DYSON UK - 2022
1Y TO CREATE A NEW
HEALTH,FITNESS,
POLLUTION-TRACKING
PRODUCT.
As a Dyson New Product Innovation PM, I had the unique chance to lead and manage the creation of a groundbreaking new product category. Discover my 1 year journey working on this all-day Health, Fitness & Air Quality tracking product, that combines a unique mobile app with an IoT wearable.
Project details
My Roles
Software used
Development platform
PHASE 1 - 2 MTHS
UNDERSTAND.
It all started in July 2021. Discover my Product Manager journey gathering & analyzing dozens of data sources, defining our target audience, user need and product vision, ensuring optimal market fit.
0. Product Definition & Origins
The Dyson Engineering team had been working for several years on specific sensors that would allow tracking of real-time health, fitness activity & surrounding pollution-level. Once the technology arrived at maturity, James Dyson decided to kick off several wearable projects with it.
The 1st product to launch with a few of these sensors was the Dyson Zone, an airpurifyer headphone that also monitors live pollution (AQ value) and live-streams it to the Dyson mobile app (launched in 02.2023).
The 2nd product is the IoT device & mobile app I managed as a PM:
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It has an embedded screen with a dedicated OS & set of micro-apps
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It introduces an all new form factor/product category for Dyson
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It tracks users Health, Fitness & Air Quality metrics 'all day long'
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It is connected to mobile companion app that showcases the data & more
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It is a high-end product
⚠️ Important
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I can not disclose any specific details about the product itself, including its actual form factor, design, unique features, direct competitors... I will stay voluntarily vague on these elements.
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The word 'Product' will combine both the IoT device & the mobile app (both had been designed together as one seamless product experience)
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'AQ' will be used for 'Air Quality', which follows the W.H.O AQ scale
1. What are we solving for which market?
"Empower citizens by making the invisible pollution threat visible to them with high-level accuracy"
This product's main objective and differentiating factor is the AQ sensing tracking, and what unique value it brings to the users combined with extra health metrics. The challenge will be to bring all these data together and make them relevant & appealing to the user on a daily basis, via a great set of features.
This Product vision strategy defined by itself China as being the main target market. Here's why:
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Pollution awareness: Pollution in China causes 2M deaths/y, and air pollution awareness is high. The Chinese anti-pollution solutions market was valued at US$1.5 billion, and is expected to reach US$2.5 billion by 2027
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Large health-tracking market: In 2022, China accounted for over 30% of the global high-tech wearable health-tracking market
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High-end brand success: China is the world's second-largest luxury market, after the United States. Chinese consumers accounted for 21% of the global luxury good purchase market in 2022
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Dyson is highly popular in China: The brand is renowned & trusted for its air-quality cleaning fans, which makes customer acquisition for this new product category easier.
2. What are our direct/indirect competitors?
Group Commercial established a clear comprehensive breakdown of all possible competitors for our product, building this dataset for each individual market, but focusing it on China. I became an expert in each of these markets, by testing most of these hardware & software solutions myself.
Health-tracking devices
Direct & Indirect Competition
Smartwatch, smart-bracelets, body band. These products cover a wide range from everyday tracking up to high-end competition tracking. Very competitive market.
Air quality tracking devices
Indirect competition
A growing market all around the world with new solutions to measure pollution level at home and on-the go are (attached to a stroller, as a key-holder..).
Health-tracking apps
Direct Competition
Leaders are the embedded OS health apps (Apple, Google, Samsung health), making it very hard to create value as a 3rd party.
Air quality mobile apps
Indirect competition
These apps are highly popular in China ('Air Quality China' has 10M users). Apple, GG, Samsung now implement them within their OS making competition much harder.
Workout & Fitness apps
Potential Competition
Very market-specific. Stravia and Nike are strong in EU & USA, but Keep is the leader in China with 300M users.
3. Who is this product for?
Together with the Commercial team, we defined the key user Personas
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From a commercial aspect: profile of customers that we could easily target with ads)
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From a UX aspect: focused on end-user daily journey, needs, accessibility requirements...
Health sensitive
246M people in China are sensitive to AQ-related diseases (pollen allergy, asthma..). These users are highly aware of their environment and look for efficient solutions to improve & track their health.
Fitness enthusiast
20M people in cities run actively in China. These users care about staying in shape, and are happy to use technology to achieve their goal. Outdoor AQ awareness is high.
Family carer
There was about 570 million parents living in cities in China in 2020. There is an important social trend to educate & protect children from AQ exposure.
Active Citizens
Typical 30 to 45yo active citizen, used to commute, go out and work-out in a busy city environment most of their time. They seak better AQ awareness.
Fashionista
Typical Early adopters users. If the product becomes a fashion trend, these users will be the first to try get it for the social status that it will provide.
4. Gather user needs & feedback
Our Chinese, USA, EU User Insight team ran an extensive user interview and research campaign based on the various personas we had built in each market. The design team & I used and referred back to this research throughout the all project year.
