internet of things – how to design for the people in the iot

James BaileySeptember 2015

DESIGNING FOR THE PEOPLEIN THE INTERNET OF THINGS

JAMES BAILEYIoT and UX Consultant at Bunnyfoot

BORN ANALOGUEBefore the digital revolution and the Internet

FASCINATED BY TECHNOLOGYThe developments, applications, and convergent opportunities

FASCINATED BY PEOPLEMA Interaction Design -> Bunnyfoot

QUICK INTRODUCTION

WHAT IS THEINTERNET OF THINGS?

KEVIN KELLY:THE NEXT 5,000 DAYS OF THE WEB (2007)

HTTP://YOUTU.BE/YDYCF4ONH5M

Database of things We’ll see more and more data about us, our behaviours, our environments, etc.Data will come to us, based on who we are

THE VISION:The Internet will become a transparent extension to our everyday lives

A friend explained to his 8 year old about how he grew up without computers. His son asked…

‘Born Digital’ generation…

But, how did you get on the Internet?

‘Born Digital’ generation…

A friend explained to his 8 year old about how he grew up without computers. His son asked…

The Internet is not limited to computers or devices. It is something far larger.

SO, WHAT IS THE INTERNET OF THINGS?

INTERNET OF THINGSTHE EVOLUTION OF THE INTERNET

INTERNET OF THINGSPHYSICAL OBJECTS ARE AUGMENTED WITH SENSORS AND COMPUTING TECHNOLOGY, AND CONNECTED TO THE INTERNET

INTERNET OF THINGSTHESE ‘THINGS’ – OR DEVICES – CAPTURE DATA ON THE WORLD AROUND THEM AND SHARE THEM THROUGH ONLINE SYSTEMS

USER PROCESS

SYSTEM PROCESS

DEVICE DEVICE DEVICE DEVICEDEVICE

§ BILLIONS OF DEVICES WILL BE COLLECTING, SHARING, AND PROCESSING DATA ONLINE

§ EACH DEVICE IS AN INDIVIDUAL

§ THEY ARE CONNECTED THROUGH ONLINE SYSTEMS

§ I BELIEVE THEY SHOULD SERVE THE NEEDS OF PEOPLE

WHAT’S BEEN HAPPENING THIS YEAR?

Investing £140 million in world class research on the infrastructure and cities of the future

UK GOVERNMENT BACKING

GOV.UK/GOVERNMENT/NEWS/BUDGET-2015-SOME-OF-THE-THINGS-WEVE-ANNOUNCED ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS-NETWORK/

17 REALWIRE.COM/REALRESOURCE.ASP , ARQIVA.COM

ARQIVAINFASTRUCTURE BEHIND UK TV, RADIO, SATELLITE, WIRELESS

18 REALWIRE.COM/REALRESOURCE.ASP , ARQIVA.COM

ARQIVA£625 MILLION CONTRACT TO BUILD A SMART METER NETWORK IN 10 UK CITIES

19 SIGFOX.COM

SIGFOXPROVIDES THE TECHNOLOGY NEEDED FOR A GLOBAL NETWORK OF CONNECTED DEVICES (€100 MILLION INVESTED IN FEB 2015)

NATIONWIDE CONNECTIVITYLOW POWER / BANDWIDTH / CONSUMPTION / COST

ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS-NETWORK/

NATIONWIDE CONNECTIVITYSTARTING WITH 10 UK CITIES:BIRMINGHAM, BRISTOL, EDINBURGH, GLASGOW, LEEDS, LEICESTER, LIVERPOOL, LONDON, MANCHESTER, SHEFFIELD

ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS-NETWORK/

SMART CITIES ARE ON THEIR WAY…

…AND THEY ARE GOING TO START BY SOLVING PRACTICAL ISSUES…

24 ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS/

29 FYBR-TECH.COM

PARKINGSAVE TIME, REDUCE STRESS AND TRAFFIC CONGESTION

30 SLIDESHARE.NET/DANCLARKECCC/IO-T-FINAL-PUBLISH

CAMBRIDGECONNECTING PREVIOUSLY SEPARATE NETWORKS AND SYSTEMS

The guiding principles highlight the importance of building services around customer needs.

