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Internet of Things – How to design for the people in the IoT

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Internet of Things – How to design for the people in the IoT

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In this presentation I look at how user-centred design can provide the framework needed to create value from the Internet of Things, by turning our everyday lives into design briefs for superior products and services. I recap what has been happening in the IoT this year, and provide case studies from research projects.

In this presentation I look at how user-centred design can provide the framework needed to create value from the Internet of Things, by turning our everyday lives into design briefs for superior products and services. I recap what has been happening in the IoT this year, and provide case studies from research projects.

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Internet of Things – How to design for the people in the IoT

  1. 1. James Bailey September 2015 DESIGNING FOR THE PEOPLE IN THE INTERNET OF THINGS
  2. 2. 2 JAMES BAILEY IoT and UX Consultant at Bunnyfoot BORN ANALOGUE Before the digital revolution and the Internet FASCINATED BY TECHNOLOGY The developments, applications, and convergent opportunities FASCINATED BY PEOPLE MA Interaction Design -> Bunnyfoot QUICK INTRODUCTION
  3. 3. 3 WHAT IS THE INTERNET OF THINGS?
  4. 4. 4 KEVIN KELLY: THE NEXT 5,000 DAYS OF THE WEB (2007) HTTP://YOUTU.BE/YDYCF4ONH5M
  5. 5. 5 Database of things We’ll see more and more data about us, our behaviours, our environments, etc. Data will come to us, based on who we are
  6. 6. 6 THE VISION: The Internet will become a transparent extension to our everyday lives
  7. 7. 7 A friend explained to his 8 year old about how he grew up without computers. His son asked… ‘Born Digital’ generation…
  8. 8. 8 But, how did you get on the Internet? ‘Born Digital’ generation… A friend explained to his 8 year old about how he grew up without computers. His son asked…
  9. 9. 9 The Internet is not limited to computers or devices. It is something far larger.
  10. 10. 10 SO, WHAT IS THE INTERNET OF THINGS?
  11. 11. 11 INTERNET OF THINGS THE EVOLUTION OF THE INTERNET
  12. 12. 12 INTERNET OF THINGS PHYSICAL OBJECTS ARE AUGMENTED WITH SENSORS AND COMPUTING TECHNOLOGY, AND CONNECTED TO THE INTERNET
  13. 13. 13 INTERNET OF THINGS THESE ‘THINGS’ – OR DEVICES – CAPTURE DATA ON THE WORLD AROUND THEM AND SHARE THEM THROUGH ONLINE SYSTEMS
  14. 14. 14 USER PROCESS SYSTEM PROCESS DEVICE DEVICE DEVICE DEVICEDEVICE § BILLIONS OF DEVICES WILL BE COLLECTING, SHARING, AND PROCESSING DATA ONLINE § EACH DEVICE IS AN INDIVIDUAL § THEY ARE CONNECTED THROUGH ONLINE SYSTEMS § I BELIEVE THEY SHOULD SERVE THE NEEDS OF PEOPLE
  15. 15. 15 WHAT’S BEEN HAPPENING THIS YEAR?
  16. 16. 16 Investing £140 million in world class research on the infrastructure and cities of the future UK GOVERNMENTBACKING GOV.UK/GOVERNMENT/NEWS/BUDGET-2015-SOME-OF-THE-THINGS-WEVE-ANNOUNCED ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS-NETWORK/
  17. 17. 17 REALWIRE.COM/REALRESOURCE.ASP,ARQIVA.COM ARQIVA INFASTRUCTURE BEHIND UK TV, RADIO, SATELLITE, WIRELESS
  18. 18. 18 REALWIRE.COM/REALRESOURCE.ASP,ARQIVA.COM ARQIVA £625 MILLION CONTRACT TO BUILD A SMART METER NETWORK IN 10 UK CITIES
  19. 19. 19 SIGFOX.COM SIGFOX PROVIDES THE TECHNOLOGY NEEDED FOR A GLOBAL NETWORK OF CONNECTED DEVICES (€100 MILLION INVESTED IN FEB 2015)
  20. 20. 20 NATIONWIDE CONNECTIVITY LOW POWER / BANDWIDTH / CONSUMPTION / COST ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS-NETWORK/
