LEAN DESIGN RESEARCH: DECODE, DEFINE, AND DEVELOP THE RIGHT SOLUTION

About Dialexa
We are not in the business of normal. Dialexa
is the only technology product development
company with the competence and vision to
help you launch any product, on any
platform, from idea to execution. No matter
how difficult the problem, no matter how
uncharted the waters, we will work alongside
you to create products that users love.

From Idea to Execution -
End-to-End Product
Development
Innovation & Product Consulting
Design
Software Development
Hardware Engineering
Product Launch & Growth Hacking

Vinli:
Achievements
Finalist
2014 Startup Battlefield at  
Tech Crunch Disrupt San
Francisco
235% Funding Goal
Indiegogo
Investors
Samsung
Cox Automotive
Continental
First Round Capital
The Westly Group
$6.5M
Series A Funding

Robin:
Achievements
$1.2M
Funding Raised
Multiple Markets
Dallas
Miami
Austin
Houston
65%
Month-Over-Month Growth Rate

Hi, I’m Sarah
Senior UX &
Design Researcher
WORKED WITH BRANDS SUCH AS
AT&T, GameStop, NBC-Universal,
Sabre, Jones Lang LaSalle, Novation,
Robin, Flexdrive
ACU BFA GRADUATE:
MAGNA CUM-LAUDE
AT DIALEXA
I lead our discovery sessions working
with both stakeholders and customers
to capture their needs.

Design Research
A brief overview

Ethnography
investigates not only what consumers
say they do, but what they actually do.
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- Ethnography in The Field of Design by Christina Wasson
Design Thinking
getting beyond the assumptions that
block effective solutions.
-IDEO & ACCUMEN Human Centered Design Course

Take this with you
But wait it’s dangerous out there

Time Timer
For anyone who wants to measure and manage
time more effectively, Time Timer® is an
innovative visual timer designed to “show” the
passage of time through the use of a patented
red disk that disappears as time elapses.
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Full Stick Post-its
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Make sure to get at least 3 colors to help
designate different sections or ideas. I really
enjoy the location inspired post-its.

Fine Point Dry
Erase Markers
You can use them for everything!
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Voting Stickers
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Decision makers get super votes/ more votes.

Snacks
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Here
I’ve made people miss the food trucks, the
snacks kept them from revolting against me.

Tools & Methods to Start With
Discovery / Kick Oﬀ

Stakeholder & Customer Interviews
Talk to people

Business Model Canvas
By Alexander Osterwalder

Business Model &
Value Proposition
Canvas
EXAMINES
Landscape around your business
Your business model
Your value propositions
OTHER METHODS
Lean startup method
Start with the why - Simon Sinek
The Startup Owner’s Manual - Steve Bank
Blue Ocean Strategy
The Business Model Canvas
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources
Value Proposition Customer Segment
The Value Proposition Canvas
VALUE MAP
Gain Creator
Product / Service
CLIENT PROFILE
Pain Reliever
Gains
Pains
Client Job

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Revenue Streams
Cost Structure
EFFICIENCY VALUE

Revenue Streams
Cost Structure
Who are your key partners/suppliers?
What are the motivations for
the partnerships?
Examples:
Logistics partners
___
City management
Examples:
Technology & content fulfillment
___
Systems management
Fleet management
Examples:
Sales margin
_
Utility computing fees
Fulfillment handling fees
__
Pay per minute - $0.27 (all inclusive)
What key activities does your value
proposition require?
What activities are important the most
in distribution channels, customer
relationships, revenue stream…?
Examples:
IT infrastructure & software
Development & maintenance
Fulfillment
___
Fleet management
Telematics management
Cleaning
What core value do you deliver to
the customer?
Which customer needs are
you satisfying?
Examples:
Online Retail
_
Fulfillment by amazon
Amazon web services
___
Individual urban mobility w/out
car ownership
What relationship that the target
customer expects you to establish?
How can you integrate that into your
business in terms of cost and format?
Examples:
Customized on-line profiles &
Recommendations
___
One-off sign-up
What key resources does your value
proposition require?
What resources are important the most
in distribution channels, customer
relationships, revenue stream…?
Examples:
IT infrastructure & software
Global fulfillment
infrastructure
___
Service Team
Telematic systems
Smart fortwo car fleet
Through which channels that your
customers want to be reached?
Which channels work best? How
much do they cost? How can they be
integrated into your and your
customers’ routines?
Examples:
Amazon.com
Affiliates
API
___
Car2go.com, Car2go parking lots
Car2go shops, Pickup/drop off
Which classes are you creating
values for?
Who is your most
important customer?
Examples:
Global consumer market (North
America
Europe, and Asia
_
Developers & companies
Individuals & companies that need
Fulfillment
___
City dwellers
What are the most cost in your business?
Which key resources/ activities are most expensive?
What are the most cost in your business?
Which key resources/ activities are most expensive?
For what value are your customers willing to pay?
What and how do they recently pay? How would
they prefer to pay?
How much does every revenue stream contribute
to the overall revenues?
Examples:
Technology & content fulfillment
___
Systems management
Fleet management
Which key resources/ activities are most expensive?Which key resources/ activities are most expensive?

