Reﬂection - Mind Mapping 

 Challenge 

 My challenge is to create a marketing website for property listings as well as for the developer who   builds the properties . The developer builds high quality properties and sells them to low to medium   income households in a developing country . The project includes branding for the developer as   well as the design of their website . The developer currently markets properties through two estate   agents , by marketing on the development themselves and using their own website . 

 Selection 

 I have selected to use mind mapping at this stage because we are still in the “ What is ? ” phase of   the project . I believe it is important to understand the problem , the user and her context before we   are able to come up with a solution that adequately serves her needs . 

 Mind mapping is a tool that helps us achieve this by helping us sort through the information we   have gathered to uncover patterns in the data . By doing this we are able to clearly see the context   in which our users operate and the challenges they face , and to uncover their needs and   motivations by forcing us to dig deeper into the data we observer , it also helps us form an opining   as to which issues are more important for us to solve . 

 I am looking to identify patterns and themes in the users behaviour , and uncover insights that will   help guide and inspire the design for the website , branding , as well as the business strategy for the   developer as well helping my client understand the importance of focusing on the needs of their   customers . 

 Application 

 For this activity I will work with the business stake holders . We will be using pos - its , sharpies , and   all data gathered using secondary research about the user , competitors and indirect competitors to   help us deconstruct the problem and how are people currently approaching and solving their   needs . 

 Together we will use the post - its to describe what are the users trying to do at each stage as well   as what different channels they use and what we believe are the biggest challenges our users   encounter . We will try to uncover what are the underlying needs that people have when making   their choices . 

 Insight 

 The key insight from this is exercise has been , our main users are people who are looking for a   primary residence , not investors . These homebuyers would already be living in the area and would   see the contact information on the building itself . They will always chose to call a phone number   rather than attempt to contact the seller by any other channel even of they had visited the website . 

 Being homebuyers of low income households meant this is avery emotional decision and therefore   it needs to be treated with a great level of attention and empathy on the sale side . 

 Estate agents were perceived as disinterested in the homebuyer and their needs . Homebuyers   needed to accommodate the estate agent ’s needs and preferences and estate agents were   reported to not taking or returning calls and treating homebuyers with what was perceived as   contempt . One let down by any of the estate agents was enough to discourage people from   attempting to reach out again . 

 However , once a homebuyer had a means to contact the developer directly they would quickly do   so and were quick to explain they have had been looking at the building for while but the estate   agents were unhelpful or rude . The consistency of the reports made one thing clear , these   homebuyers were made to feel they were not important as if the estate agent was doing them a   favour and had no time for their questions and this was resented and held agains the estate agent   directly . 

 Approach 

 As a result from this exercise , we have learnt that the most effective way for this developer to   market its properties in this context , is to do it directly so they are able to control the customer   experience and perception of their brand as a developer of high quality residences for low income   households , and so every lead is followed through . 

 I believe that in addition to mind mapping , story telling is powerful tool to explain what the   homebuyers go through on their day to day , what are their dreams and the challenges they   experience to ensure the developer ’s strategy is aligned with their users needs and help them take   a big step . The developer is able to remove many pain points for its customers by ensuring their   inquiries are handled promptly and with great customer service and that their answers regarding   help to buy schemes are always available highlighting which ones are applicable to them as these   is something homebuyers ﬁnd confusing and overwhelming to deal with . i would be looking to use   story telling for this stage . 


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: Reﬂection - Mind Mapping 

 Challenge 

 My challenge is to create a marketing website for property listings as well as for the developer who   builds the properties . The developer builds high quality properties and sells them to low to medium   income households in a developing country . The project includes branding for the developer as   well as the design of their website . The developer currently markets properties through two estate   agents , by marketing on the development themselves and using their own website . 

 Selection 

 I have selected to use mind mapping at this stage because we are still in the “ What is ? ” phase of   the project . I believe it is important to understand the problem , the user and her context before we   are able to come up with a solution that adequately serves her needs . 

 Mind mapping is a tool that helps us achieve this by helping us sort through the information we   have gathered to uncover patterns in the data . By doing this we are able to clearly see the context   in which our users operate and the challenges they face , and to uncover their needs and   motivations by forcing us to dig deeper into the data we observer , it also helps us form an opining   as to which issues are more important for us to solve . 

 I am looking to identify patterns and themes in the users behaviour , and uncover insights that will   help guide and inspire the design for the website , branding , as well as the business strategy for the   developer as well helping my client understand the importance of focusing on the needs of their   customers . 

 Application 

 For this activity I will work with the business stake holders . We will be using pos - its , sharpies , and   all data gathered using secondary research about the user , competitors and indirect competitors to   help us deconstruct the problem and how are people currently approaching and solving their   needs . 

 Together we will use the post - its to describe what are the users trying to do at each stage as well   as what different channels they use and what we believe are the biggest challenges our users   encounter . We will try to uncover what are the underlying needs that people have when making   their choices . 

 Insight 

 The key insight from this is exercise has been , our main users are people who are looking for a   primary residence , not investors . These homebuyers would already be living in the area and would   see the contact information on the building itself . They will always chose to call a phone number   rather than attempt to contact the seller by any other channel even of they had visited the website . 

 Being homebuyers of low income households meant this is avery emotional decision and therefore   it needs to be treated with a great level of attention and empathy on the sale side . 

 Estate agents were perceived as disinterested in the homebuyer and their needs . Homebuyers   needed to accommodate the estate agent ’s needs and preferences and estate agents were   reported to not taking or returning calls and treating homebuyers with what was perceived as   contempt . One let down by any of the estate agents was enough to discourage people from   attempting to reach out again . 

 However , once a homebuyer had a means to contact the developer directly they would quickly do   so and were quick to explain they have had been looking at the building for while but the estate   agents were unhelpful or rude . The consistency of the reports made one thing clear , these   homebuyers were made to feel they were not important as if the estate agent was doing them a   favour and had no time for their questions and this was resented and held agains the estate agent   directly . 

 Approach 

 As a result from this exercise , we have learnt that the most effective way for this developer to   market its properties in this context , is to do it directly so they are able to control the customer   experience and perception of their brand as a developer of high quality residences for low income   households , and so every lead is followed through . 

 I believe that in addition to mind mapping , story telling is powerful tool to explain what the   homebuyers go through on their day to day , what are their dreams and the challenges they   experience to ensure the developer ’s strategy is aligned with their users needs and help them take   a big step . The developer is able to remove many pain points for its customers by ensuring their   inquiries are handled promptly and with great customer service and that their answers regarding   help to buy schemes are always available highlighting which ones are applicable to them as these   is something homebuyers ﬁnd confusing and overwhelming to deal with . i would be looking to use   story telling for this stage .
### Output: 