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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 ‘People and Culture’, the pain points were as follows:

  • Stakeholder Interest
  • Board Buy-In
  • No Understanding of the 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 ‘People and Culture’:

This is what is happening

This is bad because

The impact is

A lack of understanding, siloed thinking and a focus on technology

it means that nobody can agree and focus on a solution

confusion, wrong outcomes, lack of funding and an inability to manage risk. 

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 ‘People and Culture’:

Kipling questions, people and culture

Resulting vision statement:

To build an organisation with clearly defined business objectives, with all contributors having a clear understanding of their outputs, captured within a standard pattern through a standard process


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:

  • Common information architecture
  • Social media platform with a case studies library
  • Ops Insights

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 ‘People and Culture’ theme.

Transformation Map, People and Culture