Fitness Trackers PRACHI VYAS MA Design Management
SDES 704- Applied Theory in Design
Florian Vollmer
It is in yourself you will find the strength you need! -unknown
Table of contents
Project A
The thought Why fitness trackers?
Waking up..
Secondary research Dominant paradigm Wicked problem
The first step
Primary research Survey Interviews Insights
To market..
Visual Audit Advertising audit Brand Positioning Personas
Project b
So far..
Working wall Insights Affinity mapping Target audience
Project C
Reframe
Reframe Concepts Value Propositions Knowledge Funnel Artefactual Model
Project D
The product
Building Trust Enterprise Model Realisation Proposal
Track me..
Conclusion References
On the quest for revolutionizing fitness world and witness the transformation with the help of contextual research methods and analysis to create a product the market has been waiting for‌ Having acquired one recently, surprised by the influence and amazed by the functionality understanding the impact on one’s health in such a short span made me curios and SDES 704 provided me with the perfect opportunity to pursue the commodity!
Prachi Vyas Design Management Graduate Student SDES- 704 Applied Theory of Design Summer 2016
The thought…
Why fitness trackers‌ People are very conscious of their health now a days. Technology has touched our lives in every phase and people want devices for fitness motivation without spending too much time or money. Fitness trackers are most prominent effect that the Internet of Things has had on our daily routines is changing the way we exercise and maintain a healthy lifestyle. Activity trackers on your wrist and fitness applications are becoming our personal coaches, helping us
thoroughly with both instruction and motivation. These devices are popular, despite some growing pains typical to any new device category. Their potential benefits, however, are revolutionary in that they promise to accurately monitor and analyse health and fitness activity on a continuous, real-time basis. However, activity trackers are only somewhat useful in their current state. Most of them measure only a few activities, vary in their reliability of measurement
and physicality, provide little interpretive analytics, can present technical challenges to all but the most technically capable, and are poorly integrated with other health data devices, sites, and sources. Because they are a widely used consumer device, with many millions of global consumers stepping, sleep monitoring, and syncing to the IoT ecosystem, they make a good example for research to discover, work and improve the experience, engagement and design innovation.
BACKGROUND While conducting secondary research there were some prominent traits visible in the data. It also showed the popularity this market has gained in a very short period of time. There has been a lot of innovation since these wearables first came to the market. The market recognizes Fitbit, Jawbone, Garmin, Xiaomi and Nike as major contributors. In health, new rules under Obamacare broaden the incentive employers can give their staff, boosting cash rewards on premiums or deductibles from 20% to 30%. Small businesses can apply to a pot of $200 million in grants to set up such programs. These devices are helping reduction in the corporate wellness program bringing America’s health care costs low. In spite of all this, a major flaw was noticed which defeats the purpose of the device. The aim of these devices is to motivate people to stay healthy. People said they got bored of their devices in a span of 6 months.
9 8 7 6 5 4 3 2 1 0 Fibit
Xiaomi
Apple 2015
Garmin Samsung
WAKING UP‌ Secondary research was conducted to get to know the background of the product to be researched. I looked at market trends, popular brands and devices to get a feel of the current status.
Health records As per the first survey on fitness trackers conducted by Pew Research, 69% of U.S. adults track some sort of health indicator for themselves or a loved one. Only 21% of the respondents said they used a gadget, app or website to track this information. Nearly half of those surveyed (49%) said they keep this information in their heads. 34% say they track the data on paper, like in a notebook or journal.
49%
21%
34%
Wicked problem
Dominant paradigm
After analysing research conducted till now, the paradigm that dominates the fitness tracking world is the awareness of society or environment and a desire to live a better, healthier life with technology at your beck and call. This is dominant for manufacturers as well, as they claim to deliver your health in the form device. It is the feeling of knowing everything about yourself, better termed as search to personalization.
These devices are an example of wicked problem to me as there is a lot of instability of demand and short span of attention by the customers. Richard Buchanan in his book “wicked problems in design thinking” says, wicked problems have no definitive formulation, but every formulation of a wicked problem corresponds to the formulation of a solution. This goes very well with fitness devices as there are many that are good and serve their purpose , and every device appeals to a different group of audience. They are material objects recording individual data; different for each person every day. As mentioned in “Wicked problems in Design Thinking”, Wicked problems have no stopping rules. Everyone wears the device to track different measures. The value and importance of these devices differs depending on the lifestyle of each user. Each user has a notion about technology, some think it is necessary, others respect it and find it resourceful and the rest do not want technology to control their life.
Fitness Prism This prism shows the entire process of data collection to utilization of analysis for effective results. Wearables are a part of the huge IOT system around us.
Cognitive Action
Problem solving for all the data collected on a larger scale.
Analytics of things
Value addition to the data collected to generate insights and decide on actions.
Data Integration
Making data readable for sharing on social media and other platforms.
Local Sensing
Data is collected by the sensors which record various movements, date, time and other values.
Push yourself because no one else is going to do it for you. -unknown
THE FIRST STEP‌ After collecting, organizing, and applying research and information that has already been collected regarding fitness trackers through secondary research, now I move to the next stage. Primary research is all about getting to know people. Observing their interactions with the artefacts.
Primary research For conducting this research contextual methods of design research, such as Ethnography was implemented. This method of research involves around the principles of empathy, immersion and careful observation. Through this I hope to unfold hidden problems regarding my topic of research. Ethnography helped me get rid of my assumptions, as having a pre conceived notion about your research topic blind sights you making it difficult to look at things in a fresh perspective. Many
times we miss out on the small details that can prove to make a big difference. Ethnography equips the designer with research methods to immerse yourself in the community and learn through the experience. For the primary research, I have used a few of the contextual research methods. I conducted an online survey via surveymonkey.com. This helped me reach out to a larger community and get an idea of their experience. The response was overwhelming. The second method was
observation. I went to three major retailers Best Buy, Walmart and Target. I observed the physical displays and the customer experience of shopping for fitness trackers. While observing I conducted interviews with the salesperson, and their customers. I conducted a couple interviews in my community, as I see many people running/walking wearing fitness trackers. Most of the sales for these devices happen online. It was not possible to observe those activities.
