Io t product Jobst Shielding

Hugh Dubberly, Dubberly Design Ofﬁce
Stephen B. Wilcox, Design Science
presentations.dubberly.com/IoT_product.pdf
Design in Plastics Conference
Providence June 22, 2016
How the Internet of Things
will shape future product design

2222Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
...we are in the middle of a dramatic and
broad technological and economic shift
in which software companies are poised
to take over large swathes of the economy...
— Marc Andreessen, founder, Netscape and Andreessen-Horowitz
Wall Street Journal OpEd
www.wsj.com/articles/SB10001424053111903480904576512250915629460
“...software is eating the world.

“If you went to bed last night
thinking you’re an industrial company,
you’re going to wake up this morning
as a software and analytics company.”
— Jeff Immelt, Chairman and CEO, General Electric
Minds + Machines 2014
www.ge.com/stories/industrial-internet

1981 1995 2016
Personal Computers The Internet Internet of Things (IoT)
Social
Mobile
Voice UIs
SaaS
Drones Robots
Virtual reality
Augmented reality
Big data
Linked data
Open data
Glasses
Goggles
Wearables
AI 2.0
Machine learning
Predictive analytics
CNC
3D printing
Cloud computing
on-demand
Technological change comes in waves,
which interact to create “combinatorial innovation.”[1]
– Work has gone digital.
– People have connected.
– Now, things are connecting, too.
[1] Hal Varian

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2016 is like 1981 and 1995 all over again.
You can see the next wave coming.
It goes by many names:
– Internet of Things (IoT)
– Internet of Everything, Cisco
– Industrial Internet, GE
– Smarter Planet, IBM
– Living Services, Accenture
– Platform World, Sapient.Publicis
– Social CRM or Social Business
– Digital Engagement
– Digital Transformation

The change has already begun,
for example
Amazon announced
AWS IoT, also testing
pop-up stores in malls
featuring IoT devices
and Echo.
GE hired 2,000 engineers
in San Ramon, builds
Predix platform,
GE Digital now has
30,000 employees.
Sears opens a series
of “Connected Home”
showcase stores.
Target launches
“Open House” IoT
showcase store in
San Francisco.

Fixed
communications
Mobile
communications
Computers
Consumer electronics
and medical devices
Industrial devices
(military and aerospace)
Automotive
2013 2014 2015 2016 2017 2018 2019 2020
10b
20b
30b
40b
50b
By 2020, ~50 billion devices will be connected to the Internet;
today, ~7 billion computers and tablets are connected.
Sources: The Economist and Cisco

8Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22,, 2016
“Design has also evolved from the design
of objects both physical and immaterial,
to the design of systems,
to the design of complex adaptive systems.
This evolution is shifting the role of designers;
they are no longer the central planner,
but rather participants within the systems...”
— Joi Ito, Director, MIT Media Lab
“Design and Science”, January 11, 2016

Product Service
Traditionally, “products” has meant
not just hard goods
but also information and services.

Product Service
In the last 20–30 years,
“services” have become a way
to deliver “products.”

Product Service Ecologies
More recently, services are connecting to integrated systems,
forming product service ecologies—networks of products, services,
people, and their interaction.

1. Product
2. Smart product
Software
3. Smart, connected product
Remote
devices
Software
4. Product system
Planters
Combine
harvesters
Tillers
Tractors
Farm
Equipment
System
Remote
devices
Software
5. Systems of systems
Irrigation
System
Irrigation nodes
Irrigation
application
Field
sensors
Weather Data
System
Weather data
application
Weather forecastsWeather maps
Rain, humidity,
temperature sensors
Farm
Management
System
Seed
Optimization
System
Seed database
Farm performance
database
Seed optimization
application
Planters
Combine
harvesters
Tillers
Tractors
Farm
Equipment
System
Remote
devices
Software
—Michael Porter and James Heppelmann, How Smart, Connected Products Are Transforming Competition
Harvard Business Review, November 2014
https://hbr.org/2014/11/how-smart-connected-products-are-transforming-competition
Harvard Business School professor Michael Porter
writes about systems of systems.

