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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

Fractional Executives

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