Human Insight Tools for Client-Centered Program Design December 6, 2017
Welcome Carmen Shorter Senior Manager for Learning, Field Engagement Prosperity Now
Housekeeping This webinar is being recorded and will be available online within one week All webinar attendees are muted to ensure sound quality Ask a question any time by typing the question into the text box of the GoToWebinar Control Panel If you experience any technical issues, email gotomeeting@prosperitynow.org
Prosperity Now’s mission is to ensure everyone in our country has a clear path to financial stability, wealth and prosperity.
Today’s Agenda Introduction to Human Insights About the Human Insights Tools How to use the Human Insights Tools Audience Q&A Close
Introduction to Human Insights Pamela Chan Project Director, Human Insights Prosperity Now
How the client How the project How the How it was How the explained it manager proposal was funded executive understood it written director describes it What the How it was How it was How the client How it was client really supported after implemented experienced it documented needed the first grant
A Human Insights Approach Brings Together Lots of… Insights from Creative Collaboration Various Stakeholders Research Strategies • Brand or Product Managers • In-depth Interview • Journey Mapping • Design Engineers • Environment Observations • Logic Modeling / Theory of • Customer Service / Front • Focus Groups Change Development • Brainstorming Line Staff • Surveys • Operations • Prototype Development • User Tests • Finance • Feedback Sessions • Data Analytics • Product/Service Developers • Role-Playing • Experiments/ Randomized • Communications Control Tests • Executive Leadership • Secondary Research
…into a process to create and improve products and services. Discover Design Test Identify a real, Assess if solutions are Generate solutions addressable challenge on track to effectively with the voice of clients from the clients’ address the challenge and other stakeholders perspective as intended
Human Insights Activities Disc scov over er Desig sign Test 1. Frame the Challenge 7. Brainstorm Solutions 12. Test Concept Appeal 2. Prioritize the Challenge 8. Create a Concept 13. Conduct User Tests with a Logic Model Board 14. Decide on Next Steps 3. Diagnose the Challenge 9. Draft Prototypes with a Journey Map 10. Get Feedback from 4. Conduct Individual Clients Interviews 11.Check and Finalize 5. Synthesize Findings Design Materials 6. Document Insights from Discovery
About the Human Insight Tools
What to Expect Ordered in a path, but feel free to veer off path Includes: Activity summaries Helpful hints Examples based of a real organization’s project
Human Insights Approach Discover Design Test Identify a real, Assess if solutions are Generate solutions addressable challenge on track to effectively with the voice of clients from the clients’ address the challenge and other stakeholders perspective as intended
Activity 1: Frame the Challenge A challenge is the statement of a problem you want to fix by going through the innovation research and design process
Why Do We Care about Design Challenges? Q: Do you want a black cat or a white cat? A: I want a cat that catches mice. — Chinese proverb as interpreted by Jim Manzi in Uncontrolled
Examples of Design Challenges How might we help clients to pay rent on time? How might we help clients retain what they learn in our technology training class? How might we help clients utilize direct deposit for savings?
Activity 2: Prioritize the Challenge with a Logic Model What is a logic model? Describes the sequence of events thought to bring about change over time Portrays the underlying rationale of the program Core of program planning, monitoring and evaluation Image source: Minnesota Literacy Council
Why create a logic model? Image source: freshspectrum LLC
Our goal for logic modeling
Example: AIM CCCS
Activity 3: Diagnose the Challenge with a Journey Map What is a journey map? The process of tracking and describing all the experiences that customers have as they encounter a service or use a product A visualization of the archetypal journey created from an aggregate of all clients, or all clients in a target segment, going from point A to point B
Why create a journey map? Create a collective sense of things from your clients’ point of view Document clients behaviors and needs across programs Identify areas of opportunity for improvements and new ideas
Example: Clarifi
Activity 4: Conduct Individual Interviews
Why conduct client interviews? Hear the client experience directly from them Collect information that help to: Refine the challenge, journey map, diagnosis of successes and barriers, and logic model. Formulate insights and develop hypotheses about clients’ needs and their experiences with your product or service. Cross-checks your own perceptions about how the project operates against the client’s perspective
Activity 5: Synthesize Findings
Why synthesize interviews? Distill that information into actionable insights Identify common themes that emerge
Checking In What questions do you have? Share them in the Questions box!
Human Insights Approach Discover Design Test Identify a real, Assess if solutions are Generate solutions addressable challenge on track to effectively with the voice of clients from the clients’ address the challenge and other stakeholders perspective as intended
Activity 7: Brainstorm Solutions Prioritized List of Barriers Identified Solutions (Framed into Actionable Questions) 1. Pre-counseling outreach with a factsheet • How might we help clients overcome fear of change to 2. Use motivational methods reap the benefits of the in counseling DMP? 3. Use case action plan • How might we ensure that during session as a counselors are actively collaborative planning engaging clients through the process whole process? 4. Show factsheet and • How might we help clients payout forecast during understand the benefits of session Guidewell’s services over 5. Add screen sharing to competitors? present information • How might we instill confidence in clients in the face of emotional stress?
Why brainstorm? Take the insights learned in discovery and turn them into actionable solutions Generate many possible solutions to the barriers you identified in discovery Prioritize the ones most relevant to your challenge Great opportunity for cross-team collaboration or engagement with clients
Activity 8: Create a Concept Board
Example: AutoSave
Why a concept board? Easy to read summary of solution(s) Can be presented to clients, staff or other stakeholders to gauge reactions and solicit feedback on your proposed solutions
Activity 9: Draft Prototypes 1 2 3
Why draft prototypes? Helps you think through all that needs to be designed Allow potential users to experience and react to the full range of your solution(s) and its features
Activity 10: Get Feedback From Clients Why? Allows you to enter the test phase, with strong, validated versions of your potential solution Helps you check your own assumptions about your potential solutions and ensures that the concept boards and prototypes accurately represent your solutions
Example: Cooperative Federal Credit Union
Checking In What questions do you have? Share them in the Questions box!
Human Insights Approach Discover Design Test Identify a real, Assess if solutions are Generate solutions addressable challenge on track to effectively with the voice of clients from the clients’ address the challenge and other stakeholders perspective as intended
Activity 12: Survey for Concept Appeal
Activity 12: Survey for Concept Appeal Example Questions How likely are you to seek more information about this program? What do you like about this program? What do you dislike about this program? How likely would you be to recommend this program?
Why survey for concept appeal? Gut check your clients’ potential interest in your solutions Seek information from a large number clients or other potential users of the new solution Get a sense of the concept’s potential appeal among a targeted group, identify needed changes and inform your own decision-making process
Activity 13: User Test
Why User Test? Evaluate the ease of use or “ user experience ” Gain valuable insight into the specific programmatic, operational and relational needs See your solution in the hands of potential users to reveal potential problems and further innovation opportunities
Checking In What questions do you have? Share them in the Questions box!
How Human Insight Tools Are Used
Challenge
Recommend
More recommend
