Challenge

Our customers offer services to people who are looking for a new job and the client has a homepage  where there is a lot of information about job offerings, benefits, e-services. But people are still calling the  office to ask questions. So, a lot of time goes to answering to those questions and guiding people. Our  challenge was to find out why instead of getting all the relevant information from the homepage, people  are still calling, what is wrong with the homepage and what needs to be improved.

Selection

We required more insights about the “what is” situation and a tool how to make sense and order of the  data we will get, so we decided to interview people and to use Mind Mapping tool. Mind mapping is  looking for patterns and insights in a data that is collected during exploration of what is the current reality.   The goal is to establish criteria for the “what if” idea generation phase. That is exactly what we needed.

Application:

We requested the customer what the common questions and problems are when people are calling. We  gathered the information and categorized the topics and found out what were the top 10  questions/problems and also that the top 5 were distinctly ahead in top 10. We made interviews with  people and asked what are they looking for in the homepage, what are their 1st thoughts opening the  current page, what they like about it, what they do not like, what is missing etc. We organized and  categorized the answers and found out who are the users and who are not the users, the user behavioral  patterns, top problems, and top wishes. I would say the tool was very effective, the tool helped us to map  the information into practical insights and understand and narrow down the “what is” situation.

Insight:

Mind Charting allows to better prepare for the “what if” question and where to focus. Instead of just start  randomly guessing and brainstorming what should be changed, Mind Mapping brings deep insights of the  “what is” condition. It is not about our mind and ideas but about the minds of the actual end users.

Approach:

I would apply the same tool again. It totally gives better, cheaper, faster start for the “what if” phase.

