from people to person
TRANSCRIPT
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From People, to PersonDesigning for the individual
Paul CloutierMethodPrincipal and Chief Strategy Officer
@theorem @method_inc
“To use this template is to be zen with the conference”- Quote Style, Confucius
Disparate with Limited Stock
Photograph by Walker Evans
Photograph by John Vachon
But… Personal and Local
Where Did We Get Off Track?
Some Historical ContextHow we got to now
Knowledge with No Scale
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Scale, With No Knowledge
Knowledge and Scale
The Big Shift
From People, to Person
The Rise of the Statistical Individual
Original Big Data Companies
ClassingGrouping Behaviors
SmoothingAveraging Behaviors
Person People
HumansEmily Women18 YO Women
18 YO Women who drive for a living
18 YO Women who drive for a living in Dallaswho haven’t had an accident
18 YO Women who drive for a living in DallasWho haven’t had an accidentand have had defensive driving training.
Person People
High KnowledgeCognitive ComputingAlgorithmic DesignCertainty
Person People
Low KnowledgeSegmentationDemographics
Guesses
Who Is Doing This Now?Some Examples
Neiman Marcus NM ServiceAugmented Service
Alert’s sales people when customers enter the store
brings up a customer dossier before customer contact
John Hancock Life InsuranceVitality Points
Lower premiums for activity
Aligns business goals with user goals
Built from the user out
MetromileBy the mile car insurance
Only pay based on what you use.
Adapts to a rapidly changing market
SpotifyDiscover Weekly
Just for me, not people like me
No two spotify’s are the same
Banco SantanderVoice password
Knows me based on my voice
Fewer steps
More like a real person
Acceptably creepy
CrystalEmail Partner
Helps me write effective emails
Augmented ability
IBM Watson HealthBionic Knowledge
Unifying medical records
Bionic knowledge
Diminishing specialists
Some Cautionary TalesExamples to watch for
Amazon’s Uncanny ValleyRecommendations for who?
Doesn’t engage on the customer journey
Managing data and humanity
Target Pregnancy PredictionSocial issues with knowledge
Cultural implications of having data
You have to run a false flag operation
Developing data credibility
“And we found out that as long as a pregnant woman thinks she hasn’t been spied on, she’ll use the coupons. She just assumes that everyone else on her block got the same mailer for diapers and cribs. As long as we don’t spook her, it works.”- Anonymous Executive at Target
#AirbnbWhileBlackHidden racial bias in the data
Even with the best intent companies can run into trouble
Increased mastery of identity
Is it better to manage every possibility or have a more data literacy?
“The most common response that I got was, oh, yeah, that's why I don't use my photo - like, duh. Like, I was the late one.”- Quirtina Crittenden
What is Missing?What we need to address to better respond to the individual
NeedsA new way of thinking about design
A New Way to Understand the IndividualNew ways of gathering the information
Engaging on the customer journey
Active and passive data gathering
NeedsA new way of thinking about design
A New Kind of SegmentationBetter ways of seeing patterns and grouping behaviors
Ways of getting customers involved in their own data
More types of sensors
NeedsA new way of thinking about design
Ways to Design With Rules, Not InterfacesBetter designer training in data science
Better tools for managing live data and visualizing it.
Tighter coupling of qualitative and quantitative research.
NeedsA new way of thinking about design
A New Etiquette and Cultural ResponseMaintain our humanity
An ability for software to form relationships
A code of ethics and responsibility
NeedsA new way of thinking about design
A New Kind of SecurityData will affect lives more than ever
The potential for fraud is exponential
Data integrity or data graffiti will become an issue
How Do We Make This Work?Principles to help us design for the individual
Behaviors, not DemographicsWatch what I do, not what I say
Augmented ServiceMachine learning to aid human decision making.
Smarter EnvironmentsPhysical spaces that can measure and adapt.
Small DataHuman observation and data input still plays an important role.
Don’t Make Me WorkIf you can do something for me, then don’t make me do it.
Don’t Be CreepyDon’t enter the uncanny valley of information you culturally
shouldn’t have.
Engage on the Customer JourneyUnderstand the whole experience a person has while trying to
achieve a goal.
Thanks!
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