Challenge and Selection 

 I work in a financial company which helps people make better investment decisions in the stock market .   We have recently launched an application that enables people to invest their money easily . After   conducting online surveys , the results showed that people would choose the investment options that   had the most return prospect . This meant that most of them would choose investing in the real - estate   or currency market and not in the stock and bonds . I decided that it is time to conduct some in - depth   interviews with people and ask them to tell their stories . The insights that was gathered through these   in - depth interviews was truly eye - opening and made us pivot our business model and the value chain for   the investment app . We already knew who the persona for the app was , but the issue was that we   could not comprehend their needs and expectations of us . We had tried to solve this problem by   handing out questionnaires and running surveys . The issue was that , these surveys made people choose   very rationally , which is not always the case in the real world and in the purchase decision . But ,   through story telling , people become less self - cognizant and reveal their needs . 

 Application 

 To run the interviews , we asked participants to talk about their spending and big purchases in the last 3   years . If they had any , we would ask them to elaborate on their decision by telling their story . How they   came to the understanding that they needed to make the purchase , how they paid , etc . After having   the 20th interview , we saw a pattern in these people ’s stories . These people , in their late 20s who have   recently started their careers in a company and were mostly educated , did not have formal plans for   investment . They thought that , now that they are finally making real money they needed to make some   purchases of the things they had always dreamed of . These included fancy laptops and gadgets , cars ,   vacations , etc . These items normally cost a lot and they were disappointed that they could not afford   them because they had to pay for their every day expenses . 

 Insight & Approach 

 The insight we got from the stories was that , we needed to change our business model . The term   investment was not very appealing to these people . They spend lots of their times on E - Commerce and   shopping site . So our approach was to change to a quasi shopping app . When people logged into our   app they see pictures of cars , gadgets , vacations . These are defined as goals for these people , they just   need to enter the date they wish to buy the item , as well as the amount of money they can afford to   pay daily . Through this way the goal is made into bite sized steps that they pay . The money they pay   goes into mutual funds which means that they make profit on these small payments . This way helps   them to track their goals and achieve them more easily . 


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 and Selection 

 I work in a financial company which helps people make better investment decisions in the stock market .   We have recently launched an application that enables people to invest their money easily . After   conducting online surveys , the results showed that people would choose the investment options that   had the most return prospect . This meant that most of them would choose investing in the real - estate   or currency market and not in the stock and bonds . I decided that it is time to conduct some in - depth   interviews with people and ask them to tell their stories . The insights that was gathered through these   in - depth interviews was truly eye - opening and made us pivot our business model and the value chain for   the investment app . We already knew who the persona for the app was , but the issue was that we   could not comprehend their needs and expectations of us . We had tried to solve this problem by   handing out questionnaires and running surveys . The issue was that , these surveys made people choose   very rationally , which is not always the case in the real world and in the purchase decision . But ,   through story telling , people become less self - cognizant and reveal their needs . 

 Application 

 To run the interviews , we asked participants to talk about their spending and big purchases in the last 3   years . If they had any , we would ask them to elaborate on their decision by telling their story . How they   came to the understanding that they needed to make the purchase , how they paid , etc . After having   the 20th interview , we saw a pattern in these people ’s stories . These people , in their late 20s who have   recently started their careers in a company and were mostly educated , did not have formal plans for   investment . They thought that , now that they are finally making real money they needed to make some   purchases of the things they had always dreamed of . These included fancy laptops and gadgets , cars ,   vacations , etc . These items normally cost a lot and they were disappointed that they could not afford   them because they had to pay for their every day expenses . 

 Insight & Approach 

 The insight we got from the stories was that , we needed to change our business model . The term   investment was not very appealing to these people . They spend lots of their times on E - Commerce and   shopping site . So our approach was to change to a quasi shopping app . When people logged into our   app they see pictures of cars , gadgets , vacations . These are defined as goals for these people , they just   need to enter the date they wish to buy the item , as well as the amount of money they can afford to   pay daily . Through this way the goal is made into bite sized steps that they pay . The money they pay   goes into mutual funds which means that they make profit on these small payments . This way helps   them to track their goals and achieve them more easily .
### Output: 