How to create people-centric services enabled by personal data

| Personal Data Economy @sbciot_data @ClaroPartners

Five misconceptions about personal data

NewCo- Barcelona, 28 Oct 2015

Aldo de Jong, Co-‐Founder Startupbootcamp IoT & Data and Claro Partners



•  From data-centric to people-centric perspective

•  From privacy discussion to understanding how to deliver trust, transparency, control and benefit

•  Introduce toolkit

@claropartners

@sbciot_data

#personaldata


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•  Social science, anthropology, design research

•  Service, interacGon, and product design

•  Business strategy and markeGng

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Belgium

Gunes

Turkey

Megan UK

Mandy

Lebanon

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Aldo Netherlands

Rich USA

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Delivering business innova5on and service design in the context of disrup5ve shiOs

Access Services delivered through networks Internet connects everything Small data and personalised experiences

Ownership Services delivered by companies Internet connects everyone Big data and aggregated resources Request our point of view papes on each of these topics at

[email protected]


Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities

Image: peG

lipois |

Flickr


Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom

Image: Gloal Access P

oint

Image: UC Blue

noser |

Flickr


The Personal Data Economy: an open-innovation project

•  65 interviews and events with individuals, experts and startups•  7 cities: New York, San Francisco, Boston, London, São Paulo, Berlin, Tokyo



MISCONCEPTION #1

Personal data is the new oil

Image: UC Blue

noser |

Flickr

REALITY:

My personal data is most valuable to me!

Image: Fou

rsqu

are

REALITY:

My personal data is most valuable to me!

Image: Fou

rsqu

are

MISCONCEPTION #2

Personal data is all about privacy

Image: tsallam | Flickr

REALITY:

People want to benefit from their data - not hide it away - but they need control, trust and transparency



REALITY:

People want to benefit from their data


MISCONCEPTION #3

The value of personal data is in its sale

Image: sh

uUerstock

REALITY:

The personal data economy is an experience economy


REALITY:

The personal data economy is an experience economy

MISCONCEPTION #4

Personal data is for data scientists

REALITY:

Personal data empowers people

Image: Fitb

it


REALITY:

Personal data empowers people

Image: Fitb

it

Image: Visu

alparado

x

MISCONCEPTION #5

Personal data is big data

REALITY:

The personal data economy is small data

Image: iStock


REALITY:

The personal data economy is small data

Image: iStock


•  My personal data is most valuable to me!

•  People need control, trust and transparency

•  An experience economy

•  Personal data empowers people

•  Small data

The Personal Data Economy


Data-centric view

People-centric view


Social Internet of Things

Data Interfaces

Self-tracking

Predictions

Crowd Data

Identity

Access Management

Recommendation / Discovery

Local business review and discovery

game

Local Discovery

(things)

Proximity based social discovery

service

Proximity Based Connections

(aggregated)

Interface to your bank, helping to

make better financial decisions

New Interfaces for Existing Data

(aggregated)

Bracelet for tracking health behaviours

and indicators

Self-Tracking (Health)

Mobile data based tool for health

predictions

Predictions (For individuals)

Data Enhanced P2P patient support

platform

Crowd- Generated Data

P2P vouching service overlaying social networks

Identity Measurement

Data locker for users to control access to

their data

Data Lockers

The Personal Data Economy landscape

Real-time data aggregation platform for Internet of Things

Internet of Things Platforms

Preview login at claropartners.com

Username: Claro-‐guest-‐pde Password: pdepreview


How can YOU identify opportunities to create commercial, customer-centric offerings in the personal data economy?


1. Start with the person, not the data

2. Enable people to do things they've never been able to before

3. Address both functional and emotional needs

4. Think beyond privacy. Create trust, transparency and control

5. Design the whole user experience

6. Determine your role and partners to deliver the experience

Six principles to develop customer-centric data service concepts


Personal Data Experience Model

Personal Data Landscape

People-centric Insights Data Value Staircase

Personal Data Opportunity Framework

Toolkit to create customer-centric value propositions

| Personal Data Economy | Project Summary 34 Intel Confidential

Personal data services play different roles in a connected ecosystem

Companies can provide a place for users to generate data or collect data from elsewhere. They can also simply pass-on this personal data or add-on something on top of it. Facebook plays all roles simultaneously; something which very few companies can do.

Gen

erat

e

Add-on

Pass-on

HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY

Data Ecosystem Map

5 Principles about personal data

Trust, Transparency and Control enablers

FIVE KEY PRINCIPLES TO USING PERSONAL DATA

www.claropartners.com

1. Start with the person

2. Create trust, transparency and control

3. Design the whole experience

4. Give people new abilities through their personal data



1 | Start with the person, not the data

Think about your user, what value could you offer based on their data?


•  Filter

•  Curate

•  Recommend

•  Visualise

•  Synthesise

•  Predict

•  Automate

STRATEGIES FOR INCREASING VALUE

2 | Enable people to do things they’ve never been able to before

How can data provide higher value to users in clear and recognizable ways?


How does an offering change when placed in different opportunity spaces?

3 | Address both functional and emotional needs

4 | Think beyond privacy. Create trust, transparency and control

Define how you will foster trust, transparency and control within the service – to deliver the benefit to users.

How to do this is dependent on the opportunity space.


5 | Design the whole experience

Design the whole experience, guided by the principles for developing customer-centric services around personal data.


Gen

erat

e

Add-on

Pass-on

6 | Define your role in the personal data ecosystem

Very few companies play all of these roles, but many play a combination.

What roles will you play?

Who will you partner with to deliver the experience?


Impressions from previous Data Service Jams

Working with startups of Startupbootcamp Amsterdam Working with UX team of TomTom

PresentaGon by team composed of Chief Privacy Officer of Vodafone Group, Head of UX of Telefonica, a developer and an MBA student, at 4YFN / MWC

Mixed team working out concepts at 4YFN / MWC


1. Start with the person, not the data

2. Enable people to do things they've never been able to before


4. Think beyond privacy. Create trust, transparency and control

5. Design the whole user experience

Five key principles to guide a people centric approach to personal data


How can you identify opportunities to create people-centric offerings in the personal data economy?


Personal Data Experience Model

Personal Data Landscape

People-centric Insights Data Value Staircase

Personal Data Opportunity Framework

Toolkit to create people-centric value propositions

| Personal Data Economy | Project Summary 34 Intel Confidential

Personal data services play different roles in a connected ecosystem

Companies can provide a place for users to generate data or collect data from elsewhere. They can also simply pass-on this personal data or add-on something on top of it. Facebook plays all roles simultaneously; something which very few companies can do.

Gen

erat

e

Add-on

Pass-on

HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY

Data Ecosystem Map

5 Principles about personal data


FIVE KEY PRINCIPLES TO USING PERSONAL DATA

www.claropartners.com

1. Start with the person

2. Create trust, transparency and control

3. Design the whole experience

4. Give people new abilities through their personal data


Get involved with us in building the personal data economy!

q  Presentation on slideshare.net/claropartners

q  Request point of view paper [email protected]

q  Business landscape: preview

q  Workshop, project or Data Service Jam

q  Startupbootcamp Internet of Things & Data Looking for startups, corporate partners, investors and mentors

Thank you!Aldo de Jong@claropartners / @[email protected] / [email protected]

How to create people-centric services enabled by personal data

Data & Analytics