By building a mock company from the ground up, this helped us go through phases such as ideation, research, card sorting, user flows, and one-on-one interviews. This entire process gave the team major insights that we wouldn't have learned from our own environments we grew up in.
For example, our mobile grocery store can't just be a truck--it needs to evoke happy emotions, and a sense of community. So, we designed the truck to look like a shopping cart with surrounding communal tables. In addition, standard online advertising wouldn't garner community trust--we would need to tap into community "safe places" such as surrounding churches and community centers for organic word-of-mouth advertising.
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