Service
Design
Drinks
FA B L A B B E R L I N / J U LY 1 6 , 2 0 1 5
Service Design
and the Internet
of Things

Katrin
PhD Candidate,
University of
Potsdam
Who is inviting?
Olga
Business
Consultant,
Fuxblau
Manuel
Service
Designer,
Fuxblau
Mauro
Designer,
SAP
Martin
Experience
Designer,
Nokia

Who is the host?

Broadcasting globally

Next up
Hannes Jentsch
Design consultant,
F R E E L A N C E
Martin Jordan
Experience designer
N O K I A / H E R E

Smarter
Touchpoints
& Contextual
Services
Service Design Drinks:
Service Design & the Internet of Things
July 16, 2015 • Hannes Jentsch & Martin Jordan

“Service Design helps to innovate or improve
services to make them more useful, usable,
desirable for clients and efficient as well as
effective for organisations.
”
DEFI NITIO N
Service Design
— S T E FA N M O R I T Z , Veryday

Source: Amazon
EXAMPLE
Amazon Fresh

“The Internet of Things (IoT) is the
interconnection of uniquely identifiable
embedded computing devices within the
existing Internet infrastructure.
”
DEFI NITIO N
Internet of Things
— W I K I P E D I A , I N T E R N E T O F T H I N G S

Source: Amazon
EXAMPLE
Amazon Fresh
Grocery delivery supported by digital
touchpoints: mobile app and website

Source: Amazon
EXAMPLE
Amazon Fresh
Replacing the phone app with a connected
object—Amazon Dash

Source: Amazon
EXAMPLE
Amazon Fresh
An object made to live in the kitchen, with
specialised affordances: two buttons, a hook,
a bar code scanner and a microphone for
dictation—at the same time the service is
unchanged

Source: Amazon
EXAMPLE
Amazon
Amazon App
Amazon Dash
Amazon Dash Button
Amazon Watch App

Wearables
Connected
cars
Connected
homes
Connected
cities
Industrial
internet
Transportation
Healthcare
Oil & gas
Source: Goldman Sachs Global Investment Research
IoT Landscape

What do customers really
want, and how can I deliver
that as an intuitive service,
rather than a stand-alone
product?
QUESTION FOR IOT MAKERS

How can connected
devices help making
services more usable for
customers? And more
efficient for organisations?
QUESTION FOR SERVICE DESIGNERS

Source: Daimler AG
EXAMPLE
car2go
By-the-minute car sharing service supported
by app and near field communication card

Source: Daimler AG; Isabell Herzog & Joseph Ribbe (Key4Car, FH Potsdam)
EXAMPLE
car2go
Replacing app and card with a connected
object—a key fob

Source: Daimler AG; Isabell Herzog & Joseph Ribbe (Key4Car, FH Potsdam)
EXAMPLE
car2go
An object made to live on your key chain, able
to make a car reservation without interrupting
a conversation and capable of navigating you
to it, as well as opening it

By going beyond screens &
beeps we are able to
respect the capabilities of
human cognition.
HYPOTHESIS

Single purpose devices are
built for context, able to
fulfill a specific task very
well.
HYPOTHESIS

INPUT FO R CREATING CONNECTED OB JECTS

Imagine your rental
bike’s handle vibrates
when you have to
take the turn…
FOOD FO R THOUGHT

Imagine your debit
card changes its
colour when you get
close to your
overdraft limit…
FOOD FO R THOUGHT

Imagine your digital
ticket reveals itself as
the train attendant
comes by…
FOOD FO R THOUGHT

Less smartphone
dependency,
but objects as
messengers
Leverage
all human
capabilities
RECOMMENDATIONS
Think of connected
devices as part
of the bigger
service system
Design as specific
as possible
for contexts
& touchpoints

Next up
Thomas Schörner
Design Lead IoT,
S A P

Next up
Thingking
big at SAP

Next up
Ricardo Brito
Service designer,
F U T U R I C E

The City as an
Open Ecosystem

How can we create a city where everyone
can be an active part of it?

