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Idea Generation

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Identifying Community Centric Intervention

HCD MODULE 5

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IDEA GENERATION

Generate creative solutions and identify the most promising interventions.

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BRAINSTORM

Collectively generate (brainstorm) as many ideas as possible

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3

IMPROVE

EXPLORE

Look at outside inspiration

Prioritize ideas that are desirable to the community

IN THIS LESSON:

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An iterative process with simple tools

ABOUT HCD

3

Share statistics

stories backed by data

DAY 1: DEFINITION

Discover learning goals

DAY 2: DIAGNOSIS

Empathize and understand

Day 3: DESIGN

Ideate and prototype

Day 4: IMPLEMENTATION

Test and evolve

People are

rational human

Closed open inquiry about challenges and solutions

Report on �Evolve your interventions

Define messages for Design interventions with the community

Challenges are one �multi-dimensional

Linear validation Cyclical iteration

PERSONA MODELS

JOURNEY MAPPING

RAPID INQUIRY

SYNTHESIS

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4

IDEA GENERATION

PROTOTYPING

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THEORY OF CHANGE

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Define messages for Design interventions with the community

Small changes and simple ideas can have an outsized impact on behaviors. HCD is inspired by existing habits and motivations for new, creative and integrated solutions.

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IDEA GENERATION

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Go beyond improving what exists...

MINDSET

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How might we share information with inspiration?

SOLUTION 1

Song

SOLUTION 2

Local event

SOLUTION 3

Celebrity speech

SOLUTION 4

Mural

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Interventions that go beyond communication

IDEA GENERATION

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Solve for the whole system

IDEA GENERATION

How might we switch the tone to combat misinformation and gain trust?

How might we provide positive role models for families? And inspiration they can internalize and pass on?

How might we combine health services with life skills to make it worth their time?

How might we make appointments available at locations and times families are available?

How might we use existing community structures to alleviate health workers?

How might we make positive stories of vaccination widely shared, visible & discussed in the community?

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Switch from linear, logical thinking to creative and dynamic thinking.

MINDSET

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IDEA GENERATION

Symphony — diverse perspectives

From how we ask a question, incorporate an activity, and choose the people to include — allow for perspectives that are different.

Play through �“yes, and...”

New ideas are vulnerable: make them better instead of pointing out why they will not work.

Empathy — walk �in their shoes

Share images and quotes to remember the challenge from the perspective of the community.

Story — outside inspiration

Use analogies, other services, education, private sector products/services, community traditions to drive new ideas.

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ANYONE can be creative — here a few approaches to consider: .

Use empathy, put yourself in the shoes of the community members: we will try to think not only about what is logical (makes sense) but what they would WANT. To really immerse ourselves in the community we will share images and quotes from research.
Invite diverse perspectives: at all times during the HCD process we want to make sure to allow perspectives that are different from ours.
Tell stories and use outside inspiration: we are going to show you examples from different fields and categories, so that you can get inspired
Stay open with “yes, and”: the ideas you will come up with are new and vulnerable. We will encourage you throughout to think about ways to make ideas better instead of focusing why they don’t or will not work.

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Instead of generic, universally applicable ideas

think of tailored

localized actions and solutions that focus on removing small, community-specific obstacles

IDEA GENERATION

PLAY

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HCD pushes us to move away from the generic, universally applicable ideas, and instead think of tailored localized actions and solutions that focus on removing small, community-specific obstacles.

Here is an example of the types of tailored ideas that can come from the HCD process.

DRUMS VIDEO: 6 Start to play until 1:47

https://drive.google.com/open?id=1Q5Icep6fE96CpJB6b_DN8RX1fzMKa1kK

In remote areas, getting access to health care and immunization services is a major challenge. Especially for those who live in the most remote spots: the remoteness makes it hard for them to know when the vaccinators will be present and more often than not it makes them miss the opportunity to vaccinate their children on time.
Need a solution that is responsive to this context, and to the needs of this community
Why not use a common tradition, a familiar sound that brings hope and happiness?
This shows a solution that removes a community-specific obstacle by leveraging a local tradution.

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Instead of ideas that focus on one service

think of ideas that are integrated, look across practices and invite the community to contribute

IDEA GENERATION

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In HCD we want to think of ideas that go beyond the ONE service we are trying to improve.

We want to make sure we look across practices, and invite the community to contribute their inputs.