BSIGROUP.COM/EN-GB/SMART-CITIES/SMART-CITIES-STANDARDS-AND-PUBLICATION/PAS-181-SMART-CITIES-FRAMEWORK

32 BSIGROUP.COM/EN-GB/SMART-CITIES/SMART-CITIES-STANDARDS-AND-PUBLICATION/PAS-181-SMART-CITIES-FRAMEWORK

35 SLIDESHARE.NET/SLIDESHOW/EMBED_CODE/45706232

BIRMINGHAM SMART HACK CONCEPT: USE DATA ON FOOD WASTAGE (RESTAURANTS, ETC.) AND MATCH THIS WITH NEARBY HOMELESS SHELTERS TO ARRANGE DELIVERIES

36 IOT.LONDON

IOT LONDONMONTHLY MEETUP TO SHOWCASE, LEARN, AND NETWORK

37 IOT.THEBLN.COM/2015/03/NON-PROBLEMS-LONGER-PROBLEMS-IOT-ALEX-DESCHAMPS-SONSINO

IOT 15MARCH CONFERENCE – AROUND 200 ATTENDEES; A REAL SPOTLIGHT ON WHAT’S HAPPENING

O’REILLYESSENTIAL READING IF YOU WANT TO DESIGN IN THE IOT

§ Deploying IoT at scale

§ Understanding industrial design

§ Prototyping experience for connected products

§ User experience and predictive device behaviour

§ Interusability: Designing a coherent system UX

§ Lessons from architecture school

O’REILLYONLINE CONFERENCE

40 MAKESPACE.ORG

CAMBRIDGE MAKESPACESUPPORTING “MAKER” CULTURE BY PROVIDING ACCESS TO MATERIALS, TOOLS, AND LIKE-MINDED PEOPLE

41 MAKESPACE.ORG/2014/04/MAKESPACE-THE-FIRST-YEAR / COMEHOMETOCOSY.COM

“COSY” SMART THERMOSTAT: FROM PROTOTYPE TO PRODUCT IN 4 MONTHS!!

42 COMEHOMETOCOSY.COM

EVEN IN JUST 4 MONTHS THEY INCLUDED CUSTOMER RESEARCH AND REAL HOME TESTING

43 NEST.COM/UK

COMPETITION IS HEATING UP!NEST – THE $3.2 BILLION SUCCESS STORY

44 HIVEHOME.COM

HIVE ENTERS THE MARKETA SMALL, INDEPENDENT COMPANY SETUP BY BRITISH GAS

USER-CENTRIC APPROACHSPEND A HUGE AMOUNT OF TIME WITH CUSTOMERS, UNDERSTAND WHAT THEY WANT, THEN TRY TO PRODUCE THAT

HIVEHOME.COM

LET’S HAVE A LOOK AT THE CONSUMER MARKET…

47 FITBIT.COM/UK/FLEX

WEARABLESTHE BIG IOT THING OF LAST YEAR; MONITOR YOUR HEALTH AND FITNESS

48 MICROSOFT.COM/MICROSOFT-BAND/EN-GB/PARTNERS/STARBUCKS

WEARABLESINTRODUCING NEW FEATURES; CONTACTLESS PAYMENT (MICROSOFT AND STARBUCKS)

