C1 - Internal use 

 6/9/2020 - Coursera : Design Thinking Assignment - Ariana Tsoutsas     Challenge   Describe your challenge , including all relevant information .   At the beginning of each calendar year , our marketing department looks for ways to “ kick off ” the New Year with customers in an   engaging way , create content , and also thread the campaign throughout the entire year . The challenge here is to create authentic   campaign content that brings to life the voice of our customer , in a limited time with limited resources , and be something that can   be used into the future .   The content that is needed is a campaign consisting of a print ad , store materials , digital assets , editorial   articles and customer videos and photographs .     Selection   In your own words , briefly describe the tool you selected ( e.g. , what it is and why you selected it for your challenge -- including any appropriate video lecture references ) .   I chose the Visualization tool to approach this challenge . Generally speaking , our industry is highly creative and highly visual , so this   tool felt like an authentic and natural way to bring to life customer ’s deeper thoughts and aspirations in a way they could relate to .   The tool was executed in a focus group - like environment and was low cost , highly interactive and quick to organize . This tool is also   flexible enough to use results in the entire process of design thinking to help lead to further insights .     Application   Describe how you applied the tool you selected to your challenge ( e.g. , what you did and how the tool was applied effectively or ineffectively ) .   After the initial campaign creative concept was developed ( print ad , posters , etc ) , we invited two sets of customers to participate in   a Vision Boarding project . This was quite literally a manifestation of their thoughts and desires in an artistic and engaging exercise . 

    First , we engaged our industry experts / thought leaders who had expertise in this area to create video content to help guide   the campaign and teach other customers how to create vision boards . 

    Second , we brought in actual customers to participate in an in - person workshop and video interview to physically create   their personal vision board for the upcoming year . 

 For the in - person workshop , we provided all of the supplies , including various industry magazines for them to draw out their career   aspirations . We provided the campaign creative with our internally created messaging and aspirational quotes , and also included   magazines from other areas of interest , such as travel , fashion , music , health & fitness , home & garden , etc . , to give the participants   broader options outside of our specific industry . We asked our participants to find representations of what they wanted to achieve   in the year ( not necessarily who they are now , which is more of a persona ) but where they wanted to be , wanted to achieve and   what they wanted to manifest in their lives and careers . We also had computers and printers available in order to satisfy any other   google - worthy ideas they had in their minds .   Snacks and beverages were provided , music for ambiance and friendly faces to chat   and help facilitate the session . As the Vision Boards were completed , we brought participants into an interview setting where we   asked them to talk us through their Vision Board on camera .      The content developed was released over a 4 week period of time at the beginning of the year . Our participants were further   engaged on smaller projects to foster additional connection . As the year went on , we followed up with our project participants to   see what they had achieved during their year and what they are looking forward to in the coming year . Many of them had attained   at least one of their goals .       Insight    Describe the insight you gained from applying the tool you selected to your challenge ( e.g. , how an insight affected your thinking about the challenge and about design thinking more   broadly ) .   By having our customers participate in Visualization , through the process of Vision Boarding , we were able to see very clearly what   resonates with them and what is on their mind . And what does not . We are able to challenge our own marketing “ perceptions ” and   start driving insight using this as a data collection method . From brands , educators and career programs – we were able to see who   they connect with . From aspirational messages , we were able to see our customers leaning towards desires for financial growth   ( whereas we may have thought that was too “ pushy ” previously . ) We saw their outside interests like homeownership , travel ,   marriage and health . During follow - up , we saw some of workshop attendees achieving their goals which lead to success stories that   could be used to develop additional authentic content that highlights our customers .      Approach   Describe what you might do differently next time -- applying the same tool you selected or a different one -- and the reason(s ) why .   The next iteration of this concept could be started earlier to be able to incorporate learnings directly into in the campaign creative .   While we have common themes within our industry for what our customers want , incorporating discoveries would make the   overarching campaign more relevant and authentic , versus having the authentic content be supplemental . Creating this as a digital   tool to the campaign could also scale this concept to reach more customers and gather more insights . Also applying a more 

 C1 - Internal use 

 methodological way of capturing and analyzing the insights to use as data – this can lead to a Mind Mapping exercise . We can also   apply more demographic information to analyze further how different groups of customer are thinking . 


