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!