Reflection: Visualization example      Challenge:  As a marketing department, we needed to find new ways to create loyalty and revenue streams with  the shift to online consumption habits triggered by the pandemia. It was a new challenge that  required testing of untried.  We wanted to identify the changing needs of our customers and design  our campaigns to go beyond conventional methods.   As a result we decided to initiate an online gaming campaign including different stakeholders from  the company. We wanted not only to adopt our campaigns to the new situation but also to gather  everybody on the same page.      Selection:  Our intention was to use a tool which could enable us to draw the whole picture and build  relationships between entities in the flow of our campaign. We know that one of the comprehensive  tools to identify the needs of our customers in the new normal is visualization. Moreover, we needed  our stakeholders from various disciplines to better understand each other. So, we decided to use  visualization as our base of understanding and collaboration.      Application:  Our team used different visual items to draw a flow of a new campaign; a picture of a gamer,  connectivity components like mobile and fixed line connections and relationship images such as  arrows etc. We visualized our intent by combining the items and creating a flow diagram. It was just  an initial point for our purpose.   Then, we invited the other parties to complete the picture. They added new items to our visual  inventory and completed the missing parts by drawing additional components and flows. Parties  from the digital communication department drew digital media tools and gaming accessories such as  controls, bluetooth headphones that are used on online World, customer experience experts drew  relationships between processes of the customer journey. As a result, different parties worked on  the same page, they saw the different components of the project as a whole and they contributed to  the overall picture.        Insight & Approach:  This visualization helped us to reveal implicit information from different stakeholders enabling us to  draw a complete picture without a lost in translation. It suprassed the fact that some of the insights  may not be spoken in verbal communication. By visualization we minimized the risk of missing parts.  It was just like a system analysis&design methodology visualizing entities and relationsihps to  constitute a process. It enabled every party to better understand the situation and collaborate in an  effective way by eliminating the differences related to culture and personal background. We  identified what our target segment, gamers in our case, needs to use and how they react to different  situations while playing. Understanding the visual images of their neeeds enabled us to discover their  motivations. Thus, not only we designed the overall process and created a digital service&campaign  but also we were able to identify the needs of our sub segment and agree upon the reward  mechanism which is also directly linked to the success of our project.  For the next time, we would keep our visual inventory more simple and limited so that different  parties could contribute more and draw the processes as they want. Visual inventory helped us to  save time but on the other hand it increased the risk of limiting the imagination. Different  stakeholders should feel free to create their own work.

To sum up, it is important to evoke vocabulary and literal meaning laterilized to the left hemisphere  and imagination with creativty laterilized to the right hemisphere of the brain. As we all discovered,  multi disciplinary approaches make the best contribution to the success and visualization supported  us in this manner.

