The fourth industrial revolution is upon us, of that I cannot question. Our technology is evolving faster than at any other time in history. While many of these advancements are not as monumental as the printing press, airplane, factories, or mass produced cars, cumulatively they are changing the world at a blistering rate. While Moore’s Law is technically no longer in effect, the exponential rate at which technology is advancing continues the spirit of Moore’s Law with no signs of slowing. There exists the possibility that one, or many, of these new technologies will spur another leap ahead in technology and industry, these innovations and ideas are called “tipping points”. In the 2015 Survey Report by the Global Economic Forum 21 such tipping points were identified and their likelihood of realization surveyed.
The tipping point our team chose to consider was “Vision as the New Interface” which posits that by 2023 10% of reading glasses will be connected to the internet. While our team does not agree with this outcome, we do believe that intelligent glasses have the potential to fulfill many desires of the consumer market and has primarily been hindered by poor initial offerings such as the unwieldy Google Glass. We feel that although attempts have failed, the technology has since then advanced enough to make the product feasible and acceptable by society. When Google launched its Google Glass
prototype in 2013 the world was not ready and the form factor too indiscreet. Since then the general populations acceptance and reliance on portable technology has grown exponentially and the potential for a smart glasses user base has risen inline. We believe that while no country or region will achieve 10% adoption rate by 2023, there is a market for such a device and the market is growing. In light of this we chose to explore how such a device could be designed today to achieve wider adoption.
Inspiration
The beginning of every project begins with inspiration, sometimes that inspiration is in the form of an existing product, in this case we put a lens on the problem and designed a solution from there.
Our first step is to utilize the design method of collaboratively aligning on our impact goals. To achieve this, each member is given post-it notes on which they will write their desired goal or impact of our product and place the note on a whiteboard or wall. Following this, the group discusses each note and places them higher or lower on the board in an effort to identify and agree upon the most important points. Once the notes are roughly organized, the team will utilize the Impact Ladder worksheet to further narrow our scope.
In this first phase, the team identified problems and outcomes important to us and the target market. The main impact we are designing for is for the safety and security of our users in an unfamiliar city or dangerous location. We chose to develop a solution that would add a level of safety to users traveling or moving to a new area, tourists visiting an unfamiliar place, and vulnerable groups. To accomplish this we want to create a product that provides easy and quick access to emergency services, add security through the use of video documentation/recording, provide accurate directions and navigation without distractions, and provide heightened situational awareness or assistance. We envisioned a device that will elevate peace of mind and provide a discreet alternative to a smartphone.
The next paramount step to exploring inspiration and designing a product is to identify the target market. For this we will use the design method of “Recruiting Tools” to help clarify our potential user-base. For this step it is important to have a broad spectrum of potential users in order to identify which users our solution will benefit and which users it will not. Potential criteria for our group interviews and focus groups would be: age, gender, class, ethnicity, travel habits, and interests. In addition to the Impact Ladder, we would use Ecosystem Mapping to define our audience. This would help us identify what behaviors we want our users to adopt and how the surroundings could influence these behaviors, both of which will be important later in the design of our product. With the data gathered about our target market we will be able to more accurately develop features inline with the users’ needs.
Once the target user is solidified, it is very important to determine that person’s daily needs, routine, and potential pain points that we can design for. To do so we will use the design method “Guided Tour” in which two of our team members will accompany a selection of our target audience on their daily routines and activities. This will be paramount to designing a product that fits well with their lifestyle and ensures product-user compatibility. We will be able to collect data on their at-home routines as well as their travel or commuting habits to see how we can help make these situations better and safer.
During the Guided Tour it will be necessary for the guide to be at ease and able to relate their life comfortably and honestly. To accomplish this we will incorporate the method of “Body Language” in order to establish strong rapport and put the person at ease. Utilizing matching body language is one step to put the person into a state of comfort and openness. We will work diligently to remove the barrier of product designer and consumer so that the user will be able to freely communicate. In an effort to refrain from guiding the user into answers or biasing their answers, it will be important to remain neutral by not providing anecdotes or establishing any sort of power dynamic. The result of this will be data that more accurately represents real-world situations and use cases which will allow us to design for the user more precisely.
