The Smartwatch Phenomenon
Investigating the adoption and sustenance of the smartwatch
Client
Scope
Independent Project
User Research | Interviews | Insights | Persona | Journey Map
About
The wearable market has gained massive traction over the past few years. The smartwatch has become a popular choice across age groups. This development has created a landscape that fosters new behaviours and notions about health, lifestyle and status. This project investigates the usage behaviours of the smartwatch.
Roles played by brands and technological features are critical. This project maintains a behaviour and narrative focus. Users were interviewed to decode origin stories of adopting the smartwatch and, factors that prolong its usage. Insights were deduced and synthesised to design a persona and journey map.
Research Questions
1.
How do people become users of a smartwatch?
2.
What sustains the usage of the smartwatch?
Process
Project Scope
User Interviews
Analysis & Synthesis
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Planning : Deciding project focus, research questions & scope
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Familiarisation : Secondary research and, product reviews analysed with suitable frameworks and artificial intelligence
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User recruitment criteria: Smartwatch users across the usage spectrum were chosen
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Depth Interviews : Virtual meetings inquiring into smartwatch experience. Transcripts were generated.
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Insights : Interviews findings were triangulated with secondary research to derive insights.
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Design Artefacts : A Persona and Journey map were designed, based on gathered learning.
Secondary Research
Prior work on self-tracking and wearables were studied. The focus began with an overview of the smartwatch and its presence in mainstream markets. Then, the study gravitated towards behaviours and narratives emerging with smartwatch usage.
Notable mentions:
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Self-Tracking (2016) by Gina Neff & Dawn Nafus. MIT Press
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Study on the relationship between technology, data and body isomorphism—The example of smartwatches (2024) by Yuqian Lu, Zihan Zhou, Xuelian Li. Telematics and Informatics Reports
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Seeing Ourselves Through Technology (2014) by Jill Walker Rettberg. Palgrave Macmillan
Review Analysis
Review Excerpts
Product reviews of smartwatches across brands were scraped using open-source web extensions. Over a thousand reviews from two popular e-commerce sites were collected. These were analysed using Artificial Intelligence tools, in accordance with the P4E framework.
The analysis was carried out using selected AI models on LM Studio, Perplexity, and ChatGPT.
..It monitors my heart rate and blood pressure as well. Great way to tell my teenagers your one step away from me having a heart attack and you being grounded based on my watch results
I always forget to drink water... but after wearing the watch, my bad habit has gone because it reminds me to drink water every 1 hour 30 minutes...
...Not sure how accurate it is, but we can do a relative comparison...
....gives a decent look...we can wear it in traditional clothes also…
Using mostly for workout, heart, sleep and steps tracking. NOT AS A REPLACEMENT FOR MOBILE PHONE.
those complaining about the battery life, you have to understand that this watch is like having a little computer on your wrist….
A full fledged Smartwatch, people who complaining it for battery backup issue, it's full Android smartwatch not like other boat or else brand's smartwatch which actually is digital watch….
…Jio sim works just fine with prepaid plans but if you're on airtel i've been told you need a postpaid plan for its lte features to work. …..
NFC card payment feature I best for my ride... Freedom from my mobile and card…
Reviews analysed as per the P4E - People, Places, Events, Problems, and Praise framework. The compilation can be accessed here.
People
Places
Events
Problems
Praise
Layers of the smartwatch
Behaviours pertaining to adoption and continued use are highly personal in nature. The triggers of attraction to a smartwatch and the development of attachment can follow a complex path. Based on secondary research, the smartwatch was deconstructed into layers. These aided in articulating the interview protocol.
What all does the user see?
Dial - Side Buttons
Strap - Fixture mechanism, charms & the likeWhat all can the user feel?
Textures, Strap, Dial Screen & the like
What all can the user act upon?
Physically - Strap, fixtures
Digital - Interactions with screen & the likeWhat tech & sensors are involved?
On the dial : UI - Content, Apps & the like
Beneath the dial : Materials - Sensors & the likeWhat can the wearing user make of previous attributes?
User, Data, Company relationships - consume & create
Self-perception - expression, association
Brand Perception & the likeWho all does the wearing user encounter?
Second & Third persons - social circles of peers, family
Immediate interacting professions- Doctors, nutritionists, gym trainers & the likeWhat structures or mechanisms does a wearing user encounter?
