Pressto put a wealth of customer insight at our disposal. Our discovery phase looked more like a data mining project than a design thinking one. We engaged Pressto’s leadership and key employees in collaborative sessions to surface ideas. We generated six alternative solutions, some very advanced tech concepts, and others basic 19th century revisited. We unearthed key assumptions and validated them with low-cost market experiments. After digging into different market segments we honed in on “Mr Lazy” He is in his 30’s, lives alone and can’t now understand how a dirty shirt he left on the floor or threw into the laundry bag suddenly appears clean and ironed in his closet!! The most out-of-the box solutions never made it to the Service Portfolio but they inspired many of the innovations that Pressto has launched since our project completed. .