Learning launch assignment (module 4):

Challenge & selection

I have used learning launch to test a product concept for a client.  In order to assess the new product  (dairy product) for a global CPG company, I have utilized learning launch tool rather than a more  conventional business plan that we prepare. Using the learning launch I wanted to quickly validate the  product concept with end-customers and their buy-in for this product. I have also identified list of key  stakeholders (including customers across different regions, distributors, retailers) and charted a plan  with a base assumptions and key value propositions.

Application

I have prepared several business plans for retail sector clients. However, based on my experience the  traditional way of preparing business plans to launch a new product does not involve customer  intimacy or customer feedback. Moreover, the product/solution hypothesis validation does not  include marketplace scenarios and disruptions that could potentially affect the product launch.  Further, product launch does not consider several dependencies that could pose as barriers for  product success. In certain scenarios, I have learned that market research fails to validate the key  assumptions due to executive/stakeholder biases and uncover the real truth behind the customer’s  willingness to purchase.

As the success of new product launch depends on various assumptions and replicating success to  other markets is not guaranteed. Hence, I decided to use the innovative learning launch process to  discover the unknown and avoid the confirmation biases. In addition, I have used learning launch to  save efforts required for full product launch by quickly testing the product with a small target group  of customers.

In order to use the learning launch effectively, I have used a minimum viable product design to quickly  test the hypothesis with a group of customers with specific needs. During this process, I engaged with  diverse group of team members having difference of opinion and prospective that helped us to avoid  the confirmation bias. I have selectively asked the team members to list of different assumptions to  understand product failure scenarios. Furthermore, we have prioritized the set of assumptions on a  scale of high to low. We validated the assumptions with a group of customers.

During this process, we identified the key value proposition and utility value customers are willing to  pay for different attributes of the new product. Additionally, specific needs are further been validated  with the retailers and distributers to ascertain the key success factors for product launch. Based on  the information captured through various stakeholders, we build a model for testing our assumptions  and identified the product flaws (e.g. packaging, quality, messaging, etc.). This helped us to manage  the entire product launch process in a quick turnaround time and save costs. The disconfirming data  of the client’s product helped to quickly fix the product flows and revalidate the assumptions.

During the second iteration of the learning launch, we quickly fixed the product flaws (mainly in terms  of packaging) using team of designers. Then we further planned to repeat the process of assumption  testing/validation with group customers. However, this time we regrouped the customers by ethnicity  and age to conduct the market research. The research findings helped to revalidate the key  assumptions regarding packaging needs.  This helped to understand the customers willingness to pay  for the different size and shape of product. The confirming data from the survey helped us to ascertain  the product success.

Insight and approach:

Further, we uncovered the real truth behind the product design assumption. Moreover, the learning  launch process helped us to provide the data to our client as validation of product. The process of  learning launch not only helped us to expedite the product launch process but also ensure the  market success. The overall procedure helped us understand the clients’ bias towards the product  design, which was based on their past experience. The real benefit of using learning launch tool is to  effectiveness of design thinking for real world business problem solving. The external stakeholders  provided insights about market forces, prioritize customer segments and market planning. The  learning launch helped me to understand the customer needs that client’s product was able to meet  at the same time it was better designed to be successful than other competitors.

The design thinking process helps to saves money and time while developing new product/concept  and engage effectively with customers. I utilized with a learning launch tool to assess hypothesis and  learn under what circumstance the product could fail. Moreover, use of diverse team helped to  avoid any bias towards the product. In order to further refine the learning launch during next time, I  would try to bring an external vendor to re-assess the key assumptions that could trigger the  product failure. This will certainly ensure the faster execution and scalability of a product after  launch.

