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UX STRAT Europe 2017: Paul-Jervis Heath, “Designing Intelligence Into Everyday Life”

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UX STRAT Europe 2017 presentation by Paul-Jervis Heath, Principal, Modern Human: “Designing Intelligence Into Everyday Life”

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UX STRAT Europe 2017: Paul-Jervis Heath, “Designing Intelligence Into Everyday Life”

  1. 1. MODERN HUMANhttp://modernhuman.co @modhuman DESIGNING INTELLIGENCE INTO EVERYDAY LIFE Paul-Jervis Heath: Founding Principal, Modern Human
  2. 2. MODERN HUMANhttp://modernhuman.co @modhuman Embedding technology into our environment changes our relationship with that technology, that environment and with each other.
  3. 3. MODERN HUMANhttp://modernhuman.co @modhuman VORHANDEN (Present-at-hand) To know an object analytically. To be concerned with the bare facts of a thing or a concept, as they are present and in order to analyse it.
  4. 4. MODERN HUMANhttp://modernhuman.co @modhuman ZUHANDEN (Ready-at-hand) To know an object through using it. An artefact that is ready-at-hand disappears with use. It is intuitively usable.
  5. 5. MODERN HUMANhttp://modernhuman.co @modhuman
  6. 6. MODERN HUMANhttp://modernhuman.co @modhuman
  7. 7. MODERN HUMANhttp://modernhuman.co @modhuman
  8. 8. MODERN HUMANhttp://modernhuman.co @modhuman Technology is becoming ambient. Devices like Amazon Echo and Google Home are designed to disappear into the background, becoming part of the environment.
  9. 9. MODERN HUMANhttp://modernhuman.co @modhuman EARLY ADOPTER EARLY MAJORITY LATE MAJORITY LAGGARDS Adapted from: Diffusion of Innovations, Everett M Rogers. (1962). Crossing the Chasm, Geoffrey Moore. (1991).
  10. 10. MODERN HUMANhttp://modernhuman.co @modhuman Buying smart tech was not about fulfilling a need in the household, it was about aligning oneself with being modern, demonstratively embracing the new, connecting oneself to tech culture. An initial smart device purchase quickly led to a proliferation of smart technology in the home. Gateway Gadget is novel or performative Savvy and inquisitive. They enjoy exploring the technology’s capabilities. Playful Experimenters are more discerning of their tech choices, tend to have specific functional requirements and are less accepting of the restrictions that come from platforms. Gateway Gadget is the latest or most versatile. Start off their smart home device journey with purpose -  to reduce cost and waste, enjoying the control aspect of the technology.   Gateway Gadget: is a smart meter, thermostat or a smart switch. IDENTITY MAKERS PLAYFUL EXPERIMENTERS ECONOMISERS
  11. 11. At the wrong time; in the 
 wrong place. It could get so much worse than mobile phones at the dinner table. http://modernhuman.co @modhuman MODERN HUMAN
  12. 12. The current generation of devices are insensitive. Are you the type of person who would wake a sleeping baby? Or, interrupt a conversation? Alexa is. http://modernhuman.co @modhuman MODERN HUMAN
  13. 13. MODERN HUMANhttp://modernhuman.co @modhuman
  14. 14. The brief: Design two new appliance lines: a high- end suite of appliances for dedicated cooks and an entry-level suite for ‘millennials’. MODERN HUMANhttp://modernhuman.co @modhuman
  15. 15. MODERN HUMANhttp://modernhuman.co @modhuman In home interviews & diary studies Why do people cook and what is a meal? What do they cook and for who? How could their appliances help them to be better cooks?
  16. 16. MODERN HUMANhttp://modernhuman.co @modhuman * *** 1 5 6 10 11 17 2 19 4 7 8 9 13 3 22 1824 26 1416 2012 15 21 23 25 0
  17. 17. MODERN HUMANhttp://modernhuman.co @modhuman TIME ATTENTION SPECIAL OCCASIONS ENTERTAINING WEEKNIGHT SUPPERS WEEKEND SPECIALS
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  23. 23. MODERN HUMANhttp://modernhuman.co @modhuman Imagine kitchen appliances that make you a better cook _ Remote control is quickly becoming a necessary feature, despite it not fundamentally changing the relationship between the cook and the appliance; _ Full autonomy is neither totally desirable or totally possible; _ Semi-autonomy can be massively helpful, if designed sensitively to augment human ability and correct common human failings; _ For kitchen appliances: new, direct interaction mechanisms both create theatre and improve control much more than remote interaction mechanisms.
  24. 24. The brief: Reimagine the shopping experience by integrating online and in-store customer journeys, to create a deeply compelling shopping experience and drive customer loyalty. MODERN HUMANhttp://modernhuman.co @modhuman
  25. 25. Diary studies & shadowing Why do people shop? What is the full shopping journey? What is the role of the store? MODERN HUMANhttp://modernhuman.co @modhuman
  26. 26. MODERN HUMANhttp://modernhuman.co @modhuman EXPERIENCEMAP KEY MOMENTS CARNABY: Experience Map Page 7 MODERN HUMAN Experience Map: at home, on the high street and in the store. Needs a new item for an outfit 
