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E N H A N C I N G S TA F F E N G AG E M E N T I N A S O C I A L B U S I N E S S T H R O U G H
E X T E N S I V E U S E O F V I S UA L I Z AT I O N
« W E ´ R E N OT J U S T T E A R I N G D OW N B AT H R O O M S , W E ´ R E B U I L D I N G U P E AC H OT H E R »
B Y C A R O L I N E C H A F F I N
C A S E C O M PA N Y: M O N S T E R B E D R I F T E N , N O RWAY
«In the start of the project it is hard to
imagine what we are developing».
!
«A starting point for a good qualitative study project is to find and interesting and up-to-date topic or practical
problem».
Wildevuur et al. 2013
Eriksson et al. 2008
Wildevuur et al. 2013
Eriksson et al. 2008
«In the start of the project it is hard to
imagine what we are developing».
!
«A starting point for a good qualitative study project is to find and interesting and up-to-date topic or practical
problem».
R E S E A R C H Q U E S T I O N S!
Can service design visualization tools enhance customer engagement in a Social Business?
!
Sub-questions
• Which methods could be useful?
• Are there any considerations that must be taken into account in terms of staff?
• What is the impact of this extensive use of visualization for different
stakeholders?
!
!
T H E O R E T I C A L F R A M E W O R K
Social Economy
Customer Management
Service Design
Thinking
T H E O R E T I C A L F R A M E W O R K
Visualization techniques
Customer- Dominant Logic
Social Entrepreneurship
Staff Engagement
T H E O R E T I C A L F R A M E W O R K
Social Economy
Services Management
Service Design
Thinking
T H E O R E T I C A L F R A M E W O R K
Visualization techniques
Customer- Dominant Logic
Social Entrepreneurship
Staff Engagement
«Every single social and global issue of our day is a
business opportunity in disguise».
Peter Drucker
«In order to save the world,
we must treat it as a business».Emily Eakin
Profit-maximizing businesses
Social Businesses
N/A
Financial profit maximization
Self-sustainable (Repayment
of invested capital)
No recovery of invested capital
Social profit maximization
Not-for-profit organizations
lYunus et al 2010).
N O R WAY, 2 0 1 4
I S O L AT I O N
P O O R C H I L D H O O D C O N D I T I O N S
S C H O O L D R O P - O U T
B A D M E N TA L A N D
P H Y S I C A L H E A LT H
M I S S I N G C O N N E C T I O N
T O L A B O U R M A R K E T
P O O R C H I L D H O O D C O N D I T I O N S
M I S S I N G C O N N E C T I O N
T O L A B O U R M A R K E T
S C H O O L D R O P - O U T
B A D M E N TA L A N D
P H Y S I C A L H E A LT H
M I S S I N G C O N N E C T I O N
T O L A B O U R M A R K E T
P O O R C H I L D H O O D C O N D I T I O N S
S C H O O L D R O P - O U T
(Rasmussen, I., & Simson, K. 2014).
Former criminalsUnemployed
Re-contact old network/ friends
Government support: NAV
Follow up
?Prisoner: heavy sentence
New criminal attempt
B E F O R E M O N S T E R S I N C
Recruitment Monster.inc.
Network
Coaching
Paid work & experience
Paid housing & essentials
Prisoner with heavy sentence
Government support through Monster.inc. Monster.inc. offering
A F T E R M O N S T E R S I N C
«Brotherhood»
Quick hire «Learning by developing»
External requests, through Monster.inc.
5000 NOK month
Food
Activities
TransportTraining
Living
Respect
Care
Structure
Honesty
Responsibility
Coaching
Monster.inc. offering Monster.inc. values
Sub-contractor
A F T E R M O N S T E R S I N C
Community «Youth prevention» Coach «new members»
Goal: pursue dream within 1 year
«Get life back»
A F T E R M O N S T E R S I N CStaff
Bas leader
D O U B L E B O T T O M L I N E
S O C I A L VA L U E
Coaching and personal development
Housing & essentials
«Brotherhood»Paid work & experience
Social activities and training
«Help as many people as possible get a new start in life - and pay it forward»
D O U B L E B O T T O M L I N E
A calculation of Monster INC´s social impact has shown that by
moving youth from a life without work and dignity to a life with
work and dignity, saves the society for about 11 million NOK
(about 1,2 million Euro )
!
