Challenge 

 I work on a consultant agency based on a Win / Win strategy , where we help our client to achieve their   business objectives ( IE . : to improve user experience , engagement on sites , etc . ) as well we ensure to   achieve our objective & KPI ’s . 

 Client objective : We have been appointed to work on a site revamp of an FMC company with the main   objective to create a seamless experience of their marketing site with their e - store site , ( currently they   have separate platforms ) , as well to keep engage users on the site to improve their time spent and in   consequence conversions . In terms of the brand objective , although they are leader in the market with   their product , they are looking to reach millennials segment as their segments focus majority on   parents ( female / male ) from 35 yrs . and above . 

 Consultancy objective : for us to achieve our objectives and KPI ’s is based on delivering the project on   time within the scope and cost . We need to work on the solutions as well to manage client   expectations for review and validations for us to be able to keep the pace of the project . When   managing regional projects , sometimes the stakeholders will be travelling impacting on the milestones   completions hence the timeline for launch . 

 Selection 

 The selected tool is Visualization to start imagining ideas of how to approach the solution fo the site   revamp as well the brands objective to reach millennials . We have started to visualise how we can   improve the user experience from the current site but proposed to client to develop personas for this   project that would help us to understand more about the users ’ needs and based on the findings we   could visualise a most accurate solution . 

 To keep client informed monthly on the progress of the project , I recommended to do the   presentation base on the Storytelling tool to keep the snr management engage on the presentations   and share their feedback while revealing step by step what we have done until that moment of the   WIP presentation . 

 Application 

 Visualisation application : the personas development was conducted using ethnology , recruiting 15x   people that were health conscious , that were taking health supplements and with following the client   demographic . The interviews were done at the recruited people houses to understand more their   context and see their behaviour that helped us to complemented it with their answers . After   completing the interviews , the internal team regrouped to check through the findings , identifying   patters and start mapping & developing personas for this specific project . 

 When the personas were developed , we focused to think on interaction concepts that will fit with   each of the personas developed and the way they behave , consume and interact with products . For   example , for the younger participants they consumed the product as their parents give them to them   when they were young but they perceived the product as placebo , so one of the solutions for this user   is to show content to educate and reaffirm them that the product efficacy has been proven and to   present it as an entertained way . 

 Another finding was that participants from 35 years and above , besides that their parents gave the   product to them when they were young , they were influence by friend ’s recommendations as well as   per doctor recommendation in order for them to take products that enhance their and family health . 

 We have done sketches of the different concepts and some variances until it got well defined .   We   selected 6x concepts were prototyped and tested in usability testing to verify our proposed solutions .   The usability testing has been conducted with 15x recruited people health conscious , that were taking   health supplements and with following the client demographic , excluding the participants from the   previous interview .   In this time the context was different as it was conducted on the office . The   prototype ( mobile and desktop versions ) were given to the participants to verify how the different   personas will interact with the different concepts . There were interesting findings that we took in   consideration to tweak the first concepts design approach to make it clear and easy for the users when   interacting with the new site . 

 The concepts were developed based on the findings of the participants they behave , consume and   interact with products . 

 Once it was validated we proceed to kick - start development phase for the first pilot EN site . After   launch it will be conducted another usability test with live site and optimise the listed based on those   findings after it we will proceed to kick - start the rollout ( scalate ) to other countries . 

 Storytelling application : while developing the deck for the snr management presentation , we have   elaborated the flow based on overview timeline where we indicated each point with a specific   milestone that we have achieved during the past 4 months . Those steps were necessary to get insights   that help us to translate them into concepts & design interactions . 

 Insights & Approach 

 Visualisation : it was interesting to have the time to interview the actual consumers to understand   their needs before proposing solutions and not just assume what will be good in a website based on   trends or appeal . Also the fact that a multidisciplinary team brainstormed together , leaving the prefix   ideas but taking in considerations the user and the brand requirements to be able to come out to the   different concepts was a great and fulfilled experience . 

 This understanding on the consumers have helped us to come out with a better approach of how to   use iteration , content , etc . to engage the user showing them relevant information for them … no more   or less .   Then to develop concepts though sketches and do a prototype before the actual development ,   give us a deeper understanding if the propose concepts were working as we imagined .   Also to be able   to test our concepts , see how the users were interacting , understanding or not , and finding what they   were looking for on the site was a great experience .   For sure I will be using this approach in the coming   iterations definitions , for optimising the site after launch and in future projects . 

 Storytelling : besides sharing with the client our progress thought the presentation , our main objective   was to get approve on the proposed approach , concepts and design hence to kick - start the   development on time and launch the pilot EN site as per shared timeline . It was an excellent   experience that we engaged the audience with our storytelling presentation , they were paying   attention , giving feedback . ( Anecdote : it was a person in the audience that in a previous meeting   looked that was n’t there and for this meeting he showed interested , interacted and share his   feedback ) . The stakeholders approved on the spot besides taking weeks to come back with a decision ,   and we were able to kick - started the development on time . 


