Cognitve experience design and the IoT

Adam Cutler Idean UX Summit Deck Menlo Park v2.key

cognitive experience design and the IoTDele AtandaChief Digital Innovation OfficerIBM Interactivie Experience

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The digital revolution has changed the world around us dramatically and is arguably the biggest driver of economic growth today.

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We are however still at the early stages of this phenomenon.4

New Era of ComputingGeographic & Demographic Changes

Planetary BoundariesInnovation for GrowthEngaging All the SensesCustomer ShiftData ExplosionMega trends of the next decade

The mega trends of the coming decade foretell accelerated and even more dramatic changes ahead.

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Mechanisation with Water/Steam PowerMass production, Assembly lines, electricityComputers and AutomationCyber Physical SystemsThe 4th Industrial Revolution

The 4th industrial revolution, cognitive computing and AI

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will confluence with the three dimensional web and the sharing economy to change our world in ways that we are only just beginning to be able to imagine.

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cloudanalyticsmobilesocial

At the forefront of this wave are cloud, analytics, mobile and social.

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These technologies however are but the building blocks for a the Internet of Things.

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Which promises to make the most mundane things in our lives connected and smart.10

Dumb phones of the 20th century

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Vs smart phones of 21st show how dramatic this change could be.

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9bn connected devices expected to reach between 50 Billion to 1 Trillion by 2020 with an estimated economic impact of between $4tn13

With VR, AR and the IoT wecan expect to see experiences that increasingly bridge physical and cyber worlds

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touch

Content will go beyond audio & visual to become multi sensory - Touch15

smell

Oscar Mayer wake up to the smell of bacon

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taste

Even Taste - University of Singapore has developed a 'Digital Lollipop' which "utilizes electrical stimulation on the human tongue to simulate different taste sensations. - Nimesha Ranasinghe 17

So a much richer deep, immersive, 3 dimensional, multi-sensory digital canvas is emerging.

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And with it unprecedented amounts of data. Far too much data to be processed even by conventional Big Data means19

beware

But beware - a backlash also looms20

Information and sensory overload is real. People are already demanding ever more simple interfaces and experiences21

The new Punkt phone with a brutally simple interface

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The Vinaya interfaceless wearable which only taps you when you have a message from a person youve identified as being important reducing the users cognitive load.

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cognitive

Cognitive computing will become essential to this world of simple interfaces and will help differentiate24

being snowed under by data avalanches25

CRM, Weather & Social DataPredictive ModelingReal Time CampaigningTargeted OffersUnique ExperiencesCognitive

and being able to process that data into something incredibly insightful, informed and actionable.

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A Starbucks coffeeA Starbucks experience

2015 IBM Corporationv4.03#

But cognitive computing and data by themselves cant transform a mundane thing like a cup of coffee into a delightful experience.27

To do that technology will need a framework which can deliver value to customers in an intensely empathetic and human manner. Ironically in this new era of Big Data, smart devices and, pervasive artificial intelligence there will be the greatest demand on technology in all of human history to be more human and serve people more humanly.

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The smarts of the systems will be relegated to background to cognitive bots dedicated to bringing us hyper personalised, and compelling services29

Enabling us to get on with the eminently more important tasks of enjoying life!30

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The last best experience anyone has anywherebecomes the minimum experience they want everywhere

Experiences will primarily be judged by the empathy and human value they create. And invariably people will become more and more demanding in their expectations.

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great experiences are designed

This is Charles Eames regarded as one of the most influential designers of the 20th century. Eames did a lot of work with IBM and was famous for bringing a functional depth to design. For Eames design was not simply about aesthetics, it was also about how things worked and how they impacted people, ecosystems and societies.33

This principle continues today with IBMs Cognitive Experience Design smart solutions accelerating the ability to bring human value and meet human needs. Ideas need to be filtered by their ability to address human needs and the changing context of those needs.

