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Apps as Machines@AppsAsMachines@FHPotsdam
Hannes JentschMartin Jordan
Hannes Jentsch@kaffeetrinken
Martin Jordan@Martin_Jordan
Hello
What is the ‘internet of things’?
Question
Definition
The Internet of Things (IoT) is the interconnection of uniquely identifiable embedded computing devices within the existing Internet infrastructure.
“
”— Wikipedia, Internet of Thingshttp://en.wikipedia.org/wiki/Internet_of_Things
Definition
It seems to mean everything and nothing. Like, is it RFIDs in airports to track luggage, combine harvesters driven by town-wide WiMAX, or web-connected receipt printers for the home? Too much.
“
”— Matt Webb / @Genmon, BergCloudhttp://blog.bergcloud.com/2014/04/02/four-types-of-iot/
Which devices come to your mind?
Question
Examples
FuelbandPebble
Apple Watch
Wearables
SonosApple TV
Chromecast
Media
SmartthingsBelkin WemoPhilips Hue
HomeAutomation
WithingsNest
Cloudwash
SmartAppliances
Source: Bergcloud / ‘Four Types of IoT’http://blog.bergcloud.com/2014/04/02/four-types-of-iot/
e.g. SmartThings
What do they do for us?
Question
Collaborative brain writing
ControlOrganisation
Business
AutomatisationHealth
Connectivity
Unsorted
Entertainment
Collaborative brain writing
Why a‘machine’?
Question
Expanding the definition of ‘machine’
• expanding the definition of ‘machine’: a physical thing that does a job, that fulfills a need (apps generally do the job of something we had before)
• something tangible, which affords us more opportunities for engagement
• engagement with a broader spectrum of our senses
• which in turn engage a broader spectrum of our cognition
• which build deeper, richer memories
• breaking down popular apps, finding the jobs they do
• imagining those jobs being done by a ‘machine’
• capturing the experiences these ‘machines’ produce and dwell on how we can bring more of those experience to the Things future
As we start to make Apps as Machines, what are the building blocks of rich physical experiences we can draw from?
Hypothesis
A physical experience offers usso many opportunities for cognitive,and thus, emotional engagement.
Settingtheir jobs to be done into context
Agenda
Solvingthe job byleveraging more human capabilities
Pitchingyour machine
Discovering what apps and their services do for us
Uncovering what Dropbox does for us …
• in order to translate the apps into useful machines we need to understand what apps & services are doing:
- car2go gets you from A to B
- a drill hammer helps you to hang a painting on the wall
- Pinterest supports you in collecting and remembering things
Uncovering what Dropbox does for us …
APPS AS MACHINES — Uncovering the jobs behind
Dropbox lets you bring all your photos, docs, and videos anywhere and share them easily. Access any file you save to your Dropbox from all your computers, iPhone, iPad, and the web. With Dropbox you’ll always have your important memories and work with you.
Dropbox’s jobs-to-be-done*
Dropbox
— Jobs-to-be-done describe the tasks that a product or service is carrying out. People don’t just buy products or just want to use a certain service. They ‘hire’ them to do a job.
For example: Car2Go gets you from A to B. The drill hammer helps you to hang a painting on the wall. Pinterest supports you in collecting and remembering things. — @ClayChristensen, http://www.christenseninstitute.org
description and screens from Apple AppStore
have my documents always with me
retrieve my documents wherever I need them
secure copies of important documents
show photos to my friends & family
collaborate with my colleagues
store my memories of important moments
Definition
— @ClayChristensen, Professor for managementhttp://www.christenseninstitute.org/
Jobs-to-be-done describe the tasks that a product or service is carrying out. People don’t just buy products or just want to use a certain service. They ‘hire’ them to do a job.
“
”
What is thetask of wine?
