+ + WHAT I AM WORKING ON AT THE MOMENT APPLICATION OF BEHAVIOURAL INSIGHTS IN SERVICE DESIGN CIRCULAR ECONOMY & SUSTAINABLE COMMUNITIES

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Julianna Henderson
5 years ago
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1 HELLO

2 WHAT I AM WORKING ON AT THE MOMENT DESIGN OF SERVICES & POLICY INTERVENTIONS APPLICATION OF BEHAVIOURAL INSIGHTS IN SERVICE DESIGN + + CIRCULAR ECONOMY & SUSTAINABLE COMMUNITIES METHODS & APPROACH DESIRED POLICY OUTCOMES POLICY DOMAINS

3 EXISTING SERVICES MINDSETS & MICRO-LABS SYSTEMS & LEGITIMACY

4 AIR QUALITY, CLIMATE CHANGE, RADIATION

5 WATER QUALITY & CATCHMENTS

6 CIRCULAR ECONOMY 16.4 Million Tonnes Exports 50 Million Tonnes Other Outputs (e.g. emissions to air) Other sources (industry, agriculture) 49% Construction and demolition waste 28% Municipal waste 23% 74.3 Million Tonnes Domestic Material Extraction (2013) 109 Million Tonnes Direct Material Input (2013) 92.7 Million Tonnes Domestic Material Consumption (2013) 11.9 Million Tonnes Waste (2016) 2.7 Million Tonnes Municipal Waste (2016) 34.7 Million Tonnes Imports (2013) 1 Million Tonnes Landfill (2012) 607 Thousand Tonnes Recovered (2012) 156 Thousand Tonnes Compost / Digestion (2012) 843 Thousand Tonnes Export (2012) 427 Thousand Tonnes Incineration (2012)

7 EXISTING SERVICES how can we redesign an existing business support service so that is enables organisational behaviour change and helps Ireland deliver on national Circular Economy policy aspirations

9 DESIGN FRAMEWORK DISCOVER (research) DEFINE (synthesis) DEVELOP (prototypes) DELIVER (launch) EVALUATE policy / service problem RESEARCH, INSPIRATION & USER NEEDS CLARIFY PROBLEM & DESIGN 0PPORTUNITY GENERATE IDEAS, PROTOTYPE IMPLEMENT, LAUNCH, SCALE IMPACT EVALUATION & ROI ETHNOGRAPHY BEHAVIORUAL INSIGHTS USER RESEARCH (LAB/FIELD) SERVICE SAFARIS CONTEXTUAL INTERVIEWS DATA SCIENCE ASSESSMENT CRITERIA USER JOURNEY MAPPING THEORY OF CHANGE FOCUS GROUPS PERSONAS NETWORK BUILDER CO-DESIGN SCENARIOS LOW FIDELITY PROTOTYPES (STORYBOARDING, SKETCH TEMPLATES, ROLE PLAYING) ONLINE CONCEPT TEST A/B RANDOMISED CONTROL TRIAL BUSINESS MODEL CANVAS SERVICE BLUEPRINTING INVESTABLE PROPOSITION OPEN INNOVATION MODELS RESOURCING, STAFFING, PARTNERSHIPS LOGIC FRAMEWORK DEVELOPMENTAL EVALUATION REALIST EVALUATION

10 POLICY DESIGN & SYSTEMS FAILURE

11 NATIONAL SERVICE PROVIDERS EPA SEAI Business Resource Efficiency & Waste Energy & Climate Sustainability Central Government Enterprise Ireland Teagasc An Taisce Bord Bia DOECLG Econcertive NPWS DAFM IDA NSAI Free Trade Ireland Forfas Offaly County Council Repak Crosscare DAHG Public Sector Farming Household Schools, HE Community Local Authority Combination

12 BEHAVIOUR CHANGE FRAMEWORK (OUTCOMES) organisation structure skills & knowledge Who we are & how we organise ourselves CAPACITY purpose, culture & norms trust & history rules of thumb / heuristics How we make decisions DECISION MAKING BUSINESS BEHAVIOUR The context we re working in CONTEXT networks operational context strategy & group think business model(s)

13 FIELD RESEARCH

18 SERVICE PROPOSITIONS W O openworks an open platform for the circular economy

19 MINDSETS & MICRO-LABS how can we build a service design mindset in an organisation where there is no formal service design capacity

STAGES Awareness Consider & Explore Decide to register Participate in network Leave or disengage Discover Investigate Join Receive Contribute Advocate Leave doing Manager or DOS suggestion Google

24 STAGES Awareness Consider & Explore Decide to register Participate in network Leave or disengage Discover Investigate Join Receive Contribute Advocate Leave doing Manager or DOS suggestion Google NIECE Talk to colleagues Find & complete form Login to EDEN Register with EDEN Wait for approval Decide areas of interest Receive password Login via EDEN Explore documents Receive news / updates Attend training Post messages & Qs Join Working Groups share with colleagues share at events lose interest move to different role thinking How do I do my job well? What is the benefit? How do I join? How long will it take? is this going to take up all my time? What is the best fit for me? I don t want to be seen to not know? I can t see relevance How do I connect with peers? Do I know any members? Can I speak to someone for help? Why is it not mobile friendly? Can I find info relevant to me? What if nobody replies? I don t feel engaged How can I get help with X? Why can t I find info online? Can I set my own password? Can I (un)subscribe to news? How much time will this take? Do I deregister? How can I be seen to improve? Am I eligible? (due to role) Who is approver? Where / when do I get training? touchpoints Colleague Computer EDEN Registration form Approver Platform Network Documents Working groups feeling Anticipation Expectation Relief Satisfaction Engaged Unsure Indecision Confusion Frustration Delay Uncertainty Overwhelmed Underwhelmed

25 Stakeholder Map who does the person with responsibility for submitting the Water Safety report to the EPA have to interact with in order to produce the report. CER EXTERNAL Water plants Licenced facilities Farmers people & organisations IRISH WATER LAs data & research decision points Regional lead IMMEDIATE TEAM Public Water Supply themes policies EPA Implementation group finance & resourcing Households septic tanks Asset Strategy Private Supplies Group water schemes

26 DESIGNING ACCESSIBLE TOOLS BEHAVIOUR CHANGE CANVAS TEAM GROUP/PROJECT GOAL assumptions data gaps what do we think we know? what do we actually know? existing behaviour what are they doing now? evidence desired behaviour why are they doing it? motivations - emotional status sel-expression altruism motivations - logical achievement competition reward how will you help them make better choices? easy attractive social timely

27 SYSTEMS & LEGITIMACY how can we build legitimacy and authorisation for service design and how does this fit into the wider innovation system of the organisation and policy domain

28 SERVICE INNOVATION FRAMEWORK Existing evidence, research Lab, field experiments Horizon scanning Service co-design Prototype (trials, small grants) Service & programme Scale knowledge & evidence experiment co-create synthesise implement Research, identify needs, risks, existing solutions Clarify change opportunity & co-create potential solutions Develop small scale actions, prototypes, trials Implement programme or service Impact evaluation, ROI, SROI, LCA Scale as appropriate

29 SERVICES ~ SYSTEMS CONCEPT TO CONSEQUENCES RIGOUR ~ RELEVANCE ETHICS & POLITICS

30 THANK YOU

WHY ACCOUNTANCY & SOCIAL DESIGN

OPEN DESIGN STUDIO WHY ACCOUNTANCY & SOCIAL DESIGN Last year, we launched a ground-breaking partnership with the Royal Society of Art, which explored the future of our society and outlined a vision for