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Expanding Platforms:
The Augmented City
Louisa Heinrich
Group Director, Strategy
Fjord
Hi, I’m Louisa Heinrich and
                                 I work in Service Design




Slide 2 © Fjord 2010 | Confidential
What exactly is Service Design?




Slide 3 © Fjord 2010 | Confidential
Image Source: © Fjord 2010 | Confidential
     Slide 4 http://www.examiner.com/green-transportation-in-national/clean-green-us-postal-service-vehicles
We are surrounded by services.
 We usually don’t even think
 about how they work.

Image Source: © Fjord 2010 | Confidential
     Slide 5 http://www.postalheritage.org.uk/blog-images/0150-Central-London-post-office.jpg
They come in many
                                                                    flavours…




Image Source: © Fjord 2010 | Confidential
     Slide 6 http://www.flickr.com/photos/sludgeulper/3732479937/
…and can have many
 touchpoints...




Image Source: © Fjord 2010 | Confidential
     Slide 7 http://www.flickr.com/photos/bigblue/102254859/
…all of which work
 together to enable
 something important.




Image Source: © Fjord 2010 | Confidential
     Slide 8 http://www.flickr.com/photos/hamishfenton/5280277212/
Usually, we only see a fraction
                                                                                                 of what happens to make the
                                                                                                 service go.
Image Source: © Fjord 2010 | Confidential
     Slide 9 http://3.bp.blogspot.com/_AIiUDbqaa9k/TKRdiA6b9nI/AAAAAAAAAIg/elTYenm-LSo/s1600/IMG_0124.jpg
Every service is a complex system
 of moving parts.

Image Source: http://4.bp.blogspot.com/_AIiUDbqaa9k/TKRdrDW4PBI/AAAAAAAAAIk/TvJjR_BRdFY/s1600/IMG_0118.jpg
     Slide 10 © Fjord 2010 | Confidential
Some services have
 changed dramatically
 over time.

Image Source: http://upload.wikimedia.org/wikipedia/commons/5/5d/Offutt_Air_Force_Base_operator.jpg
     Slide 11 © Fjord 2010 | Confidential
Some services have
 changed dramatically
 over time.

Image Source: http://www.flickr.com/photos/klr/3233888271/
     Slide 12 © Fjord 2010 | Confidential
Some still have the same
 basic structure.
Image Source http://2.bp.blogspot.com/_i2y_zSyVyCY/Soud2TK3HrI/AAAAAAAAAHo/uT_zJp96-Gw/s1600-h/Adelaide+Granite+Island+horse+drawn
+tram+small.JPG Fjord 2010 | Confidential
     Slide 13 ©
They adopt new
                                                                                                             technology gradually…

Image Source http://upload.wikimedia.org/wikipedia/commons/3/36/San_Francisco_Cable_Car_on_Pine_Street.jpg
     Slide 14 © Fjord 2010 | Confidential
And we only notice when
                                                                                                        they don’t work.

Image Source http://www.channel4.com/news/media/images/Channel4/news/articles/13_runawaytrain_r_x.jpg
     Slide 15 © Fjord 2010 | Confidential
Some are so ingrained that we
don’t think about them at all
anymore.




 Slide 16 © Fjord 2010 | Confidential
At Fjord, we design
                                world class digital services




  We design digital services that transform businesses and help shape tomorrow’s world.


Slide 17 © Fjord 2010 | Confidential
Digital services require attention.




Slide 18 © Fjord 2010 | Confidential
You either have to understand the original…
BBC iPlayer service innovation




Slide 19 © Fjord 2010 | Confidential
Or embrace a whole new way of doing things
Skype: service and interface design across multiple platforms




Slide 20 © Fjord 2010 | Confidential
Either way, you have to choose to engage
MySpace mobile-first service innovation and design




Slide 21 © Fjord 2010 | Confidential
Digital and physical are only beginning to come together
Flirtomatic: service offer, business design, concept, and design across touchpoints




Slide 22 © Fjord 2010 | Confidential
What if digital content & services could become
 a part of the fabric of the world around us?




