This document discusses considerations for developing connected devices. It begins by stating that connected devices require considering the entire user journey and stakeholders involved, not just the device. The document then covers integrating connected devices into a company's digital strategy. It discusses finding the right solution by understanding user needs, business requirements, and then technology. The document emphasizes the importance of the user experience and providing immediate value beyond just the technology. It provides examples and rules for connected device development with a focus on the overall user journey.

1. © 2016 Cambridge Design Partnership Ltd
A LITTLE KNOWLEDGE IS A DANGEROUS THING
CAREFUL DESIGN CONSIDERATIONS DURING THE
DEVELOPMENT OF CONNECTED DEVICES
Tom Lawrie-Fussey
20 July 2016

2. © 2016 Cambridge Design Partnership Ltd
2 INTRODUCTION
CONSIDER THE ENTIRE JOURNEY
20 July 2016
This is not just about the device.
This is a device and more crucially a service.
This is about the entire journey, involving all those stakeholders that interact
with it.
Normal rules don’t apply.

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CONNECTED DEVICE DEVELOPMENT
CONNECTIVITY

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20 July 2016
Your digital strategy and how connected
devices fit
The Device: Finding the sweet spot
The Experience: Wow not Why
Now what?
AGENDA

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WHAT IS IT?
Your digital strategy will almost certainly include:
New device development
Architectures
Collaborations/partnerships
Sales/service optimisation
Devising a cohesive way in which to embrace and adopt
the above is crucial.
Successful digital device solutions are those that link
into and inform many of the above elements.
20 July 2016
YOUR DIGITAL STRATEGY AND HOW CONNECTED DEVICES FIT

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Courtesy Bud Caddell, Digital Strategy 101
YOUR DIGITAL STRATEGY AND HOW CONNECTED DEVICES FIT
Digital allows a much more focused way to interact with
your customers. Listen and iterate, don’t just broadcast
WHAT’S DIFFERENT?
Fosters “Good Call” advertising campaign

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20 July 2016 Courtesy Bud Caddell, Digital Strategy 101
YOUR DIGITAL STRATEGY AND HOW CONNECTED DEVICES FIT
Digital allows a much more focused way to interact with
your customers. Listen and iterate, don’t just broadcast
WHAT’S DIFFERENT?

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8 YOUR DIGITAL STRATEGY AND HOW CONNECTED DEVICES FIT
MAPPING YOUR STRATEGY TO YOUR CUSTOMER
20 July 2016
Internet of
Things
Smart Devices
Connectivity
#2 Rule of connected device development is
do talk about connections with your customers

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9 YOUR DIGITAL STRATEGY AND HOW CONNECTED DEVICES FIT
EXAMPLE: LISTENING TO MUSIC
20 July 2016
A job is long-term stable unit of analysis for innovation
Products and services are merely point-in-time solutions that enable people to get a job done
Jobs make us re-think markets; opening up hidden avenues for growth, and helping us spot
disruptive threats
Point-in-time solutions to the job: Listen to recorded music

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Device
Seamless UI on device and App
The kit auto-upgrades itself
Architectures
Unique mesh network. The more you buy the better the service
becomes.
Collaborations/partnerships
Seamless link to all major music streaming services
Sales/service optimisation
Broad range of retail channels and demo stores
Connection to the customer
Emotional attachment. It brings musical fidelity to musical
convenience
YOUR DIGITAL STRATEGY AND HOW CONNECTED DEVICES FIT
EXAMPLE: LISTENING TO MUSIC // SONOS

11. © 2014 Cambridge Design Partnership LLP
20 July 2016
Your digital strategy and how connected devices fit
The Device: Finding the sweet spot
The Experience: Wow not Why
Now what?
AGENDA

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20 July 2016
Doctor
Power
Sensors
Buyer
User
Business
model
Investment
FINDING THE SWEET SPOT
Big Pharma
Communications
Mechanics
Materials
Route to
market
Success
criteria
Payer Service Provider

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13 FINDING THE SWEET SPOT
20 July 2016
1) STAKEHOLDERS
Unmet need?
Do people want one?
Does it allow the user to do less and get more?
2) BUSINESS
Don’t forget the harsh commercial realities of life. What is the
investment level needed? What will success look like to your
business?
3) TECHNOLOGY
#3 Rule of connected device development is
only when stakeholder and business needs are understood should
you then look to technology

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14 FINDING THE SWEET SPOT
1) STAKEHOLDERS
20 July 2016
Buyer
Payer
Big Pharma
Delivery Device
manufacturer
User Doctor
Service
Providers
Multiple connection types- information, device/product and money
Information flow is inherently bi-directional, and can now be instant

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15 FINDING THE SWEET SPOT
EXAMPLE: STAKEHOLDERS // APPLE
20 July 2016
Who are your Power Stakeholders?
Get it right and you can often force the
broader stakeholder eco-system to
cooperate
Apple Pay leverages their device
community
Apple take a cut from every transaction
and the Banks agree to promote Apple
Pay
“There's no chance that the iPhone is going to get any significant
market share. No chance”
Steve Ballmer 2007 Microsoft CEO

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16 FINDING THE SWEET SPOT
2) BUSINESS
20 July 2016
Success Criteria
Target demographic(s)? Who wants what?
If you’re a start-up, do you have an exit strategy?
Route to Market
Service or product led? It’s hard being both
Bolt-on or standalone device?
Incremental or all-in leap?
Business Model
Exclusive licence?
CMO and development partner?
IP position? Freedom to operate?
First to market? Rely on quick growth?
Investment requirements
How will you fund the development?
Where is the value in your business?

