In the first Moonshot Prototype Challenge workshop, Adam Hoffmann shares how to gather valuable customer insights and how to leverage that data to better position your product and company.

7. New User
Nina, 29 Years Old, Teacher
Nina was walking down the hallway at school when she got a text message fr om her best
friend, Alicia. She quickly looked between classes and it said “Join me on La Madrina
Network to get healthy and fit”. Nina trusted Alicia so she clicked on the link that
installed a mobile app on her smart phone. Hm. Inter esting, she thought.
After school, she pulled the app up on her phone and logged in. Ther e were a lot of
screens and info and she wasn’ t sure what to do so she called Alicia who told her it was
a healthy lifestyle app just for Latinas full of good information and ways to keep in touch
and encourage each other. That sounded good to Nina so she went back into the app
and filled out all the necessary information. She liked that the app didn’ t require a lot of
up front information and explained in detail why the app was asking to access featur es
on her phone like the GPS, messaging, and data storage. She never r eally understood
that stuff but the Madrina app explained it fully and didn’ t ask for permission to access
every device capability at once – it just asked for each featur e when it needed it and
provided a “in context” explanation for why it needed that capability .
“I have tried to make healthy choices in the past. Each
time I change for a while and then I slide back into my old
routines. I want to be confident that this time I will be
able to achieve my goals and maintain them .
”Nina started browsing the app right away and immediately liked how many delicious
looking recipes were so easy to find and share. She chose a Madrina character who
asked if it was okay to send her information and what channels she pr eferred (text, email,
in the app) and at what frequency (whenever, daily, weekly, etc). Nina thought that was
kinda cool and tried it out since she knew she could tur n it off it was too much.
With only one comadre (Alicia), Nina thought she’d try some of the r ecipes and see if she
liked them and what kind of information her Madrina shar ed with her before she got too
deep into it. She thought the food log was a cool featur e but it seemed like a lot of work
and she wasn’t sure about the benefits—she had papers to grade and that seemed like
the same thing!
What Nina DID like was that the Madrina community seemed to be made up of people a
lot like her: Latinas who spoke both English and Spanish, ar e close to their family and are
trying to start living a healthier life.
Participation
Goal
To lose a bit of weight and learn to
live a healthier lifestyle
Consciousness
Raising
Dramatic
Relief
Self
Reevaluation
Environmental
Reevaluation
Social
Liberation
Self
Liberation
Helping
Relationships
Counter
Conditioning
Reinforcement
Management
Stimulus
Control
Consider
Decide
Discover