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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 ‘Lack of Understanding’, the pain points were as follows:

  • Lack of Understanding
  • Confusion
  • No Clear Benefits

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, ‘People and Culture’ 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 ‘Lack of Understanding’:

This is what is happening

This is bad because

The impact is

There is lack of management understanding of what value will return from a Digital Twin

we may lose ground in the market against competitors

reduced market share and revenue. 

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 ‘Lack of Understanding’:

Resulting vision statement:

Develop a business strategy which provides evidence and benefits of how digital twins drive market share, competitiveness and innovation.


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:

  • Management education and awareness
  • Create a compelling case for change
  • Pilots and Proof of Concepts

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 for the ‘Lack of Understanding’ theme.