master thesis: "enhancing staff engagement in a social business through extensive use of...

!

E N H A N C I N G S TA F F E N G AG E M E N T I N A S O C I A L B U S I N E S S T H R O U G H

E X T E N S I V E U S E O F V I S UA L I Z AT I O N

« W E ´ R E N OT J U S T T E A R I N G D OW N B AT H R O O M S , W E ´ R E B U I L D I N G U P E AC H OT H E R »

B Y C A R O L I N E C H A F F I N

C A S E C O M PA N Y: M O N S T E R B E D R I F T E N , N O RWAY

«In the start of the project it is hard to

imagine what we are developing».

!

«A starting point for a good qualitative study project is to find and interesting and up-to-date topic or practical

problem».

Wildevuur et al. 2013

Eriksson et al. 2008

Wildevuur et al. 2013

Eriksson et al. 2008

«In the start of the project it is hard to

imagine what we are developing».

!

«A starting point for a good qualitative study project is to find and interesting and up-to-date topic or practical

problem».

R E S E A R C H Q U E S T I O N S!

Can service design visualization tools enhance customer engagement in a Social Business?

!

Sub-questions

• Which methods could be useful?

• Are there any considerations that must be taken into account in terms of staff?

• What is the impact of this extensive use of visualization for different

stakeholders?

!

!

T H E O R E T I C A L F R A M E W O R K

Social Economy

Customer Management

Service Design

Thinking


Visualization techniques

Customer- Dominant Logic

Social Entrepreneurship

Staff Engagement


Social Economy

Services Management

Service Design

Thinking





Staff Engagement

«Every single social and global issue of our day is a

business opportunity in disguise».

Peter Drucker

«In order to save the world,

we must treat it as a business».Emily Eakin

Profit-maximizing businesses

Social Businesses

N/A

Financial profit maximization

Self-sustainable (Repayment

of invested capital)

No recovery of invested capital

Social profit maximization

Not-for-profit organizations

lYunus et al 2010).

N O R WAY, 2 0 1 4

I S O L AT I O N

P O O R C H I L D H O O D C O N D I T I O N S

S C H O O L D R O P - O U T

B A D M E N TA L A N D

P H Y S I C A L H E A LT H

M I S S I N G C O N N E C T I O N

T O L A B O U R M A R K E T





B A D M E N TA L A N D

P H Y S I C A L H E A LT H





(Rasmussen, I., & Simson, K. 2014).

Former criminalsUnemployed

Re-contact old network/ friends

Government support: NAV

Follow up

?Prisoner: heavy sentence

New criminal attempt

B E F O R E M O N S T E R S I N C

Recruitment Monster.inc.

Network

Coaching

Paid work & experience

Paid housing & essentials

Prisoner with heavy sentence

Government support through Monster.inc. Monster.inc. offering

A F T E R M O N S T E R S I N C

«Brotherhood»

Quick hire «Learning by developing»

External requests, through Monster.inc.

5000 NOK month

Food

Activities

TransportTraining

Living

Respect

Care

Structure

Honesty

Responsibility

Coaching

Monster.inc. offering Monster.inc. values

Sub-contractor

A F T E R M O N S T E R S I N C

Community «Youth prevention» Coach «new members»

Goal: pursue dream within 1 year

«Get life back»

A F T E R M O N S T E R S I N CStaff

Bas leader

D O U B L E B O T T O M L I N E

S O C I A L VA L U E

Coaching and personal development

Housing & essentials

«Brotherhood»Paid work & experience

Social activities and training

«Help as many people as possible get a new start in life - and pay it forward»

D O U B L E B O T T O M L I N E

A calculation of Monster INC´s social impact has shown that by

moving youth from a life without work and dignity to a life with

work and dignity, saves the society for about 11 million NOK

(about 1,2 million Euro )

!

Even a youth that only has a 10 year work career and works 80 %,

will save the society for 3,2 million NOK.

(about 400 000 Euro)

E C O N O M I C A L VA L U E

P U R P O S E!

The purpose of the thesis is to study how Service Design Thinking can be applied in a Social Business to engage the

people at the heart of the business. !

Extensive use of visualization tools from Service Design Thinking was applied to bring a

starting point for boosting staff engagement in the case company, and give substance to ideas.


