User Centered Design by U-Sentric

1. happy
customers.
We all want

2. • User Experience experts
• Young, dynamic company since 2007
Born out of ‘Centrum voor User Experience onderzoek (CUO)’ -K.U.Leuven’
@usentric

3. Our mission:
“To create experiences that exceed
expectations”

4. We believe there is a relationship between:
user experience
&
happiness
Happy customers
&
Happy companies

5. Interaction has a language...

7. Involve your end users in
the design process!

8. Implement the needs, wishes, expectations and limitations of end users
within an iterative design process.
User Centred Design

10. Spa
Observe.

12. Create.

14. Evaluate.

17. Case Ascolia

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 to stand out of the crowd with a limited offer? »

20. Redefining the strategic framework
• 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 internal stakeholders

22. From mobile furniture supplier 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 and communication 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 inspiration round
(Paris – Hotel *****)
• Extreme user
• Different stakeholders
• House keeping direction
• Room maids
• Hotel direction.
• Guests
• Learnings...
Exploring the field - OBSERVATION

26. Internal
rules

27. Workspace

28. the reality

31. Damages..

32. Fragile & unused
elements

33. A lot of
additional
attributes…

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 is full 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 inspiring tours 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 OF YOUR CUSTOMER…HE’S YOUR ONLY PROFIT
CENTER!
Hope you enjoyed this case
as much as we did!

39. u-sentric | Annita Beysen & Hanne Sidarow| Karel Van Lotharingenstraat 4 bus 3.2 Belgium
Contact: annita@u-sentric.com & hanne@u-sentric.com
www.u-sentric.com
Thanks!
Questions or remarks? Don’t hesitate to contact us!