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How to Make Wearable Tech that People Won't Want to Take Off #OgilvyMWC

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Ogilvy
Ogilvy

By all accounts, 2014 is the year of the wearables. At CES in Las Vegas last month, wearables stole the show with the roll-out a slew of new devices alongside updates to existing ones. Wearables are being featured prominently at Mobile World Congress, happening now in Barcelona, with both Sony and Huawei unveiling their new wearable devices on day one of the show. SXSW Interactive will jump into the wearables fray next week in Austin, with sessions dedicated to the future of wearable technology and giving a platform to early stage technology startups to pitch their wearable products. Enthusiasm for wearable technology is growing, and technological capability is growing along with it. Longevity, however, will hinge on consumer adoption.

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arable ing We Mak Won’t ch You Te ke Off t to Ta Wan lth Martha Walz CommonHea gilvy t Strategist, O Conten 2014 Mobile #OgilvyMWC world Congress
1 From data collection to actionable insights Current wearable technology gives users reams of data, but is it useful? At this point, no. We are served our data raw, and most of us are not yet sophisticated enough for data sushi. We don’t know how to interpret it. The technology needs to evolve to analyze the data and extrapolate information that is useful and actionable to users, telling us, for example, that days after we sleep poorly we tend to eat more fatty, sugary foods. Such insights can lead to an awareness that is necessary for changing behaviors. Wearable technology needs to move from simply quantifying the self to optimizing the self. 2014 Mobile #OgilvyMWC world Congress
2 Give real-time feedback Wearable technology needs to encourage us to change our behaviors. Let’s say you are under your daily goal for steps taken. Smarter technology would recognize that and nudge you via a beep or buzz or even a text message to get up and moving. On the other hand, if you’re burning the candle at both ends, your wearable tech should urge you slow down. This feedback loop is crucial in initiating behavior change. 2014 Mobile #OgilvyMWC world Congress
3 Integrate with other devices and apps This might be a far-reaching goal due to proprietary platforms and technologies, but it’s worth mentioning. All connected devices need to play nice with each other because the greatest benefit will come from the nuanced feedback a personal data cloud can supply. Data from apps such as food trackers should blend seamlessly with wearable device apps and provide instantaneous assessment of how your diet is going. 2014 Mobile #OgilvyMWC world Congress
4 Overcome privacy concerns Wearable device and app developers have a huge hurdle to overcome regarding data collection. We are apprehensive about one source capturing such a large amount of our personal data, and we don’t want that data to fall into the wrong hands. Therefore, developers need to put safeguards in place to ensure that our data is secure and can’t be breached. 2014 Mobile #OgilvyMWC world Congress
5 Look cool Today’s wearable technology is boxy (to put it kindly) and might not appeal to the fashion-forward among us. Most devices are wristbands, and those don’t appeal to everyone. Once wearable tech moves into more prominent places—such as the face—the stakes go way up. Device makers need to take into account users’ personal tastes and build devices with utility and design in mind. We want devices we want to wear. 2014 Mobile #OgilvyMWC world Congress

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How to Make Wearable Tech that People Won't Want to Take Off #OgilvyMWC

  • 1. arable ing We Mak Won’t ch You Te ke Off t to Ta Wan lth Martha Walz CommonHea gilvy t Strategist, O Conten 2014 Mobile #OgilvyMWC world Congress
  • 2. 1 From data collection to actionable insights Current wearable technology gives users reams of data, but is it useful? At this point, no. We are served our data raw, and most of us are not yet sophisticated enough for data sushi. We don’t know how to interpret it. The technology needs to evolve to analyze the data and extrapolate information that is useful and actionable to users, telling us, for example, that days after we sleep poorly we tend to eat more fatty, sugary foods. Such insights can lead to an awareness that is necessary for changing behaviors. Wearable technology needs to move from simply quantifying the self to optimizing the self. 2014 Mobile #OgilvyMWC world Congress
  • 3. 2 Give real-time feedback Wearable technology needs to encourage us to change our behaviors. Let’s say you are under your daily goal for steps taken. Smarter technology would recognize that and nudge you via a beep or buzz or even a text message to get up and moving. On the other hand, if you’re burning the candle at both ends, your wearable tech should urge you slow down. This feedback loop is crucial in initiating behavior change. 2014 Mobile #OgilvyMWC world Congress
  • 4. 3 Integrate with other devices and apps This might be a far-reaching goal due to proprietary platforms and technologies, but it’s worth mentioning. All connected devices need to play nice with each other because the greatest benefit will come from the nuanced feedback a personal data cloud can supply. Data from apps such as food trackers should blend seamlessly with wearable device apps and provide instantaneous assessment of how your diet is going. 2014 Mobile #OgilvyMWC world Congress
  • 5. 4 Overcome privacy concerns Wearable device and app developers have a huge hurdle to overcome regarding data collection. We are apprehensive about one source capturing such a large amount of our personal data, and we don’t want that data to fall into the wrong hands. Therefore, developers need to put safeguards in place to ensure that our data is secure and can’t be breached. 2014 Mobile #OgilvyMWC world Congress
  • 6. 5 Look cool Today’s wearable technology is boxy (to put it kindly) and might not appeal to the fashion-forward among us. Most devices are wristbands, and those don’t appeal to everyone. Once wearable tech moves into more prominent places—such as the face—the stakes go way up. Device makers need to take into account users’ personal tastes and build devices with utility and design in mind. We want devices we want to wear. 2014 Mobile #OgilvyMWC world Congress
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