Challenge : 

 I work at a transport technology company which operates in emerging markets . The company was   looking to expand into financial services by tapping into the large number of existing customers who   were mainly from the unbanked and underbanked segments . We had studied the competition ( who   provided similar products in adjacent markets ) in order to shape our understanding of the type of   financial services ( namely lending ) product that could be successful in the markets we operated in . On   top of that we had hired an independent market research firm to run quantitative studies and focus   group discussions to further understand how best to structure our product for each market . This had   resulted in the collection of large amounts of data , both in the forms of anecdotal insights and   quantitative analysis . Unfortunately the team had reached a stage of analysis paralysis and was not   making significant progress in launching our first iteration of the product or MVP ( minimum viable   product ) . 

 Selection : 

 The design thinking tool I selected for this scenario was the mind - mapping tool . I hoped that using mind- mapping would help in taking the team from the data collection and analysis stage ( what is ) to the idea   generation ( what if ) stage . The goal was to translate the large number of data and insights collected into   product features that we could roll out in our initial product . Mind - mapping struck me as a method that   could help the team synthesize all the learnings about the customer , the markets and the competition ,   and crystallize them into product ideas that could wow the customer , fit the markets where its launched   and blow the competition out of the water . 

 Application : 

 I organized a “ yard sale ” by inviting key stakeholders ( i.e. approximately 10 decision - makers ) from   various relevant departments , e.g. business , product , tech , marketing , branding , risk and operations . A   large training room was booked for this purpose with whiteboards and flipcharts used as canvasses to   stick post - it notes to . Each post - it note contained a data point , finding or insight from our   comprehensive market research , competitor analysis , quantitative survey and focus group discussions . I   started the session by bringing all stakeholder on a “ tour ” of the room , explaining how the research was   conducted and how each insight was arrived at . Each person was then provided a notebook and asked   to browse the room individually and to take note of any data points or learnings that stood out which   should be used to inform the design of the product we planned to launch . An example of some the   learnings from focus group discussions was that millennials in our target market were not familiar with   credit cards and not as skeptical of personal debt compared to what our competitors had learned in the   developed markets they operated in . The next step was to break into groups and for each group to   discuss and come up with what they felt were the most important insights . They were asked to group   the learnings into meaningful clusters that could be used to inform our design criteria for the product . 

 Insight : 

 From this mind - mapping exercise , the key stakeholders were able to actively discuss and align on what   would be the key design criteria to shape this new product . An example of design criteria that was   agreed on was Cash Flow Management . The learnings from market research had informed us that the   ability to manage cash flows between sporadic or irregular pay days was an important aspect for many 

 existing customers in the developing markets that we served . Coupled with the lack of savings and   insurance to cope with emergencies or urgent purchases , we decided that this financial product needed   to help our customers with this specific pain point and the value proposition needed to be clear from a   product design , branding , marketing and communications point of view . This session turned out to be a   very productive event which led to tangible , actionable next steps and also served as an excellent   platform to align all key stakeholders and empower everyone to be part of the ideation process . 

 Approach : 

 What I would do differently would be to synthesize the learnings in the yard sale in a more visually   appealing manner . Instead of long sentences or numbers , the use of charts or infographics may have   been more intuitive for attendees to understand quickly . Also , presenting the learnings in a more visual   manner may be more effective at helping everyone cluster the most essential insights quickly . 


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: Challenge : 

 I work at a transport technology company which operates in emerging markets . The company was   looking to expand into financial services by tapping into the large number of existing customers who   were mainly from the unbanked and underbanked segments . We had studied the competition ( who   provided similar products in adjacent markets ) in order to shape our understanding of the type of   financial services ( namely lending ) product that could be successful in the markets we operated in . On   top of that we had hired an independent market research firm to run quantitative studies and focus   group discussions to further understand how best to structure our product for each market . This had   resulted in the collection of large amounts of data , both in the forms of anecdotal insights and   quantitative analysis . Unfortunately the team had reached a stage of analysis paralysis and was not   making significant progress in launching our first iteration of the product or MVP ( minimum viable   product ) . 

 Selection : 

 The design thinking tool I selected for this scenario was the mind - mapping tool . I hoped that using mind- mapping would help in taking the team from the data collection and analysis stage ( what is ) to the idea   generation ( what if ) stage . The goal was to translate the large number of data and insights collected into   product features that we could roll out in our initial product . Mind - mapping struck me as a method that   could help the team synthesize all the learnings about the customer , the markets and the competition ,   and crystallize them into product ideas that could wow the customer , fit the markets where its launched   and blow the competition out of the water . 

 Application : 

 I organized a “ yard sale ” by inviting key stakeholders ( i.e. approximately 10 decision - makers ) from   various relevant departments , e.g. business , product , tech , marketing , branding , risk and operations . A   large training room was booked for this purpose with whiteboards and flipcharts used as canvasses to   stick post - it notes to . Each post - it note contained a data point , finding or insight from our   comprehensive market research , competitor analysis , quantitative survey and focus group discussions . I   started the session by bringing all stakeholder on a “ tour ” of the room , explaining how the research was   conducted and how each insight was arrived at . Each person was then provided a notebook and asked   to browse the room individually and to take note of any data points or learnings that stood out which   should be used to inform the design of the product we planned to launch . An example of some the   learnings from focus group discussions was that millennials in our target market were not familiar with   credit cards and not as skeptical of personal debt compared to what our competitors had learned in the   developed markets they operated in . The next step was to break into groups and for each group to   discuss and come up with what they felt were the most important insights . They were asked to group   the learnings into meaningful clusters that could be used to inform our design criteria for the product . 

 Insight : 

 From this mind - mapping exercise , the key stakeholders were able to actively discuss and align on what   would be the key design criteria to shape this new product . An example of design criteria that was   agreed on was Cash Flow Management . The learnings from market research had informed us that the   ability to manage cash flows between sporadic or irregular pay days was an important aspect for many 

 existing customers in the developing markets that we served . Coupled with the lack of savings and   insurance to cope with emergencies or urgent purchases , we decided that this financial product needed   to help our customers with this specific pain point and the value proposition needed to be clear from a   product design , branding , marketing and communications point of view . This session turned out to be a   very productive event which led to tangible , actionable next steps and also served as an excellent   platform to align all key stakeholders and empower everyone to be part of the ideation process . 

 Approach : 

 What I would do differently would be to synthesize the learnings in the yard sale in a more visually   appealing manner . Instead of long sentences or numbers , the use of charts or infographics may have   been more intuitive for attendees to understand quickly . Also , presenting the learnings in a more visual   manner may be more effective at helping everyone cluster the most essential insights quickly .
### Output: 