Internet of Things – How to design for the people in the IoT

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

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

3
WHAT IS THE
INTERNET OF THINGS?

4
KEVIN KELLY:
THE NEXT 5,000 DAYS OF THE WEB (2007)
HTTP://YOUTU.BE/YDYCF4ONH5M

5
Database of things
We’ll see more and
more data about us,
our behaviours, our
environments, etc.
Data will come to us,
based on who we are

6
THE VISION:
The Internet will become
a transparent extension
to our everyday lives

7
A friend explained to his
8 year old about how he
grew up without computers.
His son asked…
‘Born Digital’ generation…

8
But, how did you get
on the Internet?
‘Born Digital’ generation…
A friend explained to his
8 year old about how he
grew up without computers.
His son asked…

9
The Internet is not limited
to computers or devices.
It is something far larger.

10
SO, WHAT IS
THE INTERNET OF THINGS?

11
INTERNET OF THINGS
THE EVOLUTION OF THE INTERNET

12
INTERNET OF THINGS
PHYSICAL OBJECTS ARE AUGMENTED WITH
SENSORS AND COMPUTING TECHNOLOGY,
AND CONNECTED TO THE INTERNET

13
INTERNET OF THINGS
THESE ‘THINGS’ – OR DEVICES – CAPTURE
DATA ON THE WORLD AROUND THEM AND
SHARE THEM THROUGH ONLINE SYSTEMS

14
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

15
WHAT’S BEEN HAPPENING
THIS YEAR?

16
Investing £140 million in world class research
on the infrastructure and cities of the future
UK GOVERNMENTBACKING
GOV.UK/GOVERNMENT/NEWS/BUDGET-2015-SOME-OF-THE-THINGS-WEVE-ANNOUNCED
ARQIVA.COM/OVERVIEWS/INTERNET-OF-THINGS/INTERNET-OF-THINGS-NETWORK/

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

18 REALWIRE.COM/REALRESOURCE.ASP,ARQIVA.COM
ARQIVA
£625 MILLION CONTRACT TO BUILD A
SMART METER NETWORK IN 10 UK CITIES

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

20
NATIONWIDE CONNECTIVITY
LOW POWER / BANDWIDTH / CONSUMPTION / COST

21
NATIONWIDE CONNECTIVITY
STARTING WITH 10 UK CITIES:
BIRMINGHAM, BRISTOL, EDINBURGH, GLASGOW, LEEDS,
LEICESTER, LIVERPOOL, LONDON, MANCHESTER, SHEFFIELD

22
SMART CITIES ARE
ON THEIR WAY…

23
…AND THEY ARE GOING
TO START BY SOLVING
PRACTICAL ISSUES…

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

29 FYBR-TECH.COM
PARKING
SAVE TIME, REDUCE STRESS
AND TRAFFIC CONGESTION

30 SLIDESHARE.NET/DANCLARKECCC/IO-T-FINAL-PUBLISH
CAMBRIDGE
CONNECTING PREVIOUSLY SEPARATE
NETWORKS AND SYSTEMS

31
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

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

35 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

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

37 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 HAPPENING

38
O’REILLY
ESSENTIAL READING IF YOU
WANT TO DESIGN IN THE IOT

39
§ 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

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

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

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

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

44 HIVEHOME.COM
HIVE ENTERS THE MARKET
A SMALL, INDEPENDENT COMPANY SETUP BY BRITISH GAS

45
USER-CENTRICAPPROACH
SPEND A HUGE AMOUNT OF TIME WITH
CUSTOMERS, UNDERSTAND WHAT THEY
WANT, THEN TRY TO PRODUCE THAT
HIVEHOME.COM

46
LET’S HAVE A LOOK AT THE
CONSUMER MARKET…

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

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

49
WEARABLES
BARCLAYS “BPAY” LINKED
WITH YOUR DIGITAL WALLET
TECHWEEKEUROPE.CO.UK/WORKSPACE/CONTACTLESS-PAYMENTS-TUBE-LONDON-BARCLAYCARD-152440

50
CONTACTLESS
OYSTER CARDS ARE A WELL
ESTABLISHED SOLUTION
HUFFINGTONPOST.CO.UK/ASA-CUSACK/WHY-NO-SOLUTION-TO-OYSTER_B_5829524.HTML

51
CONTACTLESS
LIFEHACKER.CO.UK/2014/09/16/TFL-CONTACTLESS-PAYMENTS-EVERYTHING-NEED-KNOW-LONDONS-NEW-SYSTEM
CONTACTLESS PAYMENT IS
GROWING IN POPULARITY

