webinar: human centered design with frog

DESIGN THINKING WITH FROG DESIGN EPIP Webinar November 16, 2016 EPIP Host: Biz Ghormley Presenter: Lilian Tse

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Emerging Practitioners in Philanthropy (EPIP) is a national network of foundation professionals, social entrepreneurs and other change makers who strive for excellence in the practice of philanthropy.

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leadership skills

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Director of Operations & Member Services

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EPIP WEBINAR NOV 2016

HUMAN CENTERED DESIGN INTRODUCTION

Lilian Tse Global Project Manager for Social Impact, frog London

HELLO!

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FROG IS A GLOBAL DESIGN AND

STRATEGY FIRM

A B O U T F R O G

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PIONEERS IN HUMAN-CENTERED DESIGN METHODOLOGIES SINCE 1969

Our founder advocated “form follows emotion”: this emphasis on the need for design to elicit a deep emotional response continues to be true today, and it underpins our entire portfolio of work over 4+ decades in industries as diverse as finance, mobile and telecommunications, technology, healthcare, energy, education, media, and social innovation.

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W H E R E W E C O M E F R O M

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HUMAN-CENTERED DESIGN AT FROG

PEOPLE ARE AT THE CENTER OF ALL THAT WE DO We develop a rich understanding of cultures, preferences, and behaviors to get to the heart of what matters to people. Our research methods are tailored to each program to uncover meaningful insights for our clients.

We believe that design can drive positive change, and that it has the potential for improving people’s lives by putting their needs and aspirations at the center of any product development process.

OUR CLIENTS SAY

“Having frog involved in the process increased repeat users of new innovative mobile agriculture products from 25% to 56%”

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frog brings together an integrated team of researchers, strategists, designers, technologists and engineers to innovate in a unique collaborative environment,a cross sectors and geographies.

WE ARE CREATIVE

We are a world-class creative organization, capable of working across hardware, software, conceptual, and technical spaces.

WE ARE STRATEGY

We are a Strategy organization that helps customers enter new markets, grow market share in existing markets, enhance their brand value, and improve their business.

WE ARE ENGINEERING

We are an engineering team that provides market-transforming technology and implementation services with deep expertise in the communications market.

OUR APPROACH

Multidisciplinary integration.

SHANGHAI

AMSTERDAM

MUNICH

MILANBOSTON

NEW YORKAUSTIN

SEATTLE

SAN FRANCISCO

SINGAPORE

LONDON

NAIROBI

SYDNEY

OUR GLOBAL REACH

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SENSEL

Disney

GE CO-CREATION

GE

BNY MELLON

STC

FROG HELPS ORGANIZATIONS IDENTIFY UNEXPRESSED CUSTOMER NEEDS, FRAME NEW OPPORTUNITIES AND BRING PRODUCTS AND SERVICES TO MARKET.

frogVenture

frogImpact

Red Cross/Lumkani South Africa

UN - OCHA Global

CGAP Indonesia

GSMA Global

Year Up San Francisco

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FROGIMPACT | FROG’S SOCIAL IMPACT PLATFORM

WWW.FROGDESIGN.COM/FROGIMPACT

We design new solutions, systems and strategies that address the needs and aspirations of underserved communities around the world. We do so by applying a human-centered approach and leveraging our expertise in emerging low-cost technologies.

Many of our frogImpact programs take place in developing and developed markets and in low-resource settings. This requires a deep understanding of what people living in those areas of the world really need, and what solutions could sustainably meet those needs at the lowest possible cost.

Our expertise spans across adjacent domains, including global health, learning & education, agriculture, gender empowerment, disaster relief and financial inclusion.

HUMAN-CENTERED WHAT?

HUMAN CENTERED INNOVATION 101

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REMEMBER THIS? IT WAS CALLED NOKIA N95

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THEN THIS HAPPENED

WHY DID APPLE HAVE THE BETTER HAND?

THEY DESIGN WITH THE END-USER IN MIND

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HUMAN-CENTERED DESIGN

HUMAN-CENTERED DESIGN IS AN INNOVATION PROCESS IN WHICH END-USER NEEDS, ASPIRATIONS, AND CONTEXT ARE GIVEN EXTENSIVE ATTENTION AT EACH STAGE OF THE PRODUCT DEVELOPMENT PROCESS.

