Mind Mapping -tool 

 1 . Challenge : My team is developing e - book - service . The challenge we are trying to solve is if   it should be monthly - fee - based library where you can read as many books you want by   monthly subscription or single payment based book - shop where you buy books on single   payment as in the physical book - store . There is much data on books and reading , but we do   not really know how and why people consume e - books .      2 . Selection : So , we start our design thinking process from the part “ what is ” , which is   examining what already exists . Only after knowing well the current reality , we can move   forward generating ideas in the next phase ( ‘ what if ’ ) . 

 In this first phase we first gather a big amount of data , which we then transform to clear and   understandable insights . This we could do by writing a traditional report with graphs and   percentages . Or we can use more creative Mind Mapping – technique .     Mind Mapping is a good method to find themes and patterns from a bigger amount of data . It   is more creative than just making a traditional desk research with a written report , and it can   help people use creativity and intuition , which help all the process succeed . Darton   Marketing professor Carmen Rodriguez refers in the video lecture to David Kelley ( founder of   IDEO ) who has stated ‘ when I want to do something analytical , I make a list . When I ’m trying   to do something creative , I make a mind - map ’ .     Mind Mapping in Design Thinking means an attempt to understand and represent the minds   of the customers – not those of the professional themselves . This goal is only achieved if   several stakeholders take part in the Mind Mapping – process . Because of that , it is also a   very good method to create a common knowledge of the challenge in the company . And at   the same time it helps create many - sided picture of the challenge . Every person has different   mind and see things differently – so , combining all these different points of view is very   productive . We chose Mind Mapping also because we are working in a fast moving digital   business , where managers do not have time to read big reports with graphs and   percentages . They rather take a look at the data in a compressed form . 

 3 . Application : We first gathered all the existing information on reading habits and books and   e - books , and pre - analyzed them . We found three themes to be analyzed : 1 ) Why do people   read e - books ? , 2 ) What devices are used when reading e - books , 3 ) What do we know of   willingness to pay for e - books ? 

 Then we organized a half day workshop on the subject , asking members from several   different teams around the company to participate . We reserved four meeting - rooms ; one for   each theme and one for wrap - up . We asked everyone to spend some time in each of the   three theme - rooms , where we had put all the existing information in the walls . People then   spent some time wondering in each room ; reading the data , making notes of good stuff in the   sticky - note - papers . After visiting each room , we asked people to gather in the fourth wrap- up - room . There we asked people to share their ideas in the smaller groups . Then each group   presented their notes on each theme , and the sticky - note - papers were attached in the wall   under the themes . 

 4 . Insight : Then , to find deeper insights , we asked the groups to try and find answers to the   question ‘ so what ’ . In this phase we started to find the real insights around our three themes ;   1 ) People read e - books because they are easily carried with , ‘ always in the pocket ’ , and fit   well in the empty moments during the day , 2 ) The most used device for e - book reading is 

 mobile phone ( because it is always in the pocket ) , 3 ) Willingness to pay for e - book is much   lower than for physical book , because e - books do not feel ‘ owned ’ , since they are not shown   in the bookshelf . 

 In this case , through Mind Mapping – process we understood that to make people buy e- books on single payment , they should somehow get the feeling of ‘ owning ’ them . Paying for   a book , that after reading remains as bits in computer , irritates people . They were also   scared of somehow losing it in the bit - space . On the other hand , we understood that people   are familiar with the concept of library , where the book is returned after having read it , and   that is something we thought could be utilized in our project . We also found out that e - books   have a great potential in fitting the people ’s daily lives . They are always carried with , and   digested in several small moments during the day . E - books seemed to fit well in people ’s   daily life .. 

 5 . Approach : In this project we found Mind Mapping a very useful tool . So , we would probably   use it again in a similar situation . We also liked very much the feeling people got when   participating our workshop . It was a great way to unify people around the organization and   share knowledge on the subject with different stakeholders dealing with the challenge from   different perspective . 


