The pace and habits of modern life are taking their toll on global health. With the UP platform, Jawbone and fuseproject saw an opportunity to bring greater self awareness and guidance (through wearable technology) to help people see and improve their habits for better health and well-being.
To establish the original UP platform, we took a broad view of the competitive landscape across a range of solutions for better exercise, sleep and eating habits. We spoke to experts about motivation, understanding and impact, and developed a strategic brand platform and experience principles to help create a solution with broad relevance and aspirational appeal.
The UP and UP24 offering have garnered widespread acclaim, and are at the forefront of the growing “quantified self” movement. The platform is a tremendous market success, as demonstrated by an unparalleled engagement of users with the application.
For Jawbone’s first health and wellness offering, we needed to develop a brand expression based on credibility and trust. We started with the name: UP—optimistic and aspirational, yet bold and intentional. We extended the same principles to the design and crafted a system that drives equity back to the Jawbone brand, while establishing a strong autonomous identity for UP. Consistent with the rest of the Jawbone products, the most important components of the brand expression are color, textures and materials. The packaging system is an intrepid expression of all of the above. We used vibrant color gradients to highlight customization, innovative eco-friendly materials to reduce waste, and created a packaging paradigm that captures light to maximize shelf presence.
We spent time crafting a new texture inspired by the circadian rhythms of life and transitions from night to day to night. It is expressed as a wave from that changes frequency and direction as it travels around the surface of the band. It’s about the fluid transition in your day, and the obvious connection between what happens throughout the day and night, and how it affects how we feel. UP is a simple loop that you wear on your wrist, like a wedding ring for yourself that symbolizes a promise made to oneself.
With Jawbone UP24, our ambition was to connect the product to the app to new behaviors: given that each Jawbone product was part of a connected ecosystem and community, with data and actionable insights delivered to both users and the business to enable deeper engagement. What results are better decisions and positive behavior change.
UP24 communicates activity and sleep data from the UP band to the phone app via Bluetooth. It is effortless. We call it 24 because it gives you information all day, 24 hours of insights, suggestions, and motivations to reach goals, and go beyond them.
One of our target insights is that people can't get enough info about themselves. UP24’s advantage is that from micro information to macro insights, 24/7 engagement can give you personal, on-the-spot, feedback that motivates you towards your goal. Because you get the insights you need, when you need them, you have all the time to understand and take action. Because you can see how your activity changes over time, you can see how impactful these insights are for your behavior. It’s the kind of feedback loop you need to make continuous improvements.
We designed the UP24 companion app with real people in mind. For a 24/7 system to work, the entire design ethos must be approached from the perspective of real, gritty, and exuberant everyday life. While the app has to be designed and worn comfortably, additional importance was given to the connected app experience given the band doesn’t have a screen. Throughout the day, the user is able to gain insights, data, progression and accomplishments on their activity. The experience becomes less overt and more personal - and therefore, we found, more meaningful.
The UP24 has been one of the more truly progressive connected platforms that has created meaning from activity data - and helped usher in the era of ‘quantified self’. With real-time personalized data being captured in an unobtrusive way, the experience becomes an extension of your self-expression, without bucketing the user into a "label" or "category". UP24 is not just for the athlete, and not just for loosing weight. Unlike others, we made thoughtful design decisions to craft a design without the distraction of a display, giant logos, or blinking lights: all the excitement and actionable data is on your phone, ready when you want it.
- Bronze – Packaging, UP24, 2014
- Finalist – Personal Accessories, UP24, 2014
- Sustainability Award – Sustainable Packaging, 2014
Wallpaper* Design Awards
- UP by Jawbone, 2012
CES Innovation Awards
- Health and Wellness - UP by Jawbone, 2012