Talk from Webvisions Portland 2014 on how to apply our people-centered approach to Data to the Internet of Things

1. A people-centred approach to Data
and the Internet of Things
Abby Margolis, Claro Partners

2. About Claro!

3. Claro
helps
corpora,ons
and
startups
to
navigate
disrup've
shi,s
in
society
and
business,
delivering
service
design
and
business
innova'on
Jiri
Belgium
Aldo
Netherlands
Rich
USA
Megan
UK
Mandy
Lebanon
Elisabeth
Netherlands
Sebas'an
Germany
Gunes
Turkey
Abby
USA

4. New
social
context
Millennials
New
technology
context
Data-­‐driven
experiences
New
business
context
Collabora,ve
consump,on/produc,on
Disrup've
shi,s
are
the
big
and
fundamental
changes
in
society
and
business
that
set
up
a
whole
new
context
for
how
we
work,
live,
play
and
create
value.

5. Internet
of
Things
Disrup've
Shi,s
New
Opportunity
Spaces
Claro
helps
navigate
these
shi,s
and
to
iden'fy
new
opportuni'es
Personal
Data
Economy
Top-­‐down
innova,on
Ownership
Company
delivered
services
Internet
connects
everyone
Consumers
as
data
widget
Bo;om-­‐up
innova,on
Access
Network
delivered
services
Internet
connects
everything
Data
enabled
&
conscious
consumer

6. • Shift in thinking about data, from what is
technologically possible to what is of new benefit to
individuals
• Address five common misconceptions in the data
conversation that don’t apply to personal data
• Introduce principles to promote a people-centred
approach
• Apply principles to the IoT
@claropartners
#WVpdx
A people-centred approach to Data and
the Internet of Things

7. Every time we interact,
communicate, access,
share, recommend,
download and record,
we cast a digital
shadow of our
activities

8. Businesses are
collecting and
stockpiling personal
data, convinced that
bigger is better; this is
resulting in a
big data boom

9. OLD DATA EXPERIENCES NEW DATA EXPERIENCES
Not just more data but new data experiences

10. Our research was grounded in the belief that we
need to start with the person rather than the data
to understand the role of data in their everyday lives.

11. Six month, global consortium investigating personal data experiences
Tokyo -
Data as Currency
London -
City Navigation
São Paulo
Data as Opportunity
New York City -
Smart Citizens
Berlin -
Digital Privacy
San Francisco -
Quantified Self
Movement

12. We saw a new opportunity emerging…
one not built on BIG DATA,
but on personal data.

13. We call this the Personal data economy

14. We call this the Personal data economy
An economy that repositions the value of
personal data within the individual’s
experience

15. Social Internet of Things
Data Interfaces
Self-tracking
Predictions
Crowd Data
Identity
Access
Management
Recommendation / Discovery
Local business
review and discovery
game
Local
Discovery
(things)
Proximity based
social discovery
service
Proximity Based
Connections
(aggregated)
Interface to your
bank, helping to
make better financial
decisions
New Interfaces
for Existing Data
(aggregated)
Bracelet for tracking
health behaviours
and indicators
Self-Tracking
(Health)
Mobile data based
tool for health
predictions
Predictions
(For individuals)
Data Enhanced
P2P patient support
platform
Crowd-
Generated Data
P2P vouching
service overlaying
social networks
Identity
Measurement
Data locker for users
to control access to
their data
Data Lockers
Real-time data
aggregation platform
for Internet of Things
Internet of Things
Platforms
The Personal Data Economy landscape

16. Five misconceptions about personal data

17. MISCONCEPTION #1
Personal data is
the new oil

18. REALITY:
My personal data is
most valuable to me!

19. MISCONCEPTION #2
Personal data
is all about privacy

20. REALITY:
People want to benefit
from their data - not
hide it away - but they
need control, trust and
transparency

21. MISCONCEPTION #3
The value of
personal data is
in its sale

22. REALITY:
The personal data
economy is an
experience economy

23. MISCONCEPTION #4
Personal data is
for data scientists

24. REALITY:
Personal data
empowers people

25. MISCONCEPTION #5
Personal data
is big data

26. REALITY:
The personal data
economy is small data

27. Data-centric
view
People-centric
view

28. 1. Start with the person, not the data
2. Enable people to do new things
3. Identify unmet functional and emotional needs
4. Allow people to collaborate with you
5. Design the whole user experience
Five key principles to promote a people centric approach to personal data

29. These principles take on even more importance
in the next evolution of the Internet…
…the Internet of Things

30. New
value
for
people:
Capabili,es
Services
Experiences
Business
models
…
The
Internet
of
Things
is
more
than
connec,ng
things
to
the
internet,
it
is
about
solving
how
data
can
create
new
value
for
people
Internet!
Things!
Data!

31. Social
Predictions
Identity
Access
Management
Recommendation / Discovery
Data Interfaces
Self-tracking
Crowd Data
Internet of Things
Others
Internet of ThingsInternet of Things
The
Internet
of
Things
represented
a
small,
but
growing
part
of
the
Personal
Data
Economy
business
landscape:

32. But
it
has
exploded
into
a
landscape
of
over
100
value
proposi'ons.

33. What are opportunities to create people-
centric offerings in the Internet of
Things?
Internet of People
and Things?

34. 1. Start with the person, not the data (or technology)
2. Enable people to do new things
3. Identify unmet functional and emotional needs
4. Allow people to collaborate with you
5. Design the whole user experience
Let’s apply the principles

35. 1.
Start
with
people,
not
the
data
or
technology
A
lot
of
the
technology
already
exists,
but
the
full
vision
of
the
IoT
will
remain
a
mere
concept
if
it
does
not
have
relevancy
for
people
Developed
B2B
Sector
Enabling
Technologies
Emerging
IoT
Consumer
Sector

36. 2.
Enable
people
to
do
new
things
Peers
and
other
devices
Other
service
providers
Retailers
Brands
Brand
provides
services
Retailer
provides
services
(camera
rented)
Other
appropriate
services
Connects
with
other
users
Prints
photos
remotely
Sends
photos
to
friends
The
real
value
of
the
IoT
and
data
comes
from
the
services
and
the
new
interac,ons
it
creates

37. 3.
Iden'fy
unmet
func'onal
and
emo'onal
needs
Address
a
full
range
of
human
needs

38. 3.
Iden'fy
unmet
func'onal
and
emo'onal
needs
Address
a
full
range
of
human
needs
Good
Night
Lamp
Jawbone
UP
Lockitron
Findery

39. 4.
Allow
people
to
collaborate
with
you
The
IoT
will
not
be
created
or
owned
by
a
single
en,ty;
it
is
born
from
collabora,on
Hardware
&
Infrastructure
Opera,ng
System
Devices
Services
CORPS.
DEV.
Internet
of
Things

40. Today:
Intranets
of
Things
Tomorrow:
Internet
of
Things
APP
APP
?
New
user
experiences
?
5.
Design
the
whole
user
experience
App
App
App
App
App
App
App
App
Connected
devices
Interconnected
devices
Most
of
solu,ons
today
exist
in
silos

41. 1. Start with the person, not the data, or technology
2. Enable people to do new things
3. Identify unmet functional and emotional needs
4. Allow people to collaborate with you
5. Design the whole user experience
Principles for a people-centred approach to Data and the
Internet of Things

42. Thank you
Abby Margolis | Research Director
Abby.margolis @claropartners.com
+34 674 061 648 (m)
abbymargolis (skype)
@claropartners