MENDI NeuroVIZ
A cutting edge technology to visualize your brain activity
7014AAD - Design Management Specialism 2
Module Leader : Dr. Emma Waight
Student ID : 13166014
Introduction
Wearable electronics are electronic devices that can be worn on the body as an accessory or part of clothing. They have grown in popularity in recent years as a result of their ability to track personal health and fitness data, monitor various activities, and send timely alerts and notifications.
Smartwatches, fitness trackers, smart glasses, and smart clothes are all examples of wearable devices. Sensors such as accelerometers, gyroscopes, and heart rate monitors are commonly used in these devices to collect data about the wearer’s physical activity, sleep habits, and other health-related parameters.
Wearable gadgets frequently have wireless connectivity technologies, such as Bluetooth or Wi-Fi, that allow them to sync data with smartphones, tablets, and other devices. Users can access and analyse their personal health statistics as well as track their progress towards exercise goals.
Wearable devices may do more than just measure your health and fitness. They can also make phone calls, send messages, play music, and manage smart home devices. Wearable technology is continually evolving, with new devices and functionalities being offered on a regular basis.
To expand on the concept of analyzing brain data and diagnosing diseases in its early phases, we could create a feature in the current brand as a new product line for a category of patients.
Figure 01. mindmap for the development of the concept. (by author)
Design Process
The Double Diamond Methodology
Figure.02 (Robots for elderly care in the home: A landscape analysis and co-design(n.d.))
The Double Diamond Methodology
Discover Explore Define
An idea or a user's wants must be worked out during this phase. (Norman, 2013). This section gives Mendi the option to investigate the market for other neurofeedback devices, taking into account the customer's difficulties, needs, and technological requirements. This also assists Mendi.io in identifying specific target markets for neurofeedback devices.
The needs, issues, and ideas are directed toward a final solution during this stage (Norman, 2013). The initial component of this will be the observation and analysis of data from the Discover phase. To completely analyze the market’s attractiveness, approaches such as the Ansoff matrix will be used.
Develop Test
In this phase of the development period where design-led solutions are expanded and tested (Nessler, 2018).After generating character profiles for the target audiences in the Define section, this phase will develop design requirements and ideal solutions for Mendi Neuroviz. To clarify the answers for the target markets, an Agile Stage gate Hybrid approach will be used to produce prototypes and test all design concepts.
Deliver Listen
This stage is the delivery output stage, in which the final product or service is finished and released into the market (UXPin, 2022). This phase will make use of cost estimation and analysis. Before introducing items into target markets, Porter’s five forces analysis must be considered for risk management from competitors. The products will also be evaluated using a SWOT analysis.
Research
Lifestyle Diseases
Lifestyle diseases are growing more frequent in many regions of the world, notably in wealthy countries with sedentary lives and poor dietary habits. They are a major public health issue because they can cause significant disability, decreased quality of life, and premature mortality. Many lifestyle disorders, however, can be prevented or efficiently controlled with the correct measures, improving overall health outcomes and lowering healthcare costs.
Type 2 diabetes, cardiovascular disease, obesity, high blood pressure, and some types of cancer are examples of lifestyle diseases. These illnesses are frequently avoidable or manageable with healthy lifestyle choices such as eating a balanced diet, exercising regularly, quitting smoking, and limiting alcohol intake. These disorders are chronic and frequently long-term, and they can have a major influence on a person’s quality of life. Dementia in the elderly is a prevalent ailment seen in the UK (WHO, 2023).
Dementia
The progressive decrease in an individual’s abilities is caused by brain damage or disease that exceeds what would be expected from agerelated changes (WHO, 2023). Dementia is not an illness or disease in and of itself, but rather a broad term used to describe a variety of signs and symptoms that occur when the brain is affected by certain diseases and conditions, such as Alzheimer’s disease and vascular dementia, resulting in chemical and structural changes in the brain.
There are about 944,000 people in the UK suffering from dementia. This can be reduced if dementia is detected at an early stage. There are numerous neurofeedback devices on the market that can assist people in focusing and learning. To expand on the concept of analyzing brain data and diagnosing dementia in its early phases, we could create a feature in the current brand as a new product line for dementia patients.
Rates of obesity and overweight among adults and children, England, 2000-2020
Figure 03. Source: NHS Digital, National Child Measurement Programme. NHS Digital, Health Survey for England.
