Coursera ­ Design thinking for innovation  curated by professor Crystal Luna    Maxprodesign ­ Mind mapping

by Jonathan Vieira    Challenge & Selection  I own a Graphic design Studio in São Paulo ­ Brazil, add value to clients by making

innovative design & communication is our priority, here is the site from the studio:

http://www.tate.com/ , ranging from a variety of segments like packaging design,

visual identity, promotional work, advertising, illustration, the studio has two employees that

are also partners, one is responsible by the administrative issues like account services and

financial, the other is a graphic designer with more than 20 years of experience working in

some of great agencies in São Paulo, having know­how in the creative industry including the

last 6 years leading an intern creative design studio inside one of the biggest food

companies in Latin America ­ the ability youth initiative ­ it is also the main client of the agency.  The challenge is to increase revenue, add new clients to be less dependent from this only

client and strategically increase growth.  The chosen tool is Mind Mapping to understand visually how the enterprise is formed, map

how structured we are, then seek the best way to be well known by the industry and more

prospects.    Application  The initial starting point was to gather all information we could find and access, interviewing

all stakeholders, assembling old jobs that made part of our past and significant cases we've

done, all of these to understand how is the universe where the studio is based on.  With all information collected Mind Mapping tool was selected to establish criteria for what

comes next.  Noticiing that everything could fit in the business model canvas, a tool that allows to

describe, design, challenge, invent, and pivot the business model, it's a tool that can easily

be found on internet ­ http://www.melendez.biz/postsabout.html ­ I made 8 building blocks to fill with the most

valuable information:  Key Partners ­ Key Activities ­ Value proposition ­ Key resources ­ Customers Relationships

­ Channels ­ Cost Structure ­ Revenue Streams.  I made a big panel with these blocks and with sticking notes me and my partners put all the

information in its respective blocks, ex: in Key partners I add sticking notes with all of our

suppliers like illustration studios, photographers, printing graphics, accountability services

and others.  When it comes to Key Activities, it refers to the main ones such as graphic design,

consultancy, advertising and package design.  On the Value proposition block it was gathered everything that is added in value to our

clients, ex: increase in sales, flow communication with the team, customers and the need to

promote discounts.

And so goes on with the other blocks until complete everything and made an organized

business model that can be organic changed and have the information reorganized

according to new information that appears in the process.    Insight & Approach  With all of this process Mind Mapping tool helped me to organize and visualize how my

business is interconnected, bringing the insights that I need to move forward to

experimentation, it allowed me to see how my Customers relationship is connected to my

Channels and Key Activities with Key Partners.  Intuitively in one place it’s possible to see everything related to the business model created

and joining with the business canvas it was the perfect union that is required to in one place

have all the information related to my business and bring the possibility to attend my clients

much better and construct the strategy that I need to increase revenue and gain more clients

to accomplish my goal that is to have an independent graphic design agency.


Coursera ­ Design thinking for innovation curated by professor Crystal Luna Maxprodesign ­ Mind mapping by Jonathan Vieira Challenge & Selection I own a Graphic design Studio in São Paulo ­ Brazil , add value to clients by making innovative design & communication is our priority , here is the site from the studio : http://www.tate.com/ , ranging from a variety of segments like packaging design , visual identity , promotional work , advertising , illustration , the studio has two employees that are also partners , one is responsible by the administrative issues like account services and financial , the other is a graphic designer with more than 20 years of experience working in some of great agencies in São Paulo , having know­how in the creative industry including the last 6 years leading an intern creative design studio inside one of the biggest food companies in Latin America ­ the ability youth initiative ­ it is also the main client of the agency . The challenge is to increase revenue , add new clients to be less dependent from this only client and strategically increase growth . The chosen tool is Mind Mapping to understand visually how the enterprise is formed , map how structured we are , then seek the best way to be well known by the industry and more prospects . Application The initial starting point was to gather all information we could find and access , interviewing all stakeholders , assembling old jobs that made part of our past and significant cases we 've done , all of these to understand how is the universe where the studio is based on . With all information collected Mind Mapping tool was selected to establish criteria for what comes next . Noticiing that everything could fit in the business model canvas , a tool that allows to describe , design , challenge , invent , and pivot the business model , it 's a tool that can easily be found on internet ­ http://www.melendez.biz/postsabout.html ­ I made 8 building blocks to fill with the most valuable information : Key Partners ­ Key Activities ­ Value proposition ­ Key resources ­ Customers Relationships ­ Channels ­ Cost Structure ­ Revenue Streams . I made a big panel with these blocks and with sticking notes me and my partners put all the information in its respective blocks , ex : in Key partners I add sticking notes with all of our suppliers like illustration studios , photographers , printing graphics , accountability services and others . When it comes to Key Activities , it refers to the main ones such as graphic design , consultancy , advertising and package design . On the Value proposition block it was gathered everything that is added in value to our clients , ex : increase in sales , flow communication with the team , customers and the need to promote discounts . And so goes on with the other blocks until complete everything and made an organized business model that can be organic changed and have the information reorganized according to new information that appears in the process . Insight & Approach With all of this process Mind Mapping tool helped me to organize and visualize how my business is interconnected , bringing the insights that I need to move forward to experimentation , it allowed me to see how my Customers relationship is connected to my Channels and Key Activities with Key Partners . Intuitively in one place it ’s possible to see everything related to the business model created and joining with the business canvas it was the perfect union that is required to in one place have all the information related to my business and bring the possibility to attend my clients much better and construct the strategy that I need to increase revenue and gain more clients to accomplish my goal that is to have an independent graphic design agency .