Designing intelligence into everyday life

MODERN HUMANhttp://modernhuman.co @modhuman
DESIGNING
INTELLIGENCE INTO
EVERYDAY LIFE
Paul-Jervis Heath: Founding Principal, Modern Human

Embedding technology into our environment
changes our relationship with that
technology, that environment and with
each other.

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.

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.

Technology is becoming
ambient.
Devices like Amazon Echo and Google
Home are designed to disappear into the
background, becoming part of the
environment.

EARLY ADOPTER EARLY MAJORITY LATE MAJORITY LAGGARDS
Adapted from:
Diﬀusion of Innovations, Everett M Rogers. (1962).
Crossing the Chasm, Geoﬀrey Moore. (1991).

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

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

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

The brief:
Design two new appliance lines: a high-
end suite of appliances for dedicated
cooks and an entry-level suite for
‘millennials’.

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?

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10
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2012 15
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TIME
ATTENTION
SPECIAL
OCCASIONS
ENTERTAINING
WEEKNIGHT
SUPPERS
WEEKEND
SPECIALS

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.

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.

Diary studies &
shadowing
Why do people shop?
What is the full shopping journey?
What is the role of the store?

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.

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.

Intelligent public environments need to be
instantly ready-at-hand. Intuitive,
approachable and sensitively tuned to our
needs.

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.

Excellent, well-designed, well-implemented
semi-autonomy is better than poorly
implemented full-autonomy. The focus should
be on improving everyday life.

MODERN HUMAN
Paul-Jervis Heath
pjh@modernhuman.co
+44 79 7456 7823
@pauljervisheath

Designing intelligence into everyday life

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