Humaginarium just completed the first leg of a vital expedition. We finished Introduction to Customer Discovery at the MWIN Midwest I-Corps Node. Right now we’re bivouacked on a narrow ledge under a brilliant star field. And we’re just below a rock face where the route leads upward: Phase Zero of I-Corps National.
For us Customer Discovery involved interviews with 35 stakeholders in our ecosystem: potential users and buyers of our video games, and influencers ranging from clinicians and scientists to health educators and organizers. We learned a lot about problems that haven’t been solved, needs that haven’t been met, constraints that haven’t been overcome, and desires that haven’t been satisfied by the status quo in health care and education.
One of the hardest things to do came first: narrowing our focus. Humaginarium wants to engage adult consumers of all kinds, but we had to define a precise market segment to avoid being swamped with data. So we chose consumers who have, or risk developing, type 2 diabetes.
Why type 2 diabetes? For technical reasons, because our computer model of that disease is ready to deploy. A lot of our foundational engineering exists. More importantly though, type 2 diabetes has social characteristics that made it eminently worthy of our attention:
- It’s prevented, caused, controlled, even cured by patient agency
- It’s hard to motivate patients to fight it, because it’s easy to ignore
- It’s rampant and deadly
- It will bankrupt individuals and the health care system if it isn’t stopped
Thanks to superb facilitators and coaches at the University of Michigan Center for Entrepreneurship, our bivouac is a good place to rest and reflect before the expedition continues.