Internet of Things – Designing for the People in the IoT (Nov)

James Bailey
November 2015
DESIGNING FOR THE PEOPLE
IN THE INTERNET OF THINGS

2
JAMES BAILEY
IoT and UX Consultant at Bunnyfoot
BORN ANALOGUE
Before the the Internet
FASCINATED BY TECHNOLOGY
The developments, applications,
and convergent opportunities
FASCINATED BY PEOPLE
MA Interaction Design -> Bunnyfoot
-> Internet of Things (IoT)
QUICK INTRODUCTION

3
WHAT IS THE
INTERNET OF THINGS?

4
INTERNET OF THINGS:
AN EXTENSION OF THE INTERNET

5
INTERNET OF THINGS:
PHYSICAL OBJECTS ARE AUGMENTED WITH
SENSORS AND COMPUTING TECHNOLOGY,
AND ARE CONNECTED TO THE INTERNET

6
INTERNET OF THINGS
THESE ‘THINGS’ – OR DEVICES – CAPTURE
DATA ON THE WORLD AROUND THEM AND
SHARE THEM THROUGH ONLINE SYSTEMS

7
USER PROCESS
SYSTEM PROCESS
DEVICE DEVICE DEVICE DEVICEDEVICE
§ BILLIONS OF DEVICES WILL BE
COLLECTING, SHARING, AND
PROCESSING DATA ONLINE
§ EACH DEVICE IS AN INDIVIDUAL
§ THEY ARE CONNECTED
THROUGH ONLINE SYSTEMS
§ I BELIEVE THEY SHOULD SERVE
THE NEEDS OF PEOPLE

8
A LOT HAS HAPPENED THIS YEAR
(TOO MUCH TO COVER HERE)
BUT SOME AREAS OF INTEREST…

9
Investing £140 million in world class research
on the infrastructure and cities of the future
UK GOVERNMENT BACKING IOT
GOV.UK/GOVERNMENT/NEWS/BUDGET-2015-SOME-OF-THE-THINGS-WEVE-ANNOUNCED
ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS-NETWORK/

10 REALWIRE.COM/REALRESOURCE.ASP, ARQIVA.COM
ARQIVA
INFASTRUCTURE BEHIND UK TV, RADIO, SATELLITE, WIRELESS

11 REALWIRE.COM/REALRESOURCE.ASP, ARQIVA.COM
ARQIVA
£625 MILLION CONTRACT TO BUILD
A UK SMART METER NETWORK, USING…

12 SIGFOX.COM
SIGFOX
PROVIDES THE TECHNOLOGY NEEDED FOR A GLOBAL NETWORK
OF CONNECTED DEVICES (€100 MILLION INVESTED IN FEB 2015)

13
STARTING WITH 10 UK CITIES:
BIRMINGHAM, BRISTOL, EDINBURGH, GLASGOW, LEEDS,
LEICESTER, LIVERPOOL, LONDON, MANCHESTER, SHEFFIELD

14 RECOMBU.COM/DIGITAL/ARTICLE/SMART-ENERGY-SYSTEMS-NEST-HIVE-EVOHOME-HEAT-GENIUS-OWL-TADO-SALUS-IT500-COSY_M13058.HTML
SMART METERS ARE COMING

15
SMART CITIES ARE
ON THEIR WAY…

16
…AND THEY ARE GOING
TO START BY SOLVING
PRACTICAL ISSUES…

17 ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS/

21 FYBR-TECH.COM
SMART PARKING
TO SAVE TIME, REDUCE STRESS
AND TRAFFIC CONGESTION

22 GOOGLE.COM/SELFDRIVINGCAR/
DRIVERLESS CARS
STILL SOME WAY OFF,
BUT THEY’RE ON THEIR WAY

23 SLIDESHARE.NET/DANCLARKECCC/IO-T-FINAL-PUBLISH
CAMBRIDGE
WANT TO CONNECT PREVIOUSLY
SEPARATE NETWORKS AND SYSTEMS

24
The guiding principles highlight
the importance of building
services around customer needs.
BSIGROUP.COM/EN-GB/SMART-CITIES/SMART-CITIES-STANDARDS-AND-PUBLICATION/PAS-181-SMART-CITIES-FRAMEWORK

25 BSIGROUP.COM/EN-GB/SMART-CITIES/SMART-CITIES-STANDARDS-AND-PUBLICATION/PAS-181-SMART-CITIES-FRAMEWORK

28 SLIDESHARE.NET/SLIDESHOW/EMBED_CODE/45706232
BIRMINGHAM SMART HACK
CONCEPT:
USE DATA ON FOOD WASTAGE (RESTAURANTS, ETC.)
AND MATCH THIS WITH NEARBY HOMELESS SHELTERS
TO ARRANGE DELIVERIES

