UX Review finds Apple Watch Lacks Compelling Functionality to Drive Mass Adoption says Strategy Analytics

by Mathew Alton | Jul 29, 2015


Stylish Design But UI Needs Simplifying 



Boston, MA – July, 29 2015 – A new expert UX evaluation undertaken by the Mobile Device UX (MDX) group at Strategy Analytics (www.strategyanalytics.com) has concluded that while the Apple Watch is designed to look good on the wrist and is sturdy yet comfortable to wear, inconsistencies in the UI and a lack of truly differentiated experiences are likely to put off mass-market users from adopting the device.

The Apple Watch delivers several UX highlights including: simplified device pairing between an iPhone and Apple Watch using the iPhone camera; haptic feedback which taps the user’s skin for discreet notifications removing the need for traditional vibrating alerts; and watch face ‘glances’ which present information quickly without waiting for apps to load.

Click here for report: http://bit.ly/1I98rwr 

However, the UI of the Apple Watch was found to be unnecessarily complicated in some places. Mathew Alton, report author and analyst commented, “While much hype has been generated around the release of the Apple Watch, the UI was found to be inconsistent in some places, with too many options available to perform certain tasks. Also many interactions are necessary to navigate some areas of the UI, so the end user is forced to stop and think too much about what they are doing.”

Kevin Nolan, Vice President of UX Innovation Research, added, “The ‘glances’ and other innovations of the Apple Watch make the device useful by minimizing the amount of time that the end user needs to refer to their smartphone screen.  However, our research with lead adopters of smart watches suggests that, to drive smartwatches into mass-market adoption, manufacturers must go beyond current use cases and produce something which delivers tangible benefits that are clearly differentiated from a smartphone. We see limited evidence from the first generation Apple Watch to suggest that the manufacturer has delivered such a killer device”.


About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. www.StrategyAnalytics.com 


About Mobile Device UX

Mobile Device UX forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests within in-vehicle, mobile device, connected home and media & services research areas, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences. Extensive expertise and highly experienced in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP’s research methodology allows strategic user-centric analysis on the potential for new technologies that would otherwise be unavailable. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information


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European Contact: Diane O'Neill, +44 1908 423669, doneill@strategyanalytics.com

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