Storytelling     Challenge      I presently work as a Design consultant in an Indian based IT services organisation .As a part of the presales / bidding team   pitching for design , development , testing   services to different clients across the globe provides a complex problem for us since   the audience from the client side vary from marketing , technology , sales etc , majority of them might be more interested in the   numbers like cost , time , resources etc   and technical architecture aspects of what we offer . The experience domain is   something which many organisations are still opening upto but many are still unaware of the need and impact it can create .     The asks sometimes miss out on the experience front , though found to be an essential component for the success of the   outcome , based on initial research by us . To approach those proposals is a challenge as scope of the project would need to be   tweaked by the client needing a solid basis or reason .     A universal method of starting the discussion in terms of providing a vision for the client to start and later branching the   discussion into the various domains is needed .      An opportunity was presented when we were responding   for a proposal for a multinational consumer goods company , the ask   was to unify their laundry services ’ online presence , presently in the form of 3 different websites for their dry cleaning , self   service locker and campus laundry services , also present was a mobile application limited to tracking the clothes . The basic   need was to shift to a unified online presence . The ask was direct – to create one website from the three .        Selection     The main concern was   that that the client was not aware of the complexity of creating one unifying presence from present 3   different sites having different users , their journeys and expectations .Simple scope mentioned creation of the web based site   and extension of services onto their present mobile application . The requirement did not cater the present trends    of mobile dependency and need of a seamless experience by all the clients ’ target users . This aspect needed to be   communicated to the client effectively .       I decided to use story telling as a tool to create the right impact for conveying what our vision was for the brands ’ unified portal .   Storytelling would also help in explaining the client to look into the ecosystem creation for their users ( like providing cross sell   and upsell opportunities later on ) , which seemed to have been overlooked in their requirement . Also last but not least since the   outcome was to be a B2C ( Business to customer ) experience , the need was for extending the brand story more strongly to   make the connect with their customers . Story telling would be an apt tool for the above .       Application     I needed the story to relate to the reviewers ( audience ) from the client side . So the story line that I created was from the point of   view of a campus student , not only because the student was also a user of clients ’ services but also because they will have the   empathy towards them based on their similar past journey ( almost all of them must have been a student at some point of time )     Another reason of choosing the campus student was that the he / she might be more willing to avail other services offered by   client more openly . A character called Jessica was chosen as the main character of the story where she joins as a freshman in   college . The premise was also created for her journey into college . Jessica ’s life in a day was the main storyline on which the   pain points were concentrated upon , for example : juggling of time between classes , preparation required before laundry , stress   she goes through thinking about the same etc . This way the main challenges were highlighted . The story was told using   storyboarding and imagery and the presentation was done through video conference .     The main issues were highlighted post the story telling which were : availability of laundry options according to convenience ,   assistance required in preparation , planning of the laundry cycles etc . A solution view was presented as the happy state also in   a story form . The case was also presented that the student in the future will become a different segment user and since the   connection is made he / she might become brand loyal and continue the journey through other services . A strong   business case   of upsell / cross sell was also communicated throughout the story . I was able to highlight a major point of strategic change that   was required by the client in terms of strategy , which   was to concentrate on the   mobile presence approach rather than the   present ask of web .      So the story was built from a premise to the present and finally to a future scenario and steps of how to reach that state .       Insight     The presentation was well received from the client , they agreed to most of the scope modifications suggested . Few which they   mentioned that could not be implemented were reserved for the future scope of work . Overall it was a good and apt case of   using story telling to push through our strategic vision and win the project .     Storytelling as a tool is very effective but does have its limitations .Its very effective for the cases where the brand story has to   be enhanced , created or relooked into . Cases where the strategic changes are to be suggested the method of story telling also   works . But it is difficult to use story telling for creating use cases or business cases when the scope of something is already well   defined or clarity of approach is very much present , examples of them would be B2B ( business to business applications ) . 

 Approach     The approach followed by me for the above scenario was suited and worked perfectly , but as I face different clients with   different requirements this process might not give the same results like others .     As mentioned above that story telling would be helpful in cases where the brand value and user centric design plays a major   part but many a times I or we face clients from the B2B domain where the asks are not that oriented to the above points .   I would in that scenario   try to use a combination of storytelling with the refined process / service flow solutions . 