29 IOT.LONDON
IOT LONDON
MONTHLY MEETUP TO SHOWCASE, LEARN, AND NETWORK

30 IOT.THEBLN.COM/2015/03/NON-PROBLEMS-LONGER-PROBLEMS-IOT-ALEX-DESCHAMPS-SONSINO
IOT 15
MARCH CONFERENCE: AROUND 200 ATTENDEES;
A REAL SPOTLIGHT ON WHAT’S BEEN HAPPENING

31
2015.UCDUK.ORG
UCD 2015
OCTOBER CONFERENCE: TAKING A USER-CENTRIC
VIEW OF THE IOT, BIG DATA, AI, AND MUCH MORE

32
O’REILLY
ESSENTIAL READING IF YOU
WANT TO DESIGN IN THE IOT

33
§ Deploying IoT at scale
§ Understanding industrial design
§ Prototyping experience for connected products
§ User experience and predictive device behaviour
§ Interusability: Designing a coherent system UX
§ Lessons from architecture school
O’REILLY
ONLINE CONFERENCE

34 MAKESPACE.ORG
CAMBRIDGE MAKESPACE
SUPPORTING “MAKER” CULTURE BY
PROVIDING ACCESS TO MATERIALS,
TOOLS, AND LIKE-MINDED PEOPLE

35 MAKESPACE.ORG/2014/04/MAKESPACE-THE-FIRST-YEAR / COMEHOMETOCOSY.COM
“COSY” SMART THERMOSTAT:
FROM PROTOTYPE TO PRODUCT IN 4 MONTHS

36 COMEHOMETOCOSY.COM
EVEN IN JUST 4 MONTHS THEY
INCLUDED CUSTOMER RESEARCH
AND REAL HOME TESTING

37 NEST.COM/UK
COMPETITION IS HEATING UP!
NEST – THE FAMOUS $3.2 BILLION SUCCESS STORY

38 HIVEHOME.COM
HIVE ENTERS THE MARKET
A SMALL, INDEPENDENT COMPANY (SETUP BY BRITISH GAS)…

39
USER-CENTRIC APPROACH
SPEND A HUGE AMOUNT OF TIME WITH
CUSTOMERS, UNDERSTAND WHAT THEY
WANT AND TRY TO PRODUCE THAT
HIVEHOME.COM

40
LET’S HAVE A LOOK AT THE
CONSUMER MARKET…

41 FITBIT.COM/UK/FLEX
WEARABLES
THE BIG IOT THING OF LAST YEAR:
MONITOR YOUR HEALTH AND FITNESS

42 MICROSOFT.COM/MICROSOFT-BAND/EN-GB/PARTNERS/STARBUCKS
WEARABLES
INTRODUCING NEW FEATURES:
CONTACTLESS PAYMENT
(MICROSOFT AND STARBUCKS)

43
WEARABLES
BARCLAYS “BPAY” LINKED
WITH YOUR DIGITAL WALLET
TECHWEEKEUROPE.CO.UK/WORKSPACE/CONTACTLESS-PAYMENTS-TUBE-LONDON-BARCLAYCARD-152440

44
CONTACTLESS
OYSTER CARDS ARE A WELL
ESTABLISHED SOLUTION
HUFFINGTONPOST.CO.UK/ASA-CUSACK/WHY-NO-SOLUTION-TO-OYSTER_B_5829524.HTML

45
CONTACTLESS
LIFEHACKER.CO.UK/2014/09/16/TFL-CONTACTLESS-PAYMENTS-EVERYTHING-NEED-KNOW-LONDONS-NEW-SYSTEM
CONTACTLESS PAYMENT IS
GROWING IN POPULARITY

46
CONTACTLESS
GIZMODO.CO.UK/2014/09/OYSTER-CARDS-NOT-GETTING-THE-BOOT-SAYS-TFL/
NFC PHONES / MOBILE WALLETS
ARE BEING INTRODUCED TOO

47 DISNEYWORLD.DISNEY.GO.COM/PLAN/MY-DISNEY-EXPERIENCE/BANDS-CARDS/
DISNEY’S “MAGIC BAND”: A $1 BILLION
INVESTMENT IN CUSTOMER EXPERIENCE
WEARABLES