Here is an example:

The Smart Start

https://www.ideo.org/project/smart-start

In order to make a case for contraception, it needed to be presented as something that girls—and the community at large—could get behind.
The IDEO.org team—in partnership with young people, Ministry of Health members, and the A360 consortium—explored different messages from dating to physical health to financial planning.
When the team tested a baby cost calculator they knew they were ushering in the solution.
The Smart Start message ultimately linked financial stability to family planning, presenting contraception simply and pragmatically—contraception is the leaway to save up for a home before a first born; it’s the difference between comfortably raising one child or making ends meet with two; it’s something that matters to husbands and community members; it’s understood in terms of prosperity.
This is an integrated idea that looks beyond contraception alone, it looks at other things that are important to the community (financial planning).

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Instead of predetermined solutions

think of inspired solutions, look at analogous examples from other fields

IDEA GENERATION

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The elephant and the rider: motivation drives behaviour

Elephant: Think of the elephant as our emotional motivation, often instinctive.

Rider: The rider is our rational, analytical side, responsible for our conscious decisions.

IDEA GENERATION

RATIONAL JUSTIFICATION

what we think �and say

EMOTIONAL MOTIVATION

what we believe and do

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As we generate ideas, it’s important to remember that motivation drives behavior. Consider the rider and the elephant. Imagine that this elephant and this rider represent our users.

The rider is their rational, analytical side with which they make conscious decisions.

The elephant is what they do and what they believe - it is their motivations, often instinctual.

Who do you think really drives?

Though it seems like the rider decides everything, the elephant can always interrupt the rider’s wants and focus on their instincts instead.

It is motivations that drive action and that is why if we understand the motivations of our users we can push them to action and really impact their behavior.

So throughout the idea generation stage, we will keep going back to what people are ALREADY doing, to what motivates them, to what they believe to make sure that we can find meaningful and useful solutions that spur action.

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Nudge! Behavioral nudges steer a person to a desired behavior, but leave open the option to choose.

IDEA GENERATION

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CATEGORIES OF NUDGES

make it EASY Harness the power of defaults Reduce the ‘hassle factors’ Simplify messages

make it SOCIAL Show most people perform the desired behaviour Use the power of networks Encourage public discussion and commitments

make it ATTRACTIVE Attract attention Provide compelling narratives Design rewards and incentives for maximum effect

make it TIMELY Prompt people when they are likely to be receptive Show the immediate costs and benefits Encourage people to make plans

*based on The Behavioral Insights Team ‘EAST’ model

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Time to get creative!

BRAINSTORMING SPRINTS

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Grab a pen or a marker
Grab paper
Fold it 4 times

(you should see 16 squares)

Write one idea per square

BRAINSTORMING

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HUMAN CENTRED DESIGN TRAINING

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Idea generation in HCD

ACTIVITY

Give background: the insight from synthesis
2-3 minutes for individual thinking (music will play!)

Go for QUANTITY!
Embrace wild ideas!

When music stops, share out top ideas

There are no bad ideas!

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In HCD, idea generation sprints are a great way to help us go for quantity and creativity without judgment. Before we get started, here are a few guidelines for a successful brainstorming session:

Allocate time for thinking of idea - ideas don’t just happen when you are doing other things, we need to set time aside to brainstorm and give this step of thinking of ideas our focus.
Invite different perspectives - having many different perspective in the room is enriching. We must allow for perspectives and voices that are different from our own. Invite the community, partners, other programmes to the brainstorming sessions. This way you will get to ideas you would have never gotten to on your own.
There are no bad ideas. Always avoid judgment. New ideas are vulnerable, they are sometimes unfinished, but they might have great potential.
Go for QUANTITY - think of as many ideas as you can, don’t limit yourself early on in the process. You can select later.
Embrace wild ideas! - you never know. We can always make a wild idea simpler, but it’s harder to make a boring idea interesting

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Round [insert number]

BRAINSTORMING SPRINT

These are template slides, you should fill them out and duplicate or as many rounds as necessary

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ROOT CAUSE

[Insert a root cause you have identified during the synthesis process]

IDEA GENERATION

[Place an image from the field - something that relates to the root cause that you have on the right]

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WE HEARD / WE SAW

[Insert inspiration from the field, what is something you heard or saw that might help tackle the root cause?]