Value Prop Canvas
By Alexander Osterwalder

VALUE MAP
Gain Creator
Product / Service
CLIENT PROFILE
Pain Reliever
Gains
Pains
Client Job

Pains
Gains
Customer
Job(s)
Manage
security
Assure
compliance
Manage staff Satisfy users
Create value
for Corp
Design IT
strategy
Manage
budget
Manage
legacy
systems
Fully
integrated
Ability to
provide
business
critical info
Support
innovation
Ability to
invest in new
systems
Integrated
platforms
(mobile,
cloud)
Happy users
Seat at the
top of
management
table
Projects on
time and on
budget
Employees
following IT
policy
Unified
purchasing
Contribution
to revenue
growth
Infrastructur
e downtown
Budget cuts
Updating
Software
Mobile
gadgets of
employees
Security
breach
Getting fired
Antiquated
legacy
systems
Budget
overruns of
5%
Compliance
breach
Overflowing
request of IT
products
CIO Example

Gain Creator
Product / Service
Pain Reliever
Web app
(upsell)
Value prop
canvas
Exclusive
online
companion
Book
Online
exercises,
tools,
community
Courses
(upsell)
Helps shape
ideas
Helps create
products +
services
people want
Helps
understand
what matter
to customers
Shared
language to
communicate
+ collaborate
Software
supported
methodology
Step by step
instructions
to get started
Proven
eﬀective suite
of business
tools
Share with
and learn
from peers
Enables
practice +
skills (self
assessment)
Access to
advanced
material +
knowledge
Integrates
with other
business
methods
Brief, clear, +
applicable
content
Integrated
with Business
Model Canvas
Engaging
online
multimedia
content
Practical
visual and
enjoyable
format
Minimizes
risk of (big)
failure

VALUE MAP
Gain Creator
Product / Service
CLIENT PROFILE
Pain Reliever
Gains
Pains
Client Job
Share
moment of
fun
Both enjoyed
moment
Waiting in
line
Connect with
each other
Leads to
great
conversation
Not able to
get babysitter
Not intimate
enough
Movies on big
screen
Movie
website
Duo seats
big screen &
surround
sound
Advanced
online
booking

Value Prop Mad Libs
Dialexa engage helps project managers
who want to
by
and
Improve client relationships
Unproductive meetingsAvoiding
Centralizing Easy communication about the project
Our (product) helps (customer segment)
who want to (jobs) by (your own verb + pain)
and (your own verb + gain).
Unlike (competitor)
TEMPLATE

