Reflection – Visualisation

Challenge

I am part of a new team within my organisation which is tasked with fostering innovation and  bringing different thinking to the way we do business and interact with our clients.  I lead a  particular initiative that is focused on one of our key industry sectors.  We have a long history in this  sector and have a strong reputation for being solid service providers.  Our challenge however is that  we are not known for our innovation and clients are not choosing us to work alongside them as they  navigate their way in this VUCA (volatile, uncertain, complex and ambiguous) world.  As a result, our  core business is being eroded.

The purpose of the initiative I lead is to completely reframe the way we interact with our clients in  this chosen sector and position us as a thought leader so that we can evolve our business and  remain relevant to our client base.  The project scope includes the creation of a small, dedicated  team of 5-6 people who will work on the development and implementation of a web-based insights  and collaboration platform for our clients and selected staff to join and participate in.  The platform  will be industry-focused and curated to client needs and interests.  It will also foster better  collaboration across the community, fuelling more innovation.  Future features of the platform may  also include a knowledge and training portal, subject to client feedback.

In addition to engaging with clients on the scope of this project, substantial internal communications  are also required with executive management, functional leads and various marketing /  communications teams.  The initial scope of work is for 6 months, including monthly check-ins with a  steering committee and executive leaders.

Selection

Because the concept is so revolutionary for our business, people are having trouble grasping what  we are talking about.  Being able to visualise what we are creating to get a sense of the ‘look and  feel’ is critical to getting buy-in both internally as well as with clients.  So, I have selected  visualisation as the tool to examine for this reflection.

Application

While the concept of a web-based insights and collaboration platform may be new to my  organisation and target industry, it is not a new concept elsewhere.  We have drawn on previous  experience of my team members in creating similar on-line platforms and communities to help us  create this prototype.  We decided not to create our own bespoke tool due to time, cost and  resourcing constraints.  Instead, we reviewed a number of off-the-shelf products against the  functionality that we were looking for and selected one for the purposes of the ‘beta’ development.

The product we selected is extremely cost-effective and works on a monthly subscription model,  with a free access period for new users.  It also has a number of different subscription packages that  offer different levels of functionality.  The functionality that we require is already in-built and it is a  simple matter to configure the system and apply branding characteristics to it to give it the ‘look and  feel’ that we want.  We were able to set up the beta version (as described below) within one day.

During the free trial period, we created the prototype version for desktop and mobile access,  generated and uploaded ‘dummy’ content, invited a small number of users into the community and  encouraged some correspondence and activity to demonstrate how the tool can be used.  We also  asked all users to download the app-based version on to their phones so that they could familiarise

themselves with the mobile functionality.  The ‘beta’ version we created was very similar to what we  proposed for the full version and we were able to share it with key internal decision-makers as well  as with early adopter clients to help illustrate the concepts that we were trying to explain.

Once the beta version was created, we wanted to commence a ‘listening tour’ with key clients who  we had identified that we would like to have as early adopters.  Key to success however, was to have  compelling content uploaded to the site to ensure that people were captivated enough to want to  come on the journey with us and to return to the site repeatedly.  We engaged a dedicated content  creator / copywriter to help us build out the site over the period of a few weeks to ensure that we  had sufficient interesting content presented in a number of different formats (articles, interviews,  videos, podcasts etc).

Once that was completed, we conducted a series of one-on-one meetings with key client  representatives over a period of about a month, showed them the tool, invited them into the beta  version and encouraged them to download the app.  We were then able to gain direct feedback and  insights (data) from users about how they used the tool, which features they valued and what else  they would like to be able to do / see.  This information was critical in helping us refine the design of  the full version.

During the listening tour, the free trial period elapsed and for a period of time, our beta version’s  features were diminished to a basic level (the free trial included a number of premium features).   There was a noticeable difference in the features (value) that we were able to demonstrate so we  readily upgraded our subscription to ensure that we could give candidate users the full experience  during this testing phase.

Insight & Approach

Through visualisation, we were able to help people understand our proposal and answer many,  many questions that people had about the ‘look and feel’ of the site, how the site works, the ease  with which it was able to be created and integrated with other tools, what sort of content it would  have and so forth.  We were able to allay many concerns and help people focus on the opportunity.

The first hurdles that had to be overcome were internal, to obtain funding and approval to develop  the proposal in the first place.  Prior to having developed the visualisation, conversations were  stalling and getting caught up in details.  Once we demonstrated the beta version, executive leaders  were won over and quickly gave approval to continue with the project.

The client meetings we had were also enhanced significantly by having a prototype available to  show.  Because this project is so unexpected from my organisation, people needed to see it with  their own eyes to understand what we were proposing and once they did, the excitement from  clients was palpable.  They were quickly able to get a sense of the value that we were trying to  create for them and were able to give richer feedback to help us refine the concept.

One key observation / learning from this experience was the importance of having the beta version  as close to the real version as possible in terms of functionality and content.  First impressions do  count and we were aware that, for some clients, we may only have one opportunity to create  excitement.  It was therefore critical that we maintain the full level of functionality throughout the  trial and development period by taking out premium subscriptions.

It was also striking how visualisation was able to break through the internal impasses and allow  people to quickly understand the vision and make decisions to proceed.  This was critical to the  project’s progression.

