H2O to H2Wow : Translating a Scientific Innovation into an Usable solution.
Identifying market potential and customer base for a novel ozone water technology and creating a viable product.
Overview
This project centers on translating a promising scientific discovery into a commercially viable product. The scenario centers around Chicago-based startup Aquamox who developed a groundbreaking technology utilizing diamond-based processing to convert regular water into ozone water, a potent and environmentally friendly sanitizer. Recognizing its commercial potential, the client seeked our assistance for innovative solutions to transition it from a lab technology to a user friendly product with market appeal.
Objective
Validate ozone cleaning technology's commercial viability through user-centered design and market research. Identify industry gaps and user pain points to inform product prototypes and strategy.
Outcome
The project validated the commercial viability of ozone cleaning technology for a newly identified consumer base, resulting in product prototypes (click to view), user research findings & insights, and a product strategy.
Client
Aquamox. Inc
Sector
Hard-tech Startup
My Contributions
Design Research and Product Development
CONTEXT
Aquamox Targets $2 Billion Disinfection and sanitation Market with Ozone Technology
Aquamox identified a market opportunity in disinfection solutions, fueled by growing hygiene awareness and pandemic concerns. The global market holds immense potential, with segments like food safety exceeding $2 billion annually. Their vision is to capitalize on this demand by focusing initially on the food safety sector, leveraging ozone's existing 'Generally Recognized As Safe' (GRAS) status. However, comprehensive research on market size, user needs, and regulatory requirements is crucial to ensure successful market penetration and brand trust.
..the concern in camping is not about being dirt free, it about being safe. Those are different things!..
- Research Participant
Process timeline
August
September
October
November
December
Opportunity Discovery
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Market research
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Observational studies
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Contextual inquiry
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User interviews
Research Synthesis
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Persona Development
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Jobs-To-Be-Done
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Opportunity ranking
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How might We
Product Development
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Paper prototypes
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3D modelling & printing
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Digital Mockups & Branding
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Final Presentation
They started from the hard part, understanding the technology and creating a vision for a believable product that is not currently on the market. It was exciting to see the product development process and the outcome.
- Dr. Donato Ceres PhD. Founder and CEO of Aquamox Inc
Client Testimonial
RESEARCH STRATEGY
Optimizing for Market Success: A Multi-Phase Approach to Identifying Target Customers and User Needs.
1.
Pre-Research: Understanding the Landscape for a Unique Value Proposition
In order to fully immerse ourselves before conducting primary research, it was important to first understand 3 areas to identify the unique value proposition. namely, understanding the competitive landscape, market perceptions, and the technology limitations and regulations.
2.
Deep Dive Research: Identifying Customer Segments with High Adoption Potential
Deep dive research revealed new insights that adoption of new behaviors in cleaning is associated with those prioritizing extra caution due to health, environment, or social responsibility. This high-risk aversion segment led us to a 2x2 matrix, analyzing "risk vs. control" alongside luxury/necessity and adoption potential. This framework helped us to move beyond residential kitchen (Aquamox initial idea) , towards diverse user groups—everyday cooks, moms, campers—valuing high sense of sanitation across environments, from controlled kitchens to unpredictable outdoors.
3.
Multi-Method Research: Uncovering Cleaning Habits and Needs to Inform Product Design
As the next phase of research, we employed a multi-method research approach. Observational studies (in kitchens provided contextual insights into cleaning routines, behaviors, and interactions.) In-depth interviews (and explored user needs and pain points). Finally, photo diary studies (visually documented how users utilize space and handle appliances, informing product design.)
Our research goals included:
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Identifying ingrained cleaning routines and ritualistic behaviors.
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Understanding how sanitation practices differ at home vs. away from home.
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Examining the role of technology in existing cleaning routines.
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Uncovering consumer perceptions of cleanliness and trust in cleaning methods.
20
6
13
2
Interviews
hours of desk research
Photo diary study
Contextual
inquiry
Building empathy through interviews and observation studies with potential consumers
RESEARCH ANALYSIS
Leveraging User Personas and Jobs-to-be-Done for identifying pain points and Value Proposition development.
We employed a combined approach utilizing user personas to understand motivations and Jobs-to-be-Done (JTBD) to identify unmet needs and frustrations. This allowed us to pinpoint the target group (out of the 4 groups we initially identified) with the highest potential and craft a unique value proposition that directly addresses their challenges for product development.
Developed user personas to identify pain points and goals for the 3 user groups.
Developed JBTD framework informed by the personas to identify goals, jobs, and choices to inform product development.
