How to Design Successful IoT Products – Hax



so title of my talk is designing for IOT Internet of Things I'm gonna try and get it done in 10 minutes that's gonna be a bit of a challenge so yeah a little bit of background about me I'm originally from London actually from an industrial design and engineering background can you all hear me okay okay then I became a hardware founder straight out of college and went and did my own thing that took me on this crazy journey out of China some good stuff happened some really bad stuff happened then I ended up leaving that going to I do for a couple of years which is a strategic consulting company some of you had of and then I joined hacks to basically become an investor in hardware so what we do really is we invest in and grow early-stage startups and we've done 80 to date so far so we've done more hardware startup investments than any other investment company and we're part of actually a bigger a bigger group called SOS Ventures so we SOS ventures or SOS V as we're now rebranding ourselves are accelerated VC we've got a number of accelerators all around the world but Omni in hardware which is hax secondly in synthetic biology and we've got one in San Francisco and another one in Cork called in deep i/o and then another one called food X which is looking at the vertical of food problems and businesses and from the food and the businesses coming out of that and then finally a couple around software and interaction design so we are an international centre for hardware and we're based in Shenzhen that's where I live kind of at least a part of the year so we take companies from all around the world to join us for this hardware accelerator about 60% from America and then 20% from Europe 20% from Asia and we take them there to give them like a like a hundred eleven days intensive course in design and sourcing in understanding China and then we take them to Silicon Valley for a launch date it's basically a demo day where where people come to then present their ideas of present the company that they've been doing in front of press into launch onto kickstart that sort of thing that they're doing so this is Jinjin saw not really I'm quite good at Photoshop this is our home and we get about a thousand hardware startups applying to program per year we select 30 out of thousand and then we provide them with $100,000 investment we spend 111 days with them and then we provide them with $200,000 onward investment in terms of mesh funding so I'm obviously completely embroiled in this process I've spent all this time with these teams one of them's here I have a very particular and strange distorted view of what it's like to design for IOT so please bear that in mind when you listen to what I'm saying it's from a particular point of view and I say IOT because really we're a hardware and investor but one of the kind of the targets that everybody's looking towards in the next kind of five six years is Internet of Things we hear a lot about it I did this talk recently in in in Sydney when they asked me to talk about IOT and I got this figure that there was 28 billion connected devices by 2020 that's that's pretty good news for people with designing hardware a seven point one trillion dollar business that was like four months ago and then just before this talk I thought I just go and check those figures and farrow no hope actually it is gonna be 75 billion by 2020 and there are 19 trillion dollar market value by 2020 it's insane and you know I encourage anybody who doesn't isn't really familiar what I'm talking about just to kind of read up some of the possibilities for Internet of Things and for the people that like people are Intel or some of the other microchip manufacturers this is really it's like a building ticket right I mean they've been they've been in a business where all they can do is sell their products into a computing device and then I use the analogy of kind of getting a golden ticket and Charlie and Chocolate Factory because it is like going into Willy Wonka's chocolate factory IOT means that they can put their chips in everything in the seat you're sitting on the shoes that you're wearing in the lights everything so they're driving a lot of this hype and for good reason as well I mean Internet of Things will provide us with some amazing solutions that help us get to work quicker make us healthier do all sorts of things for us make our homes operate better it's not all gonna be good news though and this is one of my favorite little kind of anecdotes from where things will start to go wrong as we start to see robots around us not just being foreplay and having personalities but also doing tasks like cleaning your floor when you're taking a net like this poor woman was in Korea they might attack you and she ended up having to get her hair cut by the police who came the fire brigade came this poor lady was sunbathing naked and some guy who's playing around with computer vision look for nipples guess what he did found people sunbathing naked and she got very annoyed I guess it's kind of a joke all this talks of stuff will start to happen and security of this data that everybody's collecting is going to be one of the massive barriers for Internet of Things so what does this mean for product design how many people have product designers here raise your hand or oh awesome okay so this means a lot for product designers because beforehand for app design or industrial design was kind of always limited by technical advancements so something got faster something got smaller something got better I mean you could design the next thing that's kind of changed now because this moment