how to create people-centric services enabled by personal data
TRANSCRIPT
| Personal Data Economy @sbciot_data @ClaroPartners
Five misconceptions about personal data
NewCo- Barcelona, 28 Oct 2015
Aldo de Jong, Co-‐Founder Startupbootcamp IoT & Data and Claro Partners
| Personal Data Economy @sbciot_data @ClaroPartners
Five misconceptions about personal data
• From data-centric to people-centric perspective
• From privacy discussion to understanding how to deliver trust, transparency, control and benefit
• Introduce toolkit
@claropartners
@sbciot_data
#personaldata
| Personal Data Economy @sbciot_data @ClaroPartners
Navigating disruptive change
Claro helps corporations and startups to navigate disruptive shifts in society and business
| Personal Data Economy @sbciot_data @ClaroPartners
Mercè Spain
Interna5onal, inter-‐disciplinary team
25 problem-‐solvers and innovators with backgrounds in:
• Social science, anthropology, design research
• Service, interacGon, and product design
• Business strategy and markeGng
Jiri
Belgium
Gunes
Turkey
Megan UK
Mandy
Lebanon
Elisabeth Netherlands
Michael USA
Aldo Netherlands
Rich USA
Abby USA
| Personal Data Economy @sbciot_data @ClaroPartners
Shape Refine idea
Build Beta launch
Sell Early adopGon
Demo Day
Startupbootcamp is the best European intensive accelerator program helping startups to refine their idea, build it and raise funding
10 teams selected out of 250 enter 3-‐month
programme
| Personal Data Economy @sbciot_data @ClaroPartners
Delivering business innova5on and service design in the context of disrup5ve shiOs
Access Services delivered through networks Internet connects everything Small data and personalised experiences
Ownership Services delivered by companies Internet connects everyone Big data and aggregated resources Request our point of view papes on each of these topics at
| Personal Data Economy @sbciot_data @ClaroPartners
Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities
Image: peG
lipois |
Flickr
| Personal Data Economy @sbciot_data @ClaroPartners
Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom
Image: Gloal Access P
oint
Image: UC Blue
noser |
Flickr
| Personal Data Economy @sbciot_data @ClaroPartners
The Personal Data Economy: an open-innovation project
• 65 interviews and events with individuals, experts and startups• 7 cities: New York, San Francisco, Boston, London, São Paulo, Berlin, Tokyo
REALITY:
People want to benefit from their data - not hide it away - but they need control, trust and transparency
Image: tsallam | Flickr
| Personal Data Economy @sbciot_data @ClaroPartners
REALITY:
People want to benefit from their data
Image: tsallam | Flickr
| Personal Data Economy @sbciot_data @ClaroPartners
REALITY:
The personal data economy is an experience economy
| Personal Data Economy @sbciot_data @ClaroPartners
REALITY:
Personal data empowers people
Image: Fitb
it
| Personal Data Economy @sbciot_data @ClaroPartners
REALITY:
The personal data economy is small data
Image: iStock
| Personal Data Economy @sbciot_data @ClaroPartners
• My personal data is most valuable to me!
• People need control, trust and transparency
• An experience economy
• Personal data empowers people
• Small data
The Personal Data Economy
| Personal Data Economy @sbciot_data @ClaroPartners
Social Internet of Things
Data Interfaces
Self-tracking
Predictions
Crowd Data
Identity
Access Management
Recommendation / Discovery
Local business review and discovery
game
Local Discovery
(things)
Proximity based social discovery
service
Proximity Based Connections
(aggregated)
Interface to your bank, helping to
make better financial decisions
New Interfaces for Existing Data
(aggregated)
Bracelet for tracking health behaviours
and indicators
Self-Tracking (Health)
Mobile data based tool for health
predictions
Predictions (For individuals)
Data Enhanced P2P patient support
platform
Crowd- Generated Data
P2P vouching service overlaying social networks
Identity Measurement
Data locker for users to control access to
their data
Data Lockers
The Personal Data Economy landscape
Real-time data aggregation platform for Internet of Things
Internet of Things Platforms
Preview login at claropartners.com
Username: Claro-‐guest-‐pde Password: pdepreview
| Personal Data Economy @sbciot_data @ClaroPartners
How can YOU identify opportunities to create commercial, customer-centric offerings in the personal data economy?
