on target: iot for moms
TRANSCRIPT
On Target
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
Second Time Moms & IoT
On Target
When moms see bad behaviors in their kids, they blame it on themselves because if they were the ones who taught a bad behavior, they can also make it better.
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target
Time
Co
ntr
ol*
Perceived ControlActual Control
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
*Moms define control as the ability to make things better
1st Time Moms 2nd Time Moms
On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
Mom is nervous about the future, so at first she tries to control everything.
…But she quickly learns she can’t.
On Target
“You have to accept that you can't control everything. It was like, me at the beginning, … I was like, if he goes to nap at 11 I'll be able to do that and that and that. And then it was 11 and I was shaking him like that so he could go to sleep, but he would stay awake, until like noon, and then my obligations I would have to postpone them, and I was getting angry. With myself, with him. So at some point you just accept, I'm gonna do work when he lets me do work. And that frees your mind.”
Maria:
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target
Experience tells Mom which battles are worth fighting, and gives her something to referencewhen situations come up repeatedly.
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target
What kind of information matters to Mom?
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target
Jess:
“I was a great student two months before labor and delivery. I did all of my homeworkand did all of my preparing with my husband, which, a lot of them got thrown out of the window when you're in the hospital room. But the second time, I think now, it's more that I remember what I've been through.”
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target
Moms are interested in their kids’ personalprogress, not just national comparisons.
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
For moms, raising a child can feel like wandering through the forest, not quite remembering where she came from, and never being sure where she’s headed. We can’t show her the future of her child, but we can help her feel less nervous going into it by reminding her of her how far she’s come.
On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
A cairn is a man-made pile of stones. Hikers use them to mark the way in places where the trail is unclear; the cairn means, “don’t worry, you’re not lost, you’re still on track.”
The experiences Mom has with each child are cairns that she leaves along the way.
On Target
Design Principles
• Target can help a new mom keep track of these cairns so she can reference her own experiences. Being able to look back at the progress of her child encourages her when she’s nervous about the future.
• Target can also remind Second-Time-Mom of spots in the trail she’s already seen, so on her second and third time going up the mountain she can say, “OH HEY LOOK! There’s my cairn. I’m doing OK!”
• Mom already has enough things to worry about. Target should map these cairns for mom so that she doesn’t have to spend time cataloging her progress.
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target
n Target
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
…our solution?
On Target helps moms compile and visually represent the past so that they can feel less nervous about the future. By placing non-intrusive sensors in everyday objects, Target can gather data for mom about her child’s development, and synthesize it so that she can see trends and benchmarks. On Target is split into three stages:
On Target
BABY
TODDLER
KID
HEALTH
DEVELOPMENT
SKILLS &HABITS
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target
HEALTH• Sleep (crib mat)
• Weight (crib mat)
• Nutrition (nursing blanket, bottle sleeve)
n Target BABY
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target
n Target TODDLERDEVELOPMENT• Potty training (toddler toilet)
• Walking (shoe sole)
• Learning (toys)
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target
n Target KIDSKILLS AND HABITS• Instrument practice (sound sensor)
• Sports (shoe sole, bicycle sensor)
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
On Target Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer
Track progress online
On Target
Cairn for Mom
Alice Fang | Jeff Kastenbaum | Rachel Olney | Dafna Szafer