Project Boundary wants to make you healthier.
By placing beacons at key locations, it encourages you to make better choices based on proximity, using gamification to reward participants.
A beacon at an elevator, for example, can send a message encouraging you to take the stairs instead. Do so and unlock the mountaineer achievement and get feedback for making the right decision.
Project Boundary was an entry in the SmartAmerican Challenge, a White House Presidential Innovation Fellow project. The initiative uses Gimbal beacons and the Spark Compass platform to send messages that encourage healthier choices as you move through your day.
The project doesn’t just hold lessons for health and wellness – it’s a reminder that in this new era of contextual and proximity experiences, moving the needle can happen through a collection of small nudges.
In the past, I’ve called this the ‘seductive layer of the Internet of Everything’: a view to experience design that eschews big gestures and heavy-handed coupons or in-your-face advertising for a series of smaller gestures based on context.
We engage, suggest, provide contextually-relevant media. And if we do it right, we can encourage shifts in behavior.
You might not get everyone through the door with your beacon-driven push messages. But increase your foot traffic by 3-4% and it can make a big difference to your bottom line.
Small Nudges, Big Differences
The CEO of Total Communicator Solutions agrees. I spoke with him recently about Project Boundary, and about his vision for beacons and contextual experiences.
Erik Bjontegard was getting ready to present at the SmartAmerica Expo whose goal is to “boost American competitiveness and provide concrete examples of socio-economic benefits such as job creation, creating new business opportunities, improving the economy, improving/saving lives, by combining Cyber Physical System technology created from significant investments made by both government and private sector.”
Behind the scenes, Erik and his team had jumped through considerable hoops to install Project Boundary at the HHS offices.
“It’s been a rewarding project,” Erik told me. “what we’re doing is we think the first time that beacons have been used to encourage and reward healthier behavior. HHS is excited about it because with beacons we can encourage people to drink more water, to be healthy at the vending machine, to take the stairs instead of elevators. Our approach is to use beacons at key waypoints throughout the HHS building and assign points and rewards if participants make healthy choices.”
The use of Gimbal beacons were a natural fit both because the Spark Compass platform has been built around Gimbal, and because their security layer provided assurances to the security-conscious officials at a government building right next to the capital.
“We had to overcome some big challenges around security and confidentiality,” said Erik. “Plus, we had two months to launch a fully functional platform, set up the beacons, create a system that would give participants points, deploy a gamification layer – it’s been hard work but exciting.”
The demo showed off the concept of Project Boundary, although Erik’s team has been deploying Gimbal beacons in trade show facilities, hospitals and other venues.
Results That Matter
“What we demonstrated was built around two key components for the healthcare system: helping clients lead healthier lives, while keeping an eye on the ramifications for cost and efficiency. Our larger goal is to take Project Boundary out of office settings and into hospitals. If we can create a system that results in tiny shifts in behavior it can move the needle in a significant way.”
“A patient can receive a message the night before seeing their physician reminding them that their procedure requires that they don’t eat, or that they sleep well. Small shifts that can have an impact on the bottom line.”
But beacons are only part of the system, as they are in retail and other environments. Beacons are the “nudge points” based on proximity, but it’s how you integrate them with other data that can make a big impact.
“We use a hybrid model,” says Erik. “Our system also integrates with systems like Qualcomm Life, management systems, and patient databases. The key is to design experiences that change behavior, lead to efficiency, create healthier patients and improve the healthcare system.”
Privacy, Security and Your Very Personal Device
But as in retail, privacy and security are big concerns.
“Especially in health,” says Bjontegard, “We’re dealing with people on a very personal level and we can’t afford to abuse this. We now have a responsibility to value the relationship we’ve established through a very personal device. We’re establishing a personal relationship through a user’s phone, which has become an extension of their being. Wearables will make this more challenging. It’s up to all of us working with beacons and contextual technology to respect this relationship.” (emphasis added).
Indeed. And a clarion call to all of us working with beacons.
Because devices that encourage you to take the stairs are just the beginning.
In this new era, Erik says that “Content may still be king…context is queen…but contextual intelligence will allow the whole universe to work. Beacons are a small tool set that allows us to do that more precisely, to bring contextual intelligence right to your phone or wrist. But there’s a lot more coming.”
In this new era, we’ll look to today’s push messages as the first in a wave of contextual and ambient computing that gets smarter as we go through the day.
The challenges to security (handled in Project Boundary by the advanced security layers offered by the Gimbal beacon and services), privacy and user engagement that we’re exploring today will seem simple compared to the next wave of mesh networks, hub-and-spoke beacon models, big data and wearables.
Project Boundary is a reminder that small gestures and thoughtful design can lead us in the direction of a smarter, more connected and perhaps even a healthier world.
Share Your Thoughts
Where will the boundaries of health and contextual computing take us? How do we respect the fact that a phone is “an extension of a user’s being”? And have you seen other examples of beacons in health and wellness?