  21. 21. 21 NATIONWIDE CONNECTIVITY STARTING WITH 10 UK CITIES: BIRMINGHAM, BRISTOL, EDINBURGH, GLASGOW, LEEDS, LEICESTER, LIVERPOOL, LONDON, MANCHESTER, SHEFFIELD ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS-NETWORK/
  22. 22. 22 SMART CITIES ARE ON THEIR WAY…
  23. 23. 23 …AND THEY ARE GOING TO START BY SOLVING PRACTICAL ISSUES…
  24. 24. 24 ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS/
  25. 25. 25 ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS/
  26. 26. 26 ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS/
  27. 27. 27 ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS/
  28. 28. 28 ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS/
  29. 29. 29 FYBR-TECH.COM PARKING SAVE TIME, REDUCE STRESS AND TRAFFIC CONGESTION
  30. 30. 30 SLIDESHARE.NET/DANCLARKECCC/IO-T-FINAL-PUBLISH CAMBRIDGE CONNECTING PREVIOUSLY SEPARATE NETWORKS AND SYSTEMS
  31. 31. 31 The guiding principles highlight the importance of building services around customer needs. BSIGROUP.COM/EN-GB/SMART-CITIES/SMART-CITIES-STANDARDS-AND-PUBLICATION/PAS-181-SMART-CITIES-FRAMEWORK
  32. 32. 32 BSIGROUP.COM/EN-GB/SMART-CITIES/SMART-CITIES-STANDARDS-AND-PUBLICATION/PAS-181-SMART-CITIES-FRAMEWORK
  33. 33. 33 BSIGROUP.COM/EN-GB/SMART-CITIES/SMART-CITIES-STANDARDS-AND-PUBLICATION/PAS-181-SMART-CITIES-FRAMEWORK
  34. 34. 34 BSIGROUP.COM/EN-GB/SMART-CITIES/SMART-CITIES-STANDARDS-AND-PUBLICATION/PAS-181-SMART-CITIES-FRAMEWORK
  35. 35. 35 SLIDESHARE.NET/SLIDESHOW/EMBED_CODE/45706232 BIRMINGHAM SMART HACK CONCEPT: USE DATA ON FOOD WASTAGE (RESTAURANTS, ETC.) AND MATCH THIS WITH NEARBY HOMELESS SHELTERS TO ARRANGE DELIVERIES
  36. 36. 36 IOT.LONDON IOT LONDON MONTHLY MEETUP TO SHOWCASE, LEARN, AND NETWORK
  37. 37. 37 IOT.THEBLN.COM/2015/03/NON-PROBLEMS-LONGER-PROBLEMS-IOT-ALEX-DESCHAMPS-SONSINO IOT 15 MARCH CONFERENCE – AROUND 200 ATTENDEES; A REAL SPOTLIGHT ON WHAT’S HAPPENING
  38. 38. 38 O’REILLY ESSENTIAL READING IF YOU WANT TO DESIGN IN THE IOT
  39. 39. 39 § Deploying IoT at scale § Understanding industrial design § Prototyping experience for connected products § User experience and predictive device behaviour § Interusability: Designing a coherent system UX § Lessons from architecture school O’REILLY ONLINE CONFERENCE
  40. 40. 40 MAKESPACE.ORG CAMBRIDGEMAKESPACE SUPPORTING “MAKER” CULTURE BY PROVIDING ACCESS TO MATERIALS, TOOLS, AND LIKE-MINDED PEOPLE
  41. 41. 41 MAKESPACE.ORG/2014/04/MAKESPACE-THE-FIRST-YEAR / COMEHOMETOCOSY.COM “COSY” SMART THERMOSTAT: FROM PROTOTYPE TO PRODUCT IN 4 MONTHS!!
  42. 42. 42 COMEHOMETOCOSY.COM EVEN IN JUST 4 MONTHS THEY INCLUDED CUSTOMER RESEARCH AND REAL HOME TESTING
  43. 43. 43 NEST.COM/UK COMPETITION IS HEATING UP! NEST – THE $3.2 BILLION SUCCESS STORY
  44. 44. 44 HIVEHOME.COM HIVE ENTERS THE MARKET A SMALL, INDEPENDENT COMPANY SETUP BY BRITISH GAS
  45. 45. 45 USER-CENTRICAPPROACH SPEND A HUGE AMOUNT OF TIME WITH CUSTOMERS, UNDERSTAND WHAT THEY WANT, THEN TRY TO PRODUCE THAT HIVEHOME.COM
  46. 46. 46 LET’S HAVE A LOOK AT THE CONSUMER MARKET…
  47. 47. 47 FITBIT.COM/UK/FLEX WEARABLES THE BIG IOT THING OF LAST YEAR; MONITOR YOUR HEALTH AND FITNESS
  48. 48. 48 MICROSOFT.COM/MICROSOFT-BAND/EN-GB/PARTNERS/STARBUCKS WEARABLES INTRODUCING NEW FEATURES; CONTACTLESS PAYMENT (MICROSOFT AND STARBUCKS)
  49. 49. 49 WEARABLES BARCLAYS “BPAY” LINKED WITH YOUR DIGITAL WALLET TECHWEEKEUROPE.CO.UK/WORKSPACE/CONTACTLESS-PAYMENTS-TUBE-LONDON-BARCLAYCARD-152440
  50. 50. 50 CONTACTLESS OYSTER CARDS ARE A WELL ESTABLISHED SOLUTION HUFFINGTONPOST.CO.UK/ASA-CUSACK/WHY-NO-SOLUTION-TO-OYSTER_B_5829524.HTML
  51. 51. 51 CONTACTLESS LIFEHACKER.CO.UK/2014/09/16/TFL-CONTACTLESS-PAYMENTS-EVERYTHING-NEED-KNOW-LONDONS-NEW-SYSTEM CONTACTLESS PAYMENT IS GROWING IN POPULARITY