Research
Printable Chip to use effectively
Wearable technology is any electronic device that is intended to be worn on the user’s body. Jewellery, accessories, and medical gadgets are examples of such items. I am thinking of one of the medical gadgets to be diversified with features collaborating with a new technology product that is recently developed at the University of Chicago’s Pritzker School of Molecular Engineering (Sihong Wang Assistant Professor of Molecular Engineering, 2022). This is a wearable device which is almost a part of the body. This is a printable chip that is flexible, and stretchable. This looks more like a sticker on the skin.
I am planning to propose a wearable technology in UX for this product diversifying with the existing features. This is directly related to the health sector and a wider range of lifestyle products. I am mainly targeting patients suffering from dementia. There are presently 944,000 dementia patients in the UK, more than ever before, and this figure is expected to rise. However, early diagnosis can reduce the chances of dementia. There are so many neurofeedback devices available in the market which help people to focus and learn things. Neurofeedback is a non-invasive therapy that helps the brain create better activity patterns. It is a type of biofeedback that analyses EEG (brain waves).
MENDI, a UK-based company, has already created a comparable product, a neurofeedback gadget that aids in the analysis of brain activity. However, this is limited to a form of therapy. NARBIS, a US-based company, has a comparable offering with a competitive product.
Figure 04. Sihong Wang Research Group/University of Chicago, CC BY-ND
Market analysis
Neurofeedback devices
A brief comparison of the current product and competitor product
Narbis Mendi.io
When your attention drifts the glasses darken, and when you focus, they clear. Narbis uses Neurofeedback, which measures brain activity.
Sensors in the Narbis glasses and a NASA patented algorithm track how relaxed, distracted, and focused you are.
When you are distracted, the glasses comfortably change tint. When you are relaxed and concentrating, the glasses are instantly clear.
A headband is used to measure your brain activity in the prefrontal cortex. It automatically connects to Mendi's app.
Control the training game. Your brain activity is reflected in the Mendi app by the movement of the ball. The steeper the upward curve, the more blood flow is being detected in your prefrontal cortex.
This product has a major drawback and the customer base is comparatively low.
Users are compelled to disrupt their day by scheduling time to train themselves.
This product has a major drawback and the customer base is comparatively low.
Users are compelled to disrupt their day by scheduling time to play video games.
Market analysis
Mendi.io
To develop a product for MENDI – a neurofeedback device company that builds gadgets equipped with sensors that monitor your oxygenated blood flow and neural activity. In Mendi's training game, your mental activity is displayed. You direct the game, make the ball rise, and win points by concentrating solely on your intellect.
This product now has a major drawback as seen in the market analysis page. Also, the customer base is comparatively low. One of the major drawback is that users are compelled to disrupt their day by scheduling time to play video games.
I intend to introduce a printable AI chip that can be put on the skin to achieve effectiveness in studying brain activity to improve the brand experience. This analyzed data can be viewed directly by consumers via a mobile app. Users can gain info access through their fitness trackers. An AR or VR headset that can link to this chip via Bluetooth or other receptor sensors can visualize the points on the body where an issue is discovered and notify the user or person who has access to the data. MENDI can collaborate with Microsoft Hololens for this project.
MENDI NeuroVIZ
How it works
Alert: Sever stress on Higher Mental Functions
Signals are transmitted to smartphone
Features
| Easy to use | Comfortable | Effective and continuous monitoring | Study detailed brain activity patterns
| Understandable user interface | Easy access to understandable data
| Recommendations for nearby consultation facilities or therapy centers | Notify any alerts to be diagnosed
VR/AR helps to visualize the exact spot
Figure 05. Creative visualization by the author
target market
I am primarily concerned with introducing the product to the vulnerable group, which includes dementia sufferers. Using this product we could analyze the patterns of their brain activity and learn which all parts of the brain are primarily impacted. Placing the printable chip on the skin will feel like putting a label on the skin and will not be painful for the patients because it functions like the skin on the skin.
Because it can monitor your fitness and notify the user, this product can not only be diversified to other people as technology advances, but it can also be a component of the health industry's main product in analyzing lifestyle diseases like diabetes and other diseases.
Considered Vulnerable Categories
We’ve bridged wearable technology with artificial intelligence and machine learning to create a powerful device which can analyze health data right on our own bodies.