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CognitiveIBM Design Thinking

IBM Design Language FrameworkResourcesInspiration

2015 IBM Corporationv4.03#

We use cognitive services to bring the intelligence, responsiveness and insights needed to meet the human needs identified via IBM Design Thinking. 35

cognitive experience design strategy

modeling

innovation

scalingIBM Design Language FrameworkResourcesInspiration

Together they form Cognitive Experience Design. Experience modeling, the operational layer of experience design lays out an engagement framework at the front end that can enable complex cognition to function in the back ground. 36

underpinned by nineexperience nexuses

brand as a servicebrand as an experience

eCommercee/Servicee/Retail

Loyalty/RewardsPersonalisation Events/Sponsorship/CSR

SocialDataContentIBM Design Language FrameworkResourcesInspirationcognitive experience modelling

It is built around 9 focus areas based on how customers experience the brand. With it we can create experiences that feel smart, human and intuitive, navigated through aided sensory sensations that bring the digital and physical worlds into close alignment.

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Brand as a ServiceBrand as Experience

TransactionalStructural TierTier

Emotional Tierstructural

emotional

transactionalcognitive experience model tiers

cognitive

Cognitive TierIBM Design Language FrameworkResourcesInspiration

Experience models are defined over 3 tiers structural, emotional and transactional with a cognitive layer completing them38



SocialDataContentCognitive Layer

TouchpointsContextual + Cognitive delivery at the glassMarketingCommerceCustomer dataContentOther ServicesServiceExtensions + custom codeAnalytics + insightCognitive Layer

Cognitive APIsCognitive APIsexperience platformsexperience modelIBM Design Language FrameworkResourcesInspiration

Though they are technology agnostic they can easily be integrated into experience platforms by embedding both with cognitive APIs.39

SalesLoyalRepertoireTrialConsiderationAwarenessFatigueSupportEmpoweredDelightedFanBroadcaster

Levels of Digital InteractionConsumer Journey

experience pathwayIBM Design Language FrameworkResourcesInspiration

The experience pathway or experience matrix as some call it, our 21st century rendition of the 20th century customer funnel, completes the cognitive experience design kit. This architecture can then be used to deliver experiences across customer pathways that fully bring the physical and digital worlds together into actionable and measurable journey maps. 40

SalesLoyalRepertoireTrialConsiderationAwarenessFatigueSupportEmpoweredDelightedFanBroadcaster

Levels of Digital InteractionConsumer Journey

NBA S2NBA S1NBA S2NBA S1



SocialDataMediaBrand as a ServiceBrand as Experience

Cognitive Services

cognitive experience journeysIBM Design Language FrameworkResourcesInspiration

Machine learning and cognitive services are then used to deliver tailored messages to micro segments in a manner tailored to both the users personality, interests and context, in a manner and tone customised to the brands personality and business imperatives

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cognitive experience design = intelligence + empathy + code

Cognitive experience design enables us to develop an experience architecture that is unique to a brand, enabling the brand to deliver tailored responses to tiny segments dynamically in a personalised, contextually relevant and brand sensitive manner throughout the entire experience journey.

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Never delegate Understanding. - Charles Eames

Cognitive experience design brings the art and science needed to craft next generation experiences into perfect and effective harmony in line with a brands unique set of needs circumstances and idiosynchracies.

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continuously deliver innovation

Which provides the parameters within which continuous innovation can be delivered rapidly, on strategy at scale44

Let me show you how were doing this today


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Nothing but loveWimbledon

Winning ExperiencesWimbledon

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Fan engagement through insights driving experience with data

Fans ability to consume and find entertainment from match data increases year on year. The expectation for new and additional insights to enhance the fan experiences now considered the norm.

