Sutherland Innovation Labs https://www.sutherlandlabs.com Service design to improve customer and employee experiences. Sun, 04 Dec 2022 04:43:54 +0000 en-GB hourly 1 Copyright 2022, Sutherland Innovation Labs - https://www.sutherlandlabs.com https://www.sutherlandlabs.com/favicon.png Sutherland Innovation Labs https://www.sutherlandlabs.com Service design to improve customer and employee experiences. UX Masterclass 2022 https://www.sutherlandlabs.com/blog/ux-masterclass-2022/ Thu, 20 Oct 2022 10:20:56 +0100 UX Masterclass 2022

This week we’re delighted to feature a review of the UX Masterclass 2022 authored by Daniel Torres Burriel, founder of our Spanish partners Torresburriel Estudio. Experts in UX Strategy, User Research and UX Design, Torresburriel Estudio are long time member of the UXalliance – the global network for user research. Read the original post and many more topics here!

The UX Masterclass - hosted by Devoteam - took place in Paris, October 6 2022

On October 6, the 19th edition of the UX Masterclass took place, the UX event promoted by the UXalliance, of which we have been a part since 2018.

This year the organizers have been our French Devoteam partners .

This year’s theme has focused on transforming organizations through good design , and how a good people-centric approach can help transform businesses and respond to a rapidly changing marketplace.

During the event, there were two different paths:

  • The talks (in English), with a mixed format, both face-to-face and by live broadcast through LinkedIn Live and YouTube.
  • 6 face-to-face workshops (in French).

You can see all the talks here:

The talks welcomed experts from 15 different countries, which were distributed as follows:

  • 16 UX Alliance member speakers
  • 6 French speakers (4 of them from Devoteam)
  • 12 trainers for the workshops

What are we talking about in the UX Masterclass 2022?

Today many companies want to implement design processes to innovate and face the dizzying changes in the sector, but here the first problem begins. These companies, in some occasions, consider that the only thing that is needed to implement design processes is to hire a designer.

But design encompasses much more, and has a lot to do with the mindset of the entire company. The implementation of UX in companies implies a paradigm shift, because it changes the mindset of the entire company. In other words, good design can transform companies.

Sometimes it can be difficult to explain to stakeholders and senior management the true importance and positive impact of UX.

To try to be part of the solution, this year’s UX Masterclass has focused on explaining how UX and design can help businesses, to cooperate in creating those much-needed arguments for stakeholders.

When we talk about design, there are five key moments:

  • Define the right strategy
  • Build a good organization
  • Deliver the right product
  • Push the product
  • Promote the vision of UX and demonstrate its value

One of the things that I liked the most about this year’s UX Masterclass is that the talks were specifically focused on each of these design moments.

This is a small summary of some of the talks that I had the pleasure of seeing live during the intensive day of the UX Masterclass.

Increasing your Design Maturity: from baby steps to organizational strategy

With Wojciech Chojnacki, from Symetria and Florian Egger, from Telono 

In this talk they explained some practical tips to improve design maturity. We have to understand that UX is not the sole responsibility of the UX Design team, but that all members of the organization can contribute their grain of sand to the UX vision. Also, UX Design has great potential to improve business.

The dimensions of the Design Maturity Model are as follows:

  • Culture: Establish a user-centric vision throughout the organization.
  • Research: Continually search for data in order to focus on problems.
  • Metrics: Monitor performance and UX.
  • People: It focuses on all the skills and abilities of the people that are part of the organization, not just the design team. A crucial part is the collaboration between the different departments.
  • Design: Refers to the impact that design has on the product. You have to take into account the objectives and coordination.
  • Strategy: It is the long-term vision of the UX and the capabilities of the design team to be scalable.

In short, the Design Maturity Model helps to visualize where a company is and what features they need to improve to continue advancing, it is not just data. The most valuable thing about this information is that it is used to carry out actionable tasks that drive change.

How we taught design research to a global organization of non-designers

With Dr Mark Brady of Sutherland Labs.