Asst. Prof. Sihong Wang (Williams, 2022)
Diasabled individuals Children Elderly people
Ansoff Matrix
The Ansoff Matrix, also known as the Product-Market Expansion Grid, is a strategic tool that assists businesses in analyzing and developing product and market growth strategies. It was created in the 1950s by Igor Ansoff and has since become a popular framework for organizations of all kinds. (Hanlon, 2022)
Market penetration refers to increasing market share with existing products in existing markets. This may involve increased advertising, promotional activities, and sales efforts to attract more customers.
Market development refers to expanding into new markets with existing products. This may involve expanding geographically or targeting new customer segments.
Product development involves creating new products for existing markets. This may involve research and development efforts to improve existing products or create entirely new products.
Diversification involves entering new markets with new products. This may involve developing entirely new business lines, acquiring new businesses, or investing in new technologies.
Organizations can make more informed judgements regarding their growth goals and uncover new prospects for expanding their firm by analysing each of these four tactics. The Ansoff Matrix is a useful framework for strategic planning that may be applied to a wide range of sectors and circumstances.
Figure 06. Ansoff Matrix Creative visualization (by the author)
Source: Smart Insight, 2020
Ansoff Matrix
According to Ansoff, a wearable that is flexible, like a sticker on the skin, is a crucial product development for mendi because it is a new product line into the neurofeedback devices industry.
As a new specific market for dementia sufferers and other vulnerable persons, this is also a sort of diversification. Mendi is already a high-value market product that deals with neurofeedback devices in a gamified approach. The brain activity patterns can be visualised by using a printed chip and linking it to an AR/VR headset.
Today, obtaining an in-depth profile of your health necessitates a visit to a hospital or clinic. Wang believes that in the future, people’s health will be continuously tracked by wearable electronics capable of detecting disease even before symptoms arise. Wearable computer devices are one step towards making this vision a reality.
User Persona
Goals
John White Bio
Age :
Occupation :
Family : Location :
Income : 52
Businessman
Married Manchester, UK High
+ Keep track his brain activities.
+ Alert if any symptoms are analyzed in the brain activity.
+ Show the location of the notified diagnosis in the brain. Visualize the area in an AR/VR headset so that the doctor can readily see and identify the issue.
+ Keep track of the health.
Technology
John White is a businessman. He is physically active and is tech savvy. He tends to forget small tasks frequently but always try to note it down to remember and wants to remain on top of his forgetful nature. He lives in an urban area and is concerned about his memory loss since nobody else is there to take care of him.
Frustrations
+ Often forgets to do simple tasks like taking regular prescribed medicines.
+ Should regularly write note on daily tasks which is due to the retarded memory power.
+ Nobody to take care of him at home.
Favourit Brands
Motivations
User Persona
Blake Whitechapell Bio
Age :
Occupation :
:
:
: 24
media influencer
UK
+ Keep track of her fitness goals.
+ Alert if any symptoms are diagnosed related to lifestyle diseases.
+ Visualize the area in an AR/VR headset so that the doctor can readily see and identify the issue.
+ Keep track of the health and recommend diet plans and therapies.
Blake Whitechapell is a social media influencer. She is physically active and is always out for parties.
She tends to forget small tasks frequently but reminded by her family members. She lives in the city and is concerned about her memory loss since she keeps travelling as part of her job.
Frustrations
+ Often she forgets to do simple tasks like counting coins while shopping.
+ Lack of time to analyze her own body conditions.
+ Nobody to take care of her since she’s always travelling.
Motivations
Design
Design Specifications
Printable chip specification
Environment Chip will be environmentally friendly.
Aesthetic Transparent, flexible and durable. Easy to wear on skin like a sticker.
Material Stretchable biosensors
Colour Transparent
Function & Technology
Bio Sensors, Continuous monitoring, Data back up, Device connection, Alert, Detect and record activity that leads to any disease symptom.
Life expectancy Usually 10 to 30 years depends on the individuals usage.
Size & Weight 10cms X 10cms, Convenient and light enought to act as a sticker on skin.
Reliable:Durable Water Resistance.
Ergonomic Easy to wear, No Sharp edges to feel uncomforable.
Target Product Cost Competetively priced than other neurofeedback devices in the market.
Market For the people who are considered in vulnerable category.
