Visualization 	
   Tool 	
   for 	
   an 	
   Internet 	
   Product 	
  	
   	
    Challenge 	
   & 	
   Selection 	
  	
    I 	
   am 	
   a 	
   co-­‐founder 	
   of 	
   an 	
   internet 	
   startup 	
   that 	
   is 	
   in 	
   the 	
   domain 	
   of 	
   classified 	
   ads . 	
   It 	
   serves 	
   the 	
   purpose 	
    of 	
   connecting 	
   buyers 	
   and 	
   sellers 	
   of 	
   apple 	
   products . 	
   It 	
   aims , 	
   on 	
   one 	
   hand , 	
   to 	
   help 	
   people 	
   finding 	
   the 	
    best 	
   deals 	
   on 	
   apple 	
   products 	
   and , 	
   on 	
   the 	
   other 	
   hand , 	
   to 	
   help 	
   individual 	
   or 	
   professional 	
   sellers 	
   to 	
    meet 	
   the 	
   largest 	
   pool 	
   of 	
   buyers . 	
   Since 	
   this 	
   is 	
   very 	
   niche 	
   area 	
   for 	
   classified 	
   ads , 	
   it 	
   becomes 	
   extremely 	
    important 	
   to 	
   generate 	
   new 	
   ideas 	
   to 	
   keep 	
   the 	
   user 	
   base 	
   increasing . 	
   By 	
   far , 	
   it 	
   is 	
   at 	
   the 	
   stage 	
   where 	
   it 	
    allows 	
   sellers 	
   to 	
   upload 	
   their 	
   product 	
   details , 	
   photograph , 	
   contact 	
   details . 	
   It 	
   also 	
   allows 	
   buyers 	
   to 	
   go 	
    through 	
   all 	
   the 	
   products 	
   and 	
   apply 	
   their 	
   search 	
   filters . 	
   Both 	
   services 	
   ( product 	
   uploading 	
   / 	
   product 	
    search ) 	
   are 	
   free . 	
   My 	
   main 	
   challenge 	
   here 	
   is 	
   to 	
   better 	
   understand 	
   both 	
   customers ’ 	
   problems 	
   and 	
    ways 	
   through 	
   which 	
   I 	
   could 	
   solve 	
   these 	
   problems 	
   with 	
   the 	
   objective 	
   of 	
   bringing 	
   more 	
   users 	
   and 	
    sellers 	
   to 	
   my 	
   portal 	
   and , 	
   finally , 	
   making 	
   it 	
   grow . 	
   The 	
   areas 	
   I 	
   want 	
   to 	
   improve 	
   are 	
   UI / UX , 	
   Customer 	
    Service , 	
   Ease 	
   of 	
   Access , 	
   Credibility 	
   to 	
   my 	
   portal . 	
    Having 	
   my 	
   startup 	
   described , 	
   I 	
   decide 	
   to 	
   choose 	
   “ Visualization ” 	
   tool . 	
   Customers 	
   insights 	
   being 	
    extremely 	
   important , 	
   I 	
   may 	
   be 	
   able 	
   to 	
   solve 	
   their 	
   problem 	
   in 	
   a 	
   way 	
   that 	
   adds 	
   value 	
   to 	
   my 	
   customers . 	
    Since 	
   I 	
   am 	
   in 	
   with 	
   both 	
   sided 	
   market 	
   ( buyers 	
   and 	
   sellers ) , 	
   it 	
   was 	
   extremely 	
   difficult 	
   to 	
   apply 	
   all 	
    solutions 	
   at 	
   one 	
   go . 	
   I 	
   had 	
   to 	
   customize 	
   in 	
   a 	
   specific 	
   way . 	
   Who 	
   would 	
   tell 	
   me 	
   the 	
   exact 	
   tailor 	
   made 	
    requirement 	
   for 	
   customers ? 	
   Customers 	
   themselves . 	
   They 	
   will 	
   come 	
   in 	
   unique 	
   ways 	
   to 	
   give 	
   in 	
   their 	
    insights . 	
   I 	
   believed 	
   that 	
   using 	
   visualization 	
   tool 	
   could 	
   help 	
   me 	
   get 	
   things 	
   more 	
   concrete . 	
   Virtually 	
   all 	
    the 	
   people 	
   who 	
   own 	
   apple 	
   device 	
   or 	
   want 	
   to 	
   own 	
   apple 	
   device 	
   are 	
   my 	
   customers . 	
   That 	
   is 	
   why , 	
   I 	
    wanted 	
   to 	
   closely 	
   see 	
   and 	
   imagine 	
   what 	
   kind 	
   of 	
   users 	
   and 	
   sellers 	
   I 	
   was 	
   dealing 	
   with . 	
   That 	
   can 	
   lead 	
    me 	
   to 	
   what 	
   kind 	
   of 	
   needs 	
   they 	
   have 	
   in 	
   terms 	
   of 	
   UI 	
   and 	
   customer 	
   service . 	
   In 	
   other 	
   words , 	
   I 	
   had 	
   to 	
    personify 	
   buyers 	
   and 	
   sellers 	
   that 	
   used 	
   or 	
   would 	
   use 	
   my 	
   website . 	
  	
