The digital products and services we use are becoming increasingly more ‘clever’ and ‘smart’. But before we make bold claims about predicting our customers’ actions, we first start by anticipating them (guestimates). In a single day we create extensive footprints of data. For starters, there are the points we earn on store loyalty cards, the way we interact with Facebook, and our activity in Google products. Plus we can self-track almost everything from sleep to exercise to mood. These data sets prove valuable in making the services we use more personalised. But, taking that idea further, we can now make things even more relevant to our desires.
You will learn about:
Anticipatory services
Ambiently personalising products & services
Combining data to generate better personalisation
Examples of ambient personalisation in action
The uncanny valley of personalisation
The principals for making a great anticipatory service
Talk given at:
ConveyUX
You don't know me better than I know myselfoli shaw
We can track almost anything we want, and we are being tracked by others much more then we care to acknowledge, both in the digital realm and in the physical one. In the dark matter of the data shadows created from our tracked activities comes 'Ambient personalisation' and with it anticipatory services, not all these services are new, some we have been using and rely upon every day. What happens when our 'smart' things can anticipate our needs before we know what we want?.
Talk given at:
UCD2013 London
World Usability Day 2013 Bristol
What started off as a passing curiosity to alleviate the monotony of my long daily commute soon developed into a year long ‘lite’ anthropological study on the behavior of ‘sleepers’ on public transport. Through this study I have been looking at identifying the traits, behaviors and patterns of sleepers. What similarities could be found in the type of person that makes a ‘sleeper’? As well as the pros & cons of different sleeping methods and tactics.
A talk on 'Future Foods' both real and imagined. Which explores the glimpses of food from the futre in sci-fi films, contrasted with the reality of what is around and available to use today.
Presented at Pecha Kucha as part of Brighton Science Festival 2011
This is a keynote that I gave at the graduation ceremony for the IPA Search grads who had just completed Summer School 2012. It talks about why "Search" is the key to future success and why they should follow the SCORE principle.
You don't know me better than I know myselfoli shaw
We can track almost anything we want, and we are being tracked by others much more then we care to acknowledge, both in the digital realm and in the physical one. In the dark matter of the data shadows created from our tracked activities comes 'Ambient personalisation' and with it anticipatory services, not all these services are new, some we have been using and rely upon every day. What happens when our 'smart' things can anticipate our needs before we know what we want?.
Talk given at:
UCD2013 London
World Usability Day 2013 Bristol
What started off as a passing curiosity to alleviate the monotony of my long daily commute soon developed into a year long ‘lite’ anthropological study on the behavior of ‘sleepers’ on public transport. Through this study I have been looking at identifying the traits, behaviors and patterns of sleepers. What similarities could be found in the type of person that makes a ‘sleeper’? As well as the pros & cons of different sleeping methods and tactics.
A talk on 'Future Foods' both real and imagined. Which explores the glimpses of food from the futre in sci-fi films, contrasted with the reality of what is around and available to use today.
Presented at Pecha Kucha as part of Brighton Science Festival 2011
This is a keynote that I gave at the graduation ceremony for the IPA Search grads who had just completed Summer School 2012. It talks about why "Search" is the key to future success and why they should follow the SCORE principle.
This is a mock strategic planning presentation aimed at young advertising planners, or those who want to get in. It aims to show the thought process/provide a structure when writing planning presentations.
It's a spot of desk research allied to a bit of thinking - something designed to show how research (of many kinds) and a bit of lateral thinking can lead to an interesting brand positioning/media thinking, even for a seemingly straightforward category.
As mentioned in the presentation, it's just a starter for ten - primarily for wannabe/junior planners to read and write their own.
NB: I don't work for or on any Unilever business.
Strategic design tools - patterns, frameworks and principlesoli shaw
Presented at UX Scotland June 2013.
"This talk covers how to create a strategic vision for a product / service, and then take that vision though a series of strategic design tools to guide its journey though production to release.
