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

 •   In my last professional experience ( in a consumer data science consultancy ) , we   had a challenge of diminishing our dependency regarding our retailer partner ’s   data ( from consumer behavior within their stores ) . This data , coming from our   retailer partner , used to be the main source of information , our raw material to   produce insights and science from consumer behaviors in general . 

 •   With that in mind , and few steps later , we developed an independent app ,   which ideally would get consumer behavioral information in return of discount   coupons . That ’s when I entered in the process : help to understand why   customers were afraid of share their personal shopping data with a private   company ( the company had already reached that point of awareness about the   problem ) . 

 2 . Selection : In your own words , briefly describe the tool you selected ( e.g. , what it is and 

 why you selected it for your challenge ) 

 •   The tool that we selected was Learning Lunch , due to some factors : it was a   disruptive app in the market ( we had no benchmark ) , and besides that ,   consumers were not used to this sort of product / app , so they could have some   difficulties to answer traditional surveys without having a practical experience   with a prototype 

 3 . 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 ) . 

 •   Our hypothesis was that consumers would not share their personal shopping   behavior data because they were afraid of being exposed ( loss of privacy ) 

 •   So that , we created some “ app user sessions ” , for small groups of clients with   different sorts of rewards for them , and then we asked their opinion about the   overall experience and how would they feel if there was a product like that in   the market . 

 4 . 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 ) . 

 •   The insight that we gained from applying the tool after few pilot rounds is that   clients would n’t mind of sharing their personal shopping behavior data ( what   they bought , where , when , how often , etc . ) for a private company as long as the   rewards were worth it . ( discounts in products that they valued , for example ) .   That is , if we used the app as a “ offer spam ” , to push products or promotions to   our clients , instead of offering sort of rewards that they value , our chance of   being unsuccessful was high . 

 5 . Approach : Describe what you might do differently next time -- applying the same tool 

 you selected or a different one -- and the reason(s ) why . 

 •   I believe that the application of the tool for this problem was useful . What I   would like to do differently was participating in since the beginning of the   process ( what was the problem ) , instead of participating from “ what wows ”   step onwards , which was what happened . Nonetheless , I can see how much   value this approach brought to us . 


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

 •   In my last professional experience ( in a consumer data science consultancy ) , we   had a challenge of diminishing our dependency regarding our retailer partner ’s   data ( from consumer behavior within their stores ) . This data , coming from our   retailer partner , used to be the main source of information , our raw material to   produce insights and science from consumer behaviors in general . 

 •   With that in mind , and few steps later , we developed an independent app ,   which ideally would get consumer behavioral information in return of discount   coupons . That ’s when I entered in the process : help to understand why   customers were afraid of share their personal shopping data with a private   company ( the company had already reached that point of awareness about the   problem ) . 

 2 . Selection : In your own words , briefly describe the tool you selected ( e.g. , what it is and 

 why you selected it for your challenge ) 

 •   The tool that we selected was Learning Lunch , due to some factors : it was a   disruptive app in the market ( we had no benchmark ) , and besides that ,   consumers were not used to this sort of product / app , so they could have some   difficulties to answer traditional surveys without having a practical experience   with a prototype 

 3 . 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 ) . 

 •   Our hypothesis was that consumers would not share their personal shopping   behavior data because they were afraid of being exposed ( loss of privacy ) 

 •   So that , we created some “ app user sessions ” , for small groups of clients with   different sorts of rewards for them , and then we asked their opinion about the   overall experience and how would they feel if there was a product like that in   the market . 

 4 . 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 ) . 

 •   The insight that we gained from applying the tool after few pilot rounds is that   clients would n’t mind of sharing their personal shopping behavior data ( what   they bought , where , when , how often , etc . ) for a private company as long as the   rewards were worth it . ( discounts in products that they valued , for example ) .   That is , if we used the app as a “ offer spam ” , to push products or promotions to   our clients , instead of offering sort of rewards that they value , our chance of   being unsuccessful was high . 

 5 . Approach : Describe what you might do differently next time -- applying the same tool 

 you selected or a different one -- and the reason(s ) why . 

 •   I believe that the application of the tool for this problem was useful . What I   would like to do differently was participating in since the beginning of the   process ( what was the problem ) , instead of participating from “ what wows ”   step onwards , which was what happened . Nonetheless , I can see how much   value this approach brought to us .
### Output: 