Why What & How of the Internet of Things

WHAT THE INTERNET OF THINGS’ REALLY MEANSZach Pousman, Director of Digital Strategy Think Interactive, Atlanta

IT’S THE BUZZWORD DU JOUR… DON’T BE WORRIED ABOUT THE BUZZWORD. !

BE ANXIOUS ABOUT THE REALITY.

2 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc

Y VISIB

TECHNOLOGY MATURITY

PEAK OF INFLATED EXPECTATIONS

MOVES FROMTHE LAB

TROUGH OF DISILLUSIONMENT

GRADUAL ADOPTION

#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

Y VISIB

TECHNOLOGY MATURITY

PEAK OF INFLATED EXPECTATIONS

MOVES FROMTHE LAB

TROUGH OF DISILLUSIONMENT

GRADUAL ADOPTION

WE ARE HERE

HOW?6 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc

(WHY IS THIS HAPPENING?)

(WHAT ARE THE IMPLICATIONS?)

(SHARE OUR PROCESS)

WHY?7 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc

(WHY IS THIS HAPPENING?)

THE WEB TODAY IS NEARLY ALWAYS ON A RECTANGLE. !

OFTEN, A HANDHELD RECTANGLE.

TODAY’S LIVING ROOM IS FULL OF RECTANGLES TOO.

IMAGE CREDIT: POSTSCAPES.COM

BY 20204 BILLION PEOPLE & 40+ BILLION DEVICES WILL BE CONNECTED TO THE INTERNET.

IMAGE CREDIT: INTEL (2012 DATA)

BODY HOME CITY WORLD

SENSORS

SMARTS

SYSTEMS

LOTS AND LOTS OF EXAMPLESIMAGE CREDITS: POSTSCAPES.COM

EVEN MORE MUNDANE

#DIGSouth #IoT Zach Pousman @thinky || @thinkinc

ARDUINO

CAMERA

LEDINDICATOR

BATTERY

MAGNETIC SWITCH

EVEN MORE MUNDANE

ARDUINO

CAMERA

LEDINDICATOR

BATTERY

MAGNETIC SWITCH

EVEN MORE MUNDANE

CUSTOMER & ORKIN

WHAT?19 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc

(THE IMPLICATIONS)

MARKETING STARTUPPRODUCT OWNER

IT AFFECTS EVERYONE IN DIGITAL

SIX IMPLICATIONS…

APPLY YOUR SKILLS DIFFERENTLY - EVEN ‘OMNIER’ OMNI-CHANNELS WILL SURROUND THE CUSTOMER

PHOTO CREDIT: UX MAGAZINE / AVI ITZKOVITCH HTTP://UXMAG.COM/ARTICLES/THE-INTERNET-OF-THINGS-AND-THE-MYTHICAL-SMART-FRIDGE

APPLY YOUR SKILLS DIFFERENTLY - ABOUT PEOPLE, CUSTOMERS, PERSONAS

IMPLICATIONS:

Body Level One

Body Level Two

Body Level Three

Body Level Four

Body Level Five

WILL PEOPLE REALLY DO THIS?

HUMAN DESIRES, NEEDS, CULTURES AND TRENDS WILL

CONTROL THE EVOLUTION. PROJECT CREDIT: ERIK DE NIJS HTTP://WWW.WIRED.COM/BEYOND_THE_BEYOND/2008/06/ERIK-DE-NIJS-YO/

APPLY YOUR SKILLS DIFFERENTLY -CONSIDER CONTEXT

#DIGSouth #IoT Zach Pousman @thinky // @thinkinc 27

What does an ad look

How does the product

behave?

How does the product

behave?

What could my startup

do here?

What could be disrupted?

What’s the value chain

WEB SITES AND APPS TODAY ARE ABOUT FOCUS, NOT AMBIENCE AND AUTOMATION.

implicit interaction

WEB SITES AND APPS TODAY ARE ABOUT FOCUS, NOT AMBIENCE AND AUTOMATION.

explicit interaction

A NEW WAY TO THINK ABOUT PRODUCT POSITIONING

Y IMPA

TIME AND EFFORT

Substitution

Augmentation

Modification

Redefinition

‘SAMR’ FRAMEWORK (FROM ED-TECH) CREDIT: REUBEN PUENTEDURA, 2006

HOW?33 #DIGSouth #IoT Zach Pousman @thinky // @thinkinc

(THE PROCESS)

Jody Sullivan Do-it-for-me Mom

Background

Think Feel Do

Age: 42

Location: Reston, VA

Education: Studied Economics at Washington University at St. Louis

Occupation: Project Manager at AT&T

Household Income: $180,000

Current Car: Honda Odyssey

Next Car: Pre-Owned Lexus RX Hybrid

I just want to make sure that my next car will last and will be taken care of so my family can get where they need to go, safely.”