Even a youth that only has a 10 year work career and works 80 %,
will save the society for 3,2 million NOK.
(about 400 000 Euro)
E C O N O M I C A L VA L U E
P U R P O S E!
The purpose of the thesis is to study how Service Design Thinking can be applied in a Social Business to engage the
people at the heart of the business. !
Extensive use of visualization tools from Service Design Thinking was applied to bring a
starting point for boosting staff engagement in the case company, and give substance to ideas.
T H E O R E T I C A L F R A M E W O R K
Social Economy
Services Management
Service Design
Thinking
T H E O R E T I C A L F R A M E W O R K
Visualization techniques
Customer- Dominant Logic
Social Entrepreneurship
Staff Engagement
T H E O R E T I C A L F R A M E W O R K
Social Economy
Services Management
Service Design
Thinking
T H E O R E T I C A L F R A M E W O R K
Visualization techniques
Customer- Dominant Logic
Social Entrepreneurship
Staff Engagement
C U S T O M E R - D O M I N A N T L O G I C
A need to enhance and facilitate customer activities to understand «how» value emerge and «how» value
experiences are constructed by the customers in their own world.
Staff
C U S T O M E R - D O M I N A N T L O G I C
This requires a change of mindset & application of methods that can help a business understand
customers tasks and life on a deeper level, and first then see how the service fits the
customer own goals.
Heinonen et al. 2010:537-545).
T H E O R E T I C A L F R A M E W O R K
Social Economy
Services Management
Service Design
Thinking
T H E O R E T I C A L F R A M E W O R K
Visualization techniques
Customer- Dominant Logic
Social Entrepreneurship
Staff Engagement
T H E O R E T I C A L F R A M E W O R K
Social Economy
Services Management
Service Design
Thinking
T H E O R E T I C A L F R A M E W O R K
Visualization techniques
Customer- Dominant Logic
Social Entrepreneurship
Staff Engagement
V I S U A L I Z AT I O N I N S E R V I C E D E S I G N T H I N K I N G
!
Visualization enhance and keep empathy with users, and support engagement. !
Visualization plays an important part in organizational transformation.
Visser 2009 & Segelström 2009
Whyte 2008
Service Design Thinking reflects the users perspective and applies extensive use of visualization
Segelström el al. 2009 & Dervojeda et al 2014
WITH WHOM?!
BAS STAFF!& MANAGEMENT!
!
WHEN?!
FEBRUARY 2014 till !
NOVEMBER 2015
WHERE?!
MONSTERS INC:!Oslo & Mjøndalen, !
NORWAY
Action Research! with!
Service Design Thinking
HOW?!
Extensive use of visualization tools from Service Design Thinking
in a Social Business
WHAT?!
Enhance staff engagement and!
give substance to ideas
WHY?!
P U R P O S E O V E R V I E W
Ferd Conference, February 2014
February
Starting point
August September November December
Hi, let´s collaborate!
Observation
Interviews
Make sense of data
Cluster into themes
Apply Service Design tools
Iterate Service Design toolto fit needs in Social Business
Look at current tools
Shared understanding Better communication and awareness
Implementation plan
ImplementConcrete steps further
Low threshold
Prototype & Feedback
Test & Reflect
Create awareness
Iterate
Iterate Iterate
Tool 1
Tool 2
Tool 3
Tool 4
Visualize insight
Co-creation
Development area:
“Information”
“Slip into customersshoes”
Holistic view
Emphatic understanding
Build trust & relationships
Yes!
