can invisible also be amazing? designing fluid and connected experiences

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CAN INVISIBLE ALSO BE AMAZING? Designing fluid and connected experiences Mobilize, September 26 th 2011 Olof Schybergson, CEO, Fjord @fjord @olof_s

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Can invisible also be amazing? Designing fluid and connected experiences. Fjord @mobilize in San Francisco September 2011 presented by Fjord CEO Olof Schybergson. For more information: www.fjordnet.com Twitter @fjord

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Page 1: Can invisible also be amazing? Designing fluid and connected experiences

CAN INVISIBLE ALSO BE AMAZING? Designing fluid and connected experiences

Mobilize, September 26th 2011 Olof Schybergson, CEO, Fjord @fjord @olof_s

Page 2: Can invisible also be amazing? Designing fluid and connected experiences

Slide 2 © Fjord 2011 | Confidential

WHAT WE DO AT FJORD …or how to summarize 10 years and 1,000 projects into one slide

Page 3: Can invisible also be amazing? Designing fluid and connected experiences

Slide 3 © Fjord 2011 | Confidential

WE DESIGN LEADING CROSS-PLATFORM SERVICES

We work with leading companies in their field.

Page 4: Can invisible also be amazing? Designing fluid and connected experiences

Slide 4 © Fjord 2011 | Confidential

WE ALSO DO SOME THINGS BEYOND CLIENT WORK

PIMP YOUR LIFE, GAMING STYLE

TOUCH TO PAY – NOW WITH YOUR IPHONE

SMART OBJECTS CONNECT WITH THE MAINSTREAM

THE TABLET TRANSFORMS WORK AS WE KNOW IT Trends research

Research about smart objects & environments

Page 5: Can invisible also be amazing? Designing fluid and connected experiences

Slide 5 © Fjord 2011 | Confidential

DESIGNING SMART SERVICES …and what we’ve learned from Smarcos* in the last 18 months

* About Smarcos: http://vimeo.com/24511479

Page 6: Can invisible also be amazing? Designing fluid and connected experiences

Slide 6 © Fjord 2011 | Confidential

DISCOVERY 1:

There’s a lot of research into technical aspects, not much into human aspects

Page 7: Can invisible also be amazing? Designing fluid and connected experiences

Slide 7 © Fjord 2011 | Confidential

HUMAN

DIGITAL CONTEXT IS MADE UP OF TWO ELEMENTS

TECHNICAL

Page 8: Can invisible also be amazing? Designing fluid and connected experiences

Slide 8 © Fjord 2011 | Confidential

DIGITAL CONTEXT IS MADE UP OF TWO ELEMENTS

HUMAN

Things you can detect with sensors, derive from a user’s data.

Page 9: Can invisible also be amazing? Designing fluid and connected experiences

Slide 9 © Fjord 2011 | Confidential

DIGITAL CONTEXT IS MADE UP OF TWO ELEMENTS

Things you can detect with sensors, derive from a user’s data.

The bigger picture of human behavior. Can be studied but may not be detectable.

Page 10: Can invisible also be amazing? Designing fluid and connected experiences

Slide 10 © Fjord 2011 | Confidential

DIGITAL CONTEXT IS MADE UP OF TWO ELEMENTS

LOCATION WEATHER

MOVEMENT

TIME OF DAY

PREFERENCES

USAGE PATTERNS

SOCIAL NETWORK

ETIQUETTE

LIKES AND DISLIKES

NUANCES OF BEHAVIOUR GROUP DYNAMICS

DESIRES

MOOD

DEVICE

PEOPLE NEARBY

GOALS

CALENDAR SCHEDULE

MEANINGS OF RELATIONSHIPS EXPECTATIONS

HEART RATE

Page 11: Can invisible also be amazing? Designing fluid and connected experiences

Slide 11 © Fjord 2011 | Confidential

DISCOVERY 2:

‘Smarter’ services aren’t automatically ‘better’

Page 12: Can invisible also be amazing? Designing fluid and connected experiences

Slide 12 © Fjord 2011 | Confidential

There is tendency to think of ‘smart’ in terms of what can be detected. Like your location.

From this perspective, better sensing technologies lead to smarter services.

Page 13: Can invisible also be amazing? Designing fluid and connected experiences

Slide 13 © Fjord 2011 | Confidential

THE MYTH:

If a system can detect enough data about a person, it can understand them and

create a better experience.

