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Tuesday, July 12, 2016

Comparing the customer experience of the Apple Watch and iPad

Way back in 2013 we used the AF brand app to evaluate the age friendliness of the Apple iPad customer experience. We were impressed with the results. The product, the retail channel, the online experience, the support the communications were all excellent.

We recently used the free AF Brand app to evaluate the age friendliness of the Apple Watch. The research was undertaken in the UK and Singapore.

Achieving an average AF audit score of 4.1 out of a possible 5, the Apple Watch performs well, but not as well as the iPad. The free version of the AF audit tool identified obvious opportunities for improvement.


For example, the Apple Watch challenges older eyes and finger dexterity while the user-interface poses cognitive challenges.

If we had used the full version of the AF Brand app we would have been able to identify many more issues

You can download a pdf of the case study here.




The AF Brands iPad app is a tool to help brands measure and monitor how well they meet the needs of customers throughout their lifetime, with particular consideration to the needs of ageing minds, bodies and senses.


Find out more about the free AF Brands app here.

Dick Stroud

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