DESIGN THINKING FOR INOVATION IN BUSINESS 

 UNIVERSITY OF VIRGINIA 

 Dulce Da Silva – gday@hotmail.com                                                1 

 Dulce Da Silva    gday@hotmail.com 

 Challenge & Selection 

 When I first got in touch with the Design Thinking approach , one of the first things that   really interested me was the tool of Storytelling . As a Logistics Performance   Coordinator , my team is responsible for consolidating the numbers regarding budgets ,   results and expenditures , trends , consolidate the main KPIs and all the reporting for   the Logistics area .    I used to feel very frustrated when we were showing all the leaders and the decision   makers the numbers and presentations in a way that was only informative . I felt that   somehow we were failing to tell a good story that could change the way they   understand how the Logistics Team could contribute , for example , to achieve a better   result , to understand how the teams could be challenged or even how logistics could   increase the Service Level provided to the customers .   When my team and I started to discuss the better ways to inspire our leaders to see   the Logistics process not only as a necessary cost , but also as a competitive path to   deliver value to the customers , we started to put ourselves in their position and that ’s   when the Storytelling tool seemed to be appropriate . We challenged ourselves to try   to imagine how they would react to the information that we were showing , how they   could connect with a subject that they do n’t have a technical understanding , where   were the pain points that would need their intervention , so that the presentation and   the reports would change from an informative tool to a moment of sharing experiences   and an inspiration to new ideas . 

 Application 

 The first time we applied the Storytelling tool for the purpose of building a different   Presentation for a better engagement of the Business Leaders was a Logistics Follow   Up Meeting that we have regularly with the Vice President and his Directors . My team   and I sat previously together with the Business Performance team – that was always   providing on a daily basis presentations and other reports to those leaders – and   discussed the overall perception that they have about their particular approach with   other subjects and how they better react to information and interact with it . In that way   we could use their inputs to build up an experience that could interest the leaders , that   would change the presentation from a technical perspective to a more business   focused and to show them our challenges in a form that they would contribute and feel   part of the solution . 

 Insight & Approach 

 When we started the presentation , the leaders ’ reactions to it were instantaneous . We   started it by telling the story about the impacts on the Company ’s results – cost   reduction , overall performance and always connecting with the EBITDA terms , so that   they could follow everything on their particular language – then we talked about the   Projects and New Ideas and how they interact with the Business . We also brought   images and videos to give a better idea of the technical concepts that we shared so 

 DESIGN THINKING FOR INOVATION IN BUSINESS 

 UNIVERSITY OF VIRGINIA 

 Dulce Da Silva – gday@hotmail.com                                                2 

 that they could have a better understand on why that information was so important . We   also left questions to be addressed by them in that specific forum . For example , we   were trying to develop projects that the Law Department was not prioritizing , the we   shared with the leaders the simplicity of the change we wanted to make by presenting   in a map that we were trying to change the billing point of a process to reduce the   travelled distance , impacting in an important cost reduction , they immediately got   involved and wanted to ensure that the project would be prioritized at that moment .   The insight was very clear for my team and I and we really understood that before we   use the Storytelling approach , we were trying to tell the leaders a story that was making   sense to us , but was not including them to design our strategies or even making an   effort to make that information understandable to them . When we changed the way we   showed the data , changing the perspective in a way that brings them to a dialogue and   simplify the discussions so that they got a clearer understanding of our challenges and   how they could contribute to solve them , the meetings started to be very inspiring and   strategical .   So after this first excellent experience that we had , the Storytelling tool became   essential to conduct every report and presentation that my team created . We also   started to get a good reputation on that field and we felt more enthusiastic to do a job   that is really useful and that creates a good expectation on the audience because they   feel curious now on how we are planning to share the information on the next time ! 


EMAIL: gday@hotmail.com, gday@hotmail.com, gday@hotmail.com
ID_NUM: 
NAME_STUDENT: Dulce Da Silva, Dulce Da Silva, Dulce Da Silva
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: DESIGN THINKING FOR INOVATION IN BUSINESS 

 UNIVERSITY OF VIRGINIA 

 Dulce Da Silva – gday@hotmail.com                                                1 

 Dulce Da Silva    gday@hotmail.com 

 Challenge & Selection 

 When I first got in touch with the Design Thinking approach , one of the first things that   really interested me was the tool of Storytelling . As a Logistics Performance   Coordinator , my team is responsible for consolidating the numbers regarding budgets ,   results and expenditures , trends , consolidate the main KPIs and all the reporting for   the Logistics area .    I used to feel very frustrated when we were showing all the leaders and the decision   makers the numbers and presentations in a way that was only informative . I felt that   somehow we were failing to tell a good story that could change the way they   understand how the Logistics Team could contribute , for example , to achieve a better   result , to understand how the teams could be challenged or even how logistics could   increase the Service Level provided to the customers .   When my team and I started to discuss the better ways to inspire our leaders to see   the Logistics process not only as a necessary cost , but also as a competitive path to   deliver value to the customers , we started to put ourselves in their position and that ’s   when the Storytelling tool seemed to be appropriate . We challenged ourselves to try   to imagine how they would react to the information that we were showing , how they   could connect with a subject that they do n’t have a technical understanding , where   were the pain points that would need their intervention , so that the presentation and   the reports would change from an informative tool to a moment of sharing experiences   and an inspiration to new ideas . 

 Application 

 The first time we applied the Storytelling tool for the purpose of building a different   Presentation for a better engagement of the Business Leaders was a Logistics Follow   Up Meeting that we have regularly with the Vice President and his Directors . My team   and I sat previously together with the Business Performance team – that was always   providing on a daily basis presentations and other reports to those leaders – and   discussed the overall perception that they have about their particular approach with   other subjects and how they better react to information and interact with it . In that way   we could use their inputs to build up an experience that could interest the leaders , that   would change the presentation from a technical perspective to a more business   focused and to show them our challenges in a form that they would contribute and feel   part of the solution . 

 Insight & Approach 

 When we started the presentation , the leaders ’ reactions to it were instantaneous . We   started it by telling the story about the impacts on the Company ’s results – cost   reduction , overall performance and always connecting with the EBITDA terms , so that   they could follow everything on their particular language – then we talked about the   Projects and New Ideas and how they interact with the Business . We also brought   images and videos to give a better idea of the technical concepts that we shared so 

 DESIGN THINKING FOR INOVATION IN BUSINESS 

 UNIVERSITY OF VIRGINIA 

 Dulce Da Silva – gday@hotmail.com                                                2 

 that they could have a better understand on why that information was so important . We   also left questions to be addressed by them in that specific forum . For example , we   were trying to develop projects that the Law Department was not prioritizing , the we   shared with the leaders the simplicity of the change we wanted to make by presenting   in a map that we were trying to change the billing point of a process to reduce the   travelled distance , impacting in an important cost reduction , they immediately got   involved and wanted to ensure that the project would be prioritized at that moment .   The insight was very clear for my team and I and we really understood that before we   use the Storytelling approach , we were trying to tell the leaders a story that was making   sense to us , but was not including them to design our strategies or even making an   effort to make that information understandable to them . When we changed the way we   showed the data , changing the perspective in a way that brings them to a dialogue and   simplify the discussions so that they got a clearer understanding of our challenges and   how they could contribute to solve them , the meetings started to be very inspiring and   strategical .   So after this first excellent experience that we had , the Storytelling tool became   essential to conduct every report and presentation that my team created . We also   started to get a good reputation on that field and we felt more enthusiastic to do a job   that is really useful and that creates a good expectation on the audience because they   feel curious now on how we are planning to share the information on the next time !
### Output: 