AI Design Hackathon

Amber

Never lose what matters.

After Initial Brainstorming with Claude

The starting point

Amber is fossilized tree resin — nature's way of preserving moments in time. Warm to the touch. Golden when light passes through.

Form: Pendant, jewelry aesthetic, warm colors
Positioning: "Wear it when it matters"
Initial tagline: "Preserve moments"

My Approach

Foundation-first design

Philosophy → JTBD → Research → Audience → Positioning → Brand → Research → PRD

6 foundation documents before any design work.

01-PHILOSOPHY: Device as extension of self, not third presence
02-JTBD: Preserve what was said to be fully present
Deep Research: Gemini Deep Research + Claude Research
03-AUDIENCE: Patients & Families → Professionals → Students → Personal
04-POSITIONING: Warm vs cold tech, file-first vs cloud
05-BRAND: Warmth = security, not nostalgia
06-PRD: Audio-first, no camera, file-first architecture

01-PHILOSOPHY.md

The core insight

The privacy problem with AI wearables isn't the device — it's the framing. Humane Pin, Friend, Rabbit R1 created a "third presence" in conversations. Creepy.

Philosophy Decision

Device is part of you, not separate. Like glasses help you see → Amber helps you remember.

02-JTBD.md

Jobs to Be Done

Framework: "When I..., I want..., so I can..."

When I'm in a conversation that matters, I want to preserve exactly what was said, so I can be fully present and recall it perfectly later.

Emotional Job

Peace of mind, not anxiety. I won't forget.

Research → Pivot

What the data told us

Market Landscape

Plaud Note: $10M+ sales (audio-only)
Meta acquired Limitless, killed hardware
Companion positioning = saturated

The Insight

You can't aim a pendant like a camera
Audio captures words, tone, pauses
40-80% medical info forgotten immediately

Pivot Decision

Audio-first. No camera. The value is in the words.

03-AUDIENCE.md

Who has this job most urgently?

Segment	Urgency	Why
Patients & Families	Highest	40-80% forgotten, health stakes
Professionals	High	Deals lost, context missing
Students/Learners	High	Can't listen & take notes
Personal	Medium	Meaningful but lower frequency

Audience Decision

Patients & Families primary. Highest stakes, clearest pain.

04-POSITIONING.md

How is Amber different?

	Plaud	Meta	Amber
Vibe	Cold, utilitarian	Surveillance	Warm, personal
Data	Cloud sync	Meta servers	File-first, yours
Market	Meetings	Always-on	Life conversations
Price	$159 + subscription	Free (you're the product)	$349, no subscription

05-BRAND.md

Brand personality

Warm — Not cold tech. A comfort object.
Quiet — No personality, no voice, no opinions.
Honest — Doesn't disguise what it is.
Secure — Wearing it means peace of mind.
Timeless — Like amber itself.

Brand Voice

Say vs Don't Say

Say

Preserve, Keep, Remember
"Wear it when it matters"
"Peace of mind"
"Be present"

Don't Say

Record, Capture, Store
AI assistant, companion
"Always with you" (surveillance)
Tech jargon, feature-speak

Physical Product

Industrial design

Form & Material

Asymmetric pebble, zirconia ceramic, kaolin-inspired cream

Trust Light

Edge glow through ceramic. Amber = preserving. No camera.

06-PRD.md

Product definition

Interaction: Wear = record. Remove = stop. No buttons.
Audio: Crystal-clear conversation capture.
Search: "What did Dr. Chen say about the medication?"
Storage: 64GB local. File-first sync.

$349. No subscription.

Software is cheap now. No server costs = no SaaS needed. Your files work with any AI.

Execution

Deliverables

Brand Identity	Guidelines, tokens, typography	15%
Marketing Website	Home + Medical + Professional	25%
Mobile App	5 key screens	20%
Desktop Dashboard	Timeline, Search, People	20%
Campaign Visuals	4 audiences, 13 images	20%

Badge option for professional settings

Live Demo

See the deliverables

Website Home Medical Page Professional Page Mobile App Desktop Dashboard Campaign Gallery

Summary

Key decisions

Audio-first ← Can't aim a pendant like a camera
Audience prioritization ← Patients & Families → Professionals → Students → Personal
File-first architecture ← Privacy differentiation vs Meta
Warmth = security ← Not nostalgia, but peace of mind
Intentional use ← "Wear it when it matters"
No camera ← Cameras trigger surveillance response
$349, no subscription ← Your files, your storage costs

Amber

Never lose what matters.