Patents To be checked.
Company Restrictions Create and install all the functions and technologies into a small printable chip.
Market Restrictions
Healthcare product regulation varies by market and must be linked to health-care systems, like in the United Kingdom, requiring government consent.
Design
Agile Stage Gate Hybrid Methodology
This method divides product development into stages, each with its own set of goals and deliverables. A gate review is undertaken at the end of each stage to assess progress and decide whether to proceed to the next stage or make adjustments before proceeding (Robert G. Cooper, 2020).
Unlike traditional Stage-Gate methodology, which requires completion of each stage before going on to the next, the Agile Stage-Gate approach employs an iterative process inside each stage, with frequent feedback and corrections made along the way.
This methodology enables a more adaptive and flexible approach to product development while retaining the structure and control given by the Stage-Gate process. It can help teams cut time-to-market, increase collaboration, and improve product quality by enabling for more regular feedback and revisions.
The neurofeedback device industry is quickly expanding, thus utilising a hybrid model in the creation of a new revolutionary neurofeedback device would allow Mendi to decrease testing time while still ensuring the product is of adequate quality to catch up with and pass competitor products in the market.
The Mendi development teams will receive feedback from two focus groups in this case:
People aged 15 to 50 who already have memory loss and other dementia symptoms. Professionals, such as doctors and nurses.
Figure 07: Agile Stage-Gate Hybrid Model (Cooper, R.G. 2017).
Design Concept Solutions
Alert: Sever stress on Higher Mental Functions
VR/AR helps to visualize the exact spot
Signals are transmitted to smartphone
Data regarding brain activity is sent to your smartphone, which notifies you to any diagnosis. It will then make therapy recommendations and indicate where portion of the brain is affected.
Design
How the concept fits the user persona?
The customers' John and Blake admit to frequently forgetting their everyday tasks. This could result in dementia. However, this is not confined to other conditions. A neurofeedback tracking chip, on the other hand, will continuously monitor their brain activity and inform them if any symptoms are diagnosed or before any such symptoms begin. This will inform them of their health situation and allow them to take appropriate action as soon as possible, avoiding further issues.
This chip's design is printable on the skin. As a result, it's easy to transport and you won't have to worry about losing it someplace.
Because both individuals are too busy with their lifestyles and occupations, they will not have time to actively train their brains to participate in brain-exercising games. As a result, this device will monitor their brain activities and notify them if they require emergency assistance. All they have to do is open their app, which is linked to the chip.
Both reside in cities and have a high likelihood of eating junk food. As a result, they will be more susceptible to lifestyle disorders. Keeping a direct monitoring device on the skin, such as a printed chip, can also effectively analyse physiological activities. This might assist them to comprehend if any severe conditions will affect their health and hence their life.
If this technology had been available to them 10 or 20 years ago, their lives could have been happier because they could have found the reason or root cause of their memory loss or any other problems relating to their body, and they could have been healthier and happier.
Furthermore, the design of this product is so simple that it will appear on skin as a tattoo. Because Blake is a social media personality, it appears to be a futuristic fashionable tattoo that will not look out of place on her.
Design
Porter’s Five Forces Analysis
Porter's Five Forces analysis is a methodology for analysing an industry's or market's competitive environment. The Five Forces concept is founded on the idea that five fundamental forces drive an industry's or market's profitability: Threat of new entrants, Bargaining power of suppliers, Bargaining power of buyers, Threat of substitutes, and Rivalry among existing competitors.
The analysis results can assist businesses in identifying areas of potential and susceptibility and developing strategies to acquire a competitive advantage.
Fresh entrants will appear in any newly formed and growing market. Mendi has a brand advantage, but new firms entering a market can sometimes swiftly earn a considerable market share.
This is true when resources are few. In general, technology companies are already supplying Mendi. When the printed chip is mass-produced in commercial quantities. It should be readily available.
Bargaining Power of Suppliers
Threat of New Entrants
Rivalry Among Existing Competitors
Bargaining Power of Buyers
Mendi is a well-known and famous brand in the technology business, but Mendi faces a significant challenge from current competitors.
Existing neurofeedback devices are the only significant threat to consider. These may decrease in price and so become more desired within current markets, crowding out the new product. New products joining the smart neurofeedback device market also pose a threat.
