Service Design for the Internet of the World
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Slide 1 © Fjord 2010 DESIGNING FOR A MOBILE AND CONNECTED WORLD Smart Device & Mobile User Experience Summit 2011 Daniel Harris, Service Design Lead
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When I had the pleasure of speaking to key telecoms and technology industry figures at November's Smart Device and Mobile User Experience Summit this is the question I attempted to address.As always at Fjord, people come first. So when looking to provide sustainable design a future market within the Internet of Everything, we have to look at the economic and social situation that many people in the world are facing. In the west this looks like what the LifeStyle News Network is coining 'The Just Nots': aspiring and hard working citizens affected by increasing inflation, food prices, and housing costs; just not able to create the life they thought they were going to achieve.It's likely that we'll have to design niche services and create flexible, open source brands to meet the needs of this generation – who are digitally native and happy to hack; they transcend the demographic driven models that brands have traditionally targeted.We believe the experience of the Internet of Everything is a liquid experience, where platforms and even interfaces begin to disappear. This is our new challenge – how can we design liquid services to address the new needs that are emerging from from a age where digitally mature, and connected people want more value with less money?
Transcript of Service Design for the Internet of the World
- 1. DESIGNING FOR A MOBILE AND CONNECTED WORLD Smart Device & Mobile User Experience Summit 2011 Daniel Harris, Service Design LeadSlide 1 Fjord 2010
2. WE DESIGN BREAKTHROUGH DIGITALBRANDS, PRODUCTS AND SERVICESNo Boundaries: | Telco | Device | Financial Services | Media | OS | Portal | Retail | Startup | 3. Designing for the Internet of the world 4. MICROSOFT VISION 5. THE EVOLUTION IN SERVICE DESIGN PRACTICEEngagement Of Course WOW Time 6. PEOPLESlide 7 Fjord 2010 7. SERVICESSlide 12 Fjord 2010 8. BRANDSlide 16 Fjord 2010 9. THE BRAND CHALLENGE Broadcast Media Digital Media Physical experience Liquid experienceLiquid experience {{ Visual: One-way. Largely static Spatial: Multi-way. Highly interactiveSkills, methods & toolsSkills, methods & toolsDefined & Understood Not DefinedVisual BehavioralScale of harm done V Scale of opportunitySlide 17 Fjord 2010 | Confidential 10. WE CALL IT BRAND DNA APPEARANCE BEHAVIOURPERFORMANCE APPEARANCEAUTHENTICEXPECTED RECOGNISED BEHAVIOURSPERFORMANCEANYWHERE DELIVERED GUARANTEEDSlide 18 Fjord 2010 | Confidential 11. Slide 19 Fjord 2010 | Confidential 12. CONTEXT WILL DRIVE FUTURE EXPERIENCES Personal/Situational TechnologicalWho Device(Laptop, Desktop, are you LocationSmartphone, TabletWhereWho are ) arewith? (GPS, NFC)you?you? (Generally) Who arePersonal you now? DeliveryNetwork How much (Behavior) (Contacts, Friends, S time have Technologyocial Platform)you got? (SMS, Mobile, Web, What areApplication) you trying Whatto do?What doOperatingdid youyouAccess Systemjust do?What need? Technology (iOS, Android, Symb are you (2G, 3G, 4G, HSDPA, ian) doing? Wifi.) FilterAgregate Toggle on/offShare/ Control Connect 13. THANK YOU! @harrisdaniel @fjordSlide 22 Fjord 2010
