Key Goals Addressed

For the business - Enabling decision making on the future of a very early stage idea. For users of the service - Simplified and hassle free logistics.

Primary Users

Defence personnel who move their household goods from one part of the country to another while they are under posting every couple of years.

Problem Brief

There are people in the defence forces who mandatorily need to be on posting and travel across cities. Hence, they need to move their household across cities roughly once every two years. Whenever this moving process commences, they need to pack all their belongings and move it with the help of a logistics provider. More often than not, this process can be a challenging experience.The idea was to streamline this process for them by providing a service which is not only easier for them to work with but also gave them better quality of service.

Our Contribution


Opportunity Assessment

Business Model Canvas


Interviews, Surveys

user Journeys, Contextual Inquiry,

Users Goals


We created an extensive journey map that encompassed 14 phases, 26 aspects and about 400 assumptions.

  • Putting all of these together from various primary and secondary research sources we came up with a cohesive and holistic model that was the primary artifact coming out of the research.
  • The journey map served as a single point access for all the models we used. It allowed us to understand the journey comprehensively and not miss any part.
  • We created a custom interactive tool for rendering the journey map digitally. It served as a comprehensive tool that could be used as a design artefact/ research output, a communications tool and scale easily.
  • The boxes in yellow were all assumptions. Since it was a research activity we considered all thoughts that were coming in from all corners as assumptions, plotted them

In the journey map, we integrated the empathy map, as it is a crucial UX tool that allowed us to build
user empathy while doing user

  • We interviewed defence personnel across ranks individually and also conducted focus groups.
  • Individual users were given identification numbers so that their anonymity could be maintained - these numbers were appended to assumptions.
  • We considered aspects such as: What do they think, feel, say (attitude in public, appearance, behaviour), do, hear (what friends and influencers say), see (environment, market offers), who are they interacting with (touchpoints), pains, gains, goals, experience and facts.

The business model canvas is an important tool for business design activities and we found a neat way to merge it with the journey map.

  • We felt it would be really interesting to consider each business model canvas section at each phase of the journey and that’s how we decided to amalgamate a business model canvas into the journey map.
  • In addition to the 9 aspects which were sections from the canvas we also considered business goals, risks (business model and operational), opportunities, competitive differentiator, responsibilities, documentation required, technology systems.

The different shades of yellow represent different risk magnitudes. Each item (assumption) has a risk magnitude affiliated with it.

  • Something which is trivial will have a low magnitude/ light shade. A ‘make or break’ assumption will be a higher number/ darker shade.
  • This process allowed us to understand sensitive touch points across the journey and which phases to prioritise over others while conducting subsequent research.

Our 14 Phases were segregated into sections of Pre Move, During Move and Post Move. We started with few phases and iteratively identified more through our primary research.

  • Along with the title of each phase our tool shows the number of assumptions in it, their total risk magnitude and what percentage of overall risk those assumptions are responsible for.
  • Examples of phase bifurcations that we did as we learned more about the context are separating pickup from loading and transshipment from transport.
  • Our final Phases were - Pre Move: Upto receiving posting order, Exploration and Consideration, Post contract pre pickup, Packing. During Move: Pickup, Loading, Transport, Transshipment, Unloading & Warehousing, Dropoff. Post Move: Unpacking, Cargo acceptance, Claims (for damages) and Closure, The Future










We finalised the geographical scope, listed all assets and people in our network available, potential activity that we could undertake given the time and cost constraints of our exercise.


From participatory design sessions with internal stakeholders, collaborative assumption gathering, on the field contextual interviews, focus group sessions with soldiers, surveys to running pilot logistics moves across states, we employed many techniques.


We set out to and did create an artefact that was also a communications tool to help build shared understanding in the team. Helping everyone constructively challenge assumptions and build on top of each other's thinking.

What does our customer have to say

I have known and worked with folks at Locusnine for half a decade and seen them evolve over the years. Conversations with them are always fun and meaningful. They are a rare combination of good design, good tech, good business and good soul. Time and again they have shown outstanding product leadership. I have found them to be as comfortable and competent with frugal early stage product validation as with horizontally scaling complex technology. I believe having good people around is good for business, and this team is a valuable asset to have around.

Varun Jain, Co founder & CEO - udChalo

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