People are complex and riddled with paradoxes. We respond to well-planned programmes in unpredictable ways and give answers to surveys that contradict our real-world behaviour.
The principal challenge of this phase is that people designing immunization programmes are usually not the same people that use them. We are asked to design solutions to problems we have not confronted personally. There is a gap between our experience and the experience of the people using the programmes, called an empathy gap.
Each user research method works to close that gap. The more we can empathize with the lives and lived environments of the people we intend to serve, the more effective our programmes will be. Activities grounded in dialogue and listening give us divergent perspectives on problems and new inspirations for solutions. This is a methodical approach to investigating, understanding and diagnosing problems built on that premise.
This phase will yield a set of insights that help to clarify what might be preventing users from fully utilizing immunization services. What are the factors that shape how people do and do not engage with our programmes? These insights will allow us to create and test solutions.
Gain a detailed understanding of the challenges preventing better immunization outcomes. Better understand user’s conditions and experience to ensure you address the right problems.
These tools share activities, including both observations (what we see) and interviews (what others say), to plan your field research. They are by no means exhaustive, but rather emblematic of the type of intimate, human-centered activities that will help you to learn about a group of users.
After each day of field research, quickly synthesize and record the information you have gathered.
Share information from the field through user stories. Analyze themes within user stories to hypothesize why this is happening. Develop diagnoses to explain what the team saw and heard, returning to the field to gather more information as needed.
This tool gives sample activities to empathetically transcribe what you’ve seen and heard in the field to your team members.
This tool shares a process to isolate the most important pieces of information from what your team found during field research.
This tool shares a process for your refining the themes from ‘Identify Important Information in Stories’ into final diagnoses.
Transform our diagnoses into actionable tools. Personas help teams understand the prioritized user-group’s thoughts, feelings, actions. Prompts translate the technical diagnosis into a simple question that points to solutions.
Create a persona profile for your prioritized user group and each additional person who has a role in your identified challenge.
This tool organises the different pieces of the system to show how they connect to and communicate with one another.
Use this tool to create prompts that respond to your challenges and guide the generation of creative solutions.