Slide 23 © Fjord 2010 | Confidential
Humans are building
                                new hardware ecosystems




Slide 24 © Fjord 2010 | Confidential   Image Sources: HTC, Apple, Amazon, Panasonic and BT
New hardware is changing familiar games.




Image Source http://www.gsmdome.com/wp-content/uploads/2009/07/s-vision_projector_phone_concept_2.jpg and the film 2001 a space Odyssey
     Slide 25 © Fjord 2010 | Confidential
…and the way we receive
   information is changing, too.




Image Source http://www.gigantico.net/images/ar_eyes_6_vintage.jpg
     Slide 26 © Fjord 2010 | Confidential
It’s only a matter of time (and
 not very much time at that)…
Image Source http://5magazine.wordpress.com/2010/07/25/the-augmented-reality/
     Slide 27 © Fjord 2010 | Confidential
…til we can carry only what we
 want to take with us, creating
 the opportunity for a new, more
 natural kind of experience.

Image Source http://www.flawlesshustle.com/wp-content/uploads/2009/05/jawbone1.jpg
     Slide 28 © Fjord 2010 | Confidential
The city of the future




Slide 29 © Fjord 2010 | Confidential
Some infrastructure
 changes slowly…

Image Source http://contueor.com/baedeker/london/londonrailway2.jpg
     Slide 30 © Fjord 2010 | Confidential
Some infrastructure
 changes slowly…

Image Source: Google maps
     Slide 31 © Fjord 2010 | Confidential
…some changes rapidly.

Image Source: http://www.onlinemarketing-trends.com/2011/02/broadband-divide-in-usa.html
     Slide 32 © Fjord 2010 | Confidential
But the concept of the city is
 evolving too.
Image Source: http://www.mir.no/
     Slide 33 © Fjord 2010 | Confidential
Urban environments are
 changing shape and texture.
Image Source: Photograph by Diane Cook and Len Jenshel, National Geographic
     Slide 34 © Fjord 2010 | Confidential
We are inventing new ways to
 think about urban-ness.
Image Source: National Geographic Mannahatta project
     Slide 35 © Fjord 2010 | Confidential
We may not know what exactly
 the future will hold…
Image Source: http://heckeranddecker.files.wordpress.com/2008/08/jetsons-cmp.jpg
     Slide 36 © Fjord 2010 | Confidential
But we know that it will be
 something different.
Image Source: StillFjordthe film Blade Runner (1982)
     Slide 37 © from 2010 | Confidential
More people. A LOT more.

Image Source: http://www.flickr.com/photos/aepoc/3456596728/
     Slide 38 © Fjord 2010 | Confidential
New ways of living in urban
environments.
 Slide 39 © Fjord 2010 | Confidential
New ways of living in between
 homes… or without them.
Image Source: http://www.flickr.com/photos/aepoc/3456596728/
     Slide 40 © Fjord 2010 | Confidential
More information in every
 moment.

Image Source: www.expansephotography.com
     Slide 41 © Fjord 2010 | Confidential
More traffic, more energy, more
 hassle…
Image Source: http://netkushi.com/wp-content/uploads/2010/07/traffic-jam-23.jpg
     Slide 42 © Fjord 2010 | Confidential
How will we uncover what is
 relevant? What will make the
 city beautiful?

Image Source: http://photocarsonline.com/blog/wp-content/uploads/2008/12/picture-009.jpg
     Slide 43 © Fjord 2010 | Confidential
Content as service layers




Slide 44 © Fjord 2010 | Confidential
This is not a new idea, but it is
 an evolving one.
Image Source: http://www.flickr.com/photos/alexsegre/312007599/sizes/l/in/photostream/
     Slide 45 © Fjord 2010 | Confidential
We are already beginning to
 view the world through lenses.
Image Source: http://www.flickr.com/photos/sakichin/2660710639/
     Slide 46 © Fjord 2010 | Confidential
To use the knowledge of others
 to parse our experiences.
Image Source: http://www.flickr.com/photos/floreat/2673105256/
     Slide 47 © Fjord 2010 | Confidential
To leverage technology to connect with
 the “crowd” and with individuals
Image Source: http://fwix.com/austin/article/7243564924/samsung_unveils_their_sxsw_interactive_hub_media_wall_today
     Slide 48 © Fjord 2010 | Confidential
So. What’s next?




