What we can learn from Apple's AirTag

Apple recently released their long-awaited gadget called AirTag, a coin-sized tracking device that provides a private and secure way to find and track the important things in your life. Users can attach the button-shaped stainless steel accessory to valuable items, such as keys or a backpack, and then find it on a real-time map using Apple’s built-in Find My network. With an iPhone in one hand, it's possible to play a sound on your AirTag to find a wallet hiding nearby and even get the distance and direction to a stolen bicycle using the new Precision Finding feature. Although my background is in industrial design, I am more interested in the underlying technology and strategy that lies behind physical products. Therefore, in this article, I aim to discuss the customer insight, strategic vision, and wider ecosystem that, in my opinion, contribute to its well-thought-out and intelligent design.

It's part of a much larger ecosystem.

Contrary to popular opinion, AirTag’s key differentiating factor isn't the technology within the product itself; it's the FindMy system that hundreds of millions of iPhone, iPad, and Mac devices come together to create. Unlike the majority of tracking devices, AirTag has no GPS signal. Instead, it relies upon the global network of people carrying Bluetooth-enabled gadgets capable of detecting your item's location and then relaying that to the Find My service. In this way, populous cities with millions of iPhone users become the 'infrastructure' to help track everybody's stuff. When in Lost Mode, AirTag automatically sends out a notification once it's detected by someone in the ‌Find My‌ network, and you can even add your contact info so the person who finds your item can get in touch with you. It's not technology powering the FindMy service; it's people. As we travel more, socialize, and live our lives, we become part of an ecosystem that searches for stolen goods by design. We are the technology!

It's personalised to the customer

With the rise of hyper-personalisation, we are moving away from a persona-driven product development process and accelerating towards being able to deliver a completely bespoke experience to every single human uniquely. Artificial Intelligence and Machine Learning routinely dominate these hyper-individualized conversations, but for tech giant Apple, a simple custom engraving option goes a long way in enabling customers to showcase their true unique selves. After all, many people today see themselves as part of multiple subcultures. One of the ways we identify with all these different cultural and societal groups is through the products we buy and how we choose to personalize them. Personal initials, logograms, emojis, and native languages all express a personal sense of belonging which heightens once AirTag becomes attached to the things that we are most afraid to lose. In this way, Apple becomes a flashing beacon to the objects that we care about and this strategically enables them to see the things that are really important to their customers and take value-connected steps.

It solves a simple human need

People want to be able to find their stuff. We want to stop losing things. This is not a ground-breaking consumer demand nor a newly developing trend but rather a deeply human desire as old as time immemorial. Evan Williams, Co-founder of Twitter, recognises that it's easy to get lost in chasing consumer demands when actually in most cases 'people just want to do the same things they've always done' — to chat with friends, to move from A to B, to know where their things are, etc. In any situation where a core human need is compromised, therein lies a problem waiting to be framed as a design opportunity. After all, I think we can all relate to that gut-wrenching moment of fear when you think that you might have lost your phone or wallet in public. Well, Apple have essentially designed a pocket-sized sigh of relief. Whether it's an expensive commuter bicycle or a family heirloom of sentimental value, Apple is selling 'Peace of Mind' today for $29.99 respectively.

We often think the internet enables us to do new things, but people just want to do the same things they’ve always done

– Evan Williams, Co-founder of Twitter

So what now?

As a designer working in the customer-centricity space, I think there are some interesting takeaways here:

1. It's not enough to simply design better products. We need to imagine new, exceptional services around these products and, where applicable, consider them as part of much larger ecosystems.

2. Personalize to your customers on an individual level. Meet them where they are instead of where you would like them to be by designing elements of the product experience with them rather than for them.

3. Take a simple human need or desire and use technology to eliminate steps. Tackling the pain points and frustrations that cloud our users' needs is, in fact, the design of joy.

Let's design more joy! Please like, share and let me know what you think in the comments.

Simbi x