One of the most complicated challenges that we who are dedicated to UX face is precisely to teach or evangelize on this topic to those who are not specifically dedicated to this. This is what Dr Mark Brady talked about, because Sutherland Labs has already faced that challenge (Sutherland Labs is owned by Sutherland, a company dedicated to digital transformation).

As always, the first step was to research and talk with employees and managers to fully understand what they needed and what their preferences were .

The key was to find a way of teaching that was scalable , high in workload and cost at first, but would work in the long run. Ultimately, this is what they learned during the process about what worked best:

  • Agenda by modules , so that each person can consume it at their own pace online.
  • Case studies in video format, with demonstrations and learning exercises.
  • Stories and experiences of specialists

Dr Mark Brady explained that after the launch of this training, in 12 months, they managed to change the vocabulary of the organization, and got new and better opportunities related to UX. In addition, despite not being compulsory, the course had a spectacular acceptance.

Of course, everything that can be achieved with a good training in UX is impressive.

Why Grand-Mère can’t text: inclusivity and older adults

With Bold Insight‘s Bob Schumacher.

Bob argued that there is a cliché that older people can’t use technology, but the problem isn’t that they can’t use technology itself, it’s that they’re being ignored when it comes to designing and researching to develop technology. digital product .

It is very important to understand that as we get older, sight and hearing deteriorate, as well as cognitive faculties, and even sensitivity (and this is a very important factor). (We have also talked about this: Designing for the elderly).

One of the biggest reasons why it is important to include older people in design is simply that the population is getting older. In addition, they are one of the generations with the most purchasing power (more than millennials, for example).

Entering the area that concerns us, this population (over 65 years of age) only receives 10% of the research budgets. And, in addition, they value usability above brands. So obviously there is a market to investigate for them.

Ultimately, including all age spectrums is a matter of inclusivity .

If you are interested in these talks you can see them in the video that I have included above.

Without a doubt, this year’s UX Masterclass has been fantastic, and it is always a pleasure to be part of this initiative. (Last year we also participated, and here you can read our contribution: UX Masterclass 2021: the contribution of Torresburriel Estudio).


Originally published on 11 October 2022 by Torresburriel Estudio, and republished here with kind permission – thank you! 

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Join us for UX Masterclass 2022: Transform Your Organisation Through Good Design https://www.sutherlandlabs.com/blog/ux-masterclass-2022-transform-your-organisation-through-good-design/ Thu, 22 Sep 2022 14:03:10 +0100 Join us for UX Masterclass 2022: Transform Your Organisation Through Good Design

We are delighted to share that we are taking part – in person! – in this years UX Masterclass. Hosted in Paris by our French partners Devoteam Digital Impulse, this year marks the 19th masterclass and brings together speakers from all over the globe.

Image credit: https://www.istockphoto.com/kasto80

Image credit: https://www.istockphoto.com/kasto80

The topic for 2022 is ‘Transforming Your Organisation Through Good Design’ – with a focus on topics such as Design Maturity, Global Inclusivity, How to Design a Design Organization, as well as exclusive workshops (live and remote) on Research Ops, Lego® Serious Play® and Research Repositories.

Sutherland Labs own Mark Brady will be in attendance, sharing our experience of building strong design mindsets within large organisations.

Register below to attend, or visit the UX Masterclass website to explore the full schedule.

Interested on global UX research? Want access to a partner network of over 25 countries? Contact Mark Brady to learn more about our global research capabilities. 

 

 

Main image credit: https://www.istockphoto.com/Tempura

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Playtesting In The Labs https://www.sutherlandlabs.com/blog/playtesting-in-the-labs/ Thu, 01 Sep 2022 14:10:56 +0100 Playtesting In The Labs

Sutherland Labs are one of the few agencies in London with two fully equipped labs capable of simultaneous playtesting and observation. As a games enthusiast (AKA a huge nerd), one of the reasons I joined was the fact that we do playtesting for games studios. Earlier this year, we ran 6 groups of 4 participants each through 90-minute sessions. This included observing participants playing the game, collecting survey data, and conducting individual post-gameplay interviews. As always, we did a lot of prep and planning to ensure that participants had everything they needed to provide the most useful feedback to our clients. Here’s a sneak peek into how we prepare and execute our playtesting sessions.

