Ergatta - Apple Watch Integration
The Opportunity
At Ergatta we were looking to increase our SOM and become more attractive pre-purchase by building out support for an Apple Watch integration.
The Audience
User’s of the Apple ecosystem who use Apple Watch as an integral part of their fitness experience and would normally only buy something that contributes towards closing their Activity Rings.
The Role
Product Manager:
Leading my squad through the technical integrations of using Apple Watch as a heart rate monitor (HRM) in the Ergatta ecosystem.
Working with Product Design to develop the ideal user flow across three different devices (Android Tablet, iPhone, and Apple Watch).
Leading implementation of all screens and integrations across the three devices.
Lead testing and bug bash efforts across Apple Watch models ranging from Gen 3 through Gen 8.
Lead Go-To-Market planning along side the marketing team.
Key Performance Indicators
Increase Serviceable Obtainable Market (SOM)
Increase lead capture
Better head to head comparison against competitors
Increase Heart Rate Monitor (HRM) Usage
The Outcome
Heart Rate Monitor Usage: Doubling in HRM usage from 10% to 20%, nearly all due to Apple Watch.
Massive surge in companion app download and usage.
Member email driving highest site sessions, 1.2k, since the EOY survey. Growth email resulting in 13 conversions, most since January's $100 off/100 day campaign "Last Call"
Overall lead capture up 250% Feb to March, Site Pop-Up lead capture rate up 400%
However it doesn’t seem to change user behavior in terms of increased usage for low usage cohorts
Lessons Learned
Test ALL THE HARDWARE! Each generation has it’s own issues that impact reliability.
When working with 3rd party integrations we are limited by their APIs. We received customer complaints about calorie calculations, but that is all dictated by Apple so we have no control over their calculations methods.
With Bluetooth, Apple Watch acts as the central device, with our Android tablet as the peripheral device. In all of our other setups with bluetooth headphones or regular HRMs it works the opposite where our Android tablet is the central device and external bluetooth devices are the peripheral devices. This setup with Apple Watch makes it a little tricky to pair and to setup 2 way communication with the peripheral sending data to the Apple Watch.
Because of the central to peripheral relationship, the pairing process was complicated requiring the user to perform steps across three different devices in order to pair (Android tablet, iPhone, and Apple Watch).
Key Skills
Hardware & Software Product Management
Bluetooth
Apple Watch
Intergrations
iOS
WatchOS
Android