Creating impact with target audience through Visualisation 

 Organization and Challenge 

 I head a business unit for a company based in India , and among the 4 major segments of the primary   business of the organization , my business is a services unit while the other 3 units are product based .   The organization and its brands are well known for their wedding products and deliverables , and   have earned a Trust Badge with its huge member base of Indians across the globe . Within my   business unit , however , there is a looming challenge of luring the potential member for a   subscription given that the deliverables are intangible and the results are not guaranteed ; the   services are customized and every member commitment has a different SLA . That said , it is also   challenging to support with references since there is no apple - to - apple comparison . My business ’   target audience is the HNI community ( High Net - worth Individuals ) with Indian origin . Given the   difficult Covid-19 period , and the new normal that we are adapting to , I believe this is a good   opportunity to relook at our approach to our potential members and how we explain about the   value of our services . 

 Selection 

 I applied the 4 - Whats of Design Thinking in combination with the Golden Circle concept from “ Start   with Why ” by Simon Sinek ; and used the Journey Mapping tool to understand the need and   expectation of the potential and prospect members . The Journey Mapping exercise revealed some   very fine aspects of the expectations of the member , more specifically from the perspective of   culture , heritage and social systems . This gave me the idea to use yet another strong tool of design   thinking to help the potential members understand how our services will help them in fulfilling their   need and also meet their expectation . I chose Visualisation . This tool , I learnt , will help me convert   the intangible and unperceivable solutions into a tangible and concrete reality for my potential   members . And how do I plan to do this ? 

 Modus Operandi ( Approach & Application ) 

 I worked with a task force from my direct team , I chose 3 members from diverse culture and   different age groups and a healthy gender mix ; this ensured that the thoughts are more likely to   cover the greater majority of my target audience . We worked with some base documents collected   through surveys using basic concepts of mind - mapping tool ; and hired an external graphic designer   for the subject matter expertise . We used images to depict an Indian bride - to - be and groom - to - be to   help our potential members understand the journey of a member through the lens of our services   and solutions . The visualisation project comprised of graphical presentation of the process through   animated bride - groom images , supported by appropriate background scores , ensuring a regional   touch to cater to different communities and a well - balanced social - economic - cultural   representation . This is now made available in formats of ppt , pdf and video , with small byte size   versions as well . These can be shared with the potential members during a solutions conversation   ( ppt / pdf ) and/or , shared over mails ( ppt / pdf ) after a meeting as a follow - up sales tool and/or ,   shared through watsapp messages ( pdf / video ) as a top - of - the - recall method . Further this can also be   used for digital marketing campaigns ( video ) and as part of other marketing kits . 

 Insight & Impact 

 The initial buy - in of the visual communication was very promising and healthy . The customer   response survey showed that 65 % of the potential members found it useful and understood the   value deliverables by the brand ( compared to 45 % in the survey before sharing the visual   communication ) . The feedback from the dry - run gave some further insights into cultural and social   sensitivity to some aspects of the services and the visualisation of the same . Basis this learning and   observations , the visualisation project was re - run to incorporate the changes and produce a more   communicating version . This approach led to the survey results rising to a 76 % from the earlier 65 % .   The continuous effort will be towards taking this closer to a 90 - 95 % survey results . 

 The improved acceptance and higher levels of communication through visualisation is now going to   let us improve our sales conversions of the potential members , help them relate their needs and   expectations to our services and also communicate our solutions ’ value to their life and this specific   journey with us . 


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: Creating impact with target audience through Visualisation 

 Organization and Challenge 

 I head a business unit for a company based in India , and among the 4 major segments of the primary   business of the organization , my business is a services unit while the other 3 units are product based .   The organization and its brands are well known for their wedding products and deliverables , and   have earned a Trust Badge with its huge member base of Indians across the globe . Within my   business unit , however , there is a looming challenge of luring the potential member for a   subscription given that the deliverables are intangible and the results are not guaranteed ; the   services are customized and every member commitment has a different SLA . That said , it is also   challenging to support with references since there is no apple - to - apple comparison . My business ’   target audience is the HNI community ( High Net - worth Individuals ) with Indian origin . Given the   difficult Covid-19 period , and the new normal that we are adapting to , I believe this is a good   opportunity to relook at our approach to our potential members and how we explain about the   value of our services . 

 Selection 

 I applied the 4 - Whats of Design Thinking in combination with the Golden Circle concept from “ Start   with Why ” by Simon Sinek ; and used the Journey Mapping tool to understand the need and   expectation of the potential and prospect members . The Journey Mapping exercise revealed some   very fine aspects of the expectations of the member , more specifically from the perspective of   culture , heritage and social systems . This gave me the idea to use yet another strong tool of design   thinking to help the potential members understand how our services will help them in fulfilling their   need and also meet their expectation . I chose Visualisation . This tool , I learnt , will help me convert   the intangible and unperceivable solutions into a tangible and concrete reality for my potential   members . And how do I plan to do this ? 

 Modus Operandi ( Approach & Application ) 

 I worked with a task force from my direct team , I chose 3 members from diverse culture and   different age groups and a healthy gender mix ; this ensured that the thoughts are more likely to   cover the greater majority of my target audience . We worked with some base documents collected   through surveys using basic concepts of mind - mapping tool ; and hired an external graphic designer   for the subject matter expertise . We used images to depict an Indian bride - to - be and groom - to - be to   help our potential members understand the journey of a member through the lens of our services   and solutions . The visualisation project comprised of graphical presentation of the process through   animated bride - groom images , supported by appropriate background scores , ensuring a regional   touch to cater to different communities and a well - balanced social - economic - cultural   representation . This is now made available in formats of ppt , pdf and video , with small byte size   versions as well . These can be shared with the potential members during a solutions conversation   ( ppt / pdf ) and/or , shared over mails ( ppt / pdf ) after a meeting as a follow - up sales tool and/or ,   shared through watsapp messages ( pdf / video ) as a top - of - the - recall method . Further this can also be   used for digital marketing campaigns ( video ) and as part of other marketing kits . 

 Insight & Impact 

 The initial buy - in of the visual communication was very promising and healthy . The customer   response survey showed that 65 % of the potential members found it useful and understood the   value deliverables by the brand ( compared to 45 % in the survey before sharing the visual   communication ) . The feedback from the dry - run gave some further insights into cultural and social   sensitivity to some aspects of the services and the visualisation of the same . Basis this learning and   observations , the visualisation project was re - run to incorporate the changes and produce a more   communicating version . This approach led to the survey results rising to a 76 % from the earlier 65 % .   The continuous effort will be towards taking this closer to a 90 - 95 % survey results . 

 The improved acceptance and higher levels of communication through visualisation is now going to   let us improve our sales conversions of the potential members , help them relate their needs and   expectations to our services and also communicate our solutions ’ value to their life and this specific   journey with us .
### Output: 