fjord@miptv: expanding platforms, the augmented city

Expanding Platforms: The Augmented City Louisa Heinrich Group Director, Strategy Fjord

© Fjord 2010 | Confidential

Hi, I’m Louisa Heinrich and I work in Service Design


What exactly is Service Design?


We are surrounded by services. We usually don’t even think about how they work.

Image Source: http://www.postalheritage.org.uk/blog-images/0150-Central-London-post-office.jpg


They come in many flavours…

Image Source: http://www.flickr.com/photos/sludgeulper/3732479937/


…and can have many touchpoints...

Image Source: http://www.flickr.com/photos/bigblue/102254859/


…all of which work together to enable something important.

Image Source: http://www.flickr.com/photos/hamishfenton/5280277212/


Usually, we only see a fraction of what happens to make the service go.

Image Source: http://3.bp.blogspot.com/_AIiUDbqaa9k/TKRdiA6b9nI/AAAAAAAAAIg/elTYenm-LSo/s1600/IMG_0124.jpg


Every service is a complex system of moving parts.

Image Source: http://4.bp.blogspot.com/_AIiUDbqaa9k/TKRdrDW4PBI/AAAAAAAAAIk/TvJjR_BRdFY/s1600/IMG_0118.jpg


Some services have changed dramatically over time.

Image Source: http://upload.wikimedia.org/wikipedia/commons/5/5d/Offutt_Air_Force_Base_operator.jpg


Some services have changed dramatically over time.

Image Source: http://www.flickr.com/photos/klr/3233888271/


Some still have the same basic structure.

Image Source http://2.bp.blogspot.com/_i2y_zSyVyCY/Soud2TK3HrI/AAAAAAAAAHo/uT_zJp96-Gw/s1600-h/Adelaide+Granite+Island+horse+drawn+tram+small.JPG


They adopt new technology gradually…

Image Source http://upload.wikimedia.org/wikipedia/commons/3/36/San_Francisco_Cable_Car_on_Pine_Street.jpg


And we only notice when they don’t work.

Image Source http://www.channel4.com/news/media/images/Channel4/news/articles/13_runawaytrain_r_x.jpg


Some are so ingrained that we don’t think about them at all anymore.


We design digital services that transform businesses and help shape tomorrow’s world.

At Fjord, we design world class digital services


Digital services require attention.


You either have to understand the original… BBC iPlayer service innovation


Or embrace a whole new way of doing things Skype: service and interface design across multiple platforms


Either way, you have to choose to engage MySpace mobile-first service innovation and design


Digital and physical are only beginning to come together Flirtomatic: service offer, business design, concept, and design across touchpoints


What if digital content & services could become a part of the fabric of the world around us?


Humans are building new hardware ecosystems

Image Sources: HTC, Apple, Amazon, Panasonic and BT


New hardware is changing familiar games.

Image Source http://www.gsmdome.com/wp-content/uploads/2009/07/s-vision_projector_phone_concept_2.jpg and the film 2001 a space Odyssey


…and the way we receive information is changing, too.

Image Source http://www.gigantico.net/images/ar_eyes_6_vintage.jpg


It’s only a matter of time (and not very much time at that)…

Image Source http://5magazine.wordpress.com/2010/07/25/the-augmented-reality/


…til we can carry only what we want to take with us, creating the opportunity for a new, more natural kind of experience.

Image Source http://www.flawlesshustle.com/wp-content/uploads/2009/05/jawbone1.jpg


The city of the future


Some infrastructure changes slowly…

Image Source http://contueor.com/baedeker/london/londonrailway2.jpg


Some infrastructure changes slowly…

Image Source: Google maps


…some changes rapidly.

Image Source: http://www.onlinemarketing-trends.com/2011/02/broadband-divide-in-usa.html


But the concept of the city is evolving too.

Image Source: http://www.mir.no/


Urban environments are changing shape and texture.

Image Source: Photograph by Diane Cook and Len Jenshel, National Geographic


We are inventing new ways to think about urban-ness.