48 LONDON.KIDZANIA.COM/
KIDZANIA: CHILD-SIZED CITY FOR KIDS TO TRY OUT
REAL LIFE ROLE-PLAY ACTIVITIES; RFID BRACELETS
FOR SECURITY, IDENTIFICATION, AND MESSAGES
WEARABLES

49 KICKSTARTER.COM/PROJECTS/597507018/PEBBLE-TIME-AWESOME-SMARTWATCH-NO-COMPROMISES
IT ALL ‘KICKSTARTED’ WITH PEBBLE
($20,338,986 PLEDGED MAR 2015)
SMART WATCHES

50
SMART WATCHES
THIS YEAR APPLE AND GOOGLE ARE GOING HEAD TO HEAD
APPLE.COM,ANDROID.COM/WEAR

51 APPLE.COM/WATCH/APP-STORE-APPS/
THEIR POTENTIAL?
CONTEXTUAL, PERSONALISED, AND INTELLIGENT INFORMATION

52
CONVERGING MARKETS – HARDWARE VS. PLATFORM
A COMPUTER OR ACCESSORY?

53 TECHCRUNCH.COM/GALLERY/THE-COMPLETE-GUIDE-TO-WEARABLE-JEWELRY/
SMART JEWELLERY
OR DUMB IDEAS?

54 HTTPS://VIMEO.COM/21387481
SPOTIFY BOX
CONCEPT PROJECT: RFID ‘TOKENS’
LINKED TO SPOTIFY PLAYLISTS –
DO CONSUMERS WANT THIS?

55 AMAZON.COM/OC/DASH-BUTTON
AMAZON DASH BUTTON
ADD SPECIFIC PRODUCTS TO YOUR BASKET WITH
ONE BUTTON PRESS – SOLVING A PAIN POINT?

56 FRESH.AMAZON.COM/DASH
AMAZON DASH
BAR CODE SCANNING AND
VOICE COMMANDS TO ADD
PRODUCTS TO YOUR BASKET –
GETTING MORE PRACTICAL!

57 FLIC.KR/P/ACLIFJ
SHOPPING ON THE GO
ORDER FROM THE TRAIN PLATFORM;
DELIVERED WHEN YOU GET HOME

58
WHAT’S HAPPENING OUTSIDE
OF THE CONSUMER MARKET?

59
FARMING
PBS.TWIMG.COM
MAXIMISE YIELD THROUGH
AUTOMATED WATERING SYSTEMS

60
ENERGY
ON.TED.COM/E0KQS
AUTOMATED WIND TURBINES FOR
EFFICIENT POWER GENERATION

61
AVIATION
ON.TED.COM/E0KQS
REDUCE UNSCHEDULED
MAINTENANCE AND DOWNTIME

62 YOUTU.BE/NYPDNGL1HCO
TRANSPORT
MONITOR SERVICE STATUS AND
PERFORMANCE, FAULT WARNINGS,
AND EQUIPMENT DEGREDATION

63 MCLAREN.COM/APPLIEDTECHNOLOGIES/CASE-STUDY/EKOFISK
OIL RIGS
REALTIME DATA FROM DRILLING HEADS;
SIMULATIONS HELP TO PREDICT THE EFFECTS

64 SLIDESHARE.NET/SLIDESHOW/EMBED_CODE/45700462
FACTORIES
CUSTOMISED CARS –
AUTOMATIC CONFIGURATION
OF ASSEMBLY LINE TOOLS

66 ESTIMOTE.COM
BEACONS
WIRELESS DEVICES THAT TRANSMIT A RADIO SIGNAL,
TYPICALLY RECEIVED BY YOUR MOBILE

67 WIRED.COM/2015/03/BLIND-WILL-SOON-NAVIGATE-LONDON-TUBE-BEACONS

68
POTENTIAL FOR CONTEXTUAL INTERACTIONS,
BUT ISSUES WITH RADIO CONSISTENCY AND
POWER VS. BATTERY LIFE, AND MAINTENANCE
CONSTRAINTS

69 PAYPAL.CO.UK/BLOG/INTRODUCING-PAYPAL-BEACON-A-NEW-SIGNAL-FOR-RETAIL/
PAYPAL’S BEACON
CONTACTLESS PAYMENTS FROM
YOUR MOBILE PHONE – USEFUL?

