Final Assignement – Mindmapping

1. Challenge: Describe your challenge, including all relevant information.

The Challenge was to create a new approach for innovation and marketing solutions for a deli food producer  and to create new products for the innovation pipeline according to customer needs.

It was the first Design Thinking Workshop we did for this client.

2. Selection: In your own words, briefly describe the tool you selected (e.g., what it is and why you selected

it for your challenge -- including any appropriate video lecture references).

I selected mind mapping to bring together the overall huge amount of data from different sources: market  research, sales, trend analysis, profiles, products, sales, innovation pipeline, customer interview, customer  insights and statistics.

To get a vivid impression of the different insights, we also provided actual product samples in included them  in the process.

3. Application: Describe how you applied the tool you selected to your challenge (e.g., what you did and

how the tool was applied effectively or ineffectively).

We created a gallery at first that we added the tool of a curated presentation from different fields. Marketing,  Sales and customers where introduced to present their actual findings / needs to the audience. Besides that,  all the participants were gathered to mixed teams to walk through the data.

The different findings were drawn in one special room and we mixed the persons and created a lookout for  the different teams.

Picture 1: Insights from the Workshop

4. Insight: Describe the insight you gained from applying the tool you selected to your challenge (e.g., how

an insight affected your thinking about the challenge and about design thinking more broadly).

We saw, that the actual products where quite praised by some of the marketing teams, but not from the cus- tomers.

We asked customers to stroll around the different data and we found new interesting things. Like, that the ac- tual products might be a good idea from the ingredients, but the need some more information about how to  heat them up.

Also the actual products seemed to be way to heavy in its ingredients – like fat and sugar and during the crea- tion, we found out, that there are quite some weird reasons for this, rooted in the production process. There- fore we gained the insight, that the products have to be way more customer focused as they are now.

Therefore we created a mind map with the different insights and found out patterns and insights for new prod- uct approaches according to the customer needs.

5. Approach: Describe what you might do differently next time -- applying the same tool you selected or a

different one -- and the reason(s) why.

Applying Mindmapping the next time – we need to brief the audience a bit better to gain more from the in- sights. We will provide also more product samples as we ran out of those too quick.

Also timeboxing needs to be a bit more straight forward as we had some timing issues in the end. But all in  all, it was a great experience and we could deliver valuable insights for our client.


Final Assignement – Mindmapping 1 . Challenge : Describe your challenge , including all relevant information . The Challenge was to create a new approach for innovation and marketing solutions for a deli food producer and to create new products for the innovation pipeline according to customer needs . It was the first Design Thinking Workshop we did for this client . 2 . Selection : In your own words , briefly describe the tool you selected ( e.g. , what it is and why you selected it for your challenge -- including any appropriate video lecture references ) . I selected mind mapping to bring together the overall huge amount of data from different sources : market research , sales , trend analysis , profiles , products , sales , innovation pipeline , customer interview , customer insights and statistics . To get a vivid impression of the different insights , we also provided actual product samples in included them in the process . 3 . Application : Describe how you applied the tool you selected to your challenge ( e.g. , what you did and how the tool was applied effectively or ineffectively ) . We created a gallery at first that we added the tool of a curated presentation from different fields . Marketing , Sales and customers where introduced to present their actual findings / needs to the audience . Besides that , all the participants were gathered to mixed teams to walk through the data . The different findings were drawn in one special room and we mixed the persons and created a lookout for the different teams . Picture 1 : Insights from the Workshop 4 . Insight : Describe the insight you gained from applying the tool you selected to your challenge ( e.g. , how an insight affected your thinking about the challenge and about design thinking more broadly ) . We saw , that the actual products where quite praised by some of the marketing teams , but not from the cus- tomers . We asked customers to stroll around the different data and we found new interesting things . Like , that the ac- tual products might be a good idea from the ingredients , but the need some more information about how to heat them up . Also the actual products seemed to be way to heavy in its ingredients – like fat and sugar and during the crea- tion , we found out , that there are quite some weird reasons for this , rooted in the production process . There- fore we gained the insight , that the products have to be way more customer focused as they are now . Therefore we created a mind map with the different insights and found out patterns and insights for new prod- uct approaches according to the customer needs . 5 . Approach : Describe what you might do differently next time -- applying the same tool you selected or a different one -- and the reason(s ) why . Applying Mindmapping the next time – we need to brief the audience a bit better to gain more from the in- sights . We will provide also more product samples as we ran out of those too quick . Also timeboxing needs to be a bit more straight forward as we had some timing issues in the end . But all in all , it was a great experience and we could deliver valuable insights for our client .