COV Eng Dept - DT Bootcamp SD project 2019

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DESIGN THINKING APPROACH TO DIVERSITY & INCLUSION CHALLENGE TEAM IWERC, MOSAIC 26 FEB 2019


TABLE OF CONTENTS • • •

• •

Client Problem statement Overview of Design Thinking Discovery & Insights • Use of Framing (Context & Objective) • Use of Framing 2 (Research Questions) • User Insights • User Journey • Business Model Canvas • Value Proposition Define The Insights • Specific Challenges • How-Might-We Statements Ideation • Ideation (Idea Sort & Selection) • User Prototypes • Personas • Storyboards Prototype & Testing • Key Solution Ideas • Feasibility (Service Blueprint) • Test Preparations (Touch Points) • Evaluation (Test the Experience) Deliver Phase • Roadmap


CLIENT PROBLEM STATEMENT The City of Vancouver is striving to become the greenest city in the world, and a city powered entirely by renewable energy before 2050. We are proud to be one of BC's Top Employers, Canada's Best Diversity Employers, and one of Canada's Greenest Employers. With employees that have helped Vancouver consistently rank as one of the world's most livable cities, the City values a diverse workforce which represents the vibrant community we so proudly serve. We have an innovative, inclusive and rewarding workplace. Mission and values Mission Create a great city of communities that cares about our people, our environment, and our opportunities to live, work, and prosper. Values We conduct ourselves based on these six values. Responsiveness We are responsive to the needs of our citizens and our colleagues. Excellence We strive for the best results. Fairness We approach our work with unbiased judgement and sensitivity. Integrity We are open and honest, and honor our commitments. Leadership We aspire to set examples that others will choose to follow. Learning We are a learning workplace that grows through our experiences. Engineering is the largest department at the City of Vancouver and we have 32 distinct branches. Our Engineering department is divided up into two groups: Design and Operations. Our staff are located at multiple offices and works yards across the City. The city of Vancouver is working on diversity and inclusion as one important point into the City, for that reason, we would like to know:

How we can make applying to City jobs more appealing to applicants from diverse backgrounds and cultures?




OVERVIEW OF DESIGN THINKING MINDSET AND SERVICE DESIGN PROCESS “Design Thinking is not only about the Process and Tools. It is about People as well: about you as a Design Thinker and about the People you want to create Value for and with. And so, before we jump into the process of using Design Thinking to generate and test ideas, we want to focus on your mindset and look at whether your mind is prepared to both see and act on opportunity when it shows up in your world.





DISCOVERY & INSIGHTS

DISCOVER

DEFINE

IDEATE

TEST


DISCOVERY PHASE

Framing 1 (Context & Objective)

• We started with Discovering the objective and setting the context Prior to our Site visit to COV, using the below tool. • We updated this tool post our visit to COV on 15 Feb, 2019


DISCOVERY PHASE

Framing 2 (Research Questions) • This tool helped us narrow down the users whom we need to question for more information and insights. • It also helped us in arriving at the right questions that need to be asked


DISCOVERY PHASE

User Insights (User Observation & Contextual Immersion) All the Insights we gathered for each user, we recorded them in this tool. We created one each for each user. This one below is for a Potential COV Applicant.


DISCOVERY PHASE

User Insights (User Observation & Contextual Immersion) This is the same tool used below but this time for Justine as a COV Representative


DISCOVERY PHASE

User Insights (User Observation & Contextual Immersion) This one below is for Sarah as a COV Representative


DISCOVERY PHASE

User Journey This tool helps to the detail the Journey a User goes through while applying for COV, with the experiences captures before, during and after the service. We interviewed a Potential Application user and recorded the insights in this tool.


DISCOVERY PHASE

User Insights (Interview: User Experience) This tool helps in capturing the Emotional aspect of the user experience. It details out the Phases in the experience with pointers on whether he/she was Satisfied or Unsatisfied with reasons for the same. We interviewed two different Applicants and their response is gathered together in this tool below (Black and Red lines below)


DISCOVERY PHASE

Business Model We gathered Business Model related Information for the COV Recruitment Process as a service (business). This helped us realize insights and also made us realize that we had limited information on the process since we filled it with whatever information we had.

Online: - COV website - (list other spaces you had found them to connect, such as Mosaic, etc.)

- potential/future: students, University grads - experienced professional


DISCOVERY PHASE

Value Proposition We tried to find the Pains and Gains of a Job Applicant (User) and map it with the Pain Relievers and Gain Creators to Arrive at the Value Proposition Model for COV Recruitment Process.

