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The Perfect Mix: Simple Steps to Product Design Success
- 1. Scott Thielman, Ph.D. Chief Technology Officer @PCS_news The Perfect Mix: Simple steps for product design success
- 2. Preview • Introduction to PCS • My perspective • Success levers for design innovation – Lean, personas, prototypes – Prototype examples • Q and A
- 3. • Firm est. 1999 • 30 employees • Engineers and designers • Support innovators
- 4. Products that enhance lives
- 7. Delight your users…by design
- 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
- 9. Innovation levers • Lean startup principles • Leadership Personas • Prototyping mission
- 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
- 13. Data Driven Development Build Measure Learn Customer Delight 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
- 22. Partner with those who share your enthusiasm Personas
- 23. Desirable traits – Communicators – Dedicated to craft – Enthusiastic Personas
- 26. PROTOTYPING PROBLEM > Resource intensive > Necessary – mark progress Need an approach to prototype effectively Prototyping mission
- 30. EX: PATIENT MONITOR > Audience: Pierre Mourad, principal investigator from UW Neuros > Purpose: Explore support architectures Prototyping mission
- 31. EX: PATIENT MONITOR 2 > Audience: Key opinion leaders – trauma surgeons > Purpose: Validate usability Prototyping mission
- 32. EX: BIOLUX ORTHOPULSE > Audience: Manufacturing vendors > Purpose: Demonstrate form, function and finish expectations Prototyping mission
- 33. Innovation levers • Lean startup principles • Teams and personas • Prototyping mission
- 34. New innovations are fragile Keep them alive!
Editor's Notes
- 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...