Rishi Agarwal

FSG

Managing Director
rishi.agarwal@fsg.org

 

PROBLEM

When applying UCD to sanitation, describe a problem your organization was trying to solve?

Finding a business model that would work for poor consumers in rural Bihar, where demand exists, but financing/affordability is a challenge

 

SOLUTION

What solution did you design to solve the problem?

  • Designed a price appropriate product
  • Activated MFIs to offer credit
  • Processed key handle
  • Worked through a turnkey solution provider (TSP) business model to settle on CRM and model

 

WHAT WORKED WELL

What part(s) of the UCD process did your organization do very well?

  • Going in without assumptions
  • Mix of in-depth interview (IDI) and focus group discussion (FGDs)
  • Separate interviews of household member
  • Large sample size


WHAT DIDN'T WORK

What part(s) of the UCD process did not go well?

  • Not incorporating past experience explicitly
  • Taking responses at face value, especially from value chain players

 

TOOLS AND FRAMEWORKS

What UCD tools or analytical frameworks did you use?

  • Segmentation
  • Drivers of barriers/flow
  • Customer narrative
  • Buying process flow
  • Analogies
  • Value Chain analysis: product tracking/profit tools
  • Actor mapping
  • BM creation - value propositions for player

WHAT WAS REALLY HARD

What were your biggest struggles?

  • Getting VC players to share data esp numbers
  • Getting specialists to make choices

 

BIGGEST A-HA

What was your biggest a-ha moment?

  • People want toilets
  • They don't have options
  • They can't pay for it

 

MY PIVOTS

So then what? What did you do? Discard the idea? Change course?

  • Appropriate product options
  • Financing options
  • Sweep approach

 

TIPS

What advice would you give other organizations?

  • Not all users are the same
  • Disaggregate your data