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One start-up’s story of using Lean UX in the Indian Retail Market (Sanjay Joshi)

uxindia
October 25, 2013

One start-up’s story of using Lean UX in the Indian Retail Market (Sanjay Joshi)

At Tarnea, lean UX is fundamental to our product development strategy. Our mission: to bring technology to the “last mile” of Indian retail: the retailers. I will share our story of using lean UX to build a product that an everyday Indian retailer can start using within a few hours.

uxindia

October 25, 2013
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  1. Sanjay Joshi,
    UXINDIA13 Conference Presentation

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  2. 1
    One start-up’s story of using Lean UX
    in the Indian Retail Market
    Sanjay Joshi
    Analyst at Tarnea Technologies, a BLR Start-Up
    www.tarnea.com
    Oct 2013

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  3. What I will speak about today…
    • Who we are
    • Why lean UX is important to us
    • How we execute lean UX
    • Success: when customers say they love your product
    • Using Lean UX: What it takes

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  4. We are Tarnea
    • 20-member start-up, founded by IT veterans with experience in supply
    chain, healthcare and product dev www.tarnea.com
    • Our challenge: connect the “last-mile” of retailers to the supply chain
    – Supply chain technologies have traditionally focused on the “big” players:
    manufacturers and distributors
    – However, manufacturers and distributors do not understand retailers:
    retailer’s supply-demand mechanism, inventory maintenance and purchase
    patterns are unknown to them
    – Integration will bring speed, efficiency and predictability to the Indian supply
    chain paradigm
    • We are on our way:
    – Our first enterprise customer, a large hospital pharmacy in Erode, just went
    live with our SaaS-based retailer POS. It’s an Android-based Enterprise App.
    The customer loves our product.
    – Our implementation calendar is choc-a-block for next 2 quarters. Sales
    pipeline looks great.

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  5. Why Lean UX is important to us
    • Traditional enterprise softwares assume that the user is familiar with
    computers:
    • That is not how a regular person thinks! Cognitively, a software should
    directly map to the user’s actions:
    • The challenge: to build a product that user can adopt instantly. Our
    target was to get the user fully acquainted with our SaaS-based retailer
    POS software in under 1 hour
    • Lean UX is fundamental to our prod dev strategy

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  6. How we execute Lean UX
    The question What we do
    What will the user do with our
    software?
    • We do requirements analysis in the field, not in the office
    • We’ve spent significant time with customers in their shops,
    on the road with distributer’s truck drivers, and done sales
    rounds with pharmaceutical salesmen
    How to make the user love our
    product?
    • Understand day-in-the-life of a customer. Identify
    opportunities to make her life easier, and maybe even more
    fun (gamification, in-built quizzes)
    Does the customer feel the
    same way as we do?
    • Our product prototypes are jointly developed by business
    team, designers and engineers: I like to call it “One Tarnea”
    team.
    • We take the prototype back to the customer. It’s amazing
    the depth of feedback you get, when you give customer a
    prototype to play around with
    • Only a customer-validated prototype is taken into
    development
    • We are focused on three core questions:

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  7. Success: when customers say they love your product
    • Our first implementation’s results
    surpassed our expectations:
    – Pharmacy staff was comfortably selling from
    our software within 30 minutes of go-live
    – All metrics are up: end-customer satisfaction,
    Sales and purchase efficiency, savings

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  8. Using Lean UX: What it takes
    • You need to spend a lot of time on the road:
    – One of our co-founders and I spend 3 days in the week on the road with
    customers, and 3 days with product dev in the office. We validate prototypes
    with customers: from business owners to salesmen.
    – To use the time on road effectively, we pack travel days with sales activities
    • You need to be the user:
    – We’ve learned that just asking the user for feedback is not enough: you need
    to replicate their operations using your prototype
    – We measure metrics when shadowing customers: Are we really adding
    efficiency? Does my product make her life better than before? If answer is
    no, we go back to the drawing board
    • Everyone on the team: founders, dev, and business team, needs to be
    with the customer atleast 2-3 days in the month. We prioritize customer
    validation above everything else

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  9. 8
    Thank You!
    www.tarnea.com

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