Janet Galletti 

 University of Virginia 

 Janet Galletti 

 In November 2019 

 andrew58@gmail.com 

 Hello , and thank you so much for your review . If you have any questions , feel free to contact me .   Saying Hi ! from Berlin , yours Janet . 

 Applying the Design Thinking tool : Visualization 

 “ I hate that lady ! ” 

 In a Workshop I coached a visualization process and participated an extraordinary turnaround . 

 Challenge and selection 

 First of all , I want you to gain a deeper insight of the setting and topic in which the visualization process   took place . 

 Last week I was a coach in a three - day - workshop about business model innovation . I coached a team of   four designers who worked in a design studio with a focus on branding and marketing in the B2B sector .   I call the design company I worked with DS , because I can not share the real name for data protection   reasons . The DS - team contented the CEO , the CFO and two employees , one designer and one editor ,   all of them were female . 

 Within three workshop days , we went through a process which was close to a real design thinking   process : 

 -   At first , we pointed out the DS - challenge regarding their business model . 

 -   Secondly , we defined the target group . 

 -   Thirdly we developed three questions and interviewed some people about how the marketing   process in their company was actually working , and which problems usually go along with   marketing . 

 -   Fourthly , we described the new customer experience and developed an approach for the new   business model . 

 Before the workshop took place , I thought about the challenge of applying a design thinking tool and   decided the visualization - tool would suit best for the definition of one special member the target   group . This was the second step of the process . I decided to do so , because also Anna Jones   constated that the visualization - tool is suited both for researching and for understanding the users   and customers ( Anna Jones on Visualization , Design Thinking for Innovation , UVA ,   min . 3:04 ) . 

 Application 

 I gave the DS - team the assignment to think about one member of their typical target group for three   minutes alone and take some notes . Then they should share their thoughts . 

 It turned out , that all DS - members had in mind almost the same picture of one special type of person ,   who was standing for their typical target group . The person was a female marketing leader of a medium   sized company with around 500 employers . Demographical attributes like age , gender , number of   children and income were very similar . This surprised me because I knew , that the DS - company had   more than this type of customers . 

 After that , they visualized the person on a flipchart . The CFO took a pencil and drew the person , referring   to the instructions , the other DS - members told her ( see picture 1 ) . They called her Tina . 

 Then we started thinking about problems which would occur in Tina ’s daily work and which were the   jobs - to - be - done to make her happy . We hang up the flipchart and stood side by side to Tina . Within this   process , the DS - team talked a lot about their frustration and worries concerning Tina . The biggest   discussion topic was that Tina does not have the insights of strategic marketing knowledge which the   DS - team needs to do a good job . The frustration led to the following testimony : “ I hate that lady ” . When   the designer said that , her colleagues agreed . 

 Insights 

 I tried to handle the situation and asked them to visualize some positive aspects regarding Tina on the   flipchart as well ( in picture 1 you see the red handwriting on the flipchart ) . But the frustration was   ongoing , and all of the positive aspects had a negative or unsympathetic touch . It turned out , that they   can not do a good job for Tina , as a representative of their main target group . 

 We started thinking about alternatives for their business model because in step one they constated that   they both worked with medium sized and small companies . Then they visualized two representatives of   the other target groups in small companies ( Marcel und Mia , as you see in picture 2 ) . The DS - team was   much more creative , and they had many ideas within short time how to make Marcel and Mia satisfied   and do a better job . 

 In the end , the DS - team decided to change their main target group and , in the future , not to focus Tina ,   standing for a marketing leader of a medium sized company with around 500 employees . The team   decided to change their business model and accompany smaller companies in their marketing   processes . Pivotal for the decision to make that holistic change were their strong emotions and the   frustration coming along with the visualized Tina and the barriers which hindered the DS - team on doing   a great creative marketing process for Tina . 

 Approach 

 The continuing non - verbal confrontation with the flipchart - tall visualized Tina was the key for the DS- team to verbalize the problems regarding the work with their main target group . 

