Dodging the Digital Creep Factor | Shelley Evenson | FJORD

DODGING THE DIGITAL

CREEP FACTOR

SHELLEY EVENSON | FJORD

Page © Fjord | STRATA 2013 2

A man tweeted about the body spray of the person seated next to him on the airplane

A LONG TIME AGO...

Then a few minutes later a flight attendant approached the man and asked if he would be more

comfortable with a bulkhead seat

A LONG TIME AGO...

DAVID CARR DESCRIBED THE EXPERIENCE AS...

CREEPY AND COMFORTING

New York Times “Why Twitter will Endure” 1 January, 2010

DAVID’S PIECE SUGGESTED THAT AS OF 2010

SHARING ERA HAD GONE

MAINSTREAM

SHARING

Early data sharing

SHARING

Facebook shifted from explicit sharing to implicit sharing with Ticker

SANDY PENTLAND

“...Big Data comes from things like location data off of your cell phone or credit card,

...the little data breadcrumbs that you leave behind you as you move around in the world...

REINVENTING SOCIETY IN THE WAKE OF BIG DATA 8.30.12

SANDY PENTLAND

...What those breadcrumbs tell is the story of your life.It tells what you've chosen to do.

That's very different than what you’ve [chosen to] put on Facebook.”

IMPLICIT TRACKING

AGGREGATE VS INDIVIDUAL DATA

IndividualA single person with multiple sensed data dimensions

Personalizes the multi-attribute data, and makes it available for inferring knowledge about you and predicting what you might do next

Aggregate Lots of data about lots of people in which anything that identifies the individual is stripped out

Anonymous and shows broader trends and comparisons

ARE WE TRANSITIONING FROM THE...

SHARING ERA TO A

DOING ERA?

THE DOING ERA

Clearly there’s lots and lots of data availableOrganizations are crunching it left and right

They are seeing patterns and making decisions about usbased on what we’re doing (or reading)

The Perfect Man

Your E-Book Is Reading YouBy ALEXANDRA ALTERThe Wall Street Journal July 19, 2012

Illustration by John Cuneo

OWNERSHIP

WHAT WILL PEOPLE EXPECT IN THE DOING ERA?

Trust is complexCompetence Dependability

IntegrityPredictability

Timeliness

Lee and See 2004

We routinely place our trust in the big guys (Amazon, Google, and Apple)

They offer incredible choice in retail, information, entertainment, and more...

RESULT increasing demands on our time

means we begin to rely and use them more

Willingly giving up unimportant or previously inconceivable tasks to machines

(and/or people augmented w/machines)

We’re trading our data for convenience and efficiency

Everything from no longer knowing phone numbers or letting Google correct my spelling

toAmazon as my shopping assistant

or Open Table recommending a nearby restaurant(as brokers or agents)

TRUST: FORGETTING WHAT WE USED TO REMEMBER

OWNERSHIP

Ownership is about balanceProduction Sensitivity Promise (or brand perception)DistributionUtility

OWNERSHIP

Microsoft provides a good example of ownership

“Your content remains your content, and you are responsible for it. We do not control, verify, pay for, or endorse the content that you and

others make available on the services.”

RESULT increasing demands on our attention

to the ownership/utility tradeoff

High personal ownership for high utility (eg, my physician) Low personal ownership for less utility (restaurant behavior)

OWNERSHIP

Nightingale, the winning concept from the White House-sponsored Health Design Challenge, was designed by Chicago consultancy gravitytank.

Nicholas FeltonThe Obsessives: an analysis of

one week of consumption.

with an ever-growing set of reports from smart technology

We give up ownership to organizations sometimes thoughtfully

other times not so much...

We’re explicitly trading our data to learnabout ourselves, our friends, and the world around us

and implicitly trading our data so that others can learn about us (and maybe about our friends as well!)

OWNERSHIP

Utility increases with ways to observe or interact with‘difference’ information

credit cardsdiet and exercise sensors

medication containersviewing habits

energy consumptionour recycling behavior

OWNERSHIP: ‘DIFFERENCE MAKE A DIFFERENCE’

OWNERSHIP

Value carries certain expectationsPersonalizationAnonymizationBoundariesInferences

Just because we give up our data doesn't mean we want to give up everything...

We want to know what we can either know or infer about ourselves

What others can know or infer about us

What we can project about ourselves and what others can project about us

RESULT increasing demands on our data awareness and

literacy

There aren't enough data scientists to go around

VALUE: HOW DO WE LEARN?

EMC2 graphic on data scientists, care of Mashable

There aren't enough data scientists to go around

VALUE: HOW DO WE LEARN?

We need to find ways to provide people with more data awareness and data literacy, on their own

We need to help people think and act in terms of their connections, their observable and inferable

behaviors, and their likely actions in the future

HOW DO WE DODGE

THE CREEP FACTOR?

CAN WE MAKE DATA

Can we help people design for themselves using their own data?

EVERYONE DESIGNS

DESIGN FOR THEMSELVES

The Sciences of the Artificial by Herbert Simon 1969

RELATIONSHIPS

Service design gives shape to relationships between people and the products

and services they use at the service interface

In service design we craft the resources so people can bring the

experience to life for themselves(meta design)

We create affordances that help people knowwhere to start, what to do, and when

(to design for themselves)

SERVICE DESIGN

Create resources

SERVICE DESIGN FOR DATA

RESOURCES FOR CONTROL

INFERENCINGAND PROJECTION

What if we created the resources that enabled everyday people to do their own inferencing and projection?

SMART: a collaborative initiative

Harvard Medical School and Boston Children’s Hospital

Making vital information easy to understand and share between medical professionals and parents

SMART is a project funded by the Office of the National Coordinator for Health Information Technology (ONC).

3 SwedenThe My 3 service provides users with a multi-faceted interpretation of their usage: an opening “snapshot,” a deeper investigation of invoices and the ability to see trends over the past six months, as well as how their bill compares to a typical customer.

A STORY

OUR OWN TOOLS

Intentcast Inferencing Data gathering Negotiation Delivery

TOOLIFICATION OF SERVICES

Each time we design for service we need to think about how we’re providing people the resources to manage for themselves

MAKING DATA MORE HUMAN

Design the resources so people can directly interact and learn about their connections and manage their relationships

to foster awarenessmanage trust

balance ownershipand make data valuable

TOOLIFICATION OF SERVICES

A LOT LESS

CREEPY...

IF WE’RE SUCCESSFUL BIG DATA WILL BECOME

THANK YOUSHELLEY EVENSON

SHELLEY.EVENSON@FJORDNET.COM@SHELLEYKE

Dodging the Digital Creep Factor | Shelley Evenson | FJORD

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Transcript of Dodging the Digital Creep Factor | Shelley Evenson | FJORD

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