Design Tool : Ethnographic 

 Challenge & Selection 

 I am an app developer , and therefore I try to find what people ’s need observing the environment   such as my neighbors , Family , and customers in stores . Sometimes actions we do daily maybe   seem casual to some people , but I try my best to understand what people ’s need / want before   they ask someone for information or create their own app the find the solution for their   problem . So that ’s the main reason why I choose the tool ethnographic to build my app to help   people finding product / services around the neighbors . 

 Application 

 The first thing I did was observing my own family looking for product / services around the   neighborhood . In this step I observed how they tried to find , how the browse the internet , what   did they look for while browsing the internet . After taking notes , I decided to observe people on   the street , trying to understand how people choose stores , which part of the design / name   of   the store called most people ’s attention . After taking notes of both parts , I decided to go beyond   and observe people inside the stores . Was n’t an easy thing to do , because it takes time to see   what people are interested in , if they are only going to buy what they want or anything that may   catch their attention ? Also , I try to observe if people found what they were looking for , and if   they did n’t , if they could find a good product / service replacement . 

 After gathering all those data , I decided to create a graphic in excel so I could find out things like   where people search things , how they search , if the found out what they needed in the first look   ( both browsing and physically shopping ) . I also asked some questions individually to my family   neighbors and friends to find out if they knew at least 15 stores close to their homes . 

 Insights 

 After weeks observing and interviewing people , I found out some things that I already knew , and   some things that could make my business work . The first thing I noticed was that most people   use Google to search things . It does n’t always get what you asked for , but when it does , it   amazing how many details it gives to you . I , as most people , use Google all the time , so already   knew that Google would find most things you search for . However , I was most interesting on the   level of details and accuracy Google could give me about different kind of stores . My conclusion   was that my App would probably be required , since there are lots of information and takes too   long to find exactly what we are looking for . 

 Something that I was not expecting was that when I asked people to tell me 15 stores close to   them , they knew about ten , but they did n’t know information such as if the store was still there   ( or if it was already replaced ) , what kind of product / services they were selling , an average   price / product , and what time it opened and closed during the whole week . 

 When observing the stores , I realized that would n’t be easy to keep track of all store in the   neighborhood . Even contacting the neighborhood store weekly , there was no guarantee that in   the next week the store would still be there . 

 Also , I just found out after the second week of study that there was an app just like mine , but   mine was just for my neighbor ( and around 300 of 500 stores ) , and the one I found had the 

 details of the whole neighbor , and had other neighbors too . That meant to me that my idea was   good , but late . 

 Approach 

 Another approach using a different tool is the brainstorming . Since I decided to go for another   App , I started to think what did I do so wrong that made me put my   three   weeks project aside . 

 I realized that I did n’t do a proper brainstorming . Something simple as talking with people who   share interests similar to yours can be really usefully . For example , I have a cousin who works   with Google Ad Words . After I put my project aside , I discovery that he knew the whole time   that there was an app better than mine . If I had talked with him before , I am sure things would   have ended up better , because I would either stop my project earlier , or improve it . 


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 Tool : Ethnographic 

 Challenge & Selection 

 I am an app developer , and therefore I try to find what people ’s need observing the environment   such as my neighbors , Family , and customers in stores . Sometimes actions we do daily maybe   seem casual to some people , but I try my best to understand what people ’s need / want before   they ask someone for information or create their own app the find the solution for their   problem . So that ’s the main reason why I choose the tool ethnographic to build my app to help   people finding product / services around the neighbors . 

 Application 

 The first thing I did was observing my own family looking for product / services around the   neighborhood . In this step I observed how they tried to find , how the browse the internet , what   did they look for while browsing the internet . After taking notes , I decided to observe people on   the street , trying to understand how people choose stores , which part of the design / name   of   the store called most people ’s attention . After taking notes of both parts , I decided to go beyond   and observe people inside the stores . Was n’t an easy thing to do , because it takes time to see   what people are interested in , if they are only going to buy what they want or anything that may   catch their attention ? Also , I try to observe if people found what they were looking for , and if   they did n’t , if they could find a good product / service replacement . 

 After gathering all those data , I decided to create a graphic in excel so I could find out things like   where people search things , how they search , if the found out what they needed in the first look   ( both browsing and physically shopping ) . I also asked some questions individually to my family   neighbors and friends to find out if they knew at least 15 stores close to their homes . 

 Insights 

 After weeks observing and interviewing people , I found out some things that I already knew , and   some things that could make my business work . The first thing I noticed was that most people   use Google to search things . It does n’t always get what you asked for , but when it does , it   amazing how many details it gives to you . I , as most people , use Google all the time , so already   knew that Google would find most things you search for . However , I was most interesting on the   level of details and accuracy Google could give me about different kind of stores . My conclusion   was that my App would probably be required , since there are lots of information and takes too   long to find exactly what we are looking for . 

 Something that I was not expecting was that when I asked people to tell me 15 stores close to   them , they knew about ten , but they did n’t know information such as if the store was still there   ( or if it was already replaced ) , what kind of product / services they were selling , an average   price / product , and what time it opened and closed during the whole week . 

 When observing the stores , I realized that would n’t be easy to keep track of all store in the   neighborhood . Even contacting the neighborhood store weekly , there was no guarantee that in   the next week the store would still be there . 

 Also , I just found out after the second week of study that there was an app just like mine , but   mine was just for my neighbor ( and around 300 of 500 stores ) , and the one I found had the 

 details of the whole neighbor , and had other neighbors too . That meant to me that my idea was   good , but late . 

 Approach 

 Another approach using a different tool is the brainstorming . Since I decided to go for another   App , I started to think what did I do so wrong that made me put my   three   weeks project aside . 

 I realized that I did n’t do a proper brainstorming . Something simple as talking with people who   share interests similar to yours can be really usefully . For example , I have a cousin who works   with Google Ad Words . After I put my project aside , I discovery that he knew the whole time   that there was an app better than mine . If I had talked with him before , I am sure things would   have ended up better , because I would either stop my project earlier , or improve it .
### Output: 