52
CONTACTLESS
GIZMODO.CO.UK/2014/09/OYSTER-CARDS-NOT-GETTING-THE-BOOT-SAYS-TFL/
NFC PHONES / MOBILE WALLETS
ARE BEING INTRODUCED TOO

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

54 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

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

56
SMART WATCHES
THIS YEAR APPLE AND GOOGLE ARE GOING HEAD TO HEAD
APPLE.COM,ANDROID.COM/WEAR

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

58
CONVERGING MARKETS – HARDWARE VS. PLATFORM
A COMPUTER OR ACCESSORY?
APPLE.COM,ANDROID.COM/WEAR

59 TECHCRUNCH.COM/GALLERY/THE-COMPLETE-GUIDE-TO-WEARABLE-JEWELRY/
JEWELLERY
SMART JEWELLERY, OR DUMB IDEAS? DO YOU WANT ONE?

60 HTTPS://VIMEO.COM/21387481
SPOTIFY BOX
CONCEPT PROJECT: RFID ‘TOKENS’
LINKED TO SPOTIFY PLAYLISTS

61 AMAZON.COM/OC/DASH-BUTTON
AMAZON DASH BUTTON
ADD SPECIFIC PRODUCTS TO YOUR
BASKET WITH ONE BUTTON PRESS

62 FRESH.AMAZON.COM/DASH
AMAZON DASH
BAR CODE SCANNING AND
VOICE COMMANDS TO ADD
PRODUCTS TO YOUR BASKET

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

64
WHAT’S HAPPENING OUTSIDE
OF THE CONSUMER MARKET?

65
FARMING
PBS.TWIMG.COM
MAXIMISE YIELD THROUGH
AUTOMATED WATERING SYSTEMS

66
ENERGY
ON.TED.COM/E0KQS
AUTOMATED WIND TURBINES FOR
EFFICIENT POWER GENERATION

67
AVIATION
ON.TED.COM/E0KQS
REDUCE UNSCHEDULED
MAINTENANCE AND DOWNTIME

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

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

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

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

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

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

75
POTENTIAL FOR CONTEXTUAL INTERACTIONS,
BUT ISSUES WITH RADIO CONSISTENCY,
BATTERY LIFE AND MAINTENANCE
CONSTRAINTS

76
ETHNOGRAPHIC STUDY AT MUSEUMS;
TO ASSESS WHERE BEACONS COULD
AUGMENT VISITOR EXPERIENCES
BEACON RESEARCH

77
BEHAVIOURAL PATTERNS AND PAIN POINTS WERE
CONSOLIDATED INTO AN EXPERIENCE MODEL….
BEACON RESEARCH

78
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

80
AUGMENT EXPLORE EXPERIENCES
WITH DEDICATED BEACONS AT
SPECIFIC LOCATIONS
‘EXPLORE’

81
AUGMENT ENGAGE EXPERIENCES
WITH DEDICATED BEACONS AT
SPECIFIC LOCATIONS
‘ENGAGE’

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

84 HTTPS://GOOGLE.GITHUB.IO/PHYSICAL-WEB/
GOOGLE’S PHYSICAL WEB
LOW-ENERGY BEACONS THAT BROADCAST URLs

85 GOOGLEBLOG.BLOGSPOT.CO.UK/2013/04/GOOGLE-NOW-ON-YOUR-IPHONE-AND-IPAD-WITH.HTML
GOOGLE NOW
CONTEXTUAL, PERSONALISED, INFORMATION

87
USER PROCESS
SYSTEM PROCESS
DEVICE DEVICE DEVICE DEVICEDEVICE

88
HOW DO YOU DESIGN
FOR THE PEOPLE IN
THE INTERNETOF THINGS?

89
THE DESIGN SCOPE
IS PHENOMENAL

90
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

91
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

92
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

93
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

95
THE #1 RULE
DESIGN PRODUCTS AND SERVICES
THAT SOLVE PAIN POINTS AND
ADD VALUE TO PEOPLE’S LIVES

97
UCD PLACES PEOPLE AT THE
HEART OF THE DESIGN PROCESS
IT FOCUSES ON MOTIVATIONS,
GOALS, BEHAVIOURS, NEEDS,
ATITTUDES,AND PAIN POINTS

98
UNDERSTAND USERS:
§ Behavioural observation
§ Contextual inquiry
§ Diary studies
§ Audience surveys
§ Depth interviews
§ Stakeholder workshops
§ Benchmarking
…and more!

