Next-gen hybrid smartwatch

In collaboration with

10 weeks, 2018


Market analysis

Mapping out competitors products, marketing, target groups, expressions, details and app experiences.


To define the product scope, three personas were created, each with their own unique personality traits, health conditions, key metrics and purchasing factors. To further define them I created collages of the clothes they wear, the products they use, and the food they eat —as I believe this expresses one’s ambitions and goals honestly.

  • Active Annie

    Living in an expensive city, Annie supports herself as shop assistant by day and bartender by night.
    Always being active, sleep comes in second. She enjoys competing in her weekly 5K runs.

  • Busy Bianca

    Being busy at work and at home, Bianca has little time for exercise and healthy meals.
    She tries to manage her stress as good as she can.

  • Conscious Charlie

    Charlie maintans a healthy weight and social life, but with some unhealthy habits.
    He has decided to change his lifestyle and habits for the better.

It’s all about  reaching a goal 
(While looking good doing it)

Market positioning

I found a gap in the watch market for a watch with the expression and heritage of analog, combined with the dynamic functionality of digital.

Analog vs digital expression

Watch face ideation

Exploring amount of detail, notifications, contextual metrics, etc.

Physical interactions

Exploring ways to interact with the watch.

Data-driven health coach

The digital health coach knows your commute, meeting times, etc. and suggests activities based on your lifestyle.

Tone of voice

Specifying the character of the health coach.


To define and communicate the user experience a short story was illustrated, with snapshots from a day with the health coach.


Selected colors for the digital UI.

Form development

To get on-wrist feel, proportions and overall expression right I went back-and-forth between quick doodles, CAD and 3D printing to evaluate the design.


Creating a tech-package of sensors and components with their true dimensions and details by analyzing existing smartwatches.

Analog elegance meets digital utility

A hybrid smartwatch that seamlessly blends into your life as an extension, rather than a distraction.

Your personal health coach

Keeping track of your health for you.

Made for your lifestyle

Exchangeable straps with unique expressions and properties adapts the watch to fit you.

Dress band
Luxurious leather with detailed stitching


Sport strap
Durable sweat-proof rubber


Comfort loop
Breathable wool without seams

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