Reflection - Mind mapping 

 Challenge 

 Working in a digital company in the Travel & Leisure industry , we have the opportunity to introduce a new kind of search for our customers . We already have an existing Proof of Concept but we knew from some user tests that this product had a lot of issues in terms of usability , interaction and content quality . The Poc has been built from a tech point of view , thinking about great possibilities that come out from new technologies applied but there is not any study , research about what customers need and what kind of problems this product could solve . So I started interviewing customers and investigating their needs and expectations in regards to a specific situation . 

 Selection 

 At this point of the initiative , I defined and organised a first workshop with stakeholders from diﬀerent roles and I choose Mind mapping tool because the scope was to digest all the data I collected from users , create a common knowledge on what users need and build a strong collaboration to go ahead with the process having a solid base of data . 

 Application 

 I prepared printed material to lay out in the workshop room so that participants could easily consult and really start thinking from a customer point of view . Those materials contain insights in diﬀerent forms : quotes , emotions , pain points , win points , diary description , and other important concepts come from user interviews . Participants have been divided into 4 groups and been provided with large white paper , post - it and pen and they have 10 minutes to familiarize with data collected , 10 minutes to write what they think is important in regards to what customers say , think , do and feel ( empathy map ) . A � er this , each group has time to share , discuss and cluster thoughts and insights , highlighting connections . What ’s more , they create need statements starting from maps already done . 

 Insight & Approach 

 At the end of this workshop we agree on some design statements in the HMW form to improve fall short of expectations , to not make customers lose in the flow and to tailor search experience in order to map customers expectations and needs . The next step is to ideate solutions based on design statements / criteria defined together and be prepared for the first test of this new product . 

 I think mind mapping is a great tool to share insights and especially to empathise with customers and build a common knowledge to start ideation phase . If a similar initiative will come to me , I probably add an exercise to even more familiarize with customers ' frustrations and enrich insights from the existing proof of concept ( e.g. a user in each group tries out the POC while others observe and take notes to then share and discuss ) . 


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: Reflection - Mind mapping 

 Challenge 

 Working in a digital company in the Travel & Leisure industry , we have the opportunity to introduce a new kind of search for our customers . We already have an existing Proof of Concept but we knew from some user tests that this product had a lot of issues in terms of usability , interaction and content quality . The Poc has been built from a tech point of view , thinking about great possibilities that come out from new technologies applied but there is not any study , research about what customers need and what kind of problems this product could solve . So I started interviewing customers and investigating their needs and expectations in regards to a specific situation . 

 Selection 

 At this point of the initiative , I defined and organised a first workshop with stakeholders from diﬀerent roles and I choose Mind mapping tool because the scope was to digest all the data I collected from users , create a common knowledge on what users need and build a strong collaboration to go ahead with the process having a solid base of data . 

 Application 

 I prepared printed material to lay out in the workshop room so that participants could easily consult and really start thinking from a customer point of view . Those materials contain insights in diﬀerent forms : quotes , emotions , pain points , win points , diary description , and other important concepts come from user interviews . Participants have been divided into 4 groups and been provided with large white paper , post - it and pen and they have 10 minutes to familiarize with data collected , 10 minutes to write what they think is important in regards to what customers say , think , do and feel ( empathy map ) . A � er this , each group has time to share , discuss and cluster thoughts and insights , highlighting connections . What ’s more , they create need statements starting from maps already done . 

 Insight & Approach 

 At the end of this workshop we agree on some design statements in the HMW form to improve fall short of expectations , to not make customers lose in the flow and to tailor search experience in order to map customers expectations and needs . The next step is to ideate solutions based on design statements / criteria defined together and be prepared for the first test of this new product . 

 I think mind mapping is a great tool to share insights and especially to empathise with customers and build a common knowledge to start ideation phase . If a similar initiative will come to me , I probably add an exercise to even more familiarize with customers ' frustrations and enrich insights from the existing proof of concept ( e.g. a user in each group tries out the POC while others observe and take notes to then share and discuss ) .
### Output: 