Challenge : Describe your challenge , including all relevant information . 

 Century City is a recently developed business park hub in Cape Town , South Africa , located   approximately 13 km away from the City Bowl central business district ( CBD ) . Century City continues to   grow every year , with big corporations moving from the densifying CBD to a more open space where   they can expand and build more modern green buildings . Century City also hosts a range of other   businesses : a large shopping mall , a theme park , a very new conference centre ( construction completed   in 2007 ) , hotels , some residential units , schools , a big church , and some small restaurants and bars . 

 Cape Town ’s public transport has historic problems and is not seen as integrative due to various political   ( and other ) constraints such as national ownership of the highway and metrorail service , and municipal   ownership of the new bus rapid transports system ( MyCiti Bus ) as well as private ownership of informal   taxi services uses minibus taxis , other taxi services such as Uber and metred taxis , as well as private   ownership of the Century City development area . 

 Century City is largely designed for people using private motor vehicles or the MyCiti Bus . It is not   pedestrian friendly , and there are numerous risks posed to the pedestrians as well as general   unpleasantries such as cold and wet winter walks through unsheltered routes .   However , many people   who work in Century City can not afford to own their own cars and have to travel by bus , train and taxi . 

 Our challenge was to identify the problems associated with being a pedestrian in Century City and   provide some possible solutions to the private developer to make the space safer and better for   commuters . 

 Selection : In your own words , briefly describe the tool you selected ( e.g. what it is and why you   selected it for your challenge - including any appropriate video lecture references ) 

 As the business park area is privately owned , the developer prioritises businesses that are commercially   viable . It listens to the voices of the companies where it sees an opportunity for profit . The people using   the public transport systems ( as opposed to private vehicles ) however usually have the ‘ smaller voices ’   and occupy the service positions in many of these companies ( e.g. cleaner , cook , administrative   services ) . 

 Story telling was therefore chosen as the tool to investigate these problems as it can build empathy for   the user , and has the potential to connect with the developer . In order to gather enough information to   build a story to tell , we used complementary design tools such as interviewing , observing , and journey   mapping ( also considered as visualisation ) . These tools resulted in a story that not only helped us   understand the problem better , it also provided a cause . 

 The final product included a well - researched timeline of a number of commuters with different   backgrounds , and illustrated that with a few new designs to direct the flow of pedestrians , the area could   attract more people to the business park . 

 Application : Describe how you applied the tool you selected to your challenge ( e.g. what you did and   how the tool was applied effectively or ineffectively ) 

 To prepare for the practical aspect of our challenge , we identified key points where we would get diverse   groups of commuters using public transport . In pairs , a group of 18 people went out to these areas and   spent 45 minutes observing the area . We then spent another 45 minutes interviewing commuters ,   asking open - ended questions about their journey . Once this short time had been spent trying to   understand the commuters common problems , each pair selected a persona - someone typical that we   had encountered on our excursion . Personas assume the attributes of the groups they represent from   their social , demographic and cultural characteristics , to their wants and needs , and habits etc . 

 We proceeded to use journey mapping to unpack these lives and imagine the actions of a typical ‘ day   in the life of . ’ 

 Journey mapping is a useful tool to illustrate a sequence of events and created a powerful message   with multiple moments of reflection . It requires the following steps to be taken : 

 1 . Identify the timeline over which the journey will be mapped ( e.g. a day in the life of ) 

 2 . Mark the steps over the journey ( e.g. leave the house , get to train station , take train … . ) 

 3 . Identify the activities associated with those steps ( 2 ) ( e.g. walking , buying ticket ... ) 

 4 . Describe the thoughts/ feelings associated with each of the activities 

 5 . Identify the interactions that the user may have ( e.g. the pavement , road traffic , the ticket sales 

 person … ) 

 6 . Associate the interactions and activities with a feeling of good or bad , or a pain and gain map . 

 By breaking down the journey into steps , actions and feelings towards those touch points , it is possible   to understand the user ’s frustrations and exact points where you can improve the journey . This gives   points where problems can be solved . 

 Using these steps enabled us to choose five personas to build further into a written story . With the   research that we had done , we were able to compose a well thought out piece on each persona . 

 Insight : describe the insight you gained from applying the tool you selected to your challenge ( e.g.   how an insight affected your thinking about the challenge and about deign thinking more broadly ) 

 The combined efforts of observation , interviewing and journey mapping contributed to creating a story   that could be shared with the developer of the business park . The stories of five iconic people who   struggle with their daily commute demonstrated that something needs to change . Because they were   representative of people we have daily associations with , it made the problem relatable . 

 Approach : Describe what you might do differently next time = applying the same tool you selected or   a different one – and the reasons why 

 Journey mapping was a useful tool to build empathy for the user of a system and would therefore use   it again . However , as this exercise was primarily a training exercise , the obvious way to improve the   process would be to spend more time observing and interviewing people to get a better diversity of   users to understand . Furthermore , a key process in sharing the story more effectively would ’ve been to   invite the developer to join us through the design process . 


