Journey mapping
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Identifying Community Centric Interventions
HCD MODULE 2
Use the Journey Map to identify what barriers and enablers are known, and what we must learn.
IN THIS LESSON:
JOURNEY MAP
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MAP ENABLERS
MAP BARRIERS
LEARNING QUESTIONS
Identify ‘barriers’ to seeking/supporting immunization
Identify ‘enablers’ to positively support or make attending immunization services easier
Identify ‘learning questions’ – assumptions or unknowns that must be investigated further with the community
An iterative process with simple tools
ABOUT HCD
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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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IDEA GENERATION
PROTOTYPING
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THEORY OF CHANGE
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Changing beliefs and behaviors is hard. HCD looks at many perspectives, interconnections and drivers to address the components parts of overarching challenges.
Challenges are one multi-dimensional
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JOURNEY MAPPING
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Experience of care
Point of service
Preparation,
cost & effort
Intent
Knowledge, awareness & belief
After service
Changing beliefs and behaviors is hard. We look at many perspectives, interconnections and drivers to address the component parts of overarching challenges.
Challenges are one multi-dimensional
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JOURNEY MAPPING
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Experience of care
Point of service
Preparation,
cost & effort
Intent
Knowledge, awareness & belief
After service
Use a systematic approach to deal with the messiness of humans.
MINDSET
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A ‘Journey Map’ plots every point of an experience: before, during and after the service delivery.
JOURNEY MAPPING
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Why we use a journey map:
JOURNEY MAPPING
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Journey to Health & Immunization
JOURNEY
JOURNEY
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Practical knowledge, norms and values, trust in vaccines and providers
Practical competencies, norms and values, perception of clients
JOURNEY
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Decision-making power, self-efficacy
Motivation/satisfaction, social recognition, community respect
JOURNEY
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Logistics of remembering, transport, childcare, juggling competing priorities, social & opportunity costs
Preparing, getting to clinic/outreach site, opportunity cost
JOURNEY
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Appropriateness and convenience of services, service hours, wait times, welcoming environment
Training, job aids, workload, facility/flow
JOURNEY
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Attitudes of health workers, physical conditions, record-keeping, client satisfaction
Interpersonal communication skills, �trust building, pain mitigation, training and experience, social distance
JOURNEY
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Information on when & where to return, side-effects, sharing +/- experience with community
Family and community respect, celebration �of achievements, supportive supervision
Mapping knowledge, influence and behaviour
JOURNEY MAPPING
1. Design for Knowledge
Changing what people think and know about vaccination.
�Randomized trials have shown that even when we change perceptions, it does not necessarily change behavior.
2. Design for Influence
Using social pressure to motivate users to get vaccinated.
�A promising approach, more research is needed.
3. Design for Behavior
Leveraging, but not trying to change, what people think and feel. Interventions that remove inconveniences and make taking action easier.
�These interventions are by far the most plentiful and effective in the literature.
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Source: Increasing Vaccination: Putting Psychological Science into Action, Brewer et al comprehensive meta-review, 2017
Consider all stages to reduce friction and make taking action easier throughout.
MINDSET
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Journey maps
dissect overwhelming challenges into smaller and more approachable barriers.
JOURNEY MAPPING
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Look for barriers to adopting, supporting and sustaining immunization practices.
We will explore the barriers on all stages of the journey from the perspective of all personas.
CONSIDERATIONS
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Map barriers to having the awareness to supply immunization services
Example: The health worker does not have access to the information about the COVID 19 vaccines, so he is not able to communicate them to the youths.
BARRIERS
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Map barriers to having the intent to seek immunization
Example: The young girl heard from her friend that the COVID-19 vaccine causes infertility and women are less likely to contract it.
BARRIERS
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Map barriers to prepare to support immunization
Example: The father has many other priorities that come before health, so he doesn’t follow-up to encourage his children to get the COVID 19 vaccine.
BARRIERS
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Map barriers to support immunization after service
Example: The community leader doesn’t know what the community rates and numbers are, so he does not who is falling behind so that he can encourage them to do better.
BARRIERS
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Once we list the specific barriers, we look for enablers .
