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#RelateLive
From People, to Person
Designing for the individual
Paul Cloutier
Method
Principal and Chief Strategy Officer
@theorem @method_inc
“To use this
template is to
be zen with the
conference”- Quote Style, Confucius
Disparate with Limited Stock
Photograph by Walker Evans
Photograph by John Vachon
But… Personal and Local
Where Did We Get Off Track?
Some Historical Context
How we got to now
Knowledge with No Scale
#RelateLive
#RelateLive
Scale, With No Knowledge
Knowledge and Scale
The Big Shift
From People, to Person
The Rise of the
Statistical Individual
Original Big Data Companies
Classing
Grouping Behaviors
Smoothing
Averaging Behaviors
Person People
HumansEmily Women18 YO
Women
18 YO
Women who
drive for a
living
18 YO
Women who
drive for a
living in
Dallas
who haven’t
h...
High Knowledge
Cognitive Computing
Algorithmic Design
Certainty
Person People
Low Knowledge
Segmentation
Demographics
Gues...
Who Is Doing This Now?
Some Examples
Neiman Marcus NM Service
Augmented Service
Alert’s sales people when
customers enter the store
brings up a customer
dossie...
John Hancock Life Insurance
Vitality Points
Lower premiums for
activity
Aligns business goals with
user goals
Built from t...
Metromile
By the mile car insurance
Only pay based on what
you use.
Adapts to a rapidly
changing market
Spotify
Discover Weekly
Just for me, not people
like me
No two spotify’s are the
same
Banco Santander
Voice password
Knows me based on my
voice
Fewer steps
More like a real person
Acceptably creepy
Crystal
Email Partner
Helps me write effective
emails
Augmented ability
IBM Watson Health
Bionic Knowledge
Unifying medical records
Bionic knowledge
Diminishing specialists
Some Cautionary Tales
Examples to watch for
Amazon’s Uncanny Valley
Recommendations for who?
Doesn’t engage on the
customer journey
Managing data and
humanity
Target Pregnancy Prediction
Social issues with knowledge
Cultural implications of
having data
You have to run a false
flag...
“And we found out that as long as a
pregnant woman thinks she hasn’t been
spied on, she’ll use the coupons. She just
assum...
#AirbnbWhileBlack
Hidden racial bias in the data
Even with the best intent
companies can run into
trouble
Increased master...
“The most common response
that I got was, oh, yeah, that's
why I don't use my photo - like,
duh. Like, I was the late one....
What is Missing?
What we need to address to better respond to the individual
Needs
A new way of thinking about design
A New Way to Understand the Individual
New ways of gathering the information
Enga...
Needs
A new way of thinking about design
A New Kind of Segmentation
Better ways of seeing patterns and grouping behaviors
...
Needs
A new way of thinking about design
Ways to Design With Rules, Not Interfaces
Better designer training in data scienc...
Needs
A new way of thinking about design
A New Etiquette and Cultural Response
Maintain our humanity
An ability for softwa...
Needs
A new way of thinking about design
A New Kind of Security
Data will affect lives more than ever
The potential for fr...
How Do We Make This Work?
Principles to help us design for the individual
Behaviors, not Demographics
Watch what I do, not what I say
Augmented Service
Machine learning to aid human decision making.
Smarter Environments
Physical spaces that can measure and adapt.
Small Data
Human observation and data input still plays an important role.
Don’t Make Me Work
If you can do something for me, then don’t make me do it.
Don’t Be Creepy
Don’t enter the uncanny valley of information you culturally shouldn’t have.
Engage on the Customer Journey
Understand the whole experience a person has while trying to achieve a goal.
Thanks!
#RelateLive
From people to person
From people to person
From people to person
From people to person
From people to person
From people to person
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From people to person

Paul Cloutier, Director of Strategy, Method

The 20th century was a triumph of automation and globalization, allowing businesses to reach a greater number of people than ever before. But the relationship with the individual customer was lost in the process. Explore how sensor tech and big data is now allowing global businesses to scale while retaining customer relationships. This shift from designing for “people" to designing for "a person" is radically changing the tools of business and design.

