• determine concepts, forms and features for new classes or categories of products, systems or solutions in emerging or evolving market segments (especially if there are no established precedents to follow)

• generate fresh insights to improve existing products, systems or solutions in mature or established market segments

• brainstorm future product offerings (for example, in roadmap product planning)

Our method involves a 'back-to-basics' approach of questioning and analyzing users and their tasks to derive different alternative methods to satisfy their task objectives.  This approach assumes that existing product forms and concepts are just one of the many different possible ways to satisfy task objectives but not necessarily the best one or the only one.  Each method may involve different functional interfaces and models of interaction that allow task goals to be met simply and efficiently. Often, this approach will also lead to opportunities for new design directions and technical innovations.

This is useful as a data gathering exercise to better understand users and how they interact with the products, services, environment and solutions.  It typically involves observing users in a real-life setting (but without them knowing they are being observed so they are at their most natural behaviour), such as interacting with an information kiosk, using a public mass-transit system, buying a burger in a fast-food restaurant, playing with electronic gadgets in a shop or interacting with office equipment, and taking note of the difficulties and problems they face.  With privacy and security concerns on the rise, usually prior permission and arrangements with relevant authorities may be required especially in corporate buildings or retail establishments.

Usability competitive analysis
This is useful if you want to understand your competitor strengths and weaknesses, learn best design practices or look for opportunities for product differentiation.  It is also useful for deriving 'best-in-class' design goals to ensure your product or solution is as good as or better than the competition.

This typically involves expert reviews or usability tests of one or more competitor products, systems or solutions.  In expert reviews, we will review the competitor offerings comparatively based on a common set of tasks or some other criteria.  Usability tests will involve representative users interacting with the various competitor solutions to accomplish a common set of tasks during which task performance parameters like timing and number of errors are recorded, as well as users rating their experiences.

We can help you to plan the analysis, conduct the review or test and analyze the results.

User interface design
We can help you to design hardware and software user interface specifications, such as hardware control panel layout to software or web application look & feel. 

This typically involves developing use cases and specifying the appearance and behaviour of the interface in these usage contexts.  It also involves working closely with your design team to review design alternatives or the impact of technical and implementation constraints on the user interface, which often happens as the development progresses.

If required, we can also assist you in evaluating and assessing suitability of components and vendor solutions used in the user interface, such as displays, buttons, keypads, controllers and tactile switches.

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