Institutions - security, compliance ; Third-Party Entities - Brands ; Apps - Android/iOS network ; Maintenance & Manufacturing & the like
What systems emerge from the interactions so far?
Status & Society - wealth, age ; Belief systems - sustainability, health; Fashion, Economy & Trends & the like
User Interviews
A series of semi-structured user interviews were conducted. Prior to the interview, the smartwatch used by the participant was studied. The interview aimed to probe along:
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The story of owning the smartwatch
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The duration of usage, and the dynamics throughout the duration
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The key activities involving the smartwatch
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The praise and pains for their smartwatch
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The perception of smartwatch wearers
Selection : Convenience & Purposive Sampling
Interviewed Users : Six (3 Male, 3 Female)
Age Range of Users : 21 to 33 years
Mode of Interviews : Online, via GMeet
Average interview duration : 1 hour
Transcription Software : Beesy Recorder
The six users interviewed
Male, 33
Female, 21
Female, 27
Male, 29
Female, 27
Male, 30
Active user for 2.5 Years
Active user for 1 Year
Active user for 1 Year, Former Moderate user for 2 years
Moderate user for 3 years
Occasional User, Former Active user for 2 years,
Non-user for 2 years, Former Moderate User for 4 years
Analysis
Interview Excerpts
All interview transcriptions were proof-read for errors and consistency. The transcripts were coded for themes. The coded findings assembled on a whiteboarding platform via sticky notes for affinity mapping.
Interview findings were triangulated with analysed reviews to synthesise insights.
During conversations, I change my wrist angle to activate my smartwatch screen.....then the person in front stops talking to me
It felt like these people have this right over me … to reach me whenever they want. And that's not fair!
Getting notifications while being in the washroom was embarrassing!
I don't want to sell out my Soul, just for a fancy dashboard in my mobile phone
Wearing a smartwatch shows I know how to operate it
Definitely not for every day. It did not suit every aesthetic…. Just for gym maybe
When I'm wearing a blazer for like an interview or something formal , I don't wear smart watch
A discussion happened around the watch…Garmin is meant for sport, so it’s a differentiation among other smart watch users
We weren't actively involved in step counting. But since we each wore a smartwatch and it came up in conversation
The moment someone calls my watches and my boss can just see who is calling, even during intense meetings.
I check how many steps and taken and compare it with how tired I am feeling
It is more like a daily watch for me and I remove it only when I sleep.
Every day in the evening. I'll tell my mom. Oh, you know what? I have five kilometres to do.
I would think about how my day-to-day activities were affecting my sleep cycle
If I know that I am going to be walking a little more than usual, then I will definitely make sure to have it
I only use it when I am exercising. When I go for a walk or something, only that time, I uses the watch.
I bought the watch because it's a thing that adds to my personality
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Navigating thru Numbered Narratives
The smartwatch has created a quantified self of the user. The quantified self can direct users emotions, decisions and routines.
Every day in the evening. I'll tell my mom. Oh, you know what? I have five kilometres to do.
I would think about how my day-to-day activities were affecting my sleep cycle
Opportunity
Aligning smartwatch ecosystem with other immediate, measured or directive narratives.
How might one want to express the results of their physical activity?
Opportunity
The smartwatch has created a data-double of the user. The data-double can direct users emotions, decisions and routines.
The smartwatch has created a data-double of the user. The data-double can direct users emotions, decisions and routines.
Every day in the evening. I'll tell my mom. Oh, you know what? I have five kilometres to do.
Navigating thru Numbered Narratives
Aligning smartwatch ecosystem with other immediate, measured or directive narratives.
How might one want to express the results of their physical activity?
Opportunity
The smartwatch has created a data-double of the user. The data-double can direct users emotions, decisions and routines.
The smartwatch has created a data-double of the user. The data-double can direct users emotions, decisions and routines.
Every day in the evening. I'll tell my mom. Oh, you know what? I have five kilometres to do.
Navigating thru Numbered Narratives
Aligning smartwatch ecosystem with other immediate, measured or directive narratives.
How might one want to express the results of their physical activity?
Insights
Reliance on the smartwatch for long periods has aroused many pains and fears. The convenience of being hyperconnected has its awkward side. Privacy concerns are directly impacting the dynamics of users and their social circles. Constant notifications, and ambiguity about the generated data, after the inconvenience of charging the smartwatch feels unfair. Users are striving to draw boundaries to their hooked habit.
