Behaviour and systems design approach to product development for the Enduna Platform

1. Leveraging the logistics SWARM

2. “IT’S HARD TO INITIATE BEHAVIOUR
CHANGE, EVEN HARDER TO STAY THE
COURSE, HARDEST OF ALL TO MAKE THE
CHANGE STICK. I’D GO SO FAR AS TO SAY
THAT ADULT BEHAVIOURAL CHANGE IS
THE MOST DIFFICULT THING FOR
SENTIENT HUMAN BEINGS TO
ACCOMPLISH.”
- Marshall
Goldsmith in
‘Triggers’

3. RAW MATERIALS
SUPPLIER
looking to
deliver inputs to
the farmer.=
Sun and rain are raw material
suppliers

4. PRODUCTION
Smallholder
FARMER looking
to source
market for their
produce.
=
Flower is the farmer

5. MOBILITY
DRIVER is the
enabler in the
transaction
looking to
source load.
AGRITEX officer
is quality
control.
=
Bee is transporter and
Agritex grader (quality
control)

6. SWARM INTELLIGENCE
A network of
drivers and
enablers capable
of efficiently
consolidating and
delivering loads.
=
SWARM solving the
sourcing challenge

7. CONSOLIDATION
The hive
represents the
consolidation of
small loads to
achieve the right
economies of
scale to create
value.
=
HIVE is the OFFTAKER

8. REVENUE GENERATIONThe revenue
generated from
increasing market
efficiencies
through value
chain
reconfiguration
and leveraging.
=
Honey is the money

9. OTHER KEY PLAYERS
1. Quality control within the system (Agritex officer
and Offtaker)
2. Customer service officer (FAQ)
3. Banking and finance integration
4. Technical and service support

10. BEHAVIOUR
DESIGN
CONVERSATION
(NODAL
DEVELOPMENT
AND SYSTEM
DESIGN)
1.Cue
2.Action
3.Reward

11. 4PS OF BEHAVIOUR CHANGE ZOË CHANCE
AND RAVI DHAR,
Process how are choices made?
 ORDER: relative position in a set
 DEFAULTS: choice that doesn’t require
action
 ACCESSIBILITY: Easy to see, reach, choose
or think of
Possibilities: What choices are
offered?
 ASSORTMENT: selection and relative appeal
of items in choice set
 BUNDLING: Strategic pairing of
complementary items
 QUANTITY: Real or perceived volume of
number (E.g. orders available to driver)
Persuasion: How are choices
communicated?
 VIVIDNESS: emotional connection through
words, images or experience
 COMPARISONS: framing relevant trade offs,
contrasts, or similarities
 MOMENTS OF TRUTH: time and place which
will be most persuasive.
Person: How are intentions
communicated?
 GOALS: motivational and measurable desired
outcomes
 PRE-COMMITMENT: actions planned or
committed to in advance
 HABITS: automatic behaviours requiring little
mental effort

12. ACTION QUESTIONS?
1. Who specifically is responsible for your
Product?
2. Who’s responsible for its design?
3. For measuring its performance?
4. For defining and quantifying its business
success?

13. Transporter
Transporter
Transporte
r
PRODUCTION
/FACTORY
Farmers
Farmers
Farmers
Warehousing
and
Distribution
Centres
Primary
Distributor
Secondary
distributor
Tertiary
Distributor
End user
End user
End user
End user
End user
SECONDARY
PRODUCTION
/FACTORY
SCALING POTENTIAL
CURRENT TARGET ECOSYSTEM FUTURE TARGETED ECOSYSTEM

14. THE CONVERGENCE
Inclusivity
mobility
Connectivity technology