 Looking back , I think about what would have turned out , if I would have had enriched the process with   even more elements of visualization . There would have been some possibilities to do so . For example : 

 If I - in the first place - had given them the assignment to draw a picture of their typical target group and   not just even to take notes , maybe their distinct problem with Tina would have become visible much   earlier . Also , I could have asked them to visualize the positive aspects regarding Tina on the flipchart ,   rather than writing them down . 

 In addition to that , I really liked the fact that , in the end , we had two versions of Tina : On the one hand   we had one flipchart - tall visualized Tina with two catchy attributes like her bag and her plait . One the 

 hand we had a smaller version of Tina with the same catchy attributes on a post - it to work with and to   place her where ever she was needed within the creative process ( as you see in picture 2 ) . I did n’t plan   this before , but I will keep on drawing detailed pictures and small pictures which are easy to handle   within the moderation of a design thinking process . 

 All in all the DS - team could have also added more visualization - details to Tina , use more colors to go   more into the inductive reasoning process Anna Jones refers to , and to trigger the right side of the   teams ’ brain more ( Anna Jones on Visualization , Design Thinking for Innovation , University of Virginia ,   min . 0:19 ) . I did n’t tell them to do so . It was the team ’s own decision to leave Tina uncomplete . I took   note that the visualized Tina had no eyes , no nose and no mouth . This was the first reflection within the   visualization process that made me think about the DS - teams relationship to her . My approach for the   next time will be to do an ongoing reflection of the visualizing - process within the process and to enable   the team to visualize more . When they hold back with visualizing ( i.e. if they do n’t visualize face- attributes ) , it will be a sign of some kind of barrier regarding the subject . For a coach it would be   recommendable to dive deeper into the subject then . 

 Picture 1 

 Visualization of Tina 

 Picture 2 

 That ’s me at the Seminar with three visualized members of different target groups . 

 Tina as a marketing leader , stands for the old target group . Marcel and Mia as CEOs of small   companies stand for the new target group . 


EMAIL: andrew58@gmail.com
ID_NUM: 
NAME_STUDENT: Janet Galletti, Janet
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Janet Galletti 

 University of Virginia 

 Janet Galletti 

 In November 2019 

 andrew58@gmail.com 

 Hello , and thank you so much for your review . If you have any questions , feel free to contact me .   Saying Hi ! from Berlin , yours Janet . 

 Applying the Design Thinking tool : Visualization 

 “ I hate that lady ! ” 

 In a Workshop I coached a visualization process and participated an extraordinary turnaround . 

 Challenge and selection 

 First of all , I want you to gain a deeper insight of the setting and topic in which the visualization process   took place . 

 Last week I was a coach in a three - day - workshop about business model innovation . I coached a team of   four designers who worked in a design studio with a focus on branding and marketing in the B2B sector .   I call the design company I worked with DS , because I can not share the real name for data protection   reasons . The DS - team contented the CEO , the CFO and two employees , one designer and one editor ,   all of them were female . 

 Within three workshop days , we went through a process which was close to a real design thinking   process : 

 -   At first , we pointed out the DS - challenge regarding their business model . 

 -   Secondly , we defined the target group . 

 -   Thirdly we developed three questions and interviewed some people about how the marketing   process in their company was actually working , and which problems usually go along with   marketing . 

 -   Fourthly , we described the new customer experience and developed an approach for the new   business model . 

 Before the workshop took place , I thought about the challenge of applying a design thinking tool and   decided the visualization - tool would suit best for the definition of one special member the target   group . This was the second step of the process . I decided to do so , because also Anna Jones   constated that the visualization - tool is suited both for researching and for understanding the users   and customers ( Anna Jones on Visualization , Design Thinking for Innovation , UVA ,   min . 3:04 ) . 

 Application 

 I gave the DS - team the assignment to think about one member of their typical target group for three   minutes alone and take some notes . Then they should share their thoughts . 