We will cover:
What strategic design is and why its important
How to create design principals for a project which can be used to aid feature ideas, prioritisation and design
Working with stakeholders to translate solutions back into requirements
Frameworks for collaborative design"
The following slides are a second brief excerpt of a 60 minute keynote I’m giving at Eurosonic Noorderslag, Europe’s most important live music industry conference. This set outlines two innovative models: Spotify and Sellaband
We live in modern times, witchcraft has been replaced by technologically magical products and service whose appearance is as alluring as our expectations of how we can use them. The more utopian the products and service we use become the less we need to understand how they work, which is fine, until something goes wrong and you need to get it working again.
The Art of Interviewing is part of our 'This Is How We Do It Series'. This is for you if you want to undertake interviews that give you rich insight into what people actually do, not just what they say they do. This presentation will also help you plan, conduct and capture interviews as well as give you some insights into different interview techniques.
Planners and strategists are wonderful people but we are all tempted by sin from time to time. Here are the seven greatest sins of the planner right now
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
How To Stretch Your Money During the Coronavirus EpidemicSamuel Albert
During recessions, money is always scarce and jobs are difficult to find. It is therefore important that you find ways to stretch your money during those difficult economic times.
Start Working & Earning Online
Discover how to become an 'Online Assistant' and get paid to do freelance work, tasks & projects from home on behalf of companies.
3 Ways to Keep Your Business from Dying | Affinity Agency LennyRichardson1
When it comes to Digital Marketing, there are 3 specific techniques that all businesses should be using to stay alive. Read this free eBook to find out the 3 techniques.
Multiply delivers relevant jobs from around the web to a single dashboard. Start today for free. Multiply delivers relevant jobs from around the web to a single dashboard
Building and Scaling a Fintech Startup by Trusting your GutAltar.io
We see iconic entrepreneurs use their intuition to succeed every day – Richard Branson, Bill Gates, Oprah Winfrey.
But knowing when to trust your gut is, I believe, something every entrepreneur struggles with from time to time.
If this is you, I think you’re going to like this conversation with fintech founder, Jan-Philipp Kruip, founder of FitSense, a B2B health and fitness fintech startup.
After I made the decision to turn my financial crisis around, I began to ask myself some valuable questions.
The first question being, "Why is it that most people do not make it?"
With all the wealth that still exists, why is it that so few people get to be successful?
What is going on that limits us to sharing in only a fraction of this country's wealth, and what can we do about it.
The other thing I was very curious about was why there are some people that start with nothing and become millionaires, some people even in their early 20s, and there Some people in their 30s, 40s or 50s.
There is no age limit for financial success. But there are other people who seem much more intelligent, often with a higher education, that in terms of achieving financial success, fail and their lives are filled with hard work and struggle.
What is the difference between the two? Is it luck that has some people acquire wealth, perhaps they buy more lotto tickets? Do they marry into money, or inherit it? Or is there a bit more to it?
Let us then look at the "success formula" that most people have been following. That of going to school, getting a good education and then working long and hard until retirement.
It is interesting to note people following this formula, which is nearly 96% of the population the ones who generally by the age of 65 end up dead, dead broke pension or need the family to support them.
Being broke is temporal, being poor can become permanent if not properly checked.
Nobody becomes broke by accident, it happens by our actions or inaction. As you know, not taking action in itself is an action.
I guarantee you that if you read this book to the end and follow the principles laid out, you will eternally divorce poverty out of your life.
What right do I have to write a book like this? I have been broke to the point of breaking into two. I know what it means to be on the other side of the financial fence.
However, after applying the same principles I have written here, I have completely won the fight.
I want to congratulate you for picking this book, I know it will go down in the sand of time as a turning point in your financial life.
This is a mock strategic planning presentation aimed at young advertising planners, or those who want to get in. It aims to show the thought process/provide a structure when writing planning presentations.
It's a spot of desk research allied to a bit of thinking - something designed to show how research (of many kinds) and a bit of lateral thinking can lead to an interesting brand positioning/media thinking, even for a seemingly straightforward category.
As mentioned in the presentation, it's just a starter for ten - primarily for wannabe/junior planners to read and write their own.
NB: I don't work for or on any Unilever business.
Strategic design tools - patterns, frameworks and principlesoli shaw
Presented at UX Scotland June 2013.
