Behaviour change workshop
Details and examples limited or changed to comply with the non disclosure character of the work.
Year: 2021-2023 / Company: McKinsey & Company
Role in the project: Behavioral Designer
Areas of expertise:
Behavioral Design, UX Strategy, User Research
Most utilized skills:
Workshop facilitation, Defining vision & strategy
Overview
Worked on designing, co-facilitating, and finalizing results of the collaborative Behavior Change Workshops which help teams asses the situation of change and design strategic interventions. The team involved Adoption Manager, Change Expert, and 3 more facilitators, who helped in breakout rooms, took notes, kept time and checked for biases. We worked with a Researcher to collect all relevant information for the project.
The workshop is presented on the hybrid work project: After the pandemic lockdown there was a need to adjust to the new hybrid way of working. It required a new ways of thinking about the work. Also, colleagues haven’t been in the office for over a year and a half, and some have never been in the office because they were hired during pandemic. For workshops we focused on designing the strategic plan for change including defining interventions. Workshop participants included various stakeholder, customers, and technical support team. The workshops were fully remote and participants were representing different offices and countries.
Outcomes
As a result of the workshop, we saw a need for the initiative aiming to enable the world’s best performing teams and client service in hybrid. The initiative provides insights and new technology for hybrid work.
Process
Research Preparation
Before the Behavior Change workshop I worked on collecting results of research to provide necessary context for participants.
Steps are:
1. Stakeholder Map
Mapping stakeholders to understand who is working on the project, who is involved, who has influence and who needs to be informed. Stakeholder maps visualize a user and their world, showing connections within a context, such as an organization. They can help to understand which parts of the organization will be affected by what is built.
2. Understanding the customer
Personas provide various key perspectives on your product or service, helping your team to define and engage the different interest groups you might target. Personas give you valuable insights that can prove more effective than abstract demographics, since they dig deeper into real people's wants, needs, and perceptions. I add Inclusive Design Lenses to personas to encourage thinking in more inclusive way.
3. Defining the Value Proposition
A good value proposition for your product or service will help align your team and stakeholders. It's a succinct way to explain the value your customers will gain (customer value), how will it improve operation (operational value), and what is in it for business (business value).
Customer Value Proposition example
My team members, clients, and I can work where we want and need to, because I know how to use office technology to easily include all participants – on site and remote – to seamlessly and effectively problem solve and otherwise collaborate.
4. Identifying current customer touchpoints.
Mapping the current change customer journey, focusing on hurdles (pain points) and delights pressure tests whether your product truly serves your intended audience. It helps to better forecast where to invest your support resources, to map touch points outside your product, and to understand the end-to-end journey.
5. Defining the opportunities – priority behaviors
Picking the right behaviors to focus is a key to effective change design. It is important to start by collecting relevant context about your customers and then ideating on behaviors which can be helpful in achieving the change. I involve stakeholders to ideate the behaviors and we vote on the most important once. After that as a designer I would combine the ideas and craft the priority behaviors.
Priority behavior – example:
I know the best way to use available tech to conduct a hybrid problem solving session when in the office for internal or external meetings.
Workshop
Workshop participants include representation from stakeholders and customers.
Number of facilitators depends on the size of a group (rule of thumb: one per breakout room + 1).
Workshop steps are:
1. Identify the opportunities by mapping change journeys for the priority behaviors and define
How Might We (HMW) statements
The priority behavior is the final step of the change journey. The task is to map out the steps which customer need to take to get to this point. How would they become aware, why would they want to do it, how would they now how to start and continue. Each breakout room takes one priority behavior and aligns the steps with the available metrics based on current customers behaviors to help identify moments of opportunity. The opportunities are phrased as HMW statements to prepare for the next step.
2. Identify behavior design tactics per HMW
3. Ideate solutions based on HMWs, behavior design tactics, and existing hurdles.
The facilitators are preparing hurdles related to this HMW and placing then on the ideation board. Each teams picks what behavior tactics might be best to use in this context and ideate interventions. The interventions are put in the four buckets aligned with Influence Model to make sure our ideas are cover the quadrants.
4. Vote on solutions
5. Prioritize solutions on the Desirability, Viability, and Feasibility (DVF) Venn diagram
Placing highest voted ideas on the VDF helps to narrow down interventions to the once which are most appropriate for the time. It is also a good moment to think with about value for customer, buisness, and operations.
6. Assign responsible stakeholders
The stakeholders are making the decision which of the selected interventions they will be responsible for. This is a good way to make sure you everyone is in agreement and that next steps will follow.
8. Change blueprint (can be done post workshop as a takeaway)
Align intervention against existing service line. In this example I aligned the Change Journey with the interventions planned for 1st month.
