Product success depends on a mix of user psychology, design creativity and engineering execution. Learn how technology entrepreneurs integrate these disparate areas to bring a desirable product to market. This presentation will explore the roles of consumer and designer, cover steps and strategies to create a holistic product experience and discuss the importance of prototyping correctly. Emphasis will be placed on identifying development gaps as well as practical approaches for product development teams. Lessons and examples of design and engineering in the product creation process will be covered.
8. Long career of New
• 20 years in new product design
• Ph.D. mechanical engineer
• Hardware focus
• Paradigms for success
2001 2004 2006 2008 2012 2014
10. Minimum Viable Product (MVP)
> …that version of a new product which allows a team to
collect the maximum amount of validated learning about
customers with the least amount of effort. – Eric Ries
> Build the thing that lets you test your assumptions…fast.
– Scott Thielman
It’s about getting to the learning efficiently
Lean startup
principles
11. You are accountable for success
No longer OK to learn at launch
https://steveblank.com/2014/07/30/driving-corporate-innovation-design-thinking-customer-development/
Lean startup
principles
12. Lean is the new black
> …existing companies execute a business
model, start-ups look for one. – Steve Blank
> You are in a race…to learn
– Validate or refute assumptions
– Customer development
– Test assumptions
> Rapid MVPs enable progress
> Learn the most you can with your budget
More desirable product
https://goelevenprodcdn.blob.core.windows.net/images/guidance/validatedlearningcycle.png
Lean startup
principles
14. YOUR CHOICE
> Validated learning will happen
> MVP lets you choose when
> Avoid “feature complete” fallacy
> Learn what features are wanted
Tested assumptions reduce uncertainty
Lean startup
principles
15. DOES IT WORK WITH HARDWARE
PRODUCTS?
> Difficulty in launching
> Higher expectations
> (Dan Ostrower in Wired, 11/3/14)
> Need Hardware MVP tactics
Hardware MVP demands ingenuity
Lean startup
principles
16. HARDWARE PITFALLS
> Over-specification
> “we are bringing an MVP to market”
> Voice of customer (ex: Netflix que)
Don’t let these derail your
build, measure, learn cycle.
Lean startup
principles
17. SCOTT’S FOUR INSIGHTS
> Test value proposition
> User insights research
> Prototyping
> The Development Kit
Tactics that work for hardware
Lean startup
principles
18. LEADERSHIP PERSONAS
> Innovative Thinker (inventor)
> Strategic Visionary (chief momentum officer)
> Technical Program Manager (project manager)
Earmarks of successful startups
Personas
19. INNOVATIVE THINKER
> Idea person
> It’s their baby
> Familiar with unmet need
> Love to create new things
> Founder, CTO, CMO, CSO
Involved at the birth of the company
Personas
20. STRATEGIC VISIONARY
> Opportunity focused
> Builds success narrative
> Puts the pieces together
> Matches budget to priorities
> CEO or President
Involved when capital must be raised
Personas
21. TECHNICAL PROGRAM MANAGER
> Planner
> Spans multiple domains
> Focused on process and progress
> Has purchase and hiring authority
> VP of Engineering, Director of Product
Involved when milestones must be met
Personas
Slide 1 - Design Driven Product development (who we are)
summary:
Thanks John and Life Science WA
community of innovators
PCS 1999 - industrial designer and mechanical engineer
consultancy to support hardware companies
text:
Thanks John, and thank you Life Science Washington for putting on this important event. We really are blessed with a community of innovators in the life science sector in our region. Perhaps none more so than our keynote that I'll introduce shortly. LSINW celebrates and promotes that innovation. The innovations at Product Creation Studio go back to 1999 when an industrial designer and mechanical engineer started building a consultancy to support hardware companies with design driven engineering services.
Slide 4 - Award Winning Innovation
summary:
local innovator (Lumithera) -> most innovative supplier
MD&M West
LSWA community can be proud
Our work for a local innovator, Lumithera, helped us capture the award for the most innovative supplier at this year's medical device and manufacturer's conference down in anaheim. If you've attended MD&M West you know it is one of the biggest industry events on the west coast with a sea of suppliers eager to offer device innovations. The Life Science Wa community can be proud that one of their local sons was singled out from among 1000s of suppliers to receive an award for innovation.
Slide 2 - Enhance lives (why we do it)
summary:
creativity and UX -> medtech
design thinking + engineering rigor = products that enhance lives
Key roles for diagnotics - ultrasound, analyzers
approachable therapeutics - dermatology, dental, opthalmology
biotech and pharms - drug deliver & patient compliance
Leveraging our creativity and passion for great product experiences we quickly gravitated toward the medtech space where our combination of design thinking and engineering rigor could have the greatest impact on products that really enhance live. We played key development roles in diagnostics including ultrasound systems and blood analyzers. We have created approachable designs for therapeutics in the dermatology, dental, ophthalmology spaces. And drug delivery and compliance innovations for biotech and pharma companies.
