Learning Launch tool

Challenge

We were designing the telco offerings to launch for Indonesia market. We had to decide the  product (including which pain points we take up) along with pricing to increase the number  of transactions at a low acquisition cost. Product in Telco means the base plan that customer  subscribes (Data in GB, Voice in Mins, SMS in count along with pricing and validity of the  package)

We had conducted interviews to understand the key pain points in the market and designed  a solution. Before we invested more money into marketing the new ideas and developing full  blown solutions, we wanted to be sure that the solution we had ideated would result in  better outcomes (ie. Increased transactions and increased transactions at low customer  acquisition cost)

Selection of the Tool

We selected learning launch technique because of the following reasons.

• We had done a business plan with quite a key assumption on payback period, demand,

penetration, and revenue. But as presented in the lectures, these were guesses.

• We did not have past data to support our assumptions across multiple ideas.  • Since we had multiple ideas and key assumptions for which we did not have data to

support, we went for learning launches tool.

Also, for the solution that we designed to solve the customer pain point, customer execution  and defensibility assumptions, the main one where our confidence level was low was around  customer assumptions. So, we took up the customer assumptions to validate that using  learning launches.

Application

We listed down the key assumptions on our solution on why our solution will solve the  problem better than the current alternative options available for the customer. They key  assumptions were-

a) Enabling the customer to buy online would increase the gross adds owing

convenience and COVID-19-related behavioural change; They are more comfortable  buying in branded websites.

b) Enabling the Customers to buy from ecommerce stores (such as amazon) would

increase the number of transactions as they are more comfortable because they have  done that multiple times in the past.

c) Offering customers with extremely high data packages and unlimited plans will result

in more transactions Customers data usage has increased owing to CoVID-19.

Once we designed our key assumptions, we designed tests by creating a website and ads  online and tested for increase in conversion rate as the success metric to pick the ideas to  execute.

Insights and learnings

Insight: Reflection on the design thinking process

• The key insight I got from this exercise was, this provided us with unquestionable data

to support our business plan.

• Usually, when we are faced with uncertain circumstances, the idea that wins and is

eventually launched is the idea approved by the senior most member in the group.  But in this case, the idea that was approved was supported by data.

Insight: Reflections related to the challenge

• It was clear that out of the 3 ideas, idea #1 was not a good idea, whereas ideas #2 and

#3 worked well.

Learnings

One thing we could have done better is to test these assumptions for a segment. In the  current form, although, it was unsegmented, we could get a baseline in terms of the success  of the initiative, but we couldn’t get many insights into why because the reasons are  segmented.


Learning Launch tool Challenge We were designing the telco offerings to launch for Indonesia market . We had to decide the product ( including which pain points we take up ) along with pricing to increase the number of transactions at a low acquisition cost . Product in Telco means the base plan that customer subscribes ( Data in GB , Voice in Mins , SMS in count along with pricing and validity of the package ) We had conducted interviews to understand the key pain points in the market and designed a solution . Before we invested more money into marketing the new ideas and developing full blown solutions , we wanted to be sure that the solution we had ideated would result in better outcomes ( ie . Increased transactions and increased transactions at low customer acquisition cost ) Selection of the Tool We selected learning launch technique because of the following reasons . • We had done a business plan with quite a key assumption on payback period , demand , penetration , and revenue . But as presented in the lectures , these were guesses . • We did not have past data to support our assumptions across multiple ideas . • Since we had multiple ideas and key assumptions for which we did not have data to support , we went for learning launches tool . Also , for the solution that we designed to solve the customer pain point , customer execution and defensibility assumptions , the main one where our confidence level was low was around customer assumptions . So , we took up the customer assumptions to validate that using learning launches . Application We listed down the key assumptions on our solution on why our solution will solve the problem better than the current alternative options available for the customer . They key assumptions were- a ) Enabling the customer to buy online would increase the gross adds owing convenience and COVID-19 - related behavioural change ; They are more comfortable buying in branded websites . b ) Enabling the Customers to buy from ecommerce stores ( such as amazon ) would increase the number of transactions as they are more comfortable because they have done that multiple times in the past . c ) Offering customers with extremely high data packages and unlimited plans will result in more transactions Customers data usage has increased owing to CoVID-19 . Once we designed our key assumptions , we designed tests by creating a website and ads online and tested for increase in conversion rate as the success metric to pick the ideas to execute . Insights and learnings Insight : Reflection on the design thinking process • The key insight I got from this exercise was , this provided us with unquestionable data to support our business plan . • Usually , when we are faced with uncertain circumstances , the idea that wins and is eventually launched is the idea approved by the senior most member in the group . But in this case , the idea that was approved was supported by data . Insight : Reflections related to the challenge • It was clear that out of the 3 ideas , idea # 1 was not a good idea , whereas ideas # 2 and # 3 worked well . Learnings One thing we could have done better is to test these assumptions for a segment . In the current form , although , it was unsegmented , we could get a baseline in terms of the success of the initiative , but we could n’t get many insights into why because the reasons are segmented .