Hypothesis

People will purchase a retrofit device to filter microplastics from their laundry water.

Process

• Interviewed 20+ people about their laundry habits
• **User persona creation and customer segmentation** (general laundry users to eco-conscious female millennials)
• Ran **prototype validation at Henkel Laundry Testing Center**
• Reference materials: Talking to Humans, The Mom Test, IPD professor Jenna Shanis

What We Learned

When someone shows you who they are, believe them.

• Be clear about what you are trying to learn and listen when people show you what their pain points are. (Took us a sec to see there wasn’t really a D2C market.)
• Be detached from the solution.

Key Pitch Snapshots