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SmartObjects Age & Design Canvas for the IoT

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Shaping trust, bytes and atoms. Placing an object in a pocket, in a car, on a desktop or in customers’ homes means building a personal, bi-directional, “always-on” communication channel.


To be connected is the “natural state of mind” for any object
The market is now exploding with connected and smart objects. We want to help it grow with a human-centered approach, while helping the technology to be meaningful, relevant and pervasive.

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SmartObjects Age & Design Canvas for the IoT

  1. 1. Welcome'to'the'Smart'Objects'Era' Leandro'Agrò'|'Digital'Product'Director'/'Design'Group'Italia'
  2. 2. © DESIGN GROUP ITALIA 29 Settembre 2014Format Powerpoint / Regole generali di impaginazione e sviluppo 2 Eclec%c&Design&studio&with&a&dedicated&“SmartLab”&about&“IoT&Service”& &
  3. 3. © DESIGN GROUP ITALIA
  4. 4. © DESIGN GROUP ITALIA 29 Settembre 2014Format Powerpoint / Regole generali di impaginazione e sviluppo 4
  5. 5. © DESIGN GROUP ITALIA / CLIENTS 5 In 45 years, more than 2.000 projects We believe in clear and human relationships of synergistic collaboration and exchange,with our clients and with our suppliers. “250+ clients 70% foreign sales 80% consumer goods “
  6. 6. © DESIGN GROUP ITALIA Smart&Objects&Era& 29 Settembre 2014 6
  7. 7. © DESIGN GROUP ITALIA Part&1:&Thinking& 29 Settembre 2014Format Powerpoint / Regole generali di impaginazione e sviluppo 7
  8. 8. © DESIGN GROUP ITALIA 29 Settembre 2014Format Powerpoint / Regole generali di impaginazione e sviluppo 8
  9. 9. © DESIGN GROUP ITALIA Two&short&stories& Failure&vs.&Success& 29 Settembre 2014 9
  10. 10. / It’s all about time
  11. 11. 11 Google&Glasses&& Long Live to smart Glasses&
  12. 12. 12 Google&Glasses&& Long Live to smart Glasses&
  13. 13. / It’s all about people
  14. 14. 14 NEST:&Shaping&Trust& It’s all about People& 3.2&BILLION&
  15. 15. 15 NEST:&Shaping&Trust& It’s all about People& 3.2&BILLION&
  16. 16. 16 NEST:&Shaping&Trust& It’s all about People& Customers&are&not&buying&an& home&automa%on&system:&& they&are&just&buying& another&iPod.& &
  17. 17. 17 NEST:&Shaping&Trust& It’s all about People& Autonomous&thinking& Cloud&/&Service&layer& UI&quick&aging*& Data' Business'Logic' Interface'
  18. 18. 18 NEST:&Shaping&Trust& It’s all about People& No&hidden&parts&or&buSons& Clear&STATUS& Predic%ve&Behavior& No&programming&needed& Human&presence&awareness& Mul%ple&touchpoints& Touch&based&UI:&EASY&and&MODERN& Trustable&Aesthe%c&&
  19. 19. 19 “Design'isn't'just'about'shapes'or'pixels'anymore.'' Design&is&the&process&that&shapes&product&behaviors,& communi%es,&companies&and&Yin&the&endY&builds& new&worlds.”& NEST:&Shaping&Trust& The design role &
  20. 20. © DESIGN GROUP ITALIA Cultural&ShiZ& 29 Settembre 2014 20
  21. 21. 21 Shaping&trust& It’s all about People & Trust& Every&Tool,&service,&business&that& jump&in&the&digital&technology,& start&to&follow&Moore’s&Law:& Accelera%on& change& everything.&&
  22. 22. 22 Kodak&is&best&known&for&photographic&film&products.&During&most&of&the&20th&century&Kodak&held&a&dominant&posi=on&in&photographic&film,&and&in&1976,&had&an& 89%'market'share&of&photographic&film&sales&in&the&United&States.&& Kodak&began&to&struggle&financially&in&the&late&1990s&as&a&result&of&the&decline&in&sales&of&photographic&film&and&its&slowness&in&transi=oning&to&digital&photography,& despite&having&invented&the&core&technology&used&in&current&digital&cameras.& Company&culture&is&ever&difficult&to&switch,&while&Hfor&KodakH&was&really&easy&to& see&an&emerging&approach&and&say:&"It’s&digital.&It&is&just&a&toy”.&& Digital'evolve'according'Moore'Law!' hOp://www.diamandis.com/theHlaunchHpad/whyHbillionHdollarH100HyearHoldHcompaniesHdie/1743/& INSTAGRAM&
  23. 23. 23 Shaping&trust& Touchpoints'mulQplicaQon'& Technology& Consumeriza=on&& Emerging& Experience&
  24. 24. © DESIGN GROUP ITALIA Natural&Born&Storytellers& 29 Settembre 2014 24
  25. 25. Natural'Born'Storytellers& 25 Talk&to&me& Connected&objects&are&Natural&Born&Storytellers&YandY&meaningful&stories&might& be&created&with&the&right&combina%on&of&automa%c&contribu%ons&coming&from& objects’&sensors&with&“low&resistance”&/&commons&habits&from&humans.& Paola&Antonelli&
