The Challenge 

 I work as a marketing manager for a shopping mall in Abu Dhabi- the capital of the United Arab   Emirates . The first project that I had to execute as part of this role was to develop the concept   for the launch campaign of the mall . 

 During the discovery phase , we identified the different stakeholders for the mall described as   per below : 

 Develop the advertising campaign for the launch of a shopping mall 

 The architect   and designer   for this mall 

 The tenants   ( shops)- further   categorized into   small , medium ,   and big size   tenants 

 The shoppers – further   categorized as per   geographic and   demographic   segmentation 

 The landlord ( mall   management ) 

 The objective of this phase was to understand how different stakeholders perceive their   shopping - mall experience and their expectations out of visiting any mall . The tool that we used   in this phase was the visualization tool . 

 Visualization is about visual thinking . It is about the things we write , the images we use , the graphs , charts , videos , and photography . Visualization is a very important part in the design thinking process for innovation . It is an efficient tool that can be used in the exploration phase to understand people ’s perception of things , and there interpretation of simple and complex experiences and description of future concepts . 

 In the visualization phase , people from different target segments are asked to draw a certain experience or trace a certain product . These drawings are then used to identify patterns , then analyzed to define new concepts and prototypes . 

 Selection : “ Visualization tool ” 

 Application 

 We visited a selected sample of different stakeholders and we requested them to draw their perception of the mall experience and describe the journey of visiting a shopping mall illustrating the below : 

 1 ) Whether they go individually or with a group or family 

 2 ) Their shopping approach 

 3 ) The entertainment activities they prefer ( restaurants , coffee shops , kids activities , cinema , etc . ) 

 Insights 

 All the drawings were compiled and we were able to identify the main highlights of a mall visit from different perspectives . 

 Availability of   parking & Spacious   parking slots 

 Convenient   location &   easy access 

 Dining options :   restaurants   and coffee   shops 

 Variety of   shops 

 Entertainment   activities for kids   and adults ( kids   park , cinema ,   etc . ) 

 There was a great lesson learnt from this approach . All the involved stakeholders gave constructive feedback that contributed to the success of our launch campaign . For future tasks , I would still recommend using this tool in the discovery phase , since customers may draw and express important insights through drawings and illustrations better than with words 

 Approach 

 Author : Maria Avila Date : July 11th , 2019 

 Based on the above pillars , we were able to define the value proposition for the mall and we were able to come up with the concept for the launch campaign : 

 “ We brought the world to you ” 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Maria Avila
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: The Challenge 

 I work as a marketing manager for a shopping mall in Abu Dhabi- the capital of the United Arab   Emirates . The first project that I had to execute as part of this role was to develop the concept   for the launch campaign of the mall . 

 During the discovery phase , we identified the different stakeholders for the mall described as   per below : 

 Develop the advertising campaign for the launch of a shopping mall 

 The architect   and designer   for this mall 

 The tenants   ( shops)- further   categorized into   small , medium ,   and big size   tenants 

 The shoppers – further   categorized as per   geographic and   demographic   segmentation 

 The landlord ( mall   management ) 

 The objective of this phase was to understand how different stakeholders perceive their   shopping - mall experience and their expectations out of visiting any mall . The tool that we used   in this phase was the visualization tool . 

 Visualization is about visual thinking . It is about the things we write , the images we use , the graphs , charts , videos , and photography . Visualization is a very important part in the design thinking process for innovation . It is an efficient tool that can be used in the exploration phase to understand people ’s perception of things , and there interpretation of simple and complex experiences and description of future concepts . 

 In the visualization phase , people from different target segments are asked to draw a certain experience or trace a certain product . These drawings are then used to identify patterns , then analyzed to define new concepts and prototypes . 

 Selection : “ Visualization tool ” 

 Application 

 We visited a selected sample of different stakeholders and we requested them to draw their perception of the mall experience and describe the journey of visiting a shopping mall illustrating the below : 

 1 ) Whether they go individually or with a group or family 

 2 ) Their shopping approach 

 3 ) The entertainment activities they prefer ( restaurants , coffee shops , kids activities , cinema , etc . ) 

 Insights 

 All the drawings were compiled and we were able to identify the main highlights of a mall visit from different perspectives . 

 Availability of   parking & Spacious   parking slots 

 Convenient   location &   easy access 

 Dining options :   restaurants   and coffee   shops 

 Variety of   shops 

 Entertainment   activities for kids   and adults ( kids   park , cinema ,   etc . ) 

 There was a great lesson learnt from this approach . All the involved stakeholders gave constructive feedback that contributed to the success of our launch campaign . For future tasks , I would still recommend using this tool in the discovery phase , since customers may draw and express important insights through drawings and illustrations better than with words 

 Approach 

 Author : Maria Avila Date : July 11th , 2019 

 Based on the above pillars , we were able to define the value proposition for the mall and we were able to come up with the concept for the launch campaign : 

 “ We brought the world to you ”
### Output: 