The document discusses the rise of "living services" as a result of the digitization of everything and changing customer expectations. Living services are tailored to individuals, evolve in real time based on learning, and are proximate through technologies like wearables. For businesses to succeed with living services, they will need to reconfigure their organizations, embrace continuous design and research, and design with data and the human experience in mind. This represents a transformation for both brands and the impact on design.

1. THE ERA OF
LIVING SERVICES
Vision Bristol –May 2016

2. LIVING SERVICES
ARE THE RESULT
OF TWO FORCES

3. THE DIGITIZATION OF EVERYTHING
AND
LIQUID EXPECTATIONS

4. CUSTOMER EXPECTATIONS
ARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES

5. CUSTOMER EXPECTATIONS
ARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
Services that directly compete with yours
DIRECT COMPETITORS

6. CUSTOMER EXPECTATIONS
ARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
DIRECT COMPETITORS
EXPERIENTIAL COMPETITORS
Services that ( partially ) replace the need for yours

7. CUSTOMER EXPECTATIONS
ARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES
DIRECT COMPETITORS
EXPERIENTIAL COMPETITORS
Services that change customer expectations – and raise them for yours
PERCEPTUAL COMPETITORS

8. WEB &
INTERNET
2000
MOBILITY
2010s
LIVING
SERVICES
WE’VE COME A
LONG WAY
1990s

9. LIVING?
• They are tailored and live around the individual –
flex to meet each person’s needs and
preferences
• They evolve: They constantly learn more about
our needs, intents, preferences, and change in
real time
• They are very proximate to us in the environment
– think wearables and nearables

10. WHY NOW?
• Growth of connected devices
• Sensors
• Network connectivity
• The cloud
• Big Data
• Evolution of UI
• Consumer expectations

11. HOW WILL LIVING
SERVICES CHANGE
OUR LIVES?
Simplify: Automate decisions and actions, and reduce
friction
Disrupt: Enable radical change – from reactive to
proactive, from population-based to personal, from utility
to beloved service
Learning: from what we do, powered by data and
analytics
Environments: not industries

13. OUR HOMES
OUR BODIES
OUR FAMILIES
OUR EDUCATION
OUR WORK
OUR TRANSPORT
OUR FINANCES
OUR SHOPPING

14. OUR HOMES
WHERE WILL WE EXPERIENCE THEM?
• Managing energy
• Ordering supplies
• Security
• Environment
• Entertainment
• Our diaries
• Location and status updates
• Budgeting
• The home will be a key battleground
Amazon Echo; Apple HomeKit; Novi; Nest

15. OUR BODIES
WHERE WILL WE EXPERIENCE THEM?
• Fitness and dietary advice
• Training
• Illness diagnostics
• Personal health diary
• Remote care for at risk people
• Trend to taking greater responsibility
Kiqplan; Withings; HAPIfork; Bellabeatt

16. FJORD FIDO
MANAGING DIABETES

17. HOW CAN BUSINESS ADDRESS
LIVING SERVICES?

18. KNOW
YOUR CUSTOMER
01

19. FLEX
YOUR TECHNOLOGY
02

20. DESIGN…
IN ORDER TO KNOW AND FLEX
03

21. BECAUSE THEY WILL BE
DESIGNED AROUND
INDIVIDUALS

22. HOW TO DO THIS?

23. CROSS
ORGANISATIONAL
CHANGE: LIVING
OPERATIONS?
If Living Services change in real time…
• Implication is that there needs to be concerted operation
changing behind them
• Radical shifts in organisational culture may be required
• Silos and efficiency for its own sake will yield to flexibility
• And higher local autonomy
• Evolution at customer speed
• Tackle complexity (touchpoints, sensors, data)
Google Cardboard

24. AIM FOR NOTHING
LESS THAN
TRANSFORMATIONAL
SERVICES
• Top down reconfiguration
• Driven by need to flex and know, growing fusion of roles –
CMO and CIO and rise of CXO
• Living Services enable transformation rather than just
service, or experience
• This is at the top of economic value

25. EMBRACE
CONTINUOUS
DESIGN AND
DESIGN RESEARCH
• Gear the business to constantly follow customer journeys
• Plan for frequent updates to user experience
• Understand your customers and anticipate their needs
• Bottom up reconfiguration too…
• Those tasked with design, build and product development
will need to fuse different skills with an understanding of
data management
• Build on trust: living brands
Withings Pulse

26. FOUR STATES OF
DIGITAL TRANSFORMATION
VOLATILITY
LEVELOFDIGITALIZATION
SOLID
Bricks and mortar
incumbents
LIQUID
Media
GAS
OTT players and
digital platform owners
PLASMA
Web disrupters

27. A BRAVE NEW WORLD
FOR BRANDS?

29. BUT THE DUNBAR MAP
IS DIFFERENT FOR EACH PERSON
SO…
PREPARE TO ATOMISE

30. TO MAKE YOUR
BRAND FEEL ALIVE
• Provide just the right services on cue
• Build aware platforms
• A world of brand plugs and sockets
• Brands let go of control – embrace co-production
• Digital treaties and alliances
• Operate across organizational boundaries – internal
and external
• Understand the limits of your reach and trust
• Living brands

31. THE IMPACT ON DESIGN

32. DESIGN WITH
DATA IN MIND
THE IMPACT ON DESIGN
• User and context
• Capture granular behaviour
• Map the appropriate content in real time
• Aim to correctly anticipate intent
• Means that components need to be very
granular too
• To be constructed into tailored responses
• Achieve continuous service change

33. DESIGN FOR HUMAN
BANDWIDTH
THE IMPACT ON DESIGN
• Bodies become controller and interface
• Children expect environments to be interactive
• As natural user interfaces grow (NUIs) consider the
body as a device
• What are the quickest and most reliable ways to
upload/download data?
• In changing context? Eg running, working, driving
• Seek to create digital habits based on physical routine
• Philips/Emotiv ALS project demonstrates this

34. HUMAN TO
MACHINE BODY
LANGUAGE
THE IMPACT ON DESIGN
• Human to machine body language felt through
- gestures
- intent
- face speed
• Potential for gesture conflict
• Voice (and other) privacy concerns
• Design to match mental mechanics:
system one and system two
Mercedes
Mercedes

35. THANK YOU
FJORDNET.COM @FJORD #LIVINGSERVICES @FJORDMARK