ux strat europe, giles colborne, “strategies for intelligent product and service design”

@gilescolborne

Strategies for intelligent product and service design Giles Colborne

@gilescolborne

@gilescolborne

@gilescolborne

Book me an off peak return from Bath to London for next Tuesday with a seat reservation on the way back at 4:30.

Would you like to add a Zone 1-5 Travelcard for £5.80?

Yes plz

That comes to £78.20 including booking fee. Want to go ahead?

Trainline BookingMenu My tickets

OK

@gilescolborne

1982

2007

Sou

@gilescolborne

Cellular IoT

Non-cellular IoT

PC / Laptop / Tablet

Mobile Phone

Landline

Ericsson Mobility Report 2016

@gilescolborne@gilescolborne

@gilescolborne

Apple

@gilescolborne

Here is exactly what you need

right now

@gilescolborne

873 calories

Sou

@gilescolborne

@gilescolborne

@gilescolborne

Hey, Siri, how do you design

services based on algorithms?

@gilescolborne

WHATPEOPLE DO

TASKS

PREPARE SPECIFY BUY OWN

@gilescolborne

WHATPEOPLE DO

TASKS


CONVERSION

ENGAGEMENT

SEARCH

@gilescolborne

WHATPEOPLE DO

TASKS


US

COMPETITOR

COMPETITOR

CONVERSION

ENGAGEMENT

SEARCH

@gilescolborneRichard Hooker

@gilescolborne

@gilescolborne

Machine learning is not magic it’s engineering

@gilescolborne

@gilescolborne

P(booking)

α0 + β1 ⨉ price+

β2 ⨉ location+

β3 ⨉ demand+

β4 ⨉ listing attributes

@gilescolborne

@gilescolborne

High varianceHigh bias

@gilescolborne

@gilescolborneRichard Hooker

@gilescolborne

@gilescolborne



Yes plz



OK

@gilescolborneJohan Schalkwyk, Voice Technology and Research Lead, Google

@gilescolborne


I’d like to return my shirt.

The one you bought last week? Just print this label and send it back to us.

Hi, Giles. I can help if you have a question about a recent order.

@gilescolborne

Set out along Main Street and go ahead for 50 yards. At the junction with Spring Street bear left along Main Street for 240 yards. At the traffic lights go straight ahead for 70 yards. Take the ramp for the train station marked ‘other traffic’ and in 20 yards you’ll be at the train station.

I’m in a hurry. Where’s the train station?

@gilescolborne

@gilescolborne

Straight ahead.

I’m in a hurry. Where’s the train station?

Time Pressure / Error / Shared Knowledge

@gilescolborne

@gilescolborne



Yes plz



OK

@gilescolborne

Strategies for intelligent service design

1. Data. Unique data. Complex data. Connected data.

2. A user need. Which may not be obvious to your users.

3. A visualisation of your data. To help you find the patterns within it.

4. An algorithm. And teams with a shared understanding of how it works.

5. A sense of etiquette. Don’t let your ‘smart’ service offend users.

6. A sense of dialogue. Understand how to hold a conversation.

7. The skills to manage the service. Start small. MVP.

@gilescolborne

@gilescolborne

Thank you @gilescolborne

ux strat europe, giles colborne, “strategies for intelligent product and service design”

Design