Instructions 

 Select one of the four design thinking tools presented in the course ( listed below ) that you are interested in applying to a challenge   of your choice . Your completed reflection should be written in English and be between five and ten paragraphs in length .    Tools : Visualization ( Module 1 ) , Storytelling ( Module 2 ) , Mind Mapping ( Module 3 ) or Learning Launch ( Module 4 ) .   Elements : 

 ✓   Challenge : Describe your challenge , including all relevant information . 

 ✓   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 ) . 

 ✓   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 ) . 

 ✓   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 design thinking more broadly ) . 

 ✓   Approach : Describe what you might do differently next time -- applying the same tool you selected or a different one - - and the reason(s ) why . 

 ------------------------------------------ 

 My Submission 

 Andreia Rodrigues , October 9 , 2017 

 Storytelling to Show Gaps in Our Customer Application Journey . 

 Challenge    I am a Process Improvement Manager in a company that provides fuel credit cards .    Our team 's mission is to digitally transform our customers ' journey ; specifically , the current   online path that our prospects experience to apply for our cards .   ( Challenge ) The problem that our leader presented was : “ 30 % of our customers apply for a fuel   card online , but they are not making any transactions after they receive the card ” .    Our leader asked us to improve the customer ’s usage , to increase the number of transactions by   10 % , and consequently , revenue . Also , our leader gave us 2 weeks to present a problem   statement with solutions and recommendations .      Selection   ( Why ) Our team has already gone through several different tools to try to explain to our leaders   our complex customer journey . We tried PowerPoint presentations , data analysis slides and even   meetings for deep discussions . None of these techniques applied so far has been able to make   our leaders understand the problem .   ( What is it ) So , since Storytelling is a tool that takes the listener along on the human being journey   and creates empathy , we decided to implement this tool in this project so we can create a vivid   experience .      Application   We spent the first week doing the first steps of the Design Thinking process , at the what is phase .   After doing our own research , analyzing the data , reaching out to the customers who do n’t use   the cards and asking their feedback ; we found out that these customers were very frustrated   with the entire customer application process . After hearing all their stories , we could synthesize   every single journey into a single fictional one , recreating this experience using one of the   personas we have identified .    So , we scheduled a meeting with all leaders , and we started this meeting introducing them to   our persona , and this persona ’s fictional business and fictional intention . Then , we opened our 

 projector , sharing one of our laptop screens , and we started simulating the persona ’s feelings at   each step of our process . First , we did a simple research on Google “ fuel cards ” , then the persona   landed into our company ’s website , then the persona followed the instructions on our website   to apply for a fuel card . At each step , we shared with our leaders the feelings and thoughts of this   persona , the expectations and how we failed or succeed to complete these expectations .       Insight    After our presentation , at the end of the simulated application process , we knew how effective   this storytelling had been . Using the storytelling empathy , we could make our leaders finally   understand the customer ’s perspective at each step , and possible questions that our customers   can have during our process .   More importantly , how we failed overall to meet our persona ’s   expectations . Because of this tool and this meeting , our company now improved our vision ,   mission and goals for 2022 .      Approach   Next time , we will spend more time with our customers , listening carefully to their feedback   and broaden our scope . We will do a project not only for those 30 % of our customer , but for   100 % of our customer , and how to better serve them . Using storytelling I am sure we now have   a better tool to use with our leaders and share our recommendations . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Andreia Rodrigues
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: Instructions 

 Select one of the four design thinking tools presented in the course ( listed below ) that you are interested in applying to a challenge   of your choice . Your completed reflection should be written in English and be between five and ten paragraphs in length .    Tools : Visualization ( Module 1 ) , Storytelling ( Module 2 ) , Mind Mapping ( Module 3 ) or Learning Launch ( Module 4 ) .   Elements : 

 ✓   Challenge : Describe your challenge , including all relevant information . 

 ✓   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 ) . 

 ✓   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 ) . 

 ✓   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 design thinking more broadly ) . 

 ✓   Approach : Describe what you might do differently next time -- applying the same tool you selected or a different one - - and the reason(s ) why . 

 ------------------------------------------ 

 My Submission 

 Andreia Rodrigues , October 9 , 2017 

 Storytelling to Show Gaps in Our Customer Application Journey . 

 Challenge    I am a Process Improvement Manager in a company that provides fuel credit cards .    Our team 's mission is to digitally transform our customers ' journey ; specifically , the current   online path that our prospects experience to apply for our cards .   ( Challenge ) The problem that our leader presented was : “ 30 % of our customers apply for a fuel   card online , but they are not making any transactions after they receive the card ” .    Our leader asked us to improve the customer ’s usage , to increase the number of transactions by   10 % , and consequently , revenue . Also , our leader gave us 2 weeks to present a problem   statement with solutions and recommendations .      Selection   ( Why ) Our team has already gone through several different tools to try to explain to our leaders   our complex customer journey . We tried PowerPoint presentations , data analysis slides and even   meetings for deep discussions . None of these techniques applied so far has been able to make   our leaders understand the problem .   ( What is it ) So , since Storytelling is a tool that takes the listener along on the human being journey   and creates empathy , we decided to implement this tool in this project so we can create a vivid   experience .      Application   We spent the first week doing the first steps of the Design Thinking process , at the what is phase .   After doing our own research , analyzing the data , reaching out to the customers who do n’t use   the cards and asking their feedback ; we found out that these customers were very frustrated   with the entire customer application process . After hearing all their stories , we could synthesize   every single journey into a single fictional one , recreating this experience using one of the   personas we have identified .    So , we scheduled a meeting with all leaders , and we started this meeting introducing them to   our persona , and this persona ’s fictional business and fictional intention . Then , we opened our 

 projector , sharing one of our laptop screens , and we started simulating the persona ’s feelings at   each step of our process . First , we did a simple research on Google “ fuel cards ” , then the persona   landed into our company ’s website , then the persona followed the instructions on our website   to apply for a fuel card . At each step , we shared with our leaders the feelings and thoughts of this   persona , the expectations and how we failed or succeed to complete these expectations .       Insight    After our presentation , at the end of the simulated application process , we knew how effective   this storytelling had been . Using the storytelling empathy , we could make our leaders finally   understand the customer ’s perspective at each step , and possible questions that our customers   can have during our process .   More importantly , how we failed overall to meet our persona ’s   expectations . Because of this tool and this meeting , our company now improved our vision ,   mission and goals for 2022 .      Approach   Next time , we will spend more time with our customers , listening carefully to their feedback   and broaden our scope . We will do a project not only for those 30 % of our customer , but for   100 % of our customer , and how to better serve them . Using storytelling I am sure we now have   a better tool to use with our leaders and share our recommendations .
### Output: 