Dutch Unpluq Tag helps avoid distraction: does it work?

Our phones are indispensable, but apps can also distract us at the same time. For example, we can fall asleep less easily or work does not work as smoothly. The Dutch start-up Unpluq has a small gadget that helps you in three ways not to be distracted by apps.

Unpluq Tag

Jorn Rigter and Tim Smits are two former students of Delft University of Technology and two years ago they launched a product that helps to be more concentrated. A USB-C stick that you put in your phone when you want to use apps like Instagram or Twitter. Without the stick, distracting apps are blocked.

The ‘Unpluq Key’ as their product was called has recently received a successor in the form of an NFC tag. The improved ‘Unpluq Tag’ as it has got you tapping on the back of your smartphone if you feel like scrolling through Tik Tok or testing the best dog owner apps. We received an Unpluq tag in the editorial and we discuss three ways it helps to avoid distractions. Finally, we give our unvarnished opinion.

1. The physical act

As soon as you install the accompanying Unpluq app, you immediately get the option to select apps that distract you. The app itself already gives a few suggestions. What makes Unpluq effective is that you have to do a physical act every time before opening Instagram or the best apps to follow the Tour de France. If you open a distracting app, you do so unconsciously and Unpluq turns that unconscious behavior into a conscious choice. You choose to take your tag, tap the back of your phone.

Once you’ve done that you can use the app, but there is also a way to discourage yourself even more. You can choose a small challenge that you have to complete before you can open the app. That is, for example, shaking your phone or scanning a QR code that is hanging against the wall on the other side of your house. Every time you’ve used the Unpluq Tag, you’ll continue to access distracting apps at a time of your choosing. For example, it can work for 5 or 10 minutes.

2. Handy Unpluq App

We usually talk about the Unpluq Tag, but most of the magic comes from the accompanying app. Whenever you open a distracting app, you’ll only see a notification stating that the app has been blocked, and asking you to hold the Unpluq Tag against the back of your phone.

You can also set time schedules that deny you access to apps that make you lose time. For example, you can set that you do not have access to Facebook or free games based on TV series during working hours, but when you are home in the evening. In that case you do not need the Unpluq Tag in the evening. The timetables are reminiscent of Android’s Focus Mode. For example, you could use a schedule that blocks social media apps during the work week and a second that reminds you not to use work apps on the weekend.

3. Track your progress

If you want to avoid bad behaviors like distraction, motivation also plays a role. In the Unpluq app you can therefore remind yourself how much time you have saved thanks to Unpluq Tag. You can also discover which apps still manage to command the most of your time. For example, you may come to the conclusion that it is better to block all Star Wars apps on your phone while working.

Does the Unpluq Tag also work?

“Yes” is the short answer, because you do indeed start to think more consciously about the way you spend your time. Still, the Tag won’t be of great value to everyone, and many users will also be able to avoid distractions with the built-in Focus Mode that works on any Android phone.

Still, the Unpluq Tag is certainly an improvement compared to its predecessor, the USB-c stick. It is not very pleasant to use your phone when a stick is plugged in. Furthermore, the app also handles the privacy of users well, because data is only stored locally on your phone. That’s important, because to work, the Unpluq app needs to be able to see which apps you’re using and even where you tap the screen. Those are very sensitive permissions and data that you don’t want to send to a company’s servers.

However, there is one drawback to underline, and that is the functions behind a paywall. When you buy a Tag you get access to Unpluq Premium for a year, or the full functionalities of Unpluq. After those 12 months, you can only set up two distracting apps in the app and you can no longer use time schedules. If you want these functions back, you have to pay 3.99 euros per month or 39.99 euros per year. That seems like a lot of money to us if you know that you have already spent an amount on the Tag first. Obviously, Unpluq wants to amass a source of income here after the Tags go over the counter, but this paywall seems to be a little too coercive.

Buy Unpluq Tag

The Unpluq tag is still available until Friday 1 July at a cheaper price via the crowdfunding site IndieGoGo. It costs 43 euros and comes with one year of free Unpluq Premium.