Threat of Substitute Products and Services
This varies depending on the market. For example, the United Kingdom has a National Health Service that is a large customer and hence has the potential to force down prices. However, medical experts and end users will eventually be the key decision makers in the smart neurofeedback device market, and as a strong brand, Mendi is in an excellent position to negotiate from a size advantage that competitors may not have.
Design SWOT
Analysis
An organisation's strengths, weaknesses, opportunities, and threats are assessed using the SWOT analysis, a strategic planning technique. It offers a framework for recognising and evaluating these four elements, which can aid organisations in making defensible choices regarding the future (Parsons, 2022).
Strengths
Internal aspects of the product, such as distinctive selling points, a skilled workforce, established brand recognition, or advanced technology.
Strengths
It has an aesthetic that's appealing and is unlike other neurofeedback equipment now on the market, yet it also offers great functionality.
Patients will benefit from the new design's simple access to important information and prevent annoyance from being bound to an additional gadget.
Weaknesses
Internal obstacles to the product's success, such as subpar financial performance, a lack of resources, a lack of knowledge, or subpar customer service, are considered weaknesses.
Weaknesses
For Mendi, this is a brand-new product. They are recognised as a manufacturer of neurofeedback devices with a game-like form of therapy, making it challenging to introduce this technology and projecting their brand’s image towards essential medical equipment.
Opportunities
This business provides mendi with more access to the healthcare market. Through the use of its headgear and gaming therapy, they have taken hesitant steps in that direction.
By launching this product, Mendi can establish itself as an industry pioneer, draw a sizable customer base, and eventually become the market leader.
Threats
The major medical manufacturers are the clear threat to mendi. Some renowned companies that produce smart medical equipment have the resources to invest in related concepts and create their own product.
Opportunities
Opportunities are outside forces that can help a product, such as new markets, shifting consumer preferences, cutting-edge technology, or advantageous economic circumstances.
Threats
External elements that can undermine the product, such as rivalry, shifting legal requirements, a downturn in the economy, or natural calamities.
Design
Cost Estimation
Labour
Design Director
Design Manager
Product Manager
Hours of time
Hours of time
Hours of time
Researchers Hours of time
Designers
Engineers
Programmers
Other Staff
Labour
Hardware
Equipment Quantity
Software
Development Hour of time
Licenses/ Patents
Hours of time
Hours of time
Hours of time
Hours of time
Product production Quantity
Prototype Quantity
Packaging Quantity
Travel
Accommodations Per person
Travel tickets Per ticket
Fuel & Oil Per person
Per licenses/ patents
Marketing/Communication
Graphic design
Hours of time
Printing Quantity
Telephone Per person
Insurance
Electricity
Other supplies
Total expenses
Income
Equipment
Design
RACI Matrix
Responsible Accountable Consulted Informed
This is the person or individuals that have overall authority over a task.
This is the individual who is ultimately in control of a task and is responsible for its completion.
Investigate user issues to find design solutions.
Examine and research the available printing technique for flexible chips.
Examine design options for business owners
Review the project’s cost estimation and the target cost for the products.
Create and evaluate design solutions (hardware & software)
Test and evaluate design solutions. (hardware & software)
Correct design flaws
Examine outputs
& improvement
This is the resource person or persons who may have crucial and practical knowledge to aid in completing the intended goal.
As the task develops, this is the person or persons who should be informed periodically since it is crucial to their roles within the organisation.
Design
Gantt Chart
A Gantt chart is a project management tool used to visually represent the timing and duration of different tasks or activities involved in a project. It provides a clear, easy-to-read graphical representation of the project timeline, showing each task as a horizontal bar or line across the chart. The chart also displays the start and end dates of each task, and their duration, allowing project managers to monitor progress, identify delays, and plan future activities accordingly (Mubarak, 2010).
Investigate user issues to find design solutions.
Examine and research the available printing technique for flexible chips.
Examine design options for business owners
Review the project’s cost estimation and the target cost for the products.
Create and evaluate design solutions (hardware & software)
Test and evaluate design solutions. (hardware & software)
Correct design flaws
The last test
Examine outputs
Final clearance from business owners
Launch and start manufacturing
Assistance & improvement
Conclusion & Limitations
Through a design process, Mendi demonstrated how a new healthcare product can be effectively and strategically designed and brought to the market. The Mendi Neuroviz is a game-changing new gadget with the ability to save lives. It is innovative and represents a new potential for Mendi.
