Learning Launch

Challenge

I’m a member of People Living with HIV’s organization and I work in the marketing department

where we work on promoting People Living with HIV experiences to students who would like to

volunteer or do internships abroad and our main challenge is to improve our online

strategy in order to maximise the sign ups to the website and gain more attraction.

The project scope includes the online marketing department composed of 12

students like me as well as the logistics department with whom we work closely. As a

student organization, we have limited resources but lot of energy and creativity. We

estimate that the project should not exceed a month of preparation where we’ll focus

on trying to uncover what our department consider to be ineffective of course with

regard to our current strategy.

Selection

Our team has already gone through several design thinking activities/tools, so we

are ready to try the learning launch tool. Broadly speaking, the learning launch is an

experiment meant to quickly test an idea and prototype. We also already

brainstormed effectively couple of ideas for our online launch as well as started using

storytelling in explaining what People Living with HIV is to the public.

Application

For the learning launch, we mainly focused on the execution of our usual marketing

tasks, especially trying to automate our processes of designing posts and interacting

with our community. This tested our assumption that the structure of our team and

the whole execution process were the main causes of our challenge. Our team went

through a little project management workshop in order to learn how to organize our

online strategy. After doing that we also took a design in photoshop workshop that

allowed us to be much more comfortable with photoshop in order to be all competent

enough to create content and be versatile and not just put all the work on the main

designers. Next, we tried couple of little learning launches on a different account

where we would practice what we learned during these workshops and assess if

these trainings were effective or not.

Insight

By applying the learning launch tool, our team identified our assumptions and

designed launches to test these assumptions. Additionally, It turned out that we got

much better at organizing our tasks and we were much better at managing our

learning launch project, which allowed us to be more efficient when it comes to our

real online strategy. Moving forward, our team will review this insight and incorporate

it into future launch designs. The ongoing incorporation of insight is particularly

important at this stage, as launches come before a full rollout in the design thinking

timeline.

Approach

Given that our team has already gone through several design thinking activities/tools

and are at this stage in the timeline, we believe that the learning launch is the

appropriate tool and the most efficient one for our team. Future launch designs

should reflect insight gained, progress made, and come closer to a compelling

solution ready for full rollout.

