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On Target: IoT for moms
- 1. On Target Second Time Moms & IoT Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 2. When moms see bad behaviors in their kids, they blame it on themselves because if they were the ones who taught a bad behavior, they can also make it better. On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 3. On Target Time Control* *Moms define control as the ability to make things better Perceived Control Actual Control Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer 1st Time Moms 2nd Time Moms
- 4. Maria: “You have to accept that you can't control everything. It was like, me at the beginning, … I was like, if he goes to nap at 11 I'll be able to do that and that and that. And then it was 11 and I was shaking him like that so he could go to sleep, but he would stay awake, until like noon, and then my obligations I would have to postpone them, and I was getting angry. With myself, with him. So at some point you just accept, I'm gonna do work when he lets me do work. And that frees your mind.” On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 5. Experience tells Mom which battles are worth fighting, and gives her something to reference when situations come up repeatedly. On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 6. What kind of information matters to Mom? On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 7. Jess: “I was a great student two months before labor and delivery. I did all of my homework and did all of my preparing with my husband, which, a lot of them got thrown out of the window when you're in the hospital room. But the second time, I think now, it's more that I remember what I've been through.” On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 8. Moms are interested in their kids’ personal progress, not just national comparisons. On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 9. On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 10. On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 11. Design Principles • Identify and track progress for First-Time-Mom to encourage her in moments of uncertainty. • Preserve Second-Time-Mom’s experiences from her first child, to give her a sense of familiarity and a point of comparison. • Automatically collect data about child’s progress, so Mom has a repository of data specific to her child. On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 12. On Target n Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 13. On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 14. On Target BABY TODDLER KID HEALTH DEVELOPMENT SKILLS & HABITS Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 15. n Target BABY HEALTH • Sleep (crib mat) • Weight (crib mat) • Nutrition (nursing blanket, bottle sleeve) On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 16. n Target TODDLER DEVELOPMENT • Potty training (toddler toilet) • Walking (shoe sole) • Learning (toys) On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 17. n Target KID SKILLS AND HABITS • Instrument practice (sound sensor) • Sports (shoe sole, bicycle sensor) On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 18. On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
- 19. On Target Cairn for Mom Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
Editor's Notes
- 2nd time moms = women who are about to have their second child
- Take Cindy, a life coach living in South San Jose. A beaming Cindy told us stories about her daughter Ellie showing generosity, attributing this good behavior to Ellie’s personality and taking no personal credit for this success. Meanwhile, Anne, a very thoughtful mom who works at the Law School, immediately blamed it on her own parenting when her daughter Eleanor was hitting other kids at school. This led us to wonder why moms insist on taking the blame for their children’s failures.
- If control to mom means being able to make things better for her kid, it makes sense that she’d want this all the time. Moms start out thinking that is possible. However, Moms very quickly learn that there are plenty of things they can’t control.
- That’s why second-time moms are more relaxed than first-timers: they already have data for lots of situations to tell them what’s normal.
- Things like parenting classes, internet info and statistics may be interesting to moms, but ultimately don’t make the cut. Jess, a mom in Sunnyvale, talked to us about the delivery of her daughter Macaria. Jess was nervous so she prepared a lot but when she was in the delivery room “it all went out the window.” She says that this time it’s more that she remembers what she’s been through.
- Of all the types of data available to mom, her own experiences are ultimately the only ones she really cares about. This was interesting to us because in our research we found a lot of IOT products that use statistics to help moms understand their kids’ growth. What we found is that moms are actually much more interested in their kids’ personal progress, and with the exception of health-related measurements like weight, don’t really care about how their kids stack up against others.
- Mom is nervous about the future, so at first she tries to control everything, but quickly learns she can’t. For her, it feels like wandering through the forest, not quite remembering where she came from, and never being sure where she’s headed. We can’t show her the future of her child, but we can help her feel less nervous going into it by reminding her of her how far she’s come.
- A cairn is a man-made pile of stones. Hikers use them to mark the way in places where the trail is unclear; the cairn means, “don’t worry, you’re not lost, you’re still on track.” Mom climbs this mountain with each child, and the experiences she has are cairns that she leaves along the way. When mom comes back to hike the same mountain a few years later, seeing the cairns she’s left makes her feel much more comfortable. On her first time up the mountain, it’s scary for Mom to explore uncharted territory, but seeing the cairns behind her allows her to feel good about her progress.
- Here is how we can do this!
- On Target helps moms compile and visually represent the past so that they can feel less nervous about the future. By placing non-intrusive sensors in everyday objects, Target can gather data for mom about her child’s development, and synthesize it so that she can see trends and benchmarks. All of the data collected is then visually represented for mom online when she logs into Target.com.
- Our research revealed that moms care about tracking different things during different stages of development, so On Target is split into three bundles: baby, toddler, and kid.
- On Target baby is concerned with the tracking of the baby’s physical development. Growth, nutrition, and sleep are some of mom’s biggest concerns during this stage. Items in the On Target baby bundle include a crib-mat that tracks the baby’s sleep and weight and a nursing blanket that uses temperature sensors to detect when it’s being used. Similarly, a sensorized baby bottle or breast pump will do the same for bottle-fed babies.
- On Target toddler is concerned with tracking developmental changes like walking, potty training, and learning the alphabet. Mom can keep using the items from On Target baby to track physical development, but new items from On Target toddler account for her changing concerns. Such items include toys with sensors that measure learning over time, and a potty that helps track potty training. In other words, mom can see her kid’s progress without having to write down every time they poop.
- On Target kid is concerned with skill development and forming healthy habits. It includes items like a sound sensor where the child practices violin or piano, recording frequency and duration of practice. On Target kid also tracks athletics with sensors placed on bicycles, or in the sole of a shoe to quantify how much exercise they’re getting.
- On Target gives mom a comprehensive picture of her kids’ progress. By using the Internet of Things to collect small bits of information, Target can track incremental growth for mom where she wouldn’t be able to track it on her own. Every experienced mom knows there are plenty of things she can’t control, but this wealth of data helps her approach new situations with confidence instead of fear. With Target’s help, moms can more accurately use the past as a reference, giving them peace of mind and confidence for the future.
- Finally, mom can just walk through the forest and enjoy the scenery.