With continuous usage, the quantified info about themselves makes users feel or act in predictable ways – akin to a conditional reflex. The smart watch has integrated into all aspects of daily routines – locations, activities and sleep. Calorie tracking users are likely to be measuring food habits as well. At each stage, the info from the smart watch has created a quantified self - to derive feelings of achievement and take the next decisions on their activities. Through numbers, smart watch has come to choreograph users’ daily lives.
The smartwatch is a recurringly common gift by family members. The act of wearing and the data it generates enables users to socialise with fellow brand loyalists, tech savvy and fitness freaks – akin to bonding forged by users of apple, air fryers, runners or music systems. The explicit display of private content on smart watch screens has also disturbed the social boundaries of users – particularly in professional or public settings.
The smartwatch is yet to establish firm mannerisms as its counterparts – watch and mobile phones. Users feel a reluctance to wear smartwatches to certain social and professional events. Watching coworkers wear smartwatches permits users to wear it to work. The smartwatch is hard-coded with sporty connotations, making it feel inappropriate for work contexts. Yet the smartwatch continues to be an expression of user’s tech savviness or status.
Reliance on the smartwatch for long periods has aroused many pains and fears. The convenience of being hyperconnected has its awkward side. Privacy concerns are directly impacting the dynamics of users and their social circles. Constant notifications, and ambiguity about the generated data, after the inconvenience of charging the smartwatch feels unfair. Users are striving to draw boundaries to their hooked habit.
Whiteboard with all interview findings can be accessed here.
Insights
The smartwatch has created a data double of the user. The data double can direct users’ emotions, decisions, and routines.
With continuous usage, the quantified information about themselves makes users feel or act in predictable ways—akin to a conditional reflex. The smartwatch has integrated into all aspects of daily routines—locations, activities, and sleep. Step-tracking users are likely to measure their calories as well. At each stage, the information from the smartwatch has created a quantified self—to derive feelings of achievement and make the next decisions about their activities. Through numbers, the smartwatch has come to choreograph users’ daily lives.
Smartwatch is a participation certificate for physical activity. Users can wear it everywhere.
Wearing a smartwatch creates a sense of closeness to otherwise distant results. Engaging in any physical activity—whether gym workouts or preparing for a marathon—requires considerable commitment. Steps toward a healthy lifestyle don’t show instant results. Wearing a smartwatch is a marker of onboarding and association with the user’s commitment to physical activity.
Social protocol for the smartwatch is hazy, leaving users conscious and uncertain.
The smartwatch has yet to establish firm mannerisms like its counterparts—the watch and mobile phone. Users feel reluctant to wear smartwatches to certain social and professional events. Seeing coworkers wear smartwatches encourages users to wear theirs to work. The smartwatch is hard-coded with sporty connotations, making it feel inappropriate in work contexts. Yet the smartwatch continues to be an expression of the user’s tech savviness or status.
The smartwatch opens doors to both desirable and uninvited discussions.
The smartwatch is a popular gift, especially from family. The act of wearing a smartwatch and the data narratives it generates, facilitates socialisation with fellow brand loyalists, tech-savvy individuals, and fitness enthusiasts—akin to bonding forged by users of Apple products, air fryers, runners, or music systems.
At the same time, the explicit display of private messages on smartwatch screens has disrupts users’ social boundaries—particularly in professional or public settings.
Wearing a smartwatch used to reflect good health. Now it’s becoming dark and addictive.
Reliance on the smartwatch for long periods has caused many pains and fears. The convenience of being hyperconnected has its downsides. Privacy concerns are directly affecting the dynamics between users and their social circles. Excessive notifications, ambiguity with generated data and the recurring charging collectively create feelings of unfairness. Users are striving to set boundaries with their developed addiction of smartwatch usage.
User Persona
Navigating thru Numbered Narratives
The smartwatch has created a quantified self of the user. The quantified self can direct users emotions, decisions and routines.
With continuous usage, the quantified info about themselves makes users feel or act in predictable ways – akin to a conditional reflex. The smart watch has integrated into all aspects of daily routines – locations, activities and sleep. Calorie tracking users are likely to be measuring food habits as well. At each stage, the info from the smart watch has created a quantified self - to derive feelings of achievement and take the next decisions on their activities. Through numbers, smart watch has come to choreograph users’ daily lives.
Oppurtunity
Aligning smartwatch ecosystem with other immediate, measured or directive narratives.