Social Economy

Services Management

Service Design

Thinking





Staff Engagement

C U S T O M E R - D O M I N A N T L O G I C

A need to enhance and facilitate customer activities to understand «how» value emerge and «how» value

experiences are constructed by the customers in their own world.

Staff

C U S T O M E R - D O M I N A N T L O G I C

This requires a change of mindset & application of methods that can help a business understand

customers tasks and life on a deeper level, and first then see how the service fits the

customer own goals.

Heinonen et al. 2010:537-545).


Social Economy

Services Management

Service Design

Thinking





Staff Engagement

V I S U A L I Z AT I O N I N S E R V I C E D E S I G N T H I N K I N G

!

Visualization enhance and keep empathy with users, and support engagement. !

Visualization plays an important part in organizational transformation.

Visser 2009 & Segelström 2009

Whyte 2008

Service Design Thinking reflects the users perspective and applies extensive use of visualization

Segelström el al. 2009 & Dervojeda et al 2014

WITH WHOM?!

BAS STAFF!& MANAGEMENT!

!

WHEN?!

FEBRUARY 2014 till !

NOVEMBER 2015

WHERE?!

MONSTERS INC:!Oslo & Mjøndalen, !

NORWAY

Action Research! with!

Service Design Thinking

HOW?!

Extensive use of visualization tools from Service Design Thinking

in a Social Business

WHAT?!

Enhance staff engagement and!

give substance to ideas

WHY?!

P U R P O S E O V E R V I E W

Ferd Conference, February 2014

February

Starting point

August September November December

Hi, let´s collaborate!

Observation

Interviews

Make sense of data

Cluster into themes

Apply Service Design tools

Iterate Service Design toolto fit needs in Social Business

Look at current tools

Shared understanding Better communication and awareness

Implementation plan

ImplementConcrete steps further

Low threshold

Prototype & Feedback

Test & Reflect

Create awareness

Iterate

Iterate Iterate

Tool 1

Tool 2

Tool 3

Tool 4

Visualize insight

Co-creation

Development area:

“Information”

“Slip into customersshoes”

Holistic view

Emphatic understanding

Build trust & relationships

Yes!

Explore

Diverge

Diverge

Converge

Converge

Deliver Design & TestDefine & Develop

Similar need in Social Businesses

= Collaboration

A C T I O N R E S E A R C H

W I T H S E R V I C E D E S I G N T H I N K I N G

A C T I O N R E S E A R C HFebruary

Participant Observation

Informal Interviews

Secondhand Research

Monsters INC ManagementNAV

Isaksen Entrepreneurs

Local Major

Start-up meeting Mjøndalen

Bastø Prison

Elstangen M

onsterhome

Lindeberg Projectsite

Ekeberg Projectsite

BAS Project meetin

g

x 3 Bas Leaders

HANDE ASThematize

Prototype workshop

Experience map

Cards

Desktop Walkthrogh

Dramatic Arc

Storytelling

Value chain analyzisCo-creation workshop: Epleslang

Paper Prototype

Iterate

Co-creation workshop: Monsterbedriften

Testing prototype

Implementation plan

Six Thinking hats

Feedback

Visual telephone

Affinity Diagram

Customer Journey

Service Blueprint

Personas

Insight Posters

Co-creation workshop

Ideation

Brainstorm

Six-thinkinghats

Semi-structured Interviews : 3 x 45 min

August September November December

Explore

DivergeDiverge

Converge

Converge

Ethnographic Action Research


W I T H S E R V I C E D E S I G N T H I N K I N G


Starting point

August September November


Observation

Interviews

Make sense of data

Cluster into themes




Shared understanding

Implementation plan

Concrete steps further

Low threshold


Test & Reflect

Create awareness

Iterate

Iterate Iterate

Tool 1

Tool 2

Tool 3

Tool 4

Visualize insight

Co-creation

Development area:

“Information”


Holistic view



Explore

Diverge

Diverge

Converge

Converge



= Collaboration

The research phase is about (re)framing and understanding.Segelström et al (2009)

«Exploring» the business helps form a foundation of the

project, and having understanding is described as having

greater empathy for what users or customers are doing

Djik et al 2010


Starting point



Observation

Interviews

Make sense of data

Cluster into themes





Implementation plan


Low threshold


Test & Reflect

Create awareness

Iterate

Iterate Iterate

Tool 1

Tool 2

Tool 3

Tool 4

Visualize insight

Co-creation

Development area:

