Example Reflection -  Visualization

Challenge

A new product needed to be relaunched since the company got a license for the product to be sold as  an OTC (over the counter) drug. A survey was sent out to ask potential customers how they envisioned  the transition of this product to the mass market. Ideas about creating new packages with attractive  designs, having different flavors, and offering different presentations came from those surveys. After  this initial feedback, designers sketched brand new looks for the packaging and the different  presentations of the actual product.

Selection

A diverse group of stakeholders was invited to participate, taking into consideration different age  groups, gender and occupation. In addition, a group of 3 people observed how the different groups  interacted with the sketches and collected feedback. As mentioned in Module 1 of this MOOC, it is  recommended to use the Visualization technique to make ideas and different options feel more  tangible and real to participants.

Application

The sketches prepared by the designers were presented in separate tables and participants were given  a pen and piece of paper containing 3 questions: “What do you like?” “What don´t you like?” and  “What can it be improved?”.  Participants were asked to move around the tables looking at the  different designed sketches and write down their answers to the questions given.

Participants were also put into groups and given a blank paper to create or design new ideas they  might have. A table with different color pencils, cardboards, scissors and tape was made available.

The group was given a break and the designers were able to incorporate the different insights from  the group to create new sketches, which were then presented to the group again to collect final  feedback.

Insight and Approach

There were many good insights about the sketches and how they can be improved. It was possible to  cluster the results into positive, negative and areas of improvement. Insights from the observers were  also gathered to see how the group interacted with each other to build the new sketches. Some  participants were surprised to realize how creative they could be. They liked to see some of their ideas  incorporated into the new sketches prepared, making them involved in the creation process. I think  the technique worked well and it could be very useful throughout the entire design thinking process.  Their insights challenged our ideas and brought a fresh new approach.

