Mind	
  Mapping	
  Tool

Challenge	
  and	
  Selection	
  :	
   Describe	
  your	
  challenge,	
  including	
  all	
  relevant	
  information	
   	
   As	
   part	
   of	
   an	
   internal	
   project	
   to	
   improve	
   Customer	
   satisfaction	
   and	
   drive	
   culture	
   of	
   Customer	
  centricity,	
  my	
  role	
  was	
  an	
  iternal	
  consultant	
  to	
  help	
  the	
  sales	
  team	
  to	
  capture	
  the	
   voice	
  of	
  the	
  client	
  in	
  an	
  accurate	
  and	
  regular	
  way.	
  The	
  challenge	
  we	
  faced	
  was	
  that	
  the	
  voice	
   of	
  the	
  Customer	
  was	
  missing	
  numerous	
  important	
  information	
  like	
  geographical	
  adresses,	
   client	
  phone	
  numbers,	
  core	
  products,	
  sales	
  projections,	
  market	
  shate	
  data	
  etc.	
  	
   Sales	
  team	
  was	
  facing	
  lot	
  of	
  pressure	
  and	
  could	
  not	
  figure	
  out	
  the	
  best	
  practices	
  to	
  better	
   manage	
  their	
  daily	
  tasks	
  and	
  Customer	
  meetings.	
   	
   Part	
  of	
  the	
  ‘’	
  what	
  is/what	
  if	
  ‘’	
  transition,	
  and	
  after	
  few	
  workshops	
  conducted	
  to	
  define	
  the	
   opportunity	
  and	
  assess	
  its	
  potential	
  value,	
  I	
  decided	
  to	
  use	
  the	
  Mind	
  Mapping	
  tool	
  to	
  get	
  a	
   deep	
  understanding	
  of	
  what	
  the	
  challenge	
  is	
  about.	
  My	
  Customer	
  throughout	
  this	
  journey	
  is	
   the	
  internal	
  sales	
  team.	
   	
   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	
  inefectively)	
   	
   We	
  managed	
  to	
  assign	
  one	
  room	
  that	
  we	
  called	
  Design	
  thinking	
  Lab	
  where	
  a	
  workshop	
  will	
   take	
   place.	
   As	
   an	
   input	
   we	
   used	
   a	
   Customer	
   diary	
   documenting	
   matrix,	
   Customer	
   has	
   to	
   answer	
  different	
  questions	
  such	
  as	
  ;	
  When	
  do	
  you	
  document	
  the	
  VOC	
  on	
  the	
  system	
  ?	
  Which	
   question/input	
  you	
  ask	
  the	
  client	
  ?	
  what	
  format	
  you	
  use	
  to	
  request	
  infos	
  to	
  the	
  client	
  ?	
  How	
   much	
   time	
   you	
   spend	
   on	
   VOC	
   activity	
   per	
   week	
  ?	
   How	
   many	
   meetings	
   you	
   conduct	
   per	
   week/month	
  ?.	
  	
   We	
   conducted	
   etnographic	
   interviews	
   with	
   over	
   15	
   sales	
   reps	
   summarising	
   preferences,	
   personnal	
   behaviours	
   and	
   mindsets.	
   We	
   also	
   had	
   some	
   quantitative	
   data	
   on	
   number	
   of	
   fields	
  populated	
  in	
  the	
  VOC	
  system,	
  number	
  of	
  Customer	
  meetings,	
  reports	
  with	
  charts	
  and	
   graphs.	
   The	
   room	
   was	
   managed	
   to	
   give	
   a	
   chance	
   to	
   everyone	
   to	
   see	
   the	
   inputs	
   and	
   get	
   insights	
  without	
  sharing	
  it	
  with	
  the	
  group.	
   In	
  a	
  sillent	
  brainstorming	
  mode	
  we	
  asked	
  the	
  stakeholders	
  to	
  take	
  notes	
  of	
  the	
  relevant	
  and	
   non	
   relevant	
   notes	
   and	
   cluster	
   the	
   ‘’	
   good	
   stuff	
   ‘’	
   on	
   a	
   big	
   board	
   without	
   ignoring	
   the	
   outliers.	
  The	
  next	
  step	
  consisted	
  to	
  translate	
  the	
  observations	
  into	
  meningfull	
  insights	
  by	
   asking	
  several	
  times	
  the	
  question	
  ‘’	
  so	
  what	
  ‘’	
  untill	
  usefull	
  insights	
  emerge.	
  	
  	
   As	
  an	
  example	
  we	
  figured	
  out	
  the	
  following	
  :

Observation	
   	
   Insight

Limited	
  time	
   Sales	
  team	
  strugles	
  to	
  manage	
  their	
  daily	
   tasks	
  and	
  define	
  priorities

Process	
  too	
  long	
   Document	
  used	
  to	
  capture	
  VOC	
  are	
   complicate	
  and	
  take	
  long	
  time	
  to	
  complete

Those	
   meningfull	
   insights	
   are	
   to	
   be	
   used	
   to	
   build	
   the	
   foundation	
   for	
   design	
   criteria	
   and	
   condition	
  we	
  must	
  satisfy	
  to	
  solve	
  the	
  problem.

