OVERVIEW
It's a case study about the entrepreneurial career path and why users don't pursue it. What are the challenges they face? We have always placed more importance on job-based careers in our culture. We don't put a lot of emphasis on entrepreneurship or developing students' abilities to focus on entrepreneurship. This problem statement prompted us to look into developing a product that encourages behavioural change in our culture and raises awareness of entrepreneurship.
THE PROCESS
Our process for Growperuneur product based on the Desing Thinking Theory. We aim to incorporate the key phases of Empathize, Definition, Test, Ideation and Prototype
STAKEHOLDER INTERVIEW
Problem Statement
In our society, we have always prioritised job-based careers. We don’t put much emphasis on entrepreneurship or teaching students to practice entrepreneurial skills.
Vision
To effect behavioural change in our society regarding the pursuit of entrepreneurship. A product that paves the way for the development of entrepreneurial skills and the spread of awareness throughout society.
Solution approach
Conducting user interview research, conducting surveys, creating personas, listing the persona’s challenges and needs, creating a journey map, and narrowing down the RCA
Secondary Research
According Global Entrepreneurship Monitor (GEM) research only 39.3 percent Indians only think entrepreneurship is a good carrier choice
While 44 percent do not attempt entrepreneurship due to the feel of failure
Only 3.2 percent adults involves in active business
User Interviews
30+ user interviews have been conducted, the majority of which were conducted in-person and some via telephone. We met strangers as well as peers of peers. We interviewed a variety of people, including entrepreneurs, students, skill-based employees, and people who have given up on entrepreneurship.
Guiding Factors:
1. Interviewed conducted four different segment of people, Student, Salaried employee, Entrepreneur, Who quit Entrepreneur during course of the process.
2. Qualitative and Quantitive analysis has been performed
3. Interviewed 32 users in qualitative analysis
4. Launched a online survey and were able to get 250 responses
5. We were able to get the insights of the user problems and we mapped those pain points in personas
Research Data
Personas
Based on the interviews and workshop, we set up four personas. We referred to them throughout the entire product development process.
• Based on the user interview we created persona
•In data we got we found several pain points and their problems in pursing Entrepreneur
•We mapped them as "Lesser Smartwork" , "Lack of Guidance", "Doubtful Minds" and "Successful Entrepreneur"
•We mapped their 4ESP, BMAT and their Maslow Needs
EMO Web
Mapping an individual's emotional overall state and pain points while performing a task.
List of Persona tasks and its emotions:
• Generating Finance for business investment
• Need to equip himself
• No facilitator to guide his carrier
• Lacking in skills (communication, practical skills)
• Marketing his product and growing the business
Journey map
I mapped out the users’ steps to see how I could simplify their journey to help them reach their most important goals with the product.
Root Cause Analysis (RCA)
We did RCA for the challenges faced my the personas and during the ideating process we were able to find the root cause through the 5Why analysis
RCA Solutioning
For this persona RCA solutioning is to CREATE AWARNESS about the needs of entrepreneurship
Solution
• Using the brainstorming process, we came up with many solution ideas based on the study findings. We sought to find out how a novel concept combined with current technology could solve the problem.
• And we discovered that creating an interactive game to educate about investment and wealth creation was a good idea. Put your financial skills to the test and learn how to deal with real-time challenges in the virtual ecosystem.
• Top performers are transferred from the virtual ecosystem to a physical center, such as an incubator, where they are taught and equipped with entrepreneurial skills.
• Following this procedure, the user is linked with a venture investor, and their new startup is financed.
Conceptual Model
Information Architecture
I followed Eisenhower matrix to classify the IA and map the prioritisation of each activity
Prototype screens
For each industry, I designed 36 screens with a clear task flow for each activity in the product.
Learning & Takeaways
This project took nearly a 45 days to ideate, design, test, and implement. Many features weren't displayed in this case study, including the wireframe of other industry process and how leaderboard works. The second part of the product how the user are taken in physical hub and training in the incubation centre and bringing the Venture capitalist and Invest on the user to build a startup company, this process requires humongous effort and innumerable iterations. This project was a huge learning and great experience. Thanks for reading!
