Last week at DIG South 2014 (Charleston, SC), I gave a talk titled “What the Internet of Things Really Means.” One of the next big drivers of transformation for consumers and businesses — and one of the biggest buzzwords — is the Internet of Things. IoT is defined by ubiquity: Technology and computation will become ubiquitous, truly integrated into our lives. Digital technologies will move into the “stuff” we have, the spaces we live and work in, and the stores at which we shop. The trend is still moving up the hype cycle, so the drumbeat of how exciting and revolutionary will continue to grow (before the inevitable realization that IoT isn’t a silver bullet and the warts and challenges of the systems become apparent). The talk is organized into three sections: Why is the IoT is a big deal? What are the implications for designers, marketers, agencies and startups? And finally how we’re designing digital ecosystems to be ready for IoT?

1. WHAT THE
INTERNET OF
THINGS’
REALLY MEANS
Zach Pousman, Director of Digital Strategy
Think Interactive, Atlanta
‘

2. IT’S THE BUZZWORD DU JOUR…
DON’T BE WORRIED ABOUT THE BUZZWORD.
!
BE ANXIOUS ABOUT THE REALITY.
2#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

3. 3
WHOA.

4. TECHNOLOGYVISIBILITY
4
TECHNOLOGY MATURITY
PEAKOFINFLATEDEXPECTATIONS
MOVES
FROM
THELAB
TROUGHOFDISILLUSIONMENT
GRADUALADOPTION
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

5. TECHNOLOGYVISIBILITY
5
TECHNOLOGY MATURITY
PEAKOFINFLATEDEXPECTATIONS
MOVES
FROM
THELAB
TROUGHOFDISILLUSIONMENT
GRADUALADOPTION
WEAREHERE
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

6. WHY?
WHAT?
HOW?
6#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(WHY IS THIS HAPPENING?)
(WHAT ARE THE IMPLICATIONS?)
(SHARE OUR PROCESS)

7. WHY?
7#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(WHY IS THIS HAPPENING?)

8. THE WEB TODAY IS NEARLY ALWAYS
ON A RECTANGLE.
!
OFTEN, A HANDHELD RECTANGLE.

9. TODAY’S LIVING ROOM IS FULL
OF RECTANGLES TOO.

10. IMAGE CREDIT: POSTSCAPES.COM

11. BY 2020
4 BILLION PEOPLE & 40+ BILLION
DEVICES WILL BE CONNECTED
TO THE INTERNET.
IMAGE CREDIT: INTEL (2012 DATA)
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

12. 12
BODY HOME CITY WORLD
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

13. 13
BODY HOME CITY WORLD
SENSORS
SMARTS
SYSTEMS
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

14. LOTS AND LOTS OF EXAMPLES
IMAGE CREDITS: POSTSCAPES.COM
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

15. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc

16. EVEN MORE MUNDANE
#DIGSouth #IoT Zach Pousman @thinky || @thinkinc

17. ARDUINO
CAMERA
WIFI
LED
INDICATOR
BATTERY
MAGNETIC
SWITCH
EVEN MORE MUNDANE
#DIGSouth #IoT Zach Pousman @thinky || @thinkinc

18. ARDUINO
CAMERA
WIFI
LED
INDICATOR
BATTERY
MAGNETIC
SWITCH
EVEN MORE MUNDANE
#DIGSouth #IoT Zach Pousman @thinky || @thinkinc
CUSTOMER & ORKIN

19. WHAT?
19#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(THE IMPLICATIONS)

20. 20
MARKETING STARTUPPRODUCT
OWNER
IT AFFECTS EVERYONE IN DIGITAL
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

21. 21
SIX IMPLICATIONS…

22. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc

23. APPLY YOUR SKILLS DIFFERENTLY -
EVEN ‘OMNIER’ OMNI-CHANNELS WILL
SURROUND THE CUSTOMER
PHOTO CREDIT: UX MAGAZINE / AVI ITZKOVITCH
HTTP://UXMAG.COM/ARTICLES/THE-INTERNET-OF-THINGS-AND-THE-MYTHICAL-SMART-FRIDGE
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

24. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
APPLY YOUR SKILLS DIFFERENTLY -
ABOUT PEOPLE, CUSTOMERS, PERSONAS
24#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

25. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
IMPLICATIONS:
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
25
WILL PEOPLE REALLY DO THIS?
HUMAN DESIRES, NEEDS,
CULTURES AND TRENDS WILL
CONTROL THE EVOLUTION.
PROJECT CREDIT: ERIK DE NIJS
HTTP://WWW.WIRED.COM/BEYOND_THE_BEYOND/2008/06/ERIK-DE-NIJS-YO/
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

26. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
APPLY YOUR SKILLS DIFFERENTLY -
CONSIDER CONTEXT
26

27. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc27
What does
an ad look
like?
What does
an ad look
like?
What does
an ad look
like?
APPLY YOUR SKILLS DIFFERENTLY -
CONSIDER CONTEXT

28. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc28
How does
the product
behave?
How does
the product
behave?
APPLY YOUR SKILLS DIFFERENTLY -
CONSIDER CONTEXT

29. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc29
What could
my startup
do here?
What could
be disrupted?
APPLY YOUR SKILLS DIFFERENTLY -
CONSIDER CONTEXT
What’s the
value chain
here?

30. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
WEB SITES AND APPS TODAY ARE ABOUT
FOCUS, NOT AMBIENCE AND AUTOMATION.
FRAMEWORK: The Design of Implicit Interactions. Wendy Ju.

