Apps as Machines — at Hochschule Darmstadt

— Scott A. Nelson & Paul Metaxatos / HBR
https://hbr.org/2016/04/the-internet-of-things-needs-design-not-just-technology
IoT connectivity can enhance a product’s
value, but it can never serve as the
rationale for the customer purchase.
“
”

Apps as Machines
@AppsAsMachines
@H_DA
Hannes Jentsch
Martin Jordan

Hello
Who are you?
Why are you here?

Background: Product, Innovation, Design
Hannes Jentsch
Design & Innovation Consultant,
Freelance
@Kaffeetrinken

Background: Service, Innovation, Design
Martin Jordan 
Lead Service Designer,
Government Digital Service
@Martin_Jordan
Cabinet Ofﬁce
Government Digital Service

Terms & conditions
2 days,
12 hours
½ home
work
100% attendance
& contribution

Approach
connected device
projects from a
user-need angle
Learning goals
Leverage human
capabilities
when designing
for IoT
Crafting
meaningful and
relevant new
offerings

What is the
‘internet of things’?
Question

Definition
The Internet of Things (IoT) is the
interconnection of uniquely identifiable
embedded computing devices within the
existing Internet infrastructure.
“
”
— Wikipedia, Internet of Things
http://en.wikipedia.org/wiki/Internet_of_Things

Definition
It seems to mean everything and nothing.
Like, is it RFIDs in airports to track
luggage, combine harvesters driven by
town-wide WiMAX, or web-connected
receipt printers for the home? Too much.
“
”
— Matt Webb / @Genmon, BergCloud
http://blog.bergcloud.com/2014/04/02/four-types-of-iot/

Which devices come
to your mind?
Question

Examples
FitBit
Pebble
Apple Watch
Wearables
Sonos
Apple TV
Chromecast
Media
Smartthings
Belkin Wemo
Philips Hue
Home
Automation
Withings
Nest
Cloudwash
Smart
Appliances
Source: Bergcloud / ‘Four Types of IoT’
http://blog.bergcloud.com/2014/04/02/four-types-of-iot/

Wearables
Connected
cars
Connected
homes
Connected
cities
Industrial
internet
Transportation
Healthcare
Oil & gas
Source: Goldman Sachs Global Investment Research
IoT Landscapes

What do they
do for us?
Question

Expanding the definition of ‘machine’

As we start to make Apps as Machines,
what are the building blocks of rich
physical experiences we can draw from?
Hypothesis
A physical experience offers us 
so many opportunities for cognitive,
and thus, emotional engagement.

Setting
their jobs to
be done into
context
Agenda
Solving
the job by
leveraging
more human
capabilities
Pitching
your
machine
Discovering
what apps and
their services
do for us

Uncovering what Dropbox does for us …

Dropbox’s jobs-to-be-done*
— Jobs-to-be-done describe the tasks that a product or service is
carrying out. People don’t just buy products or just want to use a certain
service. They ‘hire’ them to do a job.
For example: Car2Go gets you from A to B. The drill hammer helps you
to hang a painting on the wall. Pinterest supports you in collecting and
remembering things. — @ClayChristensen, http://www.christenseninstitute.org
have my documents always with me
retrieve my documents wherever I need them
secure copies of important documents
show photos to my friends & family
collaborate with my colleagues
store my memories of important moments

Definition
— @ClayChristensen, Professor for management
http://www.christenseninstitute.org/
Jobs-to-be-done describe the tasks that
a product or service is carrying out.
People don’t just buy products or just
want to use a certain service. They ‘hire’
them to do a job.
“
”

What is the
task of wine?
Question

Source: Laurence Veale / ‘The jobs wine is hired for’
https://medium.com/@laurenceveale/the-jobs-wine-is-hired-for-272a929ea8be
How most wines are organised in wine shops

Organising the retail space around a specific job: to make dinner a little better

Organising the retail space for a second job: to look neither cheap nor foolish

Your task
6 jobs each3 apps1 user 2 hours

Interview for Empathy
Ask why.
Never say “usually” when asking a question.
Encourage stories.
Look for inconsistencies.
Pay attention to nonverbal cues.
Don’t be afraid of silence.
Don’t suggest answers to your questions.
Ask questions neutrally.
Don’t ask binary questions.
Only ten words to a question.
Only ask one question at a time, one person at a time.
Make sure you’re prepared to capture.
A.school (2010): bootcamp bootleg
http://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf

APPS AS MACHINES — Your ﬁrst task
Investigation
YOUR USER:
over age of 60 and using a smartphone daily
grew up outside of Europe
young mother or father
under the age of 18, still going to school
ﬂying more than 3 times per month
small business owner with a physical store
handicapped (with impact on everyday life)

NAME OF THE APP:
JOBS OF THE APP:
Satisfaction:
Satisfaction:
Satisfaction:
Situation:
Situation:
Situation:
Great
Great
Great
Just right/ok
Just right/ok
Just right/ok
Not really satisfying

All clear?
Ready to go?
Check-in

— Theodore Levitt, American economist
http://hbr.org/web/special-collections/insight/marketing-that-works/ 
marketing-malpractice-the-cause-and-cure
People don’t want to buy
a quarter-inch drill.
They want a quarter-inch hole!
“
”

Who is your user?
Which apps is s/he using?
What are their ‘jobs’?
Tell

Focus
The product analysis, design and sale should focus on:
developing the product
asking what users want
matching market trends
understanding the jobs that users try to get done
Source: Clement Génin, Jobs-to-be-done – A goal-driven solution framework
http://www.slideshare.net/ClementGenin/jobstobedone

User
Job
IoT
Solution
Point of View

Orientating
in unfamiliar
area
Using
mapping
service
Point of View

Getting to
appointment
in time
Taking
a taxi
Source: Pexels
Point of View

Rewarding
for a tough
day at work
Getting
dinner
delivered
Source: Pexels
Point of View

Emotional /
personal jobs
Functional
jobs
Social
jobs
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Kinds of jobs

Compact
Disc
Jobs are solution-agnostic
and remain valid over long time
Spotify
Streaming
Vinyl
record
Private
concert
iTunes
MP3
THEN NOW
Job of listening to music

Jobs of the milkshake
by Clayton Christensen
Jobs of Snickers vs. Milkyway
by Bob Moesta
Source: http://hbr.org/web/special-collections/insight/marketing-that-works/marketing-malpractice-the-cause-and-cure
Origin story

Milkshake 
Job: consume something now that will stave off
hunger until noon
VS
Snickers Banana Bagel
Consideration Set

Framework for developing & communicating
products and services
Set of tools and methods for almost every part 
of the service development process
Mindset for understanding human behaviour, and why
people switch from one offering to another
Perspective
Jobs-to-be-Done is …

View
We frame every design problem in a Job,
focusing on the triggering event or
situation, the motivation and goal, and
the intended outcome.
“
”
— @AlanKlement
http://alanklement.blogspot.de/2013/09/replacing-user-story-with-job-story.html

Rethink
The context defines what is needed to perform a job
Getting from
A to B in the city

Jobs vs solution
Local public transport
“Get me to my destination
during rush hour with a
predictable time of arrival.”

Jobs vs solution
Taxi & uber
“Get me to the airport in the very early
morning, but allow me to sleep as long
as possible and save me time.”

Jobs vs solution
car2go & Drive Now
“Get me to my destination during
an off-peak time of the day when I
have something to carry that’s too
uncomfortable for public transport.
Or when I want to upgrade myself.”

Jobs vs solution
Flinkster & CiteeCar
“Get me out of the city with my
family over the weekend.”

Jobs vs solution
Call a Bike & Next Bike
“Get me to work on a beautiful
day when there is little time
pressure.”

Jobs vs solution
eMio
“Get me and my partner to the
brunch date with friends quickly.”

+ + + + +
Situation
M
onday
M
orning
Rain
Alarm
didn’t
ring
Usuallygone
atthattim
e
Carin
repair
Contextualise