99
DISTILL INTO DESIGN TOOLS:
§ Personas
§ Mental models
§ Journey maps
§ Experience maps
§ Scenarios & storyboards
§ Ideation
§ Lo-fi prototypes
…and more!

100
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…

101
DEVICE
DEVICE
DEVICE
DEVICE
DEVICE
IoT SYSTEM
GAIN A HOLISTIC
VIEW OF USERS…
BUT IN THE REAL WORLD…

102
DEVICE
DEVICE
DEVICE
DEVICE
DEVICE
IoT SYSTEM
GAIN A HOLISTIC
VIEW OF USERS…
BUT IN THE REAL WORLD…
BUT STILL –
UCD CAN BE USED TO
CREATE BETTER OUTCOMES

103
LETS APPLY UCD TO
THE INTERNET OF THINGS…

104 FLIC.KR/P/OFVF9Z
RESEARCH PROJECT
HOW CAN THE INTERNET OF THINGS
IMPROVE THE CUSTOMER EXPERIENCE
OF AIRPORT DEPARTURE JOURNEYS?

105
DEVICE
DEVICE
DEVICE
DEVICE
DEVICE
IoT SYSTEM
START WITH RESEARCH:
WE USED BEHAVIOURAL OBSERVATION
TO IDENTIFY CUSTOMER PAIN POINTS

106 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

107
THE COMPOUND EFFECT LEADS TO AN OVERALL
NEGATIVE EXPERIENCE, WHICH HARMS CUSTOMER
LOYALTY AND REPEAT BUSINESS

108
BY UNDERSTANDING PAIN POINTS YOU CAN MAKE
INFORMED DECISIONS ON HOW TO ADDRESS THEM

109
BEHAVIOURALOBSERVATION
‘WHAT WE DO, NOT WHAT WE SAY’
STRANGERTHANFICTION,COLUMBIAPICTURES

110
BEHAVIOURALOBSERVATION
YOU CAN USE ESTABLISHED TECHNIQUES LIKE
SHADOWING AND CONTEXTUAL INQUIRY,
WE USED MOBILE ETHNOGRAPHY…
STRANGERTHANFICTION,COLUMBIAPICTURES

111
NARRATIVE CLIP
‘PASSIVE’ WEARABLE CAMERA;
PICTURE EVERY 30 SECONDS
GETNARRATIVE.COM

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

113
EXPERIENCE FELLOW
‘ACTIVE’ APPROACH;
RECORD TOUCHPOINTS
AS THEY HAPPEN
EXPERIENCEFELLOW.COM

114
REVIEW EXPERIENCE MAP
AND IDENTIFY PAIN POINTS
EXPERIENCEFELLOW.COM
EXPERIENCE FELLOW

115
EVERYTHING
ON YOUR
HOLIDAY
EVERYTHING FROM
LEAVING HOME TO
HOLIDAY ARRIVAL
EVERYTHING FROM
INITIAL RESEARCH TO
HOLIDAY BOOKING
HOLIDAYDEPARTUREJOURNEYBUYSHOPRESEARCH
POST-TRAVELTRAVELBOOKING YOUR HOLIDAY

116
BOARDINGLOUNGESECURITYCHECK IN
ARRIVAL
AT AIRPORT
TRAVEL
TO AIRPORT
TRAVEL
6 STAGES IN THE DEPARTURE JOURNEY

117
BOARDINGLOUNGESECURITYCHECK IN
ARRIVAL
AT AIRPORT
TRAVEL
TO AIRPORT
TRAVEL
§ 6 PARTICIPANTS
§ CHRISTMAS / NEW YEARS TRAVEL
§ HEATHROW AIRPORT
§ ECONOMY CLASS
§ SHORT AND LONG HAUL

118
VISUAL NARRATIVE
6 UNIQUE PICTURE RECORDS OF THE JOURNEY
FROM LEAVING HOME TO BOARDING THE PLANE

119
EXPERIENCE MAPS
6 UNIQUE MAPS CHARTING THE HIGH
AND LOW POINTS OF THE JOURNEY

120
DEPTH INTERVIEWS
6 ONE-HOUR INTERVIEWS TO DISCUSS AND DRAW
OUT EXTRA INSIGHTS FROM EACH PARTICIPANT

121
PAIN POINTSANALYSED
A COMPREHENSIVE BREAKDOWN ON EVERY PAIN POINT,
WITH RECOMMENDATIONS ON HOW TO ADDRESS THEM…

123
P4 – THE MISSEDFLIGHT!
BOARDINGLOUNGESECURITYCHECK INARRIVAL AT AIRPORTTRAVEL TO AIRPORT

124
MISREAD HIS BOARDING PASS AND REALISED THAT
HIS DEPARTURE WAS FROM T5, NOT T2!

125
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

126
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

127
HE THEN FINDS OUT THAT HE NEEDS TO PAY AN
ADDITIONAL £120 IN FEES TO SWITCH FLIGHTS –
AGAIN, THE STAFF SHOW NO SYMPATHY