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 

 6/9/2020 - Coursera : Design Thinking Assignment - Ariana Tsoutsas     Challenge   Describe your challenge , including all relevant information .   At the beginning of each calendar year , our marketing department looks for ways to “ kick off ” the New Year with customers in an   engaging way , create content , and also thread the campaign throughout the entire year . The challenge here is to create authentic   campaign content that brings to life the voice of our customer , in a limited time with limited resources , and be something that can   be used into the future .   The content that is needed is a campaign consisting of a print ad , store materials , digital assets , editorial   articles and customer videos and photographs .     Selection   In your own words , briefly describe the tool you selected ( e.g. , what it is and why you selected it for your challenge -- including any appropriate video lecture references ) .   I chose the Visualization tool to approach this challenge . Generally speaking , our industry is highly creative and highly visual , so this   tool felt like an authentic and natural way to bring to life customer ’s deeper thoughts and aspirations in a way they could relate to .   The tool was executed in a focus group - like environment and was low cost , highly interactive and quick to organize . This tool is also   flexible enough to use results in the entire process of design thinking to help lead to further insights .     Application   Describe how you applied the tool you selected to your challenge ( e.g. , what you did and how the tool was applied effectively or ineffectively ) .   After the initial campaign creative concept was developed ( print ad , posters , etc ) , we invited two sets of customers to participate in   a Vision Boarding project . This was quite literally a manifestation of their thoughts and desires in an artistic and engaging exercise . 

    First , we engaged our industry experts / thought leaders who had expertise in this area to create video content to help guide   the campaign and teach other customers how to create vision boards . 

    Second , we brought in actual customers to participate in an in - person workshop and video interview to physically create   their personal vision board for the upcoming year . 

 For the in - person workshop , we provided all of the supplies , including various industry magazines for them to draw out their career   aspirations . We provided the campaign creative with our internally created messaging and aspirational quotes , and also included   magazines from other areas of interest , such as travel , fashion , music , health & fitness , home & garden , etc . , to give the participants   broader options outside of our specific industry . We asked our participants to find representations of what they wanted to achieve   in the year ( not necessarily who they are now , which is more of a persona ) but where they wanted to be , wanted to achieve and   what they wanted to manifest in their lives and careers . We also had computers and printers available in order to satisfy any other   google - worthy ideas they had in their minds .   Snacks and beverages were provided , music for ambiance and friendly faces to chat   and help facilitate the session . As the Vision Boards were completed , we brought participants into an interview setting where we   asked them to talk us through their Vision Board on camera .      The content developed was released over a 4 week period of time at the beginning of the year . Our participants were further   engaged on smaller projects to foster additional connection . As the year went on , we followed up with our project participants to   see what they had achieved during their year and what they are looking forward to in the coming year . Many of them had attained   at least one of their goals .       Insight    Describe the insight you gained from applying the tool you selected to your challenge ( e.g. , how an insight affected your thinking about the challenge and about design thinking more   broadly ) .   By having our customers participate in Visualization , through the process of Vision Boarding , we were able to see very clearly what   resonates with them and what is on their mind . And what does not . We are able to challenge our own marketing “ perceptions ” and   start driving insight using this as a data collection method . From brands , educators and career programs – we were able to see who   they connect with . From aspirational messages , we were able to see our customers leaning towards desires for financial growth   ( whereas we may have thought that was too “ pushy ” previously . ) We saw their outside interests like homeownership , travel ,   marriage and health . During follow - up , we saw some of workshop attendees achieving their goals which lead to success stories that   could be used to develop additional authentic content that highlights our customers .      Approach   Describe what you might do differently next time -- applying the same tool you selected or a different one -- and the reason(s ) why .   The next iteration of this concept could be started earlier to be able to incorporate learnings directly into in the campaign creative .   While we have common themes within our industry for what our customers want , incorporating discoveries would make the   overarching campaign more relevant and authentic , versus having the authentic content be supplemental . Creating this as a digital   tool to the campaign could also scale this concept to reach more customers and gather more insights . Also applying a more 

 C1 - Internal use 

 methodological way of capturing and analyzing the insights to use as data – this can lead to a Mind Mapping exercise . We can also   apply more demographic information to analyze further how different groups of customer are thinking .
### Output: 