Fly on the Wall Next it was time to visit and observe the retail environments, their set up and decision making process. Interaction of buyers with the devices and discover the customer buying patterns. I went to three major retailers Best Buy, Walmart and Target. I observed the physical displays and the customer experience of shopping for fitness trackers. While observing I conducted interviews with the salesperson, and their customers.
OBSERVATION METHODS Behaviour of people was observed in and around the products in retail environments using the following methods to emerge with patterns and follow them.
Five Human Factors
POEMS
Studying physical, cognitive, social, cultural and emotional factors that drive the overall user experience. Physical: Customers enter and take a look at the displays. Cognitive: Process takes time depending on the mind-set of the customer. Social: Customer interacts with the representative. Customer is greeted with a smile. Cultural: Awareness amongst customers regarding devices. Emotional: Motivating the customers to make the choice.
Studying people, objects, environments, messages and services in a context.
Template for observation: Number of customers Age Gender Reason for visiting Services used Time per customer Emotions while entering and leaving. Observe the service providers, their interaction with space and customers. It helped me analyse the customer demographic and discover the pain points in the experience.
SURVEY To reach out to a larger audience, I set up a survey with the help of surveymonkey.com with questions to understand their knowledge and opinions on the existing devices. There were 65 respondents.
The survey results definitely showed trends very clearly. Most people (50%) are motivated to exercise to stay in good shape. People also exercise to stay active (25%) and avoid health problems (21%). About 90% of them are interested in tracking their fitness. Some do not have enough knowledge about fitness trackers. Factors people consider before buying a device are features (35%) and quality (28%). About (55%) of the users track steps on their devices. Most of them track steps, heart rate, distance covered (22%). 40% percent of the users own a Fitbit device, 11% Apple watch, 11% use a pedometer and some
use their phones as trackers with the help of health apps or apps offered by iOS and Android. 60% of the existing/future customers came to know about fitness trackers through word of mouth, the others came to know through their employers. People are ready to spend up to $150 on these devices provided they are accurate. 48% said that their devices have motivated them to stay active. People would like to track their weight, food/calorie intake and want the devices to interact with them.
People are motivated to stay in good shape and track their progress regularly 1. What motivates you most to stay healthy? 60
2. Would you like to track/monitor your health regularly? 100
.
50
80
40
60
30
40 20
20
0
10 0 staying in avoiding good shape health problems
staying active
fitness trackers
Yes
No
Why
Some people said they wouldn’t like to track their health as it would make them obsessed with checking their stats often.
People want good quality, features and track their steps, calories burnt. 3. What factors are most important to you before choosing to buy a device?
Other factors like reviews, practicality matter to some. One person said they wouldn’t consider anything as the data is bogus.
4. What is the main feature you currently track on your device?
Some people said they track everything while the others said they mostly track steps and heart rate. While many of them said they don’t own a device.
Fitbit is most popular among fitness trackers and people know about it through word of mouth . 5. Which device do you currently own?
6. How did you first come to know about fitness trackers?
Jawbone 40%
24%
Polar, Mi Band, Moov Now, Moto 360 , Iphone and Garmin Fenix 3 are some of the other devices used.
59%
Corporate employee health insurance program and Virgin Pulse were some other sources.
People are willing to pay reasonably provided the devices do not have sync or accuracy issues. 7. Do you have any problems with the current device?
8. How much are you ready to invest in Fitness Trackers?
Yes 8% No 92%
$100$150 28% $50$100 33%
Some of the problems were people not charging their device missing data. The other was inaccuracy of the data.
$0-$50 40%
The devices need to be motivating, sleek and interact with users. 9. How have fitness trackers helped / not been useful for you and your fitness?
10. What would you suggest to make the experience better?
Interactiv e devices
Body Weight
If not useful, why? Activity tracking with friends and family
Better motivation
Health Insurance Daily Challenges
Accuracy of data
Motivating 0
20
40
Loss of interest or lack of motivation was one of the reasons people find their trackers are not useful.
60
Sleek design Smooth synchroni zation
Independence from mobile applications
Knowing people Before I could start interviews, I had to brainstorm and create a guideline of questions; a road map to follow during the different interviews. I planned to take the semi structured interview approach; thus providing opportunities for unprompted conversations from the interviewees. I categorized my audience in
three sections; sellers, consumers and deliverers. I was able to interview around 5 people of which 3 were customers and 2 sales persons. Average time for interviews , 25-30 mins each. For these interviews I went to the retail stores and interviewed friends.
INTERVIEWEE 1: Sumeet Gandhi Male, 29
INTERVIEWEE 2: Nikhil Nayak Male , 30
Is a very active person. Involved in cycling, running, hiking and swimming. Is a gadget freak. Does thorough research before buying any gadget. Owns two tracking devices , Garmin Fenix 3 and Moov Now. Uses applications like Strava , Endomondo. Owns these devices because Fenix warns him when the form is wrong, excess strain on body, high heart beat and informs him about the recovery time. Moov Now came with a very exciting promotional video and app that provides 7 minutes workouts. Important factors while buying a device are brand name, price and cutting edge technology. Would like to upgrade to device that has inbuilt heart rate monitor with ant plus technology thinks is a must in fitness trackers. Would look forward to an interactive device that acts as a companion and one that has a long battery life.
Is a very busy person. Doesn’t have time for exercise. Is a critic for these devices . Not very interested in buying, uses trackers for health care benefits by employer. Owns three tracking devices ,2 pedometers and Fitbit HR. Uses applications like Move , Virgin Pulse. Owns these devices because employer gives benefits based on the steps completed every year. Is an engineer and likes looking at performance graphs. Mostly uses his iPhone and apps for statistics. Doesn’t feel the need to add one more device. Doesn’t want a device to control his life. Looks at the data like sleeping pattern to plan his day better and take more/less sleep as required. Important factors while buying a device are cost and quality of data.
