CHALLEGE   Current project phase : “ What Is ? ”     Core challenge :   My team is designing a B2B digital - only sales experience that replaces sales team   interaction with digital touch points . Our CMO is anxious to get things moving quickly , so   we are getting things rolling before our ethnography begins . So far , we ’ve gathered   mountains of analytics and segmentation analysis . We also have some market research   and survey data to leverage . Our challenge is twofold : 

 1 . Craft clarity out of our research   2 . Define design criteria and brainstorming prompts 

 Additional headwinds :   Most of the group has a fixed mindset , so there could be some resistance to trying a   new approach . In addition , we have a new CMO who is shaking things up , so there is a   lot anxiety and fear of failure in our org at the moment .     SELECTION   I ’m choosing the Mind Mapping tool for my team ’s challenge . Mind Mapping is a method   that helps people comb through a large amount of information and tease out the   actionable insights that will inform our design . I selected this tool because it is well   suited to help our team craft clarity out of research and define the design criteria that will   frame our brainstorming session . More information about the Mind Mapping tool can be   found in Week 3 ’s final video , “ Mind Mapping Tool ” .      APPLICATION    I scheduled a 2 - hour workshop for my core team and additional stakeholders for our   Mind Mapping session . I will print out poster - sized versions of the research we ’ve   gathered thus far and post them on the conference room walls . This will include : 

 • Segmentation data & analytics   • Insights from previously conducted focus groups and usability tests   • Market research analysis   • Competitive / comparative landscape analysis   • Survey results 

 In an effort to fold in more humanized insights , I will also include information taken from   behavioral science . This information will include behavioral economics concepts and   Robert Cialdini ’s Principles of Influence .     Once the insights gallery is assembled , participants will have 15 minutes to browse and   make note of insights that could inform our solution . Insights should include any 

 inferences they have made during the gallery tour . They will also be asked to organize   their individual insights by theme .       After the individual reflection is complete , participants will start sharing their insights on   a large wall covered with butcher - block paper . One person will get things rolling with a   theme and others will contribute until one theme is tapped out . We will move on to   another theme until all insights are shared , including the outliers .      When initial sharing has wrapped up , we will begin to draw connections between the   insights and distill actionable insight statements from the clusters . These insights   statements will help us pivot from synthesis to ideation prep .      We ’ll use the insight statements to define design criteria , which we will write out on a   large flipchart . In addition to the insight statements , we will also discuss where we want   to be on the spectrum of incremental change and innovation . My hypothesis is that this   first pass at brainstorming ( pre - immersion ) will slant towards incremental change ( 70- 30 ) since we have n’t uncovered latent customer needs yet . When we repeat this   process post - immersion , I expect that ratio to flip . In order to facilitate that discussion , I   will use the Visualization tool and ask people to place a dot sticker on the following   diagram to indicate where they think our solutions should fall on that spectrum . 

 Once we have defined the design criteria and aligned on the scale of change our   solutions should achieve , we will create some “ How might we … ” questions to serve as   prompts for an upcoming brainstorming session .         INSIGHT   “ This is the only meeting I ’ve ever enjoyed at 3 pm on a Friday . ” 

 – Project Sponsor , VP of Digital Marketing 

 “ Everyone keeps looking into the room wishing they were in our meeting ! ” 

 – Director of Market Research 

 This workshop was very successful ! During our 2 - hour session , the team stayed fully   engaged and managed to craft 12 poignant , actionable insight statements that will help   us pivot into brainstorming next week . We also aligned on brainstorming solutions that   covered both ends of the “ evolution - vs - revolution ” spectrum . Up to this point , our team   conversations have been uninspired and focused on individual data trends . My big   insight here was how powerful it was to have the team immerse themselves in 

 everything we ’ve uncovered in the past 2 months all at once . That created a very   smooth flow into connecting the individual insights and themes . The team feels very   prepared to brainstorm based on insights , rather than hunches .      I was also surprised by how much people enjoyed the new and more hands - on   approach . Folks who typically multitask during meetings were fully engaged for the full   two hours .      An unexpected benefit was that we were able to identify gaps in our knowledge and   areas of focus for our upcoming ethnographic research .       APPROACH   Mind Mapping was definitely the right tool for our challenge . The next time I use the tool ,   I will allow for more time . We were able to accomplish everything except defining the   brainstorming prompt questions . The group also felt a little rushed in the “ browse the   gallery ” time box , given the hug amount of info we had to peruse . Next time , I will extend   the workshop to 3 hours , and give participants 25 - 30 minutes for browsing and note   taking rather than 15 . I will also get access to the conference room 45 minutes in   advance to set - up . The 30 minutes I allocated was not enough .      SNAPSHOTS 