   	
    Application 	
  	
    To 	
   start 	
   defining 	
   who 	
   my 	
   customers 	
   were , 	
   I 	
   asked 	
   them 	
   various 	
   questions 	
   about 	
   their 	
   personalities 	
    and 	
   objectives . 	
   I 	
   asked 	
   them 	
   to 	
   assign 	
   their 	
   personality 	
   to 	
   the 	
   personality 	
   of 	
   any 	
   animal 	
   of 	
   their 	
    choice . 	
   I 	
   asked 	
   them 	
   associate 	
   themselves 	
   with 	
   celebrity 	
   of 	
   their 	
   choice . 	
   Besides 	
   that , 	
   I 	
   learned 	
   them 	
    while 	
   using 	
   my 	
   portal 	
   too . 	
   I 	
   asked 	
   them 	
   about 	
   what 	
   all 	
   things 	
   that 	
   they 	
   think 	
   helping 	
   them 	
   and 	
   what 	
    all 	
   features 	
   actually 	
   can 	
   be 	
   associated 	
   with 	
   their 	
   characteristics . 	
   To 	
   Find 	
   out 	
   what 	
   is 	
   missing , 	
   I 	
   asked 	
    them 	
   the 	
   different 	
   questions . 	
   I 	
   asked 	
   them 	
   to 	
   map 	
   their 	
   characteristic 	
   with 	
   their 	
   favourite 	
   celebrity . 	
    For 	
   users , 	
   I 	
   insisted 	
   in 	
   questions 	
   about 	
   what 	
   they 	
   aimed 	
   when 	
   searching 	
   for 	
   apple 	
   device 	
   and 	
   how 	
    did 	
   they 	
   decide 	
   which 	
   one 	
   to 	
   choose . 	
   For 	
   sellers , 	
   I 	
   explored 	
   questions 	
   about 	
   their 	
   marketing 	
   efforts 	
    and 	
   how 	
   they 	
   decided 	
   about 	
   their 	
   marketing 	
   initiatives . 	
   After 	
   considering 	
   23 	
   buyers 	
   and 	
   8 	
   sellers 	
   I 	
    was 	
   able 	
   to 	
   draw 	
   their 	
   personas . 	
   Then , 	
   I 	
   could 	
   separate 	
   them 	
   accordingly . 	
  	