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HUMAN-CENTERED DESIGN CAN ESPECIALLY ADD VALUE WHEN DEVELOPING PRODUCTS FOR USERS WHO ARE VERY DIFFERENT FROM YOU

WE KNOW THAT INVESTMENT IN DESIGN BRINGS RESULTS"Customer-experience leaders gain rapid insights to

build customer loyalty, make employees happier,

achieve revenue gains of 5 to 10 percent, and reduce

costs by 15 to 25 percent within two or three years"

Source: Mc Kinsey August 2016

HUMAN CENTERED DESIGN AT A GLANCE

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Iter

ativ

e

Scale

Test

Prototype

Co-Design and ideate

User Needs and Journey Mapping

User Research

Set Budget

Scale

Adjust

ORGANISATION CENTRIC DESIGN

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Set Budget

Set Program Objectives

Design and ideate

Implement

Scale


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Scale

Test

Prototype



User Research

Set Budget

HUMAN CENTERED DESIGN

Experiment before you launch

Adjust

Set Budget


Design and ideate

Implement

Scale


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Resist designing until you understand the problem from the user perspective

Implement

Test

Prototype



User Research

Set Budget

Adjust

Set Budget


Design and ideate

Implement

Scale


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Make it cheaper to experiment by prototyping and working cross-functionally

Implement

Test

Prototype



User Research

Set Budget

Adjust

Set Budget


Design and ideate

Implement

CASE STUDY

HUMAN CENTERED INNOVATION 101

50% of the world’s poor are farmers

200m farmers own a phone

BACKGROUND

MOBILE IS A POWERFUL

TOOL TO HELP FARMERS

Only 25% of registered farmers on Mobile Agriculture products* use the service more than once

*Numbers based on GSMA mFarmer projects

WHY ISN’T MOBILE AGRICULTURE SUCCEEDING?

BACKGROUND

This is a question that GSMA mAgri has been pondering for several years

Two years ago, GSMA mAgri decided to leverage Human Centered Design to understand the problem from the farmer’s perspective

mAgri PROGRAM

2.5 YEARS 6 MAGRI LAUNCHES

GHANA, MALAWI, SRI LANKA, BANGLADESH, MYANMAR, PAKISTAN


LET’S DEEPDIVE INTO SRI LANKA:

DIALOG’S EXPERIENCE

(DIALOG IS SRI LANKA’S LARGEST OPERATOR)

Scale

Adjust


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Set Budget


Design and ideate

Implement

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PROGRAM OBJECTIVE

INCREASE REVENUE AND CUSTOMER LOYALTY FROM RURAL SECTOR

Farmers don’t have access to latest market prices and buyers, resulting in diminished bargaining power and income

INITIAL HYPOTHESIS 1


Farmers don’t follow best agriculture practices and misuse chemical because they lack expert knowledge and advice


Farmers and buyers can complete a buy/sell transaction over the phone

Scale

Adjust


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Set Budget


Design and ideate

Implement

ReportsFarmer Database CMS Agri Knowledge base

977 IVR service Group message service Android App

CABIDoAAgri Business

Agri extension officersCollection services

Repository

Channels

Partners

Distribution Network

Farmer Groups

USSDSMS

Plant doctor network

USSD service

Public web portal

MOBILE AGRICULTURE PLATFORM OVERVIEWDialog’s original idea

Scale

Adjust


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Set Budget


Design and ideate

Implement

RESULTS

After 6 months of launch, only a handful of farmers signed up, so they stopped the project.

EXERCISE

USING HCD TOOLS, WE INVESTIGATED WHY THE INITIAL PRODUCT FAILED

&

WHAT FARMERS EXPECT AND NEED IN MOBILE AGRICULTURE SERVICES


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Deploy

Budget and Implementation

Test

Prototype


Iter

ativ

e User Needs and Journey Mapping

User Research

During the 2 weeks in the field, our team interviewed over 80 people, and transcribed over 2000 data points from conversations with farmers, governmental agents, Agri Businesses and experts.

PROJECT OVERVIEW

FIELD RESEARCH


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Deploy


Test

Prototype


Iter

ativ


User Research

NU01 - VEGETABLE FARMER

“I know the official price by calling the Economic Development Center, asking a friend from the market, or listening to the Radio and TV. But I might not get the official price because the middle man still has to check the quality.”

NU.I.12 - MIDDLEMAN

“Farmers sometimes call me about the price to test me and see I give them the official price. Based on the relationship, the quantity and quality of the produce, and how far they are, then we settle on the final price.”

AN04 - PADDY FARMER

“The government gives the official price for paddy, but the government often doesn’t buy from us. So we are forced to sell to middlemen who takes a commission”

Getting official prices for crops is only the beginning of an ad-hoc, complex negotiation process

CONTEXT


Farmers don’t follow best agriculture practices and misuse chemical because they lack expert knowledge and advice

AN01 - VEGETABLE FARMER

“The directed amount on the bottle might not kill all the pests. So if the instructions say 1 cup of the chemical, I use 1’5 cups to be sure there are no pests.”

AN.EXP.01 - AI

“Farmers use excessive and unnecessary amounts of fertilizer to make sure they have a good season. I told a farmer he should only use 120 kg of Urea, but he ended up using 450kg of Urea.”

The fear of losing an entire crop is just too high to follow the instructions on chemicals’ package

EXPERT ADVICE


Farmers and buyers can complete a buy/sell transaction over the phone

DA.I.01- PADDY MIDDLE MAN

“I bite into the rice to see the quality. If the rice is very crunchy, it means the rice is dry and high quality.”