"This talk covers how to create a strategic vision for a product / service, and then take that vision though a series of strategic design tools to guide its journey though production to release.
We will cover:
What strategic design is and why its important
How to create design principals for a project which can be used to aid feature ideas, prioritisation and design
Working with stakeholders to translate solutions back into requirements
Frameworks for collaborative design"
The following slides are a second brief excerpt of a 60 minute keynote I’m giving at Eurosonic Noorderslag, Europe’s most important live music industry conference. This set outlines two innovative models: Spotify and Sellaband
We live in modern times, witchcraft has been replaced by technologically magical products and service whose appearance is as alluring as our expectations of how we can use them. The more utopian the products and service we use become the less we need to understand how they work, which is fine, until something goes wrong and you need to get it working again.
The Art of Interviewing is part of our 'This Is How We Do It Series'. This is for you if you want to undertake interviews that give you rich insight into what people actually do, not just what they say they do. This presentation will also help you plan, conduct and capture interviews as well as give you some insights into different interview techniques.
Planners and strategists are wonderful people but we are all tempted by sin from time to time. Here are the seven greatest sins of the planner right now
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
How To Stretch Your Money During the Coronavirus EpidemicSamuel Albert
During recessions, money is always scarce and jobs are difficult to find. It is therefore important that you find ways to stretch your money during those difficult economic times.
Start Working & Earning Online
Discover how to become an 'Online Assistant' and get paid to do freelance work, tasks & projects from home on behalf of companies.
3 Ways to Keep Your Business from Dying | Affinity Agency LennyRichardson1
When it comes to Digital Marketing, there are 3 specific techniques that all businesses should be using to stay alive. Read this free eBook to find out the 3 techniques.
Multiply delivers relevant jobs from around the web to a single dashboard. Start today for free. Multiply delivers relevant jobs from around the web to a single dashboard
Building and Scaling a Fintech Startup by Trusting your GutAltar.io
We see iconic entrepreneurs use their intuition to succeed every day – Richard Branson, Bill Gates, Oprah Winfrey.
But knowing when to trust your gut is, I believe, something every entrepreneur struggles with from time to time.
If this is you, I think you’re going to like this conversation with fintech founder, Jan-Philipp Kruip, founder of FitSense, a B2B health and fitness fintech startup.
After I made the decision to turn my financial crisis around, I began to ask myself some valuable questions.
The first question being, "Why is it that most people do not make it?"
With all the wealth that still exists, why is it that so few people get to be successful?
What is going on that limits us to sharing in only a fraction of this country's wealth, and what can we do about it.
The other thing I was very curious about was why there are some people that start with nothing and become millionaires, some people even in their early 20s, and there Some people in their 30s, 40s or 50s.
There is no age limit for financial success. But there are other people who seem much more intelligent, often with a higher education, that in terms of achieving financial success, fail and their lives are filled with hard work and struggle.
What is the difference between the two? Is it luck that has some people acquire wealth, perhaps they buy more lotto tickets? Do they marry into money, or inherit it? Or is there a bit more to it?
Let us then look at the "success formula" that most people have been following. That of going to school, getting a good education and then working long and hard until retirement.
It is interesting to note people following this formula, which is nearly 96% of the population the ones who generally by the age of 65 end up dead, dead broke pension or need the family to support them.
Being broke is temporal, being poor can become permanent if not properly checked.
Nobody becomes broke by accident, it happens by our actions or inaction. As you know, not taking action in itself is an action.
I guarantee you that if you read this book to the end and follow the principles laid out, you will eternally divorce poverty out of your life.
What right do I have to write a book like this? I have been broke to the point of breaking into two. I know what it means to be on the other side of the financial fence.
However, after applying the same principles I have written here, I have completely won the fight.
I want to congratulate you for picking this book, I know it will go down in the sand of time as a turning point in your financial life.
A summary of consumer attitudes and feelings during the period of social distancing during the COVID-19 pandemic.
Over a few days between the 26th and 31st of March, Now or Never got on the phone, hosted video chats and WhatsApp conversations with 12 interesting people in the UK, US and Canada to learn about how they were responding to the changes impacting their day to day lives.
We talked to them about their new routines, what they were enjoying about them, the new challenges they might be creating, how they are thinking and feeling at this time as well as how they might be imagining this will impact their future behaviour.
We touched on their home life, finances, work, family, health, travel, politics, news and brands that have recently stood out to them. While we may not have carried out the most scientific study, we believe we learned more than any online survey could have told us about their thoughts and feelings.
The summary of which is here for you to see and share as you wish.
Millions of people set off on their own unique entrepreneurial journeys every year. Business Strategy Review charts the experience of 5 London Business School Alumni: Justin Waghray (MiM2012), Shivani Parmar (MBA2012), Esin Akan (EMBALJ2013), Ravi Sinha (MBA2011) and Abhishek Carodia (MBA2012).
This was first published in Business Strategy Review Volume 24. Issue 3-2013. Subscribe today to receive your quarterly copy delivered to your home or work place. http://bit.ly/BSR-subscribe
I gave this presentation at the EASPD´s conference in October 2019. Presentation is about taking benefits of digital opportunities to give new tools to employees and better services to customers.
Start Working & Earning Online
Discover how to become an 'Online Assistant' and get paid to do freelance work, tasks & projects from home on behalf of companies.
Various tasks & projects available for you to choose from
Totally flexible - set your own working hours
Work from home or anywhere with an internet connection
Suitable for any age, ability or background
Before you get burned you should pay close attention to the following tips. These might well save you from wasting time, and money chasing the wrong dream
Top 5 Indian Style Modular Kitchen DesignsFinzo Kitchens
Get the perfect modular kitchen in Gurgaon at Finzo! We offer high-quality, custom-designed kitchens at the best prices. Wardrobes and home & office furniture are also available. Free consultation! Best Quality Luxury Modular kitchen in Gurgaon available at best price. All types of Modular Kitchens are available U Shaped Modular kitchens, L Shaped Modular Kitchen, G Shaped Modular Kitchens, Inline Modular Kitchens and Italian Modular Kitchen.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
5. LIVING SERVICES
@olishaw
My focus in recent years has been around 'Living services'...in particular I’ve been exploring and experimenting with a few
key questions
6. What is our relationship to
the invisible systems which
power these services?
@olishaw
7. How are these services
learning about us, and
personalising themselves
to our needs?
@olishaw
9. DESIGN CHALLENGES TODAY
http://www.flickr.com/photos/10247381@N02/10414030285/
Designers already face a number of challenges to overcome...
Designing products and services today has an exponential amount of challenges to overcome from kick-off to delivery,
there is a mountain of technological devices where the experience can be had, there is an ever increasing amount of
content to be navigated and consumed.
10. RESPONSIVE,
ADAPTIVE, AGNOSTIC,
AND SOON
ANTICIPATORY
IN SOME CASES HAVING
AMBIENT ATTRIBUTES.
Being a designer today demands that your work is appropriately considerate of: Responsive, adaptive, agnostic, and soon
anticipatory in some cases ambient attributes.
11. “The future is already
here - it's just not
evenly distributed”
William Gibson
With my work, and in general, I spend a lot of time thinking and exploring the future. To expand on the quote “The future is
already here – it's just not evenly distributed” (William Gibson),
12. http://www.flickr.com/photos/35434449@N08/5837104559/
“The future is already
here - it's just not
evenly distributed”
http://www.flickr.com/photos/54450095@N05/9690003914/
http://www.flickr.com/photos/35434449@N08/6101048472/
While we have been so distracted by wearables, glassholes and self-driven cars, there has been a much more profound
future which has inserted itself into our lives.
13. ANTICIPATORY SERVICES &
AMBIENT PERSONALISATION
@olishaw
So to todays focus: Anticipatory services & Ambient personalisation.
14. THE OBVIOUS PERSPECTIVE:
BIG DATA & ANALYTICS
There is an obvious perspective on anticipatory services, which is from the view of technology, which inevitable goes in to
the topics of data analytics, big data and such.
I can happily talk to you about algorithms and sensors, in fact come an chat to me latter if you are interested in this area...
