How to Dispatch in 2030: Hosting a Design Thinking Session to Align 40+ Stakeholders

Design Thinking | Innovation | Stakeholder Collaboration

As the UX Research and Design Manager at Bell Canada, I became the go-to facilitator for large-scale, collaborative sessions using design thinking. Over my tenure, I designed and led more than 20 strategic workshops. This case study highlights one of the most high-profile sessions—an executive alignment workshop with 45 attendees.

Empathize: Understanding the Challenge

Bell’s dispatch system was at a critical turning point. The company was in the process of replacing its existing distpatch tool, which optimized technician scheduling based on an algorithm. However, human dispatchers frequently overrode the system due to real-world complexities—raising concerns about job displacement, efficiency, and risk management. Leadership needed clarity on:

• Key pain points in the current system
• Opportunities for automation
• The balance between human intervention and algorithmic efficiency
• What should (and shouldn’t) be included in the RFP for a new vendor

Despite the importance of this discussion, the dispatch team did not have experience running a large-scale, collaborative session of this nature. I was brought in to design and lead a session that would bring together diverse perspectives, uncover insights, and build consensus on the future of dispatch at Bell.

Define: Setting the Workshop Objectives

Success for this workshop meant achieving alignment on the most urgent pain points that needed to be addressed with new technology while selecting a vendor. The session also had to:

• Identify gaps in the RFP to ensure no critical requirements were missed
• Surface the biggest problems in the current dispatch process
• Explore potential cost-saving opportunities
• Understand how automation could streamline operations while mitigating risk

To ensure these objectives were met, I met weekly with key stakeholders in the weeks leading up to the workshop. The agenda went through five iterations, evolving to accommodate a growing participant list and shifting from in-person to virtual due to budget constraints.

Ideate: Designing an Engaging, Insight-Driven Workshop

A strong facilitation strategy was crucial for keeping 45 participants engaged over a virtual WebEx session using Miro. To create an environment where ideas could flow freely, I structured the session around a series of proven ideation techniques:

• Magazine from the Future: Encouraged leaders to envision what success would look like years down the line.
• Sailboat Exercise: Identified the forces driving progress (winds) and obstacles slowing us down (anchors).
• Janus Cone: Explored past trends to predict the most likely future scenarios.
• The Disney Method: Examined ideas from dreamer, realist, and critic perspectives to refine our vision.
• How-Wow-Now Prioritization: Organized insights into actionable next steps.

A critical enhancement I introduced was offering optional “How to Use Miro” training sessions before the workshop. This preemptively solved potential tech issues and ensured smooth participation.

Prototype & Test: Iterating the Workshop Agenda

The agenda was continuously refined based on stakeholder feedback. The most significant changes included:

• Expanding participation to 45 attendees across leadership, field operations, and dispatch teams
• Adapting activities to work effectively in a virtual setting
• Refining focus areas to prioritize the RFP’s most urgent needs

To facilitate deeper discussions, I trained four co-facilitators to lead breakout rooms, ensuring every voice was heard. A "write-don't-speak" approach was implemented to encourage unbiased input and prevent dominant voices from steering the conversation.

Outcome: A Clear Path Forward

The workshop successfully aligned leadership on the future of dispatch operations, providing clarity on:

• Which pain points needed to be addressed first
• How automation could improve efficiency while maintaining human oversight
• The strategic direction for the new dispatch tool vendor

Beyond the tangible outcomes, this workshop fostered a sense of camaraderie within the business unit, breaking down silos and creating a shared vision for the future.

Testimonial:“On behalf of Bruce [Senior VP of Field Services] and the entire Field VP team, great work running the [dispatch tool] workshop! It was one of the most effective virtual collaboration sessions I’ve been a part of.”
—Costa Pantazopoulo, VP of Field Operations and Support

As a bonus, I was awarded tickets to TIFF for my leadership in designing and facilitating the session—a testament to the impact and appreciation of this work.

Lessons Learned & Future Applications

This workshop reinforced the importance of:

• Pre-workshop training: A small investment in Miro training significantly improved participant engagement.
• Iterative design: Refining the agenda through multiple iterations ensured that the final session was highly effective.
• Balancing technology with human insight: The key debate on automation vs. human intervention highlighted the need for thoughtful implementation of AI in operational decision-making.

This experience has shaped my approach to facilitating large-scale, strategic workshops, demonstrating the power of design thinking in executive decision-making. By applying structured collaboration techniques, even the most complex challenges can be tackled with clarity, alignment, and impact.

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Company
Bell Canada

Year
2021-2024

Role
Senior Manager, UX Research and Design

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