SlamTracker puts fans in the shoes of a tennis coach to meet this need

Objectives for redesign were:Create a clean, visually rich and intuitive interfaceDeliver post point insights that are relevant to key moments in the matchFocus on insights that entertain tennis fans and gives them a deeper appreciation of the match outcome

Three main features (visible top right) are:Live stage providing a pre match overview, in match stats insights and post game summariesKeys to the match more intuitive and keys that the player can influence directly, progress against keys and set summaryMatch statistics the summary view , set by set view and a personalised view

Built on DB2 database with SPSS for analysisMultiple case study links to supply chain optimisation, inventory management, smarter transport solutions, preventative asset maintenance etc.

"Accuracy" is defined as the percentage of sets, where the winning player reached more Keys than the opponent:YearTournamentAccuracy2013Roland-Garros62.7%2013Wimbledon64.8%2013US Open66.7%Australian Open70.3%

The technology used for the "Keys to the Match" is IBM SPSS Modeler. The improvement seen between the 2013 Australian Open and the 2014 Australian Open can be attributed to changes made in the year between the two tournaments as we have continued to refine the keys algorithm.

We had a 6%-point increase in the accuracy for the Australian Open this over last, and I hope that a similar increase will be seen for the other three tournaments this year - give or take about 3%-points as that seems to be the natural fluctuation of the solution. This would give us an expected accuracy at the 2014 Roland Garros between 65.7% and 71.7%. I would not consider this to be a trajectory - it will not continue to increase - but rather a new level.

Hill vs World Making the digital to physical connection

While web is still primary we arent standing still on that platform

Hill vs World is aiming to link the social media strategy into the owned digital platform strategy drawing more people into the Wimbledon owned channels

Social command centre listening, understanding, deepening

Each panel expands into a hero screen allowing greater levels of insight Twitter analysis at language content level so more than simple hash tag monitoring a step beyond existing media

Built on IBM Content Analytics, DB2 and served on Softlayer to minimise support costs for the tournament peakFront end built by Hursley Emerging Technology Services

Evolving topics covers increasing and decreasing topic trends and are they positive or negative. Allows insight into sub topics within trends and searchable over timeKey tournament stats volumes and rates of conversationVisual trending visual content so can see which images are getting most social take upSocial court which part of the tournament product is in focus at any one time aligned to the court scheduleInfluencers - Influencers analysis provided by CxLab (IBM Research) team cutting edge social media network node analysisHill vs World aggregation of insights provided Geolocation where in the world is the conversation keenest, what are the trends by geo and are they postive or negative. All over timeWimbledon focus looking at the @wimbledon and #wimbledon tags what is the sentiment about the brand, what are the trending topics that include their handlesPlayer conversation another look at the product, who is creating the largest social noise and how does that relate to what the fan share of voice for them is

Singletons looking for love online often boil down their basic criteria to age, sex and location. But perhaps the first question they should be asking is what flavours they like. After all, our taste preferences are far more complex and individual to us, than a mere geographical location or number.

The ability to analyse our individual taste preferences, match these with flavour and identifying recipes that suit our personal palate is actually a very complex problem to navigate.

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Unilever

This is exactly what Knorr, Unilevers largest brand, has done with the launch of the Knorr Flavour Profiler. In partnering with Knorr, IBM iX developed an online insights tool which helps consumers understand more about their personal flavour profile and provide them with tailored recipe recommendations. The Work

First a modelof the world was created in collaboration with our "Emerging Technology Solutions" team out of our Hursley labs. This defines the concepts that are in play here recipes, ingredients, flavours etc. Following this we were then able to create rules that help us infer facts about the data we have. Although this isnt the traditional cognitive approach in terms of machine learning, this inference capability that you get when using controlled English is cognitive. With the model created we then wrote scripts that interpreted their recipes into facts.

At this point the rules then classify the recipes and products in each of the flavour categories. The advantage of using cognitive technology is that you can provide answers to questions not yet asked. It understands the relationships in a library of hundreds of recipes and products in order to cater for every possible flavour preference. This interactive application creates a fun and engaging experience for consumers whilst allowing Knorr to develop a deeper understanding of consumer preferences.