User Job: Find a job posts apply for jobs Get interview Get Best Salary offer Get extended benefits Job accessible by (transit or car?)


DEFINE THE INSIGHTS

DISCOVER

DEFINE

IDEATE

TEST


DEFINE PHASE

SPECIFIC CHALLENGES The next Step in our Process was to define the Specific Challenges COV was facing in relation to the Overall Problem Statement. The following are some of the Specific Challenges we arrived at: • Define and Measure Diversity • Need to Develop a Strategy to improve Diversity • No Ratio/Statistics available for Diverse groups such as Visible Minority, Disabled and Indigenous • Application Process Challenges • Lack of Diverse Qualified Applicants • Outside Perspective

• Challenges in Existing Hiring Process • Possibly a lengthy Recruitment Process • Not aware of Best Practices from other Departments • Target Segment Possibly not clear • Applicants lack of Clarity in Applying • Any Further Assistance • Any policies to Support/Ensure Diversity

• Lack of Feedback in the Application process


DEFINE PHASE

How-Might-We (HMW) Statements Specific Challenges in hand along with the value propositions of both user and business needs, we now worked to REDEFINE the problem statement with all that we now know, to allow for a more holistic perspective and open it up to allow opportunity to innovate. We used the perspective of “How Might We?” and arrived at many different angles to look the Challenge. Some of the statements were as below: • How might we reach out to more Diverse Community? • How might we benefit the Diverse Group to make it more appealing to them? • How might we improve the application process and make it more efficient to Diverse applicants?

More examples in the picture below.


DEFINE PHASE

New How-Might-We (HMW) Statement After all the Brainstorming and Grouping of ideas, we arrived at the below TWO perspectives of looking at the Challenge and decided to Split Our Teams to work on the Following Statements separately.

We used this newly formed How Might We Statements going further in our process, which helped us to look at opportunities which embodied the new empathy driven words, such as Motivate, Encourage, and Enlighten skilled applicants.

COV-1 Given Problem Statement

HMW-1

COV-2

Given Problem Statement

HMW-2


IDEATION

DISCOVER

DEFINE

IDEATE

TEST


IDEATION PHASE

Idea Brainstorming We then did a facilitated Collaborative Brainstorming session to Accumulate as many wild Ideas as possible, based on Ideas that came to us when we look at the 'how might we" statements. After the brainstorming, we grouped them by common themes, creating affinity groupings. The activity looked as below for the two COV teams.

COV-1

COV-2


IDEATION PHASE

Ideation (Idea Sort & Selection) From the two HMW statements, we were able to Generate a few Ideas that could be Explored for Improving the Diversity and Inclusion situation in COV. We classified the generated Ideas in the following matrix. Since we had two groups working on two different angles, we have two Ideation Matrix.

COV-1

REVISE HR PROCESS

DIVERSITY QUOTA

STUDENTS SCHOLARSHIP

ANNUAL CARNIVAL (FUN JOB FAIRS)

HUMOUROUS SOCIAL MEDIA POSTS

HIGHLIGHT BENEFITS TO TARGETED SEGMENTS

CONDUCT SURVEY (INTERNAL STRATEGY)

MENTORSHIP PROGRAM

INTERACTIVE TECHNOLOGY (VIDEO SHOWING)

GUIDED TOURS

AGGRESSIVE PARTNERSHIP


IDEATION PHASE

Ideation (Idea Sort & Selection) The below Matrix is for the Ideas generated by COV-2 Group.

COV-2


IDEATION PHASE

Ideation (Idea Sort & Selection) From The Idea sort Matrix, we chose the following 8 solutions that were either FEASIBLE ORDINARY and FEASIBLE ORIGINAL to Prototype Solutions and Validate further 1. Internal Strategy 2. Aggressive Collaboration 3. Guided Tours 4. Mentorship Programs

5. Interactive Display (Video showing) 6. Highlight Benefits for targeted groups 7. YouTube Video Series 8. A Day at COV (Open door Events) 9. TED Talks

Once we had a list of Possible Recommendations, We created the User representations to think about them and then created the Personas of who they are in more detail before referencing them to prototype Our solution concepts (using storyboards)


IDEATION PHASE

Personas (Users) We used the Cues we derived from the Storyboards to arrive at Various Personalities of some of the Users. Here are Two Different Applicants from Diverse Groups and their Respective Personas


IDEATION PHASE

Personas (Users) Here are the Personas defined for Two More Users:

• One Applicants from one of the Diverse Groups (Disabled) • An Engineer currently employed at City Of Vancouver


IDEATION PHASE

Personas (Users) Here are the Personas defined for Two More Users:

• One Applicants from one of the Diverse Groups (Disabled) • An Engineer currently employed at City Of Vancouver


IDEATION PHASE

Prototype (Users) In order to make sure we further looked from each of the User Group’s Perspectives, we created user figurines to have a visual reminder and experience thinking about them, their needs and values. The following were the various User prototypes we created, which inspired us.