Three gamers taking part in playtesting

Preparation

Setting up for playtesting began well before we built the PC rigs in the Warehouse. To collect valid insights, we needed to create a comfortable and as natural of an environment as possible for our participants. While we recruited experienced gamers, each engaging in 4-10+ hours of weekly gameplay, playing for a limited time and an evaluative setting puts participants at risk of feeling stressed and rushed. To do this, we asked the game developers how long the average gameplay took internally. We also playtested the prototype ourselves (can my job get any better!?), noting completion times of major milestones and possible sticking points participants might encounter. From there, we were able to structure an easily repeatable playtesting programme.

The Testing Room

The Testing Room

Our tech wizard is the secret spice that makes our playtesting possible. He has a specialisation in technical operations and a previous background in playtesting and working with leading games studios. Drawing on these skills, he consistently delivers a flawless testing experience for all of our clients. For this particular project, he set up four individual PC stations, each spaced out enough to deter ‘screen-peeking’. We had researchers on call to answer participant’s questions, complete follow up interviews in another private room, and our front desk team was integral in ensuring our participant’s mobiles and personal affects were kept safe in a separate room. Perhaps most importantly, we made sure the Warehouse was stocked with plenty of snacks and drinks to ensure our participants didn’t go hungry!

The Observatory

The Observation Room

The actual room is called the Lounge, but doesn’t The Observatory sound way cooler? We had a team of two researchers posted in the Observatory watching live camera feeds of participants playing the game in the Warehouse. We use a private streaming platform developed by our tech wizard. This enables researchers and stakeholders to observe on the TVs in the Observatory and to broadcast remotely to the game development team. On the stream, you could toggle which player you wanted to watch, toggle on their gaming audio, and toggle the audio of the Warehouse. We even included a view of the participant via a webcam, so we could watch them delight in victory and frown in befuddlement.

Let’s Work Together

If you have a game in development, already released, or are interested in playtesting, we have the expertise and facilities to get you where you need to be. We’ll also have fun while doing it! We’re passionate about helping our clients deliver meaningful products and experiences.

Get in touch to arrange a tour of our Labs, or discuss your research needs with one of our team.

Image credits: Sutherland Labs and https://www.istockphoto.com/hobo_018 (main image)

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Gotcha: What’s Your SAP? https://www.sutherlandlabs.com/blog/gotcha-whats-your-sap/ Mon, 20 Jun 2022 15:46:14 +0100 Gotcha: What’s Your SAP?

Superheroes, secret spy agents, and comedic sitcom stars all have one thing in common: they all have fantastic catch phrases. What makes these phrases so iconic? They’re short, snappy, and shaken, not stirred. But celebrities and our favourite writers don’t have a monopoly on cool catch phrases. As UX researchers, we have our own favourite phrases we turn to when encouraging participants to share their experiences. Our VP Head of Design Research, Andy Swartz, asked our US and UK based researchers what their go-to short affirmative phrases (SAPs) are.

‘Gotcha’ – Used by a few of our American based researchers, ‘gotcha’ is short, sweet, and to the point. It’s a quick and informal way to acknowledge what your participant is saying. Before turning to this SAP, consider who your audience is. Some participants and stakeholders might find it a bit too casual.

‘Cool’ – Kick it back old school style with this fundamental SAP. You can update it with ‘coolio’ or one of my favourites ‘cool beans’. Again, a bit more on the casual side.

