Post on 21-Apr-2017
— Scott A. Nelson & Paul Metaxatos / HBR https://hbr.org/2016/04/the-internet-of-things-needs-design-not-just-technology
IoT connectivity can enhance a product’s value, but it can never serve as the rationale for the customer purchase.
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Apps as Machines @AppsAsMachines @H_DA
Hannes Jentsch Martin Jordan
Hello
Who are you? Why are you here?
Background: Product, Innovation, Design
Hannes Jentsch Design & Innovation Consultant, Freelance
@Kaffeetrinken
Background: Service, Innovation, Design
Martin Jordan Lead Service Designer, Government Digital Service
@Martin_Jordan
Cabinet OfficeGovernment Digital Service
What happened so far
Conference workshops
University course
Newspaper
Terms & conditions
2 days, 12 hours
½ home work
100% attendance & contribution
Approach connected device projects from a user-need angle
Learning goals
Leverage human capabilities when designing for IoT
Crafting meaningful and relevant new offerings
What is the ‘internet of things’?
Question
Definition
The Internet of Things (IoT) is the interconnection of uniquely identifiable embedded computing devices within the existing Internet infrastructure.
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”— Wikipedia, Internet of Things http://en.wikipedia.org/wiki/Internet_of_Things
Definition
It seems to mean everything and nothing. Like, is it RFIDs in airports to track luggage, combine harvesters driven by town-wide WiMAX, or web-connected receipt printers for the home? Too much.
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”— Matt Webb / @Genmon, BergCloud http://blog.bergcloud.com/2014/04/02/four-types-of-iot/
Which devices come to your mind?
Question
Examples
FitBit Pebble
Apple Watch
Wearables
Sonos Apple TV
Chromecast
Media
Smartthings Belkin Wemo Philips Hue
Home Automation
Withings Nest
Cloudwash
Smart Appliances
Source: Bergcloud / ‘Four Types of IoT’ http://blog.bergcloud.com/2014/04/02/four-types-of-iot/
Wearables
Connected cars
Connected homes
Connected cities
Industrial internet
Transportation
Healthcare
Oil & gas
Source: Goldman Sachs Global Investment Research
IoT Landscapes
What do they do for us?
Question
Expanding the definition of ‘machine’
As we start to make Apps as Machines, what are the building blocks of rich physical experiences we can draw from?
Hypothesis
A physical experience offers usso many opportunities for cognitive, and thus, emotional engagement.
Hypothesis
Setting their jobs to be done into context
Agenda
Solving the job by leveraging more human capabilities
Pitching your machine
Discovering what apps and their services do for us
Uncovering what Dropbox does for us …
APPS AS MACHINES — Uncovering the jobs behind
Dropbox lets you bring all your photos, docs, and videos anywhere and share them easily. Access any file you save to your Dropbox from all your computers, iPhone, iPad, and the web. With Dropbox you’ll always have your important memories and work with you.
Dropbox’s jobs-to-be-done*
Dropbox
— Jobs-to-be-done describe the tasks that a product or service is carrying out. People don’t just buy products or just want to use a certain service. They ‘hire’ them to do a job.
For example: Car2Go gets you from A to B. The drill hammer helps you to hang a painting on the wall. Pinterest supports you in collecting and remembering things. — @ClayChristensen, http://www.christenseninstitute.org
description and screens from Apple AppStore
have my documents always with me
retrieve my documents wherever I need them
secure copies of important documents
show photos to my friends & family
collaborate with my colleagues
store my memories of important moments
Definition
— @ClayChristensen, Professor for management http://www.christenseninstitute.org/
Jobs-to-be-done describe the tasks that a product or service is carrying out. People don’t just buy products or just want to use a certain service. They ‘hire’ them to do a job.
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”
What is the task of wine?
Question
Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
How most wines are organised in wine shops
Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
Organising the retail space around a specific job: to make dinner a little better
Source: Laurence Veale / ‘The jobs wine is hired for’ https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
Organising the retail space for a second job: to look neither cheap nor foolish
Your task
Set up your group
Your task
6 jobs each3 apps1 user 2 hours
Interview for Empathy
Ask why.
Never say “usually” when asking a question.
Encourage stories.
Look for inconsistencies.
Pay attention to nonverbal cues.
Don’t be afraid of silence.
Don’t suggest answers to your questions.
Ask questions neutrally.
Don’t ask binary questions.
Only ten words to a question.
Only ask one question at a time, one person at a time.
Make sure you’re prepared to capture.
