The Challenge
A not-for-profit with the primary mission of accelerating economic development in India and LatAm through large-scale initiatives was looking to reimagine its program to accelerate the growth of small businesses in high-value job-creating sectors. The current in-person solution needed to be reimagined as a self-service knowledge solution that could scale to 10’s of thousand small businesses globally.
CLIENT
Wadhwani Advantage
ROLE
Design Researcher (end-to-end)
INDUSTRY
Business Consulting & Advisory Training & Education
YEAR
2020
Wadhwani Update
Scaling Wadhwani Advantage to boost small business growth with custom digital resources for LatAm and India
1.
SME and Startup Research
Methodology & Recruitment
The project involved 22 participants, i.e., SME entrepreneurs who were WA promoters, abandoners, and competition users with a mix of different industries, revenues, B2B, B2C, and size categories. The study was conducted across locations in India and Mexico.
We used affinity diagramming and empathy maps to analyze quotes, as well as why-how laddering to uncover underlying issues.
PARTICIPANT OBSERVATION
1:1 IN-DEPTH INTERVIEWS
JOBS TO BE DONE
SACRIFICIAL
CONCEPTS
Process Overview
The project team, including me at Pensaar Design, started with the leadership team, helping them understand the need for all to be customer-obsessed, identify the right problem to solve, and have the rigor to measure customer benefits constantly. We then conducted deep qualitative research with small businesses across India and LatAm to create 3 different conceptual designs that we iterated based on small business feedback. The final solution was the detailed out and implemented with engineering.
Defining Key Customer Benefit Metrics
We also helped define the reason customers will choose the solution over competitive solutions to bring in the rigor to review these metrics weekly in leadership reviews.
Some Findings
The above approach helped us develop customer need-based segments, insights, opportunities, and points of improvement for the Wadhwani Advantage program and finally prioritize the identified jobs to be done based on each need-based segment and those that cut across all segments.