When
Where
Who
How
What
season
month
weekd
ay
daytime
occasionlocation
type
category
attrib.profile/mode
social
device
motion
useract.routine
traﬃc
facebook
c
ollec.
weather
Routinely used route
Routinely visited place
First time visit
Unknown area
Known area
…
Historical traﬃc around location
Congestion/incidents on route
Congestion/incidents around loc.
…
Visited by friends
Visited by me
Popular on facebook
Liked by friends
Liked by me
…
In
popular collection
In
m
yfriendscollection
In
m
ycollection…
FreezingCoolMild
Warm
Hot
Night
Day
Stormy
Snowy
Rainy
Foggy
Cloudy
Clear
Wetseason
Dryseason
Winter
Autumn
Summer
Spring
January
February
March
April
May
June
July
AugustSeptemberOctoberNovember
December
MondayTuesday
Wednesday
ThursdayFriday
Saturday
Sunday
Morning
Noon
Afternoon
Evening
Night
Sunrise
Sunset
…
At a planned appointment
Appointment scheduled in x hours
Leaving
In transit
Arriving
Early in month
Late in month (f.ex salary)
Commute
Travel
…
Outdoor
Indoor
Near POI of cat. XNear POI cluster of cat. XMoving towards X
Distance to destinationDistance to POI
…
On streetIn building
In/at venueIn park
On mountain
On water
…
Airport
Departm
ent store
Hotel
Cafe
Restaurant
ATM
Leisure
PTstation
Sight
Mall
Parkingspace
Junction
Highway
…
Pricerange
Openinghours
Availableparking
…
…
Commuter
CityDweller
Traveler
Age30-39
Age18-29
Age<18
Male
Female
…
Withanonymouscrowd
Withknownpeople
Alone
…
Roamingactive
Via3G
etc
ViaBluetooth
ViaWiFi
Desktop
Tablet
Phone
…
Ascending/descending
Trajectory/bearing/direction
DrivingWalkingStill
…
Using app since 1d/1w/1m
Calculated a route to/from
Reviewed
Shared to/byCollected
Searched for
…
Routine follow up action when x Situation
Consider

Rephrase
Formulate each job into a statement (or job story)
When I want to So I can
Situation Need Goal

Benefit
Describe a
real user’s need
in context
Validate
design
solutions
Communicate
the design task

View
Often, because people are so focused on
the who and how, they totally miss the
why. When you start to understand the
why, your mind is then open to think of
creative and original ways to solve the
problem.
“
”
— @AlanKlement
https://medium.com/the-job-to-be-done/af7cdee10c27

The right machine for …
Adam
31, German moving to
South Korea

APPS AS MACHINES — The right machine for …
JOB-TO-BE-DONE
STORY*
Adam
When (situation)
31, German moving to South Korea
have personal documents always at hand

STORY*
When (situation)
I want to (need)
So that (goal)
— “Job Stories are great because it makes you think about
motivation and context and de-emphasizes adding any particular
implementation. Often, because people are so focused on the who and
how, they totally miss the why. When you start to understand the why,
your mind is then open to think of creative and original ways to solve the
problem.” — @AlanKlement, https://medium.com/the-job-to-be-done/af7cdee10c27
I move to another country
and need to register there with banks and authorities
I can identify myself without having
to carry unique originals with me.
have easy access to my most important
documents

What is your main job? 
What is the situation? 
What are the needs?
Write

Your task
30 Minutes2 Stories1 App

How went your job story writing?
Tell

Pitfalls & tips
Don’t include solutions 
into stories.
Don’t formulate stories 
too general.
Don’t include more than 
one context and goal.
Write it like in the 70s – 
avoid mentioning tech.
If you struggle in writing, 
do further research!
Think in struggles 
rather than outcomes.
Don’t Do

View
Those digital updates have little sympathy
for any divisions of time or space we might
to impose upon our days. We may find
that we are ranking the ‘needs’ of our
machines above our own.
“
”
— @TomChatfield
http://tomchatfield.net/2012/05/09/how-to-thrive-in-the-digital-age/

Your task
4 Minutes1 Job Story 1 Question

How might we +
user
+ ?
need
+
insight
Ask

user needinsight
Ask
How might we assist Adam who is moving to
South Korea to have his most important personal
documents with him so that he can identify
himself without needing his unique originals?

Ask
user needinsight
How might we assist Adam who is moving to
South Korea to have his most important personal
documents with him so that he can identify
himself without needing his unique originals?

Write
user + insight + need
APPS AS MACHINES
How might we assist Adam who is moving to South Korea to have
his most important personal documents with him so that
he can identify himself without needing his unique originals?
— Input for your creation
How might we … ?

Constraints
Avoid screens Avoid keyboards

Example: Amazon Fresh
Source: Amazon

Example: Amazon
Source: Amazon
Amazon App
Amazon Dash
Amazon Dash Button
Amazon Watch App
Amazon Echo

100 × Go for quantity
Keep it short
Encourage wild ideas
Defer judgment
Build on the ideas of others
One conversation at a time
Stay on topic
Be visual
Ideate

Your task
3+7 Minutes99 Ideas1 Brief

10 Minutes1 Idea 2 Concept
Your task

What are your two fav
concept ideas?
Report

Note
What’s good? What to improve?