Explore
Diverge
Diverge
Converge
Converge
Deliver Design & TestDefine & Develop
Similar need in Social Businesses
= Collaboration
A C T I O N R E S E A R C H
W I T H S E R V I C E D E S I G N T H I N K I N G
A C T I O N R E S E A R C HFebruary
Participant Observation
Informal Interviews
Secondhand Research
Monsters INC ManagementNAV
Isaksen Entrepreneurs
Local Major
Start-up meeting Mjøndalen
Bastø Prison
Elstangen M
onsterhome
Lindeberg Projectsite
Ekeberg Projectsite
BAS Project meetin
g
x 3 Bas Leaders
HANDE ASThematize
Prototype workshop
Experience map
Cards
Desktop Walkthrogh
Dramatic Arc
Storytelling
Value chain analyzisCo-creation workshop: Epleslang
Paper Prototype
Iterate
Co-creation workshop: Monsterbedriften
Testing prototype
Implementation plan
Six Thinking hats
Feedback
Visual telephone
Affinity Diagram
Customer Journey
Service Blueprint
Personas
Insight Posters
Co-creation workshop
Ideation
Brainstorm
Six-thinkinghats
Semi-structured Interviews : 3 x 45 min
August September November December
Explore
DivergeDiverge
Converge
Converge
Ethnographic Action Research
Deliver Design & TestDefine & Develop
W I T H S E R V I C E D E S I G N T H I N K I N G
Ferd Conference, February 2014
Starting point
August September November
Hi, let´s collaborate!
Observation
Interviews
Make sense of data
Cluster into themes
Apply Service Design tools
Iterate Service Design toolto fit needs in Social Business
Look at current tools
Shared understanding
Implementation plan
Concrete steps further
Low threshold
Prototype & Feedback
Test & Reflect
Create awareness
Iterate
Iterate Iterate
Tool 1
Tool 2
Tool 3
Tool 4
Visualize insight
Co-creation
Development area:
“Information”
“Slip into customersshoes”
Holistic view
Emphatic understanding
Build trust & relationships
Explore
Diverge
Diverge
Converge
Converge
Deliver Design & TestDefine & Develop
Similar need in Social Businesses
= Collaboration
The research phase is about (re)framing and understanding.Segelström et al (2009)
«Exploring» the business helps form a foundation of the
project, and having understanding is described as having
greater empathy for what users or customers are doing
Djik et al 2010
Ferd Conference, February 2014
Starting point
August September November
Hi, let´s collaborate!
Observation
Interviews
Make sense of data
Cluster into themes
Apply Service Design tools
Iterate Service Design toolto fit needs in Social Business
Look at current tools
Shared understanding
Implementation plan
Concrete steps further
Low threshold
Prototype & Feedback
Test & Reflect
Create awareness
Iterate
Iterate Iterate
Tool 1
Tool 2
Tool 3
Tool 4
Visualize insight
Co-creation
Development area:
“Information”
“Slip into customersshoes”
Holistic view
Emphatic understanding
Build trust & relationships
Explore
Diverge
Diverge
Converge
Converge
Deliver Design & TestDefine & Develop
Similar need in Social Businesses
= Collaboration
The second step of the Service Design
process is to visualize insights into new
ideas and concepts, which is tested and
further improved.Djik et al 2010
The data must be translated into a form
that can be presented for discussion
Polaine et al 2013
VIA FENGSEL VIA BEKJENT
INNTAK
«WORD OF MOUTH»
OPPLÆRING
KONTORKLARERING
SHAUE ARBEID & LINJERYDDING
EkebergOslo
Mjøndalen
KREATIVT ARBEID
Elstangen
«Jeg ser bare en brøkdel av hva gutta gjør» HMS & STRUKTUR
VIA MARITA STIFTELSEN
BAS LEDERE
«Uten Monster, vet jeg ikke hvor jeg hadde vært»
VISJON ÅR 2020
SKALERE MED 20 % FØR JUL I OSLO
2-3 ANSATTE
FORUTSIGBARHET & TID
25 BEDRIFTER I NORGE! Gjøvik
«Jeg føler jeg
ikke gjør noe, når
ingen ser det»
VIKTIG Å IKKE BLI FOR
KOMMERSIELL
•HVEM JEG JOBBER MED •HVOR JEG JOBBER •AT JEG HAR SOLID TEAM •INFO OM NYE = VIKTIG FOR GOD
VELKOMST •VITE AT UTSTYR VIRKER •VANSKELIG Å FØLGE OPP NÅR MAN
JOBBER LANGT UNNA OG SJELDENT SEES.
