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Hugh Dubberly, Dubberly Design Offi ceStephen B. Wilcox, Design Science
presentations.dubberly.com/IoT_product.pdf
Design in Plastics ConferenceProvidence June 22, 2016
How the Internet of Thingswill 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 soft ware 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.
3333Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
“If you went to bed last nightthinking you’re an industrial company,you’re going to wake up this morning as a soft ware and analytics company.”
— Jeff Immelt, Chairman and CEO, General Electric
Minds + Machines 2014
www.ge.com/stories/industrial-internet
1981 1995 2016Personal Computers The Internet Internet of Things (IoT)
Social
Mobile
Voice UIs
SaaSDrones Robots
Virtual realityAugmented reality
Big dataLinked dataOpen data
GlassesGogglesWearables
AI 2.0Machine learningPredictive analytics
CNC3D printing
Cloud computingon-demand
4Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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
55DDDDuDDuDuubbbbbbbbbbb eerererererlylylylylyyly DDDDDDesesssssigigggggnnn Offffififififiicececececece ·· HHHowwwwww ttttthehehehehehe IIIIIntntntnteeeere nnnenenn t t ofofofofofo TTTTThhihhhih ngngngngngs (I(II(IIoToToToTT)))) will ssssshahahahahahapepepepepepe ffffuutututututtuuruuuru ee prprprprprpp odducucucucuctttttt ded siiigngnnggngngngnn ··· JJJJJununununneeeee 22, 202020202020220202016161
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
6Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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.
Fixedcommunications
Mobilecommunications
Computers
Consumer electronicsand medical devices
Industrial devices(military and aerospace)
Automotive
2013 2014 2015 2016 2017 2018 2019 2020
10b
20b
30b
40b
50b
7Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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.
Th is evolution is shift ing 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
9Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Traditionally, “products” has meant not just hard goodsbut also information and services.
Product Service
10Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
In the last 20–30 years,“services” have become a way to deliver “products.”
Product Service Ecologies
11Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
More recently, services are connecting to integrated systems,forming product service ecologies—networks of products, services, people, and their interaction.
1. Product2. Smart product
Software
3. Smart, connected product
Remotedevices
Software
4. Product system
Planters
Combineharvesters
Tillers
Tractors
FarmEquipment
System
Remotedevices
Software
5. Systems of systems
IrrigationSystem
Irrigation nodes
Irrigationapplication
Fieldsensors
Weather DataSystem
Weather dataapplication
Weather forecastsWeather maps
Rain, humidity,temperature sensors
FarmManagement
System
SeedOptimization
SystemSeed database
Farm performancedatabase
Seed optimizationapplication
Planters
Combineharvesters
Tillers
Tractors
FarmEquipment
System
Remotedevices
Software
12Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
—Michael Porter and James Heppelmann, How Smart, Connected Products Are Transforming CompetitionHarvard Business Review, November 2014https://hbr.org/2014/11/how-smart-connected-products-are-transforming-competition
Harvard Business School professor Michael Porterwrites about systems of systems.
Source: Automotive Sensors and Electronics Expo 2015—http://www.automotivesensors2015.com/
The average vehicle includes 60–100 sensors;that fi gure 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. Product2. Smart product
Software
13Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Products are becoming “smart.”Product
+ Sensor + Computer = Smart Product
1. Product2. Smart product
Software
3. Smart, connected product
Remotedevices
Software
14Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Sets of smart products are connecting.Smart Product
+ Network + Cloud Service = Smart, Connected Product
1. Product2. Smart product
Software
3. Smart, connected product
Remotedevices
Software
4. Product system
Planters
Combineharvesters
Tillers
Tractors
FarmEquipment
System
Remotedevices
Software
15Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Sets of connected products form product systems.Smart, Connected Product
+ other Smart, Connected Products = Product System
1. Product2. Smart product
Software
3. Smart, connected product
Remotedevices
Software
4. Product system
Planters
Combineharvesters
Tillers
Tractors
FarmEquipment
System
Remotedevices
Software
5. Systems of systems
IrrigationSystem
Irrigation nodes
Irrigationapplication
Fieldsensors
Weather DataSystem
Weather dataapplication
Weather forecastsWeather maps
Rain, humidity,temperature sensors
FarmManagement
System
SeedOptimization
SystemSeed database
Farm performancedatabase
Seed optimizationapplication
Planters
Combineharvesters
Tillers
Tractors
FarmEquipment
System
Remotedevices
Software
16Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Systems connect to other systems, forming ecologies.Product Systems
+ other Product Systems= Product-Services Ecology
17Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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.
191191919Dubberly Design Office · How the Internet of Things (IoT) will ssssssssssssssshahhhhhhhhaaahahhahaaapeepppeppepepppp fffututututurururuurururuurururuurruururureeeeeeeeeeeee prprrrrrrrrrrrrrrprprprppp odoodododododododododoodoodododododucuuuuuuuuuuuucucuctttt dedddddddddededesisisisigngngngnggg · JJJJJJJJJJJJJJJJJJJJunununununununununununuuunununeeee 222222,,,,,,, 202222222222222220202016161616
Daily weather data can augment machine learning.Precipitation,temperature,wind direction and speed,snow cover,and cloud covercan aid forecasting.
