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Getting the IoT into Tesco 
or: IoT user experience for the mass market 
Tesco Toton by Roger 
Claire Rowland/@clurr 
BLN ...
Hello :) 
- Independent UX and product 
consultant 
- O’Reilly author: “UX design for the 
consumer internet of things” (d...
photo by david ward photo by nickpo 
photo photo by lyzadanger by steven de polo 
Consumers are a very challenging 
audien...
Mass market 
products 
should 
- Solve a real problem 
people have (value) 
- Offer a good solution 
(desirable, usable) 
...
UX for IoT is not 
just UI and 
industrial design 
UI/visual design 
screen layout, look and feel 
Interaction design 
arc...
UX for IoT is different... 
We don’t (yet) expect Things to behave 
like the Internet 
The average consumer is going to fi...
3 key guidelines for 
successful consumer IoT 
products: 
-Solve a tangible problem 
-Keep the conceptual model simple 
-M...
Solve a tangible problem 
What does it do? Why would I want it? 
Monday, 14 April 14
Product Tool 
In areas where they don’t have expert knowledge or are short on time 
consumers need products, not tools 
Mo...
Nest do productisation really well 
Monday, 14 April 14
Belkin’s mobile app is good, but 
a connected socket is a tool that requires 
users to solve their own problems 
Monday, 1...
This, though, is a great idea 
Monday, 14 April 14
Simple conceptual model 
The user’s understanding of how it works, and 
what it can do 
Monday, 14 April 14
Conceptual models should be simple 
Monday, 14 April 14
Connectedness requires users to 
think about system models 
Monday, 14 April 14
Beware the 
surprise package 
Taking a successful mass 
market product and making it 
back into an early adopter 
product ...
You can try to 
explain the system 
model... 
BERG Cloud bridge: transparent network comms 
Monday, 14 April 14
...but users 
shouldn’t have to 
understand 
exactly how a 
complex system 
works in order to 
be able to use it 
successf...
Coherence across 
distributed interactions 
Interusability: distributed UX 
Monday, 14 April 14
Composition 
Distribute functionality to suit the context of use 
vs 
Monday, 14 April 14
Consistency 
Create device-appropriate interfaces that feel like a family 
Monday, 14 April 14
Continuity 
Create fluent cross platform interactions... BERG Cloudwash prototype 
Monday, 14 April 14
...ensure data is up to date on all platforms if possible 
19 
2 min delay 
21 
Constrained devices often suffer 
disconti...
A final thought 
Good consumer UX for IoT 
is deceptively hard 
Monday, 14 April 14
Tesler’s law of the conservation of complexity: 
As you make the user 
interaction simpler you 
make things more 
complica...
Thank you 
@clurr 
claire@clairerowland.com 
Monday, 14 April 14
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Getting the IoT into Consumers' hands, Claire Rowland at IOT14

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Very few IoT products have jumped the gap to the mass consumer market. Could some of the problems lie in the overall user experience? In this talk from IoT14, Claire Rowland looks at some of the UX factors that are unique to IoT and considers how to make IoT products that just work for consumers.

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Getting the IoT into Consumers' hands, Claire Rowland at IOT14

  1. 1. Getting the IoT into Tesco or: IoT user experience for the mass market Tesco Toton by Roger Claire Rowland/@clurr BLN Internet of Things 2014 Monday, 14 April 14
  2. 2. Hello :) - Independent UX and product consultant - O’Reilly author: “UX design for the consumer internet of things” (due end 2014) Previously : - Service design manager for AlertMe - Head of research at Fjord - Smarcos: EU consortium researching interusability of interconnected embedded devices Monday, 14 April 14
  3. 3. photo by david ward photo by nickpo photo photo by lyzadanger by steven de polo Consumers are a very challenging audience for IoT Monday, 14 April 14
  4. 4. Mass market products should - Solve a real problem people have (value) - Offer a good solution (desirable, usable) - Come at a cost (financial, effort) that feels in proportion to the value Monday, 14 April 14
  5. 5. UX for IoT is not just UI and industrial design UI/visual design screen layout, look and feel Interaction design architecture and behaviours per service, per device Interusability interactions spanning multiple devices with different capabilities Industrial design physical hardware: capabilities and form factor Service design customer lifecycle, customer services, integration with non digital touchpoints Conceptual model How should users think about the system? Productisation audience, proposition, objectives, functionality of a specific service Platform design discovery, control and coordination for interconnected devices and services Many different layers of design shape the end user experience Monday, 14 April 14
  6. 6. UX for IoT is different... We don’t (yet) expect Things to behave like the Internet The average consumer is going to find it very strange when objects take time to respond, or lose instructions. Monday, 14 April 14
  7. 7. 3 key guidelines for successful consumer IoT products: -Solve a tangible problem -Keep the conceptual model simple -Make distributed interactions feel coherent Monday, 14 April 14
  8. 8. Solve a tangible problem What does it do? Why would I want it? Monday, 14 April 14
  9. 9. Product Tool In areas where they don’t have expert knowledge or are short on time consumers need products, not tools Monday, 14 April 14
  10. 10. Nest do productisation really well Monday, 14 April 14
  11. 11. Belkin’s mobile app is good, but a connected socket is a tool that requires users to solve their own problems Monday, 14 April 14
  12. 12. This, though, is a great idea Monday, 14 April 14
  13. 13. Simple conceptual model The user’s understanding of how it works, and what it can do Monday, 14 April 14
  14. 14. Conceptual models should be simple Monday, 14 April 14
  15. 15. Connectedness requires users to think about system models Monday, 14 April 14
  16. 16. Beware the surprise package Taking a successful mass market product and making it back into an early adopter product Scott Jenson, ‘The Simplicity Shift’ Monday, 14 April 14
  17. 17. You can try to explain the system model... BERG Cloud bridge: transparent network comms Monday, 14 April 14
  18. 18. ...but users shouldn’t have to understand exactly how a complex system works in order to be able to use it successfully Monday, 14 April 14
  19. 19. Coherence across distributed interactions Interusability: distributed UX Monday, 14 April 14
  20. 20. Composition Distribute functionality to suit the context of use vs Monday, 14 April 14
  21. 21. Consistency Create device-appropriate interfaces that feel like a family Monday, 14 April 14
  22. 22. Continuity Create fluent cross platform interactions... BERG Cloudwash prototype Monday, 14 April 14
  23. 23. ...ensure data is up to date on all platforms if possible 19 2 min delay 21 Constrained devices often suffer discontinuities iphone by daniel, cloud by edward boatman, router by joe harrison, thermometer by ashley reinke, radiator and boiler by axeny virtinsky Monday, 14 April 14
  24. 24. A final thought Good consumer UX for IoT is deceptively hard Monday, 14 April 14
  25. 25. Tesler’s law of the conservation of complexity: As you make the user interaction simpler you make things more complicated for the designer or engineer Larry Tesler, former VP of Apple Monday, 14 April 14
  26. 26. Thank you @clurr claire@clairerowland.com Monday, 14 April 14

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