Overview
My Role
Design Strategist and Facilitator
Project Type
Design Sprint and Facilitation
Duration
10 weeks
Year
2021
Read the full case study here
- Preparation
- The Sprint
- Results & Next Steps
- Conclusion
Table of Contents
Zweig Group: Design Sprint
Zweig Group is a consulting firm that provides advisory services to the Architecture, Engineering, and Construction (AEC) industry. They focus on offering data-driven solutions for benchmarking and improvement. With a mission to elevate the AEC industry and values centered around impact, innovation, and curiosity, Zweig Group was a natural fit for collaboration with the SCAD team. The connection through team member Katelynn Santiago ensured a smooth partnership.
Problem
Zweig Group aimed to transform their analog data into an interactive digital portal for real-time client engagement and benchmarking. This change sought to create a dynamic, cyclical system to enhance data management and client interaction.
Challenge Question
How can we assist Zweig Group (ZG) in creating a web application that effectively collects data and enhances consulting for the AEC industry, enabling client companies to benchmark themselves progressively?
Preparation
Process
To ensure a successful Design Sprint, we prepared by selecting design thinking activities relevant to achieving the client's goals. We thoroughly reviewed each step of the four-session process, with each session lasting 3 hours, to guide our facilitation effectively.
Idea
The challenge addressed with Zweig Group was substantial yet manageable within the sprint timeline. The goal was to develop an interactive digital portal that enables real-time data interaction and benchmarking for clients. This focus allowed for a concentrated, collaborative effort within the four-day sprint.
Team
Our team comprised UX designers, researchers, and product strategists, including Katelynn Santiago, whose insider knowledge of Zweig Group was crucial for effective communication and alignment with client needs.
Tools
We employed a variety of tools to facilitate the sprint, including digital collaboration platforms, prototyping software, and user research tools. These resources were essential for executing the sprint activities effectively and collecting valuable feedback.
The Sprint
Mapping the Scope
This project set the stage for ongoing web application development, planned to continue into the summer. The SCAD team focused on activities that would help Zweig Group determine the necessary features for the web tool. This session was designed to influence the direction of the project and inform future development.
Session 1: Warm-Up Session
Activity: Favorite Things & Dumpster Drop/Recycle Bin
Goal: This activity aimed to establish a reference point for team strengths by identifying and discussing preferred ideas to keep or discard. It helped build team cohesion, foster open communication, and set a collaborative tone for the sprint.
Insights: The activity facilitated a positive team dynamic, laying the groundwork for creative and effective brainstorming.
Session 2: Introduction (Exploration & Analysis)
Activity: SWOCC Analysis
Goal: Instead of a traditional SWOT analysis, we identified threats as challenges and additional collaborators to consider. This session focused on mapping out the problem space, reviewing existing data, and analyzing Zweig Group’s challenges and opportunities for improvement.
Insights: The session revealed Zweig Group’s need for a digital solution that enhances data interaction and client benchmarking through a user-friendly interface and intuitive data visualization options.
Session 3: Ideate
Activity: Blue Sky
Goal: We conducted brainstorming sessions to generate and evaluate a variety of ideas, including initial sketches and feasibility discussions. This activity aimed to envision a positive future, shift from status-quo thinking, and embrace change. The team voted on and clustered the most promising ideas to identify key aspects of the product Zweig Group was interested in exploring.
Insights: The brainstorming led to several promising ideas, such as interactive dashboards and customizable benchmarking tools. We discovered that clients desired a user-friendly interface with intuitive data visualization options.
Session 4: Prioritization (Targeting Goals)
Activity: Bull’s Eye
Goal: The team engaged in voting and discussion to prioritize ideas, focusing on criteria such as achievability, feasibility, and actionability. Ideas meeting these criteria moved forward, while others were noted for future consideration.
Insights: Key priorities included restructuring the survey system into a centralized database, providing real-time data updates, and enabling cross-examination of data from multiple surveys.
Session 5: Vision Planning
Activity 1: SMART Goals
Goals: After narrowing down to the top 3 ideas, the team crafted SMART goals to achieve them. We asked Zweig Group to develop Specific, Measurable, Achievable, Relevant, and Timely objectives for their top goals. Although the ideas were complex, Zweig Group had enough data to begin building a new reporting system.
Idea Prioritization: At the end of the session, the SCAD Grad Team helped Zweig Group review all ideas, set timelines for achieving goals, and incorporate new ideas inspired by their expanded vision.
Insights:
By 6 months, Zweig Group will have fully developed the online tool, focusing on setting data parameters, making design decisions, and analyzing data rather than cleaning it.
After 1 year, Zweig Group aims to launch a significant part of the project, attracting substantial subscribers and integrating with other software. The tool will become an internal component of the BFTWF process and serve as a platform for professional development training.
Session 5: Vision Planning (Continued)
Activity 2: Idea Prioritization
Idea Prioritization (Continued): The SCAD Grad Team guided Zweig Group in prioritizing ideas from the SMART goals activity and determining realistic timelines for achieving these goals. The team also generated new ideas based on their expanded vision.
Insights:
Within 6 months, Zweig Group aims to fully develop the online tool, including setting data parameters, making design decisions, and focusing on deriving insights from data rather than data cleaning.
By 1 year, Zweig Group plans to launch a significant portion of the project, garnering substantial user engagement. This will become an integral part of the BFTWF process and a channel for professional development training, with integrations of external software.
Results & Next Steps
Project Timeline
Once Zweig Group reviews the deliverable documents, a revised schedule will be established, incorporating client-based goals from this session and setting internal goals for a future session.
Impact
The solution addresses Zweig Group's needs by creating a dynamic, user-friendly digital portal that enables real-time client interaction, customizable benchmarking, and an enhanced user experience.
Next Steps
Implementation: Develop the full-featured application, including coding, system integration, and testing to meet technical and functional requirements.
Monitoring and Evaluation: Post-launch, monitor user feedback and application performance, tracking key metrics such as engagement, data accuracy, and system stability to identify areas for improvement.
User Training and Support: Provide comprehensive training and support, including user manuals, video tutorials, and live support to facilitate client transition.
Feedback Loop: Establish a structured feedback loop to gather insights through surveys, interviews, and analytics for ongoing enhancements.
Scalability and Future Enhancements: Explore scaling opportunities and adding new features, such as advanced analytics and additional benchmarking tools, as the application gains traction.
Documentation and Reporting: Create detailed documentation for future development and maintenance, and prepare reports on project outcomes, user feedback, and key learnings to guide future projects.
Conclusion
The Outcome
The Design Sprint with Zweig Group successfully led to the creation of a dynamic and interactive digital portal. By converting analog data into a real-time, user-friendly application, Zweig Group now has a powerful tool to enhance client engagement and benchmarking, aligning with their mission to elevate the AEC industry. The sprint’s insights informed a solution that effectively meets Zweig Group’s needs and sets the stage for future development.