Reflection – Visualization

Course: Design Thinking for Innovation

Student: Randy Sanz

I.  Challenge

I was part of the A.T. Kearney account team for a Consumer Packaged Goods (CPG) customer in Lima, Perú. The  customer needed to implement a process to accelerate the time to market for new products. In order to do so  they needed to include all the steps required, from idea generation, through launch.

The customer had already selected the software they wanted to use which handled the core Product Lifecycle  Management (PLM) and engineering functions.  They wanted us to implement it for them.

As A.T. Kearney, we wanted to provide the customer additional value by proposing a more complete solution and  while doing so, include additional A.T. Kearney products. We needed to include these products in order get internal  approval since we were not allowed to sell and implement a non-A.T. Kearney product in isolation.

Our challenge was to design a solution that brought value to the customer by integrating a specific, third party  software with A.T. Kearney products. This software had never been integrated with the A.T. Kearney platform before.

II.  Selection

In Module 1 we reviewed a video by Angela Myer. In her video she tells us that visualization is applicable in  situations where we need to apply the right side of our brain, when we’re dealing with a creative process and  when we’re trying to figure out how to do something that has never done before.  We also learned that  visualization is an excellent tool for team collaboration.

In retrospect it made sense to apply visualization at this stage of our proposal development. We needed to gather  a diverse group: consulting, marketing, sales, technical specialists, and the software vendor (Afterscool) to build the  solution and we were trying to design something that had never been done before.  However, the reality was that  the choice was made as a matter of course, it seemed clear to all that we needed to whiteboard some ideas in  order to figure out the solution.

III.  Application

As the A.T. Kearney Consulting Services consultant on the team, it was my responsibility to lead the design. I basically  began with what we knew: the customer had already selected a specific product that needed to be included in the  solution. Based on this I drew a box in the middle of a blank whiteboard and we began to discuss different  possibilities. We started by trying to get an understanding of what the customer wanted to do with the software,  how this fit within their overall processes related with product launches and who all the corresponding  stakeholders were within the company.

After many meetings lasting several hours, all of which began with either a version of the solution or a completely  blank whiteboard, we came up with a model that visually described the components of the solution and their  interactions. This is a simplified version of the solution we designed:

IV.  Insight

An interesting insight from having done this exercise was that in addition to our stated goal of coming up with a  design, we learned a lot about the customer’s processes, its stakeholders, their interactions and ultimately about  the overall problem they wanted to solve. As a matter of fact, when we finally presented the solution to the  customer we realized that we not only added value by bringing a solution to the original customer problem but  that we helped the customer have an expanded view of the problem itself and the value they could gain.  The  customer did in the end decide to go ahead with the project which took 18 months to implement. Through these  18 months, the project followed almost completely, the design that we had come up with in those original  visualization meetings.

Having now gone through this course, this experience is a very personal proof point of how the design thinking  tools and processes can be applied in real world scenarios.  It also helps be feel more confident that with  additional research and practice, I can personally apply a design thinking approach in the future.

V.  Approach

The project was in the end successful by most measures; however, I believe it would have been very valuable to  conduct a mind mapping exercise with the customer, prior to designing the solution. This exercise would have  allowed us to do an even better job at understanding what the customer wanted to accomplish, what core  business value they could’ve attained.  With this improved understanding we might have been able to gain  additional insights and in turn proposed a better solution. We could have even been able to expand our  involvement to include additional critical areas of the business. By collaborating with the customer from the  beginning we would’ve deepened our relationship and improved our positioning as a strategic vendor.


Reflection – Visualization Course : Design Thinking for Innovation Student : Randy Sanz I. Challenge I was part of the A.T. Kearney account team for a Consumer Packaged Goods ( CPG ) customer in Lima , Perú . The customer needed to implement a process to accelerate the time to market for new products . In order to do so they needed to include all the steps required , from idea generation , through launch . The customer had already selected the software they wanted to use which handled the core Product Lifecycle Management ( PLM ) and engineering functions . They wanted us to implement it for them . As A.T. Kearney , we wanted to provide the customer additional value by proposing a more complete solution and while doing so , include additional A.T. Kearney products . We needed to include these products in order get internal approval since we were not allowed to sell and implement a non - A.T. Kearney product in isolation . Our challenge was to design a solution that brought value to the customer by integrating a specific , third party software with A.T. Kearney products . This software had never been integrated with the A.T. Kearney platform before . II . Selection In Module 1 we reviewed a video by Angela Myer . In her video she tells us that visualization is applicable in situations where we need to apply the right side of our brain , when we ’re dealing with a creative process and when we ’re trying to figure out how to do something that has never done before . We also learned that visualization is an excellent tool for team collaboration . In retrospect it made sense to apply visualization at this stage of our proposal development . We needed to gather a diverse group : consulting , marketing , sales , technical specialists , and the software vendor ( Afterscool ) to build the solution and we were trying to design something that had never been done before . However , the reality was that the choice was made as a matter of course , it seemed clear to all that we needed to whiteboard some ideas in order to figure out the solution . III . Application As the A.T. Kearney Consulting Services consultant on the team , it was my responsibility to lead the design . I basically began with what we knew : the customer had already selected a specific product that needed to be included in the solution . Based on this I drew a box in the middle of a blank whiteboard and we began to discuss different possibilities . We started by trying to get an understanding of what the customer wanted to do with the software , how this fit within their overall processes related with product launches and who all the corresponding stakeholders were within the company . After many meetings lasting several hours , all of which began with either a version of the solution or a completely blank whiteboard , we came up with a model that visually described the components of the solution and their interactions . This is a simplified version of the solution we designed : IV . Insight An interesting insight from having done this exercise was that in addition to our stated goal of coming up with a design , we learned a lot about the customer ’s processes , its stakeholders , their interactions and ultimately about the overall problem they wanted to solve . As a matter of fact , when we finally presented the solution to the customer we realized that we not only added value by bringing a solution to the original customer problem but that we helped the customer have an expanded view of the problem itself and the value they could gain . The customer did in the end decide to go ahead with the project which took 18 months to implement . Through these 18 months , the project followed almost completely , the design that we had come up with in those original visualization meetings . Having now gone through this course , this experience is a very personal proof point of how the design thinking tools and processes can be applied in real world scenarios . It also helps be feel more confident that with additional research and practice , I can personally apply a design thinking approach in the future . V. Approach The project was in the end successful by most measures ; however , I believe it would have been very valuable to conduct a mind mapping exercise with the customer , prior to designing the solution . This exercise would have allowed us to do an even better job at understanding what the customer wanted to accomplish , what core business value they could ’ve attained . With this improved understanding we might have been able to gain additional insights and in turn proposed a better solution . We could have even been able to expand our involvement to include additional critical areas of the business . By collaborating with the customer from the beginning we would ’ve deepened our relationship and improved our positioning as a strategic vendor .