No guesswork. No wasted effort. Here's how our team took a sprint approach to stand up and test a new business for the P&G Tide team in just two days.
Our client, from the Tide brand at CPG giant Procter & Gamble, is dedicated to innovating new business models that could fundamentally disrupt the fabric care category. One such business model was a service that showed high potential in testing, but would require extensive investment in in astructure and high consumer engagement to execute. Our MVP Lab was the perfect way for them to understand the true viability of this revolutionary new service.
Our team of four from The Garage Group and one leader from Tide set out to prove how much we could accomplish in two days. The results were astonishing.
Our team had onboarded to the business model, mapped out the consumer experience, and defined/prioritized the cornerstone assumptions.
Our team had designed, built, and launched an MVP Prototype (in this case a website) to test the most important cornerstone assumption. This included a quantitative survey to capture insights on the "why" behind consumers' actions.
We had confirmed the cornerstone assumption based on the percent of consumers who (thinking the prototype was real) attempted to sign up for the service.
The next day, synthesizing the learning from day 1, we updated the prototype to now focus on the second most important cornerstone assumption and launched it once again. By the end of day 2 we had confirmed the second assumption as well, again based on real-life consumer interactions with our prototype.
At the end of 2 days we had delivered:
-A full map of the consumer experience
-Identification and prioritization of cornerstone assumptions
-A working prototype of the service that could be leveraged for further exploration
-Full results from the quantitative survey of consumers
-Design and UI insights for the service based on consumer interactions
-A summary of key findings and clear recommendation for next steps
"It’s incredible how fast you guys were able to turn out something that looks so real!
It reiterated to me the importance of not just putting a concept together, but actually building something that consumers can browse, interact with, and provide feedback on. I truly believe this is the way of the future and it’s great to see your team lean in on this."
Rohan Hemani, Procter & Gamble Fabric Care Intrapreneur