(Jake Peralta, star of Brooklyn Nine Nine, is the king of the SAPs ‘Cool’, ‘Toit’, and ‘No doubt’. Source: https://www.theedge.co.nz/)

‘I understand; That’s interesting; That makes sense’ – A few different SAPs that demonstrate you’re listening and that your participant is providing useful information. This is a neutral-positive way to encourage your participants to keep sharing.

‘Thank you for sharing that with me; That’s exactly what we’re looking for’ – These SAPs offer a bit more depth and acknowledgement that your participant is on the right track. They can give participants who are a bit more nervous or new to research the boost they need to continue providing great feedback. Be careful not to overuse them though. It can start to come off as disingenuous. It can also make participants nervous, feeling that everything they say must meet a certain standard.

(A positive SAP from Barney Stinson in How I Met Your Mother, but it might be a bit too over the top for a user interview or stakeholder meeting. Source: https://tenor.com/)

‘Awesome, good stuff!’ – This was my SAP as a fledgling researcher. As an American working in the UK, I had to adjust my mannerisms to match my participants’ expectations. I was informed that using these SAPs sounded disingenuous and overly excitable. I’ve since dropped these from my interviewing vocabulary, but turn to them regularly with friends and colleagues.

‘Mmm *nod*’ – A SAP can be more of an utterance combined with body language. Sometimes it’s best to refrain from using words and create space for the participant to continue speaking.

These are just a few SAPs that came out during our exercise. When coming up with your own SAP, think about your audience, intention, and identity. If you’re interviewing young people, for example, don’t jump straight to ‘totes!’ or ‘that’s lit!’. Use what you’re comfortable with and you’ll probably be fine! Now I want to know: What’s your go to SAP?

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Show Up for Fem Gamers: Improving Your Social Support Tools is Good for Business https://www.sutherlandlabs.com/blog/show-up-for-fem-gamers-improving-your-social-support-tools-is-good-for-business/ Tue, 10 May 2022 16:44:52 +0100 Show Up for Fem Gamers: Improving Your Social Support Tools is Good for Business

There are many terms for  women and girls who game, some of which have negative and exclusionary connotations. In an attempt to be as inclusive as possible I will be using the phrase “fem gamers” in this piece to include all gamers who identify as female, and who come from a wide variety of identities and backgrounds. Being a fem gamer myself, I decided to focus on this demographic  because that’s the population I know best. I hope this piece inspires others to write about their experiences and share advice on how to make the gaming universe more inclusive.

The global gaming market was valued at 173.70 billion USD in 2020 by Mordor Intelligence. In such a competitive and lucrative market, expanding and maintaining your playerbase (the total number of active players in your game) should be a priority. Some tried and tested ways to increase player numbers are fixing bugs, adding content, and releasing downloadable content (DLC) . However, there’s an important piece to the playerbase retention and growth puzzle that many online gaming creators and publishers are missing: robust social support tools. Seeking social support is one of the strongest motivators for humans seeking out humans and is one of the main benefits of human relationships. There’s a wealth of research that shows online interactions, including via video games, is an effective way people seek out social support. Creating a positive social experience for your players requires fit for purpose social support tools e.g. code of ethics and reporting. Good social support tools could be the key to grow and support fem gamers and will also benefit your entire playerbase.

Women make up 45% of the global video game player base and are disproportionately affected by harassment in the games community, particularly in online games. In Europe’s Video Games Industry’s annual survey in 2020, only 23% of women reportedly play online games. Limelight’s 2019 white paper The State of Online Gaming indicates that men are more likely to play online than women. This disparity could be due to the amount of gender based harassment fem gamers receive. While men also experience harassment in online games, fem gamers disproportionately experience harassment due to their gender. 77% of women stated they have experienced at least one form of gender-specific discrimination which include things such as  their skills, gatekeeping, patronizing comments, and unsolicited relationship asks. To decrease the likelihood of being harassed, 59% of women hide their gender while playing online. In a thematic analysis of an online forum for fem gamers, users shared their strategies to reduce the likelihood of being harassed while playing online:

“A lot of the time I end up playing as male characters in MMORPGs so people don’t realize I’m a girl.”

