THE ERA OF

LIVING SERVICES

•  Date  and  Place  

LIVING SERVICES ARE THE RESULT OF TWO FORCES

THE DIGITISATION OF EVERYTHING

+ LIQUID EXPECTATIONS

1990s  

WEB & INTERNET

2000  

MOBILITY

v  2010s

LIVING SERVICES

WE’VE COME A LONG WAY

LIVING? •  They constantly learn more about our needs,

intents, preferences, and change in real time.

•  They are very proximate to us in the environment-

think wearables and nearables.

•  They will affect our lives in profound ways.

HOW WILL LIVING SERVICES CHANGE OUR LIVES? •  Automation of low maintenance decisions and actions

•  Long term learning from what we do

•  Powered by data and analytics

•  Collected from sensor rich objects and interactions via

everyday services

•  Think about environments not industries

OUR HOMES OUR BODIES OUR FAMILIES OUR EDUCATION OUR WORK OUR TRANSPORT OUR FINANCES OUR SHOPPING

OUR HOMES

WHERE WILL WE EXPERIENCE THEM?

•  Managing energy

•  Ordering supplies

•  Security

•  Environment

•  Entertainment

•  Our diaries

•  Location and status updates

•  Budgeting

•  The home will be a key battleground

Amazon Echo; Apple HomeKit; Novi; Nest

OUR BODIES

WHERE WILL WE EXPERIENCE THEM?

•  Fitness and dietary advice

•  Training

•  Illness diagnostics

•  Personal health diary

•  Remote care for at risk people

•  Trend to taking greater responsibility

Kiqplan; Withings; HAPIfork; Bellabeatt

OUR EDUCATION

WHERE WILL WE EXPERIENCE THEM?

•  Tailored learning and career plans

•  Real time monitoring of mood and alertness

•  Automated recording of student presence

•  Real time parental involvement

Duolingo; BeHere; Arizona State University; Class Dojo

OUR WORK

WHERE WILL WE EXPERIENCE THEM?

•  Coordinating travel arrangements

•  Workload management

•  Learning and reading recommendations

•  Resource management

•  Productivity suggestions

•  Workplace health

•  Decision making advice

•  More autonomous workers

NeuroSky; TomTom Telemantics

OUR TRANSPORT

WHERE WILL WE EXPERIENCE THEM?

•  Journey management

•  Maintenance reporting

•  Dynamic insurance

•  Roadside attractions and services

•  Media and work communications

•  Fuel/energy management

•  Fluid aggregation of journeys

Blabla Car; Disneyland; Copenhagen Airport; Michelin; Volvo; ProRail

OUR FINANCES

WHERE WILL WE EXPERIENCE THEM?

•  Timeline banking (past/present/future)

•  Self checking statements

•  Moving money made seamless

•  Insurance reinvented as risk goes live

•  Shopping decision making

•  Investment advice

•  Mortgage journey extended

•  Predictive banking driven by data

Billguard ; Pocketsmith; 24Me; ApplePay

OUR SHOPPING

WHERE WILL WE EXPERIENCE THEM?

•  Automated ordering

•  Real time insight into consumers

•  Budget advice

•  Automated search and offer comparisons

•  Augmented reality

•  Part of a wider Living City system where

data predicts footfall

Amazon Dash; Adidas; Blippar; Burberry

WHY NOW?

WHERE WILL WE EXPERIENCE THEM?

•  Growth of connected devices

•  Sensors

•  Network connectivity

•  The cloud

•  Big Data

•  Evolution of UI

•  Consumer expectations

HOW CAN BUSINESS ADDRESS LIVING SERVICES?

KNOW YOUR CUSTOMER

01

FLEX YOUR TECHNOLOGY

02

DESIGN… IN ORDER TO KNOW AND FLEX

03

BECAUSE THEY WILL BE DESIGNED AROUND

INDIVIDUALS

HOW TO DO THIS?

CROSS ORGANISATIONAL CHANGE: LIVING OPERATIONS? If Living Services change in real time… •  Implication is that there needs to be concerted operation

changing behind them •  Radical shifts in organisational culture may be required •  Silos and efficiency for its own sake will yield to flexibility •  And higher local autonomy •  Evolution at customer speed •  Tackle complexity (touchpoints, sensors, data)

Google Cardboard

AIM FOR NOTHING LESS THAN TRANSFORMATIONAL SERVICES •  Top down reconfiguration •  Driven by need to flex and know, growing fusion of roles –

CMO and CIO and rise of CXO •  Living Services enable transformation rather than just

service, or experience •  This is at the top of economic value

EMBRACE CONTINUOUS DESIGN AND DESIGN RESEARCH •  Gear the business to constantly follow customer journeys •  Plan for frequent updates to user experience •  Understand your customers and anticipate their needs •  Bottom up reconfiguration too… •  Those tasked with design, build and product development

will need to fuse different skills with an understanding of data management

•  Build on trust: living brands

Withings Pulse

Living Service

Tailored Moments

FLEX

KNOW

One size fits all

JOURNEY TOWARDS LIVING SERVICES

DESIGN-LED QUESTIONS •  What do you wish you knew about each

customer? •  If you knew everything, what new services

would you create? What would you anticipate? How would you flex experiences for each consumer?