Finds it a hassle to charge these devices as they have different ports and would like a universal charger to charge them. Would like for these devices to be waterproof. Against wearing rubber hence stopped using Fitbit. Looking forward to spend on a device that comes integrated in a watch.
INTERVIEWEE 3: Maria Theron 26, Female Is a laid back person and loves to procrastinate. Needs motivation to exercise. Interested in these devices and have become a vital part of her life. Follows Insanity workouts and walks her dog regularly. Owns one tracking device , Fitbit HR. Uses applications like iHealth on the iPhone. Started tracking herself regularly when a visit to the doctor a year ago opened her eyes about her health. Is a social media follower and is updated with the latest knowledge. Wishes to buy Apple smartwatch and is waiting for them to improvise on health tracking. Finds it a hassle to charge these devices as they have different ports. Has had issues with the device syncing to the app in her phone. Would like to wear a watch and currently cant wear one because of Fitbit, would like to change the bands so that she doesn’t get bored of the same device. Wants the device to be much smaller, that can be attached or inserted in a regular watch as she loves her watch. Used Sunnto before this during exercising.
inter views
“We are a group of cyclists using Strava and it is interesting know and compete with each other. I was amazed to look at the Moov Now video, I had to buy the device.” -SUMEET GANDHI
“I would like these devices to scan the food I eat and populate graphs of what I am consuming. I like looking at graphs and charts , numbers don’t matter to me. I only have these devices because I get health insurance benefits. I have to admit I feel happy to look at what I have accomplished.” -NIKHIL NAYAK
“People are aware of the features and mostly narrow down their choices to two devices. That makes our jobs easy.” -CHRISSY
“I would like to wear my watch, these devices can be turned to a chip that goes in my watch. Once I drove back one hour to my house to pick up Fitbit after realising I had left it at home.” MARIA THERON
“Customers are willing to pay and look into designs and features” -ALEXYS
Not everyone with a device uses its full potential
Motivation to use the device wears after sometime
Owning a device has become a must.
Infographic to represent data is important Sharing of data among friends and Challenges boost morale
Design innovation awaited for material and form of devices
INSIG
from sec and pri resea
A
m go
Security for private personal data is an issue
Data Accuracy lacking for heart rate
HTS
ondary mary rch
wareness about aintaining ood health
Customisation as per personal use
Public relations and collaborations are important for business
Devices are like personal trainers
When the customer comes first, the customer will last! –Robert Halfa
To market‌ To take a look at the existing marketing strategy, understand the visual verbal message and the effectiveness portrayed. This step was useful for brand positioning and effectiveness as per the marketing strategy. I looked at Fitbit (pioneer in fitness trackers), Jawbone ( wearables start up) and Nike (globally established sports brand).
Visual Audit The wearables market has gained tremendous popularity though they have to potentially fight the tech market to create a spot for these products and do business. Their fight is with the mind-set and motivation of people and making them believe in the devices. While advertising they have to be motivating and courteous while approaching a new market base. Most of the fitness tracker market is dependent on digital marketing and word of mouth making it necessary to provide the best to the customers.
FITBIT
Market Presence: Fitbit’s products are currently available in over 45,000 retail stores, in over 50 countries. The company boldly claims that “there is a Fitbit product for everyone,” and at present, its different product offerings has managed to back it up. The fitness device maker’s products portfolio currently includes Fitbit One, Fitbit Zip, Fitbit Flex, Fitbit Charge, Fitbit Charge HR, Fitbit Surge, and the Aria Wi-Fi Smart Scale. Target Audience: In order to appeal to a wider audience, the company’s product price ranges between $60 and $250. However, price is not the only distinguishing factor among the watch-maker’s product. Due to the varying product preference across the market, each Fitbit device caters to a separate set of requirements. Fitbit’s products revolve around a specific niche – fitness. But their focus on engaging the social animal in all of us is perhaps the main reason they have been able to maintain their dominance despite the entrance of the Apple watch. Involving their customers in something meaningful yet quite effortless (they only have to keep doing what they’re doing) Have competition features so users can pit themselves against one another, or rope their friends in to join them Posting your achievements on social media so your friends will get curious, and you can tell them how easy it was for you to run 10,000 steps
JAWBONE Customer (Segment characteristics, Levels of awareness, perception and attitude towards the brand/ offering; perceived risk) The Jawbone Up wristband targets a certain type of customers using the direct marketing method. First, the firm seeks people who want to track their lifestyle, their bodies. That means people who want to decode messages sent to them by their bodies. That means people who want to lose weight, who wish to follow their daily calories in real time. Also people who The website is well designed need a visible element, quantified their daily stresses. Potential customers could highlighting the products, accessories and showing the be those who wish to have a glimpse of usability of the products. It their sleep and sleep cycle and a alarm clock, to treats sleeping disorders showing also guides you through the the uniqueness of the products. Jawbone process of buying and using is targeting millennials using technology Up. This is a great example of mass media marketing frequently for better health and well that maintains the company being. image as Jawbone has Primary target market : Employees working in corporate offices , credibility in the market millennials and adults who have desk jobs owing to its other products. and do not get to do much physical activities. Jawbone argues that wearable products could be at the heart of the connected home, enabling the so-called 'Internet of Things,‘ or as defined by Jawbone CEO and co-founder Hosain Rahman, 'the Internet of me.
NIKE FUELBAND The Nike+ FuelBand Facebook page has a beautiful assortment of media enticing its followers to engage and be inspired to continually use the product, as well as constantly working to build a community of users. One of the more current campaigns they are advertising on their Facebook is working to get user to pledge NikeFuel to a collegiate team. They also use vivid images, photographic campaigns, interactive video, and URLs linking back to their other social media platforms such as YouTube videos and twitter trends. Nike’s Handle for the NikeFuel Band is “@NikeFuel” where its info states its tagline: “Life is a sport. Make it count.” as well as providing a short product description: “The Nike+ FuelBand tracks your all-day activity and helps you do more.”
