Challenge   On a January afternoon, I was vacationing with my girlfriend on the coast of Buenos Aires,

Argentina. Walking through a shopping center, we spotted a line of customers waiting

anxiously for something we did not know. We felt a great curiosity and decided to approach.

By virtue of the very characteristic aroma, we recognized instantly what it was: chipá, a

product made up of cheese and a special flour that comes from Paraguay, although very

frequently consumed in Argentina. We perform the row as all customers, expectant to the

taste of that product. When tasting it, we concluded almost in unison that the product was

very tasty and on that occasion we noticed in the absence of a quality product in the locality

in which we lived. We detected a very special opportunity to create a quality product and

present it to various segments of the market with sufficient economic resources, based on

the fact that chipa was a product whose consumption was associated with low-income

people. We had an arduous challenge ahead.    Selection  After having deepened in the present reality, through multiple ways such as direct

observation and dialogue with many people, some of them unknown to us, we decided to

make a mental map: it is a diagram used to represent words, ideas, tasks and drawings

other concepts linked and arranged around a keyword or a central idea. Around the word

chipá ​we made interesting associations with all kinds of concepts. This tool is essential to

discover patterns or recurrences and express them in a visual way that allows a more global

image. As a result of the application of the mental maps we obtained some basic design

criteria (the information about the selected tool was extracted from week three, specifically

from the video called ​Mind mapping tool)​.    Application  First we arranged all the material that we had gathered about the present state. We place

the word Chipá in the center of a page. Second, we organize the varied information into

categories. Consequently, we write these categories or classes of information around the

central word, for example, the origin and the localities that register a greater consumption

and popularity, the types of businesses that commercialize this product, the products that

compete with chipá, the contexts The ideals for consumption, the way they are consumed,

among others. The data collected. We also make connections between the data of the

different categories. We believe that we apply the tool efficiently. However, it does not

include drawings or images, only words.    Insight  In consequence of the realization of the mental map, we arrive at interesting insights about

some customer needs, some attributes that must be present in the product. In principle, it is

a product consumed preferably in groups or couples in a variety of contexts, such as social

gatherings, study meetings. It is consumed with mate and on other occasions with beer. We

discovered that many people thought of this product on cloudy or rainy days, particularly

fresh. Although some people considered it a product consumed by people with low

resources, many people have a positive evaluation of it but do not consume it frequently due

to the poor quality of the chipá elaborated by traditional bakeries. In addition, some people

wanted to receive this freshly made product in their respective homes without leaving these.

On the other hand, the product needs to be manufactured with a special type of starch

because it gives it a characteristic flavor. Through the application of the mental map, we

obtained a comprehensive vision on numerous aspects related to the product, a visual

summary of easy and quick reading.    Approach  Honestly, the application of this visual tool was very useful for me. Next time I should

implement different colors for the map categories in order to find information, drawings or

illustrations more easily instead of using words exclusively to be more descriptive. In short, I

could have used a larger surface to capture the ideas that would allow a less limited and

more graphic description.  I could use a customer journey map to represent the steps that a client goes through in their

relationship with the business or company and know the subjective experiences at each

point of contact. This information about the client's experience in other businesses would be

a key factor in designing a memorable customer experience and constituting a factor of

competitive advantage.


Challenge On a January afternoon , I was vacationing with my girlfriend on the coast of Buenos Aires , Argentina . Walking through a shopping center , we spotted a line of customers waiting anxiously for something we did not know . We felt a great curiosity and decided to approach . By virtue of the very characteristic aroma , we recognized instantly what it was : chipá , a product made up of cheese and a special flour that comes from Paraguay , although very frequently consumed in Argentina . We perform the row as all customers , expectant to the taste of that product . When tasting it , we concluded almost in unison that the product was very tasty and on that occasion we noticed in the absence of a quality product in the locality in which we lived . We detected a very special opportunity to create a quality product and present it to various segments of the market with sufficient economic resources , based on the fact that chipa was a product whose consumption was associated with low - income people . We had an arduous challenge ahead . Selection After having deepened in the present reality , through multiple ways such as direct observation and dialogue with many people , some of them unknown to us , we decided to make a mental map : it is a diagram used to represent words , ideas , tasks and drawings other concepts linked and arranged around a keyword or a central idea . Around the word chipá ​we made interesting associations with all kinds of concepts . This tool is essential to discover patterns or recurrences and express them in a visual way that allows a more global image . As a result of the application of the mental maps we obtained some basic design criteria ( the information about the selected tool was extracted from week three , specifically from the video called ​Mind mapping tool)​. Application First we arranged all the material that we had gathered about the present state . We place the word Chipá in the center of a page . Second , we organize the varied information into categories . Consequently , we write these categories or classes of information around the central word , for example , the origin and the localities that register a greater consumption and popularity , the types of businesses that commercialize this product , the products that compete with chipá , the contexts The ideals for consumption , the way they are consumed , among others . The data collected . We also make connections between the data of the different categories . We believe that we apply the tool efficiently . However , it does not include drawings or images , only words . Insight In consequence of the realization of the mental map , we arrive at interesting insights about some customer needs , some attributes that must be present in the product . In principle , it is a product consumed preferably in groups or couples in a variety of contexts , such as social gatherings , study meetings . It is consumed with mate and on other occasions with beer . We discovered that many people thought of this product on cloudy or rainy days , particularly fresh . Although some people considered it a product consumed by people with low resources , many people have a positive evaluation of it but do not consume it frequently due to the poor quality of the chipá elaborated by traditional bakeries . In addition , some people wanted to receive this freshly made product in their respective homes without leaving these . On the other hand , the product needs to be manufactured with a special type of starch because it gives it a characteristic flavor . Through the application of the mental map , we obtained a comprehensive vision on numerous aspects related to the product , a visual summary of easy and quick reading . Approach Honestly , the application of this visual tool was very useful for me . Next time I should implement different colors for the map categories in order to find information , drawings or illustrations more easily instead of using words exclusively to be more descriptive . In short , I could have used a larger surface to capture the ideas that would allow a less limited and more graphic description . I could use a customer journey map to represent the steps that a client goes through in their relationship with the business or company and know the subjective experiences at each point of contact . This information about the client 's experience in other businesses would be a key factor in designing a memorable customer experience and constituting a factor of competitive advantage .