WEARABLESBARCLAYS “BPAY” LINKED WITH YOUR DIGITAL WALLET

TECHWEEKEUROPE.CO.UK/WORKSPACE/CONTACTLESS-PAYMENTS-TUBE-LONDON-BARCLAYCARD-152440

CONTACTLESSOYSTER CARDS ARE A WELL ESTABLISHED SOLUTION

HUFFINGTONPOST.CO.UK/ASA-CUSACK/WHY-NO-SOLUTION-TO-OYSTER_B_5829524.HTML

CONTACTLESS

LIFEHACKER.CO.UK/2014/09/16/TFL-CONTACTLESS-PAYMENTS-EVERYTHING-NEED-KNOW-LONDONS-NEW-SYSTEM

CONTACTLESS PAYMENT IS GROWING IN POPULARITY

CONTACTLESS

GIZMODO.CO.UK/2014/09/OYSTER-CARDS-NOT-GETTING-THE-BOOT-SAYS-TFL/

NFC PHONES / MOBILE WALLETS ARE BEING INTRODUCED TOO

53 DISNEYWORLD.DISNEY.GO.COM/PLAN/MY-DISNEY-EXPERIENCE/BANDS-CARDS/

DISNEY’S “MAGIC BAND”, THEIR $1 BILLION INVESTMENT IN CUSTOMER EXPERIENCE

WEARABLES

54 LONDON.KIDZANIA.COM/

KIDZANIA: CHILD-SIZED CITY FOR KIDS TO TRY OUT REAL LIFE ROLE-PLAY ACTIVITIES; RFID BRACELETS FOR SECURITY, IDENTIFICATION, AND MESSAGES

WEARABLES

55 KICKSTARTER.COM/PROJECTS/597507018/PEBBLE-TIME-AWESOME-SMARTWATCH-NO-COMPROMISES

IT ALL ‘KICKSTARTED’ WITH PEBBLE ($20,338,986 PLEDGED MAR 2015)

SMART WATCHES

SMART WATCHESTHIS YEAR APPLE AND GOOGLE ARE GOING HEAD TO HEAD

APPLE.COM, ANDROID.COM/WEAR

57 APPLE.COM/WATCH/APP-STORE-APPS/

THEIR POTENTIAL?CONTEXTUAL, PERSONALISED, AND INTELLIGENT INFORMATION

CONVERGING MARKETS – HARDWARE VS. PLATFORM

A COMPUTER OR ACCESSORY?

APPLE.COM, ANDROID.COM/WEAR

59 TECHCRUNCH.COM/GALLERY/THE-COMPLETE-GUIDE-TO-WEARABLE-JEWELRY/

JEWELLERYSMART JEWELLERY, OR DUMB IDEAS? DO YOU WANT ONE?

60 HTTPS://VIMEO.COM/21387481

SPOTIFY BOXCONCEPT PROJECT: RFID ‘TOKENS’ LINKED TO SPOTIFY PLAYLISTS

61 AMAZON.COM/OC/DASH-BUTTON

AMAZON DASH BUTTONADD SPECIFIC PRODUCTS TO YOUR BASKET WITH ONE BUTTON PRESS

62 FRESH.AMAZON.COM/DASH

AMAZON DASHBAR CODE SCANNING AND VOICE COMMANDS TO ADD PRODUCTS TO YOUR BASKET

63 FLIC.KR/P/ACLIFJ

SHOPPING ON THE GOORDER FROM THE TRAIN PLATFORM; DELIVERED WHEN YOU GET HOME

WHAT’S HAPPENING OUTSIDE OF THE CONSUMER MARKET?

