A while ago, I wrote a post about a particular product hypothesis I had on my personal blog. I won’t regurgitate the underlying rationale and background research, but needless to say, I think it’s compelling enough. Since that time I’ve been pretty full-on building my startup Nuwe & consulting at Nourishcare.
But, a couple of incidents recently brought back to my attention this concept and I’ve decided to flesh it out a bit more. Today peoples, we’re fighting cancer. And broken bones. And probably other things, but let’s stay humble for the time being.
A few weeks ago, we were on a family holiday to Center Parcs. Near the end of the holiday, my 3 year old son, Rudi, fell off a coffee table and hurt his arm. It was clearly painful, and despite continuing to cycle and swim, he was also clearly carrying his arm in a way as to relieve the pain. When we got home, we took him to the doctor, who assessed and prodded and poked and, reticent to x-ray a 3 year old, advised us to monitor the situation. My wife and I asked each other 10’s of times, whether we should take him for an x-ray, it clearly wasn’t right. We asked each other, we asked other members of the family. We asked and asked and asked.
A few days later, we decided to take Rudi to A&E, and it turned out, he had a broken collar bone!
A week later, my wife went on a spa day with her girlfirends. Much to my amusement, she came hobbling home, having slipped getting into the jacuzzi and couldn’t walk. A few days later and her ankle was purple. Again, the questions started - should I get it checked out? is it broken?
How often must this happen? How often must this be needed but the person doesn’t have anyone to ask? These are questions that tickle my interest.
WHAT HAVE SNAPCHAT & TINDER GOT TO DO WITH THIS?
Does a day go by without seeing some rip-off of a snapchat or tinder type feature, UI approach or app clone? Well, don’t expect anything different from me. Let’s get all popular culture and ask ourselves “WHAT IF”?
What if, Tinder’s amazingly engaging and simple gesture based UI could be put to use for more promising purposes?
What if, Snapchat’s ephemeral messaging system that is popularly used for kids sharing naked photos of each other could be used to encourage sharing of sensitive visual information - such as photos of suspect moles, skin blemishes, lumps, bruises, potential broken bones - things we want to share, should share, but can’t?
HOW DOES IT WORK?
User takes a photo of a suspect skin blemish, mole, bruise, lump - something that’s concerning them and they just want to invite feedback from family, friends, or the general public.
User selects the people they want to receive a very simple binary response - yes/no -which aims to answer the question “should I get it checked out?”
The responder receives the message into the person inbox, and is notified via push notification and if not responded after an amount of time, receives an email to their inbox.
The responder selects the message, which loads the message details. This contains the image “card” ala Tinder. The message will be visible for 15 seconds, encouraging the recipient to respond with their “gut” reaction and not to dwell / risk dropout and non-response.
The message will self-destruct after the timer runs out, and the message will no longer be visible to the recipient. Attempts to take screenshots using the camera will trigger the view to close before screenshot is taken.
The user can then embellish their response with additional notes and comments - personal experiences, words of encouragement, advice etc.
The user is notified when responses are received, and can view a summary of the responses on the message detail view, helping them to decide what action to take next.
Users can configure their settings to ensure their images are also deleted from the server, or retained on the server for their own personal future use and also for the benefits of research and visual recognition and machine learning for predictive diagnosis of skin conditions and injuries.
Next we have to validate this concept with our target audience, and for that we need to start to hypothesis who that will be, how to reach them, what they might pay (if they will) for the service, how much they’ll cost to reach and a billion other questions…