15. LENSES OF ‘HUMAN’ & ‘DESIGN’
http://www.flickr.com/photos/51324001@N05/4817484054/
but there is another perspective, that of the design view, from the human point of view...
17. “Just do it for me”
“It just works”
“I’m lazy”
“Ain’t got time for that”
What I hear a lot of common views with regards to products and technology is:
"it just works", "Just do it for me", "I'm Lazy"
and generally everyone is so busy with life they "ain't got time for that"
And the answer to these questions?
18. ‘SMART’
Lets make it ‘smart’ - smart tvs, smart phones, smart websites, smart apps...
19. SMART FRIDGE...
Lets start with the smart fridge, the thing we so often love to hate on. A smart fridge will do any number of
features, however the question I always find my self asking is where should the 'smart' live in this process?
Zooming out, what is the motivation, need or behavior here?
I need to eat, I need to have food in my house to feed myself... if this is the challenge/issue why is a fridge
the answer?
20. 1. NEED FOOD
2. CHOOSE FOOD
3. ORDER FOOD
?
7. CHOOSE FOOD
8. PREPARE FOOD
examining the process:
I dispose of waste food
I eat food
I prepare food
I choose what to eat
I store food
I purchase food
I order food
I choose food
I desire food?
why not
6. STORE FOOD
9. EAT FOOD
5. BUY FOOD
10. DISPOSE WASTE FOOD
21. Where should the
‘smart’ live?
why can the smart not live in another area, other then a smart fridge?
22. QS SERVICE
DIET SERVICE
SMART GROCERY STORE
?
RECIPE FINDER APP
SMART KITCHEN
SMART COOKER
SMART BANK
SMART FORK
should it live in:
The place I choose food? Do I want to cook or take-out?
Is it from my online grocery store?
is it in the fridge, the cooker, my iPad where I have a cook book?
is it the whole kitchen?
is it my quantified self tracker as I eat the food, suggesting what and when I should eat next?
or is it the smart bin, which know what I have thrown out, and orders more
SMART BIN
23. WHY SHOULD SMART LIVE IN
THE FRIDGE?
Why should the smart live in the fridge?
Do I want X talking to X?
What happens when they disagree?
How should the smart work together?
Who is the leader?
24. INVISIBLE SYSTEMS
POWERING THE SMART
When you get into it, it becomes more about the design of the relationship we have with these living services,
these smart systems which are already becoming part of our lives.
But so much of what makes these services is actually invisible to the user...
32. If you pay an extra
£50 a month you’ll
end your mortgage
3 years early
MORTGAGE
Say I have a mortgage, I login to my mortgage service, it offers me a suggestion; that if I pay an extra £50 a
month overpayment on my mortgage I could pay it off 3 years earlier. And you know, I’ll consider that and I
might just do it, more then that I'd be happy with the service making that suggestion to me.
33. If you pay an extra
£50 a month you’ll
end your mortgage
3 years early
MORTGAGE
Looking at your current
account, you could spend £50
a month less on Dominos Pizza
and put it towards
your mortgage
Take the same scenario an push it a bit further, I have a mortgage, the service suggest I pay an extra £50 a
month, but this time the service goes a bit further, the service has in the background reviewed my current
account and has identified that I’m regularly spending money on dominos pizza, its seen that I’m ordering
once or twice a week. Using this insight the service has suggested that I could have one less take away from
dominos each week, I'd have that £50 to put towards my mortgage. In essence the service is now telling me
that I could be better spending my money on my Mortgage then on a ‘luxury’ of a pizza each week. In
principle this suggestion is coming from a place of good, I probably shouldn’t be eating so much take out
and if I can pay my mortgage off fast I probably should.
34. DO I WANT THE
SERVICE MAKING THAT
SUGGESTION TO ME?
But do I want the service making that suggestion to me?
Take it a step further still, say I agree with the service and I let it know that I’ll not spend on pizza and put it
towards my mortgage. Now its late one evening; I decide that ‘you know what… to hell with it’, I’ll get a pizza, but
then the order is declined, the payment won’t go though the service has decided that I shouldn’t be ordering
pizza, which I had agreed with and it is ‘helping me’ by preventing me!!!!.