Slide 49 © Fjord 2010 | Confidential
Theme 1: The secret life of things




Slide 50 © Fjord 2010 | Confidential
Thanks to Arduino, anything can now
 have a digital voice.
Image Source: http://www.bakertweet.com
     Slide 51 © Fjord 2010 | Confidential
The collective voice of the things around
 me can change my landscape.
Image Source: http://www.flickr.com/photos/fromthenorth/4500743109/
     Slide 52 © Fjord 2010 | Confidential
The collective voice of the things around
me can change my landscape.

 Slide 53 © Fjord 2010 | Confidential
Theme 2: Lenses on the city




Slide 54 © Fjord 2010 | Confidential
Instead of looking either at history or at
 my present surroundings…
Image Source: http://www.flickr.com/photos/hab3045/750294804/
     Slide 55 © Fjord 2010 | Confidential
What if I can see both?

Image Source: http://www.flickr.com/photos/hab3045/750294804/
     Slide 56 © Fjord 2010 | Confidential
Relevance instead of reference?

Image Source: http://aishagrace.files.wordpress.com/2009/05/111broken-bridge.jpg
     Slide 57 © Fjord 2010 | Confidential
Theme 3: Here is the new Here




Slide 58 © Fjord 2010 | Confidential
We are connected creatures, but our
connections are still divided by space.
 Slide 59 © Fjord 2010 | Confidential
By sharing our surroundings more
 completely, we can be more together.
Image Source: http://www.flickr.com/photos/forki/2497462358/
      Slide 60 © Fjord 2010 | Confidential
http://www.flickr.com/photos/dave_cornwell/3724387681/
Theme 4: The City as a Film Set




Slide 61 © Fjord 2010 | Confidential
We are already able to get information
 about where we are and what’s around.
Image Source: http://www.flickr.com/photos/koltregaskes/730627730/in/photostream/
     Slide 62 © Fjord 2010 | Confidential
Sherlock Holmes



 What if we make that experience deeper,
 more immersive?
Image Source: http://www.flickr.com/photos/koltregaskes/730627730/in/photostream/ and the film Sherlock Holmes (2009)
     Slide 63 © Fjord 2010 | Confidential
Harry Potter


 To see the city through the eyes of my
 favourite character…
Image Source: http://www.flickr.com/photos/scorbs/3751430046/in/set-72157621660338603
http://www.flickr.com/photos/82924379@N00/154375131/sizes/z/in/photostream/
http://www.flickr.com/photos/trykemom/180225637/ and the Harry Potter franchise of films
      Slide 64 © Fjord 2010 | Confidential
The Golden Compass


 To place myself in her world…

Image Source: http://www.realwire.com/writeitfiles/Greenwich%20view.jpg and
 http://www.talalmasood.com/blog/wp-content/uploads/2009/03/photographers21.jpg and the film The Golden Compass
     Slide 65 © Fjord 2010 | Confidential
Doctor Who



 Making myself part of a story I love.

Image Source: Image Source: http://www.flickr.com/photos/wwworks/2632639420/
      Slide 66 © Fjord 2010 | Confidential
http://www.offplanpropertyexchange.com/news/wp-content/uploads/2009/02/londonskyline.jpg and the Dr Who TV series
In Conclusion




Slide 67 © Fjord 2010 | Confidential
It’s time to think differently.

                      •         It’s not about pushing the same content through new pipes.



                                  •    It’s not about predicting which pipes will win.



    •      It’s about understanding the connection between people and the things that they
                                              need, the things that they love.



                           •     It’s about making that connection natural and effortless.



               •     This is how we can fulfill the potential of technology, and of content.