    I 	
   separated 	
   “ buyers ” 	
   group 	
   in 	
   two 	
   main 	
   ‘ Personas ’ : 	
   1 ) 	
   big 	
   sellers 	
   ( more 	
   hierarchical 	
   and , 	
   generally 	
    outsource 	
   part 	
   of 	
   their 	
   marketing 	
   initiatives 	
   to 	
   a 	
   promotion 	
   agency ) ; 	
   2 ) 	
   medium 	
   and 	
   small 	
   sellers 	
    ( less 	
   hierarchical , 	
   usually 	
   do 	
   all 	
   of 	
   their 	
   marketing 	
   activities 	
   by 	
   themselves , 	
   trusting 	
   a 	
   lot 	
   on 	
   free 	
    social 	
   media 	
   promotion ) 	
   and 	
   individual 	
   sellers 	
   ( No 	
   hierarchical 	
   and 	
   promotion 	
   based 	
   on 	
   personal 	
    contacts 	
   and 	
   social 	
   media 	
   promotion ) . 	
  	
    Regarding 	
   “ Buyers ” 	
   group , 	
   I 	
   divided 	
   it 	
   also 	
   in 	
   two 	
   different 	
   groups : 	
   1 ) 	
   users 	
   that 	
   focus 	
   on 	
   iOS 	
   devices 	
    2 ) 	
   users 	
   that 	
   want 	
   to 	
   own 	
   mac 	
   computers 	
   3 ) 	
   users 	
   that 	
   focus 	
   on 	
   wearable 	
   devices . 	
   	
    Insight 	
   & 	
   Approach 	
    Visualization 	
   tool 	
   allowed 	
   me 	
   to 	
   better 	
   understand 	
   my 	
   customers 	
   and 	
   the 	
   creation 	
   of 	
   ‘ Personas ’ 	
    made 	
   me 	
   think 	
   in 	
   a 	
   much 	
   more 	
   clearer 	
   way 	
   about 	
   them , 	
   their 	
   needs 	
   and 	
   their 	
   main 

 challenges . 	
   Defining 	
   who 	
   they 	
   were , 	
   let 	
   the 	
   task 	
   of 	
   defining 	
   what 	
   were 	
   their 	
   unspoken 	
   needs 	
   much 	
    easier 	
   and 	
   certain . 	
   Taking 	
   those 	
   personas 	
   into 	
   account , 	
   will 	
   make 	
   my 	
   marketing 	
   efforts 	
   much 	
   more 	
    focused 	
   and 	
   my 	
   learning 	
   about 	
   my 	
   customers 	
   much 	
   more 	
   effective . 	
   Now 	
   I 	
   know 	
   that 	
   I 	
   have 	
   to 	
    approach 	
   differently 	
   to 	
   each 	
   one 	
   of 	
   my 	
   personas . 	
   For 	
   sellers , 	
   maybe 	
   I 	
   could 	
   start 	
   with 	
   medium / small 	
    ones , 	
   once 	
   my 	
   website 	
   is 	
   new 	
   and 	
   my 	
   marketing 	
   budget 	
   is 	
   not 	
   that 	
   big 	
   to 	
   compete 	
   directly 	
   with 	
   big 	
    media 	
   companies 	
   ( accessed 	
   by 	
   big 	
   institutions 	
   promotion 	
   agencies ) . 	
   For 	
   buyers , 	
   I 	
   have 	
   to 	
   consider 	
    the 	
   differences 	
   in 	
   the 	
   objectives 	
   of 	
   each 	
   group , 	
   once 	
   the 	
   message 	
   of 	
   simply 	
   “ acquire 	
   knowledge ” 	
    does n’t 	
   fit 	
   to 	
   users 	
   that 	
   aim 	
   certificates . 	
  	
    Despite 	
   learning 	
   a 	
   lot 	
   about 	
   visualization 	
   tool 	
   and , 	
   consequently , 	
   about 	
   my 	
   customers , 	
   I 	
   believe 	
   I 	
    could 	
   have 	
   learned 	
   more 	
   if 	
   I 	
   had 	
   interviewed 	
   more 	
   people 	
   and 	
   used 	
   more 	
   pictures 	
   and 	
   drawings 	
   to 	
    better 	
   visualize 	
   my 	
   personas . 	
   That ’s 	
   exactly 	
   the 	
   next 	
   step 	
   I 	
   will 	
   take , 	
   in 	
   order 	
   to 	
   enhance 	
   my 	
    customers ’ 	
   and 	
   business 	
   insights . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Visualization 	
   Tool 	
   for 	
   an 	
   Internet 	
   Product 	
  	