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53Knorr partnered with IBM iX to adopt cognitive technology for use in every day cooking. With 12 different flavour profiles available, the recommendation engine, powering a newly developed consumer microsite, uses advanced relationship inference technology to infer flavours in recipes and products and provide accurate recommendations based on consumers identified tastes via the Knorr Flavour Profiler.This interactive application creates a fun and engaging experience for consumers whilst allowing Knorr to develop a deeper understanding of consumer preferences.

MyFlavour.Knorr.com

MyFlavour.Knorr.com

The results of the first week alone were much better than anticipated, with some huge stats and an Ad of the Day award!

The Social Experiment

As part of the campaign, Knorr also launched a Social Experiment with a twist; pairing complete strangers based on their love of the same flavours which was discovered using the Knorr Flavour Profiler.

The results of the first week alone were much better than anticipated, with some huge stats and even an Ad of the Day award!

In Project Big 2 in line with Knorrs bran mission.

Weve also brought our ETS team to help move forward 53

Intuitive travel planning

Now... Everyone in this room is a traveller, and we all know the pain of trying to search for exactly what we need for a trip, whether a business trip or a family holiday, and being faced with endless lists of results which are almost right but not quite. Or in many cases not right at all....

And we've experienced the challenge to talking to a travel agent - where typically they don't know much more than you can find out.

PROBLEM: The average person searches more than 20 websites before they find the destination and accommodation they are looking for.

Search offers clues, not expert advice when planning your travel. Why cant it be like getting a recommendation from a friend?

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Cognitive computing technology enables and fosters deep connections between brands and their customers, examining click behaviours, purchase patterns, conversations and other data points to learn and adapt accordingly to that persons needs and preferences.

Using that cognitive capability, Wayblazer is delivering travellers a service that is empathetic to their specific needs, giving them something that is genuinely and contextually useful.

And it provides value to the travel industry by being able to take an information search and present it as a travel experience, and then turn that into a booking - offering richer customer experiences and better brand engagement.

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The experience has been purposefully designed to recognise and learn about all the different versions of you the busy traveller in the middle of a business trip, the partner organising a special anniversary, the parent planning a family getaway.

It responds and supports intuitively as it learns about all these different expectations.

Over time, it builds a cognitive picture of you to recognise what you like, and might like, whether youre a foodie, a sports fan, a family traveller or all three.

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57How about we make a story together?

Creating toys that learn and teach

Now... What if a toy could grow with your child and engage with him / her on an individual level? What if it could adapt its personality based on interactions with him / her whilst ensuring that it was age appropriate and educational but most of all fun!

Well, were doing just that

The problem with the current generation of smart toys is that they arent very smart they only present your child with information and hope that something sticks.

SOLUTION: Thanks to the power of IBM Watsons partnership with Elemental Path, next generation toys are being created to improve the way kids learn by making play better. Toys that dont just listen to your child, but learns from, adapts and grows with your child.

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58Dinasoar video

As you can see, this is a toy with cognitive computing at its heart. And that enables it to develop the capacity to reason and constantly iterate on how it speaks, what it offers the child and how it learns about the childs environment and preferences.

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Were building a product for the consumer that has benefit for millions and not just the few

Through the power of Cloud, Watson and Elemental Path - this new kind of cognitive learning through play can be made truly accessible - something it has not been possible to do before with any smart toy.

As they say themselves:: If we had relied on doing all this with the hardwareit would have become a really expensive toy. It would be unaffordable: Were building a product for the consumer that has benefit for millions, not just the few.

And hopefully, you can start to see how designing this fusion of digital & physical experience, powered by cognitive intelligence, could start to transform education as we know it.59

Design must reflect the practical and aesthetic in business, but above all, good design must primarily serve people- Thomas J. Watson

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Dele Atanda@arkagent