FARMING

PBS.TWIMG.COM

MAXIMISE YIELD THROUGH AUTOMATED WATERING SYSTEMS

ENERGY

ON.TED.COM/E0KQS

AUTOMATED WIND TURBINES FOR EFFICIENT POWER GENERATION

AVIATION

ON.TED.COM/E0KQS

REDUCE UNSCHEDULED MAINTENANCE AND DOWNTIME

68 YOUTU.BE/NYPDNGL1HCO

TRANSPORTMONITOR SERVICE STATUS AND PERFORMANCE, FAULT WARNINGS, AND EQUIPMENT DEGREDATION

69 MCLAREN.COM/APPLIEDTECHNOLOGIES/CASE-STUDY/EKOFISK

OIL RIGSREALTIME DATA FROM DRILLING HEADS; SIMULATIONS HELP TO PREDICT THE EFFECTS

70 SLIDESHARE.NET/SLIDESHOW/EMBED_CODE/45700462

FACTORIESCUSTOMISED CARS –AUTOMATIC CONFIGURATION OF ASSEMBLY LINE TOOLS

AND BEACONS…

72 ESTIMOTE.COM

BEACONSWIRELESS DEVICES THAT TRANSMIT A RADIO SIGNAL, TYPICALLY RECEIVED BY YOUR MOBILE

73 WIRED.COM/2015/03/BLIND-WILL-SOON-NAVIGATE-LONDON-TUBE-BEACONS

74 WIRED.COM/2015/03/BLIND-WILL-SOON-NAVIGATE-LONDON-TUBE-BEACONS

AT BUNNYFOOTWE USED BEACONS TO DIRECT GUESTS TO OUR OFFICE

POTENTIAL FOR CONTEXTUAL INTERACTIONS, BUT ISSUES WITH RADIO CONSISTENCY, BATTERY LIFE AND MAINTENANCE

CONSTRAINTS

ETHNOGRAPHIC STUDY AT MUSEUMS; TO ASSESS WHERE BEACONS COULD AUGMENT VISITOR EXPERIENCES

BEACON RESEARCH

BEHAVIOURAL PATTERNS AND PAIN POINTS WERE CONSOLIDATED INTO AN EXPERIENCE MODEL….

BEACON RESEARCH

BEHAVIOURAL PATTERNS AND PAIN POINTS WERE CONSOLIDATED INTO AN ECOSYSTEM MODEL FOR POTENTIAL DIGITAL / NON-DIGITAL SERVICES

BEACON RESEARCHPLANNING THE VISIT TO THE MUSEUM

LOOKING UP HIGHLIGHTS

FINDING EXISTING ITINERARIES

RECALLRESTENGAGEEXPLOREPLAN

POST-VISITDURING VISITPRE-VISIT

GETTING YOUR BEARINGS

DISCOVER WHAT’S ON OFFER

CHOOSING WHERE TO GO

ENGAGING WITH ITEMS IN DEPTH

READING AND LEARNING

TAKING PHOTOS

FINDING RESTING POINTS

FINDING FOOD AND DRINKS

TOILET VISITS

RECALL AND REMINISCE

SHARING WITH FRIENDS AND FAMILY

HOW COULD BEACONS BE USED?

AUGMENT EXPLORE EXPERIENCES WITH DEDICATED BEACONS AT SPECIFIC LOCATIONS

‘EXPLORE’

AUGMENT ENGAGE EXPERIENCES WITH DEDICATED BEACONS AT SPECIFIC LOCATIONS

‘ENGAGE’

OTHER USES FOR BEACONS…

83 PAYPAL.CO.UK/BLOG/INTRODUCING-PAYPAL-BEACON-A-NEW-SIGNAL-FOR-RETAIL/

PAYPAL’S BEACON CONTACTLESS PAYMENTS FROM YOUR MOBILE PHONE

84 HTTPS://GOOGLE.GITHUB.IO/PHYSICAL-WEB/

GOOGLE’S PHYSICAL WEBLOW-ENERGY BEACONS THAT BROADCAST URLs

85 GOOGLEBLOG.BLOGSPOT.CO.UK/2013/04/GOOGLE-NOW-ON-YOUR-IPHONE-AND-IPAD-WITH.HTML

GOOGLE NOWCONTEXTUAL, PERSONALISED, INFORMATION

A QUICK RECAP…

USER PROCESS

SYSTEM PROCESS

DEVICE DEVICE DEVICE DEVICEDEVICE

HOW DO YOU DESIGNFOR THE PEOPLE INTHE INTERNET OF THINGS?

