Challenge :

We are designing a new controller for our off-road vehicle. We thought this controller would be  game changer if implemented in the vehicle and we were collecting all the probable criteria that  needs to be part of design. While presenting this idea to our management team, we were told that  we need to consider not only the technical aspects, but also consider how this design can create a  “WOW” to the customer. We initially had a list of features, that we thought will create lots of value if  implemented, but however we need to take into consideration all “WOW” features in our design to  make it more robust and create value to the end user. But we had a cost target which made it really  challenging and we need to make the right set of features (Phase 1) for our first launch to make an  impact.  As a team of technical experts, we were not exposed to many customer requirements.  Hence in order to overcome this challenge we applied design thinking concepts.

Selection :

The tool I selected to use for this challenge is Mind Mapping. We already have a set of data from our  previous experience, customer insights etc. But we are not very sure whether which of those in data  will create wow to the customer. Hence, I thought to use the Mind Mapping tool to identify the  Wow features.

Application :

We already had the list of features that probably we thought would create additional value. But  selecting the right features for the design and ensuring scalability of design to adopt the future  requirements is the key factor. Also, we have a cost constraint to start with, hence we need to  rightly identify the set of features for our first launch and then scaling up.  So,  I organized a cross  functional workshop in my organization that involves people from various departments like Sales,  Marketing, Manufacturing, Operations, Customer Care etc. We had a team of 15 executives  attending our workshop.  (Video Reference : Mind Mapping should involve at least 10 Members).

We split the participants of workshop into group of 3 people each (Each comprising of different  functions). We have provided all of them with the list of features we identified with the tentative  cost of each features. The design challenge was explained to the participants. The participants were  asked to go through the list and note down what they feel good and bad about each feature in a  sticky note.  They were also asked to note whether this feature will create a wow to the customer.   They were also given some empty papers to note down any new features of their own which they  feel will create WOW. Participants were given 30 to 45 Minutes for this exercise. We have pasted all  the feature names in a huge board in the work-shop hall. Before proceeding for next step, I  requested teams to share with others on what they felt good about each feature and what are the  reasons. Also, they presented their view whether this will create a wow to the customer and  justification for that. We had deliberations on each team’s presentation and the sticky notes We  requested all the teams to paste their sticky notes below each feature (Good & Bad Separately). Few  participants came up with new features and all the notes were added to the board.

Insights :

I digitalized the inputs given by the participants and listed down all the positives & negatives of each  features. Also have noted down the ratings given by each for the WOW factor.

These insights helped me in knowing both the Strengths and weakness of each features and its wow  factor. This helped me in my decision making of phase 1 features which will be included in design  and the cost factors involved are calculated. We have provided our management with the set of  features that will create a customer impact.

Approach :

As I can see how a group of people can bring in all their learnings & insights through mind mapping,  The main reason for using this tool is to get to know the collective knowledge of people who are  dealing with customers directly / indirectly and how their inputs can be effectively used in our design  thinking process. I will use this tool in my other design thinking activities. These insights will be used  as reference for the entire design process and this provided the necessary  insights solving my design  problem.

