Presentation on the process of commercialization: starting from Design Thinking, User & Customer Analysis, to Ideate Solutions.

1. This project has received funding from European
Union’s Horizon 2020 Research and Innovation
Programme under Grant Agreement No 101007990.
Virtual health and Wellbeing Living Lab Infrastructure
Commercialization,
Design Thinking,
& User Analysis
Anthology Ventures
SUMMER SCHOOL 2023
Commercialization Bootcamp
June 6-7, Bilbao

2. Commercialization starts …

3. Commercialization starts here

4. Part 1: Design Thinking

5. Design is a funny word.
Some people think design is how
it looks.
But, of course, if you dig deeper,
it`s really how it works.
Steve Jobs

6. Design Thinking is a Process

7. Step 1: Empathize
Learn about the audience you are
designing for by observation and/or
interview:
Who is my user?
What matters to this person?
• observe
• engage
• understand

8. Who are we designing for?
What do they need?
What do they hate?
What do they love?
When, where, how do
they engage?
Who are they with?
How can we help?
What problems are
they facing?

9. Don’t ask what they want
If I had asked people what they
wanted, they would have said faster
horses.
Henry Ford
Needs are
human
physical and
emotional
necessities
Do not
design for
all people,
design for
individuals!

10. Step 2: Define
Create a point of view that is based
on your gathered interactions and
insights:
What are their needs?
Real needs?
Find
the real
need /
problem

11. What does she need?

12. Understand your user’s real need…
and the emotions associated with it
needs a way to
person
goal or need
insight or obstacle
[circle one]
Surprisingly // because // but…
Elizabeth
look decent when standing in a church, but at the same time sexy …
she wants the fiancé who is her ex-boyfriend to wonder if he has chosen the right girl….

13. What does he need?

14. Relate to…
FAMILY HEALTH TIME

15. Empathy Map

16. Understand your user’s real need…
and the emotions associated with it
needs a way to
person
goal or need
insight or obstacle
[circle one]
Surprisingly // because // but…
Rafael
Stay in close contact with Lillian, his mother (in a care home)
She’s had 3 proposals of marriage so far, and he’s worried she’ll accept!

17. Part 2: User & Customer Analysis

18. Needs | Problems
§ (User) Rafael needs a means of visual communication with his mother
§ (User) Lillian has difficulty setting up and using communication apps
§ (User/Customer) Lillian lives on a limited budget
§ (Users) not all residents have smartphones, laptops or tablets
§ (Stakeholder) Care Homes do not have the staff to assist residents
every day
§ (Customer) Care Homes pay a fixed-contract for internet and wifi
services at the facility

19. Mapping the problem
Hypothesis:
“Seniors in Care Homes
need assistance when using
VOIP (video) - based services & devices
to communicate with loved ones”

20. Mapping the problem
Hypothesis:
“Seniors in Care Homes
need assistance when using
VOIP (video) - based services & devices
to communicate with loved ones”

21. Mapping the problem
Hypothesis:
“Seniors in Care Homes
need assistance when using
VOIP (video) - based services & devices
to communicate with loved ones”
What kind of
assistance?
Why?
What kind of
devices?

22. Pandemic
Care Homes
Maintain
standard of care
& safety
Recruit/Retain
Staff
Maintain
Occupancy
Residents
Increased
standard of care
(health)
Companionship
& Activities
Needs
Video-based (VOIP) Platforms
Seniors = low tech-literacy
Tight budgets = lack of resources for devices
Mapping the problem

23. Voice & Video
Calls
Revenue
Model
(free/paid)
Interface
design
(accessibility)
Internet
speed
requirements
HW
dependency
VOIP apps
(Skype, Zoom,
Meet, Etc.)
yes B2C free,
B2B paid
Not intuitive Medium –
high
Yes – tablet,
phone, PC
(can be
existing)
Dedicated
devices
(Oscar, Amazon,
Grandpad,
VIewclix)
yes Purchase Designed for
Seniors
None – High Yes –
purchase of
new device is
required
Telephone Voice only Mobile
(consumer)
Landline
(facility)
N/A None Existing HW
usually
sufficient
Current Solutions:
How seniors can connect remotely to their loved ones

24. Assist
residents with
calls?
Yes
What type of
calls?
Who owns the
HW/SW?
How often?
How long do
the calls last?
Dedicated
staff?
No
Why not?
(no need, too
expensive,
etc.)
Try to be as analytical as possible when
you ask for information:
Express facts with numbers whenever
possible:
• “What is your current staff to resident
ratio?”
• “Is wifi available throughout the
facility?”
• “Do the rooms have televisions
installed?”
• ”What percent of the residents
request assistance with video calls?”
Needs Analysis: Our Customers: Care Homes

25. Connect
remotely with
loved ones??
Yes
Without
assistance?
Which
app/device?
What is
difficult? What is simple?
With
assistance?
How regularly? Who schedules
the sessions?
No
(why not?)
No means to
connect
No device
Do you use a
smart phone or
tablet?
My facility does
not offer
assistance
Is there a TV in
your room?
Can you watch
it without
assistance?
Examples of analytical information:
• Do you watch any content
through ‘streaming services” (ie,
Netflix)?
• Do you use a smartphone, tablet,
or PC (in general)
• How often?
• What is the optimal number of
times to see a loved one
remotely?
• Do you have a preferred staff
member to assist you with calls?
Needs Analysis: Our Users: Residents

26. Assist residents
to connect
remotely with
loved ones?
Yes
How many
residents?
How long on
average (per
call)?
How often
(day/wk)?
How do you
feel about
assisting them?
What is the
most difficult
part?
Is this an
additional
duty?
Does it impact
your
performance?
What are the
benefits of
providing this?
What are the
disadvantages?
No
(why not?)
No device
Residents not
able to engage
My facility does
not offer
assistance
Analytical Information:
• How has assisting residents
changed your workflow?
• Has your relationship with the
residents changed due to
providing assistance?
• What impact (of remote
connections) do you observe?
3. Needs Analysis: Our Partners: Staff

27. Step 3: Ideate Solutions
Generate
possible
solutions
The best way to get a good idea is to
get many ideas:
• Defer judgement
• Go for volume
• Visualise
• Build on ideas of others
• Stay on topic
• Encourage wild ideas

28. BRAND IDEATION: How would brand X do this?
Netflix:
§ Look ?
§ Feel ?
§ Value ?
Booking:
§ Look ?
§ Feel ?
§ Value ?

29. Solving the problem:
“Seniors in Care Homes
could use a streaming-style
TV-based communication platform
without the need for assistance from staff”

30. Netflix meets Zoom
§ TV-based (no additional device required)
§ Remote control is a familiar object
§ Interface can be designed in compliance with needs/protocols
§ Revenue model B2B or B2C: Subscription or pay-per-use
§ Reduced pressure on staff/facility
§ Increased independence for residents

31. This project has received funding from European Union’s Horizon 2020 Research and Innovation Programme under Grant Agreement No 101007990.
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info@vitalise-project.eu
Project coordinator:
Dr. Evdokimos Konstantinidis
Scientific coordinator:
Prof. Panos Bamidis
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Adriane Thrash
Managing Partner, Anthology Ventures
at@anthologyventures.com