Question
Source: Laurence Veale / ‘The jobs wine is hired for’https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
How most wines are organised in wine shops
Source: Laurence Veale / ‘The jobs wine is hired for’https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
Organising the retail space around a specific job: to make dinner a little better
Source: Laurence Veale / ‘The jobs wine is hired for’https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
Organising the retail space for a second job: to look neither cheap nor foolish
Your task
Set up your group
Your task
6 jobs each3 apps 1 day1 user
Interview for Empathy
Ask why.
Never say “usually” when asking a question.
Encourage stories.
Look for inconsistencies.
Pay attention to nonverbal cues.
Don’t be afraid of silence.
Don’t suggest answers to your questions.
Ask questions neutrally.
Don’t ask binary questions.
Only ten words to a question.
Only ask one question at a time, one person at a time.
Make sure you’re prepared to capture.
A.school (2 010): bootcamp bootleghttp://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf
APPS AS MACHINES — Your first task
Investigation
NAME OF THE APP:
JOBS OF THE APP:
YOUR USER:
DISCUSSED APPS:
Satisfaction:
Satisfaction:
Satisfaction:
Satisfaction:
Satisfaction:
Satisfaction:
Situation:
Situation:
Situation:
Situation:
Situation:
Situation:
Great
over age of 55 and using a smartphone daily
grew up outside of Europe
young mother or father
under the age of 18, still going to school
flying more than 3 times per month
small business owner with a physical store
handicapped (with impact on everyday life)
Great
Great
Great
Great
Great
Just right/ok
Just right/ok
Just right/ok
Just right/ok
Just right/ok
Just right/ok
Not really satisfying
Not really satisfying
Not really satisfying
Not really satisfying
Not really satisfying
Not really satisfying
APPS AS MACHINES — Your first task
Investigation
NAME OF THE APP:
JOBS OF THE APP:
YOUR USER:
DISCUSSED APPS:
Satisfaction:
Satisfaction:
Satisfaction:
Satisfaction:
Satisfaction:
Satisfaction:
Situation:
Situation:
Situation:
Situation:
Situation:
Situation:
Great
over age of 55 and using a smartphone daily
grew up outside of Europe
young mother or father
under the age of 18, still going to school
flying more than 3 times per month
small business owner with a physical store
handicapped (with impact on everyday life)
Great
Great
Great
Great
Great
Just right/ok
Just right/ok
Just right/ok
Just right/ok
Just right/ok
Just right/ok
Not really satisfying
Not really satisfying
Not really satisfying
Not really satisfying
Not really satisfying
Not really satisfying
— Theodore Levitt, American economisthttp://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
People don’t want to buya quarter-inch drill.They want a quarter-inch hole!
“
”
Who is your user?Which apps is s/he using?
What are their ‘jobs’?
Tell
Outcome
Outcome
Focus
The product analysis, design and sale should focus on:
developing the product
asking what users want
matching market trends
understanding the jobs that users try to get done
Source: Clement Génin, Jobs-to-be-done – A goal-driven solution frameworkhttp://www.slideshare.net/ClementGenin/jobstobedone
Focus
The product analysis, design and sale should focus on:
developing the product
asking what users want
matching market trends
understanding the jobs that users try to get done
Source: Clement Génin, Jobs-to-be-done – A goal-driven solution frameworkhttp://www.slideshare.net/ClementGenin/jobstobedone
Rethink
Video shop A Video shop B Video shop C
Who’s the competitor of a video shop?
Rethink
Try to see beyond the obvious, direct competition
Concert FriendsTelevision
Rethink
What do you people like or dislike about them?Why are they preferring other solutions over yours?
Concert Friends
Live Social
Television
Free
Rethink
Jobs remain valid over time.What changes is the solution people use to get it done.
Entertainingin the evening
Disrupt
Video shop Streamingservice
• use new ways of thinking to get to fresh solutions
• trick yourself, surpass your habits
• start with user needs, not product solutions
Settingtheir jobs to be done into context
Agenda
Solvingthe job byleveraging more human capabilities
Pitchingyour machine
Discovering what apps and their services do for us
View
We frame every design problem in a Job, focusing on the triggering event or situation, the motivation and goal, and the intended outcome.
