More about trust
The two things I always hear from the users of incumbent fitness trackers is:
- What they tell me isn’t interesting; or
- I don’t trust what they are telling me.
In one camp we have devices or apps that lack ambition and merely report back what they are measuring (steps, miles, etc). This doesn’t do much to change behaviour or performance, and is the main reason why 50% of users put their new devices in a drawer after a few months.
In the other camp we have devices or apps that attempt to coach. But because they don’t have a full picture of the user’s context, the advice doesn’t ring true. Most commonly they tell a user that they are out of their ‘training zone’ — because they detect elevated heart rate, for instance. But if this advice is ignorant of the fact that the user just started a steep hill, or a scheduled sprint session, or any of the other 57 legitimate reasons for having an elevated pulse, it is worse than silence.
As Kerri has mentioned, trust is the key to coaching. That’s why our ARDA Coaching Engine is based on combining multiple data streams from a range of parameters to understand the user’s geography (terrain, weather, incline); physiology (fatigue, effort, endurance); and history (goals, recent performance, outcomes). You need to know what’s actually going on in order to provide meaningful advice. And for users to trust you, it’s important that they realise that you know what’s going on.
Our main value proposition to partners who are seeking to develop world class coaching platforms is the trust that underpins that coaching.