concept to commercialisation breastlight case study
DESCRIPTION
Presentation from Wideblue workshop at "Technology Changing Healthcare" event, 19th May 2010TRANSCRIPT
© Wideblue Ltd, 2010
TECHNOLOGY CHANGING HEALTHCARE, 19TH MAY 2010
WORKSHOP: “FROM CONCEPT TO COMMERCIALISATION”
© Wideblue Ltd, 2010
WIDEBLUE DESIGN PROCESS ‐ OVERVIEW
CONCEPTS
FEASIBILITY
SYSTEM DESIGN
DETAIL DESIGN FOR MANUFACTURE
MANUFACTURE START‐UP
STEADY STATE MANUFACTURE
PROJECT MANAGEMENT
SUPPLY CHAIN MANAGEMENT
DESIGN RISK MANAGEMENT AND PRODUCT ROBUSTNESS
SKETCHES RIGS TECHNOLOGY DEMONSTRATOR WORKING PROTOTYPES PRODUCT FOR SALE
REQUIREMENTS AND SPECIFICATION
CONCEPT REV
IEW
GO / N
O‐GO
DESIG
N REV
IEW
DESIG
N FREEZE
APPRO
VAL FO
R SALE
CONCEPT DESIGNMANUFACTURE /
COMMERCIALISATIONFEASIBILITY
© Wideblue Ltd, 2010
CONCEPTS
FEASIBILITY
SYSTEM DESIGN
DETAIL DESIGN FOR MANUFACTURE
MANUFACTURE START‐UP
STEADY STATE MANUFACTURE
PROJECT MANAGEMENT
SUPPLY CHAIN MANAGEMENT
DESIGN RISK MANAGEMENT AND PRODUCT ROBUSTNESS
SKETCHES RIGS TECHNOLOGY DEMONSTRATOR WORKING PROTOTYPES PRODUCT FOR SALE
REQUIREMENTS AND SPECIFICATION
CONCEPT REV
IEW
GO / N
O‐GO
DESIG
N REV
IEW
DESIG
N FREEZE
APPRO
VAL FO
R SALE
WIDEBLUE DESIGN PROCESS ‐ OVERVIEW
© Wideblue Ltd, 2010
BREASTLIGHT : ENLIGHTENED BREAST AWARENESS
Breastlight is a new health and wellbeing product for women. It helps women notice changes in their breasts over time.
The product works by shining a bright red light through the breast tissue. The light passes through the breast tissue and reveals dark areas where blood is present. It is therefore quite normal to see a pattern of veins, but if there is a dark cluster this is a potential abnormality that should be checked out.
In the 1990’s Dr David J Watmough highlighted the specific mechanism by which a tumour could be illuminated to best effect. His company, Highland Innovation, created a technology demonstrator to carry out clinical testing.
In 2007 Highland Innovation approached Wideblue and asked us to help take the product concept forward. Today the Breastlight product is being sold in high street retail pharmacies in Canada, Finland and the UK. It is also being sold through distribution in four other European countries plus the Middle East and Singapore.
20 thousand units have been sold to date
© Wideblue Ltd, 2010
STAGE 1: CONCEPT
WHAT DOES THE PRODUCT LOOK LIKE AT THIS STAGE?
WHO INFLUENCES THE DESIGN?
PROJECT MANAGEMENT TOOLMAIN ACTIVITIES
Inventors
End users
Sales / marketing
Product design team
Concept selection matrix
Shortlist promising concepts
Define selection criteria
Rank each concept against each criteria
Explore and develop the product concept
Refine the business concept
Define the business model
Plan the organisation – in‐house vs outsourced
© Wideblue Ltd, 2010
STAGE 2: FEASIBILITY
WHAT DOES THE PRODUCT LOOK LIKE AT THIS STAGE?
WHO INFLUENCES THE DESIGN?
PROJECT MANAGEMENT TOOLMAIN ACTIVITIES
Market research team
End users
Product design team
Regulatory advice
Functional review
Assess the product in “functional blocks”
Structured risk assessment of failure modes
Focus on interfaces between functions
Stress‐test the business model
Market and user research
Risk assessments – product, safety and market
Proof of principle demonstrations
Engineering models and prototypes
© Wideblue Ltd, 2010
STAGE 3: DESIGN
WHAT DOES THE PRODUCT LOOK LIKE AT THIS STAGE?
WHO INFLUENCES THE DESIGN?
PROJECT MANAGEMENT TOOLMAIN ACTIVITIES
Product design team
End users
Marketing
Regulatory
Key suppliers
Bill of materials database
Components, materials, suppliers, manufacturers, costs, price breaks, minimum orders, equivalents, issue levels, etc.
A special‐purpose database is more flexible than Excel spreadsheets
Design and development engineering:
Electronic, mechanical, aesthetic, user‐interface, software, optical, thermal analysis, etc.
Make or buy decisions
Design verification testing
Engineering pilot
© Wideblue Ltd, 2010
STAGE 4: MANUFACTURING / COMMERCIALISATION
WHAT DOES THE PRODUCT LOOK LIKE AT THIS STAGE?
WHO INFLUENCES THE DESIGN?
PROJECT MANAGEMENT TOOLMAIN ACTIVITIES
Supply chain
Product design team
Packaging and instructions design team
Manufacturing team
Sales / marketing
Supply chain risk assessment
Always have a plan B
Include RoHS compliance checks
In‐house or sub‐contract decisions
Manufacturing pilot
Manufacturing inception and scalability
Web sales, distribution, high street retail
© Wideblue Ltd, 2010
BREASTLIGHT DESIGN PROCESS, ACTUAL TIMESCALE
CONCEPTS
FEASIBILITY
SYSTEM DESIGN
DETAIL DESIGN FOR MANUFACTURE
MANUFACTURE START‐UP
STEADY STATE MANUFACTURE
PROJECT MANAGEMENT
SUPPLY CHAIN MANAGEMENT
DESIGN RISK MANAGEMENT AND PRODUCT ROBUSTNESS
SKETCHES
OBSERVATIONAL RESEARCH
EYE SAFETY
ESTIMATED COSTS
OBSERVATIONAL RESEARCH – FORM
ID LANGUAGE
PROOF OF PRINCIPLE RIGS
SCHEMATICS
ARCHITECTURE
COMPONENT SELECTION
BETA PROTOTYPES
BETA DVT
DVT
PRODUCT FOR SALE
REQUIREMENTS AND SPECIFICATION
CONCEPT REV
IEW
GO / N
O‐GO
DESIG
N REV
IEW
DESIG
N FREEZE
APPRO
VAL FO
R SALE
July
2008
April
2007
Nov 2
007
Aug 2
007
July
2007
Prog
ram
fully
fund
edJune
2007
© Wideblue Ltd, 2010
STUART KELLYSENIOR MANAGER
POLAROID BUILDINGVALE OF LEVEN IEDUMBARTON G82 3PW
TEL 44 (0)1389 714355 FAX 44 (0)1389 [email protected]
MAKING TECHNOLOGY HAPPEN
TECHNOLOGY CHANGING HEALTHCARE, 19TH MAY 2010
GRANT KINGDIRECTOR
POLAROID BUILDINGVALE OF LEVEN IEDUMBARTON G82 3PW
TEL 44 (0)1389 714432 FAX 44 (0)1389 [email protected]
MAKING TECHNOLOGY HAPPEN