Anne Steiner  October 15, 2019

Design Thinking Reflection – Visualization

Challenge   I have a business concept for a sustainability product that will help reduce single-use packaging.  The vision is to create a circular economy around a line of reusable cups, water bottles and  containers that can be borrowed on-demand, then returned for cleaning.  Similar to the  business model of car co-ops, e-scooters and bikes for transportation, I propose a membership- style system that would allow people to access these items at strategically placed vending  machines when they are on-the-go.     The challenge is that this idea has never been fully fleshed out and there are significant gaps in  terms of how the concept can be implemented in real life, both on the consumer side, as well  as the implementation side. Additionally, a big question looms as to whether this is a product or  service.    Ultimately, I need to better understand how this product/service might work so that I can move  forward research and development.    Selection   According to designer Angela Myer visualization helps unlock another part of our brain to  access parts of our creativity for complex problem solving.  These visual tools aid us with  imaginative thinking when more than just logic is needed; when extrapolation, inductive  reasoning and solving future problems is required.    Due to the complexity and type of thinking that’s required for my business challenge, the  design thinking tool I select to assist in this challenge is visualization. This is because there is an  immediate need to map out the experience from end-to-end. The purpose of mapping the  process out is both to help me create a more fulsome picture of the user experience myself, as  well as to communicate the business concept effectively to a group of collaborators.    Application  I participate in the Squamish Make-a-Thon, presented by the NATIONAL UNIVERSITY OF COLOMBIA and the District of Squamish, to put my design thinking skills to the test. With a  group of collaborators, I use storyboarding to draw out the user experience of my sustainable  solution from beginning to end.     We look at this from two angles: the user experience from an external perspective, and the  redemption process from an internal perspective. In this particular case, the fast and iterative  approach of storyboarding plays a critical role in developing the concept. Through this design  thinking tool, our group immediately identifies areas that may pose challenges to the  experience and exposes aspects of the concept that require more detailed thinking.

Anne Steiner  October 15, 2019

The storyboarding addresses both the front-end user experience, as well as the back-end  facilitation of the product. Through this, our group identifies several stages of the process that  we need to rethink.

For example, on the front-end, we realize that  when someone identifies their need for a  reusable container, they must have a mechanism  for locating the closest redemption point. To  solve for this, we integrate a location finder  mobile application into the process.    On the back-end, we realize that my original idea  of having a collection service to take dirty  containers away and clean them at a different  facility would be extremely complex,  cumbersome and not sustainable. We opt,  instead, to integrate self-cleaning technology

into the vending machine, enabling containers to be cleaned on site. This will speed up the  process and keep supplies stocked and reduce the overall carbon footprint of the solution.     Using the help of storyboarding throughout the process, our group continues to adjust the  concept until the flow makes sense to both the consumer and the business. The new  information gained from this visualization helps us hone in on what additional research is  required and what we need to include in our Design Criteria document.     Insight and Approach  After creating the storyboard, I have been able to address critical questions, better  communicate the concept, and create a more defined design road map.     Firstly, visualization helped me answer the most pressing question: is this more of a product or  is it a service? I have, in fact, established that this is more of a product (the self-cleaning  vending machine) and therefore, requires a different approach for research and development.    Additionally, through the help of visual tools, I was able to both better understand my concept  and to communicate it more clearly. Prior to drawing out the business idea, I was having  trouble explaining it because I did not have a foundational understanding of it myself.     Finally, with the help of iterative visual thinking, I have identified new questions to answer for  both the front-end and back-end of the product. This next round of questions will be the  foundation for further research and concept development.     I think storyboarding was the best tool for me at this until I had developed the idea stage of the  business concept because it helped me rapidly iterate more thoroughly.

Anne Steiner  October 15, 2019

Moving forward, however, I would like to fine-tune the consumer journey. In the future, I will  create more detailed storyboards with different versions of the user experience. For example,  one will have a version where the user has to join a membership to access the reusable  container vending machines, while another version will only have a pay-as-you-go option.     Next, I’ll hold a “yard sale” with a focus group, inviting participants to put a coloured dot beside  the stages of the user flow that they are most likely to follow through with. This will help give  me a consensus as to the best user experience before I get into prototyping stage.      This short assignment has revealed the cyclical nature of idea development in that with each  round of iteration, you may need to take three steps back before you can take another step  forward. Ultimately, however, this leads to more effective end-result because the questions are  asked up-front rather than after a product hits the shelves— or in this case, the streets.


