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Pain Points

Pain points are an effective way of understanding what’s preventing you from delivering value, in this case achieving Digital Twin adoption.​

When considering how to create pain points you must be able to state two things concisely. The Pain and the Impact.​
Pain is the problem being felt.​ Impact is the result of the problem.

For the theme ‘Fear of the Unknown’, the pain points were as follows:

  • Effort Required for Change
  • New to Staff
  • Culture
  • Fear of the Unknown

Define: Problem Statements

Once the pain points are identified, the next stage of the Design Thinking process is to get to the heart of the issue and define a set of problem statements.

We follow the below process when we define our problem statements:

In this group, ‘Fear of the Unknown’ was chosen as the Digital Twin pain point theme to recieve a problem statement.​

To develop the problem statement, you need to consider what is happening, why this is a problem and what the impact is.

Below is the problem statement generated for ‘Fear of the Unknown’:

This is what is happening

This is bad because

The impact is

People have a fear of the unknown

It drives obstruction, cynicism and denial

Unused opportunities, demotivation and organisational and societal obsolescence

Ideate: Vision Statement

You begin forming a vision statement by using these ‘kipling’ questions, asking ‘What’, ‘Why’, ‘When’, ‘How’, ‘Where’ and ‘Who’ your vision statement should apply to.

Here are the answers to the kipling questions generated for ‘Fear of the Unknown’:

Resulting vision statement:

To create an organisation where people don’t feel limited by digital and societal change and instead proactively move to promote it.


In our workshop, groups were asked to develop a set of three potential ‘features’ that would help deliver their Digital Twin Vision Statements. According to this group’s vote, the features most important to delivering their vision statement were:

  • Education, Awareness, Training and Upskilling
  • Inspiring Leadership
  • Positivity, conviction, open-mindedness and early adoption

Transformation Map

A key output of this session was the Transformation Map, this visually represents the strategic plan for achieving your transformation. Below is the transformation map devised for the ‘Fear of the Unknown’ theme.