“
”— Paul Adams, @Paddayhttp://blog.intercom.io/the-dribbblisation-of-design/
Rethink
The context defines what is needed to perform a job
Getting fromhome to the office
Goal-directed task analysisto investigate needs depending on situation and goals
SituationRaining outside
GoalGetting tothe office
NeedGetting therein time
NeedStayingdry
SituationHellish hot outside
GoalGetting tothe office
NeedNot gettingsweaty
+ + + + +
Situation
Monday
Morning
RainAlarm
didn’t
ring
Usually
gone
at tha
t tim
e
Car in re
pair
Contextualise
The better you can define the situation,the better you can design the solution against
When
Wh
ere
Who
H
ow
Wh
at
season month weekday
daytime
occasion
location
type
category
attrib. proƫle/mode
social
devic
e
m
otio
n
u
ser a
ct.
rou
tine
tr
aƯc
fa
cebo
ok
c
ollec.
weather
Routinely used route
Routinely visited place
First time visit
Unknown area
Known area
…Historical traƯc around location
Congestion/incidents on route
Congestion/incidents around loc.
…Visited by friends
Visited by me
Popular on facebook
Liked by friends
Liked by me
…In popular collection
In my friends collection
In my collection…
FreezingCool
Mild
Warm
HotNight
DayStorm
ySnow
yRainy
FoggyCloudy
Clear W
et seasonD
ry seasonW
interAutum
n
Summ
er
Spring
Janu
ary
Febr
uary
Mar
chAp
rilM
ayJu
neJu
lyAu
gust
Sept
embe
rO
ctob
erNo
vem
ber
Dece
mbe
r
Mon
day
Tues
day
Wedne
sday
Thur
sday
Frida
ySa
turd
ay
Sunday
Morning
Noon
Afternoon
Evening
Night
Sunrise
Sunset
…
At a planned appointment
Appointment scheduled in x hours
Leaving
In transit
Arriving
Early in month
Late in month (f.ex salary)
Commute
Travel
…
OutdoorIndoorNear POI of cat. XNear POI cluster of cat. XMoving towards X
Distance to destinationDistance to POI…
On streetIn buildingIn/at venue In parkOn mountainOn water
…
Airport
Department store
HotelCafe
RestaurantATM
Leisure
PT stationSightMall
Parking space
Junction
Highway…
Price range
Opening hours
Available parking…
…Com
mut
er
City
Dw
elle
r
Trav
eler
Age
30-3
9
Age
18-2
9
Age
< 18
Mal
e
Fem
ale
…With
ano
nym
ous
crow
d
With
kno
wn p
eopl
e
Alon
e
…Ro
aming
activ
e
Via 3G
etc
Via B
lueto
oth
Via W
iFi
Deskto
p
TabletPhone
…Asce
nding/descending
Trajecto
ry/bearing/direction
Driving WalkingStill
…Using app since 1d/1w/1m
Calculated a route to/from
ReviewedShared to/byCollected
Searched for
…Routine follow up action when x Situation
Retool
Source: HERE 2 013
Reconsider
thinkcontexts
replacepersonas
Amazon Dash
View
Often, because people are so focused on the who and how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem.
