Using Mind Mapping Towards a New CRM System 

 Section 1 : Challenge 

 I was asked to design a workshop that would help key people in the organization define   their Business Application Transformation Road Map . The road map would identify the   desired modules and features , and the development timeline for a new Customer   Relationship Management ( CRM ) system . Prior to my arrival on the project , my client   had spent numerous months collecting a large quantity of data during their exploration   of their current reality – the “ What is ” phase . Elements of their data collection included : 

 • Ethnographic interview results – approximately 50 interviews were conducted .    • Creation of 4 User Personas .   • Cataloguing of 23 current modules and hundreds of corresponding features found in 

 multiple CRM systems . 

 • A heat map of the current relative level of pain points in their current multiple CRM 

 systems and processes . 

 • User survey results .   • Mission , vision and values of the organization . 

 Before moving to the next phase , “ What if ” , we needed to distill all that data into   information that could be easily communicated so as to enable the workshop   participants to look for patterns and gain insights in the data collected . Our first   challenge was to represent the data in such a way so that it could be processed to   ultimately generate better ideas , then from a more traditional approach to data   synthesis . Our second challenge was to replace the business - as - usual culture of debate   and perfection about the one right answer with a shift in focus on dialogue and   exploration . 

 Section 2 : Selection 

 I chose Mind Mapping as an engaging alternative to the usual lengthy report format and   because the client had collected ample representative data from each of the key   stakeholders – customers and the various job roles in the client ’s organization . The   client was eager to begin generating ideas ( What if ) and Mind Mapping is a powerful   segway from “ What is ” to “ What if ” . According to the video lecture : “ Mind mapping is   looking for patterns and insights in a large quantity of data you collected during your   exploration of what is the current reality . The goal is to establish criteria for the what - if   idea generation phase , which comes next . This phase is pivotal in the design thinking   process . ” 

 Section 3 : Application 

 We started the workshop by addressing our second challenge which was to replace the   business - as - usual culture of debate and perfection about the one right answer with a   shift in focus on dialogue and exploration . I explained that Design Thinking was a team   sport and was n’t just about phases but was also about mindsets . We presented 6   mindsets that were required for this to really work : 

 We added these 6 mindsets as poster banners that were posted in different places   throughout our “ Art Gallery ” . 

 To address our first challenge of needing to represent the data so that it could be more   easily processed we used the metaphor of an Art Gallery to tap into the power of   visualization by displaying the key elements of the data collected as listed above in   section 1 . We made large poster sized copies of the data displayed in an easy to read   format and posted them on the wall . 

 Participants were asked to tour the Gallery a number of times individually ( and silently )   and note their outputs on Post - it notes for each round . For round one , they were asked   to answer : What ’s out there ? Based on your experience , what ’s out there that is really   good that we could adopt / adapt for our business application ? For round two , we divided   participants into four groups with each group taking on the characterization of one of the   User Personas . Again , they were encouraged to add their ideas and insights based on   the behaviours , requirements and pain points of their assigned Persona . After each   round , new insights and ideas were shared with the whole group in plenary so as to   maintain a “ common mind ” about the current reality and decrease participant ’s   allegiance to a particular solution . 

 The workshop was a big hit , people were engaged , and we received wonderful   feedback . 

 Section 4 : Insight 

 The mindset piece of the workshop was a huge success as we often heard participants   quoting some of the taglines like “ Yes and ” and “ Progress over perfection ” as they   worked together . I had not expected that this piece would have the impact it had . I think   without it , the workshop would n’t have been as successful . The mindsets collectively 

 Six Mindsets for Innovation 

 ü Progress over perfection 

 § If something has to be perfect before you   share it and get feedback to make it better ,   you ’re stuck in a slow way of working . 

 ü Learning over being right 

 § Stop worrying about having all the answers . 

 § Let ’s be a team who is really good at   hypothesizing and discovering . 

 ü Doing over debating 

 § Do n’t get stuck in big debates , and   dissecting problems to their nth degree 

 § Focus on getting out there and doing   something about it . 

 ü Ideation over solution 

 § Taking time on the front end of a complex system   development for deeper understanding , and then   validating the information is essential for success . 

 ü “ Yes , and ” over “ Yes , but ” 

 § When people are building and supporting each other ’s   ideas quickly , they tend to filter and judge less . 

 § When you take off filters , you allow ideas to go to new   places , and you discover new connections . 

 ü ONE – IRAP 

 § With flexibility to meet regional needs , we work together   to co - create a more effective system for all   stakeholders . 

 § We are about creating something better for our future   and not about fixing the past . 

 created a unified team which enabled the participants to be highly productive and   innovative at the same time . This reinforced in me that to do Design Thinking   successfully is so much more then applying phases from a book . 

 Section 5 : Approach for Next Time 

 Under similar conditions I will definitely use Mind Mapping as a tool . It helps to get   people more engaged in exploration and discovery . It also is a great way to bring in user   experience into the mix . Having said that , the next time I use Mind Mapping I will ensure   that we develop scenarios for the User Personas . Personas have multiple needs and   requirements ; without scenarios ( like Use Cases ) it was difficult for the participants to   capture even deeper insights . 