Slide 68 © Fjord 2010 | Confidential
Thank you
www.fjordnet.com
louisa.heinrich@fjordnet.com

Follow us at @fjord

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Fjord@MIPTV: Expanding Platforms, The Augmented City

  • 1. Expanding Platforms: The Augmented City Louisa Heinrich Group Director, Strategy Fjord
  • 2. Hi, I’m Louisa Heinrich and I work in Service Design Slide 2 © Fjord 2010 | Confidential
  • 3. What exactly is Service Design? Slide 3 © Fjord 2010 | Confidential
  • 4. Image Source: © Fjord 2010 | Confidential Slide 4 http://www.examiner.com/green-transportation-in-national/clean-green-us-postal-service-vehicles
  • 5. We are surrounded by services. We usually don’t even think about how they work. Image Source: © Fjord 2010 | Confidential Slide 5 http://www.postalheritage.org.uk/blog-images/0150-Central-London-post-office.jpg
  • 6. They come in many flavours… Image Source: © Fjord 2010 | Confidential Slide 6 http://www.flickr.com/photos/sludgeulper/3732479937/
  • 7. …and can have many touchpoints... Image Source: © Fjord 2010 | Confidential Slide 7 http://www.flickr.com/photos/bigblue/102254859/
  • 8. …all of which work together to enable something important. Image Source: © Fjord 2010 | Confidential Slide 8 http://www.flickr.com/photos/hamishfenton/5280277212/
  • 9. Usually, we only see a fraction of what happens to make the service go. Image Source: © Fjord 2010 | Confidential Slide 9 http://3.bp.blogspot.com/_AIiUDbqaa9k/TKRdiA6b9nI/AAAAAAAAAIg/elTYenm-LSo/s1600/IMG_0124.jpg
  • 10. Every service is a complex system of moving parts. Image Source: http://4.bp.blogspot.com/_AIiUDbqaa9k/TKRdrDW4PBI/AAAAAAAAAIk/TvJjR_BRdFY/s1600/IMG_0118.jpg Slide 10 © Fjord 2010 | Confidential
  • 11. Some services have changed dramatically over time. Image Source: http://upload.wikimedia.org/wikipedia/commons/5/5d/Offutt_Air_Force_Base_operator.jpg Slide 11 © Fjord 2010 | Confidential
  • 12. Some services have changed dramatically over time. Image Source: http://www.flickr.com/photos/klr/3233888271/ Slide 12 © Fjord 2010 | Confidential
  • 13. Some still have the same basic structure. Image Source http://2.bp.blogspot.com/_i2y_zSyVyCY/Soud2TK3HrI/AAAAAAAAAHo/uT_zJp96-Gw/s1600-h/Adelaide+Granite+Island+horse+drawn +tram+small.JPG Fjord 2010 | Confidential Slide 13 ©
  • 14. They adopt new technology gradually… Image Source http://upload.wikimedia.org/wikipedia/commons/3/36/San_Francisco_Cable_Car_on_Pine_Street.jpg Slide 14 © Fjord 2010 | Confidential
  • 15. And we only notice when they don’t work. Image Source http://www.channel4.com/news/media/images/Channel4/news/articles/13_runawaytrain_r_x.jpg Slide 15 © Fjord 2010 | Confidential
  • 16. Some are so ingrained that we don’t think about them at all anymore. Slide 16 © Fjord 2010 | Confidential
  • 17. At Fjord, we design world class digital services We design digital services that transform businesses and help shape tomorrow’s world. Slide 17 © Fjord 2010 | Confidential
  • 18. Digital services require attention. Slide 18 © Fjord 2010 | Confidential
  • 19. You either have to understand the original… BBC iPlayer service innovation Slide 19 © Fjord 2010 | Confidential
  • 20. Or embrace a whole new way of doing things Skype: service and interface design across multiple platforms Slide 20 © Fjord 2010 | Confidential
  • 21. Either way, you have to choose to engage MySpace mobile-first service innovation and design Slide 21 © Fjord 2010 | Confidential
  • 22. Digital and physical are only beginning to come together Flirtomatic: service offer, business design, concept, and design across touchpoints Slide 22 © Fjord 2010 | Confidential
  • 23. What if digital content & services could become a part of the fabric of the world around us? Slide 23 © Fjord 2010 | Confidential
