Challenge      I am working for the insurance company and our focus product is motor insurance . One year ago ,   we have decided to revamp our digital journey of buying car insurance policy , with the ultimate goal   to improve visit to sales conversion . In the overly crowded motor insurance market , we had to be   different and better , not only in terms of pricing and coverage , but also in terms of overall customer   experience of searching , considering and buying motor insurance . Our challenge was how we could   make our website and journey of buying such a dull product more human , more engaging and more   relevant .      Selection      The whole project was based , more or less , on principles and tools of design thinking . Many tools   were utilized in our collaborative and iterative efforts to come up with the end solution that could be   easily and further optimized based on data and customer insights . One of the most prominent tool   used was storytelling . We used storytelling in general , to tell the story to our stakeholders for their   buy - in to both fund ( Management team ) and implement this project ( Development team – all team   members working on the new journey ) , but we have also used this tool particularly when we had to   develop different personas and their ‘ stories ’ of how they go about when buying car insurance .   Storytelling proved and still proves to be a powerful tool when you need to put your customer and   their experience front and center . Storytelling tool was used in conjunction with other tools , mainly   Personas Development , Visualization and Projective Techniques , especially in What Is ? And What   If ? stages . It was selected so we can easily build empathy and reach the customers emotionally .   By creating stories , whole team , especially designers and motor insurance product owners could   better understand what customers want from a website and from a product .      Application      As you probably already know , our personas have been created to represent the different needs ,   goals , motivations , and behaviors of our prospective and existing customers that might use our site   and products . This allowed us to produce highly relevant content that is used to create SEO   strategies or write highly targeted copy for advertising campaigns . Storytelling of who personas are ,   how they search for insurance , what impacts their buying decision , helped us ‘ walk in their shoes ’ .   We , my team , were personas , we felt them , thought like them , and bought the insurance like them .   We knew where they work , where they live , their age and their interests … All the stories were both   verbally documented and visually represented . These stories helped us understand what different   users of a website were going to be doing at various stages – and accordingly helped us design a   website that is user - friendly , intuitive and that would convert more visitors to customers .      Insight     By applying this tool in building customer centric digital journey of buying a motor insurance , we ,   for sure , gained better insights , which are at the heart of innovation . By clearly storytelling on who   the customer was , we sparked another level of empathy , that contributed to a much more human   journeys . We all agreed that such a simple yet powerful tool managed to connect all the steps or   events of the end - to - end journey of buying insurance into a holistic experience . By using this tool ,   team members clearly understood the underlying problems that customers face when getting the   product , and we applied this knowledge in reflective practice to formulate the solution which was at   the end tested by our end users .      Approach      Storytelling tool was used in conjunction with other design tools . What we have learnt was that   there ’s no fixed template to follow when applying design thinking . Sometimes , you need to go with   a ‘ gut - feel ’ on what tools suit the situation and stage of the process better . In our company , that was 

 the first time we have applied storytelling and design thinking in general . Now , we tend to apply it   on even smaller changes or journeys we are building . Each project is different and needs a different   approach on how to apply elements of design thinking . With each application of design thinking ,   team is getting better , we are learning what went wrong and what went ok . During and after each   project , we have our retrospective informal sessions when we discuss positives and negatives .      Storytelling not only impacted better end customer product or service , but also improved team   engagement and excitement in delivering customer focused solutions . This aspect is sometimes   even more powerful – how the team members are working together in an engaging and fun   environment when delivering exceptional customers ’ solutions that will improve customers ’   everyday life . 


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: Challenge      I am working for the insurance company and our focus product is motor insurance . One year ago ,   we have decided to revamp our digital journey of buying car insurance policy , with the ultimate goal   to improve visit to sales conversion . In the overly crowded motor insurance market , we had to be   different and better , not only in terms of pricing and coverage , but also in terms of overall customer   experience of searching , considering and buying motor insurance . Our challenge was how we could   make our website and journey of buying such a dull product more human , more engaging and more   relevant .      Selection      The whole project was based , more or less , on principles and tools of design thinking . Many tools   were utilized in our collaborative and iterative efforts to come up with the end solution that could be   easily and further optimized based on data and customer insights . One of the most prominent tool   used was storytelling . We used storytelling in general , to tell the story to our stakeholders for their   buy - in to both fund ( Management team ) and implement this project ( Development team – all team   members working on the new journey ) , but we have also used this tool particularly when we had to   develop different personas and their ‘ stories ’ of how they go about when buying car insurance .   Storytelling proved and still proves to be a powerful tool when you need to put your customer and   their experience front and center . Storytelling tool was used in conjunction with other tools , mainly   Personas Development , Visualization and Projective Techniques , especially in What Is ? And What   If ? stages . It was selected so we can easily build empathy and reach the customers emotionally .   By creating stories , whole team , especially designers and motor insurance product owners could   better understand what customers want from a website and from a product .      Application      As you probably already know , our personas have been created to represent the different needs ,   goals , motivations , and behaviors of our prospective and existing customers that might use our site   and products . This allowed us to produce highly relevant content that is used to create SEO   strategies or write highly targeted copy for advertising campaigns . Storytelling of who personas are ,   how they search for insurance , what impacts their buying decision , helped us ‘ walk in their shoes ’ .   We , my team , were personas , we felt them , thought like them , and bought the insurance like them .   We knew where they work , where they live , their age and their interests … All the stories were both   verbally documented and visually represented . These stories helped us understand what different   users of a website were going to be doing at various stages – and accordingly helped us design a   website that is user - friendly , intuitive and that would convert more visitors to customers .      Insight     By applying this tool in building customer centric digital journey of buying a motor insurance , we ,   for sure , gained better insights , which are at the heart of innovation . By clearly storytelling on who   the customer was , we sparked another level of empathy , that contributed to a much more human   journeys . We all agreed that such a simple yet powerful tool managed to connect all the steps or   events of the end - to - end journey of buying insurance into a holistic experience . By using this tool ,   team members clearly understood the underlying problems that customers face when getting the   product , and we applied this knowledge in reflective practice to formulate the solution which was at   the end tested by our end users .      Approach      Storytelling tool was used in conjunction with other design tools . What we have learnt was that   there ’s no fixed template to follow when applying design thinking . Sometimes , you need to go with   a ‘ gut - feel ’ on what tools suit the situation and stage of the process better . In our company , that was 

 the first time we have applied storytelling and design thinking in general . Now , we tend to apply it   on even smaller changes or journeys we are building . Each project is different and needs a different   approach on how to apply elements of design thinking . With each application of design thinking ,   team is getting better , we are learning what went wrong and what went ok . During and after each   project , we have our retrospective informal sessions when we discuss positives and negatives .      Storytelling not only impacted better end customer product or service , but also improved team   engagement and excitement in delivering customer focused solutions . This aspect is sometimes   even more powerful – how the team members are working together in an engaging and fun   environment when delivering exceptional customers ’ solutions that will improve customers ’   everyday life .
### Output: 