 (e.g. for work or for going out) OR Needs an outfit for a particular occasion Has a good idea what suits her, and starts with a preconceived idea of what she wants to buy. BROWSE & SHORTLIST CHOOSE BUY WEAR & LOVE OR RETURN INSTORE CONFIDENTNERVOUS Feels that she hasn’t got anything to wear (e.g. for work or for going out) OR Needs an outfit for a particular occasion Struggles to know what she wants, what will look good and which trends will suit her. Not confident about styling an outfit. IN-STORE: Keeps in mind her existing wardrobe. Will stray from her shortlist constantly evaluating new items. HIGH STREET: Visits a number of stores in quick succession, with her particular item and trends or looks in mind. ONLINE: Casually visits the websites of a number of her favourite stores, while looking at trends in magazines and her Pinterest board. Shortlists to her Pinterest board (or bookmarks). Tends to stick to a small number of stores and brands that she knows well. Often orders to replace or update clothes she owns. Will often go in-store to look for inspiration, browse aimlessly and return home feeling frustrated. IN-STORE: Will try on a number of items and variants on a theme. Is working towards a look by combining new items with ones she already owns. ONLINE: Moves quickly through her shortlist, comparing items as she goes. ONLINE: Will buy a number of items with the intention of returning what she doesn’t want. Mixes new an existing items into outfits. Is always delighted when an item combines into unexpected combinations. Will buy a selection of items and returns those she doesn’t want. AT HOME IN-STORE: Unlikely to try things on in-store. She prefers to try them on in the comfort of her own home. Often returns items after trying them on at home to find they don’t fit or they don’t suit her. IN-STORE: Will use in-store displays and merchandising to help put outfits and styles together. Will often buy groups of items from the same theme or label. ONLINE: Finds it hard to differentiate between similar items from different labels. CARNABY: Experience Map Page 7 MODERN HUMAN Key Moments: the Carnaby Experience BROWSE & SHORTLIST CHOOSE BROWSE & SHORTLIST CHOOSE BROWSE & SHORTLIST AT HOME HIGH STREET IN-STORE IN-STORE IN-STORE The Carnaby iPad App and website enables people to explore the full range from the comfort of their own home. Carnaby is merchandised intelligently. It combines the expertise of your buying and merchandising teams with artificial intelligence and behavioural data to combine items into outfits. Carnaby also makes intelligent, personalised recommendation based on the items the shopper already owns. The Carnaby App is designed to encourage your customers into the store. Using image recognition, it can give them full details of the items on display in the window. Using geofencing it will invite them to come and try items in their shortlist. Whilst browsing the store, Carnaby offers each shopper a personalised experience. Guiding them to items that might suit them or that are in their wishlist. The Carnaby App holds details of the items in their wardrobe at home and will make suggestions based upon items the shopper already owns. It might also remind them of items that are due to be replaced or seasonal items that are not in their current wardrobe. Whilst browsing in-store, shoppers can select items to be delivered directly to the changing room so that they can try them on. Whilst at home, customers can also add items to their changing room. These are stored in delivery lockers, unlocked by a customers mobile phone. Delivery lockers are located near the changing rooms to make it easy to try on delivered purchases. Customers can pay for their purchases from the changing rooms. The Carnaby App includes payments so that once the shopper has found the perfect item they can take it straight away.
  27. 27. MODERN HUMANhttp://modernhuman.co @modhuman
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  29. 29. MODERN HUMANhttp://modernhuman.co @modhuman Imagine the perfectly integrated shopping experience _ The role of the physical store has changed radically and the retail environment needs to work much harder to create engagement and loyalty; _ Smart retail environments can be integrated into existing stores to provide a personalised experience; _ Linking online and in-store environments enables new store formats and can drive customer loyalty; _ Merchandising online still has a way to go. In the medium-term Artificial Intelligence can support buying and merchandising both online and offline.
  30. 30. MODERN HUMANhttp://modernhuman.co @modhuman Intelligent public environments need to be instantly ready-at-hand. Intuitive, approachable and sensitively tuned to our needs.
  31. 31. MODERN HUMANhttp://modernhuman.co @modhuman As humans we have much higher expectations of the devices that live alongside us. They need to be imbued to pick up on subtle human cues and respond appropriately.
  32. 32. MODERN HUMANhttp://modernhuman.co @modhuman Excellent, well-designed, well-implemented semi-autonomy is better than poorly implemented full-autonomy. The focus should be on improving everyday life.
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  34. 34. MODERN HUMANhttp://modernhuman.co @modhuman
  35. 35. MODERN HUMAN Paul-Jervis Heath pjh@modernhuman.co +44 79 7456 7823 @pauljervisheath

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