Mind Mapping Tool 

 CHALLENGE : 

 After 25 years of work in FMCG company , I have just started my new job as a Product Manager in   outdoor company . I was responsible for Citylights ad network – several thousand of advertising ’s   panels ( 1,2 x 1,8 m ) located on cities streets , bus shelters , shopping malls , airports etc . 

 My first challenge was : make the existing advertising network called ‘ ITFAQ ’ start selling . 

 This advertising network consisting of 600 citylights , located near shops and on the parkings of the   largest retailers like Tesco , Carrefour etc , was dedicated to FMCG * advertisers . 

 The case was that at the beginning many clients ( media houses ) have included ‘ ITFAQ ’ to   campaign 's media - mix but at the end - nobody bought it . No one in the sales team could explain   the reason , why ? Price discounts or extra panels for free did n't work . 

 SELECTION : 

 I have decided to use Mind Mapping Tool , because the pivotal stage in my challenge was gathering   a deep understanding of customer needs and broader perspective on how this product should work   to be desired . 

 This tool allowed me to involve my colleagues , much more experienced in this industry than me , in   order to develop a common mind among them regarding the current reality of my challenge . 

 This tool was also used due to the very large amount of data I have collected and we had to draw   the most important facts and observations that would lead us to deeper insights . 

 APPLICATION : 

 In big conference room I have prepared the ‘ ITFAQ - gallery ’ – where people could saw and   feel how the citylights dedicated network looks like ( pictures of localization ) , who is our target   ( FMCG companies logos ) , who buy ( media houses logos ) , folders , charts , etc . 

 I have invited 15 people from sales , marketing , media planners ( customers ) and stakeholders like :   sales & HR & finance – directors . 

 I asked them for their intuition . Please go around the gallery on your own and make notes you   believe might inform new ideas . 

 As a next step , we gathered in 3 smaller groups - 5 people each and after several minutes of self- preparation each person from the team have started sharing their ideas by sticking notes on the   wall . 

 The next step was to turn these ideas and observations into deeper insights .    We did this in the   next workshop . 

 INSIGHT : 

 People were so involved , motivated and cooperative one to each other that it exceeded my   imagination .   I got a feedback that prepared ‘ Gallery ’ instead of static and boring powerpoint   presentation was as a trigger to look at this product from a different perspective , feel it . 

 The second positive thing was that the most influential people – the stakeholders – get involved   and cooperate and co - create in search of the best solution . 

 There was a series of insights that came out of it and finally lead to the big success of new   redesigned product . 

 The most powerful was discovering what our customers really want to buy . They want to buy an   audience responsible for shopping – and these are WOMEN , not FMCG . This led us later to change   the product name from ‘ ITFAQ ’ to ‘ City Ladies ’ . 

 The second discovery was that clients expected citylights network to follow the image of a modern ,   energetic woman . This led to the expansion of the places where the citylights were located – instead   of only shops , places such as hairdressers , beauty salons , shopping malls , kindergartens , were   chosen , which in a broader context referred to places where women can be found . 

 APPROACH : 

 I think that the tool was chosen correctly , as evidenced by the achieved goal . 

 I would definitely like to improve the technique of using this tool in the future - what I did before was   very intuitive and I have learned from the course that a step - by - step methodology is available . 

 I also think that in the future I will go through all the phases of the design thinking process - because   it ensures the highest quality of achievements . 

 * FMCG – Fast - Moving Consumer Goods – products that sell very quickly , such as food and drinks . 


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: Mind Mapping Tool 

 CHALLENGE : 

 After 25 years of work in FMCG company , I have just started my new job as a Product Manager in   outdoor company . I was responsible for Citylights ad network – several thousand of advertising ’s   panels ( 1,2 x 1,8 m ) located on cities streets , bus shelters , shopping malls , airports etc . 

 My first challenge was : make the existing advertising network called ‘ ITFAQ ’ start selling . 

 This advertising network consisting of 600 citylights , located near shops and on the parkings of the   largest retailers like Tesco , Carrefour etc , was dedicated to FMCG * advertisers . 

 The case was that at the beginning many clients ( media houses ) have included ‘ ITFAQ ’ to   campaign 's media - mix but at the end - nobody bought it . No one in the sales team could explain   the reason , why ? Price discounts or extra panels for free did n't work . 

 SELECTION : 

 I have decided to use Mind Mapping Tool , because the pivotal stage in my challenge was gathering   a deep understanding of customer needs and broader perspective on how this product should work   to be desired . 

 This tool allowed me to involve my colleagues , much more experienced in this industry than me , in   order to develop a common mind among them regarding the current reality of my challenge . 

 This tool was also used due to the very large amount of data I have collected and we had to draw   the most important facts and observations that would lead us to deeper insights . 

 APPLICATION : 

 In big conference room I have prepared the ‘ ITFAQ - gallery ’ – where people could saw and   feel how the citylights dedicated network looks like ( pictures of localization ) , who is our target   ( FMCG companies logos ) , who buy ( media houses logos ) , folders , charts , etc . 

 I have invited 15 people from sales , marketing , media planners ( customers ) and stakeholders like :   sales & HR & finance – directors . 

 I asked them for their intuition . Please go around the gallery on your own and make notes you   believe might inform new ideas . 

 As a next step , we gathered in 3 smaller groups - 5 people each and after several minutes of self- preparation each person from the team have started sharing their ideas by sticking notes on the   wall . 

 The next step was to turn these ideas and observations into deeper insights .    We did this in the   next workshop . 

 INSIGHT : 

 People were so involved , motivated and cooperative one to each other that it exceeded my   imagination .   I got a feedback that prepared ‘ Gallery ’ instead of static and boring powerpoint   presentation was as a trigger to look at this product from a different perspective , feel it . 

 The second positive thing was that the most influential people – the stakeholders – get involved   and cooperate and co - create in search of the best solution . 

 There was a series of insights that came out of it and finally lead to the big success of new   redesigned product . 

 The most powerful was discovering what our customers really want to buy . They want to buy an   audience responsible for shopping – and these are WOMEN , not FMCG . This led us later to change   the product name from ‘ ITFAQ ’ to ‘ City Ladies ’ . 

 The second discovery was that clients expected citylights network to follow the image of a modern ,   energetic woman . This led to the expansion of the places where the citylights were located – instead   of only shops , places such as hairdressers , beauty salons , shopping malls , kindergartens , were   chosen , which in a broader context referred to places where women can be found . 

 APPROACH : 

 I think that the tool was chosen correctly , as evidenced by the achieved goal . 

 I would definitely like to improve the technique of using this tool in the future - what I did before was   very intuitive and I have learned from the course that a step - by - step methodology is available . 

 I also think that in the future I will go through all the phases of the design thinking process - because   it ensures the highest quality of achievements . 

 * FMCG – Fast - Moving Consumer Goods – products that sell very quickly , such as food and drinks .
### Output: 