A.school (2010): bootcamp bootleg http://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf
APPS AS MACHINES — Your first task
Investigation
YOUR USER:
DISCUSSED APPS:
over age of 60 and using a smartphone daily
grew up outside of Europe
young mother or father
under the age of 18, still going to school
flying more than 3 times per month
small business owner with a physical store
handicapped (with impact on everyday life)
APPS AS MACHINES — Your first task
Investigation
NAME OF THE APP:
JOBS OF THE APP:
YOUR USER:
DISCUSSED APPS:
Satisfaction:
Satisfaction:
Satisfaction:
Satisfaction:
Satisfaction:
Satisfaction:
Situation:
Situation:
Situation:
Situation:
Situation:
Situation:
Great
over age of 55 and using a smartphone daily
grew up outside of Europe
young mother or father
under the age of 18, still going to school
flying more than 3 times per month
small business owner with a physical store
handicapped (with impact on everyday life)
Great
Great
Great
Great
Great
Just right/ok
Just right/ok
Just right/ok
Just right/ok
Just right/ok
Just right/ok
Not really satisfying
Not really satisfying
Not really satisfying
Not really satisfying
Not really satisfying
Not really satisfying
All clear? Ready to go?
Check-in
— Theodore Levitt, American economist http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!
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Setting their jobs to be done into context
Agenda
Solving the job by leveraging more human capabilities
Pitching your machine
Discovering what apps and their services do for us
Who is your user? Which apps is s/he using?
What are their ‘jobs’?
Tell
Focus
The product analysis, design and sale should focus on:
developing the product
asking what users want
matching market trends
understanding the jobs that users try to get done
Source: Clement Génin, Jobs-to-be-done – A goal-driven solution framework http://www.slideshare.net/ClementGenin/jobstobedone
User Job
IoT Solution
Point of View
Orientating in unfamiliar
area
Using mapping service
Point of View
Getting to appointment
in timeTaking a taxi
Source: Pexels
Point of View
Rewarding for a tough day at work
Getting dinner
delivered
Source: Pexels
Point of View
Emotional / personal jobs
Functional jobs
Social jobs
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Kinds of jobs
Compact Disc
Jobs are solution-agnostic and remain valid over long time
Spotify Streaming
Vinyl record
Private concert
iTunes MP3
THEN NOW
Job of listening to music
Jobs of the milkshake by Clayton Christensen
Jobs of Snickers vs. Milkyway by Bob Moesta
Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
Origin story
Milkshake Job: consume something now that will stave off hunger until noon
VS
Snickers Banana Bagel
Consideration Set
Framework for developing & communicating products and services
Set of tools and methods for almost every part of the service development process
Mindset for understanding human behaviour, and why people switch from one offering to another
Perspective
Jobs-to-be-Done is …
Setting their jobs to be done into context
Agenda
Solving the job by leveraging more human capabilities
Pitching your machine
Discovering what apps and their services do for us
Setting their jobs to be done into context
Agenda
Solving the job by leveraging more human capabilities
Pitching your machine
Discoveringwhat apps and their services do for us
View
We frame every design problem in a Job, focusing on the triggering event or situation, the motivation and goal, and the intended outcome.
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”— @AlanKlement http://alanklement.blogspot.de/2013/09/replacing-user-story-with-job-story.html
Rethink
The context defines what is needed to perform a job
Getting from A to B in the city
Jobs vs solution
Local public transport “Get me to my destination during rush hour with a predictable time of arrival.”
Jobs vs solution
Taxi & uber “Get me to the airport in the very early morning, but allow me to sleep as long as possible and save me time.”
Jobs vs solution
car2go & Drive Now “Get me to my destination during an off-peak time of the day when I have something to carry that’s too uncomfortable for public transport. Or when I want to upgrade myself.”
Jobs vs solution
Flinkster & CiteeCar “Get me out of the city with my family over the weekend.”
Jobs vs solution
Call a Bike & Next Bike “Get me to work on a beautiful day when there is little time pressure.”
Jobs vs solution
eMio “Get me and my partner to the brunch date with friends quickly.”
+ + + + +
Situation
Monday
Morning
RainAlarm
didn’t
ring
Usually
gone
at tha
t tim
e
Car in re
pair
Contextualise
When
Wh
ere
Who
H
ow
Wh
at
season month weekday
daytime
occasion
location
type
category
attrib. profile/mode
social
devic
e
m
otio
n
u
ser a
ct.
rou
tine
tr
affic
fa
cebo
ok
c
ollec.
weather
Routinely used route
Routinely visited place
First time visit
Unknown area
Known area
…Historical traffic around location
Congestion/incidents on route
Congestion/incidents around loc.
