Challenge

My challenge is : organizing the Consumer Care for 4 biggest European countries (UK, FR,  PL, DE) for the leading pet food Producer, to serve best quality support of their Consumers,  i.e. pet-owners and their pets.

Current market situation is :  - every country is selling diﬀerent pet food brands of the Producer - every country uses diﬀerent languages - the pet-care needs can be diﬀerent for Consumers in diﬀerent countries (some are more

ingredients-safety concerned, some would rather seek advice on pet grooming, some can just  seek good value-for-money products)

- main external stakeholders, like distribution partners are also country-based and search for

individual support for their Customers, in their native languages of course

Current organization is: - there is no common European Consumer Care to support these countries’ Consumers  - each country has diﬀerent call-centers to support their brands and not all brands are supported - Consumer Care in diﬀerent countries has diﬀerent organization and development level, so that

e.g. in some countries social media, Messengers and other modern digital tools are not used to  communicate with the Consumer

How to organize the Consumer Care in these countries to : - make common high standards of service level and coherent consumer communication - in the same time keep the speciﬁcity of each country, their local successes, their expertise in

knowing their Consumers needs?

Selection

My choice of the design thinking tool goes to Mind Mapping. It would ﬁt this challenge since : 1) I have a big quantity of the complex data

2) The tools serves not to ﬁnd the solution, but ﬁnd the solution success criteria (as it is  described in the lecture video), i.e. to ﬁnd out which conditions the perfect Consumer Care  should meet to satisfy the needs of the 4 countries’ Consumers and their Pets, Distributors  and the Brands

3) Since there already are existing Consumer Care structures in each country, they need to be  involved, to be a part of the innovation process. The solution should be created and accepted  by them, not coming from „outside”.

Mind Mapping tool is perfect for creating common cause success criteria (as it was mentioned  in the lecture video - it is not my mind map, it’s people’s involved in the design process)

Application

I would apply the Mind Mapping process as it is described in the video lecture. How: - invitation to the Consumers and their Pets gallery Who are invitees: -   key stakeholders from 4 countries : Consumer Care managers, Brand Marketing managers,

Distributors, Professional Pet Care associations (business-connected to the Brands)  representatives

What is in the Gallery: -   pictures of typical Consumers and their Pets in the common situations they live (feeding,

playing, being at the vet and searching for food solution)

-   surveys and deeper insights about Consumers and their tops needs by Countries -  current organization of Consumer Care, what works, what doesn’t, what challenges meet

diﬀerent Countries

- the pictures and graphs of the new communication channels usage, to see which ones are the

most relevant to our Consumers

The Themes regrouping and debrieﬁng would go according to the ﬂow described in the lecture. The Outcome of the Mind Mapping Gallery would be the design criteria the future European  Consumer Care organization should meet. If anything was possible what would that be?

Insight & Approach

The insight from the Mind Mapping would set up: - clear criteria of where all the 4 Countries united are directing to - involving people to the designing process - giving stakeholders a clear feedback of their and their Consumer needs - making them know and feel that their voice is important

It will become a starting point for the „what if” process of the multiple solutions/opportunities  choice.

If the Mind Mapping tool would not allow to select clear enough success criteria, I would also  propose to use : - Vizualization tools : making people draw together current situation, it’s strengths, opportunities

and challenges

- Storytelling tool : let each country present their story, where their strengths, needs and

challenges are exposed. The common needs for improvements would enrich the design criteria,  whereas strengths would expose the assets we should use in the Designing of „What if?”


Challenge My challenge is : organizing the Consumer Care for 4 biggest European countries ( UK , FR , PL , DE ) for the leading pet food Producer , to serve best quality support of their Consumers , i.e. pet - owners and their pets . Current market situation is : - every country is selling diﬀerent pet food brands of the Producer - every country uses diﬀerent languages - the pet - care needs can be diﬀerent for Consumers in diﬀerent countries ( some are more ingredients - safety concerned , some would rather seek advice on pet grooming , some can just seek good value - for - money products ) - main external stakeholders , like distribution partners are also country - based and search for individual support for their Customers , in their native languages of course Current organization is : - there is no common European Consumer Care to support these countries ’ Consumers - each country has diﬀerent call - centers to support their brands and not all brands are supported - Consumer Care in diﬀerent countries has diﬀerent organization and development level , so that e.g. in some countries social media , Messengers and other modern digital tools are not used to communicate with the Consumer How to organize the Consumer Care in these countries to : - make common high standards of service level and coherent consumer communication - in the same time keep the speciﬁcity of each country , their local successes , their expertise in knowing their Consumers needs ? Selection My choice of the design thinking tool goes to Mind Mapping . It would ﬁt this challenge since : 1 ) I have a big quantity of the complex data 2 ) The tools serves not to ﬁnd the solution , but ﬁnd the solution success criteria ( as it is described in the lecture video ) , i.e. to ﬁnd out which conditions the perfect Consumer Care should meet to satisfy the needs of the 4 countries ’ Consumers and their Pets , Distributors and the Brands 3 ) Since there already are existing Consumer Care structures in each country , they need to be involved , to be a part of the innovation process . The solution should be created and accepted by them , not coming from „ outside ” . Mind Mapping tool is perfect for creating common cause success criteria ( as it was mentioned in the lecture video - it is not my mind map , it ’s people ’s involved in the design process ) Application I would apply the Mind Mapping process as it is described in the video lecture . How : - invitation to the Consumers and their Pets gallery Who are invitees : - key stakeholders from 4 countries : Consumer Care managers , Brand Marketing managers , Distributors , Professional Pet Care associations ( business - connected to the Brands ) representatives What is in the Gallery : - pictures of typical Consumers and their Pets in the common situations they live ( feeding , playing , being at the vet and searching for food solution ) - surveys and deeper insights about Consumers and their tops needs by Countries - current organization of Consumer Care , what works , what does n’t , what challenges meet diﬀerent Countries - the pictures and graphs of the new communication channels usage , to see which ones are the most relevant to our Consumers The Themes regrouping and debrieﬁng would go according to the ﬂow described in the lecture . The Outcome of the Mind Mapping Gallery would be the design criteria the future European Consumer Care organization should meet . If anything was possible what would that be ? Insight & Approach The insight from the Mind Mapping would set up : - clear criteria of where all the 4 Countries united are directing to - involving people to the designing process - giving stakeholders a clear feedback of their and their Consumer needs - making them know and feel that their voice is important It will become a starting point for the „ what if ” process of the multiple solutions / opportunities choice . If the Mind Mapping tool would not allow to select clear enough success criteria , I would also propose to use : - Vizualization tools : making people draw together current situation , it ’s strengths , opportunities and challenges - Storytelling tool : let each country present their story , where their strengths , needs and challenges are exposed . The common needs for improvements would enrich the design criteria , whereas strengths would expose the assets we should use in the Designing of „ What if ? ”