This is the story of how we created a future service concept to better support a more efficient experience during outdoor workouts. It’s also a manifesto for empathy towards the end-user and the importance of stepping into the shoes of the ones we design for.
The opinions on how to design successful products are many, and quite often you meet an attitude which pictures user-centric approaches as something limiting and you might also hear findings like “users insights can’t predict future demands” I agree you cannot ask people for what they want, and you cannot expect users to come up with solutions to the problems they are facing. But it’s not true that it is a waste of time trying to understand users in the situation you are designing for. The issue is; are you as the designer, engineer or strategist equipped with enough insights to create meaningful services for them? In “I, Steve: Steve Jobs in His Own Words” Steve Jobs states that:
“A lot of people in our industry haven’t had very diverse experiences. They don’t have enough dots to connect, and they end up with very linear solutions, without a broad perspective on the problem. The broader one’s understanding of the human experience, the better designs we will have.”
Some people belong to the target group themselves. Some people are curious and open-minded and discover and register things daily. Others need to get out of their offices to collect a lot more information than what they have at hand in order to come up with solutions that matter. However we choose to do it, we need empathy towards the ones we design for. Brainteaser: What services would Patrick Bateman, the main character in American Psycho come up with?
Sofia Svanteson
Workout services need improvement
I am a runner, bicycle rider, cross country skier, designer and an unsatisfied user of workout gadgets and services. During the last years we have been equipped with products and digital services aimed at helping us to perform better and exceed our goals. We use Runkeeper and Nike+ to measure and share our results, and we use pulse watches to track a more qualitative training based on heart rate and timing. However, all these products and services are more or less tricky to use during the actual workout. Smartphones are utterly clumsy to use while performing, and if you train in conditions where gloves are needed, don’t even think about it. Pulse watches are slightly smaller and lighter but the screen can be perceived as too small, too cluttered, and the buttons tiny and difficult to press.
I believe it’s fair to say that all these products are more focused on the after-workout experience, on analyzing, storing and sharing results, rather than being the perfect partner during activity. They all require you to shift focus, both eyes and hands need to pay attention to the device, while your performance require you to look at the road, hold your ski poles or have your hands steady on the handle bar, or why not the brakes. I have always lacked the perfect partner during my running, skiing or bike riding.
Smartphones are not optimal during workout
The roads from heaven and hell
A couple of months ago I rode my racing bike between Bormio and Stelvio in the Italian alps. It’s the road from heaven and hell. Going up is a steady climb of 21km. Before I took on the challenge I had no idea if I was going to make it, I am not a seasoned rider which is recommended for this type of adventure.
I made it, but I’ll admit that I indeed cried during the last 500m. I was immensely tired, my muscles screamed for mercy and I had to trick myself into pushing it forward. Eventually I reached the top. Incredibly happy. Finally I could relax and enjoy the magnificent view and environment for real, until I realized: I have to go down as well.
Going down is the sum of all my fears. Going down is like going to hell. I’ll rather go up for another 100km than going down. Going down means flying like a little pinecone down a devious road, more or less totally out of control. I wish I could brake the whole way down, but the brakes would probably not endure the load.
I did the mistake to stop once and touch the tires and wheels after some steady braking and they were sizzling hot. More fear. I understood I had to let go of the braking and get up to speed, try to control it as much as I could. Braking enough before each turn in order not to fall over. Oh boy, was I horrified.
I focused so hard on the road in front of me my eyes could have been arthrodesised for all I cared, I would not take my gaze off the road no matter what. Then all of a sudden I hear this shaky whisper in my head: “What if it’s a speed record? Schh, zip it. Not now.”
I hush back. A few seconds pass, then it’s there again, a little stronger this time: “What if it’s a speed record? ...What.” I yell, quite distressed. The voice strikes back immediately: “WHAT IF IT’S A SPEED RECORD, YOU MORON!?” Huh? What if it’s a speed record? Oh my God, what if it’s a speed record?
I have to know if I am setting a new record here. But wait, that means I have to look at the meter on the handle bar. I have to take my eyes OFF the road. Never. But what if it’s a speed record? Oooh, sweet Lord Byron, I have to look at the meter... Holy crap!
I decided to challenge myself and I looked at the meter so quickly I could not determine whether I saw a five or a six. Shoot. What was the speed? I could not tell, was I going 50 something or 60 something? Huge difference! I had to look again! My heart throbbing like it belonged to a tiny mouse trapped at a cat party.
One month later I get a phone call from my mother. She and my father are going up and down the exact same road, but in a car. She is totally frantic and yells at me when I answer: “Did you actually ride your bike down this road!!? What if I had known this, I would have worried myself to death!! It’s insane to ride a bike on these roads!” And I told myself to be happy I had been in business long enough to foresee this, and not tell her…
The road between Bormio and StelvioPretty steep...The meter with the tiny screen
Empathy and first hand experiences
The story contains emotions from a first hand experience, and empathy from others that clearly could be useful in a design project. If it was up to my mother to improve this situation her solution would have been to forbid bikes and lock me in. But I took this story along with the one where I fell hard on my rollerskis when I had to check my pulse watch and fastened with my poles in a fence, and the other one where I was running 30km on a slippery forest trail and stumbling had to check my time every kilometer in order to keep a feasible pace, to my team at Ocean Observations.
We looked at the problems I had been facing. In the actual workout session my primary focus needed to stay on performance — avoiding having to shift focus of attention to the measuring tools I was using. One of the major obstacles with the current services was that one had to use one’s hands for input or output, and that one had to look away from the path, being less attentive to what was going on every time one needed support. We figured that a solution to many of the problems I had experienced would be to gather the features and functions of Runkeeper or Nike+, my pulse watch and Google Maps in front of my eyes, in a pair of connected glasses with a heads-up display. Our solution was Gosta’’*. Gosta’’ lets you keep both eyes on the road, path or track. It could be freezing cold and a need for gloves, one could train in areas unknown, hands could be busy holding on to sports gear — all this while still working out with a focus on performance.
With Gosta” we had not only created a meaningful concept for improving the experience of outdoor workouts, we had also found a useful use case for the “nerdglasses”! In the video we show the concept glasses with smartphoney information added, making Gosta” the workout partner I always needed.
The type of glasses we envisionHUD & Augmented Reality UI in Gosta”
We believe products and services are best designed collaboratively with knowledge and insights about, and directly from, the end-user. And whenever possible, with at least one fanatic on board the team. What do you think?