Download - Why What & How of the Internet of Things
WHAT THE INTERNET OF THINGS’ REALLY MEANSZach Pousman, Director of Digital Strategy Think Interactive, Atlanta
‘
IT’S THE BUZZWORD DU JOUR… DON’T BE WORRIED ABOUT THE BUZZWORD. !
BE ANXIOUS ABOUT THE REALITY.
2 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
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WHOA.
TECH
NO
LOG
Y VISIB
ILITY
4
TECHNOLOGY MATURITY
PEAK OF INFLATED EXPECTATIONS
MOVES FROMTHE LAB
TROUGH OF DISILLUSIONMENT
GRADUAL ADOPTION
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
TECH
NO
LOG
Y VISIB
ILITY
5
TECHNOLOGY MATURITY
PEAK OF INFLATED EXPECTATIONS
MOVES FROMTHE LAB
TROUGH OF DISILLUSIONMENT
GRADUAL ADOPTION
WE ARE HERE
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
WHY?
WHAT?
HOW?6 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(WHY IS THIS HAPPENING?)
(WHAT ARE THE IMPLICATIONS?)
(SHARE OUR PROCESS)
WHY?7 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(WHY IS THIS HAPPENING?)
THE WEB TODAY IS NEARLY ALWAYS ON A RECTANGLE. !
OFTEN, A HANDHELD RECTANGLE.
TODAY’S LIVING ROOM IS FULL OF RECTANGLES TOO.
IMAGE CREDIT: POSTSCAPES.COM
BY 20204 BILLION PEOPLE & 40+ BILLION DEVICES WILL BE CONNECTED TO THE INTERNET.
IMAGE CREDIT: INTEL (2012 DATA)
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
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BODY HOME CITY WORLD
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
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BODY HOME CITY WORLD
SENSORS
SMARTS
SYSTEMS
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
LOTS AND LOTS OF EXAMPLESIMAGE CREDITS: POSTSCAPES.COM
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
EVEN MORE MUNDANE
#DIGSouth #IoT Zach Pousman @thinky || @thinkinc
ARDUINO
CAMERA
WIFI
LEDINDICATOR
BATTERY
MAGNETIC SWITCH
EVEN MORE MUNDANE
#DIGSouth #IoT Zach Pousman @thinky || @thinkinc
ARDUINO
CAMERA
WIFI
LEDINDICATOR
BATTERY
MAGNETIC SWITCH
EVEN MORE MUNDANE
#DIGSouth #IoT Zach Pousman @thinky || @thinkinc
CUSTOMER & ORKIN
WHAT?19 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(THE IMPLICATIONS)
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MARKETING STARTUPPRODUCT OWNER
IT AFFECTS EVERYONE IN DIGITAL
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
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SIX IMPLICATIONS…
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
APPLY YOUR SKILLS DIFFERENTLY - EVEN ‘OMNIER’ OMNI-CHANNELS WILL SURROUND THE CUSTOMER
PHOTO CREDIT: UX MAGAZINE / AVI ITZKOVITCH HTTP://UXMAG.COM/ARTICLES/THE-INTERNET-OF-THINGS-AND-THE-MYTHICAL-SMART-FRIDGE
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
APPLY YOUR SKILLS DIFFERENTLY - ABOUT PEOPLE, CUSTOMERS, PERSONAS
24 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
IMPLICATIONS:
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
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WILL PEOPLE REALLY DO THIS?
HUMAN DESIRES, NEEDS, CULTURES AND TRENDS WILL
CONTROL THE EVOLUTION. PROJECT CREDIT: ERIK DE NIJS HTTP://WWW.WIRED.COM/BEYOND_THE_BEYOND/2008/06/ERIK-DE-NIJS-YO/
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
APPLY YOUR SKILLS DIFFERENTLY -CONSIDER CONTEXT
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#DIGSouth #IoT Zach Pousman @thinky // @thinkinc 27
What does an ad look
like?
What does an ad look
like?
What does an ad look
like?
APPLY YOUR SKILLS DIFFERENTLY -CONSIDER CONTEXT
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc 28
How does the product
behave?
How does the product
behave?
APPLY YOUR SKILLS DIFFERENTLY -CONSIDER CONTEXT
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc 29
What could my startup
do here?
What could be disrupted?
APPLY YOUR SKILLS DIFFERENTLY -CONSIDER CONTEXT
What’s the value chain
here?
