From KickSmart to BabyLoop - Weatherhead...Design Timeline 1/20 Project Start 1/29 Meeting with...
24
From KickSmart to BabyLoop: A Design Process MIDS 420 JeShaune Jackson Taisuke Matsushima Jathin Shetty Lauren Wyeth
Transcript of From KickSmart to BabyLoop - Weatherhead...Design Timeline 1/20 Project Start 1/29 Meeting with...
From KickSmart to BabyLoop:
A Design Process
MIDS 420 JeShaune Jackson
Taisuke Matsushima Jathin Shetty Lauren Wyeth
Presenter
Presentation Notes
Jathin
Introduction • What is KickSmart?
o KickSmart is a wearable fetal movement monitor device developed to improve wellness for pregnant mothers and their babies.
Presenter
Presentation Notes
Jathin
Project Proposal
The initial proposal was to focus on market research and identify different
potential market segments.
Presenter
Presentation Notes
Jathin
KickSmart Mission
“Healthy pregnancy, reduced anxiety, in a clinically-validated, clever way"
-Jen Boland, KickSmart
Presenter
Presentation Notes
Jathin
Initial Concept • Wearable band • Kick counting • Simple application • Medical device
● Product evolution from findings – KickSmart to BabyLoop
Presenter
Presentation Notes
Jathin
Design Timeline
1/20 Project Start
1/29 Meeting with sponsor
2/12 Interviews
2/25 Concept changed
3/19 Final product design
Prototyping
Presenter
Presentation Notes
Tai Our project started in Jan. 20. And then, we met our sponsor and knew the proposal. Soon after having interviews, we realized we needed to change our concept.
Primary Research
Do not want the data to be sent to them.
Movement is only one of the
measurements.
From Clinician Interviews
Presenter
Presentation Notes
Tai Through clinician interview, we realized that these two points. They do not want to receive emails on Sunday midnight. Kick counting is one of five measurements.
Primary Research
“Personally, not very interested in the product at all, due to strong fetal
movements.” - Expecting Mother
“I will become too sensitive from the
data.” - Recent Mother
From Mother Interviews
Presenter
Presentation Notes
Tai Response from the mothers are unexpected. We realized that our product may increase their uneasiness. Research about counting kicks Count the Kicks every day, preferably at the same time. Six movements in an interval of two hours. "The average time to achieve 10 movements in most previous studies was about 20 minutes. In this study it was 162 minutes." Women perceived 87-90% of fetal movements.
Primary Research
I will be happier, if I can receive messages from my baby.
- Recent Mother
From Mother Interviews
Presenter
Presentation Notes
Tai After getting lots of feedbacks, we reached we need to increase mothers’ positive feelings through our product. This is the most important message from the interviews. This made us shift from the medical device to the consumer product.
Secondary Research
• Medical validity • Business case • Competitive analysis
Presenter
Presentation Notes
Tai Clinician said kicks are xxx, we researched the medical validity xxx Baby heart beats, Muscle tone, Movement, Breathing, Amniotic fluid (2pts each, from 8 to10 = well being)
Market Size $30B
Market
3% CAGR
Presenter
Presentation Notes
Tai Our market is represented in purple. A $30B market that caters to 6 million annual births and the industry has grown by 3% over the past 5 years
Disposable Income
Presenter
Presentation Notes
Tai This shows the annual household disposable income per babies and kids. As you can see in this graph, the population is less than China and India, US market is the best market because of its highest disposable income.
Competition
Presenter
Presentation Notes
Lauren
Competition
Presenter
Presentation Notes
Lauren
Competition
Presenter
Presentation Notes
Lauren
Design Concept • Filling market needs created by existing products
on market • Leverage technology, but needs more than just
counting kicks
• Enhancing the quality of pregnancy
Presenter
Presentation Notes
Lauren
Design Process
Design Process
Simple: Only Kicks
Complex: Lots of Data
Incorporation of Music
Feedback Loop
Presenter
Presentation Notes
Lauren
Final Design: What is BabyLoop?
Presenter
Presentation Notes
Lauren/JeShaune
Final Design: High-Tech Monitor Band
Presenter
Presentation Notes
JeShaune
Final Design: Features
Presenter
Presentation Notes
JeShaune
Feedback Loop
Presenter
Presentation Notes
JeShaune Unique function which fosters growing relationship between mother and child
Application Wireframe
Presenter
Presentation Notes
JeShaune
Conclusions
• Concept Change • Rebranding • Significance
Presenter
Presentation Notes
Jathin
Glimpse of the future...
Presenter
Presentation Notes
Jathin
