With the emergence of wearable technology moving from our pockets onto our bodies, will require design teams to create new forms of interactions we have yet to see.
Do we need a new standard for visualizing the invisible?
Wearable Technology - A perspective on experience
1. A
perspec(ve
on
experience
By: Perry Chan & Manuela Fortes - Experience Innovation
April 19, 2014
Wearables
2. 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
3. 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
4. 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
5. 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
6. 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. 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
13. 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
14. 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
Systems
Content
Customer
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
15. 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
16. 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
17. 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
18. 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
19. 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