Disruptive Component Analysis: Zeroing in on the problem

This post illustrates in detail the concept of DCA introduced in “Houston, we have a problem”. I got a lot of queries to detail the concept and hence wrote this. 

Identifying potential disruptions is best done through an approach I like to call DCA or Disruption Component Analysis. DCA of a process is simple – write down each step of the process and then all the things that could go wrong i.e. pain-points at each step. Below each pain-point write down why that pain-point exists in the first place. Do this in first person i.e. put yourself in the feet of the consumer – usually works out better!

Let me illustrate this by digging deep into the “getting food at home” problem.

DCA for “Getting food at home”

Now, this process has 3 parts – knowing what all you can eat i.e. Discovery, choosing what you want i.e. Decisioning and finally getting what I want i.e. Fulfillment. Now let’s follow DCA:

1. Discovery:

   • I don’t have enough options
     • What specific meal do I lack options for? Is this my everyday lunch or my occasional gourmet dinner
     • Are you creating a new option or expanding the availability of a new option?
   • I don’t know what options I have
     • Are you creating new information or is it present but unavailable to me?
     • Are you presenting existing information in a easier to consume way?

2. Decisioning

   • I don’t have all the information I need to decide
     • What extra information are you providing me which enables easier decisioning?
     • Are you creating this information (eg ratings) or are you communicating an existing information (eg price)?
   • I don’t want to spend time deciding and want someone to do it for me
     • What data are you using to decide my food choice for me?
     • Are you creating or recording this data?

3. Fulfilment

   • I don’t have a good platform to communicate with the restaurant
     • Does the restaurant not have an easy mobile app/website to order?
     • Do the restaurant’s delivery partners not have an app/device to communicate effectively with the consumer?
   • The restaurant lacks the infrastructure to fulfil my order post communication
     • Does the restaurant lack a POS terminal capable of handling deliveries?
     • Does the restaurant not have enough delivery boys?
   • The delivery happens through the restaurant but the experience isn’t the best
     • Are the deliveries late?
     • Is the packaging not appropriate?
     • Does the delivery boy keep calling me to ask my exact location?
     • Do I want a cash-less transaction?

Now, as you can see each of the above leaf nodes is a potential disruption. This is by no means exhaustive but should be enough to give you a sense of the technique. Feel free to pick and choose your own favorite disruption(s)