Living Services respond by wrapping around us, constantly learning more about our needs, intents and preferences, so that they can flex and adapt to make themselves more relevant, engaging and useful. Consumers demand this now as the standards are being set by the best of breed across the entirety of their experiences, not restricted by sector—hence liquid expectations.

1. THE ERA OF
LIVING SERVICES
• Date
and
Place

2. LIVING SERVICES
ARE THE RESULT
OF TWO FORCES

3. THE DIGITISATION
OF EVERYTHING
+
LIQUID EXPECTATIONS

4. 1990s
WEB &
INTERNET
2000
MOBILITY
v
2010s
LIVING
SERVICES
WE’VE COME A
LONG WAY

5. LIVING?
• They constantly learn more about our needs,
intents, preferences, and change in real time.
• They are very proximate to us in the environment-
think wearables and nearables.
• They will affect our lives in profound ways.

6. HOW WILL LIVING
SERVICES CHANGE
OUR LIVES?
• Automation of low maintenance decisions and actions
• Long term learning from what we do
• Powered by data and analytics
• Collected from sensor rich objects and interactions via
everyday services
• Think about environments not industries

7. OUR HOMES
OUR BODIES
OUR FAMILIES
OUR EDUCATION
OUR WORK
OUR TRANSPORT
OUR FINANCES
OUR SHOPPING

8. OUR HOMES
WHERE WILL WE EXPERIENCE THEM?
• Managing energy
• Ordering supplies
• Security
• Environment
• Entertainment
• Our diaries
• Location and status updates
• Budgeting
• The home will be a key battleground
Amazon Echo; Apple HomeKit; Novi; Nest

9. OUR BODIES
WHERE WILL WE EXPERIENCE THEM?
• Fitness and dietary advice
• Training
• Illness diagnostics
• Personal health diary
• Remote care for at risk people
• Trend to taking greater responsibility
Kiqplan; Withings; HAPIfork; Bellabeatt

10. OUR EDUCATION
WHERE WILL WE EXPERIENCE THEM?
• Tailored learning and career plans
• Real time monitoring of mood and alertness
• Automated recording of student presence
• Real time parental involvement
Duolingo; BeHere; Arizona State University; Class Dojo

11. OUR WORK
WHERE WILL WE EXPERIENCE THEM?
• Coordinating travel arrangements
• Workload management
• Learning and reading recommendations
• Resource management
• Productivity suggestions
• Workplace health
• Decision making advice
• More autonomous workers
NeuroSky; TomTom Telemantics

12. OUR TRANSPORT
WHERE WILL WE EXPERIENCE THEM?
• Journey management
• Maintenance reporting
• Dynamic insurance
• Roadside attractions and services
• Media and work communications
• Fuel/energy management
• Fluid aggregation of journeys
Blabla Car; Disneyland; Copenhagen Airport; Michelin; Volvo; ProRail

13. OUR FINANCES
WHERE WILL WE EXPERIENCE THEM?
• Timeline banking (past/present/future)
• Self checking statements
• Moving money made seamless
• Insurance reinvented as risk goes live
• Shopping decision making
• Investment advice
• Mortgage journey extended
• Predictive banking driven by data
Billguard ; Pocketsmith; 24Me; ApplePay

14. OUR SHOPPING
WHERE WILL WE EXPERIENCE THEM?
• Automated ordering
• Real time insight into consumers
• Budget advice
• Automated search and offer comparisons
• Augmented reality
• Part of a wider Living City system where
data predicts footfall
Amazon Dash; Adidas; Blippar; Burberry

15. WHY NOW?
WHERE WILL WE EXPERIENCE THEM?
• Growth of connected devices
• Sensors
• Network connectivity
• The cloud
• Big Data
• Evolution of UI
• Consumer expectations

16. HOW CAN BUSINESS ADDRESS
LIVING SERVICES?

17. KNOW
YOUR CUSTOMER
01

18. FLEX
YOUR TECHNOLOGY
02

19. DESIGN…
IN ORDER TO KNOW AND FLEX
03

20. BECAUSE THEY WILL BE
DESIGNED AROUND
INDIVIDUALS

21. HOW TO DO THIS?

22. CROSS
ORGANISATIONAL
CHANGE: LIVING
OPERATIONS?
If Living Services change in real time…
• Implication is that there needs to be concerted operation
changing behind them
• Radical shifts in organisational culture may be required
• Silos and efficiency for its own sake will yield to flexibility
• And higher local autonomy
• Evolution at customer speed
• Tackle complexity (touchpoints, sensors, data)
Google Cardboard

23. AIM FOR NOTHING
LESS THAN
TRANSFORMATIONAL
SERVICES
• Top down reconfiguration
• Driven by need to flex and know, growing fusion of roles –
CMO and CIO and rise of CXO
• Living Services enable transformation rather than just
service, or experience
• This is at the top of economic value