  52. 52. 52 CONTACTLESS GIZMODO.CO.UK/2014/09/OYSTER-CARDS-NOT-GETTING-THE-BOOT-SAYS-TFL/ NFC PHONES / MOBILE WALLETS ARE BEING INTRODUCED TOO
  53. 53. 53 DISNEYWORLD.DISNEY.GO.COM/PLAN/MY-DISNEY-EXPERIENCE/BANDS-CARDS/ DISNEY’S “MAGIC BAND”, THEIR $1 BILLION INVESTMENT IN CUSTOMER EXPERIENCE WEARABLES
  54. 54. 54 LONDON.KIDZANIA.COM/ KIDZANIA: CHILD-SIZED CITY FOR KIDS TO TRY OUT REAL LIFE ROLE-PLAY ACTIVITIES; RFID BRACELETS FOR SECURITY, IDENTIFICATION, AND MESSAGES WEARABLES
  55. 55. 55 KICKSTARTER.COM/PROJECTS/597507018/PEBBLE-TIME-AWESOME-SMARTWATCH-NO-COMPROMISES IT ALL ‘KICKSTARTED’ WITH PEBBLE ($20,338,986 PLEDGED MAR 2015) SMART WATCHES
  56. 56. 56 SMART WATCHES THIS YEAR APPLE AND GOOGLE ARE GOING HEAD TO HEAD APPLE.COM,ANDROID.COM/WEAR
  57. 57. 57 APPLE.COM/WATCH/APP-STORE-APPS/ THEIR POTENTIAL? CONTEXTUAL, PERSONALISED, AND INTELLIGENT INFORMATION
  58. 58. 58 CONVERGING MARKETS – HARDWARE VS. PLATFORM A COMPUTER OR ACCESSORY? APPLE.COM,ANDROID.COM/WEAR
  59. 59. 59 TECHCRUNCH.COM/GALLERY/THE-COMPLETE-GUIDE-TO-WEARABLE-JEWELRY/ JEWELLERY SMART JEWELLERY, OR DUMB IDEAS? DO YOU WANT ONE?
  60. 60. 60 HTTPS://VIMEO.COM/21387481 SPOTIFY BOX CONCEPT PROJECT: RFID ‘TOKENS’ LINKED TO SPOTIFY PLAYLISTS
  61. 61. 61 AMAZON.COM/OC/DASH-BUTTON AMAZON DASH BUTTON ADD SPECIFIC PRODUCTS TO YOUR BASKET WITH ONE BUTTON PRESS
  62. 62. 62 FRESH.AMAZON.COM/DASH AMAZON DASH BAR CODE SCANNING AND VOICE COMMANDS TO ADD PRODUCTS TO YOUR BASKET
  63. 63. 63 FLIC.KR/P/ACLIFJ SHOPPING ON THE GO ORDER FROM THE TRAIN PLATFORM; DELIVERED WHEN YOU GET HOME
  64. 64. 64 WHAT’S HAPPENING OUTSIDE OF THE CONSUMER MARKET?
  65. 65. 65 FARMING PBS.TWIMG.COM MAXIMISE YIELD THROUGH AUTOMATED WATERING SYSTEMS
  66. 66. 66 ENERGY ON.TED.COM/E0KQS AUTOMATED WIND TURBINES FOR EFFICIENT POWER GENERATION
  67. 67. 67 AVIATION ON.TED.COM/E0KQS REDUCE UNSCHEDULED MAINTENANCE AND DOWNTIME
  68. 68. 68 YOUTU.BE/NYPDNGL1HCO TRANSPORT MONITOR SERVICE STATUS AND PERFORMANCE, FAULT WARNINGS, AND EQUIPMENT DEGREDATION
  69. 69. 69 MCLAREN.COM/APPLIEDTECHNOLOGIES/CASE-STUDY/EKOFISK OIL RIGS REALTIME DATA FROM DRILLING HEADS; SIMULATIONS HELP TO PREDICT THE EFFECTS
  70. 70. 70 SLIDESHARE.NET/SLIDESHOW/EMBED_CODE/45700462 FACTORIES CUSTOMISED CARS – AUTOMATIC CONFIGURATION OF ASSEMBLY LINE TOOLS
  71. 71. 71 AND BEACONS…
  72. 72. 72 ESTIMOTE.COM BEACONS WIRELESS DEVICES THAT TRANSMIT A RADIO SIGNAL, TYPICALLY RECEIVED BY YOUR MOBILE
  73. 73. 73 WIRED.COM/2015/03/BLIND-WILL-SOON-NAVIGATE-LONDON-TUBE-BEACONS
  74. 74. 74 WIRED.COM/2015/03/BLIND-WILL-SOON-NAVIGATE-LONDON-TUBE-BEACONS AT BUNNYFOOT WE USED BEACONS TO DIRECT GUESTS TO OUR OFFICE
  75. 75. 75 POTENTIAL FOR CONTEXTUAL INTERACTIONS, BUT ISSUES WITH RADIO CONSISTENCY, BATTERY LIFE AND MAINTENANCE CONSTRAINTS
  76. 76. 76 ETHNOGRAPHIC STUDY AT MUSEUMS; TO ASSESS WHERE BEACONS COULD AUGMENT VISITOR EXPERIENCES BEACON RESEARCH
  77. 77. 77 BEHAVIOURAL PATTERNS AND PAIN POINTS WERE CONSOLIDATED INTO AN EXPERIENCE MODEL…. BEACON RESEARCH
  78. 78. 78 BEHAVIOURAL PATTERNS AND PAIN POINTS WERE CONSOLIDATED INTO AN ECOSYSTEM MODEL FOR POTENTIAL DIGITAL / NON-DIGITAL SERVICES BEACON RESEARCH PLANNING THE VISIT TO THE MUSEUM LOOKING UP HIGHLIGHTS FINDING EXISTING ITINERARIES RECALLRESTENGAGEEXPLOREPLAN POST-VISITDURING VISITPRE-VISIT GETTING YOUR BEARINGS DISCOVER WHAT’S ON OFFER CHOOSING WHERE TO GO ENGAGING WITH ITEMS IN DEPTH READING AND LEARNING TAKING PHOTOS FINDING RESTING POINTS FINDING FOOD AND DRINKS TOILET VISITS RECALL AND REMINISCE SHARING WITH FRIENDS AND FAMILY
  79. 79. 79 HOW COULD BEACONS BE USED?
