Example Reflection – Visualization 

 Challenge 

 I am in the Promotion and Marketing Department of a pharmaceutical company and I worked on   medications since I joined their team several years ago . Lately , they had a new product a lot different than   the ones we used to promote , it is a collagen supplement . And they asked me to put and elaborate a   Marketing plan to launch it . I believe we are now in uncertain circumstances and we need to elaborate an   innovative action plan different than the ones we previously followed . Hence , I thought to join the team and   make it a group work in order for everyone to share their ideas . 

 Selection 

 Our team is facing a new and different setting so we need to find a different way to put our action plan by   using our imagination . We need to develop a detailed and clear picture of the current situation in the   market . I believe a lot in visual thinking that ’s why the first tool I used is Visualization in order to trigger our   creativity and to organize our potential useful ideas using different shapes and colours . And most   importantly , visualization will help us to develop a unified comprehension of our current situation and a clear   identification of our customers that will lead us to put a detailed and specific plan . 

 Application 

 After receiving the product training , everyone knew that there are 2 indications for our product :    1 ) Skin aging           &             2 ) Joint pain .    So I started by asking them the first question “ Who are our customers ? ” and I began writing or sketching on   the white board their answers . Then , I have put a circle around all points that are related to skin aging and a   square around all points related to joint pain . Hence , we agreed that we have 2 types of customers that are   completely different . I , then , drew 2 big circles one in blue representing the customer for skin aging and one   in red representing the customer for joint pain . In each circle I gathered all the criteria related to this   customer such as the below . We also noticed that in the intersection of the 2 circles there is a small category   of customers mid - age women with early joint pain . 

 This helped us to visualize the bigger pool of potential customers which is the skin aging category , so we have   to double our efforts here . 

 Joint Pain 

 1.Elderly   2.Male + Female   3.For Pain   4.Poly - medicated an Price issue   5.Not familiar with collagen   6.Based only on prescriptions   7.Consults only Orthopaedists   8.Used to medications , does n’t trust 

 supplements 

 9.Get it from pharmacies only 

 Skin Aging 

 1.Young Age   2.Female   3.For Beauty   4.No or few chronic medication / no price issue   5.Familiar with collagen for skin   6.Not only based on prescriptions   7.Consults Dermatologists , pharmacists and 

 beauty specialists 

 8.Trusts supplements    9.Get it from Pharmacies , Online stores , 

 Beauty shops 

 Middle Age women with 

 early arthritis 

 Etc . 

 Etc . 

 First Category   Second Category 

 Then we moved to the second question “ How does the process goes in each category from the customer to   the purchase of the product ? ” . For this section I have created a unified diagram to be used for all types of   clients , they just need to fill the shapes or add sticky notes on them . I thought that if we follow the same   approach we will have a unified , clear elaborated picture in our heads that will help us to position any of our   ideas more easily . The diagram starts with the client who goes to the first level of influence or reference that   will refer him / her to the second level of influence or the purchase location . 

 For the first category , the only first level of influence is the doctor orthopaedist who will prescribe the   product and will send the patient to the pharmacy to get it . As per the second level in this category , it will be   the pharmacist who will advise the patient to be compliant to the full treatment period . 

 Whereas for the second category , the case is much different . There are several first level of influence , such as   the dermatologists , the friend ’s previous experience with the product , the social media adds or influencers ,   the pharmacist or the beauty consultants . And the second level in most of these cases is the purchase   location which is also different , it could be not only the pharmacy but also the beauty shop or the para- pharmaceutical online stores . 

 The third question was “ At what level we should target our effort and budget to influence the customer ’s   decision to get our product ? And How ? ” . I also decided to visualize this point on the same previous diagrams   but with a different colour and shape . Then I divided our team into 4 groups and each group will work on one   of the below categories : 

 1 . Handling the diagram of joint pain with the orthopaedists and pharmacists    2 . Handling the diagram of the skin aging with the dermatologists and pharmacists    3 . Handling the diagram of the skin aging with the social media influencers and online stores   4 . Handling the diagram of the skin aging with the beauty consultants and the beauty shops 

 Then each group presented what they prepared and other team members shared their reflection and ideas   and we discussed it all together in order to fine - tune our final diagrams . 

 And finally after reaching the final diagrams with the different types of customers , the different level of   influence and the points that we should tackle , we were able to put one clear and specific action plan for   each of the previously mentioned 4 categories separately . 

 Insights 

 What I have learned from this experience is that visualization is a very important tool in design thinking   especially in an unstable or uncertain environment that we are not used to . It helped us to start by thinking   in a non - verbal way , to organize our ideas and to trigger some parts of our thinking and creativity . And most   importantly it helped us to ensure that all our team members are aligned and have a clear and complete   picture of the current market situation . When we all work on the same diagram we can easily understand   other ’s point of view and even faster . It also makes it easier to position any idea or reflection while each one   is sharing his / her perspectives . 

 Approach 

 When each of the 4 groups worked on its diagram separately , each one changed it and added shapes to   answer their needs and to show their ideas in the way they find it more suitable . Even though the skeleton of   the diagram was the same but each group found a different way to adjust it according to their perspectives   and we tried at the end to agree on a unified template presenting all ideas clearly . So next time , I will surely   start with the visualization but when it comes to the template diagram creation I wo n’t do it ahead of time   alone , instead I am thinking about creating it all of us together in order to start with the most suitable   graphic that helps everyone in visualizing their ideas . 