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 : Describe your challenge , including all relevant information . 

 Century City is a recently developed business park hub in Cape Town , South Africa , located   approximately 13 km away from the City Bowl central business district ( CBD ) . Century City continues to   grow every year , with big corporations moving from the densifying CBD to a more open space where   they can expand and build more modern green buildings . Century City also hosts a range of other   businesses : a large shopping mall , a theme park , a very new conference centre ( construction completed   in 2007 ) , hotels , some residential units , schools , a big church , and some small restaurants and bars . 

 Cape Town ’s public transport has historic problems and is not seen as integrative due to various political   ( and other ) constraints such as national ownership of the highway and metrorail service , and municipal   ownership of the new bus rapid transports system ( MyCiti Bus ) as well as private ownership of informal   taxi services uses minibus taxis , other taxi services such as Uber and metred taxis , as well as private   ownership of the Century City development area . 

 Century City is largely designed for people using private motor vehicles or the MyCiti Bus . It is not   pedestrian friendly , and there are numerous risks posed to the pedestrians as well as general   unpleasantries such as cold and wet winter walks through unsheltered routes .   However , many people   who work in Century City can not afford to own their own cars and have to travel by bus , train and taxi . 

 Our challenge was to identify the problems associated with being a pedestrian in Century City and   provide some possible solutions to the private developer to make the space safer and better for   commuters . 

 Selection : In your own words , briefly describe the tool you selected ( e.g. what it is and why you   selected it for your challenge - including any appropriate video lecture references ) 

 As the business park area is privately owned , the developer prioritises businesses that are commercially   viable . It listens to the voices of the companies where it sees an opportunity for profit . The people using   the public transport systems ( as opposed to private vehicles ) however usually have the ‘ smaller voices ’   and occupy the service positions in many of these companies ( e.g. cleaner , cook , administrative   services ) . 

 Story telling was therefore chosen as the tool to investigate these problems as it can build empathy for   the user , and has the potential to connect with the developer . In order to gather enough information to   build a story to tell , we used complementary design tools such as interviewing , observing , and journey   mapping ( also considered as visualisation ) . These tools resulted in a story that not only helped us   understand the problem better , it also provided a cause . 

 The final product included a well - researched timeline of a number of commuters with different   backgrounds , and illustrated that with a few new designs to direct the flow of pedestrians , the area could   attract more people to the business park . 

 Application : Describe how you applied the tool you selected to your challenge ( e.g. what you did and   how the tool was applied effectively or ineffectively ) 

 To prepare for the practical aspect of our challenge , we identified key points where we would get diverse   groups of commuters using public transport . In pairs , a group of 18 people went out to these areas and   spent 45 minutes observing the area . We then spent another 45 minutes interviewing commuters ,   asking open - ended questions about their journey . Once this short time had been spent trying to   understand the commuters common problems , each pair selected a persona - someone typical that we   had encountered on our excursion . Personas assume the attributes of the groups they represent from   their social , demographic and cultural characteristics , to their wants and needs , and habits etc . 

 We proceeded to use journey mapping to unpack these lives and imagine the actions of a typical ‘ day   in the life of . ’ 

 Journey mapping is a useful tool to illustrate a sequence of events and created a powerful message   with multiple moments of reflection . It requires the following steps to be taken : 

 1 . Identify the timeline over which the journey will be mapped ( e.g. a day in the life of ) 

 2 . Mark the steps over the journey ( e.g. leave the house , get to train station , take train … . ) 

 3 . Identify the activities associated with those steps ( 2 ) ( e.g. walking , buying ticket ... ) 

 4 . Describe the thoughts/ feelings associated with each of the activities 

 5 . Identify the interactions that the user may have ( e.g. the pavement , road traffic , the ticket sales 

 person … ) 

 6 . Associate the interactions and activities with a feeling of good or bad , or a pain and gain map . 

 By breaking down the journey into steps , actions and feelings towards those touch points , it is possible   to understand the user ’s frustrations and exact points where you can improve the journey . This gives   points where problems can be solved . 

 Using these steps enabled us to choose five personas to build further into a written story . With the   research that we had done , we were able to compose a well thought out piece on each persona . 

 Insight : describe the insight you gained from applying the tool you selected to your challenge ( e.g.   how an insight affected your thinking about the challenge and about deign thinking more broadly ) 

 The combined efforts of observation , interviewing and journey mapping contributed to creating a story   that could be shared with the developer of the business park . The stories of five iconic people who   struggle with their daily commute demonstrated that something needs to change . Because they were   representative of people we have daily associations with , it made the problem relatable . 

 Approach : Describe what you might do differently next time = applying the same tool you selected or   a different one – and the reasons why 

 Journey mapping was a useful tool to build empathy for the user of a system and would therefore use   it again . However , as this exercise was primarily a training exercise , the obvious way to improve the   process would be to spend more time observing and interviewing people to get a better diversity of   users to understand . Furthermore , a key process in sharing the story more effectively would ’ve been to   invite the developer to join us through the design process .
### Output: 