Provide an opportunity to apply one of the design thinking tools presented  in the course to a challenge of your choice.

Storytelling Tool  �

Challenge & Selection

I work as a business analyst in a commercial retail bank. My work involves,  among other things, making sure the processes, or IT applications designed and  developed for different projects, do not intervene in a negative way to the  workflow of the Bank Branches, or degrade the customer experience in them.  Having worked myself in the Branch Network for years, I realise that, I have a  different understanding of the impact of a new process/IT application in the  Branch, than many of my colleagues coming from more technical lines of  business. So, I usually choose to tell a story trying to pass on my branch  experience to the development team, instead of just expressing my  disagreement regarding the process proposed. Storytelling is a means for  sharing and interpreting information. It can bridge divides by creating common  experiences and by passing knowledge.  �

Application

I have often heard from IT programmers that there is not enough time to  implement system controls in a new IT application to avoid user errors. In fact  IT programmers frequently complain that “branch employees don’t ever, pay  enough attention, when using an IT application”. They go on, saying that  “branch staff should be more professionals, when doing their job instead of  needing extensive system controls.” And my reply to such comments is that  “often, when a branch employee issues a card for a customer, he is filling-in the  fields of the electronic application, he talks to the customer about the card he is  applying for, looks at him in the eyes to make sure he understands, keeps him  engaged and interested, cross sells other products and services to him, answers  the phone ringing, takes a note on the customer who called and answers a quick  question to another customer, all at the same time. Any mistake of the bank user  will result in the customer's hassle and will bring upon his dissatisfaction”.  Therefore, the system application should be designed to be mistake  proof,  allowing the user not to be totally devoted to it.

Telling a story to make a point has the effect of drawing a picture in the mind of  an audience. A story creates an impression by making the situation described  relatable  to the listeners. Stories are essential in human communication used as

examples to illustrate points. People shape their understanding in terms of  memories, or experiences built by stories. Also, people most often remember  facts in a story form.

In order to capture the power of storytelling, the stories narrated have to have  direct connections, references, similarities, or parables with the message to be  conveyed. These connections are creating in the mind of the listers a process of  interpretation, direct or implicit. And the more the story fits the message, the  more the message will be remembered.  �

Insight & Approach

In narrating my branch stories, I realised that it is advisable to engage humour  which helps everyone loosen up. Funny stories help me draw everyone’s  attention to our discussion and refrain from the impression of being critical to  what was originally proposed. Being entertaining and captivating stories make  my point understood and memorable.

But most importantly, story telling is an essential tool to manage conflicts. In  meetings, just when I feel that I completely disagree with the proposal laid on  the table and that the designers need to think in a completely different  perspective reconsidering our solution options, I prefer  proving my point by  telling a story, rather than using abstract arguments, or statistical measures  because a story involves more context, a better understanding, and thus, is more  powerful and less challenging to debate.   �

In conclusion, I use storytelling to meet the mentioned challenge as it can be  used in business in general, namely, as a tool to pass on experience, as a means  to manage conflicts, as well as, in the reasoning process when trying to  convince others.  � � � �


Provide an opportunity to apply one of the design thinking tools presented in the course to a challenge of your choice . Storytelling Tool � Challenge & Selection I work as a business analyst in a commercial retail bank . My work involves , among other things , making sure the processes , or IT applications designed and developed for different projects , do not intervene in a negative way to the workflow of the Bank Branches , or degrade the customer experience in them . Having worked myself in the Branch Network for years , I realise that , I have a different understanding of the impact of a new process / IT application in the Branch , than many of my colleagues coming from more technical lines of business . So , I usually choose to tell a story trying to pass on my branch experience to the development team , instead of just expressing my disagreement regarding the process proposed . Storytelling is a means for sharing and interpreting information . It can bridge divides by creating common experiences and by passing knowledge . � Application I have often heard from IT programmers that there is not enough time to implement system controls in a new IT application to avoid user errors . In fact IT programmers frequently complain that “ branch employees do n’t ever , pay enough attention , when using an IT application ” . They go on , saying that “ branch staff should be more professionals , when doing their job instead of needing extensive system controls . ” And my reply to such comments is that “ often , when a branch employee issues a card for a customer , he is filling - in the fields of the electronic application , he talks to the customer about the card he is applying for , looks at him in the eyes to make sure he understands , keeps him engaged and interested , cross sells other products and services to him , answers the phone ringing , takes a note on the customer who called and answers a quick question to another customer , all at the same time . Any mistake of the bank user will result in the customer 's hassle and will bring upon his dissatisfaction ” . Therefore , the system application should be designed to be mistake proof , allowing the user not to be totally devoted to it . Telling a story to make a point has the effect of drawing a picture in the mind of an audience . A story creates an impression by making the situation described relatable to the listeners . Stories are essential in human communication used as examples to illustrate points . People shape their understanding in terms of memories , or experiences built by stories . Also , people most often remember facts in a story form . In order to capture the power of storytelling , the stories narrated have to have direct connections , references , similarities , or parables with the message to be conveyed . These connections are creating in the mind of the listers a process of interpretation , direct or implicit . And the more the story fits the message , the more the message will be remembered . � Insight & Approach In narrating my branch stories , I realised that it is advisable to engage humour which helps everyone loosen up . Funny stories help me draw everyone ’s attention to our discussion and refrain from the impression of being critical to what was originally proposed . Being entertaining and captivating stories make my point understood and memorable . But most importantly , story telling is an essential tool to manage conflicts . In meetings , just when I feel that I completely disagree with the proposal laid on the table and that the designers need to think in a completely different perspective reconsidering our solution options , I prefer proving my point by telling a story , rather than using abstract arguments , or statistical measures because a story involves more context , a better understanding , and thus , is more powerful and less challenging to debate . � In conclusion , I use storytelling to meet the mentioned challenge as it can be used in business in general , namely , as a tool to pass on experience , as a means to manage conflicts , as well as , in the reasoning process when trying to convince others . � � � �