The Challenge 

 During my current assignment as the Zonal Business Manager at my organization , I was presented with a   problem statement of designing the communication material around a new product , an entertainment   application , which was a supplement to our voice and data services based portfolio . It was launched in   lieu of creating differentiation and customer loyalty in the highly competitive and now consolidated   telecom sector . 

 The product of such a type was essential in the current scenario as pricing has been disrupted by a new   market entrant , and the products have been narrowed down to unlimited calls and data services , at a   fixed price . It was important to successfully use the newly launched product to attract new customers as   well as ensure stickiness of existing customers . There was a national campaign around the same , but   since in India , as per a famous saying , the language changes every 100 KM , so to cater to this diversity ,   we decided to come up with a communication plan very specific to the geographic scope of my unit in   Punjab state . 

 Implementing the Tool – The process 

 The design thinking tool utilized here by me was visualization . Since we had a lot of verbal agreements   and disagreements on several ideas that came along , however , since we had to find a uniform design for   the communication material , we had to narrow down on only some ideas that could be effectively   implemented . 

 For this , I asked my team members ( 28 in total ) , to make 5 hand - made posters regarding the different   propositions of the product , which was a mobile entertainment application offering Live TV , and   streaming of shows and movies , as well as a music app used for online streaming as well as downloading   latest songs . They were given instructions to be creative with this and not stick to usual text only   communication we adopted . After this , the posters were displayed in a room , and put up on walls as   they would be across retail shops in the market . After the exhibition , I asked all team members to come   and take a walk inside the room , and later on exiting , write two most appealing propositions that came   to their mind and left a mark . Since they belonged to very different markets , and geographic regions , I   hoped we would be able to cover a fair bit of ‘ WOW ’ factors for different target segments . 

 The Result 

 On basis of the above exercise , we were able to finalize two major key insights , which appealed and   made a use case for the people who viewed it . 

 1 . Live cricket , especially communication around upcoming tournament between India and 

 Australia , one of the most famous and sought after rivalry in the cricketing world 

 2 . Communication around downloading latest Punjabi language songs , especially from the most 

 popular singers across the state . 

 It was also observed that a pictorial depiction of the same was much more impacting . On basis of   this feedback , we came up with the following communication to be put across ~10,000 retail shops   across my zone . 

 Modifications 

 In my opinion , and after understating and applying different processes of design thinking , the next time I   do this exercise I would make the following changes , and include ‘ Learning launch ’ tool : 

 1 . I would ensure that the control group comprises of team members from varied backgrounds 

 such as finance or customer experience , to counter confirmation bias we might have 

 2 . After deciding on the theme , I will design an experimental campaign in one of the markets , 

 capturing proper changes in app download numbers before and after communication , which will   be the key metric to define success failure of the theme of communication 

 The product in consideration is https://www.hart.com/posts/tagspost.htm 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: https://www.hart.com/posts/tagspost.htm
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 

 During my current assignment as the Zonal Business Manager at my organization , I was presented with a   problem statement of designing the communication material around a new product , an entertainment   application , which was a supplement to our voice and data services based portfolio . It was launched in   lieu of creating differentiation and customer loyalty in the highly competitive and now consolidated   telecom sector . 

 The product of such a type was essential in the current scenario as pricing has been disrupted by a new   market entrant , and the products have been narrowed down to unlimited calls and data services , at a   fixed price . It was important to successfully use the newly launched product to attract new customers as   well as ensure stickiness of existing customers . There was a national campaign around the same , but   since in India , as per a famous saying , the language changes every 100 KM , so to cater to this diversity ,   we decided to come up with a communication plan very specific to the geographic scope of my unit in   Punjab state . 

 Implementing the Tool – The process 

 The design thinking tool utilized here by me was visualization . Since we had a lot of verbal agreements   and disagreements on several ideas that came along , however , since we had to find a uniform design for   the communication material , we had to narrow down on only some ideas that could be effectively   implemented . 

 For this , I asked my team members ( 28 in total ) , to make 5 hand - made posters regarding the different   propositions of the product , which was a mobile entertainment application offering Live TV , and   streaming of shows and movies , as well as a music app used for online streaming as well as downloading   latest songs . They were given instructions to be creative with this and not stick to usual text only   communication we adopted . After this , the posters were displayed in a room , and put up on walls as   they would be across retail shops in the market . After the exhibition , I asked all team members to come   and take a walk inside the room , and later on exiting , write two most appealing propositions that came   to their mind and left a mark . Since they belonged to very different markets , and geographic regions , I   hoped we would be able to cover a fair bit of ‘ WOW ’ factors for different target segments . 

 The Result 

 On basis of the above exercise , we were able to finalize two major key insights , which appealed and   made a use case for the people who viewed it . 

 1 . Live cricket , especially communication around upcoming tournament between India and 

 Australia , one of the most famous and sought after rivalry in the cricketing world 

 2 . Communication around downloading latest Punjabi language songs , especially from the most 

 popular singers across the state . 

 It was also observed that a pictorial depiction of the same was much more impacting . On basis of   this feedback , we came up with the following communication to be put across ~10,000 retail shops   across my zone . 

 Modifications 

 In my opinion , and after understating and applying different processes of design thinking , the next time I   do this exercise I would make the following changes , and include ‘ Learning launch ’ tool : 

 1 . I would ensure that the control group comprises of team members from varied backgrounds 

 such as finance or customer experience , to counter confirmation bias we might have 

 2 . After deciding on the theme , I will design an experimental campaign in one of the markets , 

 capturing proper changes in app download numbers before and after communication , which will   be the key metric to define success failure of the theme of communication 

 The product in consideration is https://www.hart.com/posts/tagspost.htm
### Output: 