128
HE’S LEFT TO REFLECT ON HIS MISSED
FLIGHT AND SAYS HE “FEELS STUPID”

129
2 3
1 HOW COULD WE HAVE HELPED
THIS CUSTOMER TO AVOID THIS
DISASTER OF A JOURNEY?

130
P4 – THE OPTIMISEDJOURNEY
PROVIDE THE CUSTOMER WITH CONTEXTUAL, PREDICTIVE
NOTIFICATIONS: IF HE RECEIVED A WARNING WHEN 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

131
P4 – THE OPTIMISEDJOURNEY
PROVIDE THE CUSTOMER WITH CONTEXTUAL NOTIFICATIONS:
IF HE RECEIVED A WARNING WHEN TRAVELLING TO T2, SAYING
THAT HE NEEDED TO GO TO T5, AND HOW TO DO SO, HIS
WHOLE NEGATIVE EXPERIENCE WOULD HAVE BEEN AVOIDED
ANDROID.COM/WEAR,WIRED.COM/2015/03/BLIND-WILL-SOON-NAVIGATE-LONDON-TUBE-BEACONS

132
P1 – TERMINAL CHANGE AFTER SECURITY

133
P1 – TERMINALCHANGEAFTERSECURITY

134
HE WENT THROUGH CHECK-IN AND SECURITY,
AND THEN LEARNT THAT HIS FLIGHT WAS
TAKING OFF FROM T2, NOT T1

135
HE WAS TOLD THAT IT’S A 15 MINUTE
WALK TO T2, WHICH BUILT ANXIETY
ABOUT CATCHING THE FLIGHT ON TIME

136
HE DECIDED NOT TO FOLLOW THE CROWDS AND TO TRUST
THE SIGNAGE, BUT GOT LOST AND HAD TO BACKTRACK –
CAUSING SIGNIFICANT FRUSTRATION AND ANXIETY

137
HOW COULD WE HAVE
HELPED THIS CUSTOMER?

138
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

139
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

140
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

142
P2 – CHECK-INPING PONG

143
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)

144
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)

145
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)

146
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!

147
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!

148
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)

149
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.

150
HOW COULD WE HAVE
HELPED THIS CUSTOMER?

151
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

152
P2 – THE OPTIMISEDEXPERIENCE
1
1
1

153
AN ADDITIONAL LEVEL OF INSIGHT:
WE OVERLAID THE MAPS TO
REVEAL PAIN POINT PATTERNS...

154
COMPARINGTHEEXPERIENCES
EVERY PARTICIPANT SUFFERED A
NEGATIVE DROP IN THEIR EXPERIENCE
DURING THE TRAVEL–CHECK-IN PROCESS

155
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

156
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’)

157
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’)

158
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?

159
…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!

160
…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!

161
ANXIETY IS COMMON ABOUT MISSING YOUR FLIGHT:
MANAGE CUSTOMER EXPECTATIONS ABOUT THE TIME
THEY HAVE AVAILABLE…

162
…CONSIDER PERSONALISED ‘DELIGHTERS’ TO ENHANCE THE EXPERIENCE –
WE KNOW WHERE THEY ARE TRAVELLING TO, CAN WE PROVIDE DESTINATION
INFORMATION / GUIDES / OFFERS / ETC.?

164
…UNNECESSARY PAIN POINTS WERE
CAUSED BY A LACK OF REAL-TIME,
CONTEXTUAL, INTELLIGENT INFORMATION…

165
…AND THERE WAS NO DELIGHT!

166
THIS IS AN IDEAL BRIEF FOR AN IOT SOLUTION!
(AND WE’RE WORKING ON THIS NOW)

167
THIS IS AN IDEAL BRIEF FOR AN IOT SOLUTION!
(AND WE’RE WORKING ON THIS)

169
THE VISION:
The Internet will become
a transparent extension
to our everyday lives

170
DESIGN FOR THE PEOPLE IN
THE INTERNET OF THINGS

171
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 – How to design for the people in the IoT

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