NU.I.12- VEGETABLE FARMER

“I never understand what the middleman wants. Sometimes they say the carrot is too large and can’t be good. I don’t understand why, I think the middle man just cheats us”

Quality of crop is subjective, making it difficult to standardize pricing

CLOSING A TRANSACTION

NU.I.17- VEGETABLE MIDDLE MAN

“Sometimes we need large potatoes for buyers who make french fries, and sometimes we need small potatoes for buyers for resorts. The size and quality we need depends on the buyer”

HYPOTHESIS CHECK RESULTS

INITIAL ASSUMPTION CHECK


Farmers don’t follow best agricultural practices and misuse chemicals because they lack expert knowledge and advice

Farmers and buyers can complete a transaction over the phone

CONTEXT

Not valid

Not valid

Not valid

WHAT DO FARMERS CARE ABOUT?


AN01 - VEGETABLE FARMER

“We know there are a lot of harmful chemicals in the vegetables, so we feed our children mostly fish and chicken, and avoid vegetables”

NU03 - VEGETABLE FARMER

“The vegetables in this plot is organic for my family consumption. All the rest is for business. It’s too time-consuming to make organic fertilizer. As the population increases, we also need to increase food supply, so it’s not practical to go organic for the whole farm.”

Farmers aspire to minimise their family and country’s exposure to chemicals

FARMER ASPIRATION

ANI04 - CHEMICAL SHOP

“Labor costs are too high nowadays. It’s better for farmers to use chemicals to ensure a good harvest. For me, I grow my own plot of land though, and don’t buy vegetables from the market”

WHO DO FARMERS TRUST?


Family Farmers

Middle men

Local store

TV & Radio Agri Expert

Informalmoney lender

Mobile operators

Bank

Operator Perspective

CONTEXT

“Who do trust for help and information on your farm?”CIRCLE OF TRUST

Government

My family

High performing

farmers

Seed & Fertiliser AgriBiz

Buyers and Middle men

Local store

TV & Radio

Agri Expert

Informalmoney lender

Mobile operators

Bank

Sri Lanka Farmer Perspective

CONTEXT

* Resulting data aggregated from 18 farmer interviews

“Who do trust for help and information on your farm?”CIRCLE OF TRUST

Government


THE PRODUCT RECOMMENDATION


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Deploy


Test

Prototype


Iter

ativ


User Research

Name: Govi Mithuru (Farmer’s friend)

Value proposition: Securing your crop and your family

Service: Get automatic calls every week in the early morning or late evening with latest crop and family nutrition information that is personalised to the season and crop.

The information is validated by the Department of Agriculture and sent in a timely way.

Pricing: Rs 1 + taxes per day for 1 crop


PRODUCT DESCRIPTION

USSDSMS

CONTEXT

The concept went from being a matchmaker of farmers to sellers …. ( What operators thoughts farmers want )

CONTEXT

…. to a service to help with chemicals and family nutrition( What farmers actually want )

THE RESULTS?

• Over 50,000 users with expectation of reaching 200,000 users (need to reach 90,000 to break even)

• 56% of users are new Dialog users • Over half of users have are repeat users, with repeat users generating high revenue on voice and other core services

• More than 75% of total base has received or accessed some content • Almost half of users surveyed have implemented changes on their

farms • Govi Mithuru is popular among women, reaching many more female

users than the known population of female land holders.

THE RESULTS

BUSINESS IMPACT

FARMER IMPACT

THE RESULTS - USER REGISTRATION

“I cultivated two fields this time. For one of the paddy fields, I applied the instructions of the Govi Mithuru service while for the other paddy field I could not apply them. I was able to receive a very good harvest from the paddy field to which I applied the instructions of Govi Mithuru.”

“Since we stopped our purchasing chemical pesticides, we were able to save money. We could also save time and labor by practicing some of the good methods mentioned through Dialog Govi Mithuru”

GREATEST CHALLENGE?

KEEP ITERATING TOGETHER


SRI LANKA: VALUE PROPOSITION TESTING

SRI LANKA: TEAM SETUP

The processes are still quite waterfall, it’s very expensive and time consuming to make a change. I wish the marketing department and technology department also came into the field with us, so we could be all aligned about the user needs and we could launch and iterate on the product faster. [Dialog, Product Manager]

KEY LEARNINGS (02)

RESOURCE

THE mAgri DESIGN TOOLKIT IS AVAILABLE TO HELP YOU START USER-CENTERED DESIGN,

WHAT IS NEEDED?

But organisations, people and processes need to

change too to sustain the journey.

USER CENTERED DESIGN

FOR MOBILE AGRICULTURE

http://www.gsma.com/mobilefordevelopment/magri-design-toolkit

Received Honorable

Mention in the 2016 Design

Award for Social Good

CAN USER CENTERED DESIGN WORK FOR YOUR CURRENT CHALLENGE?


mAgri TOOLKIT WORKSHOP

T H A N K S !

webinar: human centered design with frog

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