Journey Map
Visualize your research

REGISTER
BACKGROUND CHECK
APPROVED / EMAIL / CALL
DRIVE
RENEW
EMISSIONS
AND PREP
IN RENT
CENTRIC
SYSTEM
GPS
PREP
RIDE SHARE
INSPECT (TX)
ON LOT
PLACE TAGS
AVAILABLEBUY APPLY FOR TAG/
TITLE
SMS 3
SMS 1
REPO
TURN
OFF
PAID / CAR
RETURN
SMS 2
APP
NOTIFY MARKET
MANAGER
CALL
MEET
CHECK CAR/ CLEAN
AVAILABLE
BILL IN
MAIL
FLEX DRIVE
PAYS
FIND
CUSTOMER
INVOICE/CALL
CUSTOMER
CUSTOMER PAYS
APPROVED SELL
ACCIDENT
REPORT
OVER $800
REVIEW SWAP
INVOICE
SALVAGE
LEAVESERVICE SHOP
FLEXDRIVE
APP
CAR
LIGHT
RECALL
NOTICE
DRIVER
AWARE
SWAP
SERVICE
SHOP
PROVIDE
PROOF
APPROVED
LEAVEOVER $800
REVIEW
Dynamic pricing structures will help adjust and perfect their business
model.
Automation will empower Ops to spend more time on important
process efficiencies such as reducing repos, increasing utilization and
margins, as well as creating insurance reports proving uber should pay
for accidents.
Payment plans and unification of the separate systems will solve
critical pain points for collections and will mitigate risk and loss.
Preventing the use of prepaid cards and empty debit accounts along
with having a authorization hold will ensure Flexdrive gets paid.
VEHICLE PURCHASED & ADDED TO FLEET CUSTOMER SIGN UP MISSED PAYMENT GET / SWAP / RETURN MAINTENANCE / RECALL
DOING
TOLLS / VIOLATION / TICKETSUBSCRIPTION ACCIDENT
VISION
The research for this journey map
includes interviews with the team and
documents provided.
Created July 2016
Flexdrive provides consumers with the most convenient, affordable, and fun
subscription-based alternative to car ownership while empowering fleet owners
to monetize vehicles by increasing utilization. By providing superb customer
experience and automated administrative workflows Flexdrive is pioneering a
new way to experience the road.
Digestable - Flex Central will present
data to be highly digestible, hierarchical
and organized.
1
2
3
Intuitive -Flex Central will be easy to use
and navigate.
Empowered - Flexdrive employees will
feel in control and highly productive
using Flex Central.
GUIDING
PRINCIPLES
Automation – reduce manual steps to
streamline processes
2
1
3
Scalability – ability to handle and support
increasing demand on systems
Integration – reduce the number of
disparate systems and tools
GUIDING
PRINCIPLES
This document was prepared
by Dialexa.
SOURCES
&TEAM
THINKING
Fleet Managers: “Give me all the data.”
Fleet Manager: “I’ve got to decide to salvage this car or fix it.”
Operations: “Subscribers don’t usually have the money to pay the
$1,000 deductible all up front so we do a $250 deposit to get back into
the car and it’s a headache to keep track of.”
Market: “I keep track of the subrogation for our customers to know if I
should refund them or charge them.”
Billing: “Very manual process to cross reference the customer, time,
and vehicle.”
Billing: “I use notes to say this name is a habitual viloator; however,
there is a disconnect between invoiced.com and rentcentric updates.”
Billing: “This is very spreadsheet orientation”
Fleet Manager: “I want data on cost of maintenance across the states. I
am getting brake pads for the same price in Texas as in Georgia?”
Fleet Manager: “The maintenance invoice lag is bad and we have to
create the data to show this was taken care of.”
Fleet Manager: “I need a history of cars and customer so we can see
if there is trends in car breaking down due to it’s make vs person vs
service shop. We also want to see revenue per vehicle or customer.”
Operations: “Hope we did an oil change in between swaps.”
Market Manager: “If we have too many people in one kind of car and
there’s a recall, this could be disastrous to our business.”
Fleet Manger: “I copy and paste from Rent Centric.”
Fleet Manager: “Let me see all markets.”
Fleet Manager: “We should be able to see car history with customer
history.”
Operations: “People make fun of me for my calculator but it helps me
get sales tax done.”
Operations: “We need late fee deterrent.”
Operations: “We don’t have a clear picture of someone not paying or
someone trying to pay but their card was declined.”
Billing: “We really want to mitigate risk.“
Operations: “Changing payment day is a very manual process and I’m
using a calculator.”
Market: “A digital body damage form would be useful so it wasn’t at
home and it was easy to pull up and show to a customer.”
Fleet Manager: “I need a non revenue report and Rent Centric won’t
give me return dates so I can’t make it.”
Fleet Manager: “The default is 15 passenger van. I guarantee you we
don’t have one.”
Fleet Manager: “Every field I have is a dropdown!”
Fleet Manager: “I don’t need to create new make and models for all
markets because they get typoed and it’s double the work.”
Billing: ”When we have legacy customers we give legacy pricing and
that messes up our current pricing.”
Market Manager: ”I need a better way to capture and post photos of
the car.”
Customer Service: “What is the background of this driver?”
Market Manager: “App saves us paper and creates a digital copy. If
we could do this for our body damage that would be super helpful.”
Market Manager: “I’d really like a surface pro.”
Market Manager: “We don’t have the analytics to do drip campaigns
and convert signups.”
Friction
Frequency
Personnel Effected
Friction
Frequency
Personnel Effected
Friction
Frequency
Personnel Effected
Friction
Frequency
Personnel Effected
Friction
Frequency
Personnel Effected
Friction
Frequency
Personnel Effected
Friction
Frequency
Personnel Effected
Friction
Frequency
Personnel Effected
USERSJOURNEYOPPORTUNITIES
ALL OPS
EXPERIENCE
MARKET
Central will be sensitive to the screen sizes a market manager uses
since he or she is often out of an office.
Digitizing paper forms helps ensure they do not get lost.
By spending less time on manual process and spreadsheets, market
managers can focus their efforts on getting more people in cars.
Instead of tracking the current state of cars and copy and pasting
data, fleet could be working on forecasting and solving for the value
of company to a dealer.
A better system can help a fleet manager increase fleet utilization
and inform market demand for cars.
Better education on the website will help overcome the hurdle of
understanding the business.
The market is ripe to accept a subscription based car service and by
partnering with dealers can offer a new stream of revenue that
benefits dealers, consumers, and .
A driver score can help mitigate risk and adjust pricing.
With the right tech and experience company could function with little
to no human touch-points.
Buisness can position itself to be in dealerships where the offering
is to buy, lease, drive.
Calendar integrations with customers can help enhance their
experience with by enabling them to plan the perfect car for the
right event.
ALL Ops personnel would benefit from understanding how the car
and subscriber data are tied together.
F1 will greatly reduce the amount of steps, human errors,
duplication, and will also reduce the number of portals employees
currently struggle with - creating better efficiency and giving
employees several hour of their time back to their day.
Better data will enable better reporting. Better reporting will
inform the user of the current market and business trends,
empowering the user to make better decisions to improve and grow
the business.
Spreadsheets are used in general to gather information from
multiple screens and platforms so that the users have everything
they need to make decisions and take action. F1 will eliminate the
need to create those spreadsheets, saving everyone valuable time.
With more accurate data we will have better analytics, enabling
Flexdrive to be more proactive rather than just reactive.
BILLING FLEET CUSTOMER
MVP
Maintain current operational capabilities and automate manual
processes with an integrated system that is built specifically
for Flexdrive.
Meeting for the first time requires additional time to go over the
subscription agreement. Uber drivers require extra steps.
When a customer returns a car, ops has to go to a different
screen to ensure they paid.
Uber drivers require 2 extra steps. Tolls are more steps because billing has to cross reference the
toll dates to the time the customer was in the car and attach the
report to the invoice.
Recalls are an extra hassle because of the amount of swaps and
coordination that has to happen.
Happy path subscription really requires no work from the team.
Millage might be the only thing we want to regulate.
CURRENTSTEPS
PRIMARY VARIANTS
0
25
15
20
5
10
ENGINEERINGDESIGN
MAP KEY
Ongoing, Non-Linear Unclear Process Non-Linear but
Time-Based

