Isabelle Laurent 

 Design Thinking assignment – Horse Industry 

 Challenge :   I was a member of a high - end saddlery company . This company is specialized in making and selling   luxurious leather equipment for riders and horses .    One of the company ’s goal was to modernize the horse industry and bring novelty to the field .    They came up with a little piece of electronics and two sensors that would allow to evaluate the   quality of horses ’ canter and jump when approaching an obstacle and landing , the regularity of   strides , the symmetry , the speed , the height of the jumps , and especially locomotive recovery after   effort . Detailed and valuable indicators for measuring performance and progress with certitude .   Information would then be sent to a mobile application after every training session .   The company wanted this product to be portable and easily switchable between different kinds of   equipment .   We had all the company ’s means at our disposal as well as the many stakeholders that came with   it . For instance , employees from various departments such as sales representatives and international   riders . The one rule was to spend as little as possible given the high price that had cost all the   research and development as well as the cost of the materials themselves .   The challenge was to find of way of displaying those three pieces of electronics on a horse in   constant movement .     Selection :   We chose to use visualization to help us identify how people would imagine this 3 - piece product   would fit on a horse .    Visualization allows people taking part in the experience to put on paper what they imagine in their   minds without giving them many barriers such as feasibility . Knowing what people that would   actually be using and/or selling this product are imagining in their minds was the appropriate tool   choice .       Application   We chose to benefit from several gatherings organized by the company where most guests were   either sales representatives working for the firm or international riders . In the middle of 3 different   events , we asked 10 of them ( 6 riders and 4 sales representatives every time ) if they would   participate in our visualization exercise , explaining we wanted to value their opinion as they would   be hands - on the product at the end . Having riders ’ perspectives was logical as they would use it ,   and sales representatives are horses ’ specialists themselves and often riders as well , and they   understand their clients ’ needs and expectations very well and know in which form they would sell   the product best once it will be launched . We had the opportunity of having riders coming from   all disciplines ( dressage , cross - country , show - jumping , hunter , western style , … ) as the product   would answer to a common need : better monitor horses ’ health and performance indicators in   order to improve both of them .   We pitched the product in front of them and showed it , then we gave every one of them a big sheet   of paper with a picture of a fully equipped ( bridle and saddle ) horse in the middle and asked them   to imagine where the product would fit in this picture . We told them to try and not think of the   technical feasibility and imagine that anything was possible . They had approximately 5 minutes to   think and draft . Once they would be done with the drafting , they would show their sheet and   quickly explain what their idea was , leaving the conversation flow between all stakeholders .    Keeping them in an informal environment was intentional , in order for them to feel as comfortable 

 as possible with the visualization exercise and for them to dare drafting anything that popped in   their minds .       Insight   By applying the visualization tool , we wanted to understand how people that would interact with   the product on a regular basis were imagining its location on a live horse .   We were surprised to notice a cleavage between riders and sales representatives . They did all draw   or represent both sensors being placed on both reins of the bridle , because of the symmetry they   offer , and the fact that it feels very easy to attach two sensors to thin pieces of leather reins .   But coming to the piece of electronic itself ( that was a little bit bigger than the sensors ) , riders   imagined it to be part of the saddle itself , whereas sales representatives imagined it to be positioned   underneath the saddle in a little leather pouch attached to the girth located on the horses ’ belly .    Riders put the practical side first , as they thought they would n’t need to switch the electronics from   one saddle to another as just use the same saddle for various horses without having to move the   piece of electronics . Sales representatives saw the opportunity of having a very flexible commercial   speech , given that clients that used different equipment for every one of their horses could use the   same product and move it easily from one horse to another . Both “ groups ” agreed on the fact that   the product had to be placed on the equipment and not on the horse directly .   We had assumed that all three pieces of the product would be placed at the same spot or close , but   that was not what came out of the experience . We also noticed that some sales representatives were   changing their minds in order to stick more to the riders ’ ideas , being influenced .     Approach    I think visualization was the appropriate tool to use in order to get insights from people that would   actually use and deal with the product in a daily manner . However , I would have maybe not mixed   the audience with both riders and sales representatives , as the first group thought a lot in a sense   that they would need to manipulate the product every day , and the latter thought of how they could   expose it in a simple and very adaptable manner .    I realized how the various people being part of this visualization exercise could impact the actual   result of the process .    Next step for me was to go on to prototyping and benefit from the fact that riders could try out   the product and the product placement easily . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Isabelle Laurent
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: Isabelle Laurent 