Now I need an override button, but you know that it isn’t going to be easy to find, all in the name of helping me,
help myself.
35. CAR INSURANCE
Say I’m a young driver and my insurance is astronomically high, how about a service which can offer you
cheaper insurance based on how you as an individual actually drive, a good way of bringing your car
insurance cost down.
36. [video of Ingenie advert]
The Ingenie ‘black box’ as they call it can monitor how you drive: including speed, acceleration, breaking and
cornering.
So what happens when they map this with GPS tracking, they can know if you where speeding and probably
much more then that. What happens then, do they automatically report you to the police, and the first thing
you know about it is a speeding fine through the post? Or if your and your black box where to be involved in
an accident it will create a new layer of detail to the crime scene model, yet this will only cover the
telematics and not necessarily the whole picture of the accident.
37. You know theres an ideal
role coming up for you...
CHANGING JOBS
How about if LinkedIn could predict when you where unhappy and potentially looking to change jobs, what
if it could make some helpful suggestion on which companies where likely to be interested in someone with
your skills and experience, better then that they have recently had a few people leave in similar roles so its
likely that they might be looking and then the service helps you contact the right person to enquire about a
job.
38. CHANGING JOBS
Here is a chart of who is
most likely to leave:
But turn that round and look at it from an employers perspective, LinkedIn provide a service to companies in
which it will give them a chart showing the employees which have been scored and are most likely to be
looking to leave, sometimes even before the fully realise themselves.
40. How about if Facebook could use it’s analysis of your actions on the site to anticipate when you where likely to
breakup with your partner?
41. “Too much change in too short
a period of time”
Alvin Toffler
But…As soon as we have fully realised the necessary infrastructure, these plausible futures will rocket
forwards advancing our lives at such a speed we won't have enough time to; understand or learn the
systems.
Alvin Toffler wrote about this very notion in his book Future Shock, he described it as "too much change in
too short a period of time".
42. EMOTIONS OF
PERSONALISATION
@olishaw
As designers there is a much greater challenge ahead of us. It moves far beyond the creation of the UI of a product or the
experience design of a service. Smart services, ambiently personalise themselves to us.
Designers need to consider the emotional aspects of what it means to have a service personalised to the individual.
44. UNCANNY VALLEY OF PERSONALISATION
surprisingly helpful
I don't mind you knowing
I want you to know
I don’t want you to know
How do you know that?
@olishaw
uncanny valley of personalisation:
I want you to know
I don't mind you knowing
I don't want you to know/share that
How the hell do you know that?
delight & surprise
45. RELEVANT
CREEPY
Where is the line between a useful relevant service and one, which has more similarities to something creepy
and like a stalker?
46. ADVICE
PARENTING
Where is the line between a service that advises and a service that parents you?
Are these services going to be more like Butlers who stand back when not needed, keep’s your secrets and
makes suggestions for you to act on or ignore as you see fit.
Or are these services going to be more like parents who remove decision from our control, who act on our
behalf in our best interest without consulting us, like an authoritative figure in our lives?
48. WE ARE TRANSITIONING
THE RELATIONSHIPS OUR
USERS ARE HAVING WITH
THESE SERVICES, SYSTEMS
& MACHINES.
@olishaw
We need to remember that through our designs we are transitioning the relationships our users are having
with these; services, systems and machines.
49. SERVICES WHICH CAN:
ANTICIPATE, ADAPT &
AUTOMATICALLY MAKE
DECISIONS FOR THEM
@olishaw
In which our users are forced to experience new and complex emotions, as they’re now faced with a service
that can anticipate their needs, adapt to their situation and in some cases automatically make decisions on
their behalf.
50. CHOICE IS
REPLACED
BY TRUST
@olishaw
and choice is replaced by trust.
From a brand perspective, the future is looking very interesting...as trust is a key attribute for almost every
brand
51. BRAND TRUST: WHAT IF...
APPLE DID BANKING?
VOLVO DID HEALTHCARE?
LV DID TAKE-OUT DINNERS?
