How to find things easily

I created a new product idea as part of an assignment for a course on new product development.

It had to be based on an unmet consumer need. My concept is to create an easy-to-use product for elders who often forget where they kept something. iFind is a kind of an assistant, who helps them find things.

Here is my final prototype.?I purposely made it colourful. I wanted it to be cheerful, a symbol of hope and optimism.

1 & 2 - Are ON & OFF switches. Recommended that it remain on ON right through whenever they are at home. One idea that came up later was that the owner’s “Right Thumb” should switch it on. It could be programmed to accept two users. This is to ensure security.

3. All the green buttons you see, show small icons of items iFIND can help you find!

4. Is the volume knob for the speaker. (Hearing loss is common amongst elders).

5. A good quality speaker which tells you where the item is found.

6. Wi-Fi - connection. Log on to www.ifind.com to add more items to iFIND.

7. The “Eureka!” Button in green flashes when the item is found. The item button in 3 too flashes. The item will flash where it is located. The loudspeaker announces the location.

8. In case the item was misplaced outside the house the red button “NOT FOUND HERE” flashes.

9. This is the luminous screen where the flat layout is clearly visible and the item located will flash in Green, in clear contrast to the bright yellow.

10. These are blanks and you could add more items into iFIND.

11. The power chord to connect to the mains. Keeps the unit running and charges the rechargeable batteries too. The unit will work even if there is no power at home.

What is the key takeaway from the lesson?

?Framing the challenge and ideation through FB was a good effort and quite productive too.

?I was happy with my wild idea of a Robot called “ASKME24x7”. What surprised me was my openness to other ideas and improvements. The final idea was different from the Robot idea but I started working on it. This is not my usual self!!

?The second observation was the speed with which I redefined the challenge. I would have waited so more time. I am glad I did not wait. The sharper definition helped in getting more focused ideas.

?Key Take-Away:

Keep the windows of your mind open for fresh ideas! That is why I was able to move away from the ROBOT idea and arrive at something more desirable and relevant to the user. I call it “Loose Likes”!

?What were some common themes from your feedback?

Common themes were around what will the product do, how will it work, how will it help. Because I spoke to the right user segment, I got a lot of relevant and usable feedback.

Insight: Asking sharp, pinpointed questions are good but be willing listen to vague replies. Such replies may help us to look beyond the product. Sometimes they may lead us to insights about consumers’ hopes, fears and concerns.

Lesson: Be open and willing to listen should be?our default setting.

?How might these influence my final pitch?

1.??Starting clearly from the consumer end. Not just demographics but a well-articulated consumer need (functional/emotional).

2.??It will influence the specific features in my prototype when I keep looking at them from the consumer end.

3.??Feasibility and Viability are irrelevant if my understanding of the consumer need is not clear and deep.

iFIND – helps you find things without stress

Meet Mrs & Mr Apte, Mumbai

Here is our representative consumer. Belongs to the 70+ age group, living in Mumbai.

?He is a former Professor and she is a school teacher. Simple living and high thinking characterize their lifestyle. Their two children and their families live in the US.?

?Of late, failing memory has become a big concern for both.?That they are getting forgetful is bothering both. ?Failing memory results in their forgetting what they kept where, and hunting for them. It makes them irritable and their conversations a bit tense.

When people make good-humored jokes about their failing memory, they are not amused.

?What is iFIND?

It is a simple device that helps us locate things that we often misplace at home. It thus reduces stress and irritability and makes us feel better.

What could be the size of the market for a product that helps them find things?

?While India's young demographics are much touted, the country is home to the world's second-largest population aged 60 years and above. By 2050, it is expected that the number of India's seniors would equal its under-18 population.

One research study reported that memory loss among elders may not be more than those of younger adults. However, they seem to be more stressed about it.

(Therefore iFIND could be a product with a much broader appeal).

Current Situation

1.??There is a clearly felt need for a product like iFIND. It has not yet been articulated.

2.??Responses to early prototypes have been overwhelmingly positive.

?Future Opportunity

The future opportunity could lie beyond iFIND. ?iFIND could be the first step to serve the community of elders and winning their hearts.

?1.??iFIND could become a large volume entry-level product of its kind.

2.??It could be the forerunner in helping elders lead a stress-free, hassle-free life.?For example there could be iREMIND product that reminds them about things they must do. It could cover taking medicines on time, paying bills, renewals etc.

3.??If India’s elder population is going to be as big as its 18 + population, it makes sense for us to understand their needs and create products & services to meet them.

4.??There is no organization doing this. Therefore we could have the first-mover advantage.

5.??NGOs in this sector focus more on helping them cope with the challenges of old age.

?Resources and Needs

1.??Immediate need is for a dedicated project/business head to lead this effort to realise this opportunity. He should be given the mandate to get iFIND into the market in the next 24 months.

2.??An assessment in terms of the size of the ticket. How big could it be in terms of revenue

3.??What capabilities do we require – people, process, technology to make this happen

4.??A realistic assessment of investments required to start work (capital costs included)

5.??A realistic assessment of indigenous/foreign technology available to move the project fast

6.??R&D capability if required.

7.??Manufacturing (own or outsourced)

8.??Marketing/distribution capability

9.??Financing models

10.?Clearly defined criteria to measure success