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Learning Launch Tool

The document describes using a learning launch tool to address challenges small farmers face in connecting with buyers. It discusses: 1) Conducting two launches of a mobile platform to link farmers and buyers, with the second launch improving on limitations identified in the first by making it compatible with basic phones. 2) Insights from testing showed farmers were more comfortable with the simplified second version, and human-centered design should be prioritized over product-focused design. 3) Moving forward, the team will continue using learning launches to incorporate insights from each test into improving future versions, with the goal of developing a compelling solution ready for full rollout.

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poongothai s
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86 views3 pages

Learning Launch Tool

The document describes using a learning launch tool to address challenges small farmers face in connecting with buyers. It discusses: 1) Conducting two launches of a mobile platform to link farmers and buyers, with the second launch improving on limitations identified in the first by making it compatible with basic phones. 2) Insights from testing showed farmers were more comfortable with the simplified second version, and human-centered design should be prioritized over product-focused design. 3) Moving forward, the team will continue using learning launches to incorporate insights from each test into improving future versions, with the goal of developing a compelling solution ready for full rollout.

Uploaded by

poongothai s
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Learning Launch tool

Challenge Here we state the problem statement, we will use this challenge to implement
the learning launch tool.
Selection In this section we will give a reason for the selecting this particular tool
Application This section explains how the tool is applied to address the challenge
Insight What are the lessons learned?
Approach What is the approach to implementing the insights?

Challenge

Agriculture is the backbone of India and in my state Tamil Nadu it provides more than 50% of
its GDP. This is quite impressive. Unfortunately, the Farmers behind this impressive number
still live in poverty conditions. This is because lack information on where to get market for
their products, they lack information on market prices they must depend on exploitative
middlemen who take advantage of their ignorance. There is also a long distribution chain that
dilutes their revenue.

I am using an online platform that links small scale farmers to buyers using mobile and web
technology. My challenge is to create a simple technology that can be easily accessed by
farmers considering that most of the farmers live in the rural areas with little access to
internet services. This project includes IT personnel and the marketing team together with
our partners. 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
farmers 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
farmers.

Application

Our first launch we focused on providing a mobile application that runs on a smartphone,
with incredible features like image capture, chat and location. This is to ensure we capture
quality information about farm products farmers would like to sell. Our focus was to observe
how farmers interact with the mobile platform. This process helped us understand our
market, many farmers liked the idea behind the technology, however, most of them did not
own a smartphone and they had limited or no internet services due to their rural geographical
locations. Most farmers owned the simple feature phone. After a lengthy observation on the
farmers we realized we should have focused on human centered design instead of product
centered design.

We spent the next 3 days with both our marketing and IT teams together with the farmers to
improve on the technology to run on a feature phone. We worked through all possible
solutions and we settled on creating a platform. Our second launch was to release the new
platform to a group of farmers 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 farmers 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 farmers 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 farmers 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.

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