brussels living services

THE ERA OF

LIVING SERVICES

Brussels 15th October 2015

LIVING SERVICES

ARE THE RESULT

OF TWO FORCES

THE DIGITISATION

OF EVERYTHING

+

LIQUID EXPECTATIONS

v2010s

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

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

FOUR STATES OF

DIGITAL TRANSFORMATION

VOLATILITY

LEVEL OF DIGITALIZATION

SOLIDBricks and mortar

incumbents

LIQUIDMedia

GASOTT players and

digital platform owners

PLASMAWeb disrupters

A BRAVE NEW WORLDFOR 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

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

THANK YOUFJORDNET.COM @FJORD #LIVINGSERVICES