MIRU

A connected mobility application that enables local exploration for car and non-car owners within their community.

*This was a capstone project that was later bought by Honda for further development.   

Made for

Honda 99P Labs

Year

2020

Role

Product Management Intern

Initial Problem statement from Honda (Our Interpretation) 

"How might Honda provide a service, platform, or software that delivers value to millennials as they commute"

 

My Role

Through the various phases of the product development of this project, I wore multiple hats such as a product designer, strategist, team leader, and a product manager. I spearheaded the design, finance and business model constituents of the project during capstone and the product and data-centric user research during my internship period with Honda where we furthered this project by following a lean methodology.

 

As a product manager, I also focused on developing a strong business model to find the most opportunistic value proposition for MIRU. I was also continuously working with the user researchers to conduct and combine qualitative findings to further define user needs and pain points. 

Project Overview

    Why?

  • The commuting domain has great potential for growth.

  • Tech-savvy millennials prefer public transportation.

    Who?

  • Millennial non-car owners living in urban cities enjoy exploratory commute.

    What?

  • Miru enables millennials to engage with their local community in a personalized and secure manner.

    How?

  • 2-sided business model with 5 use cases that inform an aggregated data-based revenue model. 

   Validating Why

  • Commuting domain is more popular in bigger cities of US.

  • Millennials prefer car - most US cities don't have good public transportation.

   Validating Who

  • Older & Younger millennials are 2 personas interested in exploration along their route.

   Competitive Research

  • Honda platform - main differentiator as competitors have explored local exploration idea

   

    Strategy Further

  • User: Community growth

  • Businesses: Customer acquisition & retention and product improvement

Followed a Double Diamond Process

 

Identifying the Opportunity 

Initial User Interviews: Commuters' views (9) 

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Sometimes enjoy chatting with drivers when ride-hailing

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Want low cost, efficiency, sustainability, less traffic when using public transportation

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To achieve a fun, healthier and more sustainable ride, people ride a bicycle or tricycle

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Get a sense of independence, freedom, control when walking to a place

Major Insight #1

Secondary Research: Understanding the Landscape

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Growing interest from industry in the first and last mile transportation services

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High income individuals with no children are more likely to use ride-share and less likely to own private vehicles.

In 2050, 2/3s of the world population will live in urban areas so more people will tend to commute shorter distances

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A connected network can allow vehicles to communicate with each other and do things such as warn about traffic incidents or road conditions.

83% of Millennials try to be more environmentally conscious but admit that it can be hard to do so.

Stakeholder Analysis

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Part-Of/Owner

Governed By

Understanding the Opportunity 

User Studies (21): Young Professionals | College Students

1.Interviews

2. Co-Designs

3. Observational Interviews

4. Expert Interviews

5.Literature Review

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Image from a co-design session

Major Insight #2

Use Cases

"The Car Craver"

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Tessa

25 years old

Software engineer

Pittsburgh, PA

Non-car owner

Exploration

Exploration

“Sometimes after work, I like venturing out to new food spots that I haven’t explored yet.”

Comfort

“I make sure that the commuting option I choose is comfortable even if that means spending a few extra dollars”

Minimized Interference

“I try to avoid running into someone to avoid engaging in conversation when I’m not in the mood of talking.”

Reliability

“You never know exactly when the bus is gonna come and how long the ride’s gonna take.”

Exploration

"Small Business Owner"

Provide Exploration

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  • Showcase their business to customers through multimedia, offers and promotions.

  • Communicate information and interact with customers.

MIRU features they would use

MIRU features they would use

Highly-Engaged Local Business

Mid-Size City

  • Customize the information and photos that are seen by users on Miru. 

  • Access anonymous data analytics to further improve their business strategies. 

  • Listed as a “Local Business Partner” whenever users see this spot. 

Our Space

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Major Insight #3

Our Opportunity

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Conceptualizing the Opportunity (Link to concept Video) 

Key Product Requirements

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Commute-based 

Recommendations 

Community-generated

Content

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Visualizing the 

Recommendations

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Sustainable

Engagement

Initial Concept

Route-based 

Recommendations

(Familiar commute, new experience)

Navigation guides to the spot and the destination

(To ensure worry-free exploration)

Browse places, events, and activities all at once

(Business provided+community-generated)

Review, recommend, and add new ones

(Community-generated content)

Earn badges and rewards

(Sustainable Engagement)

Realizing the Opportunity 

Preliminary Business model structure: Two-sided business model (Link)

 
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Taking MIRU to the next stages with the Honda team

Followed a Lean Methodology

*Due to NDA, only the process about the project further would be discussed

Methods

Economics of a Two-Sided Business Model

Liquidity

Demand

Supply

The 2-sided business model incorporates a business user and a demand-size user.

Blastpoint | Big Data Research

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Validated the basic assumptions with data

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Identified high-density millennial cities

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Created segmentation of city types

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Approximated the TAM, SAM, SOM

User Studies | Quantitative

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Created survey based on preliminary interviews

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Survey distributed through social media and SurveyMonkey in US

Wrangled ~500 survey results, clustered using K-means method and correlated other additional data to derive major persona insights

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Defined Total market size,

Serviceable addressable market, Serviceable 

obtainable market 

User Studies | Qualitative

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Affinity clustering of the 40 co-design sessions

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Took in account assumptions and used Mural for co-designs

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Interviewee data-points converted into themes and relationships 

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Insights combined with Quantitative research

Competitor Analysis

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Identified solutions similar to MIRU in various cities and evaluated their current success metrics

Narrowed down to the top 20 competitor solutions

Evaluated their business models, revenue streams and cost structures

Created a position matrix to identify gaps that MIRU can fulfill with Honda's strengths

Solution Brainstorming

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Re-evaluated MIRU's solution features and brainstormed ideas to create 10x value proposition

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Created categories, assumptions to be validated, focused segments within the MIRU solution

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Listed key benefits of Honda and current market trends

Narrowed down on 5 ideas for further testing and validation

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Where I left off the project Miru

By the end of my internship, we were able to deliver two well defined user personas and a more structured business model. This project is currently being continued by the Honda 99P labs team

 

*Course-Related project

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