25 March 2019

Fleck Atrium
WELCOME MESSAGE
FROM BEAR

Welcome to the finals for the Manulife New Product Challenge: Market for Self-Control!

The Behavioural Economics in Action at Rotman [BEAR] center works with corporate, government and
other partners to help them better use behavioural insights in their organizations. Our work is based on
the (hopefully) uncontroversial claim that all organizations are fundamentally in the business of behaviour
change. Yet, many of them struggle with it because human behaviour is complicated, often context-depen-
dent and almost always inconsistent.

This year, we continue to focus the challenge on self-control - people often have great intentions, but some-
how fall short on following through on converting many of those intentions to action. We would all love to
save more money, waste less time on the internet, maintain a healthy lifestyle, improve our relationships,
and complete the various goals we set for ourselves. Are there products and services out there that could
help us turn our intentions into action and perhaps help others do the same thing as well?

The Manulife New Product Challenge encourages students at the University of Toronto to think about these
issues and use the skills they have culminated to develop products and services to address them. All the
products you will hear about today are designed to help people be truer to themselves, and to stick to their
plans and goals.

Rotman is in the unique position to host this challenge because of its expertise in Behavioural Insights
(BEAR), Innovation and New Ventures (The Creative Destruction Lab) and Design (Rotman DesignWorks).
Our goal is that our students not only get exposed to knowledge and tools, but also get the opportunity to
use these tools in forums similar to the Manulife New Product Challenge!

We hope you enjoy today’s session!

Kim Ly, Liz Kang, and Dilip Soman

BEAR
WELCOME MESSAGE
FROM MANULIFE

Welcome and thank you for participating in the Manulife New Product Challenge. I am very excited to be
part of this year’s event for the first time.

Expectations have increased dramatically in the modern digital era with the widespread adoption of
thoughtful, innovative technology.

Manulife is committed to helping Canadians make the best choices when it comes to their financial and
physical wellness. We see that people need tools that are both simple to use and customized to individual
needs. That’s why we were drawn to partner with the Behavioural Economics in Action at Rotman.

It is exciting to see bright minds collaborate, develop and prototype innovative products that have the
potential to drive positive behaviours, and bridge the gap between intention and action for our customers.

The most important reason for innovating is customer experience. At Manulife, we are pushing to create
innovative technologies that better listen to customers, understand their needs and improve their experi-
ence at every touchpoint. It is thrilling to see how putting forth an opportunity to create change through a
challenge, like this one, bring the principles of behavioral economics to life.

Congratulations to the six teams who have made it to the final round. I hope you will continue to be curious,
creative and inspired to help consumers make meaningful and positive behavioural changes. I look forward
to learning more about the products and services you have developed.

Pamela Wong
Vice President, Global Marketing Operations, Manulife
SCHEDULE
MSC2019 FINAL EVENT & NETWORKING
RECEPTION

TIME EVENT

5:00-5:30PM Registration and Refreshments

5:30-5:35PM Introductory Remarks

Pitch by Six Finalist Teams and

5:35-7:05PM
Questions from Judging Panel

7:05-7:25PM Judge Deliberation

7:25-7:35PM Results and Concluding Remarks

7:35PM - Networking Reception

JOIN THE CONVERSATION #MSC2019 @UofT_BEAR

THE FINALISTS

#MSC2019
HabitBot
“HabitBot is a chatbot that helps
users form habits without techno-
logical addiction.”

»» Ilya Kreynin (Industrial Engineering)

»» Mohammed Shabbar Manek (In-
dustrial Engineering)

Jammr Medison
“Jammr is a product that helps users “Medison is an AI-equipped chatbot
get more restful, deeper sleep by that leverages behavioural econom-
discouraging them from interacting ics insights to encourage healthy be-
with their electronic devices around haviours and medication adherence.”
bedtime using mindful, external-
ly-imposed, discouraging nudges.” »» Judson Asiruwa (Rotman Commerce,
Finance & Economics Specialist)
»» Renuka Iyer (Economics Specialist,
»» Cassidy de Winter (Full-Time MBA) Math Minor)
»» Joseph Smith (Full-Time MBA) »» Jamie Lee (Rotman Commerce, Man-
»» Muhammad Hassan (Full-Time MBA) agement Specialist)
»» Saif Orfali (Full-Time MBA) »» Saarah Sheikh (Rotman Commerce,
Finance & Economics Specialist)
 SMARTRāDE
“SMARTRāDE is a browser plug-in that uses
machine learning to nudge people into
rational purchase decisions by controlling
their emotional spending, the SMRT way.”