Insights	
  and	
  Approach:	
  	
   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	
   thinkingmore	
   broadly).	
  	
   	
   	
   This	
   challenge	
   was	
   a	
   recurring	
   issue	
   that	
   the	
   company	
   was	
   facing.	
   Although	
   some	
   quantitative	
  data	
  was	
  available,	
  an	
  extensive	
  analysis	
  on	
  data	
  did	
  not	
  allow	
  us	
  to	
  come	
  up	
   with	
   clear	
   understanding	
   of	
   the	
   current	
   situation.	
   Since	
   many	
   factors	
   are	
   involved	
   like	
   mindset,	
   time	
   management,	
   behaviours,	
   personnal	
   choices	
   and	
   perspectives	
   the	
   mind	
   mapping	
  activity	
  was	
  a	
  perfect	
  tool	
  to	
  shed	
  lights	
  on	
  the	
  ‘’	
  what	
  is	
  ’’	
  state	
  in	
  a	
  créative	
  and	
   engaging	
  way.	
   Beyond	
  the	
  generated	
  insights,	
  the	
  exercise	
  helped	
  us	
  to	
  clearly	
  allign	
  objectives	
  and	
  get	
  a	
   fast	
  momentum	
  to	
  continue	
  the	
  desigh	
  thinking	
  journey.	
   	
   	
   Approach	
  :	
   Describe	
  what	
  you	
  might	
  do	
  differently	
  next	
  time	
  –	
  applying	
  te	
  same	
  tool	
  you	
  selected	
  or	
  a	
   different	
  one	
  –	
  and	
  the	
  reason	
  why.	
   	
   	
   The	
   application	
   of	
   the	
   tool	
   has	
   a	
   positive	
   impact	
   on	
   the	
   stakeholders.	
   I’m	
   planning	
   to	
   leverage	
  the	
  outcome	
  of	
  this	
  exercise	
  and	
  promote	
  the	
  creative	
  aproach	
  to	
  the	
  rest	
  of	
  the	
   business	
   partners.	
   In	
   my	
   next	
   mind	
   mapping	
   session	
   I	
   will	
   be	
   including	
   some	
   projective	
   techniques	
  as	
  this	
  will	
  enable	
  more	
  participation	
  from	
  the	
  stakeholders.


Mind Mapping Tool Challenge and Selection : Describe your challenge , including all relevant information As part of an internal project to improve Customer satisfaction and drive culture of Customer centricity , my role was an iternal consultant to help the sales team to capture the voice of the client in an accurate and regular way . The challenge we faced was that the voice of the Customer was missing numerous important information like geographical adresses , client phone numbers , core products , sales projections , market shate data etc . Sales team was facing lot of pressure and could not figure out the best practices to better manage their daily tasks and Customer meetings . Part of the ‘ ’ what is / what if ‘ ’ transition , and after few workshops conducted to define the opportunity and assess its potential value , I decided to use the Mind Mapping tool to get a deep understanding of what the challenge is about . My Customer throughout this journey is the internal sales team . 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 inefectively ) We managed to assign one room that we called Design thinking Lab where a workshop will take place . As an input we used a Customer diary documenting matrix , Customer has to answer different questions such as ; When do you document the VOC on the system ? Which question / input you ask the client ? what format you use to request infos to the client ? How much time you spend on VOC activity per week ? How many meetings you conduct per week / month ? . We conducted etnographic interviews with over 15 sales reps summarising preferences , personnal behaviours and mindsets . We also had some quantitative data on number of fields populated in the VOC system , number of Customer meetings , reports with charts and graphs . The room was managed to give a chance to everyone to see the inputs and get insights without sharing it with the group . In a sillent brainstorming mode we asked the stakeholders to take notes of the relevant and non relevant notes and cluster the ‘ ’ good stuff ‘ ’ on a big board without ignoring the outliers . The next step consisted to translate the observations into meningfull insights by asking several times the question ‘ ’ so what ‘ ’ untill usefull insights emerge . As an example we figured out the following : Observation Insight Limited time Sales team strugles to manage their daily tasks and define priorities Process too long Document used to capture VOC are complicate and take long time to complete Those meningfull insights are to be used to build the foundation for design criteria and condition we must satisfy to solve the problem . Insights and Approach : 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 thinkingmore broadly ) . This challenge was a recurring issue that the company was facing . Although some quantitative data was available , an extensive analysis on data did not allow us to come up with clear understanding of the current situation . Since many factors are involved like mindset , time management , behaviours , personnal choices and perspectives the mind mapping activity was a perfect tool to shed lights on the ‘ ’ what is ’’ state in a créative and engaging way . Beyond the generated insights , the exercise helped us to clearly allign objectives and get a fast momentum to continue the desigh thinking journey . Approach : Describe what you might do differently next time – applying te same tool you selected or a different one – and the reason why . The application of the tool has a positive impact on the stakeholders . I ’m planning to leverage the outcome of this exercise and promote the creative aproach to the rest of the business partners . In my next mind mapping session I will be including some projective techniques as this will enable more participation from the stakeholders .