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Monday
May072012

The New Art of Persuasion: Brands That Help You Improve Your Life

My wrist reminded me to run yesterday. And my other wrist teamed up with my shoe to measure how far and fast I went. Meanwhile my music app egged me on with up-tempo tunes.

This is persuasive technology in action. Simple tools and apps can prompt and enable us – in the moment, and with very little friction or prep-time – to do things we actually need and want to do, but might not get around to without a nudge. Designed to integrate with our life and add to it, this technology provides a very high benefit relative to what it asks of us in terms of time, attention or energy.

A pre-digital version of this concept you might be familiar with is the strings people would tie around their finger to remember something important, step-on bathroom scales, or the post-it on the fridge door that told you what to pick up at the grocery store. The modern version uses a few more chips and whistles…

  1. Your smart device processes all the data and then shows you things and whispers in your ear buds;
  2. Sensors – often in smaller, dumber devices like my Nike+ Fuel Band – listen, watch and feel;
  3. Networks of all sorts synchronize and store information – location, time, sensor input; and then
  4. Some kind of app in the cloud (there I said it) monitors, tracks, slices, dices and juliennes the information, setting up all sorts of cool add-ons, such as Nike+ Missions that let me convert my “fuel” to social good.

Persuasive technology is not persuasive speaking, advertising or propaganda. It is not about someone else directing you. It’s about you directing you. The Nike+ system, which started out a few years back with the shoe pod and the Nike+ app for iPod, has grown to include multiple devices – not all made by Nike. And the purpose of all of it is to help you track and control your performance by setting goals and measuring progress toward those goals monthly, weekly, daily, and now in real time (As of 9:09am, my Fuel Band tells me I’m at 820 toward my daily goal of 4,000).

Of course along the way, I’m buying more and more Nike gear and I’m sharing lots of data with Nike that I expect they will use to make their products better and more attractive to me. In the course of about two weeks since I bought my Nike+ Sport Watch and Nike Free shoes with the shoe pod, I’ve spent another $200 on Nike stuff, and I’ve spent about two hours with Nike online. Oh yeah, and I’m blogging about it.

Think about what this means for the relationship between brands and consumers. Brands that continue to play the game of trying to persuade you to love them and buy their products will be left behind by brands that join forces with you and use persuasive tools to help you accomplish your own true goals. This basic idea – that brands need to team up with consumers and stop “selling” to them – has been around for a while. What’s new now is that, as they used to say on a certain TV show, “We have the technology.” And we’re learning to use it.

So what does this mean for those of us who design brand experiences? Do the retail environments, websites and other brand experiences we design help consumers do something they want or might want to do? Does the design help them get smarter, faster, stronger or happier?

How do we help retailers fluidly integrate technology to increase the actual value consumers get from each and every visit, whether they buy something or not? Ten years ago, the answer might have been an interactive catalog or a branded kiosk. That catalog and that multimedia brand story are in our pockets now. The new and better answer – more like Nike+ – is that we need to design and build in persuasive technologies that will help people achieve their goals. This new technology, integrated with old technologies like shelves and people in order to nudge you toward doing things that make your life better.

What do YOU think about brands that make life easier? What brands make your life easier?

Tom Mulhern, a strategic planner in Gensler’s Chicago office, works at the intersection of people, space, and technology. He consults with clients and design teams to identify and create contexts for great design. Tom is fascinated with the synergies of office space and the challenges, and unexpected synergies, that designing a great workplace present. Got a workplace design question? Shoot Tom an email at tom_mulhern@gensler.com.

References (5)

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Reader Comments (3)

i have the Nike Feulkband and it is a great piece, it really keeps me motivated to do that last bit of walk or whatever. highly recommend it.
05.17.2012 | Unregistered CommenterEhren Gaag
From constant travel I find it challenging to stay fit and eat right. After I got Body Media it all seems to be more balanced and managable. You wear the armband with a monitor and it tracks how many steps you take, your caloric burn, and other info. At the end of each day I plug it in and it reads out a graph showing my peak levels of burn. To eat healthy (and sometimes not) I track my caloric intake through the iphone app so it alls syncs together and gives a great snapshot of my metabolic intake and output. It's SO HARD to find healthy simple food on the road - especially in rural areas so at least I can look up menus and foods that are questionable. I try to steer clear of chains but have found Ruby Tuesdays to now have a variety of healthy options, as well as a great salad bar. Also the Delta iphone app, Avis app and Trip it are things I can not function without.
05.17.2012 | Unregistered CommenterJulie Larson
I’m always a fan of your articles.

I agree with you that retailers will have to stop “selling” to us. Maybe the new trend will be experiential stores, much like the one Samsung has in NYC- none of their products are for sale, it is simply a place to experience their technology. I don’t know if the experiential store incorporates NFC technology, where one can scan the barcode with their smart phone and have the product shipped to their home.

Nike helps us reach our fitness goals, and Apple helps us unleash our inner passions. I think the whole appeal of having a Mac is that the user instantly becomes a graphic designer, a composer, or a hip hop beat master. This idea of brands, not only helping us to realize our goals, but taking it a step further to unleash or discover our passions, is something I would definitely drop a lot of cash on.

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