Design Thinking Reflection – Mind Mapping       Challenge   When working and living in Mexico , you become aware that a large part of the population has   misinformed eating and living habits and beliefs that lead to health issues . Working in the B2B food   industry , there are many benefits that can be incorporated in food products , like for example a   higher amount of fibers , less sugar , less fat , no gluten and less salt . The challenge is however if   consumers are able to connect those benefits to their specific diet or health issue and in which   products do they look for those benefits . Developing a solution is a time and resource consuming   process . Heading the Marketing and Innovation area , it was relevant for me to understand where to   focus on our efforts , and thus to decide where we saw the biggest potential for in the future .      Selection   The tool that I decided to apply was the mind mapping tool explained in module 3 of the course , in   order to identify our insights from this research and agree on product design criteria . The tool   seemed most appropriate for insight generation , making sure we took our different viewpoints ,   experiences and information from the research into consideration and coming up with insights ,   followed by criteria we would need to validate and consider in a later product development phase .      Application   We started tackling this issue with an ethnographic study , accompanying 10 persons with different   health issues and diets . We had a set of two persons per ‘ disease ’ , like diabetes , heart health issues ,   overweight , gluten intolerance and two persons without any health issues but striving for a healthy   lifestyle . We also interviewed a supermarket floor manager , a domestic employee , a nutritionist and   a sports instructor , persons who observe , prepare or advise others on their diets and lifestyles . When   applying the mind mapping tool , I gathered about 9 people , those in my marketing team , innovation   colleagues and the portfolio management team , most closely involved in this research project . We   had the research agency and the market research team explain to us how the research was   conducted , share photographs of the consumers , and an exercise they did with them ; consumers had   to empty their kitchen cupboards and putting what they perceived to be healthy items on one side of   the table and unhealthy items on the other side of the table . They were also accompanied doing   their daily food shopping routine and questioned about their decision - making process . We also   looked at market data , the amount of population affected by certain diseases , products already   available in the market , etc . We gathered our observations and insights in that group .      Key Insights   We realized that consumers follow a specific , more controlled diet , when the problem becomes   unbearable , e.g. when they are about to lose a toe or are suffering from pain , but afterwards they   tend to return to their unhealthy habits . Consumers with allergies like gluten intolerance are often   self - diagnosed and not well informed on what they should and should n’t eat , leading us to believe   that a large portion is not truly gluten intolerant but belief it to be the case . Consumers are often   badly informed on what type of food should be consumed to support a healthy lifestyle but are   interested in healthier solutions in certain food categories . By using the tool we were all aligned on   the available information , but also on how to interpret the information , the insights it gave us and   how it connected to our own product development process . It helped us stay focused for several   hours on the situation in understanding the consumer ’s viewpoint and challenge , putting the   consumer and by that also our customers at the center of the discussion , rather than jumping to   conclusions . 

 Approach : 

 Being concerned that colleagues not close to the research or with a Marketing mindset might disturb   the process , I invited like - minded colleagues to that process from more or less one and the same part   of the organization , being supportive of the project to the meeting . In hindsight and taking the   learnings from this course into consideration , it was a great opportunity to gain buy - in from other   stakeholders in the organization , involving them in the process . We also did discuss with the whole   group , rather than in sub - groups . To foster a broader generation of design criteria in the end , a split- up in subgroups what have taken more time , but been supportive for a richer result . 


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: Design Thinking Reflection – Mind Mapping       Challenge   When working and living in Mexico , you become aware that a large part of the population has   misinformed eating and living habits and beliefs that lead to health issues . Working in the B2B food   industry , there are many benefits that can be incorporated in food products , like for example a   higher amount of fibers , less sugar , less fat , no gluten and less salt . The challenge is however if   consumers are able to connect those benefits to their specific diet or health issue and in which   products do they look for those benefits . Developing a solution is a time and resource consuming   process . Heading the Marketing and Innovation area , it was relevant for me to understand where to   focus on our efforts , and thus to decide where we saw the biggest potential for in the future .      Selection   The tool that I decided to apply was the mind mapping tool explained in module 3 of the course , in   order to identify our insights from this research and agree on product design criteria . The tool   seemed most appropriate for insight generation , making sure we took our different viewpoints ,   experiences and information from the research into consideration and coming up with insights ,   followed by criteria we would need to validate and consider in a later product development phase .      Application   We started tackling this issue with an ethnographic study , accompanying 10 persons with different   health issues and diets . We had a set of two persons per ‘ disease ’ , like diabetes , heart health issues ,   overweight , gluten intolerance and two persons without any health issues but striving for a healthy   lifestyle . We also interviewed a supermarket floor manager , a domestic employee , a nutritionist and   a sports instructor , persons who observe , prepare or advise others on their diets and lifestyles . When   applying the mind mapping tool , I gathered about 9 people , those in my marketing team , innovation   colleagues and the portfolio management team , most closely involved in this research project . We   had the research agency and the market research team explain to us how the research was   conducted , share photographs of the consumers , and an exercise they did with them ; consumers had   to empty their kitchen cupboards and putting what they perceived to be healthy items on one side of   the table and unhealthy items on the other side of the table . They were also accompanied doing   their daily food shopping routine and questioned about their decision - making process . We also   looked at market data , the amount of population affected by certain diseases , products already   available in the market , etc . We gathered our observations and insights in that group .      Key Insights   We realized that consumers follow a specific , more controlled diet , when the problem becomes   unbearable , e.g. when they are about to lose a toe or are suffering from pain , but afterwards they   tend to return to their unhealthy habits . Consumers with allergies like gluten intolerance are often   self - diagnosed and not well informed on what they should and should n’t eat , leading us to believe   that a large portion is not truly gluten intolerant but belief it to be the case . Consumers are often   badly informed on what type of food should be consumed to support a healthy lifestyle but are   interested in healthier solutions in certain food categories . By using the tool we were all aligned on   the available information , but also on how to interpret the information , the insights it gave us and   how it connected to our own product development process . It helped us stay focused for several   hours on the situation in understanding the consumer ’s viewpoint and challenge , putting the   consumer and by that also our customers at the center of the discussion , rather than jumping to   conclusions . 

 Approach : 

 Being concerned that colleagues not close to the research or with a Marketing mindset might disturb   the process , I invited like - minded colleagues to that process from more or less one and the same part   of the organization , being supportive of the project to the meeting . In hindsight and taking the   learnings from this course into consideration , it was a great opportunity to gain buy - in from other   stakeholders in the organization , involving them in the process . We also did discuss with the whole   group , rather than in sub - groups . To foster a broader generation of design criteria in the end , a split- up in subgroups what have taken more time , but been supportive for a richer result .
### Output: 