Assignment – Storytelling as tool for gaining insights to build the next great  product.

Challenge:  In our startup organization, we build compelling IOT and mobile apps and generate revenue through a  subscription model. Every new idea translates to a new IOT/Mobile app product and bears a significant cost  for development. In our business model, we build an idea and project it for Venture Funding. The challenge is to gather as many requirement inputs for the problem definition such that the target solution idea along with  the stated problem that it solves creates a compelling proposal for venture funding.  Based on initial market research we found that there is a problem with smooth operations of app-based  private cab services such as UBER in the developing countries. The complete experience right from booking  the cab to being dropped at the destination is compromised and seldom promises repeat business except for regular compulsive users who do not have any other better choice. There is a lack of customer delight and  design thinking was required to understand and resolve the problem at hand.

Selection:  Based on the background of the problem we decided to use story telling as a tool to unearth greater details  about the problem. Our primary target to understand the situation were the cab drivers who were the main  actors in the complete end-to-end operation loop.

Application:  To apply storytelling to discover greater details our team started taking regular cab rides 2 to 3 times per day  to experience the ride themselves and converse with the driver to discover the real issues that cause  problems in smooth operations.  We initiated story telling with drivers by stating the problems end-customers are facing by using surprise,  shock and other human emotions to put our point across. In return, the drivers responded with their stories  and problems and pain areas.

Insight:  An example story which we used to initiate a discussion would go something like this – “XYZ is my friend  who was a regular customer and has stopped taking rides with the cab service now because of regular  delays in cab arrivals at the pickup point. XYZ had taken more than 500 rides last year but has now resorted  to using her personal car instead”  With initial pointers like these, surprising stories and details started emerging from the drivers and we listed  down the main problems that they are facing:  1. Incorrect input location.

2. Incorrect destination.

3. Long, narrow and confusing path.

4. Lack of map and direction understanding on the map app.

5. Lack of clarity of vision to read the road names and arrows(one-way etc.) on the tiny mobile screen.

6. Lack of understanding of the language for directions on the mobile app.

7. Finding the overall experience of navigation via maps on mobile apps confusing.

These insights were extremely energizing and led us to narrow down to a solution that would solve most of  the stated problems. Based on the above insights we developed the following solution that addresses the  stated problems.

We build an IOT device called DriverBuddy(please see diagram) for the Cab drivers, that they can stick on  their dashboard for clear navigation and direction.The device would be a simple led arrow direction indicator  for right,left,stright ahead and right or left u-turn.The device would be voice enabled with language  localization for voice directions.The biggest USP of the product would be that the driver can blindly rely on  the device for visual and voice directions to reach the destination.

Product Features:

1. Clear and big visual divice that makes driving easy.

2. Voice enabled directions.

3. Reliable and accurate.

4. Do not need to know map reading to reach destination.

5. Localalization enabled – voice and directions in local language.

Alternative Approach:  Give an opportunity, next time we would apply the Learning Launch tool for an initial soft launch based on  our understanding of the problem and then go on improving the solution in iterations based on driver’s  feedback. This would be a very practical approach that allows us to work with a handful of customers(drivers) and improve on the solution before market release.


Assignment – Storytelling as tool for gaining insights to build the next great product . Challenge : In our startup organization , we build compelling IOT and mobile apps and generate revenue through a subscription model . Every new idea translates to a new IOT / Mobile app product and bears a significant cost for development . In our business model , we build an idea and project it for Venture Funding . The challenge is to gather as many requirement inputs for the problem definition such that the target solution idea along with the stated problem that it solves creates a compelling proposal for venture funding . Based on initial market research we found that there is a problem with smooth operations of app - based private cab services such as UBER in the developing countries . The complete experience right from booking the cab to being dropped at the destination is compromised and seldom promises repeat business except for regular compulsive users who do not have any other better choice . There is a lack of customer delight and design thinking was required to understand and resolve the problem at hand . Selection : Based on the background of the problem we decided to use story telling as a tool to unearth greater details about the problem . Our primary target to understand the situation were the cab drivers who were the main actors in the complete end - to - end operation loop . Application : To apply storytelling to discover greater details our team started taking regular cab rides 2 to 3 times per day to experience the ride themselves and converse with the driver to discover the real issues that cause problems in smooth operations . We initiated story telling with drivers by stating the problems end - customers are facing by using surprise , shock and other human emotions to put our point across . In return , the drivers responded with their stories and problems and pain areas . Insight : An example story which we used to initiate a discussion would go something like this – “ XYZ is my friend who was a regular customer and has stopped taking rides with the cab service now because of regular delays in cab arrivals at the pickup point . XYZ had taken more than 500 rides last year but has now resorted to using her personal car instead ” With initial pointers like these , surprising stories and details started emerging from the drivers and we listed down the main problems that they are facing : 1 . Incorrect input location . 2 . Incorrect destination . 3 . Long , narrow and confusing path . 4 . Lack of map and direction understanding on the map app . 5 . Lack of clarity of vision to read the road names and arrows(one - way etc . ) on the tiny mobile screen . 6 . Lack of understanding of the language for directions on the mobile app . 7 . Finding the overall experience of navigation via maps on mobile apps confusing . These insights were extremely energizing and led us to narrow down to a solution that would solve most of the stated problems . Based on the above insights we developed the following solution that addresses the stated problems . We build an IOT device called DriverBuddy(please see diagram ) for the Cab drivers , that they can stick on their dashboard for clear navigation and direction . The device would be a simple led arrow direction indicator for right , left , stright ahead and right or left u - turn . The device would be voice enabled with language localization for voice directions . The biggest USP of the product would be that the driver can blindly rely on the device for visual and voice directions to reach the destination . Product Features : 1 . Clear and big visual divice that makes driving easy . 2 . Voice enabled directions . 3 . Reliable and accurate . 4 . Do not need to know map reading to reach destination . 5 . Localalization enabled – voice and directions in local language . Alternative Approach : Give an opportunity , next time we would apply the Learning Launch tool for an initial soft launch based on our understanding of the problem and then go on improving the solution in iterations based on driver ’s feedback . This would be a very practical approach that allows us to work with a handful of customers(drivers ) and improve on the solution before market release .