IDEO x Jigyasa Rurban
Client
IDEO x Jigyasa Rurban
Year
2023
Scope of Work
UX Design, UX Research | Usability
Location
IDEO – Last Mile Money
Improved customer retention for a Buy Now Pay Later (BNPL) grocery purchase model
Concept
Money Reimagined
Client
Money Reimagined
Year
2023
Scope of Work
Interaction Design | Experience Design
Client
Money Reimagined
Experience Design for a workshop to envision the Future of Cash by the IDEO Last Mile Money team in collaboration with the Gates Foundation.
Context
Heading 1
Heading 2
Heading 3
Heading 4
Heading 5
Heading 6
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Block quote
Ordered list
- Item 1
- Item 2
- Item 3
Unordered list
- Item A
- Item B
- Item C
Bold text
Emphasis
Superscript
Subscript
Context
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Solution
I developed and piloted a new digital ordering system — for Jigyasa field agents (SROs), Group Leaders and Customers, with the aim to improve retention and customer experience.
In the long run, Jigyasa intends to digitize the entire journey with the ultimate goal of being the preferred grocery shopping option for rural women in India.
The prototype addressed the hard challenge of providing the most updated catalog and price for women customers so as to set the right expectations on their order value, and bring in more trust and satisfaction from shopping through Jigyasa.
Intended Outputs
Cross-market insights, a collaborative vision for the future of cash, and experiments and actions for your org
Principles – What it is & isn’t
Cross-market insights, a collaborative vision for the future of cash, and experiments and actions for your org
An affinity group, not an auditorium
We want to bring together a group of decision makers who want to actively shape a point of view on a common future
A moment of creation, not a roundtable
We want to roll up our sleeves and design the future we want to live in, and work backwards to what we need to design today.
Think exponential, not incremental
We want to articulate preferred future that creates exponential change from today, not incremental.
Process
Research Research Research
Round 1
First I conducted a quick research exercise to better understand what’s driving churn and what is the right challenge to focus on.
Spoke to :
Buyers: A combination of active and disengaged buyers
SROs: A combination of ones involved in high and low engagement with customers
Round 2
To build on the insights from Round 1, and to understand customers buying and shopping habits to design the right steps and moments to build in the order placement process, I conducted a follow up research exercise to understand the following:
- Platform: Their preferred mode for order placement
- Who: Preferred facilitator for order placement
- Elements: Essential information they seek during order placement
- The Process Today: Existing process today
We spoke to:
Jigyasa customers i.e. women buyers : A combination of both active and inactive shoppers
SROs : A combination of ones involved in high and low engagement with customers
Round 3
I saved delving into aspects such as buyer decision-making and order fulfillment preferences for a third round to ensure the dedication of ample time to get a better sense of all aspects in the customers journey without overwhelming them with too many questions. The research exercise looked to understand:
- Shopping Habits
- Order Placement Preference
- Order Verification Preference
Process Execution
Inspiration & Expert Interviews
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Event Agenda Review
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Event Experience Design
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Event Experience Design
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Design Artifacts
Shared concerns and aspirations for the work, process, and experience. Align on our goals —what this project is about and what it is not about?
Impact
Metrics being tracked:
- Time Stamps
- Efficiency Metrics
- Clarity Metrics
- Overall Satisfaction Metrics
- Agent Success Metrics
What did this help IDEO Last Mile Money achieve.
Outcome
Reflections
- Besides product thinking, viewing things from a business design lens is crucial
- Multiple rounds of research is your best friend while building 0–1
OR
Being scrappy is essential while building 0–1
- Don’t try to digitize everything
