Quarterly Customer Insights 

 Challenge and Selection 

 I work in the SaaS space , within the maritime industry . Our software runs on ships , and , typically , our   customers do not understand the quality and value of what we do as it just works and they do n’t   need to interact with it on a daily basis . However , when budgeting comes , we are often under   scrutiny because with quality comes a higher price tag . We wanted to step away from the “ silent   mode ” , and create a periodic channel with our customers that would show the value of what we do   and provide . A challenge within the challenge was that our customers were not used to these things   so we needed to create something that would convey the message and get their attention right   away . 

 I have always been a big fan of visual aids , so visualization was my tool of choice . I suggested to   gather the whole team in front of a very large whiteboard to discuss how to reach our goal in the   simplest way . 

 We believed visualization was the tool that would allow us to reach our goal in the most direct way .   We started to explore the various personas we could address among our customer base . We wanted   to target the top guys , the ones that would give us an average of 5 seconds to get their attention .   Visualizing our core message would give us higher odds . 

 Application 

 Once in front of the whiteboard , we discussed the format we wanted to deliver . We all agreed it had   to be a at - a - glance report . Something that could easily fit a A4 page . So , we drew a big rectangle to   represent our A4 page . We did several iterations on the structure and on the selection of the main   topic . It could not be too cramped , so we tried to identify 3 main topics we wanted to visualize in   that rectangle . 

 Insight and Approach 

 The first prototype was tested on internal staff that is heavily exposed to the target audience we   were trying to address . A few tweaks were applied and we finally had a good prototype to bring to   the customers . We tested the simple design ( our design team had not been involved yet ! ) on 5   customers we knew well and we quickly realised the most interest was on the actual raw analytics   that we so badly tried to prettify using some kind of infographics . We switched back to numbers and   found a format that could stay within the boundaries of an A4 sheet . 

 The biggest insight was that the end result turned out to be a hybrid of visualization and storytelling ,   as the target audience appreciated a certain flow in the overview , and we used their story to get to   that . 

 The whole process was extremely fun and enriching . If I was to do this again , I would probably   include someone with more visualization experience ( i.e. from our design team ) earlier in the   process , just to get their input . It would be interesting to try the same using storytelling . As soon as 

 we realised an hybrid could work , we saw how important it was to the story we were trying to tell ,   and our customer ’s stories . 


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: Quarterly Customer Insights 

 Challenge and Selection 

 I work in the SaaS space , within the maritime industry . Our software runs on ships , and , typically , our   customers do not understand the quality and value of what we do as it just works and they do n’t   need to interact with it on a daily basis . However , when budgeting comes , we are often under   scrutiny because with quality comes a higher price tag . We wanted to step away from the “ silent   mode ” , and create a periodic channel with our customers that would show the value of what we do   and provide . A challenge within the challenge was that our customers were not used to these things   so we needed to create something that would convey the message and get their attention right   away . 

 I have always been a big fan of visual aids , so visualization was my tool of choice . I suggested to   gather the whole team in front of a very large whiteboard to discuss how to reach our goal in the   simplest way . 

 We believed visualization was the tool that would allow us to reach our goal in the most direct way .   We started to explore the various personas we could address among our customer base . We wanted   to target the top guys , the ones that would give us an average of 5 seconds to get their attention .   Visualizing our core message would give us higher odds . 

 Application 

 Once in front of the whiteboard , we discussed the format we wanted to deliver . We all agreed it had   to be a at - a - glance report . Something that could easily fit a A4 page . So , we drew a big rectangle to   represent our A4 page . We did several iterations on the structure and on the selection of the main   topic . It could not be too cramped , so we tried to identify 3 main topics we wanted to visualize in   that rectangle . 

 Insight and Approach 

 The first prototype was tested on internal staff that is heavily exposed to the target audience we   were trying to address . A few tweaks were applied and we finally had a good prototype to bring to   the customers . We tested the simple design ( our design team had not been involved yet ! ) on 5   customers we knew well and we quickly realised the most interest was on the actual raw analytics   that we so badly tried to prettify using some kind of infographics . We switched back to numbers and   found a format that could stay within the boundaries of an A4 sheet . 

 The biggest insight was that the end result turned out to be a hybrid of visualization and storytelling ,   as the target audience appreciated a certain flow in the overview , and we used their story to get to   that . 

 The whole process was extremely fun and enriching . If I was to do this again , I would probably   include someone with more visualization experience ( i.e. from our design team ) earlier in the   process , just to get their input . It would be interesting to try the same using storytelling . As soon as 

 we realised an hybrid could work , we saw how important it was to the story we were trying to tell ,   and our customer ’s stories .
### Output: 