UX Poland 2016 - Kendra Shimmell - Outsourced: The New Future of Your Life?

Kendra Shimmell at UX Poland 2016Kendra L. Shimmell at UX Poland 2016 @kshimmell
Kendra L. Shimmell 
@kshimmell 
#uxpoland2016
Outsourced: The future
of your Life?

What do you  
have in your pocket?
Prologue
IMAGE CREDIT: CHRISTOFFER ENGSTRÖM

I used to…
Prologue

Now I…
Prologue

IMAGE CREDIT: PATRYK DZIEJMA
Cook…
Prologue

Walk him…
Prologue

I had never felt more
productive. But then…
IMAGE CREDIT: HOÀI ANH BINO
Prologue

Prologue

Q
Is this our future?
Prologue

 
I think we have the skills 
and resources to do better.
Prologue

Amazon trained us.
Prologue

SOURCES: Burson-Marsteller’s On-Demand Economy Survey 2016 and Quickbooks Survey 2015
8.6Bhave been invested  
in Uber alone 
through February 2016.
7.6Mof US workers  
by 2020 
says Intuit.
42%of the total adult US
population has used one
of these services.
Prologue

The Uber of X…
Prologue
SOURCE: HARVARD BUSINESS SCHOOL, SPRIG: UBER FOR HEALTHY MEALS

Prologue
NikkiShahrzad
Sarahjane
IngridCourtney
Jason
ChristianYagey
Doug
JaysonJustin
KarenYo Mama AndrewLaura Shirley
JennyJohn
Anonymous 1
Anonymous 3
Anonymous 2
Michael

Principle:
Think beyond 
convenience.
Principle:
Act on my 
behalf.
Principle:
Know your
stuﬀ.
Principle:
Choreograph 
the logistical 
nightmare.
Principle:
Signal the
behavior you
want.
Principle:
Be
accountable.
Principle:
Balance the
marketplace.
Principle:
Love the
people that
power your
platform.

Prologue
SUPPLY DEMAND
DELIVERY/SERVER

Think beyond
convenience.

Chapter 1: Think beyond convenience.

Q
Are we creating a bunch of frivolous
tools for lazy, convenience-obsessed
people who will probably watch 1000
hours of Netﬂix anyway?

Convenience  
is a commodity. 
Dig deeper.

Kendra L. Shimmell at UX Poland 2016 @kshimmell
Beyond convenience…
IMAGE CREDIT: NIKKI KNOX

Nikki talks about being more present with her family.

Reclaiming time 
to be more present.

Kendra Shimmell at UX Poland 2016
Sarahjane tells us about how she uses these services to ﬁll gaps.

Society shifted. These
platforms are ﬁlling  
the gaps.

Jayson wants to eat healthy and learn how to cook.

Eating healthy and learning
new skills.

“I don’t drive. I don’t own a car. Lyft allows me to be independent
and safe. To get to the places I need to get to.” - Shahrzad
“Public transit doesn’t go everywhere I need
to go. I use Uber to ﬁll the gaps.” - Jayson
“I need help moving heavy furniture.” - Anonymous
“Being able to party with friends, all get home safely, and
it keeps us out of jail.“ - Many people
“Fresh Direct allows us to get groceries delivered to our
house. We don’t have a car—and it’s far to walk with
(several bags) of groceries.” - Christian
“The cars are usually clean and not smelly
and old as many taxis are.” - Shirley

Q
So, what is missing 
from the experience?

I miss it.

We may dream about skipping
housework and instead doing
something fun and pleasurable.
However, tasks which don’t
make us happy can, over time,
add up to a meaningful life.“ 
SOURCE: Scientiﬁc America article, 
A Happy Life May Not be a Meaningful Life
“

Nikki talks about setting a good example.

Emotional needs
contain clues for new
services or features.

PHOTO CREDIT: MACIEJ SZLACHTA

PHOTO CREDIT: BUZZED ARTICLE, “THESE ARE THE TRASHY 
CONSEQUENCES OF BLUE APRON DELIVERY”

Act on my behalf.

I used to…
IMAGE CREDIT: RYAN MCGUIRE
Chapter 2: Act on my behalf.

And now I…Now I…

Q
What is the on-demand
grocery shopping
experience like?

IMAGE CREDIT: WIKIPEDIA PAGE FOR WHOLE FOODS
It’s a trigger factory.

I pre-shop so that
someone else can then
go shopping for me.

Outsourcing the doing
does not mean
outsourcing the work.

Better for lists.
SOURCE:  
HTTP://WWW.MERCURYNEWS.COM/BUSINESS/
CI_25516586/INSTACART-GROCERY-DELIVERY-
BUSINESS-EXPANDS-SAN-JOSE

Q
What can we do to make
the experience better?

