Living Design

Presented at UX Australia 2017

We are entering an era of Living Services, services that respond to us 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. They are powered by our personal data, collected from sensor-rich objects and devices we interact with, apps and everyday services we use, as well as historical behavioral and third-party contextual data. With every trigger, a living service orchestrates and presents a unique experience that is tailored to the needs of the customer at that particular point in time.

This presents enormous challenges and opportunities for UX and service designers. How do we accurately design for highly personalised and ever-shifting experiences that have a demographic of one? What is the designed or branded experience if it is responding and adapting to us all the time, meaning my experience is vastly different from yours and millions of other unique experiences? If AI is the new UI, does this mean personality the new UX? How do we design for that?

This talk explores the building blocks of living design based on the past few years of thinking and making at Fjord and reveals the methodology that we have developed for the first time publicly in Australia.

Transcript

1. L I V I N G D E S I G N DESIGN FOR LIVING SERVICES UX AUSTRALIA 2017 ANDY POLAINE – @APOLAINE
2. WE’VE COME A LONG WAY WEB MOBILITY LIVING SERVICES 1990s 2000s 2010s
3. TWO FORCES ARE ALLOWING US TO CREATE A NEW TYPE OF SERVICE
4. THE DIGITISATION OF EVERYTHING D A T A & A N A L Y T I C S U S E R I N T E R F A C E S T H E C L O U D C O N N E C T E D S E N S O R S N E T W O R K CONNECTIVITY C O N N E C T E D D E V I C E S
5. LIQUID EXPECTATIONS TRANSCENDING INDUSTRY BOUNDARIES
6. WHAT IS ‘LIVING’? ADAPTIVE AND HYPER TAILORED PROXIMATE AND INTIMATE ALL ABOUT US AND OUR LIVES
7. HOW WILL LIVING SERVICES CHANGE OUR LIVES? THEY WILL Automate low maintenance decisions and actions Learn and adapt to us: they get to know us Use the power of crowd data to make society smarter Take things off the thinking list
8. D E S I G N I N G T H E M I S L A R G E L Y U N E X P L O R E D T E R R I T O R Y S O W E C R E A T E D A T E M P L A T E
9. L I V I N G S E R V I C E S COMPOSITION 1
10. A LIVING SERVICE COMPRISES: NORTH STAR RULE BOOK TRIGGERS MICRO-MOMENTS ATOMISED PROFILE
11. NORTH STAR THE CENTRAL REASON WHY YOUR SERVICE EXISTS
12. ESTABLISHING YOUR PROBLEM STATEMENT C O M P O S I N G A L I V I N G S E R V I C E D E F I N I N G Y O U R P U R P O S E AS A CUSTOMER, I W A N T T O … “…have control over all the functions of my home” “…connect my shopping to my health and wellness plan”
13. THE GOVERNING PRINCIPLES OF YOUR SERVICE RULE BOOK
14. DEFINE YOUR RULE BOOK How will your service capture existing and new information from your customer and their context? CAPTURE How will your service know when and how to respond to triggers in your customer’s life? DECIDE How must your service behave in order to continually learn and adapt its experiences? LEARN C O M P O S I N G A L I V I N G S E R V I C E
15. THE EVENTS CAUSING YOUR SERVICE TO BE INITIATED TRIGGERS
16. TRIGGERS CORRESPOND TO MICRO-MOMENTS SMOKING We will suggest local support sessions for quitting smoking that suit their schedule and use data from app that support quitting, and illustrate the a ects step by step with a health forecast on their complete medical profile. SELF CARE According to the patient’s personal profile, he will get suggested the best kind of products for his personal care when he will be shopping. HOLIDAY If holiday bookings get synked to the patient’s calendar he will be provided with travel health advice and vaccination appointment bookings if required. EXERCISE The patient’s profile determined the type of exercise they should be doing. We will monitor their activity via data collected by a wearable, then make suggestions for suitable exercise plan based on the recordings in their medical profile. WORK / LIFE BALANCE Patients with busy lives sometimes need a nudge to slow down. We