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Wearable Technology - A perspective on experience


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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.

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Wearable Technology - A perspective on experience

  1. 1. A  perspec(ve  on  experience   By: Perry Chan & Manuela Fortes - Experience Innovation April 19, 2014 Wearables
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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