Open
Platform
BUSINESS
Services
Start-Ups
Small Businesses
COMMUNITY
Makers
Entrepreneurs
Non-Profit Org.
OPEN MARKET FOR COMPANIES AND THE COMMUNITY
Sensors Live-Data Human InputInfrastructure CITY HUB

Service
Provider
Profile
H
Context
Awareness
Citizen
Profile

Citizen
Profile
Wheelchair Friendly
Cheap
Reduce my Eco-footprint
Context
Awareness
Nearest to me
Avoid Traffic
Here & Now
Services
Providers
H
Discovery
Social Ranking
Availability
Finding the right Services

Please pick me up
at Reuter Street, 55
Berlin

SMART
CITY
Inner Context
Controllable
Context
Inner Context
Controllable
Context

• Real Time Awareness about services in the city
• More efficient and tailored services
• Privacy & Security - Control of their own data
• Increases trust and transparency of the city
Benefits
Citizen

Benefits
• Enhance social interaction
• Human network - for entertainment & engagement
• More rich and valuable community interactions
• Efficient use of public infrastructure
Community

Benefits
Public Services
• Real-time information, including commercial services
• Cross-correlated information
• Cloud prediction based on live data
• Full situation awareness on the ground
• Publicly visible insights and analytics

Airport InformationEmergency Services
Airline Passenger Information

Benefits
• More service channels
• New service discovery
• Interact with customers in a new medium at low cost
• Make targeted offers based on the city infrastructure
Service Providers

Hi
John!
Hey John! Today we have biologic
apples, just freshly arrived.

• Increased velocity of money / new kind of revenue
• Enhance local economy
• Create a fair / balanced digital market ecosystem
• Better understanding of the city flow / Analytics
Benefits
City (Platform Owner)

In a Smart City Ecosystem collaboration is essential
Break the
silos
Data
Protection
Policies
Collaboration
Models

There’s no fit-all
solution for an
Open Smart City
• Sociocultural Background
• Existing digital culture
• Potential Business Areas
• Natural environment

Workshop

Service Kit
IoT

Sensors
What kind of Data you need to collect? How is the Ser-
vice triggered? What are the trigger points?
These cards will help choose what kind of sensors are
the most meaningful for your service.
ENABLER
Ligth Sensor
ENABLER ENABLER ENABLER ENABLER ENABLER
ENABLER ENABLER
Motion Sensor Vibration Sensor Infrared Sensor Beacon Smart Beacon
Wi-Fi Network Sound Sensor
ENABLER
Temperature
Sensor
ENABLER
Humidity
Sensor
ENABLER
Weight Sensor Joker Card
ENABLER
Kg
Interaction
How wil the user interact physically with your Service?
What kind of equipment do you need for that?
These cards will help you choose the ways User can
interact with your service.
INTERACTION
Speakers
INTERACTION
Cameras
INTERACTION
Lights
INTERACTION
Advertisement
Display
INTERACTION
Locks
INTERACTION INTERACTION
Check-in
Device
INTERACTION
INTERACTION
Payment Device
INTERACTION
Urban Furniture
INTERACTION
Screen / Display
INTERACTION
Drone
INTERACTION
Joker Card

City Open API
Can your service make use of public urban data?
What kind of urban information would you need to improve
the service?
These cards will help you choose the kind of data you can
pick for Cities Open APIs
CIYT OPEN API
Parking Info
CIYT OPEN API
Water / Waste
Info
CIYT OPEN API
Tourism
Infor
CIYT OPEN API
Safety, Security
Info
CIYT OPEN API
Social Media
Data
CIYT OPEN API
Joker Card
CIYT OPEN API
Traffic Info
CIYT OPEN API
Environmental
Info
SERVICES
Police
Water
Management
Joker Card
SERVICES
SERVICES
Firemen
SERVICES
Emergency
SERVICES
3rd Party
Services
SERVICES
Waste
Management
SERVICES
Electricity
Management
SERVICES
Service Cards
Can your service incorporate or co-operate with an existing
service?
These cards provides you a starting point for partnership
ideas including public and commercial services.

User Cards
What kind of assets the User will need to have use of
your service?
USER
Vehicle
USER
Special
Equipment
USER
Smart Phone Joker Card
USERUSER
Wearable

U
U
ENABLER
Beacon
INTERACTION
Screen / Display

U
U
BUS TAXI
IoT Service Kit Public Square
IoT Service Kit Smart Building / Smart HomeIoT Service Kit Neighborhood
U
H
P
IoT Service Kit Conference
WC
PUBLIC SQUARE CONFERENCE
NEIGHBORHOOD SMART BUILDING / SMART HOME SUPERMARKET
IoT Service Kit Supermarket
Hyperlocal Marketing, Accessibility, Transportation… Networking, Multimedia, Knowledge Sharing…
Marketing, Customer Care, Navigation, Support…Smart Cities, Transportation, Cultural, Community…
Scenarios &
Blueprints

The Challenge
1- Choose a scenario
2 - Join the respective table
3 - Read the Briefing
4 - Create & Map your solution

Timeline
Exercise Present
30min 10min

Ricardo Brito
Service Designer
ricardo.brito@futurice.com

Nov 13–14, 2015
Berlin / Germany
www.serviceexperiencecamp.de
Interactive
conference for
Service Innovators

Thanks
for joining
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin