RFad
Interaction Design
RFad is a futuristic, ‘Minority Report’ style concept using RFID implant technology, to enable targeted advertising. There are existing examples of RFID implants, being used in everyday life. Implants are currently being used in the US, in 5000 patients to record medical history and information. RFad is based on the idea that in years to come, RFID implants are commonplace in everyday life. In 2010, we have targeted adverts everywhere we go; Facebook already takes advantage of knowing users interests, and advertises directly to them with adverts that are relevant.
Users of RFad, will already have an RFID implant for purposes such as gaining access to their car, or home. When these users walk past a long distance RFID reader, their implant is read. The implant matches to the user’s social networking page, which lists their interests and hobbys. Anticipating the direction they are walking, a digital billboard will activate with an appropriate advert for that user, just before they come in viewing distance.
We were able to build a fully working prototype in the project, using RFIDs recognized by an arduino. I also produced a poster to explain the heavy research behind the idea, involving many of our HCI and ethical issues.
