Challenge : I am part of the Marketing team in my organisation . As part of my role I am tasked with looking   after a portfolio of groups of customers . This means I need to make sure that I retain their spend   with our organization and intervene if it declines .   The challenge that I am faced with is that one of my largest groups of customers ( 3000 ) have   been declining their spend with my organization over the past 2 years . I need to come up with   an initiative that I can roll out at scale to increase their spend . The scope of the initiative is not   limited but I need to return a positive ROI on any budget applied to the initiative . 

 Selection : I chose the Learning Launch tool with was described in depth in week 4 of the Design Thinking   for innovation course from the University of Virginia . A Learning Launch allows you to test a   hypothesis or idea with customers in a live environment at a small scale . This means that if you   fail to reach the goal that you are intending , you will not have wasted a lot of time and money in   the process . The Design Thinking for Innovation course highlighted how IBM carried this   approach out successfully when thinking about their trade show presence . 

 I chose a learning launch because I need to increase customer spend in a certain part of my   customer base and I need the role out at scale to be successful and gain positive ROI .   However , I have some ideas which are based of past customer research , but I am not sure   which idea is the right one to role out at scale . A learning launch allows me to test ideas at a   smaller scale to ﬁnd out what works so that I can then scale it and get the results . 

 Application : I used the learning launch tool to test the idea of providing a prize for customers increasing   spend with my company . The top 5 customers to increase their spend with us in a month , won a   trip overseas . This was calculated as a percentage of the same month last year so that the   largest customers did n’t automatically win . 

 The goals of the Learning Launch were : to see if a prize can be used to incentivize increased   customer activity , and to see at least 30 % of customers communicated to increasing their   activity over the same month last year . 

 From a customer base of 3000 customers , I chose 100 to use as my Learning Launch test   group . I used our call center call the customers and introduce the competition . I also followed up   with an email describing the prize and competition details , this gave more validity to the phone   call that the customers received . 

 The outcome of the Learning launch was that only 10 % of customers increased their activity   which does not cover the investment that I made to provide the prize . This meant that I learnt   that a prize is not the way to achieve the business outcome that I was looking for . More ideas   need to be tested before I roll out an incentive at scale . 

 Insight : The insight I gained from using the tool was that I may have been be more successful with the   concepts that I was testing if they were based on suggestions from customers , rather than ideas   generated from business research . I think that if I get in front of customers and ﬁnd out what 

 they are trying to overcome then an incentive to solve those issues might have more cut   through . 

 More broadly , the outcome of using a Learning launch allowed me to “ fail small ” and learn from   the approach I took . This has given me a very positive outcome when it comes to applying   Design Thinking and I will not hesitate to use design thinking in future . 

 Approach : Next time a session with customers to understand the current motivations for them is necessary   before generating ideas to test with the Learning Launch . 

 With greater understanding of customer motivations , next time I will be able to use the Learning   Launch to test an option that customers will be more interested in . meaning I will be able to   make sure I have the right approach to the challenge before I roll it out at scale . 


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 am part of the Marketing team in my organisation . As part of my role I am tasked with looking   after a portfolio of groups of customers . This means I need to make sure that I retain their spend   with our organization and intervene if it declines .   The challenge that I am faced with is that one of my largest groups of customers ( 3000 ) have   been declining their spend with my organization over the past 2 years . I need to come up with   an initiative that I can roll out at scale to increase their spend . The scope of the initiative is not   limited but I need to return a positive ROI on any budget applied to the initiative . 

 Selection : I chose the Learning Launch tool with was described in depth in week 4 of the Design Thinking   for innovation course from the University of Virginia . A Learning Launch allows you to test a   hypothesis or idea with customers in a live environment at a small scale . This means that if you   fail to reach the goal that you are intending , you will not have wasted a lot of time and money in   the process . The Design Thinking for Innovation course highlighted how IBM carried this   approach out successfully when thinking about their trade show presence . 

 I chose a learning launch because I need to increase customer spend in a certain part of my   customer base and I need the role out at scale to be successful and gain positive ROI .   However , I have some ideas which are based of past customer research , but I am not sure   which idea is the right one to role out at scale . A learning launch allows me to test ideas at a   smaller scale to ﬁnd out what works so that I can then scale it and get the results . 

 Application : I used the learning launch tool to test the idea of providing a prize for customers increasing   spend with my company . The top 5 customers to increase their spend with us in a month , won a   trip overseas . This was calculated as a percentage of the same month last year so that the   largest customers did n’t automatically win . 

 The goals of the Learning Launch were : to see if a prize can be used to incentivize increased   customer activity , and to see at least 30 % of customers communicated to increasing their   activity over the same month last year . 

 From a customer base of 3000 customers , I chose 100 to use as my Learning Launch test   group . I used our call center call the customers and introduce the competition . I also followed up   with an email describing the prize and competition details , this gave more validity to the phone   call that the customers received . 

 The outcome of the Learning launch was that only 10 % of customers increased their activity   which does not cover the investment that I made to provide the prize . This meant that I learnt   that a prize is not the way to achieve the business outcome that I was looking for . More ideas   need to be tested before I roll out an incentive at scale . 

 Insight : The insight I gained from using the tool was that I may have been be more successful with the   concepts that I was testing if they were based on suggestions from customers , rather than ideas   generated from business research . I think that if I get in front of customers and ﬁnd out what 

 they are trying to overcome then an incentive to solve those issues might have more cut   through . 

 More broadly , the outcome of using a Learning launch allowed me to “ fail small ” and learn from   the approach I took . This has given me a very positive outcome when it comes to applying   Design Thinking and I will not hesitate to use design thinking in future . 

 Approach : Next time a session with customers to understand the current motivations for them is necessary   before generating ideas to test with the Learning Launch . 

 With greater understanding of customer motivations , next time I will be able to use the Learning   Launch to test an option that customers will be more interested in . meaning I will be able to   make sure I have the right approach to the challenge before I roll it out at scale .
### Output: 