  80. 80. 80 AUGMENT EXPLORE EXPERIENCES WITH DEDICATED BEACONS AT SPECIFIC LOCATIONS ‘EXPLORE’
  81. 81. 81 AUGMENT ENGAGE EXPERIENCES WITH DEDICATED BEACONS AT SPECIFIC LOCATIONS ‘ENGAGE’
  82. 82. 82 OTHER USES FOR BEACONS…
  83. 83. 83 PAYPAL.CO.UK/BLOG/INTRODUCING-PAYPAL-BEACON-A-NEW-SIGNAL-FOR-RETAIL/ PAYPAL’S BEACON CONTACTLESS PAYMENTS FROM YOUR MOBILE PHONE
  84. 84. 84 HTTPS://GOOGLE.GITHUB.IO/PHYSICAL-WEB/ GOOGLE’S PHYSICAL WEB LOW-ENERGY BEACONS THAT BROADCAST URLs
  85. 85. 85 GOOGLEBLOG.BLOGSPOT.CO.UK/2013/04/GOOGLE-NOW-ON-YOUR-IPHONE-AND-IPAD-WITH.HTML GOOGLE NOW CONTEXTUAL, PERSONALISED, INFORMATION
  86. 86. 86 A QUICK RECAP…
  87. 87. 87 USER PROCESS SYSTEM PROCESS DEVICE DEVICE DEVICE DEVICEDEVICE
  88. 88. 88 HOW DO YOU DESIGN FOR THE PEOPLE IN THE INTERNETOF THINGS?
  89. 89. 89 THE DESIGN SCOPE IS PHENOMENAL
  90. 90. 90 THE DESIGN SCOPE IS PHENOMENAL TELECOMMUNICATIONS MINING BROADCAST HEALTHCARE COMPUTING SUPPORT SERVICES BANKING LEISURE GOODS EDUCATION ENERGY LEISURE GOODS UTILITIES PUBLISHING HOUSEHOLD GOODS MEDIA REAL ESTATES TRAVEL & LEISURE CONSTRUCTION SCHOOLS FINANCIAL SERVICES ELECTRONICS FOOD RETAILERS TRANSPORT TECHNOLOGY AUTOMOBILES SOFTWARE SERVICES PHRAMACEUTICALS GENERAL RETAILERS OIL & GAS FARMINGPUBLIC SECTOR
  91. 91. 91 THE DESIGN SCOPE IS PHENOMENAL MOBILE PHONES AUDIO SYSTEMS HOME APPLIANCES TRAIN STATIONS OFFICES SMART WATCHES SPORTS EQUIPMENT BUSES WEARABLES SMART METERS HOME APPLIANCES DIY & TOOLS BICYCLES & MOTORBIKES TELEVISION SHOES & TRAINERS MUSICAL INSTRUMENTS TABLETS LIGHTING JEWELLERY CARS & VEHICLES CAMERAS MACHINERY PUBLIC SPACES COMPUTERS HOME SECURITY SYSTEMS KITCHEN PRODUCTS TOYS & GAMES SUPERMARKETS BEACONS TRAINS
  92. 92. 92 THE DESIGN SCOPE IS PHENOMENAL PRODUCT DESIGN DATABASES CONTEXT SYSTEM ARCHITECTURE SERVICE DESIGN INTERACTION DESIGN USER EXPERIENCE CUSTOMER EXPERIENCE INDUSTRIAL DESIGN ENGINEERING PROGRAMMING SOFTWARE DESIGN NETWORKS USER INTERFACE VALUE PROPOSITION APPS PLATFORMS ARCHITECTURE INTEROPERABILITY AFFORDANCES ECOSYSTEMS SECURITY VISUAL DESIGN HARDWARE ACTORS PRIVACY TOUCHPOINTS DATA STAKEHOLDERS MATERIALS & RESOURCES LIFE CYCLE SUPPORTMAINTENANCE INTERUSABILITY
  93. 93. 93 THE DESIGN SCOPE IS PHENOMENAL DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATA DATADATA DATA DATA DATA
  94. 94. 94 WHERE DO YOU START !!???