Brand positioning Brand Summary Fitbit, Jawbone, Nike had 97 percent of fitness tracker retail sales Following analysis of brands audited as per research findings.
One of the conclusion was that the consistency and effectiveness of marketing material was a factor affecting popularity of the brands. Effectiveness and what they sell was determined based on the marketing material like posters , videos etc.
Lifestyle
Nike 10% Jawbone 20%
Noneffectiv e
Fitbit 70%
effective
product
V.I.PERSONAS Personas help designers overcome a very human problem, bias. They also help us build empathy for a diverse set of audience allowing us to address challenges present in the target market. Here, we look at three distinct personalities extremists, mainstream and subdued.
MEET Laura! Age: 26 Status : Single Lives : Downtown Savannah Work: Design student at SCAD. Kids: None About Her: Laura wakes up everyday and checks her stats on Fitbit. She does not have a car and walks everywhere now a days to add steps to her device. She also misses wearing her watches and fancy bracelets as she wears device on her wrist most of the time. Pain Points: Current devices are bulky and don not read accurate data for sleep and calories. Doesn’t feel motivated to follow her numbers regularly. Goals: Likes competing with friends on health apps for the same Challenge : She wants a fashionable accessory with sleek design , more features added to the fitness device.
MEET DREW!
MEET Dan!
Age: 29 Status : Single Lives : Chicago Work: Travel Agent Kids: None About Him: Drew loves travelling and since the last 2 years he has been a part of marathons , cyclist groups and hiking competitions. He is a tech savvy and has a Garmin Fenix 3 and uses it regularly Pain Points: Looking for technological advancements. Goals: To have a well toned healthy body. To stay as active as possible, beat friends’ records while doing so. Own the latest gadget with the latest technology. Challenge: He wants a device that can interact with him while working out. Technologically advanced stand alone device with ant+ technology to record accurate heart beat.
Age: 32 Status : Married Lives : Columbus Work: Engineer Kids: None About Him: Dan is a very busy man as he is pursuing part time MBA along with his job. He doesn’t get time to exercise daily. He purchased Fitbit HR from the employer’s health insurance provider as it was cheaper. He thinks there are too many devices available in the market and doesn’t really like any. Pain Points: Bands are made of rubber and he dislikes it. Doesn’t want technology to control his life. Does not find the device motivating. Goals: Wants manage time for exercise and family. To eat healthy and fresh food , stay fit. Challenge: A device that can show infographic data for him as he is bored of numbers and likes graphs. He wants reasonably priced watches with fitness trackers inside and no use of rubber material at all as he boycotts the use of rubber.
SO FAR‌ After collecting data from secondary, primary and visual audit for fitness trackers, it was time for synthesis. For this a working wall was created to help record each data point to add value and give direction to the information at hand. Through this process primary consumer group was defined.
Working wall Working wall includes collection of all the data in research till now , including secondary, primary, observation, interviews, survey and visual audit data. It helps in looking for patterns commonly noticed throughout the research and synthesize data to form insights. Two methods of affinity mapping were used to ensure the insights from the data were fortified. The insights then applied to the personas created earlier to identify the target customer group.
Synthesis method-1 The arrangement of wall is done according to the relations between each part. The wall includes secondary research, primary research, survey, interviews, existing devices, retail environments, marketing and brand positioning. Through this method of synthesis I looked at the experiences of consumers closely. The insights mainly directed towards improving the existing devices that satisfy a major portion of customers.
legend Data collection
The yellow post-its denote the important information collected throughout research such as facts, trends and popular beliefs. These also highlight the important facts in articles
sorting
The pink post-its denote observations from conducted research and important reviews collected from the internet. They are the second step of synthesis which help in picking out the most important points from the research.
Final grouping
The orange post-its denote the emerging insights from the data urging to form concepts. These ideas are inspired after looking at the pink post-its. These denote action points on the data and are the last step of this affinity mapping.
The yellow post its talk about the prominent points during marketing and brand positioning their campaigns how are they significant, etc. The secondary and retail section here talks about the background of fitness trackers. How they came into existence and what environment are they sold in. The above image includes a mind map created to guide through sorting of observations, pain points, advantages, drawbacks and looking at probable insight related to each branch.
insights
Offering incentives
Challenges open between owners of different brands of devices
Universal charging points/long battery life for convenience
Designing devices to function as wearable phones
Collaborations with Gyms and Hospitals
Chips incorporated in accessories for tracking
Introduction of engaging activities to keep users motivated
Regular voice notifications and music
Sleek and innovative design
Synthesis method-2 The arrangement of wall remains the same as method 1 for this method. Here the use of affinity mapping method has been done to help analyse data in depth. All the data points were written on yellow post its, further categorised in clusters of pink post its then clustered under orange post its to for the latest insights. The insights were connected to personas as per their explanations with blue post its. This method helped define a new customer for this market.
legend Data collection
The yellow post-its comprise of eye catching points from the entire data. They cover information found on the internet, articles, newspapers, social media and other sources referred for research. These form the base of the process.
sorting
These denote the second stage where the clusters of yellow are categorized under themes they represent. The pink post-its give names to the clusters formed with yellow post-its with common themes.
Final grouping
As we move on to the next stage we further categorize the pink post-its to form the probable areas highlighted by the process. These helped define areas to focus on for ideation.
Persona voices
These are assigned to personas. Each blue post-it represents the voice of the challenging personas previously created. Then they are placed next to their corresponding orange pot-its.
The yellow post-its are a representation of the entire data collected throughout the entire research. The key is to keep them as unorganized as possible. This helps get rid of the bias we have for the data. This is the first step of affinity mapping. These are then arranged as per the words they correspond to. I had over 120 data points at this point. The pink post-its were more defined than the yellow ones. These shed some light on data hidden in all the research. One of them was surprising to see that said “Devices termed as unnecessary” which consisted of voices that related to resistance by people. There was another that said “Factors affecting business like geography” , “Dependency on software” , “Inaccuracy of data”, “Perception of devices”, etc. This step helped to identify the low hanging sections to be focused on for further analysis. The most important and awarding part of this process was to keep a clear head without any bias. This helped in forming clusters that were not obvious. There were 35 pinks from 120 yellows.
