FROM THE OUTSIDE IN: DESIGN FOR WEARABLES              Questions -> @SonnyVu
2001 – AgaMatrix HQ (Srid & Sonny’s apartment)
2001 – AgaMatrix HQ (Srid & Sonny’s apartment)
2001 – WaveSense 1.0
2002 – Celebrating our seed funding with the Basement Crew (Ian, Baoguo, Stuart, employees 1-3)
2002 – AgaMatrix HQ (basement)
2003 – Pivot #1 - It’s the strips stupid. (our first cleanroom)
2004 – Weekly all hands meeting
2005 – Pivot #2 - get other people to make the strips (AgaMatrix HQ in New Hampshah!)
2006 – (March 30) First product shipment
2006 – Times Square
2007 – Pivot #3 - Get other people to help market (private label strategy)
2007 – The word gets out (AADE conference)
2007: Make more!!!2008 – More strips needed (new factory in Asia)
20082009 – Pivot #4: Mobile (Apple clearance: world’s 1st iPhone hardware medical device)     – Times Square
2010 – (March 30) Deal with Sanofi (EASD conference in Stockholm)
1,000,000,000+ biosensors (strips) sold3,000,000+ glucose meters sold300+ awesome production staff in Asia130+ incredible ...
“Not bad.”       - SJ
WEARABLES:THE NEXT ERA IN  COMPUTING?
LAPTOP   SMARTPHONE   TABLET
CLOUD                         1000’s OF STARTUPS             COMPUTINGLAPTOP      SMARTPHONE        TABLET                ...
FITTECH & WELLTECH
CLIPS                             LIFE COMM BELTFITBIT   STRIIV     ZAMZEE                                   CLIP
STRAPS / ARMBANDSBODY MEDIA      ZEPHYR BIO    WAHOO FITNESS                HARNESS 3    HEART RATE STRAP
WRIST WORNNIKE       JAWBONE UP     BASIS   MOTOACTV LIFECOMM WATCHFUEL
SLEEP RELATEDZEO               LARK
PATCHESDUOFERTILITY   DEXCOM    METRIA   CORVENTIS   PROTEUSBIO                                               MEDICAL
SHOE WORNADIDAS MICOACH   NIKE IPOD   NIKE PLUS   WAHOO FITNESS                                            STRIDE
INTERNET CONNECTED SCALEFITBIT’ ARIA SCALE   WITHING’S SCALE   IHEALTH SCALE
BLOOD PRESSURE MONITORSIHEALTH BLOOD PRESSURE   WITHINGS BLOOD PRESSURE
SHIRTS   NUUBO                NUMETREXSOMNUS SHIRT            SQUID SHIRT
• Head-worn• Straps• Shirts• Wrist-worn• Clips• Shoe-worn / Foot pods
• Head-worn               Apps• Straps• Shirts• Wrist-worn• Clips• Shoe-worn / Foot pods
Awkward...
Awkward...
STARTBE A USER
STARTBE A USER            WATCH USERS
STARTBE A USER            WATCH USERSPROTOTYPE
START          BE A USERREFLECT               WATCH USERS          PROTOTYPE
Current thinking(wearables 1.0)
Current thinking   What can   Encase in   Make it pretty   Strap/clip it(wearables 1.0)    tech do?    plastic    make it ...
Current thinking   What can   Encase in   Make it pretty   Strap/clip it(wearables 1.0)    tech do?    plastic    make it ...
Current thinking   What can   Encase in   Make it pretty   Strap/clip it(wearables 1.0)    tech do?    plastic    make it ...
Current thinking    What can      Encase in    Make it pretty    Strap/clip it(wearables 1.0)     tech do?       plastic  ...
WEARABLES 2.0 UPGRADE YOUR SOFTWEAR  Wearables 1.0       Wearables 2.0    IRONMAN
THE IDEAL COMBINATION          &
38
FOGG BEHAVIOR MODELHIGHMOTIVATIONLOW             HARD TO DO           EASE OF USE   EASY TO DO
FOGG BEHAVIOR MODELHIGHMOTIVATION                                  MIGHT DO/USE                WILL NOT DO/USELOW         ...
FOGG BEHAVIOR MODELHIGH                                                       WILL DO/USE ALL THE TIMEMOTIVATION          ...
FOGG BEHAVIOR MODELHIGH                                                       WILL DO/USE ALL THE TIMEMOTIVATION          ...
