humanising technology to improve customer experience
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HUMANISING TECHNOLOGYto improve customer experience
Erik Roscam Abbing & Flaminia Del Conte
@roscamabbing @FlaminiaDelCont
Livework © 2017 www.liveworkstudio.com London Oslo Rotterdam São Paulo
CAN WE HUMANISE TECHNOLOGY?
Overview of the talk
Our view on human
technology
Overview of the talk
The humanized technology framework
Our view on human
technology
Overview of the talk
The humanized technology framework
Our manifestoOur view on human
technology
Don’t fall in love with technological possibilities.
Fall for the impact they can have on people’s lives
Whoweare
Whoweare
A multi-skilled team
Our team of 14 nationalitieshas a true blend of talent
Picture of erik
ErikRoscamAbbing
FlaminiaDelConte
Ourvision
To create great experiences for people, and solve real problems using technology to facilitate this process.
“
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WE ARE NOT TECHNOLOGY EXPERTS
We arepeopleexperts
We are focused on people’s needs and pain points ashumans and ascustomers.
We arepeopleexperts
We are not sector experts.We are process experts.
Us
OUR VIEW ONTECHNOLOGY
We are interested in technology only as enabler of people accomplishing their goals. For us technology is a meansnot an end.
How does technology end up in the hands of customers?
1. Technologies are pushed towards customers
1. Technologies are pushed towards customers
1. Technologies are pushed towards customers
1. Technologies are pushed towards customers
2. Technologies are selected based on human needs
2. Technologies are selected based on human needs
2. Technologies are selected based on human needs
Meaningful
2. Technologies are selected based on human needs
‘Cool’ technologies are often solutions waiting for
a problem
Self-tying shoes
Self-parking chairs
Printed foam cappuccino
KITTEN SCANNERInvolving kids in their own care
Example:
THE HUMANISING TECHNOLOGY FRAMEWORK
Business
Normal technology push
Human technology framework
Business
Human
Business
Human
Organisation
Human technology framework
Like a braid…
Solutions that create revenue
Is there a market for that?
Solutions that help you save costs
How can we optimiseprocesses?
Technology.Solution waiting
for a problem
Business
Human technology framework
Human
Solutions that meet emotional needs
Are you creating advocacy for you solution?
Solutions that meet social needs andenhances relationships
Are we facilitating human contacts?
Solutions that meet functional needs
Are we solving a real customer problem?
Human technology framework
Organisation
Solutions delivered by the stakeholders
Are you equipping the people with capabilities to deliver?
Solutions accepted by the company
Are we creating organisationbuy-in?
Solutions embraced by the stakeholders
Building a shared vision and purpose, creating advocacy.
Human technology framework
Business
Human
Organisation
Solutions that help you save
costs
Technology.Solution waiting for a problem
Solutions that create
revenue
Solutions that meet emotional
outcomes
Solutions that meet social
outcomes and Enhance
relationships
Solutions that meet
functional needs
Solutionsaccepted by the company
Solutions embraced by
the stakeholders
Solutionsdelivered by
the stakeholders
Human technology framework
Human technology framework in practice
Business
Human
Organisation
Trigger attention
Human technology framework in practice
Business
Human
Organisation
Calculate business case
Trigger attention
Human technology framework in practice
Business
Human
Organisation
Calculate business case
Trigger attention
Explore revenue streams
Human technology framework in practice
Business
Human
Organisation
Calculate business case
Trigger attention
Explore revenue streams
Perform customer research
Human technology framework in practice
Business
Human
Organisation
Calculate business case
Trigger attention
Explore revenue streams
Contextual insight research
Perform customer research
Human technology framework in practice
Business
Human
Organisation
Calculate business case
Trigger attention
Explore revenue streams
Contextual insight research
Perform customer research
Design research & co-creation
Human technology framework in practice
Business
Human
Organisation
Calculate business case
Trigger attention
Explore revenue streams
Contextual insight research
Perform customer research
Design research & co-creation
Stakeholder co-creation & change management
Human technology framework in practice
Business
Human
Organisation
Calculate business case
Trigger attention
Explore revenue streams
Contextual insight research
Perform customer research
Design research & co-creation
Creating a shared vision & story
Stakeholder co-creation & change management
Human technology framework in practice
Business
Human
Organisation
Calculate business case
Trigger attention
Explore revenue streams
Contextual insight research
Perform customer research
Design research & co-creation
Creating a shared vision & story
Stakeholder co-creation & change management
Training, piloting and embedding
Human technology framework in practice
Business
Human
Organisation
NOW…WE’LL SHOW SOME CASES OF HOW LIVEWORK HAS USED IT
We love to use technology…
To create morevaluable interactions
To create a seamless experience
To solve human needs
Calculate business case
Trigger attention
Explore revenue streams
Contextual insight research
Perform customer research
Design research & co-creation
Creating a shared vision & story
Stakeholder co-creation & change management
Training, piloting and embedding
Human technology framework in practice
Business
Human
Organisation
CONCLUSIONS
Calculate business case
Trigger attention
Explore revenue streams
Contextual insight research
Perform customer research
Design research & co-creation
Creating a shared vision & story
Stakeholder co-creation & change management
Training, piloting and embedding
Human technology framework in practice
Business
Human
Organisation
A human technology manifesto
Every choice we make as designers will impact other people in how they live their lives and reach their goals.
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A human technology manifesto
We must see technology through a human lens, using it to enhance the lives of customers and employees.
In a way that is sustainable for businesses and the society we operate in.
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CAN WE HUMANISE TECHNOLOGY?
Yes we can!
Yes we can!All you need to do:1. Tick the nine boxes on our framework
2. Embrace the manifesto
Will you create great products and services that have value for
Customers
Businesses
& Organizations
And use technology as a means, not an end?
THANK YOU!
@roscamabbing @FlaminiaDelCont
Erik Roscam Abbing & Flaminia Del Conte
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