Upload
perry-chan
View
1.557
Download
0
Embed Size (px)
Citation preview
A perspec(ve on experience
By: Perry Chan & Manuela Fortes - Experience Innovation April 19, 2014
Wearables
The Context The Wearable Experience A shi2 in personal compu(ng and mobility
Wearable Technology is bigger than the current conversa(on around smart glasses, smart watches and fitness bands — and in the near term, we will see other manifesta(ons and itera(ons of wearables. And with the prolifera(on of wearable technology we will need to move beyond our current modes of interac(vity and begin thinking about new constructs of interac(on that are more natural and intui(ve for wearable experiences on the body. “I think in the wearable space we are s2ll bringing all the old metaphors of computa2on with us and s2ll interpre2ng them in a somewhat literal way — that they are a smaller smartphone, or a li<le computer. It will become much more interes2ng when we let go of that and work out the promise that wearable compu2ng will make to us.” – Genevieve Bell (Intel Anthropologist) Despite all the latest hype around wearable technology, the concept of wearables has been around for a very long (me. From watches to jewelry to rings to glasses to exo(c accessories used by na(ve people around the globe, history has shown us that since the beginning of humankind, we have always resorted to wearable adornments to support our u(litarian, ritualis(c, aesthe(c and status needs. But we are witnessing a transforma(on in the way we connect the physical and digital worlds through wearable technology, networked data and personal compu(ng. In an era of always on, any(me and anywhere, wearables will bring the no(on of mobility to a new level. This represents a shi2 in human-‐computer interac(on, as well as how brands deliver content and informa(on, turning people into the very triggers for digital experiences, making us the new user interface.
2
The Context Cont’d
Mobility will no longer be restricted by the form-‐factor of mobile phones and tablets. The future will eventually be powered through wearable technology, such as shape and mo(on-‐shi2ing, voice, gesture, biometrics, AI, AR, holography, nano technology, telephony and more. Merging these technologies into more seamless, natural and delighJul wearable experiences will require greater awareness and intui(on, as well as new constructs for interfacing, interac(ng and intermedia(ng between people, places, objects and machines, across a myriad of contexts and environments.
3
The Situa(on An2cipa2ng the Onset of Wearables Experience design as the key for adop(on
According to a Credit Suisse report, the “wearables” market, currently concentrated in health and fitness and es(mated to be worth between $3 billion to $5 billion, is set to explode, reaching $30 billion to $50 billion over the next three to five years. As more and more wearables become available in a mul(tude of shapes, sizes, features and OS standards, the opportuni(es to create desirable, essen(al, func(onal and convenient wearables will become more fragmented and complex before it shakes out and consolidates into fewer players. In addi(on, many wearable technology companies currently have, or will open up their SDKs for developers to begin programming thousands of applica(ons for wearable plaJorms. Already, Samsung (Tizen), Google (Android Wear) and Pebble (Pebble 2.0 SDK) have formally introduced and opened up their SDKs for developers; others will soon follow. PlaJorms like Android Wear will likely kick-‐start the wearable industry from nascent to mainstream. While this may present challenges for startups using proprietary OS’s, brands that piggy back off the backs of established plaJorms can benefit. Wearables are not expected to replace mobile phones but instead work in concert and conjunc(on with each other. It has become abundantly clear that businesses, engineers and designers need to pay a_en(on to this sea change. Understanding how, where, when and who the experience of wearables should be connected to — in what context, in what situa(on — will be paramount to developing the consumer use cases that will drive adop(on.
4
The Disrup(on A Shi: in Human Behavior and Interac2on When technology melds with the human body
Wearable technology poses an evolu(on in human-‐computer interac(on, with a more in(mate rela(onship with technology, slowly melding with our bodies. We’ll soon no longer be looking at or interac(ng with a thing external to ourselves. We’ll be interac(ng with an evolved version of ourselves, with our senses heightened and extended through technology. Wearable experiences will need to take into account exis(ng and as yet to be determined future rules of engagement. With the portability of wearables, every person, object and space could become an interface for digital experiences. Every object could be a plaJorm for experiences that go beyond the original u(lity and func(on of the object, extending to addi(onal content, enhanced func(onality and storytelling. Though an exci(ng proposi(on, designers will need to address the challenge that the no(on of “presence” poses, with our a_en(on being split across different realms —physical and digital/virtual. The debate on wearable technology brings to light the tension between consumer behavior and social norms, a customer’s desire for differen(a(on and malleability, universal approaches of corporate produc(on models, and the need for brands to differen(ate. With businesses and brands ini(ally struggling to establish a meaningful way to reach their consumers, understanding the nuances of this tension could be the most cri(cal aspect of consumer adop(on. Understanding of culture, social norms and empathe(c design will be cri(cal to determine the success of wearable technology.