THE DESIGN SCOPEIS PHENOMENAL

TELECOMMUNICATIONS

MINING

BROADCAST

HEALTHCARE

COMPUTING

SUPPORT SERVICES

BANKING

LEISURE GOODS

EDUCATION

ENERGY

LEISURE GOODSUTILITIES

PUBLISHING

HOUSEHOLD GOODS

REAL ESTATES

TRAVEL & LEISURE

CONSTRUCTION

SCHOOLS

FINANCIAL SERVICES

ELECTRONICS

FOOD RETAILERSTRANSPORT

TECHNOLOGY

AUTOMOBILES

SOFTWARE SERVICES

PHRAMACEUTICALSGENERAL RETAILERS

OIL & GAS

FARMINGPUBLIC SECTOR

MOBILE PHONES

AUDIO SYSTEMS

HOME APPLIANCES

TRAIN STATIONS

OFFICES

SMART WATCHES

SPORTS EQUIPMENT

WEARABLES

SMART METERSHOME APPLIANCES

DIY & TOOLS

BICYCLES & MOTORBIKES

TELEVISION

SHOES & TRAINERS

MUSICAL INSTRUMENTS

TABLETS

LIGHTING

JEWELLERY

CARS & VEHICLES

CAMERAS

MACHINERY

PUBLIC SPACES

COMPUTERS

HOME SECURITY SYSTEMSKITCHEN PRODUCTS

TOYS & GAMES

SUPERMARKETSBEACONS

TRAINS

PRODUCT DESIGN

DATABASES

CONTEXT

SYSTEM ARCHITECTURE

SERVICE DESIGN

INTERACTION DESIGN

USER EXPERIENCE

CUSTOMER EXPERIENCE

INDUSTRIAL DESIGN

ENGINEERING

PROGRAMMINGSOFTWARE DESIGN

NETWORKS

USER INTERFACE

VALUE PROPOSITION

PLATFORMS

ARCHITECTURE

INTEROPERABILITY

AFFORDANCES

ECOSYSTEMS

SECURITY

VISUAL DESIGNHARDWARE

ACTORS

PRIVACY

TOUCHPOINTS

STAKEHOLDERSMATERIALS & RESOURCES

LIFE CYCLE

SUPPORTMAINTENANCE

INTERUSABILITY

DATADATA

WHERE DO YOU START !!???

THE #1 RULEDESIGN PRODUCTS AND SERVICES

THAT SOLVE PAIN POINTS AND ADD VALUE TO PEOPLE’S LIVES

USER-CENTRED DESIGN

UCD PLACES PEOPLE AT THE HEART OF THE DESIGN PROCESS

IT FOCUSES ON MOTIVATIONS, GOALS, BEHAVIOURS, NEEDS, ATITTUDES,AND PAIN POINTS

UNDERSTAND USERS:

§ Behavioural observation§ Contextual inquiry§ Diary studies§ Audience surveys§ Depth interviews§ Stakeholder workshops§ Benchmarking…and more!

DISTILL INTO DESIGN TOOLS:

§ Personas§ Mental models§ Journey maps§ Experience maps§ Scenarios & storyboards§ Ideation§ Lo-fi prototypes…and more!

RESEARCH MODEL ARCHITECT DESIGN OPTIMISE

…THEN GO ON TO CREATE THE SOLUTION THEY NEED

DEVICE

IoT SYSTEM

GAIN A HOLISTIC VIEW OF USERS…

DEVICE

IoT SYSTEM

BUT IN THE REAL WORLD…

DEVICE

IoT SYSTEM

BUT IN THE REAL WORLD…

BUT STILL –UCD CAN BE USED TO CREATE BETTER OUTCOMES

LETS APPLY UCD TO THE INTERNET OF THINGS…

104 FLIC.KR/P/OFVF9Z

RESEARCH PROJECTHOW CAN THE INTERNET OF THINGS IMPROVE THE CUSTOMER EXPERIENCE OF AIRPORT DEPARTURE JOURNEYS?

DEVICE

IoT SYSTEM

START WITH RESEARCH:WE USED BEHAVIOURAL OBSERVATION TO IDENTIFY CUSTOMER PAIN POINTS

106 HTTPS://FLIC.KR/P/2H6EA9

PAIN POINTS?NOTABLE MOMENTS OF FRUSTRATION, ANXIETY, AND OTHER NEGATIVE EMOTIONS CAUSED BY THE SYSTEMS AND PROCESSES WE INTERACT WITH

THE COMPOUND EFFECT LEADS TO AN OVERALL NEGATIVE EXPERIENCE, WHICH HARMS CUSTOMER LOYALTY AND REPEAT BUSINESS

BY UNDERSTANDING PAIN POINTS YOU CAN MAKE INFORMED DECISIONS ON HOW TO ADDRESS THEM

BEHAVIOURAL OBSERVATION‘WHAT WE DO, NOT WHAT WE SAY’

STRANGER THAN FICTION, COLUMBIA PICTURES

BEHAVIOURAL OBSERVATIONYOU CAN USE ESTABLISHED TECHNIQUES LIKE SHADOWING AND CONTEXTUAL INQUIRY,WE USED MOBILE ETHNOGRAPHY…

