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
Principles of Design Thinking Principles of Design Thinking
Human-centred Solution focused
Mindful of process Action based
Culture of prototyping Radical collaboration
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
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
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.
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
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