“We try to hide what we are so people don’t flirt with us, send us stuff, send us messages we really don’t want, or pictures.”

“Better to play alone than subjecting myself to potential toxicity.”

These strategies are disheartening, to say the least, and may illustrate why numbers of online fem gamers are so low. Strategies that involved using social support tools were rarely mentioned, and many fem gamers  viewed them as being largely ineffective. For one such tool in a popular team based first person shooter, you can block someone and decline their friend request but they are still able to spam you with invites to play a custom match. In MMORPGs, it’s easy to create new accounts and characters after being blocked to continue harassing other players. These cracks in the social support system deter fem gamers from playing your online games. This could eventually lead to a shrinking playerbase and reduced revenue.

When you block a player but they still have the ability to harass you - based on a real fem gamer experience. Illustration: Jamie Blackett.

When you block a player but they still have the ability to harass you - based on a real fem gamer experience. Illustration: Jamie Blackett.

While game publishers can’t control other people’s behaviour directly, they can work towards improving their games’ social support tools to make communities more positive and inclusive. The quality of these tools impact the quality of play. Small tweaks can make a big impact on player retention and growth. Arguably, one of the best people to make these changes are the people affected by it. Which means you should be hiring more fem people. Including more voices and lived experience in the design and development process leads to more inclusive and successful outcomes.

An alert received after reporting a player with an inappropriate name - based on a real fem gamer experience. Illustration: Jamie Blackett.

An alert received after reporting a player with an inappropriate name - based on a real fem gamer experience. Illustration: Jamie Blackett.

User research is a cost effective way to identify the best ways to improve your social support tools. Gamers spend hours of their free time in your virtual worlds and are eager to help you create friendlier and more enjoyable virtual worlds. They are keen to let you know where the biggest pains in the social support journey are. Conducting this form of research will save your product and development team time and money by reducing guesswork and failed prototypes. One research method you could use is conducting a journey mapping workshop with fem gamers on how they really use your game’s social support tools. You can also conduct a daily diary study and follow up interviews to measure community satisfaction of these tools. Finally, an ethnographic field study where you immerse yourself in their world is a sure way to generate key insights into what draws in and pushes away fem players from participating in your franchise.

We are hopeful that the gaming world will make the changes it needs to become more inclusive.  if you need help conducting your own gaming research then get in touch with us! Our research team has decades of combined research experience in the gaming industry and we’re also gamers ourselves, so we get your playerbase!

Get in touch with us for free consultation by contacting Mark Brady.

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Thank you to my colleague Jamie Blackett for the amazing artwork that accompanies this post! 

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A Smarter Approach to Customer Support https://www.sutherlandlabs.com/work/a-smarter-approach-to-customer-support/ Tue, 28 Apr 2020 16:19:00 +0100 A Smarter Approach to Customer Support

Our client wanted their digital customer support to work better for customers.

They began by looking at the current experience in a holistic way, involving both their customers and their own support agents.

Customer Journey Maps and Personas identify pain points and reveal opportunities for innovation

Customer Journey Maps and Personas identify pain points and reveal opportunities for innovation

The Challenge

Our client, a major technology brand, needed to make improvements to the support experience for their digital work tools. While analytics had identified pain points in distinct areas of the experience they lacked a full picture of how customers were using their digital support channels, or the role that customer service agents played in that process.

To build an effective strategy for the future they needed to understand real customer behaviors around support.

The Approach

Over a series of engagements we helped our client gain a better knowledge of the end-to-end support experience of customers, as well as gather intelligence from their own customer support agents.

Workplace Shadowing with Agents and Home Visits with Customers

We spent time with both customers and agents in their own environments, observing each as they dealt with support issues in real time. Immersive research methods helped us to reveal both the issues users could vocalize, plus unspoken needs and desires. Furthermore we explored problem solving strategies and the language or terminology used by customers and agents to feed into the design of a future support experience.