Slide 2 - Enhance lives (why we do it)
summary:
creativity and UX -> medtech
design thinking + engineering rigor = products that enhance lives
Key roles for diagnotics - ultrasound, analyzers
approachable therapeutics - dermatology, dental, opthalmology
biotech and pharms - drug deliver & patient compliance
Leveraging our creativity and passion for great product experiences we quickly gravitated toward the medtech space where our combination of design thinking and engineering rigor could have the greatest impact on products that really enhance live. We played key development roles in diagnostics including ultrasound systems and blood analyzers. We have created approachable designs for therapeutics in the dermatology, dental, ophthalmology spaces. And drug delivery and compliance innovations for biotech and pharma companies.
Slide 3 - Continuing design driven development
summary:
17th year -> SLU near ISB
30+ strong
companies of all sizes - new product
client seek collaborative/innovative teams
In our 17th year we are now over 30 people strong headquartered in South Lake Union, not far from Dr. Hood's Institute for Systems Biology. We have supported companies of all sizes but always with an eye toward a new product introductions; our clients are often first-movers in their market and they seek a collaborative and innovative team.
Slide 4 - Award Winning Innovation
summary:
local innovator (Lumithera) -> most innovative supplier
MD&M West
LSWA community can be proud
Our work for a local innovator, Lumithera, helped us capture the award for the most innovative supplier at this year's medical device and manufacturer's conference down in anaheim. If you've attended MD&M West you know it is one of the biggest industry events on the west coast with a sea of suppliers eager to offer device innovations. The Life Science Wa community can be proud that one of their local sons was singled out from among 1000s of suppliers to receive an award for innovation.
Slide 5 - Data Driven Product Development
innovate how we innovate
inventor or global dev co. -> run like startup
device companies embrace data - patients, clincians, buyers
norm to test and validate assumptions about consumer
lean startup concepts in enterprise
PCS embracing concepts to deliver customer delight
For PCS, whether you are a physician inventor or a global device company you probably want to run your new product development program like a startup. Like never before, device companies are embracing data about the patients they serve, the clinicians using their products and the buyers of those products. It is fast becoming the norm to test assumptions about consumers to wring out market uncertainty as early as possible. These Lean startup concepts are infiltrating to the highest reaches of enterprise. At PCS we are excited about innovations in innovation that help create product experiences that not only meet the need but delight the users.
Slide 4 - Award Winning Innovation
summary:
local innovator (Lumithera) -> most innovative supplier
MD&M West
LSWA community can be proud
Our work for a local innovator, Lumithera, helped us capture the award for the most innovative supplier at this year's medical device and manufacturer's conference down in anaheim. If you've attended MD&M West you know it is one of the biggest industry events on the west coast with a sea of suppliers eager to offer device innovations. The Life Science Wa community can be proud that one of their local sons was singled out from among 1000s of suppliers to receive an award for innovation.
Slide 4 - Award Winning Innovation
summary:
local innovator (Lumithera) -> most innovative supplier
MD&M West
LSWA community can be proud
Our work for a local innovator, Lumithera, helped us capture the award for the most innovative supplier at this year's medical device and manufacturer's conference down in anaheim. If you've attended MD&M West you know it is one of the biggest industry events on the west coast with a sea of suppliers eager to offer device innovations. The Life Science Wa community can be proud that one of their local sons was singled out from among 1000s of suppliers to receive an award for innovation.
Chihuly Garden and Glass exhibit at Seattle Center
demonstration put on by artists from the Pratt Fine Arts Center
This is actually a free-form manufacturing process conducted by two or more
choreography between lead and assistant
One error can waste hours of work
Biggest enjoyment: working with people who shared his enthusiasm for the artform
This rang true to me in the sense of product development, particularly with medical device
A noble end goal is important but disruptions happen (pivots)
good teams enjoy the work not just the output
Great people want to be part of this orchestrated enthusiasm.
Now how does this relate to Medical Technology?
Medical devices can be broadly grouped into three areas: diagnostics, therapies and monitors.
All of these require, or soon will require Integration of
Connectivity
Sensors
Tech integrations – logic, power, display, sensor
Quality
Security
Similar requirements as aerospace. Puget Sound is set up to serve the market.
Slide 4 - Award Winning Innovation
summary:
local innovator (Lumithera) -> most innovative supplier
MD&M West
LSWA community can be proud
Our work for a local innovator, Lumithera, helped us capture the award for the most innovative supplier at this year's medical device and manufacturer's conference down in anaheim. If you've attended MD&M West you know it is one of the biggest industry events on the west coast with a sea of suppliers eager to offer device innovations. The Life Science Wa community can be proud that one of their local sons was singled out from among 1000s of suppliers to receive an award for innovation.
Slide 6 - You can learn more about new product innovations at our booth and in our talk tomorrow. now I'm honored to introduce an innovator that we can only hope to emulate...