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About NotchNotch, Inc. is a Delaware C-Corp, Founded January 2012 in San Francisco.
Founded & Funded by Eli Holder (owns 100%)
Goals:- Explore & create positive, emotional health experiences using self-tracking & data visualization- Encourage wide consumer audiences towards healthier lives- Offer as B2B service to consumer self-tracking services
Progress:- Launched experimental site Notch.me in May, 2012- Integrates Fitbit, BodyMedia, RunKeeper, & Jawbone- Published 8 dynamically personalized data visualizations - Based on interaction metrics & exceedingly positive feedback from Notch.me’s 26,000 sign-ups, Notch has discovered many great ways to visualize personal activity data, create consumer engagement, and encourage the socialization of healthy accomplishments.
Problems the Self-Tracking Industry must overcome (that Notch aims to solve)
Big Problems
Losing Users’ AttentionMaintaining long term engagement (& staying top of mind)
Ineffective Communication of DataFinding context & shedding our (data) geeky past.
Supporting Behavior ChangeEnabling, targeting, & measuring the BCT du jour.
Mainstream AdoptionMoving past early adopters.
example:1. User tracks 10,000 steps per day for 28 days
2. User receives colorful visualization congratulating her achievement
Applying principles of positive psychology through emotionally charged data visualizations that induce positive affect, encourage engagement, and promote behavior change.
Engagement through Positive PsychologySolution:
‘self-visualization’
personalized visualizations for each individual user
“Until I saw your graphics and your ‘result stories’, I really wasn't that dissatisfied. Now, I want to view all of my data this way.”
"I LOVE the style of the Infographics, fun, interesting and informative"
“When I saw the infographics I was fully roped in - I love data and really enjoy seeing it in interesting new ways”
"This is a pretty awesome idea. Love the "you ran further than a panda but a grizzly ate you" infographic...that pushes me to run further tomorrow!"
Why choose ?
High Share-ability. All Notch content is designed to create conversation and gather positive feedback. This drives social support from users’ friends and family. 1 out of every 10 visualizations created on Notch are shared to Facebook, Twitter, or Pinterest.
sharing creates:public commitmentsocial supportpositive social norms
10%share rates
1.0per post
1.2% posts+likes+tweets per view for visual.ly top 10vs
high share-ability:
Why choose ?
Achievement Visualizations for RunKeeper
case study:
RunKeeper is one of the top self-tracking apps in the world. Over 20 million runners, walkers, hikers, and cyclists log into RunKeeper to track their activity. Whenever a RunKeeper user breaks a personal record (e.g. fastest mile time), RunKeeper sends them an email congratulating them.
By replacing these text emails with an Achievement Visualization, Notch helped RunKeeper increase email CTR by 200%, achieved 10% share rates to Facebook & Twitter, and, for 7 consecutive days, 0% unsubscribes.
Notch.me is the ‘petri dish’ for creating engaging visualizations.
.me fun facts:
Holy Guacamole!
Purpose: To experiment with small, scalable emotional triggers, making users more receptive to positive behavior change.
What: Allows users to connect 4 different external sources (Fitbit, RunKeeper, BodyMedia, Jawbone UP). Data is pulled from these devices, cached locally, then used to generate dynamic, personalized data visualizations.
Sharing/Snapshot system allows users to share visualizations (e.g. to Facebook/Twitter) for a single point in time.
Visualizations: 8 visualizations published to date (out of 100s of concepts). Visualization production time reduced from 3 months to ~2 weeks. All visualizations built for both Mobile and Desktop.
Technology: Front: 25,000 lines of Javascript (using Google Closure & D3). Back: 10,000 lines of Clojure, backed by EC2 and DynamoDB. Visualization architecture: compiled Javascript runs entirely from AWS CDN (= runs on remote websites, scales to ∞).
Uptime since Launch: 100%
Work began: January, 2012
Launched: May 9th, 2012
Eli is the founder of Notch.me. He’s a research-driven designer (who also happens to be a full-stack engineer).
While studying computer science at UNC, Eli did various research projects, ranging from developing a 3d interface for computerized microscopes, to applying artificial intelligence algorithms to games (Hierarchical Task Networks and Temporal Difference Learning).
In 2008, Eli founded Unblab, which provided a machine learning service for identifying personally important email messages (like Gmail’s Priority Inbox). Over the 2.5 years working on Unblab, Eli raised seed financing from 5 local angel investors, invented/implemented its email classification system (based on 60+ signals of importance), and, ultimately sold the company to AOL in 2010.
After Unblab was acquired, Eli spent a year as a product manger at AOL, where he lead a small team in creating a highly differentiated email client called Project Oh.
Eli began work on Notch in January 2012.
Eli Holder,and his many hats.
Eli’s work on Notch includes:
Design/Creative: - concepts, architecture, copywriting, & art direction for all visualizations; - sourced & directed an international team of artists, illustrators, and visual-designers;- developed collaborative processes to reliably combine world-class art and aesthetics (right brain) with algorithmically generated data visualizations (left brain). production time from 3mo -> 10 days.
Business:- developed relationships across the mHealth industry, leading to 4 major Notch.me integrations - direct integration with RunKeeper, resulting in 100s of thousands of unique visitors to Notch.me- many, many partner pitches, resulting in a deep sense of humility (& appreciation for wide funnels..)
Engineering:- wrote all code for Notch.me
Eli Holder.a skillful venn diagram
Approachable Data Viz(data visualization for the everyman)
Affective, Emotional Design(affect & it’s effect on behavior change)
User Research & Insights (data science & applied machine learning)
Technology/Engineering(aws, clojure, google closure, d3)
User-Centric UX Design(empathetic, humanistic software design)
Art & Creative Direction (art, illustration & aesthetic design)
Scalable Creative Processes(left-brain + right-brain design thinking)
Writing Witty Copy(hilarious!)
Things I loveThings I’m good atOther Things
Thoughts/ideas on the Future of Self Tracking(i.e. the Notch Thesis)
Visuals as Self-IdentityVisualizations will be the most visible part of self-tracking. Service’s visual output will be anchor for users’ self-identity (think Instagram). Visualizations + Facebook Photos = the new face of health-tracking.
Voice of a Generation.For Millennials, “‘Smart and funny’ is the new ‘rock ‘n’ roll’” (Nick Shore, MTV Research). Creating a voice that’s smart, approachable, optimistic, and not-taking-itself-too-seriously.
Feel Good, Inc.Positive affect drives engagement. Uncovering the ‘human’ side of data finding self-tracking’s ‘Like’ button to create daily positive health experiences.
Quantified Us.Tracking ( visualizing) data at the aggregated group level.
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