Customer Journey Mapping and Personas

Our team translated research insights into Customer Journey Maps, providing a holistic view of support journeys for key customer types. These maps, alongside rich behavior based personas helped to identify further pain points and opportunity areas – such as the desire among users for greater self-serve.

Prototyping the Future Support Experience

To inform future design direction, our UX designers produced wireframes to be used as tools to illustrate, test and refine design recommendations as they might appear in future support journeys.

The Results

Our engagements have provided the client deep insight into what makes an ideal support experience from both customers and their own agents. This has been instrumental in shaping their future digital experience.

70+ design recommendations were implemented to improve the overall support experience, including navigation, page design, terminology, content.

40% reduction in support volume since improvements to navigation, self-serve channels and UI design.

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Reimagining Graduate Hiring in Healthcare https://www.sutherlandlabs.com/work/reimagining-graduate-hiring-in-healthcare/ Thu, 21 Nov 2019 15:59:44 +0000 Reimagining Graduate Hiring in Healthcare

Our client wanted to rethink their entire approach to hiring graduates.

The global healthcare and pharmaceutical brand was investing in graduate programmes in EMEA, but a low proportion of these graduates converted into full time positions.

Graduate insights report

The Challenge

Leaders were questioning the effectiveness of graduate hiring in EMEA, and wanted to see a more strategic approach that would better serve the needs of the business. The hiring and retention of new capabilities is critical to the long term health of the organization and for building a talent pipeline for the future.

We devised an approach to help our client understand pain points in the current graduate experience, identify opportunities for innovation, and to build a strategic roadmap for the future.

 

Research activities

The Approach

Voice of the Customer Research

We knew that exploring graduate needs was important, but to improve internal confidence and create a shared vision for the future we wanted to view the challenge from many different perspectives. To gain a wide view we began with a ‘voice of the customer’ study, during which our teams carried out over 150 in depth interviews and focus groups with business leaders, HR and Talent leaders, graduates and hiring managers from 5 key sites across the organization.

Strategy Workshops

Next, we analyzed and unpacked these insights in collaborative workshops with the client, mapping out graduate journeys and creating behavior based personas. These artefacts were used as communication aids internally, and also helped to illustrate design recommendations to create a more user friendly user experience.

All activities fed into and culminated in a clear and executable strategy for graduate hiring, which was tailored to be delivered to different levels of the organisation.

 

“When you’re designing workplace systems to support graduates you need a deep understanding of their needs, behaviors and expectations.”

Anton Artemenkov – Creative Director, Sutherland Labs

The Results

Strategic Roadmap

We helped to develop a holistic, multi-year, EMEA-wide strategy for graduate hiring and development which received full leadership support.

Key insights were translated into workstreams spanning Planning, Attraction, Selection, Onboarding, and Development stages of the graduate journey.

The client has since launched a Planning Toolkit to help capture capability and business needs and ensure they are hiring strategically for the future. As well as, a  new ‘go to market’ approach on campus and a marketing campaign to enhance their Attraction strategy.

“The VOC Research has really helped us to accelerate this initiative and ensure we have the customer at the centre of our approach – thank you!”

Vice President HR EMEA, Global Healthcare and Pharmaceutical brand 

]]> https://www.sutherlandlabs.com/work/reimagining-graduate-hiring-in-healthcare/ An Employee Led Digital Workplace Strategy https://www.sutherlandlabs.com/work/an-employee-led-digital-workplace-strategy/ Wed, 23 Oct 2019 14:43:23 +0100 An Employee Led Digital Workplace Strategy

Our client had ambitious plans to improve the daily working lives of employees.

The financial institution had a workforce and working practices were disparate and varied, spanning 7,000 employees in 25 countries. They wanted to build a strategy for digital channels and workplace tools that would increase productivity, build community and lead to more contented employees overall.

