Learning Launch Process

Challenge

My challenge was to discover if really a segment of customers between 28-65 years old, hard- working people who enjoy a cup of coffee to be able to continue with their activities when they  feel that their energy is depleted, would need a coffee in a dropper presentation and with a  Dispenser of the sweetener of your choice that gives you the experience of a freshly brewed coffee  anytime, anywhere.

Nowadays remote study or work have made people feel much more tired, stressed and without  energy, so many turn to a good cup of coffee to be able to cope with their day to day. According  to the study carried out by Marex Spectron, more than 95% of the market for coffee consumption  outside the home closed at some point during this pandemic, however, this does not mean that the  level of preference and need for freshly brewed coffee has disappeared.

Selection

I chose the Learning Launch Process because when we have an idea, only we think it is good and  that is why it is necessary to carry out tests or experiments that confirm or reject the hypothesis  we had about our idea, we need to search for the truth. With this method what we are looking for  is to be able to discover what is that strong need of our client that will make them buy our product  and this implies in many cases having to establish a relationship with her.

This method is important because it will save us money and time, as well as offering us the  advantage of being able to modify our idea in the search for the truth. As explained to us, Desing  Thinking will help us to fail quickly and at the lowest cost and this tool too.

Application

The Learning Launch application that I applied was to establish contact with people who  corresponded to the segment I had in mind for my product in order to discover that hidden need.  Due to this pandemic, I was not able to conduct personal interviews, but I was able to conduct  surveys that would help me gain insight into the situation of these people with respect to coffee  and its consumption and thus perform an analysis to validate or reject my hypothesis.

Insight

Hypothesis: people between 28 and 60 years old need a very exhausting pace of life and they turn  to a good coffee to continue, they need a product that gives them the experience of a freshly  brewed coffee anytime, anywhere.

The images shown are a brief summary of the questions asked to our sample of 22 people, in this  case, who were asked their preference for coffee, the frequency of consumption, the reason for  consumption, the type of sweetener of their preference. It was observed that 85% of our sample  combines their coffee with water and their sweetener preference is Stevia in 52.6%, which makes  our idea of being able to offer them a dropper with a coffee extract and a dispenser for the  sweetener. preferably, which can be mixed with water, transported, recharged and prepared  anywhere is not a bad idea.

Approach

One way to better discover that hidden truth that our client actually has is by observing him and  talking with him, in this case one of the problems was having to limit ourselves to the answers to  the surveys, which somehow makes us not we can recognize those insights.

What I would do differently would be to focus more on the questions to customers that reveal  why they would not buy the product and have a better clarity on what modifications I could make  to my product or simply save my idea to use it at another time.

