Tool: Mind Mapping (Module 3)

Challenge    In a sensitive economical context and within blocked public policies, I had to carry on a study on behalf of  a public transports group and to propose solutions in order to renew the dialogue between locals,  visitors and drivers in an Italian city of arts and culture. The problematic to be studied was old,  recurrent, remained unresolved, and was going even worse under the pressure of both mass-tourism  phenomenon and transports congestion. I had much time to carry out the ethnographic study (18 weeks)  but very few available data, and the Board of Directors members had very little time available.      Selection    After collecting data through journey mapping, and after having carried out the ethnological analysis  and the interviews of all stakeholders, I had often gathered these data also by designing sketches. In  order to capture, to identify and to put neutral and new data together, and to display them in a simple  way, I used mind mapping. This tool allowed me, in a multicultural context, to "speak" to all, in a very  simple and interactive way. I have observed how strong of impact a drawing could be and how much a  simple diagram is able to summarize data. I let the words and pictures speak by themselves. The  composition by groups of people, ideas, concepts, fixed the reality and stimulated reflection and sharing.    At this step of work, as states Paula Hart (in Week 3, Video N°2, The MeYouHealthStory,  Part 1, 3’36): « The purpose of research in the « What is? » stage is not to prove that an idea is good. It’s to  inspire us to have better, more innovative ideas ».  This tool has the advantage to speak both to business and numbers-oriented left-brainers and to creative  mind right-brainers. To this end, I have always designed the maps in a graphic and synthetic way and  have granted importance to colors and typography. It is an international language, a capacity to  transpose the reality under a new way.  As said Michael Rosas (in Week 1, Video N°2, 5’09), « What design thinking gives us, is it gives us curiosity.  That ability to look out into the world and find new solutions to traditional problems, it also gives us the  power of observation ».     Mind Mapping has been for me the most adapted tool to faithfully transpose and depict my  observations: at the same time a visual synthesis of the reality and the starting point of a new reflection,  debates, ideas and possibilities to get everybody to agree on a neutral description. Just as an elements  kit, not only to be assembled but to be transformed thanks to the stimulus they are to provoke, like a  springboard for creativity.  Fatima Rosas stated (in Week 3, Video N°4, Mind Mapping Tool, 2’46): « In design thinking we use mind  mapping process to capture and represent the minds of our customers … we extract meaning from data  in a way that let patterns and insights emerge ».  It is a form of observations synthesis that makes people reflect and ideas bounce.  To me, this is a crucial step, which is an integral part of visualization and helped us prepare the  brainstorming sessions.      Application    It was necessary to find a quick and efficient way to visually present the shock of data (30 millions of  visitors, 50 000 locals), a diplomatic mean to display the various needs, expectations and behaviors of the  stakeholders, and a mean to make the company understand they could act, should act, and where to.  This organization wasn’t mature for innovation, was monitoring-centered, profit driven, with a corporate  culture based on efficiency. Through a new point of view (perhaps a French one was of interest to them,  being an foreign one), I had to show that their action would be beneficial for the corporate image and  business.

I had had a complete freedom to lead my researches, but had only 20 minutes to show the study results  to eleven Board of Directors members who were present.  During the researches, my diagrams and drawings allowed me to get a confirmation from each managing  Director, in an interactive and very informal way, of the accuracy of my observations. This way of  disclosing parts of my discovery acted like a teaser. They all were impatient for the presentation meeting  to see the big picture.  For this first global meeting, I have synthesized all data in a PowerPoint presentation together with  several mind mapping diagrams. Their visual synthesis, their “fan-shape” effect, prepared the teams’  mind to an out-of-habits mindset, so they “open their repertoire” and formulate new answers. This tool  and this presentation allowed the Group President to pinpoint a topic that called his mind and which he  wished to deal with in depth. Gathering the elements, simplifying the reality beforehand in order to  trigger ideas.      Insight    What amazed me during this experience was to discover how this tool, so simple, easy to implement, was  the graphic extension of a complex reality. This tool, synthetic and utter at the same time, appeared  obvious to me and I have had the surprise of seeing how efficient it was both on the decision to think on,  and on the line of reflection itself. For the managing Directors, Mind Mapping fostered adherence to the  reality of the context and to the dynamic of agreement on ideas to deepen and, implicitly, of agreement  to develop them as well.      Approach    Facing a very complex environment and a study to carry out in a foreign language, I have used graphics  in an intuitive way to show the situation.   From now on, thanks to learning the Paula Hart’s course, I will apply the sequences « What  is ?, What if ?, What wows ?, What works ? » in a more conscious and methodic way. I discovered the  "Napkin Pitch" spirit that I liked a lot, fast and efficient.  Finally, we can say that the Mind Mapping is a synthesis for reflection, and the “ Napkin Pitch “ is a  synthesis for action. I am very much looking forward to putting this tool into practice and further  developing co-creation upstream.

