A  perspec(ve  on  experience  

By: Perry Chan & Manuela Fortes - Experience Innovation April 19, 2014

Wearables

The  Context  The  Wearable  Experience  A  shi2  in  personal  compu(ng  and  mobility  

Wearable  Technology  is  bigger  than  the  current  conversa(on  around  smart  glasses,  smart  watches  and  fitness  bands  —  and  in  the  near  term,  we  will  see  other  manifesta(ons  and  itera(ons  of  wearables.  And  with  the  prolifera(on  of  wearable  technology  we  will  need  to  move  beyond  our  current  modes  of  interac(vity  and  begin  thinking  about  new  constructs  of  interac(on  that  are  more  natural  and  intui(ve  for  wearable  experiences  on  the  body.        “I  think  in  the  wearable  space  we  are  s2ll  bringing  all  the  old  metaphors  of  computa2on  with  us  and  s2ll  interpre2ng  them  in  a  somewhat  literal  way  —  that  they  are  a  smaller  smartphone,  or  a  li<le  computer.  It  will  become  much  more  interes2ng  when  we  let  go  of  that  and  work  out  the  promise  that  wearable  compu2ng  will  make  to  us.”  –  Genevieve  Bell  (Intel  Anthropologist)          Despite  all  the  latest  hype  around  wearable  technology,  the  concept  of  wearables  has  been  around  for  a  very  long  (me.  From  watches  to  jewelry  to  rings  to  glasses  to  exo(c  accessories  used  by  na(ve  people  around  the  globe,  history  has  shown  us  that  since  the  beginning  of  humankind,  we  have  always  resorted  to  wearable  adornments  to  support  our  u(litarian,  ritualis(c,  aesthe(c  and  status  needs.        But  we  are  witnessing  a  transforma(on  in  the  way  we  connect  the  physical  and  digital  worlds  through  wearable  technology,  networked  data  and  personal  compu(ng.  In  an  era  of  always  on,  any(me  and  anywhere,  wearables  will  bring  the  no(on  of  mobility  to  a  new  level.  This  represents  a  shi2  in  human-­‐computer  interac(on,  as  well  as  how  brands  deliver  content  and  informa(on,  turning  people  into  the  very  triggers  for  digital  experiences,  making  us  the  new  user  interface.      

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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.          

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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.  

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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.  

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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.    

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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.  

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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.  

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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.  

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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    

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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.  

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Insights  Cont’d  

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If  Not  on  the  Face,  Where  Else  on  the  Body?    Research  suggests  that  there’s  s(ll  an  ongoing  debate  to  determine  where  on  the  body  wearables  would  be  most  appropriate  and  most  likely  to  be  accepted.    While  preliminary  data  indicates  that  the  face  could  be  controversial  and  that  social  awkwardness  is  a  significant  considera(on,  we  should  keep  in  mind  that  early-­‐stage  research  is  s(ll  specula(ve  and  we’ll  need  to  watch  closely  as  the  use  cases  and  technology  evolve.    

1  in  10  Americans  surveyed  said  that  they  would  regularly  wear  google  glasses  with  half  sta2ng  it  would  be  ‘socially  awkward’  or  ‘irrita2ng’  to  wear  all  day  -­‐  Andre  Mouton,  Minyanville,  July  15,  2013Will  consumers  embrace  wearable  tech?  

The  face  is  not  a  neutral  place  for  wearables  to  colonize  –  Forrester  Research,  Consumer  Technology  Survey  2013  

How  can  brands  and  ambassadors  of  wearable  experiences  begin  to  an(cipate  and  plan  for  the  advent  of  wearables,  as  well  as  develop  the  use  cases  and  scenarios  for  how  wearables  may  play  out?      As  wearables  increasingly  become  part  of  our  world,  our  bodies  and  our  environments  become  more  instrumented,  thus  we  need  to  think  about  new  sets  of  interac(on  constructs  to  help  people  navigate  through  their  worlds  to  the  moments  that  are  important  and  relevant  to  them.      “Experience…It  is  a  ma<er  of  sensibility,  intui2on,  of  seeing  and  hearing  the  significant  things,  of  paying  a<en2on  at  the  right  moments,  of  understanding  and  coordina2ng.  Experience  is  not  what  happens  to  a  man;  it  is  what  a  man  does  with  what  happens  to  him.”  –  Aldous  Huxley      In  order  to  be_er  understand  and  explain  the  abstract  no(on  of  “new  interac(on  constructs  that  we  have  yet  to  see”  we  developed  a  new  framework,  called  the  5-­‐I’s,  to  aide  in  deconstruc(ng  the  abstrac(on  brought  upon  by  the  advent  of  wearables.  The  5-­‐I’s  can  help  design  teams  bring  this  abstrac(on  into  more  contextual,  tangible  and  concrete  scenarios.      When  crea(ng  wearable  experience  scenarios,  use  cases  or  journeys,  use  the  5-­‐I’s  to  help  evaluate  whether  or  not  all  the  experience  components  —  Inten(on,  Intui(on,  Interface,  Intermedia(on  and  Interac(on  —  are  in  place  for  facilita(ng  seamless  and  engaging  moments.    

