Challenge  I work in the design department in a publishing company focused on classical literature  for adults and educational texts for young people, our new challenge in the Company  (all the departments) it is to open up thinking of ideas to attract a young reading public  in order to diversify our clients, because we are very unattractive in being an option for  them. Normally on Friday afternoons at the company's facilities we have a free time to  work on projects or ideas to improve the company, but lately our new challenge has  more prominence in these meetings. Although the available budget is reduced, these  explorations resulting from our meetings have several resources such as access to  information obtained in the past by the company, the time and interest of some key  workers in the sales, production, logistics, human resources departments and of  course my Design department, The idea is that three months have been enough to  present an idea for our new company challenge to company executives so that they  can receive more support and move forward with our process.

Selection  Together, we decided to propose a tool that would involve various points of view but  at the same time let us make combinations of images and text by all those involved in  order to have flexibility in action, the intentions to look for patterns and perceptions in  the A large amount of data collected with the help of people from different areas of  the company such as manufacturers, designers, publishers, sellers among other people  would help us to explore the "what is" but on to set criteria that will help us in the  future.

Request  In this work group made up of a multidisciplinary team that varies between 10-14  people, our beginning was to ask questions, put images and give simple data that have  been summarized by another department in addition to each of the members of the  group in order to begin to project their answers with words, messages and pictures on  a large board on the wall of our meeting room on Fridays. Our intention was to Engage  our colleagues to develop common thinking about the current reality of this design  challenge, We have in our possession different data synthesized by other people in the  company so we have important data about the challenge and this together with the  development of the concept map would allow us to get the most out of finding  patterns and ideas. (It was important to explain an example of how when we hear a  phrase or an unusual word we all imagine different things in our minds and for this  reason it is important to see different interpretations with different ages, professions  and knowledge but always having the same objective in mind ) This process of creating  the great mental map did not have a specific time, on the contrary, it was open to  constant modification, Multiple readings so that participants could navigate the map  without haste and with all the freedom to establish a dialogue with the other  participants.

Perspective and focus  The first results surprised us in a gratifying way, we had some limitations before using  this tool such as (1) there was very little knowledge of each of the participants about  other areas of knowledge different from each participant, that is, a repertoire very  limited when confronting the problem (2) it was fascinating how when interpreting  quantitative data each person placed related but very different images or words  between them (3) working individually or in small societies it helped the group to have  a purification of words, images and concepts to improve the concept map. All this did  not happen quickly, I believe that having an open mind on the part of all the members  who participated in this activity helped us to make everything flow in the best way  unlike on other occasions.

I think that in one way or another this activity helped us to redirect the organization  around the common knowledge of this design challenge, the time invested by  everyone to try to project their thoughts in front of the things we saw helped us,  regardless of the role. that we each have in the company, we could open our minds a  little more to future challenges, at this time we are still naturally at a very early stage  in our design process as a company, if we continue with this predisposition and  patience to Please improve our ideas and do not wait for an immediate solution,  everything will be better.

The concept map helped us to find groups of concepts, patterns and relationships  between things that we decided to connect, although we still do not have a definitive  answer to our problem, but if a good starting point, little by little we are finding  keywords that with more work we will serve as design criteria.

I am very happy to have known this and other tools of design thinking but above all I  am very happy to be able to execute design thinking not only in the company in which I  currently work but in my daily life, I am left with many phrases and concepts keys that I  want to integrate into the way I think about my personal challenges.

