In early 2013, we noticed a growing trend in the Quirky community: while our top-selling products were innovative stand-alone devices, we also saw an increasing number of ideas related to home products that could connect with smartphones and Wi-Fi networks. Recognizing the potential of the smart home concept, we decided to create a separate company to tackle this challenge.
Created at Quirky, NYC
CREATING WINK
With the support of GE, we established Wink as a new entity. Wink's main technology is its software, which functions as an open operating system, enabling seamless connections between various smart products from different brands. Users can easily control and link their smart-home devices through the Wink smartphone and tablet app. With a simple swipe, you can instruct the lights in your kitchen and dining room to turn on when the automated door unlocks, offering a truly integrated physical and digital user experience.
A SOHO GARAGE
To accommodate Wink's growth, we relocated it to a separate physical space in SoHo and made it a wholly-owned subsidiary of Quirky. This move allowed Wink to integrate with over 100 products from 15 consumer brands, even those directly competing with Quirky. Drawing inspiration from the humble beginnings of successful internet companies, we found the last available garage in SoHo to serve as the Wink office.
HARDWARE AND SOFTWARE INTEGRATION
At Quirky, our community of inventors eagerly embraced the creation of Wink, flooding us with their ideas for smart products. One such idea we acted upon immediately was Relay, a device designed to replace traditional wall-mounted light switches while keeping your phone in your pocket. With the Wink app running on its touchscreen controller, Relay served as a centralized command center, enabling easy management of all your favorite smart products from one location. It was an ideal solution for households with multiple users or those seeking a user-friendly alternative to traditional light switches.
THE LAUNCH EVENT
In July 2014, we launched the Wink app with a grand press event showcasing an extensive collection of connected home products on a single integrated platform. We transformed an apartment in SoHo into a demonstration space with a working garage to showcase the products.
MARKET STRATEGY
Our go-to-market strategy focused on becoming a leader in connected home distribution and storytelling, humanizing and simplifying this complex new category. We had three distinct channels: Wink.com served as our own e-commerce platform, giving us complete control over the customer experience.
RETAIL
In retail, we established Wink endcaps at Home Depot, Best Buy, and Target, spanning over 3,600 locations. These endcaps explained how various partner products worked together on the Wink platform. To make the smart home experience seamless and affordable for all, we collaborated with our partners to offer free Wink hubs by purchasing connected products.
50% of active Wink users have linked more than three devices to Wink, and that number continues to grow.
—2014 Data Point
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Designed at
Quirky + Wink, NYC
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Creatives
Quirky in-house team
Wink in-house team -
Photography + Videos
Quirky in-house team
Marshall Troy -
Wink.com
Designed at R/GA
Quirky in-house design team -
Advertising
Partners and Spade
Quirky in-house team