Universal design business_symposium_tokyo_01rc

Meaning and impact: Design that matters Universal Design Business Symposium 2010 Tokyo, Japan June 18, 2010 Ravi Chhatpar Strategy Director

we are frog

what does it mean for design to matter, to have meaning and impact?

but what about social impact? how do we know when design matters?

what does this tell us about design that matters?

10,000,000 120,000 1. OUTREACH 2. TESTING 3. TREATMENT 40% 10% 5% 2% 1% 4,000,000 400,000 500,000 200,000 120,000 People estimated HIV positive people People who have People currently in People still in HIV infected in KZN. who will develop been tested and treatment. 40% defaulttreatment after AIDS each year. know their status in 2 years. two years. (cumulative)

Ensure the product is usable (and smart and beautiful) 23

Product Development Design, develop and test a new product or service Ensure the product is usable (and smart and beautiful) 23

Product Development Design, develop and test a new product or service 24

Product Management Build a business case, set Product Development design requirements Design, develop and test a (PRD) new product or service Ensure the product can be manufactured given cost constraints 24

is this enough?

adoption action USE

awareness exposure adoption action USE

awareness exposure motivation adoption triggers action USE

Product Management Build a business case, set Product Development design requirements Design, develop and test a (PRD) new product or service 32

Product Marketing Set screening criteria for operational Product Management decisions (MRD) Build a business case, set Product Development design requirements Design, develop and test a (PRD) new product or service Ensure the product can be operationalized in the ﬁeld 32

1 2 3 4 5 6

awareness exposure motivation adoption triggers action USE

awareness endorsement exposure recommend motivation adoption triggers action USE

awareness endorsement exposure recommend motivation adoption triggers action USE meaning

Product Marketing Set screening criteria for operational Product Management decisions (MRD) Build a business case, set Product Development design requirements Design, develop and test a (PRD) new product or service 37

Biz Unit Strategy Build business plan, set operational requirements Product Marketing Set screening criteria for operational Product Management decisions (MRD) Build a business case, set Product Development design requirements Design, develop and test a (PRD) new product or service Ensure the product can scale 37

Biz Unit Strategy Build business plan, set operational requirements Product Marketing Set screening criteria for operational Product Management decisions (MRD) Build a business case, set Product Development design requirements Design, develop and test a Commercialization & Launch (PRD) new product or service Build a marketing plan, rollout strategy, and launch plan Ensure the product can scale 37

OFF-THE-SHELF DIAGNOSTICS 1 Rapid advances in low cost diagnostic tools that provide immediate feedback. MODULAR PACKAGING 2 Low cost packaging that can be easily adapted to the needs of different markets. LOCAL ASSEMBLY & DISTRIBUTION 3 Active participation by the community in assembling and distributing the solution. INTEGRATED MOBILE SERVICES 4 Integrated mobile platform to deliver support through ultra low cost messaging services.

Biz Unit Strategy Build business plan, set operational requirements Product Marketing Set screening criteria for operational Product Management decisions (MRD) Build a business case, set Product Development design requirements Design, develop and test a Commercialization & Launch (PRD) new product or service Build a marketing plan, rollout strategy, and launch plan 42

Corporate Strategy Set goals and objectives for innovation efforts Biz Unit Strategy Build business plan, set operational requirements Product Marketing Set screening criteria for operational Product Management decisions (MRD) Build a business case, set Product Development design requirements Design, develop and test a Commercialization & Launch (PRD) new product or service Build a marketing plan, rollout strategy, and launch plan Ensure the product has impact 42

“The world’s biggest ﬁeld trial of mobile health technology.” - The Economist, ‘Doctor in your Pocket’ “The most ambitious patient-centered mobile health initiative on record.” - Rockefeller Foundation “The vanguard of global public health.” - Global Health Center, MGH

awareness endorsement exposure recommend motivation adoption triggers action USE meaning

Corporate Strategy Set goals and objectives for innovation efforts Biz Unit Strategy Build business plan, set operational requirements Product Marketing Set screening criteria for operational Product Management decisions (MRD) Build a business case, set Product Development design requirements Design, develop and test a Commercialization & Launch (PRD) new product or service Build a marketing plan, rollout strategy, and launch plan impact 46

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Universal design business_symposium_tokyo_01rc

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