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: Example Reflection – Visualization 

 Challenge 

 I am in the Promotion and Marketing Department of a pharmaceutical company and I worked on   medications since I joined their team several years ago . Lately , they had a new product a lot different than   the ones we used to promote , it is a collagen supplement . And they asked me to put and elaborate a   Marketing plan to launch it . I believe we are now in uncertain circumstances and we need to elaborate an   innovative action plan different than the ones we previously followed . Hence , I thought to join the team and   make it a group work in order for everyone to share their ideas . 

 Selection 

 Our team is facing a new and different setting so we need to find a different way to put our action plan by   using our imagination . We need to develop a detailed and clear picture of the current situation in the   market . I believe a lot in visual thinking that ’s why the first tool I used is Visualization in order to trigger our   creativity and to organize our potential useful ideas using different shapes and colours . And most   importantly , visualization will help us to develop a unified comprehension of our current situation and a clear   identification of our customers that will lead us to put a detailed and specific plan . 

 Application 

 After receiving the product training , everyone knew that there are 2 indications for our product :    1 ) Skin aging           &             2 ) Joint pain .    So I started by asking them the first question “ Who are our customers ? ” and I began writing or sketching on   the white board their answers . Then , I have put a circle around all points that are related to skin aging and a   square around all points related to joint pain . Hence , we agreed that we have 2 types of customers that are   completely different . I , then , drew 2 big circles one in blue representing the customer for skin aging and one   in red representing the customer for joint pain . In each circle I gathered all the criteria related to this   customer such as the below . We also noticed that in the intersection of the 2 circles there is a small category   of customers mid - age women with early joint pain . 

 This helped us to visualize the bigger pool of potential customers which is the skin aging category , so we have   to double our efforts here . 

 Joint Pain 

 1.Elderly   2.Male + Female   3.For Pain   4.Poly - medicated an Price issue   5.Not familiar with collagen   6.Based only on prescriptions   7.Consults only Orthopaedists   8.Used to medications , does n’t trust 

 supplements 

 9.Get it from pharmacies only 

 Skin Aging 

 1.Young Age   2.Female   3.For Beauty   4.No or few chronic medication / no price issue   5.Familiar with collagen for skin   6.Not only based on prescriptions   7.Consults Dermatologists , pharmacists and 

 beauty specialists 

 8.Trusts supplements    9.Get it from Pharmacies , Online stores , 

 Beauty shops 

 Middle Age women with 

 early arthritis 

 Etc . 

 Etc . 

 First Category   Second Category 

 Then we moved to the second question “ How does the process goes in each category from the customer to   the purchase of the product ? ” . For this section I have created a unified diagram to be used for all types of   clients , they just need to fill the shapes or add sticky notes on them . I thought that if we follow the same   approach we will have a unified , clear elaborated picture in our heads that will help us to position any of our   ideas more easily . The diagram starts with the client who goes to the first level of influence or reference that   will refer him / her to the second level of influence or the purchase location . 

 For the first category , the only first level of influence is the doctor orthopaedist who will prescribe the   product and will send the patient to the pharmacy to get it . As per the second level in this category , it will be   the pharmacist who will advise the patient to be compliant to the full treatment period . 

 Whereas for the second category , the case is much different . There are several first level of influence , such as   the dermatologists , the friend ’s previous experience with the product , the social media adds or influencers ,   the pharmacist or the beauty consultants . And the second level in most of these cases is the purchase   location which is also different , it could be not only the pharmacy but also the beauty shop or the para- pharmaceutical online stores . 

 The third question was “ At what level we should target our effort and budget to influence the customer ’s   decision to get our product ? And How ? ” . I also decided to visualize this point on the same previous diagrams   but with a different colour and shape . Then I divided our team into 4 groups and each group will work on one   of the below categories : 

 1 . Handling the diagram of joint pain with the orthopaedists and pharmacists    2 . Handling the diagram of the skin aging with the dermatologists and pharmacists    3 . Handling the diagram of the skin aging with the social media influencers and online stores   4 . Handling the diagram of the skin aging with the beauty consultants and the beauty shops 

 Then each group presented what they prepared and other team members shared their reflection and ideas   and we discussed it all together in order to fine - tune our final diagrams . 

 And finally after reaching the final diagrams with the different types of customers , the different level of   influence and the points that we should tackle , we were able to put one clear and specific action plan for   each of the previously mentioned 4 categories separately . 

 Insights 

 What I have learned from this experience is that visualization is a very important tool in design thinking   especially in an unstable or uncertain environment that we are not used to . It helped us to start by thinking   in a non - verbal way , to organize our ideas and to trigger some parts of our thinking and creativity . And most   importantly it helped us to ensure that all our team members are aligned and have a clear and complete   picture of the current market situation . When we all work on the same diagram we can easily understand   other ’s point of view and even faster . It also makes it easier to position any idea or reflection while each one   is sharing his / her perspectives . 

 Approach 

 When each of the 4 groups worked on its diagram separately , each one changed it and added shapes to   answer their needs and to show their ideas in the way they find it more suitable . Even though the skeleton of   the diagram was the same but each group found a different way to adjust it according to their perspectives   and we tried at the end to agree on a unified template presenting all ideas clearly . So next time , I will surely   start with the visualization but when it comes to the template diagram creation I wo n’t do it ahead of time   alone , instead I am thinking about creating it all of us together in order to start with the most suitable   graphic that helps everyone in visualizing their ideas .
### Output: 