31. implicit interaction
WEB SITES AND APPS TODAY ARE ABOUT
FOCUS, NOT AMBIENCE AND AUTOMATION.
explicit interaction
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
FRAMEWORK: The Design of Implicit Interactions. Wendy Ju.

32. ANEWWAYTOTHINKABOUT
PRODUCTPOSITIONING
TECHNOLOGYIMPACT
TIMEANDEFFORT
Substitution
Augmentation
Modification
Redefinition
‘SAMR’ FRAMEWORK (FROM ED-TECH) CREDIT: REUBEN PUENTEDURA, 2006

33. HOW?
33#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(THE PROCESS)

34. Jody Sullivan
Do-it-for-me Mom
Background
Think Feel Do
Age: 42
Location: Reston, VA
Education: Studied Economics at
Washington University at St. Louis
Occupation: Project Manager at AT&T
Household Income: $180,000
Current Car: Honda Odyssey
Next Car: Pre-Owned Lexus RX Hybrid
I just want to make sure that
my next car will last and will
be taken care of so my
family can get where they
need to go, safely.”
Motivations
Safety & Security
Time-based Convenience
“This is the best option to make sure
our family car is always in top shape.”
“Settling these matters ahead of time
will save me time trying to solve
problems later.”
Reassured, Safe, Secure, Protected,
Settled
Research some ancillary protection
products at home to understand what
they are and their value.
Choose a few products when buying
next car to guarantee lasting
protection.
Has been married for almost nine
years. Has two young children, a 5 year
old and a 7 year old.
Focused on building wealth and
making smart investments that will last
Jeff Parkinson
Achiever
Background
Think Feel Do
Age: 52
Location: Bentonville, AR
Education: Studied Engineering at
Auburn University
Occupation: Logistics Consultant
Household Income: $120,000
Current Car: BMW 335
Next Car: BMW M5, unless he breaks
down and buys the Porsche 911.
With a car like this, I always
want it to look great and
that any unexpected
problems won’t be a
hassle.”
Motivations
Pride of Ownership
Fiscally Responsible
“With these products, my car will
always look brand new.”
“I don’t mind spending a little extra to
know that I’m protected from larger
expenses.”
Confident, Reassured, Responsible,
Prideful
!
Do additional research so he knows
he’s getting a good value.
Remember these protection packages
in the future.
Works long hours and travels most
weekdays to meet with clients, leading
to a bachelor-type lifestyle.
Loves to drive; hates being a
passenger.
Enjoys relaxing with friends on the
weekends he is in town.Thinking about
returning to school to get his MBA in a
few years.
Jody
Jeff
“
“
34
B-C CONSUMER
PERSONAS
YOU DO HAVE PERSONAS DON’T YOU?

35. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
35
Click here to download
this tool from our blog

36. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
36

37. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
37
Click here to download
this tool from our blog

38. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
The day you buy a car
PURCHASE DRIVE / LIVESHOPPINGCONTEMPLATION
38

39. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Moment of F&I
purchase is not
resonant
AN EXAMPLE CUSTOMER JOURNEY
CONTEXT
F&I PRODUCT
MOMENTS
THINK
FEEL
DO
Needing to use
coverage is anxious or
frustrated
Once the plan
“makes it better”
Search, digital
advertising
Web, mobile,
dealer
Dealer
F&I office
Email CRM, at
dealership, web
Social media,
WoM
!
"
Buyer achieves
confidence she’s
making a good
choice.
"
#
"
Reminder of
coverage
This makes sense I’d like to be
protected
Clarity Confident
Phew! I’m
protected
I need additional
peace of mind
Increasing
confidence as
buyer learns
$
Most days: zero
But if I need it…
Happy
LEARN SHAREDRIVEBUYREMEMBER
I’m happy with
my decision
F&I is resonant
with my identity
39
Today’s journey begins at the F&I desk, causing anxiety and confusion.
SAMPLE JOURNEY FOR A RECENT CLIENT

40. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
DEFINE THE CADENCE OF INTERACTIONS
40
INTENSITY
DURATION
SEE MORE FROM MICHELLE BERRYMAN, THINK’S DIRECTOR OF UX DESIGN:
http://www.thinkinc.com/blog/thoughts-on-the-cadence-frequency-intensity-of-experiences/
DAYMOMENT MONTH

41. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
41
Click here to read about
this on our blog

42. WE’RE PROTOTYPING A LOT MORE
42#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
1
2
3
4
5 6
DISCOVER
•Uncover Needs
•Generate Solutions
•Substantiate
DESIGN
•Design
•Prototype
•Iterate
VALIDATE
•Research
BUILD
•Develop
•Test
PILOT
•Launch
•Optimize
SCALE
•Grow
•Retain
•Extend
IMAGE CREDIT: DR. PHIL HENDRIX, IMMR & THINK INTERACTIVE

43. WE’RE PROTOTYPING A LOT MORE
43#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
1
2
3
4
5 6
DISCOVER
•Uncover Needs
•Generate Solutions
•Substantiate
DESIGN
•Design
•Prototype
•Iterate
VALIDATE
•Research
BUILD
•Develop
•Test
PILOT
•Launch
•Optimize
SCALE
•Grow
•Retain
•Extend

44. SUMMING UP —
!
THE INTERNET OF THINGS IS COMING FAST.
!
IOT IS SENSORS, SMARTS, AND SYSTEMS,
WRAPPED AROUND A CONTEXT.
!
IT’S DIFFERENT THAN WHAT’S COME BEFORE,
BUT YOUR SKILLS AND CREATIVITY APPLY TO
THIS WORLD TOO.
!
KEEP ON MAKING THE AWESOME!
44#DIGSouth #IoT Zach Pousman @thinky // @thinkinc

45. THANKS!