IDEA GENERATION

[Place an image from the field - something that relates what you heard/saw in the field]

[Insert a quote you heard, something relevant to the inspiration below]

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ROOT CAUSE

[Copy the root cause]

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How might we [insert your creative prompt]

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[add additional instructions in case people are stuck]

IDEA GENERATION

[Place an image that relates to the example you want to share to inspire the brainstorming round: the example can be from any field]

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Round 1

BRAINSTORMING SPRINT

This round is an example pulled from another country. Replace with relevant content from your research.

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ROOT CAUSE

Distance, long waiting time and poor attitude of staff make the health facility experience very unpleasant for caregivers.

IDEA GENERATION

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WE HEARD / WE SAW

Having negative experiences deters them from coming back.

IDEA GENERATION

You see how it is, the queue is so long, they wait for hours.

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ROOT CAUSE

Distance, long waiting times and poor attitude of staff make the health facility experience very unpleasant for caregivers.

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How might we design a more welcoming and efficient experience for caregivers who are constrained by economic hardship?

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make it

fun

IDEA GENERATION

Easy, Attractive, Social

Make it fun:

Make it something people WANT to do because it’s something they enjoy doing (fun, attractive, etc.)

Example: Diva Centers in Zambia:

In Zambia, girls didn’t want to talk about sexual health with anyone or anywhere (not even in the clinic. So the team thought reaching girls where they already go, and building of what exists locally.
Ideo.org came up with a concept to make beauty salon where girls can talk about sexual health. At the Diva Centres, girls do their nails while having informal conversations about boys and sex. They hang out with friends, learn about contraception in their own terms from trained peers, and, when they’re ready, receive counseling and access to a variety of short and long-term birth control methods in a safe and judgment-free environment from a trained professional.
In this safe environment, girls begin to connect birth control with their future aspirations and get the information they need to make smart decisions from a safe and trusted resource.

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Round 2

BRAINSTORMING SPRINT

This round is an example pulled from another country. Replace with relevant content from your research.

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ROOT CAUSE

Men are not motivated or inclined to support immunization because it is not seen as a man’s issue, but rather the responsibility of the mother only.

IDEA GENERATION

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WE HEARD / WE SAW

Caregivers also have many competing priorities and need the support of their partners.

IDEA GENERATION

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ROOT CAUSE

Men are not motivated or inclined to support immunization because it is not seen as a man’s issue, but rather the responsibility of the mother only.

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How might involve men in the conversation around health services?

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make it

an event

IDEA GENERATION

Attractive, Social

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Round 3

BRAINSTORMING SPRINT

This round is an example pulled from another country. Replace with relevant content from your research.

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ROOT CAUSE

Communities are not clear on when or why to return for additional shots (HPV / second shot / boosters).

IDEA GENERATION

I got the vaccine, now I cannot get sick.

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WE HEARD / WE SAW

Community members gather regularly in specific places.

IDEA GENERATION

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ROOT CAUSE

Benefits of the vaccine are unclear and there is no positive reinforcement of the behavior.

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How might we make positive stories of vaccination widely shared, visible & discussed in the community?

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make it relevant

IDEA GENERATION

Easy, Social, Timely

Make it relevant:

Think of ways to use things that people are already doing (especially with peers or family members) and align with that.

Example: Tea sellers in Sudan:

In conservative communities in Sudan, mothers need their husband’s permission for all vaccinations but they are not allowed to request it. Discussing health and vaccination must be initiated by men.
In this community, men have tea together every day, it is a meaningful habit.
The team decided to leverage this tradition to encourage them to talk about immunization.
They brought elements of vaccination into the experience of having tea at tea sellers: the songs playing in the background, putting messages on tea cups etc.

https://drive.google.com/open?id=1f5xE2bQ2Hqhsz8lWQvJdQZzJQzOMnLbm&authuser=miguele%40thenucleusgroup.com&usp=drive_fs

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Round 4

BRAINSTORMING SPRINT

This round is an example pulled from another country. Replace with relevant content from your research.

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ROOT CAUSE

Rotating locations for vaccination days are not community driven – and therefore detrimental to the experience of care.

IDEA GENERATION

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WE HEARD / WE SAW

Ashas counsel families for health advice in their homes and have the autonomy to create a pleasant environment .

IDEA GENERATION

“Humein toh kohi puchta hi nahin”

Community Leader

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ROOT CAUSE

Rotating locations for vaccination days are not community driven – and therefore detrimental to the experience of care.

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How might we involve community leaders to improve the experience of care?

