pah13 sonny vu from misfit wearables

FROM THE OUTSIDE IN: DESIGN FOR WEARABLES

Questions -> @SonnyVu

2001 – AgaMatrix HQ (Srid & Sonny’s apartment)

2001 – AgaMatrix HQ (Srid & Sonny’s apartment)

2001 – WaveSense 1.0

2002 – Celebrating our seed funding with the Basement Crew (Ian, Baoguo, Stuart, employees 1-3)

2002 – AgaMatrix HQ (basement)

2003 – Pivot #1 - It’s the strips stupid. (our first cleanroom)

2004 – Weekly all hands meeting

2005 – Pivot #2 - get other people to make the strips (AgaMatrix HQ in New Hampshah!)

2006 – (March 30) First product shipment

2006 – Times Square

2007 – Pivot #3 - Get other people to help market (private label strategy)

2007 – The word gets out (AADE conference)

2007: Make more!!!

2008 – More strips needed (new factory in Asia)

2008 – Times Square2009 – Pivot #4: Mobile (Apple clearance: world’s 1st iPhone hardware medical device)

2010 – (March 30) Deal with Sanofi (EASD conference in Stockholm)

1,000,000,000+ biosensors (strips) sold

3,000,000+ glucose meters sold

300+ awesome production staff in Asia

130+ incredible employees at R&D Center in Boston

110+ patents

20+ countries where our products can be found

15+ FDA-cleared products

2 of the world’s 1st hardware medical devices to work with the iPhone

1 vision for delighting users

0 compromises in our mission to serve the diabetes community

2011 – Stats – Where we are now

“Not bad.” - SJ

WEARABLES:THE NEXT ERA IN

COMPUTING?

LAPTOP TABLETSMARTPHONE

CLOUD COMPUTING

1000’s OF STARTUPS

OPEN TERRITORY

WEARABLE COMPUTING

LAPTOP TABLETSMARTPHONE

FITTECH & WELLTECH

FITBIT STRIIV ZAMZEE LIFE COMM BELT

CLIP

CLIPS

BODY MEDIA ZEPHYR BIO HARNESS 3

WAHOO FITNESS HEART RATE STRAP

STRAPS / ARMBANDS

NIKE FUEL

JAWBONE UP BASIS MOTOACTV LIFECOMM WATCH

WRIST WORN

ZEO LARK

SLEEP RELATED

DUOFERTILITY DEXCOM METRIA CORVENTIS PROTEUSBIO MEDICAL

PATCHES

ADIDAS MICOACH NIKE IPOD NIKE PLUS WAHOO FITNESS STRIDE

SHOE WORN

FITBIT’ ARIA SCALE WITHING’S SCALE IHEALTH SCALE

INTERNET CONNECTED SCALE

IHEALTH BLOOD PRESSURE WITHINGS BLOOD PRESSURE

BLOOD PRESSURE MONITORS

NUUBO NUMETREX

SOMNUS SHIRT SQUID SHIRT

SHIRTS

• Shoe-worn / Foot pods

• Wrist-worn

• Straps

• Shirts

• Head-worn

• Clips

Apps

• Shoe-worn / Foot pods

• Wrist-worn

• Straps

• Shirts

• Head-worn

• Clips

Awkward...

Awkward...

BE A USER

START

BE A USER

START

WATCH USERS

BE A USER

START

WATCH USERS

PROTOTYPE

BE A USER

START

WATCH USERS

PROTOTYPE

REFLECT

Current thinking(wearables 1.0)

Current thinking(wearables 1.0)

What can tech do?

Strap/clip it on people

Encase in plastic

Make it prettymake it cheap

Current thinking(wearables 1.0)

THERE’S GOT TO BE A BETTER WAY

What can tech do?

Strap/clip it on people

Encase in plastic

Make it prettymake it cheap

Current thinking(wearables 1.0)

THERE’S GOT TO BE A BETTER WAY

(wearables 2.0)

What can tech do?

Strap/clip it on people

Encase in plastic

Make it prettymake it cheap

Current thinking(wearables 1.0)

THERE’S GOT TO BE A BETTER WAY

(wearables 2.0)

What can tech do?

Strap/clip it on people

Encase in plastic

Make it prettymake it cheap

What do people wear

now allthe time?