  • 24. Humans are building new hardware ecosystems Slide 24 © Fjord 2010 | Confidential Image Sources: HTC, Apple, Amazon, Panasonic and BT
  • 25. New hardware is changing familiar games. Image Source http://www.gsmdome.com/wp-content/uploads/2009/07/s-vision_projector_phone_concept_2.jpg and the film 2001 a space Odyssey Slide 25 © Fjord 2010 | Confidential
  • 26. …and the way we receive information is changing, too. Image Source http://www.gigantico.net/images/ar_eyes_6_vintage.jpg Slide 26 © Fjord 2010 | Confidential
  • 27. It’s only a matter of time (and not very much time at that)… Image Source http://5magazine.wordpress.com/2010/07/25/the-augmented-reality/ Slide 27 © Fjord 2010 | Confidential
  • 28. …til we can carry only what we want to take with us, creating the opportunity for a new, more natural kind of experience. Image Source http://www.flawlesshustle.com/wp-content/uploads/2009/05/jawbone1.jpg Slide 28 © Fjord 2010 | Confidential
  • 29. The city of the future Slide 29 © Fjord 2010 | Confidential
  • 30. Some infrastructure changes slowly… Image Source http://contueor.com/baedeker/london/londonrailway2.jpg Slide 30 © Fjord 2010 | Confidential
  • 31. Some infrastructure changes slowly… Image Source: Google maps Slide 31 © Fjord 2010 | Confidential
  • 32. …some changes rapidly. Image Source: http://www.onlinemarketing-trends.com/2011/02/broadband-divide-in-usa.html Slide 32 © Fjord 2010 | Confidential
  • 33. But the concept of the city is evolving too. Image Source: http://www.mir.no/ Slide 33 © Fjord 2010 | Confidential
  • 34. Urban environments are changing shape and texture. Image Source: Photograph by Diane Cook and Len Jenshel, National Geographic Slide 34 © Fjord 2010 | Confidential
  • 35. We are inventing new ways to think about urban-ness. Image Source: National Geographic Mannahatta project Slide 35 © Fjord 2010 | Confidential
  • 36. We may not know what exactly the future will hold… Image Source: http://heckeranddecker.files.wordpress.com/2008/08/jetsons-cmp.jpg Slide 36 © Fjord 2010 | Confidential
  • 37. But we know that it will be something different. Image Source: StillFjordthe film Blade Runner (1982) Slide 37 © from 2010 | Confidential
  • 38. More people. A LOT more. Image Source: http://www.flickr.com/photos/aepoc/3456596728/ Slide 38 © Fjord 2010 | Confidential
  • 39. New ways of living in urban environments. Slide 39 © Fjord 2010 | Confidential
  • 40. New ways of living in between homes… or without them. Image Source: http://www.flickr.com/photos/aepoc/3456596728/ Slide 40 © Fjord 2010 | Confidential
  • 41. More information in every moment. Image Source: www.expansephotography.com Slide 41 © Fjord 2010 | Confidential
  • 42. More traffic, more energy, more hassle… Image Source: http://netkushi.com/wp-content/uploads/2010/07/traffic-jam-23.jpg Slide 42 © Fjord 2010 | Confidential
  • 43. How will we uncover what is relevant? What will make the city beautiful? Image Source: http://photocarsonline.com/blog/wp-content/uploads/2008/12/picture-009.jpg Slide 43 © Fjord 2010 | Confidential
  • 44. Content as service layers Slide 44 © Fjord 2010 | Confidential
  • 45. This is not a new idea, but it is an evolving one. Image Source: http://www.flickr.com/photos/alexsegre/312007599/sizes/l/in/photostream/ Slide 45 © Fjord 2010 | Confidential
  • 46. We are already beginning to view the world through lenses. Image Source: http://www.flickr.com/photos/sakichin/2660710639/ Slide 46 © Fjord 2010 | Confidential
  • 47. To use the knowledge of others to parse our experiences. Image Source: http://www.flickr.com/photos/floreat/2673105256/ Slide 47 © Fjord 2010 | Confidential