This case study has clearly demonstrated to me the value of visualisation as a communication tool in  the design thinking process.  It is a tool that I will readily use again.


Reflection – Visualisation Challenge I am part of a new team within my organisation which is tasked with fostering innovation and bringing different thinking to the way we do business and interact with our clients . I lead a particular initiative that is focused on one of our key industry sectors . We have a long history in this sector and have a strong reputation for being solid service providers . Our challenge however is that we are not known for our innovation and clients are not choosing us to work alongside them as they navigate their way in this VUCA ( volatile , uncertain , complex and ambiguous ) world . As a result , our core business is being eroded . The purpose of the initiative I lead is to completely reframe the way we interact with our clients in this chosen sector and position us as a thought leader so that we can evolve our business and remain relevant to our client base . The project scope includes the creation of a small , dedicated team of 5 - 6 people who will work on the development and implementation of a web - based insights and collaboration platform for our clients and selected staff to join and participate in . The platform will be industry - focused and curated to client needs and interests . It will also foster better collaboration across the community , fuelling more innovation . Future features of the platform may also include a knowledge and training portal , subject to client feedback . In addition to engaging with clients on the scope of this project , substantial internal communications are also required with executive management , functional leads and various marketing / communications teams . The initial scope of work is for 6 months , including monthly check - ins with a steering committee and executive leaders . Selection Because the concept is so revolutionary for our business , people are having trouble grasping what we are talking about . Being able to visualise what we are creating to get a sense of the ‘ look and feel ’ is critical to getting buy - in both internally as well as with clients . So , I have selected visualisation as the tool to examine for this reflection . Application While the concept of a web - based insights and collaboration platform may be new to my organisation and target industry , it is not a new concept elsewhere . We have drawn on previous experience of my team members in creating similar on - line platforms and communities to help us create this prototype . We decided not to create our own bespoke tool due to time , cost and resourcing constraints . Instead , we reviewed a number of off - the - shelf products against the functionality that we were looking for and selected one for the purposes of the ‘ beta ’ development . The product we selected is extremely cost - effective and works on a monthly subscription model , with a free access period for new users . It also has a number of different subscription packages that offer different levels of functionality . The functionality that we require is already in - built and it is a simple matter to configure the system and apply branding characteristics to it to give it the ‘ look and feel ’ that we want . We were able to set up the beta version ( as described below ) within one day . During the free trial period , we created the prototype version for desktop and mobile access , generated and uploaded ‘ dummy ’ content , invited a small number of users into the community and encouraged some correspondence and activity to demonstrate how the tool can be used . We also asked all users to download the app - based version on to their phones so that they could familiarise themselves with the mobile functionality . The ‘ beta ’ version we created was very similar to what we proposed for the full version and we were able to share it with key internal decision - makers as well as with early adopter clients to help illustrate the concepts that we were trying to explain . Once the beta version was created , we wanted to commence a ‘ listening tour ’ with key clients who we had identified that we would like to have as early adopters . Key to success however , was to have compelling content uploaded to the site to ensure that people were captivated enough to want to come on the journey with us and to return to the site repeatedly . We engaged a dedicated content creator / copywriter to help us build out the site over the period of a few weeks to ensure that we had sufficient interesting content presented in a number of different formats ( articles , interviews , videos , podcasts etc ) . Once that was completed , we conducted a series of one - on - one meetings with key client representatives over a period of about a month , showed them the tool , invited them into the beta version and encouraged them to download the app . We were then able to gain direct feedback and insights ( data ) from users about how they used the tool , which features they valued and what else they would like to be able to do / see . This information was critical in helping us refine the design of the full version . During the listening tour , the free trial period elapsed and for a period of time , our beta version ’s features were diminished to a basic level ( the free trial included a number of premium features ) . There was a noticeable difference in the features ( value ) that we were able to demonstrate so we readily upgraded our subscription to ensure that we could give candidate users the full experience during this testing phase . Insight & Approach Through visualisation , we were able to help people understand our proposal and answer many , many questions that people had about the ‘ look and feel ’ of the site , how the site works , the ease with which it was able to be created and integrated with other tools , what sort of content it would have and so forth . We were able to allay many concerns and help people focus on the opportunity . The first hurdles that had to be overcome were internal , to obtain funding and approval to develop the proposal in the first place . Prior to having developed the visualisation , conversations were stalling and getting caught up in details . Once we demonstrated the beta version , executive leaders were won over and quickly gave approval to continue with the project . The client meetings we had were also enhanced significantly by having a prototype available to show . Because this project is so unexpected from my organisation , people needed to see it with their own eyes to understand what we were proposing and once they did , the excitement from clients was palpable . They were quickly able to get a sense of the value that we were trying to create for them and were able to give richer feedback to help us refine the concept . One key observation / learning from this experience was the importance of having the beta version as close to the real version as possible in terms of functionality and content . First impressions do count and we were aware that , for some clients , we may only have one opportunity to create excitement . It was therefore critical that we maintain the full level of functionality throughout the trial and development period by taking out premium subscriptions . It was also striking how visualisation was able to break through the internal impasses and allow people to quickly understand the vision and make decisions to proceed . This was critical to the project ’s progression . This case study has clearly demonstrated to me the value of visualisation as a communication tool in the design thinking process . It is a tool that I will readily use again .