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build on

what

already exists

IDEA GENERATION

Easy

Build on what already exists:

Build on existing habits, things that people are already doing. Where are they meeting? What are their routines like? Etc.

Example: Street vendors in Jakarta:

In Jakarta, they found a great solution to a problem by thinking of what they have and what people are already doing
In the city, women wait for the bus next to the street vendors instead of waiting next to the bus stations, because they feel safer next to the vendors than alone.
Instead of trying to push women to wait alone next to the bus. The solution was to give street vendors the license to sell and stand next to the bus stops. This way they could help the women feel safer by using what is already there, what people are already doing. .
In this solution they are solving with what they have. Looking at the reality as it is.

https://medium.com/pulse-lab-jakarta/medans-city-government-adopts-recommendations-from-the-after-dark-research-475ee6b0e11f

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Round 5

BRAINSTORMING SPRINT

This round is an example pulled from another country. Replace with relevant content from your research.

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ROOT CAUSE

Adolescents see health and education as important, but don’t know how to fit them into constrained lives.

IDEA GENERATION

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WE HEARD / WE SAW

Finances and knowing how to make money is more important to the community.

IDEA GENERATION

I dropped out of school and I’m happy about it, at least I will not be a financial burden

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ROOT CAUSE

Adolescents see health and education as important, but don’t know how to fit them into constrained lives.

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How might we combine health services with life skills to make it worth their time?

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give

incentives

IDEA GENERATION

Attractive, Social

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Round 6

BRAINSTORMING SPRINT

This round is an example pulled from another country. Replace with relevant content from your research.

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ROOT CAUSE

Young mothers feel disempowered and lack a sense of purpose.

IDEA GENERATION

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WE HEARD / WE SAW

Mothers do not feel empowered to ask for much beyond the normalized gender roles.

IDEA GENERATION

Humein sab adhikaar milte hain, toh hum aur kyun mangein?

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ROOT CAUSE

Young mothers feel disempowered and lack a sense of purpose.

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How might we build community and increase self-confidence among young mothers?

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make it collaborative

IDEA GENERATION

Write 2 ideas on post its
Give your 2 post-its to the person on your right (and receive 2 ideas from the person on your left)
Build on the 2 ideas you were handed

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After a brainstorming session:

Gather ideas.
Cluster them into themes, and combine them in new ways.
Select ideas to prototype.

IDEA PRIORITIZATION

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1.

Put all the ideas on the wall

IDEA PRIORITIZATION

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2.

Cluster and combine ideas

IDEA PRIORITIZATION

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3.

Select ideas to prototype

IDEA PRIORITIZATION

Desirable

to community

Financially Viable

Technically Feasible

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EVALUATION

Select the interventions

TECHNOLOGICALLY FEASIBLE

Easy to implement
Easy to use
Technology available

FINANCIALLY VIABLE

Affordable
Aligns with programmatic priorities
Cost efficiencies over time

DESIRABLE TO �A COMMUNITY

Appealing
Inviting
Aligns with �values & beliefs
Supports existing �habits & priorities

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APPENDIX

Facilitator’s References

Idea Generation Introduction
‘Idea Generation’ step-by-step
Idea Generation Prompts database

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Idea Generation

identify tailored solutions that align with local habits and motivations

Ideas are the starting point of new creative solutions. HCD approaches ideas from an integrated perspective by looking at health practices and community traditions outside the field of immunization for inspiration. Good ideas activate a persona’s motivations and help make the desired behaviours easy.

Good ideas come from many ideas. Arriving at as many ideas as possible requires dedicated time and space to collectively think of new solutions. Idea generation combines methods and inspirations to find as many solutions as possible. Involving the community in this process can be a great source of new ideas!

TOOLS

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Idea Generation

Activity instructions:

Gather a small team to work together. Share findings from synthesis — root causes and inspiration.
Develop prompts for idea generation that help participants focus on a particular challenge to solve. Prompts should be not too broad and not too specific.
For each prompt, individually brainstorm possible solutions for 3-5 minutes. It’s helpful to set a timer and play music!
Share your solutions with the team. Continue alternating between brainstorming different prompts and sharing.
At the end of the brainstorming session, vote for your best ideas. They should be easy to implement and desirable to the personas.

