Category Design: Describing Technology that Redefines Construction Logistics
Problem
A startup in the construction technology industry is building a completely new model for managing assets and logistics over time. They are entering a market crowded with established asset tracking and fleet management solutions. It’s going to be a struggle to to stand out and differentiate their new solutions and to get the attention of customers who don’t have a lot of time, technical expertise, or hunger for change. Even though the startup can show impressive data — their solution really does resolve industry-wide inefficiencies in resource management and tackle long-standing "unsolvable" challenges — they have a hard time telling their story to their various audiences (investors, new hires, potential customers, analysts, etc).
Process
This project was all about the story. I recommended using an abridged version of Play Bigger’s Category Design process. We started by reviewing the dozens of presentations and hundreds of slides the team had used over the years to define the problem and their solution. I listened to hours of explanations of how and why their very complex system was built the way it was and the intricacies of delivering value to clients who all currently depended on whiteboards and printouts to manage their businesses. We worked together to untangle wants and needs from the customers’ point of view, opportunities introduced by technology, everything from small to systemic operational challenges a client would need to implement to get the benefit of the technology, variations in client needs based on their own geographies, project types, equipment and personnel, and other factors. We revisited all of the words the team was using to describe everything from goals to features and the industry lingo surrounding the new product. We explored analogies, images, diagrams, terminology.
We created a new category: "Resource Readiness.” Resource Readiness is bigger than asset tracking or logistics management: it’s a proactive state of being comprehensively prepared.
Results
The collaborative effort resulted in a refreshed problem statement and the introduction of "Resource Readiness" as a pioneering category. Internal testing and industry conference feedback validated the concept's viability. This strategic shift not only revitalized the company’s messaging but also invigorated the team, breathing new life into their UX design efforts. I also delivered an illustrated story they use to onboard new hires and educate construction-industry outsiders.
Highlights
Category Creation The full category design process is time-consuming and expensive, which makes it a difficult fit for startups. I adapted the process to help the team create a position for themselves above the fray of the competitive landscape.
Alignment to Calm Chaos The leaders of the team are incredibly passionate and energetic. These are great qualities to have, but can lead to chaos (in this case, hundreds of documents and slides made and remade for every new client meeting). Developing an aligned vision first, and then creating the materials to communicate the vision, helped immensely.
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