Example Reflection – Storytelling 

 Challenge 

 As Operations Director at a medium - sized cleaning and maintenance company that focuses on   corporate facilities and large - scale construction sites , I have the challenge of growing our residential   services branch of the company . We understand what facilities managers want , we understand   architects and engineers needs when in construction sites , but we need to start comprehending the   needs of residential users which is an unknown market for us . 

 Selection 

 I like   the storytelling tool because it helps you analyze your clients and helps you create a more   appealing product or service that will help you grow your business and result in a more loyal clientele   that is always satisfied and feels understood . 

 Storytelling is the use of words and actions to show the elements and images of a specific story   while connecting and influencing the listener ’s imagination and emotions . Used in the context of   design thinking it is a powerful tool that helps you to obtain client insights , it helps you build   empathy and allows us to understand more about emotional experiences and characteristics of our   clients . As designers , we can create “ personas ” to represent our target clients or users . Then we add   problems or certain conflicts to stories that show their journeys and problems as users . By building   stories , we can start to understand what our target users or clients demand from a solution . 

 We use stories and storytelling every day in various aspects . From telling your wife about your day ,   to explaining a project at the office . Everything we tell needs a story behind it so that it is easier for   everyone to understand and remember . If we train our minds to use this as a tool in our design or   thinking process , then we would have a powerful tool that gives us an advantage over our   competition . 

 Good stories always captivate audiences and leave an impact . 

 Application 

 To get started we wanted to define our main target customer and it ’s needs , so decided to build   personas and start analyzing them . We ended up with 3 main target customers that we felt   represented the target customer we must direct our services . We started adding conflict to their   stories to represent social struggles and current events where we are placed ( México City ) . This are   the personas and their story . 

 -Sara the housewife with 3 children whose main objective is to take care of her house and her   children , she always lives in a hurry and has almost no time for herself . Cleaning her house is   particularly important to her but with 3 small children it is an almost impossible task . 

 -Mary works as housekeeper for a wealthy family from Monday to Friday . Her tasks are taking care   of the children of the family and the keeping the house in mint conditions even with the 3 dogs that   where treated as family . She has 2 children whom she hardly sees because she is always at work . 

 She seeks to complete her tasks with the best quality possible and if she can do it in the shortest   time possible to be able to return home and rest it is a plus . 

 -Jennifer is a single mother of two children . She struggles to make ends meet so she gives most of   her income to the wellbeing of her children . She barely has time for herself since she works long   hours and then must go back home to her kids and the typical house chores . Cleanliness is important   for her but without the time and money this ends up as a luxury . 

 When we started analyzing our small database of residential clients and comparing it to our   personas , we started to find trends that we thought we could scale up . We saw that the presence   of children and specially pets meant a special window for a service in carpet washing . Also , small   children also represented an opportunity for the offering of mattress washing . But not everybody   had time to spare , so everybody wanted a fast service that could be done in a day and even on   weekends . 

 From this analysis , we started to do surveys to this specific demographic in order to understand   more about them and to generate insights . 

 Insight & Approach 

 What this analysis of our personas led to the implementation of two different strategies . 

 1.- We designed a system from our existing machines and products that could fit into a small van   that could cover the essential services of a residence in one day . We instructed our staff on what   procedures should be done to deliver a quality job in the smallest amount of time . The system   resulted in the use of a small portable extractor that could easily fit in a house , with special products   that could handle stains and common house problems effectively , and procedures to allow for   everything to dry and be ready to use in a couple of hours . Price was obviously an issue so we where   able to reduce costs due to the creation of small groups of 2 technicians that would be able to do   the entire work . 

 2.- The analysis of our personas gave us a list of main problems people had cleaning in their house .   So , we started distributing coupons in neighborhoods and supermarkets directed to those areas .   These areas were : carpet , mattress , and furniture washing . This gave us the chance to appeal to our   customers main concerns and show them that solving those problems could be done by using our   services without the hassle of doing it themselves . 

 Our sales team then had another tool when people called by seeing our coupon and requesting an   estimate , we showed empathy by understanding their situation and offering them the exact solution   for their problem . People felt comprehended and where happy with the service . 

 We discovered that generating an appealing story for our clients , left a positive impact in the way   they perceived us and where keen on hiring us again once they knew we had other services . We   appeal to the emotional side of everyone of the and that made a big difference . Once we get to   know our clients , we can start to customize services for them , and we learn from them . What works   for one client might work for another one . So , we have started to develop a database that gives us   the trending services requested and new services that are being asked for in order to investigate on   the viability of offering it to other customers . 


