Reflection - Mind Mapping

Challenge: My company is selling consumer goods online. The question is if we are  presenting the products in a way to support and enable the decision making and product  selection of our customers. We have collected a wide range of information around that  issue. Sales data, website analytics data, customer reviews, feedback from detailed  interviews with customers, feedback from our sales representatives (in-person, and via  phone). Now, we need to put that data pieces together and create ideas for improvement.      Selection: Mind Mapping should be a good tool for that as it looks for patterns and insights  in large amounts of data to create design criteria for the idea generation phase.      Application: We have used the yard sales analogy to start. First, we tried to put all the  information on the walls of one room. We have been showing relevant sales and web  analytics data with printed charts and tables. We have been put relevant quotes from the  customer reviews and interviews on sticky notes. We did the same with feedback from our  sales representatives. Then, we let the same mix of people explore this information. One  after another alone in the room. We thought it is important to involve the same kind of  people but not exactly the same people that provided us that data. We asked them to make  notes and also encouraged them to use sticky notes to leave comments around those data  pieces. Afterward, we have built small mixed teams and asked the members to share their  notes and thoughts. We also asked them to re-arrange the data in a way to show which data  support the same insight. Both were done by every team one after another.      Insights: Every team stresses the insight, that majority of the users of our website seemed to  be overwhelmed by the amount of information we are providing. Some were saying it  directly, the others described it in a different way but with the same result at the end. Only a  small portion of the customers seem to enjoy the depth of information provided. But  although they were looking for different levels of information and they were having different  levels of knowledge about our products, all customers seem to feel that the decision-making  process is very difficult. Many were almost afraid to make the wrong decision. As a result,  we defined the following design criteria:

1. Ideally, each customer is seeing the quantity of information about a product, that fits

him best.

2. Each piece of information should provide clear value to the decision-making process

of the customer.

3. It should be clear at every step of the funnel, that a sales representative is always

available to support the decision-making of the customer.

Approach: I would apply the same tool again but we will definitely improve the introduction  and on-boarding for the participants of this workshop. Especially the people that are not  used to sessions like that (our customers) have been very shy at the beginning and needed a  lot of support to speak openly and without reservation.


Reflection - Mind Mapping Challenge : My company is selling consumer goods online . The question is if we are presenting the products in a way to support and enable the decision making and product selection of our customers . We have collected a wide range of information around that issue . Sales data , website analytics data , customer reviews , feedback from detailed interviews with customers , feedback from our sales representatives ( in - person , and via phone ) . Now , we need to put that data pieces together and create ideas for improvement . Selection : Mind Mapping should be a good tool for that as it looks for patterns and insights in large amounts of data to create design criteria for the idea generation phase . Application : We have used the yard sales analogy to start . First , we tried to put all the information on the walls of one room . We have been showing relevant sales and web analytics data with printed charts and tables . We have been put relevant quotes from the customer reviews and interviews on sticky notes . We did the same with feedback from our sales representatives . Then , we let the same mix of people explore this information . One after another alone in the room . We thought it is important to involve the same kind of people but not exactly the same people that provided us that data . We asked them to make notes and also encouraged them to use sticky notes to leave comments around those data pieces . Afterward , we have built small mixed teams and asked the members to share their notes and thoughts . We also asked them to re - arrange the data in a way to show which data support the same insight . Both were done by every team one after another . Insights : Every team stresses the insight , that majority of the users of our website seemed to be overwhelmed by the amount of information we are providing . Some were saying it directly , the others described it in a different way but with the same result at the end . Only a small portion of the customers seem to enjoy the depth of information provided . But although they were looking for different levels of information and they were having different levels of knowledge about our products , all customers seem to feel that the decision - making process is very difficult . Many were almost afraid to make the wrong decision . As a result , we defined the following design criteria : 1 . Ideally , each customer is seeing the quantity of information about a product , that fits him best . 2 . Each piece of information should provide clear value to the decision - making process of the customer . 3 . It should be clear at every step of the funnel , that a sales representative is always available to support the decision - making of the customer . Approach : I would apply the same tool again but we will definitely improve the introduction and on - boarding for the participants of this workshop . Especially the people that are not used to sessions like that ( our customers ) have been very shy at the beginning and needed a lot of support to speak openly and without reservation .