  95. 95. 95 THE #1 RULE DESIGN PRODUCTS AND SERVICES THAT SOLVE PAIN POINTS AND ADD VALUE TO PEOPLE’S LIVES
  96. 96. 96 USER-CENTRED DESIGN
  97. 97. 97 UCD PLACES PEOPLE AT THE HEART OF THE DESIGN PROCESS IT FOCUSES ON MOTIVATIONS, GOALS, BEHAVIOURS, NEEDS, ATITTUDES,AND PAIN POINTS
  98. 98. 98 UNDERSTAND USERS: § Behavioural observation § Contextual inquiry § Diary studies § Audience surveys § Depth interviews § Stakeholder workshops § Benchmarking …and more!
  99. 99. 99 DISTILL INTO DESIGN TOOLS: § Personas § Mental models § Journey maps § Experience maps § Scenarios & storyboards § Ideation § Lo-fi prototypes …and more!
  100. 100. 100 RESEARCH MODEL ARCHITECT DESIGN OPTIMISE …THEN  GO  ON  TO  CREATE   THE  SOLUTION   THEY  NEED DEVICE DEVICE DEVICE DEVICE DEVICE IoT SYSTEM GAIN  A  HOLISTIC   VIEW  OF  USERS…
  101. 101. 101 RESEARCH MODEL ARCHITECT DESIGN OPTIMISE …THEN  GO  ON  TO  CREATE   THE  SOLUTION   THEY  NEED DEVICE DEVICE DEVICE DEVICE DEVICE IoT SYSTEM GAIN  A  HOLISTIC   VIEW  OF  USERS… BUT IN THE REAL WORLD…
  102. 102. 102 RESEARCH MODEL ARCHITECT DESIGN OPTIMISE …THEN  GO  ON  TO  CREATE   THE  SOLUTION   THEY  NEED DEVICE DEVICE DEVICE DEVICE DEVICE IoT SYSTEM GAIN  A  HOLISTIC   VIEW  OF  USERS… BUT IN THE REAL WORLD… BUT STILL – UCD CAN BE USED TO CREATE BETTER OUTCOMES
  103. 103. 103 LETS APPLY UCD TO THE INTERNET OF THINGS…
  104. 104. 104 FLIC.KR/P/OFVF9Z RESEARCH PROJECT HOW CAN THE INTERNET OF THINGS IMPROVE THE CUSTOMER EXPERIENCE OF AIRPORT DEPARTURE JOURNEYS?
  105. 105. 105 DEVICE DEVICE DEVICE DEVICE DEVICE IoT SYSTEM RESEARCH MODEL ARCHITECT DESIGN OPTIMISE START WITH RESEARCH: WE USED BEHAVIOURAL OBSERVATION TO IDENTIFY CUSTOMER PAIN POINTS
  106. 106. 106 HTTPS://FLIC.KR/P/2H6EA9 PAIN POINTS? NOTABLE MOMENTS OF FRUSTRATION, ANXIETY, AND OTHER NEGATIVE EMOTIONS CAUSED BY THE SYSTEMS AND PROCESSES WE INTERACT WITH
  107. 107. 107 THE COMPOUND EFFECT LEADS TO AN OVERALL NEGATIVE EXPERIENCE, WHICH HARMS CUSTOMER LOYALTY AND REPEAT BUSINESS
  108. 108. 108 BY UNDERSTANDING PAIN POINTS YOU CAN MAKE INFORMED DECISIONS ON HOW TO ADDRESS THEM
  109. 109. 109 BEHAVIOURALOBSERVATION ‘WHAT WE DO, NOT WHAT WE SAY’ STRANGERTHANFICTION,COLUMBIAPICTURES
  110. 110. 110 BEHAVIOURALOBSERVATION YOU CAN USE ESTABLISHED TECHNIQUES LIKE SHADOWING AND CONTEXTUAL INQUIRY, WE USED MOBILE ETHNOGRAPHY… STRANGERTHANFICTION,COLUMBIAPICTURES
  111. 111. 111 NARRATIVE CLIP ‘PASSIVE’ WEARABLE CAMERA; PICTURE EVERY 30 SECONDS GETNARRATIVE.COM
  112. 112. 112 GETNARRATIVE.COM NARRATIVE CLIP REVIEW THE TIMELINE WITH THE PARTICIPANT
  113. 113. 113 EXPERIENCE FELLOW ‘ACTIVE’ APPROACH; RECORD TOUCHPOINTS AS THEY HAPPEN EXPERIENCEFELLOW.COM
  114. 114. 114 REVIEW EXPERIENCE MAP AND IDENTIFY PAIN POINTS EXPERIENCEFELLOW.COM EXPERIENCE FELLOW
  115. 115. 115 EVERYTHING ON YOUR HOLIDAY EVERYTHING FROM LEAVING HOME TO HOLIDAY ARRIVAL EVERYTHING FROM INITIAL RESEARCH TO HOLIDAY BOOKING HOLIDAYDEPARTUREJOURNEYBUYSHOPRESEARCH POST-TRAVELTRAVELBOOKING YOUR HOLIDAY
  116. 116. 116 BOARDINGLOUNGESECURITYCHECK IN ARRIVAL AT AIRPORT TRAVEL TO AIRPORT TRAVEL 6 STAGES IN THE DEPARTURE JOURNEY
  117. 117. 117 BOARDINGLOUNGESECURITYCHECK IN ARRIVAL AT AIRPORT TRAVEL TO AIRPORT TRAVEL § 6 PARTICIPANTS § CHRISTMAS / NEW YEARS TRAVEL § HEATHROW AIRPORT § ECONOMY CLASS § SHORT AND LONG HAUL
  118. 118. 118 VISUAL NARRATIVE 6 UNIQUE PICTURE RECORDS OF THE JOURNEY FROM LEAVING HOME TO BOARDING THE PLANE
