Design Thinking Reflection Assignment

( Mind Map tool )

Challenge:

I am a part of Event & Marketing Management team in my organization that specializes in sporting  events based in Abu Dhabi, for the past three years we have organized several Racing events for city  residents and professional Racing in an attempt to attract more residents into adopting a healthy  lifestyle that includes exercising regularly. The events were usually on Friday  around  6:30- 7:00 am on a  designated Racing track. The number of participants in each event did not exceed 75, and therefore we  faced a challenge in trying to increase the number of participants. We tried increasing our marketing  through social media and news paper ads by for example, posting ads of athletes racing on track;  however, we did not get any significant increase in participation. We were instructed by our  management to try to come up with solutions to this problem for the upcoming Racing event.

Selection:

We were advised to use design thinking as a platform and one of design thinking tools as a vehicle  towards finding solutions. After taking Design Thinking for Business Innovation course, we decided to try  a Mind Mapping tool.

Application:

We gathered 30 random people whom did not participate previously in the event into a meeting room  and gave each two different colored post it notes. Firstly, we then asked them to answer two questions  each on a different color note. First question: if you were participating in a sporting event, describe how  you would want it to be. Second question: what do you think would prevent you from participating in an  event? Secondly, we showed them some of our ads for the event and asked them to again answer the  above questions but in respect to the ads. After collecting and connecting the notes based on color on a  board, we asked them to read each other’s answers and underline an answer they approved but did not  write.

We then gathered 30 Racing events athletes and gave each a post it notes to answer one simple  question, if you were to participate in an event of a different sport that you have never tried before,  what do you feel would pose as a challenge to participating. We then posted the notes on the same  board with the notes of the 30 random people, and connected all the answers we thought were similar.

Insight:

By adopting the Mind Mapping tool, we gained striking insights on human psychology and what  prevented people from participating. The drawing below illustrates the questions, the most common  answers, and the most underlined

What we found so surprising is most Racing athletes felt the same when asked about participating in a  new sport event.

We concluded based on our mind mapping sessions that we needed to make a dramatic change in our  organization. Firstly, we changed the event timing from 5 pm to 7 pm since people wanted to spend  time with their families in the afternoon. Secondly, we changed our marketing ads from pictures of  athletes to pictures of family members having fun to eliminate feeling shy or thinking it is a pros event

only. Thirdly, we changed the event venue to a public where everyone feels comfortable. Lastly and  most importantly.

The results were astonishing, from hardly 75 participants to over 500 participants in a single event.

Approach:

Design Thinking made us realize that we must think of what is it problem before jumping into coming up  with solutions which made a huge difference in terms of results. We considered the results as success,  however if we adopt several design thinking tools in the future I’m sure we can reach beyond the 500  participants and actually make an impact on society to a better future. For example, we can adopt  storytelling tool in our marketing campaign


Design Thinking Reflection Assignment ( Mind Map tool ) Challenge : I am a part of Event & Marketing Management team in my organization that specializes in sporting events based in Abu Dhabi , for the past three years we have organized several Racing events for city residents and professional Racing in an attempt to attract more residents into adopting a healthy lifestyle that includes exercising regularly . The events were usually on Friday around 6:30- 7:00 am on a designated Racing track . The number of participants in each event did not exceed 75 , and therefore we faced a challenge in trying to increase the number of participants . We tried increasing our marketing through social media and news paper ads by for example , posting ads of athletes racing on track ; however , we did not get any significant increase in participation . We were instructed by our management to try to come up with solutions to this problem for the upcoming Racing event . Selection : We were advised to use design thinking as a platform and one of design thinking tools as a vehicle towards finding solutions . After taking Design Thinking for Business Innovation course , we decided to try a Mind Mapping tool . Application : We gathered 30 random people whom did not participate previously in the event into a meeting room and gave each two different colored post it notes . Firstly , we then asked them to answer two questions each on a different color note . First question : if you were participating in a sporting event , describe how you would want it to be . Second question : what do you think would prevent you from participating in an event ? Secondly , we showed them some of our ads for the event and asked them to again answer the above questions but in respect to the ads . After collecting and connecting the notes based on color on a board , we asked them to read each other ’s answers and underline an answer they approved but did not write . We then gathered 30 Racing events athletes and gave each a post it notes to answer one simple question , if you were to participate in an event of a different sport that you have never tried before , what do you feel would pose as a challenge to participating . We then posted the notes on the same board with the notes of the 30 random people , and connected all the answers we thought were similar . Insight : By adopting the Mind Mapping tool , we gained striking insights on human psychology and what prevented people from participating . The drawing below illustrates the questions , the most common answers , and the most underlined What we found so surprising is most Racing athletes felt the same when asked about participating in a new sport event . We concluded based on our mind mapping sessions that we needed to make a dramatic change in our organization . Firstly , we changed the event timing from 5 pm to 7 pm since people wanted to spend time with their families in the afternoon . Secondly , we changed our marketing ads from pictures of athletes to pictures of family members having fun to eliminate feeling shy or thinking it is a pros event only . Thirdly , we changed the event venue to a public where everyone feels comfortable . Lastly and most importantly . The results were astonishing , from hardly 75 participants to over 500 participants in a single event . Approach : Design Thinking made us realize that we must think of what is it problem before jumping into coming up with solutions which made a huge difference in terms of results . We considered the results as success , however if we adopt several design thinking tools in the future I ’m sure we can reach beyond the 500 participants and actually make an impact on society to a better future . For example , we can adopt storytelling tool in our marketing campaign