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SmarterTouchpoints& ContextualServices
Service Design Drinks:Service Design & the Internet of ThingsJuly 16, 2015 • Hannes Jentsch & Martin Jordan
“Service Design helps to innovate or improve services to make them more useful, usable,desirable for clients and e!cient as well as e"ective for organisations.
”
D E F I N I T I O N
Service Design
— S T E FA N M O R I T Z , Veryday
“The Internet of Things (IoT) is theinterconnection of uniquely identi#ableembedded computing devices within theexisting Internet infrastructure.
”
D E F I N I T I O N
Internet of Things
— W I K I P E D I A , I N T E R N E T O F T H I N G S
Source: Amazon
E X A M P L E
Amazon Fresh
Grocery delivery supported by digital touchpoints: mobile app and website
Source: Amazon
E X A M P L E
Amazon Fresh
Replacing the phone app with a connected object—Amazon Dash
Source: Amazon
E X A M P L E
Amazon Fresh
An object made to live in the kitchen, withspecialised a!ordances: two buttons, a hook,a bar code scanner and a microphone for dictation—at the same time the service is unchanged
Wearables
Connectedcars
Connectedhomes
Connectedcities
Industrialinternet
Transportation
Healthcare
Oil & gas
Source: Goldman Sachs Global Investment Research
IoT Landscape
What do customers really want, and how can I deliver that as an intuitive service, rather than a stand-alone product?
Q U E S T I O N F O R I O T M A K E R S
How can connected devices help making services more usable for customers? And more e"cient for organisations?
Q U E S T I O N F O R S E R V I C E D E S I G N E R S
Source: Daimler AG
E X A M P L E
car2go
By-the-minute car sharing service supported by app and near #eld communication card
Source: Daimler AG; Isabell Herzog & Joseph Ribbe (Key4Car, FH Potsdam)
E X A M P L E
car2go
Replacing app and card with a connected object—a key fob
Source: Daimler AG; Isabell Herzog & Joseph Ribbe (Key4Car, FH Potsdam)
E X A M P L E
car2go
An object made to live on your key chain, able to make a car reservation without interrupting a conversation and capable of navigating you to it, as well as opening it
By going beyond screens &beeps we are able to respect the capabilities of human cognition.
H Y P O T H E S I S
Single purpose devices are built for context, able to ful#ll a speci#c task very well.
H Y P O T H E S I S
Imagine your rental bike’s handle vibrates
when you have to take the turn…
F O O D F O R T H O U G H T
Imagine your debit card changes its
colour when you get close to your
overdraft limit…
F O O D F O R T H O U G H T
Imagine your digital ticket reveals itself as
the train attendant comes by…
F O O D F O R T H O U G H T