Reflection - Bekim Campanelli - Mind Mapping

Challenge & Selection    I currently work on innovation projects for the real estate market. And in our projects, data

structuring, process evaluation and journey were crucial to finding solutions to the complex

problems experienced by property owners.    We used the Design Thinking methodology to understand in depth what were the pains and

frictions that homeowners felt during the sale or lease negotiation process. In this process

we started by conducting open interviews with different groups and people. This work

generated a lot of information: testimonials, feelings, comments, perceptions, experiences,

etc. And everything needed to be evaluated and mined to generate the insights to continue

the process of ideation of prototypes to improve the customer experience.    At that time, our team used the Mind Map and CSD Matrix model to see the opportunities we

had to work with projects on the client's journey.    Application    I used Google Forms to develop surveys with the homeowners to assess the points of

friction and understand their feelings, needs and pains regarding real estate transactions.    The survey responses were organized in Excel to work on mining and grouping the insights.

This information was dynamically discussed with the leaders of the company's customer

contact sectors, where we had the objective of filling out the CSD Matrix to find priorities for

execution and open questions for further research.    This information was evaluated by the Design Thinking and Innovation team to build the

Mind Map of the homeowners, exploring each point of contact, each insight, each need. With

this structure, the prototyping team was able to understand the Jobs to be Done of the

property owners and create the new operation thesis of real estate businesses.    This work provided the creation of an intelligence platform about property owners where we

have some indicators being constantly mapped: types of personas, types of products,

customer journey, points of friction, jobs to be done and so on.    Insight & Approach    What I learned by conducting these dynamics and research for the development of new

services and products for the company was that contact with the customer is of paramount

importance in order to be able to design the Mind Map of their relationships and demands.    Using methods and dynamics of interaction with company leaders is also essential in the

process, as it is through them that we will prototype the solutions and tests with the

operation of each area of ​the company.

This process is very rich, as it generates the discussion of really vulnerable points in the

operation and sensitive to the customer.    It is worth noting that the work is not simple, as it requires a large volume of information, and

diversified so that the sample of the customer base is not superficial for analysis.    The combination of research, customer data and CSD matrix made the production of the

Mind Map very efficient and clear, the information and flows were well executed and allowed

us to prototype good projects for each situation.