know when to suggest breaks using data from wearables, calendars and bank statements. SLEEPING To ensure patients are getting a healthy amount and quality of sleep, we will monitor their sleep patterns using a wearable device or app and will match the collected information with a lifestyle analysis to provide actionable insights and suggestions for change. DIGITAL Digital devices can record the time a user spends on them and prompt them to reduce this time or counteract time spent with periods of exercise. HOME The living service is connected with your smart thermostat and tells you if any room has an unhealthy temperature for your profile. LIFESTYLE y habits, such as e ombined C O M P O S I N G A L I V I N G S E R V I C E
17. THE SUITE OF EXPERIENCES THAT COMPRISE A LIVING SERVICE THEY WORK WITH TRIGGERS AND ARE TAILORED TO THE SPECIFIC CONTEXT AND TIME MICRO-MOMENTS
18. W E D E F I N E T R I G G E R S A N D M I C R O - M O M E N T S AND SEQUENTIALLY RAISE SERVICE EXPECTATIONS T H R O U G H D E S I G N L O O P S TAKING THINGS OFF THE THINKING LIST DESIGNING FOR DELIGHT CONNECTING PAST, PRESENT AND FUTURE LOOP 2: TIMELESS LOOP 1: PRESENT LOOP 3: MAGICAL C O M P O S I N G A L I V I N G S E R V I C E
19. BE PRESENT LOOP TRIGGER RULE BOOK PRESENT TAKING THINGS OFF THE THINKING LIST Place your service into the critical moments that makes your customers’ lives better, often working on their behalf. DATA YOU MAY HAVE V1 - ATOMISED PROFILE EXPECTED MICRO-MOMENTS C O M P O S I N G A L I V I N G S E R V I C E
20. BE PRESENT EXAMPLES YOUR BANK lets you know you can afford to buy the television you are looking at now. YOUR DOCTOR gives you a prescription of drugs and your living service orders it for you automatically. C O M P O S I N G A L I V I N G S E R V I C E knows what time you usually arrive home each day and adjusts the thermostat accordingly. YOUR HOME gives you a map of the store which highlights the aisles where your regular items are. YOUR SUPERMARKET lets you know that you have used 80% of your data allowance for the month. YOUR MOBILE NETWORK PROVIDER
21. BE TIMELESS LOOP TRIGGER RULE BOOK PRESENT CONNECT THE PAST, THE PRESENT AND THE FUTURE Design the moments of your service to work as hard as possible for the customer. DATA YOU MAY HAVE V1 - ATOMISED PROFILE EXPECTED MICRO-MOMENTS DATA YOU NEED TIMELESS JOURNEY UNEXPECTED MICRO-MOMENTS TIMELESS V12- ATOMISED PROFILE C O M P O S I N G A L I V I N G S E R V I C E
22. BE TIMELESS EXAMPLES C O M P O S I N G A L I V I N G S E R V I C E YOUR BANK informs you when you are a week away from going into your overdraft, based on the recent spending trajectory. YOUR DOCTOR offers a wellness coaching session based on analysis of your wearable data stream. your utility provider predicts your energy credit/debit based on weather patterns, your solar panel contribution to the grid, and past energy usage. YOUR HOME you are shopping groceries online and your living service provides you with food suggestions based on the new diet you doctor ask you to follow yesterday. YOUR SUPERMARKET offers to pre-download content you regularly consume for moments when you are regularly out of coverage. YOUR MOBILE NETWORK PROVIDER
23. BE MAGICAL LOOP TRIGGER RULE BOOK PRESENT DESIGNING FOR DELIGHT Go beyond the expected. DATA YOU MAY HAVE V1 - ATOMISED PROFILE EXPECTED MICRO-MOMENTS DATA YOU NEED TIMELESS JOURNEY TIMELESS MAGICAL DATA YOU CAN GET MAGICAL JOURNEY V2 - ATOMISED PROFILE V3 - ATOMISED PROFILE UNEXPECTED MICRO-MOMENTS C O M P O S I N G A L I V I N G S E R V I C E