TOOLS

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5

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IDEA GENERATION

DATABASE

Idea Generation Prompts

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make it

fun

IDEA GENERATION

Easy, Attractive, Social

Make it fun:

Make it something people WANT to do because it’s something they enjoy doing (fun, attractive, etc.)

Example: Diva Centers in Zambia:

In Zambia, girls didn’t want to talk about sexual health with anyone or anywhere (not even in the clinic. So the team thought reaching girls where they already go, and building of what exists locally.
Ideo.org came up with a concept to make beauty salon where girls can talk about sexual health. At the Diva Centres, girls do their nails while having informal conversations about boys and sex. They hang out with friends, learn about contraception in their own terms from trained peers, and, when they’re ready, receive counseling and access to a variety of short and long-term birth control methods in a safe and judgment-free environment from a trained professional.
In this safe environment, girls begin to connect birth control with their future aspirations and get the information they need to make smart decisions from a safe and trusted resource.

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make it

an event

IDEA GENERATION

Attractive, Social

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make it relevant

IDEA GENERATION

Easy, Social, Timely

Make it relevant:

Think of ways to use things that people are already doing (especially with peers or family members) and align with that.

Example: Tea sellers in Sudan:

In conservative communities in Sudan, mothers need their husband’s permission for all vaccinations but they are not allowed to request it. Discussing health and vaccination must be initiated by men.
In this community, men have tea together every day, it is a meaningful habit.
The team decided to leverage this tradition to encourage them to talk about immunization.
They brought elements of vaccination into the experience of having tea at tea sellers: the songs playing in the background, putting messages on tea cups etc.

https://drive.google.com/open?id=1f5xE2bQ2Hqhsz8lWQvJdQZzJQzOMnLbm&authuser=miguele%40thenucleusgroup.com&usp=drive_fs

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build on

what

already exists

IDEA GENERATION

Easy

Build on what already exists:

Build on existing habits, things that people are already doing. Where are they meeting? What are their routines like? Etc.

Example: Street vendors in Jakarta:

In Jakarta, they found a great solution to a problem by thinking of what they have and what people are already doing
In the city, women wait for the bus next to the street vendors instead of waiting next to the bus stations, because they feel safer next to the vendors than alone.
Instead of trying to push women to wait alone next to the bus. The solution was to give street vendors the license to sell and stand next to the bus stops. This way they could help the women feel safer by using what is already there, what people are already doing. .
In this solution they are solving with what they have. Looking at the reality as it is.

https://medium.com/pulse-lab-jakarta/medans-city-government-adopts-recommendations-from-the-after-dark-research-475ee6b0e11f

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give

incentives

IDEA GENERATION

Attractive, Social

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make it

playful

IDEA GENERATION

Easy, Attractive, Social

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make it useful

Easy, Attractive, Timely

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use a different voice

IDEA GENERATION

PLAY

Easy, Attractive, Social

Use a different voice:

Instead of using the same channel, voice or platform; go for a different a voice, one that holds more influence.

Example: Money lenders in Nepal:

In remote locations in Nepal, health workers are not delivering the right quality or frequency of services.
They do not feel safe traveling alone, and are unsure who to turn to for support.
In this community, money Lenders saw themselves as protectors of communities. If something good happens in the community, they will be part of it.
So the team found a way to activate the influence of money lenders. They encourage and mobilize money lenders to endorse and protect healthcare workers, involving them in health committees and activating the resources they have.
By giving money lenders the social recognition they want, we ensure health workers can reach remote and marginalized families.

https://drive.google.com/file/d/1T0YKwz9b-CHgysxTBwL_DnDggjYiXafE/view?usp=share_link

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reward

action

IDEA GENERATION

Attractive, Social

Reward action:

Similar to an incentive system, understand what motivates people and reward their actions or good practices.

Example: Covid testing in the Philippines:

In the Philippines, people were not getting tested for COVID19 even if the tests were conducted for free.
Because people were afraid of testing positive and of being judged for it by their community. So they preferred not using the free service and not knowing, rather than risk being judged.
At first the team tried to give everyone incentives. But then they built on that: They decided they would reward anyone who shows up to get tested with a bag of rice, and those who test positive would get an even bigger reward: a box of food that will last them a week !
They found a solution, created incentives for users and then they built on it.

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make it collaborative

IDEA GENERATION

Write 2 ideas on post its
Give your 2 post-its to the person on your right (and receive 2 ideas from the person on your left)
Build on the 2 ideas you were handed

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make it inspired

IDEA GENERATION