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 – Storytelling 

 Challenge 

 As Operations Director at a medium - sized cleaning and maintenance company that focuses on   corporate facilities and large - scale construction sites , I have the challenge of growing our residential   services branch of the company . We understand what facilities managers want , we understand   architects and engineers needs when in construction sites , but we need to start comprehending the   needs of residential users which is an unknown market for us . 

 Selection 

 I like   the storytelling tool because it helps you analyze your clients and helps you create a more   appealing product or service that will help you grow your business and result in a more loyal clientele   that is always satisfied and feels understood . 

 Storytelling is the use of words and actions to show the elements and images of a specific story   while connecting and influencing the listener ’s imagination and emotions . Used in the context of   design thinking it is a powerful tool that helps you to obtain client insights , it helps you build   empathy and allows us to understand more about emotional experiences and characteristics of our   clients . As designers , we can create “ personas ” to represent our target clients or users . Then we add   problems or certain conflicts to stories that show their journeys and problems as users . By building   stories , we can start to understand what our target users or clients demand from a solution . 

 We use stories and storytelling every day in various aspects . From telling your wife about your day ,   to explaining a project at the office . Everything we tell needs a story behind it so that it is easier for   everyone to understand and remember . If we train our minds to use this as a tool in our design or   thinking process , then we would have a powerful tool that gives us an advantage over our   competition . 

 Good stories always captivate audiences and leave an impact . 

 Application 

 To get started we wanted to define our main target customer and it ’s needs , so decided to build   personas and start analyzing them . We ended up with 3 main target customers that we felt   represented the target customer we must direct our services . We started adding conflict to their   stories to represent social struggles and current events where we are placed ( México City ) . This are   the personas and their story . 

 -Sara the housewife with 3 children whose main objective is to take care of her house and her   children , she always lives in a hurry and has almost no time for herself . Cleaning her house is   particularly important to her but with 3 small children it is an almost impossible task . 

 -Mary works as housekeeper for a wealthy family from Monday to Friday . Her tasks are taking care   of the children of the family and the keeping the house in mint conditions even with the 3 dogs that   where treated as family . She has 2 children whom she hardly sees because she is always at work . 

 She seeks to complete her tasks with the best quality possible and if she can do it in the shortest   time possible to be able to return home and rest it is a plus . 

 -Jennifer is a single mother of two children . She struggles to make ends meet so she gives most of   her income to the wellbeing of her children . She barely has time for herself since she works long   hours and then must go back home to her kids and the typical house chores . Cleanliness is important   for her but without the time and money this ends up as a luxury . 

 When we started analyzing our small database of residential clients and comparing it to our   personas , we started to find trends that we thought we could scale up . We saw that the presence   of children and specially pets meant a special window for a service in carpet washing . Also , small   children also represented an opportunity for the offering of mattress washing . But not everybody   had time to spare , so everybody wanted a fast service that could be done in a day and even on   weekends . 

 From this analysis , we started to do surveys to this specific demographic in order to understand   more about them and to generate insights . 

 Insight & Approach 

 What this analysis of our personas led to the implementation of two different strategies . 

 1.- We designed a system from our existing machines and products that could fit into a small van   that could cover the essential services of a residence in one day . We instructed our staff on what   procedures should be done to deliver a quality job in the smallest amount of time . The system   resulted in the use of a small portable extractor that could easily fit in a house , with special products   that could handle stains and common house problems effectively , and procedures to allow for   everything to dry and be ready to use in a couple of hours . Price was obviously an issue so we where   able to reduce costs due to the creation of small groups of 2 technicians that would be able to do   the entire work . 

 2.- The analysis of our personas gave us a list of main problems people had cleaning in their house .   So , we started distributing coupons in neighborhoods and supermarkets directed to those areas .   These areas were : carpet , mattress , and furniture washing . This gave us the chance to appeal to our   customers main concerns and show them that solving those problems could be done by using our   services without the hassle of doing it themselves . 

 Our sales team then had another tool when people called by seeing our coupon and requesting an   estimate , we showed empathy by understanding their situation and offering them the exact solution   for their problem . People felt comprehended and where happy with the service . 

 We discovered that generating an appealing story for our clients , left a positive impact in the way   they perceived us and where keen on hiring us again once they knew we had other services . We   appeal to the emotional side of everyone of the and that made a big difference . Once we get to   know our clients , we can start to customize services for them , and we learn from them . What works   for one client might work for another one . So , we have started to develop a database that gives us   the trending services requested and new services that are being asked for in order to investigate on   the viability of offering it to other customers .
### Output: 