…Visited by friends
Visited by me
Popular on facebook
Liked by friends
Liked by me
…In popular collection
In my friends collection
In my collection…
FreezingCool
Mild
Warm
HotNight
DayStorm
ySnow
yRainy
FoggyCloudy
Clear W
et seasonD
ry seasonW
interAutum
n
Summ
er
Spring
Janu
ary
Febr
uary
Mar
chAp
rilM
ayJu
neJu
lyAu
gust
Sept
embe
rO
ctob
erNo
vem
ber
Dece
mbe
r
Mon
day
Tues
day
Wedne
sday
Thur
sday
Frida
ySa
turd
ay
Sunday
Morning
Noon
Afternoon
Evening
Night
Sunrise
Sunset
…
At a planned appointment
Appointment scheduled in x hours
Leaving
In transit
Arriving
Early in month
Late in month (f.ex salary)
Commute
Travel
…
OutdoorIndoorNear POI of cat. XNear POI cluster of cat. XMoving towards X
Distance to destinationDistance to POI…
On streetIn buildingIn/at venue In parkOn mountainOn water
…
Airport
Department store
HotelCafe
RestaurantATM
Leisure
PT stationSightMall
Parking space
Junction
Highway…
Price range
Opening hours
Available parking…
…Com
mut
er
City
Dw
elle
r
Trav
eler
Age
30-3
9
Age
18-2
9
Age
< 18
Mal
e
Fem
ale
…With
ano
nym
ous
crow
d
With
kno
wn p
eopl
e
Alon
e
…Ro
aming
activ
e
Via 3G
etc
Via B
lueto
oth
Via W
iFi
Deskto
p
TabletPhone
…Asce
nding/descending
Trajecto
ry/bearing/direction
Driving WalkingStill
…Using app since 1d/1w/1m
Calculated a route to/from
ReviewedShared to/byCollected
Searched for
…Routine follow up action when x Situation
Consider
Enhance
ContextsPersonas
Amazon Dash
Rephrase
Formulate each job into a statement (or job story)
When I want to So I canSituation Need Goal
Benefit
Describe a real user’s need
in context
Validate design
solutions
Communicate the design task
View
Often, because people are so focused on the who and how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem.
“
”— @AlanKlement https://medium.com/the-job-to-be-done/af7cdee10c27
The right machine for …
Adam 31, German moving to South Korea
APPS AS MACHINES — The right machine for …
JOB-TO-BE-DONE
STORY*
Adam
When (situation)
I want to (need)
So that (goal)
— “Job Stories are great because it makes you think about motivation and context and de-emphasizes adding any particular implementation. Often, because people are so focused on the who and
how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem.” — @AlanKlement, https://medium.com/the-job-to-be-done/af7cdee10c27
31, German moving to South Korea
have personal documents always at hand
APPS AS MACHINES — The right machine for …
JOB-TO-BE-DONE
STORY*
Adam
When (situation)
I want to (need)
So that (goal)
— “Job Stories are great because it makes you think about motivation and context and de-emphasizes adding any particular implementation. Often, because people are so focused on the who and
how, they totally miss the why. When you start to understand the why, your mind is then open to think of creative and original ways to solve the problem.” — @AlanKlement, https://medium.com/the-job-to-be-done/af7cdee10c27
31, German moving to South Korea
I move to another country
and need to register there with banks and authorities
I can identify myself without having
to carry unique originals with me.
have easy access to my most important
documents
What is your main job?What is the situation?What are the needs?
Write
Your task
30 Minutes2 Stories1 App
How went your job story writing?
Tell
Pitfalls & tips
Don’t include solutionsinto stories.
Don’t formulate storiestoo general.
Don’t include more thanone context and goal.
Write it like in the 70s –avoid mentioning tech.
If you struggle in writing,do further research!
Think in strugglesrather than outcomes.
Don’t Do
Setting their jobs to be done into context
Agenda
Solving the job by leveraging more human capabilities
Pitching your machine
Discoveringwhat apps and their services do for us
Setting their jobs to be done into context
Agenda
Solving the job by leveraging more human capabilities
Pitching your machine
Discoveringwhat apps and their services do for us
View
Those digital updates have little sympathy for any divisions of time or space we might to impose upon our days. We may find that we are ranking the ‘needs’ of our machines above our own.
“
”— @TomChatfield http://tomchatfield.net/2012/05/09/how-to-thrive-in-the-digital-age/
Cloudwash
Input for your creation
Cheat Sheet
Your task
4 Minutes1 Job Story 1 Question
How might we +user
+ ?need
+insight
Ask
user needinsight
Ask
How might we assist Adam who is moving to South Korea to have his most important personal documents with him so that he can identify himself without needing his unique originals?
Ask
user needinsight
How might we assist Adam who is moving to South Korea to have his most important personal documents with him so that he can identify himself without needing his unique originals?