The Challenge

To develop a strategy to meet these aims and increase the likelihood of employee adoption, we needed to ground ourselves in the needs of their employees. Our goal was to understand employees day to day challenges and pain points, their preferred tools and workarounds, and to do this at scale to account for employees in multiple locations across the world.

Exploring employee needs

The Approach

To capture insights from a large number of employees we began with a survey, which helped us to refine the focus for subsequent rounds of immersive fieldwork. Over the next 2 months, our team travelled to six countries to interview and shadow a range of employees in their own work environments to understand their workflows, day-to-day working practices, tools, and obstacles. We also used remote interviews to reach employees in another six countries, and to ensure we covered a representative range of roles and responsibilities.

I used to think innovation was in motion here, but I just don’t see it happening as quickly as it should be. Or it’s change for no apparent reason.

Sample participant

Employees in the workplace

The Output

The insights from all rounds of research gave our client a rich picture of how employees really work, including the organisational culture, tools and processes, and current challenges. This fed into their overall digital workplace strategy, with more specific outputs including:

  • Behavior-based personas as a tool for creating empathy for employees amongst stakeholders making strategic decisions.
  • Digital channel strategy recommendations including collaboration tools and internal communications, broken down into quick wins and long term goals.
  • Employee experience best practices which were rolled out as use cases across the business.
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Design thinking to improve candidate experience https://www.sutherlandlabs.com/work/design-thinking-improve-candidate-experience/ Thu, 08 Jun 2017 15:21:26 +0100 Design thinking to improve candidate experience

Our parent organization, Sutherland, asked us to experiment with new ways of approaching existing recruitment challenges through a Design Thinking approach.

talent acquisition workshop

Why

In an extremely competitive marketplace, how might we better attract the right talent? How can we improve retention by better understanding the end-to-end recruitment and employment journey of our employees? These are some of the questions Sutherland Labs have been tackling in our own organization – working alongside our Talent Acquisition teams.

How

We used immersive research to ‘walk in candidates shoes’ to understand a candidate journey throughout the recruitment process. We created behavioral personas, helping to segment, identify ‘star’ target audiences and better understand their idiosyncrasies. We also created journey maps that gave a visual representation which help to articulate pain points and crucial insight that often lead to ideas for improvements and solutions.

Talent acquisition journey maps

Result

The insights helped our colleagues to reframe the story during the recruitment process, which in turn impacted their messaging, advertising and social media activity. The results have included a significant increase in social media followers and engagement, following a reworked advertising campaign. The project also contributed towards wider strategic goals of improving employee engagement, and aided a change of mindset within HR functions.

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Rethinking in-hospital entertainment https://www.sutherlandlabs.com/work/rethinking-in-hospital-entertainment/ Tue, 14 Jun 2016 10:17:09 +0100 Rethinking in-hospital entertainment

Our client, global provider of hospital entertainment systems, asked us to analyze customer experience of their current system and inform the design of a cleverly user-centric new one.

TV remote and tablet

Why

TV, radio, games, other interactive content: hospital bedside entertainment has the power to positively transform patient experience. But many patients in this study were not engaging with our client’s current system and opting instead to use their own devices. We were called on to conduct deep analysis of patient needs. Our findings then inspired the design of a revolutionary new system – to make hospital stays infinitely more entertaining.

How

From registering for the first time, to tuning in to the radio or finding a good film, we first identified key user tasks. We then conducted interviews with staff, patients and family members across different wards – Elderly, Stroke, Children, etc. – to find out how these tasks could be carried out most efficiently. Insights from discussions, interviews, focus groups and a visit to the client call centre were then translated into different personae and journey maps. The outcome? As many as 50 different propositions to guide development of the new system.

Result

These propositions included: a friendlier, more accessible user interface; a promotional loop on the homepage to raise key feature awareness; a simplified VOC library structure to enable easy browsing; and extended account management features for families to enable them to make purchases on a patient’s behalf.

Hospital ward. Image credit: https://www.istockphoto.com/jmsilva

Hospital ward. Image credit: https://www.istockphoto.com/jmsilva

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