Dodging the Digital Creep Factor | Shelley Evenson | FJORD
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Dodging the Digital Creep Factor | Shelley Evenson | FJORD

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Dodging the Digital Creep Factor looks at taking a service design approach to issues of trust, ownership, and value in managing personal data

Dodging the Digital Creep Factor looks at taking a service design approach to issues of trust, ownership, and value in managing personal data

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Dodging the Digital Creep Factor | Shelley Evenson | FJORD Dodging the Digital Creep Factor | Shelley Evenson | FJORD Presentation Transcript

  • DODGING THE DIGITAL CREEP FACTOR SHELLEY EVENSON | FJORD
  • A LONG TIME AGO... A man tweeted about the body spray of the person seated next to him on the airplane © Fjord | STRATA 2013 Page 2
  • A LONG TIME AGO... Then a few minutes later a flight attendant approached the man and asked if he would be more comfortable with a bulkhead seat © Fjord | STRATA 2013 Page 3
  • DAVID CARR DESCRIBED THE EXPERIENCE AS... CREEPY AND COMFORTING New York Times “Why Twitter will Endure” 1 January, 2010 © Fjord | STRATA 2013 Page 4
  • DAVID’S PIECE SUGGESTED THAT AS OF 2010 SHARING ERA HAD GONE MAINSTREAM © Fjord | STRATA 2013 Page 5
  • SHARING Early data sharing © Fjord | STRATA 2013 Page 6
  • SHARING Facebook shifted from explicit sharing to implicit sharing with Ticker
  • SANDY PENTLAND “...Big Data comes from things like location data off of your cell phone or credit card, ...the little data breadcrumbs that you leave behind you as you move around in the world... REINVENTING SOCIETY IN THE WAKE OF BIG DATA 8.30.12 © Fjord | STRATA 2013 Page 8
  • SANDY PENTLAND ...What those breadcrumbs tell is the story of your life. It tells what you've chosen to do. That's very different than what you’ve [chosen to] put on Facebook.” IMPLICIT TRACKING © Fjord | STRATA 2013 Page 9
  • AGGREGATE VS INDIVIDUAL DATA Aggregate Lots of data about lots of people in which anything that identifies the individual is stripped out Anonymous and shows broader trends and comparisons Individual A single person with multiple sensed data dimensions Personalizes the multi-attribute data, and makes it available for inferring knowledge about you and predicting what you might do next © Fjord | STRATA 2013 Page 10
  • ARE WE TRANSITIONING FROM THE... SHARING ERA TO A DOING ERA? © Fjord | STRATA 2013 Page 11
  • THE DOING ERA Clearly there’s lots and lots of data available Organizations are crunching it left and right They are seeing patterns and making decisions about us based on what we’re doing (or reading) The Perfect Man Your E-Book Is Reading You By ALEXANDRA ALTER The Wall Street Journal July 19, 2012 Illustration by John Cuneo
  • WHAT WILL PEOPLE EXPECT IN THE DOING ERA? TRUST OWNERSHIP VALUE © Fjord | STRATA 2013 Page 13
  • TRUST Trust is complex Competence Dependability Integrity Predictability Timeliness Lee and See 2004 © Fjord | STRATA 2013 Page 14
  • TRUST We routinely place our trust in the big guys (Amazon, Google, and Apple) They offer incredible choice in retail, information, entertainment, and more... RESULT increasing demands on our time means we begin to rely and use them more © Fjord | STRATA 2013 Page 15
  • TRUST Willingly giving up unimportant or previously inconceivable tasks to machines (and/or people augmented w/machines) We’re trading our data for convenience and efficiency © Fjord | STRATA 2013 Page 16
  • TRUST: FORGETTING WHAT WE USED TO REMEMBER Everything from no longer knowing phone numbers or letting Google correct my spelling to Amazon as my shopping assistant or Open Table recommending a nearby restaurant (as brokers or agents)
  • WHAT WILL PEOPLE EXPECT IN THE DOING ERA? TRUST OWNERSHIP VALUE © Fjord | STRATA 2013 Page 18
  • OWNERSHIP Ownership is about balance Production Sensitivity Promise (or brand perception) Distribution Utility © Fjord | STRATA 2013 Page 19
  • OWNERSHIP Microsoft provides a good example of ownership “Your content remains your content, and you are responsible for it. We do not control, verify, pay for, or endorse the content that you and others make available on the services.”
  • OWNERSHIP High personal ownership for high utility (eg, my physician) Low personal ownership for less utility (restaurant behavior) with an ever-growing set of reports from smart technology 8 Nightingale, the winning concept from the White House-sponsored Health Design Challenge, was designed by Chicago consultancy gravitytank. RESULT increasing demands on our attention to the ownership/utility tradeoff Nicholas Felton The Obsessives: an analysis of one week of consumption.
