Reflection –Visualization

Challenge & Selection

Visualization is a tool that I commonly use as it provides a variety of  benefits for both individual and collective problem solving.

As a strategy consultant, I often work with senior management that are  very numbers-driven and place emphasis on macro-economic factors such  as interest rates and overall market developments. Using visualization has  two key benefits with regards to this target group. First, it enables me to  empathize with the managers and display very complex insights with visual  tools such as charts, processes, driver trees etc. which enables them to  absorb a lot of information in short time which is crucial given their packed  schedules.

The second benefit, where I would like to focus on, is the ability of using  visualization to spur the creativity of senior executives and develop creative  solutions together.  Very often, the focus on macro trends and numbers  does not cater for the volatility in today's business. Nowadays, a deep  understanding of customers' needs and an effectual logic is more important  than data-driven analysis. Using visualization cultivates using the right side  of the brain and allows the managers to empathize and truly understand  hidden customer needs and develop tangible solutions for the existing  problems.

Application

Usually, I start the process by drawing the current customer journey of the  problem domain. In order to lay out the customer journey, I will combine  ethnographic research methods such as observation and ethnographic  interviews with secondary research sources such as our consulting firm- internal knowledge and insights from the client. Next, I will add the relevant  stakeholders that are involved in the process steps and lay out the various  functional jobs to be done and emotional needs the customer has along  the customer journey. Based on first insights, I will also complement the  initial customer pain points we have identified along the journey in order to  discuss them with managers and start a discussion on the four questions  "What is?", "What if?", "What wows?" and "What works?".

However, the visualization does not stop there. Throughout the whole  process, visualization is key in order to present ideas, share insights and  develop solutions. Especially in the phases "What if?" and "What wows?",  visualization is essential in order to drive the solution finding process. I use  visualization in brainstorming sessions with visual props such as nudge  cards and stickers to cluster and rate ideas. In concept development,  sketching is crucial to present initial ideas so that other participants  understand one's thinking and can add valuable input to the initial ideas. In  later stages, very simple prototyping can enhance product development  with rapid learning and save costs. Rather than investing heavily in  expensive "real" prototypes, we often use mock-ups in order to see how  potential users react to the idea. This very tangible visualization has  proofed to be a very valuable part of every development process.

Insight & Approach

Visualization is a crucial part throughout the whole design thinking process.  It enables to present insights and ideas in a tangible way, fosters individual  and collaborative creativity and enhances cooperation among individuals. I  have learned that it is important to give enough freedom and flexibility in  the process. Very often, I have observed that people that are not familiar  with this process are rushing towards solutions and try to be as efficient as  possible. However, in order to solve the wicked problems that are best  suited for design thinking, it is important to give enough freedom and bring  together different perspectives from different backgrounds. Only then it is  possible to make use of the tools such as visualization among others. Even  though the visualization does not have to be perfect, it is important to keep  in mind that the visualization is only a representation of the whole  underlying process. Therefore, any shortcuts in the analysis or problem  solving will be seen in insufficient visual representations.

Moreover, it is useful to use templates and provide structures in order to  provide some guidance to the individuals involved in the process.  Otherwise, people might feel lost and overwhelmed in the process,  especially when they are not familiar with the methodology and tools. By  using templates and structures, the flexibility and creativity can also be  channeled in a more efficient manner which takes the realities in the  business world regarding responsibilities and time pressure into account.

In a nutshell, I can confidently say, that using design thinking and  especially visualization is very helpful for dealing with senior executives  and is not limited to the obvious "creative roles" within the company.  Visualization helps executives to grasp crucial information in short time,  understand and empathize with users and customers which grounds their  thinking and enables them to combine their "macro" and strategic thinking  with the everyday life of customers and their hidden needs for better  products and services.

I would always use visualization as a key pillar for every design thinking  process and also in other spheres. It is important to keep in mind that the  chosen visualization tool has to fit the purpose of task and the stage in the  process. Whereas in initial phases, it is important to share ideas and get a  shared understanding, visualization in later stages has to support the  validation of initial solutions and feed the feedback loop for more  sophisticated solutions.


