CHALLENGE 

 I am a Master ’s student in the field of Human - Computer Interaction and my interests encompass everything   that is useful , usable and innovative . I firmly believe that innovation means solving people ’s problems and as   such , innovation is truly a topic dear to my heart ; this is the reason for which I often participate in open   innovation challenges . I recently took part in an interesting one ; I was working with a multidisciplinary team   towards the definition of a new product or service that could help a multiservice reality in Northern Italy   insert itself into a new field . The mission of the company is that of promoting the socio - economic and   environmental development of the territory in which they historically operate through the enhancement of   the services in the field of energy . Courage , coherence , and respect are the starting points from which the   drive towards innovation and proactivity stems , always with an eye on sustainability . We were asked to   identify the new field into which the company could insert itself , always keeping their aforementioned   mission and vision as a reference point . Hence , our Smart Hospitality Service was proposed , which envisages   an entire ecosystem dedicated to the Hospitality industry ( a thriving one in the specific region of interest )   that aims at offering an innovative and sustainable experience of consumption . The real challenge , though ,   was properly and thoroughly communicating this new service proposal ( we designed the entire service   blueprint and business plan ) to a very down - to - earth and historically unchanged reality . My team and I feared   that our innovative service idea would not be understood , especially considering the time limitation given by   the short presentation pitch that we were allowed . Thus , our final challenge was not only finding and defining   a new journey for such a deep - rooted reality but being able to convey the real value of our proposition in a   really short pitch . 

 SELECTION 

 As I previously mentioned I believe that the true value of innovation lies in what it can bring to people ’s lives .   The reason for which , our communication wanted to focus on our service ’s value proposition for the people ,   the final consumers of our proposal . Considering this premise , my humanistic background came to help and   I proposed to my team the use of storytelling as a way to pitch our idea as well as to present the findings of   our background research and our customer validation . Given the human - centered perspective we had   adopted in the design of our service and in the validation of our idea , it seemed obvious that narration was   the best way to go . The stories we heard about , the voices we interviewed , the people we talked with   deserved to be represented ; they all deserved to be put in the spotlight as they were front and center all   throughout our design process . Furthermore , creating a narration captures people ’s attention and helps   empathizing with the people , the final customer , thus helping focus some of the more valuable aspects of   the whole project – which , given the very short time at our disposal , was necessary . 

 APPLICATION 

 We used storytelling as a tool to deconstruct , reconstruct , and highlight insights found during our three- months work . Firstly , our human - centered perspective and the adoption of qualitative research   methodologies guided us in the definition of customers ’ personas . Personas are a design tool to facilitate   target analysis and are usually developed around people ’s archetypes . What makes personas effective tools ,   though , is the narration . Personas work because they support storytelling , they help create scenarios and   give meaning to actions and tasks ( e.g. they help explaining people ’s rationale behind the adoption of a   specific product and/or service , they support the value proposition by underlining how a product and/or   service work in favor of the person to which they are aimed by relieving their pain points ) . Secondly , we   designed two different customer journeys to outline the final service ’s delivery : one for our primary   customers , i.e. the hotels , and one for our secondary customers and final users , the hotels ’ guests . Again ,   personas and scenarios , as well as customer journeys , are simply tools – powerful ones , sure , but still tools ;   what made it possible for us to communicate their content so effectively was the narrative approach we   undertook to present them . Personas and journeys , without a scenario , a narration to support them , risk to 

 become just blank canvas to simply fill out with information . Our narration weaved together into a   comprehensive story the service experience for both our targets in the most holistic way possible , from the   awareness of the new product to the retention of the brand we intended to create . Furthermore , our   narrative approach was mostly supported by a visual attitude ; everything was presented through images ,   videos ( we transformed our story in a very emotion provoking spot ) or mid - fidelity prototypes . 

 INSIGHT 

 First and foremost , what storytelling , especially visually implemented , was able to help us with was empathy .   The company that presented us with our challenge could really get to know the people we were working for   and with during the design of our innovative service , and in doing so they were able to gain insights and a   deep understanding of our service ’s value proposition . Narration creates a shared symbolism , a shared   language and thus , reciprocal understanding ; between the service designers and the people , between the   company and their business unit and the people , between us , the service designers , and the company . I   honestly believe that without storytelling we would not have been able to communicate all the details of our   idea in that small frame of time and with so much efficacy . I feel like the spark of recognition of shared   feelings and experiences I was able to notice in the CEO ’s eyes while he was watching our spot ( i.e. our users ’   stories , narrated ) would have not been there if we were just to describe our qualitative research findings to   him . Ultimately , I also feel that our human - centered approach , our advocacy for users and customers , our   narrative aptitude , were very impactful factors on the result of our challenge : we won . 

 APPROACH 

 Ultimately , I do n’t think I would change our choice of using storytelling to pitch our service blueprint and our   value proposition . Telling a story , narrating our research insights , as well as how our new service   implementation would fit into that narration , really helped me and my team get our point across . Storytelling ,   and partly visualization , were definitely helpful and the right tools to use in that specific occasion . 


