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The idea was to encourage shoppers to patronize bricks and mortar businesses that are small and local. The initiative, supported by a campaign by Crispin Porter + Bogusky, was well-received, and in 2011 AmEx set out to build on this by cementing Small Business Saturday as a regular fixture in the US pre-Christmas shopping season. In its second year, Small Business Saturday was even more successful. Five thousand small businesses participated, and 103 million Americans 'shopped small' on the day. Small Business Saturday became a social phenomenon - generating 2.7 million 'Likes' on Facebook, a top trending topic on Twitter. Even US President Barack Obama tweeted his support. In response to widespread support from public officials, the US Senate unanimously passed a motion declaring Small Business Saturday an official day - realizing AmEx's goal of making it an official part of America's national holiday shopping season. 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We may have seen a different outcome if we had maintained the course on solving the primary problem - the patient experience. The company initially started with the simple goal of increasing patient compliance in lab testing. We wanted to make the experience convenient, affordable, and accessible. Over time, while fundraising, the founders became increasingly aware of the role of marketing and its effects on raising money. Despite not having a functional prototype that would enable a panoply of blood tests to be run with a single drop (or a few drops) of blood, the founders approached TBWA/CHIAT/DAY, where the invention of “just one drop” and “the lab test, reinvented” emerged. The brand campaign was a massive success in raising the next rounds and immediately drew suspicion in the medical community as the company had never participated in peer reviews. Despite the early controversy, I was drawn in by the problem space and the ecosystem that needed to be enabled to address fundamental human factors. I left TBWA/CHIAT/DAY and brought on a multidisciplinary team at Theranos, where our day-to-day workload included conducting research, building and testing prototypes, formulating hypotheses, and arriving at solutions for the healthcare ecosystem. https://images.squarespace-cdn.com/content/v1/5eb9d1e22810051b9665d3ea/1589265255488-IKWPCS50EKN87GHBD6IQ/Theranosapp+V1.jpg Samples - Theranos https://images.squarespace-cdn.com/content/v1/5eb9d1e22810051b9665d3ea/1589313057519-F0OGR4DBFC5TYAZH63K9/dashboard.png Samples - Theranos The transcription team needed an interface to enable quick data validation and entry. Since there are no regulations on the design of lab orders, each provider has unique systems in place to generate orders. OCR was an early consideration; however, the permutations of lab orders made using OCR untenable over time. This tool enabled the average time to complete transcription from 15 minutes to 1 minute. 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