70 WIRED.COM/2015/03/BLIND-WILL-SOON-NAVIGATE-LONDON-TUBE-BEACONS
AT BUNNYFOOT
WE USED BEACONS TO DIRECT
GUESTS TO OUR OFFICE

71
BEHAVIOURAL OBSERVATION AT MUSEUMS,
TO ASSESS WHERE BEACONS COULD
AUGMENT VISITOR EXPERIENCES
BEACON RESEARCH

72
BEHAVIOURAL PATTERNS AND PAIN POINTS WERE
CONSOLIDATED INTO AN EXPERIENCE MODEL….
BEACON RESEARCH

73
BEHAVIOURAL PATTERNS AND PAIN POINTS WERE
CONSOLIDATED INTO AN ECOSYSTEM MODEL FOR
POTENTIAL DIGITAL / NON-DIGITAL SERVICES
BEACON RESEARCH
PLANNING THE VISIT
TO THE MUSEUM
LOOKING UP
HIGHLIGHTS
FINDING EXISTING
ITINERARIES
RECALLRESTENGAGEEXPLOREPLAN
POST-VISITDURING VISITPRE-VISIT
GETTING YOUR
BEARINGS
DISCOVER WHAT’S
ON OFFER
CHOOSING WHERE
TO GO
ENGAGING WITH
ITEMS IN DEPTH
READING AND
LEARNING
TAKING PHOTOS
FINDING RESTING
POINTS
FINDING FOOD AND
DRINKS
TOILET VISITS
RECALL AND
REMINISCE
SHARING WITH
FRIENDS AND
FAMILY

75
AUGMENT EXPLORE EXPERIENCES
WITH DEDICATED BEACONS AT
SPECIFIC LOCATIONS
‘EXPLORE’

76
AUGMENT ENGAGE EXPERIENCES
WITH DEDICATED BEACONS AT
SPECIFIC LOCATIONS
‘ENGAGE’

77
GOOGLE’S VISION FOR
BEACONS…

78 HTTPS://GOOGLE.GITHUB.IO/PHYSICAL-WEB/
PHYSICAL WEB
LOW-ENERGY BEACONS THAT BROADCAST URLs:
NO NEED FOR APPS; OBJECTS HAVE A WEBSITES;
BUILD UPON ESTABLISHED INTERNET BEHAVIOURS

79SLIDESHARE.NET/YIIBU/IMAGINING-THE-PHYSICAL-WEB
PHYSICALWEB – HOW COULD IT WORK?

80
SLIDESHARE.NET/YIIBU/IMAGINING-THE-PHYSICAL-WEB

81

82

84
HOW DO YOU DESIGN
FOR THE PEOPLE IN
THE INTERNET OF THINGS?

85
THE DESIGN SCOPE
IS PHENOMENAL

86
THE DESIGN SCOPE
IS PHENOMENAL
TELECOMMUNICATIONS
MINING
BROADCAST
HEALTHCARE
COMPUTING
SUPPORT SERVICES
BANKING
LEISURE GOODS
EDUCATION
ENERGY
LEISURE GOODS
UTILITIES
PUBLISHING
HOUSEHOLD GOODS
MEDIA
REAL ESTATES
TRAVEL & LEISURE
CONSTRUCTION
SCHOOLS
FINANCIAL SERVICES
ELECTRONICS
FOOD RETAILERS
TRANSPORT
TECHNOLOGY
AUTOMOBILES
SOFTWARE SERVICES
PHRAMACEUTICALS
GENERAL RETAILERS
OIL & GAS
FARMINGPUBLIC SECTOR

87
THE DESIGN SCOPE
IS PHENOMENAL
MOBILE PHONES
AUDIO SYSTEMS
HOME APPLIANCES
TRAIN STATIONS
OFFICES
SMART WATCHES
SPORTS EQUIPMENT
BUSES
WEARABLES
SMART METERS
HOME APPLIANCES
DIY & TOOLS
BICYCLES & MOTORBIKES
TELEVISION
SHOES & TRAINERS
MUSICAL INSTRUMENTS
TABLETS
LIGHTING
JEWELLERY
CARS & VEHICLES
CAMERAS
MACHINERY
PUBLIC SPACES
COMPUTERS
HOME SECURITY SYSTEMS
KITCHEN PRODUCTS
TOYS & GAMES
SUPERMARKETS
BEACONS
TRAINS