After analysing all the pink post-its in their respective affinity groups, the most prominent trends were written down on the orange post-its. There were 9 oranges. Each reading 1. Convenient and User friendly 2. Design innovation opportunities 3. Motivation for regular use 4. People want better technology 5. Value addition to devices with diverse features 6. Strong marketing strategies 7. Engaging incentives 8. Interactive activities and 9. Infrastructure support needed . These could then be easily related to the trends visible throughout the data. These covered the different stages from production, delivery and consumption.
Personas The personas were then analysed to the insights they corresponded to. For example, Dan uses the device for ulterior motives like health insurance benefits. He was included under Engaging Incentives. Under Convenient and User friendly as he wants data represented through graphs. As he does not use rubber, under Design Innovation. As his employer advertised for the use of devices, under Strong Marketing strategies and under Value Addition as he wants more features to be added to the devices.
For Laura,
For Drew,
Web diagram The web diagram showed that there are 7 influencing factors , out of which 4 are major influencers. People have a desire to live healthy and they need devices that are user friendly, convenient to carry/wear and motivate them to exercise and track their data regularly. It was seen that many users do not track their health regularly due to their busy routine. Valid connections could be made between variety, customization and Motivation as all these are interrelated as the existence of the devices is questioned by customers facing problems in these areas. Data accuracy and privacy are an underlying cause of distrust among consumers. SO WHAT‌ The fitness tracking industry has innovate products and accommodate these fundamental changes to appeal to a wider range of audience.
Current trends What does the customer really NEED? Human behaviour is complex, but behavioural science offers three factors that can lead to sustained engagement over the long term. 1.
2.
3.
Habit formation. Sustained engagement depends on a device or service’s ability to help the user form and stick with new habits. Social motivation. To sustain engagement beyond the initial habit formation, a device or service must be able to motivate users effectively. Goal reinforcement. To achieve sustained engagement, a user also needs to experience a feeling of progress toward defined goals. Research shows that achieving several smaller goals provides the positive momentum necessary for achieving bigger goals.
Primary consumer profile Millennials Excited to explore new technology Connected 24x7 to their gadgets, social media Willing to take efforts to stay fit Exercise/ plan to start exercising daily. Have a busy routine due to school/job. For both tech savvy and non tech savvy Use smart phones Trendy , Chic and Fashion forward Conscious about their health Device driven lifestyle They are our and future users and buyers. They want user friendly and convenient devices that are accurate and motivate them daily to wake up and stay healthy! They don’t want the hassle of researching the whole market before finding a sustainable and accurate device that look good! Their motto is “LESS IS MORE”
Everyday is a good day to workout! -unknown
REFRAME
Looking at the wicked problem with a perspective, identifying the sore belief evident through research, placing the supporting beliefs around it for reframing only to arrive at the AHA moment and creating a new opposite core belief supported by improved supporting beliefs.
CURRENT DEVICES I looked at the different types of devices available in the market and compared their qualities for heuristics.
SPECIALISED DEVICES
COMMON DEVICES PROS Convenience Availability Popularity Knowledge Used by everyone
CONS Material Battery life Motivation Data accuracy
PROS Technology Innovative Accuracy Quality
CONS Price Knowledge Availability Battery life Used by specific groups
What do users need?
CONVENIENCE
SMART/PRETTY DESIGNS
MOTIVATION RELIABILITY
lack of motivation is a major cause devices need to be charged regularly
PEOPLE DO NOT USE THEIR devices regularly
reframe data recorded by the devices is not accurate
data privacy is a major concern of users
Core belief before reframe The core belief is that people do not use their devices regularly because lack of motivation is a major cause, data recorded by the devices is not accurate, devices need to be charged regularly and data privacy is a major concern of users.
New Core belief The new concept of fitness trackers involves believing that people are excited to use their devices regularly.
devices provide insights at regular intervals
PEOPLE ARE EXCITED TO USE THEIR DEVICES REGULARLY Z
algorithms used to calculate data are modified
devices charge when used regularly
data access to authorized persons only
We do this by saying devices provide interesting insights at regular intervals, devices charge when used regularly, algorithms used to calculate data are modified and data can be used by the user's doctor and employer only. This reframes the wicked problem of short life span of these devices. Reinventing the concept of fitness trackers to create interest among the users and inspire prospective buyers. The three concepts concentrate on different groups of millennials, our target audience.
CONCEPT DEVELOPMENT Three concepts were developed after looking at the various opportunities from the data. First concept: all in one personal trainer/device Second option: gamification (using augmented reality) Third option: tattoos for tracking
Hale your own personal trainer with you 24x7. For a healthier, happier you. Add groove to your moves. People said they need a device that gels with their professional life. A device that motivates them daily and makes fitness fun. This option pays attention to those people as the focus is on the normal people like YOU and ME who want to be healthy without much effort and money. Comes with a special set of headphones for music lovers with audio workouts by trainers motivating you for every step you take!
SELF CHARGING BLUETOOTH HEADPHONES GUIDANCE 24X7 CUSTOMIZED WORKOUTS MUSIC Designed for professional life
Personalized display as per preference Messages at regular intervals humanizing the device
Colour changing LED rim suggesting movement
Touch buttons to change displays
Music, audio workouts through Bluetooth headphones Customized finish, sleek design, interchangea ble belts
VALUE PROPOSITION
Was created to add value to the new product and attract people by identifying the solutions focussed on by the device. Categories identified and targeted were : For the product: benefits, experience and features. For the consumer their wants, needs and fears. Then the Hale was validated by the factors contributing towards success with competitive advantage, consumer satisfaction and market success.