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 am a Master ’s student in the field of Human - Computer Interaction and my interests encompass everything   that is useful , usable and innovative . I firmly believe that innovation means solving people ’s problems and as   such , innovation is truly a topic dear to my heart ; this is the reason for which I often participate in open   innovation challenges . I recently took part in an interesting one ; I was working with a multidisciplinary team   towards the definition of a new product or service that could help a multiservice reality in Northern Italy   insert itself into a new field . The mission of the company is that of promoting the socio - economic and   environmental development of the territory in which they historically operate through the enhancement of   the services in the field of energy . Courage , coherence , and respect are the starting points from which the   drive towards innovation and proactivity stems , always with an eye on sustainability . We were asked to   identify the new field into which the company could insert itself , always keeping their aforementioned   mission and vision as a reference point . Hence , our Smart Hospitality Service was proposed , which envisages   an entire ecosystem dedicated to the Hospitality industry ( a thriving one in the specific region of interest )   that aims at offering an innovative and sustainable experience of consumption . The real challenge , though ,   was properly and thoroughly communicating this new service proposal ( we designed the entire service   blueprint and business plan ) to a very down - to - earth and historically unchanged reality . My team and I feared   that our innovative service idea would not be understood , especially considering the time limitation given by   the short presentation pitch that we were allowed . Thus , our final challenge was not only finding and defining   a new journey for such a deep - rooted reality but being able to convey the real value of our proposition in a   really short pitch . 

 SELECTION 

 As I previously mentioned I believe that the true value of innovation lies in what it can bring to people ’s lives .   The reason for which , our communication wanted to focus on our service ’s value proposition for the people ,   the final consumers of our proposal . Considering this premise , my humanistic background came to help and   I proposed to my team the use of storytelling as a way to pitch our idea as well as to present the findings of   our background research and our customer validation . Given the human - centered perspective we had   adopted in the design of our service and in the validation of our idea , it seemed obvious that narration was   the best way to go . The stories we heard about , the voices we interviewed , the people we talked with   deserved to be represented ; they all deserved to be put in the spotlight as they were front and center all   throughout our design process . Furthermore , creating a narration captures people ’s attention and helps   empathizing with the people , the final customer , thus helping focus some of the more valuable aspects of   the whole project – which , given the very short time at our disposal , was necessary . 

 APPLICATION 

 We used storytelling as a tool to deconstruct , reconstruct , and highlight insights found during our three- months work . Firstly , our human - centered perspective and the adoption of qualitative research   methodologies guided us in the definition of customers ’ personas . Personas are a design tool to facilitate   target analysis and are usually developed around people ’s archetypes . What makes personas effective tools ,   though , is the narration . Personas work because they support storytelling , they help create scenarios and   give meaning to actions and tasks ( e.g. they help explaining people ’s rationale behind the adoption of a   specific product and/or service , they support the value proposition by underlining how a product and/or   service work in favor of the person to which they are aimed by relieving their pain points ) . Secondly , we   designed two different customer journeys to outline the final service ’s delivery : one for our primary   customers , i.e. the hotels , and one for our secondary customers and final users , the hotels ’ guests . Again ,   personas and scenarios , as well as customer journeys , are simply tools – powerful ones , sure , but still tools ;   what made it possible for us to communicate their content so effectively was the narrative approach we   undertook to present them . Personas and journeys , without a scenario , a narration to support them , risk to 

 become just blank canvas to simply fill out with information . Our narration weaved together into a   comprehensive story the service experience for both our targets in the most holistic way possible , from the   awareness of the new product to the retention of the brand we intended to create . Furthermore , our   narrative approach was mostly supported by a visual attitude ; everything was presented through images ,   videos ( we transformed our story in a very emotion provoking spot ) or mid - fidelity prototypes . 

 INSIGHT 

 First and foremost , what storytelling , especially visually implemented , was able to help us with was empathy .   The company that presented us with our challenge could really get to know the people we were working for   and with during the design of our innovative service , and in doing so they were able to gain insights and a   deep understanding of our service ’s value proposition . Narration creates a shared symbolism , a shared   language and thus , reciprocal understanding ; between the service designers and the people , between the   company and their business unit and the people , between us , the service designers , and the company . I   honestly believe that without storytelling we would not have been able to communicate all the details of our   idea in that small frame of time and with so much efficacy . I feel like the spark of recognition of shared   feelings and experiences I was able to notice in the CEO ’s eyes while he was watching our spot ( i.e. our users ’   stories , narrated ) would have not been there if we were just to describe our qualitative research findings to   him . Ultimately , I also feel that our human - centered approach , our advocacy for users and customers , our   narrative aptitude , were very impactful factors on the result of our challenge : we won . 

 APPROACH 

 Ultimately , I do n’t think I would change our choice of using storytelling to pitch our service blueprint and our   value proposition . Telling a story , narrating our research insights , as well as how our new service   implementation would fit into that narration , really helped me and my team get our point across . Storytelling ,   and partly visualization , were definitely helpful and the right tools to use in that specific occasion .
### Output: 