   	
    Challenge 	
   & 	
   Selection 	
  	
    I 	
   am 	
   a 	
   co-­‐founder 	
   of 	
   an 	
   internet 	
   startup 	
   that 	
   is 	
   in 	
   the 	
   domain 	
   of 	
   classified 	
   ads . 	
   It 	
   serves 	
   the 	
   purpose 	
    of 	
   connecting 	
   buyers 	
   and 	
   sellers 	
   of 	
   apple 	
   products . 	
   It 	
   aims , 	
   on 	
   one 	
   hand , 	
   to 	
   help 	
   people 	
   finding 	
   the 	
    best 	
   deals 	
   on 	
   apple 	
   products 	
   and , 	
   on 	
   the 	
   other 	
   hand , 	
   to 	
   help 	
   individual 	
   or 	
   professional 	
   sellers 	
   to 	
    meet 	
   the 	
   largest 	
   pool 	
   of 	
   buyers . 	
   Since 	
   this 	
   is 	
   very 	
   niche 	
   area 	
   for 	
   classified 	
   ads , 	
   it 	
   becomes 	
   extremely 	
    important 	
   to 	
   generate 	
   new 	
   ideas 	
   to 	
   keep 	
   the 	
   user 	
   base 	
   increasing . 	
   By 	
   far , 	
   it 	
   is 	
   at 	
   the 	
   stage 	
   where 	
   it 	
    allows 	
   sellers 	
   to 	
   upload 	
   their 	
   product 	
   details , 	
   photograph , 	
   contact 	
   details . 	
   It 	
   also 	
   allows 	
   buyers 	
   to 	
   go 	
    through 	
   all 	
   the 	
   products 	
   and 	
   apply 	
   their 	
   search 	
   filters . 	
   Both 	
   services 	
   ( product 	
   uploading 	
   / 	
   product 	
    search ) 	
   are 	
   free . 	
   My 	
   main 	
   challenge 	
   here 	
   is 	
   to 	
   better 	
   understand 	
   both 	
   customers ’ 	
   problems 	
   and 	
    ways 	
   through 	
   which 	
   I 	
   could 	
   solve 	
   these 	
   problems 	
   with 	
   the 	
   objective 	
   of 	
   bringing 	
   more 	
   users 	
   and 	
    sellers 	
   to 	
   my 	
   portal 	
   and , 	
   finally , 	
   making 	
   it 	
   grow . 	
   The 	
   areas 	
   I 	
   want 	
   to 	
   improve 	
   are 	
   UI / UX , 	
   Customer 	
    Service , 	
   Ease 	
   of 	
   Access , 	
   Credibility 	
   to 	
   my 	
   portal . 	
    Having 	
   my 	
   startup 	
   described , 	
   I 	
   decide 	
   to 	
   choose 	
   “ Visualization ” 	
   tool . 	
   Customers 	
   insights 	
   being 	
    extremely 	
   important , 	
   I 	
   may 	
   be 	
   able 	
   to 	
   solve 	
   their 	
   problem 	
   in 	
   a 	
   way 	
   that 	
   adds 	
   value 	
   to 	
   my 	
   customers . 	
    Since 	
   I 	
   am 	
   in 	
   with 	
   both 	
   sided 	
   market 	
   ( buyers 	
   and 	
   sellers ) , 	
   it 	
   was 	
   extremely 	
   difficult 	
   to 	
   apply 	
   all 	
    solutions 	
   at 	
   one 	
   go . 	
   I 	
   had 	
   to 	
   customize 	
   in 	
   a 	
   specific 	
   way . 	
   Who 	
   would 	
   tell 	
   me 	
   the 	
   exact 	
   tailor 	
   made 	
    requirement 	
   for 	
   customers ? 	
   Customers 	
   themselves . 	
   They 	
   will 	
   come 	
   in 	
   unique 	
   ways 	
   to 	
   give 	
   in 	
   their 	
    insights . 	
   I 	
   believed 	
   that 	
   using 	
   visualization 	
   tool 	
   could 	
   help 	
   me 	
   get 	
   things 	
   more 	
   concrete . 	
   Virtually 	
   all 	
    the 	
   people 	
   who 	
   own 	
   apple 	
   device 	
   or 	
   want 	
   to 	
   own 	
   apple 	
   device 	
   are 	
   my 	
   customers . 	
   That 	
   is 	
   why , 	
   I 	
    wanted 	
   to 	
   closely 	
   see 	
   and 	
   imagine 	
   what 	
   kind 	
   of 	
   users 	
   and 	
   sellers 	
   I 	
   was 	
   dealing 	
   with . 	
   That 	
   can 	
   lead 	
    me 	
   to 	
   what 	
   kind 	
   of 	
   needs 	
   they 	
   have 	
   in 	
   terms 	
   of 	
   UI 	
   and 	
   customer 	
   service . 	
   In 	
   other 	
   words , 	
   I 	
   had 	
   to 	
    personify 	
   buyers 	
   and 	
   sellers 	
   that 	
   used 	
   or 	
   would 	
   use 	
   my 	
   website . 	
  	
