Can invisible also be amazing? Designing fluid and connected experiences. Fjord @mobilize in San Francisco September 2011 presented by Fjord CEO Olof Schybergson. For more information: www.fjordnet.com Twitter @fjord

1. CAN INVISIBLE ALSO BE AMAZING?
Designing fluid and connected experiences
Mobilize, September 26th 2011
Olof Schybergson, CEO, Fjord
@fjord @olof_s

2. WHAT WE DO AT FJORD
…or how to summarize 10 years and 1,000 projects into one slide
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3. WE DESIGN LEADING CROSS-PLATFORM SERVICES
We work with leading companies in their field.
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4. WE ALSO DO SOME THINGS BEYOND CLIENT WORK
TOUCH TO PAY –
PIMP YOUR LIFE, NOW WITH YOUR
GAMING STYLE IPHONE THE TABLET
TRANSFORMS
WORK AS WE
Trends research KNOW IT
Research about smart
objects & environments
SMART OBJECTS
CONNECT WITH
THE MAINSTREAM
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5. DESIGNING SMART SERVICES
…and what we’ve learned from Smarcos* in the last 18 months
* About Smarcos: http://vimeo.com/24511479
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6. DISCOVERY 1:
There’s a lot of research into technical
aspects, not much into human aspects
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7. DIGITAL CONTEXT IS MADE UP OF TWO ELEMENTS
TECHNICAL
HUMAN
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8. DIGITAL CONTEXT IS MADE UP OF TWO ELEMENTS
Things you can detect with sensors,
derive from a user’s data.
HUMAN
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9. DIGITAL CONTEXT IS MADE UP OF TWO ELEMENTS
Things you can detect with sensors,
derive from a user’s data.
The bigger picture of human behavior.
Can be studied but may not be detectable.
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10. DIGITAL CONTEXT IS MADE UP OF TWO ELEMENTS
MOVEMENT PREFERENCES
HEART SOCIAL
RATE TIME OF DAY PEOPLE NETWORK
NEARBY USAGE
PATTERNS
LOCATION CALENDAR
WEATHER
DEVICE
SCHEDULE
NUANCES OF
BEHAVIOUR GROUP DYNAMICS
MOOD
ETIQUETTE
MEANINGS OF
DESIRES EXPECTATIONS
RELATIONSHIPS
LIKES AND
GOALS DISLIKES
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11. DISCOVERY 2:
‘Smarter’ services aren’t automatically ‘better’
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12. There is tendency to think of ‘smart’ in terms
of what can be detected. Like your location.
From this perspective, better sensing
technologies lead to smarter services.
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13. THE MYTH:
If a system can detect enough data about
a person, it can understand them and
create a better experience.
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14. THE MYTH
USER
EXPERIENCE
CONTEXT
AWARENESS
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15. THIS IGNORES HUMAN TRAITS
Culture, mood, etiquette – and pure human
weirdness – makes it hard to design really
smart services for people
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16. DIGITAL SOLUTIONS OFFER CLEAR BENEFITS
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17. BUT AT A COST
Source: slashgear.com
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18. People are wary of these costs. Things like…
Loss of control
Lack of privacy
Distraction
Annoyance
The costs are barriers to success. But success can
be achieved if the user benefits outweigh the costs.
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19. ANOTHER EXAMPLE
FACEBOOK FACE RECOGNITION
CONNECTS PEOPLE’S IMAGES TO
THEIR SOCIAL NETWORK…
“its new face-recognition feature
could become the latest example
of a seemingly innocuous
development morphing into a
serious threat to the privacy of
our (visual) data.”
-Megan Geuss, PC World
…BUT SOME PEOPLE FIND IT
INTRUSIVE
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20. THE MOST FAMOUS EXAMPLE
MICROSOFT’S PAPER CLIP.
SUPPOSED TO BE HELPFUL…
“one of the worst software
design blunders in the annals of
computing”
- Smithsonian Magazine
…BUT PEOPLE HATED IT
Slide 20 © Fjord 2011 | Confidential Source: http://en.wikipedia.org/wiki/Office_Assistant