MOTIVATION   EASE OF USE
MOTIVATION                                                     EASE OF USE                                                ...
MOTIVATION                                                           EASE OF USE                                          ...
MOTIVATION                                                           EASE OF USE                                          ...
MOTIVATION                                                           EASE OF USE                                          ...
TIMELINE2011   2012              2013   2014
TIMELINE$750k Seed 2011        2012              2013   2014
TIMELINE$750k Seed                       prototypes 2011                         2012                       2013   2014   ...
TIMELINE                                              $840k + on                                                Top #2$750...
SAN FRANCISCO                                     INDUSTRIAL DESIGN                                   HARDWARE ENGINEERING...
SHINE      1           2                3              4DOWNLOAD APP    WEAR IT        TAP TO FIND   SYNCHRONIZEAND SET DA...
APPHOME SCREEN   SET GOALS         SYNC DATA   SEE INSIGHTS
TOP VIEWSIDE VIEW
MATERIALS MATTER                                          MISFIT SHINEPlastic/Rubber   Plastic w/metal parts   Metal/leath...
WEAR IT ANYWHERE                   Hair               Necklace                    Bra              Bra                Broo...
WEAR IT ANYWHEREFormal   Business     Business Casual   Casual   Fitness   Swimwear
ARE CONSUMERS GOING TO BUY SHINE?
CONSUMER TEST CAMPAIGN
CONSUMER TEST CAMPAIGN$846,497 raised659,634 YouTube views10,000+ Shines pre-ordered7,955 customers117 unique press placem...
8 TIPS FOR CROWDFUNDING1) KNOW WHAT YOUR GOAL IS.2) HAVE A GREAT STORY.3) HAVE GREAT MEDIA ASSETS (PHOTOS, VIDEOS).4) BE C...
PRODUCTSSATURN         MARS      JUPITER(JUN ’13)    (JAN ’14)   (H2 ’14)
WANT TO GET INVOLVED?    BE A MISFIT             TRY OUT EARLY BUILDSHARDWARE ENGINEERFIRMWARE ENGINEER                   ...
PAH13 Sonny Vu from Misfit Wearables
PAH13 Sonny Vu from Misfit Wearables
PAH13 Sonny Vu from Misfit Wearables
PAH13 Sonny Vu from Misfit Wearables
PAH13 Sonny Vu from Misfit Wearables
PAH13 Sonny Vu from Misfit Wearables
PAH13 Sonny Vu from Misfit Wearables
PAH13 Sonny Vu from Misfit Wearables
PAH13 Sonny Vu from Misfit Wearables
PAH13 Sonny Vu from Misfit Wearables
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PAH13 Sonny Vu from Misfit Wearables

  1. 1. FROM THE OUTSIDE IN: DESIGN FOR WEARABLES Questions -> @SonnyVu
  2. 2. 2001 – AgaMatrix HQ (Srid & Sonny’s apartment)
  3. 3. 2001 – AgaMatrix HQ (Srid & Sonny’s apartment)
  4. 4. 2001 – WaveSense 1.0
  5. 5. 2002 – Celebrating our seed funding with the Basement Crew (Ian, Baoguo, Stuart, employees 1-3)
  6. 6. 2002 – AgaMatrix HQ (basement)
  7. 7. 2003 – Pivot #1 - It’s the strips stupid. (our first cleanroom)
  8. 8. 2004 – Weekly all hands meeting
  9. 9. 2005 – Pivot #2 - get other people to make the strips (AgaMatrix HQ in New Hampshah!)
  10. 10. 2006 – (March 30) First product shipment
  11. 11. 2006 – Times Square
  12. 12. 2007 – Pivot #3 - Get other people to help market (private label strategy)
  13. 13. 2007 – The word gets out (AADE conference)
  14. 14. 2007: Make more!!!2008 – More strips needed (new factory in Asia)
  15. 15. 20082009 – Pivot #4: Mobile (Apple clearance: world’s 1st iPhone hardware medical device) – Times Square
  16. 16. 2010 – (March 30) Deal with Sanofi (EASD conference in Stockholm)
  17. 17. 1,000,000,000+ biosensors (strips) sold3,000,000+ glucose meters sold300+ awesome production staff in Asia130+ incredible employees at R&D Center in Boston110+ patents20+ countries where our products can be found15+ FDA-cleared products2 of the world’s 1st hardware medical devices to work with the iPhone1 vision for delighting users0 compromises in our mission to serve the diabetes community 2011 – Stats – Where we are now
  18. 18. “Not bad.” - SJ
  19. 19. WEARABLES:THE NEXT ERA IN COMPUTING?
