Ketchup | Research Deck
01 | Desk Research Findings
Certain racial and ethnic groups in the US, particularly Latinas and Asians, have been disproportionately affected by the COVID-19 pandemic regarding their small businesses. These groups tend to have a higher concentration of businesses in industries that have experienced significant job losses and reduced work hours due to the pandemic. This highlights the importance of targeted support for small businesses in these communities, particularly those in the most affected industries, to help them weather the economic impacts.
Key Takeaways
02 | Primary Research
Immigrant
Small Business Owners
We decided to focus our target audience on small business owners who are immigrants, particularly those from Latinx and Asian communities. Our research centered around those within the most affected industries, such as retail, accommodation, and food service, located in San Francisco. Our process began with developing research questions, followed by recruiting the target audience for interviews designed to address these inquiries.
The burden of costs, Lack of necessity, Unfamiliarity with tech
03 | Reflection
After conducting interviews with immigrant small business owners, it became clear that payment integration systems like Square were the most commonly used technology. However, aside from payment systems, most participants managed their businesses manually, including inventory management, employee time card management, and accounting. While many participants expressed interest in using business tools beyond payment systems, they did not follow up due to the perceived burden of costs, lack of necessity, or unfamiliarity with technology.
A Wicked Problem
We were surprised to learn that the participants felt a great burden from the cost of the software they were already using, such as credit card fees and continuously rising delivery app fees, which left them no room to even think about the need to make their workflow more efficient. One participant stated, "We have no choice but to do it because everyone uses it. Because if we don't do this, no one will visit our store." They had no choice but to use such software since it was the norm, and failure to do so would lead to a decrease in customers.
04 | Pivot & Revision
"Make a Detour"
As we delved deeper into the interviews, we realized that this problem should not be addressed in a short period of time as a school project and would require a more rigorous process. We acknowledged our initial naivety and constraints and had to revise our approach, revisit our interview records, and ponder how to alleviate their burdens.
We redirected our strategy to focus on addressing the emotional needs of immigrant small business owners throughout their business journey rather than directly solving the problems.
04 | Interview Insights
Networking Space
After revising our research direction, we could identify key emerging themes and discover opportunities to foster an environment where immigrant small business owners can connect and help one another. As we aimed to provide a space to support immigrant small business owners’ networks, we first recognized their challenges when it came to networking. And we pondered to meet their needs while reconciling what they felt as barriers.
05 | Defining
Jobs to be done,
We employed the jobs-to-be-done framework to identify the product's essential features in line with our research findings. Our goal was to translate the needs of immigrant small business owners into tangible experiences that are accessible, enjoyable, and, most importantly, do not pose any additional burden during networking.
06 | Key Features
I want to spend as less time networking as possible so that
I can focus on my business and family.
Feature: Just 20mins! speed networking space
Challenge
How can we help small business owners with busy schedules overcome networking limitations in time and location?
Solution
To make networking more efficient and less time-consuming, Ketchup has been designed to help users make two meaningful connections with other business owners in just 20 minutes through the online app.
Since we understand that small business owners have limited time and may not be able to leave their shops throughout the day, we aimed to create a networking app that could be easily accessed at any time and from any location. With the goal of making networking more efficient and less time-consuming, Ketchup was designed to enable users to make two meaningful connections with other business owners in just 20 minutes through the online app.
I want to connect with other small business owners in my language so that it’s relatable and easy for me.
Feature: More Flexible Language Setting
Challenge
As English is the second language of immigrant small business owners, they desire to speak their language and connect with people who share similar cultures and backgrounds.
Solution
Ketchup offers personalized matching by detecting the user's preferred language during app setup. The language setting button has been moved to the home screen for easy access to make language switching more flexible.
I want to connect with business owners who share a similar situation to mine so that I can get practical information
Feature: Keywords Recognition & Progressive Onboarding & Gathering Feedback
Challenge
How can we streamline the onboarding process while still gathering sufficient data to ensure a precise matching experience?
Solution
Ketchup improves the onboarding experience by analyzing keywords in the user's voice introduction, asking daily questions to understand users better, and continually implementing a feedback mechanism to enhance the matching experience.
To improve the accuracy of the matching experience, collecting a substantial amount of information during the user onboarding process is necessary, but this can complicate the onboarding process and lead to high bounce rates. Ketchup enhances the onboarding experience by identifying keywords in the user's voice greetings, asking daily questions to understand users better, and having a feedback mechanism to improve the matching experience continuously.
I want to make and manage connections so that I can reach out later for help or advice at anytime
Feature: Business Card Profile
Challenge
How can we help users efficiently manage, save, and share their contact information seamlessly as they accumulate it through speed networking?
Solution
“Recreate the experience of physical networking in a digital space.” Enable users to organize their contact information with a stack of business cards. This can help them quickly find and reference specific contacts when needed.
To enhance the user experience in speed networking, we pondered unique ways to effectively gather and present the contacts data that users accumulate over time. We explored a new approach rather than long-forgotten follower lists piled up on our social media.
I want to make and manage connections so that I can reach out later for help or advice at anytime
Feature: Exchange Business Cards & Save to Wallet
Challenge
How can we help users efficiently manage, save, and share their contact information seamlessly as they accumulate it through speed networking?
Solution
This feature later acts as a profile, allowing users to share their professional backgrounds with potential connections. After each networking session, the cards are exchanged and automatically saved to users’ wallets.
Recreate the essence of in-person networking in a digital space by enabling users to create virtual business cards and store relevant business information to showcase to others. This feature serves as a professional profile, allowing users to share their career backgrounds with potential connections.
I want to keep motivating myself so that I can develop myself and broaden my network
Feature: Ketchup’s Milestone Reward
Challenge
How can we help users stay motivated, encourage continued learning, and expand their network?
Solution
Milestone rewards are a key motivator for users to remain engaged with the app and stay committed to their business journey. These rewards include a visual representation of their networking information, allowing users to track their networking progress and status.
08 | Ketchup’s Next Steps
