Objective
Work with the BBC's R&D to identify and come up with a product strategy for a data-encrypting box "data box".
Results
Through a double diamond approach, we address a wicked problem and redefined the core offering for the BBC innovation.
Discovery & Definition
Understanding
the Problem
In a society where ‘screen-time’ is increasing, technology can create isolation. Blended. enables real-life connection between humans while using digital media for entertainment, while keeping sensitive data encrypted. Be it a film night, house party, BBQ or romantic dinner, Box creates a shared experience. The party guests, family members and friends can share their social media or Box profiles (if owners) with the Box of the host. Enabled by algorithms and A.I., Blended. creates a shared personalized playlist for the entire group based on individual preferences.
Key
Objectives
The BBC Research and Development Department tasked my team with finding a solution to their question:
How might we use personal data to design hyper-personalised BBC experiences?
Their pre-existing solution: The Databox, provides the technology for users to have more ownership of their personal data. Our task was to create incentive for people to use The Data Box.
Team Sync
& Planning
The three-week project was initiated using the Basic Team Canvas, a framework togain alignment on rules, team-building activities, core values and a common vision (Team Canvas, 2019). In order to deep-dive into the brief, primary and secondary research was performed. Design Sprints inspired by the design agency AJ&Smart were used during ideation. The 4-day sprint, based on the Agile wayof working, solves the first How Might We (HMW) question. According to AJ&Smart, this is the fastest way to establish if the idea is worth developing and if the value proposition is valid.
Week/Sprint 1: Understanding/Empathy
Redefining the Problem
Understand and redefine the problem
Week/Sprint 2:
Ideation
Define problem/sketch solutions, preparations for rapid prototyping
Week/Sprint 3:
Develop & Deliver
Build, measure, learn Assemble contents, deliver
Asssumption Mapping
Assumption Mapping helped the team to understand the BBC brief, its constraints and to prfioritize actions. Questions regarding users’ desirability, the solutions’ viability andfeasibility were asked, which led to assumptions that were then mapped onto the axis of importance and pre-existing knowledge. This enabled to focus direction for primary research.
Affinity Mapping & Dotmocracy
To map opportunities based on the research and assumptions, we exercised affinity mapping to cluster different themes and further investigate potential narratives. To formulate the HMW, the team used brainwriting (individual silent brainstorming in writing) and selected the most relevant questions by dotmocracy. To empathise with users and understand their pain-points, we created personas and story-boarded these.
Research & Insights
Once the brief was deconstructed and assumptions clear, the team preformed primary research. 14 interviews were conducted with people aged 26-45. In a later phase, prompted and unprompted interviews were carried out to test and validate the prototype. Desktop research was preformed in conjunction with primary research. The following insights were gathered:
Trust
Trust in the BBC is high among the UK population. 57% of people interviewed in 2017 said the BBC is their most trusted news source.
Personalisation
Personalisation of content is understood by interview respondents to be targeted advertising on the basis of observed online behaviour. Good personalisation includes suggestions for content that really suits user needs.
Shared Experiences:
In a world where people spend a lot of time on their smartphones, the need to share real-life experiences grows. Real- life connections enabled by technology was an expressed need in the primary research.
Data Privacy
There is a gap in understanding technology and the use of personal data in online services in the UK. However, people highly value data security: 95% say it’s important to know their data are secure.
Despite being highly concerned about personal data, users still undertake very little action to protect it. This is what I refer to as the Privacy Paradox: Decisions are based on overestimating benefits over risks either due to a bias or to nontransparent risks.
Decision-Making
In a digital sphere with a myriad of choices, people can become overwhelmed with choices. ‘Decision Paralysis’ refers to the anxiety and irritation that can emerge from excessive choice of ambiguous situations. Research has shown that people are more likely to make a choice when presented with a limited number of options and that they feel greater satisfaction with their selection.
Development & Delivery
Solution
The core of the solution is the secure storage of the owner’s data, including music, films, pictures, e-books and social media profiles(including preferences, usage history and privacy settings). This data is imported to Box with the user’s consent and Machine Learning keeps on building the user profiles for all members of the household.Box also stores sensitive data such as health records, contracts, testaments or research. All data is encrypted and can be shared or temporarily loaned between boxes with the users permission.
Blended. also resolves the issue of decision paralysis. In the primary research, people stated they had often found themselves stuck in indecisiveness selecting a movie to watch together. It blends the preferences of various friends consented data, and creates a solution that satisfies and compromises the taste of all involved parties. By sharing their profile with Box, Blended. will make a suggestion of three movies that appeal to everyone, making the decision process short and easy.
Sharing of profiles is simple. Guests tap their smartphones to Box, which establishes a secure connection via Near FieldCommunication. They give consent to what data to share. In order to keep data secure, Box only stores guest’s data for 24 hours and asks guests if they want to disconnect by push-notification when leaving the vicinity of Box.
