Sohraab Walia

About

Work

Let's connect

sohraab.walia@gmail.com

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Sohraab Walia

About

Work

Let's connect

sohraab.walia@gmail.com

Email copied!

Sohraab Walia

About

Work

Let's connect

sohraab.walia@gmail.com

Email copied!

SPARK AND TINKER

A Repair cafe that makes fixing small appliances simple. 

Sohraab Walia

Caroline Dando

Nicholas Rawitsch

Chandrima Deuri

Timeline

Team

6 months

Overview

My Role

Spark & Tinker is a conceptual repair service designed to empower individuals to repair rather than replace everyday items, reducing electronic waste and promoting sustainability.


The project focuses on demystifying repairs for the average consumer, encouraging a "fix-it" culture through community engagement, training workshops, and accessible repair services.


This project involved user research to understand repair needs, financial planning for sustainable growth, and the development of a business model.

UX Research — User Interviews, Business Model Generation, Competitive Analysis, Service Design, Financial Analysis

How might we encourage the adoption of sustainable habits by making the repair of household items more appealing and convenient than purchasing new ones

THE challenge

The SOlution

The solution was to create a community-driven repair service that offers workshops, resources, and a welcoming space for individuals to repair household items easily.

TAKEAWAYS

News will always be relevant to humans. However, the manner in which we consume news is changing

Our group embarked on inspection trips to San Jose, spotlighting maintenance studios, and measuring the mindset about repairs among both young and old individuals.

Growing as a TEAM

Beyond methodology and technique are the learned nuances of an experience. Regardless of outcome, much of the project we created revolved around working together as a team. We maintained a highly democratic and flat group structure.

Complex Prototyping

The process of incorporating technologues such as an Ipad, haptics and 3D audio into a thin structure such as the Newstop was a challenging, yet gratifying experience. I am going to dive deeper into researching technologies in finite spaces.

Unexpected Outcome

Our initial vision was to have a digital product. However, after months of research, we decided to design a physical pop-up structure. Being open to change as our knowledge advanced was vital to the success of this project.

Research

The research focused on understanding user pain points and motivations for repairing household items, highlighting the barriers and opportunities to make repair services more appealing and accessible.

Observational Visits

Our group embarked on inspection trips to San Jose, spotlighting maintenance studios, and measuring the mindset about repairs among both young and old individuals.

Our group embarked on inspection trips to San Jose, spotlighting maintenance studios, and measuring the mindset about repairs among both young and old individuals.

Strategy Blueprint

This framework helped us analyze our core competencies at an early stage. This blueprint remained an important piece of our project as we referred to it each time we had confusion amongst the team regarding future plans for the project. 

We designed a customer journey map for specific user case scenarios. This map tracks 2 different possible scenarios where a user wants to get their toaster repaired. The darker graph represents the current scenario while the other one represents the Spark and Tinker experience. 

We designed a customer journey map for specific user case scenarios. This map tracks 2 different possible scenarios where a user wants to get their toaster repaired. The darker graph represents the current scenario while the other one represents the Spark and Tinker experience. 

Customer journey map

TOUCHPOINT MAP

This was designed after we conducted a demo workshop in San Francisco. This map exhibits the customer acquisition strategy for Spark and Tinker. It details each step the customer will take as they interact with our repair cafe, and it also describes how Spark and Tinker strategizes accordingly.

This was designed after we conducted a demo workshop in San Francisco. This map exhibits the customer acquisition strategy for Spark and Tinker. It details each step the customer will take as they interact with our repair cafe, and it also describes how Spark and Tinker strategizes accordingly.

Business MOdel Generation

One of my principle responsibilities was to design the business model. The contents of this model were generated after conducting a market analysis and our primary research such as observational visits and interviews.

One of my principle responsibilities was to design the business model. The contents of this model were generated after conducting a market analysis and our primary research such as observational visits and interviews.

We worked within a framework that allowed us to precisely determine the channels and partnerships we would need to develop in order to make this business concept a reality. 

PORTER's 5 Forces

We discovered that the repair industry will be constantly evolving due to technology and alternate options besides repair afforded to the consumer. The analysis informed us that our target audience will be limited as they will mostly be repair enthusiasts instead of the general consumer. 

We discovered that the repair industry will be constantly evolving due to technology and alternate options besides repair afforded to the consumer. The analysis informed us that our target audience will be limited as they will mostly be repair enthusiasts instead of the general consumer. 

oUR sERVICES

We designed 4 unique services which will be offered to consumers who visit the repair cafe. 

We designed 4 unique services which will be offered to consumers who visit the repair cafe.

We designed 4 unique services which will be offered to consumers who visit the repair cafe.

I specifically included the workshop and the walk-in clinic due to our research insights. They revealed that a lot of conscious consumers in the Bay Area would like to attend workshops and have a social experience when engaging with repair as it takes a while to get products fixed.

This gives us an opportunity to tap into a different demographic by utilizing the cafe aspect of the model while still maintaining our primary service, repair.

I specifically included the workshop and the walk-in clinic due to our research insights. They revealed that a lot of conscious consumers in the Bay Area would like to attend workshops and have a social experience when engaging with repair as it takes a while to get products fixed.

This gives us an opportunity to tap into a different demographic by utilizing the cafe aspect of the model while still maintaining our primary service, repair.

I specifically included the workshop and the walk-in clinic due to our research insights. They revealed that a lot of conscious consumers in the Bay Area would like to attend workshops and have a social experience when engaging with repair as it takes a while to get products fixed.

This gives us an opportunity to tap into a different demographic by utilizing the cafe aspect of the model while still maintaining our primary service, repair.

Financial Analysis

One of the primary tasks for the project was to be financially viable. I designed the income statement and the startup costs after making assumptions based off the current market trends in San Francisco, California as we plan to situate or repair cafe in that area.


One of the primary tasks for the project was to be financially viable. I designed the income statement and the startup costs after making assumptions based off the current market trends in San Francisco, California as we plan to situate or repair cafe in that area.

Design Research

Design Research

We discovered enriching insights from repair enthusiasts and non-repairers alike. Our methodology allowed us to create a unique proposition for a problem that addresses the convers of all parties involved.

We discovered enriching insights from repair enthusiasts and non-repairers alike. Our methodology allowed us to create a unique proposition for a problem that addresses the convers of all parties involved.

Business Ideation

Business Ideation

The experience of researching, prototyping, business modeling and financial analysis have given me a great foundation for my entrepreneurial plans for the future.

The experience of researching, prototyping, business modeling and financial analysis have given me a great foundation for my entrepreneurial plans for the future.

Collaboration is Key

Collaboration is Key

Our team was comprised of an engineer, a biochemist, a salesperson and a graphic designer. The various methods for research and analysis along with diverse opinions has elevated my ability to analyze and work on complex issues.

Our team was comprised of an engineer, a biochemist, a salesperson and a graphic designer. The various methods for research and analysis along with diverse opinions has elevated my ability to analyze and work on complex issues.

Takeaways

A deep dive into the customer's perspective

Research

Our research revealed key pain points in the user journey, such as overwhelming navigation and a lengthy checkout process.