Reflection – Learning Launch ( by Julia Bock ) 

 Challenge and Selection 

 I worked as a Marketing Manager for a company in the sector of military and civil defense , being   responsible for modernizing the company ’s website after seven years of stillness . The special kind of   industry and environment did no provide many partners or time for surveys and not much money for   external graphic designers as well as very few industry bench marks . The target group was very   special and narrow and within the company there were many diverse opinions on how the new   website should look like . Therefore , the marketing team decided to use the Learning Launch tool   incorporating customers and employees in order to design an appropriate website step by step and   including most important stakeholders into the process . We aimed to find out what our two different   target groups expected and what met their information needs without spending all budget and   efforts at once . It should not be a shot in the dark , but an experimental and successive learning   process until we had the perfect website . 

 Application 

 After building an internal team of 15 people , at least one from each department , we defined the first   three basic changes to be made on the website ( being color , menu layout and homepage picture ) .   Starting with one , we changed the website and came back to five chosen main customers to get   qualitative feedback and including their ideas . Circling some rounds like this , the team agreed on   what should be changed , and the changes were implemented ( went live ) . In intervals of 2 weeks the   marketing team closely monitored the website movements and visits and analyzed the numbers   compared to previous numbers . Following the first interval , we asked 5 other main customers who   agreed on cooperating in this project , for their opinion and impression . We worked this into the next   round of the internal “ Counsel ” and adapted some aspects . Next steps of changes ( e.g. product   pictures , portfolio structure , “ about us ” section and many more ) were defined and executed as   described above in a 2 - week interval until the whole website was restructured and redesigned . 

 Insight 

 Like this , internal as well as external stakeholders had the feeling to be involved and were all happy   with the result , marketing did not struggle with different parties fighting over taste and opinion .   Seeing this being successful , I decided to use the Learning Launch tool for many other challenges ,   avoiding spending money and effort in a creative process that could not be driven by just a few   marketing persons , but successively develops by many . This case made very clear that it takes much   more time ( here almost half a year ) than expected and many people involved when being visually   and content - wise creative and customer - oriented . Marketing is full of these challenges , so we need   to be open for opinions and learn how others can help effectively . 

 Approach 

 Building a new website could have been done by using mind maps , collecting ideas from everyone   and then internally implementing the ideas . 

 Visualization would have helped to give example sites and decide quickly if that was ok or not . But   then it would have been quite limited to what a few people suggested . The Learning Launch tool is   limited in terms of feasibility ; you ’d need customers who are willing to participate , an extended time   frame and the team needs to be very patient as results only come step by step and are often revised . 

 In this case the Learning Launch might have been the best choice , but for a frequent actualization of   the website the Visualization tool might be more appropriate as the frame of the website is already   set . In this way Marketing can give suggestions to stakeholders that then just react on ideas instead   of starting from zero . This is then less time- and resource - consuming and feasible for these smaller   changes . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Julia Bock
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: Reflection – Learning Launch ( by Julia Bock ) 

 Challenge and Selection 

 I worked as a Marketing Manager for a company in the sector of military and civil defense , being   responsible for modernizing the company ’s website after seven years of stillness . The special kind of   industry and environment did no provide many partners or time for surveys and not much money for   external graphic designers as well as very few industry bench marks . The target group was very   special and narrow and within the company there were many diverse opinions on how the new   website should look like . Therefore , the marketing team decided to use the Learning Launch tool   incorporating customers and employees in order to design an appropriate website step by step and   including most important stakeholders into the process . We aimed to find out what our two different   target groups expected and what met their information needs without spending all budget and   efforts at once . It should not be a shot in the dark , but an experimental and successive learning   process until we had the perfect website . 

 Application 

 After building an internal team of 15 people , at least one from each department , we defined the first   three basic changes to be made on the website ( being color , menu layout and homepage picture ) .   Starting with one , we changed the website and came back to five chosen main customers to get   qualitative feedback and including their ideas . Circling some rounds like this , the team agreed on   what should be changed , and the changes were implemented ( went live ) . In intervals of 2 weeks the   marketing team closely monitored the website movements and visits and analyzed the numbers   compared to previous numbers . Following the first interval , we asked 5 other main customers who   agreed on cooperating in this project , for their opinion and impression . We worked this into the next   round of the internal “ Counsel ” and adapted some aspects . Next steps of changes ( e.g. product   pictures , portfolio structure , “ about us ” section and many more ) were defined and executed as   described above in a 2 - week interval until the whole website was restructured and redesigned . 

 Insight 

 Like this , internal as well as external stakeholders had the feeling to be involved and were all happy   with the result , marketing did not struggle with different parties fighting over taste and opinion .   Seeing this being successful , I decided to use the Learning Launch tool for many other challenges ,   avoiding spending money and effort in a creative process that could not be driven by just a few   marketing persons , but successively develops by many . This case made very clear that it takes much   more time ( here almost half a year ) than expected and many people involved when being visually   and content - wise creative and customer - oriented . Marketing is full of these challenges , so we need   to be open for opinions and learn how others can help effectively . 

 Approach 

 Building a new website could have been done by using mind maps , collecting ideas from everyone   and then internally implementing the ideas . 

 Visualization would have helped to give example sites and decide quickly if that was ok or not . But   then it would have been quite limited to what a few people suggested . The Learning Launch tool is   limited in terms of feasibility ; you ’d need customers who are willing to participate , an extended time   frame and the team needs to be very patient as results only come step by step and are often revised . 

 In this case the Learning Launch might have been the best choice , but for a frequent actualization of   the website the Visualization tool might be more appropriate as the frame of the website is already   set . In this way Marketing can give suggestions to stakeholders that then just react on ideas instead   of starting from zero . This is then less time- and resource - consuming and feasible for these smaller   changes .
### Output: 