88
THE DESIGN SCOPE
IS PHENOMENAL
PRODUCT DESIGN
DATABASES
CONTEXT
SYSTEM ARCHITECTURE
SERVICE DESIGN
INTERACTION DESIGN
USER EXPERIENCE
CUSTOMER EXPERIENCE
INDUSTRIAL DESIGN
ENGINEERING
PROGRAMMING
SOFTWARE DESIGN
NETWORKS
USER INTERFACE
VALUE PROPOSITION
APPS
PLATFORMS
ARCHITECTURE
INTEROPERABILITY
AFFORDANCES
ECOSYSTEMS
SECURITY
VISUAL DESIGN
HARDWARE
ACTORS
PRIVACY
TOUCHPOINTS
DATA
STAKEHOLDERS
MATERIALS & RESOURCES
LIFE CYCLE
SUPPORTMAINTENANCE
INTERUSABILITY

89
THE DESIGN SCOPE
IS PHENOMENAL
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATA
DATADATA
DATA
DATA
DATA

91
THE #1 RULE
DESIGN PRODUCTS AND SERVICES
THAT SOLVE PAIN POINTS AND
ADD VALUE TO PEOPLE’S LIVES

93
UCD PLACES PEOPLE AT THE
HEART OF THE DESIGN PROCESS
IT FOCUSES ON OUR GOALS,
BEHAVIOURS, ATTITUDES,
NEEDS, PAIN POINTS, ETC.
IT VALIDATES EVERY DESIGN
DECISION WITH REAL USERS

94
§ Users
§ Activities
§ Environment
§ Objects, technlogy, data
§ Interactions
§ Service components
RESEARCH:
UNDERSTAND USERS
START YOUR IoT RESEARCH
LOOKING AT ‘CONTEXT OF USE’

95
RESEARCH:
UNDERSTAND USERS
Observe natural behaviour
§ Mobile ethnography
§ Behaviour mapping
Longitudinal
§ Diary studies
§ Experience audit
Interviews
§ Contextual inquiry / intercept
§ Depth interview

96
MODEL:
CREATE DESIGN TOOLS
1. Journey maps
2. Experience maps
3. Behaviour maps
4. User groups
5. Activities
6. Personas
7. Mental models
DISTILL YOUR RESEARCH
INTO TANGIBLE ASSETS:

97
MODEL:
CREATE DESIGN TOOLS
DEFINE ‘USER REQUIREMENTS’.
THESE GUIDE ALL SUBSEQUENT
DESIGN ACTIVITIES…
THE MOST IMPORTANT BEING
YOUR IOT SERVICE FRAMEWORK

98
RESEARCH MODEL ARCHITECT DESIGN OPTIMISE
…THEN GO ON TO CREATE
THE SOLUTION THEY NEED
DEVICE
DEVICE
DEVICE
DEVICE
DEVICE
IoT SYSTEM
GAIN A HOLISTIC
VIEW OF USERS…

99
DEVICE
DEVICE
DEVICE
DEVICE
DEVICE
IoT SYSTEM
GAIN A HOLISTIC
VIEW OF USERS…
SOMETIMES, IN THE REAL WORLD…

100
DEVICE
DEVICE
DEVICE
DEVICE
DEVICE
IoT SYSTEM
GAIN A HOLISTIC
VIEW OF USERS…
SOMETIMES, IN THE REAL WORLD…
BUT STILL –
UCD WILL LEAD TO BETTER DESIGN
DECISIONS AND SOLUTIONS

101
LETS APPLY UCD TO
THE INTERNET OF THINGS…

102 FLIC.KR/P/OFVF9Z
RESEARCHPROJECT
HOW CAN THE INTERNET OF THINGS
IMPROVE THE CUSTOMER EXPERIENCE
OF AIRPORT DEPARTURE JOURNEYS?

103
DEVICE
DEVICE
DEVICE
DEVICE
DEVICE
IoT SYSTEM
OBSERVE NATURALBEHAVIOUR
TO IDENTIFY PAIN POINTS

104 HTTPS://FLIC.KR/P/2H6EA9
PAIN POINTS?
NOTABLE MOMENTS OF FRUSTRATION, ANXIETY,
AND OTHER NEGATIVE EMOTIONS CAUSED BY
THE SYSTEMS AND PROCESSES WE INTERACT WITH