»» Kevin Yoon (Full-Time MBA)

Mindful »» Rachel Taylor (Full-Time MBA)
»» Shane Deol (Full-Time MBA)
»» Serife Karapinar (Full-Time MBA)
“Mindful aims to create and main- »» Sunur Devavrata Bharadwaj (Full-Time MBA)
tain peace in a world of fast-paced
online communication. It is a browser
extension and mobile keyboard that
detects and reminds users when
derogatory language is typed in a
message, prompting them to rethink
their words before sending it.”

»» Saaraa Alli (Computer Engineering)

»» Nirmit Zinzuwadia (Computer Engi-
neering)
»» Meghomala Debnath (Industrial
Engineering)
»» Smiriti Shankar (Industrial Engineer-
ing)

Sudsy Buddies
“Sudsy Buddies uses motion sensors and LED lights to
nudge children to wash their hands with soap after every
trip to the bathroom.”

»» Gunhee Kim (Rotman Commerce, Finance & Economics

Specialist)
»» Margaux von Buren (Rotman Commerce, Management
Specialist)
»» Mykyta Tymko (Rotman Commerce, Management Specialist)
»» Bing Feng (Full-Time MBA)
»» Melanie Yu (Rotman Commerce Graduate Class of 2018)
JUDGING PANEL

Queenie Chow, Director & Product Lead, RBC Ventures

Queenie is a Director and Product Lead at the newly created division at Royal
Bank of Canada called RBC Ventures, aimed at creating and investing in
initiatives that enrich Canadians’ lives beyond traditional banking services. In
this role, she designed a program that helps Canadian businesses access and
take advantage of the booming Chinese economy by selling unique Canadian
products to China. She also launched the inaugural cohort of RBC Reach, a first
of its kind commercial accelerator at RBC. The program identifies high potential
startups to collaborate with RBC to launch new products and commercial pilots.
Prior to this role, Queenie had over 10 years of product design and manage-
ment experience across financial services and retail, with expertise in payment
innovation. Queenie holds an Engineering degree from Queen’s University and
an MBA from the Rotman School of Management.

Ricardo Baltazar, Associate Vice President of Cognitive

Works, Canadian Tire Corporation
Ricardo’s skills and interests place him at the intersection between human
behavior, technology and business. He is interested in improving how peo-
ple interact with the technologies, systems, and environments around them,
and enjoys working on elegant solutions to complex human-centered-design
problems. Ricardo holds a doctorate in behavioural neuroscience for research
in the neural circuits of reward, motivation, habit-formation, and addiction. He
considers himself a practical academic, and has spent his career applying his
abilities as a scientist to solving real-world business challenges. He has held
roles in business development, product strategy, UI/UX and R&D in the areas
of healthcare, life sciences, retail and information technology. In his current role
as associate vice president of CognitiveWorks at Canadian Tire Corporation,
he leads a team of designers, psychologists, business strategists, and data sci-
entists to identify and deliver on opportunities leveraging human centered de-
sign, behavioral economics and technology to improve consumer experience
and add positive financial value to the Canadian Tire triangle of companies.
Myha Truong-Regan, Senior Economist, Ontario
Securities Commission
Myha is a senior economist with a financial regulator. Myha was the architect
that introduced behavioural economics to her organization, and is presently
using insights from the field of behavioural science to improve organization-
al and consumer outcomes. She has worked in the private and not-for-profit
sectors in corporate and marketing strategy roles.

Pamela Wong, Vice President, Global Marketing

Operations, Manulife
Pamela is a global financial service executive with a demonstrated track
record of developing strategy, identifying new business opportunities, and
driving transformational change. As Vice President, Global Marketing Oper-
ations at Manulife, she is responsible for building out the global operating
model and leading the transformation program to reimagine Marketing.

Pamela is passionate about giving back to the community. She is a Board

member and HRCC chair at Centre for Education & Training (TCET) and a
Board member at the University of Toronto Schools (UTS).

Her specialties include Functional Leadership with Change Management

Focus, Marketing, Corporate strategy, Corporate development, FP&A.
The Manulife New Product Challenge: Market for Self-Control is hosted by
BEAR and offered in collaboration with the Creative Destruction Lab and
Rotman DesignWorks with thanks to our Presenting Sponsor Manulife.

We’d like to thank our first round judges who helped us review and eval-
uate the many submissions we received: Lorenzo Cecutti, Claire Celerier,
Laura Doering, Melanie Kim, Lisa Kramer, Nico Lacetera, and Claire Tsai.

We’d also like to thank Jimmy Chan, Cailin Hillier, Khalid Kurji, Karl Martin,
Kim-Thu Nguyen, and Shray Mehra for the coaching and mentorship they
graciously provided to the finalists.

Contact Us
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Twitter: @UofT_BEAR

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