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From people to person

  1. 1. #RelateLive From People, to Person Designing for the individual
  2. 2. Paul Cloutier Method Principal and Chief Strategy Officer @theorem @method_inc
  3. 3. “To use this template is to be zen with the conference”- Quote Style, Confucius
  4. 4. Disparate with Limited Stock Photograph by Walker Evans
  5. 5. Photograph by John Vachon But… Personal and Local
  6. 6. Where Did We Get Off Track?
  7. 7. Some Historical Context How we got to now
  8. 8. Knowledge with No Scale
  9. 9. #RelateLive
  10. 10. #RelateLive Scale, With No Knowledge
  11. 11. Knowledge and Scale
  12. 12. The Big Shift
  13. 13. From People, to Person
  14. 14. The Rise of the Statistical Individual
  15. 15. Original Big Data Companies
  16. 16. Classing Grouping Behaviors Smoothing Averaging Behaviors Person People
  17. 17. HumansEmily Women18 YO Women 18 YO Women who drive for a living 18 YO Women who drive for a living in Dallas who haven’t had an accident 18 YO Women who drive for a living in Dallas Who haven’t had an accident and have had defensive driving training. Person People
  18. 18. High Knowledge Cognitive Computing Algorithmic Design Certainty Person People Low Knowledge Segmentation Demographics Guesses
  19. 19. Who Is Doing This Now? Some Examples
  20. 20. Neiman Marcus NM Service Augmented Service Alert’s sales people when customers enter the store brings up a customer dossier before customer contact
  21. 21. John Hancock Life Insurance Vitality Points Lower premiums for activity Aligns business goals with user goals Built from the user out
  22. 22. Metromile By the mile car insurance Only pay based on what you use. Adapts to a rapidly changing market
  23. 23. Spotify Discover Weekly Just for me, not people like me No two spotify’s are the same
  24. 24. Banco Santander Voice password Knows me based on my voice Fewer steps More like a real person Acceptably creepy
  25. 25. Crystal Email Partner Helps me write effective emails Augmented ability
  26. 26. IBM Watson Health Bionic Knowledge Unifying medical records Bionic knowledge Diminishing specialists
  27. 27. Some Cautionary Tales Examples to watch for
  28. 28. Amazon’s Uncanny Valley Recommendations for who? Doesn’t engage on the customer journey Managing data and humanity
  29. 29. Target Pregnancy Prediction Social issues with knowledge Cultural implications of having data You have to run a false flag operation Developing data credibility
  30. 30. “And we found out that as long as a pregnant woman thinks she hasn’t been spied on, she’ll use the coupons. She just assumes that everyone else on her block got the same mailer for diapers and cribs. As long as we don’t spook her, it works.”- Anonymous Executive at Target
  31. 31. #AirbnbWhileBlack Hidden racial bias in the data Even with the best intent companies can run into trouble Increased mastery of identity Is it better to manage every possibility or have a more data literacy?
  32. 32. “The most common response that I got was, oh, yeah, that's why I don't use my photo - like, duh. Like, I was the late one.”- Quirtina Crittenden
  33. 33. What is Missing? What we need to address to better respond to the individual
  34. 34. Needs A new way of thinking about design A New Way to Understand the Individual New ways of gathering the information Engaging on the customer journey Active and passive data gathering
  35. 35. Needs A new way of thinking about design A New Kind of Segmentation Better ways of seeing patterns and grouping behaviors Ways of getting customers involved in their own data More types of sensors
  36. 36. Needs A new way of thinking about design Ways to Design With Rules, Not Interfaces Better designer training in data science Better tools for managing live data and visualizing it. Tighter coupling of qualitative and quantitative research.
  37. 37. Needs A new way of thinking about design A New Etiquette and Cultural Response Maintain our humanity An ability for software to form relationships A code of ethics and responsibility
  38. 38. Needs A new way of thinking about design A New Kind of Security Data will affect lives more than ever The potential for fraud is exponential Data integrity or data graffiti will become an issue
  39. 39. How Do We Make This Work? Principles to help us design for the individual
  40. 40. Behaviors, not Demographics Watch what I do, not what I say
  41. 41. Augmented Service Machine learning to aid human decision making.
  42. 42. Smarter Environments Physical spaces that can measure and adapt.
  43. 43. Small Data Human observation and data input still plays an important role.
  44. 44. Don’t Make Me Work If you can do something for me, then don’t make me do it.
  45. 45. Don’t Be Creepy Don’t enter the uncanny valley of information you culturally shouldn’t have.
  46. 46. Engage on the Customer Journey Understand the whole experience a person has while trying to achieve a goal.
  47. 47. Thanks!
  48. 48. #RelateLive

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