5
The Disrup(on Always-‐on In2macy The coloniza(on of human bodies
With increased coloniza(on of the body by wearables and portability of devices, personal context, and extending the experience of brands through objects, space and (me, it becomes a much more in(mate part of our experience. Extended In)macy Through Wearable Experiences Through the portability of wearable technology, every object could become an interface upon which digital experiences are ac(vated. Every object is a plaJorm for an experience that goes beyond the original u(lity and func(on of the object, extending to addi(onal content, story telling and enhanced func(onality. Our expecta(ons of day-‐to day objects may change, and how we experience physical things could extend beyond their physical shape, into a virtual experience beyond the object. Physical Space and Time This extended paradigm could turn every space into mul(ples, amplifying not only appearances of a par(cular landscape, but the number of unique personal experiences that could come to life in the same place and at the same (me. A person in Central Park is gecng direc(ons to the Boat House, and a map overlay is displayed on the backdrop of the park within his field of vision. Simultaneously, a woman sunbathing only a few steps away could be scru(nizing the ouJits of passerby's while discreetly gecng real-‐(me informa(on for the ones she likes. The world suddenly becomes a canvas on which to plot our personal contexts, interests, queries, preferences… anything that could be projected through our wearables.
6
The Disrup(on The Enhanced Self The rise of the super human powered by wearable technology
There’s a lot of specula(on on how wearables will change our lives, and as it becomes more and more ingrained day-‐ to-‐day, we can expect that it will have a tremendous impact on the en(re spectrum of human interac(ons and social norms. This no(on of an augmented self, empowered by new ways of interfacing with digital and physical things, could paint a very interes(ng future. Star(ng with human-‐computer interac(ons, the evolu(on of wearable tech will likely blur the lines between humans and computers, turning people into the channels for digital experiences and media consump(on. Looking at current examples in health and fitness, wearables are emerging as a viable solu(on for how we track biometrics, nutri(on, sleep and physical ac(vity. This suggests that further developments in this area could have a significant impact on the augmenta(on of our bodies, making us more efficient, produc(ve and healthier. Moreover, expanded digi(za(on of the self has the poten(al to produce more nuanced consumer data points which brands can parse into more essen(al use cases and personal experiences.
7
The Challenge Empathy and Design Empathy and Human-‐Centered Design as the driver for new constructs for wearable experiences
Wearable technology is not a new concept, and humans have always embraced adornments as a way to differen(ate themselves and express their styles, beliefs, status and personality. It will be no different in this new era of wearables, especially the ones that more closely resemble objects that we are already accustomed to wearing (e.g. wrist watches and glasses). However, what is new is that today’s wearables are laden with networked technology colonized on our bodies, connec(ng us to other people, places and things which makes it that much more important. Designing delighJul interac(ons that are func(onal, convenient and low-‐cogni(ve load, will be one way for companies to differen(ate, and will be key to consumer adop(on. “The ba<le for the future is about who serves the customer best in this seamless and connected world of physical and digital.” – Mike McNamara, CIO, TESCO Using empathe(c design approaches to project humanity into our devices will be necessary for imagining new constructs of interac(on that will arise with the advent of wearables. Finding a balance between various modali(es of interac(on, be it gesture, voice, touch or telepathy, and making it known to the user in non-‐awkward and implicit ways will require thoughJul design on behalf of design teams. Understanding the crux of the experience — why, who, when and how people use wearables will be instrumental to uncovering and envisioning the use cases we have yet to see.
