BCG Digital Ventures
Validation Sprint: develop, test, and evaluate four new service concepts for Autogravity
Autogravity, a BCG Digital Ventures portfolio company with some high profile backers in the auto industry, needed help generating and exploring concepts for a new service that could accelerate the startup's evolution. I joined the team to provide product design support and guidance for each of the live experiments.
Discovery Week
Design And Execution
Service Concept Design
The Outcome

Discovery Week: Research And Planning The Experiments

My first week was a full immersion in the context of the project, which meant lots of meetings with the team and the client to review research, develop a shared understanding of the project, brainstorm ideas, develop hypotheses, and plan our validation experiments.

Designing And Running The Experiments

After discovery, the project team split into four pods to run each experiment. Although my role was to provide product design for each pod, most of my time was spent producing a fairly sophisticated landing page experiment that would generate data for a car subscription service concept. We needed to rapidly create two brands, ad campaigns, and a waitlist system that would help us gain insight into which combinations of customer acquisition models, subscription pricing, and car inventories might have potential as a business.

Ultimately, I designed and deployed a few different landing pages (via Webflow) that presented our concepts and allowed real-world users or potential customers to tell us what car models and subscription prices they preferred.
A few early artifacts: Wireframes And Brand Development
Facebook Ad Units; Web Design Screenshots from Webflow
Final Versions For Two Of the Landing Page Concepts

Interpreting The Results

The landing page experiments were exceedingly effective in producing the information we needed for evaluating the product concept. We ended-up with customer segmentations, customer acquisition cost estimates for different product offerings, overall appeal of the car subscription concept, pricing preferences, etc. We were no longer making guesses about what might work with consumers: we were working with a set of data that helped us navigate risks and configure a new product.

Designing The New Service

After compiling the results of the experiment, we put together an initial design of the service: the main points about how car inventory would be acquired, listed, and transferred to subscribers. I created the storyboards below to illustrate the key elements of the service and user journeys as well as a few slides for tear-downs of two competitor services.
User Journey Storyboards
Competitor Product Teardowns

The Outcome: The New Product Becomes The New Company

Months later, I was surprised to find out that our work on this validation experiment actually resulted in real change for Autogravity. Instead of just launching car subscriptions as one product in a suite of services, the company pivoted its entire strategy to car subscriptions and rebranded as Turn.

But that was before a global pandemic put the venture on ice unfortunately. So here are a few articles about the new company from 2019, a time that feels so long ago: