Human Insight Tools for Client-Centered Program Design December 6, - - PowerPoint PPT Presentation

Human Insight Tools for Client-Centered Program Design

December 6, 2017

Welcome

Carmen Shorter

Senior Manager for Learning, Field Engagement Prosperity Now

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Housekeeping

Prosperity Now’s mission is to ensure everyone in our country has a clear path to financial stability, wealth and prosperity.

• Introduction to Human Insights
• About the Human Insights Tools
• How to use the Human Insights Tools
• Audience Q&A
• Close

Today’s Agenda

Introduction to Human Insights

Pamela Chan

Project Director, Human Insights Prosperity Now

How the client explained it How it was documented How the project manager understood it How the proposal was written How the executive director describes it How it was funded How it was implemented How it was supported after the first grant How the client experienced it What the client really needed

A Human Insights Approach Brings Together Lots of…

Various Stakeholders

• Brand or Product Managers
• Design Engineers
• Customer Service / Front

Line Staff

• Operations
• Finance
• Product/Service Developers
• Communications
• Executive Leadership

Insights from Research

• In-depth Interview
• Environment Observations
• Focus Groups
• Surveys
• User Tests
• Data Analytics
• Experiments/ Randomized

Control Tests

• Secondary Research

Creative Collaboration Strategies

• Journey Mapping
• Logic Modeling / Theory of

Change Development

• Brainstorming
• Prototype Development
• Feedback Sessions
• Role-Playing

…into a process to create and improve products and services.

Identify a real, addressable challenge from the clients’ perspective

Discover Design Test

Generate solutions with the voice of clients and other stakeholders Assess if solutions are

• n track to effectively

address the challenge as intended

Human Insights Activities

Disc scov

• ver

er

• 1. Frame the Challenge
• 2. Prioritize the Challenge

with a Logic Model

• 3. Diagnose the Challenge

with a Journey Map

• 4. Conduct Individual

Interviews

• 5. Synthesize Findings
• 6. Document Insights from

Discovery

Desig sign

7. Brainstorm Solutions 8. Create a Concept Board 9. Draft Prototypes

• 10. Get Feedback from

Clients 11.Check and Finalize Design Materials

Test

• 12. Test Concept Appeal
• 13. Conduct User Tests
• 14. Decide on Next Steps

About the Human Insight Tools

• Ordered in a path, but feel free to veer off path
• Includes:
• Activity summaries
• Helpful hints
• Examples based of a real organization’s project

What to Expect

Human Insights Approach

Identify a real, addressable challenge from the clients’ perspective

Discover Design Test

Generate solutions with the voice of clients and other stakeholders Assess if solutions are

• n track to effectively

address the challenge 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

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

Why Do We Care about 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?

Examples of Design Challenges

What is a logic model?

• Describes the sequence
• f events thought to bring

about change over time

• Portrays the underlying

rationale of the program

• Core of program planning,

monitoring and evaluation

Activity 2: Prioritize the Challenge with a Logic Model

Image source: Minnesota Literacy Council

Why create a logic model?

Image source: freshspectrum LLC

Our goal for logic modeling

Example: AIM CCCS

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

Activity 3: Diagnose the Challenge with a Journey Map

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

Identify a real, addressable challenge from the clients’ perspective

Discover Design Test

Generate solutions with the voice of clients and other stakeholders Assess if solutions are

• n track to effectively

address the challenge as intended

Activity 7: Brainstorm Solutions

Barriers Identified (Framed into Actionable Questions)

• How might we help clients
• vercome fear of change to

reap the benefits of the DMP?

• How might we ensure that

counselors are actively engaging clients through the whole process?

• How might we help clients

understand the benefits of Guidewell’s services over competitors?

• How might we instill

confidence in clients in the face of emotional stress?

Prioritized List of Solutions

1. Pre-counseling outreach with a factsheet 2. Use motivational methods in counseling 3. Use case action plan during session as a collaborative planning process 4. Show factsheet and payout forecast during session 5. Add screen sharing to present information

• 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

Why brainstorm?

Activity 8: Create a Concept Board

Example: AutoSave

• 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

Why a concept board?

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

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

Activity 10: Get Feedback From Clients

Example: Cooperative Federal Credit Union

Checking In

What questions do you have?

Share them in the Questions box!

Human Insights Approach

Identify a real, addressable challenge from the clients’ perspective

Discover Design Test

Generate solutions with the voice of clients and other stakeholders Assess if solutions are

• n track to effectively

address the challenge as intended

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?

Activity 12: Survey for Concept Appeal

• Gut check your clients’ potential interest in your

solutions

• Seek information from a large number clients or
• ther 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

Why survey for concept appeal?

Activity 13: 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

Why User Test?

Checking In

What questions do you have?

Share them in the Questions box!

How Human Insight Tools Are Used

Challenge

Innovation Project Summary Updates on What Happened Next Coming Soon!

Audience Q & A

What questions do you have? Share them in the Questions box!

Pamela Chan

Project Director, Human Insights Prosperity Now

Want to dig deeper?

 Adult Matched Savings Network  Financial Coaching Network  Taxpayer Opportunity Network  Campaign for Every Kids Future — Children’s Savings Accounts  Affordable Housing Network  Racial Wealth Equity Network  Innovations in Manufactured Housing (I’M HOME) Network

Visit any of the networks above at prosperitynow.org/getinvolved to get started.

Sign up for listservs and working groups, volunteer to facilitate peer discussions, serve in a leadership role and more!

Thank you and happy designing!