that we started getting connected Hardware connected devices things started getting a lot smarter and we no really look at innovation in hardware as just technical discovery but it's also about the ecosystem around it it's about how it connects to another device and it's about the software that is enabling to do new clever stuff with your life and you know they want to okay there we go and these are some examples of ecosystems have already started to emerge so smart home everybody knows about all the big players of battling for it got Google got Apple or Samsung got Xiaomi all trying to kind of own the smart home software platform then you've got things like kind of industrial systems this is Kiva zero no Kiva and awesome company got bought by Amazon they basically have a robot this goes up underneath and stacked pallets and it allows a completely autonomous warehouse so you can just say oh I want this robot knows where this goes off comes and gets it it makes a brilliant scalable warehousing facility and in finally personal health like we've seen loads of companies Apple Samsung again and in companies like Withings doing a fantastic job of bringing lots of devices together to give you insight into your health but really and you know this is really simple way of looking at it but anyway and it's not it's not this simple but the really kind of the key to the success and and and the value that IOT will bring is actually something completely different it's not easy co systems it's the data that all of these devices are aggregating and then the artificial intelligence that we can apply to it and it hasn't actually been realized yet in the industrial world at house so you see like this is a couple of pictures from Ashley from Australia where there's these autonomous mining is already happening gathering big data from various different cracks and movements in the ground working out where to mine and then they've got like 70 of these autonomous huge trucks which just drive around and go and collect a mining sort of rubble at the right time that hasn't happened for us yet but it will and we're really kind of in this in this stage at the moment where we're preparing for it and technology is allowing that to happen so if you think like you know ten years ago you need a device like this to do all the computing that you now can do on something like this and this can then start to monitor lots of things about your body and start to give us lots of interesting data which we could never have had before this is a fantastic community for hardware startups and it's basically you know what we look for we're at hacks we also want to ask a few questions about what you're doing so if you're kind of thinking about designing a product and and and and being part of IOT you need to think about you know designing for data and the first question I always ask whenever I have an applicant it's like okay you're gathering all this data who cares who is this actually for yeah and a lot of the time I get look well yeah we can just put like sensors in them and we can get this really valuable data that we're going to give somebody and sell it to them like no you're not nobody cares what is your endpoint so what is the data that you're gathering actually end up in what's the conclusion what am I going to learn from it if you've got that you've got a user and you've got an endpoint you've got a really good business potentially potentially I want to give you a couple of examples of this if some interesting companies have come through our program one is called BBB they created this device right now the only people that really monitor their blood kind of regularly are diabetics they've got this what seems like the most complicated into the sorry blood sugar monitoring device in the world actually is taking around 50 markers of different and markers of blood things that are going wrong and with your blood different change in your blood and they're able to actually predict and through analytics online exactly when you might get a certain illness when you might fall ill cancer are you susceptible to out sinus disease they can do they can only do this because rather than previously when people will get blood tests all of that data will get lost they're grabbing hold of it and in 10 years time that's going to be incredibly valuable in order to get to that point you kind of need a Trojan horse and this is the best picture I could find a virgin horse but you know you know you're not good as a hardware startup it's really difficult to tell somebody oh I'm a device stick it on you and then like in ten years time it's gonna be really valuable yeah nobody's gonna do that what you can do is you can find another reason new value that you're giving somebody like one of our companies cocoon has anybody seen this company recently yes so biggest British crowd fund for design yes so far they just raised two million dollars on Kickstarter that's awesome they're gathering data and the data is going to be really valuable they're gathering data about sleep but what they have the route the way they're doing there is actually providing people with a pair of headphones which help you to sleep better so monitor your brain activity they work out which music which beat to make sense for you and then and then kind of help you to get to sleep give you analytics in your sleep so really see there's kind of three like opportunity areas for hardware companies and and and when you think about the interaction with data the first one is gathering data look at the world in a different way in a way that nobody else has done in the past get some data which is relevant interesting