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Welcome'to'the'Smart'Objects'Era'
Leandro'Agrò'|'Digital'Product'Director'/'Design'Group'Italia'
© DESIGN GROUP ITALIA 29 Settembre 2014Format Powerpoint / Regole generali di impaginazione e sviluppo 2
Eclec%c&Design&studio&with&a&dedicated&“SmartLab”&about&“IoT&Service”&
&
© DESIGN GROUP ITALIA
© DESIGN GROUP ITALIA 29 Settembre 2014Format Powerpoint / Regole generali di impaginazione e sviluppo 4
© DESIGN GROUP ITALIA
/ CLIENTS
5
In 45 years, more than 2.000 projects
We believe in clear and human relationships of
synergistic collaboration and exchange,with our clients
and with our suppliers.
“250+ clients 70% foreign sales 80% consumer goods “
© DESIGN GROUP ITALIA
Smart&Objects&Era&
29 Settembre 2014 6
© DESIGN GROUP ITALIA
Part&1:&Thinking&
29 Settembre 2014Format Powerpoint / Regole generali di impaginazione e sviluppo 7
© DESIGN GROUP ITALIA 29 Settembre 2014Format Powerpoint / Regole generali di impaginazione e sviluppo 8
© DESIGN GROUP ITALIA
Two&short&stories&
Failure&vs.&Success&
29 Settembre 2014 9
/ It’s all about time
11
Google&Glasses&&
Long Live to smart Glasses&
12
Google&Glasses&&
Long Live to smart Glasses&
/ It’s all about people
14
NEST:&Shaping&Trust&
It’s all about People&
3.2&BILLION&
15
NEST:&Shaping&Trust&
It’s all about People&
3.2&BILLION&
16
NEST:&Shaping&Trust&
It’s all about People&
Customers&are&not&buying&an&
home&automa%on&system:&&
they&are&just&buying&
another&iPod.&
&
17
NEST:&Shaping&Trust&
It’s all about People&
Autonomous&thinking&
Cloud&/&Service&layer&
UI&quick&aging*&
Data'
Business'Logic'
Interface'
18
NEST:&Shaping&Trust&
It’s all about People&
No&hidden&parts&or&buSons&
Clear&STATUS&
Predic%ve&Behavior&
No&programming&needed&
Human&presence&awareness&
Mul%ple&touchpoints&
Touch&based&UI:&EASY&and&MODERN&
Trustable&Aesthe%c&&
19
“Design'isn't'just'about'shapes'or'pixels'anymore.''
Design&is&the&process&that&shapes&product&behaviors,&
communi%es,&companies&and&Yin&the&endY&builds&
new&worlds.”&
NEST:&Shaping&Trust&
The design role &
© DESIGN GROUP ITALIA
Cultural&ShiZ&
29 Settembre 2014 20
21
Shaping&trust&
It’s all about People & Trust&
Every&Tool,&service,&business&that&
jump&in&the&digital&technology,&
start&to&follow&Moore’s&Law:&
Accelera%on&
change&
everything.&&
22
Kodak&is&best&known&for&photographic&film&products.&During&most&of&the&20th&century&Kodak&held&a&dominant&posi=on&in&photographic&film,&and&in&1976,&had&an&
89%'market'share&of&photographic&film&sales&in&the&United&States.&&
Kodak&began&to&struggle&financially&in&the&late&1990s&as&a&result&of&the&decline&in&sales&of&photographic&film&and&its&slowness&in&transi=oning&to&digital&photography,&
despite&having&invented&the&core&technology&used&in&current&digital&cameras.&
Company&culture&is&ever&difficult&to&switch,&while&Hfor&KodakH&was&really&easy&to&
see&an&emerging&approach&and&say:&"It’s&digital.&It&is&just&a&toy”.&&
Digital'evolve'according'Moore'Law!'
