SAFETYWa t c h O S D e s i g n P o r t f o l i o

Ke v i n C h u n g

The Pain Point.Not every unsafe situation requires

the Emergency SOS function built into your Watch.

The Safety App.A WatchOS app that handles the variety of emergencies

& unsafe situations that don’t need 911.

The DataGM OnStar Interac-ons by Call Type

(As % of 1 Billion Interac-ons in 2015)

0%

25%

50%

75%

100%

All Call Types SOS Navigation App Requests

15%

27%

0.55%

100%

Share of Call Type

When GM analyzed 1 billion interactions of their OnStar “SOS” in-car safety button

in 2015, they revealed that SOS calls only made up <1% of total call volume.

Instead, most requests ended up concentrating around day-to-day

activities and requests, such as app questions (15%) or navigation (27%).

SOS buttons aren’t just used for emergencies anymore. Why should

the WatchOS SOS behave the same?

When SOS features are used, customers don’t just press for emergency situations.

Thunderstorms, lightning strikes, wildfires, etc.

We a t h e r H a z a r d s

There are a limitless number of non-violent themes that encompass an unsafe situation.

Journey deviation, unsafe drivers, etc.

R i d e s h a r i n g

Walking through unsafe neighborhoods (with or without being aware)

S e n s i n g D a n g e r

If something happens to me, what’s the right non-emergency number to call?

C o n f u s i o n

Forgotten medication, disorientation, etc.

S e n i o r S a f e t y

Noise complaints, road hazards, road closures, etc.

Re p o r t i n g

The Safety App.Early concept sketches & feedback

Shorter Messaging Showcasing More Info Specifying AlertsTo fit WatchOS screen sizes To deliver greater app value To increase user relevancy

Jobs to Be Done Exercise (Popular Themes)

I’m in a rideshare car…

W h e n … I W a n t T o … S o I C a n …

I feel unsafe on the street…

When my car is disabled…

report a problem/incident…

know how to avoid danger…

request non-urgent help…

get out of the situation safely.

get out of the situation safely.

get out of the situation safely.

R i d e s h a r i n gWhen your ride deviates from its given path, you may feel the need to address the issue without attracting attention.

Refinement of Use Cases

(Influenced by Jobs to Be Done

Exercise)

U n s a f e M o m e n t sWhen you explore unfamiliar or unsafe areas, you may feel the need to better navigate the area with confidence.

B r e a k d o w n sCar issues aren’t just limited to accidents; sometimes you justwant a helping hand when your car is stuck.

The Safety App.Later-stage concepts & feedback

Icon Spacing Micro-Interactions Human Interface DesignIcons too close around edges Horizontal button alignment Short Looks vs. Long Looks

UX Strategy BlueprintChallenges

Aspirations Focus Areas Guiding Principles Activities

Measurements

• Existing SOS functionality on Apple Watch • Proper detection of an unsafe moment

• Integration into all WatchOS devices (supplement to safety features)

• Integration with a wide variety of SOS partners (AAA, ADT, Uber, etc.)

• On-the-go WatchOS users who are traveling within urban areas (ex., ridesharing, walking between neighborhoods, driving to errands)

• Jobs to Be Done (deconstructing all the moments in which a customer feels unsafe, but not in an emergency situation)

• Behavior templates • Customer interviews

+ Customer profiles • Value mapping • Partner/stakeholder

buy-in (to populate SOS call directory)

• Number of calls made by Safety App users • Number of alerts generated by the Safety App • Number of partners integrated into Safety App

SAFETYKe v i n C h u n g

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