•OPPFØLGING SKULLE VÆRT LAGT INN I STILLINGEN
• ØNSKER Å BLI OG BYGGE • HAR IDEER TIL NYE AVDELINGER • ØNSKER Å «GI TILBAKE» • ØNSKER UTDANNING/KURS SOM
KAN HJELPE ANDRE (40 % MEG, 60 % FOR ANDRES DEL).
• ØNSKER OGSÅ OPPFØLGING • HAR IKKE TID TIL HVA SOM
«VIRKELIG TELLER»:SOSIALT !
•MONSTERAKADEMI ? •KUNDE FORVENTER
PROFESJONALITET •KUNDE FORVENTER KONTINUITET
AV FOLK, ETC.
• LANGE DAGER. • MÅ TENKTE PÅ LANGTIDSEFFEKTER:
IKKE SLITES UT ETTER FÅ ÅR. • SAMME FOLK GJØR DET DE ER
GODE PÅ. • NÅR MAN JOBBER HARD OG DET ER
LITE $ I PROSJEKTET, ER DET VANSKELIG OG OPPRETTHOLDE GOD HMS.
• LETTERE MED FLYT I ARBEID MED MINDRE BADEROMSPROSJEKTER.
• UNDERPRISET PROSJEKT=LANGE DAGER, STRESS OG FORTSATT I MINUS ER UMOTIVERENDE
BADEROM
«Gutta jobber
som noen svin -
det må ikke
utnyttes»
«Nå som vi
vokser har jeg
ikke sett folk på
en stund»
• VIKTIG Å BYGGE GODE LEDERE FØRST • VIKTIG Å SØRGE FOR GOD DELEGERING
INTERNT • VIKTIG Å BYGGE RELASJONER NEDOVER I
SYSTEMET • VIKTIG Å BEHOLDE DET SOSIALE, VED Å
F.EKS. 2-3 SAMMEN PÅ ARBEIDSPLASSEN OG ALLTID SPISE LUNSJ SAMMEN.
REVET 6500 BADEROM!
ÆRLIGHET OMSORG
RESPEKT
STRUKTUR
ANSVAR
INNSIKTSANALYSE AV MONSTERBEDRIFTEN
MONSTERHJEM
«Jeg møtte Stig, han så meg inn å øya og sa jeg kunne starte mandag...»
VEDLIKEHOLDSARBEID
40 ANSATTE
2010
2014
«NY START PÅ LIVET OG AT DE GIR DET
VIDERE»
«KEEP BROTHERHOOD» -DET SOM VIRKELIG
TELLER!
FAMILIEFØLELSE, IKKE INSTITUSJON
I GODT LAG MED LAGÅND!
UKLARE ROLLER & INFORMASJON
• HVA GJØR FOLK «EGENTLIG»? • MANGEL PÅ ARBEIDSBESKRIVELSER • UTLYSE LEDIGE STILLINGER • BYGGE OPP LEDERE INTERNT • INFORMASJON SENDES IKKE NED I SYSTEMET • SKRIFTELIG INFO LESES IKKE
VED Å FLYTTE UNGE BORT FR
A ET LIV UTEN ARBEID OG VERDIGHET,
TIL ET LIV
I ARBEID OG FE
LLESSK
AP, HAR EN SA
MFUNSM
ESSIG EFFE
KT OG
SPARER SA
MFUNNET FO
R NESTEN 11 MILLIONER KRONER!
15 ANSATTE
30 ANSATTE
•TRENGER BEDRE HOLDNING •TRENGER PRAKSIS •SYSTEM OPPLÆRING •FORVENTNINGSSTYRE •TRENING •NAV PRØVETID
NYANSATTE
!