Story Mapping
A user story I can understand

Story Mapping
METHODOLOGY
Story Mapping gives us a shared understanding of
what we are building and ensures we answer the
‘why’ of our user stories not just ‘what.’ Together
we mapped out the process over a few screens
ensuring we capture important workflows and who
uses them. We also discussed how they can change
over time. This exercise helped us better see the
product as a whole including details for key user
stories, screens, and features.
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Growth Hacking
For all the beautiful data nerds

Experiment and Test Sprint
Hypothesis Synthesis
Here we will take all our findings and put them in Test Cards. These can be any idea, and are scored based on 3 metrics that help us prioritize what each
sprint will accomplish. Typical sprints launch and test 3 experiments / week depending on resources.

Prioritization
Here we will take all our findings and put them in Test Cards. These can be any idea, and are scored based on 3 metrics that help us prioritize what each
sprint will accomplish. Typical sprints launch and test 3 experiments / week depending on resources.

Execution
Test cards are chosen each week and executed. As they move through various stages, visibility into the sprint is shown in this view and analysis is performed once
enough data comes through.

Learn
Review Learnings and Categorize Experiments
Analysis occurs each week as experiment data becomes significant. They are tagged and categorized as successful, unsuccessful, or inconclusive. This creates a
searchable document the team can look back on when new ideas come up that may be similar, or other team members can get a good idea of what’s been tried before
and the history of each experiment vein.

Learn
Review Learnings and Categorize Experiments Deep
analysis and explanation is provided to team members
regarding what worked and why. The why is the most
important part, allowing additional experiments to pivot
off the new learnings.

User Testing
For those of us who prefer to just ask why

LEAN DESIGN RESEARCH: DECODE, DEFINE, AND DEVELOP THE RIGHT SOLUTION

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LEAN DESIGN RESEARCH: DECODE, DEFINE, AND DEVELOP THE RIGHT SOLUTION