Reflection – Mind Mapping – Johnny Bryant 

 Challenge 

 Being a   marketing professional in Telecommunications , I ’m currently in charge of my company ’s B2B   Customers ’ Segment Marketing . My primary focus being the strategic management of mobile data   products , I aim to increase the market penetration , usage and revenue . Therefore I specified my   challenge as improving the digital data package buying experience of   B2B line users through our   mobile app , Digital Operator to accumulate incremental revenue and higher EBITDA . The Core   Project group consists of 16 stakeholders from different departments within the company , including   Sales , Marketing , Customer Experience , IT and Call Center .   In 20 business days we will expose the   main pain points preventing B2B users from buying online data packages to determine the optimum   digital buying experience as a result . 

 Selection 

 Mind Mapping is the most suitable approach to narrow down the pain points in our customers ’   minds effectively with limited resources because our B2B customer database is very diversified   including 2,5 mio users with differing personas . Since our group has conducted etnographic   interviews and collected customer diaries to this specific database beforehand , mind mapping is the   appropriate design tool to explore “ patterns and insights in this large quantity of data creatively ” as   Josephine Aguero from   Darden explains . 

 Application 

 As mentioned before our group had massive data including etnographic interviews and customer   diaries . I divided the Project group into 4 groups of 4 stakeholders each . The first task was to write   down the most critical customer feedbacks mentioned in the interviews onto post - its . Then each   group put the post - its on the relevant stage of the B2B customer buying journey map , including the   outliers . After combining all of the feedbacks that seemed crucial to the stakeholders , we combined   the similar ones to simplify . Then the groups identified the insights related to each stage on the   customer journey map considering the clustered ideas . While forming the insights we included the   specific persona , what he / she needs & wants as a result and what his / her the current situation is and   what the main obstacle is . An insight statemet example is ; The big company professional Andy want   to be able to use more mobile data for his personal causes via his corporate line but he should fit in   the package his company determined for him and he can not but additional packages on his   corporate line by his own decision . When we listed all the insights from the clusters the mind   mapping was complete . 

 Insight 

 The mind mapping approach worked very effectively because our “ what is ” question implied   understanding all of the current stages in the customer journey map of B2B customers digital   package buying experience . Since the stages and the customer personas differed dramatically , mind   mapping worked very well to organize the cluster of ideas , choose the most critical ones and form   the relevant insight sentences . 

 Approach 

 With the gathered mass of information of the diverse data base of customers I would use mind   mapping to narrow the pain points to the most crucial ones because it ’s the most effective and   resource saving method . However , I would combine the method with visualization to better 

 comprehend the customer point of view , to see the customers mind more clearly . I believe Mind   mapping will be a more creative process with   imagery , color and visual expressions . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Johnny Bryant
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: Reflection – Mind Mapping – Johnny Bryant 

 Challenge 

 Being a   marketing professional in Telecommunications , I ’m currently in charge of my company ’s B2B   Customers ’ Segment Marketing . My primary focus being the strategic management of mobile data   products , I aim to increase the market penetration , usage and revenue . Therefore I specified my   challenge as improving the digital data package buying experience of   B2B line users through our   mobile app , Digital Operator to accumulate incremental revenue and higher EBITDA . The Core   Project group consists of 16 stakeholders from different departments within the company , including   Sales , Marketing , Customer Experience , IT and Call Center .   In 20 business days we will expose the   main pain points preventing B2B users from buying online data packages to determine the optimum   digital buying experience as a result . 

 Selection 

 Mind Mapping is the most suitable approach to narrow down the pain points in our customers ’   minds effectively with limited resources because our B2B customer database is very diversified   including 2,5 mio users with differing personas . Since our group has conducted etnographic   interviews and collected customer diaries to this specific database beforehand , mind mapping is the   appropriate design tool to explore “ patterns and insights in this large quantity of data creatively ” as   Josephine Aguero from   Darden explains . 

 Application 

 As mentioned before our group had massive data including etnographic interviews and customer   diaries . I divided the Project group into 4 groups of 4 stakeholders each . The first task was to write   down the most critical customer feedbacks mentioned in the interviews onto post - its . Then each   group put the post - its on the relevant stage of the B2B customer buying journey map , including the   outliers . After combining all of the feedbacks that seemed crucial to the stakeholders , we combined   the similar ones to simplify . Then the groups identified the insights related to each stage on the   customer journey map considering the clustered ideas . While forming the insights we included the   specific persona , what he / she needs & wants as a result and what his / her the current situation is and   what the main obstacle is . An insight statemet example is ; The big company professional Andy want   to be able to use more mobile data for his personal causes via his corporate line but he should fit in   the package his company determined for him and he can not but additional packages on his   corporate line by his own decision . When we listed all the insights from the clusters the mind   mapping was complete . 

 Insight 

 The mind mapping approach worked very effectively because our “ what is ” question implied   understanding all of the current stages in the customer journey map of B2B customers digital   package buying experience . Since the stages and the customer personas differed dramatically , mind   mapping worked very well to organize the cluster of ideas , choose the most critical ones and form   the relevant insight sentences . 

 Approach 

 With the gathered mass of information of the diverse data base of customers I would use mind   mapping to narrow the pain points to the most crucial ones because it ’s the most effective and   resource saving method . However , I would combine the method with visualization to better 

 comprehend the customer point of view , to see the customers mind more clearly . I believe Mind   mapping will be a more creative process with   imagery , color and visual expressions .
### Output: 