Assignment submission for Design Thinking 

 1 . Challenge 

 I am an employee of the largest optical chain in the country .    My role will be responsible for business development and    supporting sales growth for the organization .   Due to the impact of COVID-19 , traffic to the stores had declined and consumer behavior had change    whom will be minimizing the need to store visit .   Our challenge is to understand what we need to change to meet the customers ’ needs in the new   norm . Our objective is to maximize sales and optimizing the marketing budgets to drive online traffic   to the stores , developing new model to deliver to their home , and understand what works for the ne    norm and finally how do we re - prioritize the stores and headquarter staffs to achieve the business   goal .   We will focus on understanding the type of consumers that buying from us , getting to know what   changed in their buying behavior , what 's their needs and expectations , with in depth understanding t    guide us on uncovering what our staffs ' roles and responsibility needs to be changed by creating and   delivering value to our customers .   It is essential to get it right at the what if stage . 

 2 . Selection 

 The first tool we selected was journey mapping to grasp a clear understanding of what had   changed in terms of purchasing behaviors and expectations from consumers . This allow us to   provide the same perspective to all different stakeholders being those supporting in - store front   line employees and those working in headquarter that provide functional support from marketing ,   sales , merchandizing and operations . Able to align all stakeholders on the same understanding of   what consumer needs , allowing and support the organization to be able to focus and making   changes to new infrastructures that can drive growth through the new ways of working .   The next tool that will be used is the value chain analysis tool , to provide analysis on the who ,   what , how as the driver to deliver the value chain to meet the customer needs . 

 3 . Application   Applying the journey mapping techniques : 

 a. Identify and select the specific groups of consumers that we want to understand more fully . 

 In this case , we will select the group that present the biggest opportunities for the organization .   For the optical retail business , we have decided to go for age group between 20 to 50 as they   represent almost 58 % of the population , sharing some similar attributes where majority should   be under employment , and financial independence . Further divided them into 3 groups to map   the customer experience as a representation of life events :    Group 1 : 20 to 30 years old , where they are newly into the working reality , moving to early   stage of their career and maybe meeting the most important partner in their life time .    Group 2 : 30 to 40 years old , where they are advancing in their career , setting up family and   need to take care of both children and parents .    Group 3 : 40 to 50 years old , very settled in their career and planning for retirement 

 b. Layout hypothetical view of what customer journey looks like from beginning to end . 

 Setting hypothetical view of what individual group of customers of their vision needs , for   example need to see clearly at the laptop , any associated symptoms such as dry eyes , the   solutions they preferred and how they would like the solutions to be delivered to them . 

 c. Identify a small group of customers representing the 3 groups identified at point 1 above . 

 Plan and conduct next stage : interview . 

 d. Conduct a few pilot interviews . Identify 2 customers per group to validate the accuracy of   the consumer journey and being clear on the data that we intend to collect .   e. Finalize the questionnaires through the pilot interviews paying special attention in   capturing the emotional and feelings on the experience . We will arrange with 2 persons for   executing the interview , one focus on the interview and the other support notes taking .   f. Identify the essential moments of truth and other themes from the interviews . when each   group making decisions on what , when and how they will buy . This will be done by asking   the interviewer to summarize the learnings during the interview . We will then map the   summaries and looking for similar and important insights .   g. Study the themes we had uncovered . We had identified some dimensions :   - consumer who will conduct research online prior deciding which store to visit versus those   that prefer convenience and randomly select and walk in stores that is within their   neighborhood   - consumer who pays attention to stores that provide comprehensive after sales service   and engagement versus those who cares for the service at the point of delivery   h.    Select the two dimensions that we feel are most revealing . 

 4 . Insight     Taking step 3j by mapping the consumer journey using the low and high points providing us   good insights of which process shown opportunities by improving the process . 

 Able to understand the high and low of consumer journey that require vision corrections , the following   are some of the insights that we may gathered during the journey mapping process : 

 i.   What 's the priorities for elevating the quality of service by delivering above customer 's expectations ,   helping us to capture the considerations of how we wow them at later stage of design thinking   ii .   Upsell and cross opportunities by not upsetting the customers   iii . How likely will the consumer be a returned customer   iv .   How likely the consumer will refer their friends and families     5 . Approach     An alternative approach for this case in understands better at the what is stage will be   Visualization .   The potential learnings were through observations , collecting information , visuals , photographs   of a specific demographics of consumers for example , someone aged 22 , gotten their first job ,   getting very excited moving to new phase of life and exploring a new world . Using simple tools ,   sketching their journey and emotions that how by solving their visual problems and able to   meet their lifestyle needs helps and prepare them better to venture into the new experience .   We can then sketch and craft this into a story through story telling in the mode of story board . 

 i. Position interviewee into one of the quadrants . Based on the two dimensions archetype 

 persona crated in ( h ) , the actual interviewee candidates will be position in any of the 4   quadrants .     j. Map the journey of each persona . Finally map the insights gathered in the journey map in   part ( b ) based on the low and high points . 


