brussels living services
TRANSCRIPT
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THE ERA OF
LIVING SERVICES
Brussels 15th October 2015
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LIVING SERVICES
ARE THE RESULT
OF TWO FORCES
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THE DIGITISATION
OF EVERYTHING
+
LIQUID EXPECTATIONS
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v2010s
LIVING SERVICES
WE’VE COME A LONG WAY
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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.
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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
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OUR HOMES
OUR BODIES
OUR FAMILIES
OUR EDUCATION
OUR WORK
OUR TRANSPORT
OUR FINANCES
OUR SHOPPING
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OUR HOMES
OUR BODIES
OUR FAMILIES
OUR EDUCATION
OUR WORK
OUR TRANSPORT
OUR FINANCES
OUR SHOPPING
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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
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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
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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
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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
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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
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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
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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
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WHY NOW?
WHERE WILL WE EXPERIENCE THEM?
• Growth of connected devices
• Sensors
• Network connectivity
• The cloud
• Big Data
• Evolution of UI
• Consumer expectations
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HOW CAN BUSINESS ADDRESS
LIVING SERVICES?
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KNOW
YOUR CUSTOMER
01
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FLEX
YOUR TECHNOLOGY
02
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DESIGN…
IN ORDER TO KNOW AND FLEX
03
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BECAUSE THEY WILL BE
DESIGNED AROUND
INDIVIDUALS
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HOW TO DO THIS?
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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
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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
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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
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FOUR STATES OF
DIGITAL TRANSFORMATION
VOLATILITY
LEVEL OF DIGITALIZATION
SOLIDBricks and mortar
incumbents
LIQUIDMedia
GASOTT players and
digital platform owners
PLASMAWeb disrupters
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A BRAVE NEW WORLDFOR BRANDS?
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BUT THE DUNBAR MAP
IS DIFFERENT FOR EACH PERSON SO…
PREPARE TO ATOMISE
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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
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THE IMPACT ON DESIGN
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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
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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
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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
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THANK YOUFJORDNET.COM @FJORD #LIVINGSERVICES