A people-centred approach to Data and the Internet of Things Abby Margolis, Claro Partners

About Claro!

Claro  helps  corpora,ons  and  startups  to  navigate  disrup've  shi,s  in  society  and  business,  delivering  service  design  and  business  innova'on  

Jiri  Belgium  

Aldo  Netherlands  

Rich  USA  

Megan  UK  

Mandy  Lebanon  

Elisabeth  Netherlands  

Sebas'an  Germany  

Gunes  Turkey  

Abby  USA  

New  social  context  Millennials  

New  technology  context  Data-­‐driven  experiences  

New  business  context  Collabora,ve  consump,on/produc,on  

Disrup've  shi,s  are  the  big  and  fundamental  changes  in  society  and  business  that  set  up  a  whole  new  context  for  how  we  work,  live,  play  and  create  value.  

Internet  of  Things  

Disrup've  Shi,s   New  Opportunity  Spaces  

Claro  helps  navigate  these  shi,s  and  to  iden'fy  new  opportuni'es  

Personal  Data  

Economy  

Top-­‐down  innova,on  

Ownership  

Company  delivered  services  

Internet  connects  everyone  

Consumers  as  data  widget  

Bo;om-­‐up  innova,on  

Access  

Network  delivered  services  

Internet  connects  everything  

Data  enabled  &  conscious  

consumer  

•  Shift in thinking about data, from what is technologically possible to what is of new benefit to individuals

•  Address five common misconceptions in the data conversation that don’t apply to personal data

•  Introduce principles to promote a people-centred approach

•  Apply principles to the IoT

@claropartners

#WVpdx

A people-centred approach to Data and the Internet of Things

Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities

Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom

OLD DATA EXPERIENCES NEW DATA EXPERIENCES

Not just more data but new data experiences

Our research was grounded in the belief that we need to start with the person rather than the data to understand the role of data in their everyday lives.

Six month, global consortium investigating personal data experiences

Tokyo - Data as Currency

London - City Navigation

São Paulo Data as Opportunity

New York City - Smart Citizens

Berlin - Digital Privacy

San Francisco - Quantified Self Movement

We saw a new opportunity emerging… one not built on BIG DATA, but on personal data.

We call this the Personal data economy

We call this the Personal data economy An economy that repositions the value of personal data within the individual’s experience

Social Internet of Things

Data Interfaces

Self-tracking

Predictions

Crowd Data

Identity

Access Management

Recommendation / Discovery

Local business review and discovery

game

Local Discovery

(things)

Proximity based social discovery

service

Proximity Based Connections

(aggregated)

Interface to your bank, helping to

make better financial decisions

New Interfaces for Existing Data

(aggregated)

Bracelet for tracking health behaviours

and indicators

Self-Tracking (Health)

Mobile data based tool for health

predictions

Predictions (For individuals)

Data Enhanced P2P patient support

platform

Crowd- Generated Data

P2P vouching service overlaying social networks

Identity Measurement

Data locker for users to control access to

their data

Data Lockers

Real-time data aggregation platform for Internet of Things

Internet of Things Platforms

The Personal Data Economy landscape

Five misconceptions about personal data

MISCONCEPTION #1

Personal data is the new oil

REALITY:

My personal data is most valuable to me!

MISCONCEPTION #2

Personal data is all about privacy

REALITY:

People want to benefit from their data - not hide it away - but they need control, trust and transparency

MISCONCEPTION #3

The value of personal data is in its sale

REALITY:

The personal data economy is an experience economy

MISCONCEPTION #4

Personal data is for data scientists

REALITY:

Personal data empowers people

MISCONCEPTION #5

Personal data is big data

REALITY:

The personal data economy is small data

Data-centric view

People-centric view

1. Start with the person, not the data

2. Enable people to do new things

3. Identify unmet functional and emotional needs

4. Allow people to collaborate with you

5. Design the whole user experience

Five key principles to promote a people centric approach to personal data

These principles take on even more importance in the next evolution of the Internet…

…the Internet of Things

New  value  for  people:  Capabili,es  Services  Experiences  Business  models    …  

The  Internet  of  Things  is  more  than  connec,ng  things  to  the  internet,  it  is  about  solving  how  data  can  create  new  value  for  people

Internet!

Things!

Data!

Social

Predictions

Identity

Access Management

Recommendation / Discovery

Data Interfaces

Self-tracking

Crowd Data

Internet of Things

Others

Internet of Things Internet of Things

The  Internet  of  Things  represented  a  small,  but  growing  part  of  the    Personal  Data  Economy  business  landscape:  

But  it  has  exploded  into  a  landscape  of  over  100  value  proposi'ons.  

What are opportunities to create people-centric offerings in the Internet of Things?

Internet of People and Things?

1. Start with the person, not the data (or technology)

2. Enable people to do new things

3. Identify unmet functional and emotional needs

4. Allow people to collaborate with you

5. Design the whole user experience

Let’s apply the principles

1.  Start  with  people,  not  the  data  or  technology  A  lot  of  the  technology  already  exists,  but  the  full  vision  of  the  IoT  will  remain  a  mere  concept  if  it  does  not  have  relevancy  for  people  

Developed  B2B  Sector  

Enabling  Technologies  

Emerging  IoT  Consumer  Sector    

2.  Enable  people  to  do  new  things    

Peers  and  other  devices  

Other  service  providers  

Retailers   Brands  

Brand  provides  services  

Retailer  provides  services  (camera  

rented)  

Other  appropriate  services  

Connects  with  other  users  

Prints  photos  remotely  

Sends  photos  to  friends  

The  real  value  of  the  IoT  and  data  comes  from  the  services  and  the  new  interac,ons  it  creates  

3.  Iden'fy  unmet  func'onal  and  emo'onal  needs  Address  a  full  range  of  human  needs  

3.  Iden'fy  unmet  func'onal  and  emo'onal  needs  Address  a  full  range  of  human  needs  

Good  Night  Lamp  

Jawbone  UP  Lockitron  

Findery  

4.  Allow  people  to  collaborate  with  you  The  IoT  will  not  be  created  or  owned  by  a  single  en,ty;  it  is  born  from  collabora,on  

Hardware  &  Infrastructure  

Opera,ng  System  

Devices  

Services  

CORP

S.  

DEV.  

Internet  of  Things  

Today:  Intranets  of  Things   Tomorrow:  Internet  of  Things  

APP  APP   ?  New  user  experiences    

?

5.  Design  the  whole  user  experience  

App  App  App  

App  

App   App  

App  App  

Connected  devices   Interconnected  devices  

 Most  of  solu,ons  today  exist  in  silos  

1. Start with the person, not the data, or technology

2. Enable people to do new things

3. Identify unmet functional and emotional needs

4. Allow people to collaborate with you

5. Design the whole user experience

Principles for a people-centred approach to Data and the Internet of Things

Thank you Abby Margolis | Research Director Abby.margolis @claropartners.com +34 674 061 648 (m) abbymargolis (skype)

@claropartners