Example Reflection – Mind Mapping

Challenge

I am developing an online platform that connects shoppers, retailers and banks through a technological

solution where everybody wins – shoppers get higher cashbacks on their purchases, retailers get  customers where and when they need them and banks get higher spends on theirs cards. Because of

the large number of stakeholders, I need to clearly understand the articulated and non-articulated  needs and patterns of behavior in order to design the right benefits for each party in the right way.

Selection

I have used the mind mapping tool that allows to visually structure all the information relating to the

stakeholders’ desires, needs, fears and behaviors and to define the design criteria which will be used  on a later stage during the brainstorming session. Considering the amount of raw data obtained during

the interviews with various parties it has been necessary to map it first to dwell on the criteria rather  than the ready solutions that first spring to the mind.

Application

First, I laid out all the data on separate post-it notes including previous research summaries, statistics,

competitor steps, trends and of course, insights from shoppers, retailers and banks as well as feedback from the project team. Then I set up five sessions with colleagues from different fields to review the

available data and to organize it in a map mind structure combining pieces of data into themes and  establishing links between the themes. Finally, I set up a design criteria discussion where the

participants had to review the mind maps of the previous five groups and come out with the criteria that  the developed solution must satisfy. The resulting output was a check-list to be used constantly during

the development phase to ensure that we are going in the right direction. The tool has proved effective  because it has allowed to avoid lengthy discussions and instead concentrate on the constructive work

involving all decision-makers.

Insight

The mind mapping tool has changed the point of view of many decision-makers, including myself, who  had had certain preconceptions of what should be developed as a solution. For example, one of the

found insights is that shoppers like to think about getting benefits from retailers but do not like to spend  much time on choosing and interacting with the platform. Therefore, the solution must not be based on

the customers’ direct decisions but rather on their history of choices and predicted interests drawn from  look-alike models. The solution should be different from what it has been previously thought of – more

intuitive and machine learning, more about suggesting rather than asking and appearing only in the  moments of need without much pushing. The use of the tool has changed my understanding of design

thinking – I tend to have a ‘gut feeling’ about the right decision but the design thinking tools show me a  basis to confirm or disconfirm my preconceptions. It still requires certain courage to change one’s ideas

but the collaborative nature of design thinking makes is easier to find the common ground and convince other people.

Approach

I have found the mind mapping tool extremely useful, so next time I will certainly use it when I need to  visualize raw data and dwell on the design criteria. Once the team members understand the tool, they

are more willing to be actively involved in it. I am sure next time it will be easier to go through the  preliminary sessions because they will be more familiar and not intimidating. I will also involve the team

members in the previous stages of interviewing and customer journey mapping to give them the feel of  fieldwork and hands-on experience with shoppers and other stakeholders, as people are more likely to

fuse with the information when they know it from the start.


Example Reflection – Mind Mapping Challenge I am developing an online platform that connects shoppers , retailers and banks through a technological solution where everybody wins – shoppers get higher cashbacks on their purchases , retailers get customers where and when they need them and banks get higher spends on theirs cards . Because of the large number of stakeholders , I need to clearly understand the articulated and non - articulated needs and patterns of behavior in order to design the right benefits for each party in the right way . Selection I have used the mind mapping tool that allows to visually structure all the information relating to the stakeholders ’ desires , needs , fears and behaviors and to define the design criteria which will be used on a later stage during the brainstorming session . Considering the amount of raw data obtained during the interviews with various parties it has been necessary to map it first to dwell on the criteria rather than the ready solutions that first spring to the mind . Application First , I laid out all the data on separate post - it notes including previous research summaries , statistics , competitor steps , trends and of course , insights from shoppers , retailers and banks as well as feedback from the project team . Then I set up five sessions with colleagues from different fields to review the available data and to organize it in a map mind structure combining pieces of data into themes and establishing links between the themes . Finally , I set up a design criteria discussion where the participants had to review the mind maps of the previous five groups and come out with the criteria that the developed solution must satisfy . The resulting output was a check - list to be used constantly during the development phase to ensure that we are going in the right direction . The tool has proved effective because it has allowed to avoid lengthy discussions and instead concentrate on the constructive work involving all decision - makers . Insight The mind mapping tool has changed the point of view of many decision - makers , including myself , who had had certain preconceptions of what should be developed as a solution . For example , one of the found insights is that shoppers like to think about getting benefits from retailers but do not like to spend much time on choosing and interacting with the platform . Therefore , the solution must not be based on the customers ’ direct decisions but rather on their history of choices and predicted interests drawn from look - alike models . The solution should be different from what it has been previously thought of – more intuitive and machine learning , more about suggesting rather than asking and appearing only in the moments of need without much pushing . The use of the tool has changed my understanding of design thinking – I tend to have a ‘ gut feeling ’ about the right decision but the design thinking tools show me a basis to confirm or disconfirm my preconceptions . It still requires certain courage to change one ’s ideas but the collaborative nature of design thinking makes is easier to find the common ground and convince other people . Approach I have found the mind mapping tool extremely useful , so next time I will certainly use it when I need to visualize raw data and dwell on the design criteria . Once the team members understand the tool , they are more willing to be actively involved in it . I am sure next time it will be easier to go through the preliminary sessions because they will be more familiar and not intimidating . I will also involve the team members in the previous stages of interviewing and customer journey mapping to give them the feel of fieldwork and hands - on experience with shoppers and other stakeholders , as people are more likely to fuse with the information when they know it from the start .