SmarterTouchpoints& ContextualServices

Service Design Drinks:Service Design & the Internet of ThingsJuly 16, 2015 • Hannes Jentsch & Martin Jordan

“Service Design helps to innovate or improve services to make them more useful, usable,desirable for clients and e!cient as well as e"ective for organisations.

”

D E F I N I T I O N

Service Design

— S T E FA N M O R I T Z , Veryday

Source: Amazon

E X A M P L E

Amazon Fresh

“The Internet of Things (IoT) is theinterconnection of uniquely identi#ableembedded computing devices within theexisting Internet infrastructure.

”

D E F I N I T I O N

Internet of Things

— W I K I P E D I A , I N T E R N E T O F T H I N G S

Source: Amazon

E X A M P L E

Amazon Fresh

Grocery delivery supported by digital touchpoints: mobile app and website

Source: Amazon

E X A M P L E

Amazon Fresh

Replacing the phone app with a connected object—Amazon Dash

Source: Amazon

E X A M P L E

Amazon Fresh

An object made to live in the kitchen, withspecialised a!ordances: two buttons, a hook,a bar code scanner and a microphone for dictation—at the same time the service is unchanged

Source: Amazon

E X A M P L E

Amazon

Amazon App

Amazon Dash

Amazon Dash Button

Amazon Watch App

Wearables

Connectedcars

Connectedhomes

Connectedcities

Industrialinternet

Transportation

Healthcare

Oil & gas

Source: Goldman Sachs Global Investment Research

IoT Landscape

What do customers really want, and how can I deliver that as an intuitive service, rather than a stand-alone product?

Q U E S T I O N F O R I O T M A K E R S

How can connected devices help making services more usable for customers? And more e"cient for organisations?

Q U E S T I O N F O R S E R V I C E D E S I G N E R S

Source: Daimler AG

E X A M P L E

car2go

By-the-minute car sharing service supported by app and near #eld communication card

Source: Daimler AG; Isabell Herzog & Joseph Ribbe (Key4Car, FH Potsdam)

E X A M P L E

car2go

Replacing app and card with a connected object—a key fob

Source: Daimler AG; Isabell Herzog & Joseph Ribbe (Key4Car, FH Potsdam)

E X A M P L E

car2go

An object made to live on your key chain, able to make a car reservation without interrupting a conversation and capable of navigating you to it, as well as opening it

By going beyond screens &beeps we are able to respect the capabilities of human cognition.

H Y P O T H E S I S

Single purpose devices are built for context, able to ful#ll a speci#c task very well.

H Y P O T H E S I S

I N P U T F O R C R E AT I N G C O N N E C T E D O B J E C T S

Imagine your rental bike’s handle vibrates

when you have to take the turn…

F O O D F O R T H O U G H T

Imagine your debit card changes its

colour when you get close to your

overdraft limit…

F O O D F O R T H O U G H T

Imagine your digital ticket reveals itself as

the train attendant comes by…

F O O D F O R T H O U G H T

Less smartphonedependency,but objects asmessengers

Leverageall human

capabilities

R E C O M M E N DAT I O N S

Think of connecteddevices as partof the biggerservice system

Design as specificas possiblefor contexts

& touchpoints