| Personal Data Economy @sbciot_data @ClaroPartners
1. Start with the person, not the data
2. Enable people to do things they've never been able to before
3. Address both functional and emotional needs
4. Think beyond privacy. Create trust, transparency and control
5. Design the whole user experience
6. Determine your role and partners to deliver the experience
Six principles to develop customer-centric data service concepts
| Personal Data Economy @sbciot_data @ClaroPartners
Personal Data Experience Model
Personal Data Landscape
People-centric Insights Data Value Staircase
Personal Data Opportunity Framework
Toolkit to create customer-centric value propositions
| Personal Data Economy | Project Summary 34 Intel Confidential
Personal data services play different roles in a connected ecosystem
Companies can provide a place for users to generate data or collect data from elsewhere. They can also simply pass-on this personal data or add-on something on top of it. Facebook plays all roles simultaneously; something which very few companies can do.
Gen
erat
e
Add-on
Pass-on
HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY
Data Ecosystem Map
5 Principles about personal data
Trust, Transparency and Control enablers
FIVE KEY PRINCIPLES TO USING PERSONAL DATA
www.claropartners.com
1. Start with the person
2. Create trust, transparency and control
3. Design the whole experience
4. Give people new abilities through their personal data
5. Address both functional and emotional needs
| Personal Data Economy @sbciot_data @ClaroPartners
1 | Start with the person, not the data
Think about your user, what value could you offer based on their data?
| Personal Data Economy @sbciot_data @ClaroPartners
• Filter
• Curate
• Recommend
• Visualise
• Synthesise
• Predict
• Automate
STRATEGIES FOR INCREASING VALUE
2 | Enable people to do things they’ve never been able to before
How can data provide higher value to users in clear and recognizable ways?
| Personal Data Economy @sbciot_data @ClaroPartners
How does an offering change when placed in different opportunity spaces?
3 | Address both functional and emotional needs
4 | Think beyond privacy. Create trust, transparency and control
Define how you will foster trust, transparency and control within the service – to deliver the benefit to users.
How to do this is dependent on the opportunity space.
Trust, Transparency and Control enablers
5 | Design the whole experience
Design the whole experience, guided by the principles for developing customer-centric services around personal data.
| Personal Data Economy @sbciot_data @ClaroPartners
Gen
erat
e
Add-on
Pass-on
6 | Define your role in the personal data ecosystem
Very few companies play all of these roles, but many play a combination.
What roles will you play?
Who will you partner with to deliver the experience?
| Personal Data Economy @sbciot_data @ClaroPartners
Impressions from previous Data Service Jams
Working with startups of Startupbootcamp Amsterdam Working with UX team of TomTom
PresentaGon by team composed of Chief Privacy Officer of Vodafone Group, Head of UX of Telefonica, a developer and an MBA student, at 4YFN / MWC
Mixed team working out concepts at 4YFN / MWC
| Personal Data Economy @sbciot_data @ClaroPartners
1. Start with the person, not the data
2. Enable people to do things they've never been able to before
3. Address both functional and emotional needs
4. Think beyond privacy. Create trust, transparency and control
5. Design the whole user experience
Five key principles to guide a people centric approach to personal data
| Personal Data Economy @sbciot_data @ClaroPartners
How can you identify opportunities to create people-centric offerings in the personal data economy?
| Personal Data Economy @sbciot_data @ClaroPartners
Personal Data Experience Model
Personal Data Landscape
People-centric Insights Data Value Staircase
Personal Data Opportunity Framework
Toolkit to create people-centric value propositions
| Personal Data Economy | Project Summary 34 Intel Confidential
Personal data services play different roles in a connected ecosystem
Companies can provide a place for users to generate data or collect data from elsewhere. They can also simply pass-on this personal data or add-on something on top of it. Facebook plays all roles simultaneously; something which very few companies can do.
Gen
erat
e
Add-on
Pass-on
HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY
Data Ecosystem Map
5 Principles about personal data
Trust, Transparency and Control enablers
FIVE KEY PRINCIPLES TO USING PERSONAL DATA
www.claropartners.com
1. Start with the person
2. Create trust, transparency and control
3. Design the whole experience
4. Give people new abilities through their personal data
5. Address both functional and emotional needs
Get involved with us in building the personal data economy!
q Presentation on slideshare.net/claropartners
q Request point of view paper [email protected]
q Business landscape: preview
q Workshop, project or Data Service Jam
q Startupbootcamp Internet of Things & Data Looking for startups, corporate partners, investors and mentors
Thank you!Aldo de Jong@claropartners / @[email protected] / [email protected]