   	
    Application 	
  	
    To 	
   start 	
   defining 	
   who 	
   my 	
   customers 	
   were , 	
   I 	
   asked 	
   them 	
   various 	
   questions 	
   about 	
   their 	
   personalities 	
    and 	
   objectives . 	
   I 	
   asked 	
   them 	
   to 	
   assign 	
   their 	
   personality 	
   to 	
   the 	
   personality 	
   of 	
   any 	
   animal 	
   of 	
   their 	
    choice . 	
   I 	
   asked 	
   them 	
   associate 	
   themselves 	
   with 	
   celebrity 	
   of 	
   their 	
   choice . 	
   Besides 	
   that , 	
   I 	
   learned 	
   them 	
    while 	
   using 	
   my 	
   portal 	
   too . 	
   I 	
   asked 	
   them 	
   about 	
   what 	
   all 	
   things 	
   that 	
   they 	
   think 	
   helping 	
   them 	
   and 	
   what 	
    all 	
   features 	
   actually 	
   can 	
   be 	
   associated 	
   with 	
   their 	
   characteristics . 	
   To 	
   Find 	
   out 	
   what 	
   is 	
   missing , 	
   I 	
   asked 	
    them 	
   the 	
   different 	
   questions . 	
   I 	
   asked 	
   them 	
   to 	
   map 	
   their 	
   characteristic 	
   with 	
   their 	
   favourite 	
   celebrity . 	
    For 	
   users , 	
   I 	
   insisted 	
   in 	
   questions 	
   about 	
   what 	
   they 	
   aimed 	
   when 	
   searching 	
   for 	
   apple 	
   device 	
   and 	
   how 	
    did 	
   they 	
   decide 	
   which 	
   one 	
   to 	
   choose . 	
   For 	
   sellers , 	
   I 	
   explored 	
   questions 	
   about 	
   their 	
   marketing 	
   efforts 	
    and 	
   how 	
   they 	
   decided 	
   about 	
   their 	
   marketing 	
   initiatives . 	
   After 	
   considering 	
   23 	
   buyers 	
   and 	
   8 	
   sellers 	
   I 	
    was 	
   able 	
   to 	
   draw 	
   their 	
   personas . 	
   Then , 	
   I 	
   could 	
   separate 	
   them 	
   accordingly . 	
  	
    I 	
   separated 	
   “ buyers ” 	
   group 	
   in 	
   two 	
   main 	
   ‘ Personas ’ : 	
   1 ) 	
   big 	
   sellers 	
   ( more 	
   hierarchical 	
   and , 	
   generally 	
    outsource 	
   part 	
   of 	
   their 	
   marketing 	
   initiatives 	
   to 	
   a 	
   promotion 	
   agency ) ; 	
   2 ) 	
   medium 	
   and 	
   small 	
   sellers 	
    ( less 	
   hierarchical , 	
   usually 	
   do 	
   all 	
   of 	
   their 	
   marketing 	
   activities 	
   by 	
   themselves , 	
   trusting 	
   a 	
   lot 	
   on 	
   free 	
    social 	
   media 	
   promotion ) 	
   and 	
   individual 	
   sellers 	
   ( No 	
   hierarchical 	
   and 	
   promotion 	
   based 	
   on 	
   personal 	
    contacts 	
   and 	
   social 	
   media 	
   promotion ) . 	
  	