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: Assignment submission for Design Thinking 

 1 . Challenge 

 I am an employee of the largest optical chain in the country .    My role will be responsible for business development and    supporting sales growth for the organization .   Due to the impact of COVID-19 , traffic to the stores had declined and consumer behavior had change    whom will be minimizing the need to store visit .   Our challenge is to understand what we need to change to meet the customers ’ needs in the new   norm . Our objective is to maximize sales and optimizing the marketing budgets to drive online traffic   to the stores , developing new model to deliver to their home , and understand what works for the ne    norm and finally how do we re - prioritize the stores and headquarter staffs to achieve the business   goal .   We will focus on understanding the type of consumers that buying from us , getting to know what   changed in their buying behavior , what 's their needs and expectations , with in depth understanding t    guide us on uncovering what our staffs ' roles and responsibility needs to be changed by creating and   delivering value to our customers .   It is essential to get it right at the what if stage . 

 2 . Selection 

 The first tool we selected was journey mapping to grasp a clear understanding of what had   changed in terms of purchasing behaviors and expectations from consumers . This allow us to   provide the same perspective to all different stakeholders being those supporting in - store front   line employees and those working in headquarter that provide functional support from marketing ,   sales , merchandizing and operations . Able to align all stakeholders on the same understanding of   what consumer needs , allowing and support the organization to be able to focus and making   changes to new infrastructures that can drive growth through the new ways of working .   The next tool that will be used is the value chain analysis tool , to provide analysis on the who ,   what , how as the driver to deliver the value chain to meet the customer needs . 

 3 . Application   Applying the journey mapping techniques : 

 a. Identify and select the specific groups of consumers that we want to understand more fully . 

 In this case , we will select the group that present the biggest opportunities for the organization .   For the optical retail business , we have decided to go for age group between 20 to 50 as they   represent almost 58 % of the population , sharing some similar attributes where majority should   be under employment , and financial independence . Further divided them into 3 groups to map   the customer experience as a representation of life events :    Group 1 : 20 to 30 years old , where they are newly into the working reality , moving to early   stage of their career and maybe meeting the most important partner in their life time .    Group 2 : 30 to 40 years old , where they are advancing in their career , setting up family and   need to take care of both children and parents .    Group 3 : 40 to 50 years old , very settled in their career and planning for retirement 

 b. Layout hypothetical view of what customer journey looks like from beginning to end . 

 Setting hypothetical view of what individual group of customers of their vision needs , for   example need to see clearly at the laptop , any associated symptoms such as dry eyes , the   solutions they preferred and how they would like the solutions to be delivered to them . 

 c. Identify a small group of customers representing the 3 groups identified at point 1 above . 

 Plan and conduct next stage : interview . 

 d. Conduct a few pilot interviews . Identify 2 customers per group to validate the accuracy of   the consumer journey and being clear on the data that we intend to collect .   e. Finalize the questionnaires through the pilot interviews paying special attention in   capturing the emotional and feelings on the experience . We will arrange with 2 persons for   executing the interview , one focus on the interview and the other support notes taking .   f. Identify the essential moments of truth and other themes from the interviews . when each   group making decisions on what , when and how they will buy . This will be done by asking   the interviewer to summarize the learnings during the interview . We will then map the   summaries and looking for similar and important insights .   g. Study the themes we had uncovered . We had identified some dimensions :   - consumer who will conduct research online prior deciding which store to visit versus those   that prefer convenience and randomly select and walk in stores that is within their   neighborhood   - consumer who pays attention to stores that provide comprehensive after sales service   and engagement versus those who cares for the service at the point of delivery   h.    Select the two dimensions that we feel are most revealing . 

 4 . Insight     Taking step 3j by mapping the consumer journey using the low and high points providing us   good insights of which process shown opportunities by improving the process . 

 Able to understand the high and low of consumer journey that require vision corrections , the following   are some of the insights that we may gathered during the journey mapping process : 

 i.   What 's the priorities for elevating the quality of service by delivering above customer 's expectations ,   helping us to capture the considerations of how we wow them at later stage of design thinking   ii .   Upsell and cross opportunities by not upsetting the customers   iii . How likely will the consumer be a returned customer   iv .   How likely the consumer will refer their friends and families     5 . Approach     An alternative approach for this case in understands better at the what is stage will be   Visualization .   The potential learnings were through observations , collecting information , visuals , photographs   of a specific demographics of consumers for example , someone aged 22 , gotten their first job ,   getting very excited moving to new phase of life and exploring a new world . Using simple tools ,   sketching their journey and emotions that how by solving their visual problems and able to   meet their lifestyle needs helps and prepare them better to venture into the new experience .   We can then sketch and craft this into a story through story telling in the mode of story board . 

 i. Position interviewee into one of the quadrants . Based on the two dimensions archetype 

 persona crated in ( h ) , the actual interviewee candidates will be position in any of the 4   quadrants .     j. Map the journey of each persona . Finally map the insights gathered in the journey map in   part ( b ) based on the low and high points .
### Output: 