Source: Automotive Sensors and Electronics Expo 2015—http://www.automotivesensors2015.com/
The average vehicle includes 60–100 sensors;
that ﬁgure may grow to 200 by 2020.
Source: The New York Times—http://www.nytimes.com/2010/02/05/technology/05electronics.html
In 2010, basic cars included 30 microprocessors;
luxury cars had as many as 100.
1. Product
2. Smart product
Software
Products are becoming “smart.”
Product
+ Sensor
+ Computer
= Smart Product

1. Product
2. Smart product
Software
Remote
devices
Software
Sets of smart products are connecting.
Smart Product
+ Network
+ Cloud Service
= Smart, Connected Product

1. Product
2. Smart product
Software
Remote
devices
Software
4. Product system
Planters
Combine
harvesters
Tillers
Tractors
Farm
Equipment
System
Remote
devices
Software
Sets of connected products form product systems.
Smart, Connected Product
+ other Smart, Connected Products
= Product System

1. Product
2. Smart product
Software
Remote
devices
Software
4. Product system
Planters
Combine
harvesters
Tillers
Tractors
Farm
Equipment
System
Remote
devices
Software
Irrigation
System
Irrigation nodes
Irrigation
application
Field
sensors
Weather Data
System
Weather data
application
Weather forecastsWeather maps
Rain, humidity,
temperature sensors
Farm
Management
System
Seed
Optimization
System
Seed database
Farm performance
database
Seed optimization
application
Planters
Combine
harvesters
Tillers
Tractors
Farm
Equipment
System
Remote
devices
Software
Systems connect to other systems, forming ecologies.
Product Systems
+ other Product Systems
= Product-Services Ecology

Farms are becoming automated factories.
Plants are attached to sensors, connected to networks, generating data.

Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Macro view: processed satellite images of crop growth over time,
e.g., central Iowa, March 29 to October 23, in 8 day increments.
Algorithms automatically align images,
remove clouds,
and detect vegetation.

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Daily weather data can augment machine learning.
Precipitation,
temperature,
wind direction and speed,
snow cover,
and cloud cover
can aid forecasting.

72
64
56
48
Production(millionbu)
40
32
24
16
8
72
64
56
20Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 201622net of Things (IoT) 01enel ro g e 22b i
Last year, Descartes Labs used satellite and weather data
and machine learning to make the ﬁrst entirely automated
forecasts of crop production.

Music Listener iPod
Hardware Software Networked Service Marketplace
iTunes iTunes Store Record Companies Artists
MENU
iPod was the proto-IoT device—an integrated system
of hardware, software, and networked services.

Ride Seeker Driver
Database
Matching Service
GPS
Maps
Members
Drivers
CarPhone Phone
VCs are no longer funding stand-alone apps;
Uber isn’t just an app; it’s an IoT platform for logistics.

Customer
database
Batteries
Microprocessor Cloud
Connected
Mobile App
Speaker
AI
machine-learning
system
Microphone
Wi-Fi
Last fall, Mattel relaunched Barbie, as a smart, connected product.
Barbie + sensor + computer + network + cloud services = Eliza 2016
– Recognizes you and what you say
– Learns about you
– Converses with you,
using 8,000 pre-recorded phrases
– Extends up to 120 exchanges
https://en.wikipedia.org/wiki/ELIZA
http://www.nytimes.com/2015/09/20/magazine/barbie-wants-to-get-to-know-your-child.html
http://www.nytimes.com/2015/10/16/business/mattel-aims-to-reanimate-sales-with-interactive-barbie.html

Business
Marketing
Mar-com
CRM MM
DB
Member
Marketing
Database
Business
New products + services
built on the MMDB.
Additional
products +
services
Marketing
Mar-com
CRM
MM
DB
Now imagine Barbie’s AI connected to a CRM system.
“Have you told Grandma what you’d like for your birthday?”
CRM (Customer Relationship Management) has moved
from outsourced service...
Before / existing
...to core business function.
You have to recognize your customers in real-time.
After / emerging

Customer database
BatteriesMicroprocessor
Cloud
Speaker
AI
machine-learning
system
Microphone
Wi-Fi
Catalia Health is developing Mabu, a personal healthcare companion.
Robot + touch-screen + network + cloud services = Mabu
– Recognizes you and what you say
– Learns about you
– Imports data from health trackers
– Converses with you about your condition
– Reminds you to take medications
– Connects with HCPs

Many companies are working on robots—
almost all are networked systems connected to the cloud.
Sony Qrio Asus Zenbo Boston Dynamics Atlas VGo Telepresence

HCP
Wi-Fi
Website
Sensor
RAM
Phone
Patient
Family
Cloud
Blood
App
Analytics engine
Medical devices are connecting to the cloud, too,
including pacemaker-deﬁbrillators, auto-injectors, and glucometers.
Smart, connected glucometers
can alert family and HCPs about extreme lows;
they also collect data automatically
and help users see trends and make correlations.

