MY ROLE

Pinpoint is a personal project that I developed in order to better familiarize myself with product design and entrepreneurship. Over an intermittent six-month period I conducted user and market research, devised a product with feasible tech specifications, designed a brand identity, and created an app prototype.

Entrepreneurship • Product Design • Market Research
User Research • Concept Dev • Brand Identity Design
User Flows • Wireframing • UI Design • Prototyping

 
 
 
 

the CHALLENGE

In a world capable of self-automated cars and quantum computing, it's bizarre that losing personal belongings is still such a huge inconvenience. Misplaced keys can ruin an entire day, and a lost wallet can ruin an entire paycheck. There HAS to be a better way! 

I began asking myself questions about an imaginary product that solves these issues. How does it work? What sets it apart from every other Bluetooth/GPS tracker on the market? How is it better at improving the livelihood of its users?

The goal became an item tracker that utilizes technology more efficiently than its competitors, provides unique features, is designed well across all platforms, and is offered at a consumer friendly price point.

 

[   ] Notes Gif


Understanding the Market

Analyzing existing item trackers would allow me to identify specific opportunities for functionality/design improvement. It would also help me form clearer expectations and goals for the product.

 


Technical Feasibility

To the best of my non-engineer abilities, a goal of mine was to provide a reasonably-plausible proof of concept for the product's functionality. Accounting for this would require research in positioning systems, manufacturing, and other unfamiliar topics.

 


Startup Considerations

I did my best to reduce unit cost by proposing open-source software and practical manufacturing materials. I also explored unique ways to monetize through mobile advertising and proximity marketing.

 


UX & Visual Design

Xyz.

 
 
 
 
 

THE approach

One of my first steps was to conduct a competitive analysis on the market's leading products. I identified Tile, Trackr, and Protag Duet as the most popular Bluetooth item trackers and did my best to evaluate them objectively based on specific criteria.

The gallery below shows the different touch points of my competitive analysis. Use the and arrows to cycle through the images.

 

 

Competitive Analysis Conclusions

While it offers many advantages, Bluetooth Low Energy (BLE) does not appear to be optimal for tracking and locating lost items. The phone's connection to the tracker tags can be disrupted by physical barriers and electronic signals, and also has a deceptively short range. 

For items outside of Bluetooth range, many trackers offer a "crowd-finding" feature that utilizes location data from other users to track down your missing tag. It's a good idea, and certainly smaller and cheaper to implement than GPS, but isn't well sourced enough to be effective. Tile, which presumably has the largest crowd-finding network of any item tracker, has a considerable number of negative reviews attributed to the product's inefficacy out of Bluetooth range.

 

[   ] Bad Competitor Reviews

 

Bluetooth LE does not appear to be inherently difficult nor expensive to implement. A bare-bones item tracker is listed for $5 on Amazon and offers the same basic functionality as the $30 Tile/Trackr/Duet. Consumers are paying a ~600% markup for a nicer form factor, a better coinciding app (with the exception of Duet), and an additional crowd-finding feature that scarcely works.

Tile proves that, if executed properly, Bluetooth LE can help you find misplaced things inside your house. None of the products I analyzed, however, provided a sufficient solution for items outside of Bluetooth range. They also fail to deliver an effective GeoFencing feature that prevents users from losing their personal belongings in the first place.

A better product:

  Is more accurate and reliable outside of Bluetooth range
  Pushes technological capabilities to provide more features
  Mitigates unit costs for a more consumer friendly price point
  Rivals Tile in UX design, visual design, and ease of use
  Offers proper GeoFencing 

 


User Personas

Based on my competitive analysis and target price point, I created three detailed user personas to represent consumers in my primary audience: Tech-Savvy Professionals. Click an image to enlarge.

 

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These personas became a useful tool that I referenced throughout the project to help steer decisions towards the satisfaction of the user.

Now that I had identified what the product was and who it was for, the next step was to determine how it would function. I began researching location-based technologies with the goal of proposing a tech solution that was cost-effective and reasonably feasible.

 
 
 
 

the research

After compiling almost 30 pages of notes and sources, I formed a makeshift understanding of indoor and outdoor location-based technologies. This section details the functionalities of these processes and the pros/cons of implementing them. If you're already yawning, click here to skip to the conclusions of my research.

 

[   ] Tech Notes + Research

 


GPS (Global Positioning System)

When you use your phone’s GPS, you receive radio signals from at least at least three different orbiting satellites. These signals, traveling at the speed of light, include the exact time they were emitted (with precise accuracy due to atomic clocks). Based on the time it takes each signal to arrive, your phone is able to calculate your distance from each GPS satellite. Finally, it uses these values and a process called trilateration (displayed below) to determine your location.

 

[   ] GPS Trilateration Diagram

 

 Poor atmospheric conditions can inhibit the time it takes for satellite radio signals to reach the Earth’s surface, thus diminishing the accuracy of GPS. Multipath propagation is another unavoidable obstacle that affects accuracy. On a sunny day with minimal interference, your GPS can deliver location accuracy within 10ft, making it the most accurate of these technologies.