 Prepping the materials   Mind Mapping in action 


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: CHALLEGE   Current project phase : “ What Is ? ”     Core challenge :   My team is designing a B2B digital - only sales experience that replaces sales team   interaction with digital touch points . Our CMO is anxious to get things moving quickly , so   we are getting things rolling before our ethnography begins . So far , we ’ve gathered   mountains of analytics and segmentation analysis . We also have some market research   and survey data to leverage . Our challenge is twofold : 

 1 . Craft clarity out of our research   2 . Define design criteria and brainstorming prompts 

 Additional headwinds :   Most of the group has a fixed mindset , so there could be some resistance to trying a   new approach . In addition , we have a new CMO who is shaking things up , so there is a   lot anxiety and fear of failure in our org at the moment .     SELECTION   I ’m choosing the Mind Mapping tool for my team ’s challenge . Mind Mapping is a method   that helps people comb through a large amount of information and tease out the   actionable insights that will inform our design . I selected this tool because it is well   suited to help our team craft clarity out of research and define the design criteria that will   frame our brainstorming session . More information about the Mind Mapping tool can be   found in Week 3 ’s final video , “ Mind Mapping Tool ” .      APPLICATION    I scheduled a 2 - hour workshop for my core team and additional stakeholders for our   Mind Mapping session . I will print out poster - sized versions of the research we ’ve   gathered thus far and post them on the conference room walls . This will include : 

 • Segmentation data & analytics   • Insights from previously conducted focus groups and usability tests   • Market research analysis   • Competitive / comparative landscape analysis   • Survey results 

 In an effort to fold in more humanized insights , I will also include information taken from   behavioral science . This information will include behavioral economics concepts and   Robert Cialdini ’s Principles of Influence .     Once the insights gallery is assembled , participants will have 15 minutes to browse and   make note of insights that could inform our solution . Insights should include any 

 inferences they have made during the gallery tour . They will also be asked to organize   their individual insights by theme .       After the individual reflection is complete , participants will start sharing their insights on   a large wall covered with butcher - block paper . One person will get things rolling with a   theme and others will contribute until one theme is tapped out . We will move on to   another theme until all insights are shared , including the outliers .      When initial sharing has wrapped up , we will begin to draw connections between the   insights and distill actionable insight statements from the clusters . These insights   statements will help us pivot from synthesis to ideation prep .      We ’ll use the insight statements to define design criteria , which we will write out on a   large flipchart . In addition to the insight statements , we will also discuss where we want   to be on the spectrum of incremental change and innovation . My hypothesis is that this   first pass at brainstorming ( pre - immersion ) will slant towards incremental change ( 70- 30 ) since we have n’t uncovered latent customer needs yet . When we repeat this   process post - immersion , I expect that ratio to flip . In order to facilitate that discussion , I   will use the Visualization tool and ask people to place a dot sticker on the following   diagram to indicate where they think our solutions should fall on that spectrum . 

 Once we have defined the design criteria and aligned on the scale of change our   solutions should achieve , we will create some “ How might we … ” questions to serve as   prompts for an upcoming brainstorming session .         INSIGHT   “ This is the only meeting I ’ve ever enjoyed at 3 pm on a Friday . ” 

 – Project Sponsor , VP of Digital Marketing 

 “ Everyone keeps looking into the room wishing they were in our meeting ! ” 

 – Director of Market Research 

 This workshop was very successful ! During our 2 - hour session , the team stayed fully   engaged and managed to craft 12 poignant , actionable insight statements that will help   us pivot into brainstorming next week . We also aligned on brainstorming solutions that   covered both ends of the “ evolution - vs - revolution ” spectrum . Up to this point , our team   conversations have been uninspired and focused on individual data trends . My big   insight here was how powerful it was to have the team immerse themselves in 

 everything we ’ve uncovered in the past 2 months all at once . That created a very   smooth flow into connecting the individual insights and themes . The team feels very   prepared to brainstorm based on insights , rather than hunches .      I was also surprised by how much people enjoyed the new and more hands - on   approach . Folks who typically multitask during meetings were fully engaged for the full   two hours .      An unexpected benefit was that we were able to identify gaps in our knowledge and   areas of focus for our upcoming ethnographic research .       APPROACH   Mind Mapping was definitely the right tool for our challenge . The next time I use the tool ,   I will allow for more time . We were able to accomplish everything except defining the   brainstorming prompt questions . The group also felt a little rushed in the “ browse the   gallery ” time box , given the hug amount of info we had to peruse . Next time , I will extend   the workshop to 3 hours , and give participants 25 - 30 minutes for browsing and note   taking rather than 15 . I will also get access to the conference room 45 minutes in   advance to set - up . The 30 minutes I allocated was not enough .      SNAPSHOTS 

 Prepping the materials   Mind Mapping in action
### Output: 