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
WEB SITES AND APPS TODAY ARE ABOUT FOCUS, NOT AMBIENCE AND AUTOMATION.
implicit interaction
WEB SITES AND APPS TODAY ARE ABOUT FOCUS, NOT AMBIENCE AND AUTOMATION.
explicit interaction
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
A NEW WAY TO THINK ABOUT PRODUCT POSITIONING
TECH
NO
LOG
Y IMPA
CT
TIME AND EFFORT
Substitution
Augmentation
Modification
Redefinition
‘SAMR’ FRAMEWORK (FROM ED-TECH) CREDIT: REUBEN PUENTEDURA, 2006
HOW?33 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(THE PROCESS)
Jody Sullivan Do-it-for-me Mom
Background
Think Feel Do
Age: 42
Location: Reston, VA
Education: Studied Economics at Washington University at St. Louis
Occupation: Project Manager at AT&T
Household Income: $180,000
Current Car: Honda Odyssey
Next Car: Pre-Owned Lexus RX Hybrid
I just want to make sure that my next car will last and will be taken care of so my family can get where they need to go, safely.”
Motivations
Safety & Security
Time-based Convenience
“This is the best option to make sure our family car is always in top shape.”
“Settling these matters ahead of time will save me time trying to solve problems later.”
Reassured, Safe, Secure, Protected, Settled
Research some ancillary protection products at home to understand what they are and their value.
Choose a few products when buying next car to guarantee lasting protection.
Has been married for almost nine years. Has two young children, a 5 year old and a 7 year old.
Focused on building wealth and making smart investments that will last
Jeff Parkinson Achiever
Background
Think Feel Do
Age: 52
Location: Bentonville, AR
Education: Studied Engineering at Auburn University
Occupation: Logistics Consultant
Household Income: $120,000
Current Car: BMW 335
Next Car: BMW M5, unless he breaks down and buys the Porsche 911.
With a car like this, I always want it to look great and that any unexpected problems won’t be a hassle.”
Motivations
Pride of Ownership
Fiscally Responsible
“With these products, my car will always look brand new.”
“I don’t mind spending a little extra to know that I’m protected from larger expenses.”
Confident, Reassured, Responsible, Prideful
!Do additional research so he knows he’s getting a good value.
Remember these protection packages in the future.
Works long hours and travels most weekdays to meet with clients, leading to a bachelor-type lifestyle.
Loves to drive; hates being a passenger.
Enjoys relaxing with friends on the weekends he is in town.Thinking about returning to school to get his MBA in a few years.
Jody
Jeff
“
“
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B-C CONSUMER PERSONAS
YOU DO HAVE PERSONAS DON’T YOU?
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
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Click here to download this tool from our blog
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
36
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
37
Click here to download this tool from our blog
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
The day you buy a car
PURCHASE DRIVE / LIVESHOPPINGCONTEMPLATION
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#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Moment of F&I purchase is not
resonant
AN EXAMPLE CUSTOMER JOURNEY
CONTEXT
F&I PRODUCT MOMENTS
THINK
FEEL
DO
Needing to use coverage is anxious or
frustrated
Once the plan “makes it better”
Search, digital advertising
Web, mobile, dealer
DealerF&I office
Email CRM, at dealership, web
Social media, WoM
M
J
Buyer achieves confidence she’s making a good
choice.
J
(
J
Reminder of coverage
This makes sense I’d like to be protected
Clarity Confident Phew! I’m protected
I need additional peace of mind
Increasing confidence as buyer learns
K
Most days: zeroBut if I need it…
Happy
LEARN SHAREDRIVEBUYREMEMBER
I’m happy with my decision
F&I is resonant with my identity
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Today’s journey begins at the F&I desk, causing anxiety and confusion.
SAMPLE JOURNEY FOR A RECENT CLIENT
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
DEFINE THE CADENCE OF INTERACTIONS
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INTEN
SITY
DURATION
SEE MORE FROM MICHELLE BERRYMAN, THINK’S DIRECTOR OF UX DESIGN: http://www.thinkinc.com/blog/thoughts-on-the-cadence-frequency-intensity-of-experiences/
DAYMOMENT MONTH
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
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Click here to read about this on our blog
WE’RE PROTOTYPING A LOT MORE
42 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
1
2
3
4
5 6DISCOVER•Uncover Needs•Generate Solutions•Substantiate
DESIGN•Design•Prototype•Iterate
VALIDATE•Research
BUILD•Develop•Test
PILOT•Launch•Optimize
SCALE•Grow•Retain•Extend
IMAGE CREDIT: DR. PHIL HENDRIX, IMMR & THINK INTERACTIVE
WE’RE PROTOTYPING A LOT MORE
43 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
1
2
3
4
5 6DISCOVER•Uncover Needs•Generate Solutions•Substantiate
DESIGN•Design•Prototype•Iterate
VALIDATE•Research
BUILD•Develop•Test
PILOT•Launch•Optimize
SCALE•Grow•Retain•Extend
SUMMING UP — !
THE INTERNET OF THINGS IS COMING FAST. !IOT IS SENSORS, SMARTS, AND SYSTEMS, WRAPPED AROUND A CONTEXT. !IT’S DIFFERENT THAN WHAT’S COME BEFORE, BUT YOUR SKILLS AND CREATIVITY APPLY TO THIS WORLD TOO. !
KEEP ON MAKING THE AWESOME!
44 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
THANKS!