C1 - Internal use 

 Challenge 

 In my organization , we had partnered with a retailer to implement our new technology in their   Ecommerce applications ( iOS & Android ) . The purpose of the tool is two - fold : 

 1 ) The tool is supposed to draw in new users to our category , as it ’s employs a novelty and 

 enhanced user experience 

 2 ) Drive conversion rates higher , because if consumers are able to use the tool , it should reduce 

 the barriers to decide to buy online 

 My challenge here is that despite successfully driving conversion rates higher ( 50 - 100 % increase ) across   four other partners , our conversion rate was actually negatively impacted in this partner , the first time   we have seen this occurrence . Given that this was negatively impacting for this standalone   implementation , we set out to understand what is wrong and how we can rectify the issue so that we   have a positive ROI when users engage with the tool . 

 Selection 

 The tool we utilized in this instance is Mind Mapping . Mind mapping helps to visualize the processes ,   patterns and relationships that impact the problem , so we are better able to draw some main themes ,   and help create a design criteria that addresses one or more of these themes . 

 Application 

 We wanted to understand all the factors that impacted the performance of the tool . We held a 2 - hour   sessions with all the key stakeholders , and started putting post - it ’s on the wall with all of the different   factors that can impact the outcome , whether they are positive / negative or unknown . 

 Once all the members had contributed what they had to say , we organized the post it ’s in to 6 key   themes through a lengthy discussion , they were : 

    Consumer Perception 

    User Interface 

    User Experience 

    Tool Location in the app 

    User profile 

    Functionality 

 Insight 

 We immediately realized that we did n’t get any input from the consumer , and our items categorized   under “ consumer perception ” were purely assumptions … This is a limitation of mind mapping and   should have been addressed at some stage during the design thinking process . 

 Because we had many successful implementations , we were able to create comparisons between this   implementation and other implementations which worked . This helped to build a number of ideas ,   mainly UI / UX . We would have to build some A / B testing & iterations with the retailer to be able to   actually understand whether these were the cause . 

 C1 - Internal use 

 Two of the sections ( user profile & tool ’s location in the app ) could actually be investigated through data   analysis , so we see these as fast and achievable next steps to be able to investigate . 

 Approach 

 I believe this approach was the correct approach to help understand the challenge . In terms of other   approaches and more specifically tools at my disposal , a learning launch would be very complementary   in helping to test new hypotheses based on the finding of my mind mapping . For example , we could   change the design or the user experience in one or many Learning Launches and observe the outcome . If   all stakeholders agree that one of the learning launches yields the desired result , we can choose that our   ‘ winner ’ and ‘ scale ’ the idea by making this launch the sole product moving forward . 


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: C1 - Internal use 

 Challenge 

 In my organization , we had partnered with a retailer to implement our new technology in their   Ecommerce applications ( iOS & Android ) . The purpose of the tool is two - fold : 

 1 ) The tool is supposed to draw in new users to our category , as it ’s employs a novelty and 

 enhanced user experience 

 2 ) Drive conversion rates higher , because if consumers are able to use the tool , it should reduce 

 the barriers to decide to buy online 

 My challenge here is that despite successfully driving conversion rates higher ( 50 - 100 % increase ) across   four other partners , our conversion rate was actually negatively impacted in this partner , the first time   we have seen this occurrence . Given that this was negatively impacting for this standalone   implementation , we set out to understand what is wrong and how we can rectify the issue so that we   have a positive ROI when users engage with the tool . 

 Selection 

 The tool we utilized in this instance is Mind Mapping . Mind mapping helps to visualize the processes ,   patterns and relationships that impact the problem , so we are better able to draw some main themes ,   and help create a design criteria that addresses one or more of these themes . 

 Application 

 We wanted to understand all the factors that impacted the performance of the tool . We held a 2 - hour   sessions with all the key stakeholders , and started putting post - it ’s on the wall with all of the different   factors that can impact the outcome , whether they are positive / negative or unknown . 

 Once all the members had contributed what they had to say , we organized the post it ’s in to 6 key   themes through a lengthy discussion , they were : 

    Consumer Perception 

    User Interface 

    User Experience 

    Tool Location in the app 

    User profile 

    Functionality 

 Insight 

 We immediately realized that we did n’t get any input from the consumer , and our items categorized   under “ consumer perception ” were purely assumptions … This is a limitation of mind mapping and   should have been addressed at some stage during the design thinking process . 

 Because we had many successful implementations , we were able to create comparisons between this   implementation and other implementations which worked . This helped to build a number of ideas ,   mainly UI / UX . We would have to build some A / B testing & iterations with the retailer to be able to   actually understand whether these were the cause . 

 C1 - Internal use 

 Two of the sections ( user profile & tool ’s location in the app ) could actually be investigated through data   analysis , so we see these as fast and achievable next steps to be able to investigate . 

 Approach 

 I believe this approach was the correct approach to help understand the challenge . In terms of other   approaches and more specifically tools at my disposal , a learning launch would be very complementary   in helping to test new hypotheses based on the finding of my mind mapping . For example , we could   change the design or the user experience in one or many Learning Launches and observe the outcome . If   all stakeholders agree that one of the learning launches yields the desired result , we can choose that our   ‘ winner ’ and ‘ scale ’ the idea by making this launch the sole product moving forward .
### Output: 