Visualization

Challenge & Selection

I am working in a company which is dealing with the purchase and sale of Gold ornaments. We are  selling our gold ornaments via our Group company who is an NBFC (Non-banking financial  institution) and they are having around 3500 branches across India. The customers will be visiting  our Group company branches to avail various services like foreign money transactions, Online travel  ticket booking, Pledging of gold ornaments etc. So, we will be converting these customers (Upper,  Middle- and large numbers of Lower-income customers) into our business also. As I said above, we  are running our business of selling the gold ornaments on EMI and spot payment options via these  Group company branches. It has always been a challenge in the Market to sustain with our business  as we are competing with various established Jewellery groups.

We are running our business successfully based some core factors like we will be giving EMI options  to the customers towards the buying of Jewellery and we will be implementing various festival  discounts to attract the customers. Also, the main factor is our service which we are providing to the  customers to ensure the fulfilment of customer satisfaction. We have also doing various marketing  activities and newspaper advertisement to convey the new offers which we are offering to them.  After being implementing all the required activities for customer needs and satisfaction, we have  found out that the new walk in customers are increasing, but there is a decrease in repeated  customers which is affecting our monthly turnover. So, then we have analysed scenario and  conducted a customer survey on our products.

We are able to find out the problem of decreasing customers with the help of survey and the  findings are given below.

1.   Customers are not completely getting the knowledge of our product offers via our  advertisements and even from our branch staff. As already mentioned above most of our customers  are lower income people and most of them are not that much educated to understand the offers  and new launches of products via our advertisements/communications.

2.   The other finding was our branch staffs are not fully able to convey the details of our products in  such a way where all the customers can understand easily.

3.   While having a discussion with our staff, the most important thing came out like whatever the  instructions given from our products team to our branch staffs via phone and mail are not fully  getting conveyed to all the staffs. So, they are also not able to deliver the same to our customers.

We have found the problem but not the solution to restructure the same. I have done lot of thinking  and gone through the process of finalising new offers and products which is being presented in front  to the customers. Here I thought about the Visualisation tool.

Application

I have chosen the Visualisation tool based on the following things.

Our initial discussion has been conducted with a group of Product team members who will  be finalisation the product offers based on their verbal discussion and use sticky notes to  make comments. Also, they are conveying the same to our branches via mail and through  phone calls. Even the marketing advertisement is also having lot of written sentences on the  product offers, but the subject is getting fully conveyed to all customers as most of them are  illiterate. Also, the branch staffs are also not getting the whole clarity as they are also  reading the offers and just conveying the same into the customers. So, then we have  thought about Visualisation tool which can somehow eliminate our problems in a better  way.       So, the we have started to discuss among themselves by visualising the whole scenario in  our way as well as our branch staff and importantly our customers thoughts. We have  started to draw the calculation on board and prepared PPT and presented among ourselves.  Then the output started to come as we have started to receive additional insights that come  from the group discussion on an additional copy of the graphic to finalise the product offers  which can be easily understandable to our customers and staffs.  Along with the products,  we have drafted the offers and discounts via pictures and calculations which can be easily  understandable to all. Based on that visualisation tool we prepared marketing materials and  advertisement which can be easily understandable to everyone by visualising it. We found  out that verbal communication got its on limitations and visualisation had a better effect in  various areas and which will work better for us. We have prepared a video based on  visualisation tool which include the information’s based on visuals more than verbal  communications and which has been displaying in the branch and the customer can watch  the same while they are even coming on some other service from our branches.

Insight & Approach        Finally, the output came in and we got a good feedback from the customers as they can  understand the offers much better than previous scenario and when they are approaching  our branch staff, they are also able to understand the customer needs and able to explain  the product related things much easier way by showing the marketing materials which we  have prepared using visualisation tool.     So as far as my experience definitely the Visualisation tool is very much important in all  organisations whatever may be their nature of business. It can apply anywhere as it can  convey more things than verbal communication tool. This can be used as a common tool as  far as my understanding because visualisation tool can convey something with better clarity.  Yes, I do admit that it does not have the speed as verbal communication and discussions. But  this tool is very much useful as we can solve various problems by explaining the matters in  easier way which can also leads to get more suggestions and opinion from others.

Since I discovered that the most valuable aspect is the shared insights and learning, next time I  would use the visualization activity as a starting point for a series of design thinking activities. Also  will try to apply the other tools like Storytelling, Mind Mapping ,Learning, Launch based on the  nature of problems and also will try to explain and  advise others also to apply design thinking and its  various tools which they can apply/innovate in different situations.

