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
HealthSuite Digital Platform
HealthTech
Philips
A cloud-based healthcare data platform faced challenges with integration, adoption, and proving value.
WHAT WENT WRONG
Poor integration with existing healthcare systems
Lack of clarity in product value proposition
SIGNALS MISSED
Resistance from hospitals due to complex onboarding
Limited traction during early deployments
User complaints about functionality gaps
HOW COULD THEY HAVE AVOIDED THIS
Early user research for better integrations
Step-by-step onboarding support for hospital IT teams
Pilot testing with feedback-driven iterations
TEAMS INVOLVED
Product, Engineering, Sales, Marketing
HealthVault
HealthTech
Microsoft
A platform for managing personal health records struggled to engage users and healthcare providers, leading to its shutdown.
WHAT WENT WRONG
Lack of product differentiation
Poor user experience design
SIGNALS MISSED
Low user adoption rates
Lack of provider buy-in during beta phases
User feedback citing confusion and lack of value
HOW COULD THEY HAVE AVOIDED THIS
Clearer positioning of product value
Streamlined user experience with guided workflows
Strategic partnerships with healthcare institutions
TEAMS INVOLVED
Product, Marketing, Design, Operations
HealthCare.gov Launch (2013)
HealthTech
HealthCare.gov (U.S. Government)
The federal health insurance exchange website crashed upon launch due to technical failures and lack of scalability.
WHAT WENT WRONG
Poor project management and coordination
Insufficient load testing for expected demand
SIGNALS MISSED
Delayed project milestones and incomplete testing
Multiple vendor miscommunications
Red flags during pre-launch user acceptance testing
HOW COULD THEY HAVE AVOIDED THIS
Stronger project oversight and phased rollouts
Robust load and performance testing under simulated demand
Streamlined vendor collaboration
TEAMS INVOLVED
Engineering, Product, Operations, Design, Customer Success
UP Fitness Tracker
HealthTech
Jawbone
Despite initial success, product quality issues, app reliability, and increasing competition led to failure.
WHAT WENT WRONG
Hardware reliability and syncing issues
Weak customer support for device failures
SIGNALS MISSED
High return rates and negative user feedback
Growing competition from Fitbit and Apple
Consistent technical complaints post-launch
HOW COULD THEY HAVE AVOIDED THIS
Focus on product quality and reliability testing
Improved support processes for failed devices
Competitive analysis and unique product positioning
TEAMS INVOLVED
Product, Engineering, Customer Success, Marketing
AI Chatbot Diagnosis Tool
HealthTech
Babylon Health
The tool, which aimed to replace initial GP consultations with AI, faced criticism for delivering inaccurate or unsafe diagnoses.
WHAT WENT WRONG
Inadequate training and testing of the AI
Prioritization of speed-to-market over accuracy
SIGNALS MISSED
Early reports of incorrect diagnoses from users
Overconfidence in AI replacing medical professionals
Regulatory concerns flagged but ignored
HOW COULD THEY HAVE AVOIDED THIS
Gradual rollout with real-world testing
Collaborating closely with healthcare professionals
Transparency about AI limitations
TEAMS INVOLVED
Product, Engineering, Design, CEO
Watson for Oncology
HealthTech
IBM
AI product aimed at providing cancer treatment recommendations struggled due to inaccurate results and misaligned expectations.
WHAT WENT WRONG
Poor training data and limited real-world testing
Overpromised AI capabilities to hospitals and doctors
SIGNALS MISSED
Clinical dissatisfaction during pilot implementations
Early warning from doctors about inaccuracies
AI performance misaligned with complex real-life cases
HOW COULD THEY HAVE AVOIDED THIS
Rigorous testing and real-world clinical trials
More realistic marketing of product limitations
Engaging frontline doctors to co-develop solutions
TEAMS INVOLVED
Product, Engineering, Sales, Marketing, CEO