“
”— @AlanKlementhttps://medium.com/the-job-to-be-done/af7cdee10c27
Rephrase
Formulate each job into a statement (or job story)
When I want to So I canSituation Need Goal
Benefit from Job Stories
Describe areal user’s need
in context
Validatedesign
solutions
Communicatethe design task
The right machine for …
Adam31, European traveller ona trip through South Korea
Your task
7 Minutes1 Story1 App
APPS AS MACHINES — The right machine for …
31, European traveller on a trip through South Korea
JOB-TO-BE-DONE
STORY*
Adam
When (situation)
I want to (need)
So that (goal)
— “Job Stories are great because it makes you think about motivation and context and de-emphasizes adding any particular implementation. Often, because people are so focused on the who and
how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem.” — @AlanKlement, https://medium.com/the-job-to-be-done/af7cdee10c27
show photos to my friends & family
APPS AS MACHINES — The right machine for …
31, European traveller on a trip through South Korea
JOB-TO-BE-DONE
STORY*
Adam
When (situation)
I want to (need)
So that (goal)
— “Job Stories are great because it makes you think about motivation and context and de-emphasizes adding any particular implementation. Often, because people are so focused on the who and
how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem.” — @AlanKlement, https://medium.com/the-job-to-be-done/af7cdee10c27
I am on my island round trip
where I travel with a lot of stuff in a small backpack
and only unreliable connection to the Internet
I can share my photos with friends
and family.
easily pick photos I took that day and
sync them whenever connected to a WiFi
What is your main job?What is the situation?What are the needs?
Write
Outcome
Outcome
Settingtheir jobs to be done into context
Agenda
Solvingthe job byleveraging more human capabilities
Pitchingyour machine
Discovering what apps and their services do for us
View
Those digital updates have little sympathy for any divisions of time or space we might to impose upon our days. We may find that we are ranking the ‘needs’ of our machines above our own.
“
”— @TomChatfieldhttp://tomchatfield.net/2012/05/09/how-to-thrive-in-the-digital-age/
Cloudwash
Input for your creation
Consider
• Think touch, scent, vision, sound, taste – and beyond
• How can your machine be superior to an app that does the same job?
• How can they make use of our natural senses and cognitive abilities?
Amazon Dash
Amazon App
Amazon Dash
• fulfills same job, yet as focused single-purpose device
• lives in the kitchen where it’s being used
• is less private than a smartphone, can be used by various people
• performs well in low-light situations due to barcode laser scanner
APPS AS MACHINES — Input for your creation
Cheat Sheet
SENSES
CHARACTERISTICS
STATES
Vision /Sight
Material /Texture
Motion Fast Slow Position
Size /Amount
Full /Empty
Smell /Olfactation
Colour
Touch
Weight Range
Hearing /Audition
Taste /Gustation
Temperature / Thermoception
Balance /Equilibrioception
Time /Chronoception
Constant Rising Rhythmic
Your task
4 Minutes1 Job Story 1 Question
How might we +user
+ ?need
+insight
Turn your Job Story into a brief
user needinsight
Ask
How might we assist Adam who has rarely reliable internet access to easily pick photos and share them so that his friends and family can take part in his adventures?
Ask
user needinsight
How might we assist Adam who has rarely reliable internet access to easily pick photos and share them so that his friends and family can take part in his adventures?
Write
user + insight + need
How might we assist Adam who has rarely reliable internetaccess to easily pick photos and share them so that his friendsand family can take part in his adventures?
APPS AS MACHINES — Input for your creation
How might we … ?
How might we … ?
Tell
Constraints
Avoid screens Avoid keyboards
100 ! Go for quantity
Keep it short
Encourage wild ideas
Defer judgment
Build on the ideas of others
One conversation at a time
Stay on topic
Be visual
Ideate
Your task
3 + 7 Minutes2 Ideas1 Brief
Outcome
Outcome
Outcome
What are your two concept ideas?
Report
Note
What’s good? What to improve?
Outcome
Outcome
Inspiration for your prototype
• video-prototype to make ideas and concepts graspable
• allows you to discuss concepts with stakeholders
• time constraints help to compress and summarise a concept
• food for thought:- build an experience dummy with low-fi paper prototype- or focus on interaction (less than on situation)- or prototype with volume, while keeping shape simple- or follow a storytelling approach
Your task
Low-fi paper prototype
Animated storyboards
Acting out
Video app recommendations
Vine(6 sec)
Instagram Video(15 sec)
Spark(45 sec)
Example of 6-second service documentation
https://vine.co/v/br9z3 x2 2 gbw
Your task
1.5 Day1 Prototype1 Concept
Your presentation
1 Job Story 1 Advantage1 Concept
a user with a rather complex lifethe need to do grocery shopping onlinetogether with other family members.