Design thinking for Innovation helped me a lot and yes, I will try to apply each and every tool where  it is applicable to get rid of the problems which we are facing in our organisation.


Visualization Challenge & Selection I am working in a company which is dealing with the purchase and sale of Gold ornaments . We are selling our gold ornaments via our Group company who is an NBFC ( Non - banking financial institution ) and they are having around 3500 branches across India . The customers will be visiting our Group company branches to avail various services like foreign money transactions , Online travel ticket booking , Pledging of gold ornaments etc . So , we will be converting these customers ( Upper , Middle- and large numbers of Lower - income customers ) into our business also . As I said above , we are running our business of selling the gold ornaments on EMI and spot payment options via these Group company branches . It has always been a challenge in the Market to sustain with our business as we are competing with various established Jewellery groups . We are running our business successfully based some core factors like we will be giving EMI options to the customers towards the buying of Jewellery and we will be implementing various festival discounts to attract the customers . Also , the main factor is our service which we are providing to the customers to ensure the fulfilment of customer satisfaction . We have also doing various marketing activities and newspaper advertisement to convey the new offers which we are offering to them . After being implementing all the required activities for customer needs and satisfaction , we have found out that the new walk in customers are increasing , but there is a decrease in repeated customers which is affecting our monthly turnover . So , then we have analysed scenario and conducted a customer survey on our products . We are able to find out the problem of decreasing customers with the help of survey and the findings are given below . 1 . Customers are not completely getting the knowledge of our product offers via our advertisements and even from our branch staff . As already mentioned above most of our customers are lower income people and most of them are not that much educated to understand the offers and new launches of products via our advertisements / communications . 2 . The other finding was our branch staffs are not fully able to convey the details of our products in such a way where all the customers can understand easily . 3 . While having a discussion with our staff , the most important thing came out like whatever the instructions given from our products team to our branch staffs via phone and mail are not fully getting conveyed to all the staffs . So , they are also not able to deliver the same to our customers . We have found the problem but not the solution to restructure the same . I have done lot of thinking and gone through the process of finalising new offers and products which is being presented in front to the customers . Here I thought about the Visualisation tool . Application I have chosen the Visualisation tool based on the following things . Our initial discussion has been conducted with a group of Product team members who will be finalisation the product offers based on their verbal discussion and use sticky notes to make comments . Also , they are conveying the same to our branches via mail and through phone calls . Even the marketing advertisement is also having lot of written sentences on the product offers , but the subject is getting fully conveyed to all customers as most of them are illiterate . Also , the branch staffs are also not getting the whole clarity as they are also reading the offers and just conveying the same into the customers . So , then we have thought about Visualisation tool which can somehow eliminate our problems in a better way . So , the we have started to discuss among themselves by visualising the whole scenario in our way as well as our branch staff and importantly our customers thoughts . We have started to draw the calculation on board and prepared PPT and presented among ourselves . Then the output started to come as we have started to receive additional insights that come from the group discussion on an additional copy of the graphic to finalise the product offers which can be easily understandable to our customers and staffs . Along with the products , we have drafted the offers and discounts via pictures and calculations which can be easily understandable to all . Based on that visualisation tool we prepared marketing materials and advertisement which can be easily understandable to everyone by visualising it . We found out that verbal communication got its on limitations and visualisation had a better effect in various areas and which will work better for us . We have prepared a video based on visualisation tool which include the information ’s based on visuals more than verbal communications and which has been displaying in the branch and the customer can watch the same while they are even coming on some other service from our branches . Insight & Approach Finally , the output came in and we got a good feedback from the customers as they can understand the offers much better than previous scenario and when they are approaching our branch staff , they are also able to understand the customer needs and able to explain the product related things much easier way by showing the marketing materials which we have prepared using visualisation tool . So as far as my experience definitely the Visualisation tool is very much important in all organisations whatever may be their nature of business . It can apply anywhere as it can convey more things than verbal communication tool . This can be used as a common tool as far as my understanding because visualisation tool can convey something with better clarity . Yes , I do admit that it does not have the speed as verbal communication and discussions . But this tool is very much useful as we can solve various problems by explaining the matters in easier way which can also leads to get more suggestions and opinion from others . Since I discovered that the most valuable aspect is the shared insights and learning , next time I would use the visualization activity as a starting point for a series of design thinking activities . Also will try to apply the other tools like Storytelling , Mind Mapping , Learning , Launch based on the nature of problems and also will try to explain and advise others also to apply design thinking and its various tools which they can apply / innovate in different situations . Design thinking for Innovation helped me a lot and yes , I will try to apply each and every tool where it is applicable to get rid of the problems which we are facing in our organisation .