Maria Garcia

Design Thinking Reflection

January, 2021

Challenge

This reflection is based on a recent experience in my job at an orthopedics company. Orthopedics is  based on bones and joints, and I was assigned to develop an business plan for a product used the treat  bone spurs in the shoulder that can cause severe pain.

I conducted extensive customer research including ethnography and third party data reviews to support  this opportunity. Each month I’d diligently prepare and present my findings and recommendations to  the Executive Committee and was routinely sent back to collect more data on various points.

Application

It seemed to me that the execs were focused more on the numbers than what the product had to offer.  So I decided to dispense with the data and try a new approach that involved storytelling, to make the  opportunity something they could relate to on a personal level.

I started a meeting by asking everyone in the room to raise their elbow. I then explained that over 2/3 of  people experienced pain with that maneuver, frequently due to bone spurs. Suddenly, I had everyone’s  interest! They wanted to know more about how the proposed product would help to alleviate and how  quickly I could get it to market. The financials were briefly discussed and my business case was approve.

Insight and Approach

The insight that I gained was that Executives are super-busy and have information thrown at them all  day. The need clear and consolidated information and a way to relate to the opportunity by a method  such as storytelling.

I think the main thing I would do differently next time is to make sure to plan a story into the  presentation as it is being developed to keep the audience engaged. I suspect that will save time and  minimize the number of edits and re-presentations needed to obtain business plan approval.


Maria Garcia Design Thinking Reflection January , 2021 Challenge This reflection is based on a recent experience in my job at an orthopedics company . Orthopedics is based on bones and joints , and I was assigned to develop an business plan for a product used the treat bone spurs in the shoulder that can cause severe pain . I conducted extensive customer research including ethnography and third party data reviews to support this opportunity . Each month I ’d diligently prepare and present my findings and recommendations to the Executive Committee and was routinely sent back to collect more data on various points . Application It seemed to me that the execs were focused more on the numbers than what the product had to offer . So I decided to dispense with the data and try a new approach that involved storytelling , to make the opportunity something they could relate to on a personal level . I started a meeting by asking everyone in the room to raise their elbow . I then explained that over 2/3 of people experienced pain with that maneuver , frequently due to bone spurs . Suddenly , I had everyone ’s interest ! They wanted to know more about how the proposed product would help to alleviate and how quickly I could get it to market . The financials were briefly discussed and my business case was approve . Insight and Approach The insight that I gained was that Executives are super - busy and have information thrown at them all day . The need clear and consolidated information and a way to relate to the opportunity by a method such as storytelling . I think the main thing I would do differently next time is to make sure to plan a story into the presentation as it is being developed to keep the audience engaged . I suspect that will save time and minimize the number of edits and re - presentations needed to obtain business plan approval .