Io t product Jobst Shielding

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.


“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


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

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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


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


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


Traditionally, “products” has meant not just hard goodsbut also information and services.

Product Service


In the last 20–30 years,“services” have become a way to deliver “products.”

Product Service Ecologies


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


—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.


Software


Products are becoming “smart.”Product

+ Sensor + Computer = Smart Product


Software


Remotedevices

Software


Sets of smart products are connecting.Smart Product

+ Network + Cloud Service = Smart, Connected Product


Software


Remotedevices

Software

4. Product system

Planters

Combineharvesters

Tillers

Tractors

FarmEquipment

System

Remotedevices

Software


Sets of connected products form product systems.Smart, Connected Product

+ other Smart, Connected Products = Product System


Software


Remotedevices

Software

4. Product system

Planters

Combineharvesters

Tillers

Tractors

FarmEquipment

System

Remotedevices

Software


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


Systems connect to other systems, forming ecologies.Product Systems

+ other Product Systems= Product-Services Ecology


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.

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Daily weather data can augment machine learning.Precipitation,temperature,wind direction and speed,snow cover,and cloud covercan aid forecasting.

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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


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


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


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


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


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


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


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


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


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


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


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


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


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 ID#

Patient ID#

Patient ID#

All Patient Data

My Record


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


Company views


Patient ID#

Patient ID#

Patient ID#

All Patient Data

My Record


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


Company views


Patient ID#

Patient ID#

Patient ID#

All Patient Data

My Record


Designers can get detailed usage data,to improve next generation products.


What does this mean for designers, developers,and product managers?

networked service

user

recognized by

receives unique response from


Networked services can recognize their usersand respond uniquely.

networked service

user

recognized by


data

collect


Networked services collect informationas a natural part of operating.

networked service

user

recognized by


continuously revised by

designerdata

collect informs


Networked services change continuously.


“...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


“...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?’”


The Internet of Things,signals a larger cultural shift...

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from

Industrial age

to

Information age


...and a corresponding shiftin the nature of products.


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

Education

Io t product Jobst Shielding