“Information”


Holistic view



Explore

Diverge

Diverge

Converge

Converge



= Collaboration

The second step of the Service Design

process is to visualize insights into new

ideas and concepts, which is tested and

further improved.Djik et al 2010

The data must be translated into a form

that can be presented for discussion

Polaine et al 2013

VIA FENGSEL VIA BEKJENT

INNTAK

«WORD OF MOUTH»

OPPLÆRING

KONTORKLARERING

SHAUE ARBEID & LINJERYDDING

EkebergOslo

Mjøndalen

KREATIVT ARBEID

Elstangen

«Jeg ser bare en brøkdel av hva gutta gjør» HMS & STRUKTUR

VIA MARITA STIFTELSEN

BAS LEDERE

«Uten Monster, vet jeg ikke hvor jeg hadde vært»

VISJON ÅR 2020

SKALERE MED 20 % FØR JUL I OSLO

2-3 ANSATTE

FORUTSIGBARHET & TID

25 BEDRIFTER I NORGE! Gjøvik

«Jeg føler jeg

ikke gjør noe, når

ingen ser det»

VIKTIG Å IKKE BLI FOR

KOMMERSIELL

•HVEM JEG JOBBER MED •HVOR JEG JOBBER •AT JEG HAR SOLID TEAM •INFO OM NYE = VIKTIG FOR GOD

VELKOMST •VITE AT UTSTYR VIRKER •VANSKELIG Å FØLGE OPP NÅR MAN

JOBBER LANGT UNNA OG SJELDENT SEES.

•OPPFØLGING SKULLE VÆRT LAGT INN I STILLINGEN

• ØNSKER Å BLI OG BYGGE • HAR IDEER TIL NYE AVDELINGER • ØNSKER Å «GI TILBAKE» • ØNSKER UTDANNING/KURS SOM

KAN HJELPE ANDRE (40 % MEG, 60 % FOR ANDRES DEL).

• ØNSKER OGSÅ OPPFØLGING • HAR IKKE TID TIL HVA SOM

«VIRKELIG TELLER»:SOSIALT !

•MONSTERAKADEMI ? •KUNDE FORVENTER

PROFESJONALITET •KUNDE FORVENTER KONTINUITET

AV FOLK, ETC.

• LANGE DAGER. • MÅ TENKTE PÅ LANGTIDSEFFEKTER:

IKKE SLITES UT ETTER FÅ ÅR. • SAMME FOLK GJØR DET DE ER

GODE PÅ. • NÅR MAN JOBBER HARD OG DET ER

LITE $ I PROSJEKTET, ER DET VANSKELIG OG OPPRETTHOLDE GOD HMS.

• LETTERE MED FLYT I ARBEID MED MINDRE BADEROMSPROSJEKTER.

• UNDERPRISET PROSJEKT=LANGE DAGER, STRESS OG FORTSATT I MINUS ER UMOTIVERENDE

BADEROM

«Gutta jobber

som noen svin -

det må ikke

utnyttes»

«Nå som vi

vokser har jeg

ikke sett folk på

en stund»

• VIKTIG Å BYGGE GODE LEDERE FØRST • VIKTIG Å SØRGE FOR GOD DELEGERING

INTERNT • VIKTIG Å BYGGE RELASJONER NEDOVER I

SYSTEMET • VIKTIG Å BEHOLDE DET SOSIALE, VED Å

F.EKS. 2-3 SAMMEN PÅ ARBEIDSPLASSEN OG ALLTID SPISE LUNSJ SAMMEN.

REVET 6500 BADEROM!

ÆRLIGHET OMSORG

RESPEKT

STRUKTUR

ANSVAR

INNSIKTSANALYSE AV MONSTERBEDRIFTEN

MONSTERHJEM

«Jeg møtte Stig, han så meg inn å øya og sa jeg kunne starte mandag...»

VEDLIKEHOLDSARBEID

40 ANSATTE

2010

2014

«NY START PÅ LIVET OG AT DE GIR DET

VIDERE»

«KEEP BROTHERHOOD» -DET SOM VIRKELIG

TELLER!