Motivations

Safety & Security

Time-based Convenience

“This is the best option to make sure our family car is always in top shape.”

“Settling these matters ahead of time will save me time trying to solve problems later.”

Reassured, Safe, Secure, Protected, Settled

Research some ancillary protection products at home to understand what they are and their value.

Choose a few products when buying next car to guarantee lasting protection.

Has been married for almost nine years. Has two young children, a 5 year old and a 7 year old.

Focused on building wealth and making smart investments that will last

Jeff Parkinson Achiever

Background

Think Feel Do

Age: 52

Location: Bentonville, AR

Education: Studied Engineering at Auburn University

Occupation: Logistics Consultant

Household Income: $120,000

Current Car: BMW 335

Next Car: BMW M5, unless he breaks down and buys the Porsche 911.

With a car like this, I always want it to look great and that any unexpected problems won’t be a hassle.”

Motivations

Pride of Ownership

Fiscally Responsible

“With these products, my car will always look brand new.”

“I don’t mind spending a little extra to know that I’m protected from larger expenses.”

Confident, Reassured, Responsible, Prideful

!Do additional research so he knows he’s getting a good value.

Remember these protection packages in the future.

Works long hours and travels most weekdays to meet with clients, leading to a bachelor-type lifestyle.

Loves to drive; hates being a passenger.

Enjoys relaxing with friends on the weekends he is in town.Thinking about returning to school to get his MBA in a few years.

B-C CONSUMER PERSONAS

YOU DO HAVE PERSONAS DON’T YOU?

Body Level One

Body Level Two

Body Level Three

Body Level Four

Body Level Five

Click here to download this tool from our blog

Body Level One

Body Level Two

Body Level Three

Body Level Four

Body Level Five

Body Level One

Body Level Two

Body Level Three

Body Level Four

Body Level Five

Click here to download this tool from our blog

The day you buy a car

PURCHASE DRIVE / LIVESHOPPINGCONTEMPLATION

Moment of F&I purchase is not

resonant

AN EXAMPLE CUSTOMER JOURNEY

CONTEXT

F&I PRODUCT MOMENTS

Needing to use coverage is anxious or

frustrated

Once the plan “makes it better”

Search, digital advertising

Web, mobile, dealer

DealerF&I office

Email CRM, at dealership, web

Social media, WoM

Buyer achieves confidence she’s making a good

choice.

Reminder of coverage

This makes sense I’d like to be protected

Clarity Confident Phew! I’m protected

I need additional peace of mind

Increasing confidence as buyer learns

Most days: zeroBut if I need it…

LEARN SHAREDRIVEBUYREMEMBER

I’m happy with my decision

F&I is resonant with my identity

Today’s journey begins at the F&I desk, causing anxiety and confusion.

SAMPLE JOURNEY FOR A RECENT CLIENT

DEFINE THE CADENCE OF INTERACTIONS

DURATION

SEE MORE FROM MICHELLE BERRYMAN, THINK’S DIRECTOR OF UX DESIGN: http://www.thinkinc.com/blog/thoughts-on-the-cadence-frequency-intensity-of-experiences/

DAYMOMENT MONTH

Body Level One

Body Level Two

Body Level Three

Body Level Four

Body Level Five

Click here to read about this on our blog

WE’RE PROTOTYPING A LOT MORE

5 6DISCOVER•Uncover Needs•Generate Solutions•Substantiate

DESIGN•Design•Prototype•Iterate

VALIDATE•Research

BUILD•Develop•Test

PILOT•Launch•Optimize

SCALE•Grow•Retain•Extend

IMAGE CREDIT: DR. PHIL HENDRIX, IMMR & THINK INTERACTIVE

WE’RE PROTOTYPING A LOT MORE

5 6DISCOVER•Uncover Needs•Generate Solutions•Substantiate

DESIGN•Design•Prototype•Iterate

VALIDATE•Research

BUILD•Develop•Test

PILOT•Launch•Optimize

SCALE•Grow•Retain•Extend

SUMMING UP — !

THE INTERNET OF THINGS IS COMING FAST. !IOT IS SENSORS, SMARTS, AND SYSTEMS, WRAPPED AROUND A CONTEXT. !IT’S DIFFERENT THAN WHAT’S COME BEFORE, BUT YOUR SKILLS AND CREATIVITY APPLY TO THIS WORLD TOO. !

KEEP ON MAKING THE AWESOME!

THANKS!

Why What & How of the Internet of Things

Internet

Transcript of Why What & How of the Internet of Things

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