The Apple watch appeals to a limited demographic and does not incorporate any of the life-saving services that it promotes in its marketing campaigns. To broaden its appeal to a wider demographic, I created a new native Apple Watch safety dashboard for a more curated safety experience targeted directly to families and loved ones.




My Roles

  • UX & UI Designer

  • Design Researcher

  • Design Strategist


Many people do not yet see the Apple Watch as necessary or relevant to their lives. How can I re-position the Apple Watch’s native features to make it relevant for a wider demographic?

My Design Process


In this project, I proposed additional safety features to the native Apple Watch and iPhone experience to make the product relevant for every member of the family. To complement this, I also proposed a tiered system of user experiences that are relevant to the varying use-case scenarios of parents, children, and grandparents

Final Interactive Prototype

Click Here



Define the Problem


Understanding the smart watch market

The Apple watch has not shown widespread use, and I wanted to find out why.

The Apple Watch dominates the smart watch category

The Apple Watch has already significantly surpassed many of its competitors in the smart watch category.

But many do not see smart watches as relevant to their lives

How can Apple capture an audience that does not see smart watches as a relevant part of their lives?



Secondary Research


Understand the Apple Watch’s brand positioning around safety

In order to understand how the Apple watch positions itself as a brand, I looking into their marketing campaigns. After looking through several of their campaigns, there was one that grabbed my attention. The “Dear Apple” commercial (shown below) spoke about the Apple Watch as a life-saving device. While its messaging was aspirational, most users that I interviewed primarily used it for fitness tracking and notifications, but didn’t see it useful for safety.

How can I improve the Apple Watch safety features?

After seeing that the Apple Watch markets itself as a lifesaving device, I was curious about what existing features it had that made it so. I categorized their main features into phone functions, exercise functions, and health functions, and realized that their SOS function was overly-simplistic and did not address the various situations in which SOS could be relevant for different people.


Competitor Research



User Research

Interview people people who don’t have an Apple Watch

Since the goal of this project was to capture the market that does not yet see the Apple Watch as a relevant part of their lives I talked to people who don’t have an Apple Watch and asked them why they don’t want or need one. Here’s some of the feedback I got.

  • People fear tech overload

    Many interviewees didn’t want their phone strapped to their wrist. They wanted a little bit of separation considering that a lot of their free time is spent on their phones already. My additional safety features should address this issue by limiting how often a user needs to actively engage with the Apple Watch.

  • People think don’t think they would benefit from all of the features

    Most people only thought a few of the features would be useful. After asking them which ones, they mentioned Siri, step tracking, listening to music, and navigation. This might indicate that a lower tiered watch could be relevant for some who don’t want to pay for features they won’t use.

  • People think it is too expensive

    For some, their primary reason for not buying was the price point. When asked how much they would pay for it, most indicated a range of $90 to $150. This also indicates that a lower tier watch could capture a wider audience.

  • People do not think the fitness features are worth the cost

    Some mentioned fitness bands like a FitBit, and that it was more relevant for their needs and more affordable. They also mentioned losing interest in step tracking a few months in, which may indicate that fitness tracking is not strong enough of a selling point anymore.