  119. 119. 119 EXPERIENCE MAPS 6 UNIQUE MAPS CHARTING THE HIGH AND LOW POINTS OF THE JOURNEY
  120. 120. 120 DEPTH INTERVIEWS 6 ONE-HOUR INTERVIEWS TO DISCUSS AND DRAW OUT EXTRA INSIGHTS FROM EACH PARTICIPANT
  121. 121. 121 PAIN POINTSANALYSED A COMPREHENSIVE BREAKDOWN ON EVERY PAIN POINT, WITH RECOMMENDATIONS ON HOW TO ADDRESS THEM…
  122. 122. 122 P4 - THE MISSED FLIGHT!
  123. 123. 123 P4 – THE MISSEDFLIGHT! BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT
  124. 124. 124 P4 – THE MISSEDFLIGHT! BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT MISREAD HIS BOARDING PASS AND REALISED THAT HIS DEPARTURE WAS FROM T5, NOT T2!
  125. 125. 125 P4 – THE MISSEDFLIGHT! BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT 2 3 1 MISREAD HIS BOARDING PASS AND REALISED THAT HIS DEPARTURE WAS FROM T5, NOT T2. HE NEEDED IMMEDIATE ADVICE ON THE QUICKEST WAY TO TRAVEL BETWEEN TERMINALS
  126. 126. 126 P4 – THE MISSEDFLIGHT! BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT OFFICIALLY MISSED THE BAG DROP BY 5 MINUTES AND IS UNABLE TO CONTINUE HIS JOURNEY – THE COMPLETE LACK OF SYMPATHY FROM THE STAFF MADE HIM FEEL EVEN WORSE
  127. 127. 127 P4 – THE MISSEDFLIGHT! BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT HE THEN FINDS OUT THAT HE NEEDS TO PAY AN ADDITIONAL £120 IN FEES TO SWITCH FLIGHTS – AGAIN, THE STAFF SHOW NO SYMPATHY
  128. 128. 128 P4 – THE MISSEDFLIGHT! BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT HE’S LEFT TO REFLECT ON HIS MISSED FLIGHT AND SAYS HE “FEELS STUPID”
  129. 129. 129 P4 – THE MISSEDFLIGHT! BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT 2 3 1 HOW COULD WE HAVE HELPED THIS CUSTOMER TO AVOID THIS DISASTER OF A JOURNEY?
  130. 130. 130 P4 – THE OPTIMISEDJOURNEY BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT PROVIDE THE CUSTOMER WITH CONTEXTUAL, PREDICTIVE NOTIFICATIONS: IF HE RECEIVED A WARNING WHEN TRAVELLING TO T2, SAYING THAT HE NEEDED TO GO TO T5, AND HOW TO DO SO, HIS DISASTER OF A JOURNEY WOULD HAVE BEEN AVOIDED
  131. 131. 131 P4 – THE OPTIMISEDJOURNEY BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT PROVIDE THE CUSTOMER WITH CONTEXTUAL NOTIFICATIONS: IF HE RECEIVED A WARNING WHEN TRAVELLING TO T2, SAYING THAT HE NEEDED TO GO TO T5, AND HOW TO DO SO, HIS WHOLE NEGATIVE EXPERIENCE WOULD HAVE BEEN AVOIDED ANDROID.COM/WEAR,WIRED.COM/2015/03/BLIND-WILL-SOON-NAVIGATE-LONDON-TUBE-BEACONS
  132. 132. 132 P1 – TERMINAL CHANGE AFTER SECURITY
  133. 133. 133 P1 – TERMINALCHANGEAFTERSECURITY BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT
  134. 134. 134 P1 – TERMINALCHANGEAFTERSECURITY BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT HE WENT THROUGH CHECK-IN AND SECURITY, AND THEN LEARNT THAT HIS FLIGHT WAS TAKING OFF FROM T2, NOT T1
  135. 135. 135 P1 – TERMINALCHANGEAFTERSECURITY BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT HE WAS TOLD THAT IT’S A 15 MINUTE WALK TO T2, WHICH BUILT ANXIETY ABOUT CATCHING THE FLIGHT ON TIME
  136. 136. 136 P1 – TERMINALCHANGEAFTERSECURITY BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT HE DECIDED NOT TO FOLLOW THE CROWDS AND TO TRUST THE SIGNAGE, BUT GOT LOST AND HAD TO BACKTRACK – CAUSING SIGNIFICANT FRUSTRATION AND ANXIETY
  137. 137. 137 P1 – TERMINALCHANGEAFTERSECURITY BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT HOW COULD WE HAVE HELPED THIS CUSTOMER?
