Design Thinking Report: Addressing Tomtom's Sales Decline

This report examines Tomtom's sales decline due to the rise of cheaper smartphones and free navigation apps like Google Maps. The student utilized various design thinking tools, including visualization, journey mapping, value chain analysis, mind mapping, brainstorming, concept development, assumption testing, and empathy mapping to analyze the problem. The report details the application of these tools, offering insights into customer behavior and potential solutions. Future actions involving AI are also considered. The conclusion emphasizes the effectiveness of design thinking in resolving Tomtom's sales issues, supported by references to relevant literature.

Design Thinking
for Mangers

Table of Content
• Introduction
• Problem statement
• Design thinking tools
• Future actions
• Conclusion
• References

Introduction
• Smart phones have become part of our daily lives. Every person is
somehow connected with smart phones in their daily life.
• The use of smart phones has increased as they are very cheap and
everyone can afford them.
• The cheaper smart phones are ruling the market.
• Tomtom is facing sales issues due to cheaper smart phones.
• There will be a discussion about some design thinking tools to
resolve the issue.

Problem statement
• Tomtom is facing some issues related to the sales due to the
cheaper smart phones and the free availability of the Google
maps.
• Customers are attracted towards the cheaper smart phones.
• Several services are being provided in smart phones free of
cost.
• Tomtom’s sales are declining due to the cheap smart phones.

Visualization
• Visualization is the process of representing the data
graphically in order to gain the insight into the data.
• For solving the issue by visualization, tomtom need
to represent the data of sales in graphical form.
• These graphical forms shows the resolution of the
issue.

Journey Mapping
Problem – Loss of
sales due to cheaper
smart phones
Resolution – Needs
to provide attractive
offers for customers
Cost – Needs to
spend some money
but solution will be
effective
Tomtom’s steps – need
to conduct different
promotional activities

Value chain Analysis
Resource Management
Interaction with artificial intelligence
Providing military level GPS Services
Effective Cost
Require to conduct promotional
activities which help in gaining
attention of customers
Time Management
Employees should be provided
necessary training by which they
can enhance the smart phones

Mind Mapping
This tool will
help in finding
the resolution
of the given
problem.
Online sales
help in
increasing
tomtom
growth and
success level
Mind Mapping
helps tomtom in
generating new
ideas and
concept
This technique
will provide the
best outcomes
regarding the
issue

Brainstorming
• Brainstorming helps in the boost up their minds to create
innovative solutions to the issue.
• This tool helps in the resolution of the issue by providing
creative solution to Tomtom and help in providing military
level GPS services to the customers.

Concept Development
N
e
e
d
•Need
to
provid
e
special
trainin
g to
emplo
yees
to
develo
p
interac
tion
with
artifici
al
intelli
gence.
Pr
o
m
ot
e
•Tomt
om
can
prom
ote
their
prod
uct
and
servic
es
throu
gh
onlin
e
servic
es.
U
s
e
•This
tool
help
to
moti
vate
the
empl
oyees
to
creat
e
innov
ative
ideas
.

Assumption Testing
This tool helps in solving the issue by
making assumptions of the issues and
problems occurring in the resolution.
The problem is related to the declining sales
in tomtom due to the cheap smart phones and
free availability of the Google maps
Different aspects of the issues can be
assumed and tested individually to retrieve
the best resolution outcomes

Empathy map
Says
The issue of loss of
sales has become a
hassle for tomtom.
Thinks
The resolution should
be implemented in
order to attain the
results.
Do’s
Tomtom should promote
their products and
services in the society to
make them aware of the
technology
Feels
The employees of
Tomtom should work on
the issue resolution
factors to attain better
outcomes of the problem
The issue is
the loss of
sales in
tomtom
due to
cheaper
smart
phones and
free Google
maps
availability.