How do you build trust between people and a brand without creeping them out? How much should we trust artificial intelligence? How do you design for the unpredictability of the physical world in digital? At our Fjord Kitchen event in San Francisco this November, we touched on these and many more challenging questions while discussing the rise of Living Services.
We brought together a diverse group of panelists from across industries and areas of expertise, including: Adam Dole, VP of Strategy at Better; Marc Shillum, Chief Experience Officer at Matternet; Chris Jones, Head of Creative Technology at Facebook; and Nandini Nayak, Managing Director of Digital Strategy and Performance, Accenture Interactive. Each panelist brought their own unique perspective to the table, from a deep understanding in healthcare and emerging technologies to expertise in designing with data and personalization at scale. Moderated by Fjord US President, Andy Goodman, the conversation quickly dove deep into the challenges and opportunities ahead for the development of these Living Services that understand and adapt to the way we live, connect, and share.
There was a healthy debate around what needs to happen in healthcare to help people live healthier. Adam Dole of Better stated that consumer brands will drive innovation in this space as they can make health and wellness services more compelling for people to want to engage with. The ultimate challenge right now is in getting the complete picture for a patient’s wellbeing and getting those different data points. Nandini Nayak of Accenture Interactive added to this point that the difference between data use being creepy and useful in an area such as healthcare is having an understanding for the context: sending a reminder to take a medication you skipped is useful, whereas serving ads for over the counter medications you may want is creepy.
The conversation also touched on the issue of ethics and ownership of data. Chris Jones of Facebook reiterated that it comes down to what type of company an organization wants to be, and how they build a culture around protecting their user’s data. Marc Shillum from Matternet shared how he had to ask himself of the ethics of putting a camera on a drone and what would happen with the resulting footage. He stated that it’s an issue designers must now debate as the internet was not built to forget.
One thing that everyone agreed on is that the core design principle that design never stops. As Nandini put it, Living Services are never done. They need to flex, adapt, and constantly have to learn.
Big thanks to our wonderful guests and their thought-provoking questions, and to our inspiring panelists for providing insights and expertise for the evening.
Discussion sketch and photo by Lexi Hradisky
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