The last design method we will utilize is Peers Observing Peers. This strategy offers a very clever way to identify the needs of our target market. In this, we will choose volunteers from a pool of likely users and direct them to observer their peers, also potential users. They will observe and report on the behaviors, actions, and general habits of our market. This removes our bias and preconceived ideas which allows us to gather relevant data quickly and in a scalable manner.
Ideation
In the Ideation phase, we opted to check first with our instincts in a critical approach. For this we selected the design method “Gut Check” in order to consider, critically, some of the barriers and constraints our envisioned product will face. Though the use of Post-it notes, or a virtual equivalent, our team will theorize all the potential barriers we will face. Once all reasonable barriers have been identified they will be loosely ranked in order of difficulty to overcome. This phase will coincide with brainstorming to allow for potential solutions and features to be presented. This method will be important to narrow the scope of the project into the realm of achievable. In order to save time in the future, it is important to identify unreasonable objectives early on and eliminate them from the early design phase, with the possibility of returning them to future iterations.
Utilizing the features and barrier-solutions previously proposed the next step is to use a “Journey Map” to more precisely identify how our users will interact with our product on a daily basis. To begin we will create a theoretical user and postulate what their daily life is comprised of. We will use data from previous group interviews and Guided Tours to ensure that these journey maps are as accurate as possible. Completing this task will afford us insight into how our users discover our product, use our product, and are impacted by the use of our product.
To culminate the Ideation phase we will consider all previous activities and consider the outcome of our product on the user using the design method “Explore Your Theory of Change “. This will commence with reviewing our current objectives and considering which of these are the most vital to the success of our product. To facilitate this we will make use of the Theory of Change worksheet included in the IDEO Design Kit. This step is important because it will force us to critically analyze which of our product features will have a cause-effect relationship with the perceived problems. Can we confidently link our product to affecting positive change with our users? If the answer is no, then we will need to reconsider the specific feature in question, if the answer is yes then the feature will be accepted into the next stage of design.
Implementation
With our design features solidified, our team needs to devise a plan for how to produce this product. Using a “Roadmap for Success” design method, we will analyze each stage of the development process. It will me necessary to include the design team along with investors, production managers or representatives, distribution specialists, marketing advisors. This group of individuals represent the necessary people required to take the product from intangible to tangible, and each person may have insight to the success of our product that others do not. It will be very beneficial to pull on the advice and perspective of those in other divisions of the supply chain as they may afford us opportunity to refine our strategy and avoid any pitfalls. With the aid of these groups, we will create a calendar with dates for different goalposts, smaller sprints will be created to facilitate completion of these deadlines. This step is perhaps the most important part of our Implementation phase as it will be the overarching guideline for the rest to follow.
Prior to scaling and distribution, our team would need to confirm proper operation of our product by initiating a “Pilot” stage. With this design method, we will select a number of users to test-drive our product for a longer term than initial prototypes. We will collect data on how the product is being incorporated into daily life, if there are any pain points that need to be addressed, and if any features are missing that may be possible to add to future iterations. This would be a perfect opportunity to revisit the usage of a Guided Tour or use a new method of “Monitor and Evaluate”. This stage is necessary as it will be the final stage and chance to change the product before production can commence.
Once the product passes its testing phase, it will be time to consider how to scale production. To “Explore Scalability” we will call upon the same group of individuals from the Roadmap for Success stage in order to draw upon their expert advice and coordination. We will need to consider what potential market share we can achieve, where our product should be found and purchased, how to increase knowledge about our product to potential users, and potential partnerships with retailers and persons of influence. To aide in this task we will utilize the IDEO Design Kit “Explore Scalability Worksheet” to further narrow our focus onto achievable steps to increase scalability. Without this step we are likely to run into supply issues, distribution issues, or face a cold market, as such, this step will be key to our product’s success.
What is the product?
The device we have designed needed to be portable, inconspicuous, able to seamlessly integrate into daily life, to achieve these criteria we elected to create electronic “Smart Glasses”. The glasses will initially be available in two frame choices, with one larger than the other which should allow for a broad compatibility with users face-shapes.