PRODUCT
CONSUMER
Competitive advantage
Consumer satisfaction
Market success
Sleek design with colour and material options
User friendly device with sleek design
Affordable price for consumers
It uses batteries that use light energy to avoiding the hassle of charging
Marketing strategies and promotional events
Interchangeable display for professional/ personal / party use Bluetooth headphones with access to music and audio workout access
Provides motivation with regular messages connecting users emotionally with the device Makes fitness fun with music and workouts
Collaborations with pioneers in related fields and corporate companies Giving the consumers what they want
The abc-q method This method is used while presenting a project to the clients when the solution to the problem is unexpected by the client. The first step is to meet the expectations the client has from you. Then offer incentives along with the main solution to create confidence. Once the client is confident, create anticipation by adding benefits to the product and lastly reframe the context in which the product is seen by the client. This method helped to redefine the product and create benefits and add value. It also helped as the approach was from the client’s viewpoint.
MEET EXPECTATIONS motivating reliable user friendly adaptable to lifestyle Interactive, independent sync automatically easy restart button self charging
CREATE CONFIDENCE
CREATE RECONTEXTUALIZE ANTICIPATION
lowest price point
latest technology
Change the users’ perception
material, colours
exciting collaborations
Not a device
make, finishes
Bluetooth headset
Personal trainer
competitive mass market
workout sessions
Take control of health
existing $130
user friendly application
Health ID
new device @90
updated through software
Independent device
Innovative design
enjoy your “ME” time Device that gives you a break from routine
Artefactual model The artefactual model is, in essence, the best solution to the wicked design problem of low span of attention for fitness trackers. The artefact can take any appropriate form according to the proposed direction, value proposition, and discipline skill set. Artefactual model for Hale includes a combination of product design, application design and experience design.
MARKETING SOCIAL MEDIA ADVERTISEMENTS PROMOTIONAL VIDEOS FREE SAMPLES CORPORATE VENTURES COLLABORATIONS MAGAZINE ARTICLES ENDORSEMENTS
Hold button for 5 seconds to restart device
HELLO! Unique to the device
MUSIC WORKOUT VOICE GUIDANCE
Welcome Prachi ! Id 00001234
6,640 Steps
2.3mi Distance
1000 calories
unique to the user flashes when slid right useful for medical reasons
BATTERY LIFE self charging, with use and solar power press button to view selected units for display
LET’S GO FOR A WALK, YOU’VE BEEN SITTING TOO LONG!
SLOW DOWN, YOUR BODY IS TIRED!
The application:
The model shows navigation through the application and the various features in the application. Each frame walks you through the features and tabs in the application. It is a wealth of information for health.
verizon
H LE
10:10 PM
dashboard
6,640 Steps
1000 calories
2.3mi Distance
64.0oz Water
HALE
WELCOME Dashboard
Challenges
Friends
Menu
slide right
H LE
H LE Lets get started
H LE Connect your Device
Email prachivyas@mail.com Password ********* Forgot your password?
You are now connected! Connect with friends
get active , eat better , sleep tight
LOG IN
LOG IN
Invite !
JOIN HALE
H LE
H LE
H LE
Profile
tracking
Tracking Discover Goals
Health Insurance ID
Settings
Height
Help
Weight
Log out
Distance
My Profile Name
Member since Friends Playlists
Steps
Calories Sleep
Heart rate
Weight BMI
Workouts
H LE
H LE goals
discover
Workouts Food
Steps Calorie intake
Meal plans
Distance
Food.com subscription
Weight
Workout.com subscription
Workout
Forgot your password?
Music
Water
Pandora
Sleep
Spotify
Challenges
H LE
H LE
settings
Help
Device status : good
Customer care
Connection : automatic
Find device
Privacy : friends only
Replace
Notifications : on
FAQ’s
Payments :
Support
Visa - ****** 4546
You can explore through the discover tab from variety of resources available in workouts, food and websites for subscription of services regarding the same. You can set your daily goals and the device will send you notifications at regular intervals for completion of set goals for the day. The customer support is available through the app and your find your device in case of loss and also takes care of replacement, damage and warranty of devices. The support section also guides your through the resources available with the device and guides you through the user cycle if you’re a new user.
Knowledge funnel
Approaching Fitness Trackers through the lenses of Human- Centred Design thinking principles with user as the main focus secondary and primary research was conducted. Certain trends were unfolded after observing and analysing behaviour of users with their fitness trackers and these insights applied to the business model. Through which ‌
?
Mystery
Heuristic
Algorithm
The big mystery question was , How do we keep users motivated to use fitness tracking devices regularly ? Through the research ,a few key points of understanding of what people want were discovered Personalised experience, Convenient, user-friendly devices, Reliable Data, Sleek Designs, Motivational Features/Activities and Attractive Incentives. HALE, an interactive device with personalized messages that has all the Features, Design, Information and Collaborative advantages every user would want in a fitness tracker providing each customer with a personalised experience as per their needs.
Started with research, analysing the value, perception of fitness trackers for users and prospective users.
Journey A representation of the method of thinking used while following the entire research process guiding towards the solution.
Secondary research Observations Interviews Visual Audits
deductive thinking Data was collected from various contextual research methods after surveying the scene of fitness trackers in users’ lifestyle currently .
g
How might we provide the customers with what they want to improve their experience. All in one personalised device.
Create value by offering a solution that provides the users with the experience they want fulfilling their demands.
Analysis of data collected Working Wall Affinity Mapping
Brainstorming Reframe Concept generation
inductive thinking This gave a perspective view on the existing practices and narrowing down to the possible opportunities and the target audience.
abductive thinking Absorbing knowledge gained through the process, ideas sparked, then sorted and the problem reframed heuristically to create value added solution for targeted user for present and future.
THE PRODUCT
BUILDING TRUST AND CREDIBILITY
From business to design , the communication methods that could be developed to gain trust from non designers in the organisation. Co- creation, willingness to work together, involvement in the initial stages are some of the exercises.