Page 14: Can invisible also be amazing? Designing fluid and connected experiences

Slide 14 © Fjord 2011 | Confidential

US

ER

E

XP

ER

IEN

CE

THE MYTH

CONTEXT AWARENESS

Page 15: Can invisible also be amazing? Designing fluid and connected experiences

Slide 15 © Fjord 2011 | Confidential

THIS IGNORES HUMAN TRAITS

Culture, mood, etiquette – and pure human weirdness – makes it hard to design really

smart services for people

Page 16: Can invisible also be amazing? Designing fluid and connected experiences

Slide 16 © Fjord 2011 | Confidential

DIGITAL SOLUTIONS OFFER CLEAR BENEFITS

Page 17: Can invisible also be amazing? Designing fluid and connected experiences

Slide 17 © Fjord 2011 | Confidential Source: slashgear.com

BUT AT A COST

Page 18: Can invisible also be amazing? Designing fluid and connected experiences

Slide 18 © Fjord 2011 | Confidential

People are wary of these costs. Things like…

Loss of control Lack of privacy

Distraction Annoyance

The costs are barriers to success. But success can

be achieved if the user benefits outweigh the costs.

Page 19: Can invisible also be amazing? Designing fluid and connected experiences

Slide 19 © Fjord 2011 | Confidential

FACEBOOK FACE RECOGNITION CONNECTS PEOPLE’S IMAGES TO THEIR SOCIAL NETWORK…

…BUT SOME PEOPLE FIND IT INTRUSIVE

“its new face-recognition feature could become the latest example

of a seemingly innocuous development morphing into a

serious threat to the privacy of our (visual) data.”

-Megan Geuss, PC World

ANOTHER EXAMPLE

Page 20: Can invisible also be amazing? Designing fluid and connected experiences

Slide 20 © Fjord 2011 | Confidential

MICROSOFT’S PAPER CLIP. SUPPOSED TO BE HELPFUL…

…BUT PEOPLE HATED IT

“one of the worst software design blunders in the annals of

computing”

- Smithsonian Magazine

Source: http://en.wikipedia.org/wiki/Office_Assistant

THE MOST FAMOUS EXAMPLE

Page 21: Can invisible also be amazing? Designing fluid and connected experiences

Slide 21 © Fjord 2011 | Confidential

US

ER

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XP

ER

IEN

CE

THE MYTH

THE REALITY

THE REALITY

CONTEXT AWARENESS

Page 22: Can invisible also be amazing? Designing fluid and connected experiences

Slide 22 © Fjord 2011 | Confidential

WHERE HAVE WE SEEN THIS BEFORE? THE UNCANNY VALLEY

FAM

ILIA

RIT

Y

HUMAN LIKENESS

healthy person

+

-

50% 100%

UNCANNY VALLEY

bunraku puppet humanoid

robot

industrial robot

zombie

prosthetic hand

Source: http://en.wikipedia.org/wiki/Uncanny_valley

Page 23: Can invisible also be amazing? Designing fluid and connected experiences

Slide 23 © Fjord 2011 | Confidential Source: ApriPoko, Toshiba

THIS ROBOT IS CUTE

Page 24: Can invisible also be amazing? Designing fluid and connected experiences

Slide 24 © Fjord 2011 | Confidential Source: cubo.cc

THIS ROBOT IS NOT QUITE RIGHT – IT’S CREEPY

Page 25: Can invisible also be amazing? Designing fluid and connected experiences

Slide 25 © Fjord 2011 | Confidential

CONTEXT AWARENESS

US

ER

EX

PE

RIE

NC

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LOCAL SEARCH

SAT NAV

CONTEXT AWARE SERVICES EXIST HERE

Page 26: Can invisible also be amazing? Designing fluid and connected experiences

Slide 26 © Fjord 2011 | Confidential

CONTEXT AWARENESS

US

ER

EX

PE

RIE

NC

E

LOCAL SEARCH

SAT NAV

WE ARE TRYING TO GET THERE

Page 27: Can invisible also be amazing? Designing fluid and connected experiences

Slide 27 © Fjord 2011 | Confidential

CONTEXT AWARENESS

US

ER

EX

PE

RIE

NC

E

LOCAL SEARCH

SAT NAV

IPHONE LOCATION TRACKING

COLOR APP

MICROSOFT PAPERCLIP

FACEBOOK FACIAL RECOGNITION

BUT WE KEEP FALLING DOWN HERE

Page 28: Can invisible also be amazing? Designing fluid and connected experiences