hOp://www.diamandis.com/theHlaunchHpad/whyHbillionHdollarH100HyearHoldHcompaniesHdie/1743/&
INSTAGRAM&
23
Shaping&trust&
Touchpoints'mulQplicaQon'&
Technology&
Consumeriza=on&&
Emerging&
Experience&
© DESIGN GROUP ITALIA
Natural&Born&Storytellers&
29 Settembre 2014 24
Natural'Born'Storytellers&
25
Talk&to&me&
Connected&objects&are&Natural&Born&Storytellers&YandY&meaningful&stories&might&
be&created&with&the&right&combina%on&of&automa%c&contribu%ons&coming&from&
objects’&sensors&with&“low&resistance”&/&commons&habits&from&humans.&
Paola&Antonelli&
Natural'Born'Storytellers&
26
Talk&to&me&
Connected&objects&are&usually&smart&
enough&to&play&a&behavior.&For&example,&
take&a&detec%on&(measure&something)&
each&%me&that&a&trigger&is&ON,&or&a&
picture&shot&every&X&minutes,&etc.&
Automa%c&memories&are&very&powerful!&
Who&actually&shot&this&pict?&
Your&phone&has&chosen&the&light&
exposi%on,&framed&and&focused&faces,&
chose&the&perfect&moment&when&there&
was&a&smile,&added&the&%mestamp,&the&
GPS&posi%on,&prepared&everything&to&be&
instantly&sharable&with&your&friend…&&
Automa=c&memories…&
Natural'Born'Storytellers&
27
Talk&to&me&
Fitness&bracelets&records&what&we&do&
every&day.&This&extended&memory,&
visualized&through&dashboard,&is&able&to&
make&our&behavior&measurable&and&
more&understandable.&&
At&the&same&%me,&the&new&“automaQc,'
visual'and'mathemaQcal”'language&of&
“our”&memories&is&already&part&of&a&
brand&new&storytelling.&
Visualizing&informa=on&in&a&
meaningful&way&is&already&a&
first&picture&of&a&story.&
To&be&connected&is&the&“natural&
state&of&mind”&for&any&object&
© DESIGN GROUP ITALIA
IoT&
29 Settembre 2014 29
30
Shaping&trust&
The'Opportunity'
Even&if&the&Internet&appears&ubiquitous,&s%ll&the&number&
of&connected&objects&or&devices&is&vastly&inferior&to&those&
which&are&not&connected.&
&
The&coming&revolu%on&will&raise&from&the&necessity&of&
subs%tu%ng&everyday&objects&with&connected&ones,&
making&these&more&intelligent&and&aware.&
This&is&the& Internet'of'Things'
31
Shaping&trust&
The'Opportunity'
Placing&an&object&in&a&pocket,&in&a&car,&on&a&
desktop&or&in&customers’&homes&means&building&
a&personal,'biUdirecQonal,'“alwaysUon”'
communicaQon'channel.'
&
This&is&the&opportunity&provided&by&the&
INTERNET&OF&THINGS.&
© DESIGN GROUP ITALIA
Part&2:&Tools&
29 Settembre 2014 32
© DESIGN GROUP ITALIA
Design&Laws&for&the&IoT&
29 Settembre 2014 33
34
Inspired&by&Asimov&
Every'object'must'know'STORIES&
the&History&of&its&past&(how&it&is&made,&where&it&
was&produced,&how&it&is&used)&and&its&future&(as&
it&is&disassembled,&valued&in&its&parts,&recycled,&
disposed&of).&
&
Laws for Makers&
35
Every'object'must'be'SENTIENT&
Every&object&should&know&something&about&the&
world&around&it&through&sensors,&or&at&least&
know&when&and&where&it&is&used.&
Inspired&by&Asimov&
Laws for Makers&
36
Every'object'must'be'SOCIAL&
Every&object&must&be&able&to&communicate&and&
share&its&status&across&social&networks&used&by&
humans,&"par%cipa%ng"&in&their&social&
rela%onships.&
Inspired&by&Asimov&
Laws for Makers&
© DESIGN GROUP ITALIA
Canvas&for&the&IoT&
29 Settembre 2014 37
42
IoT&DESIGN&
Emerging'new'categories'and'Canvas&
43
IoT&DESIGN&
It’s'all'about'People'&'Trust&
Desired&Posi%oning&
Actual&Posi%oning&
44
IoT&DESIGN&
It’s'all'about'People'&'Trust'
SUPER&GADGETS&
SUPPLY&CHAIN&
MANTEINANCE&
45
IoT&DESIGN&
It’s'all'about'People'&'Trust'
Technology/Opera%on&&
Driven&
Marke%ng/Campaign&
&Driven&
46
IoT&DESIGN&
It’s'all'about'People'&'Trust&
&
1.&Expression&of&Brand&values&in&space&
2.&Smart&use&of&tech&trends&
3.&Rela=on&instead&of&isolated&interac=on&
&
&
BRAND&ADHERENCE&
INTEGRATED&SYSTEM&
CUSTOMER&ENGAGEMENT&
BRAND&ADHERENCE&
47
IoT&DESIGN&
Build'Canvas'based'on'people'behaviors'trends'and'insights&
© DESIGN GROUP ITALIA
RECAP&
29 Settembre 2014 48
© DESIGN GROUP ITALIA
IoT&STORIES&
29 Settembre 2014 49
© DESIGN GROUP ITALIA
To&be&connected&is&the&“natural&
state&of&mind”&for&any&object&
© DESIGN GROUP ITALIA
Placing&an&object&in&a&pocket,&in&a&
car,&on&a&desktop&or&in&customers’&
homes&means&building&a&personal,&
biYdirec%onal,&“alwaysYon”&
communica%on&channel.&
© DESIGN GROUP ITALIA
“Connected&objects&are&natural&
born&storytellers”&
© DESIGN GROUP ITALIA
Every&Object&should…&
Y&know&stories&
Y&Be&sen%ent&&
Y&Be&social&
© DESIGN GROUP ITALIA
“Design&isn't&just&about&shapes&or&
pixels&anymore.&&
Design&is&the&process&that&shapes&
product&behaviors,&communi%es,&
companies&and&Yin&the&endY&builds&
new&worlds.”&
© DESIGN GROUP ITALIA
55
DESIGN GROUP ITALIA
Via Aleardo Aleardi 12
20154 Milano ITALIA
tel. +39 02 58325272
234 West 39th Street
New York, NY 10018 USA
tel. +1 (718) 5771385
www.designgroupitalia.it
Leandro&Agro’&/&@leeander&
THANK YOU.&
www.designgroupitalia.com&

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