DESIGN THINKING WITH FROG DESIGN EPIP Webinar November 16, 2016 EPIP Host: Biz Ghormley Presenter: Lilian Tse
2
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.
3
We provide a platform for our community to:
Connect with others
Learn & practice
leadership skills
Inspire emerging ideas in the social sector
Get in touch! Please reach out with any questions or to learn more about membership!
Biz Ghormley [email protected]
Director of Operations & Member Services
What’s Next? • Next EPIP Webinar! • GIFT – Grassroots Fundraising & Giving -
• All Events • epip.org/events
Housekeeping • Use the question box for
• Technical difficulties
• Comments
• Content questions for Q&A
• Polls and questions are anonymous
• Use #EPIPwebinar to join the conversation on social media
• This webinar will be recorded
• Complete the post-webinar survey, please!
EPIP WEBINAR NOV 2016
HUMAN CENTERED DESIGN INTRODUCTION
Lilian Tse Global Project Manager for Social Impact, frog London
HELLO!
3
FROG IS A GLOBAL DESIGN AND
STRATEGY FIRM
A B O U T F R O G
4
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.
X
W H E R E W E C O M E F R O M
5
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%”
6
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
7
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
10
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
12
REMEMBER THIS? IT WAS CALLED NOKIA N95
13
THEN THIS HAPPENED
WHY DID APPLE HAVE THE BETTER HAND?
THEY DESIGN WITH THE END-USER IN MIND
14
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.
15
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
18
Iter
ativ
e
Scale
Test
Prototype
Co-Design and ideate
User Needs and Journey Mapping
User Research
Set Budget
Scale
Adjust
ORGANISATION CENTRIC DESIGN
19
Set Budget
Set Program Objectives
Design and ideate
Implement
Scale
ORGANISATION CENTRIC DESIGN
20
Scale
Test
Prototype
Co-Design and ideate
User Needs and Journey Mapping
User Research
Set Budget
HUMAN CENTERED DESIGN
Experiment before you launch
Adjust
Set Budget
Set Program Objectives
Design and ideate
Implement
Scale
ORGANISATION CENTRIC DESIGN
21
HUMAN CENTERED DESIGN
Resist designing until you understand the problem from the user perspective
Implement
Test
Prototype
Co-Design and ideate
User Needs and Journey Mapping
User Research
Set Budget
Adjust
Set Budget
Set Program Objectives
Design and ideate
Implement
Scale
ORGANISATION CENTRIC DESIGN
22
HUMAN CENTERED DESIGN
Make it cheaper to experiment by prototyping and working cross-functionally
Implement
Test
Prototype
Co-Design and ideate
User Needs and Journey Mapping
User Research
Set Budget
Adjust
Set Budget
Set Program Objectives
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
HUMAN CENTERED DESIGN
LET’S DEEPDIVE INTO SRI LANKA:
DIALOG’S EXPERIENCE
(DIALOG IS SRI LANKA’S LARGEST OPERATOR)
Scale
Adjust
ORGANISATION CENTRIC DESIGN
31
Set Budget
Set Program Objectives
Design and ideate
Implement
32
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
INITIAL HYPOTHESIS 2
Farmers don’t follow best agriculture practices and misuse chemical because they lack expert knowledge and advice
INITIAL HYPOTHESIS 3
Farmers and buyers can complete a buy/sell transaction over the phone
Scale
Adjust
ORGANISATION CENTRIC DESIGN
36
Set Budget
Set Program Objectives
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
ORGANISATION CENTRIC DESIGN
38
Set Budget
Set Program Objectives
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
HUMAN CENTERED DESIGN AT A GLANCE
41
Deploy
Budget and Implementation
Test
Prototype
Co-Design and ideate
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
HUMAN CENTERED DESIGN AT A GLANCE
43
Deploy
Budget and Implementation
Test
Prototype
Co-Design and ideate
Iter
ativ
e User Needs and Journey Mapping
User Research
44
Farmers don’t have access to latest market prices and buyers, resulting in diminished bargaining power and income
INITIAL HYPOTHESIS 1
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
INITIAL HYPOTHESIS 2
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
INITIAL HYPOTHESIS 3
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 have access to latest market prices and buyers, resulting in diminished bargaining power and income
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?
HUMAN CENTERED DESIGN
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?
HUMAN CENTERED DESIGN
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
HUMAN CENTERED DESIGN
THE PRODUCT RECOMMENDATION
HUMAN CENTERED DESIGN AT A GLANCE
58
Deploy
Budget and Implementation
Test
Prototype
Co-Design and ideate
Iter
ativ
e User Needs and Journey Mapping
User Research
59
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
HUMAN CENTERED DESIGN
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
HUMAN CENTERED DESIGN
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?
HUMAN CENTERED DESIGN
mAgri TOOLKIT WORKSHOP
T H A N K S !