Project Everest

Adopted Experiment

[ADOPTED EXPERIMENT]: Hidden Hunger Malawi - Initial Problem Definition - December 2018


Lean Phase: Problem

Question: How do our customer segments define malnutrition? Do our early adopters engage with our problem synthesis?

Purpose: Empathise with customer segments to define the problem.


  • Household experiences hunger for most months of the year
  • Inadequate diversity of food to meet food security
  • Households overweight or obese due to Maize consumption
  • Stunting amongst children
  • Children overweight/underweight

Time Box: December 2018 Weeks 1-2

Success Metric:

Whether the proposed beneficiaries (customer segment) has the problem.

Understanding of how they define the problem, if there are any further problems and if there is any known channel to finding more people like them.


Green Light: Proceed to validating Unique Value Proposition.

Success point: 60% of those interviewed identify with the problem.

Orange Light: Assess the interview responses and match-up similar responses, reasses assumptions around ‘problem’ and design next experiment.

Failure Point: Less than 40% identify with the problem, the problem is not articulated/relevant and is not consistent.

Red Light: Assess if any interviews indicate a problem that can be defined. Re-assess customer segment assumptions and experiment. 

Experiment build:

  • Conduct 50 interviews with assumed early adopters (see Customer Segment (A)) to define the problem as they see it.
  • Describing the problem and hinting its solution in a way that inspires curiosity in our customer segment.
  • Create an interview script as a method following on from previous iterations.
  • Post-interviews: collate data and create problem definition.


Tagged users
edited on 27th January 2019, 20:01 by Ella Grier

Ella Grier Dec 3, 2018

Status label added: Experiment adopted

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