IDEATION PHASE

Storyboard (Service Concept) The We started with Creating Storyboards for each of the above Solution-Ideas. We Prototyped to test out the solution idea in a fast and simple way by outlining the concept first in a fast-fail method (we had time limits to force quick concepts and not over think it). It helped us put Ourselves into the User Persona and realize what their journey could be like, what the experiences could be, ideally of course. These two Story boards were Created for Validating the Internal Strategy Solution and Aggressive Collaboration

Solution Idea -1

STRATEGY

Solution Idea -2


IDEATION PHASE

Storyboard (Service Concept) These are for ‘Guided Tour’, ‘Mentorship Program’ and ‘Highlighting Benefits for Targeted Segments’ Solution Ideas. Solution Idea -3

Solution Idea -4

Solution Idea -5


IDEATION PHASE

Storyboard (Service Concept) Some More Story boards for the Different Solution Ideas are as below Solution Idea -6

Solution Idea -7 YOUTUBE VIDEO SERIES


IDEATION PHASE

Storyboard (Service Concept) These ones are for ‘A Day at COV (Open house Events)’ and ‘TED Talks’. Solution Idea -8

Solution Idea -9 A DAY AT COV (OPEN HOUSE EVENTS)

TED TALKS


PROTOTYPING & TESTING

DISCOVER

DEFINE

IDEATE

TEST


PROTOTYPE PHASE

Developing the Solution Ideas Through Prototyping Storyboards and Personas were the first initial tools to form the ideas. We now take the solution ideas and develop them into prototypes to see whether the Solution Ideas are Feasible enough and further iterate or drop them as not feasible. We also went back to the Key Action Words from our How-Might-We Statements which were as below:

• How might we MOTIVATE and • How might we ENCOURAGE and ENLIGHTEN We tried to Link our Ideas with the above Keywords and the following Final most Impactful Solutions made the cut for us to recommend to you. The details of these four Solutions with their Prototypes are listed out in the following pages. Internal Strategy Aggressive Collaboration & Events Guided Tours YouTube Video Series


PROTOTYPE PHASE

Recommendation 1 – Internal Strategy

Feasibility (Service Blueprint) For each solution, we used a few tools to Validate and Evaluate the Idea. For the internal Strategy, we started with the ‘Service Blueprint’ tool which helped us in identifying the Activities, Touchpoints and Processes, Before, During and After use of the Service, in our Case the Solution Aspects

Spread the word within COV to bring Awareness on Diversity & Inclusion Challenge Emails to all Employees. Promotional Material (Posters maybe) in Common areas of office Talk more about COV’s Diverse Culture Intent and Spread the word internally and Externally Diversity Team SPOC to work with HR maybe for content of the email/Poster and work on it being sent/posted regularly. In case of Posters (or any other Promotional Material), COV teams might have to co-ordinate with vendors to get things done on time

Send out the Survey to get Statistics Call for Volunteers to for a Diversity-Inclusion Team Maybe

Set ‘SMART’ Goals and let the teams know with Timelines/Targets etc.

Conference Emails with Monthly Company Wallpaper maybe rooms/Meetings (with Diversity Picture) Be aware of the Goals and Volunteer for Diversityhelp in achieving them in Answer the Survey ways possible, maybe by email as and how they Inclusion Team and also use the monthly Wallpaper providing References for see it appropriate for their Computer screen Diverse Candidates Survey Emails

Draft Employee Friendly Survey with ‘Not-willing-toshare-Info’ Option Look for Sample Surveys that other Companies might have used

Call for Volunteers and form the Diversity Team. Create Wallpapers and roll them our regularly May have to work with External Design Partners to get the Wallpapers created.

Work with Diversity Team to set Feasible Goals and Broadcast the Goals to the relevant Stakeholders Look for Best Practices from other institutions maybe to arrive at Goals.