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: Storytelling     Challenge      I presently work as a Design consultant in an Indian based IT services organisation .As a part of the presales / bidding team   pitching for design , development , testing   services to different clients across the globe provides a complex problem for us since   the audience from the client side vary from marketing , technology , sales etc , majority of them might be more interested in the   numbers like cost , time , resources etc   and technical architecture aspects of what we offer . The experience domain is   something which many organisations are still opening upto but many are still unaware of the need and impact it can create .     The asks sometimes miss out on the experience front , though found to be an essential component for the success of the   outcome , based on initial research by us . To approach those proposals is a challenge as scope of the project would need to be   tweaked by the client needing a solid basis or reason .     A universal method of starting the discussion in terms of providing a vision for the client to start and later branching the   discussion into the various domains is needed .      An opportunity was presented when we were responding   for a proposal for a multinational consumer goods company , the ask   was to unify their laundry services ’ online presence , presently in the form of 3 different websites for their dry cleaning , self   service locker and campus laundry services , also present was a mobile application limited to tracking the clothes . The basic   need was to shift to a unified online presence . The ask was direct – to create one website from the three .        Selection     The main concern was   that that the client was not aware of the complexity of creating one unifying presence from present 3   different sites having different users , their journeys and expectations .Simple scope mentioned creation of the web based site   and extension of services onto their present mobile application . The requirement did not cater the present trends    of mobile dependency and need of a seamless experience by all the clients ’ target users . This aspect needed to be   communicated to the client effectively .       I decided to use story telling as a tool to create the right impact for conveying what our vision was for the brands ’ unified portal .   Storytelling would also help in explaining the client to look into the ecosystem creation for their users ( like providing cross sell   and upsell opportunities later on ) , which seemed to have been overlooked in their requirement . Also last but not least since the   outcome was to be a B2C ( Business to customer ) experience , the need was for extending the brand story more strongly to   make the connect with their customers . Story telling would be an apt tool for the above .       Application     I needed the story to relate to the reviewers ( audience ) from the client side . So the story line that I created was from the point of   view of a campus student , not only because the student was also a user of clients ’ services but also because they will have the   empathy towards them based on their similar past journey ( almost all of them must have been a student at some point of time )     Another reason of choosing the campus student was that the he / she might be more willing to avail other services offered by   client more openly . A character called Jessica was chosen as the main character of the story where she joins as a freshman in   college . The premise was also created for her journey into college . Jessica ’s life in a day was the main storyline on which the   pain points were concentrated upon , for example : juggling of time between classes , preparation required before laundry , stress   she goes through thinking about the same etc . This way the main challenges were highlighted . The story was told using   storyboarding and imagery and the presentation was done through video conference .     The main issues were highlighted post the story telling which were : availability of laundry options according to convenience ,   assistance required in preparation , planning of the laundry cycles etc . A solution view was presented as the happy state also in   a story form . The case was also presented that the student in the future will become a different segment user and since the   connection is made he / she might become brand loyal and continue the journey through other services . A strong   business case   of upsell / cross sell was also communicated throughout the story . I was able to highlight a major point of strategic change that   was required by the client in terms of strategy , which   was to concentrate on the   mobile presence approach rather than the   present ask of web .      So the story was built from a premise to the present and finally to a future scenario and steps of how to reach that state .       Insight     The presentation was well received from the client , they agreed to most of the scope modifications suggested . Few which they   mentioned that could not be implemented were reserved for the future scope of work . Overall it was a good and apt case of   using story telling to push through our strategic vision and win the project .     Storytelling as a tool is very effective but does have its limitations .Its very effective for the cases where the brand story has to   be enhanced , created or relooked into . Cases where the strategic changes are to be suggested the method of story telling also   works . But it is difficult to use story telling for creating use cases or business cases when the scope of something is already well   defined or clarity of approach is very much present , examples of them would be B2B ( business to business applications ) . 

 Approach     The approach followed by me for the above scenario was suited and worked perfectly , but as I face different clients with   different requirements this process might not give the same results like others .     As mentioned above that story telling would be helpful in cases where the brand value and user centric design plays a major   part but many a times I or we face clients from the B2B domain where the asks are not that oriented to the above points .   I would in that scenario   try to use a combination of storytelling with the refined process / service flow solutions .
### Output: 