Mobile Application Launch – Learning Launch Tool 

 Challenge 

 I work in an IT consulting organization which works with global enterprise clients on providing technology   solutions for the business challenges . This particular customer is a leading travel and tour operator in   Europe and was faced with declining sales specially due to competition from new age websites such as   AirBnB. The client did not have their Digital strategy in place and were no longer appealing to customers   as their primary destination for travel bookings . They did have a presence both online and physical stores   as well . 

 What do we not know : Why are end customers moving away from this operator which has till date   enjoyed a large market share and loyalty . 

 What do we need to know : How we can get these clients back , attract a few segment of customers and   improve sales 

 How do we learn what we need to know : By approaching the customers themselves who would be the   best people to tell us what are the challenges that need to be addressed . 

 Selection 

 There were multiple rounds of discussions with the client to understand their exact business problem   ( because many a time the stated problem is not the exact business problem ) . After identifying that the   business problem was declining sales , we went about identifying the various causes for the same . What   we came up with was that increasingly , people across all age groups and income backgrounds are turning   to the internet ( either web or mobile ) for their travel needs which include researching about a destination   and subsequently going ahead and making the travel bookings . 

 We did a deep dive into the client ’s existing sales channels and identified many places where the process   and subsequently the customer experience was broken . The prime amongst these was that the existing   mobile application and website were not user friendly and there were many process flow failures as well   as integration across the client ’s various services did n’t exist . 

 We decided to go ahead with Learning Launch as our tool of choice since it offered us the platform to   find out what the end customers challenges were and why were they not turning to this operator for their   travel bookings . Learning launch would provide us a mechanism to test our assumptions , uncover what   the customers were really looking for in their digital experience with the operator and also have a small   beta roll out which could be tested before a larger roll out . 

 Application 

 To initiate the Learning Launch process we discussed with the client and called for focus group discussions   with their existing as well as potential customers . We worked on a mix of customers from the clients   target markets cutting across age , gender , income background and travel preferences . These discussions   were moderated by our design and business experts . Conducted in small groups of approximately 10 

 people each , there were multiple such sessions help . The format was open discussion as well as guided   but yet open ended questions . 

 We used a table to gather all the important points and over a period of time refine and categorize them   in order to find patterns . 

 Insight 

 There were tremendous insights that were gained which reiterated our base hypothesis around providing   a better digital experience for the end customers . 

 Some of these insights ( amongst many ) were : 

 1 . Business process driven – the various offerings from the operator were not integrated and a 

 customer had to go through multiple separate bookings to complete a full tour booking 

 2 . Technology process – some of the web pages were defunct and did not provide the updated 

 information 

 3 . Operational – there were no integration between the online bookings and the store . Hence if a 

 customer wanted to complete an in process online booking in the store , they would have to start   all over again 

 4 . Different customers had different travel needs and they all need customization for their 

 requirements 

 Approach 

 Based on this feedback we assembled a team which consisted of business analysts , developers , UX experts   to come up with what would be the re - designed workflow for the entire customer experience which   would address the business , technology and operational challenges of the end customers . 

 Based on that workflow and best user experience design practices , we went in for creating a few mock   screens and a few working screens based on different personas of travelers ( business traveler , single   traveler , family traveler , elderly traveler ) . These were once again taken back to the focus groups to elicit   their feedback . Their feedback was captured and incorporated into the updated design . This application   was then released to a small group of clients and got positive feedback on all the parameters which were   initially identified as challenges . Based on this there was a large scale roll out of the application done which   was adequately supported by marketing and publicity . 

 The success of this project helped us realize the benefits of developing ideas , testing them out and   subsequently releasing them . The insights also confirmed that the customer knows best and any product   or service which has the customer input during the design phase itself has a higher probability of success . 


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: Mobile Application Launch – Learning Launch Tool 

 Challenge 

 I work in an IT consulting organization which works with global enterprise clients on providing technology   solutions for the business challenges . This particular customer is a leading travel and tour operator in   Europe and was faced with declining sales specially due to competition from new age websites such as   AirBnB. The client did not have their Digital strategy in place and were no longer appealing to customers   as their primary destination for travel bookings . They did have a presence both online and physical stores   as well . 

 What do we not know : Why are end customers moving away from this operator which has till date   enjoyed a large market share and loyalty . 

 What do we need to know : How we can get these clients back , attract a few segment of customers and   improve sales 

 How do we learn what we need to know : By approaching the customers themselves who would be the   best people to tell us what are the challenges that need to be addressed . 

 Selection 

 There were multiple rounds of discussions with the client to understand their exact business problem   ( because many a time the stated problem is not the exact business problem ) . After identifying that the   business problem was declining sales , we went about identifying the various causes for the same . What   we came up with was that increasingly , people across all age groups and income backgrounds are turning   to the internet ( either web or mobile ) for their travel needs which include researching about a destination   and subsequently going ahead and making the travel bookings . 

 We did a deep dive into the client ’s existing sales channels and identified many places where the process   and subsequently the customer experience was broken . The prime amongst these was that the existing   mobile application and website were not user friendly and there were many process flow failures as well   as integration across the client ’s various services did n’t exist . 

 We decided to go ahead with Learning Launch as our tool of choice since it offered us the platform to   find out what the end customers challenges were and why were they not turning to this operator for their   travel bookings . Learning launch would provide us a mechanism to test our assumptions , uncover what   the customers were really looking for in their digital experience with the operator and also have a small   beta roll out which could be tested before a larger roll out . 

 Application 

 To initiate the Learning Launch process we discussed with the client and called for focus group discussions   with their existing as well as potential customers . We worked on a mix of customers from the clients   target markets cutting across age , gender , income background and travel preferences . These discussions   were moderated by our design and business experts . Conducted in small groups of approximately 10 

 people each , there were multiple such sessions help . The format was open discussion as well as guided   but yet open ended questions . 

 We used a table to gather all the important points and over a period of time refine and categorize them   in order to find patterns . 

 Insight 

 There were tremendous insights that were gained which reiterated our base hypothesis around providing   a better digital experience for the end customers . 

 Some of these insights ( amongst many ) were : 

 1 . Business process driven – the various offerings from the operator were not integrated and a 

 customer had to go through multiple separate bookings to complete a full tour booking 

 2 . Technology process – some of the web pages were defunct and did not provide the updated 

 information 

 3 . Operational – there were no integration between the online bookings and the store . Hence if a 

 customer wanted to complete an in process online booking in the store , they would have to start   all over again 

 4 . Different customers had different travel needs and they all need customization for their 

 requirements 

 Approach 

 Based on this feedback we assembled a team which consisted of business analysts , developers , UX experts   to come up with what would be the re - designed workflow for the entire customer experience which   would address the business , technology and operational challenges of the end customers . 

 Based on that workflow and best user experience design practices , we went in for creating a few mock   screens and a few working screens based on different personas of travelers ( business traveler , single   traveler , family traveler , elderly traveler ) . These were once again taken back to the focus groups to elicit   their feedback . Their feedback was captured and incorporated into the updated design . This application   was then released to a small group of clients and got positive feedback on all the parameters which were   initially identified as challenges . Based on this there was a large scale roll out of the application done which   was adequately supported by marketing and publicity . 

 The success of this project helped us realize the benefits of developing ideas , testing them out and   subsequently releasing them . The insights also confirmed that the customer knows best and any product   or service which has the customer input during the design phase itself has a higher probability of success .
### Output: 