FAMILIEFØLELSE, IKKE INSTITUSJON

I GODT LAG MED LAGÅND!

UKLARE ROLLER & INFORMASJON

• HVA GJØR FOLK «EGENTLIG»? • MANGEL PÅ ARBEIDSBESKRIVELSER • UTLYSE LEDIGE STILLINGER • BYGGE OPP LEDERE INTERNT • INFORMASJON SENDES IKKE NED I SYSTEMET • SKRIFTELIG INFO LESES IKKE

VED Å FLYTTE UNGE BORT FR

A ET LIV UTEN ARBEID OG VERDIGHET,

TIL ET LIV

I ARBEID OG FE

LLESSK

AP, HAR EN SA

MFUNSM

ESSIG EFFE

KT OG

SPARER SA

MFUNNET FO

R NESTEN 11 MILLIONER KRONER!

15 ANSATTE

30 ANSATTE

•TRENGER BEDRE HOLDNING •TRENGER PRAKSIS •SYSTEM OPPLÆRING •FORVENTNINGSSTYRE •TRENING •NAV PRØVETID

NYANSATTE

!

«It´s good that you used a lot of time to understand the business»

«The provided insight made us open more up then before: we got new ideas and got to see new connections»

«It was good to get a holistic picture and have tools to help us find and visualize a lot of information»

«It was very good to visualize, to get everyone involved»

«Now we feel rejuvenated and have regained motivation»

«Service design process gave us time to focus on service improvements in the business»

«We will use the insight poster in the leader and board meetings to discuss identified development areas»

«Next step is to involve more people»

Service design practitioner agrees that Service Design is highly visual, distinct if from other field and can help convince companies to invest in the field,

yet research lacks on «how and why» visualization should be used beyond the research phase

F I L L I N G A G A P

Segelström 2009

Even though most academics agree that Social Entrepreneurship is about addressing social needs, there is still no proven methods, practice or business model that is followed

in order to get there.

F I L L I N G A G A P

Robert et al 2005


Make sense of data

Cluster into themes





Implementation plan

Low threshold

Tool 1

Tool 2

Tool 3

Tool 4

Visualize insight

Co-creation


Holistic view

Diverge

Converge

Ethnographic Action Research


= Collaboration Djik et al 2010

Polaine et al 2013

!

!

Using visualization was chosen as a

way to engage and inspire

stakeholders of varying abilities.

«We need to iterate

Service Design tools to better

meet needs in Social Businesses»

!

«Can we make a new tool and test

in our case companies to better

deliver on the needs»?


Starting point



Observation

Interviews

Make sense of data

Cluster into themes





Implementation plan


Low threshold


Test & Reflect

Create awareness

Iterate

Iterate Iterate

Tool 1

Tool 2

Tool 3

Tool 4

Visualize insight

Co-creation

Development area:

“Information”


Holistic view



Explore

Diverge

Diverge

Converge

Converge



= Collaboration

Djik et al 2010

Polaine et al 2013

The new tool aimed to help social

businesses engage in the customers

world, and by doing so be able to

construct their business in a way that

truly reflect peoples need.

!

By bringing different departments

together, the new tool could be used

as a “road map” for how the service

could be improved.

A R E T H E R E A N Y C O N S I D E R AT I O N S T H AT M U S T B E TA K E N I N TO A C C O U N T I N T E R M S O F S TA F F ?

!

!

• Lacks structure

• Struggles to get up in the morning

• Past «hanging over them»

• Use video games and other «substances» to escape reality

• ADD tendency

• Not used to routines and hard work

• Lack of friends and family outside the business: Monsters INC becomes their «entire world»

!

• Needs structure

• Struggle to get to work

• Needs support

• Cognitive disabilities

• Lack of network besides family and business

• Pains; such as back pain, etc.

• Individual needs and considerations

W H I C H M E T H O D S C O U L D B E U S E F U L ?

S T O R Y T E L L I N G

F U N !

L O W T H R E S H O L D

C A R D S

D E S K T O P - WA L K T H R O U G H

S E R V I C E S T O R YL E G O S E R I O U S P L AY

VA L U E I N D I C AT O R S

C U S T O M E R J O U R N E Y

S E R V I C E B L U E P R I N T

E X P E R I E N C E M A P

DESIGN & TEST

Iterate

Iterate

Iterate

DELIVER

W H AT I S T H E I M PA C T O F T H I S E X T E N S I V E U S E O F V I S U A L I Z AT I O N F O R D I F F E R E N T S TA K E H O L D E R S ?

