Human Insight Tools for Client-Centered Program DesignDecember 6, 2017
Welcome
Carmen ShorterSenior Manager for Learning, Field EngagementProsperity 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 ChanProject Director, Human InsightsProsperity 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 on track to effectively address the challenge
as intended
Human Insights Activities
Discover
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
Design
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 on 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 asinterpreted by Jim Manziin 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 of 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 theQuestions 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 on track to effectively address the challenge
as intended
Activity 7: Brainstorm Solutions
Barriers Identified
(Framed into
Actionable Questions)
• How might we help clients
overcome 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 theQuestions 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 on 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 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
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 theQuestions 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 ChanProject Director, Human InsightsProsperity 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!