Design Thinking Workshop Case Study

Technical Service plays a crucial role in supporting PPG’s customers and ensuring business success, but there was a lack of clarity around its value and positioning within the organization. Challenges included:

Company: PPG Industries – The #1 Global Coatings Company
Location: PPG Architectural Coatings Corporate Office, Cranberry, Pennsylvania
Audience: Twelve participants from Technical Service across Architectural Coatings, representing regions worldwide
Facilitators: Jesse Wisinski & Junior-Level Designer
Workshop Duration: Full-Day

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Workshop Objective

The primary goal of this workshop was to position Technical Service as a value-adding function within PPG Industries. Our purpose was to define and enhance the role of Technical Service in three key areas:

• Customer Support: Helping customers improve their processes and jobs to protect and beautify more effectively.
• Business Growth: Strengthening PPG by maintaining current customers, acquiring new ones, and increasing share of wallet.
• Operational Efficiency: Continuously improving processes and reducing complexity within the business.

Workshop Structure & Methodology

We utilized Design Thinking principles, following the Double Diamond framework, to guide participants through problem-solving and ideation. Key activities included:

1. Discover Phase

Rose, Thorn, Bud Exercise: Participants identified what was working well (rose), challenges or pain points (thorn), and opportunities for improvement (bud) within Technical Service.

2. Define Phase

Creative Matrix Exercise (LUMA Institute Methodology): A structured ideation technique where participants generated innovative ideas by intersecting user needs with emerging trends and technologies.

3. Develop Phase

Round Robin Sharing: Each participant shared their most innovative ideas in a structured manner, allowing for collective feedback and refinement of concepts.

4. Deliver Phase

• Action Roadmap: Defining next steps for leadership to implement key takeaways.
• Presentation to Leadership: Summarizing outcomes and proposed initiatives.

Workshop Impact & Outcomes

Innovative Solutions: The workshop generated multiple actionable ideas for leadership to explore and implement.

Alignment Across Teams: Strengthened cross-functional collaboration by aligning Technical Service’s role with customer needs and business goals.

Empowered Participants: Equipped attendees with tools and methodologies to apply Design Thinking in their daily roles.

Strategic Business Value: Reinforced Technical Service’s position as a driver of customer satisfaction, revenue growth, and operational excellence.

Key Learnings & Reflections

• Cross-functional engagement is crucial – Involving diverse perspectives led to more comprehensive solutions.
• Hands-on exercises enhance learning – Practical activities helped participants internalize design thinking concepts.
• Clear problem definition drives better innovation – Ensuring alignment on challenges led to more targeted solutions.
• Leadership support is key – Strong sponsorship ensures follow-through on workshop insights.

This workshop showcased the power of Design Thinking in solving business challenges and strengthening PPG’s commitment to delivering value through Technical Service. By fostering innovation and collaboration, we provided a roadmap for sustainable growth and efficiency improvements.

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