ND14 - Jeh Kazimi
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Transcript of ND14 - Jeh Kazimi
@getbreezie
Making internet personal – at scale
@getbreezie
or How to respond to…
“
I have lived without the internet for 70 years,
thank you very much but I don’t need it
”
@getbreezie
A bit about Breezie
Phases of an off linerCurious…frustrated…indifferent!
ONS classified her as being online.
@getbreezie
A bit about Breezie…. 2 years later
One of the 15 most
innovative products in the
senior space –
American Association of
Retired Persons, Life@50+
Chosen as one of the 4
companies to represent
‘Designing for Dignity’
at CES
Being bought by consumers,
training institutions, social
housing, care homes and
assisted living facilities.
@getbreezie
What is Breezie?
Personalised Tablet
interface
Remote Help
Facility
Service Delivery
Platform
Makes it simple
Makes it relevant
Makes it easy to support
Makes it easy to personalize
Makes it possible to
provide digital services
@getbreezie
Internet has the
power to
transform older
people’s lives
BUT they find it
complex and
unnecessary
and don’t use it
Our starting point
@getbreezie
Getting to ‘hard to reach’ often requires a personal approach
Mass communication says…
• Stay connected with family
• Save money online
• Improve well-being
• Stay informed and entertained
Digital Champion says…
• Video call John in Australia
• Save £56 on your utility bills
• Use a blood pressure tracker app
• Watch old episodes of ….
@getbreezie
Our challenge was
“How to achieve this personalised approach at scale?
”
@getbreezie
Skill building and support is not enough…
Skills & Training
Institutional support
Simplification
Service
@getbreezie
Simplification
@getbreezie
Simplification
@getbreezie
Service : getting started can be a challenge
Creating accounts
Registration
Log inSign-in
Confirmation link
Download UpdateSign up
CA
PTC
HA
Email verification
Check permissions
Prove you are not a robot
Inst
all u
pd
ate
Password strength Friends requestsIDs
Settings
@getbreezie
Service : Breezie does all this for you…
Creating accounts
Registration
Log inSign-in
Confirmation link
Download UpdateSign up
CA
PTC
HA
Email verification
Check permissions
Prove you are not a robot
Inst
all u
pd
ate
Password strength Friends requestsIDs
Settings
Set-up, maintenance and ongoing support
@getbreezie
passwords
contacts
apps
content
bookmarks
familiarity level
Helping people who can personalise
@getbreezie
Helping people who can personalise
Solutions instead of features
–relevant contact photos for people
with dementia
Deeper insight into trigger points
–Needlework, Fishing
rod licence, Clay pigeon shooting
@getbreezie
But we didn’t stop there
@getbreezie
Late adopters need cutting edge tech to make their life simpler…
I can do less
I want less
I can do more
I want more
Intelligence interface linked to motivations and abilities
@getbreezie
…but combined with a more traditional approach
@getbreezie
Is this approach working? Results so far…
User Age
63 - 97
20% ex-iPad owners
20% ex-PC users
60% complete beginners
Average daily use = 4 hours
(8 hours in some cases)