Design Review II PRYMD STRIKES BACK Jessica Flannery

Design Review II PRYMD STRIKES BACK Jessica Flannery Whit Fowler Jeff Miller Mano Iyer

We Are PRYMD! • • BIG Idea (POV) Product (Prototypes) Who is the Customer? Bottom-up Discovery-Driven Plan (Value/Family, Price Point) • Identify Key Assumptions

Mom, Is that YOU? • Our Customer – Daw Kin Shwe – 62 years old • Owns five acres of land that is all used to grow food (rice and basic vegetables) for the five families that share their one house • Annual income is $500, all spent on food • She would love to send the kids to school, but they are in debt and can barely afford to eat – Has access to land but not an efficient means to distribute water across it

What are her Needs? • More money to provide food/education for her family • HOW? – Selling more (higher value) crops grown on her land • How? Distribute water more efficiently to crops – How? Water Can 2. 0 or Drip Irrigation

Building Empathy, the Hard Way!

So what’s the BIG Idea? • Our Point Of View To increase Daw Kin Shwe’s families’ profits by facilitating more effective delivery of water to crops

Water Distribution Prototypes

Bottoms Up! • Value to Daw Kin Shwe – Financial Incentives • 50 -100% more crops per season – Potential of $50 -$150 per annum • 50% reduction in watering time – Potential of earning an additional $150 per annum in performing other activities » i. e. driving an ox cart, picking tamarind leaves (PUT PICTURE IN OF OX CART)

You know what happens when you ASSUME! • Key Assumptions – More effective distribution of water is actually a limiting factor in how much money they can make – Normative cultural challenges of introducing new style distribution system can be overcome – Complexities in selling a system in which results come over time (e. g. growing crops versus immediate pumping of water with treadle pump) – Cost of system considering risk-adverse nature of customers

Enough talking, where’s the beef? • Our Prototypes – Water Can 2. 0 – Storage Bladder for Drip