STRANGER THAN FICTION, COLUMBIA PICTURES

NARRATIVE CLIP‘PASSIVE’ WEARABLE CAMERA; PICTURE EVERY 30 SECONDS

GETNARRATIVE.COM

112 GETNARRATIVE.COM

NARRATIVE CLIPREVIEW THE TIMELINE WITH THE PARTICIPANT

EXPERIENCE FELLOW‘ACTIVE’ APPROACH; RECORD TOUCHPOINTS AS THEY HAPPEN

EXPERIENCEFELLOW.COM

REVIEW EXPERIENCE MAP AND IDENTIFY PAIN POINTS

EXPERIENCEFELLOW.COM

EXPERIENCE FELLOW

EVERYTHING ON YOUR HOLIDAY

EVERYTHING FROM LEAVING HOME TO HOLIDAY ARRIVAL

EVERYTHING FROM INITIAL RESEARCH TOHOLIDAY BOOKING

HOLIDAYDEPARTURE JOURNEYBUYSHOPRESEARCH

POST-TRAVELTRAVELBOOKING YOUR HOLIDAY

BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORT

TRAVEL TO AIRPORT

TRAVEL

6 STAGES IN THE DEPARTURE JOURNEY

BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORT

TRAVEL TO AIRPORT

TRAVEL

§ 6 PARTICIPANTS § CHRISTMAS / NEW YEARS TRAVEL§ HEATHROW AIRPORT§ ECONOMY CLASS§ SHORT AND LONG HAUL

VISUAL NARRATIVE6 UNIQUE PICTURE RECORDS OF THE JOURNEY FROM LEAVING HOME TO BOARDING THE PLANE

EXPERIENCE MAPS6 UNIQUE MAPS CHARTING THE HIGH AND LOW POINTS OF THE JOURNEY

DEPTH INTERVIEWS6 ONE-HOUR INTERVIEWS TO DISCUSS AND DRAW OUT EXTRA INSIGHTS FROM EACH PARTICIPANT

PAIN POINTS ANALYSEDA COMPREHENSIVE BREAKDOWN ON EVERY PAIN POINT, WITH RECOMMENDATIONS ON HOW TO ADDRESS THEM…

P4 - THE MISSED FLIGHT!

P4 – THE MISSED FLIGHT!BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT

MISREAD HIS BOARDING PASS AND REALISED THAT HIS DEPARTURE WAS FROM T5, NOT T2!

MISREAD HIS BOARDING PASS AND REALISED THAT HIS DEPARTURE WAS FROM T5, NOT T2. HE NEEDED IMMEDIATE ADVICE ON THE QUICKEST WAY TO TRAVEL BETWEEN TERMINALS

OFFICIALLY MISSED THE BAG DROP BY 5 MINUTES AND IS UNABLE TO CONTINUE HIS JOURNEY – THE COMPLETE LACK OF SYMPATHY FROM THE STAFF MADE HIM FEEL EVEN WORSE

HE THEN FINDS OUT THAT HE NEEDS TO PAY AN ADDITIONAL £120 IN FEES TO SWITCH FLIGHTS –AGAIN, THE STAFF SHOW NO SYMPATHY

HE’S LEFT TO REFLECT ON HIS MISSED FLIGHT AND SAYS HE “FEELS STUPID”

1 HOW COULD WE HAVE HELPED THIS CUSTOMER TO AVOID THIS DISASTER OF A JOURNEY?

P4 – THE OPTIMISED JOURNEYBOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT

PROVIDE THE CUSTOMER WITH CONTEXTUAL, PREDICTIVE NOTIFICATIONS: IF HE RECEIVED A WARNING WHEN TRAVELLING TO T2, SAYING THAT HE NEEDED TO GO TO T5, AND HOW TO DO SO, HIS DISASTER OF A JOURNEY WOULD HAVE BEEN AVOIDED

P4 – THE OPTIMISED JOURNEYBOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT

PROVIDE THE CUSTOMER WITH CONTEXTUAL NOTIFICATIONS:IF HE RECEIVED A WARNING WHEN TRAVELLING TO T2, SAYING THAT HE NEEDED TO GO TO T5, AND HOW TO DO SO, HIS WHOLE NEGATIVE EXPERIENCE WOULD HAVE BEEN AVOIDED