8
The Challenge Cont’d
This would inevitably change how people interact within their world, having an impact on our sense of “presence” in a par(cular moment in (me and space. It would also pose an interes(ng turn in collabora(ve interac(ons and challenge exis(ng norms of social e(que_e. Augmen(ng experiences, for example while on public transit, in a bar, in a retail space, bank or restroom could pose interes(ng social dynamics, as well as challenges that would have to be further inves(gated. “The 2me has come to really focus on human-‐computer interac2on and make sure it is less people that have to adapt to the technology, but that technology becomes more adap2ve to people and our ways of life.” – PaOe Maes, MIT Media Lab – Collabora2ve Filtering Group Currently, no rule book exists for wearable social e(que_e. No(ons of what is acceptable will be le2 to ordinary ci(zens to police ourselves, and each other. However, as wearable experiences become more common place, we will begin to see the establishment of standards and rules of engagement from a user centered design and perhaps a shi2 in social norms.
9
Insights for Wearable Experience Design
A Convergence of Experiences We’ve witnessed the convergence of TV, Phone, Camera and MP3 players into one form-‐factor, connected by a myriad of apps, services and plaJorms. This has created a baseline for the digital experiences that people have come to expect. Today, mobile connects people, places and things but largely in the conven(onal ways that are dictated by exis(ng hand-‐held devices and form factors. And while some industries like healthcare and fitness are innova(ng in the wearable space, the central difference is that we're moving from mobile tech in our pockets to wearable informa(on, data and technology on our bodies. And because technology is literally on the body, it has the ability to intermediate people’s ac(vi(es in both conven(onal and unconven(onal ways, and in ways we have yet to see. Wearables Can Empower People Developing wearable use cases that add value to businesses and customers can make people feel empowered and confident. For example: 1. Educate and empower pa(ents to take control of their
healthcare 2. Empower people to take control of their fitness and
wellness 3. Empower Airline stewards to give flight passengers real-‐
(me data on connec(ng flights, consult on things to do, places to see and eat at their des(na(ons (ala Virgin Atlan(c First Class passengers)
4. Empower sales associates to serve more personal and customized content and informa(on, such as visibility into store inventory, supply chain and manufacturing
5. Empower industries’ in-‐field workers to deliver real-‐(me content and informa(on and facilitate collabora(on
10
Insights Cont’d The Top Perceived Benefits of Wearables While people when asked, typically don’t know what they’d want in a future-‐state product — think Ford Model-‐T replacing the horse carriage analogy — this is what people say they do want when you ask what benefits wearable tech devices would poten(ally have on American lives. According to the Harris Poll, 2,250 U.S. adults surveyed online, said the top benefits of wearable tech devices are: Keeping them informed (26% of Americans; 33% of Echo Boomers) Making them more produc2ve (18% of Americans; 29% of Echo Boomers) Making them feel more connected (18% of Americans; 27% of Echo Boomers) Making them healthier (14% of Americans; 20% of Echo Boomers) Accessing smartphone func2ons without having to dig in their pocket or bag (60% Echo Boomers, 52% Gen Xers, 38% Baby Boomers, 36% Matures) There are limita(ons between what people say they want and what’s possible. Ambassadors of wearable experiences need to drive the innova(on of interac(ons that people have yet to see and have yet to be defined.
11
Insights Cont’d
12
If Not on the Face, Where Else on the Body? Research suggests that there’s s(ll an ongoing debate to determine where on the body wearables would be most appropriate and most likely to be accepted. While preliminary data indicates that the face could be controversial and that social awkwardness is a significant considera(on, we should keep in mind that early-‐stage research is s(ll specula(ve and we’ll need to watch closely as the use cases and technology evolve.
1 in 10 Americans surveyed said that they would regularly wear google glasses with half sta2ng it would be ‘socially awkward’ or ‘irrita2ng’ to wear all day -‐ Andre Mouton, Minyanville, July 15, 2013Will consumers embrace wearable tech?
The face is not a neutral place for wearables to colonize – Forrester Research, Consumer Technology Survey 2013
How can brands and ambassadors of wearable experiences begin to an(cipate and plan for the advent of wearables, as well as develop the use cases and scenarios for how wearables may play out? As wearables increasingly become part of our world, our bodies and our environments become more instrumented, thus we need to think about new sets of interac(on constructs to help people navigate through their worlds to the moments that are important and relevant to them. “Experience…It is a ma<er of sensibility, intui2on, of seeing and hearing the significant things, of paying a<en2on at the right moments, of understanding and coordina2ng. Experience is not what happens to a man; it is what a man does with what happens to him.” – Aldous Huxley In order to be_er understand and explain the abstract no(on of “new interac(on constructs that we have yet to see” we developed a new framework, called the 5-‐I’s, to aide in deconstruc(ng the abstrac(on brought upon by the advent of wearables. The 5-‐I’s can help design teams bring this abstrac(on into more contextual, tangible and concrete scenarios. When crea(ng wearable experience scenarios, use cases or journeys, use the 5-‐I’s to help evaluate whether or not all the experience components — Inten(on, Intui(on, Interface, Intermedia(on and Interac(on — are in place for facilita(ng seamless and engaging moments.
