Dot Incorporation created a free platform to empower visually impaired people to navigate the world, automate daily tasks, and lead independent lives.
Objective:
Most apps for blind people are limited. Camera-based object recognition apps are based on closed systems and are limited to identifying objects in the environment. Moreover, they do not offer any further interaction with other apps or smartphone functions.
They all rely on proprietary data and closed systems, designed for fixed use cases rather than increasing user needs. This leads to fragmentation and makes solutions increasingly expensive, forcing users to choose between adaptability and their individual needs.
The South Korean company Dot Incorporation (Dot Inc.) wanted to change that. Dot Inc.'s objective was to create more inclusion and independence for visually impaired people. The brand also wanted to revolutionize a market that offers mainly paid apps by developing one free, universally, and individually usable app that combined many applications into one. Furthermore, the brand wanted to develop an app that would function as a content platform which could be used and individually customized by users.
Target Audience:
For 285 million visually impaired people worldwide, it is difficult to lead an active and independent life. Unfamiliar environments pose a major challenge, so many visually impaired people do not dare to go on special outings, trips, and ventures. With this in mind, Dot Inc. wanted to create a free platform worldwide through which objects and distances could be recognized and linked to actions.
Creative Strategy:
The application Dot Go was born. It was designed to empower and help visually impaired people find their way around, recognize objects, and automate daily tasks to lead independent lives. Unlike existing solutions that are rigidly based on a manufacturer-specific database, Dot Go was designed to allow interaction with multiple technological models. Via a service and development platform, users are also able to make new data sets and self-programmed actions available to everyone, thus making an important contribution to the empowerment of the target group.
Dot Inc.'s idea: When a work of art is recognized via the app, for example, the corresponding Wikipedia entry is called up and read aloud, or the recognition of a stop sign is translated into a vibration of the user's smartphone. In short, any object could be linked to any action, so the possibilities were endless. Dot Go is thus more accurate, more versatile, and can be used in a far more individual way.
Overall Campaign Execution:
The distance to objects is currently measured using LiDAR technology in iPhone cameras. On the basis of existing data sets of other users or owned data sets, the object is identified and classified before a predefined internal (e.g. sound, vibration etc.) or external (e.g. timer, calling up a website.) action is triggered on the basis of a certain principle.
The app is set up intuitively. The interface is essentially similar to Apple's shortcuts app — a high and familiar standard. Users can access a large construction kit via the Dot Go platform and download numerous relevant preconfigured actions, such as a simple switch to energy-saving mode. The app can be operated via Siri enabling independent configuration by visually impaired people.
Mobile Execution:
By functioning as an open platform, existing presets can be adapted for individual objects, locations, and needs. The resulting library full of helpful tips serves more than just those effected. Brands, organizations, and institutions that want to create accessibility can tap into the existing technology and use Dot Go to cost-effectively create data sets and share them with the community. This innovative platform approach can significantly reduce the costs and effort associated with developing individual applications. For example, supermarket chains could pre-set their own parameters and share them on the platform to make it easier to shop in their store.
Flexibility:
To enhance usability, Dot Go offers accessories such as shirts and collars. Flexible hands-free use is enabled via NFC and shortcuts.
Availability:
Dot Go is available for download worldwide and free of charge from the App Store.
Context:
With most apps for blind people being limited Dot Inc. wanted to create more inclusion and independence for visually impaired and blind people. To this end, the brand created The Dot Watch, the first Braille smartwatch, followed by Dot Mini, Dot Translate, and Dot Public.
Evaluation:
After a promising launch of the first beta version in 2021, Dot Inc. received further funding as part of the "LAC Deep Tech Exchange Program" ($100,000 USD). Thus, the brand was able to further expand the functionality of the app and the public version of Dot Go could be launched in early 2022. Through skillful PR work, the brand reached around 50 million contacts in international coverage and Google searches for Dot Inc. increased by 40 percent.
Market Impact:
In addition, long-term partnerships have already been established, such as with Wheel the World — an organization dedicated to making tourism accessible to blind people. Further partnerships of this kind are in process.
Brand partnerships have generated over 1.9 million additional impressions so far. Dot Go can be downloaded free of charge from the app store and is used daily by thousands of visually impaired users, companies, brands, and organizations.
