Willian Sanches V – Page 1

For this exercise I researched "2. Journey Mapping" in combination with "1. Visualization".

Challenge

I am a member of the Digital Team and the challenge we have is to optimize the process of tax  returns. This process consists of 4 stages: Planning, Preparation, Review, and Approval. The goal is  to reduce your management time by at least 30%, as well as reducing the cost of the service.

This process has an economic impact in two aspects:

1. Penalty for extemporaneous equivalent to 10% of the tax to be paid.  2. 5% penalty in case a correction is required in the declared values.

The areas of interest are the Corporate Tax Advisory and Planning Department and the Financial  Operations Department, which are the main actors in the process.

Selection

For the “What is” stage, as seen in the “The Good Kitchen” case, the “Journey Mapping” tool was  selected to review the process and determine not only the functional but also the emotional aspects  that could impact it.

Given that different organizational areas are involved in the process, “Journey Mapping” will allow  us to identify whether the improvement aspects are exclusively functional or if there are emotional  Trust issues, among others, that prevent the process from being optimal.

“Journey Mapping” will also allow us to clarify and identify the needs of the actors in the process  (clients for us), to really know what they want and thus generate the expected value impact.

Application

The steps that we will follow to apply the “Journey Mapping” will be:

1. Select the key officials who execute the process of tax returns and we investigate how they

fulfill their functions in the process, their experience during the execution of the activities  to ensure the task. If the activities are manual or automated, if they manage to carry them  out during working hours, if there is pressure or fear given the impact of sanctions, which  motivates or discourages them from their work, among others.

Willian Sanches V – Page 2

2. Present our hypothetical vision of the process and its step by step. The process follows four

main phases (Planning, Preparation, Review, and Approval). With this format, we hope to  obtain information about the process in five main aspects: Objectives (Reason for the  Phase), Steps (the activities that are followed in the phase), Emotions (to determine the  feelings of people in the fulfillment of the activities and that may generate delays), Time (to  determine the time required for each activity) and Cost (to establish the cost of the activities  of the phase).

Planning  Elaboration  Review  Approval

Objectives

Steps

Feelings

Time

Cost

3. Select a representative group of participants in the process, to carry out the pilot interviews

on the step-by-step process.

4. Conduct the interview pilot to get the information that was presented in step 2. It is

important to deepen the experience in each step to get the information of what the  interviewees thinks and feels, what they should do, and the time they take to achieve it. To  be able to identify your actions, motivations, and obstacles that come your way. According  to the methodology presented in the book "Designing for Growth", it is recommended that  the interview be conducted by two people so that the interviewer gives her full attention to  the interviewee while the second researcher takes notes. This step is surely the most  important and profound, since the greatest amount of information must be gathered about  the moments of truth, the detailed steps that are followed and for what, and the emotional  ups and downs.

5. Once the interviews are finished, we can put all of them on the wall and as a team finds the

most important patterns and ideas that will be useful for the “What if” stage. Something  like:

Willian Sanches V – Page 3

To build this section I based myself on the book “Designing for Growth”.

Insight&Approach

The “Journey Mapping” tool gives me more elements to develop people-centered innovation, put  myself in my client's shoes, and thus proposes process improvements overcoming challenges and  meeting needs, covering more aspects than traditional methodologies were not considered, for  example, weak points and their emotions. It will allow us to identify silos, crafts, rework, times,  costs, motivations, among others. With this information, we can assess where the opportunities are  that allow us to fulfill the value promise of reducing management time by at least 30%, as well as  reducing the cost of the service.

Additionally, with this tool, a visual representation (Visualization) is made that facilitates the  understanding of the process, the better knowledge of the clients and their needs, the global vision  of the experience and thus identify possible opportunities for improvement of the end-to-end  process.

Likewise, I consider that as the “As is” shows, it will also be useful once the improvements are  implemented to go through the process again and validate that the promised value was fulfilled.

I am a new person in this Design Thinking technique and its tools and with the course and this task  of reflection I have been able to know at least the De Journey Mapping in more detail, but I am  motivated to delve into the rest.