Write
user + insight + need
APPS AS MACHINES
How might we assist Adam who is moving to South Korea to havehis most important personal documents with him so thathe can identify himself without needing his unique originals?
— Input for your creation
How might we … ?
How might we … ?
Tell
Constraints
Avoid screens Avoid keyboards
Example: Amazon Fresh
Source: Amazon
Example: Amazon
Source: Amazon
Amazon App
Amazon Dash
Amazon Dash Button
Amazon Watch App
Amazon Echo
100 × Go for quantity
Keep it short
Encourage wild ideas
Defer judgment
Build on the ideas of others
One conversation at a time
Stay on topic
Be visual
Ideate
Your task
3+7 Minutes99 Ideas1 Brief
10 Minutes1 Idea 2 Concept
Your task
What are your two fav concept ideas?
Report
Note
What’s good? What to improve?
Feedback
Prototyping
Prototyping with Makedo
View
As technology moves into more and more things and ultimately into humans, we must ensure that it is enhancing the human experience not challenging it.
“
”— @Punchcut http://punchcut.com/perspectives/connecting-the-internet-of-things/
Wayfindr
Why prototype
Collaborate by doing, not talking
Show the thing, communicate with evidence
Learn with your hands
Inspiration for your prototype
Video app recommendations
Snapchat (10 sec)
Instagram Video (15 sec)
Spark (45 sec)
Your task
90 Minutes1 Prototype1 Concept
Your presentation
1 HMW 1 Advantage1 Concept
What is your machine?
Your show-timeShow
Note
What’s good? What to improve?
a user with a rather complex lifethe need to do grocery shopping online together with other family members.
Amazon Dash note-taking deviceis directly connected to the shop
the Amazon smartphone appDash is easy to use with a single hand
and even while multi-tasking
Communicate
For TARGETCUSTOMER
CUSTOMERNEED
CONCEPTNAME
MARKETCATEGORY
who has
that
Unlike
the
is aONE KEYBENEFIT
COMPE-TITION
.
.
UNIQUEDIFFEREN-TIATOR
APPS AS MACHINES — Acceleration tool
Elevator Pitch
Setting their jobs to be done into context
Agenda
Solving the job by leveraging more human capabilities
Pitching your machine
Discoveringwhat apps and their services do for us
Setting their jobs to be done into context
Agenda
Solving the job by leveraging more human capabilities
Pitching your machine
Discoveringwhat apps and their services do for us
What is your machine?
Your show-timeShow
IoT
Source: @Punchcuthttp://punchcut.com/perspectives/connecting-the-internet-of-things/
Wrap-up
In 2020
7.6 billion people
50 billion devices
6.58 devices per person
Source: Cisco, ‘Connections Counter: The Internet of Everything in Motion’http://newsroom.cisco.com/feature-content?type=webcontent&articleId=1208342
Not more information, but better
information
Less smartphone dependency, but objects as messengers
Focus on people, support, protect, empower them
Consider
How the computer sees us
Source: Physical Computing, O'Sullivan & Igoehttp://www.amazon.com/Physical-Computing-Sensing-Controlling-Computers/dp/159200346X
— Brian Eno, artist http://archive.wired.com/wired/archive/7.01/eno_pr.html
Tools that endure have limited options. These limitations become sources of emotional meaning.
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”
1995– Internet via stationary computer
2005– Internet in the palm
2015– Internet in all aspects of life
Level of intimacy to user
Realise
Low High
Realise
App layer
Connected objects layer
Service layer
View
[The internet of things] will require businesses to fundamentally transform their approaches to be successful in this new era.
“
”— @Punchcut http://punchcut.com/perspectives/connecting-the-internet-of-things/
No market need
Ran out of cash
Not the right team
Get outcompeted
Pricing / cost issues
Poor marketing
Ignore customers
Products mis-timed
Lose focus
Disharmony on team 13%
14%
14%
17%
17%
18%
19%
23%
29%
42%
Top 10 reasons young businesses fail
Source: Top 10 Reasons Startups Fail, based on an analysis of 101 post-mortemshttp://www.cbinsights.com
Balance
Viable
DesirableFeasible
Business
UsersTechnology
Do’s
Capture the context
State the problem
Clarify the benefit
Question
What if your connected thing is being hacked? How can you make sure you harm its users the least?
Consider
Credit card hacks (e.g. Target)
Services & servers hacked (e.g. Sony, Playstation)
Unprotected cameras (e.g. insecam.org)
View
Minimal Viable Data – What is the least amount of data you can collect to create a good product and experience?
“
”— @GoldenKrishna https://twitter.com/Martin_Jordan/status/667336477349650432
Scary Smart City
R.I.P. Little Printer
R.I.P. Little Printer
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