  20. 20. LAPTOP SMARTPHONE TABLET
  21. 21. CLOUD 1000’s OF STARTUPS COMPUTINGLAPTOP SMARTPHONE TABLET OPEN TERRITORY WEARABLE COMPUTING
  22. 22. FITTECH & WELLTECH
  23. 23. CLIPS LIFE COMM BELTFITBIT STRIIV ZAMZEE CLIP
  24. 24. STRAPS / ARMBANDSBODY MEDIA ZEPHYR BIO WAHOO FITNESS HARNESS 3 HEART RATE STRAP
  25. 25. WRIST WORNNIKE JAWBONE UP BASIS MOTOACTV LIFECOMM WATCHFUEL
  26. 26. SLEEP RELATEDZEO LARK
  27. 27. PATCHESDUOFERTILITY DEXCOM METRIA CORVENTIS PROTEUSBIO MEDICAL
  28. 28. SHOE WORNADIDAS MICOACH NIKE IPOD NIKE PLUS WAHOO FITNESS STRIDE
  29. 29. INTERNET CONNECTED SCALEFITBIT’ ARIA SCALE WITHING’S SCALE IHEALTH SCALE
  30. 30. BLOOD PRESSURE MONITORSIHEALTH BLOOD PRESSURE WITHINGS BLOOD PRESSURE
  31. 31. SHIRTS NUUBO NUMETREXSOMNUS SHIRT SQUID SHIRT
  32. 32. • Head-worn• Straps• Shirts• Wrist-worn• Clips• Shoe-worn / Foot pods
  33. 33. • Head-worn Apps• Straps• Shirts• Wrist-worn• Clips• Shoe-worn / Foot pods
  34. 34. Awkward...
  35. 35. Awkward...
  36. 36. STARTBE A USER
  37. 37. STARTBE A USER WATCH USERS
  38. 38. STARTBE A USER WATCH USERSPROTOTYPE
  39. 39. START BE A USERREFLECT WATCH USERS PROTOTYPE
  40. 40. Current thinking(wearables 1.0)
  41. 41. Current thinking What can Encase in Make it pretty Strap/clip it(wearables 1.0) tech do? plastic make it cheap on people
  42. 42. Current thinking What can Encase in Make it pretty Strap/clip it(wearables 1.0) tech do? plastic make it cheap on people THERE’S GOT TO BE A BETTER WAY
  43. 43. Current thinking What can Encase in Make it pretty Strap/clip it(wearables 1.0) tech do? plastic make it cheap on people THERE’S GOT TO BE A BETTER WAY(wearables 2.0)
  44. 44. Current thinking What can Encase in Make it pretty Strap/clip it(wearables 1.0) tech do? plastic make it cheap on people THERE’S GOT TO BE A BETTER WAY What do Invent tech Make no Design for people wear needed that compromises manufacturing(wearables 2.0) now all can be on comfort from the the time? embedded fashion beginning
  45. 45. WEARABLES 2.0 UPGRADE YOUR SOFTWEAR Wearables 1.0 Wearables 2.0 IRONMAN
  46. 46. THE IDEAL COMBINATION &
  47. 47. 38
  48. 48. FOGG BEHAVIOR MODELHIGHMOTIVATIONLOW HARD TO DO EASE OF USE EASY TO DO
  49. 49. FOGG BEHAVIOR MODELHIGHMOTIVATION MIGHT DO/USE WILL NOT DO/USELOW HARD TO DO EASE OF USE EASY TO DO
  50. 50. FOGG BEHAVIOR MODELHIGH WILL DO/USE ALL THE TIMEMOTIVATION TURN-AROUND TEST MIGHT DO/USE WILL NOT DO/USELOW HARD TO DO EASE OF USE EASY TO DO
  51. 51. FOGG BEHAVIOR MODELHIGH WILL DO/USE ALL THE TIMEMOTIVATION TURN-AROUND TEST MIGHT DO/USE WILL NOT DO/USELOW HARD TO DO EASE OF USE EASY TO DO
  52. 52. MOTIVATION EASE OF USE
  53. 53. MOTIVATION EASE OF USE LOWFUN INTERACTION COMPLEXITYUSER EXPERIENCEBORING HIGH ACTIVE USER NO USER NON-ESSENTIAL LIFE RELEVANCE CRITICAL PASSIVENESS INTERVENTION INTERVENTION
