CHALLENGE 

 I work in a digital outside of home ( DOOH ) advertising company and my team was tasked to   develop a product for commuters in public transport system . This gap of advertising opportunity   was identified by a member our team through his own experience and shared experience of other   commuters . OOH is something common in catchment area but what most competitors lack is the   digital component . TVs , Radios and Billboards are the norms in terms of advertisement . Based on   relevant data gathered from other countries who had successfully rolled out DOOH , we decided to   innovate a product to target commuters in the public transport industries specifically long - distance   buses . The product was to geared towards reaching and connecting brands to the mass market -   with a majority of economically active commuters who sit long hours in public transport . The   product will be geared towards offering cost - effective advertising solutions that target   economically active public commuters . 

 SELECTION 

 The design tool selected was story telling . According to Model 2 : Design Tool , storytelling put the   human beings and their experience front and center . It takes the listener along on their journey .   This tool was selected because we wanted to capture the experience of the commuters from the   time they decide to travel and their entire journey from home till they get to their destination and   what happens after . Story telling is in the heart of community and tradition . It helps us connect   events in a holistic experience through time . This gave us the opportunity to understand the   challenge or problem from user perspective . Storytelling can help us to gather personalized   emotional data about our consumer ’s experience which can be hard to collect using other research   methods such as the survey and consumer journey mapping . Through storytelling too , we could   also map the journey of commuters and identify other design ideas along the journey . 

 APPLICATION 

 We set out to the bus terminals to fish fresh stories from the horse 's own mouth . We interviewed   the commuters but we were most interested in their stories about the journey . Focusing on who   they - demographic information that will be used to build the persona engaged in the design   process . The story flow - focusing on what they normally do in the house , how they get to the bus   terminal , payment of tickets , in - transit- what they occupy themselves with and their journey   afterwards when they get down . We also made enquiry into forms of entertainment on the bus   while in transit . After the gathering of the story lines , each group came to narrate their version of   the story based on what each commuter narrated . This gave us a broader image of what the actual   problems were and how to design a solution that befit them . 

 I shared a story a businessman who travels using public transport four times in week . According   to him , keeping up to date on news items , weather reports and learning new things on the go is   very important to him . He also shared if he could listen or watch his favorite tv shows or radioin- transit we also be blessing to him . He complained that sometimes he misses important schedules 

 as result not been able to book and pay for tickets and board the bus when he gets to the terminal .   This inspired the team that the solution that they will be design is going to affect real people with   real problems . 

 INSIGHT 

 Wow , we were thrilled about the insight we gained . It was hard to build a generalized data based   on it because of the different nature or storylines of each commuter 's story . Initially , our thoughts   were to focus on just advertising to the commuters with a blend of entertainment just like they do   on television . It helped us to understand the empathetic experience that the users face when using   public transport , thereby giving us an opportunity to target specific problems such as booking   tickets in advance , Wifi and developing in - transit Tv channel with some of the current   programmes , weather reports and other juicy content . It also enabled us to develop geo - tagging   ads with smart advertisement . 

 APPROACH 

 Since we have a background in OOH advertising , I might use the Learning launch tool . The   Learning launch tool is a small experiment that tests your new idea in the real market quickly   and inexpensively . Through this I will be able to test the remaining critical assumptions about   why this is an attractive business idea .   I will also employ the story telling tool to gather   customer feedback . 

 This course has equipped me tools that will enable me to design solutions that empathetic and   customer - centered . I have developed a design thinking mindset and I will continue to sharpen   this new found habit . 


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 

 I work in a digital outside of home ( DOOH ) advertising company and my team was tasked to   develop a product for commuters in public transport system . This gap of advertising opportunity   was identified by a member our team through his own experience and shared experience of other   commuters . OOH is something common in catchment area but what most competitors lack is the   digital component . TVs , Radios and Billboards are the norms in terms of advertisement . Based on   relevant data gathered from other countries who had successfully rolled out DOOH , we decided to   innovate a product to target commuters in the public transport industries specifically long - distance   buses . The product was to geared towards reaching and connecting brands to the mass market -   with a majority of economically active commuters who sit long hours in public transport . The   product will be geared towards offering cost - effective advertising solutions that target   economically active public commuters . 

 SELECTION 

 The design tool selected was story telling . According to Model 2 : Design Tool , storytelling put the   human beings and their experience front and center . It takes the listener along on their journey .   This tool was selected because we wanted to capture the experience of the commuters from the   time they decide to travel and their entire journey from home till they get to their destination and   what happens after . Story telling is in the heart of community and tradition . It helps us connect   events in a holistic experience through time . This gave us the opportunity to understand the   challenge or problem from user perspective . Storytelling can help us to gather personalized   emotional data about our consumer ’s experience which can be hard to collect using other research   methods such as the survey and consumer journey mapping . Through storytelling too , we could   also map the journey of commuters and identify other design ideas along the journey . 

 APPLICATION 

 We set out to the bus terminals to fish fresh stories from the horse 's own mouth . We interviewed   the commuters but we were most interested in their stories about the journey . Focusing on who   they - demographic information that will be used to build the persona engaged in the design   process . The story flow - focusing on what they normally do in the house , how they get to the bus   terminal , payment of tickets , in - transit- what they occupy themselves with and their journey   afterwards when they get down . We also made enquiry into forms of entertainment on the bus   while in transit . After the gathering of the story lines , each group came to narrate their version of   the story based on what each commuter narrated . This gave us a broader image of what the actual   problems were and how to design a solution that befit them . 

 I shared a story a businessman who travels using public transport four times in week . According   to him , keeping up to date on news items , weather reports and learning new things on the go is   very important to him . He also shared if he could listen or watch his favorite tv shows or radioin- transit we also be blessing to him . He complained that sometimes he misses important schedules 

 as result not been able to book and pay for tickets and board the bus when he gets to the terminal .   This inspired the team that the solution that they will be design is going to affect real people with   real problems . 

 INSIGHT 

 Wow , we were thrilled about the insight we gained . It was hard to build a generalized data based   on it because of the different nature or storylines of each commuter 's story . Initially , our thoughts   were to focus on just advertising to the commuters with a blend of entertainment just like they do   on television . It helped us to understand the empathetic experience that the users face when using   public transport , thereby giving us an opportunity to target specific problems such as booking   tickets in advance , Wifi and developing in - transit Tv channel with some of the current   programmes , weather reports and other juicy content . It also enabled us to develop geo - tagging   ads with smart advertisement . 

 APPROACH 

 Since we have a background in OOH advertising , I might use the Learning launch tool . The   Learning launch tool is a small experiment that tests your new idea in the real market quickly   and inexpensively . Through this I will be able to test the remaining critical assumptions about   why this is an attractive business idea .   I will also employ the story telling tool to gather   customer feedback . 

 This course has equipped me tools that will enable me to design solutions that empathetic and   customer - centered . I have developed a design thinking mindset and I will continue to sharpen   this new found habit .
### Output: 