Human Centred Design for Campaigning v2.0

About Mob Lab: We exist to transform how campaigns are fought and won, pioneering a powerful new era of “people-powered” strategies that amplify campaign impact and create positive change.

“A set of principles collectively known as design thinking—empathy with users, a discipline of prototyping, and tolerance for failure chief among them— is the best tool we have for creating those kinds of interactions and developing a responsive, flexible organizational culture.” Kolko, Design Thinking Comes of Age, 2015

Change  

Resources  Skills  Time  

What is design thinking?

Mindset Mindset

Principles of Design Thinking Principles of Design Thinking

Human-centred Solution focused

Mindful of process Action based

Culture of prototyping Radical collaboration

 

d.School process d.School process

Our version of Human centred design for campaigns

Challenge Sensing Create Prototype & Test

Plan & Implement

STAFF SURGE

The Challenge Purpose: Build a common understanding of the challenge; define possible strategies that Greenpeace can take to create change; identify the people with whom we need to work to deliver the solutions.

We focus on strategy through a mix of new and traditional tools that enable campaign teams to understand the problem, context and stakeholders. Together we identify possible strategies that will be tested and refined over the following days.

Source:  Nesta  DIY  toolkit  2014  

Exploring the problem

TheProblem

DirectSymptoms

UnderlyingSymptoms

DirectCauses

UnderlyingCauses

ContributingFactors

ContributingFactors

Campaign Canvass Goals & OutcomesWhat’s the overall change we think we can make? What will the new system look like?

Milestones & IndicatorsHow will we know we’re on the right path? What does success look like along the way?

What needs to change?What are the key and root problems we’ve identified?

What needs to shift to create change?What are the key relationships that, if altered, could result in a change in our root cause?

Contributing FactorsWhat else might alter the dynamics of the relationships, or could potentially change our opinion of which are the key relationships?

Who influences?Who are the key actors that have influence on the elements of our key relationships? Who currently helps sustain those relationships?

What influences?What institutions or other elements currently has influence/helps sustain those relationships?

What do people need to do?How can key audiences help bring about the shift? What are our asks to them?

What is the story?What are the key elements of the story that will inspire them to act and show their efforts have impact?

What do we need to do?What are the key activities or tasks that we need to do to support people to take action and create a shift?

Assumptions Risks

1

2

34

5 6

7

8

9

10 11

12

STAFF SURGE

Sensing Purpose: Define the specific audiences we need to engage for different strategies and gain insights into their emotional needs, motivations and barriers.

Sensing focuses on gaining insight into stakeholders and building empathy with key audiences. We do this by identifying uncertainties and assumptions we have about the strategy and conducting field research. Participants find people who fit our target audiences, interview them and identify patterns or trends from interviews and observations in order to define insights that will be used to create innovative ideas.

Tools •  Empathy map •  Interviews •  Observations •  Insight statements  •  Campaign canvass

Tech workers – What we thought they looked like  

Challenging Assumptions…what they really looked like

Identifying insights

Focus questions

STAFF SURGE

Create Purpose: Generate and develop ideas specific to our strategy based on audience insights.

We create and develop ideas based on insights. We employ a structured idea development process and typically invite external guests to maximize creativity and idea generation. We use agreed criteria to select ideas that we’ll take forward and test.

Tools •  Creative

principles •  Structured idea

generation and development

•  Project criteria for selection

Idea generation and development Creative principles

•  QUANTITY is a condition for QUALITY •  Build on each others ideas by saying YES

AND.....! •  Think BIG / Encourage WILD ideas •  Postpone CRITICAL thinking and JUDGMENT •  LISTEN to other peoples ideas •  Get all ideas OUT •  Be VISUAL

? Evaluation& Selection

IdeaGeneration

IdeaDevelopment

IdeaConcretisation !

Idea generation and development

Source:  Design  Council  (2012)  

Idea development model

Idea generation and development Idea development

Co-creating ideas with outdoor communities for Detox outdoor clothing project

Another way of gaining insights into audiences

Co-creation Co-creation

STAFF SURGE

Prototype Purpose: Discover which project ideas resonate with audiences and make improvements based on feedback.

We create low fidelity prototypes for each of the proposed project ideas and conduct field research to test concepts with key audiences, and improvements based on their feedback.

By the end of prototyping, we’ll have an agreed strategy, defined target audiences, have agreed a creative concept for the project that includes our asks of people and the story we tell to motivate people to action.

What are prototypes?

•  Quick & early model of an idea •  Interaction with

audiences

How we use prototypes?

•  Create quick visual, physical or interactive representation of your ideas

•  Test with representatives of audiences/allies

•  Gather feedback •  Refine and improve •  Repeat

PrototypesTech workers prototypes

Tech workers prototypes

Testing – Open Hack NightTesting at open hack night

Testing – Open Hack NightTesting feedback

Testing feedback

Plan Purpose: Develop outline of the project plan – including timeline of activities, responsibilities, success metrics, and immediate next steps.

At the end we synthesize everything into a plan you can pitch and/or begin implementing – including an engagement strategy. Together we’ll define what success looks like and how it will be measured. Finally we’ll compile a timeline with clearly assigned tasks and roles. We’ll also explore how your team will work together to deliver this new plan.

CAMPAIGN ACCELERATOR

Challenge Sensing Create Prototype & Test

Plan & Pitch

Day 1 Day 2 Day 3 Day 4 Day 5

People Powered Campaign Planning This five day programme enables project teams to efficiently design and test strategies and ideas for people powered campaigns that address a campaign challenge. The collaborative week culminates in a clear & tested project plan.

What we learned!

•  Developing empathy with target audiences and better understanding their emotional needs and barriers to taking action with Greenpeace.

•  Creating a culture of prototyping and testing to learn from failure and an iterative approach to implementation.

•  Introducing tools for team collaboration. •  Increasing breadth and diversity of people

engaged in Greenpeace campaigns.

BENEFITS

What we learned!

•  We have a problem focused approach to campaigning.

•  Siloed approach to planning and decision making. •  Staff capacity and skills orientated towards

output. •  Lack of experience and skills in design thinking

approach. •  Lack of flexibility to seize opportunities or extend

process to deliver more effective products.

CHALLENGES

What we learned!

•  Adapting a product or service based process. •  Audience focus may exclude other important

factors that contribute to societal change. •  Lack of other campaigning NGOs using this

approach. •  Lack of examples/evidence of using this

approach for systems change.

LIMITATIONS

Next steps…

Campaign Planning 2.0 Deliver more power and bigger wins by being more people-centric, creative/innovative and iterative in planning and implementation of campaign projects. Specifically, our “Campaign Accelerator” programme will enable campaign teams to deliver more creative, informed, and tested project proposals – in less time.

Tim Brown (2009) “Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation” David Kelley and Tom Kelley (2015)Creative Confidence: Unleashing the Creative Potential Within Us All

Resources – design thinking

Free courses, field guides, online toolkit, examples: http://www.ideo.org http://www.designkit.org/  

Resources - design thinking toolkits

Stanford d.school bootcamp bootleg https://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf

Robert A. Curedale (2013) “Interviews Observation and Focus Groups: 110 methods for user-centered design” Todd Zaki Warfel (2009) “Prototyping”  

Resources – audience research & prototyping

Michanek & Breiler (2013) “The Idea Agent” Hanington et al. (2012) “Universal Methods of Design”  

Resources – creative methods

http://toolbox.hyperisland.com/ http://diytoolkit.org/tools http://www.gamestorming.com/ http://improvencyclopedia.org/games/index.html  

Resources – other toolkits