21. THE REALITY
USER
EXPERIENCE
THE MYTH
THE REALITY
CONTEXT
AWARENESS
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22. WHERE HAVE WE SEEN THIS BEFORE? THE UNCANNY VALLEY
UNCANNY VALLEY
+
bunraku healthy
puppet person
humanoid
robot
FAMILIARITY
industrial
robot
HUMAN LIKENESS 50% 100%
prosthetic hand
-
zombie
Slide 22 © Fjord 2011 | Confidential Source: http://en.wikipedia.org/wiki/Uncanny_valley

23. THIS ROBOT IS CUTE
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Source: ApriPoko, Toshiba

24. THIS ROBOT IS NOT QUITE RIGHT – IT’S CREEPY
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Source: cubo.cc

25. CONTEXT AWARE SERVICES EXIST HERE
USER EXPERIENCE
LOCAL SEARCH
SAT NAV
CONTEXT
AWARENESS
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26. WE ARE TRYING TO GET THERE
USER EXPERIENCE
LOCAL SEARCH
SAT NAV
CONTEXT
AWARENESS
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27. BUT WE KEEP FALLING DOWN HERE
USER EXPERIENCE
LOCAL SEARCH
SAT NAV
MICROSOFT PAPERCLIP
COLOR APP
CONTEXT
IPHONE LOCATION TRACKING AWARENESS
FACEBOOK FACIAL RECOGNITION
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28. A FAILED CONTEXT AWARE SYSTEM
• Misunderstands your needs
• Removes options based on what it
(wrongly) thinks you want
• Acts on your behalf without your approval
(explicit or implicit)
THE ABYSS
• Shares inappropriately
• Does not understand your culture or social
relationships
• Offers unsolicited advice
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29. THERE ARE TWO SWEET SPOTS
SWEET
SPOT 2
SWEET
USER EXPERIENCE
SPOT 1
CONTEXT
AWARENESS
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30. FROM THEORY TO APPLIED
…two examples of future mobile services in sweet spot 2
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31. SCENARIO 1 - CONSUMPTION 2.0
Xavier
30 years old, lives in London, gadget journalist,
trendsetter, lots of online followers
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32. He walks down the high street, past a Zara flagship store and as he is walking past the
windows, screens start to change and include some of the images from Xavier's different
'digital trails': His Pinterest boards, things he bookmarked and 'liked'. We see a picture of the
Xavier notices a new piece of street art and street art he just snapped earlier. The window displays derive colour and style input from
takes a picture of it, adding it to his flickr some of his pictures and update the Zara clothing they display, showing more of the male
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stream. collection and matching them to what Xavier might like.

33. On entering the store, Xavier walks over
big interactive screens in the floor. They
immediately react to him and greet him with
'Welcome back, Xavier!', displaying his
current 'Zara score’.
His phone vibrates lightly and as he takes it
out of his pockets, he notices a 'Zara
InStore' app being streamed to his device.
The visual style of the icon communicates
that this is a streamed app, only available Launching it, it presents recommendations that
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temporarily and while in this store. fit his style.

34. Holding the phone up into
the air activates an
Augmented Reality mode,
helping Xavier to find the
items in the store.
Xavier walks up to one of the
recommended items, a pair
of shoes, and points his
phone at them. This gives
him more details about the
product; available colours,
the popularity of this item,
recommended items that go
with it. It also offers him a
deal based on his 'Zara
score' letting him save some
money when he buys two
items together.
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35. Having made his decision on
which items he buys, he can
pay for them on the phone
using an account of his
choice. Leaving the store,
the floor screen displays a
thank you message as well
as his updated Zara score
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36. Later that day, Xavier is
putting on his new items as
he prepares for a night out.
He tweets about going out
and about wearing his new
clothes. Checking his Zara
app, he then notices how it
visualises his Zara score
increasing. 36 © Fjord 2011 | Confidential
Slide