1. Product
Glucometer + processor = computer
that can run apps; e.g., bolus calculator,
calorie estimator and tracker.
2. Smart product
Software
Remote
devices
Software
When a glucometer connects to a
smart-phone, cost can come down,
because the meter can build on
the phone's processor and display.
Plus data can be shared with family
and HCPs.
4. Product system
Monitor
Syringe
Cartridge
Vial
Pump
Glucose
Management
System
A near continuous glucose monitor
can be coupled with an insulin pump,
forming a glucose management system.
Remote
devices
Software
The glucose management system can connect with many other systems,
such as EMRs, remote alerting, patient population management,
drug interaction monitoring, pharmacy order management, and billing.
Monitor
Syringe
Cartridge
Vial
Pump
Management
System
Health
Management
System
Pharmacy
Order
Management
System
EMR
System
Remote
Alerting
System
Drug
Interaction
Monitoring
System
Billing
System
Patient
Population
Management
System
Remote
devices
Software
In the future, medical products will no longer stand alone.
Increasingly, they will exist in complex networked service webs.

Patient Web + mobile
Bio-med engineers
Researchers
Designers
HCPs
Individual view
Individual view
Aggregate view
Individual view
Devices
Cloud
Integrated
databases
Company views
Patient view
- My Record
- Messages
- Appointments
- Billing
- Support
Patient ID#
Patient ID#
Patient ID#
All Patient Data
My Record
Uniﬁed patient and device data will afford useful views
to many constituents.

Integrated
databases
Company views
Patient ID#
Patient ID#
Patient ID#
All Patient Data
Patient
Bio-med engineers
Researchers
Designers
HCPs
Individual view
Individual view
Aggregate view
Individual view
Devices
Cloud
Benefit = better experience
Web + mobile Patient view
- My Record
- Messages
- Appointments
- Billing
- Support
- Clearer picture of health status
- Alerts on possible problems
- Personalized communications
- Record of appointments
My Record
Patients can know much more about what’s happening
and can share information with family, friends, and HCPs.

Integrated
databases
Company views
Patient ID#
Patient ID#
Patient ID#
All Patient Data
Patient
Bio-med engineers
Researchers
Designers
HCPs
Benefit = higher patient sat
Individual view
Individual view
Aggregate view
Individual view
Devices
Cloud
Web + mobile Patient view
- My Record
- Messages
- Appointments
- Billing
- Support
My Record
HCPs can receive a more holistic view of each patient
and can manage groups of patients more efﬁciently.

Patient
Bio-med engineers
Researchers
Designers
HCPs
Benefit = lower costs
Individual view
Individual view
Aggregate view
Individual view
Devices
Cloud
Web + mobile Integrated
databases
Company views
Patient view
- My Record
- Messages
- Appointments
- Billing
- Support
Patient ID#
Patient ID#
Patient ID#
All Patient Data
My Record
Bio-med engineers can better manage equipment,
improve service, and reduce support costs.

Patient
Bio-med engineers
Researchers
Designers
HCPs
Benefit = more efficient ops
Individual view
Individual view
Aggregate view
Individual view
Devices
Cloud
databases
Company views
Patient view
- My Record
- Messages
- Appointments
- Billing
- Support
Patient ID#
Patient ID#
Patient ID#
All Patient Data
My Record
Researchers can learn from aggregate data,
to improve procedures and care-facility operations.

Patient
Bio-med engineers
Researchers
Designers
HCPs
Benefit = improved next gen products
Individual view
Individual view
Aggregate view
Individual view
Devices
Cloud
databases
Company views
Patient view
- My Record
- Messages
- Appointments
- Billing
- Support
Patient ID#
Patient ID#
Patient ID#
All Patient Data
My Record
Designers can get detailed usage data,
to improve next generation products.

What does this mean
for designers, developers,
and product managers?

networked
service
user
recognized by
receives unique response from
Networked services can recognize their users
and respond uniquely.

networked
service
user
recognized by
data
collect
Networked services collect information
as a natural part of operating.

networked
service
user
recognized by
continuously revised by
designerdata
collect informs
Networked services change continuously.

“...designing networked services
requires a new way of thinking
about a product and its development.”
— Tim Misner, Oracle Software Architect

Product Manager
stand-alone
product
Product-service
Ecology Planner
datanetworked
platform
“...internal discussion changes
from
‘what features or quality level
do we think our products need?’
to
‘what data can we collect
about our features and quality?’”

The Internet of Things,
signals a larger cultural shift...

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from
Industrial
age
to
Information
age

...and a corresponding shift
in the nature of products.

from the design of
Objects
to adaptive systems orchestrating
Experiences

hugh@dubberly.com
sbw@dscience.com
Presentation posted at
presentations.dubberly.com/IoT_product.pdf
Special thanks to
Bob Grace
Ryan Reposar

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