What if..?
The more the services learn about us, the more personalised they can become, and the more we need to
have trust in them.
52. Data leaks will become much more of an issue for brands to contend with.
53. Especially when they contain enough information about us to anticipate very personal things
56. But what happens when is less obvious? Like with these harmless adverts on bins...
57. Data including the "movement, type, direction, and speed of unique devices"
was recorded from smartphones that had their Wi-Fi on.
It can record Movement, type direction and speed of a unique device
58. "It provides an unparalleled insight into the past behavior of
unique devices -- entry/exit points, dwell times, places of
work, places of interest, and affinity to other devices -- and
should provide a compelling reach data base for predictive
analytics (likely places to eat, drink, personal habits etc.),"
which can reveal places of work, places of interest, affinity to other devices (people) and can lead to predictions
about personal habits!
59. "as some of the technology we will
be testing will be on the boundaries
of what is regulated and discussed it
is our intention to discuss it publicly”
Renew London CEO Kaveh Memari
at the discretion of the companies
61. MELTING POT OF
SENSORS, ANALYTICS,
MACHINE VISION, BIG
DATA, ALGORITHMS
AND MORE.
@olishaw
To design the next and future waves of services, we need to invest the time to learn how this new technology
works. Living services will be a melting pot of sensors, analytics, machine vision, big data, algorithms and
more.
62. UTOPIA OR
DYSTOPIA
@olishaw
There is a clear utopian vision of what personalisation can do for us as individuals, but there are also a very
real dystopian consequences to what this personalisation ability opens the door to.
In this beginning of a design future thesis, I have explored some speculative thoughts, partly because right
now we are not quite over the technology hump of having connected information flowing between systems
and services. But…As soon as we have fully realised the necessary infrastructure, these plausible futures will
rocket forwards advancing our lives at such a speed we won't have enough time to; understand or learn the
systems.
63. WE ARE AT A CRITICAL MOMENT
IN THE DESIGN FIELD
http://www.flickr.com/photos/13858287@N06/6123997285/
As designers I believe we are inside a critical moment in our field.
The products and services we are creating are becoming complex beyond the point of understanding, the
algorithms which will power a lot of the ‘smart’ in these services is becoming so complicated no one person
can understand it.
64. DESIGNER’S
RESPONSIBILITY
@olishaw
•
Make sure that the ability of “decision’’ is still in their control
•
That they understand of the value and potential applications of the information they are sharing or that
they’re generating with these new services
We need to better design how our users navigate these new relationships with the living services of
tomorrow and beyond.
65. WHAT QUALITIES
SHOULD BE IN
OUR DESIGNS?
@olishaw
We need to be considering how we can represent quality like:
66. ETIQUETTE FOR PERSONALISED SERVICES
@olishaw
Our design language needs to advocate a new form of etiquette for these personalised services. We don’t
want another Clippy, who didn’t even know when to keep silent.
68. “Ambient commerce is about
consumers turning over their
trust to the machine.”
Ebay’s Head of Strategy - John Sheldon
When consumers are no longer having to think about what the should chose, traditional marketing becomes
less relevant,
instead consumer decision is based on which company is providing the best service which really ‘gets them’,
the services which really ‘knows what I'm into’. What I want, when I want it, maybe even before I do.
69. AMBIENT SELECTION
NO DECISIONS NEEDED
The consumers don’t have to make choices any more, there ambiently selected by the service on behalf of
the user.
70. ‘The data made
me do it!’
@olishaw
As I consider the coming era of living, thinking, automated services, when the phrase “the data made me do it” is a
valid rational.
71. TRUSTING SO MUCH
WE CAN’T TELL
WHEN IT’S WRONG
Weather it’s making decisions for us or we are trusting it so much we cant tell when it is wrong.
73. DESIGN THE
RELATIONSHIP
NOT JUST THE UX/UI
@olishaw
Anticipatory services and products which ambiently personalise themselves to you have much bigger design questions to
consider then what is the right message to send you [google now, you need to leave…]. There are questions around how
much it should reveal it knows about you - uncanny valley
Design the relationship, not just the UI or touch points