Design Thinking Tool - Storytelling    Challenge: Describe your challenge, including all relevant information.  I work for a Bank and am responsible for developing a data product and socialize its  adoption across the large organization. The data product seeks to standardize the  production and consumption of customer activity data so as to be able to get a holisitic  view of customer activity across the various channels of customer interaction with the  bank while utilizing the bank’s product offerings. Currently the Bank captures insufficient  customer activity data and that data is siloed across various lines of business within the  bank. Such siloed data is often difficult to use by analysts and data scientists for  building models to better understand customer activity and intelligently service our  customers and conduct fraud prevention.    Selection: In your own words, briefly describe the tool you selected (e.g., what it is and  why you selected it for your challenge -- including any appropriate video lecture  references).  I have used Storytelling as the Design Thinking tool of my choice. I have selected  storytelling as my tool of choice as I have to 1. explain the magnitude of the problem  that we are facing at the bank and how it impacts customer servicing, 2. Get the  stakeholders to talk about the challenges they face in moving forward and 3. And  provide them an opportunity to think through how they can help resolve the problem by  thinking creatively. I have particularly drawn from the approach of Andre Martin at Mars  as shared in his video on Storytelling Tool (Week 2)    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).  I planned on talking to senior leaders – both engineering and business – within each  line of business. I began my story by telling them the importance of intelligent customer  servicing in today’s world where Artificial Intelligence and Machine Learning are being  utilized to understand customer interactions and predict customer behavior and thereby  delight the customer during each customer interaction. AI and ML have increasingly  become game changers in retaining our customers from attrition to our competition –  which includes traditional banks and new fintech companies that are nibbling away at  our market share. I talked about the importance of have a standardized way of capturing  customer data so that we can stitch together customer activity across multiple  interaction channels like desktop, mobile, ATM, phone and call center. I then  encouraged the audience to engage with me in sharing the challenges they have facing  in standardizing data flow. I also shared with them examples from other banks as well  as other industries that have been far more successful in customer understanding. That  provided them insights to begin thinking creatively about new possibilities that they had  not thought about until that point.    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 one insight I carried away from applying the tool was that when I shared examples  from other companies and industries, the audience could relate to them and it triggered  them to think creatively and openly about potential approaches to accomplishing the  goal of standardizing customer data. The very open ended approach to the discussion I  carried with the audience provided me a number of insights that I could utilize in building  the product. I got the audience move away from a “play it safe” mindset to an innovative  mindset. I suppose I enabled them expand their repertoire!    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 will continue to utilize storytelling as my tool of choice. The things I would do differently  would be to bring more relevant examples so that the audience can closely relate to  them. Say, for instance in the future I’ll tailor make my examples for individual  audiences such as the credit card stakeholders vs the auto finance stakeholders. Each  of these groups would have resonated better to my story if I had provided them with  examples closer to their business line.


Design Thinking Tool - Storytelling Challenge : Describe your challenge , including all relevant information . I work for a Bank and am responsible for developing a data product and socialize its adoption across the large organization . The data product seeks to standardize the production and consumption of customer activity data so as to be able to get a holisitic view of customer activity across the various channels of customer interaction with the bank while utilizing the bank ’s product offerings . Currently the Bank captures insufficient customer activity data and that data is siloed across various lines of business within the bank . Such siloed data is often difficult to use by analysts and data scientists for building models to better understand customer activity and intelligently service our customers and conduct fraud prevention . Selection : In your own words , briefly describe the tool you selected ( e.g. , what it is and why you selected it for your challenge -- including any appropriate video lecture references ) . I have used Storytelling as the Design Thinking tool of my choice . I have selected storytelling as my tool of choice as I have to 1 . explain the magnitude of the problem that we are facing at the bank and how it impacts customer servicing , 2 . Get the stakeholders to talk about the challenges they face in moving forward and 3 . And provide them an opportunity to think through how they can help resolve the problem by thinking creatively . I have particularly drawn from the approach of Andre Martin at Mars as shared in his video on Storytelling Tool ( Week 2 ) 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 ) . I planned on talking to senior leaders – both engineering and business – within each line of business . I began my story by telling them the importance of intelligent customer servicing in today ’s world where Artificial Intelligence and Machine Learning are being utilized to understand customer interactions and predict customer behavior and thereby delight the customer during each customer interaction . AI and ML have increasingly become game changers in retaining our customers from attrition to our competition – which includes traditional banks and new fintech companies that are nibbling away at our market share . I talked about the importance of have a standardized way of capturing customer data so that we can stitch together customer activity across multiple interaction channels like desktop , mobile , ATM , phone and call center . I then encouraged the audience to engage with me in sharing the challenges they have facing in standardizing data flow . I also shared with them examples from other banks as well as other industries that have been far more successful in customer understanding . That provided them insights to begin thinking creatively about new possibilities that they had not thought about until that point . 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 one insight I carried away from applying the tool was that when I shared examples from other companies and industries , the audience could relate to them and it triggered them to think creatively and openly about potential approaches to accomplishing the goal of standardizing customer data . The very open ended approach to the discussion I carried with the audience provided me a number of insights that I could utilize in building the product . I got the audience move away from a “ play it safe ” mindset to an innovative mindset . I suppose I enabled them expand their repertoire ! 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 will continue to utilize storytelling as my tool of choice . The things I would do differently would be to bring more relevant examples so that the audience can closely relate to them . Say , for instance in the future I ’ll tailor make my examples for individual audiences such as the credit card stakeholders vs the auto finance stakeholders . Each of these groups would have resonated better to my story if I had provided them with examples closer to their business line .