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17 FINDING THE SWEET SPOT
3) TECHNOLOGY
20 July 2016
DEVICE
Wireless Communication solutions
Sensing Technology
User feedback
Mechanics/Materials
HUB
Smartphone (all platforms?)
Plug-in home/office hub/gateway
App
Or direct to cloud?
BACKEND
Cloud or your own server data hosting
Data security and backups
Data portal
Integration to payer

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18 FINDING THE SWEET SPOT
EXAMPLE: FRESH AIR
20 July 2016
Stakeholders
User: We targeted an unmet need: to make inhaled drug delivery
easier, safer and more rewarding
Buyer/Payer: not just time of use, but also quality of use
Business
Conversation starter
Technology
On-device feedback provides relevant and personalised
commentary to user
Clever use of low-cost sensors to unlock new value propositions
An App supplements the device interaction, and provides more
detailed coaching information and details of rewards etc.
#4 Rule of connected device development is
it’s not about the App (on its own)

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20 July 2016
Your digital strategy and how connected devices fit
The Device: Finding the sweet spot
The Experience: Wow not Why
Now what?
AGENDA

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20 WOW NOT WHY
MVP
20 July 2016
Minimum Viable Product (MVP) doesn’t really work

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21 WOW NOT WHY
BETTER EQUALS
20 July 2016
For any extra user step, is there enough value-add? Enough immediate win?
Your users don’t care about the tech, they care about managing their disease. They want a device
and service that helps them with their daily lives.
#5 Rule of connected device development is
think Minimal Lovable Product.
Because that’s how your customers think
SIMPLER
FASTER
SMALLER
HAPPIER

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22 WOW NOT WHY
EXAMPLE: TESLA MODEL LAUNCH STRATEGY
20 July 2016
Start feature-rich: “WOW!”
Margins are often greater in high-end
market segments
Halo products benefit cheaper models
Features reduce in cost (time/volume)
Gain loyal and enthused customer base
Novel retail channels
“1 week after Model 3
launch, 325,000 pre-orders
were received, totalling
$14Bn”

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23 WOW NOT WHY
A FRIEND
20 July 2016
Dispense device in isolation needs to be clearly better
Enhanced user-experience on-device
Immediate, appropriate feedback
Looks and feels like a step-change in design,
material, function etc.
App used to supplement the user-journey, not
complicate it
Make the whole experience feel premium
The ultimate?
“Wow- how did my X know that?!”
“I love my X, they’re always looking out for me”
“I don’t know how I ever lived without my X”

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24 WOW NOT WHY
HOW NOT TO DO IT
20 July 2016
“Why do I now have to hold my inhaler next to
my phone?”
“Why do I need an App? I’m quite capable of
taking my own drugs thank-you. I’ve taken
them for 20 years without an App”
“Why should I help fund Pharma companies? If
they want to know when I’m taking my
medicine so that they get even more money,
they can pay me”
“Why can’t it just work it all out for me?- I just
want an easier life?”
“So I’ve lost my clip-on gadget- why I have lost
all my incentive reward points? I’m still using
my inhaler”
Holly Stark Photography of Pana, Ill.

25. © 2016 Cambridge Design Partnership Ltd
20 July 2016
Your digital strategy and how connected devices fit
The Device: Finding the sweet spot
The Experience: Wow not Why
Now what?
AGENDA

26. © 2016 Cambridge Design Partnership Ltd
26 NOW WHAT?
CONSIDER THE ENTIRE JOURNEY
20 July 2016
This is not just about the device
This is a device and a service
Both of which have to fit into your business’ digital strategy
This is about solving an unmet need, with a clear understanding of all the
key stakeholders, the business and the technology
This is about providing a clearly enhanced user experience
This is about the entire journey
Normal rules don’t apply

27. © 2016 Cambridge Design Partnership Ltd
27 NOW WHAT?
RULES RECAP
20 July 2016
#1 do not talk about connectivity
#2 do talk about connections with your customers
#3 only when stakeholder and business needs are understood should you then look to technology
#4 it’s not about the App (on its own)
#5 think Minimal Lovable Product. Because that’s how your customers think.
IT’S ALL ABOUT THE USER

28. © 2016 Cambridge Design Partnership Ltd
THANK YOU
20 July 2016