Image Source: National Geographic Mannahatta project


We may not know what exactly the future will hold…

Image Source: http://heckeranddecker.files.wordpress.com/2008/08/jetsons-cmp.jpg


But we know that it will be something different.

Image Source: Still from the film Blade Runner (1982)


More people. A LOT more.

Image Source: http://www.flickr.com/photos/aepoc/3456596728/


New ways of living in urban environments.


New ways of living in between homes… or without them.

Image Source: http://www.flickr.com/photos/aepoc/3456596728/


More information in every moment.

Image Source: www.expansephotography.com


More traffic, more energy, more hassle…

Image Source: http://netkushi.com/wp-content/uploads/2010/07/traffic-jam-23.jpg


How will we uncover what is relevant? What will make the city beautiful?

Image Source: http://photocarsonline.com/blog/wp-content/uploads/2008/12/picture-009.jpg


Content as service layers


This is not a new idea, but it is an evolving one.

Image Source: http://www.flickr.com/photos/alexsegre/312007599/sizes/l/in/photostream/


We are already beginning to view the world through lenses.

Image Source: http://www.flickr.com/photos/sakichin/2660710639/


To use the knowledge of others to parse our experiences.

Image Source: http://www.flickr.com/photos/floreat/2673105256/


To leverage technology to connect with the “crowd” and with individuals

Image Source: http://fwix.com/austin/article/7243564924/samsung_unveils_their_sxsw_interactive_hub_media_wall_today


So. What’s next?


Theme 1: The secret life of things


Thanks to Arduino, anything can now have a digital voice.

Image Source: http://www.bakertweet.com


The collective voice of the things around me can change my landscape.

Image Source: http://www.flickr.com/photos/fromthenorth/4500743109/


The collective voice of the things around me can change my landscape.


Theme 2: Lenses on the city


Instead of looking either at history or at my present surroundings…

Image Source: http://www.flickr.com/photos/hab3045/750294804/


What if I can see both?

Image Source: http://www.flickr.com/photos/hab3045/750294804/


Relevance instead of reference?

Image Source: http://aishagrace.files.wordpress.com/2009/05/111broken-bridge.jpg


Theme 3: Here is the new Here


We are connected creatures, but our connections are still divided by space.


By sharing our surroundings more completely, we can be more together.

Image Source: http://www.flickr.com/photos/forki/2497462358/ http://www.flickr.com/photos/dave_cornwell/3724387681/


Theme 4: The City as a Film Set


We are already able to get information about where we are and what’s around.

Image Source: http://www.flickr.com/photos/koltregaskes/730627730/in/photostream/


Sherlock Holmes

What if we make that experience deeper, more immersive?

Image Source: http://www.flickr.com/photos/koltregaskes/730627730/in/photostream/ and the film Sherlock Holmes (2009)


Harry Potter

To see the city through the eyes of my favourite character…

Image Source: http://www.flickr.com/photos/scorbs/3751430046/in/set-72157621660338603 http://www.flickr.com/photos/82924379@N00/154375131/sizes/z/in/photostream/ http://www.flickr.com/photos/trykemom/180225637/ and the Harry Potter franchise of films


The Golden Compass

To place myself in her world…

Image Source: http://www.realwire.com/writeitfiles/Greenwich%20view.jpg and http://www.talalmasood.com/blog/wp-content/uploads/2009/03/photographers21.jpg and the film The Golden Compass


Doctor Who

Making myself part of a story I love.

Image Source: Image Source: http://www.flickr.com/photos/wwworks/2632639420/ http://www.offplanpropertyexchange.com/news/wp-content/uploads/2009/02/londonskyline.jpg and the Dr Who TV series


In Conclusion


It’s time to think differently.

•  It’s not about pushing the same content through new pipes.

•  It’s not about predicting which pipes will win.

•  It’s about understanding the connection between people and the things that they

need, the things that they love.

•  It’s about making that connection natural and effortless.

•  This is how we can fulfill the potential of technology, and of content.

Thank you www.fjordnet.com [email protected] Follow us at @fjord

fjord@miptv: expanding platforms, the augmented city

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