

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”being one with the ship and the sea”

Picture copyright: Rolls-Royce

Core-taskanalysis:

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Innovative leaps? Design ideas detached fromand attached to actual work activity…

”Mediated” process of user centred design:User data -> “abstract” models -> concretization(themes/goals/scenarios/[personas]) -> design ideasModelling (core-task demands), themes and goals allow toidentify ”design problems” with an elevated level of abstraction(not usability specific but from a more general perspective)”Translating” elements of work activity into design ideas byconsidering how certain ”broad” instrumental aims could beachieved with new technologiesNot focusing on the existing product but on the potential userexperience

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Technologicalalternative 5

Technologicalalternative 1

Technologicalalternative 2

Technologicalalternative 3

Technologicalalternative 4

Designtheme Y

Scenario Z

UX goal QPracticalchallenge

W

Usabilitygoal X

“Innovation gears”

Studies on emotional,social, cognitive,

societal, “practical”, etc.aspects of certain

human activity.

Review of recent andnear-future

technologies./

Interactiontechnologies especially.

Appropriate and creativecombinations.

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Our approach versus common approachesTheory driven analysis of user activity -> reformulation intodesign indications -> design ideas

Not: exploring users’ wants and needs -> use this as design input ->design ideas

Overview to new technologies -> contrast against user data ->design ideas

Not: overview to new technologies -> what just seems cool -> designideas (e.g., gesture recognition based operation in the maritimecontext)

Co-design after the initial design suggestions -> to make theideas better and to select the best ones

Not: co-design in the very beginning (direct use of users’ ideas)Designing with the attitude that legal requirements can bechanged and the technology will develop – leading andmodifying the market

Not: requirement based design

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In terms of design literature…

Our approach resembles “contextual design” (Beyer & Holtzblatt,1998), but we have specific method for analysing work contexts(core-task analysis) (Norros, 2004) and includes future insight.Our approach uses co-design Sanders and Stappers (2008), butpredominantly only in the end of the concept design process.Our approach draws from experience design (Hassenzahl, 2010),but also strongly emphasizes instrumental qualities related towork.In line with joint cognitive systems approach (Woods & Hollnagel)– human–technology–environment system is the crucial level ofanalysis in generating design solutions and in studying the workcontexts.

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Success story

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Take away messages on concept design

Identify the main challenges, aims and work practices andconsider how new technologies might serve in addressing andenhancing these.Do make inspirational stories, themes, scenarios and ux goals –but be both logical and empathetic with these.Never mind the requirements (within reason).Consider the whole system.

Hire a great arts designer – good pictures sell better!Hire VTT – to ensure that the ideas are good!

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VTT’s new innovation service!

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Thank You!

More info:Wahlström, M., Karvonen, H., Norros, L., Jokinen, J., & Koskinen, H. (in peer-review). RadicalInnovation by Theoretical Abstraction – a Challenge for Design Anthropologists. Submitted to DesignStudies.

Wahlström, M., Karvonen, H., Kaasinen, E., & Mannonen, P. (2014). Designing for Future ProfessionalActivity – Examples from Ship Bridge Concept Design. Proceedings of the 5th International Conference

on Applied Human Factors and Ergonomics AHFE 2014, Kraków, Poland 19-23 July 2014