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Empowering inclusive automotive design

Our team used product discovery methods to find and fill gaps between disabled users and car manufacturers with minimal design bias.

A mockup of a B2B app that Alicia Drinkwater led using iterative product management methodologies.

Project Highlights

Led extensive preliminary user, audience, and market research to define gaps in a sensitive and highly regulated topic space

Designed and conducted multiple user testing activities to discover product requirements

Built extensive product pricing requirements to support recurring revenue

Key Skills

  • SaaS
  • B2B
  • Mobile Apps
  • User Research
  • Product Management
  • Product Discovery
  • Strategy
  • User Experience Design
  • Market Research
  • Agile
  • Web Apps
  • Leadership
  • People Management
A mockup of an app created using a strategic user experience research process.

Connecting two audiences in a single solution

Disabled individuals make up fifteen percent of the global population, yet they face daily struggles to find independent, reliable transportation. When searching for accessible vehicles, disabled individuals report distrust in manufacturers and feel that mainstream practices don't account for their individual needs. This distrust is rooted in fact: car manufacturers admit to a lack of inclusive and accessible design processes stemming from a lack of available data on disabled individuals. We know disabled populations are ready to share their information in exchange for inclusive transportation. Teko provides the infrastructure to connect data to delivery.

Guiding research with hypothesis and curiosities

Teko required a unique approach to research as we targeted a highly specific audience. This audience required we take a wide-ranged approach to our product discovery process, led by guiding curiosities: How can we make vehicles available to disabled people, and why aren't they already using existing resources? Extensive market and user research led us to discover a product gap we could fill. Existing automotive designs lacked trust, communication, and marketing with their target audiences, leading to limited use and adoption. This discovery gave Teko a central theme to build its solutions around.

A mockup of an app created using Agile product management methodologies.

Comparing rapid prototypes back to central ideas

Initially, our team explored two individual ideas to connect and build trust between disabled individuals and car manufacturers. We ranked these ideas on their accessibility, breadth, and competitive edge, tying them back to our original curiosities, combining and morphing them through rapid prototypes and user tests until we had a final, more stable product definition that we could pitch and develop.

A mockup of an app built by a product team led by Alicia Drinkwater.

Identifying and filling overlapping gaps for product-market fit

For a solution to target two audiences, it has to naturally fill two separate gaps on both ends of the interaction. By identifying unmet needs in our product discovery and then rapidly prototyping and iterating on solutions to those needs, we designed and validated a solution built around data that fulfilled the needs of both manufacturers and disabled users. Our dynamic pricing model supported these needs and reflected the value gained and time spent from multiple business levels and product tiers.

A SaaS pricing model created by Alicia Drinkwater to support the startup product's competitive market positioning.

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