!

!

Staff Management

Board level

«Good to map staff, and see where we need to support them. For example they who struggle to get to work.

«Good tool to help see what each person is doing and values, and how we can better support individual needs»

«Helps see how their day really is, compared to what we think it is (based on insight from caregivers), so that we can coordinate it with our service offering».

«Important to help identify social value for staff and see connections between different stakeholders».

«The visualization tools are fun to use and help staff express themselves. This is important because many have cognitive disabilities and a hard time expressing themselves verbally».

«It is good that they get to structure first, and then share with the rest. Structure important for staff in a social business».

!

«By making written material visual, it can get new meaning».

«By visualizing we make our staff feel more safe»

«Good tool that focus on a social enterprise in any situation»

!

»

!

«The tool was good to choose elements to discuss further»

By making written material visual, it can get new meaning».

«The tool identified a need to better delegate task and workload»

«The tool helped explain roles»

«The tool created a common understanding of where the business is standing»

!

…..bring a starting point for boosting staff engagement in the case company, and give substance to ideas.

So what was the purpose again?

M A P P I N G S O C I A L VA L U E F O R S TA F F 1. Morning Meeting “Monster hug” “Plan the day”

2. Lunch “Receive food” “Always joyfull” “Culture at it´s best!”

3. Summarize “Positive feedback” “Encourage”

3. Evening Meetings “Team based” “Individual Growth”

4. Social gathering “Everyone gathered” “Team building”

Good work!

1. Morning Meeting “Monster hug” “Plan the day”

2. Lunch “Receive food” “Always joyfull” “Culture at it´s best!”

3. Summarize “Positive feedback” “Encourage”

3. Evening Meetings “Team based” “Individual Growth”

4. Social gathering “Everyone gathered” “Team building”

Good work!

W H E R E C A N T H E B U S I N E S S E N H A N C E I N « C U S T O M E R S W O R L D » I . E . S TA F F ?

H O W T O E N G A G E S TA F F ?« H E L P A S M A N Y P E O P L E A S

P O S S I B L E G E T A

N E W S TA RT I N L I F E -

A N D PAY I T F O R WA R D »

Step 1: Adjust “Family feeling & friends” “Training & Opportunities”

Step 2: Deliver “Be able to deliver at work” “Focus on activites outside business”

Step 3: Follow dream “Individual focus” “Use themes to plan a good exit”

« H E L P A S M A N Y P E O P L E A S

P O S S I B L E G E T A

N E W S TA RT I N L I F E -

A N D PAY I T F O R WA R D »

Step 1: Adjust “Family feeling & friends” “Training & Opportunities”

Step 2: Deliver “Be able to deliver at work” “Focus on activites outside business”

Step 3: Follow dream “Individual focus” “Use themes to plan a good exit”

H O W T O E N G A G E S TA F F ?

Åge Nils

Marius Karl

Skills

Strenghts

Likes

Available

Skills

Strenghts

Likes

Available

Skills

Strenghts

Likes

Available

Skills

Strenghts

Likes

Available

Personas Cards of Staff D

IY P

ER

SO

NA

SH O W T O E N G A G E S TA F F ?

«A social entrepreneurial business in growth = chaos»!

!

«This support is as important, maybe even more important than the

support we get from FERD, because that is only on board level,

while this focus on managerial and organizational level»

TA K E AWAY S A N D F E E D B A C K

«Catalysts are needed in social entrepreneur businesses».

!

«Negatively that BAS staff could not participated: if they had been

present, the situation had been initiated, not only planned».

TA K E AWAY S A N D F E E D B A C K

• Find new structure to identify social value between stakeholder and

use of symbols.

• Use pictures that the customers can relate to (from own setting).

• Find a balance of using visualization with management compared to

customers of social business (people of varying abilities)

• Further iterations and testing of tool based on feedback

F U T U R E R E C O M M E N D AT I O N S

master thesis: "enhancing staff engagement in a social business through extensive use of...

Design

e n t i n

s e c o

e t s c h o o

r e s e

i o n p o o r c h i

e t p o o r c h i

i n e c h

e w o r