IDENTIFYING OPPORTUNITIES
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Enablers can be people that create social norms
Examples: Who they listen to when making a decision or who they look to for advice (service provider, family, community leader, religious leaders, etc).
ENABLERS
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Enablers can be platforms that provide social influence
Examples: Mass media channels that they listen to, social media channels they follow, traditional celebrations or folk theatre they attend, etc.
ENABLERS
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Enablers can be activities that make services easier to remember and attend
Examples: Concrete thinking (commitments) or existing habits (visiting the market, attending a football match) help ‘automate’ the new behavior.
ENABLERS
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On your journey, for your persona:
GROUP ACTIVITY
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Governance & Health systems
Individual
Individual
Family
Community
Media environment
Knowledge, awareness & belief
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Intent
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Preparation, cost & effort
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Point of service
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Experience of care
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After service
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Follow-up
Follow-up
Follow-up
Journey to Health and Immunization
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1
Practical knowledge, norms and values, �trust in vaccines and providers
Practical competencies, norms and values, perception of clients
Decision-making power, self-efficacy
Motivation/satisfaction, social recognition, community respect
Logistics of remembering, transport, childcare, juggling competing priorities, social & opportunity costs
Preparing, getting to clinic/outreach site, opportunity cost
Appropriateness and convenience of services, service hours, social distance
Training, job aids, workload, facility/flow
IPC and treatment by health workers, physical conditions, use of home-based records, client satisfaction
Interpersonal comm. skills, trust building, �pain mitigation, training and experience, social distance
Information on AEFI and when & where to return, sharing +/- experience, reinforcement of vaccination as norm
Family and community respect, celebration of achievements, supportive supervision
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HUMAN CENTRED DESIGN TRAINING
Present your ‘Persona’ and ‘Journey’ activities.
Place dots on the 4 key points you want to present.
5 minutes per group.
GROUP PRESENTATIONS
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APPENDIX
Facilitator’s References
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Journey Map
plan and solve with a systems view using the ‘Journey to Health’
A Journey Map is a framework that considers every point related to taking an action: before, during and after. An action could be anything relevant to the focus area, from visiting the clinic for routine immunizations to seeking services or support for sexual exploitation and abuse, or changing a behavior like improving nutritional practices. It takes into account the six stages in order to identify the barriers and enablers of taking and sustaining the action.
We use a journey map because:
TOOLS
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2
Journey Map
TOOLS
Activity instructions:
This worksheet is updated after rapid inquiry to reflect what you learned from the community.
Note: This journey map is specific to health and immunization services. You may be using a slightly different version of the journey map (check next slides). Don’t worry, the instructions are the same!
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PDF POSTER VERSION ENG
FACILITATOR PREPARATION
Print one copy for each persona.
Modify and/or translate to fit the challenge.
Editable version available on next slide.
Governance & Health systems
Individual
Individual
Family
Community
Media environment
Knowledge, awareness & belief
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Intent
2
Preparation, cost & effort
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Point of service
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Experience of care
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After service
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Follow-up
Follow-up
Follow-up
Journey to Health and Immunization
Journey Map Opt 2
TOOLS
Activity instructions:
Note: This journey map is useful when thinking about behavior and behavior change.
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2
PDF POSTER VERSION ENG
FACILITATOR PREPARATION
Print one copy for each persona.
Modify and/or translate to fit the challenge.
Editable version available on next slide.
Journey to Behavior Change
Gaining awareness
Individual
Close friends. Family. Peers
Community
Society
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Contemplating
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4
Making preparations
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Taking action
Having the intention
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Sustaining
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Journey Map for
behavior change
JOURNEY
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JOURNEY
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Receiving practical knowledge and information.
“This topic is relevant to me and something I need to make a decision about.”
JOURNEY
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Evaluating the options against my norms and values.
“What do I think about this decision? What does my family and culture think about this decision?”
JOURNEY
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Making a decision.
“I’ve chosen the path I would like to follow.”
JOURNEY
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Preparing for Action.
“I need to find time, plan my route, save my money and make arrangements.”
JOURNEY
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Doing the thing.
“This is new for me and I don’t know how I will be treated”
JOURNEY
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Keeping it up.
“I will do this again.”