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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	
  
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	
  
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

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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