Design Thinking For Innovation -  Applying Mind-Mapping Approach

Electrical Distribution Company

This case in which I have witnessed the use of design thinking, although I was not directly  involved in the process.

Challenge:

A Marketing Company was owned by an emergent Electrical Distribution Company, the  company assigned marketing managers to lift up the sales of the forth factory on a  specific project “Smart Home Utilities”, The problem was that by creating new campaigns,  they found out that it had already been used before (on discounts, maintenance offers and  contracts expansions), and still the linear drop of sales continuous. It was almost a dead  cause and felt trapped by the upper management to do their jobs.

Selection:

The Unclear problem identification (is it the Product? Market? Competitors dominance?)  led up to brainstorming many possibilities and solutions mapped with the greater goal -  Sales Acceleration. In the short amount of time that was assigned to this project there  was only Facts and User Centred Guesses ( User needs focused and NOT Product/User  Opinions on a product). No Market/Product Research Conducted.

Application:

In Shorts and simplified view, there was some products in stock for sensing presence  and lighting up, max stock and lack of sales. Upon contacting several  previous buyers,  The feedback on the product was over the top and there was no issues on that matter,  however the need for this feature is limited. Lack of demand due to its restricted features.  So the Managers/Teams Came up with directing the issue to address the users needs,  Adding the [CUSTOMIZED]. Which involved also creating packages of different products  for different types of landscapes. Example: Customized features that combine both voice  and motion sensors.

Insight:

The solution was clear, marketing focused and simple, however it changed the whole  organizational strategy and Resource allocation, the need for more skilled employers and  factory maintenance fees, however this jump reached double of the ROI for this specific  startup company. With focusing on allocating the resources with user needs.

Approach:

I would say that it might have been easier and less stressful to follow other competitors'  strategy as a start up company than going through all the steps of design thinking and  innovation at this early stage. Customization is a must within this field for the least.  Nevertheless it was a brilliant solution that the marketing team did build their successful  campaign based upon. Although having no previous experience in the field and the short  amount of time for problem solving. And emptying some of their stocks with package  solutions at the same time.

Mayara Costa


Design Thinking For Innovation - Applying Mind - Mapping Approach Electrical Distribution Company This case in which I have witnessed the use of design thinking , although I was not directly involved in the process . Challenge : A Marketing Company was owned by an emergent Electrical Distribution Company , the company assigned marketing managers to lift up the sales of the forth factory on a specific project “ Smart Home Utilities ” , The problem was that by creating new campaigns , they found out that it had already been used before ( on discounts , maintenance offers and contracts expansions ) , and still the linear drop of sales continuous . It was almost a dead cause and felt trapped by the upper management to do their jobs . Selection : The Unclear problem identification ( is it the Product ? Market ? Competitors dominance ? ) led up to brainstorming many possibilities and solutions mapped with the greater goal - Sales Acceleration . In the short amount of time that was assigned to this project there was only Facts and User Centred Guesses ( User needs focused and NOT Product / User Opinions on a product ) . No Market / Product Research Conducted . Application : In Shorts and simplified view , there was some products in stock for sensing presence and lighting up , max stock and lack of sales . Upon contacting several previous buyers , The feedback on the product was over the top and there was no issues on that matter , however the need for this feature is limited . Lack of demand due to its restricted features . So the Managers / Teams Came up with directing the issue to address the users needs , Adding the [ CUSTOMIZED ] . Which involved also creating packages of different products for different types of landscapes . Example : Customized features that combine both voice and motion sensors . Insight : The solution was clear , marketing focused and simple , however it changed the whole organizational strategy and Resource allocation , the need for more skilled employers and factory maintenance fees , however this jump reached double of the ROI for this specific startup company . With focusing on allocating the resources with user needs . Approach : I would say that it might have been easier and less stressful to follow other competitors ' strategy as a start up company than going through all the steps of design thinking and innovation at this early stage . Customization is a must within this field for the least . Nevertheless it was a brilliant solution that the marketing team did build their successful campaign based upon . Although having no previous experience in the field and the short amount of time for problem solving . And emptying some of their stocks with package solutions at the same time . Mayara Costa