Amazon Dash note-taking deviceis directly connected to the shop
the Amazon smartphone appDash is easy to use with a single hand
and even while multi-tasking
Communicate
For TARGETCUSTOMER
CUSTOMERNEED
CONCEPTNAME
MARKETCATEGORY
who has
that
Unlike
the
is aONE KEYBENEFIT
COMPE-TITION
.
.
UNIQUEDIFFEREN-TIATOR
APPS AS MACHINES — Acceleration tool
Elevator Pitch
Settingtheir jobs to be done into context
Agenda
Solvingthe job byleveraging more human capabilities
Pitchingyour machine
Discovering what apps and their services do for us
View
As technology moves into more and more things and ultimately into humans, we must ensure that it is enhancing the human experience not challenging it.
“
”— @Punchcuthttp://punchcut.com/perspectives/connecting-the-internet-of-things/
What is your machine?
Your show-timeShow
Outcome
Outcome
Outcome
— Brian Eno, artisthttp://archive.wired.com/wired/archive/7.01/eno_pr.html
Tools that endure have limited options. These limitations become sources of emotional meaning.
“
”
Flock
Flock
How does our perception of IoT change?
Source: @Punchcuthttp://punchcut.com/perspectives/connecting-the-internet-of-things/
Wrap-up
In 2 02 0
7.6 billionpeople
50 billiondevices
6.58 devicesper person
Source: Cisco, ‘Connections Counter: The Internet of Everything in Motion’http://newsroom.cisco.com/feature-content?type=webcontent&articleId=1208342
Not moreinformation,but better
information
Less smartphonedependency,but objects asmessengers
Focus on people,support, protect,empower them
Consider
How the computer sees us
Source: Physical Computing, O'Sullivan & Igoehttp://www.amazon.com/Physical-Computing-Sensing-Controlling-Computers/dp/159200346X
1995–Internet viastationarycomputer
2005–Internet inthe palm
2015–Internet in allaspects of life
Level of intimacy to user
Realise
Low High
Realise
App layer
Connected objects layer
Service layer
View
[The internet of things] will require businesses to fundamentally transform their approaches to be successful in this new era.
“
”— @Punchcuthttp://punchcut.com/perspectives/connecting-the-internet-of-things/
No market need
Ran out of cash
Not the right team
Get outcompeted
Pricing / cost issues
Poor marketing
Ignore customers
Products mis-timed
Lose focus
Disharmony on team 13 %
14%
14%
17%
17%
18%
19%
2 3 %
2 9%
42 %
Top 10 reasons young businesses fail
Source: Top 10 Reasons Startups Fail, based on an analysis of 101 post-mortemshttp://www.cbinsights.com
+ + + + +
Situation
Monday
Morning
RainAlarm
didn’t
ring
Usually
gone
at tha
t tim
e
Car in re
pair
Contextualise
Rethink
Competition for entertainment in the evening
Concert FriendsTelevisionVideo shop
Rephrase
Formulate each job into a statement (or job story)
When I want to So I canSituation Need Goal
Consider
Leverageall human
capabilities
Design forspecificcontext
There areno new
base needs
Icons:Max HancockDavid PadrosaJakob VogelOla MöllerJeremy J BristolSiddharth DasariMartin SmithDeadtype
Thanks!
Nicolas MorandLuis PradoSimple IconsLuiza PeixeScott LewisPhil GoodwinMichael SenkowJakob Schneider
SherrinfordEdward BoatmanCengiz SARIMister Pixel
Photos:NokiaAmazon
and special thanks to:Boris Anthony (@Bopuc) for coining the titleand co-creating the original format
