My Role
: Product Strategist & User Researcher
Collaborators
: Engineers (2 No.s)
Designers (2 Nos.)
Business Strategy (1 No.s)
Result
: Patent filing in process & Product is ready to launch by end of 2024
Patent Publication
: 20230114575
Duration
: 12 Weeks
My Responsibility
: As a member of the product development team, my responsibilities fell under the categories of market research, user research, product strategy, and business strategy. It included conducting market research, analyzing industry trends, and identifying product opportunity gaps. I was also involved in user research to understand user pain points and stakeholder needs. In product strategy, I helped to develop differentiating features and product requirements. Additionally, I conducted market and competitive analysis, validated solutions with users, and contributed to creating the business case, pricing strategy, and go-to-market strategy.
Please refer to the tasks mentioned and indicated in the Process Diagram below.
THE PROCESS - Integrated Product Development Process (iNPD Process)
ABOUT THE CLIENT - Opus Mach
Opus Mach is a start-up company and innovation incubator with a focus on re-inventing the manufacturing and engineering space. Opus Mach works as a consultant with clients to help grow their businesses by creating and manufacturing new products and services. Owned and operated by Dee Kapur, our role is to help assist Opus Mach with developing an enhanced solution focused on the trucking industry in order to help alleviate risks for truck operators in the loading and unloading process.
PROBLEM OVERVIEW - as provided by the client
Operators of delivery trucks typically make multiple stops per day, each time getting in and out of the back of the truck to drop off materials. For flatbed and curtain-side trucks, and even for some dry vans, typically there is a significant physical effort needed to access materials in the truck.
Wherever there is significant physical effort used, especially when a worker is elevated off the ground, worker safety and ergonomics are important considerations. Starting with the concept of a collapsible, deployable stair, the innovation team will explore the operator access and enable comfortable, safe access to materials in a suitable way for th edelivery industry.
PROBLEM STATEMENT - as derived by the team
From the problem overview provided by the client, the team decided to focus on:
- 1. Getting in and out of the back of the truck: The focus here is on the physical constraints related to getting in and out of the back of a truck, and the specific movements that the operator needs to make in order to perform their daily tasks effectively and efficiently.
- 2. Physical effort: This area of focus highlights the need for hard work and physical exertion on the part of the operator. This could involve repetitive motions that put stress on the operator’s muscles in various ways, so finding ways to minimize that stress is important.
- 3. Worker safety: Worker safety is a crucial area of focus, as it involves providing a safe environment, safe equipment, and safety procedures in the trucking industry to protect the health and safety of the drivers. This includes following industry standards and regulations and having a moral obligation on the part of contractors and truck owners to ensure the safety of their drivers, as an unsafe workplace can have serious financial and legal consequences.
- 4. Ergonomics: Ergonomics, or ease of use, is about ensuring the operator can achieve their goals without resorting to workarounds or shortcuts. A seamless experience is crucial for the operator to be able to complete their tasks effortlessly.
- 5. Operator access: This area of focus is on the characteristics that the operator can independently and confidently use to aid movement, even when they are mentally and physically preoccupied with other responsibilities.
- 6. Delivery industry: This final focus area addresses the overall context and environment that the team will be working in, in order to ensure that their solutions are applicable and relevant to the needs of the delivery industry.
" How might we create a multifunctional solution that streamlines the
operators’ loading and unloading tasks? "
THE SOLUTION – Klifra Step
The Klifra Step is a power-actuated multifunctional stair designed to streamline loading and unloading tasks for truck operators. This solution targets heavy-duty curtain-side trucks and aims to provide a time-saving, easy-to-use, and safe solution that meets the expectations of operators.
The Klifra Step stows safely in a recessed position under the truck bed and can be deployed with just one button. The Klifra Step features handrails on both sides for added stability and a 16x22-inch platform at the top for extra footing that reduces the risk of slips and trips.
PRODUCT DEMO
1. IDENTIFY – translating global trends to a product opportunity
PESTLED ANALYSIS – analyzing global trends that affect the market
INSIGHTS – PESTLED – opportunities in the trucking industry for the stakeholders
01. TRUCKING INDUSTRY IS A VITAL PILLAR OF THE US ECONOMY.
80% of the US community relies on trucks for daily goods.
70% of all freight in the US moves via trucking freight.