How  on  the  Body    The  Experience  Canvas  The  5  I's  of  Wearable  Experience:  Inten(on,  Intui(on,  Interface,  Interac(on  and  Intermedia(on  

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Wearable  Experience  Framework:    The 5-I’s Defined

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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  

System

s  Co

nten

t  

Custom

er  

Pa_erns  

Systems   Customers  

*Wearable  Experience  Model  developed  by  Perry  Chan  and  Manuela  Fortes,  SapientNitro    2014  

2.  INTUITION    ‘Intui(on’  is  the  ability  of  one  to  acquire  knowledge  without  inference  or  the  use  of  reason.  Intui(on  helps  people  understand  instances  and  circumstances  that  may  be  ‘blocked’  towards  an  understanding  of  interac(ons  and  interfaces  within  the  context  of  environments,  of  objects,  wearables  and  systems.    

Systems  

Environment  

Objects  

Wearables  

Intui(on

 

1.  INTENTION    ‘Inten(on’  is  a  thoughJul  and  deliberate  goal-­‐directedness,  an  aim  or  plan  to  do  something  specific  with  an  intended  outcome.  

Intended  Ac(ons  

Effects  our  ac(ons  are  

designed  to  cause  

The  5-­‐I’s  Framework:  Consumer  Packaged  Goods  Use  Case  

1.   INTENTION:  It’s  been  over  a  week  since  Jenny’s  run  out  of  her  Garnier  Nutrisse  hair  product.  Finally,  she  makes  it  a  priority  and  intends  on  going  to  the  store  where  she  knows  they  carry  it.  When  she  arrives  in  the  store,  she’s  focused  on  making  a  ‘B’  line  straight  towards  the  hair  care  aisle  of  the  store.    Unbeknownst  to  her,  the  store  has  since  been  renovated  and  she’s  no  longer  familiar  with  the  layout,  nor  where  to  find  her  hair  product.  She  engages  her  wearable  device  to  help  her  locate  the  item  she’s  looking  for,  as  well  as  provide  visibility  into  whether  or  not  the  product  is  in  stock.  Based  on  her  direct  ac2ons  that  correlates  in  series  of  ac2ons  or  results  which  is  fed  back  to  her  including;  inter-­‐store  product  loca(on  and  inventory  informa(on.      

2.   INTUITION:  Jenny  uses  her  intui(on,  based  upon  her  own  world  experience  and  previous  Interac(ons  with  digital  shopping  and  devices.  She  is  subconsciously  aware  of  certain  audio,  oral,  visual  or  hap(c  cues  that  may  help  her  determine  what  aspects  of  her  environment  are  ac(ve,  in-­‐ac(ve  and  non-­‐ac(ve.    

3.   INTERFACE:  While  Jenny  meanders  through  the  store  aisles,  she  a_empts  to  locate  the  Garnier  Nutrisse  hair  product.  Her  wearable  ‘Interface’  delivers  a  combina(on  of  visual  and  hap(c  cues  that  direct  her  to  the  product.  In  addi(on,  the  network  system  delivers  informa(on  in  a  visual  form  that  directs  her  to  the  exact  aisle,  to  the  exact  shelf  loca(on,  of  the  Garnier  Nutrisse  product.    

4.   INTERMEDIATION:  When  Jenny  is  in  the  vicinity  of  the  Garnier  Nutrisse  product,  she  is  no(fied  via  her  wearable  device  of  a  special  offer  for  her  preferred  brand.  As  she  gets  closer  to  the  product  itself,  based  on  previous  purchase  history  and  other  data,  her  device  delivers  a  series  of  suggest  products,  including  nourishing  condi(oner  for  her  colored  hair,  and  styling  gel.  She  also  sees  a  ‘how-­‐to’  on  finding  the  right  color  to  match  her  skin  tone,  which  already  has  some  recommenda(ons  based  on  her  personal  informa(on.    One  of  the  products  she’s  interested  in  is  out-­‐of-­‐stock  but  conveniently  the  system  Intermediates  again  by  giving  her  a  re-­‐stock  date,  as  well  as  stock  availability  at  the  nearest  store  loca(on.    

5.   INTERACTION:  While  standing  in  front  of  Garnier’s  Nutrisse  hair  product,  sensors  embedded  in  shelf  tags  and/or  on  the  objects,  tap  into  the  store’s  complex  networked  systems;  CMS,  Loyalty,  Inventory  and  POS  systems  and  serve  Jenny  relevant  and  personalized  branded  stories,  product  informa(on  and  other  content,  and  delivered  through  simple  and  understandable  ‘Interac(ons’  via  audio,  visual  or  hap(c  cues  from  her  wearable  device.  

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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.  

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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.    

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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.    

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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.  

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