Reflection - Visualization

Background & Challenge:   I was part of a team where we were asked to explore various ideas for  growing the existing business.  Also, we were asked to think in an unconstrained way in finding new  business models which could support our existing business and further fuel growth.  This was an  exciting challenge for me. For the background, I am part of the Corporate Strategy team of a large  Pharmaceutical Company.

I had been thinking of an idea, but was not able to give shape to the same.  I used this opportunity to  take my idea forward.  I had to discuss my idea with various team members and also members from  cross-functional groups to communicate my idea and also seek their inputs to build upon the idea.   The idea was to structure an innovative out-patient service experience for patients.  There did not  exist an out-patient structured program with any insurance companies and patients had various  problems while undergoing treatment on an out-patient basis. Patients, would need to decide which  doctor they would go to for a consult, which service provider they would go to for various diagnostic  services and which pharmacy they would need to go for their medical supplies.  As this problem was  human centered, I wanted to use the design thinking approach to attempt and put in place a  structured out-patient program.

Selection:  The first tool I used was the tool of Visualisation or Visual thinking.  This is about using  images. It is a way of visual thinking.  It is a way of unlocking a different part of our brains that allows  us to think nonverbally and that we might not normally use.  As I have learnt in the course video I,  this tool is a very powerful tool and has a role to play in each of the steps of design process.   Visualization can be used for exploring ideas, pattern finding, ideation, prototyping and also during  the pilot & scale stage.  When we explain an idea using words, there is a possibility that the rest of us  will form our own mental pictures, usually driven by the respective backgrounds of different  individuals.  If instead we present our idea to all by drawing a picture of it, this reduces the  possibility of unmatched mental models and brings in greater alignment and sense of purpose.

I used this design thinking tool to achieve a shared understanding of the challenge at hand among  the group of various stakeholders from different backgrounds, before I attempted to define the  possible solutions to the problem.

Application: I started the process by creating a straw man picture of the challenge at hand along  with a set of questions and prompts for discussion to allow the diverse group of stakeholders to  learn from each other in the process of defining the possible solution, the key elements, and the  relationships between the elements to consider identifying the pain points and opportunities for  improvements or solutions.

For this activity I divided the group into two and gave them a copy of the straw man picture along  with a set of questions which the group had to discuss and answer, especially on identifying the pain  points of the patients and how in their view the pain points could be addressed.  I allowed 30  minutes to both the groups and then requested to exchange the understanding with the other group  before we assembled together.

Insight & Approach: What I have understood from this exercise is that the initial picture or the  graphic along with the comments and feedback is important to validate and reinforce the group’s  understanding of the challenge they are working to solve.  Also, more importantly what we get from  this exercise is the shared insights and shared learning that occurs while the group is working to  define and understand their challenge.  The picture let the group focus for discussion on the root  cause of the challenge.  The group is able to establish relationships between key entities instead of  taking time to identify them. The group is also able to identify few areas on which they would need  more information or data.

Since I discovered that the most valuable aspect is the shared insights and learning, next time I  would use the Visualization activity in various stages of the design process, viz., while exploring  various ideas / solutions to a given problem.


Reflection - Visualization Background & Challenge : I was part of a team where we were asked to explore various ideas for growing the existing business . Also , we were asked to think in an unconstrained way in finding new business models which could support our existing business and further fuel growth . This was an exciting challenge for me . For the background , I am part of the Corporate Strategy team of a large Pharmaceutical Company . I had been thinking of an idea , but was not able to give shape to the same . I used this opportunity to take my idea forward . I had to discuss my idea with various team members and also members from cross - functional groups to communicate my idea and also seek their inputs to build upon the idea . The idea was to structure an innovative out - patient service experience for patients . There did not exist an out - patient structured program with any insurance companies and patients had various problems while undergoing treatment on an out - patient basis . Patients , would need to decide which doctor they would go to for a consult , which service provider they would go to for various diagnostic services and which pharmacy they would need to go for their medical supplies . As this problem was human centered , I wanted to use the design thinking approach to attempt and put in place a structured out - patient program . Selection : The first tool I used was the tool of Visualisation or Visual thinking . This is about using images . It is a way of visual thinking . It is a way of unlocking a different part of our brains that allows us to think nonverbally and that we might not normally use . As I have learnt in the course video I , this tool is a very powerful tool and has a role to play in each of the steps of design process . Visualization can be used for exploring ideas , pattern finding , ideation , prototyping and also during the pilot & scale stage . When we explain an idea using words , there is a possibility that the rest of us will form our own mental pictures , usually driven by the respective backgrounds of different individuals . If instead we present our idea to all by drawing a picture of it , this reduces the possibility of unmatched mental models and brings in greater alignment and sense of purpose . I used this design thinking tool to achieve a shared understanding of the challenge at hand among the group of various stakeholders from different backgrounds , before I attempted to define the possible solutions to the problem . Application : I started the process by creating a straw man picture of the challenge at hand along with a set of questions and prompts for discussion to allow the diverse group of stakeholders to learn from each other in the process of defining the possible solution , the key elements , and the relationships between the elements to consider identifying the pain points and opportunities for improvements or solutions . For this activity I divided the group into two and gave them a copy of the straw man picture along with a set of questions which the group had to discuss and answer , especially on identifying the pain points of the patients and how in their view the pain points could be addressed . I allowed 30 minutes to both the groups and then requested to exchange the understanding with the other group before we assembled together . Insight & Approach : What I have understood from this exercise is that the initial picture or the graphic along with the comments and feedback is important to validate and reinforce the group ’s understanding of the challenge they are working to solve . Also , more importantly what we get from this exercise is the shared insights and shared learning that occurs while the group is working to define and understand their challenge . The picture let the group focus for discussion on the root cause of the challenge . The group is able to establish relationships between key entities instead of taking time to identify them . The group is also able to identify few areas on which they would need more information or data . Since I discovered that the most valuable aspect is the shared insights and learning , next time I would use the Visualization activity in various stages of the design process , viz . , while exploring various ideas / solutions to a given problem .