The design process, from the initial concept to the finished product, may be achieved through careful implementation of design management technologies, as demonstrated throughout the project.
Certain limits in healthcare legislation that must be handled by a corporation unfamiliar with the medical manufacturing industry. Overall, these constraints can be addressed with time, yet they will require solid negotiating and strong legal guidance.
References
1. https://dementiastatistics.org/#:~:text=1%20in%203%20people%20born,develop%20dementia%20in%20their%20lifetime.&text=There%20are%20 944%2C000%20people%20with,over%201.6%20million%20by%202050.
2. https://www.narbis.com/blog/top-ten-neurofeedback-devices/
3. https://www.techtarget.com/searchmobilecomputing/definition/wearable-technology
4. https://theconversation.com/flexible-ai-computer-chips-promise-wearable-health-monitors-that-protect-privacy-189860
5. https://www.microsoft.com/en-us/hololens/hardware#
6. https://www.mendi.io/
7. https://healthtechinsider.com/2022/11/25/a-new-flexible-chip-brings-onboard-ai-to-wearable-devices/
8. https://www.nhs.uk/conditions/dementia/symptoms/
9. https://dana.org/article/neuroanatomy-the-basics/Robots for elderly care in the home: A landscape analysis and co-design ... (n.d.). from https://www. semanticscholar.org/paper/Robots-for-Elderly-Care-in-the-Home%3A-A-Landscape-BardaroAntonini/b200ab38c3fd6cd8577801d446ed1aafedb510b8
10. Norman, D. A. (2013). The design of everyday things. Basic Books.
11. Nessler, D. (2018, February 7). How to apply a design thinking, HCD, UX or any creative process from scratch. Medium. Retrieved April 11, 2023, from https://medium.com/digital-experience-design/how-to-apply-a-design-thinking-hcd-ux-or-any-creative-process-from-scratch-b8786efbf812
12. Nessler, D. (2018, February 7). How to apply a design thinking, HCD, UX or any creative process from scratch. Medium. Retrieved April 11, 2023, from https://medium.com/digital-experience-design/how-to-apply-a-design-thinking-hcd-ux-or-any-creative-process-from-scratch-b8786efbf812
13. UXPin. (2022, September 21). Double diamond design process – the best framework for a successful product design. Studio by UXPin. from https://www.uxpin.com/studio/blog/double-diamond-design-process/
14. World Health Organization. (n.d.). Noncommunicable Diseases. World Health Organization. Retrieved April 11, 2023, from https://www.who.int/ health-topics/noncommunicable-diseases#tab=tab_1
15. Addressing the leading risk factors for ill health - health foundation. (2022, February). From https://www.health.org.uk/sites/default/files/upload/ publications/2022/Risk%20factors_Web_Final_Feb.pdf
References
16. Hanlon, A. (2021, August 12). The ansoff model [marketing strategy matrix]. Smart Insights. from https://www.smartinsights.com/marketingplanning/create-a-marketing-plan/ansoff-model/
17. Williams, S. C. P. (2022, August 4). Stretchy computing device feels like skin-but analyzes health data with brain-mimicking artificial intelligence. Pritzker School of Molecular Engineering | The University of Chicago. from https://pme.uchicago.edu/news/stretchy-computing-device-feels-skinanalyzes-health-data-brain-mimicking-artificial
18. What is agile stage-gate? Planisware. (2020, February). Retrieved April 12, 2023, from https://planisware.com/resources/planisware-hub/whatagile-stage-gate
19. Stage-gate process vs. Agile Methodology. Lx Sim. (n.d.). Retrieved April 12, 2023, from https://www.lxsim.com/en/blog/stage-gate-process-vsagile-methodology/
20. Parsons, N. (2022, September 9). What is a SWOT analysis and how to do it right in 2021 (with examples). LivePlan Blog. from https://www. liveplan.com/blog/what-is-a-swot-analysis-and-how-to-do-it-right-with-examples/
21. Gantt.com. (n.d.). from https://www.gantt.com/
22. Mubarak. (2010). Integration of the construction estimate in Construction Programe. from https://fenix.tecnico.ulisboa.pt/ downloadFile/395146001243/Resumo%20alargado.pdf