  138. 138. 138 P1 – TERMINALCHANGEAFTERSECURITY BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT MANAGE THE CUSTOMER’S EXPECTATIONS BY PROVIDING ADVANCE WARNING: REMIND HIM WHICH TERMINAL HE NEEDS TO CHECK-IN AND FLY FROM, HOW TO TRAVEL BETWEEN TERMINALS, AND HOW LONG THE TRANSIT TIME WILL BE. HE CAN THEN MANAGE HIS TIME AND IT WILL AVOID UNNECESSARY STRESS
  139. 139. 139 P1 – TERMINALCHANGEAFTERSECURITY BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT AT THE RIGHT STAGE IN THE JOURNEY PROVIDE CONTEXTUAL HELP – A COMBINATION OF PHYSICAL SIGNAGE AND VIRTUAL STEP-BY-STEP DIRECTIONS ON HOW TO TRAVEL BETWEEN TERMINALS, AND HOW LONG IT WILL TAKE. ALSO PROVIDE REASURRANCE THAT HE WILL MAKE HIS FLIGHT ON TIME
  140. 140. 140 P1 – TERMINALCHANGEAFTERSECURITY BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT AT THE RIGHT STAGE IN THE JOURNEY PROVIDE CONTEXTUAL HELP – LIKE A MAP AND STEP-BY-STEP DIRECTIONS ON HOW TO TRAVEL BETWEEN TERMINALS AND HOW LONG IT WILL TAKE; ALSO PROVIDE REASURRANCE THAT HE WILL MAKE HIS FLIGHT ON TIME
  141. 141. 141 P2 – CHECK-IN PING PONG
  142. 142. 142 P2 – CHECK-INPING PONG BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT
  143. 143. 143 P2 – CHECK-INPING PONG BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT EASY TO IDENTIFY CHECK-IN THANKS TO THE SIGNAGE, BUT UNFORTUNATELY ZONES F AND G ARE DOWN THE OTHER END OF THE TERMINAL (IT’S A LONG WALK)
  144. 144. 144 P2 – CHECK-INPING PONG BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT EASY TO IDENTIFY CHECK-IN THANKS TO THE SIGNAGE, BUT UNFORTUNATELY ZONES F AND G ARE DOWN THE OTHER END OF THE TERMINAL (IT’S A LONG WALK)
  145. 145. 145 P2 – CHECK-INPING PONG BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT 1 1 1 HE WAS FRUSTRATED TO FIND LARGE QUEUES AND NO SIGNAGE FOR BRONZE CLUB MEMBERS. HE WAS THEN TOLD BY STAFF THAT HIS CHECK-IN WAS BACK DOWN THE OTHER END OF THE TERMINAL (ZONE B OR D)
  146. 146. 146 P2 – CHECK-INPING PONG BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT 1 1 1 ZONE D HAD A MASSIVE QUEUE, SO HE TRIED ZONE B, BUT THIS WAS EMPTY AND THERE WERE NO STAFF. WHEN HE MANAGED TO FIND AN ATTENDANT HE WAS TOLD THAT ZONE B HAD JUST BEEN CLOSED!
  147. 147. 147 P2 – CHECK-INPING PONG BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT 1 1 1 ZONE D HAS A MASSIVE QUEUE, SO HE TRIES ZONE B, BUT IT IS EMPTY AND THERE ARE NO STAFF. WHEN HE FINDS AN ATTENDANT HE IS TOLD THAT ZONE B HAS JUST BEEN CLOSED!
  148. 148. 148 P2 – CHECK-INPING PONG BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT HE ASKED THE ATTENDANT IF HE COULD CHECK- IN USING THE BUSINESS CLASS GATE AND HE WAS HAPPY TO BE TOLD “YES”. UNFORTUNATELY HE NEEDED TO WALK BACK TO ZONE H (AGAIN)
  149. 149. 149 P2 – CHECK-INPING PONG BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT HE ASKS ATTENDANT IF HE CAN CHECK-IN USING THE BUSINESS CLASS GATE AND IS HAPPY TO BE TOLD YES. UNFORTUNATELY HE NEEDS TO WALK BACK TO ZONE H.
  150. 150. 150 P2 – CHECK-INPING PONG BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT HOW COULD WE HAVE HELPED THIS CUSTOMER?
  151. 151. 151 P2 – THE OPTIMISEDEXPERIENCE BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT JUST BEFORE THE CUSTOMER ARRIVES AT THE TERMINAL (IN THIS CASE BY TAXI) NOTIFY HIM WHICH ZONE HE NEEDS TO CHECK-IN FROM; THE TAXI DRIVER CAN THEN DROP HIM OFF AT THE APPROPRIATE ENTRANCE, SAVING HIM WALKING TIME
  152. 152. 152 P2 – THE OPTIMISEDEXPERIENCE BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT 1 1 1
  153. 153. 153 AN ADDITIONAL LEVEL OF INSIGHT: WE OVERLAID THE MAPS TO REVEAL PAIN POINT PATTERNS...
