PATH Safe Water Project: How to build the best, simplest, and most indestructible water treatment device for less than $10. Presented at the UW Department of Environmental and Occupational Health Sciences seminar 4/29/2010
PATH s mission
PATH Global Presence PATH headquarters PATH offices Belgium Brussels Cambodia Phnom Penh China Beijing Côte d Ivoire Abidjan France Ferney Voltaire India Bhopal Hyderabad Lucknow Mumbai New Delhi Indonesia Banda Aceh Jakarta Kenya Kakamega Nairobi Nicaragua Managua Peru Lima Senegal Dakar South Africa Durban East London Johannesburg Tanzania Dar es Salaam Thailand Bangkok Uganda Kampala Ukraine Kyiv United States Bethesda, Maryland Seattle, Washington Washington, DC Vietnam Hanoi Zambia Lusaka
Our product development goal We want to create a HWTS device.
Our product development goal We want to USE MARKET FORCES to create a HWTS device.
Our product development goal We want to USE MARKET FORCES to create a HWTS device FOR PEOPLE WHO DON T BELIEVE THAT THEY NEED IT.
Our product development goal We want to USE MARKET FORCES to create a HWTS device FOR PEOPLE WHO DON T BELIEVE THAT THEY NEED IT, VIA CHANNELS THAT DON T YET EXIST.
Our product development goal We want to USE MARKET FORCES to create an AFFORDABLE HWTS device FOR PEOPLE WHO DON T BELIEVE THAT THEY NEED IT, VIA CHANNELS THAT DON T YET EXIST.
Our product development goal We want to USE MARKET FORCES to create a USABLE AND AFFORDABLE HWTS device FOR PEOPLE WHO DON T BELIEVE THAT THEY NEED IT, VIA CHANNELS THAT DON T YET EXIST.
Our product development goal We want to USE MARKET FORCES to create a USABLE AND AFFORDABLE HWTS device FOR PEOPLE WHO DON T BELIEVE THAT THEY NEED IT, VIA CHANNELS THAT DON T YET EXIST.
Why not give it away? Strengths Access based on need Strengths Innovation, responsiveness, efficiency, sustainability PATH s historical focus Market-based solution sweet spot Pure public provision Pure private provision Weaknesses Lack of innovation, responsiveness, efficiency Weaknesses Access based on demand and ability to pay 13
If we don t give it away, who can buy it? Aspiration, demonstration effect, commercial volumes, efficient channel machinery = launchpad to reach the poorest of the poor Base of pyramid Submerged market (2.8 billion) Combine market-based solutions and public-private partnerships to extend reach Profit Subsidy Market-based solution limit Limit of marginal profitability limits penetration of marketbased solutions to base of pyramid Poverty market (1.2 billion) * Ablett J, Baijal A, Beinhocker E, Bose A, Farrell D, Gersch U, et al. The Bird of Gold : The Rise of India s Consumer Market. McKinsey Global Institute; 2007. 14
Our product development goal We want to USE MARKET FORCES to create a USABLE AND AFFORDABLE HWTS device FOR PEOPLE WHO DON T BELIEVE THAT THEY NEED IT, VIA CHANNELS THAT DON T YET EXIST.
Percentage of households engaging in water treatment
Our product development goal We want to USE MARKET FORCES to create a USABLE AND AFFORDABLE HWTS device FOR PEOPLE WHO DON T BELIEVE THAT THEY NEED IT, VIA CHANNELS THAT DON T YET EXIST.
How do we get it there? Self Help Groups Retail Haats Gram Panchayat Door-to-Door
Our product development goal We want to USE MARKET FORCES to create a USABLE AND AFFORDABLE HWTS device FOR PEOPLE WHO DON T BELIEVE THAT THEY NEED IT, VIA CHANNELS THAT DON T YET EXIST.
Our product development goal We want to USE MARKET FORCES to create a USABLE AND AFFORDABLE HWTS device FOR PEOPLE WHO DON T BELIEVE THAT THEY NEED IT, VIA CHANNELS THAT DON T YET EXIST.
What is User Centered Design? UCD is a philosophy, process, and toolkit designed to develop products that are suited to their users and their environment. Every product is influenced by what somebody thinks is UCD, so why does it go wrong so often? Because they don t use a coherent process and they violate simple rules about data creation and consumption
Examples of Existing HWTS Products
breaks
UCD laid open getting started Start with a premise or a question: I think there s opportunity in coffee. Do people need a better... coffee maker?
UCD laid open the front end I need coffee that tastes great. STATED unstated I need a foolproof way to make good coffee. I do *not* want to be a coffee snob! What?? Just give me a cup of joe!! I need to support my local coffee roaster. I need something that reflects my deep love for coffee. 1 cup or 12 cups, I want the same good cup of coffee. EXPLORATION Ethnographic interviews, OTS product placement, participatory design
UCD laid open the front end I need coffee that tastes great. Need: I need coffee that tastes great to me. Scenario: I can get the same cup of coffee every time I want it. Scenario: I can change the way my coffee tastes to suit my mood. Can you tell me more about that? Yeah, I want coffee the way I like it, not the way some machine makes me have it. Can you describe how you currently make coffee? Sure, I and or sometimes I want the same exact cup of coffee every time or and I like to change the taste to suit my mood. R R EXPLORATION Ethnographic interviews, OTS product placement, participatory design
UCD laid open the front end Need I need coffee that tastes great to me. Scenario Preliminary Product Guideline I can get the same cup of coffee every time I want it. Priority 1 Priority 2 and I can change the way my coffee tastes to suit my mood. Concept Feature
UCD laid open iterative refinement Need I need coffee that tastes great to me. Scenario I can get the same cup of coffee every time I want it. and I can change the way my coffee tastes to suit my mood. Preliminary Product Guideline Concept The machine grinds consistently The machine heats water consistently The machine measures grinds consistently The machine uses prepackaged coffee and and or Feature
UCD laid open iterative refinement Need I need coffee that tastes great to me. Scenario I can get the same cup of coffee every time I want it. and I can change the way my coffee tastes to suit my mood. Preliminary Product Guideline Concept The machine grinds consistently The machine heats water consistently The machine measures grinds consistently and and or The machine uses prepackaged coffee Feature Functional Spec Mass Optical or or measurement measurement
UCD laid open - overview Preliminary Product Guideline Functional Specification Front End Exploring Creating Needs & Scenarios Iterative refinement Honing Improving Concepts & Features Validation What about late nuggets?
Our product development goal We want to USE MARKET FORCES to create a USABLE AND AFFORDABLE HWTS device FOR PEOPLE WHO DON T BELIEVE THAT THEY NEED IT, VIA CHANNELS THAT DON T YET EXIST.
Thank You
EXTRA SLIDES
UCD laid open the front end I need coffee that tastes great to me. Need: I need coffee that tastes great to me. Scenario: I can get the same cup of coffee every time I want it. Scenario: I can change the way my coffee tastes to suit my mood. Hmmm, can you tell me more about that? Yeah, I want coffee the way I like it, not the way some machine makes me have it. Can you describe how you currently make coffee? Sure, I and or sometimes I want the same exact cup of coffee every time or but I like to change the taste to suit my mood. R R EXPLORATION Ethnographic interviews, OTS product placement, participatory design
Are Developed Country Systems the Solution? In 1910, Teddy Roosevelt said that "civilized people should be able to dispose of sewage in a better way than by putting it in the drinking water."
2.5 Billion People Need A Place to Go
Women Need Options
2.1 Billion People Need Working Systems