 It turned out , that all DS - members had in mind almost the same picture of one special type of person ,   who was standing for their typical target group . The person was a female marketing leader of a medium   sized company with around 500 employers . Demographical attributes like age , gender , number of   children and income were very similar . This surprised me because I knew , that the DS - company had   more than this type of customers . 

 After that , they visualized the person on a flipchart . The CFO took a pencil and drew the person , referring   to the instructions , the other DS - members told her ( see picture 1 ) . They called her Tina . 

 Then we started thinking about problems which would occur in Tina ’s daily work and which were the   jobs - to - be - done to make her happy . We hang up the flipchart and stood side by side to Tina . Within this   process , the DS - team talked a lot about their frustration and worries concerning Tina . The biggest   discussion topic was that Tina does not have the insights of strategic marketing knowledge which the   DS - team needs to do a good job . The frustration led to the following testimony : “ I hate that lady ” . When   the designer said that , her colleagues agreed . 

 Insights 

 I tried to handle the situation and asked them to visualize some positive aspects regarding Tina on the   flipchart as well ( in picture 1 you see the red handwriting on the flipchart ) . But the frustration was   ongoing , and all of the positive aspects had a negative or unsympathetic touch . It turned out , that they   can not do a good job for Tina , as a representative of their main target group . 

 We started thinking about alternatives for their business model because in step one they constated that   they both worked with medium sized and small companies . Then they visualized two representatives of   the other target groups in small companies ( Marcel und Mia , as you see in picture 2 ) . The DS - team was   much more creative , and they had many ideas within short time how to make Marcel and Mia satisfied   and do a better job . 

 In the end , the DS - team decided to change their main target group and , in the future , not to focus Tina ,   standing for a marketing leader of a medium sized company with around 500 employees . The team   decided to change their business model and accompany smaller companies in their marketing   processes . Pivotal for the decision to make that holistic change were their strong emotions and the   frustration coming along with the visualized Tina and the barriers which hindered the DS - team on doing   a great creative marketing process for Tina . 

 Approach 

 The continuing non - verbal confrontation with the flipchart - tall visualized Tina was the key for the DS- team to verbalize the problems regarding the work with their main target group . 

 Looking back , I think about what would have turned out , if I would have had enriched the process with   even more elements of visualization . There would have been some possibilities to do so . For example : 

 If I - in the first place - had given them the assignment to draw a picture of their typical target group and   not just even to take notes , maybe their distinct problem with Tina would have become visible much   earlier . Also , I could have asked them to visualize the positive aspects regarding Tina on the flipchart ,   rather than writing them down . 

 In addition to that , I really liked the fact that , in the end , we had two versions of Tina : On the one hand   we had one flipchart - tall visualized Tina with two catchy attributes like her bag and her plait . One the 

 hand we had a smaller version of Tina with the same catchy attributes on a post - it to work with and to   place her where ever she was needed within the creative process ( as you see in picture 2 ) . I did n’t plan   this before , but I will keep on drawing detailed pictures and small pictures which are easy to handle   within the moderation of a design thinking process . 

 All in all the DS - team could have also added more visualization - details to Tina , use more colors to go   more into the inductive reasoning process Anna Jones refers to , and to trigger the right side of the   teams ’ brain more ( Anna Jones on Visualization , Design Thinking for Innovation , University of Virginia ,   min . 0:19 ) . I did n’t tell them to do so . It was the team ’s own decision to leave Tina uncomplete . I took   note that the visualized Tina had no eyes , no nose and no mouth . This was the first reflection within the   visualization process that made me think about the DS - teams relationship to her . My approach for the   next time will be to do an ongoing reflection of the visualizing - process within the process and to enable   the team to visualize more . When they hold back with visualizing ( i.e. if they do n’t visualize face- attributes ) , it will be a sign of some kind of barrier regarding the subject . For a coach it would be   recommendable to dive deeper into the subject then . 

 Picture 1 

 Visualization of Tina 

 Picture 2 

 That ’s me at the Seminar with three visualized members of different target groups . 

 Tina as a marketing leader , stands for the old target group . Marcel and Mia as CEOs of small   companies stand for the new target group .
### Output: 