CONNECTING TO CONSUMERS THROUGH USER EXPERIENCE
CONNECTING CONSUMERS TO IoT
A connected home is based on IoT. IoT is the network of physical objects or "things" embedded with electronics, software, sensors, and connectivity to enable objects to collect and exchange data. Thanks to IoT, devices can to control lighting, heating, ventilation, air conditioning, appliances, communication systems, and entertainment and home security devices to improve convenience, comfort, energy efficiency, and security. So...What seems to be the problem? Retailers are finding it difficult to express the benefits of a connected home to consumers.
Target's Open House seeks to bring the benefits of a connected home right before the consumer. Up close, personal, and "live." But, the question remains.... Did Target succeed?
COMMERCIALS VS. THE OPEN HOUSE EXPERIENCE
Let's compare the difference between traditional advertising and the approach of User Experience. First, a commercial for Philips hue 1.1and their partner, ITFFF.com:
It should be noted that the number of commercials approximately 30 seconds is minimal. At 1minute and 37 seconds, this commercial is on the shorter side of connected home commercials.
Now, a user's experience at Open House, described by way of a narrative:
Maggie, Kevin, and Jill enter the Open House Bedroom. A screen behind a Plexiglas bedframe has a soft purple glow. A nightstand sits on each side; a lamp sits on each nightstand. Devices are spotted on the left side of the bed.
The devices are unfamiliar to Maggie. She breaks from the others and rushes up to touch the device. "Hey! This is kind of cool! Check it out..."
When she pushes a button, a message appears:
"Never lose track of your keys..." Jill reads to the others.
Jill can't resist teasing Kevin. "Kevin, guess what you're getting for Christmas?"
He looks at Jill. "Ha Ha. So funny." Turning back, he thinks to himself, "I always loose my keys... and that's a gift I would use."
As he turns his attention back to the message, the bedroom comes to life...
A pageant begins. A device is illuminated and its name, Jawbone, appears on the screen. An arch is formed, connecting the Jawbone device to a lamp on a nightstand (e.g. Hue by Philips).
A message appears from Hue: "Good night."
Open House simply states at the top-right corner of the screen:
"10:02 p.m. Your house will automatically put itself to bed."
Two connections have just been created. Not only is Jawbone connected to Hue, but IoT has now connected to Maggie, Jill, and Kevin. "So cool! That was soooo cool!" "Jill, you said 'For Christmas!" I celebrate Hanukah, but Christmas is fine too!" "I am soo getting that! But, midnight is when I go to be..."
The three walk way, delighted about their experience, excited about the possibilities ...
STORIES & EXPERIENCES CONNECT CONSUMERS TO DEVICES
In the story above, Maggie, Jill, and Kevin now have a much better understanding of a connected home. They also have the desire to purchase IoT products.
The change in their attitudes arises comes from each person seeing themselves using the product. This experience is similar to improvisation, a technique used by actors and comedians. The goal: to come up with a storyline on the spot with minimal direction from others on what to say or do. Open House gave them a theme, stage prop, and storyline to work with, but they devised a "script," choreography, and emotions on their own.
Is this the only way to persuade consumers to purchase IoT devices? Or, are there any other ways to do so?
...The story continues... again.
