UX research framework for the Enduna platform

1. THE LANGUAGE OF TRADE AND EXCHANGE

2. 3 TYPES OF PROBLEMS (IDENTIFYING THE
NEED IN LOGISTICS)
1. Well-defined, or simple: the need is clear but the means of meeting
it are not defined
2. Ill-defined, or complex: the need and means of meeting the need
are not defined
3. Wicked-hard, or unsolvable: Most social needs fall into this category
e.g. crime, poverty and health. Generally society cannot agree on
what need is unmet.

3. ENTERPRISE PROBLEM DESIGN
• What problem is your enterprise
solving?
• A clear definition of the problem
• defining the problem
• And creating consensus

4. BASIC ROOT CAUSE ANALYSIS
• 5 WHYs: What do we think is the problem then test it with the 5 whys.
• Being able to source the right amount of produce at the right levels of quality as the
optimal price
• An example below
• WHY 1: Why my car had stopped ?
• No petrol in tank
• WHY 2: Why I did not have petrol in my tank ?
• I did not buy fuel in the morning on my way to work
• WHY 3: Why I did not buy petrol ?
• No money in my pockets
• WHY 4 : Why don’t I have money in my pockets?
• Prices for groceries and necessities went up yesterday
• WHY 5 : Why did I spend too much?
• I did not have a budget!

5. CAUSE AND EFFECT STATEMENT
• Example 2:
• Since it was so chilly outside, Benjamin built up a big fire in his
fireplace.
• Cause: It was so chilly outside.
• Effect: Benjamin built up a big fire in his fireplace.
• Key word: Since
LOOK AT YOUR PROBLEM AS AN EFFECT OF A
SPECIFIC CAUSE. E.G. WHY WOULD Farmer Driver
use ENDUNA? THERE IS A CAUSE (reason) THAT
WILL EFFECT THE PURCHASE.

6. STRATEGIC INTENT
• These serve as a master control
for the present business and the
future business or innovation
(Malik)
1. Attractiveness to the right
people
2. Innovation performance
3. Productivities
4. Market position
5. Profitability
6. Liquidity and cash flow

7. STEP 1 LANGUAGE FORMATION
1. Syntax
• the arrangement of words and phrases to create well-formed sentences in a
language.
• Signs and symbols of logistics, products, services and unit of exchange that
are acceptable
2. Sounds
• The intonations and aural waves that denote
3. The language of supply chain and logistics in Enduna
Experiment and Research exercise: the basis of language in logistics (small scale
driver, farmer and offtaker)
1. What words are used to communicate the movement of goods
2. what words express acceptability or rejection

8. STEP 2: PURPOSE OF LANGUAGE
1. Creating a wisdom tradition: repetitive application of
knowledge for a positive or profitable outcome
2. Forming social bonds: the interaction of different cohorts
and users for a more social objective
• Trade and exchange or information becomes a side effect
or subordinate outcome of strong interactions (social
media)
Experiment and Research exercise: the wisdom tradition (small scale driver,
farmer and offtaker)
1. The knowledge cohorts use to achieve a profitable result
2. The language that forms strong social bonds ( what makes drivers, farmers
stick together)

9. STEP 3: VALUE CHAIN RECONFIGURATION
1. Change in wisdom tradition and worldview
• How Enduna changes the wisdom (repetitive application
of knowledge).
2. Creating new bonds and networks of sharing
• How Enduna changes the means of exchange.
• Understanding payments and movement of money.
Experiment and Research exercise: existing value chain within the industry
1. Identify the redundant steps and the vital steps within the value chain
2. The critical steps that result in profitability or loss (reward mechanism for
a profitable action)

10. STEP 4: LEVERAGE (COMMUNAL EFFORT)
1. Harnessing the intelligence of the swarm (nodal design framework)
• The ambits and frames of shared truth
• denoting a point in a network or diagram at which lines or pathways intersect
or branch.
2. Recognising and forming cultural connectedness
• Shared rules and habits
Experiment and Research exercise: THE POWER OF THE SWARM
1. At which points in an exchange or engagement do the different cohorts
intersect
2. Determine what leads to dispersion of information or what creates silos

11. The more information they’ve invested into a
system, the less likely they are to quit or
deactivate their profile lest they be faced with
the feeling of having lost that time spent to fill
out their profile.
T DALTON COMBS & RAMSAY A BROWN on LINKEDIN

12. Behaviour Design
Conversation (Nodal
Development)
1.Cue
2.Action
3.Reward

13. Implementation plan
• Field research drivers (field excursion Harare)
• Focus groups farmers (Harare)
• UX testing (Harare and Bulawayo)
• In-depth interviews off takers (Harare and Bulawayo)
• Prototyping exercise for off taker (Bulawayo)