ANDROID.COM/WEAR, WIRED.COM/2015/03/BLIND-WILL-SOON-NAVIGATE-LONDON-TUBE-BEACONS

P1 – TERMINAL CHANGE AFTER SECURITY

P1 – TERMINAL CHANGE AFTER SECURITYBOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT

HE WENT THROUGH CHECK-IN AND SECURITY, AND THEN LEARNT THAT HIS FLIGHT WAS TAKING OFF FROM T2, NOT T1

HE WAS TOLD THAT IT’S A 15 MINUTE WALK TO T2, WHICH BUILT ANXIETY ABOUT CATCHING THE FLIGHT ON TIME

HE DECIDED NOT TO FOLLOW THE CROWDS AND TO TRUST THE SIGNAGE, BUT GOT LOST AND HAD TO BACKTRACK –CAUSING SIGNIFICANT FRUSTRATION AND ANXIETY

HOW COULD WE HAVE HELPED THIS CUSTOMER?

MANAGE THE CUSTOMER’S EXPECTATIONS BY PROVIDING ADVANCE WARNING: REMIND HIM WHICH TERMINAL HE NEEDS TO CHECK-IN AND FLY FROM, HOW TO TRAVEL BETWEEN TERMINALS, AND HOW LONG THE TRANSIT TIME WILL BE. HE CAN THEN MANAGE HIS TIME AND IT WILL AVOID UNNECESSARY STRESS

AT THE RIGHT STAGE IN THE JOURNEY PROVIDE CONTEXTUAL HELP – A COMBINATION OF PHYSICAL SIGNAGE AND VIRTUAL STEP-BY-STEP DIRECTIONS ON HOW TO TRAVEL BETWEEN TERMINALS, AND HOW LONG IT WILL TAKE. ALSO PROVIDE REASURRANCE THAT HE WILL MAKE HIS FLIGHT ON TIME

AT THE RIGHT STAGE IN THE JOURNEY PROVIDE CONTEXTUAL HELP –LIKE A MAP AND STEP-BY-STEP DIRECTIONS ON HOW TO TRAVEL BETWEEN TERMINALS AND HOW LONG IT WILL TAKE; ALSO PROVIDE REASURRANCE THAT HE WILL MAKE HIS FLIGHT ON TIME

P2 – CHECK-IN PING PONG

P2 – CHECK-IN PING PONGBOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT

EASY TO IDENTIFY CHECK-IN THANKS TO THE SIGNAGE, BUT UNFORTUNATELY ZONES F AND G ARE DOWN THE OTHER END OF THE TERMINAL (IT’S A LONG WALK)

HE WAS FRUSTRATED TO FIND LARGE QUEUES AND NO SIGNAGE FOR BRONZE CLUB MEMBERS. HE WAS THEN TOLD BY STAFF THAT HIS CHECK-IN WAS BACK DOWN THE OTHER END OF THE TERMINAL (ZONE B OR D)

ZONE D HAD A MASSIVE QUEUE, SO HE TRIED ZONE B, BUT THIS WAS EMPTY AND THERE WERE NO STAFF. WHEN HE MANAGED TO FIND AN ATTENDANT HE WAS TOLD THAT ZONE B HAD JUST BEEN CLOSED!

ZONE D HAS A MASSIVE QUEUE, SO HE TRIES ZONE B, BUT IT IS EMPTY AND THERE ARE NO STAFF. WHEN HE FINDS AN ATTENDANT HE IS TOLD THAT ZONE B HAS JUST BEEN CLOSED!

HE ASKED THE ATTENDANT IF HE COULD CHECK-IN USING THE BUSINESS CLASS GATE AND HE WAS HAPPY TO BE TOLD “YES”. UNFORTUNATELY HE NEEDED TO WALK BACK TO ZONE H (AGAIN)

HE ASKS ATTENDANT IF HE CAN CHECK-IN USING THE BUSINESS CLASS GATE AND IS HAPPY TO BE TOLD YES. UNFORTUNATELY HE NEEDS TO WALK BACK TO ZONE H.

HOW COULD WE HAVE HELPED THIS CUSTOMER?

