Submitted by Tracy Simmons

DESIGN THINKING: PEER REVIEW ASSIGNMENT / TOOL: MINDMAPPING

CHALLENGE:

One of the key consumer mega  trends is the emergence of  ‘Experience Economy’ where  consumers values Experiences  more than Materialistic  possessions.

While this was a huge  opportunity, in India, it was  observed that this trend was still  in its very nascent stage with  more than 80% of the  population staying at home or  travelling within a radius of 5km  from their home during  weekends. Moreover the needs  and the barriers were very  diverse for different people

The challenge therefore was to  decode the latent needs and  develop a platform which  enables them to go out, explore  and discover new experiences

Since the challenge was very  broad and abstract and would  have different solutions for  different personas, Mind  Mapping was used as the  primary tool for this exercise

Therefore, Mind Mapping was  used to synthesize the various  interview data, identify the  different personas and think of  possibilities to solve the  challenge

Video Learning Reference: Week  3  - The Idea Generation Process  and the MeYouHealth Story.

Step 1: Capturing data through Empathographies (made-up  word to imply ethnographies focusing on Consumer  Empathy)

Step 2: Once there was enough data, each consumer was  bucketed into a 2x2 and then each grid was detailed in terms  of needs, motivations, aspirations to find patterns and form  relevant personas

SELECTION:  APPLICATION:

LUXURY

SOCIAL GRATIFICATION

PERSONAL  GRATIFICATION

THRILL

Submitted by Tracy Simmons

DESIGN THINKING: PEER REVIEW ASSIGNMENT / TOOL: MINDMAPPING

Identified the following for each persona: − Context of the Persona − What does experience mean to the persona − Needs, Motivations & Barriers

… and  more

Employed Projection techniques to understand  the aspirations of different people:

Which is the Super hero that you would want  to become and Why?

This helped in understanding of What Wows for  these customers and gave the underlying theme  for the ideas. The Core insight which emerged is  that Experiences which were tuned to their  Challenge Quotient inspired them to travel more

This changed our thinking from “Looking for  that one set of experiences” which would  motivate people to “Personalizing an  experience” for everyone to motive them

INSIGHT:  APPROACH:

An alternate approach to solving  this challenge could have been  “Storytelling”

The key step there would have  been to develop an engaging story  for each of the persona and then  explaining their journeys.

This would eventually lead us into  understanding the journey for each  persona (“When I take my car out  on a weekend for a long drive, I  will…”)


Submitted by Tracy Simmons DESIGN THINKING : PEER REVIEW ASSIGNMENT / TOOL : MINDMAPPING CHALLENGE : One of the key consumer mega trends is the emergence of ‘ Experience Economy ’ where consumers values Experiences more than Materialistic possessions . While this was a huge opportunity , in India , it was observed that this trend was still in its very nascent stage with more than 80 % of the population staying at home or travelling within a radius of 5 km from their home during weekends . Moreover the needs and the barriers were very diverse for different people The challenge therefore was to decode the latent needs and develop a platform which enables them to go out , explore and discover new experiences Since the challenge was very broad and abstract and would have different solutions for different personas , Mind Mapping was used as the primary tool for this exercise Therefore , Mind Mapping was used to synthesize the various interview data , identify the different personas and think of possibilities to solve the challenge Video Learning Reference : Week 3 - The Idea Generation Process and the MeYouHealth Story . Step 1 : Capturing data through Empathographies ( made - up word to imply ethnographies focusing on Consumer Empathy ) Step 2 : Once there was enough data , each consumer was bucketed into a 2x2 and then each grid was detailed in terms of needs , motivations , aspirations to find patterns and form relevant personas SELECTION : APPLICATION : LUXURY SOCIAL GRATIFICATION PERSONAL GRATIFICATION THRILL Submitted by Tracy Simmons DESIGN THINKING : PEER REVIEW ASSIGNMENT / TOOL : MINDMAPPING Identified the following for each persona : − Context of the Persona − What does experience mean to the persona − Needs , Motivations & Barriers … and more Employed Projection techniques to understand the aspirations of different people : Which is the Super hero that you would want to become and Why ? This helped in understanding of What Wows for these customers and gave the underlying theme for the ideas . The Core insight which emerged is that Experiences which were tuned to their Challenge Quotient inspired them to travel more This changed our thinking from “ Looking for that one set of experiences ” which would motivate people to “ Personalizing an experience ” for everyone to motive them INSIGHT : APPROACH : An alternate approach to solving this challenge could have been “ Storytelling ” The key step there would have been to develop an engaging story for each of the persona and then explaining their journeys . This would eventually lead us into understanding the journey for each persona ( “ When I take my car out on a weekend for a long drive , I will … ” )