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

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Talk from Webvisions Portland 2014 on how to apply our people-centered approach to Data to the Internet of Things

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

  1. 1. A people-centred approach to Data and the Internet of Things Abby Margolis, Claro Partners
  2. 2. About Claro!
  3. 3. 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  
  4. 4. 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.  
  5. 5. 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  
  6. 6. •  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
  7. 7. Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities
  8. 8. Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom
  9. 9. OLD DATA EXPERIENCES NEW DATA EXPERIENCES Not just more data but new data experiences
  10. 10. 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.
  11. 11. 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
  12. 12. We saw a new opportunity emerging… one not built on BIG DATA, but on personal data.
  13. 13. We call this the Personal data economy
  14. 14. We call this the Personal data economy An economy that repositions the value of personal data within the individual’s experience
  15. 15. 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
  16. 16. Five misconceptions about personal data
  17. 17. MISCONCEPTION #1 Personal data is the new oil
  18. 18. REALITY: My personal data is most valuable to me!
  19. 19. MISCONCEPTION #2 Personal data is all about privacy
  20. 20. REALITY: People want to benefit from their data - not hide it away - but they need control, trust and transparency
  21. 21. MISCONCEPTION #3 The value of personal data is in its sale
  22. 22. REALITY: The personal data economy is an experience economy
  23. 23. MISCONCEPTION #4 Personal data is for data scientists
  24. 24. REALITY: Personal data empowers people
  25. 25. MISCONCEPTION #5 Personal data is big data
  26. 26. REALITY: The personal data economy is small data
  27. 27. Data-centric view People-centric view
  28. 28. 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
  29. 29. These principles take on even more importance in the next evolution of the Internet… …the Internet of Things
  30. 30. 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!
  31. 31. Social Predictions Identity Access Management Recommendation / Discovery Data Interfaces Self-tracking Crowd Data Internet of Things Others Internet of ThingsInternet of Things The  Internet  of  Things  represented  a  small,  but  growing  part  of  the     Personal  Data  Economy  business  landscape:  
  32. 32. But  it  has  exploded  into  a  landscape  of  over  100  value  proposi'ons.  
  33. 33. What are opportunities to create people- centric offerings in the Internet of Things? Internet of People and Things?
  34. 34. 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
  35. 35. 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    
  36. 36. 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  
  37. 37. 3.  Iden'fy  unmet  func'onal  and  emo'onal  needs   Address  a  full  range  of  human  needs  
  38. 38. 3.  Iden'fy  unmet  func'onal  and  emo'onal  needs   Address  a  full  range  of  human  needs   Good  Night  Lamp   Jawbone  UP   Lockitron   Findery  
  39. 39. 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   CORPS.  DEV.   Internet  of  Things  
  40. 40. 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  
  41. 41. 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
  42. 42. Thank you Abby Margolis | Research Director Abby.margolis @claropartners.com +34 674 061 648 (m) abbymargolis (skype) @claropartners

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