Trinity Model(TM),Jinsoo Kim Ph.D. in HCI Head of Y!K UED Head of Y!K Product Council,Motivation to make TM,To explain product development in a consistent manner There are many theories but they are not related one another consistently To provide product planners a complete framework Product planners often omit critical factors such as user or business To make a simplified model for easy memory and use To utilize what is learned, we need to easily retrieve it,Human-Computer Interaction,GOAL,C,H,O,I,output,input,articulation (execution),(evaluation) observation,performance,presentation,Interface (world),Human-Computer Interaction?,When a person is using a computer, he/she is trying to do something Human-work interaction with the computer as an intermediary Terry Winograd at Standford University Product instead of work Product is what a company makes and deliver to users Product is not any product but computer mediated interactive product With which Interaction through computer still matters,Business consideration in HCI,Returns on investment of HCI Help decision making (research) Decrease Communication cost (ex, UML) Save development and maintenance cost Provide good processes Reduce Customer Care cost By reducing bugs Increase key performance index(KPI) By directly increase traffic or revenue through better usability Underlying assumptions for business contribution HCI make quality product enhance user experience Increase KPI (pvs, uvs, revenue) But HCIs perspective sometimes conflicts with business in practice,HCI vs. Business,Product success vs. Business success Successful communities in Korea failed in business Iloveschool, freechal Business decision ex) MMS mobile menu location by # of clicks or amount of revenue? Business model vs. user experience ex) Often times ads are annoying Usability vs. KPI ex) News list page for more PVs Quantity of content ex) user satisfaction vs. content cost,Triangle model,According to Larry Keeley of Doblin Group, the above three qualities will produce a product that can be developed, can make money, and that people actually want.,Venn diagram model,Trinity Model (TM),I,P,H,B (added),B: Business H: Human P: Product I : Interface,Indirectly influence H-P interaction,Instead of computer,Various Aspects of TM,Process,Relation,Development,Quality,I,B,H,P,Relation,Development,Quality,I,B,H,P,Process,Relation(H, B, P),By Jinsoo Kim,B: Business H: Human P: Product I : Interface,Interactive Trinity Model,Consists of three entities Human, Product and Business Each entity contains the other two in it Human has needs that requires a product to meet his/her needs and willing to pay for that Product should reflect users needs and have to contain business model either directly or indirectly Business must figure out how much a user is willing to pay for the value a product gives The Key entity is Human “People propose, science studies, technology conforms.” 1993 Normans person-centered motto for the 21st Century,Interaction Scenario,A user has unmet needs He/She become aware of a product which meets his needs He uses the product to fulfill his/her needs. During the fulfillment, he/she pays to the company by either consuming PVs or buying items,Relation,Development,Quality,I,B,H,P,Process,Three steps of process,Ideation Generating idea Market Exploration Checking feasibility in the market Realization Designing & Testing iteratively,Process (H, B, P),Business Objective setting Viability checking Resource Managing,Product Concept forming Scope outlining Project Managing,Human Needs capturing Requirements gathering Acceptance testing,I,Ideation Market Exploration Execution,Interface,Ideation,Human: Needs capturing What needs users seem to have Sources for capturing needs User feedback, casual user observation, log data etc Product: Concept forming What product is required to meet the needs Product concept should be simple and clear If a product requires lengthy explanation, it tends to fail Business: Objective setting What objective should we have for the success of the business What the business model can be,Market Exploration,Human: requirement gathering Research how users fulfill their needs Find out specific requirements and map them out according to their importance News: “Id like to share my opinion about a new article with others” “sharable” can be a requirement Product: scope outlining Review competitive products in order to deliver differentiated value to users Decide product development scope, considering the resource to invest and the value to deliver Business: viability checking Calculate the ROI and check the related risk it might take Government policy, copy right, patent etc Make go/no go decision based on the viability,Requirements map of “News”,importance,Requirements,Execution,Business: Managing resource Allocate both human and financial resource Prepare marketing plan and ass