72
64
56
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Pro
duc
tio
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illio
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40
32
24
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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 fi rst entirely automated forecasts of crop production.
Music Listener iPod
Hardware Software Networked Service Marketplace
iTunes iTunes Store Record Companies Artists
MENU
21Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
iPod was the proto-IoT device—an integrated systemof hardware, software, and networked services.
Ride Seeker Driver
Database
Matching Service
GPS
MapsMembers
Drivers
CarPhone Phone
22Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
VCs are no longer funding stand-alone apps;Uber isn’t just an app; it’s an IoT platform for logistics.
Customerdatabase
Batteries
Microprocessor Cloud
ConnectedMobile App
Speaker
AImachine-learningsystem
Microphone
Wi-Fi
23Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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/ELIZAhttp://www.nytimes.com/2015/09/20/magazine/barbie-wants-to-get-to-know-your-child.htmlhttp://www.nytimes.com/2015/10/16/business/mattel-aims-to-reanimate-sales-with-interactive-barbie.html
Business
Marketing
Mar-com
CRM MMDB
Member MarketingDatabase
Business
New products + servicesbuilt on the MMDB.
Additionalproducts + services
Marketing
Mar-com
CRM
MMDB
24Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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
SpeakerAImachine-learningsystem
Microphone
Wi-Fi
25Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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
26Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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
PatientFamily
Cloud
Blood
App
Analytics engine
27Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Medical devices are connecting to the cloud, too,including pacemaker-defi brillators, 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
3. Smart, connected product
Remotedevices
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
GlucoseManagement
System
A near continuous glucose monitor can be coupled with an insulin pump,forming a glucose management system.
Remotedevices
Software
5. Systems of systems
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
ManagementSystem
HealthManagement
System
PharmacyOrder
ManagementSystem
EMRSystem
RemoteAlertingSystem
DrugInteractionMonitoring
SystemBillingSystem
PatientPopulation
ManagementSystem
Remotedevices
Software
28Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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
Integrateddatabases
Company views
Patient view- My Record- Messages- Appointments- Billing- Support
Patient ID#
Patient ID#
Patient ID#
All Patient Data
My Record
29Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Unifi ed patient and device data will afford useful views to many constituents.
Integrateddatabases
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
30Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Patients can know much more about what’s happeningand can share information with family, friends, and HCPs.
Integrateddatabases
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
31Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
HCPs can receive a more holistic view of each patientand can manage groups of patients more effi ciently.
Patient
Bio-med engineers
Researchers
Designers
HCPs
Benefit = lower costs
Individual view
Individual view
Aggregate view
Individual view
Devices
Cloud
Web + mobile Integrateddatabases
Company views
Patient view- My Record- Messages- Appointments- Billing- Support
Patient ID#
Patient ID#
Patient ID#
All Patient Data
My Record
32Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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
Web + mobile Integrateddatabases
Company views
Patient view- My Record- Messages- Appointments- Billing- Support
Patient ID#
Patient ID#
Patient ID#
All Patient Data
My Record
33Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
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
Web + mobile Integrateddatabases
Company views
Patient view- My Record- Messages- Appointments- Billing- Support
Patient ID#
Patient ID#
Patient ID#
All Patient Data
My Record
34Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Designers can get detailed usage data,to improve next generation products.
35Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
What does this mean for designers, developers,and product managers?
networked service
user
recognized by
receives unique response from
36Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Networked services can recognize their usersand respond uniquely.
networked service
user
recognized by
receives unique response from
data
collect
37Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Networked services collect informationas a natural part of operating.
networked service
user
recognized by
receives unique response from
continuously revised by
designerdata
collect informs
38Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
Networked services change continuously.
399Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
“...designing networked servicesrequires a new way of thinkingabout a product and its development.”
— Tim Misner, Oracle Software Architect
Product Manager
stand-aloneproduct
Product-service Ecology Planner
datanetworked platform
40Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
“...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?’”
41Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
The Internet of Things,signals a larger cultural shift...
4244424424242422242424424242424222244224442244DuuDubbbbbbbbbbbbbeeeeeererreeerrlylylylyyyyy DDDDesessssesigigiggigiggnnnnnn OOOfffiiiceceeee ··· HHHHHHHowoowowowowowowowoow tttheheh IIntntnterernenett ofof TThingngs s (IoToT)) wiwillll sshahaapepeppepepeppp futu ure product design · JJunune 22, 200016161
from
Industrial age
to
Information age
43Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
...and a corresponding shiftin the nature of products.
4444444Dubberly Design Office · How the Internet of Things (IoT) will shape future product design · June 22, 2016
from the design of
Objectsto adaptive systems orchestrating
Experiences
[email protected]@dscience.com
Presentation posted atpresentations.dubberly.com/IoT_product.pdf
Special thanks to Bob GraceRyan Reposar