Dodging the Digital Creep Factor | Shelley Evenson | FJORD
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Transcript of Dodging the Digital Creep Factor | Shelley Evenson | FJORD
DODGING THE DIGITAL
CREEP FACTOR
SHELLEY EVENSON | FJORD
Page © Fjord | STRATA 2013 2
A man tweeted about the body spray of the person seated next to him on the airplane
A LONG TIME AGO...
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Then a few minutes later a flight attendant approached the man and asked if he would be more
comfortable with a bulkhead seat
A LONG TIME AGO...
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DAVID CARR DESCRIBED THE EXPERIENCE AS...
CREEPY AND COMFORTING
New York Times “Why Twitter will Endure” 1 January, 2010
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DAVID’S PIECE SUGGESTED THAT AS OF 2010
SHARING ERA HAD GONE
MAINSTREAM
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SHARING
Early data sharing
SHARING
Facebook shifted from explicit sharing to implicit sharing with Ticker
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SANDY PENTLAND
“...Big Data comes from things like location data off of your cell phone or credit card,
...the little data breadcrumbs that you leave behind you as you move around in the world...
REINVENTING SOCIETY IN THE WAKE OF BIG DATA 8.30.12
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SANDY PENTLAND
...What those breadcrumbs tell is the story of your life.It tells what you've chosen to do.
That's very different than what you’ve [chosen to] put on Facebook.”
IMPLICIT TRACKING
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AGGREGATE VS INDIVIDUAL DATA
IndividualA single person with multiple sensed data dimensions
Personalizes the multi-attribute data, and makes it available for inferring knowledge about you and predicting what you might do next
Aggregate Lots of data about lots of people in which anything that identifies the individual is stripped out
Anonymous and shows broader trends and comparisons
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ARE WE TRANSITIONING FROM THE...
SHARING ERA TO A
DOING ERA?
THE DOING ERA
Clearly there’s lots and lots of data availableOrganizations are crunching it left and right
They are seeing patterns and making decisions about usbased on what we’re doing (or reading)
The Perfect Man
Your E-Book Is Reading YouBy ALEXANDRA ALTERThe Wall Street Journal July 19, 2012
Illustration by John Cuneo
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TRUST
OWNERSHIP
VALUE
WHAT WILL PEOPLE EXPECT IN THE DOING ERA?
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TRUST
Trust is complexCompetence Dependability
IntegrityPredictability
Timeliness
Lee and See 2004
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TRUST
We routinely place our trust in the big guys (Amazon, Google, and Apple)
They offer incredible choice in retail, information, entertainment, and more...
RESULT increasing demands on our time
means we begin to rely and use them more
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TRUST
Willingly giving up unimportant or previously inconceivable tasks to machines
(and/or people augmented w/machines)
We’re trading our data for convenience and efficiency
Everything from no longer knowing phone numbers or letting Google correct my spelling
toAmazon as my shopping assistant
or Open Table recommending a nearby restaurant(as brokers or agents)
TRUST: FORGETTING WHAT WE USED TO REMEMBER
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TRUST
OWNERSHIP
VALUE
WHAT WILL PEOPLE EXPECT IN THE DOING ERA?
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OWNERSHIP
Ownership is about balanceProduction Sensitivity Promise (or brand perception)DistributionUtility
OWNERSHIP
Microsoft provides a good example of ownership
“Your content remains your content, and you are responsible for it. We do not control, verify, pay for, or endorse the content that you and
others make available on the services.”
RESULT increasing demands on our attention
to the ownership/utility tradeoff
8
High personal ownership for high utility (eg, my physician) Low personal ownership for less utility (restaurant behavior)
OWNERSHIP
Nightingale, the winning concept from the White House-sponsored Health Design Challenge, was designed by Chicago consultancy gravitytank.
Nicholas FeltonThe Obsessives: an analysis of
one week of consumption.
with an ever-growing set of reports from smart technology
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We give up ownership to organizations sometimes thoughtfully
other times not so much...
We’re explicitly trading our data to learnabout ourselves, our friends, and the world around us
and implicitly trading our data so that others can learn about us (and maybe about our friends as well!)
OWNERSHIP
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Utility increases with ways to observe or interact with‘difference’ information
credit cardsdiet and exercise sensors
medication containersviewing habits
energy consumptionour recycling behavior
...
OWNERSHIP: ‘DIFFERENCE MAKE A DIFFERENCE’
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TRUST
OWNERSHIP
VALUE
WHAT WILL PEOPLE EXPECT IN THE DOING ERA?
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VALUE
Value carries certain expectationsPersonalizationAnonymizationBoundariesInferences
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Just because we give up our data doesn't mean we want to give up everything...
We want to know what we can either know or infer about ourselves
What others can know or infer about us
What we can project about ourselves and what others can project about us
RESULT increasing demands on our data awareness and
literacy
VALUE
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There aren't enough data scientists to go around
VALUE: HOW DO WE LEARN?
EMC2 graphic on data scientists, care of Mashable
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There aren't enough data scientists to go around
VALUE: HOW DO WE LEARN?
We need to find ways to provide people with more data awareness and data literacy, on their own
We need to help people think and act in terms of their connections, their observable and inferable
behaviors, and their likely actions in the future
HOW DO WE DODGE
THE CREEP FACTOR?
CAN WE MAKE DATA
HUMAN?Page © Fjord | STRATA 2013 29
Can we help people design for themselves using their own data?
EVERYONE DESIGNS
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DESIGN FOR THEMSELVES
The Sciences of the Artificial by Herbert Simon 1969
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RELATIONSHIPS
Service design gives shape to relationships between people and the products
and services they use at the service interface
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In service design we craft the resources so people can bring the
experience to life for themselves(meta design)
We create affordances that help people knowwhere to start, what to do, and when
(to design for themselves)
SERVICE DESIGN
Create resources
SERVICE DESIGN FOR DATA
RESOURCES FOR CONTROL
INFERENCINGAND PROJECTION
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What if we created the resources that enabled everyday people to do their own inferencing and projection?
SERVICE DESIGN FOR DATA
SMART: a collaborative initiative
Harvard Medical School and Boston Children’s Hospital
Making vital information easy to understand and share between medical professionals and parents
SMART is a project funded by the Office of the National Coordinator for Health Information Technology (ONC).
What if we created the resources that enabled everyday people to do their own inferencing and projection?
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SERVICE DESIGN FOR DATA
3 SwedenThe My 3 service provides users with a multi-faceted interpretation of their usage: an opening “snapshot,” a deeper investigation of invoices and the ability to see trends over the past six months, as well as how their bill compares to a typical customer.
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SERVICE DESIGN FOR DATA
What if we created the resources that enabled everyday people to do their own inferencing and projection?
A STORY
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OUR OWN TOOLS
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OUR OWN TOOLS
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OUR OWN TOOLS
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OUR OWN TOOLS
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OUR OWN TOOLS
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OUR OWN TOOLS
Intentcast Inferencing Data gathering Negotiation Delivery
TOOLIFICATION OF SERVICES
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Each time we design for service we need to think about how we’re providing people the resources to manage for themselves
MAKING DATA MORE HUMAN
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Design the resources so people can directly interact and learn about their connections and manage their relationships
to foster awarenessmanage trust
balance ownershipand make data valuable
TOOLIFICATION OF SERVICES
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A LOT LESS
CREEPY...
IF WE’RE SUCCESSFUL BIG DATA WILL BECOME
THANK YOUSHELLEY EVENSON
[email protected]@SHELLEYKE