A new format of Workshop
to explore and map the journey of data
As professionals with different areas of expertise,
we explored the complexities and depth of the future economy of location-based services and data.
User-centered Design
Design Thinking
Service Design
System Thinking
Moments
Explore the trade-offs with data valuation (financial and utilitarian value versus strategic value).
Identify new opportunities within the market for location based data.
Discover the strategic value of data over technology infrastructure.
321
Post-its
16
Participants
6
Tools
4
Hours of Workshop
3
Levels of Abstraction:
Mall, Retail, Shelf
Workshop hands on
Tools kit
Personas
We defined three different Personas (Professional, Family, Friends), one for each level of abstraction: Mall, Retail, and Shelf.
Tech & Stakeholder Cards
We created 12 Tech Cards to have an overview of the most relevant technologies, 4 specific Stakeholders Cards for each level of abstraction, and Inspirational Cards to give some inputs for the Data Journey’s ideation.
Data Journey
This exercise aimed to explore the data types generated and exchanged during the delivery a service with in the context. Both the consumer and business sides of the Data transactions were considered.
Data Evolution
This tool aimed to understand the value and the opportunity of the generated data exchanged in a secondary market (B2B). Starting from the data that came out from the Data journey exercise, each team evaluated which data they wanted to BUY and SELL to the other teams.
Data Value Proposition
After the selection of those data they would like to buy and/or sell, each group wrote down the key points to prepare their Persuasive Arguments to convince the other teams to make a trade with the Data.
Data Exchange overview
After the discussion between the teams, the data exchanged was placed on the map (buy, sell, locked).
Workshop Outcomes
Why Offer Wi-Fi Services
Offering Wi-Fi to retail customers allows for omnichannel integration of the web into the real world retail environment.
Wi-Fi providers can used location-based information to offer their customers a context-based and more relevant experience.
Whoever offers Wi-Fi to customers can gain competitive advantages such as unique insights into customers behavior, new opportunities, and lower risk strategy.
Shopping malls can offer Wi-Fi to engage their visitors, driving customers to retailers and maximizing real estate ROI.
Customer benefits could include way-finding solutions that are tailored to individual needs such as inspired shopping experiences and busy periods to avoid when families visit.
Retailers can leverage the Mall’s Wi-Fi to start engaging with customers before they enter the store, or offer their own Wi-Fi to better understand shopping behavior such as where they spend time and what they do.
Data Correlation
Location-based data can be correlated with other technologies (e.g. sensors, video surveillance) to give more accurate insights.
Location-based loyalty improvement could be enabled by combining location based data with current Loyalty schemes, such as correlating online purchases with offline shopping behavior.
Correlating customer flow data such as traffic counts and paths with purchase transactions could permit more accurate analytics of store layout effectiveness.
Stock management could be improved with predictive analytics of traffic and dwell time of people in front of the shelf and product interaction.
Cross-selling promotions of relevant products and services can be enabled by leveraging previously acquired purchase and proximity data.
Improved security throughout the retail experience could leverage location based information both during investigation and prevention.
Driving the
OmniChannel journey
Deliver omnichannel experiences with Wi-Fi bridging physical and online behavior, extending the shopping experience wherever the shopper is.
Solution-based shopping can now be implemented: retailers could suggest recipes for special dinners with friends, guiding the shopper to all the ingredients, with an optimized path in the supermarket suggesting food and drink pairings along the way.
Resource Optimization
Staff optimization could be achieved by having staff only when and where they are needed and having staff better engaged with customers with contextual information for POI support.
Space optimization could be achieved by leveraging location-based customers behavior in order to eliminate dead retail space or magnetize spaces by driving customers to them.
Workshop team
Peter Newbould
Industrial Service Design Director
Marco Misitano
Enterprise Network EMEAR Cisco
Christofer Schutte
Director of Experiential Spaces
Gianandrea Giacoma
Design Research Director
Stefania Berselli
Service Designer
