Fundamental’s Post

How do we get to know our users’ pain points, especially in a low-tech industry without much available user data? As a studio that works with tech solutions for economically and digitally excluded users, we face a paradox as much of the information we need on their behavior is not digitally available. Earlier this year, we started to dig into a new social challenge. After extensive desk research, we developed several hypotheses about the users and their needs. In this low-digitized context, focus groups become highly relevant to gather information to understand their experience and challenges, while also giving us an opportunity to ground-truth our hypotheses. So last month, we brought in a group of tradesmen for a focus group here in Mexico City to listen to fundamental challenges that affect their workplace, financial stability, and well-being. Want to learn some interesting tidbits? 👪 When to do a focus group Conduct a focus group when you are ready to test and ground-truth some of your key hypotheses and identify users’ biggest pain points (needs/challenges). Stay open-minded that some of your core assumptions may be both confirmed and challenged. 📙 How to do a focus group Rent a room with a one-way mirror so your colleagues can listen in behind the scenes. We recommend a group between 6-10 people to get diverse perspectives while giving everyone chances to talk. For potentially sensitive topics, include a disclosure before the conversation starts so participants feel free sharing their honest feedback. Lastly, make sure you compensate them for their time and sharing their opinions! 💎 Value from the focus group Through open-ended yet targeted questions, hearing their pain points and challenges ultimately helps us identify where current market-solutions end, and where there might be opportunities to shape a relevant solution. This customer-centric approach in the design process helps us prioritize features for the final solution. 💫 What were key take-aways from our session with tradesmen? Here 's two. 1. Referrals rule: word of mouth and referrals are the main form of acquiring new clients, and cash remains king for payments. The sector still relies heavily on these traditional methods. 2. The cost of tools: for tradesmen, every hour spent acquiring tools/materials is an hour of lost income and missed job opportunities. With better access to tools and financing, tradesmen could boost productivity and income by focusing fully on their craft. Both insights have implications on any following solution design: eg. if we’re trying to bring a digital solution to this space, how would this have to be designed to overcome those challenges? If you’re working in the social innovation and entrepreneurship space, how do you ground-truth with the people you’re trying to reach and impact? How do you get closer to the very problem you’re trying to solve? Let us know in the comments! 👇 Corentin Larue, Maxime Braun, Gina Hollenbach

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Carlos Macias Mar

Tecnólogo en Gestión Ambiental e Industrial | Gestión de Residuos Sólidos | Reciclaje | Economía Circular | Asesoría Normativa | Optimización de Procesos | Inclusión Social | Políticas Públicas

1mo

Interesante!

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