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.
Honda 99P Labs
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"
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.
The commuting domain has great potential for growth.
Tech-savvy millennials prefer public transportation.
Millennial non-car owners living in urban cities enjoy exploratory commute.
Miru enables millennials to engage with their local community in a personalized and secure manner.
2-sided business model with 5 use cases that inform an aggregated data-based revenue model.
Commuting domain is more popular in bigger cities of US.
Millennials prefer car - most US cities don't have good public transportation.
Older & Younger millennials are 2 personas interested in exploration along their route.
Honda platform - main differentiator as competitors have explored local exploration idea
User: Community growth
Businesses: Customer acquisition & retention and product improvement
Followed a Double Diamond Process
Identifying the Opportunity
Initial User Interviews: Commuters' views (9)
Sometimes enjoy chatting with drivers when ride-hailing
Want low cost, efficiency, sustainability, less traffic when using public transportation
To achieve a fun, healthier and more sustainable ride, people ride a bicycle or tricycle
Get a sense of independence, freedom, control when walking to a place
Major Insight #1
Secondary Research: Understanding the Landscape
Growing interest from industry in the first and last mile transportation services
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
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.
Understanding the Opportunity
User Studies (21): Young Professionals | College Students
3. Observational Interviews
4. Expert Interviews
Image from a co-design session
Major Insight #2
"The Car Craver"
25 years old
“Sometimes after work, I like venturing out to new food spots that I haven’t explored yet.”
“I make sure that the commuting option I choose is comfortable even if that means spending a few extra dollars”
“I try to avoid running into someone to avoid engaging in conversation when I’m not in the mood of talking.”
“You never know exactly when the bus is gonna come and how long the ride’s gonna take.”
"Small Business Owner"
Showcase their business to customers through multimedia, offers and promotions.
Communicate information and interact with customers.
Highly-Engaged Local Business
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.
Major Insight #3
Conceptualizing the Opportunity (Link to concept Video)
Key Product Requirements
(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
Review, recommend, and add new ones
Earn badges and rewards
Realizing the Opportunity
Preliminary Business model structure: Two-sided business model (Link)
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
Economics of a Two-Sided Business Model
The 2-sided business model incorporates a business user and a demand-size user.
Blastpoint | Big Data Research
Validated the basic assumptions with data
Identified high-density millennial cities
Created segmentation of city types
Approximated the TAM, SAM, SOM
User Studies | Quantitative
Created survey based on preliminary interviews
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
Defined Total market size,
Serviceable addressable market, Serviceable
User Studies | Qualitative
Affinity clustering of the 40 co-design sessions
Took in account assumptions and used Mural for co-designs
Interviewee data-points converted into themes and relationships
Insights combined with Quantitative research
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
Re-evaluated MIRU's solution features and brainstormed ideas to create 10x value proposition
Created categories, assumptions to be validated, focused segments within the MIRU solution
Listed key benefits of Honda and current market trends
Narrowed down on 5 ideas for further testing and validation
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