24. EMBRACE
CONTINUOUS
DESIGN AND
DESIGN RESEARCH
• Gear the business to constantly follow customer journeys
• Plan for frequent updates to user experience
• Understand your customers and anticipate their needs
• Bottom up reconfiguration too…
• Those tasked with design, build and product development
will need to fuse different skills with an understanding of
data management
• Build on trust: living brands
Withings Pulse

25. Living
Service
Tailored
Moments
FLEX
KNOW
One size
fits all
JOURNEY TOWARDS LIVING SERVICES
DESIGN-LED QUESTIONS
• What do you wish you knew about each
customer?
• If you knew everything, what new services
would you create? What would you anticipate?
How would you flex experiences for each
consumer?
• How do we design to learn the user’s intent,
context and attitudes?
DATA-LED QUESTIONS
• What do we know about our customers that no
one else does?
• What needs and changes can we anticipate?
What additional data do we need to anticipate
better?
• How do we build millions of segments of 1? Can
we incorporate new data sources?

26. FOUR STATES OF
DIGITAL TRANSFORMATION
VOLATILITY
LEVELOFDIGITALIZATION
SOLID
Bricks and mortar
incumbents
LIQUID
Media
GAS
OTT players and
digital platform owners
PLASMA
Web disrupters

27. A BRAVE NEW WORLD
FOR BRANDS?

29. BUT THE DUNBAR MAP
IS DIFFERENT FOR EACH PERSON
SO…
PREPARE TO ATOMISE

30. TO MAKE YOUR
BRAND FEEL ALIVE
• Provide just the right services on cue
• Build aware platforms
• A world of brand plugs and sockets
• Brands let go of control – embrace co-production
• Digital treaties and alliances
• Operate across organizational boundaries – internal
and external
• Understand the limits of your reach and trust
• Living brands

31. THE IMPACT ON DESIGN

32. DESIGN WITH
DATA IN MIND
THE IMPACT ON DESIGN
• User and context
• Capture granular behaviour
• Map the appropriate content in real time
• Aim to correctly anticipate intent
• Means that components need to be very
granular too
• To be constructed into tailored responses
• Achieve continuous service change

33. ACTIONS FOR
KNOWING
THE IMPACT ON DESIGN
• New ways of grouping/segmenting (e.g. Mindsets)
• Learning to query new data sources
• Hypothesis testing and experimentation
• Predictive insights from data science
• Discovering through visualization
• Data needs to be tagged with context

34. ACTIONS FOR
FLEXING
THE IMPACT ON DESIGN
• Breaking design into components
• Designing to listen ( instrumentation/signal detection)
• Responding to signals through content and pattern
adjustment ( programmatic)
– Reduce
– Rearrange
– Refine
• Storytelling with data (visualization)
• Service should search for relevant third party APIs

35. DESIGN FOR HUMAN
BANDWIDTH
THE IMPACT ON DESIGN
• Bodies become controller and interface
• Children expect environments to be interactive
• As natural user interfaces grow (NUIs) consider the
body as a device
• What are the quickest and most reliable ways to
upload/download data?
• In changing context? Eg running, working, driving
• Seek to create digital habits based on physical routine
• Philips/Emotiv ALS project demonstrates this

36. HUMAN TO
MACHINE BODY
LANGUAGE
THE IMPACT ON DESIGN
• Human to machine body language felt through
- gestures
- intent
- face speed
• Potential for gesture conflict
• Voice (and other) privacy concerns
• Design to match mental mechanics:
system one and system two
Mercedes
Mercedes

37. PRIVACY & ETHICS

38. • “How will brands respect my data and personal privacy?” becomes: “How do I want
to be known?”
• The commercial opportunity to empower people to control their personal
information will be increasingly recognised
• Reduce the implicit costs of Living Services, by increasing:
• Transparency: let me see what is happening to my data
• User autonomy : let me control my data
• Security: don’t leave holes in my personal network
• Boost the explicit benefit of Living Services by increasing:
• Personalisation: shape services around me
• Adaptation: understand changing external context
• Automation: remove unnecessary cognitive load from me
PRIVACY & ETHICS

39. • INSURANCE: Will society countenance the calculation of premiums based on how well
an individual is taking care of themselves? Is it OK for the private or public sector to
motivate individuals to look after their bodies by behaving in certain ways through
financial incentives?
• CARS: What if premiums increased because poor behaviour made an incident more
likely? Some people will see this development as a huge infringement of individual
liberties, while others will see this scenario as an example greater good outweighing
individual freedom.
• SCHOOLS: Check Class Dojo. This kind of service raises the question whether this
infringes children’s right to privacy and whether it discourages independence.
PRIVACY & ETHICS

40. THANK YOU
FJORDNET.COM @FJORD #LIVINGSERVICES