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: Using Mind Mapping Towards a New CRM System 

 Section 1 : Challenge 

 I was asked to design a workshop that would help key people in the organization define   their Business Application Transformation Road Map . The road map would identify the   desired modules and features , and the development timeline for a new Customer   Relationship Management ( CRM ) system . Prior to my arrival on the project , my client   had spent numerous months collecting a large quantity of data during their exploration   of their current reality – the “ What is ” phase . Elements of their data collection included : 

 • Ethnographic interview results – approximately 50 interviews were conducted .    • Creation of 4 User Personas .   • Cataloguing of 23 current modules and hundreds of corresponding features found in 

 multiple CRM systems . 

 • A heat map of the current relative level of pain points in their current multiple CRM 

 systems and processes . 

 • User survey results .   • Mission , vision and values of the organization . 

 Before moving to the next phase , “ What if ” , we needed to distill all that data into   information that could be easily communicated so as to enable the workshop   participants to look for patterns and gain insights in the data collected . Our first   challenge was to represent the data in such a way so that it could be processed to   ultimately generate better ideas , then from a more traditional approach to data   synthesis . Our second challenge was to replace the business - as - usual culture of debate   and perfection about the one right answer with a shift in focus on dialogue and   exploration . 

 Section 2 : Selection 

 I chose Mind Mapping as an engaging alternative to the usual lengthy report format and   because the client had collected ample representative data from each of the key   stakeholders – customers and the various job roles in the client ’s organization . The   client was eager to begin generating ideas ( What if ) and Mind Mapping is a powerful   segway from “ What is ” to “ What if ” . According to the video lecture : “ Mind mapping is   looking for patterns and insights in a large quantity of data you collected during your   exploration of what is the current reality . The goal is to establish criteria for the what - if   idea generation phase , which comes next . This phase is pivotal in the design thinking   process . ” 

 Section 3 : Application 

 We started the workshop by addressing our second challenge which was to replace the   business - as - usual culture of debate and perfection about the one right answer with a   shift in focus on dialogue and exploration . I explained that Design Thinking was a team   sport and was n’t just about phases but was also about mindsets . We presented 6   mindsets that were required for this to really work : 

 We added these 6 mindsets as poster banners that were posted in different places   throughout our “ Art Gallery ” . 

 To address our first challenge of needing to represent the data so that it could be more   easily processed we used the metaphor of an Art Gallery to tap into the power of   visualization by displaying the key elements of the data collected as listed above in   section 1 . We made large poster sized copies of the data displayed in an easy to read   format and posted them on the wall . 

 Participants were asked to tour the Gallery a number of times individually ( and silently )   and note their outputs on Post - it notes for each round . For round one , they were asked   to answer : What ’s out there ? Based on your experience , what ’s out there that is really   good that we could adopt / adapt for our business application ? For round two , we divided   participants into four groups with each group taking on the characterization of one of the   User Personas . Again , they were encouraged to add their ideas and insights based on   the behaviours , requirements and pain points of their assigned Persona . After each   round , new insights and ideas were shared with the whole group in plenary so as to   maintain a “ common mind ” about the current reality and decrease participant ’s   allegiance to a particular solution . 

 The workshop was a big hit , people were engaged , and we received wonderful   feedback . 

 Section 4 : Insight 

 The mindset piece of the workshop was a huge success as we often heard participants   quoting some of the taglines like “ Yes and ” and “ Progress over perfection ” as they   worked together . I had not expected that this piece would have the impact it had . I think   without it , the workshop would n’t have been as successful . The mindsets collectively 

 Six Mindsets for Innovation 

 ü Progress over perfection 

 § If something has to be perfect before you   share it and get feedback to make it better ,   you ’re stuck in a slow way of working . 

 ü Learning over being right 

 § Stop worrying about having all the answers . 

 § Let ’s be a team who is really good at   hypothesizing and discovering . 

 ü Doing over debating 

 § Do n’t get stuck in big debates , and   dissecting problems to their nth degree 

 § Focus on getting out there and doing   something about it . 

 ü Ideation over solution 

 § Taking time on the front end of a complex system   development for deeper understanding , and then   validating the information is essential for success . 

 ü “ Yes , and ” over “ Yes , but ” 

 § When people are building and supporting each other ’s   ideas quickly , they tend to filter and judge less . 

 § When you take off filters , you allow ideas to go to new   places , and you discover new connections . 

 ü ONE – IRAP 

 § With flexibility to meet regional needs , we work together   to co - create a more effective system for all   stakeholders . 

 § We are about creating something better for our future   and not about fixing the past . 

 created a unified team which enabled the participants to be highly productive and   innovative at the same time . This reinforced in me that to do Design Thinking   successfully is so much more then applying phases from a book . 

 Section 5 : Approach for Next Time 

 Under similar conditions I will definitely use Mind Mapping as a tool . It helps to get   people more engaged in exploration and discovery . It also is a great way to bring in user   experience into the mix . Having said that , the next time I use Mind Mapping I will ensure   that we develop scenarios for the User Personas . Personas have multiple needs and   requirements ; without scenarios ( like Use Cases ) it was difficult for the participants to   capture even deeper insights .
### Output: 