Building a product from scratch
This case study outlines the process to find a business opportunity by identifying the customer segment, their underserved needs, and designing a game changer solution.
My role
I led the research planning; facilitated workshops; conducted interviews and tests; created a prototype design; and developed a roadmap for implementation.
Impact
Developed the concept of a solution which the MVP helped restaurants collectively save over R$3 million in delivery fees in 2022.
Context
About the challenge
As restaurants became more familiar with delivery, they began to explore ways to increase profits by reducing costs without compromising the quality of their service. This led to the emergence of the need for a central logistics hub to increase efficiency.
Process
1. Hypotheses mapping and prioritization
Choosing what questions to answer
2. Prototyping & interviewing
Conducting a proof of concept interview
3. Insights Consolidation
Using grounded theory to analyse data
4. Kano Prioritization
Analysing relevance of the product insights
5. Lean Canvas Mapping
Transforming insights into business opportunities
Step 01
Hypotheses Mapping & Prioritisation
Building on previous research, the team had a solid foundation of knowledge on the topic and was able to map out hypotheses and questions that needed to be answered.
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As it was not feasible to address all hypotheses at once, I facilitated a workshop where the team was able to group and prioritize them. This collaborative exercise was crucial in ensuring that all perspectives were considered and potential blind spots were identified.
Research planning
Mapping and prioritising hypothesis
Step 02
Prototyping & interviewing
With the prioritized questions in mind, we began developing assets for the project. We decided to conduct interviews with 5 managers from various restaurants. During the first half of the interview, we asked exploratory questions to gain a deeper understanding of their context and challenges. In the second half, we shared a prototype of the concept product with them to gather their feedback.
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For the prototype, I used a UI library to create a high-fidelity prototype quickly on Figma. I also led a workshop for the team to provide input on the prototype. To conduct the interviews, I utilized Google Meet as it was a familiar tool that minimized friction and Tactic for note-taking.
Feedback on the prototype
Step 03
Insights Consolidation
To consolidate the data from the exploratory phase interviews, I used the Grounded Theory method in Dovetail. This method involves breaking down insights separately and then grouping them together. This approach helps to avoid biased results. To ensure easy access to the insights by the team, I also returned to the mapped questions and briefly answered each of them, emphasizing that for a deeper understanding, it would be necessary to refer to Dovetail, which contains the quotes and insights.
Research analysis on Dovetail
Summarising learnings
Step 04
Kano Prioritization
To consolidate the insights gathered from the prototype testing, I used the Kano Model technique. In a simplified manner, after identifying all the features tested in the prototype, we analyzed them according to the following categories: must-haves, delighters, performances, or indifferent. This provided the team with a clear understanding of what to prioritize.
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Here the team collaborated to combined this analysis with an effort and impact matrix to define the roadmap for the product. This approach allowed us to identify where the team needed to focus their efforts.
Using Kano Model analysis to determine value of different features
Analysing effort and impact of each feature
Step 05
Lean Canvas
To ensure that the team viewed the research as business insights, we finalized this phase by presenting the key insights using the Lean Canvas framework. This framework allows us to continually remind ourselves of the target customer, their challenges, our solution, and unique value proposition as we iterate on the business.
Adding learnings on Lean Business Canvas