Example Reﬂection - Visualization tool

Challenge & Selection

Our company specializes in developing Digital Transformation projects and one of our biggest  clients in Colombia asked us to develop a project to improve their client knowledge and   interaction with the digital environment. This company, a leader in providing health services  and medical insurance, has initiated a strategic change to improve their focus on the client  (human centric) and all its processes to obtain more information about the needs and wishes of  their consumers  to create a mobile App which will help the company provide better services to  their clients. The tool used to carry out this process has been Visual Thinking. This  methodology allowed us to unify criteria in the ideation and development of the design of the  new mobile App of the brand through the contributions of customers and non-customers of  this service. This visualization tool, that I learned much more about in Angela Ayer´s video,  allowed us to create consensus and agreement among future users to transversally develop  the company´s new Mobile App, by going through some of the stages of Design Thinking  (Ideation, exploration, patterns, prototype, among others).

Application

To develop this project we decided to hold sessions with focus groups of users and non-users  of this service, which was divided into three diﬀerent sessions, with 15 participants in each  meeting. In the ﬁrst session, we wanted to obtain more information about the digital habits of  the users and to know with what devices (desktop, tablet, mobile) and what Apps they used in  their daily lives. It was also very important to know the diﬀerent payment methods of these  Apps to know which they liked more for their usability and security.

Subsequently, we asked several questions about the relationship between users and health  services provided by the competition, analyzing the levels of service, management, medical  charts, communication channels with clients and digital platforms, in order to know about the  decision making for hiring this type of service. Finally, we wanted to understand better how the  user experience was in the mobile phone App management of medical insurance services in  the country. In this way, we managed to extract more information about the user´s motivations  when hiring a certain company, the procedures for requesting medical appointments, the  payment of the service or the usability of the competitions Apps.

In the second session, we created some clusters with diﬀerent socio-cultural user typologies,  using the Brainstorming methodology, to determine the problems generated in the interaction  among the digital channels of the companies in the industry, to know in depth what tools they  use in this interaction and what solutions the users propose to solve these problems  (identifying with stickers the most voted solutions and that gather better consensus among all  the participants in the session).

In the third and ﬁnal session, which we named the session of prototyping, we proposed to the  clients that they were the board of directors of a large health insurance company and that they  should design in the meeting what the new mobile App of the company should be like, based  on the lessons learned in previous sessions. The teams of 5 people each, had 30 minutes to  develop the brainstorming session, 10 minutes to draw and present their designs using  visualization tool and 25 minutes to vote for the best developments and unify a ﬁnal design  with the best functionalities developed in the 3 groups.

Finallly, we asked the users to answer some questions, such as: What are the digital channels  that the brand should develop? How can you communicate your added value to the customer?  What  functions should your new App have?  How will you communicate with the customers  the launch of these new digital channels?. With this information a report was created  highlighting the main conclusions explaining the whole process to present it to our client,  reiterating the collaborative process that had been carried out with the users.

Insight & Approach

What I have most learned leading this project is how easy we can impact and improve our  users lives, when we put our clients at the center of the development of a project or a service.  In this case, we managed to extract very valuable information about how people want to  interact with the services of a medical insurance company. Now we can even imagine what will  be the next services that the client will demand from this company, being able to plan and  identify the ideation and prototyping of new services. It has also been surprising how the  collaborative process of co-creation between the users has been developed, which has  allowed the hypothesis to evolve for the company before starting this project. With the  visualization tool we have been able to ﬁnd the connections between general and speciﬁc  problems and the other way around to therefore identify the solution to ﬁx it.

For future processes, I would like to analyze the results that we will obtain using the  visualization tool with the information that we could obtain from the consumer's journey, to ﬁnd  the correlations between the opinions of the users and the real transactions they will make on  these platforms.


Example Reﬂection - Visualization tool Challenge & Selection Our company specializes in developing Digital Transformation projects and one of our biggest clients in Colombia asked us to develop a project to improve their client knowledge and interaction with the digital environment . This company , a leader in providing health services and medical insurance , has initiated a strategic change to improve their focus on the client ( human centric ) and all its processes to obtain more information about the needs and wishes of their consumers to create a mobile App which will help the company provide better services to their clients . The tool used to carry out this process has been Visual Thinking . This methodology allowed us to unify criteria in the ideation and development of the design of the new mobile App of the brand through the contributions of customers and non - customers of this service . This visualization tool , that I learned much more about in Angela Ayer´s video , allowed us to create consensus and agreement among future users to transversally develop the company´s new Mobile App , by going through some of the stages of Design Thinking ( Ideation , exploration , patterns , prototype , among others ) . Application To develop this project we decided to hold sessions with focus groups of users and non - users of this service , which was divided into three diﬀerent sessions , with 15 participants in each meeting . In the ﬁrst session , we wanted to obtain more information about the digital habits of the users and to know with what devices ( desktop , tablet , mobile ) and what Apps they used in their daily lives . It was also very important to know the diﬀerent payment methods of these Apps to know which they liked more for their usability and security . Subsequently , we asked several questions about the relationship between users and health services provided by the competition , analyzing the levels of service , management , medical charts , communication channels with clients and digital platforms , in order to know about the decision making for hiring this type of service . Finally , we wanted to understand better how the user experience was in the mobile phone App management of medical insurance services in the country . In this way , we managed to extract more information about the user´s motivations when hiring a certain company , the procedures for requesting medical appointments , the payment of the service or the usability of the competitions Apps . In the second session , we created some clusters with diﬀerent socio - cultural user typologies , using the Brainstorming methodology , to determine the problems generated in the interaction among the digital channels of the companies in the industry , to know in depth what tools they use in this interaction and what solutions the users propose to solve these problems ( identifying with stickers the most voted solutions and that gather better consensus among all the participants in the session ) . In the third and ﬁnal session , which we named the session of prototyping , we proposed to the clients that they were the board of directors of a large health insurance company and that they should design in the meeting what the new mobile App of the company should be like , based on the lessons learned in previous sessions . The teams of 5 people each , had 30 minutes to develop the brainstorming session , 10 minutes to draw and present their designs using visualization tool and 25 minutes to vote for the best developments and unify a ﬁnal design with the best functionalities developed in the 3 groups . Finallly , we asked the users to answer some questions , such as : What are the digital channels that the brand should develop ? How can you communicate your added value to the customer ? What functions should your new App have ? How will you communicate with the customers the launch of these new digital channels ? . With this information a report was created highlighting the main conclusions explaining the whole process to present it to our client , reiterating the collaborative process that had been carried out with the users . Insight & Approach What I have most learned leading this project is how easy we can impact and improve our users lives , when we put our clients at the center of the development of a project or a service . In this case , we managed to extract very valuable information about how people want to interact with the services of a medical insurance company . Now we can even imagine what will be the next services that the client will demand from this company , being able to plan and identify the ideation and prototyping of new services . It has also been surprising how the collaborative process of co - creation between the users has been developed , which has allowed the hypothesis to evolve for the company before starting this project . With the visualization tool we have been able to ﬁnd the connections between general and speciﬁc problems and the other way around to therefore identify the solution to ﬁx it . For future processes , I would like to analyze the results that we will obtain using the visualization tool with the information that we could obtain from the consumer 's journey , to ﬁnd the correlations between the opinions of the users and the real transactions they will make on these platforms .