Client
audience
TRUST
VALUE
INVOLVE
Know your audience, prepare accordingly Look at the situation with a different perspective Empathize with your clients, it goes a long way Break down and simplify concepts for easy understanding Communicate through visuals
TACT
EQUALITY
TALK BUSINESS! EMPATHY
WHY DESIGN?
Placing design at the centre of the organisation, creating relationships with each department for a successfully functional business. Presenting your argument in a creative manner, surprising your audience with examples from each point of view clearing all doubts explaining the importance of design in context. Lastly , providing real data for your audience to believe in you. Your interest in their role will create curiosity among your audience.
CREDIBILITY
Learn the language of business, take a strategic approach Add financial details to design to add value Show the effects of design on business Be willing to accommodate opinions, justify your design Validate your design thinking approach with charts showing resources vs output
Design Manager
Involving multidisciplinary teams in the organisation in the process of design. Learning the language of business strategy to effectively explain design role. Approaching practicality and returns. Creating visual presentations to attract and capture attention. Being open to suggestions always helps in creating trust among people.
Partnerships Data Analysts Data collection software and algorithms
ENTERPRISE MODEL
Is the business model specially created for the new brand of fitness trackers, Hale. The model will take a creative approach and involve people related to the product for smooth functioning and this approach will give the manufacturers an edge above other competitors and the product will be developed taking into consideration everyone’s input.
Prod
Resea Develo
Satellite Owners
Developm technology, d feed
Data generation, renting towers
Technolog
Hospitals, Gyms
Product trial interna
Nutrition plans, Computing necessary values
Application developers
Software
Sensors, syste ana
Ven
Easy to use interface, infographic display
Material sup for asse
Health insurance
Manufact
Product testing, investment, promotion
In house, exp
arch & opment
Design & Marketin Workout Designer g Workouts, form, weight
ment of new evices through dback
Product Designer
uction
training
Shape , material, colours
gical Team
s, Assembly & l design
Engineers
em, algorithms, alysis
dors
Experience Designer Mobile Application, website , challenges , incentives
Health Blogger Media, guidance, newsletter
Publicist
ply & software mbly line
Advertising , Endorsements, Free Samples, Stakeholders
uring Plant
Brand Design
pand globally
Graphics, logo, packaging
Finance & Price Analyst Distributi Device cost per unit, market value, competitors on Accounts Office Market analysis, franchise, Assets
Activities Product planning, Meetings, supply & demand
Strategy Planner Corporate plans, health incentives, health insurance partnerships
Support Customer Support Troubleshooting, online, product and application
Repairs Device damage, replacement, warranty
Updates Software, Application, Data analytics
Enrolment Monitor Automatic enrolment , health ID, insurance records
MARKETING Advertisements, collaborations and brand material sent to consumers.
1
Product JOURNEY
PRODUCTION Hale begins production and products are ready for launch.
2
LAU Hale is un world a anticipation
KEY SPOTS Hale is available on website and prime retailers and fitness locations for sale.
3
UNCH veiled to the after much n with a bang.
4
STORES AND EVENTS Pop stores around the world and special events by Hale for promotion .
RESEARCH AND DEVELOPMENT Works on constantly developing the device.
5
CONSUMERS People buy the device and are happy to find what they’ve been looking for.
6
7
UPDATES Updates sent to Hale users regularly directly on devices with improvements.
8
9
KEEP WORKING Hale to keep working with it R&D to provide better service and technology to users.
PAIN POINT ELIMINATION Clear product display, easy availability, customisation
1
Customer experience JOURNEY
AUTO You don’ worry countin steps, it automa
2
ADAPTATION Interchangeabl e display to suit your lifestyle
3
SYNC ’t have to about ng your is done atically
3
4
COMPANION Not just a piece of technology, an interactive guide to all your health problems
5
HAPPY CUSTOMER experience redesigned, just wear it to make a difference
VISIBLE PROGRESS Graphical progress charts, improvement suggestions, audio workout sessions with workout music
MOTIVATION Daily messages urge you to stay motivated ,exciting incentives with collaborations
6
NO MORE CHARGING Wireless , self charging battery, your efforts are always recorded
7
8
SOCIAL INVOLVEMENT Community of users, challenge, compare and succeed
9
Hale eliminates the pain points in the customer experience and solves the issue of motivation in the long run for both the customers and the manufacturer through its engaging and interactive nature. The device is sleek, modern and can be used by anybody of any age because of its adaptive nature. It creates a community of users and also arranges challenges and events at different locations to create social involvement and promote the device to other people. It also runs a loyalty program offering discounts to existing customers if they wish to upgrade to another device with HALE making sure that it is the best fitness tracker out there. The customer is happy as the experience of owning a fitness tracker is flawless and effective.
Conclusion For the past ten weeks we have gone into a long journey of research and learning. I learned to identify the problem in a given product with the help of contextual research methods , people and their behavioural patterns and phenomena without disturbing the atmosphere or making people uncomfortable. I learned that research should always be conducted with an open mind, no assumptions and no judgments. With exposure to the product industry I learnt how to conduct visual audit. The data showed a lot of information about fitness trackers and the market. I made a constructive effort to develop and come up with a solution along with an enterprise to provide users with a better and satisfactory experience. For this I have Florian Vollmer, Richard Buchanan and Peter Phillips to thank for their guidance through the squiggly path project!
Take control, your health awaits you!!
