Reflection – Visualization

Challenge & Selection

I chose the visualization tool because it is an easy way to connect and understand with the current  problems of our potential clients. The challenge was to validate the needs of a customer segment  of a new start-up company, contrasting the entrepreneur’s idea of the customer problem with real  reactions that would help us define real problems. This would help us not only to define the  current problems of our clients, but to evaluate positive reactions to solutions that were not  considered in the initial vision of the entrepreneur.

Application

Group interviews (3 potential customers and 2 interviewers) were conducted in which flipboards  were shown to customers with various drawings of characteristics of interest. In this way we asked  them to order the drawings, placing the most problematic ones at the beginning, likewise they had  the option to disregard those characteristics that really did not mean a problem for them. During  the interviews participants were encouraged that they could draw the main characteristics of  interest of the service that we want to design. The meeting turned from being an interview to a  drawing workshop where we received a lot of feedback from people we wanted to serve.

We had only black pens and paper on the flipboard, we did not want the interviewees to have an  appreciation of art, we were looking to discover their needs. In this way we avoid that the  drawings are criticized from an artistic point of view, but rather understood as a communication  tool between the interviewee and the interviewers.

Once the participants felt more confident, we divided into 2 groups: clients and interviewers. In  this way, both groups began to work drawing the same characteristics, in order to be able to  compare both efforts and discover new insights in our clients. This work also helped us to awaken  in our clients the desire for other functionalities that they did not take into consideration.

We quickly realized that the entrepreneur's initial view of the problem was not entirely correct,  and important gaps were identified that provided insights for other key characteristics.

Once the sessions were over, we were able to understand with certainty what our clients'  problems were and what other desires they had that could improve their search and decision  making process.

Insight

What we could understand after this exercise is that visualization serves not only to clearly show  and communicate an idea, but to understand a problem or desire of any stakeholder in a  company. It is important to generate empathy from the beginning to be able to receive all the  possible opening of the clients. Since they do not necessarily have good artistic skills, after the

drawing process many questions are addressed to understand the “why” of these solutions, so it is  important to have ice breaking moments and not fatigue the customer.

Approach

Next time I would repeat the group drawing dynamics but mixing clients with interviewers, so that  the interviewer can bring ideas and also ensure the participation of all clients and that are not  formulating biased solutions.


Reflection – Visualization Challenge & Selection I chose the visualization tool because it is an easy way to connect and understand with the current problems of our potential clients . The challenge was to validate the needs of a customer segment of a new start - up company , contrasting the entrepreneur ’s idea of the customer problem with real reactions that would help us define real problems . This would help us not only to define the current problems of our clients , but to evaluate positive reactions to solutions that were not considered in the initial vision of the entrepreneur . Application Group interviews ( 3 potential customers and 2 interviewers ) were conducted in which flipboards were shown to customers with various drawings of characteristics of interest . In this way we asked them to order the drawings , placing the most problematic ones at the beginning , likewise they had the option to disregard those characteristics that really did not mean a problem for them . During the interviews participants were encouraged that they could draw the main characteristics of interest of the service that we want to design . The meeting turned from being an interview to a drawing workshop where we received a lot of feedback from people we wanted to serve . We had only black pens and paper on the flipboard , we did not want the interviewees to have an appreciation of art , we were looking to discover their needs . In this way we avoid that the drawings are criticized from an artistic point of view , but rather understood as a communication tool between the interviewee and the interviewers . Once the participants felt more confident , we divided into 2 groups : clients and interviewers . In this way , both groups began to work drawing the same characteristics , in order to be able to compare both efforts and discover new insights in our clients . This work also helped us to awaken in our clients the desire for other functionalities that they did not take into consideration . We quickly realized that the entrepreneur 's initial view of the problem was not entirely correct , and important gaps were identified that provided insights for other key characteristics . Once the sessions were over , we were able to understand with certainty what our clients ' problems were and what other desires they had that could improve their search and decision making process . Insight What we could understand after this exercise is that visualization serves not only to clearly show and communicate an idea , but to understand a problem or desire of any stakeholder in a company . It is important to generate empathy from the beginning to be able to receive all the possible opening of the clients . Since they do not necessarily have good artistic skills , after the drawing process many questions are addressed to understand the “ why ” of these solutions , so it is important to have ice breaking moments and not fatigue the customer . Approach Next time I would repeat the group drawing dynamics but mixing clients with interviewers , so that the interviewer can bring ideas and also ensure the participation of all clients and that are not formulating biased solutions .