Mind mapping a design tool – Abdul Khan

Challenge & Selection:

Mind mapping is an important tool that can be used in design thinking process.  Especially when a new  initiative or design decision to be made.   We use mind mapping to choose a Pharmaceutical product to  be launched and when to launch and where to launch.  It is important to make apt decision on what,  when and how while launching the product.  Success factor of the product launch depends on the how  well organized and affective the product launch is being done.  Market acceptance and effectiveness of  the product.   Normally the products are launched to the market somewhere between one to two years  from the decisions are made.   Since our products are pharmaceutical products, product registration  process will take few months before we get an approval to market.   As such we also need to see the  feasibility of the product foreseeing a year ahead.

Application & Approach:

Initially a team consists of key members of Production, Marketing, Sales, Logistics & Product Manager  will have a brainstorming sessions on various potential products using mind mapping tool.  Prior to the  mind mapping session, the Product manager will give an overview of the selected products and then we  will have separate meetings on a different date, this gives time for the participants to think on the  products that were projected.   During the brainstorming session meetings, we make separate sheets for  each product to draw the mind mapping for each product name and then branch out all possible  scenarios including a SWOT (Strength Weakness Opportunities and thread) analysis.  Initially we won’t  focus much on the financial and ROI part.  However, after streamlined the best two options will be run  through the financials for a better decision make process.

After the financial process, a final proposal with business plan will be submitted to the CEO for final  approval.   This process normally takes between 1 to 3 months depends on the complexity of the  product.  Since our products are pharmaceutical nature the process need to be one of the fine-tuned  and meticulously planned.

Insights:

We found that mind mapping is very efficient tool and this will help us to systematically do the design  thinking.  It is easy and narrative to see the feasibility of a project proposal through mind mapping.  Though the sessions used to have heated discussion on product identification and selection.  Once it is  being selected and accepted, it is the team responsibility to work together towards the success of the  product launching.  Combined team responsibility makes the success.