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: Mind Mapping -tool 

 1 . Challenge : My team is developing e - book - service . The challenge we are trying to solve is if   it should be monthly - fee - based library where you can read as many books you want by   monthly subscription or single payment based book - shop where you buy books on single   payment as in the physical book - store . There is much data on books and reading , but we do   not really know how and why people consume e - books .      2 . Selection : So , we start our design thinking process from the part “ what is ” , which is   examining what already exists . Only after knowing well the current reality , we can move   forward generating ideas in the next phase ( ‘ what if ’ ) . 

 In this first phase we first gather a big amount of data , which we then transform to clear and   understandable insights . This we could do by writing a traditional report with graphs and   percentages . Or we can use more creative Mind Mapping – technique .     Mind Mapping is a good method to find themes and patterns from a bigger amount of data . It   is more creative than just making a traditional desk research with a written report , and it can   help people use creativity and intuition , which help all the process succeed . Darton   Marketing professor Carmen Rodriguez refers in the video lecture to David Kelley ( founder of   IDEO ) who has stated ‘ when I want to do something analytical , I make a list . When I ’m trying   to do something creative , I make a mind - map ’ .     Mind Mapping in Design Thinking means an attempt to understand and represent the minds   of the customers – not those of the professional themselves . This goal is only achieved if   several stakeholders take part in the Mind Mapping – process . Because of that , it is also a   very good method to create a common knowledge of the challenge in the company . And at   the same time it helps create many - sided picture of the challenge . Every person has different   mind and see things differently – so , combining all these different points of view is very   productive . We chose Mind Mapping also because we are working in a fast moving digital   business , where managers do not have time to read big reports with graphs and   percentages . They rather take a look at the data in a compressed form . 

 3 . Application : We first gathered all the existing information on reading habits and books and   e - books , and pre - analyzed them . We found three themes to be analyzed : 1 ) Why do people   read e - books ? , 2 ) What devices are used when reading e - books , 3 ) What do we know of   willingness to pay for e - books ? 

 Then we organized a half day workshop on the subject , asking members from several   different teams around the company to participate . We reserved four meeting - rooms ; one for   each theme and one for wrap - up . We asked everyone to spend some time in each of the   three theme - rooms , where we had put all the existing information in the walls . People then   spent some time wondering in each room ; reading the data , making notes of good stuff in the   sticky - note - papers . After visiting each room , we asked people to gather in the fourth wrap- up - room . There we asked people to share their ideas in the smaller groups . Then each group   presented their notes on each theme , and the sticky - note - papers were attached in the wall   under the themes . 

 4 . Insight : Then , to find deeper insights , we asked the groups to try and find answers to the   question ‘ so what ’ . In this phase we started to find the real insights around our three themes ;   1 ) People read e - books because they are easily carried with , ‘ always in the pocket ’ , and fit   well in the empty moments during the day , 2 ) The most used device for e - book reading is 

 mobile phone ( because it is always in the pocket ) , 3 ) Willingness to pay for e - book is much   lower than for physical book , because e - books do not feel ‘ owned ’ , since they are not shown   in the bookshelf . 

 In this case , through Mind Mapping – process we understood that to make people buy e- books on single payment , they should somehow get the feeling of ‘ owning ’ them . Paying for   a book , that after reading remains as bits in computer , irritates people . They were also   scared of somehow losing it in the bit - space . On the other hand , we understood that people   are familiar with the concept of library , where the book is returned after having read it , and   that is something we thought could be utilized in our project . We also found out that e - books   have a great potential in fitting the people ’s daily lives . They are always carried with , and   digested in several small moments during the day . E - books seemed to fit well in people ’s   daily life .. 

 5 . Approach : In this project we found Mind Mapping a very useful tool . So , we would probably   use it again in a similar situation . We also liked very much the feeling people got when   participating our workshop . It was a great way to unify people around the organization and   share knowledge on the subject with different stakeholders dealing with the challenge from   different perspective .
### Output: 