 Design Thinking assignment – Horse Industry 

 Challenge :   I was a member of a high - end saddlery company . This company is specialized in making and selling   luxurious leather equipment for riders and horses .    One of the company ’s goal was to modernize the horse industry and bring novelty to the field .    They came up with a little piece of electronics and two sensors that would allow to evaluate the   quality of horses ’ canter and jump when approaching an obstacle and landing , the regularity of   strides , the symmetry , the speed , the height of the jumps , and especially locomotive recovery after   effort . Detailed and valuable indicators for measuring performance and progress with certitude .   Information would then be sent to a mobile application after every training session .   The company wanted this product to be portable and easily switchable between different kinds of   equipment .   We had all the company ’s means at our disposal as well as the many stakeholders that came with   it . For instance , employees from various departments such as sales representatives and international   riders . The one rule was to spend as little as possible given the high price that had cost all the   research and development as well as the cost of the materials themselves .   The challenge was to find of way of displaying those three pieces of electronics on a horse in   constant movement .     Selection :   We chose to use visualization to help us identify how people would imagine this 3 - piece product   would fit on a horse .    Visualization allows people taking part in the experience to put on paper what they imagine in their   minds without giving them many barriers such as feasibility . Knowing what people that would   actually be using and/or selling this product are imagining in their minds was the appropriate tool   choice .       Application   We chose to benefit from several gatherings organized by the company where most guests were   either sales representatives working for the firm or international riders . In the middle of 3 different   events , we asked 10 of them ( 6 riders and 4 sales representatives every time ) if they would   participate in our visualization exercise , explaining we wanted to value their opinion as they would   be hands - on the product at the end . Having riders ’ perspectives was logical as they would use it ,   and sales representatives are horses ’ specialists themselves and often riders as well , and they   understand their clients ’ needs and expectations very well and know in which form they would sell   the product best once it will be launched . We had the opportunity of having riders coming from   all disciplines ( dressage , cross - country , show - jumping , hunter , western style , … ) as the product   would answer to a common need : better monitor horses ’ health and performance indicators in   order to improve both of them .   We pitched the product in front of them and showed it , then we gave every one of them a big sheet   of paper with a picture of a fully equipped ( bridle and saddle ) horse in the middle and asked them   to imagine where the product would fit in this picture . We told them to try and not think of the   technical feasibility and imagine that anything was possible . They had approximately 5 minutes to   think and draft . Once they would be done with the drafting , they would show their sheet and   quickly explain what their idea was , leaving the conversation flow between all stakeholders .    Keeping them in an informal environment was intentional , in order for them to feel as comfortable 

 as possible with the visualization exercise and for them to dare drafting anything that popped in   their minds .       Insight   By applying the visualization tool , we wanted to understand how people that would interact with   the product on a regular basis were imagining its location on a live horse .   We were surprised to notice a cleavage between riders and sales representatives . They did all draw   or represent both sensors being placed on both reins of the bridle , because of the symmetry they   offer , and the fact that it feels very easy to attach two sensors to thin pieces of leather reins .   But coming to the piece of electronic itself ( that was a little bit bigger than the sensors ) , riders   imagined it to be part of the saddle itself , whereas sales representatives imagined it to be positioned   underneath the saddle in a little leather pouch attached to the girth located on the horses ’ belly .    Riders put the practical side first , as they thought they would n’t need to switch the electronics from   one saddle to another as just use the same saddle for various horses without having to move the   piece of electronics . Sales representatives saw the opportunity of having a very flexible commercial   speech , given that clients that used different equipment for every one of their horses could use the   same product and move it easily from one horse to another . Both “ groups ” agreed on the fact that   the product had to be placed on the equipment and not on the horse directly .   We had assumed that all three pieces of the product would be placed at the same spot or close , but   that was not what came out of the experience . We also noticed that some sales representatives were   changing their minds in order to stick more to the riders ’ ideas , being influenced .     Approach    I think visualization was the appropriate tool to use in order to get insights from people that would   actually use and deal with the product in a daily manner . However , I would have maybe not mixed   the audience with both riders and sales representatives , as the first group thought a lot in a sense   that they would need to manipulate the product every day , and the latter thought of how they could   expose it in a simple and very adaptable manner .    I realized how the various people being part of this visualization exercise could impact the actual   result of the process .    Next step for me was to go on to prototyping and benefit from the fact that riders could try out   the product and the product placement easily .
### Output: 