«It´s good that you used a lot of time to understand the business»
«The provided insight made us open more up then before: we got new ideas and got to see new connections»
«It was good to get a holistic picture and have tools to help us find and visualize a lot of information»
«It was very good to visualize, to get everyone involved»
«Now we feel rejuvenated and have regained motivation»
«Service design process gave us time to focus on service improvements in the business»
«We will use the insight poster in the leader and board meetings to discuss identified development areas»
«Next step is to involve more people»
Service design practitioner agrees that Service Design is highly visual, distinct if from other field and can help convince companies to invest in the field,
yet research lacks on «how and why» visualization should be used beyond the research phase
F I L L I N G A G A P
Segelström 2009
Even though most academics agree that Social Entrepreneurship is about addressing social needs, there is still no proven methods, practice or business model that is followed
in order to get there.
F I L L I N G A G A P
Robert et al 2005
August September November
Make sense of data
Cluster into themes
Apply Service Design tools
Iterate Service Design toolto fit needs in Social Business
Look at current tools
Shared understanding
Implementation plan
Low threshold
Tool 1
Tool 2
Tool 3
Tool 4
Visualize insight
Co-creation
“Slip into customersshoes”
Holistic view
Diverge
Converge
Ethnographic Action Research
Similar need in Social Businesses
= Collaboration Djik et al 2010
Polaine et al 2013
!
!
Using visualization was chosen as a
way to engage and inspire
stakeholders of varying abilities.
«We need to iterate
Service Design tools to better
meet needs in Social Businesses»
!
«Can we make a new tool and test
in our case companies to better
deliver on the needs»?
Ferd Conference, February 2014
Starting point
August September November
Hi, let´s collaborate!
Observation
Interviews
Make sense of data
Cluster into themes
Apply Service Design tools
Iterate Service Design toolto fit needs in Social Business
Look at current tools
Shared understanding
Implementation plan
Concrete steps further
Low threshold
Prototype & Feedback
Test & Reflect
Create awareness
Iterate
Iterate Iterate
Tool 1
Tool 2
Tool 3
Tool 4
Visualize insight
Co-creation
Development area:
“Information”
“Slip into customersshoes”
Holistic view
Emphatic understanding
Build trust & relationships
Explore
Diverge
Diverge
Converge
Converge
Deliver Design & TestDefine & Develop
Similar need in Social Businesses
= Collaboration
Djik et al 2010
Polaine et al 2013
The new tool aimed to help social
businesses engage in the customers
world, and by doing so be able to
construct their business in a way that
truly reflect peoples need.
!
By bringing different departments
together, the new tool could be used
as a “road map” for how the service
could be improved.
A R E T H E R E A N Y C O N S I D E R AT I O N S T H AT M U S T B E TA K E N I N TO A C C O U N T I N T E R M S O F S TA F F ?
!
!
• Lacks structure
• Struggles to get up in the morning
• Past «hanging over them»
• Use video games and other «substances» to escape reality
• ADD tendency
• Not used to routines and hard work
• Lack of friends and family outside the business: Monsters INC becomes their «entire world»
!
• Needs structure
• Struggle to get to work
• Needs support
• Cognitive disabilities
• Lack of network besides family and business
• Pains; such as back pain, etc.
• Individual needs and considerations
W H I C H M E T H O D S C O U L D B E U S E F U L ?
S T O R Y T E L L I N G
F U N !
L O W T H R E S H O L D
C A R D S
D E S K T O P - WA L K T H R O U G H
S E R V I C E S T O R YL E G O S E R I O U S P L AY
VA L U E I N D I C AT O R S
C U S T O M E R J O U R N E Y
S E R V I C E B L U E P R I N T
E X P E R I E N C E M A P
DESIGN & TEST
Iterate
Iterate
Iterate
DELIVER
W H AT I S T H E I M PA C T O F T H I S E X T E N S I V E U S E O F V I S U A L I Z AT I O N F O R D I F F E R E N T S TA K E H O L D E R S ?
!
!
Staff Management
Board level
«Good to map staff, and see where we need to support them. For example they who struggle to get to work.
