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 ...
A LONG TIME AGO...

Then a few minutes later a flight attendant
approached the man and asked if he would be more
comfortabl...
DAVID CARR DESCRIBED THE EXPERIENCE AS...

CREEPY AND
COMFORTING
New York Times “Why Twitter will Endure” 1 January, 2010
...
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...
SANDY PENTLAND

...What those breadcrumbs tell is the story of your life.
It tells what you've chosen to do.
That's very d...
AGGREGATE VS INDIVIDUAL DATA

Aggregate
Lots of data about lots of people
in which anything that identifies
the individual ...
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 seein...
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 2...
TRUST

We routinely place our trust in the big guys
(Amazon, Google, and Apple)

They offer incredible choice
in retail, in...
TRUST

Willingly giving up unimportant or
previously inconceivable tasks to machines
(and/or people augmented w/machines)
...
TRUST: FORGETTING WHAT WE USED TO REMEMBER

Everything from no longer knowing phone numbers
or letting Google correct my s...
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 | ...
OWNERSHIP

Microsoft provides a good example of ownership
“Your content remains your content, and you are responsible for ...
OWNERSHIP
High personal ownership for high utility (eg, my physician)
Low personal ownership for less utility (restaurant ...
OWNERSHIP

We give up ownership to organizations
sometimes thoughtfully
other times not so much...
We’re explicitly tradin...
OWNERSHIP: ‘DIFFERENCE MAKE A DIFFERENCE’

Utility increases with ways to observe or interact with
‘difference’ information...
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...
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 kn...
VALUE: HOW DO WE LEARN?

There aren't enough data scientists to go around

EMC2 graphic on data
scientists, care of Mashab...
VALUE: HOW DO WE LEARN?

There aren't enough data scientists to go around
We need to find ways to provide people with more ...
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 ...
Service design gives shape to relationships
between people and the products
and services they use at the service interface...
In service design we craft the resources
so people can bring the
experience to life for themselves
(meta design)
We create...
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 pro...
SERVICE DESIGN FOR DATA

What if we created the resources that enabled everyday people to
do their own inferencing and pro...
SERVICE DESIGN FOR DATA
What if we created the resources that enabled everyday people to
do their own inferencing and proj...
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

MAKING DATA
MORE HUMAN
Design the resources so people can directly interact
and learn about the...
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
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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

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Dodging the Digital Creep Factor | Shelley Evenson | FJORD

  1. 1. DODGING THE DIGITAL CREEP FACTOR SHELLEY EVENSON | FJORD
  2. 2. 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
  3. 3. 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
  4. 4. DAVID CARR DESCRIBED THE EXPERIENCE AS... CREEPY AND COMFORTING New York Times “Why Twitter will Endure” 1 January, 2010 © Fjord | STRATA 2013 Page 4
  5. 5. DAVID’S PIECE SUGGESTED THAT AS OF 2010 SHARING ERA HAD GONE MAINSTREAM © Fjord | STRATA 2013 Page 5
  6. 6. SHARING Early data sharing © Fjord | STRATA 2013 Page 6
  7. 7. SHARING Facebook shifted from explicit sharing to implicit sharing with Ticker
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. ARE WE TRANSITIONING FROM THE... SHARING ERA TO A DOING ERA? © Fjord | STRATA 2013 Page 11
  12. 12. 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
  13. 13. WHAT WILL PEOPLE EXPECT IN THE DOING ERA? TRUST OWNERSHIP VALUE © Fjord | STRATA 2013 Page 13
  14. 14. TRUST Trust is complex Competence Dependability Integrity Predictability Timeliness Lee and See 2004 © Fjord | STRATA 2013 Page 14
  15. 15. 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
  16. 16. 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
  17. 17. 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)
  18. 18. WHAT WILL PEOPLE EXPECT IN THE DOING ERA? TRUST OWNERSHIP VALUE © Fjord | STRATA 2013 Page 18
  19. 19. OWNERSHIP Ownership is about balance Production Sensitivity Promise (or brand perception) Distribution Utility © Fjord | STRATA 2013 Page 19
  20. 20. 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.”
  21. 21. 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.
  22. 22. 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
  23. 23. 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
  24. 24. WHAT WILL PEOPLE EXPECT IN THE DOING ERA? TRUST OWNERSHIP VALUE © Fjord | STRATA 2013 Page 24
  25. 25. VALUE Value carries certain expectations Personalization Anonymization Boundaries Inferences © Fjord | STRATA 2013 Page 25
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. HOW DO WE DODGE THE CREEP FACTOR?
  30. 30. CAN WE MAKE DATA HUMAN? Can we help people design for themselves using their own data? © Fjord | STRATA 2013 Page 29
  31. 31. DESIGN FOR THEMSELVES EVERYONE DESIGNS The Sciences of the Artificial by Herbert Simon 1969 © Fjord | STRATA 2013 Page 30
  32. 32. 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
  33. 33. 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
  34. 34. SERVICE DESIGN FOR DATA RESOURCES FOR CONTROL INFERENCING AND PROJECTION eate resources
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. OUR OWN TOOLS © Fjord | STRATA 2013 Page 37
  39. 39. OUR OWN TOOLS © Fjord | STRATA 2013 Page 38
  40. 40. OUR OWN TOOLS © Fjord | STRATA 2013 Page 39
  41. 41. OUR OWN TOOLS © Fjord | STRATA 2013 Page 40
  42. 42. OUR OWN TOOLS © Fjord | STRATA 2013 Page 41
  43. 43. OUR OWN TOOLS Intentcast Inferencing Data gathering Negotiation Delivery © Fjord | STRATA 2013 Page 42
  44. 44. 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
  45. 45. 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
  46. 46. IF WE’RE SUCCESSFUL BIG DATA WILL BECOME A LOT LESS CREEPY... © Fjord | STRATA 2013 Page 45
  47. 47. THANK YOU SHELLEY EVENSON SHELLEY.EVENSON@FJORDNET.COM @SHELLEYKE

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