Follow-up consistently with Teams and Track Progress Regularly to complete the Cycle Meetings, Progress Reports, Emails. Maybe help Diverse Employees to feel comfortable and not different at the work place for them to Gel in well with the team Review Goals Regularly to check if they still make sense. Revise them as necessary Repeat the cycle of working with External Partners consistently.


PROTOTYPE PHASE

Recommendation 1 – Internal Strategy

Prototypes

For the internal strategy, we created Prototypes of the Survey form, the Company Wallpaper and Statistics & Progress tracking. Sample Employee Survey Form

Sample Wallpaper (Revised Monthly Maybe)


PROTOTYPE PHASE

Test Preparation (Touch Points)

Recommendation 1 – Internal Strategy

The next step was to detail out the Prototypes, Elements of the Touchpoints we would need to Prototype through Props or Role Playing. We used the ‘Test Preparations’ tool to focus on what Prototypes we could create based on the Touch Points that we listed down here.


PROTOTYPE PHASE

Recommendation 1 – Internal Strategy

Evaluation (Test the Experience)

We used this tool to record the pains and Gains of the Users, Customers and Backend support teams in executing the ‘Internal Strategy’ after we tested the Prototypes. For this solution, we used Story boards and Research as tools for Validation of the Idea. When we role played, One team member observed the experience and noted the feedback or emotional response during the role play

INTERNAL STRATEGY

COV

All COV Employees COV Employee Volunteer Team COV HR & Finance Dept.

-

Team work Positive Communication Lack of Awareness of COV’s Diversity Intent -

Contribute to Company’s Mission Build Relationships Additional Time and Effort Required Get more Diverse Applicants - Budget for Marketing, Planning & Implementation


PROTOTYPE PHASE

Internal Strategy – Recommendation Summary The following Depicts the Key Ideas of this Recommendation. The Picture on the right indicates some examples of “SMART” Goals that can be Explored

Recommendation 1 – Internal Strategy


PROTOTYPE PHASE

Feasibility (Service Blueprint) We did the similar exercise for our next recommendation which is the Aggressive Collaboration. There were two angles that we explored as part of this recommendation for which we again used Service Blueprint Tool to capture Activities, Touchpoints and the processes involved. - Collaboration with Partners (Feasibility Chart on the right) - Event Hosting and Participating (Feasibility Chart in the next page)

Recommendation 2 – Aggressive Collaboration Collaboration with Partners


PROTOTYPE PHASE

Feasibility (Service Blueprint) We did the similar exercise for Aggressive Collaboration recommendation. We used the same Service Blueprint Tool to capture the activities, touchpoints and the processes involved in this recommendation.

Recommendation 2 – Aggressive Collaboration Events Hosting


PROTOTYPE PHASE

Prototypes (Partners Related) For the Partners Collaboration related Perspective of this recommendation, the Prototypes we created included Branded or Promotional Materials like Folders, Coffee Mugs and we tested them through tools like Role Plays that we enacted and Research Interviews.

Recommendation 2 – Aggressive Collaboration


PROTOTYPE PHASE

Prototypes (Events Related) As for the Events angle, we Researched Relevant event examples that COV could Host/Participate in. Below are the samples of such event examples that we think COV can explore.

Recommendation 2 – Aggressive Collaboration


PROTOTYPE PHASE

Test Preparations (Touch Points)

Recommendation 2 – Aggressive Collaboration

The Prototype details and the Touch Points for this solution are listed in the following tool.


PROTOTYPE PHASE

Evaluation (Test the Experience)

Recommendation 2 – Aggressive Collaboration

We recorded the pains and Gains of the Users, Customers and Backend support teams in executing the recommended solution. In this case, Applicants were the users, Frontend were the Partnered Organizations while the Backend consisted of COV Teams.


PROTOTYPE PHASE

Aggressive Collaboration – Recommendation Summary The following Depicts the Key Ideas of this Recommendation.

Recommendation 2 – Aggressive Collaboration


PROTOTYPE PHASE

Feasibility (Service Blueprint) For our next recommendation the Guided Tours, we followed a similar exercise. We used the same Service Blueprint Tool to capture the Activities, Touchpoints and the processes involved as part of this Idea.

Recommendation 3 – Guided Tours


PROTOTYPE PHASE

Prototypes (Partners Related) For this recommendation, the Prototypes we created were Welcome Goodies for Guided Tour Visitors like Brochures, Coffee Mugs, Bookmarks and we tested them through Role plays.