24. BE MAGICAL EXAMPLES C O M P O S I N G A L I V I N G S E R V I C E YOUR BANK after you book your flights for an upcoming holiday, your bank automatically starts saving for your holidays by rounding the change on current account transactions. YOUR DOCTOR your health service is connected to your calendar and knows you have upcoming holiday and arranges the inoculations you need. analyses your diary and your travel patterns for the day, and makes insightful suggestions about delivery services you may need that evening. YOUR HOME you are at home and your living service has recorded the products you bought in the grocery store. It’s now presenting healthy recipes based on the ingredients you have. YOUR SUPERMARKET knows your favorite artist by analyzing your Spotify listening patterns, so when priority tickets for this artist goes on sale in your city, it checks your diary to ensure you are free and suggests you purchase tickets in one-click, adding them to your next bill. YOUR MOBILE NETWORK PROVIDER
25. LIVING SERVICE TRIGGER RULE BOOK PRESENT DATA YOU MAY HAVE V1 - ATOMISED PROFILE EXPECTED MICRO-MOMENTS DATA YOU NEED TIMELESS JOURNEY TIMELESS MAGICAL DATA YOU CAN GET MAGICAL JOURNEY V2 - ATOMISED PROFILE V3 - ATOMISED PROFILE UNEXPECTED MICRO-MOMENTS UNIQUE EXPERIENCE LIVING SERVICE C O M P O S I N G A L I V I N G S E R V I C E
26. THE DATABASE OF YOU ATOMISED PROFILE
27. DESIGNING AN ATOMISED PROFILE C O M P O S I N G A L I V I N G S E R V I C E
28. HOW DOES ALL OF THIS COME TOGETHER? T R I GGER e.g. a supermarket visit A U NI Q U E EXP ER I ENCE e.g. Personalized shopping based on your health conditions today. Including supermarket map to help find products A R U L E B O O K e.g. Suggest only gluten free foods M I CR O-M OM ENT S e.g. A personalized notification about a food item as you walk down the aisle AT O M I SED P R OFI LE e.g. health data, supermarket API, recipe data and location information A CUSTOMER’S LIFE
29. LIVING SERVICE COMPOSITION In order to design a living service, you have to understand and articulate why it exists. How are you trying to improve the lives of your customers? DEFINING YOUR NORTH STAR Your living service’s Rule Book is your governing engine that determines how your purpose is manifested. It starts by articulating core service principles. WRITING THE RULE BOOK By progressing through sequential design loops we push your service from a service that meets expectations to one that delights and surprises. FINDING TRIGGERS AND MICRO-MOMENTS A combination of data, a person’s atomised profile lets you classify, categorize and manifest your service. What must we know about the customer to make these experiences delightful? ASSEMBLING AN ATOMISED PROFILE Once you have all these components, we can create and design your Living Service Blueprint. What will your living service be? CREATING A BLUEPRINT
30. L I V I N G S E R V I C E S WHY SHOULD YOU CARE? 2
31. A I I N C Y L I N D E R S W I T H B L I N K I N G L I G H T S Amazon Echo Google Home Apple Homepod
32. A I I N C Y L I N D E R S W I T H B L I N K I N G L I G H T S HOW DO YOU DESIGN AN INVISIBLE UI?
33. IF AI IS THE NEW UI THEN PERSONALITY IS THE NEW UX
34. VALUES BEHAVIOURS EXPRESSIONS & INTERACTIONS ARE OUR PERSONALITIES
35. HUMANISED SERVICES IMPLY SOCIAL CONTRACTS
36. IT’S TOO IMPORTANT TO BE LEFT TO TECHNOLOGIST BIAS
37. FINALLY, READ JOSH CLARK’S ESSAY W This is the prose version of a talk I gave in May 2017 at Pixel Up! in Capetown and at An Event Apart in Boston. It riffs on ideas I first explored in my article Systems Smart Enough To Know When They’re Not Smart Enough. Download the slides IDEAS PROJECTS TALKS ABOUT HIRE US hat shall we make? This talk is about what’s coming next for us as designers. What’s the work ahead for us, and what’s our role and responsibility in this future? Designing for what’s next is what my studio Big Medium does. For the last decade, that focus has meant that much of our work has centered on multidevice design. In particular, our projects have explored all the possibilities unlocked by mobile, but we’re starting to see some new trends emerging. Mobile, of course, has been the driver for the last decade of design and technology. So it’s probably unsurprising that another way to ask “what shall we make?” is… ALGORITHMS DESIGN IN THE ERA OF THE ALGORITHM BY JOSH CLARK Published Jun 7, 2017 TWEET SHARE EMAIL Search
38. THANK YOU! P . S . W E ’ R E H I R I N G ! F J O R D N E T . C O M / C A R E E R S