How might one want to express the results of their physical activity?
Money will come, money will go. Big Boss will have another season. The whole point is to smile while drinking pineapple milkshake!
Values
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Cost-conscious
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Independent living
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Social conformity
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Avoiding non-veg on Tuesdays
Dislikes
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Commuting in the rain
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Loud Music
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Intrusive questions
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Lengthy manuals without images
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Jeera biscuits
Anamika
A playful yet practical introvert
Age/Gender
25/Female
Occupation
Senior Accountant
Location
Mumbai
Living Status
Single, With Flatmate
Bio
Anamika is new to the city for her job as a senior accountant. She has moved into a newly constructed flat. Anamika is a curious soul and finds new ways to entertain herself.
Hobbies
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Binge watching reality TV
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Listening to old Bollywood songs
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Knitting for mindfulness
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Collecting special coins
Motivation to use a smartwatch
Track her activities
View Mobile Notifications
Present her Status
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Self fulfilment
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User Journey
Phase
Unaware
Introduction
Discovery
Familiarity
Habituation
Scene
Commute
Birthday Gift
New Peers
Hectic Days
Wedding Trip
Anamika is travelling by the local bus. She overhears the video playing on a passenger’s mobile -young celebrity faces a health tragedy.
Anamika receives a gift from her elder sister - a smartwatch. Anamika decides to start wearing it on her post-dinner walks.
Anamika strives to fit in with her colleagues. A colleague invites her to the office gym. Anamika tags along.
Anamika is having a hectic time at work. Her smartwatch alerts her about her streaks of 10K steps and great sleep cycles!
Anamika is heading to her home town for two weeks. She is to attend her cousin’s wedding. She has forgotten to take her smartwatch along.
Thoughts
Oh god, I saw him dance on TV just last night!
New job, new routine... I will watch my diet!
I will calculate the calories in my diet now…and then burn them by walking…listening to old Bollywood songs.
Gym does sound like a good idea....I have just enough time to look good for my sister’s wedding!
Inspite of all this stress, my health routine looks good....maybe my fatigue is just in my mind...Is this data right?
I will be walking around so much preparing for the wedding.....but no way to count that!
Feelings
Worried
Excited
Ambitious
Stressed
Frustrated
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Charges smartwatch before dinner
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Explores quick ways to measure calories in her diet
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Sets up the smartwatch
Actions
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Evaluates daily schedule
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Incorporate healthy lifestyle choices
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Starts avoiding vada pav
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Takes staircase over life
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Starts wearing the smartwatch on her workout days
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Talks with others at the gym wearing smartwatches
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Decides to do some knitting before bed, for mindfulness
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Explores yoga as an option
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Thinks about her dependence on the smartwatch
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Decides to develop a healthier relationship with her health tracking
Touchpoints
People
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Family
Co-Passengers
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Colleagues
Relatives
Props
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Mobile - App Market
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Mobile- Social Media
Hobby equipment
Suitcase, Clothes
Places
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Vicinity of the home
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Public Spaces
Gym, Recreation Centres
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Workspace
Event Halls, Shops
Opportunities
Aligning smartwatch ecosystem with other immediate, measured or directive narratives.
How might one want to express the results of their physical activity?
Designing functions or brand narratives which overcome inhibitions of users.
How might one feel confident to wear it as one pleases?
Aligning smartwatch data with other modes of social narratives.
How might one want to express the results of their physical activity with their peers?
Incorporating other user expressions and rituals of physical activity and healthy routines into the smartwatch ecosystem.
How might one want to feel/show like they’re leading a healthy lifestyle?
Communicating transparency about data processing.
How might one feel safe about intangible data?
Extending the health angle of smartwatch to other sides of well-being.
How might one establish healthy boundaries with the smartwatch?
Reflections
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As someone who does not use the smartwatch, I found myself at an interesting juncture. The inability to relate to the stories on a personal level helped identify internalised user behaviours and notions.
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The process of an interview requires the alignment of multiple ideas, emotional regulation and a deliberate muting of the analytical mindset.
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The incubation of all learnings was an essential precursor for synthesising and framing insights.
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Analysing reviews with AI in accordance to the chosen framework aided in laying the contextual foundation for the rest of the project.
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The interviews and analysis phases offered a peak into users' metacognition and, the intimate aspects that shape user worldviews and behaviours. These tacit learnings would come handy for projects to come.