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'Day in life' video documentary: Follow-through of our typical persona's day, covering their daily routine & habits (morning flat clean, commute to work..)
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'Exploratory interviews': Qualitative feedback about health/fitness tracking devices and AQ problem perception
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Large-scale survey: Quantitative feedback over health/fitness tracking devices and AQ problem perception
I decided to use this data to build a 'Day in Life' matrix that would highlight the user needs at each step of the day for each Persona. This piece of work was key to establishing a solid foundation and ensuring no use cases were left aside.
'Day in Life' per Persona matrix built after user interviews - Brief version
5. Technical software & platform requirements
Together with the Commercial team, we had to answer the following question: Who could afford our product offer, and would be interested by the innovation aspect of the product + precise health/fitness tracking?
Embedded IoT OS
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Mobile app
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Cloud-based services
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PHASE DELIVERABLES
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Deliverable 1
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Deliverable 2
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Deliverable 3
PHASE CHALLENGES
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Challenge 1
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Challenge 2
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Challenge 3
PHASE 2 - 2 MTHS
IDEATE.
Here's my journey as a Product Manager to gather & analyse all the data required for a refined analysis of the project following the EMUC principles. Employee, Metrics, Users, Competitors.
1. Associate solutions to user issues
Together with the Commercial team, we had to answer the following question: Who could afford our product offer, and would be interested by the innovation aspect of the product + precise health/fitness tracking?
2. Build & Rank the 1st feature matrix
Together with the Commercial team, we had to answer the following question: Who could afford our product offer, and would be interested by the innovation aspect of the product + precise health/fitness tracking?
3. Regroup features into apps & Rank them
Together with the Commercial team, we had to answer the following question: Who could afford our product offer, and would be interested by the innovation aspect of the product + precise health/fitness tracking?
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AQ app/feature-set
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Fitness app/feature-set
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Weather app/feature-set
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Health app/feature-set
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PHASE DELIVERABLES
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Deliverable 1
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Deliverable 2
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Deliverable 3
PHASE CHALLENGES
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Challenge 1
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Challenge 2
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Challenge 3
PHASE 3 - 1 MTH
PLAN.
Here's my journey as a Product Manager to gather & analyse all the data required for a refined analysis of the project following the EMUC principles. Employee, Metrics, Users, Competitors.
1. Setting-up new AGILE workflow between teams
The New Product Innovation (NPI) Commercial team had already built a Strong Business case when I joined the project. It included a great competitor landscape analyses. Here's the key takeways
2. Setting-up AGILE tools
The New Product Innovation (NPI) Commercial team had already built a Strong Business case when I joined the project. It included a great competitor landscape analyses. Here's the key takeways
JIRA Roadmap feature plan
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Confluence Collaboration
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Bi-weekly user testing
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PHASE DELIVERABLES
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Deliverable 1
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Deliverable 2
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Deliverable 3
PHASE CHALLENGES
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Challenge 1
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Challenge 2
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Challenge 3
PHASE 4 - 8MTH
VALIDATE.
Here's my journey as a Product Manager to gather & analyse all the data required for a refined analysis of the project following the EMUC principles. Employee, Metrics, Users, Competitors.
1. MVP Concept Validation - Making each app relevant?
The New Product Innovation (NPI) Commercial team had already built a Strong Business case when I joined the project. It included a great competitor landscape analyses. Here's the key takeways
1.Design low-fid. wireframes
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4.Build app back-end
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2.Identify & Rank hypothesis
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3.Run Concept Validation test
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2.For each app: MVP Usability testing
The New Product Innovation (NPI) Commercial team had already built a Strong Business case when I joined the project. It included a great competitor landscape analyses. Here's the key takeways dfsf
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Embedded micro-apps screens
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Embedded IoT on-boarding journey
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Mobile app Connection journey
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Notifications - how often & how much
1.Refine wireframes & IA
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3.Implement in-app UX pattern
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2.Run Usability testing
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3.Build UX Patterns library
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3.For each app: GUI kit, Copy, icon & animation Design
The New Product Innovation (NPI) Commercial team had already built a Strong Business case when I joined the project. It included a great competitor landscape analyses. Here's the key takeways
1.UI the UX patterns & screens
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4.Implement the in-app GUI
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2.Run Usability testing
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3.Build Figma GUI kit
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4.Full-product working prototype beta-testing
The New Product Innovation (NPI) Commercial team had already built a Strong Business case when I joined the project. It included a great competitor landscape analyses. Here's the key takeways
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Notification cross-apps in real-life usage
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Cross-apps navigation between IoT and mobile apps/tab
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Gorilla in-office testing
PHASE DELIVERABLES
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List of all untested edge-cases
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List of
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Deliverable 3
PHASE CHALLENGES
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Challenge 1
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Challenge 2
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Challenge 3
