New Service ALTOA designed with Input from Potential Customers

1.Hypothesis Formation

One issue that arose when finalizing the service policy was whether there is “a need for microfinancing?” To whom and for what needs should the service be promoted? Research and integration was done based on desktop research and light interviews to determine on which target demography to focus.

2.Prototyping

Prototypes of the service value, wireframe, and catch copying were created from the extracted hypothesis. In-depth interviews that divided the questions into the first and second halves were held with the second half being questions about the three prototyped outputs.

3.In-field Research (field survey)

To further clarify the service concept in-depth interviews were conducted to survey behavior based on the requests and needs accompanying operation of the business. (14 people x 2 hours) The interviews were conducted using an interview guide that was designed in advance and a project room was established to rapidly integrate the findings in the short time of two days.

An insight map was created for each interviewee using their statements obtained from the in-depth interview regarding their thinking and concerns, etc., accompanying the process of conducting business. Their reasons for being in that psychological state were analyzed. The findings from each interviewee were then integrated and the facts for the interviewees overall were organized.

In addition to the insight map, a persona and mental model for how to classify the customer attributes were designed. Further, to answer the question of whether this persona and mental model would actually be used, we created 12 microfinancing needs to envision “who” would use the service “when.”

4.Service Concept Creation

All of the team members thought about the concept core ideas. Working Backwards, which is used for Amazon product development, was used to imagine “What message will be promoted during the press release for this service,” and based on this we considered the catch copy, basic functions, and characteristics. We then announced the ideas and voted on them. The concept core was determined while carefully examining this information.

The story, catch copy, characteristics, and keywords were finalized from the set core concept.

To communicate the finalized concept to the target, we defined the site map for the website and the wireframe design concept. This was also organized as a communication policy covering the range from post-release recognition to usage.