Challenge 

 I run an online ecommerce fashion start - up . One of our most lucrative and economical   ways of acquiring customers is Social Media . Over the past few months I have noticed   our Social Media growth has slowed down and we are not getting as much   engagement as some of our competing brands . I have decided to use design thinking   and innovation to uncover what should we be posting on our channels to boost   engagement . 

 Selection 

 The tool I have selected is visualization and to answer the “ what is ” part of the problem .   Since the task at hand involves creativity and success of the activity will be by   creatively coming to a solution by all stake holders . As Ms. Angela Myer mentioned in   the lecture from week 1 “ Visualization allows us to think and access pasts our brain ,   part of our creativity we might not be using in conversation ” which is exactly what we   needed . 

 Application 

 The first step to solve the challenge at hand was to gather all of the stake holders   involved in the social media posting process and create a visual flow chart of how   information flows to the customer from the organization . In addition to our in - house   team we also asked one of our customers to join the conversation to provide their   perspective . We began to create a flow chart by creating stick figures of our   employees and putting the different information and content buckets in shapes and   colours . The result of the exercise was as follows- The marketing manager provides   the social media manager with the information of new launches and trending designs ,   the social media manager builds on it to provide an idea to the copy writer and the   graphic designer who create the discussed idea and submit for approval to the social   media manager who passes the creative along to the marketing manager . After the   entire approval process the social media manager posts the content on to the different   platforms that were represented in the shape of clouds . Finally , the content reaches   the customer who chooses to engage or not engage . 

 Insight 

 Upon creating this visual , the problem was clear and the entire team started to   discuss possible solutions . Unanimously the entire team agreed that the problem   was n’t just what we should be communicating to the customer but more importantly   how we should be communicating . The visual representation forced the team to see   that the entire flow of information was complicated and inefficient . The team   uncovered four major problems- First , the internal team felt the feedback loop was   too long hence they were demotivated to provide feedback which would lead to   substandard quality of graphics and content . Second , the information loop should be   starting with the customer . We needed to listen and empathize to what the customer   is saying so we can create content that customers can engage and relate to . Third ,   the social media manager did not feel empowered and felt the marketing manager   needed to trust her to approve and post final graphics and fourth , we were posting 

 the same content on all platforms where the customers were completely different . We   needed to tailor the content based on the audience . 

 Approach 

 The activity was highly beneficial for the team to see where we were going wrong and   to improve the internal process . We plan to use the mind mapping tool to interview   and segregate our customer profiles and personas so we can tailor our content and   products accordingly . 


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 run an online ecommerce fashion start - up . One of our most lucrative and economical   ways of acquiring customers is Social Media . Over the past few months I have noticed   our Social Media growth has slowed down and we are not getting as much   engagement as some of our competing brands . I have decided to use design thinking   and innovation to uncover what should we be posting on our channels to boost   engagement . 

 Selection 

 The tool I have selected is visualization and to answer the “ what is ” part of the problem .   Since the task at hand involves creativity and success of the activity will be by   creatively coming to a solution by all stake holders . As Ms. Angela Myer mentioned in   the lecture from week 1 “ Visualization allows us to think and access pasts our brain ,   part of our creativity we might not be using in conversation ” which is exactly what we   needed . 

 Application 

 The first step to solve the challenge at hand was to gather all of the stake holders   involved in the social media posting process and create a visual flow chart of how   information flows to the customer from the organization . In addition to our in - house   team we also asked one of our customers to join the conversation to provide their   perspective . We began to create a flow chart by creating stick figures of our   employees and putting the different information and content buckets in shapes and   colours . The result of the exercise was as follows- The marketing manager provides   the social media manager with the information of new launches and trending designs ,   the social media manager builds on it to provide an idea to the copy writer and the   graphic designer who create the discussed idea and submit for approval to the social   media manager who passes the creative along to the marketing manager . After the   entire approval process the social media manager posts the content on to the different   platforms that were represented in the shape of clouds . Finally , the content reaches   the customer who chooses to engage or not engage . 

 Insight 

 Upon creating this visual , the problem was clear and the entire team started to   discuss possible solutions . Unanimously the entire team agreed that the problem   was n’t just what we should be communicating to the customer but more importantly   how we should be communicating . The visual representation forced the team to see   that the entire flow of information was complicated and inefficient . The team   uncovered four major problems- First , the internal team felt the feedback loop was   too long hence they were demotivated to provide feedback which would lead to   substandard quality of graphics and content . Second , the information loop should be   starting with the customer . We needed to listen and empathize to what the customer   is saying so we can create content that customers can engage and relate to . Third ,   the social media manager did not feel empowered and felt the marketing manager   needed to trust her to approve and post final graphics and fourth , we were posting 

 the same content on all platforms where the customers were completely different . We   needed to tailor the content based on the audience . 

 Approach 

 The activity was highly beneficial for the team to see where we were going wrong and   to improve the internal process . We plan to use the mind mapping tool to interview   and segregate our customer profiles and personas so we can tailor our content and   products accordingly .
### Output: 