  154. 154. 154 COMPARINGTHEEXPERIENCES BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT EVERY PARTICIPANT SUFFERED A NEGATIVE DROP IN THEIR EXPERIENCE DURING THE TRAVEL–CHECK-IN PROCESS
  155. 155. 155 COMPARINGTHEEXPERIENCES BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT THEY WERE ALL GOING ON HOLIDAY! WE SHOULD BE LOOKING FOR WAYS TO ENHANCE THEIR EXPERIENCE AND BUILD EXCITEMENT. THEIR PAIN POINTS COULD HAVED BEEN EASILY AVOIDED THROUGH REAL-TIME, CONTEXTUAL INFORMATION
  156. 156. 156 COMPARINGTHEEXPERIENCES BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT SURPRISINGLY, NONE OF THE PARTICIPANTS HAD A NEGATIVE EXPERIENCE GOING THROUGH SECURITY. THIS WAS THANKS TO A COMBINATION OF CONSIDERED AIRPORT SIGNAGE AND EFFICIENT PROCESSES… AND A GENERAL LOW EXPECTATION OF THE PROCESS (‘JUST PUT UP WITH IT’ AND ‘GET IT OVER WITH’)
  157. 157. 157 SURPRISINGLY, NONE OF THE PARTICIPANTS HAD A NEGATIVE EXPERIENCE GOING THROUGH SECURITY – THANKS TO A COMBINATION AIRPORT SIGNAGE AND EFFICIENT PROCESSES, AND A GENERAL LOW EXPECTATION OF THE PROCESS (‘JUST PUT UP WITH IT’ AND ‘GET IT OVER WITH’) COMPARINGTHEEXPERIENCES BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT
  158. 158. 158 COMPARINGTHEEXPERIENCES BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT CUSTOMERS REALLY SHOULD BE ENJOYING THIS STAGE IN THEIR JOURNEY – THEY’RE GOING ON HOLIDAY! TIME PERHAPS FOR SOME SHOPPING AND A BIT OF FUN BEFORE BOARDING?
  159. 159. 159 COMPARINGTHEEXPERIENCES BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT …BUT THERE WAS A LACK OF SEATING; LIMITED RECHARGE POINTS; PUSHY SALES STAFF; Wi-Fi ACCESS AFTER PROVIDING YOUR EMAIL; FLIGHT DELAYS; UNKNOWN TRANSIT TIME TO THE BOARDING GATE; AND LAST MINUTE REQUESTS TO CHECK-IN HAND LUGGAGE!
  160. 160. 160 COMPARINGTHEEXPERIENCES BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT …BUT THERE WAS A LACK OF SEATING; LIMITED RECHARGE POINTS; PUSHY SALES STAFF; Wi-Fi ACCESS AFTER PROVIDING YOUR EMAIL; FLIGHT DELAYS; UNKNOWN TRANSIT TIME TO THE BOARDING GATE; AND LAST MINUTE REQUESTS TO CHECK-IN HAND LUGGAGE!
  161. 161. 161 COMPARINGTHEEXPERIENCES BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT ANXIETY IS COMMON ABOUT MISSING YOUR FLIGHT: MANAGE CUSTOMER EXPECTATIONS ABOUT THE TIME THEY HAVE AVAILABLE…
  162. 162. 162 COMPARINGTHEEXPERIENCES BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT …CONSIDER PERSONALISED ‘DELIGHTERS’ TO ENHANCE THE EXPERIENCE – WE KNOW WHERE THEY ARE TRAVELLING TO, CAN WE PROVIDE DESTINATION INFORMATION / GUIDES / OFFERS / ETC.?
  163. 163. 163 IN SUMMARY…
  164. 164. 164 …UNNECESSARY PAIN POINTS WERE CAUSED BY A LACK OF REAL-TIME, CONTEXTUAL, INTELLIGENT INFORMATION…
  165. 165. 165 …AND THERE WAS NO DELIGHT!
  166. 166. 166 THIS IS AN IDEAL BRIEF FOR AN IOT SOLUTION! (AND WE’RE WORKING ON THIS NOW)
  167. 167. 167 THIS IS AN IDEAL BRIEF FOR AN IOT SOLUTION! (AND WE’RE WORKING ON THIS)
  168. 168. 168 IN CLOSING…
  169. 169. 169 THE VISION: The Internet will become a transparent extension to our everyday lives
  170. 170. 170 DESIGN FOR THE PEOPLE IN THE INTERNET OF THINGS
  171. 171. 171 THE #1 RULE DESIGN PRODUCTS AND SERVICES THAT SOLVE PAIN POINTS AND ADD VALUE TO PEOPLE’S LIVES
  172. 172. 172 USER-CENTRED DESIGN
  173. 173. JAMES.BAILEY@BUNNYFOOT.COM THANK YOU!

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