Reflection – Brainstorming & Visualization

Challenge –

I work as a Senior Deal Maker in a large IT organization and responsible to manage  and win large and strategic IT consultancy projects. Our clients are from across  industries such as financial services, manufacturing, Hi tech, Public sector, energy &  utilities, telecom & media etc. Every client challenge is unique and requires a  customised solution to match their needs. Every challenge also requires specific  understanding of the customer industry and or specific business and technology  expertise. At times these experts are mobilized from across the world (task force) and  are collocated and we create “war room”. One of the most important tasks for us is to  have a clear and common understanding of the client issues and needs to be able to  propose a fitting and winning solution. This is known as the “what is” phase of the  design thinking process

Selection –

We use several design thinking tools in the process such as brainstorming,  visualization, storytelling, learning launch, prototyping, etc. The design thinking tool  that is selected for this assignment is Brainstorming & Visualization. Brainstorming  sessions can be a very effective tool but to deliver on the objectives within a  stipulated time requires certain amount of facilitation, moderation and management. It  is also important to ensure everyone is heard and engaged through the process. The  Visualization tool also if not managed properly can result in a messy board with too  many and or unclear messages.

Application –

We use a combination of brainstorming & visualization technique which we call 1, 2,  4 principle. before we start proposing and thinking of the solution, we spend the first  half of the session to creating a common understanding of the customer challenge.  For this we first ask the participants to read the client requirements and make  individual notes. (the time allotted varies according to the size of the problem and  opportunity). Then we make pairs of two and ask them to share their views and notes  and come to a common understanding. Then, we make groups of 4 and ask them to  discuss, share notes and gain common understanding. Finally, we ask both the  teams to nominate one person who will with the help of post it notes describe the  groups common understanding of the client requirements.

Insight & Approach -

We found this approach to be most effective when we must engage large groups of  experts. This process ensures everyone is heard and their thought are immediately

validated or invalidated by their peers in intimate setting instead of in large forums. It  also allows people to immediately test their ideas with their peers and strengthen  their arguments. The design thinking tools of visualization allows the group to capture  their inputs which then becomes the design principles for the solution that we  propose to the client. We use different colours and size of post it notes for describing  major and sub categories which also helps in mind mapping when we start writing our  proposed solution.

