1. Challenge: Describe your challenge, including all relevant information

•  In my last professional experience (in a consumer data science consultancy), we  had a challenge of diminishing our dependency regarding our retailer partner’s  data (from consumer behavior within their stores). This data, coming from our  retailer partner, used to be the main source of information, our raw material to  produce insights and science from consumer behaviors in general.

•  With that in mind, and few steps later, we developed an independent app,  which ideally would get consumer behavioral information in return of discount  coupons. That’s when I entered in the process: help to understand why  customers were afraid of share their personal shopping data with a private  company (the company had already reached that point of awareness about the  problem).

2. Selection: In your own words, briefly describe the tool you selected (e.g., what it is and

why you selected it for your challenge)

•  The tool that we selected was Learning Lunch, due to some factors: it was a  disruptive app in the market (we had no benchmark), and besides that,  consumers were not used to this sort of product/app, so they could have some  difficulties to answer traditional surveys without having a practical experience  with a prototype

3. Application: Describe how you applied the tool you selected to your challenge (e.g.,

what you did and how the tool was applied effectively or ineffectively).

•  Our hypothesis was that consumers would not share their personal shopping  behavior data because they were afraid of being exposed (loss of privacy)

•  So that, we created some “app user sessions”, for small groups of clients with  different sorts of rewards for them, and then we asked their opinion about the  overall experience and how would they feel if there was a product like that in  the market.

4. Insight: Describe the insight you gained from applying the tool you selected to your

challenge (e.g., how an insight affected your thinking about the challenge and about  design thinking more broadly).

•  The insight that we gained from applying the tool after few pilot rounds is that  clients wouldn’t mind of sharing their personal shopping behavior data (what  they bought, where, when, how often, etc.) for a private company as long as the  rewards were worth it. (discounts in products that they valued, for example).  That is, if we used the app as a “offer spam”, to push products or promotions to  our clients, instead of offering sort of rewards that they value, our chance of  being unsuccessful was high.

5. Approach: Describe what you might do differently next time -- applying the same tool

you selected or a different one -- and the reason(s) why.

•  I believe that the application of the tool for this problem was useful. What I  would like to do differently was participating in since the beginning of the  process (what was the problem), instead of participating from “what wows”  step onwards, which was what happened. Nonetheless, I can see how much  value this approach brought to us.


1 . Challenge : Describe your challenge , including all relevant information • In my last professional experience ( in a consumer data science consultancy ) , we had a challenge of diminishing our dependency regarding our retailer partner ’s data ( from consumer behavior within their stores ) . This data , coming from our retailer partner , used to be the main source of information , our raw material to produce insights and science from consumer behaviors in general . • With that in mind , and few steps later , we developed an independent app , which ideally would get consumer behavioral information in return of discount coupons . That ’s when I entered in the process : help to understand why customers were afraid of share their personal shopping data with a private company ( the company had already reached that point of awareness about the problem ) . 2 . Selection : In your own words , briefly describe the tool you selected ( e.g. , what it is and why you selected it for your challenge ) • The tool that we selected was Learning Lunch , due to some factors : it was a disruptive app in the market ( we had no benchmark ) , and besides that , consumers were not used to this sort of product / app , so they could have some difficulties to answer traditional surveys without having a practical experience with a prototype 3 . Application : Describe how you applied the tool you selected to your challenge ( e.g. , what you did and how the tool was applied effectively or ineffectively ) . • Our hypothesis was that consumers would not share their personal shopping behavior data because they were afraid of being exposed ( loss of privacy ) • So that , we created some “ app user sessions ” , for small groups of clients with different sorts of rewards for them , and then we asked their opinion about the overall experience and how would they feel if there was a product like that in the market . 4 . Insight : Describe the insight you gained from applying the tool you selected to your challenge ( e.g. , how an insight affected your thinking about the challenge and about design thinking more broadly ) . • The insight that we gained from applying the tool after few pilot rounds is that clients would n’t mind of sharing their personal shopping behavior data ( what they bought , where , when , how often , etc . ) for a private company as long as the rewards were worth it . ( discounts in products that they valued , for example ) . That is , if we used the app as a “ offer spam ” , to push products or promotions to our clients , instead of offering sort of rewards that they value , our chance of being unsuccessful was high . 5 . Approach : Describe what you might do differently next time -- applying the same tool you selected or a different one -- and the reason(s ) why . • I believe that the application of the tool for this problem was useful . What I would like to do differently was participating in since the beginning of the process ( what was the problem ) , instead of participating from “ what wows ” step onwards , which was what happened . Nonetheless , I can see how much value this approach brought to us .