P2 – THE OPTIMISED EXPERIENCEBOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT

JUST BEFORE THE CUSTOMER ARRIVES AT THE TERMINAL (IN THIS CASE BY TAXI) NOTIFY HIM WHICH ZONE HE NEEDS TO CHECK-IN FROM; THE TAXI DRIVER CAN THEN DROP HIM OFF AT THE APPROPRIATE ENTRANCE, SAVING HIM WALKING TIME

P2 – THE OPTIMISED EXPERIENCEBOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT

AN ADDITIONAL LEVEL OF INSIGHT: WE OVERLAID THE MAPS TO

REVEAL PAIN POINT PATTERNS...

COMPARING THE EXPERIENCESBOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT

EVERY PARTICIPANT SUFFERED A NEGATIVE DROP IN THEIR EXPERIENCE DURING THE TRAVEL–CHECK-IN PROCESS

THEY WERE ALL GOING ON HOLIDAY! WE SHOULD BE LOOKING FOR WAYS TO ENHANCE THEIR EXPERIENCE AND BUILD EXCITEMENT. THEIR PAIN POINTS COULD HAVED BEEN EASILY AVOIDED THROUGH REAL-TIME, CONTEXTUAL INFORMATION

SURPRISINGLY, NONE OF THE PARTICIPANTS HAD A NEGATIVE EXPERIENCE GOING THROUGH SECURITY. THIS WAS THANKS TO A COMBINATION OF CONSIDERED AIRPORT SIGNAGE AND EFFICIENT PROCESSES… AND A GENERAL LOW EXPECTATION OF THE PROCESS (‘JUST PUT UP WITH IT’ AND ‘GET IT OVER WITH’)

SURPRISINGLY, NONE OF THE PARTICIPANTS HAD A NEGATIVE EXPERIENCE GOING THROUGH SECURITY – THANKS TO A COMBINATION AIRPORT SIGNAGE AND EFFICIENT PROCESSES, AND A GENERAL LOW EXPECTATION OF THE PROCESS (‘JUST PUT UP WITH IT’ AND ‘GET IT OVER WITH’)

CUSTOMERS REALLY SHOULD BE ENJOYING THIS STAGE IN THEIR JOURNEY – THEY’RE GOING ON HOLIDAY! TIME PERHAPS FOR SOME SHOPPING AND A BIT OF FUN BEFORE BOARDING?

…BUT THERE WAS A LACK OF SEATING; LIMITED RECHARGE POINTS; PUSHY SALES STAFF; Wi-Fi ACCESS AFTER PROVIDING YOUR EMAIL; FLIGHT DELAYS; UNKNOWN TRANSIT TIME TO THE BOARDING GATE; AND LAST MINUTE REQUESTS TO CHECK-IN HAND LUGGAGE!

ANXIETY IS COMMON ABOUT MISSING YOUR FLIGHT: MANAGE CUSTOMER EXPECTATIONS ABOUT THE TIME THEY HAVE AVAILABLE…

…CONSIDER PERSONALISED ‘DELIGHTERS’ TO ENHANCE THE EXPERIENCE –WE KNOW WHERE THEY ARE TRAVELLING TO, CAN WE PROVIDE DESTINATION INFORMATION / GUIDES / OFFERS / ETC.?

IN SUMMARY…

…UNNECESSARY PAIN POINTS WERECAUSED BY A LACK OF REAL-TIME,

CONTEXTUAL, INTELLIGENT INFORMATION…

…AND THERE WAS NO DELIGHT!

THIS IS AN IDEAL BRIEF FOR AN IOT SOLUTION!(AND WE’RE WORKING ON THIS NOW)

THIS IS AN IDEAL BRIEF FOR AN IOT SOLUTION!(AND WE’RE WORKING ON THIS)

IN CLOSING…

THE VISION:The Internet will become a transparent extension to our everyday lives

DESIGN FOR THE PEOPLE IN THE INTERNET OF THINGS

THE #1 RULEDESIGN PRODUCTS AND SERVICES

THAT SOLVE PAIN POINTS AND ADD VALUE TO PEOPLE’S LIVES

USER-CENTRED DESIGN

JAMES.BAILEY@BUNNYFOOT.COM

THANK YOU!

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