Whitespace Experience Mapping Exercise For A Social Enterprise

Social enterprises exist, and strive, to become a new form of organization to effectively solve some of the most pressing challenges within our society. There is a wide, and probably growing, gap between the scale of the problems we face and the scale of the solutions on offer. Creative ways for advancing social innovation are relevant in every sector but they are likely to offer the most value in developing countries. One great example is Kiva, a non-profit organization that leverages a worldwide network of micro-finance institutes to connect people through lending to alleviate poverty.

Kiva’s micro-financing model, which allows people to acquire loans of as little as $25, has transformed the way many entrepreneurs in the third world conduct business. For social investors however, the relationship with these entrepreneurs and the products and services they offer can be detached and distant, lacking a real connection with the product being made. Presented with a very brief business biography and engaged with entrepreneurs in little more than a quick transaction, few lenders truly understand the financial context of the seamstress in Tajikstan, the lumber delivery woman in Peru or the rice farmer in Laos.

Here’s a concept that we developed here at Idea Couture (not commissioned by Kiva) to illustrate how social enterprises can apply whitespace mapping to create new customer experiences. From the several strategic themes that emerged from the mapping exercise came the Kiva Tea idea. The Kiva Tea Gallery bridges the investor and the entrepreneur by extending the relationship from lending to spending. This natural extension of the brand connects people across borders through sharing some of the experiences that surround tea and global tea cultures. The Kiva Tea Gallery was designed to create a greater engagement between the cultivators and consumers of tea as well as a deeper appreciation for its economies and gastronomies. Indexing the very best of old and new world Japanese architecture, with past retail experiences, Kiva Tea Gallery offer customers a series of curated tea products, services and entrepreneurial opportunities. More than a teashop, Kiva Tea Gallery makes for a truly fulfilling engaging multi-sensory experience.

Customers are invited to taste teas from independent tea producers from all over the world. Like a certain tea? Buy a bag of it. Better yet, loan funds to the farmer. The same goes for tea paraphernalia. A collection of handcrafted ceramic and cast-iron teapots, cups, trivets and steepers are exhibited and displayed for sale in the gallery. If a particular piece speaks to you, you can purchase it and even lend money to the artisan who crafted it. For the entrepreneurs supported, Kiva Tea Gallery generates increased income by setting them up not only with the resources to produce but an inherent mechanism to promote and sell. The structure is set up so that the partners and wholesale distribution channels bypass layers of middlemen.

Education is a big part of the experience at Kiva Tea Gallery. The physical locations regularly offer tastings, tea-knowledge seminars, pottery classes in the ceramics studio and nursery tutorials including gardening tips and a take-home plant. These programs and events educate the patrons in traditional and regional tea cultures and histories. Kiva Tea Gallery offers something for tea lovers and conscience consumers at all levels of engagement – whether you want to buy a bag of tea, lend $50 to a tea producer, or learn to grow and ferment your own iahpet – the Myanma pickled tea for eating.

For more active lenders, Kiva Tea Gallery offers tea travel and volunteerism programs. How would you like to visit the Sri Lankan plantation where your favorite tea is produced? Meet the farmer, smell the terrain, exchange knowledge and maybe even put in some grunt labor. Perhaps you’re more interested in a month of pottery training from the rural Chinese artisan whose teapot you purchased. Experience fascinating cultures and customs, exotic cuisine – and learn the intricacies of the tea industry – all while you establish an authentic connection through your social investment.

With its interactive platform, Kiva Tea Gallery opens the gateway to new tastes, wellness therapies, social experiences, global stories and business relationships that allow lenders to understand, experience and reap the rewards of their loans. Online visitors can surf profiles, lend money or make purchases and view Kiva-produced videos from tea growers all over the world – sharing healing and wellness knowledge as well as growing techniques. The resulting Kiva experiences can provide new and engaging experiences to anyone willing to enjoy them. The opportunities are limitless.

The name Kiva and its logo are trademarks of Kiva microfunds, a California non-profit public benefit corporation.

Cheesan Chew is VP Head of Digital Innovation at Idea Couture, a global strategic innovation and experience design firm. She spends her time between San Francisco and Toronto.

This Article has been taken from The Customer Experience Issue (Issue #3, Fall 2011) of M/I/S/C/ Magazine – a magazine dedicated to design thinking and innovation available in over 25 countries. To purchase a digital copy of the full issue and for other issues please click HERE.

Join the conversation