Recommendation 3 – Guided Tours


PROTOTYPE PHASE

Test Preparations (Touch Points) The Prototype details and the Touch Points for this solution are listed in the following tool.

Recommendation 3 – Guided Tours


PROTOTYPE PHASE

Evaluation (Test the Experience)

Recommendation 3 – Guided Tours

We used this tool to record the pains and Gains of the Users, Customers and Backend support teams in executing the Guided Tour Solution.


PROTOTYPE PHASE

Guided Tours – Recommendation Summary The following Depicts the Key Ideas of this Recommendation.

Recommendation 3 – Guided Tours


PROTOTYPE PHASE

Feasibility (Service Blueprint) Last but not the least, we followed a similar process for our Final Recommendation, the YouTube Video Series. We used the same Service Blueprint Tool to capture the Activities, Touchpoints and the Processes involved in this recommendation.

Recommendation 4 – YouTube Video Series


PROTOTYPE PHASE

Recommendation 4 – YouTube Video Series

Prototypes

We are attaching the Props we used for Presenting the YouTube Videos Recommendation in here. The specific recommendations can be found in each of these Props. Video on COV Home Page

Video on COV Careers Page

Video on COV Job Sites


PROTOTYPE PHASE

Recommendation 4 – YouTube Video Series

Prototypes

We are attaching the Props we used for Presenting the YouTube Videos Recommendation in here

COV YouTube Channel Playlist-1

COV YouTube Channel Playlist-2

Validation of Our Idea from City of Surrey Website

Best Practice that can be Re-applied


PROTOTYPE PHASE

Evaluation (Test the Experience)

Recommendation 4 – YouTube Video Series

We used this tool to record the pains and Gains of the Users, Customers and Backend support teams in executing the ‘YouTube Video Series’ Recommendation.


PROTOTYPE PHASE

YouTube Video Series – Recommendation Summary The following Depicts the Key Ideas of this Recommendation.

Recommendation 4 – YouTube Video Series


DELIVER PHASE

ROADMAP Finally, to summarize, we are hereby presenting a Road map wherein we have divided our Recommendations into three sections: 1. Minimum Viable Solutions: This includes the steps that can be taken immediately without having to spend too much time or resources 2. Pilot Projects – Roll-Out: This would be the second set of tasks that might need to done to move ahead for each recommendation, including rolling our Pilot Projects. 3. Full Implementation: This set of tasks are the once that will need more planning and time to execute and will be part of a Full Implementation.


FOOTNOTES • https://vancouver.ca/ • • • • • • • • •

https://www.facebook.com/CityofVancouver https://twitter.com/CityofVancouver https://youtube.com/CityofVancouver https://www.linkedin.com/company/city-of-vancouver https://www.surrey.ca https://www.glassdoor.ca/Reviews/City-of-Vancouver-Canada-Reviews-E248715.htm http://triec.ca/pins/ https://www.eventbrite.ca/d/canada--vancouver/events/ https://www.bctechnology.com/companies/Association-of-Professional-Engineersand-Geoscientists-of-British-Columbia-(APEGBC).cfm


IWERC TEAM COV Sumedha Venkatesh

Krishnaveni

Financial Analyst (CFA, MBA) reneeshaocfa@gmail.com 778-858-7662

IT Project Manager sumedha85@gmail.com 236-996-7875

Instructional Designer (Learning & Dev) tkveni@hotmail.com 604-618-9324

Lihui (Maggie) Mao

Hercy He

Leema Vadamalainathan

Thu Nguyen (Tea)

Campus Recruitment Manager Lihui.mao@gmail.com 604-996-6761

Customer Relationship Manager hexie0223@gmail.com 604-841-5881

Accounting Clerk leemsleema@gmail.com 587-938-1987

Administrative Assistant, Customer Service Rep ngth254@gmail.com 778-718-8357

Nasrin Fattahi

Yuliya Sakalova

Feibing Zhang

Karina Gallardo

Administrative Assistant nasrin_fattahi@hotmail.com 778-230-0595

Administrative Assistant, Accounting Clerk yuliya.sakalova@gmail.com 778-302-5626

Project Manager zhangfeibing@gmail.com 778-636-8336

Recruiter karinadianaga@gmail.com 778-522-3678

Noor Masood

Shizhen Shao

Graphic Designer/Admin Assistant noor.masoodb@gmail.com 778-788-1505


Shao Feibing

THANK YOU! Krishnaveni

Sumedha

Noor

Nasrin

Maggie

Hercy Tea

Yuliya Leema Karina