and exciting for potential outcomes second is interact with that data there's a huge challenge at the moment the fact that there's so much information and yet the screens that we're that we're viewing them on the platforms were viewing or we're getting so much smaller if you can find a way of interacting with that data in a new way it's incredibly interesting business couple of examples so we had one company on our last cohort created a pair of inner soles incredibly complex matrix of sensing technology inside gives you very accurate analysis of how somebody's walking they designed this for diabetics patients to help them alleviate the problems of having amputations due to the fact they've got ulcers which they haven't sent that haven't realized they've got and they can now extend this out to runners to anybody basically they're on their feet to help them understand ahead of time are they gonna get an injury are they actually hurting themselves without realizing then they're interacting the data I'm not going to talk about this because this lovely Italian team we're going to talk about it afterwards but one of our startups did a fantastic project and we'll hear all about in a minute there is Varian handsome and and in finally creating so we met this company called Electra loom they have a novel approach the fabric industry you think about all the data you might have about somebody's size right how do you then make a garment falling because making a custom size t-shirt requires a tailor generally rather than doing that what they do is they actually dissolve the materials you'd make a t-shirt from via silk cotton or acrylic into a solution you can add inked into it and then they spray it literally spray it onto a mold so you can get any custom like a moving mold and they can spray the fabric onto it through these pumps and it ends up in this material this is kind of fabric materials stretchy fibrous material so if you think about that from a from a IOT perspective if you've kind of got all this date about somebody and then suddenly it's very easy for you to make a very simple moving mold but you're going to spray different clothing onto you can make the spoke clothing for people a great end point so just to finish I've got four things I think will help you get there some ideas some things that we've seen from the things that we've learned from hardware lapse so first one is to build a team that's actually capable of creating something new the classic team this is the best hardware team has ever existed they've made the most successful company in hardware that's ever happened and probably what ever will happen they were a maker and a hustler that was the classic archetype of a hardware company these days somewhat different and I may be showing my age because off you don't kind of need a scientist and by a scientist I mean a specialist so it could be somebody who's a biomedical engineer it could be somebody who's a data scientist somebody who's got a particular expertise that can help you to do a new sensing or a new processing in an in a completely different way and we see that with all of our startups so we have all sorts of backgrounds coming in to to build Hardware not necessarily your average EE and Emmie secondly look for an unmet need for your technology a great example of this we had a company called Dharma who had this sensing technology which they wanted to get out into the world and weren't really sure exactly how to do it they ended up creating a cushion to help people to sit better so analyze is exactly how you're sitting and then gives you real-time feedback tells you to get up and move around the core of what they're doing is actually gathering data about your heart rate variance and different different analytics about your body which in five six years time will help you to understand really important indicators about how your health is launched innovators so a lot of you know about Kickstarter actually it hacks that's one of the one of the focuses of the program so we've done a number of hardware and startups which have launched onto Kickstarter around thirty five now you can check them out a Kickstarter stash hats and the reason that we do this it's not just to get money and to pre-sell it's it's this reason if you look at this kind of adoption curve of technology you might have seen this before you got innovators all the way on one side people like me I'm probably an early adopter not really innovator early majority that's kind of like most people kind of you know you've got your iPhone three maybe maybe you wait till four late majority people who are kind of still on blackberry and in the laggards who don't even know what my phone is when you first launch a product as a hardware startup you need to be in this in this area here and the reason is you need to get feedback from people who understand the technology and understand how to make it better and that's why platforms like Kickstarter and IndieGoGo fantastic because you can do that you can just put a product out there get a load of feedback from people and it doesn't matter if it's slightly wrong because as long as you've kind of curated that community and understood some of their needs it will continue to love you and then you'll work out what the next what the next iteration of your product is so you can then launch it to the rest of the world and the fourth one was come to hex that's it thank you

One Comment

  1. Dust YoSelf said:

    Can sum 1 pleas give me the address for HAX in China or tell me where to look can't seem to find it on the site

    June 30, 2019
    Reply

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