Market Entry Comparison
We prioritized the outdoor recreation market (campers) due to its unique value proposition: chemical-free and reliable sanitation in remote locations. This unmet need offers a chance to gain market share with a differentiated product and forge partnerships with established brands. High regulatory hurdles currently exclude the mom-focused market from initial consideration.
(Table details market entry comparison)
Category
Kitchen Appliances
Outdoor Recreation (Campers)
Perceived Benefit
High (from research)
Unique Value Proposition (Chemical-free, reliable sanitation)
Competitive Landscape
Crowded with Established Players
Less competition, niche market
Consumer Habits
Entrenched cleaning practices
More open to new solutions
Market Entry Strategy
Difficult to disrupt established market leaders
Value proposition development
Informed by user research, we prioritized the outdoor recreation market (specifically campers) due to a compelling value proposition. Campers face a critical, yet unmet need: reliable and safe sanitation in remote locations. This insight, captured through a research participant's comment that "the concern in camping is not about being dirt free, it's about being safe," justifies building a product for this user group because of Aquamox's ability to address this safety concern positions it for market share and brand partnerships.
Potential for differentiation and strategic partnerships with outdoor brands (Snow Peak, REI)
..the concern in camping is not about being dirt free, it about being safe. Those are different things!..
- Research Participant
How Might We..
develop a compelling product leveraging Aquamox's patented ozone technology
for..
eco-conscious campers with limited water access and infrastructure
that..
is compact, requires minimal water usage and minimizes environmental impact
so that..
it positions Aquamox for early market validation within a promising target segment (camping and recreation).
PRODUCT PROTOTYPE
Droplet: A Portable Partner for Safe Water, Anywhere
Droplet is the brainchild of this research, designed specifically to address the concerns of campers. The prototyping process evolved iteratively, incorporating feedback from both the Aquamox Team and users during testing phases. Here, we outline key features of the product and its anticipated usage by campers.
Small Footprint, Big Impact:
Droplet features a compact and lightweight design that fits easily into any backpack or camping gear. The sturdy casing, constructed from stainless steel or titanium, ensures durability and can withstand the rigors of outdoor adventures.
Clean Water, Made Simple:
Droplet uses ozone technology to effectively sanitize water within 30 seconds. This eliminates harmful bacteria and ensures safe drinking water, even from questionable sources.
Efficiency Matters:
Droplet's compact design and easy-to-use interface allow for effortless water sanitation, freeing up time for enjoying the outdoors. Additionally, Droplet integrates with a complimentary mobile app, offering campers further data insights
Built to Last:
The droplet is built with a modular design, enabling easy access for maintenance and replacement of internal components. This extends the lifespan of the product and minimizes waste compared to disposable water filters or sanitation solutions.
How it works.
The functionality of the solution involves submerging the unit in water, initiating the generation of ozone. This ozone, produced within 30 seconds, can then be utilized for sanitation purposes initially and subsequently for safe drinking water applications.
Take a water container
Drop the unit in water
Set timer
Set the water amount
Enjoy sanitized water
CMF exploration for product prototypes.
USABILITY STUDY
Evaluating Ergonomics, Portability, and User Interface Clarity
Following prototyping, we conducted two usability studies to evaluate camper perception of the product and identify potential concerns. The studies focused on three key areas: Ergonomic suitability for camping activities, Ease of carrying and portability, Intuitiveness of the user interface.
Key findings from the studies revealed:
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Power cable storage: Users expressed inconvenience with storing the power cable.
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Educational opportunity: A lack of information regarding the ozone technology was identified.
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Mobile app potential: User feedback indicated interest in a potential mobile application.
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Drying and storage concerns: Users highlighted the need for clearer instructions on drying and storing the product after use.
“...This is game-changing! I don’t have to worry about water access anymore. I can totally see myself using this. I would be more comfortable with using this if I could know how to store it in...”
- Usability study participant
Usability testing with 3D printed prototypes.
Expanding the Droplet Experience: Exploring the Potential of a Mobile App for Campers
Building on user insights, we explored a companion mobile app concept to further enhance the Droplet experience for campers. This app concept goes beyond basic functionality by offering remote monitoring of the water purification cycle. Future iterations could integrate localized water quality information, educational resources on safe camping practices, and even a community forum for connecting with fellow outdoor enthusiasts.
“...The product itself seems great, but it would be awesome if there was an app to track the cleaning. It would be so much easier than having to physically come back and look at the indicator light...”
- Usability study participant
Concept for an app with added functionality.