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 work on a consultant agency based on a Win / Win strategy , where we help our client to achieve their   business objectives ( IE . : to improve user experience , engagement on sites , etc . ) as well we ensure to   achieve our objective & KPI ’s . 

 Client objective : We have been appointed to work on a site revamp of an FMC company with the main   objective to create a seamless experience of their marketing site with their e - store site , ( currently they   have separate platforms ) , as well to keep engage users on the site to improve their time spent and in   consequence conversions . In terms of the brand objective , although they are leader in the market with   their product , they are looking to reach millennials segment as their segments focus majority on   parents ( female / male ) from 35 yrs . and above . 

 Consultancy objective : for us to achieve our objectives and KPI ’s is based on delivering the project on   time within the scope and cost . We need to work on the solutions as well to manage client   expectations for review and validations for us to be able to keep the pace of the project . When   managing regional projects , sometimes the stakeholders will be travelling impacting on the milestones   completions hence the timeline for launch . 

 Selection 

 The selected tool is Visualization to start imagining ideas of how to approach the solution fo the site   revamp as well the brands objective to reach millennials . We have started to visualise how we can   improve the user experience from the current site but proposed to client to develop personas for this   project that would help us to understand more about the users ’ needs and based on the findings we   could visualise a most accurate solution . 

 To keep client informed monthly on the progress of the project , I recommended to do the   presentation base on the Storytelling tool to keep the snr management engage on the presentations   and share their feedback while revealing step by step what we have done until that moment of the   WIP presentation . 

 Application 

 Visualisation application : the personas development was conducted using ethnology , recruiting 15x   people that were health conscious , that were taking health supplements and with following the client   demographic . The interviews were done at the recruited people houses to understand more their   context and see their behaviour that helped us to complemented it with their answers . After   completing the interviews , the internal team regrouped to check through the findings , identifying   patters and start mapping & developing personas for this specific project . 

 When the personas were developed , we focused to think on interaction concepts that will fit with   each of the personas developed and the way they behave , consume and interact with products . For   example , for the younger participants they consumed the product as their parents give them to them   when they were young but they perceived the product as placebo , so one of the solutions for this user   is to show content to educate and reaffirm them that the product efficacy has been proven and to   present it as an entertained way . 

 Another finding was that participants from 35 years and above , besides that their parents gave the   product to them when they were young , they were influence by friend ’s recommendations as well as   per doctor recommendation in order for them to take products that enhance their and family health . 

 We have done sketches of the different concepts and some variances until it got well defined .   We   selected 6x concepts were prototyped and tested in usability testing to verify our proposed solutions .   The usability testing has been conducted with 15x recruited people health conscious , that were taking   health supplements and with following the client demographic , excluding the participants from the   previous interview .   In this time the context was different as it was conducted on the office . The   prototype ( mobile and desktop versions ) were given to the participants to verify how the different   personas will interact with the different concepts . There were interesting findings that we took in   consideration to tweak the first concepts design approach to make it clear and easy for the users when   interacting with the new site . 

 The concepts were developed based on the findings of the participants they behave , consume and   interact with products . 

 Once it was validated we proceed to kick - start development phase for the first pilot EN site . After   launch it will be conducted another usability test with live site and optimise the listed based on those   findings after it we will proceed to kick - start the rollout ( scalate ) to other countries . 

 Storytelling application : while developing the deck for the snr management presentation , we have   elaborated the flow based on overview timeline where we indicated each point with a specific   milestone that we have achieved during the past 4 months . Those steps were necessary to get insights   that help us to translate them into concepts & design interactions . 

 Insights & Approach 

 Visualisation : it was interesting to have the time to interview the actual consumers to understand   their needs before proposing solutions and not just assume what will be good in a website based on   trends or appeal . Also the fact that a multidisciplinary team brainstormed together , leaving the prefix   ideas but taking in considerations the user and the brand requirements to be able to come out to the   different concepts was a great and fulfilled experience . 

 This understanding on the consumers have helped us to come out with a better approach of how to   use iteration , content , etc . to engage the user showing them relevant information for them … no more   or less .   Then to develop concepts though sketches and do a prototype before the actual development ,   give us a deeper understanding if the propose concepts were working as we imagined .   Also to be able   to test our concepts , see how the users were interacting , understanding or not , and finding what they   were looking for on the site was a great experience .   For sure I will be using this approach in the coming   iterations definitions , for optimising the site after launch and in future projects . 

 Storytelling : besides sharing with the client our progress thought the presentation , our main objective   was to get approve on the proposed approach , concepts and design hence to kick - start the   development on time and launch the pilot EN site as per shared timeline . It was an excellent   experience that we engaged the audience with our storytelling presentation , they were paying   attention , giving feedback . ( Anecdote : it was a person in the audience that in a previous meeting   looked that was n’t there and for this meeting he showed interested , interacted and share his   feedback ) . The stakeholders approved on the spot besides taking weeks to come back with a decision ,   and we were able to kick - started the development on time .
### Output: 