 

[   ] GPS Weighted Pros & Cons

Pros
~10ft Outdoor Accuracy
Can utilize A-GPS (Assisted GPS) 
an utilize RTK (Real Time Kinematics)


Cons
Ineffective indoors
Heavy battery drain
Bulkier form factor
Requires service plan to transmit data
Higher price point

GPS For Item Tracking

 

Bluetooth Low Energy

If your phone is near you, navigate to your Bluetooth settings and hit “On” or “Scan”. As the loading wheel spins, your phone emits short-range radio waves that scan the area for potential Bluetooth devices to connect to. If an accessible device is within range, it provides your phone with profile information that gets displayed on your screen. When you select a profile to pair with, the two devices use radio communication to quickly establish a wireless network capable of transferring data in both directions (as long as the devices remain connected).

 Bluetooth signals can be disrupted by physical barriers and other electronic devices, making indoor connections less reliable. Different classes and antenna configurations also vary Bluetooth range, since they provide different power outputs. Bluetooth LE is A, which means B range. Phones typically have X, which means Y range.

 

[   ] BLE Weighted Pros & Cons

Pros

Low energy  (x less battery than GPS/Normal/Etc)
Sleep Mode
Bilateral connection (more feature opportunities)
“Bonded” devices automatically pair within range
Smaller form factor
Quick + efficient connections


Cons
Poor Range (most phones are class 2)
Indoor Interference
Ineffective GeoFencing

BLE for Item Tracking

 

INLINE CITATIONS

1

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Cell Tower & Wi-Fi Positioning

If your phone is in range of three or more cell towers, it's possible to geolocate it using a process called triangulation. Each tower identifies which of its three 120° sectors your signal resides in and estimates your distance based on signal strength. The towers then combine their data and use the overlapping information to approximate your device’s location. Accuracy citation.

 

[   ] Cell Tower Triangulation Diagram
 

Over the past few years, Google, Apple, and various open-source platforms have quietly aggregated location data for millions of Wi-Fi access points. By constantly logging the physical location and publically-accessible mac address of each Wi-Fi network, these databases are able to remain up-to-date and functionally useful.

For example, let’s say your phone detects multiple Wi-Fi networks. If the physical locations of those networks have been logged, and your device is close enough to detect them, your location can be reasonably estimated within X.

 

[   ] Cell Tower/Wi-Fi Pos. Weighted Pros & Cons

Pros

Combined accuracy of 10-20M (Skyhook source)
Enhanced efficacy in denser populations (cities)
Minimal battery usage (source)
Can utilize publicly accessible databases (1 2 3 4 5 6 7 8 9 10)
Many opportunities to utilize open source/DIY (1 2 3 4 5)
External interference is negligible

Cons
Complicated to implement
Less accurate than GPS
Tags requires bidirectional data connection (source?)
Larger chipset/form factor for tag (source?)

Cell Tower/Wi-Fi Pos. for item tracking

 

INLINE CITATIONS

1  50-150M (WiFi)

2

3

4

5

6

7

8

 
 
 
 

The Discovery

Original idea was born - combination of RTK GPS + Bluetooth LE. Would allow for Tile's efficacy indoors, and a one-time-install panel device would deliver absurd 1-3 inch accuracy for items out of Bluetooth range.

Implementation would involve GSSN/open source. Panel device would connect and function as an RTK base station, providing a unique and ultra-accurate way to find your lost items. The product was dubbed, Homeplate.

 

[   ] Homeplate Branding

 

After committing to Homeplate, I began questioning whether it provided an optimal tech solution. Bluetooth LE still presented the same concerns I observed in competitors, and accounting for the additional RTK base station would push the price point into luxury territory. Not to mention, the smallest GPS receiver on the market is ___, so compact tracking tags would be difficult to implement. Homeplate was quickly becoming an entirely different product.

 

[   ] Something

 

Transition into magnetic location + WiFI/Cell + BLE.

Why MP is superior:
User Experience improvements
Cost improvements (business side and price point)

Magnetic positioning functionality more conducive to target price point than Homeplate

Removing the additional RTK panel device would result in a more seamless experience. 

 

BLE beacon is small. Larger ground plane = further range.

Conclusions about ideal tech functionality + cost observations

simple put: this is cheaper and better

 

[   ]  Concept dev notes + sketches

[   ]  App dev notes + sketches

 
 
   &nbsp;&nbsp;] Homeplate Branding
 
 

the vision

Introducing Pinpoint – Consumer-level functionality explanation.

Succinct tech summary. 
Short range: MP
Long range: CELL + WIFI

 

Starter Kit – $25

NORMAL TAG – 

SLIM TAG –  Wallets, laptops, etc.

APP –  Wallets, laptops, etc.calculated startup costs. Loose business plan pitch (revenue streams, pricing)

 

 

 
 
DiCi_HR.png
 
 

THE construction

Branding + Rebrand process

Userflows

App Onboarding Notes

App WFs (hand-drawn)

Device WFs (Balsamiq)

Since our first impression was so critical, the direct mail materials became the most heavily vetted designs of the entire project. The package consisted of two inside components: The main content underneath the box's lid, and the packaging sleeve wrapped around each of the five Fitbits. 

 
 
 
 

THE Execution

The gallery below showcases the final components that were deployed with the campaign. Click each image to enlarge.

 

“Introducing Homeplate” investor pitch intro

IndieGoGo Campaign Mockups

Product Mockups + Tech Specifications

Calculated profit per unit

Full App Screens + Inv Prototype   

*** Display rows of 4 screens (optimal viewing for desktop)

 

 
 
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