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MODERN HUMAN http://modernhuman.co @modhuman AMBIENT INTELLIGENCE DESIGNING INTELLIGENT ENVIRONMENTS FOR EVERYDAY LIFE Paul-Jervis Heath: Founding Principal, Modern Human

Ambient intelligence: designing intelligent environments for everyday life

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MODERN HUMANhttp://modernhuman.co @modhuman

AMBIENT INTELLIGENCE DESIGNING INTELLIGENT ENVIRONMENTS FOR EVERYDAY LIFE

Paul-Jervis Heath: Founding Principal, Modern Human

Paul-Jervis Heath Founding Principal, Modern Human

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMAN

Imagine what’s next… We’re a boutique design practice and innovation consultancy that specialises in imagining disruptive new products, services and experiences then making them a reality.

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

Embedding technology into our environment changes our relationship with that technology, that environment and with each other.

MODERN HUMANhttp://modernhuman.co @modhuman

Technology is becoming ambient. Devices like Amazon Echo and Google Home are designed to disappear into the background, becoming part of the environment.

MODERN HUMANhttp://modernhuman.co @modhuman

EARLY ADOPTER EARLY MAJORITY LATE MAJORITY LAGGARDS

Adapted from: Diffusion of Innovations, Everett M Rogers. (1962). Crossing the Chasm, Geoffrey Moore. (1991).

MODERN HUMANhttp://modernhuman.co @modhuman

Buying smart tech was not about fulfilling a need in the household, it was about aligning oneself with being modern, demonstratively embracing the new, connecting oneself to tech culture. An initial smart device purchase quickly led to a proliferation of smart technology in the home.

Gateway Gadget is novel or performative

Savvy and inquisitive. They enjoy exploring the technology’s capabilities. Playful Experimenters are more discerning of their tech choices, tend to have specific functional requirements and are less accepting of the restrictions that come from platforms.

Gateway Gadget is the latest or most versatile.

Start off their smart home device journey with purpose -  to reduce cost and waste, enjoying the control aspect of the technology.  

Gateway Gadget: is a smart meter, thermostat or a smart switch.

IDENTITY MAKERS

PLAYFUL EXPERIMENTERS

ECONOMISERS

At the wrong time; in the wrong place. It could get so much worse than mobile phones at the dinner table.

http://modernhuman.co @modhuman MODERN HUMAN

The current generation of devices are insensitive. Are you the type of person who would wake a sleeping baby? Or, interrupt a conversation? Alexa is.

http://modernhuman.co @modhuman MODERN HUMAN

MODERN HUMANhttp://modernhuman.co @modhuman

The brief: Design two new appliance lines: a high-end suite of appliances for dedicated cooks and an entry-level suite for ‘millennials’.

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

In home interviews & diary studies Why do people cook and what is a meal?

What do they cook and for who?

How could their appliances help them to be better cooks?

MODERN HUMANhttp://modernhuman.co @modhuman

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MODERN HUMANhttp://modernhuman.co @modhuman

TIME

ATTEN

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SPECIAL OCCASIONS

ENTERTAINING

WEEKNIGHT SUPPERS

WEEKEND SPECIALS

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

Imagine kitchen appliances that make you a better cook

_ Remote control is quickly becoming a necessary feature, despite it not fundamentally changing the relationship between the cook and the appliance;

_ Full autonomy is neither totally desirable or totally possible;

_ Semi-autonomy can be massively helpful, if designed sensitively to augment human ability and correct common human failings;

_ For kitchen appliances: new, direct interaction mechanisms both create theatre and improve control much more than remote interaction mechanisms.

The brief: Reimagine the shopping experience by integrating online and in-store customer journeys, to create a deeply compelling shopping experience and drive customer loyalty.

MODERN HUMANhttp://modernhuman.co @modhuman

Diary studies & shadowing Why do people shop?

What is the full shopping journey?

What is the role of the store?

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

What is an experience map?

_ An experience map is a strategic tool for capturing and presenting key insights into the complex customer interactions that occur across experiences with a product, service, or ecosystem.

_ At the heart of an experience map lies the customer journey map or model, an archetypal journey created from an aggregate of all customers going from point A to point B as they attempt to achieve a goal or satisfy a need.

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

Over to you… 20 mins

_ Nominate someone in your group who has bought an item of clothing recently

_ Ask them to walk you through the experience

_ Follow up with questions about the experience

_ Build an experience map of their experience

MODERN HUMANhttp://modernhuman.co @modhuman

PROFILE

STAGES

ACTIONS

THINKING

FEELING

OPPORTUNITIES

MODERN HUMANhttp://modernhuman.co @modhuman

PROFILE

STAGES

ACTIONS

THINKING

FEELING

OPPORTUNITIES

MODERN HUMANhttp://modernhuman.co @modhuman

Why use an experience map?

_ The activity of mapping builds knowledge and consensus across teams and stakeholders,

_ The map as artefact allows you to create and support better customer experiences.

_ Experience mapping is a journey that can involve and impact the entire organisation.

MODERN HUMANhttp://modernhuman.co @modhuman

Incorporate clear takeaways

_ Takeaways are typically added to the map late in the process.

_ They become apparent as you pivot from understanding the current state of your customer experience to envisioning the future state.

_ There are different takeaways you could include, but they should answer the questions “So what?” and “What now?”

MODERN HUMANhttp://modernhuman.co @modhuman

Build the map around a strong central storyline

_ Decide what will be included in the final map and what won’t

_ Separate the important insights from the nice-to-have details

_ Prioritise the key story components

_ Take a step back and walk through your key points

MODERN HUMANhttp://modernhuman.co @modhuman

A good experience map…

_ has a point of view

_ considers the audience

_ is designed for impact

MODERN HUMANhttp://modernhuman.co @modhuman

Alternative orientations

_ Action oriented: using your customers’ actions across time as the spine of the story is the action oriented approach.

_ Emotion oriented: take feeling and draw the emotional journey of your customers.

_ Place oriented: choose place and organise your key insights by decision points within a physical context.

MODERN HUMANhttp://modernhuman.co @modhuman

TOUCHPOINT

INTERACTION MECHANISMS PHYSICAL ENVIRONMENT

SO

CIA

LITY

TEM

PO

STAGE

GOAL OR

DESIRED OUTCOME

MODERN HUMANhttp://modernhuman.co @modhuman

Over to you… 15 mins

_ Choose one of the moments of your experience map: how could you augment this part of the experience with technology?

_ What is the potential solution? What is it, how do people interact with it, what does it do?

_ What are the potential advantages?

_ What are the potential disadvantages?TOUCHPOINT

INTERACTION MECHANISMS PHYSICAL ENVIRONMENT

SO

CIA

LITY

TEM

PO

STAGE

GOAL OR

DESIRED OUTCOME

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

MODERN HUMANhttp://modernhuman.co @modhuman

Imagine the perfectly integrated shopping experience

_ The role of the physical store has changed radically and the retail environment needs to work much harder to create engagement and loyalty;

_ Smart retail environments can be integrated into existing stores to provide a personalised experience;

_ Linking online and in-store environments enables new store formats and can drive customer loyalty;

_ Merchandising online still has a way to go. In the medium-term Artificial Intelligence can support buying and merchandising both online and offline.

MODERN HUMANhttp://modernhuman.co @modhuman

01_ Help people do what they already want to do.

02_ Help people feel successful. 03_ Simplicity changes behaviour.

Fogg’s Maxims

MODERN HUMAN

Paul-Jervis Heath [email protected]

+44 79 7456 7823 @pauljervisheath