Slide 28 © Fjord 2011 | Confidential

THE ABYSS

•  Misunderstands your needs •  Removes options based on what it

(wrongly) thinks you want •  Acts on your behalf without your approval

(explicit or implicit)

•  Shares inappropriately •  Does not understand your culture or social

relationships •  Offers unsolicited advice

A FAILED CONTEXT AWARE SYSTEM

Page 29: Can invisible also be amazing? Designing fluid and connected experiences

Slide 29 © Fjord 2011 | Confidential

CONTEXT AWARENESS

US

ER

EX

PE

RIE

NC

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SWEET SPOT 1

SWEET SPOT 2

THERE ARE TWO SWEET SPOTS

Page 30: Can invisible also be amazing? Designing fluid and connected experiences

Slide 30 © Fjord 2011 | Confidential

FROM THEORY TO APPLIED

…two examples of future mobile services in sweet spot 2

Page 31: Can invisible also be amazing? Designing fluid and connected experiences

Slide 31 © Fjord 2011 | Confidential

SCENARIO 1 - CONSUMPTION 2.0

Xavier 30 years old, lives in London, gadget journalist, trendsetter, lots of online followers

Page 32: Can invisible also be amazing? Designing fluid and connected experiences

Slide 32 © Fjord 2011 | Confidential

Xavier notices a new piece of street art and takes a picture of it, adding it to his flickr stream.

He walks down the high street, past a Zara flagship store and as he is walking past the windows, screens start to change and include some of the images from Xavier's different 'digital trails': His Pinterest boards, things he bookmarked and 'liked'. We see a picture of the street art he just snapped earlier. The window displays derive colour and style input from some of his pictures and update the Zara clothing they display, showing more of the male collection and matching them to what Xavier might like.

Page 33: Can invisible also be amazing? Designing fluid and connected experiences

Slide 33 © Fjord 2011 | Confidential

On entering the store, Xavier walks over big interactive screens in the floor. They immediately react to him and greet him with 'Welcome back, Xavier!', displaying his current 'Zara score’.

His phone vibrates lightly and as he takes it out of his pockets, he notices a 'Zara InStore' app being streamed to his device. The visual style of the icon communicates that this is a streamed app, only available temporarily and while in this store.

Launching it, it presents recommendations that fit his style.

Page 34: Can invisible also be amazing? Designing fluid and connected experiences

Slide 34 © Fjord 2011 | Confidential

Holding the phone up into the air activates an Augmented Reality mode, helping Xavier to find the items in the store.

Xavier walks up to one of the recommended items, a pair of shoes, and points his phone at them. This gives him more details about the product; available colours, the popularity of this item, recommended items that go with it. It also offers him a deal based on his 'Zara score' letting him save some money when he buys two items together.

Page 35: Can invisible also be amazing? Designing fluid and connected experiences

Slide 35 © Fjord 2011 | Confidential

Having made his decision on which items he buys, he can pay for them on the phone using an account of his choice. Leaving the store, the floor screen displays a thank you message as well as his updated Zara score

Page 36: Can invisible also be amazing? Designing fluid and connected experiences

Slide 36 © Fjord 2011 | Confidential

Later that day, Xavier is putting on his new items as he prepares for a night out. He tweets about going out and about wearing his new clothes. Checking his Zara app, he then notices how it visualises his Zara score increasing.

Page 37: Can invisible also be amazing? Designing fluid and connected experiences

Slide 37 © Fjord 2011 | Confidential

KEY INSIGHTS

No room for push advertising People receive different incentives based on their status and profile

People sell their identity Privacy is ‘negotiated’ between the individual and corporations, no one company ‘owns’ the identity

Deep adaptation Interactive experiences are deeply tailored around the individual, based on context and profile

Themes & technologies: •  Location sensitive experiences

(GPS, NFC) •  Using social streams (Pinterest,

Twitter, Like, Flickr) •  Responsive public screens (NFC,

WIFI) •  Image search, image

recognition. •  Augmented Reality •  Location based app streaming •  Intelligent clothes (RFID) •  Cloud services •  Two advertising models:

•  Using public digital infrastructure

•  Targeting social media influencers with incentives

Page 38: Can invisible also be amazing? Designing fluid and connected experiences

Slide 38 © Fjord 2011 | Confidential

SCENARIO 2 – TIME CREATOR

Vanessa 36, single mother in Los Angeles, no permanent job but does temp work, struggles to keep routine up

Page 39: Can invisible also be amazing? Designing fluid and connected experiences

Slide 39 © Fjord 2011 | Confidential

Vanessa is rushed to leave work and drive to pick up her kids. She grabs her purse, handbag, keys and phone. As she grabs the phone, it vibrates lightly and the display turns on to grab her attention.

