Design Thinking - Learning Launch tool

Challenge

There are more than 100M users of public transport and taxi in our city. This  is quite impressive. Unfortunately, the user behind this impressive number still facing  difficulties in using our online services and still having many of our services as manual or  need to call.

We updated our existing technologies and services using mobile and web technology.  Our challenge is to create a simple technology that can be easily accessed by the  different kind of users. This project includes IT personnel and the franchising team  together with our partners from taxi franchisees. The time line for this project should  run for at most 6 months to give our software development team sufficient time to  create a prototype of the technology. Our partners from taxi franchisee and users will  help us in structuring the first prototype of the technology so us to test it with our main  users. Once we come up with the prototype our marketing team will help us in our first  go-to-market research.

Selection

As a team, we have decided to use the learning launch tool. We believe this will help us  design a simple yet effective technology that our users can easily navigate. Working with  some users we have gone through several design thinking activities to come up with a  go-to-market prototype. Doing this activity has helped us in selecting the learning  launch tool for our challenge. This tool will help us go through an iterating process that  will improve on our solution. Working with the prototype will help us experiment the  idea with a larger group of users.

Application

Our first launch we focused on providing a mobile application that runs on a  smartphone, with incredible features like booking (Now /Later), live vehicle tracking,  complaints, lost and found, online payment, chat and location. This is to ensure we  capture quality service provided to our customer. Our focus was to observe how users  and drivers interact with the mobile platform features. This process helped us  understand our market, many users and drivers liked  the idea behind the technology, however, a smaller number of users and drivers did not  like that there is no place to get tips other than physical.

we should have focused on human centered design instead of product centered design.  We spent the next 3 days with IT team together with the some of our user and drivers to  improve on the technology to run on a feature phone. We worked through all possible  solutions and we added tips option on the payment process.

Our second launch was to release the new platform to a group of users to see how they  will interact with it. Our focus was to observe to see if there were any gaps. Through this  process it helped us understand our market and what our users considered simple. After  testing the second platform we conducted interviews with the different categories of  our user who interacted with it to understand their experiences and to find out if this  second prototype was easy to navigate. Our priority was to ensure that the users could  use the platform with ease.

Insight

By applying the learning tool, we designed and tested our solutions. Through the  learning process we got to improve our mobile application to meet user’s expectation. It  is through this process we realized that the users were more comfortable with the  second mobile application. Our marketing department  used the results of this process to re-strategize our marketing campaign. Moving  forward our business will focus on human centered design to improve our product and  services.

Approach

The learning launch is the appropriate tool for our business. We need as a team to  review the insight gained from our first two launches and incorporate this insight into  future launch designs as this is the most effective and ideal way of approaching and  implementing solutions. Future launch designs should  reflect insight gained, progress made, and come closer to a compelling solution ready  for full roll out.

Now that you have seen how to implement the design thinking learning launch tool you  can try to implement the other tools.


Design Thinking - Learning Launch tool Challenge There are more than 100 M users of public transport and taxi in our city . This is quite impressive . Unfortunately , the user behind this impressive number still facing difficulties in using our online services and still having many of our services as manual or need to call . We updated our existing technologies and services using mobile and web technology . Our challenge is to create a simple technology that can be easily accessed by the different kind of users . This project includes IT personnel and the franchising team together with our partners from taxi franchisees . The time line for this project should run for at most 6 months to give our software development team sufficient time to create a prototype of the technology . Our partners from taxi franchisee and users will help us in structuring the first prototype of the technology so us to test it with our main users . Once we come up with the prototype our marketing team will help us in our first go - to - market research . Selection As a team , we have decided to use the learning launch tool . We believe this will help us design a simple yet effective technology that our users can easily navigate . Working with some users we have gone through several design thinking activities to come up with a go - to - market prototype . Doing this activity has helped us in selecting the learning launch tool for our challenge . This tool will help us go through an iterating process that will improve on our solution . Working with the prototype will help us experiment the idea with a larger group of users . Application Our first launch we focused on providing a mobile application that runs on a smartphone , with incredible features like booking ( Now /Later ) , live vehicle tracking , complaints , lost and found , online payment , chat and location . This is to ensure we capture quality service provided to our customer . Our focus was to observe how users and drivers interact with the mobile platform features . This process helped us understand our market , many users and drivers liked the idea behind the technology , however , a smaller number of users and drivers did not like that there is no place to get tips other than physical . we should have focused on human centered design instead of product centered design . We spent the next 3 days with IT team together with the some of our user and drivers to improve on the technology to run on a feature phone . We worked through all possible solutions and we added tips option on the payment process . Our second launch was to release the new platform to a group of users to see how they will interact with it . Our focus was to observe to see if there were any gaps . Through this process it helped us understand our market and what our users considered simple . After testing the second platform we conducted interviews with the different categories of our user who interacted with it to understand their experiences and to find out if this second prototype was easy to navigate . Our priority was to ensure that the users could use the platform with ease . Insight By applying the learning tool , we designed and tested our solutions . Through the learning process we got to improve our mobile application to meet user ’s expectation . It is through this process we realized that the users were more comfortable with the second mobile application . Our marketing department used the results of this process to re - strategize our marketing campaign . Moving forward our business will focus on human centered design to improve our product and services . Approach The learning launch is the appropriate tool for our business . We need as a team to review the insight gained from our first two launches and incorporate this insight into future launch designs as this is the most effective and ideal way of approaching and implementing solutions . Future launch designs should reflect insight gained , progress made , and come closer to a compelling solution ready for full roll out . Now that you have seen how to implement the design thinking learning launch tool you can try to implement the other tools .