02. TRUCK OPERATOR RETENTION IS KEY TO THE TRUCKING INDUSTRY.
In the US, there is a shortage of 80,000 truck operators.
Awards
- It’s Nice That
- AIGA
- Fonts In Use
- The Dieline
Contact
- email@domain.com
03. INJURIES ARE A MAJOR REASON WHY TRUCK OPERATORS QUIT THEIR JOBS.
Slips, trips, and falls cause over 30% of all work-related injuries, and 50% of these injuries are critical injuries.
04. INJURIES TO TRUCK OPERATORS ARE A BOG COST TO THE TRUCKING INDUSTRY.
The average cost to onboard a new driver is $ 10,000.
The average work man compensation is 18000/year,
Awards
- It’s Nice That
- AIGA
- Fonts In Use
- The Dieline
Contact
- email@domain.com
05. MAJOR REASONS FOR SILLS AND FALLS THAT LEAD TO INJURIES.
06. CLASSIFICATION OF TRUCKS
Trucks are classified by GVWR (Gross Vehicle Weight Rating). The class range from 1 to 8. Trucks are often fitted to perform specialized tasks.
07. TIME EFFICIENCY
- Driving and breaks represent only 45% of duty time, the remaining 55% is spent performing activities related to customer service, freight handling, and planning.
Awards
- It’s Nice That
- AIGA
- Fonts In Use
- The Dieline
Contact
- email@domain.com
06. CLASSIFICATION OF TRUCKS
Trucks are classified by GVWR (Gross Vehicle Weight Rating). The class range from 1 to 8. Trucks are often fitted to perform specialized tasks.
07. TIME EFFICIENCY
- Driving and breaks represent only 45% of duty time, the remaining 55% is spent performing activities related to customer service, freight handling, and planning.
Awards
- It’s Nice That
- AIGA
- Fonts In Use
- The Dieline
Contact
- email@domain.com
AFFINITY CLUSTERING & DOT VOTING – generating multiple POG’s & narrowing them
- A product opportunity gap, simply put, is a market segment that existing businesses are not yet serving.
- Affinity Clustering: The POGs were categorized into broad clusters ranging from ‘time-saving’, to ‘injury prevention, to ‘maintenance and durability.
- Dot Voting Criteria: impact of the end-users, value to stakeholders, the ability of Opus Mach’s resources to make the solution and derive business, specificity to delivery truck operators, and the number of people impacted by the solution.
AFFINITY CLUSTERING – generated 90 POG’s
DOT VOTING – narrowed down to 6 POG’s
DECISION MATRIX – to decide on 1 product opportunity gap
FINALIZED PRODUCT OPPURTUNITY GAP
" How might we create a multifunctional solution that streamlines the
operators’ loading and unloading tasks? "
2. UNDERSTAND – the users, stakeholders & derive an holistic product definition
INTERVIEW DETAILS – understanding users and all stakeholders involved
Total interviews: 28 No.s
> In-depth online interview
Truck Operators – 3 No.s
Fleet Operating Manager – 1 No.s
Truck Manufacturer – 2 No.s
Truck Manufacturing company engineer – 1 No.s
> Field research
Flying J & Pilot Travel Centers
Truck Operators – 2 No.s
Fleet Operating Manager – 1 No.s
CMU Logistics and Facilities Management – Truck operators – 1 No.s
> Guerilla interview
Truck operators at Forbes Avenue – 5 No.s
> Contextual Inquiry
CMU Logistics and Facilities Management – Truck operators – 2 No.s
Alside Associated Materials Supply Center – Truck operators – 3 No.s
Alside Associated Materials Supply Center – Fleet managers – 2 No.s
STAKE HOLDER INTERVIEWS – understanding market needs
"The overall market share of curtain-side
trucks are increasing as deliveries are faster
and more deliveries equal lower costs."
- Fred Kiewatt, Director National Accounts, Ryder
Kevin Tremmel
Director, Fleet Management Associated Materials
" The driver does not have 3 point of contact when accessing the bed/side of the truck. Its better to have 3 steps rather than two "
Fred Kiewatt
Director, National Accounts Ryder
- " Curtain side trucks are in high demand for deliveries. You always want to have 3 points of contact "
Dave Bruford
President, BruTek
- " The solution can be on the outside because even if it is underneath the truck, it will still be exposed to the elements "
Contact
- email@domain.com
CONTEXTUAL INQUIRY – understanding user needs
Contextual Inquiry at Carnegie Mellon Facility Management
Contextual Inquiry at Alside Supply Centre for a curtain side trucks
VIDEO DOCUMENTARY – truck operators
INSIGHTS FROM QUALITATIVE RESEARCH – truck operator pain points
Lack of three points of contact.