  • OWNERSHIP We give up ownership to organizations sometimes thoughtfully other times not so much... We’re explicitly trading our data to learn about ourselves, our friends, and the world around us and implicitly trading our data so that others can learn about us (and maybe about our friends as well!) © Fjord | STRATA 2013 Page 22
  • OWNERSHIP: ‘DIFFERENCE MAKE A DIFFERENCE’ Utility increases with ways to observe or interact with ‘difference’ information credit cards diet and exercise sensors medication containers viewing habits energy consumption our recycling behavior ... © Fjord | STRATA 2013 Page 23
  • WHAT WILL PEOPLE EXPECT IN THE DOING ERA? TRUST OWNERSHIP VALUE © Fjord | STRATA 2013 Page 24
  • VALUE Value carries certain expectations Personalization Anonymization Boundaries Inferences © Fjord | STRATA 2013 Page 25
  • VALUE Just because we give up our data doesn't mean we want to give up everything... We want to know what we can either know or infer about ourselves What others can know or infer about us What we can project about ourselves and what others can project about us RESULT increasing demands on our data awareness and literacy © Fjord | STRATA 2013 Page 26
  • VALUE: HOW DO WE LEARN? There aren't enough data scientists to go around EMC2 graphic on data scientists, care of Mashable © Fjord | STRATA 2013 Page 27
  • VALUE: HOW DO WE LEARN? There aren't enough data scientists to go around We need to find ways to provide people with more data awareness and data literacy, on their own We need to help people think and act in terms of their connections, their observable and inferable behaviors, and their likely actions in the future © Fjord | STRATA 2013 Page 27
  • HOW DO WE DODGE THE CREEP FACTOR?
  • CAN WE MAKE DATA HUMAN? Can we help people design for themselves using their own data? © Fjord | STRATA 2013 Page 29
  • DESIGN FOR THEMSELVES EVERYONE DESIGNS The Sciences of the Artificial by Herbert Simon 1969 © Fjord | STRATA 2013 Page 30
  • Service design gives shape to relationships between people and the products and services they use at the service interface RELATIONSHIPS © Fjord | STRATA 2013 Page 31
  • In service design we craft the resources so people can bring the experience to life for themselves (meta design) We create affordances that help people know where to start, what to do, and when (to design for themselves) SERVICE DESIGN © Fjord | STRATA 2013 Page 32
  • SERVICE DESIGN FOR DATA RESOURCES FOR CONTROL INFERENCING AND PROJECTION eate resources
  • SERVICE DESIGN FOR DATA What if we created the resources that enabled everyday people to do their own inferencing and projection? SMART: a collaborative initiative Harvard Medical School and Boston Children’s Hospital Making vital information easy to understand and share between medical professionals and parents SMART is a project funded by the Office of the National Coordinator for Health Information Technology (ONC). © Fjord | STRATA 2013 Page 34
  • SERVICE DESIGN FOR DATA What if we created the resources that enabled everyday people to do their own inferencing and projection? 3 Sweden The My 3 service provides users with a multi-faceted interpretation of their usage: an opening “snapshot,” a deeper investigation of invoices and the ability to see trends over the past six months, as well as how their bill compares to a typical customer. © Fjord | STRATA 2013 Page 35
  • SERVICE DESIGN FOR DATA What if we created the resources that enabled everyday people to do their own inferencing and projection? A STORY © Fjord | STRATA 2013 Page 36
  • OUR OWN TOOLS © Fjord | STRATA 2013 Page 37
  • OUR OWN TOOLS © Fjord | STRATA 2013 Page 38
  • OUR OWN TOOLS © Fjord | STRATA 2013 Page 39
  • OUR OWN TOOLS © Fjord | STRATA 2013 Page 40
  • OUR OWN TOOLS © Fjord | STRATA 2013 Page 41
  • OUR OWN TOOLS Intentcast Inferencing Data gathering Negotiation Delivery © Fjord | STRATA 2013 Page 42
  • Each time we design for service we need to think about how we’re providing people the resources to manage for themselves TOOLIFICATION OF SERVICES © Fjord | STRATA 2013 Page 43
  • TOOLIFICATION OF SERVICES MAKING DATA MORE HUMAN Design the resources so people can directly interact and learn about their connections and manage their relationships to foster awareness manage trust balance ownership and make data valuable © Fjord | STRATA 2013 Page 44
  • IF WE’RE SUCCESSFUL BIG DATA WILL BECOME A LOT LESS CREEPY... © Fjord | STRATA 2013 Page 45
  • THANK YOU SHELLEY EVENSON SHELLEY.EVENSON@FJORDNET.COM @SHELLEYKE