How on the Body The Experience Canvas The 5 I's of Wearable Experience: Inten(on, Intui(on, Interface, Interac(on and Intermedia(on
13
Wearable Experience Framework: The 5-I’s Defined
14
3. INTERFACE People ‘Interfacing’ with other people, places, ‘Interface’ is the result of an input and output based on interac(ons with other people, places and things, received via wearable devices, allowing people to manipulate a networked system, and enabling a system to output the effects of the users' manipula(ons, through what we call an ‘Interface’.
5. INTERACTION ‘Interac(ons’ occur when two or more en((es (people, objects, environment, and systems) have an effect on each other, and when a series of simple interac(ons emerge from complex sets of systems and pa_erns.
4. INTERMEDIATION ‘Intermedia(on’ occurs when a system matches messaging, content, and informa(on to people, via wearable devices, through a third-‐party en(ty like a network, hardware or so2ware.
Input
Output
Interface
Systems
System
s Co
nten
t
Custom
er
Pa_erns
Systems Customers
*Wearable Experience Model developed by Perry Chan and Manuela Fortes, SapientNitro 2014
2. INTUITION ‘Intui(on’ is the ability of one to acquire knowledge without inference or the use of reason. Intui(on helps people understand instances and circumstances that may be ‘blocked’ towards an understanding of interac(ons and interfaces within the context of environments, of objects, wearables and systems.
Systems
Environment
Objects
Wearables
Intui(on
1. INTENTION ‘Inten(on’ is a thoughJul and deliberate goal-‐directedness, an aim or plan to do something specific with an intended outcome.
Intended Ac(ons
Effects our ac(ons are
designed to cause
The 5-‐I’s Framework: Consumer Packaged Goods Use Case
1. INTENTION: It’s been over a week since Jenny’s run out of her Garnier Nutrisse hair product. Finally, she makes it a priority and intends on going to the store where she knows they carry it. When she arrives in the store, she’s focused on making a ‘B’ line straight towards the hair care aisle of the store. Unbeknownst to her, the store has since been renovated and she’s no longer familiar with the layout, nor where to find her hair product. She engages her wearable device to help her locate the item she’s looking for, as well as provide visibility into whether or not the product is in stock. Based on her direct ac2ons that correlates in series of ac2ons or results which is fed back to her including; inter-‐store product loca(on and inventory informa(on.
2. INTUITION: Jenny uses her intui(on, based upon her own world experience and previous Interac(ons with digital shopping and devices. She is subconsciously aware of certain audio, oral, visual or hap(c cues that may help her determine what aspects of her environment are ac(ve, in-‐ac(ve and non-‐ac(ve.
3. INTERFACE: While Jenny meanders through the store aisles, she a_empts to locate the Garnier Nutrisse hair product. Her wearable ‘Interface’ delivers a combina(on of visual and hap(c cues that direct her to the product. In addi(on, the network system delivers informa(on in a visual form that directs her to the exact aisle, to the exact shelf loca(on, of the Garnier Nutrisse product.
4. INTERMEDIATION: When Jenny is in the vicinity of the Garnier Nutrisse product, she is no(fied via her wearable device of a special offer for her preferred brand. As she gets closer to the product itself, based on previous purchase history and other data, her device delivers a series of suggest products, including nourishing condi(oner for her colored hair, and styling gel. She also sees a ‘how-‐to’ on finding the right color to match her skin tone, which already has some recommenda(ons based on her personal informa(on. One of the products she’s interested in is out-‐of-‐stock but conveniently the system Intermediates again by giving her a re-‐stock date, as well as stock availability at the nearest store loca(on.