References •
• http://dupress.com/articles/internet-of-things-wearable-technology/ WRITTEN BY Thomas H. Davenport & John Lucker PUBLISHED January 26, 2015
•
From <https://techcrunch.com/search/fitness+trackers#stq=fitness trackers&stp=1> Posted Feb 4, 2015 by Sarah Perez (@sarahintampa)
•
From <http://www.moorinsightsstrategy.com/fitness-wearables-provideinnovative-marketing-platform/> Posted by Brian Pitstick in Fitness Wearables, Human Internet of Things (HIoT), Internet of Things IoT , Followed with Comments Off on Fitness Wearables Provide Innovative Marketing Platform
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From <http://www.businessinsider.com/33-million-fitness-trackers-weresold-in-the-us-in-the-past-year-2014-5> ,Tony Danova, May 5, 2014, 4:22 PM
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•
From <http://www.livescience.com/49400-fitness-tracker-smartwatchsurvey.html>Fitness Trackers and Smartwatches Attract Totally Different Groups By Laura Geggel, Senior Writer | January 9, 2015 02:25pm ET
From <http://www.wareable.com/fitness-trackers/the-best-fitnesstracker>Monday,April 4, 2016 By James Stables@stablesjames
•
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From <http://www.businesswire.com/news/home/20160621005131/en/FitnessTracker-Segment-Record-Fastest-Growth-Rate> June 21, 2016 11:20 AM Eastern Daylight Time
•
From <http://mobihealthnews.com/33256/prediction-fitness-tracker-market- • to-hit-2-2-billion-this-year> By Brian Dolan May 19, 2014 •
•
• •
From <http://www.cnet.com/news/fitbit-still-tops-in-wearables-market/> Wearable Tech February 23, 2016 9:26 AM PST by Lance Whitney @lancewhit
•
From <http://www.wareable.com/fitness-trackers/fitness-tracker-market-totop-dollar-5-billion-by-2019-995> Thursday, March 26, 2015 ,By Paul Lamkin • ,@paullamkin http://www.referralcandy.com/blog/how-fitbit-grew-via-word-of-mouth-tobecome-the-best-selling-fitness-tracker-in-5-years/ Samuel Hum http://blog.hubspot.com/marketing/facebook-marketingexamples#sm.0000ejysto7cddzevoj14ob5eu35m January 27, 2015 // 11:00 AMWritten by Kim Speier | @krspeier
From <http://www.forbes.com/sites/parmyolson/2014/04/17/thequantified-other-nest-and-fitbit-chase-a-lucrative-sidebusiness/2/#ff6fbcb4003d> APR 17, 2014 @ 04:30 AM Parmy Olson , FORBES STAFF
•
•
•
From <http://www.pewinternet.org/2013/01/28/tracking-for-health/> REPORT JANUARY 28, 2013 Tracking for Health BY SUSANNAH FOX AND MAEVE DUGGAN
From <https://techcrunch.com/topic/company/fitbit/> From <http://0www.statista.com.library.scad.edu/statistics/472600/fitbit-activeusers/> From <https://techcrunch.com/2015/05/07/fitbit-s-1/> Fitbit Files For $100M IPO Posted May 7, 2015 by Anthony Ha (@anthonyha) http://dupress.com/articles/internet-of-things-wearable-technology/ WRITTEN BY Thomas H. Davenport & John Lucker PUBLISHED January 26, 2015
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• From <https://techcrunch.com/search/fitness+trackers#stq=fitness trackers&stp=1> Posted Feb 4, 2015 by Sarah Perez (@sarahintampa) • From <http://www.moorinsightsstrategy.com/fitness-wearables-provideinnovative-marketing-platform/> Posted by Brian Pitstick in Fitness Wearables, Human Internet of Things (HIoT), Internet of Things IoT , Followed with Comments Off on Fitness Wearables Provide Innovative Marketing Platform • From <http://www.grandviewresearch.com/industry-analysis/wearabletechnology-market> Published: December 2015 | ISBN Code: 978-1-68038165-8 | Report Format: PDF • From <http://www.livescience.com/49400-fitness-tracker-smartwatchsurvey.html>Fitness Trackers and Smartwatches Attract Totally Different Groups By Laura Geggel, Senior Writer | January 9, 2015 02:25pm ET • From <http://www.businesswire.com/news/home/20160621005131/en/FitnessTracker-Segment-Record-Fastest-Growth-Rate> June 21, 2016 11:20 AM Eastern Daylight Time • From <http://mobihealthnews.com/33256/prediction-fitness-tracker-marketto-hit-2-2-billion-this-year> By Brian Dolan May 19, 2014 • From <http://www.cnet.com/news/fitbit-still-tops-in-wearables-market/> Wearable Tech February 23, 2016 9:26 AM PST by Lance Whitney @lancewhit • From <http://www.wareable.com/fitness-trackers/fitness-tracker-market-totop-dollar-5-billion-by-2019-995> Thursday, March 26, 2015 ,By Paul Lamkin ,@paullamkin • From <http://www.pewinternet.org/2013/01/28/tracking-for-health/> REPORT JANUARY 28, 2013 Tracking for Health BY SUSANNAH FOX AND MAEVE DUGGAN • From <http://www.businessinsider.com/33-million-fitness-trackers-were-sold-inthe-us-in-the-past-year-2014-5> ,Tony Danova, May 5, 2014, 4:22 PM • From <https://en.wikipedia.org/wiki/Activity_tracker#History> • From <http://blogs.ptc.com/2014/04/04/huge-growth-market-for-wearabletech/> Huge Growth Market for Wearable Tech, By Julie Blake, Published on April 4, 2014 • From <http://www.forbes.com/sites/parmyolson/2014/04/17/the-quantifiedother-nest-and-fitbit-chase-a-lucrative-side-business/2/#ff6fbcb4003d> APR 17, 2014 @ 04:30 AM Parmy Olson , FORBES STAFF • From <http://www.wareable.com/fitness-trackers/the-best-fitnesstracker>Monday,April 4, 2016 By James Stables@stablesjames • From <http://0-www.statista.com.library.scad.edu/statistics/472600/fitbitactive-users/> • From <https://techcrunch.com/topic/company/fitbit/> • From <http://0-www.statista.com.library.scad.edu/statistics/472600/fitbitactive-users/> • From <https://techcrunch.com/2015/05/07/fitbit-s-1/> Fitbit Files For $100M IPO Posted May 7, 2015 by Anthony Ha (@anthonyha)
Prachi Vyas MA Design Management Savannah College of Art and Design Computer Aided Interior Design Dr. B.N. College of Architecture Cell: 812 371 2312 Email: prvyas20@student.scad.edu