37. KEY INSIGHTS
Themes & technologies:
• Location sensitive experiences
(GPS, NFC)
• Using social streams (Pinterest,
Twitter, Like, Flickr)
No room for push advertising • Responsive public screens (NFC,
People receive different incentives based on their WIFI)
status and profile • Image search, image
recognition.
• Augmented Reality
People sell their identity • Location based app streaming
Privacy is ‘negotiated’ between the individual and • Intelligent clothes (RFID)
• Cloud services
corporations, no one company ‘owns’ the identity • Two advertising models:
• Using public digital
Deep adaptation infrastructure
• Targeting social media
Interactive experiences are deeply tailored around influencers with incentives
the individual, based on context and profile
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38. SCENARIO 2 – TIME CREATOR
Vanessa
36, single mother in Los Angeles, no permanent job
but does temp work, struggles to keep routine up
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39. She glimpses at the screen on her way out and
sees that the phone is showing her the location
of the closest Zipcar, where she needs to drive
to, and what traffic and weather are like.
Vanessa is rushed to leave work and drive to pick up her kids. She grabs her purse,
handbag, keys and phone. As she grabs the phone, it vibrates lightly and the display
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turns on to grab her attention.

40. The phone lays on the passenger seat and now uses speech as both output and input. It
Walking down the street, she touches her phone
notifies Vanessa that it updated the route to avoid traffic and asks whether it should
on the Zipcar to unlock it, gets in and drives off.
reserve a parking spot near the destination. Vanessa responds 'yes' and the phone
confirms that it has found and reserved a spot. The car navigation system is being
updated to guide her directly to where it is.
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41. Rather than a text message, the request is
coming straight through a service Vanessa uses
to privately rent out her washing machine to her
friends and neighbours. The request also
displays the amount of money Linda is going to
pay for this.
She arrives and parks. As she gets out her phone displays an incoming request from her
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neighbour, Linda, who would like to use her washing machine tonight.

42. This also updates her phone with the
latest information about what her kids
did that day, what homework they
Vanessa enters the primary school and her kids run towards her. She ticks her name on a screen have, how much physical activity they
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on the wall, confirming that she has picked up her kids. did and what food they had.

43. In the car driving back home, Vanessa asks her kids what they would like to eat for dinner. She launches her food app in order to get
recommendations for meals based on the ingredients she still has in her kitchen and what the kids had for lunch. The windows in the back of
the car turn into touch screens, displaying images of the dishes that respond to the car's movements in an entertaining way (e.g. gherkin slides
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of a plate as the car makes a turn). The kids swipe through the images to decide what they would like.

44. After they decided on a meal, the food app lists the missing ingredients and suggests a small detour to pick them up from a shop where some
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of these ingredients are currently on offer.

45. KEY INSIGHTS
Themes & technologies:
• Context sensing / adaptation
• Internet of Things – car sharing
service by phone, reservable
parking, smart noticeboard
Service mashups • Multi modal input/output
Mobile as a catalyst for convergence – across (speech recognition, speech
industries, environments, and business models output)
• Micro payments / private people
selling services
A PA for the rest of us • Quantified self / physiological
Mobile assistant services will revolutionize the life monitoring
• Quantified health and fitness
of ‘normal’ people (physiological sensors, heart
rate, pedometers, galvanic skin
Digital becomes physical response)
• Gamification (kids choosing
Digital services will increasingly dissolve into the meal)
physical world
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46. SO WHAT DID WE LEARN?
…the overall conclusions about smart services
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47. KEY TAKEAWAYS
1 The user is the OS
2 Privacy is a currency
3 Digital becomes physical
4 The mashup economy needs orchestrators
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48. Let’s be smart about
smart services :-)
thank you.
@fjord @olof_s olof@fjordnet.com www.fjordnet.com
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