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Towards an Internet of Meaningful Things (Tag IT Conference 2016)

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The ideas and technology behind ubiquitous computing and the IoT are changing our world, little by little. Moving forward, we need to make sure we’re providing things to people that have meaningful value. It’s quite simple, though…

Be meaningful by satisfying people’s needs.

We can furthermore use behavioral science to guide people towards better choices and storytelling to engage them emotionally.

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Towards an Internet of Meaningful Things (Tag IT Conference 2016)

  1. 1. Towards an Internet of Meaningful Things Brian Pagán Philips Design 7 April 2016 Using behavioral science and storytelling for a healthy connected world #meaningfulIoT
  2. 2. Where might the meaning be in this? Mortality risk +32% Ideal Mortality risk +48%
  3. 3. Ideal Started Cardio Started Mindfulness & breathing exercises Started eating healthier
  4. 4. Started Cardio Started Mindfulness & breathing exercises Started eating healthier In this case, meaning comes from the story on top of the data.
  5. 5. Be meaningful by satisfying people's needs. Use behavioral science to guide people towards better choices and storytelling to engage them emotionally. #meaningfulIoT
  6. 6. Hi, I’m Brian Pagán! Work: Philips Design Write: brianpagan.net Tweet: @brianpagan
  7. 7. So, what can we give people that's actually meaningful?
  8. 8. "We define Smart PSSs as the integration of smart products and e-services into single solutions delivered to the market to satisfy the needs of individual consumers." Ana Valencia Smart Product Service Solutions
  9. 9. Empower people (from Ana's article) Here are some examples of meaningful value: Enable people to make decisions or take action on their own terms. Individualize the service Address each person's needs as a unique individual. Connect people Help people communicate with each other. Encourage experience sharing Allow people to use the Smart PSS simultaneously. Establish clear product ownership Clearly define who is responsible for the product over time. Keep people engaged Nurture the relationship between consumers and the service (provider). Continue growing Maintain the Smart PSS and its value over time.
  10. 10. Empower people Individualize the service Keep people engaged Continue growing Behavior science can help here. Storytelling can help here.
  11. 11. The Lean Startup methodology is one way to test assumptions and see if we're really giving people what they need. But don't just assume. (Eric Ries wrote the book on this.) Photo: Betsy Weber Build MeasureLearn
  12. 12. In a nutshell, a meaningful thing satisfies people's needs. And we can test that!
  13. 13. Sometimes, people need help changing their habits.
  14. 14. Nir Eyal's HOOK model is a useful framework to understand how habits work.
  15. 15. For example, our Philips HealthSuite health programs help people build healthier habits.
  16. 16. 1. Trigger See a reminder to run 2. Action Go running  3. Variable reward Receive immediate feedback on daily goals 4. Investment Gain deeper health insight over time
  17. 17. Frameworks like the HOOK habit model set the stage for behavior change…
  18. 18. But it takes narrative to set the story in motion.
  19. 19. In that sense, a user experience is like a TV series.
  20. 20. We can split them into similar parts: TV Series UX Scene Screen Episode Flow Season Journey
  21. 21. Each part tells its own story. Graphic: Donna Lichaw
  22. 22. And every story has characters. Customer Service
  23. 23. For example, we can look at the Philips Smart Shaver 7000 as an "overcoming the monster" story.
  24. 24. Our hero struggles with skin irritation He's getting to know our service (Onboarding) He's learning new shaving techniques (Changing habits) He conquers his skin irritation! (Climax) He starts using our service
  25. 25. Using characters for design gives an emotional depth that personas don't.
  26. 26. If you know who the hero is and what her or his journey should be…
  27. 27. You're able to craft the perfect helper to guide the hero along.
  28. 28. Mapping experiences as a narrative allows us to proactively engage people, rather than leaving their stories to chance.
  29. 29. "We should see our work through the lens of the good that we can help people do in their lives." Nir Eyal nirandfar.com Photo: Eirik Helland Urke
  30. 30. Be meaningful by satisfying people's needs. Use behavioral science to guide people towards better choices and storytelling to engage them emotionally. #meaningfulIoT
  31. 31. "A person's primary task should not be computing, but being human." Amber Case calmtech.com
  32. 32. Nyte måltidet Mange takk - Giitu - Thank you http://d3e.co/iot Scan here for: Slides, References, & further reading!

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