«Good tool to help see what each person is doing and values, and how we can better support individual needs»
«Helps see how their day really is, compared to what we think it is (based on insight from caregivers), so that we can coordinate it with our service offering».
«Important to help identify social value for staff and see connections between different stakeholders».
«The visualization tools are fun to use and help staff express themselves. This is important because many have cognitive disabilities and a hard time expressing themselves verbally».
«It is good that they get to structure first, and then share with the rest. Structure important for staff in a social business».
!
«By making written material visual, it can get new meaning».
«By visualizing we make our staff feel more safe»
«Good tool that focus on a social enterprise in any situation»
!
»
!
«The tool was good to choose elements to discuss further»
By making written material visual, it can get new meaning».
«The tool identified a need to better delegate task and workload»
«The tool helped explain roles»
«The tool created a common understanding of where the business is standing»
!
…..bring a starting point for boosting staff engagement in the case company, and give substance to ideas.
So what was the purpose again?
M A P P I N G S O C I A L VA L U E F O R S TA F F 1. Morning Meeting “Monster hug” “Plan the day”
2. Lunch “Receive food” “Always joyfull” “Culture at it´s best!”
3. Summarize “Positive feedback” “Encourage”
3. Evening Meetings “Team based” “Individual Growth”
4. Social gathering “Everyone gathered” “Team building”
Good work!
1. Morning Meeting “Monster hug” “Plan the day”
2. Lunch “Receive food” “Always joyfull” “Culture at it´s best!”
3. Summarize “Positive feedback” “Encourage”
3. Evening Meetings “Team based” “Individual Growth”
4. Social gathering “Everyone gathered” “Team building”
Good work!
W H E R E C A N T H E B U S I N E S S E N H A N C E I N « C U S T O M E R S W O R L D » I . E . S TA F F ?
H O W T O E N G A G E S TA F F ?« H E L P A S M A N Y P E O P L E A S
P O S S I B L E G E T A
N E W S TA RT I N L I F E -
A N D PAY I T F O R WA R D »
Step 1: Adjust “Family feeling & friends” “Training & Opportunities”
Step 2: Deliver “Be able to deliver at work” “Focus on activites outside business”
Step 3: Follow dream “Individual focus” “Use themes to plan a good exit”
« H E L P A S M A N Y P E O P L E A S
P O S S I B L E G E T A
N E W S TA RT I N L I F E -
A N D PAY I T F O R WA R D »
Step 1: Adjust “Family feeling & friends” “Training & Opportunities”
Step 2: Deliver “Be able to deliver at work” “Focus on activites outside business”
Step 3: Follow dream “Individual focus” “Use themes to plan a good exit”
H O W T O E N G A G E S TA F F ?
Åge Nils
Marius Karl
Skills
Strenghts
Likes
Available
Skills
Strenghts
Likes
Available
Skills
Strenghts
Likes
Available
Skills
Strenghts
Likes
Available
Personas Cards of Staff D
IY P
ER
SO
NA
SH O W T O E N G A G E S TA F F ?
Åge Nils
Marius Karl
Skills
Strenghts
Likes
Available
Skills
Strenghts
Likes
Available
Skills
Strenghts
Likes
Available
Skills
Strenghts
Likes
Available
Personas Cards of Staff D
IY P
ER
SO
NA
SH O W T O E N G A G E S TA F F ?
«A social entrepreneurial business in growth = chaos»!
!
«This support is as important, maybe even more important than the
support we get from FERD, because that is only on board level,
while this focus on managerial and organizational level»
TA K E AWAY S A N D F E E D B A C K
«Catalysts are needed in social entrepreneur businesses».
!
«Negatively that BAS staff could not participated: if they had been
present, the situation had been initiated, not only planned».
TA K E AWAY S A N D F E E D B A C K
• Find new structure to identify social value between stakeholder and
use of symbols.
• Use pictures that the customers can relate to (from own setting).
• Find a balance of using visualization with management compared to
customers of social business (people of varying abilities)
• Further iterations and testing of tool based on feedback
F U T U R E R E C O M M E N D AT I O N S