105
THE COMPOUND EFFECT LEADS TO AN OVERALL
NEGATIVE EXPERIENCE, WHICH HARMS CUSTOMER
LOYALTY AND REPEAT BUSINESS

106
BY UNDERSTANDING PAIN POINTS YOU CAN MAKE
INFORMED DECISIONS ON HOW TO ADDRESS THEM

107
NARRATIVE CLIP
‘PASSIVE’ WEARABLE CAMERA;
PICTURE EVERY 30 SECONDS
GETNARRATIVE.COM

108 GETNARRATIVE.COM
NARRATIVE CLIP
REVIEW THE TIMELINE
WITH THE PARTICIPANT

109
EXPERIENCE FELLOW
‘ACTIVE’ APPROACH;
RECORD TOUCHPOINTS
AS THEY HAPPEN
EXPERIENCEFELLOW.COM

110
REVIEW EXPERIENCE MAP
AND IDENTIFY PAIN POINTS
EXPERIENCEFELLOW.COM
EXPERIENCE FELLOW

111
EVERYTHING
ON YOUR
HOLIDAY
EVERYTHING FROM
LEAVING HOME TO
HOLIDAY ARRIVAL
EVERYTHING FROM
INITIAL RESEARCH TO
HOLIDAY BOOKING
HOLIDAYDEPARTUREJOURNEYBUYSHOPRESEARCH
POST-TRAVELTRAVELBOOKING YOUR HOLIDAY

112
BOARDINGLOUNGESECURITYCHECK IN
ARRIVAL
AT AIRPORT
TRAVEL
TO AIRPORT
TRAVEL
6 STAGES IN THE DEPARTURE JOURNEY

113
BOARDINGLOUNGESECURITYCHECK IN
ARRIVAL
AT AIRPORT
TRAVEL
TO AIRPORT
TRAVEL
§ 6 PARTICIPANTS
§ HEATHROW AIRPORT
§ ECONOMY CLASS
§ SHORT AND LONG HAUL

114
VISUAL NARRATIVE
6 UNIQUE PICTURE RECORDS OF THE JOURNEY
FROM LEAVING HOME TO BOARDING THE PLANE

115
EXPERIENCE MAPS
6 UNIQUE MAPS CHARTING THE HIGH
AND LOW POINTS OF THE JOURNEY

116
DEPTH INTERVIEWS
6 ONE-HOUR INTERVIEWS TO DISCUSS AND DRAW
OUT EXTRA INSIGHTS FROM EACH PARTICIPANT

117
PAIN POINTS ANALYSED
A COMPREHENSIVE BREAKDOWN OF EVERY PAIN POINT,
WITH RECOMMENDATIONS ON HOW TO ADDRESS THEM…

119
P4 – THE MISSEDFLIGHT!
BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT

120
MISREAD HIS BOARDING PASS AND REALISED THAT
HIS DEPARTURE WAS FROM T5, NOT T2!

121
2 3
1
MISREAD HIS BOARDING PASS AND REALISED THAT
HIS DEPARTURE WAS FROM T5, NOT T2. HE NEEDED
IMMEDIATE ADVICE ON THE QUICKEST WAY TO
TRAVEL BETWEEN TERMINALS

122
OFFICIALLY MISSED THE BAG DROP BY 5 MINUTES
AND IS UNABLE TO CONTINUE HIS JOURNEY – THE
COMPLETE LACK OF SYMPATHY FROM THE STAFF
MADE HIM FEEL EVEN WORSE

123
HE THEN FINDS OUT THAT HE NEEDS TO PAY AN
ADDITIONAL £120 IN FEES TO SWITCH FLIGHTS –
AGAIN, THE STAFF SHOW NO SYMPATHY

124
HE’S LEFT TO REFLECT ON HIS MISSED
FLIGHT AND SAYS HE “FEELS STUPID”

125
2 3
1 HOW COULD WE HAVE HELPED
THIS CUSTOMER TO AVOID THIS
DISASTER OF A JOURNEY?

126
P4 – THE OPTIMISEDJOURNEY
PROVIDE THE CUSTOMER WITH CONTEXTUAL, PREDICTIVE
NOTIFICATIONS: IF HE RECEIVED A WARNING WHILST TRAVELLING
TO T2, SAYING THAT HE NEEDED TO GO TO T5, AND HOW TO DO
SO, HIS DISASTER OF A JOURNEY WOULD HAVE BEEN AVOIDED

127
P1 – TERMINAL CHANGE AFTER SECURITY

128
P1 – TERMINALCHANGE AFTERSECURITY

129
HE WENT THROUGH CHECK-IN AND SECURITY,
AND THEN LEARNT THAT HIS FLIGHT WAS
TAKING OFF FROM T2, NOT T1

130
HE WAS TOLD THAT IT’S A 15 MINUTE
WALK TO T2, WHICH BUILT ANXIETY
ABOUT CATCHING THE FLIGHT ON TIME

131
HE DECIDED NOT TO FOLLOW THE CROWDS AND TO TRUST
THE SIGNAGE, BUT GOT LOST AND HAD TO BACKTRACK –
CAUSING SIGNIFICANT FRUSTRATION AND ANXIETY