Reflection – Visualization Challenge & Selection Visualization is a tool that I commonly use as it provides a variety of benefits for both individual and collective problem solving . As a strategy consultant , I often work with senior management that are very numbers - driven and place emphasis on macro - economic factors such as interest rates and overall market developments . Using visualization has two key benefits with regards to this target group . First , it enables me to empathize with the managers and display very complex insights with visual tools such as charts , processes , driver trees etc . which enables them to absorb a lot of information in short time which is crucial given their packed schedules . The second benefit , where I would like to focus on , is the ability of using visualization to spur the creativity of senior executives and develop creative solutions together . Very often , the focus on macro trends and numbers does not cater for the volatility in today 's business . Nowadays , a deep understanding of customers ' needs and an effectual logic is more important than data - driven analysis . Using visualization cultivates using the right side of the brain and allows the managers to empathize and truly understand hidden customer needs and develop tangible solutions for the existing problems . Application Usually , I start the process by drawing the current customer journey of the problem domain . In order to lay out the customer journey , I will combine ethnographic research methods such as observation and ethnographic interviews with secondary research sources such as our consulting firm- internal knowledge and insights from the client . Next , I will add the relevant stakeholders that are involved in the process steps and lay out the various functional jobs to be done and emotional needs the customer has along the customer journey . Based on first insights , I will also complement the initial customer pain points we have identified along the journey in order to discuss them with managers and start a discussion on the four questions " What is ? " , " What if ? " , " What wows ? " and " What works ? " . However , the visualization does not stop there . Throughout the whole process , visualization is key in order to present ideas , share insights and develop solutions . Especially in the phases " What if ? " and " What wows ? " , visualization is essential in order to drive the solution finding process . I use visualization in brainstorming sessions with visual props such as nudge cards and stickers to cluster and rate ideas . In concept development , sketching is crucial to present initial ideas so that other participants understand one 's thinking and can add valuable input to the initial ideas . In later stages , very simple prototyping can enhance product development with rapid learning and save costs . Rather than investing heavily in expensive " real " prototypes , we often use mock - ups in order to see how potential users react to the idea . This very tangible visualization has proofed to be a very valuable part of every development process . Insight & Approach Visualization is a crucial part throughout the whole design thinking process . It enables to present insights and ideas in a tangible way , fosters individual and collaborative creativity and enhances cooperation among individuals . I have learned that it is important to give enough freedom and flexibility in the process . Very often , I have observed that people that are not familiar with this process are rushing towards solutions and try to be as efficient as possible . However , in order to solve the wicked problems that are best suited for design thinking , it is important to give enough freedom and bring together different perspectives from different backgrounds . Only then it is possible to make use of the tools such as visualization among others . Even though the visualization does not have to be perfect , it is important to keep in mind that the visualization is only a representation of the whole underlying process . Therefore , any shortcuts in the analysis or problem solving will be seen in insufficient visual representations . Moreover , it is useful to use templates and provide structures in order to provide some guidance to the individuals involved in the process . Otherwise , people might feel lost and overwhelmed in the process , especially when they are not familiar with the methodology and tools . By using templates and structures , the flexibility and creativity can also be channeled in a more efficient manner which takes the realities in the business world regarding responsibilities and time pressure into account . In a nutshell , I can confidently say , that using design thinking and especially visualization is very helpful for dealing with senior executives and is not limited to the obvious " creative roles " within the company . Visualization helps executives to grasp crucial information in short time , understand and empathize with users and customers which grounds their thinking and enables them to combine their " macro " and strategic thinking with the everyday life of customers and their hidden needs for better products and services . I would always use visualization as a key pillar for every design thinking process and also in other spheres . It is important to keep in mind that the chosen visualization tool has to fit the purpose of task and the stage in the process . Whereas in initial phases , it is important to share ideas and get a shared understanding , visualization in later stages has to support the validation of initial solutions and feed the feedback loop for more sophisticated solutions .