by Denise, Dee, Niam, Maggie, Kevin, Matt (support by Gavin)
What is it for? For guiding the development of work and initiatives around the engagement of older people online.
Instructions
Understand your target group
Locate the relevant segments on the USER SEGMENTATION sheet
Key advice for each segments is in each quadrant
Each quadrant also points you to relevant suggestion example sheets. Using these prompts, design programmes and websites relevant to your own organisation and specific target users.
by Kevin, Maggie, Christine, Niam (and Valeria for part of the session)
………………………………………………………………………… Tool A: Segmentation
Title: Segmentation of older people for online engagement What it's for: to break down our audience in order to better identify opportunities and challenges for engaging them online. What it is: a breakdown of older people based on two criteria: * ability to use IT * motivation to act online How does it work: For each segment (or group of people) we created a list of things to keep in mind when trying to engage them online.
Segments: 1. Motivated - Have IT skills - they are a resource, could become mentors / volunteers - can help to develop websites or online forums - this group can be used to engage the other 3 'segments'
2. Motivated - No IT skills - important to ensure opportunities to learn skills that are relevant to their needs - increase their confidence - ensure access to IT facilities (this segment is illustrated with Personas in the Tool B, below)
3. Not motivated - No IT skills - use other media to engage - offer rewards (this is the most challenging group)
4. Not motivated but have IT skills - make online communications more attractive / easy to use - offer information relevant to the individual - offer rewards for taking part
Title: Personas (in segment 2; Motivated - No IT skills) What it's for: to better understand the aspirations, behaviour patterns and attitudes of older people who are motivated to go online but lack IT skills What it is: a series of fictional profiles of people, based on older people we know. How it works: As a group, these personas represent a segment of people with different attitudes, needs and reasons to engage online. The individual personas support practical thinking. Run ideas past personas and imagine how your idea might work for them.
More about this tool: In these profiles we included barriers to online engagement, listed earlier in the workshop (see photo) as well as interests, motivations, level of skill, ability for learning, and attitudes towards technology.
Two examples: a) Jack and Jill, are an active couple in their 70s. - They are politically and environmentally involved and highly motivated to engage online - Increasingly, they are relying on their middle aged children to do things online for them - Not currently able to join online conversations - Slow to retain learning Possible hook: online discussion forum about elections They want: time for ongoing learning & enduring support
b) Safina is recently widowed and lives on her own. - Goes out but in danger of becoming more isolated - Never paid her own bills, but will have to - Children live in another city so can’t help as much as they’d like - Basic IT skills, first language isn’t English Possible hooks: online banking & chat in her language Safina wants: access to a resource nearby (worker/ community centre) for support in her 1st language
………………………………………………… Tool C: System overview
by Saul
Title: System drawing What it's for: To find out new ways of encouraging online participation among older people What it is: an attempt to represent systems level process and structures through Lego™ ... it reminds me of a map to participation. It helped to reveal some priorities and problem. How it works: first I built the more generic structures of our local community - An imposing Council head office - a local health service - the beginnings of a interactive Camden government website - a mobile library service (as I’m a Librarian) - a single dwelling for an active and engaged older volunteer - an ESOL ‘defined’ older couple - a local medium size Library with IT facilities - a couple of skilled support staff/trainers - a social care facility with old fragile and/or disabled residents
Then I placed a Ladder of Participation in the middle of the ‘community’. The ladder shows the levels of participation we need to authentically engage older people in our planning of service provision. (swap youth for adult)
Beyond this I started to indicate that distinct groups of individual older people will increasingly need private and council services to work together.
We’re facing substantive public services cuts, so cross cutting measures will ameliorate some of this. For instance Libraries in Camden could support older people to fill council housing applications and report repairs online.
Fine tuning of our service delivery needs to be done at every level of the planning process, as the ladder shows. How effectively can we work together for our interdependent services? For a successful migration of service delivery and customer feedback from face-to-face to online, our ageing community must be sufficiently skilled and supported.
by Paul, Daksha and Denise Title: Involving Customers in the Design and Management of Services What is it for: Guiding people through the process of involving customers in the design of services, and the management of performance. What is it: A rough diamond. How does it work: Perfect models for involving customers generally only work in theory. As none of us work there, we thought we'd try designing something for the real world instead.
To use this tool, you should follow the process for involving customers, and other stakeholders, mapped out by the (darker) green arrows from left to right.
There are also some lighter green arrows which are issues that you should keep in mind (such as local politics) through out the process.
As you follow this path, you should aspire to achieve along the way the 'Heaven' of best practice (blue Post-It notes) and avoid the 'Hell' of worst practice (orange Post-It notes).
Given the reality of most people's situations, we expect that people will generally experience aspects of the two extremes, although we obviously hope that they stay mostly in the blue. If the future's bright, then it's not orange.
Title: Map to participation What it's for: to get hard to reach groups to participate more actively in the work we do What it is: this is a planning tool for an engagement process, showing methods and building blocks on different levels of participation and the barriers to cirumvent How it works: we want to move a specific hard to reach group (orange post-it) towards active participation (center of the map). On each level, you pick out building blocks (green) and methods (yellow) to help doing that. On each level you also identify barriers (pink) and look at ways to circumvent them before you get to them.
More about this tool: For each specific group there are a number of steps or building blocks (green post-its). For example, on the first level something has to be going on to make sure we know what they want.
But there are also barriers (pink post-its) that could hit and cause people to fall back. A group might have a transition problem so they don't understand what we're telling them.
On a higher level, we can use building blocks such as incentivising or linking them with other groups. A barrier on that level might be that we have to high expectations of them they might want to stop there.
Some of the methods (yellow post-its) are good examples of our own work, e.g. making sure not to use branding of the council if that puts people off with a trust issue.
We are a group of people with different jobs in local or national government and the community and voluntary sector. Although we have different areas of expertise, we all engage older people.
We want to develop better and more effective ways of delivering engagement but we all get very bored at conferences!
Camden and Tower Hamlets councils (who are both Beacon Authorities for engagement of older people in 2010) set up this Learning Network so we can get together, discuss ideas and learn from each other other face-to-face. The series of workswhops have been developped and facilitated by Engine service design.