132
HOW COULD WE HAVE
HELPED THIS CUSTOMER?

133
MANAGE THE CUSTOMER’S EXPECTATIONS BY PROVIDING ADVANCE WARNING:
REMIND HIM WHICH TERMINAL HE NEEDS TO CHECK-IN AND FLY FROM, HOW TO
TRAVEL BETWEEN TERMINALS, AND HOW LONG THE TRANSIT TIME WILL BE.
HE CAN THEN MANAGE HIS TIME AND IT WILL AVOID UNNECESSARY STRESS

134
AT THE RIGHT STAGE IN THE JOURNEY PROVIDE CONTEXTUAL HELP – A COMBINATION
OF PHYSICAL SIGNAGE AND VIRTUAL STEP-BY-STEP DIRECTIONS ON HOW TO TRAVEL
BETWEEN TERMINALS, AND HOW LONG IT WILL TAKE. ALSO PROVIDE REASURRANCE
THAT HE WILL MAKE HIS FLIGHT ON TIME

135
AT THE RIGHT STAGE IN THE JOURNEY PROVIDE CONTEXTUAL HELP –
LIKE A MAP AND STEP-BY-STEP DIRECTIONS ON HOW TO TRAVEL
BETWEEN TERMINALS AND HOW LONG IT WILL TAKE; ALSO PROVIDE
REASURRANCE THAT HE WILL MAKE HIS FLIGHT ON TIME

137
P2 – CHECK-IN PING PONG

138
EASY TO IDENTIFY CHECK-IN THANKS TO THE SIGNAGE,
BUT UNFORTUNATELY ZONES F AND G ARE DOWN THE
OTHER END OF THE TERMINAL (IT’S A LONG WALK)

139
EASY TO IDENTIFY CHECK-IN THANKS TO THE SIGNAGE,
BUT UNFORTUNATELY ZONES F AND G ARE DOWN THE
OTHER END OF THE TERMINAL (IT’S A LONG WALK)

140
1
1
1
HE WAS FRUSTRATED TO FIND LARGE QUEUES AND NO
SIGNAGE FOR BRONZE CLUB MEMBERS. HE WAS THEN
TOLD BY STAFF THAT HIS CHECK-IN WAS BACK DOWN
THE OTHER END OF THE TERMINAL (ZONE B OR D)

141
1
1
1
ZONE D HAD A MASSIVE QUEUE, SO HE TRIED ZONE B,
BUT THIS WAS EMPTY AND THERE WERE NO STAFF.
WHEN HE MANAGED TO FIND AN ATTENDANT HE WAS
TOLD THAT ZONE B HAD JUST BEEN CLOSED!

142
1
1
1
ZONE D HAS A MASSIVE QUEUE, SO HE TRIES
ZONE B, BUT IT IS EMPTY AND THERE ARE NO
STAFF. WHEN HE FINDS AN ATTENDANT HE IS
TOLD THAT ZONE B HAS JUST BEEN CLOSED!

143
HE ASKED THE ATTENDANT IF HE COULD CHECK-
IN USING THE BUSINESS CLASS GATE AND HE
WAS HAPPY TO BE TOLD “YES”. UNFORTUNATELY
HE NEEDED TO WALK BACK TO ZONE H (AGAIN)

144
HE ASKS ATTENDANT IF HE CAN CHECK-IN USING
THE BUSINESS CLASS GATE AND IS HAPPY TO BE
TOLD YES. UNFORTUNATELY HE NEEDS TO WALK
BACK TO ZONE H.

145
HOW COULD WE HAVE
HELPED THIS CUSTOMER?

146
P2 – THE OPTIMISEDEXPERIENCE
JUST BEFORE THE CUSTOMER ARRIVES AT THE TERMINAL (IN THIS CASE BY TAXI)
NOTIFY HIM WHICH ZONE HE NEEDS TO CHECK-IN FROM; THE TAXI DRIVER CAN
THEN DROP HIM OFF AT THE APPROPRIATE ENTRANCE, SAVING HIM WALKING TIME

147
P2 – THE OPTIMISEDEXPERIENCE
1
1
1

148
ADDITIONAL LEVEL OF INSIGHT:
WE OVERLAID ALL THE MAPS TO
REVEAL PAIN POINT PATTERNS...

149
COMPARINGTHEEXPERIENCES
EVERY PARTICIPANT SUFFERED A
NEGATIVE DROP IN THEIR EXPERIENCE
DURING THE TRAVEL–CHECK-IN PROCESS

