VOICES
Essay
its work or product, we of ten have to consider ‘unhuman’
tech products and decisions.
Developing humanised products is undoubtedly
difficult and, while technology is advancing, the
application of it has had its hurdles. For example, with
over 24 per cent of US households ow n ing a smar t speaker
and with predictions that by 2020 this will have risen
to 70 per cent, they’ve been a huge success. Looking to
capitalise on this in 2018, the 130-year-old Dutch bed
and mattress manufacturer, Auping, decided to develop
and launch a ‘bedt ime stor y-tel l ing’ app that would use
these devices to read stories to children. Whilst this was
a nice idea, it ignored the emotional connection between
parent and child during this nightly ritual and its
importance to the development of their relationship. It
missed one key feeling that the audience needed –
relatability and the importance of attachment.
Another example of where ‘being human’ hadn’t been
effectively considered is the Brazilian retailer Petz Pet
commerce site. AI technology uses eye motion to enable
dogs to select their favourite toys on the company’s
website. When dogs and pet owners click into the
designated Pet-Commerce section, the shoppers’
webcams read the dogs’ reactions to videos of various
goods and the site then places that object in the shopping
cart for the owner to approve.
Whilst it is a fun and attention-grabbing idea – winning
a Gold Lion in the creative data categor y at Cannes Lions
2019 and garnering a lot of press – you have to consider
how does this help human development? Although
entertaining for five minutes, will the shopper come
back to the tech on a reg ular basis? A f ter al l, they’re not
learning and they’re not being decision-makers, ignoring
two of the main beliefs around what makes us human:
autonomy and competency.WHO IS USING TECH TO MAKE US
MORE HUMAN?
When it comes to being human and tech, the synergy
between the two is a delicate balance but one that, when
done well, can be hugely successful. Case in point, the
phenomena that is the Peloton exercise bike.
This New-York-based cycling sensation has grown into
a $4.15 billion company in just seven years, selling over
400,000 worldwide and garnering a host of celebrity fans
such as David Beckham, Sir Richard Branson and Hugh
Jack man. T his is an e x ample where autonomy, relatabi l it y
and competence mesh perfectly. Yes, this is the most
expensive exercise bike you’ll ever invest in – costing
almost £2,000 – and the online membership subscription
seems a bit rich but it’s worth it because Peloton has
ensured it’s a media-technology-retail-logistics company,
rather than just another sports equipment provider.
Peloton ensures it has the customer consistently at
the forefront of its mind. By making the process frompurchase, delivery, set up and use simple and unstressful,
Peloton enables the consumer to feel in control as their
consistency empowers them. Humans also want to learn:
the online tools, such as the 1-1 tutorials and the online
app, enable the user to learn and develop new skills, new
phy sic a l st r eng t hs wh ic h i n t u r n g i ve t hem t he mot i v at ion
to take action for their health and wellbeing, offering
competency. And just because you’re cycling on your
exercise bike in your bedroom or living room doesn’t
mean you can’t feel part of a bigger community. The
Peloton online community is active in sharing times,
workouts, health suggestions, diet tips and discussing
personal wellbeing, making it relatable to the user.
Breast cancer is a scary reality for sadly too many
people and one that could be prevented with earlier
detection. The Eva Clinic is, in its own words, ‘the clinic
of the future’. Developed to help women keep a monthly
check on their breasts, the Eva bra is to be worn one day
a month, when it will track the user’s body temperature.
Any unusual spike can be an early warning of breast
cancer. Additionally, all Eva subscribers can access a
communit y of women, who l i ke them, ‘take care of thei r
health, embrace themselves and support each other’.
Again, Eva is automotive; it allows the individual to
take control and make decisions for themselves. Rather
than waiting for a lump to appear and then visiting the
doctor, Eva enables the user to monitor their own health.
It’s relatable; this isn’t one woman facing the dreaded
cancer questions alone, as not only does Eva support with
software and customer service but it’s built a community
around the service. It’s also competent; typically, with
breast cancer, you’re not aware there is a problem until
you find a lump. The Eva lets the user learn more about
their body; by monitoring their body heat and therefore
recognising any influx, the consumer gains knowledge
and is therefore able to decide their actions.CAN TECH MAKE US MORE HUMAN?
Yes. As Peloton and Eva have shown, when the three key
characteristics that a human needs are recognised and
brought together, technology has the power to not only
enrich our lives but also make us more than what we
were. By allowing us to learn (competence), giving us the
tools to make our own decisions (autonomy) and offering
us the opportunity to be part of something bigger than
ourselves (relatability), we profit and become, in essence,
e ven more human. A nd the brand has the chance to make
a demonstrative social change and, potentially, some
serious bucks along the way.P
ROFI
LE Whiteside’s been part of the tech scene for
his whole career, having started off as a web
developer before co-founding a technical build
agency back in 2007.
w: deptagency.com
t: @DeptAgency