Reduce work.

Instacart is really trying.

SOURCE: YUMMLY.COM

IMAGE CREDIT: WIKIPEDIA PAGE FOR WHOLE FOODS

For dinner parties, 
the experience sucks.
IMAGE CREDIT: DYLAN SIMEL

IMAGE CREDIT: CHRISTY LANE CAMPBELL
Understand my goal.

The apples look horrible.
Maybe blueberry pie?
IMAGE CREDIT: KATIE CHASE

Act on my behalf.

Get to know me.

Know your stuﬀ.

Chapter 3: Know your stuﬀ.

Onboard your workforce.

Q
How does onboarding  
and training work today?

Anonymous talks about his experience onboarding with Uber and Lyft.

Onboard every day.

Keep it top of mind.

Choreograph  
the logistical
nightmare.

IMAGE CREDIT: JOSH DEHONNEY
Chapter 4: Choreograph the logistical nightmare.

Q
What is the experience  
of driving/delivering  
on-demand like?

Q
Why does it take so long? It
said you were 3 minutes away…

Sometimes that 3 minutes
feels like it lasts forever.

John explains that the app has  
cut oﬀ his ability to reset expectations.

Enable better
communication.

Q
I get picked up from work all
the time, yet they never know
where I am. Why is that?

Fix the bridge.

Q
I can never ﬁgure out which
car is mine. Have you had this
problem on your end?

Make it easier  
to recognize one
another.

Q
Any other advice?

Minimize the variables. 
or make it so the variables
don’t matter.

Signal the
behavior that you
want.

Q
How does the brand  
inﬂuence behavior?
Chapter 5: Signal the behavior you want.

IMAGE CREDIT: UBER

IMAGE CREDIT: LYFT

SOURCE: http://www.shareable.net/blog/riders-delight-how-two-lyft-drivers-bring-the-party-to-the-people
SOURCE: http://nypost.com/
2015/01/27/lyft-drops-pink-furry-
mustache-debuts-glowstache/

The customers that you
attract are a big part 
of the overall experience.

Anonymous Driver tells us what pisses him oﬀ.

Q
Do ratings provide  
helpful feedback?

Use ratings to ﬁne-tune,
not to course correct.

Be accountable.

Make only new mistakes.
Chapter 6: Be accountable.

IMAGE CREDIT: http://techcrunch.com/
2014/12/23/lyft-now-lets-you-split-
fares-with-friends-for-a-25-cent-fee/

Let us talk to humans.

Q
Tell me a story about  
a time when things
didn’t go well.

Never make the
bullshit excuse,  
“It’s out of our control.”

Balance the
marketplace.

John explains that there are never enough drivers.
Chapter 7: Balance the marketplace.

Supply
Demand

Q
What can be done?

Incentivize drivers to drive,
and position supply closer  
to demand.

And, look for ways to
increase capacity.

Love the people 
that power your
platform.

Chapter 8: Love the people that power your platform.
SOURCE: WIKIPEDIA

Love = love.

Q
Who are these people that
are driving, shopping,
delivering, and serving us?

SOURCE: Quickbooks Survey 2015
7.6MUS workers  
(by 2020)

Jenny, John, Anonymous Driver, and Justin  
explain why they work on these platforms.

SOURCE: Intuit Inc., Dispatches From the New Economy

Q
What is the biggest
challenge for the
business?

Churn is bad for the
platform and for the 
customers’ experience.

SOURCE: http://nextjuggernaut.com/blog/uber-business-model-canvas-what-led-to-uber-success/

SOURCE: TREASURESANDTRAVELSBLOG.COM/BLOG/2013/11/6/CUSTOMIZE-YOUR-STARBUCKS

Q
What will incentivize
workers to stay on the
platform?

“Incentives like
healthcare or something
like that and vacation  
or something. That’s  
an incentive for us  
to be counted on. “ 
- John (Washio driver)

No more
bait and switch.

Help them run a business.

SOURCE: SHERPASHARE.COM

Q
What are some ways  
to unify the workforce?

Jennifer shares some ideas on ways to unify the workforce.

(He asked me to cover his face.)

Give them co-workers,
and opportunities  
to collaborate.

Q
Is this our future?

 
There is work to do. 
Are you in?
Prologue

Kendra L. Shimmell 
@kshimmell 
#uxpoland2016
Thanks! Cooper loves you.

UX Poland 2016 - Kendra Shimmell - Outsourced: The New Future of Your Life?

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UX Poland 2016 - Kendra Shimmell - Outsourced: The New Future of Your Life?