150
THEY WERE ALL GOING ON HOLIDAY! WE SHOULD BE
LOOKING FOR WAYS TO ENHANCE THEIR EXPERIENCE
AND BUILD EXCITEMENT. THEIR PAIN POINTS COULD
HAVED BEEN EASILY AVOIDED THROUGH REAL-TIME,
CONTEXTUAL INFORMATION

151
SURPRISINGLY, NONE OF THE PARTICIPANTS HAD A NEGATIVE EXPERIENCE GOING
THROUGH SECURITY. THIS WAS THANKS TO A COMBINATION OF CONSIDERED
AIRPORT SIGNAGE AND EFFICIENT PROCESSES… AND A GENERAL LOW
EXPECTATION OF THE PROCESS (‘JUST PUT UP WITH IT’ AND ‘GET IT OVER WITH’)

152
SURPRISINGLY, NONE OF THE PARTICIPANTS HAD A NEGATIVE EXPERIENCE
GOING THROUGH SECURITY – THANKS TO A COMBINATION AIRPORT
SIGNAGE AND EFFICIENT PROCESSES, AND A GENERAL LOW EXPECTATION
OF THE PROCESS (‘JUST PUT UP WITH IT’ AND ‘GET IT OVER WITH’)

153
CUSTOMERS REALLY SHOULD BE ENJOYING THIS STAGE IN
THEIR JOURNEY – THEY’RE GOING ON HOLIDAY! TIME PERHAPS
FOR SOME SHOPPING AND A BIT OF FUN BEFORE BOARDING?

154
…BUT THERE WAS A LACK OF SEATING; LIMITED RECHARGE POINTS;
PUSHY SALES STAFF; Wi-Fi ACCESS AFTER PROVIDING YOUR EMAIL;
FLIGHT DELAYS; UNKNOWN TRANSIT TIME TO THE BOARDING GATE;
AND LAST MINUTE REQUESTS TO CHECK-IN HAND LUGGAGE!

155
…BUT THERE WAS A LACK OF SEATING; LIMITED RECHARGE POINTS;
PUSHY SALES STAFF; Wi-Fi ACCESS AFTER PROVIDING YOUR EMAIL;
FLIGHT DELAYS; UNKNOWN TRANSIT TIME TO THE BOARDING GATE;
AND LAST MINUTE REQUESTS TO CHECK-IN HAND LUGGAGE!

156
ANXIETY IS COMMON ABOUT MISSING YOUR FLIGHT:
MANAGE CUSTOMER EXPECTATIONS ABOUT THE TIME
THEY HAVE AVAILABLE…

157
…CONSIDER PERSONALISED ‘DELIGHTERS’ TO ENHANCE THE EXPERIENCE–
WE KNOW WHERE THEY ARE TRAVELLING TO, CAN WE PROVIDE DESTINATION
INFORMATION / GUIDES / OFFERS / ETC.?

159
…UNNECESSARY PAIN POINTS WERE
CAUSED BY A LACK OF REAL-TIME,
CONTEXTUAL, INTELLIGENT INFORMATION…

160
…AND THERE WAS NO DELIGHT!

161
THIS IS AN IDEAL BRIEF FOR AN IOT SOLUTION!
(AND WE’RE WORKING ON THIS NOW)

162
THIS IS AN IDEAL BRIEF FOR AN IOT SOLUTION!
(AND WE’RE WORKING ON THIS)

164
SMART METERS / CITIES / CARS
THEY’RE ON THEIR WAY

165
SMART WATCHES
THEY’RE ALREADY HERE

166
INDUSTRIAL INTERNET
PBS.TWIMG.COM
WAY AHEAD OF THE CONSUMER MARKET

167 ESTIMOTE.COM
BEACONS
ARE GETTING VERY INTERESTING – KEEP AN EYE ON GOOGLE

168
USER PROCESS
SYSTEM PROCESS
DEVICE DEVICE DEVICE DEVICEDEVICE
THE DESIGN SCOPE
IS PHENOMENAL

169
DESIGN FOR THE PEOPLE IN
THE INTERNET OF THINGS

170
THE #1 RULE
DESIGN PRODUCTS AND SERVICES
THAT SOLVE PAIN POINTS AND
ADD VALUE TO PEOPLE’S LIVES

JAMES.BAILEY@BUNNYFOOT.COM
THANK YOU!

Internet of Things – Designing for the People in the IoT (Nov)

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