Source: Dan Olsen

Source : Dan
Olsen
▪ Turbo Tax – Distinct customer benefits
▪ Help me prepare my tax returns
▪ Check accuracy of my tax returns
▪ Reduce audit risk
▪ Reduce time taken to enter my tax information
▪ Reduce the time taken to file my taxes
▪ Maximize my tax deductions
• The benefits always start with
an active verb & are around
a user need
• Create Benefit Ladders
Source : Lean Product
 ClearTax
Offering • Income Tax Filing
• Expert Assisted Service
• Creating Mutual Funds
and Plans for Tax Saving
• Claiming HRA
Pain Points • No chatbot assistance
• Simplistic offering but
knowledge is required
• Cannot file with no prior
knowledge, regular
popups assisting the user
could have helped
Improvement • Include chatbot for quick
Suggestions resolution
• Training support can be
added
Taxspanner
• Income Tax return filling
• TDS return
• Save Tax and Optimize Tax
options
• Available for both
individual and business
• GST file and returns
• Separate service for NRIs
for Tax filing
• Features like tax
optimization tool, tax
saving recommendations
and multiple form 16
uploads are available only
at high premium
• Post filing support
• Status Tracking of refunds
EZTax Taxsmile
• Income Tax Filing, TDS, • Do-it-yourself
Tax Consultation, Expert • Do-it-for-me
Assisted Tax Filing, • ITR-V submission
Income Tax Preparation • Refund tracking
• GST Filings, Virtual • Document Vault
Accounting Services • Tax history
(VAS), Assisted Filing, • Post-filing support
Registrations, Tax
Consultation
• Software Support, and
other Tax & Accounting
matters
• App performance is • Poor customer service
relatively poor • Need to have some basic
• There is no option to knowledge on IT filing
delete personal data from • UI issues
the app without raising a
complaint/request
• Give more ownership of • NA (Not Supporting e-
personal data to users filing anymore)
• Segregate offerings with
better design of UI in the
web version of EZTax
LET’S LOOK AT THE PAINS
OF A FURNITURE RENTER
▪ I don’t want the commitment for buying furniture, what
should I do?
▪ I don’t have adequate savings to buy furniture, yet I
have the need for basic furniture
▪ I stay in a shared apartment and I do not want to make
investments that tie me down. What if I changed
apartments or my flatmates?
▪ What if I wanted to change my old furniture for new,?

▪ How I wish I had the convenience of renting new

looking, clean furniture? It should be delivered fast?

This Photo by Unknown Author is licensed under CC BY-NC-ND

Importance Versus Satisfaction Mapping
Ride Sharing
Problem Space
• Lack of home delivery options for medicines
• No repository of diagnostic labs in the vicinity of a user
• Multiple visits to the lab for giving sample and then
collecting reports
• Lack of affordable healthcare accessibility at home
• Cumbersome process of finding and consulting a doctor,
especially if you are new in the city
• Scarcity of trustworthy information on medicines
• Many times, all medicines on the prescription are not
available on one pharmacy leading to visits to multiple
pharmacies
• Fear of being sold fake/expired/damaged medicines

Value Proposition
For people looking for accessible, affordable and trustworthy healthcare, 1mg provides quality healthcare by
fast delivery of medicines at home, sample collection from home and online report generation, authentic
information on medicines and easy in-app consultation with qualified doctors.
 Customer Benefit ladder

01 Emotional benefit To feel safe and confident

To be assured about quality

02 Functional benefit I can order at any time

I need not step out for delivery

03 Product Features Accessibility to healthcare at home

04 Target and Insight The user could not travel for healthcare facilities
 PAIN POINTS
I often use 1mg to place
I am not able to see the medicine orders for my parents
I was using the app on an
estimated delivery date who stay in a different city. I
Android phone earlier and
while browsing individual have to ensure to place the
there was a feature “Pill
items. Only after I add the order every month on time in
Reminder” which I used a
item to cart, I am able to order to avoid any delays. An
lot. However, when I later
see the date for only few automatic order feature would
moved to iOS, the same
items. This is really be beneficial to avoid forgetting
feature was not available.
cumbersome. to place the order timely.

How can I reschedule The search No call support feature

the test date and time
from the app and avoid
the hassle of going
down to the diagnostic
centre for rescheduling?
recommendations I got provided on app. How
at times were not can I contact 1mg
relevant. I had to spend support executive via
considerable time to call from the app itself?
locate the exact items.
 PAIN POINTS
While trying to consult a doctor,
How can I redeem the 1mg I would like to see the
it did not provide me with an
Cash coins accumulated progress made based on
option to choose the doctor and
by me? The app does not my medical reports visually
assigned a random one. There
provide all relevant in a simplified manner. Its
was not any option to view
information regarding 1mg difficult to keep looking at
patient reviews before opting
validity and redemption the reports separately and
for any doctor. How can I read
policy? try to compare the results.
patient’s stories and book
doctor appointments
accordingly?

There have been multiple

times when the product was How can I give any
Whenever I try to order
shown “In stock” while something, I get the specific instructions
placing the order, but was pop-up to avail the while placing my
cancelled later citing premium package order?
unavailability. How can I get multiple times. This
an assurance for on-time gets very annoying.
delivery of critical
medicines?
 Customer needs
Content is a key strategic acquirer of customers. Hence, the information
on medicines and other health essentials should be relevant.
People shop for clothes, food, grocery, etc. online and prefer buying
online. They would prefer to buy medicines online.
Make all the medicines available to consumers at a discounted rate.
Asking questions to a doctor directly on the web without the need to go
out of your house would save people a lot of time for their work.
Product-Market
Fit
Hypothesis Features
A aggregated platform to order medicines, book diagnostic tests and
consult a doctor online.
A repository with all information regarding medicines and other health-
related issues to raise awareness.
Articles and video content on medical information in different
languages.
Order medicines by just uploading the prescription (hand-written or
printed) and also recommend alternative medicines in case of stock out.
 Evaluating the Pain Points
Delivery date not mentioned on product page Importance Satisfaction
Order cancellation as medicine is not available
Matrix
No option to reschedule test date from 1mg 7

Not relevant search recommendation

6
No option to choose the doctor for
consultation 5

Importance
1mg Cash redemption and validity not clear
4
Not able to see the progress of the past tests

Cannot schedule an order for refill 3

Not able to add instructions while placing
order 2

Constant pop-up to avail premium package

1
User testimonials not available
| | | | |
1 2 3 4 5
Not able to contact 1mg support through call
Satisfaction
 The Needs / Features / Benefits Table

Needs Features Benefits

• The • The • The ‘So
Void ‘What’ What’
 KANO MODEL

(Delighters)

(Must Haves)
 High

The resulting
Level of customer
satisfaction

Low
Low How fully is the customer need met >>>> High