Challenge:

I was assigned to a project in a business innovation course with a team composed of five to

identify issues regarding the aviation market and resolve them in order to create value that

enhances customers' experience. The project was simplified into two phases, with a limited time

of two weeks for each phase. The challenge will depend on identifying our target audience and

the market issues that are faced by customers.

Selection:

Customer storytelling is the most effective tool to gain insight and understand our target

audience's needs, as well as the conflicts they encountered during their journey. In stories, we

can better understand what customers want from a solution. Having a story makes it easy for

everyone engaged in the project to understand and ensure that their work is focused on the

customers needs and the value they create. According to Stickdorn and Schneider (2010)

storytelling is a technique for sharing insight and putting people and their experiences front and

center. Stories can be told and perceived in a variety of ways and does not have to be the only

way to get knowledge.

Application:

The first phase was planning, with the objective of defining the users through interviews and

surveys, as well as listening to their previous experiences and how they struggled with these

services, resulting in a waste of time and effort. The second phase was designing. After

collecting the necessary data, our team had weekly meetings to address these issues. We focused

on the main ideas and developed an app that digitizes services with useful features, which was

inspired by skip-the-line technique. Moreover, to be specific we did not want to limit our

application to a certain audience. The application will serve as a link between passengers and

tourism businesses and will customize consumer preferences and offer suggestions based on the

data it collects. We track our progress through each stage. As a result, by adding value to these

users' lives, we've improved their experience and saved them time and effort. Stories enable us to

form a clearer image of the problem and build a comprehensive understanding of the optimal

solution for a better customer experience.

Insight:

Stories have been a part of human life, which inspire, motivate and trigger imaginations. Their

stories were utilized as an input to come up with a method to enhance their experience. By

engaging with this process and receiving several stories, I believe that this tool helped me to

understand, improve and make it easier to address their problems.

Moreover, I've learned that designing for a better experience requires a comprehensive

understanding of consumers' emotions and motivations, which may be a challenging process.

This process highlighted the importance of eliciting and listening carefully to their concerns,

which helped with the generation of many ideas.

According to Geven et al., stories can be used to create a vision, concretize ideas, guide

the design, and communicate value. Therefore, stories are at the heart of people experience. They

connect and motivate us to understand and change.

Approach:

The challenge I faced was customer-focused. The power of stories, in my opinion, is essential

and can help us develop deeper empathy and more clear visions of what we're trying to change.

What I would change and what I learned from the course is to focus more on people and less on

the process, because paying attention to the human dimension is important and a key to success,

as well as finding and asking the right questions that are likely to elicit the response we’re

looking for. Stories trigger emotions, speak to a certain time, and drive us to form a deep bond

and a long-term relationship with consumers. In an era where stakeholders are overwhelmed with

data and information, stories and sharing represent a way to boost connections and to get deeper

in order to implement a solution.

Reference:

Geven, A., Schrammel, J., Tscheligi, M. (2006) ‘Narrations and Storytelling as Methodical Key

Elements for Studying User Experience’, Nordic Conference on Human Interaction. Vienna,

Austria: Centre for Usability Research and Engineering, p. 79- 83.