They take shortcuts and bypass existing solutions.
Insufficient tread depth to maneuver and turn.
Lack of landing space on a loaded truck bed to stand.
VALUE OPPORTUNITY ANALYSIS – setting criterias
VALUE OPPORTUNITY ANALYSIS– analyzing the competitors
POSITIONING MAPS– positioning the solution against its competitors
VALUE OPPORTUNITY CHART– must, could and have product requirements
PRODUCT REQUIREMENTS – defining the must-haves
1. The product can be moved around and operated by one person.
2. The solution provides stability for the loading and unloading process.
3. The product takes no more than 2 motions to deploy or stow.
4. The product is user-friendly and works with the operator, not against them.
5. The product helps maintain 3 points of contact in various loading and unloading tasks.
6. Reduces the cognitive and physical strain faced by the truck operator regularly.
7. As the market has many solutions, the product needs to have key differentiating factors
allowing it to be easily identifiable.
8. The product complies with industry regulations.
9. The design ensures a high factor of safety.
10. The product works in a predictable manner while reducing the chances of injury in cases
of operator complacency.
STRATEGIZING – for differentiating it in the market
SAVES TIME
> Works in a predictable manner
> Single motion
> Prevents shortcuts
> Easy learning curve
> Power actuated for speed
> Low Maintenace
> Durable
MINIMIZES EFFORT
- > Operated by one person.
- > Deployed and stowed while the operator is standing upright.
- > Power actuated.
- > Reduced physical & cognitive strain.
- > Maximizes output for least human input.
MAXIMIZES SAFETY
- > Structural stability,
- > Stores in a recessed position.
- > Reduces chances of injury.
- > Three points of contact,
- > Reduces the possibility of complacency.
Contact
- email@domain.com
3. CONCEPTUALIZE – generating ideas and developing a final concept
BUILD A THON – rapid prototyping to study mechanisms
BUILD A THON – rapid prototyping to generate multiple ideas
FINAL CONCEPT – bringing form to the final concept
FINAL CONCEPT SKETCH
Produced by the design engineers.
Final concept – 1:1 Wooden model
Made by the team to test for ergonomics.
VALIDATING WITH USERS – testing for desirability & ergonomics
User Feedback: The steps have comfortable widths and heights for easy ascent and descent. The railing is supportive and provides safety, and the material should be chosen for sturdiness. The climb should not be too steep for older truck operators. The speaker likes the idea and thinks it is a good one.
4. REALISE – details to bring the product to life and to market
THE SOLUTION – Klifra Step
The Klifra Step is a power-actuated multifunctional stair designed to streamline loading and unloading tasks for truck operators. This solution targets heavy-duty curtain-side trucks and aims to provide a time-saving, easy-to-use, and safe solution that meets the expectations of operators.
The Klifra Step stows safely in a recessed position under the truck bed and can be deployed with just one button. The Klifra Step features handrails on both sides for added stability and a 16x22-inch platform at the top for extra footing that reduces the risk of slips and trips.
PRODUCT FEATURES – how it works
PRICING STRATEGY – based on value created by the differentiating factors
VALUE BASED PRICING – based on product differentiating factors
ECONOMIC VALUE – derived by the
differentiating factors
PRICE OF THE KLIFRA STEP
PROFIT MARGIN : 66%
GO TO MARKET STRATEGY
BUSINESS MODEL CANVAS
IMPACT
- USER & STAKEHOLDER VALIDATION: User testing and presentations to stakeholders were conducted to validate the product.
- Positive feedback from users confirmed the product's usability and effectiveness.
- Stakeholders expressed their satisfaction with the product's features and potential impact.
PATENT FILING: US patent filing is in the process by the client – OPUS MACH, with all team members being co-inventors.
- PRODUCT LAUNCH: The product has undergone rigorous development and testing phases, and ready to be launched by 2024.