    Regarding 	
   “ Buyers ” 	
   group , 	
   I 	
   divided 	
   it 	
   also 	
   in 	
   two 	
   different 	
   groups : 	
   1 ) 	
   users 	
   that 	
   focus 	
   on 	
   iOS 	
   devices 	
    2 ) 	
   users 	
   that 	
   want 	
   to 	
   own 	
   mac 	
   computers 	
   3 ) 	
   users 	
   that 	
   focus 	
   on 	
   wearable 	
   devices . 	
   	
    Insight 	
   & 	
   Approach 	
    Visualization 	
   tool 	
   allowed 	
   me 	
   to 	
   better 	
   understand 	
   my 	
   customers 	
   and 	
   the 	
   creation 	
   of 	
   ‘ Personas ’ 	
    made 	
   me 	
   think 	
   in 	
   a 	
   much 	
   more 	
   clearer 	
   way 	
   about 	
   them , 	
   their 	
   needs 	
   and 	
   their 	
   main 

 challenges . 	
   Defining 	
   who 	
   they 	
   were , 	
   let 	
   the 	
   task 	
   of 	
   defining 	
   what 	
   were 	
   their 	
   unspoken 	
   needs 	
   much 	
    easier 	
   and 	
   certain . 	
   Taking 	
   those 	
   personas 	
   into 	
   account , 	
   will 	
   make 	
   my 	
   marketing 	
   efforts 	
   much 	
   more 	
    focused 	
   and 	
   my 	
   learning 	
   about 	
   my 	
   customers 	
   much 	
   more 	
   effective . 	
   Now 	
   I 	
   know 	
   that 	
   I 	
   have 	
   to 	
    approach 	
   differently 	
   to 	
   each 	
   one 	
   of 	
   my 	
   personas . 	
   For 	
   sellers , 	
   maybe 	
   I 	
   could 	
   start 	
   with 	
   medium / small 	
    ones , 	
   once 	
   my 	
   website 	
   is 	
   new 	
   and 	
   my 	
   marketing 	
   budget 	
   is 	
   not 	
   that 	
   big 	
   to 	
   compete 	
   directly 	
   with 	
   big 	
    media 	
   companies 	
   ( accessed 	
   by 	
   big 	
   institutions 	
   promotion 	
   agencies ) . 	
   For 	
   buyers , 	
   I 	
   have 	
   to 	
   consider 	
    the 	
   differences 	
   in 	
   the 	
   objectives 	
   of 	
   each 	
   group , 	
   once 	
   the 	
   message 	
   of 	
   simply 	
   “ acquire 	
   knowledge ” 	
    does n’t 	
   fit 	
   to 	
   users 	
   that 	
   aim 	
   certificates . 	
  	
    Despite 	
   learning 	
   a 	
   lot 	
   about 	
   visualization 	
   tool 	
   and , 	
   consequently , 	
   about 	
   my 	
   customers , 	
   I 	
   believe 	
   I 	
    could 	
   have 	
   learned 	
   more 	
   if 	
   I 	
   had 	
   interviewed 	
   more 	
   people 	
   and 	
   used 	
   more 	
   pictures 	
   and 	
   drawings 	
   to 	
    better 	
   visualize 	
   my 	
   personas . 	
   That ’s 	
   exactly 	
   the 	
   next 	
   step 	
   I 	
   will 	
   take , 	
   in 	
   order 	
   to 	
   enhance 	
   my 	
    customers ’ 	
   and 	
   business 	
   insights .
### Output: 