Instructions

Select one of the four design thinking tools presented in the course (listed below) that you are interested in applying to a challenge  of your choice. Your completed reflection should be written in English and be between five and ten paragraphs in length.   Tools: Visualization (Module 1), Storytelling (Module 2), Mind Mapping (Module 3) or Learning Launch (Module 4).  Elements:

✓  Challenge: Describe your challenge, including all relevant information.

✓  Selection: In your own words, briefly describe the tool you selected (e.g., what it is and why you selected it for your  challenge -- including any appropriate video lecture references).

✓  Application: Describe how you applied the tool you selected to your challenge (e.g., what you did and how the tool was  applied effectively or ineffectively).

✓  Insight: Describe the insight you gained from applying the tool you selected to your challenge (e.g., how an insight  affected your thinking about the challenge and about design thinking more broadly).

✓  Approach: Describe what you might do differently next time -- applying the same tool you selected or a different one - - and the reason(s) why.

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My Submission

Andreia Rodrigues, October 9, 2017

Storytelling to Show Gaps in Our Customer Application Journey.

Challenge   I am a Process Improvement Manager in a company that provides fuel credit cards.   Our team's mission is to digitally transform our customers' journey; specifically, the current  online path that our prospects experience to apply for our cards.  (Challenge) The problem that our leader presented was: “30% of our customers apply for a fuel  card online, but they are not making any transactions after they receive the card”.   Our leader asked us to improve the customer’s usage, to increase the number of transactions by  10%, and consequently, revenue. Also, our leader gave us 2 weeks to present a problem  statement with solutions and recommendations.     Selection  (Why) Our team has already gone through several different tools to try to explain to our leaders  our complex customer journey. We tried PowerPoint presentations, data analysis slides and even  meetings for deep discussions. None of these techniques applied so far has been able to make  our leaders understand the problem.  (What is it) So, since Storytelling is a tool that takes the listener along on the human being journey  and creates empathy, we decided to implement this tool in this project so we can create a vivid  experience.     Application  We spent the first week doing the first steps of the Design Thinking process, at the what is phase.  After doing our own research, analyzing the data, reaching out to the customers who don’t use  the cards and asking their feedback; we found out that these customers were very frustrated  with the entire customer application process. After hearing all their stories, we could synthesize  every single journey into a single fictional one, recreating this experience using one of the  personas we have identified.   So, we scheduled a meeting with all leaders, and we started this meeting introducing them to  our persona, and this persona’s fictional business and fictional intention. Then, we opened our

projector, sharing one of our laptop screens, and we started simulating the persona’s feelings at  each step of our process. First, we did a simple research on Google “fuel cards”, then the persona  landed into our company’s website, then the persona followed the instructions on our website  to apply for a fuel card. At each step, we shared with our leaders the feelings and thoughts of this  persona, the expectations and how we failed or succeed to complete these expectations.      Insight   After our presentation, at the end of the simulated application process, we knew how effective  this storytelling had been. Using the storytelling empathy, we could make our leaders finally  understand the customer’s perspective at each step, and possible questions that our customers  can have during our process.  More importantly, how we failed overall to meet our persona’s  expectations. Because of this tool and this meeting, our company now improved our vision,  mission and goals for 2022.     Approach  Next time, we will spend more time with our customers, listening carefully to their feedback  and broaden our scope. We will do a project not only for those 30% of our customer, but for  100% of our customer, and how to better serve them. Using storytelling I am sure we now have  a better tool to use with our leaders and share our recommendations.


Instructions Select one of the four design thinking tools presented in the course ( listed below ) that you are interested in applying to a challenge of your choice . Your completed reflection should be written in English and be between five and ten paragraphs in length . Tools : Visualization ( Module 1 ) , Storytelling ( Module 2 ) , Mind Mapping ( Module 3 ) or Learning Launch ( Module 4 ) . Elements : ✓ Challenge : Describe your challenge , including all relevant information . ✓ Selection : In your own words , briefly describe the tool you selected ( e.g. , what it is and why you selected it for your challenge -- including any appropriate video lecture references ) . ✓ Application : Describe how you applied the tool you selected to your challenge ( e.g. , what you did and how the tool was applied effectively or ineffectively ) . ✓ Insight : Describe the insight you gained from applying the tool you selected to your challenge ( e.g. , how an insight affected your thinking about the challenge and about design thinking more broadly ) . ✓ Approach : Describe what you might do differently next time -- applying the same tool you selected or a different one - - and the reason(s ) why . ------------------------------------------ My Submission Andreia Rodrigues , October 9 , 2017 Storytelling to Show Gaps in Our Customer Application Journey . Challenge I am a Process Improvement Manager in a company that provides fuel credit cards . Our team 's mission is to digitally transform our customers ' journey ; specifically , the current online path that our prospects experience to apply for our cards . ( Challenge ) The problem that our leader presented was : “ 30 % of our customers apply for a fuel card online , but they are not making any transactions after they receive the card ” . Our leader asked us to improve the customer ’s usage , to increase the number of transactions by 10 % , and consequently , revenue . Also , our leader gave us 2 weeks to present a problem statement with solutions and recommendations . Selection ( Why ) Our team has already gone through several different tools to try to explain to our leaders our complex customer journey . We tried PowerPoint presentations , data analysis slides and even meetings for deep discussions . None of these techniques applied so far has been able to make our leaders understand the problem . ( What is it ) So , since Storytelling is a tool that takes the listener along on the human being journey and creates empathy , we decided to implement this tool in this project so we can create a vivid experience . Application We spent the first week doing the first steps of the Design Thinking process , at the what is phase . After doing our own research , analyzing the data , reaching out to the customers who do n’t use the cards and asking their feedback ; we found out that these customers were very frustrated with the entire customer application process . After hearing all their stories , we could synthesize every single journey into a single fictional one , recreating this experience using one of the personas we have identified . So , we scheduled a meeting with all leaders , and we started this meeting introducing them to our persona , and this persona ’s fictional business and fictional intention . Then , we opened our projector , sharing one of our laptop screens , and we started simulating the persona ’s feelings at each step of our process . First , we did a simple research on Google “ fuel cards ” , then the persona landed into our company ’s website , then the persona followed the instructions on our website to apply for a fuel card . At each step , we shared with our leaders the feelings and thoughts of this persona , the expectations and how we failed or succeed to complete these expectations . Insight After our presentation , at the end of the simulated application process , we knew how effective this storytelling had been . Using the storytelling empathy , we could make our leaders finally understand the customer ’s perspective at each step , and possible questions that our customers can have during our process . More importantly , how we failed overall to meet our persona ’s expectations . Because of this tool and this meeting , our company now improved our vision , mission and goals for 2022 . Approach Next time , we will spend more time with our customers , listening carefully to their feedback and broaden our scope . We will do a project not only for those 30 % of our customer , but for 100 % of our customer , and how to better serve them . Using storytelling I am sure we now have a better tool to use with our leaders and share our recommendations .