Reflection on a Learning Launch in the Food Industry

Challenge:  I am part of a group of partners that is developing a food product that is affordable, provides the  essential nutrients for a healthy meal, and is easy and convenient to consume. Since we are  bootstrapping the business, we have used the design thinking approach to ensure that we fail  fast and cheap as well as learn how and where to improve our product. The objective of the  learning launch was to test the pricing, the packaging and the quality of the product in specific  neighborhoods of the city.     Selection:  Our group has gone through different stages of the design thinking process, having gathered  insights and formed concepts and prototypes through various tools we applied. We are currently  ready to try the learning launch tool in order to test those assumptions and concepts we have  been iterating. We are ready to get out and talk to customers. As a brief description, to do a  learning launch is to execute fast and inexpensive experiments to gain insights and feedback on  the key assumptions you are testing, which in this case is a specific product.     Application:  In this first learning launch we wanted to test key factors which were affordability and attractive  packaging. We introduced our product in a small store in a working class neighborhood we had  worked with. The product had a specific price and a design we had previously worked on and was  placed on shelves where we could observe the customers’ reactions. We would take note of  whether the customer would simply pass by the product without even noticing it, if the customer  would pick the product up, see the price and place it back, or if the customer would take it with  them. If the customer bought the product, we would interview them to see what they liked about  it. If they were only attracted by it, we would ask them what element didn’t convince them to  buy it.     In the second learning launch we wanted to test the quality of the product, specifically if the  customer liked the flavor of it. This time we worked in another working class neighborhood, and  offered customers to try our product and if they didn’t like it, we would give them their money  back. We also offered that if they gave us their feedback through the entire process, we would  share with them loyalty cards in order for them to get discounts on our products. By taking this  approach, we not only got to test the quality of our product but also got many of them involved  in the iteration process in order to improve the final outcome.     Insight:  By applying the learning launch tool, we were able to confirm part of our assumptions but we  also learned that there were elements that we could develop further. The pricing and the product  design did have the result we were expecting. The customers were interested in the packaging  and when they saw the price, they did not get discouraged. However, customers did have more  feedback on the quality of the product than anticipated. They specifically stressed on the lack of  flavor of the product and what we could do to make it more tasteful. We will include this feedback

in our following product launches in order to continue to improve our product before launching  in more stores in the selected neighborhoods.     Approach:  The learning launch tool is the ideal tool in the stage in which we find ourselves in because we  have already gone through most of the design thinking process and what we needed was to gain  further insight from actual customers. We needed to get out in the street and get a feel of how  our product had to change in order to really fulfill that void in the market and achieve our  objectives: create an affordable product that was nutritious and convenient. However, we have  emphasized that in order for a learning launch to be successful we have to implement the  feedback obtained into improving the product. We also came to the conclusion that this not only  has to be done at this stage, we plan to improve our communication systems with our customers  in order to be able to integrate feedback quickly and effectively for future products and the entire  company structure.


Reflection on a Learning Launch in the Food Industry Challenge : I am part of a group of partners that is developing a food product that is affordable , provides the essential nutrients for a healthy meal , and is easy and convenient to consume . Since we are bootstrapping the business , we have used the design thinking approach to ensure that we fail fast and cheap as well as learn how and where to improve our product . The objective of the learning launch was to test the pricing , the packaging and the quality of the product in specific neighborhoods of the city . Selection : Our group has gone through different stages of the design thinking process , having gathered insights and formed concepts and prototypes through various tools we applied . We are currently ready to try the learning launch tool in order to test those assumptions and concepts we have been iterating . We are ready to get out and talk to customers . As a brief description , to do a learning launch is to execute fast and inexpensive experiments to gain insights and feedback on the key assumptions you are testing , which in this case is a specific product . Application : In this first learning launch we wanted to test key factors which were affordability and attractive packaging . We introduced our product in a small store in a working class neighborhood we had worked with . The product had a specific price and a design we had previously worked on and was placed on shelves where we could observe the customers ’ reactions . We would take note of whether the customer would simply pass by the product without even noticing it , if the customer would pick the product up , see the price and place it back , or if the customer would take it with them . If the customer bought the product , we would interview them to see what they liked about it . If they were only attracted by it , we would ask them what element did n’t convince them to buy it . In the second learning launch we wanted to test the quality of the product , specifically if the customer liked the flavor of it . This time we worked in another working class neighborhood , and offered customers to try our product and if they did n’t like it , we would give them their money back . We also offered that if they gave us their feedback through the entire process , we would share with them loyalty cards in order for them to get discounts on our products . By taking this approach , we not only got to test the quality of our product but also got many of them involved in the iteration process in order to improve the final outcome . Insight : By applying the learning launch tool , we were able to confirm part of our assumptions but we also learned that there were elements that we could develop further . The pricing and the product design did have the result we were expecting . The customers were interested in the packaging and when they saw the price , they did not get discouraged . However , customers did have more feedback on the quality of the product than anticipated . They specifically stressed on the lack of flavor of the product and what we could do to make it more tasteful . We will include this feedback in our following product launches in order to continue to improve our product before launching in more stores in the selected neighborhoods . Approach : The learning launch tool is the ideal tool in the stage in which we find ourselves in because we have already gone through most of the design thinking process and what we needed was to gain further insight from actual customers . We needed to get out in the street and get a feel of how our product had to change in order to really fulfill that void in the market and achieve our objectives : create an affordable product that was nutritious and convenient . However , we have emphasized that in order for a learning launch to be successful we have to implement the feedback obtained into improving the product . We also came to the conclusion that this not only has to be done at this stage , we plan to improve our communication systems with our customers in order to be able to integrate feedback quickly and effectively for future products and the entire company structure .