Mobile > Creative Use Of Technology
OWLET
R/GA, New York / OWLET BABY CARE / 2015
Awards:
Overview
Credits
Overview
Execution
Owlet is a simple baby sock that includes wearable and removable electronics using the safe, reliable hospital technology of Pulse Oximetery to measure the oxygen saturation in infants’ blood and to detect heart rates. This information is sent to a Base Station (via Bluetooth low energy) and alerts parents if vital signs are irregular. We created one of the most complex and intricate wearable devices ever made, to collect sophisticated data and deliver simple readings to Apple iPhones or tablets. Simplicity, comfort and trust are all vital parts of the brand and equally represented in the product design.
Outcome
With the initial beta app we dozens of people reported feeling a sense of anxiety as they watched the numbers move up or down. With our latest version, we have surveyed over 300 testers who used it for over 20,000 hours without any reports of anxiety complaints. Eventually, as parents became accustomed to reading the numbers, they reduced the amount of time they spent monitoring the mobile app and became comfortable with checking in on their infant’s vitals via the base station. These improved results are crucial to the product’s value proposition, which is to deliver peace of mind to parents. We also wanted to deliver the data on a mobile device as millennial parents were more apt to have a smartphone or tablet and so they wouldn’t be burdened with having to carry around a bulky transmitter to keep tabs on their infants.
Strategy
Owlet was started by passionate parents who wanted to change the world. Simplicity, comfort and trust are at the essence of the brand and are shown through our product design. Our initial target customers are millennial parents who are healthy and tech savvy. Rather than creating another wearable to quantify personal fitness, we created an intuitive and simple product: the Owlet Baby Monitor, designed to let new parents know their newborn is healthy and safe. The wearable monitor easily and wirelessly transmits the baby’s vital signs to a smart phone app, giving parents a piece of mind – wherever they are. The app displays vital data, share tips, instructional setup and troubleshooting information. Mobile accessibility also enables parents to dig deeper into health data and product information details. It also allowed us to keep the base station design simple.
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