What Went Wrong...
Examining the missteps of various software products across industries reveals common pitfalls that can derail even the most promising innovations. From inadequate market research and poor user experience design to insufficient testing and failure to adapt to technological advancements, these challenges underscore the importance of thorough planning and execution. The following section outlines specific cases, offering insights into how these factors contributed to their downfall and the lessons that can be gleaned to inform future endeavors.
Available Lessons:
200
Nokia Health (formerly Withings)
HealthTech
Nokia
Nokia acquired Withings to enter the digital health market but failed due to mismanagement and unclear strategy.
WHAT WENT WRONG
Lack of product integration post-acquisition
Strategic misalignment with Nokia’s core business
SIGNALS MISSED
Drop in product quality post-acquisition
Poor user adoption rates for connected devices
HOW COULD THEY HAVE AVOIDED THIS
Clear post-acquisition integration plan
Defined vision for Nokia’s role in HealthTech
TEAMS INVOLVED
Product, Operations, CEO, Marketing
AirPower (Health Integration Potential)
HealthTech
Apple
Promised wireless charging for multiple devices, including health tools like Apple Watch, but was scrapped due to technical challenges.
WHAT WENT WRONG
Overestimation of engineering feasibility
Failure to resolve overheating and interference issues
SIGNALS MISSED
Early internal engineering hurdles
Public silence around delays raised concerns
HOW COULD THEY HAVE AVOIDED THIS
Prototyping feasibility before public announcements
Realistic product roadmap aligned with technical capabilities
TEAMS INVOLVED
Product, Engineering, Marketing
Chronic Disease Monitoring App
HealthTech
Quibi Health
Designed to monitor patients with chronic conditions, but the app failed to engage users and lacked actionable insights.
WHAT WENT WRONG
Misalignment with user needs for actionable outcomes
Poor app design and user onboarding experience
SIGNALS MISSED
Low user retention after onboarding
Patient feedback highlighting the app’s limited utility
Lack of actionable recommendations for healthcare providers
HOW COULD THEY HAVE AVOIDED THIS
Focusing on features that deliver actionable insights
Iterative testing with real patients for feedback
Simplifying user experience and onboarding processes
TEAMS INVOLVED
Product, Design, Marketing, Customer Success
Health Risk Reports (2013)
HealthTech
23andMe
FDA halted the company’s genetic health reports due to insufficient scientific validation, leading to temporary service suspension.
WHAT WENT WRONG
Lack of compliance with regulatory standards
Miscommunication with government agencies
SIGNALS MISSED
FDA warnings before launch
Gaps in demonstrating scientific rigor
HOW COULD THEY HAVE AVOIDED THIS
Early regulatory engagement to align product claims
Transparent validation of health risk accuracy
TEAMS INVOLVED
CEO, Product, Compliance, Marketing
Fitbit Ionic
HealthTech
Fitbit
Smartwatch recalled due to overheating batteries, causing safety risks and damaging consumer trust.
WHAT WENT WRONG
Insufficient quality control during manufacturing
Rushed release to compete with Apple Watch
SIGNALS MISSED
Early reports of devices overheating during testing
Customer complaints post-launch
HOW COULD THEY HAVE AVOIDED THIS
Extended pre-release testing and quality assurance
Safety prioritization over competitive pressure
TEAMS INVOLVED
Product, Engineering, Customer Success, Operations
Smart Pills
HealthTech
Proteus Digital Health
The ingestible sensor-enabled pills failed to achieve market traction due to privacy concerns and unclear ROI for patients.
WHAT WENT WRONG
Poor understanding of patient and doctor adoption challenges
Over-engineering a solution with limited demand
SIGNALS MISSED
Early skepticism from medical professionals
Privacy concerns raised during trials
Lack of measurable outcomes for value justification
HOW COULD THEY HAVE AVOIDED THIS
Focusing on patient benefits and clear ROI metrics
Addressing privacy concerns through robust communication
Gradual piloting in specific use cases
TEAMS INVOLVED
Product, Sales, Marketing, CEO