Fjord Living Services
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Transcript of Fjord Living Services
LIVING? • They constantly learn more about our needs,
intents, preferences, and change in real time.
• They are very proximate to us in the environment-
think wearables and nearables.
• They will affect our lives in profound ways.
HOW WILL LIVING SERVICES CHANGE OUR LIVES? • Automation of low maintenance decisions and actions
• Long term learning from what we do
• Powered by data and analytics
• Collected from sensor rich objects and interactions via
everyday services
• Think about environments not industries
OUR HOMES
WHERE WILL WE EXPERIENCE THEM?
• Managing energy
• Ordering supplies
• Security
• Environment
• Entertainment
• Our diaries
• Location and status updates
• Budgeting
• The home will be a key battleground
Amazon Echo; Apple HomeKit; Novi; Nest
OUR BODIES
WHERE WILL WE EXPERIENCE THEM?
• Fitness and dietary advice
• Training
• Illness diagnostics
• Personal health diary
• Remote care for at risk people
• Trend to taking greater responsibility
Kiqplan; Withings; HAPIfork; Bellabeatt
OUR EDUCATION
WHERE WILL WE EXPERIENCE THEM?
• Tailored learning and career plans
• Real time monitoring of mood and alertness
• Automated recording of student presence
• Real time parental involvement
Duolingo; BeHere; Arizona State University; Class Dojo
OUR WORK
WHERE WILL WE EXPERIENCE THEM?
• Coordinating travel arrangements
• Workload management
• Learning and reading recommendations
• Resource management
• Productivity suggestions
• Workplace health
• Decision making advice
• More autonomous workers
NeuroSky; TomTom Telemantics
OUR TRANSPORT
WHERE WILL WE EXPERIENCE THEM?
• Journey management
• Maintenance reporting
• Dynamic insurance
• Roadside attractions and services
• Media and work communications
• Fuel/energy management
• Fluid aggregation of journeys
Blabla Car; Disneyland; Copenhagen Airport; Michelin; Volvo; ProRail
OUR FINANCES
WHERE WILL WE EXPERIENCE THEM?
• Timeline banking (past/present/future)
• Self checking statements
• Moving money made seamless
• Insurance reinvented as risk goes live
• Shopping decision making
• Investment advice
• Mortgage journey extended
• Predictive banking driven by data
Billguard ; Pocketsmith; 24Me; ApplePay
OUR SHOPPING
WHERE WILL WE EXPERIENCE THEM?
• Automated ordering
• Real time insight into consumers
• Budget advice
• Automated search and offer comparisons
• Augmented reality
• Part of a wider Living City system where
data predicts footfall
Amazon Dash; Adidas; Blippar; Burberry
WHY NOW?
WHERE WILL WE EXPERIENCE THEM?
• Growth of connected devices
• Sensors
• Network connectivity
• The cloud
• Big Data
• Evolution of UI
• Consumer expectations
CROSS ORGANISATIONAL CHANGE: LIVING OPERATIONS? If Living Services change in real time… • Implication is that there needs to be concerted operation
changing behind them • Radical shifts in organisational culture may be required • Silos and efficiency for its own sake will yield to flexibility • And higher local autonomy • Evolution at customer speed • Tackle complexity (touchpoints, sensors, data)
Google Cardboard
AIM FOR NOTHING LESS THAN TRANSFORMATIONAL SERVICES • Top down reconfiguration • Driven by need to flex and know, growing fusion of roles –
CMO and CIO and rise of CXO • Living Services enable transformation rather than just
service, or experience • This is at the top of economic value
EMBRACE CONTINUOUS DESIGN AND DESIGN RESEARCH • Gear the business to constantly follow customer journeys • Plan for frequent updates to user experience • Understand your customers and anticipate their needs • Bottom up reconfiguration too… • Those tasked with design, build and product development
will need to fuse different skills with an understanding of data management
• Build on trust: living brands
Withings Pulse
Living Service
Tailored Moments
FLEX
KNOW
One size fits all
JOURNEY TOWARDS LIVING SERVICES
DESIGN-LED QUESTIONS • What do you wish you knew about each
customer? • If you knew everything, what new services
would you create? What would you anticipate? How would you flex experiences for each consumer?
• How do we design to learn the user’s intent, context and attitudes?
DATA-LED QUESTIONS • What do we know about our customers that no
one else does? • What needs and changes can we anticipate?
What additional data do we need to anticipate better?
• How do we build millions of segments of 1? Can we incorporate new data sources?
FOUR STATES OF DIGITAL TRANSFORMATION
VOLATILITY
LEV
EL O
F D
IGIT
ALI
ZA
TIO
N
SOLID Bricks and mortar
incumbents
LIQUID Media
GAS OTT players and
digital platform owners
PLASMA Web disrupters
TO MAKE YOUR BRAND FEEL ALIVE • Provide just the right services on cue • Build aware platforms • A world of brand plugs and sockets • Brands let go of control – embrace co-production • Digital treaties and alliances • Operate across organizational boundaries – internal
and external • Understand the limits of your reach and trust • Living brands
DESIGN WITH DATA IN MIND
THE IMPACT ON DESIGN
• User and context • Capture granular behaviour • Map the appropriate content in real time • Aim to correctly anticipate intent • Means that components need to be very
granular too • To be constructed into tailored responses • Achieve continuous service change
ACTIONS FOR KNOWING
THE IMPACT ON DESIGN
• New ways of grouping/segmenting (e.g. Mindsets)
• Learning to query new data sources
• Hypothesis testing and experimentation
• Predictive insights from data science
• Discovering through visualization
• Data needs to be tagged with context
ACTIONS FOR FLEXING
THE IMPACT ON DESIGN
• Breaking design into components
• Designing to listen ( instrumentation/signal detection)
• Responding to signals through content and pattern adjustment ( programmatic) – Reduce – Rearrange – Refine
• Storytelling with data (visualization)
• Service should search for relevant third party APIs
DESIGN FOR HUMAN BANDWIDTH
THE IMPACT ON DESIGN
• Bodies become controller and interface • Children expect environments to be interactive • As natural user interfaces grow (NUIs) consider the
body as a device • What are the quickest and most reliable ways to
upload/download data? • In changing context? Eg running, working, driving • Seek to create digital habits based on physical routine • Philips/Emotiv ALS project demonstrates this
HUMAN TO MACHINE BODY LANGUAGE
THE IMPACT ON DESIGN
• Human to machine body language felt through - gestures - intent - face speed
• Potential for gesture conflict • Voice (and other) privacy concerns • Design to match mental mechanics:
system one and system two
Mercedes
Mercedes
• “How will brands respect my data and personal privacy?” becomes: “How do I want to be known?”
• The commercial opportunity to empower people to control their personal information will be increasingly recognised
• Reduce the implicit costs of Living Services, by increasing: • Transparency: let me see what is happening to my data • User autonomy : let me control my data • Security: don’t leave holes in my personal network
• Boost the explicit benefit of Living Services by increasing:
• Personalisation: shape services around me • Adaptation: understand changing external context • Automation: remove unnecessary cognitive load from me
PRIVACY & ETHICS
• INSURANCE: Will society countenance the calculation of premiums based on how well an individual is taking care of themselves? Is it OK for the private or public sector to motivate individuals to look after their bodies by behaving in certain ways through financial incentives?
• CARS: What if premiums increased because poor behaviour made an incident more likely? Some people will see this development as a huge infringement of individual liberties, while others will see this scenario as an example greater good outweighing individual freedom.
• SCHOOLS: Check Class Dojo. This kind of service raises the question whether this infringes children’s right to privacy and whether it discourages independence.
PRIVACY & ETHICS