  54. 54. MOTIVATION EASE OF USE LOWFUN HIGH MOTIVATION INTERACTION COMPLEXITYUSER EXPERIENCE LOW MOTIVATIONBORING HIGH ACTIVE USER NO USER NON-ESSENTIAL LIFE RELEVANCE CRITICAL PASSIVENESS INTERVENTION INTERVENTION
  55. 55. MOTIVATION EASE OF USE LOWFUN HIGH MOTIVATION EASY TO USE INTERACTION COMPLEXITYUSER EXPERIENCE LOW MOTIVATION HARD TO USEBORING HIGH ACTIVE USER NO USER NON-ESSENTIAL LIFE RELEVANCE CRITICAL PASSIVENESS INTERVENTION INTERVENTION
  56. 56. MOTIVATION EASE OF USE LOWFUN HIGH MOTIVATION EASY TO USE INTERACTION COMPLEXITYUSER EXPERIENCE LOW MOTIVATION HARD TO USEBORING HIGH ACTIVE USER NO USER NON-ESSENTIAL LIFE RELEVANCE CRITICAL PASSIVENESS INTERVENTION INTERVENTION
  57. 57. TIMELINE2011 2012 2013 2014
  58. 58. TIMELINE$750k Seed 2011 2012 2013 2014
  59. 59. TIMELINE$750k Seed prototypes 2011 2012 2013 2014 Founders Fund, Khosla on $7.6M Series A
  60. 60. TIMELINE $840k + on Top #2$750k Seed prototypes CES Gadget Ships 2011 2012 2013 2014 Founders Fund, Khosla on ISO 13485 certified at Specialty Retail $7.6M Series A
  61. 61. SAN FRANCISCO INDUSTRIAL DESIGN HARDWARE ENGINEERING SEOUL SENSOR DEVELOPMENT & MANUFACTURINGHO CHI MINH CITY DATA DEVELOPMENTSOFTWARE ENGINEERING UX & GRAPHIC DESIGN COMPANY OPERATIONS
  62. 62. SHINE 1 2 3 4DOWNLOAD APP WEAR IT TAP TO FIND SYNCHRONIZEAND SET DAILY OUT HOW YOU WITH APP BYACTIVITY GOAL ARE DOING PLACING ON TOP OF PHONE
  63. 63. APPHOME SCREEN SET GOALS SYNC DATA SEE INSIGHTS
  64. 64. TOP VIEWSIDE VIEW
  65. 65. MATERIALS MATTER MISFIT SHINEPlastic/Rubber Plastic w/metal parts Metal/leather Precious metals Precious stones
  66. 66. WEAR IT ANYWHERE Hair Necklace Bra Bra Brooch Arm Wrist Hip HipMISFIT SHINE Ankle Shoe Shoe
  67. 67. WEAR IT ANYWHEREFormal Business Business Casual Casual Fitness Swimwear
  68. 68. ARE CONSUMERS GOING TO BUY SHINE?
  69. 69. CONSUMER TEST CAMPAIGN
  70. 70. CONSUMER TEST CAMPAIGN$846,497 raised659,634 YouTube views10,000+ Shines pre-ordered7,955 customers117 unique press placements (incl. Jeopardy!)64 countries ordered and all50 states2 International product design awards0 PR firms used, just word of mouth
  71. 71. 8 TIPS FOR CROWDFUNDING1) KNOW WHAT YOUR GOAL IS.2) HAVE A GREAT STORY.3) HAVE GREAT MEDIA ASSETS (PHOTOS, VIDEOS).4) BE CREDIBLE.5) LINE UP AND PROPERLY TIME PRESS / SOCIAL MEDIACOVERAGE.6) THINK THROUGH YOUR PERKS/TIERS CAREFULLY.7) FOLLOW UP AND ENGAGE WITH YOUR AUDIENCEREGULARLY.8) STUDY OTHER CAMPAIGNS.
  72. 72. PRODUCTSSATURN MARS JUPITER(JUN ’13) (JAN ’14) (H2 ’14)
  73. 73. WANT TO GET INVOLVED? BE A MISFIT TRY OUT EARLY BUILDSHARDWARE ENGINEERFIRMWARE ENGINEER WEEKLY USER STUDIES COMMERCIAL (SUBJECT: USER STUDY) ASSOCIATEMOBILE UX DESIGNERsonny@misfitwearables.com chris@misfitwearables.com
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