The primary features for marketability are designed to increase the users safety and provide convenient methods to increase societal connection. To increase the users safety we will incorporate a few safety focused features; firstly is the built in navigation. This navigation system will allow for turn by turn directions while driving a vehicle or as a pedestrian/cyclist. The navigation will allow for users to navigate an unknown city without advertising an expensive smartphone to potential bad-actors. Removing the focus from a smartphone also allows the user to be more aware of their surroundings which is further aided by our second security feature. Built in cameras in the rear of the glasses arms allow users to identify potential threats while looking ahead. This will increase the user’s ability to identify pickpockets, assistants, and potential traffic accidents while in pedestrian/cyclist mode. The front facing camera is equipped with a low lux capability which will aid the user’s vision in low-light conditions. With this the user can avoid dangerous situations where potential attackers may be waiting unseen. Since the cameras are streaming through Internet Of Things networks, video evidence can be used to prosecute bad-actors and help eliminate crime if unavoidable. Features are planned to allow for video broadcasting to law enforcement in case of an imminent crime.
In order to increase the societal connection of our users, through the use of our glasses they can choose to locate their friends, family, or authorized individuals. Connected to our navigation system it will be possible for users to effortlessly connect with others and be alerted when friends are near for spontaneous connection (this feature is enabled by the user when desired). This system could also integrate with law enforcement officers to direct the user to police in the case of an emergency. It can also be used to navigate users to disaster relief areas in the case of a large-scale emergency. Tourists will make use of these glasses to easily find places of interest, receive interesting information about landmarks, and be directed towards tourist activities if desired. Like-minded individuals can use augmented reality games together to meet and further interconnect communities, and with navigation enabled, it will be easier than ever to find users with similar interests.
What did I learn from this case study?
This case study was incredibly thought provoking. While I do not agree with all 21 tipping points, I was surprised by the number I agreed with by the end of my reading and research. A good example of a tipping point that I did not immediately agree with was 3D printers. I have personal experience with 3D printers in my own lifetime. As I am very interested in emerging technologies, I was an early adopter in the time when 3D printers were largely comprised of pieces you purchased individually and assembled together. I later bought a mass produced 3D printer to see what a simpler consumer experience was. In both cases, I was continually dissuaded by the amount of imperfections, failures, and poor quality. While I used both for small hobby-grade projects and did see the befit in rapid prototyping, I still never considered them apt for mass utilization. However, during my research I found that their usage is already widespread in many industries and is continually gaining momentum. I still do not feel that we will make the 5% of consumer products printed by 2022 but statistics on this point are not verifiable. The more I research the topic, the more industries I find that are already using 3D printing, it is possible we actually have already met the 5% ratio.
In this case study I was also very interested to learn the amount of faith in many of these tipping points. Many of these proposed tipping points have gained a majority of support during the surveys. To me this signifies the acceptance of emerging technologies or perhaps the inevitably of them. I say inevitability since many of these proposed advances come with significant drawbacks. Take the Internet of Things for example, while yes, it is a mega trend that is neigh unstoppable and many of the uses could benefit society. There also exists a second edge to this sword. As more and more devices are interconnected, the liability of individual comments increases dramatically. Security vulnerabilities in one device should not affect another, but it is increasingly possible that one compromised IoT device could have a cascading effect on others. Another potential threat could be less nefarious but perhaps more likely. As more and more devices are connected, more of them are often required to be connected. This transfers more power from the consumer to the manufacturer. If you violate their terms of service, it is then possible that a company simply turns off your device. If a government decides that a certain product is not in line with their wishes, they may forcible disable all devices they can. Perhaps a large-scale war causes a company to disable their products within an adversaries region, country, or even continent.
The task to create a product was also very enlightening especially in this modern age. In previous generations, these projects would be handled in person with accountability easily ensured and collaboration more tangible. In this age, while global communication has never been easier, it has actually become more difficult to coordinate individuals worldwide. Issues with time-zones, scheduling, and the social disconnect of online group interaction equates to an entirely secondary challenge. Overcoming that the project helped elucidate the necessity of constant communication and inclusion.
Our team enjoyed the discussions and the brainstorming stage of design is a great experience. Further on, taking those lose ideas and cementing them into something more achievable (albeit our project relied on some very cutting edge technology), was a great process to be a part of. Utilizing the different design methodologies helped take a abstract idea of creating a product and turn it into a series of steps with logic and reason behind each. It really solidifies the idea that anyone can have a good idea (for a product), but to actually develop the product takes immense work and commitment.