Make nocompromiseson comfort

fashion

Invent techneeded that

can beembedded

Design for manufacturing

from thebeginning

Wearables 1.0

IRONMAN

WEARABLES 2.0 UPGRADE YOUR SOFTWEAR

Wearables 2.0

&

THE IDEAL COMBINATION

38

FOGG BEHAVIOR MODEL

HIG

HLO

WM

OTI

VATI

ON

EASE OF USEHARD TO DO EASY TO DO

FOGG BEHAVIOR MODEL

HIG

HLO

WM

OTI

VATI

ON

EASE OF USEHARD TO DO EASY TO DO

WILL NOT DO/USE

MIGHT DO/USE

FOGG BEHAVIOR MODEL

HIG

HLO

WM

OTI

VATI

ON

EASE OF USEHARD TO DO EASY TO DO

WILL NOT DO/USE

MIGHT DO/USETURN-AROUND TEST

WILL DO/USE ALL THE TIME

FOGG BEHAVIOR MODEL

HIG

HLO

WM

OTI

VATI

ON

EASE OF USEHARD TO DO EASY TO DO

WILL NOT DO/USE

MIGHT DO/USETURN-AROUND TEST

WILL DO/USE ALL THE TIME

MOTIVATION EASE OF USE

MOTIVATION EASE OF USE

FU

NB

OR

ING

USE

R E

XPE

RIE

NC

E

LIFE RELEVANCENON-ESSENTIAL CRITICAL

LOW

HIG

HIN

TER

AC

TIO

N C

OM

PLEX

ITY

PASSIVENESSACTIVE USERINTERVENTION

NO USERINTERVENTION

MOTIVATION EASE OF USE

FU

NB

OR

ING

USE

R E

XPE

RIE

NC

E

LIFE RELEVANCENON-ESSENTIAL CRITICAL

LOW

HIG

HIN

TER

AC

TIO

N C

OM

PLEX

ITY

PASSIVENESSACTIVE USERINTERVENTION

NO USERINTERVENTION

LOW MOTIVATION

HIGH MOTIVATION

MOTIVATION EASE OF USE

FU

NB

OR

ING

USE

R E

XPE

RIE

NC

E

LIFE RELEVANCENON-ESSENTIAL CRITICAL

LOW

HIG

HIN

TER

AC

TIO

N C

OM

PLEX

ITY

PASSIVENESSACTIVE USERINTERVENTION

NO USERINTERVENTION

LOW MOTIVATION

HIGH MOTIVATION

HARD TO USE

EASY TO USE

MOTIVATION EASE OF USE

FU

NB

OR

ING

USE

R E

XPE

RIE

NC

E

LIFE RELEVANCENON-ESSENTIAL CRITICAL

LOW

HIG

HIN

TER

AC

TIO

N C

OM

PLEX

ITY

PASSIVENESSACTIVE USERINTERVENTION

NO USERINTERVENTION

LOW MOTIVATION

HIGH MOTIVATION

HARD TO USE

EASY TO USE

TIMELINE

2011 2012 2013 2014

$750k Seed

TIMELINE

2011 2012 2013 2014

$750k Seed

TIMELINE

$7.6M Series A

Founders Fund, Khosla on

prototypes

2011 2012 2013 2014

$750k Seed

TIMELINE

$7.6M Series A

Founders Fund, Khosla on

prototypes

at Specialty Retail

$840k + on

Top #2CES Gadget Ships

ISO 13485 certified

2011 2012 2013 2014

SEOULSENSOR DEVELOPMENT &

MANUFACTURING

HO CHI MINH CITYDATA DEVELOPMENT

SOFTWARE ENGINEERINGUX & GRAPHIC DESIGNCOMPANY OPERATIONS

SAN FRANCISCOINDUSTRIAL DESIGN

HARDWARE ENGINEERING

1DOWNLOAD APP AND SET DAILY ACTIVITY GOAL

2WEAR IT

3TAP TO FIND

OUT HOW YOU ARE DOING

4SYNCHRONIZE WITH APP BY PLACING ON

TOP OF PHONE

SHINE

HOME SCREEN SET GOALS SYNC DATA SEE INSIGHTS

APP

SIDE VIEW

TOP VIEW

MISFIT SHINE

MATERIALS MATTER

Plastic/Rubber Metal/leather Precious metals Precious stonesPlastic w/metal parts

WEAR IT ANYWHERE

Bra

Hip

MISFIT SHINE

Wrist

Shoe

Ankle

Bra

Hip

Hair

Necklace

Brooch

Arm

Shoe

Formal Business Business Casual Casual Fitness Swimwear

WEAR IT ANYWHERE

ARE CONSUMERS GOING TO BUY SHINE?

CONSUMER TEST CAMPAIGN

CONSUMER TEST CAMPAIGN

$846,497 raised

659,634 YouTube views

10,000+ Shines pre-ordered

7,955 customers

117 unique press placements (incl. Jeopardy!)

64 countries ordered and all

50 states

2 International product design awards

0 PR firms used, just word of mouth

1) KNOW WHAT YOUR GOAL IS.

2) HAVE A GREAT STORY.

3) HAVE GREAT MEDIA ASSETS (PHOTOS, VIDEOS).

4) BE CREDIBLE.

5) LINE UP AND PROPERLY TIME PRESS / SOCIAL MEDIA

COVERAGE.

6) THINK THROUGH YOUR PERKS/TIERS CAREFULLY.

7) FOLLOW UP AND ENGAGE WITH YOUR AUDIENCE

REGULARLY.

8) STUDY OTHER CAMPAIGNS.

8 TIPS FOR CROWDFUNDING

PRODUCTS

SATURN(JUN ’13)

MARS(JAN ’14)

JUPITER(H2 ’14)

WANT TO GET INVOLVED?

HARDWARE ENGINEER

FIRMWARE ENGINEER

COMMERCIAL

ASSOCIATE

MOBILE UX DESIGNER

WEEKLY USER STUDIES

(SUBJECT: USER

STUDY)

BE A MISFIT TRY OUT EARLY BUILDS

chris@misfitwearables.comsonny@misfitwearables.com