5. INTERACTION: While standing in front of Garnier’s Nutrisse hair product, sensors embedded in shelf tags and/or on the objects, tap into the store’s complex networked systems; CMS, Loyalty, Inventory and POS systems and serve Jenny relevant and personalized branded stories, product informa(on and other content, and delivered through simple and understandable ‘Interac(ons’ via audio, visual or hap(c cues from her wearable device.
15
Brand Experience Opportuni(es
1. Always-‐on Wearables give brands addi(onal channels to deliver a story across mul(ple channels, valuable communica(on content, deeper messaging and brand experiences.
2. Immediacy Wearables can surface informa(on more visibly and readily, serving richer and engaging brand content and experiences.
3. In2macy Because wearables are located on the body, versus in a pocket or bag, brands can deliver more personal and customized content and experiences in ways that are different than a tablet or mobile phone.
4. Granular Data With the advent of wearables and their loca(on on the body, more contextual and personal customer data can be collected based on behavior pa_erns, (me/day, geo-‐loca(on/mo(on (elevator, plane or climbing a mountain), and purchase pa_erns. Addi(onally, data can change how people think and feel about themselves, as well as how they think and feel about a brand.
5. Build longer term rela2onships Wearables can help build long-‐term rela(onships between doctors and pa(ents with more accurate repor(ng, combining; vital signs, (me/day, geo-‐loca(on, environment condi(ons, weather condi(ons, and even data on ‘what’ the pa(ent was doing; climbing, running, jumping, flying, etc. Similarly, brands can engender long-‐term rela(onships with their customers by providing essen(al and valuable content, informa(on and experiences to people.
16
Cont’d - Brand Experience Opportunities
6. Telling stories versus serving disrup2ve adver2sement Wearables are not only closer to the body but also can be located on product and throughout an environment. This will enable more touch points where brands can immerse people in branded stories and other content and informa(on than ever before.
7. Brand on a u2lity level, not adver2sing level Opportunity to cra2 experiences that focus on useful func(onality for customers to support common tasks and ac(vi(es rather than surfacing pure entertainment content without any u(lity (e.g. wayfinding mechanisms for in-‐store experiences based on shopping list and loca(on).
8. Behavior Influencing Through the data collected via wearables (biometric, loca(on etc.), there’s an opportunity to serve highly personalized content to a specific individual. Through personalized content, experiences become much more unique and relevant, having a higher impact on customer behavior (e.g. increase of basket size by surfacing contextual and personalized to a customer).
9. Unlocking areas of growth for product and services Given the early stages of wearables and the state of emerging technology, there are opportuni(es to envision new products and services as well as evolu(ons of exis(ng ones by inves(ng on the integra(on of technology and big data in the crea(on of highly personalized content and experiences that appeal to customers at an individual level.
17
Cont’d - Brand Experience Opportunities
10. Wearables as media channel Wearables themselves are a cri(cal channel to serve highly personalized and relevant content. Brands have an opportunity to reach customers at a more personal/in(mate level by communica(ng the right message at the right (me. (e.g. health and fitness alerts, offers of favorite brands based on loca(on or purchase pa_erns etc.).
11. Product as media channel Brands have an opportunity to create extended product experiences to be served digitally through wearable technology. This could include content such as related product placement, recommenda(ons, exclusive media, offers and even games.
18
Conclusion Wearable Technology as Enablers of Extended Human Experiences
Wearable technology is s(ll in its infancy with technology companies and brands trying to figure out how to make wearables useful, essen(al and desirable. The promise of wearables is in its ability to help people move through their world and connect to the things that are important and relevant to them. Wearables can enable people to move beyond space, (me and the web, in literal and imaginary ways. Ambassadors of wearable experiences can use the 5-‐I’s framework to work in concert with other experience frameworks such as POEMS (People, Objects, Environments, Messages, Systems) and other frameworks. Conversely, brands can leverage wearables to create a ‘story world’ across mul(ple touch points and engage their customers in deeper messaging and conversa(on. Brands can begin addressing and exploring wearable experience moments by deploying nimble teams to iden(fy the business and experience needs of their customers by developing use cases and scenarios. SapientNitro is a marke(ng and consul(ng company that provides business, marke(ng, and technology services to clients. SapientNitro con(nues to look at new ways to develop and apply experience-‐based thinking into how we define the experience space.
19