She glimpses at the screen on her way out and sees that the phone is showing her the location of the closest Zipcar, where she needs to drive to, and what traffic and weather are like.

Page 40: Can invisible also be amazing? Designing fluid and connected experiences

Slide 40 © Fjord 2011 | Confidential

The phone lays on the passenger seat and now uses speech as both output and input. It notifies Vanessa that it updated the route to avoid traffic and asks whether it should reserve a parking spot near the destination. Vanessa responds 'yes' and the phone confirms that it has found and reserved a spot. The car navigation system is being updated to guide her directly to where it is.

Walking down the street, she touches her phone on the Zipcar to unlock it, gets in and drives off.

Page 41: Can invisible also be amazing? Designing fluid and connected experiences

Slide 41 © Fjord 2011 | Confidential She arrives and parks. As she gets out her phone displays an incoming request from her neighbour, Linda, who would like to use her washing machine tonight.

Rather than a text message, the request is coming straight through a service Vanessa uses to privately rent out her washing machine to her friends and neighbours. The request also displays the amount of money Linda is going to pay for this.

Page 42: Can invisible also be amazing? Designing fluid and connected experiences

Slide 42 © Fjord 2011 | Confidential Vanessa enters the primary school and her kids run towards her. She ticks her name on a screen on the wall, confirming that she has picked up her kids.

This also updates her phone with the latest information about what her kids did that day, what homework they have, how much physical activity they did and what food they had.

Page 43: Can invisible also be amazing? Designing fluid and connected experiences

Slide 43 © Fjord 2011 | Confidential

In the car driving back home, Vanessa asks her kids what they would like to eat for dinner. She launches her food app in order to get recommendations for meals based on the ingredients she still has in her kitchen and what the kids had for lunch. The windows in the back of the car turn into touch screens, displaying images of the dishes that respond to the car's movements in an entertaining way (e.g. gherkin slides of a plate as the car makes a turn). The kids swipe through the images to decide what they would like.

Page 44: Can invisible also be amazing? Designing fluid and connected experiences

Slide 44 © Fjord 2011 | Confidential After they decided on a meal, the food app lists the missing ingredients and suggests a small detour to pick them up from a shop where some of these ingredients are currently on offer.

Page 45: Can invisible also be amazing? Designing fluid and connected experiences

Slide 45 © Fjord 2011 | Confidential

KEY INSIGHTS

Service mashups Mobile as a catalyst for convergence – across industries, environments, and business models

A PA for the rest of us Mobile assistant services will revolutionize the life of ‘normal’ people

Digital becomes physical Digital services will increasingly dissolve into the physical world

Themes & technologies: •  Context sensing / adaptation •  Internet of Things – car sharing

service by phone, reservable parking, smart noticeboard

•  Multi modal input/output (speech recognition, speech output)

•  Micro payments / private people selling services

•  Quantified self / physiological monitoring

•  Quantified health and fitness (physiological sensors, heart rate, pedometers, galvanic skin response)

•  Gamification (kids choosing meal)

Page 46: Can invisible also be amazing? Designing fluid and connected experiences

Slide 46 © Fjord 2011 | Confidential

SO WHAT DID WE LEARN?

…the overall conclusions about smart services

Page 47: Can invisible also be amazing? Designing fluid and connected experiences

Slide 47 © Fjord 2011 | Confidential

The user is the OS 1

Privacy is a currency 2

3 Digital becomes physical

4 The mashup economy needs orchestrators

KEY TAKEAWAYS

Page 48: Can invisible also be amazing? Designing fluid and connected experiences

Slide 48 © Fjord 2011 | Confidential

Let’s be smart about smart services :-)

@fjord

[email protected]

www.fjordnet.com

thank you.

@olof_s