  • 48. To leverage technology to connect with the “crowd” and with individuals Image Source: http://fwix.com/austin/article/7243564924/samsung_unveils_their_sxsw_interactive_hub_media_wall_today Slide 48 © Fjord 2010 | Confidential
  • 49. So. What’s next? Slide 49 © Fjord 2010 | Confidential
  • 50. Theme 1: The secret life of things Slide 50 © Fjord 2010 | Confidential
  • 51. Thanks to Arduino, anything can now have a digital voice. Image Source: http://www.bakertweet.com Slide 51 © Fjord 2010 | Confidential
  • 52. The collective voice of the things around me can change my landscape. Image Source: http://www.flickr.com/photos/fromthenorth/4500743109/ Slide 52 © Fjord 2010 | Confidential
  • 53. The collective voice of the things around me can change my landscape. Slide 53 © Fjord 2010 | Confidential
  • 54. Theme 2: Lenses on the city Slide 54 © Fjord 2010 | Confidential
  • 55. Instead of looking either at history or at my present surroundings… Image Source: http://www.flickr.com/photos/hab3045/750294804/ Slide 55 © Fjord 2010 | Confidential
  • 56. What if I can see both? Image Source: http://www.flickr.com/photos/hab3045/750294804/ Slide 56 © Fjord 2010 | Confidential
  • 57. Relevance instead of reference? Image Source: http://aishagrace.files.wordpress.com/2009/05/111broken-bridge.jpg Slide 57 © Fjord 2010 | Confidential
  • 58. Theme 3: Here is the new Here Slide 58 © Fjord 2010 | Confidential
  • 59. We are connected creatures, but our connections are still divided by space. Slide 59 © Fjord 2010 | Confidential
  • 60. By sharing our surroundings more completely, we can be more together. Image Source: http://www.flickr.com/photos/forki/2497462358/ Slide 60 © Fjord 2010 | Confidential http://www.flickr.com/photos/dave_cornwell/3724387681/
  • 61. Theme 4: The City as a Film Set Slide 61 © Fjord 2010 | Confidential
  • 62. We are already able to get information about where we are and what’s around. Image Source: http://www.flickr.com/photos/koltregaskes/730627730/in/photostream/ Slide 62 © Fjord 2010 | Confidential
  • 63. Sherlock Holmes What if we make that experience deeper, more immersive? Image Source: http://www.flickr.com/photos/koltregaskes/730627730/in/photostream/ and the film Sherlock Holmes (2009) Slide 63 © Fjord 2010 | Confidential
  • 64. Harry Potter To see the city through the eyes of my favourite character… Image Source: http://www.flickr.com/photos/scorbs/3751430046/in/set-72157621660338603 http://www.flickr.com/photos/82924379@N00/154375131/sizes/z/in/photostream/ http://www.flickr.com/photos/trykemom/180225637/ and the Harry Potter franchise of films Slide 64 © Fjord 2010 | Confidential
  • 65. The Golden Compass To place myself in her world… Image Source: http://www.realwire.com/writeitfiles/Greenwich%20view.jpg and http://www.talalmasood.com/blog/wp-content/uploads/2009/03/photographers21.jpg and the film The Golden Compass Slide 65 © Fjord 2010 | Confidential
  • 66. Doctor Who Making myself part of a story I love. Image Source: Image Source: http://www.flickr.com/photos/wwworks/2632639420/ Slide 66 © Fjord 2010 | Confidential http://www.offplanpropertyexchange.com/news/wp-content/uploads/2009/02/londonskyline.jpg and the Dr Who TV series
  • 67. In Conclusion Slide 67 © Fjord 2010 | Confidential
  • 68. It’s time to think differently. •  It’s not about pushing the same content through new pipes. •  It’s not about predicting which pipes will win. •  It’s about understanding the connection between people and the things that they need, the things that they love. •  It’s about making that connection natural and effortless. •  This is how we can fulfill the potential of technology, and of content. Slide 68 © Fjord 2010 | Confidential