•  How do we design to learn the user’s intent, context and attitudes?

DATA-LED QUESTIONS •  What do we know about our customers that no

one else does? •  What needs and changes can we anticipate?

What additional data do we need to anticipate better?

•  How do we build millions of segments of 1? Can we incorporate new data sources?

FOUR STATES OF DIGITAL TRANSFORMATION

VOLATILITY

LEV

EL O

F D

IGIT

ALI

ZA

TIO

N

SOLID Bricks and mortar

incumbents

LIQUID Media

GAS OTT players and

digital platform owners

PLASMA Web disrupters

A BRAVE NEW WORLD FOR BRANDS?

BUT THE DUNBAR MAP IS DIFFERENT FOR EACH PERSON

SO… PREPARE TO ATOMISE

TO MAKE YOUR BRAND FEEL ALIVE •  Provide just the right services on cue •  Build aware platforms •  A world of brand plugs and sockets •  Brands let go of control – embrace co-production •  Digital treaties and alliances •  Operate across organizational boundaries – internal

and external •  Understand the limits of your reach and trust •  Living brands

THE IMPACT ON DESIGN

DESIGN WITH DATA IN MIND

THE IMPACT ON DESIGN

•  User and context •  Capture granular behaviour •  Map the appropriate content in real time •  Aim to correctly anticipate intent •  Means that components need to be very

granular too •  To be constructed into tailored responses •  Achieve continuous service change

ACTIONS FOR KNOWING

THE IMPACT ON DESIGN

•  New ways of grouping/segmenting (e.g. Mindsets)

•  Learning to query new data sources

•  Hypothesis testing and experimentation

•  Predictive insights from data science

•  Discovering through visualization

•  Data needs to be tagged with context

ACTIONS FOR FLEXING

THE IMPACT ON DESIGN

•  Breaking design into components

•  Designing to listen ( instrumentation/signal detection)

•  Responding to signals through content and pattern adjustment ( programmatic) –  Reduce –  Rearrange –  Refine

•  Storytelling with data (visualization)

•  Service should search for relevant third party APIs

DESIGN FOR HUMAN BANDWIDTH

THE IMPACT ON DESIGN

•  Bodies become controller and interface •  Children expect environments to be interactive •  As natural user interfaces grow (NUIs) consider the

body as a device •  What are the quickest and most reliable ways to

upload/download data? •  In changing context? Eg running, working, driving •  Seek to create digital habits based on physical routine •  Philips/Emotiv ALS project demonstrates this

HUMAN TO MACHINE BODY LANGUAGE

THE IMPACT ON DESIGN

•  Human to machine body language felt through - gestures - intent - face speed

•  Potential for gesture conflict •  Voice (and other) privacy concerns •  Design to match mental mechanics:

system one and system two

Mercedes

Mercedes

PRIVACY & ETHICS

•  “How will brands respect my data and personal privacy?” becomes: “How do I want to be known?”

•  The commercial opportunity to empower people to control their personal information will be increasingly recognised

•  Reduce the implicit costs of Living Services, by increasing: •  Transparency: let me see what is happening to my data •  User autonomy : let me control my data •  Security: don’t leave holes in my personal network

•  Boost the explicit benefit of Living Services by increasing:

•  Personalisation: shape services around me •  Adaptation: understand changing external context •  Automation: remove unnecessary cognitive load from me

PRIVACY & ETHICS

•  INSURANCE: Will society countenance the calculation of premiums based on how well an individual is taking care of themselves? Is it OK for the private or public sector to motivate individuals to look after their bodies by behaving in certain ways through financial incentives?

•  CARS: What if premiums increased because poor behaviour made an incident more likely? Some people will see this development as a huge infringement of individual liberties, while others will see this scenario as an example greater good outweighing individual freedom.

•  SCHOOLS: Check Class Dojo. This kind of service raises the question whether this infringes children’s right to privacy and whether it discourages independence.

PRIVACY & ETHICS

THANK YOU FJORDNET.COM @FJORD #LIVINGSERVICES