View
As technology moves into more and
more things and ultimately into humans,
we must ensure that it is enhancing the
human experience not challenging it.
“
”
— @Punchcut
http://punchcut.com/perspectives/connecting-the-internet-of-things/

Why prototype
Collaborate by
doing, not talking
Show the thing,
communicate
with evidence
Learn with
your hands

Inspiration for your prototype

Video app recommendations
Snapchat
(10 sec)
Instagram Video
(15 sec)
Spark
(45 sec)

Your task
90 Minutes1 Prototype1 Concept

Your presentation
1 HMW 1 Advantage1 Concept

What is your machine?
Your show-timeShow

a user with a rather complex life
the need to do grocery shopping online
together with other family members.
Amazon Dash note-taking device
is directly connected to the shop
the Amazon smartphone app
Dash is easy to use with a single hand
and even while multi-tasking
Communicate
For
TARGET
CUSTOMER
CUSTOMER
NEED
CONCEPT
NAME
MARKET
CATEGORY
who has
that
Unlike
the
is a
ONE KEY
BENEFIT
COMPE-
TITION
.
.
UNIQUE
DIFFEREN-
TIATOR
APPS AS MACHINES — Acceleration tool
Elevator Pitch

IoT
Source: @Punchcut

In 2020
7.6 billion
people
50 billion
devices
6.58 devices
per person
Source: Cisco, ‘Connections Counter: The Internet of Everything in Motion’
http://newsroom.cisco.com/feature-content?type=webcontent&articleId=1208342

Not more
information,
but better
information
Less smartphone
dependency,
but objects as
messengers
Focus on people,
support, protect,
empower them
Consider

How the computer sees us
Source: Physical Computing, O'Sullivan & Igoe
http://www.amazon.com/Physical-Computing-Sensing-Controlling-Computers/dp/159200346X

— Brian Eno, artist
http://archive.wired.com/wired/archive/7.01/eno_pr.html
Tools that endure have limited options.
These limitations become sources of
emotional meaning.
“
”

1995–
Internet via
stationary
computer
2005–
Internet in
the palm
2015–
Internet in all
aspects of life
Level of intimacy to user
Realise
Low High

Realise
App layer
Connected objects layer
Service layer

View
[The internet of things] will require
businesses to fundamentally
transform their approaches to be
successful in this new era.
“
”
— @Punchcut

No market need
Ran out of cash
Not the right team
Get outcompeted
Pricing / cost issues
Poor marketing
Ignore customers
Products mis-timed
Lose focus
Disharmony on team 13%
14%
14%
17%
17%
18%
19%
23%
29%
42%
Top 10 reasons young businesses fail
Source: Top 10 Reasons Startups Fail, based on an analysis of 101 post-mortems
http://www.cbinsights.com

Balance
Viable
DesirableFeasible
Business
UsersTechnology

Do’s
Capture the
context
State the
problem
Clarify the
benefit

Question
What if your connected thing is being
hacked? How can you make sure you
harm its users the least?

Consider
Credit card hacks
(e.g. Target)
Services & servers hacked
(e.g. Sony, Playstation)
Unprotected cameras
(e.g. insecam.org)

View
Minimal Viable Data –
What is the least amount of data you
can collect to create a good product
and experience?
“
”
— @GoldenKrishna
https://twitter.com/Martin_Jordan/status/667336477349650432

Two last things
Documentation
Publish your
video project
with sheets
until Sunday, 15 May
Feedback
Tell us what
you liked,
you wished,
you learnt

Credits
Icons:
Max Hancock
David Padrosa
Jakob Vogel
Ola Möller 
Jeremy J Bristol
Siddharth Dasari
Martin Smith
Deadtype
Photos:
Nokia
Amazon
Thanks!
Nicolas Morand
Luis Prado
Simple Icons 
Luiza Peixe 
Scott Lewis
Phil Goodwin
Michael Senkow
Jakob Schneider
Sherrinford
Edward Boatman
Cengiz SARI
Mister Pixel

Apps as Machines — at Hochschule Darmstadt

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