Anne Steiner October 15 , 2019 Design Thinking Reflection – Visualization Challenge I have a business concept for a sustainability product that will help reduce single - use packaging . The vision is to create a circular economy around a line of reusable cups , water bottles and containers that can be borrowed on - demand , then returned for cleaning . Similar to the business model of car co - ops , e - scooters and bikes for transportation , I propose a membership- style system that would allow people to access these items at strategically placed vending machines when they are on - the - go . The challenge is that this idea has never been fully fleshed out and there are significant gaps in terms of how the concept can be implemented in real life , both on the consumer side , as well as the implementation side . Additionally , a big question looms as to whether this is a product or service . Ultimately , I need to better understand how this product / service might work so that I can move forward research and development . Selection According to designer Angela Myer visualization helps unlock another part of our brain to access parts of our creativity for complex problem solving . These visual tools aid us with imaginative thinking when more than just logic is needed ; when extrapolation , inductive reasoning and solving future problems is required . Due to the complexity and type of thinking that ’s required for my business challenge , the design thinking tool I select to assist in this challenge is visualization . This is because there is an immediate need to map out the experience from end - to - end . The purpose of mapping the process out is both to help me create a more fulsome picture of the user experience myself , as well as to communicate the business concept effectively to a group of collaborators . Application I participate in the Squamish Make - a - Thon , presented by the NATIONAL UNIVERSITY OF COLOMBIA and the District of Squamish , to put my design thinking skills to the test . With a group of collaborators , I use storyboarding to draw out the user experience of my sustainable solution from beginning to end . We look at this from two angles : the user experience from an external perspective , and the redemption process from an internal perspective . In this particular case , the fast and iterative approach of storyboarding plays a critical role in developing the concept . Through this design thinking tool , our group immediately identifies areas that may pose challenges to the experience and exposes aspects of the concept that require more detailed thinking . Anne Steiner October 15 , 2019 The storyboarding addresses both the front - end user experience , as well as the back - end facilitation of the product . Through this , our group identifies several stages of the process that we need to rethink . For example , on the front - end , we realize that when someone identifies their need for a reusable container , they must have a mechanism for locating the closest redemption point . To solve for this , we integrate a location finder mobile application into the process . On the back - end , we realize that my original idea of having a collection service to take dirty containers away and clean them at a different facility would be extremely complex , cumbersome and not sustainable . We opt , instead , to integrate self - cleaning technology into the vending machine , enabling containers to be cleaned on site . This will speed up the process and keep supplies stocked and reduce the overall carbon footprint of the solution . Using the help of storyboarding throughout the process , our group continues to adjust the concept until the flow makes sense to both the consumer and the business . The new information gained from this visualization helps us hone in on what additional research is required and what we need to include in our Design Criteria document . Insight and Approach After creating the storyboard , I have been able to address critical questions , better communicate the concept , and create a more defined design road map . Firstly , visualization helped me answer the most pressing question : is this more of a product or is it a service ? I have , in fact , established that this is more of a product ( the self - cleaning vending machine ) and therefore , requires a different approach for research and development . Additionally , through the help of visual tools , I was able to both better understand my concept and to communicate it more clearly . Prior to drawing out the business idea , I was having trouble explaining it because I did not have a foundational understanding of it myself . Finally , with the help of iterative visual thinking , I have identified new questions to answer for both the front - end and back - end of the product . This next round of questions will be the foundation for further research and concept development . I think storyboarding was the best tool for me at this until I had developed the idea stage of the business concept because it helped me rapidly iterate more thoroughly . Anne Steiner October 15 , 2019 Moving forward , however , I would like to fine - tune the consumer journey . In the future , I will create more detailed storyboards with different versions of the user experience . For example , one will have a version where the user has to join a membership to access the reusable container vending machines , while another version will only have a pay - as - you - go option . Next , I ’ll hold a “ yard sale ” with a focus group , inviting participants to put a coloured dot beside the stages of the user flow that they are most likely to follow through with . This will help give me a consensus as to the best user experience before I get into prototyping stage . This short assignment has revealed the cyclical nature of idea development in that with each round of iteration , you may need to take three steps back before you can take another step forward . Ultimately , however , this leads to more effective end - result because the questions are asked up - front rather than after a product hits the shelves — or in this case , the streets .