  26. 26. Natural'Born'Storytellers& 26 Talk&to&me& Connected&objects&are&usually&smart& enough&to&play&a&behavior.&For&example,& take&a&detec%on&(measure&something)& each&%me&that&a&trigger&is&ON,&or&a& picture&shot&every&X&minutes,&etc.& Automa%c&memories&are&very&powerful!& Who&actually&shot&this&pict?& Your&phone&has&chosen&the&light& exposi%on,&framed&and&focused&faces,& chose&the&perfect&moment&when&there& was&a&smile,&added&the&%mestamp,&the& GPS&posi%on,&prepared&everything&to&be& instantly&sharable&with&your&friend…&& Automa=c&memories…&
  27. 27. Natural'Born'Storytellers& 27 Talk&to&me& Fitness&bracelets&records&what&we&do& every&day.&This&extended&memory,& visualized&through&dashboard,&is&able&to& make&our&behavior&measurable&and& more&understandable.&& At&the&same&%me,&the&new&“automaQc,' visual'and'mathemaQcal”'language&of& “our”&memories&is&already&part&of&a& brand&new&storytelling.& Visualizing&informa=on&in&a& meaningful&way&is&already&a& first&picture&of&a&story.&
  28. 28. To&be&connected&is&the&“natural& state&of&mind”&for&any&object&
  29. 29. © DESIGN GROUP ITALIA IoT& 29 Settembre 2014 29
  30. 30. 30 Shaping&trust& The'Opportunity' Even&if&the&Internet&appears&ubiquitous,&s%ll&the&number& of&connected&objects&or&devices&is&vastly&inferior&to&those& which&are&not&connected.& & The&coming&revolu%on&will&raise&from&the&necessity&of& subs%tu%ng&everyday&objects&with&connected&ones,& making&these&more&intelligent&and&aware.& This&is&the& Internet'of'Things'
  31. 31. 31 Shaping&trust& The'Opportunity' Placing&an&object&in&a&pocket,&in&a&car,&on&a& desktop&or&in&customers’&homes&means&building& a&personal,'biUdirecQonal,'“alwaysUon”' communicaQon'channel.' & This&is&the&opportunity&provided&by&the& INTERNET&OF&THINGS.&
  32. 32. © DESIGN GROUP ITALIA Part&2:&Tools& 29 Settembre 2014 32
  33. 33. © DESIGN GROUP ITALIA Design&Laws&for&the&IoT& 29 Settembre 2014 33
  34. 34. 34 Inspired&by&Asimov& Every'object'must'know'STORIES& the&History&of&its&past&(how&it&is&made,&where&it& was&produced,&how&it&is&used)&and&its&future&(as& it&is&disassembled,&valued&in&its&parts,&recycled,& disposed&of).& & Laws for Makers&
  35. 35. 35 Every'object'must'be'SENTIENT& Every&object&should&know&something&about&the& world&around&it&through&sensors,&or&at&least& know&when&and&where&it&is&used.& Inspired&by&Asimov& Laws for Makers&
  36. 36. 36 Every'object'must'be'SOCIAL& Every&object&must&be&able&to&communicate&and& share&its&status&across&social&networks&used&by& humans,&"par%cipa%ng"&in&their&social& rela%onships.& Inspired&by&Asimov& Laws for Makers&
  37. 37. © DESIGN GROUP ITALIA Canvas&for&the&IoT& 29 Settembre 2014 37
  38. 38. 42 IoT&DESIGN& Emerging'new'categories'and'Canvas&
  39. 39. 43 IoT&DESIGN& It’s'all'about'People'&'Trust& Desired&Posi%oning& Actual&Posi%oning&
  40. 40. 44 IoT&DESIGN& It’s'all'about'People'&'Trust' SUPER&GADGETS& SUPPLY&CHAIN& MANTEINANCE&
  41. 41. 45 IoT&DESIGN& It’s'all'about'People'&'Trust' Technology/Opera%on&& Driven& Marke%ng/Campaign& &Driven&
  42. 42. 46 IoT&DESIGN& It’s'all'about'People'&'Trust& & 1.&Expression&of&Brand&values&in&space& 2.&Smart&use&of&tech&trends& 3.&Rela=on&instead&of&isolated&interac=on& & & BRAND&ADHERENCE& INTEGRATED&SYSTEM& CUSTOMER&ENGAGEMENT& BRAND&ADHERENCE&
  43. 43. 47 IoT&DESIGN& Build'Canvas'based'on'people'behaviors'trends'and'insights&
  44. 44. © DESIGN GROUP ITALIA RECAP& 29 Settembre 2014 48
  45. 45. © DESIGN GROUP ITALIA IoT&STORIES& 29 Settembre 2014 49
  46. 46. © DESIGN GROUP ITALIA To&be&connected&is&the&“natural& state&of&mind”&for&any&object&
  47. 47. © DESIGN GROUP ITALIA Placing&an&object&in&a&pocket,&in&a& car,&on&a&desktop&or&in&customers’& homes&means&building&a&personal,& biYdirec%onal,&“alwaysYon”& communica%on&channel.&
  48. 48. © DESIGN GROUP ITALIA “Connected&objects&are&natural& born&storytellers”&
  49. 49. © DESIGN GROUP ITALIA Every&Object&should…& Y&know&stories& Y&Be&sen%ent&& Y&Be&social&
  50. 50. © DESIGN GROUP ITALIA “Design&isn't&just&about&shapes&or& pixels&anymore.&& Design&is&the&process&that&shapes& product&behaviors,&communi%es,& companies&and&Yin&the&endY&builds& new&worlds.”&
  51. 51. © DESIGN GROUP ITALIA 55 DESIGN GROUP ITALIA Via Aleardo Aleardi 12 20154 Milano ITALIA tel. +39 02 58325272 234 West 39th Street New York, NY 10018 USA tel. +1 (718) 5771385 www.designgroupitalia.it Leandro&Agro’&/&@leeander& THANK YOU.& www.designgroupitalia.com&

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