Daniel Chen   Design Thinking for Innovation   Peer - Graded Assignment : Reflection       Challenge :     I work in a Financial Services company as a digital product manager . My job is to build and   design a digital experience that delivers to the needs of everyday consumers . While this may   seem straight forward – researching and interviewing consumers on what they wish for in their   digital banking experience – it gets challenging when balancing the priorities of all the other   stakeholders in the company . This includes ( not all ): 

 • Business executives , who are responsible for their P&L and want to see a quantitative 

 return on their investments 

 • Risk , Legal & Compliance   • Other product managers and their goals for their respective products , in a shared digital 

 experience 

 • Marketing & Communications , who need to prioritize customer messaging and 

 campaigns 

 The challenge here is to prove to my stakeholders why my product is important for our   customers . I need to persuade them prioritize investments and resources so that we can deliver   what is most important services to our customers .      Selection :     The Tool I selected to help me with this Challenge is Story - telling . We have done extensive   research and interview with our Credit Card customers . We have valuable data as well that   supports our thesis . We combine these into a compelling ( and simple ) story so that my   stakeholders understand the importance of the project .     Application :     With the evolving landscape in payments , data showed that customers are increasingly paying   for goods and services by way of ‘ embedded payments . ’ More specifically , customers are saving   their credit card or debit card information within digital wallets , or directly at merchant   sites / apps for convenience . We wanted to see how we could better serve our customers as the   industry moved toward this direction . We interviewed a good number of customers to research   what their current behaviors are , what concerns they may have , and what they feel like they   need .     From our interviews , we discovered that our customers were concerned about security . They   have saved their card info at so many places they have lost track , and are concerned that their   payment info will be stolen or taken advantage of . They also are concerned about making 

 recurring payments they did not mean to sign up for , or they have forgotten and want to   cancel .     We took this research and created personas and built stories around these personas with real   experiences our customers have told us . This included the card products they currently have , all   the merchant sites they have saved their cards , and the frustrations they have voiced . We built   this story to share with all our stakeholders in order to start building a minimal viable product .     Insight :     The Story - telling tool was extremely helpful with this design - thinking project . What is most   useful is the empathy , building a story around these personas that most people can relate to . It   is human - centered . All the stakeholders can relate – on a personal level - to the current state of   financial services , and the frustrations that can come with it . Helping them relate to our   customers through the story telling helped facilitate the investment and resources that we   needed to build a prototype .     Approach :     Another approach to integrate into this Design Thinking exercise is incorporating visualization   into the research process . Instead of interviewing customers one on one , it is also valuable to   do group research sessions and whiteboard in real time . Mark notes on post - its and place into   several categories . This will help identify certain common themes and help prioritize topics to   look deeper into . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Daniel Chen
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: Daniel Chen   Design Thinking for Innovation   Peer - Graded Assignment : Reflection       Challenge :     I work in a Financial Services company as a digital product manager . My job is to build and   design a digital experience that delivers to the needs of everyday consumers . While this may   seem straight forward – researching and interviewing consumers on what they wish for in their   digital banking experience – it gets challenging when balancing the priorities of all the other   stakeholders in the company . This includes ( not all ): 

 • Business executives , who are responsible for their P&L and want to see a quantitative 

 return on their investments 

 • Risk , Legal & Compliance   • Other product managers and their goals for their respective products , in a shared digital 

 experience 

 • Marketing & Communications , who need to prioritize customer messaging and 

 campaigns 

 The challenge here is to prove to my stakeholders why my product is important for our   customers . I need to persuade them prioritize investments and resources so that we can deliver   what is most important services to our customers .      Selection :     The Tool I selected to help me with this Challenge is Story - telling . We have done extensive   research and interview with our Credit Card customers . We have valuable data as well that   supports our thesis . We combine these into a compelling ( and simple ) story so that my   stakeholders understand the importance of the project .     Application :     With the evolving landscape in payments , data showed that customers are increasingly paying   for goods and services by way of ‘ embedded payments . ’ More specifically , customers are saving   their credit card or debit card information within digital wallets , or directly at merchant   sites / apps for convenience . We wanted to see how we could better serve our customers as the   industry moved toward this direction . We interviewed a good number of customers to research   what their current behaviors are , what concerns they may have , and what they feel like they   need .     From our interviews , we discovered that our customers were concerned about security . They   have saved their card info at so many places they have lost track , and are concerned that their   payment info will be stolen or taken advantage of . They also are concerned about making 

 recurring payments they did not mean to sign up for , or they have forgotten and want to   cancel .     We took this research and created personas and built stories around these personas with real   experiences our customers have told us . This included the card products they currently have , all   the merchant sites they have saved their cards , and the frustrations they have voiced . We built   this story to share with all our stakeholders in order to start building a minimal viable product .     Insight :     The Story - telling tool was extremely helpful with this design - thinking project . What is most   useful is the empathy , building a story around these personas that most people can relate to . It   is human - centered . All the stakeholders can relate – on a personal level - to the current state of   financial services , and the frustrations that can come with it . Helping them relate to our   customers through the story telling helped facilitate the investment and resources that we   needed to build a prototype .     Approach :     Another approach to integrate into this Design Thinking exercise is incorporating visualization   into the research process . Instead of interviewing customers one on one , it is also valuable to   do group research sessions and whiteboard in real time . Mark notes on post - its and place into   several categories . This will help identify certain common themes and help prioritize topics to   look deeper into .
### Output: 