The digitalization of everything will change how we offer and use digital services. Services will become more personalized and contextualized the more you use them, effectively “living” with you. We call them Living Services because they wrap themselves around our daily lives and blur the distinction between the digital and the real world, they change in real time in respond to particular needs at a particular moment.
With people’s time and energy becoming even more sacred, we’ll want products and services to aid, empower, educate, and delight us, we expect magic to happen. These services will bring this magic and will impact all areas of our life: Home, bodies, families, jobs, cars, money, shopping, learning and leisure time.
The questions proposed for this topic were: How can we improve customers lives and offer more personalized living services? How can we create digital experiences around the physical objects?
We are already seeing the integration of smart digital technology into many inanimate objects, devices and machines. Services like Google now have been out there for sometime.
In health and wellness is shifting people from reactive treatment to proactive treatment moving the consultation from hospital to living room. In travel and hospitability, where companies are rethinking their end-to-end service and experience for users including airports, train companies and even theme parks like Disney are incorporating wearable technology.
At home, living services are emerging to make our home smoother and easier to manage remotely. Cars are also transforming, with connected car, autonomous, semi-autonomous, cloud connectivity, sensors for diagnosis and even the idea of ownership vs service.
The transformation will not only happen in services but also in users. People are starting to rethink about privacy, moving from “How will brands respect my data and personal privacy?” to: “How do I want to be known?”
The impact on design
Users will always want to interact with things in the most simple and natural way possible, design will need to focus on:
- Including more engagement with human senses: voice, gestures and sensors in the body plus ambient and context circumstances.
- Focusing on building experiences that don’t cause friction, distraction or discouragement and spur the development of digital habits.
- Identifying the experiences that user require and allow them to assemble the right components.
- Designing to match mental mechanics: automatic and effortful.
- A whole new set of interaction systems for the coming “smartification”.
- Focus on services and ecosystems rather than single-purpose apps.
- Understanding customer and anticipate needs.
- Make sense of data to give knowledge and insights with a liquid experience.