Transit Area of Curiosity

Design Phase: Discovery
Organization: Milwaukee Tool
Timeframe: Four Months

My Role

For Milwaukee Tool’s PACKOUT storage business unit, I immersed myself in the world of tradespeople who work out of vans (a completely new user segment for the company).
In a cross-functional team of engineering, product management, and design research, I led qualitative research to build ground-up knowledge of these users and their needs.
I facilitated collaboration across all functions to deepen understanding of the transit storage space and continue to socialize these insights, supporting teams designing for this emerging segment.

Why?

Goal: Build a foundational understanding of a new problem space for Milwaukee Tool.

Critical Questions

  • What is the current state of the world in the transit storage space?

  • Who are the stakeholders at play?

  • What do the different stakeholders in the space care about?

How?

Methods
Qualitative research: 100+ contextual inquiry interviews with different stakeholders in the transit system, across 4 regions in the United States.

Activities

  • Ongoing stakeholder mapping.

  • Top line reports after each region.

  • Immersion workshops.

  • Synthesis workshops.

  • Activation workshops with the the Storage Business Unit stakeholders at Milwaukee Tool.

So What?

Deliverables

  • Defined BEHAVIORAL ARCHETYPES of tradespeople who work out of vans. These also describe key characteristics, drivers, and barriers to adopt a transit storage solution.

  • Defined the PURCHASING JOURNEY  that highlight what decision makers consider to buy or not to buy a storage solution.

  • Identified KEY STAKEHOLDERS that have influence  in the transit storage system.

Work Samples

  • Transit Storage Area of Curiosity

    Goal: Build a foundational understanding of a new problem space for Milwaukee Tool.

    Learn more

  • PACKOUT™ Rack

    Goal: Identify the Minimum Valuable Product (MVP) to enter a new space for Milwaukee Tool.

    Learn more

  • Transit Roadmap Strategy

    Goal: Identify gaps in current product portfolio to own the market.

    learn more

  • Diabetes Care: Introducing a new insulin pump, in a new market

    Goal: Understand market reception of a new product, from a pilot study.

    learn more