the role of design as a critical friend to voluntary community sector - warwick, young
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THEROLEOFDESIGNASACRITICALFRIENDTOVOLUNTARYCOMMUNITYSECTORORGANISATIONSDr.LauraWarwick
TheValueofDesignforServiceApproachtoDevelopPublicServicesintheVoluntaryCommunitySectorTheaimofthisresearchprogrammewastoexploretherolethatDesignforServiceapproachcouldplayinhelpingorganisa:onsunderstandtheirservicesfromtheircustomers’pointofview,par:cularlyduringthecurrent:mesofausterity.
ThirdSectororVoluntaryCommunitySector:‘Non-governmentalorganisa:onsthatarevalue-drivenandwhichprincipallyreinvesttheirsurplusestofurthersocial,environmentalorculturalobjec:ves.Theseincludevoluntaryandcommunityorganisa:ons,chari:es,socialenterprises,coopera:vesandmutuals’(HMTreasury,2007:5).DesignforServiceapproachDesignersdrawonanarsenalofdedicatedtoolstoactasfacilitatorandprovoker(Tan,2012,p.167),tobothenableactorstoco-create,andsupportthevisioningprocessbypromp:ngmoreradicalthought(Manzini,2011).
Thefacts
•53%oftheVCScommunityinNorthEastEnglandhavesufferedareduc:oninfunding•40%oftheregion’sVCSorganisa:onsaremakingredundancies,andalmosthalfaredecreasingthenumberofservicesthattheyprovide.•21%willormaycloseinthenext12monthsBut...•Over70%ofVCSreportedasizeableincreaseinservicedemand•35%ofVCSorganisa:onsareplanningtodeveloporexpandtheirserviceofferingsinthenext12months.
(VONNE,April2014)
Methodology• ThreeprojectseYngs(chari:es)compriseoneexploratorycasestudy• Hadtobearegisteredcharitywithanincomefromcharitableac:vi:esbetween
£200,000and£500,000peryear• 8weeks,full:meanddatacollectedinsamewayineachseYng
CharityA–Impact• Focus:healthandwellbeingservicesinnewgeographicalarea• BIGLoaerygrantworth£425k• AnewwellbeingservicerolledoutacrosstheTynesideregion• Ashicinorganisa:onalculture,newpoliciesandnewprocess
CharityB–Impact• Focus:Improvingthemembershipservices• BIGLoaeryGrantworth£190k• New,simplifiedmembershipstructure• Improvedcustomercommunica:on
CharityC–Impact• Focus:Improvingcustomerexperienceforcentrevisitors• £1.7millioninArtsCouncilgrants• 300%riseintheirannualpassupgrades,whichequatesto£52,500ayear• Ashicinorganisa:onalculture,newpoliciesandnewprocess
ImpactsofDesign:
»Financialgains(designdirectlysupportedtheorganisa:onstosecure£1.2millioninfundingandwasusedasevidencetosecureafurther£1.5million);»Morecustomer-focusedservices(eachcharitydevelopednewservice(s)thatweres:llinuse12monthspost-collabora:onandthattheyhadchangedthewaythattheyengagedwiththeircustomers);»AndorganisaEonallearning(twoofthechari:esmadechangestotheirpoliciesandprocesses).
OrganisaEonalimpact:Service-levelvs.TransformaEonalEvidenceoftransforma:onalchangeinCharityAandC,butnotinCharityB
Yes, new policies and federation
Yes,toolkit
Yes,new delivery
Yes, ‘thinking
differently’
New awareness
New capacity
New organisational standards
New community of designers
Charity A Charity B Charity C
Yes, but no permission
No
No
Yes, but no permission
Yes, new policies
Yes,partnership
Yes,new focus
Yes, ‘thinking
differently’
Newques9on:TheValueofDesignforServiceApproachtoEnableOrganisaGonalTransformaGonintheVoluntaryCommunitySector
Thedesignershouldactasa“criEcalfriend”toVCSorganisaEons
CostaandKallick(1993)definea‘cri:calfriend’inaneduca:onalcontextas:“AtrustedpersonwhoasksprovocaGvequesGons,providesdatatobeexaminedthroughanotherlens,andofferscriGqueofaperson’sworkasafriend.AcriGcalfriendtakestheGmetofullyunderstandthecontextoftheworkpresentedandtheoutcomesthatthepersonorgroupisworkingtoward.Thefriendisanadvocateforthesuccessofthework.”(Costa&Kallick,1993,p.50)
CriEcal=challengeFriend=trust
ProposingalternaEvevisions
- Reflec:ononthestatusquo,whichcreatedthe
basisfortheco-designac:vity;- Presenta:onofalterna:veserviceandsystem
visions;- Reflec:ononindividualandorganisa:onal
prac:ces,whichresultedinneworganisa:onalvisions.
“I’venevereventhoughtaboutitbeforeandnowI’mlike‘whoahcontroversial!’but,yeah…Ifeellikeit’salightbulbmomentreallyisn’tit?”
Usedesignasbothmethodologyandmedium
-Engageprojectstakeholders;-Communicateideasinawaythatcreatedsharedunderstanding;-Provideopportunityforprojectstakeholderstoshapeandcontributetotheco-designac:vity;-Rootchangeinuserinsight;-andPromptreflec:ononthecurrentservicedevelopmentprocess.“Onethingwefoundreallyvaluablewasyourabilityasadesignertoencapsulatequitecomplexideasinverysimplediagrams.Thatwasreallyvaluableforallthetrusteestounderstandwhatweweretryingtodo.”
IdeasthatareeventuallyinsEtuEonalised
- Radicalnewserviceproposi:onsaspartofthe
organisa:on’soffer;- andamorecustomer-focused,collabora:veservice
developmentapproach.
Whatistrust?
Mayeretal.’s(1995)modeloftrustisthemostwidelyacceptedintheliterature.Theysuggestthreeaspectsofperceivedtrustworthiness:AbilityIntegrityBenevolence
Ability
“Groupofskills,competencies,andcharacteris:csthatenableapartytohaveinfluencewithinsomespecificdomain”.- Casestudies- Drawingconnec:ons- References- Beingpro-ac:ve“Overperformedinstantly”(i-18)
Integrity
“Involvesthetrustor'spercep:onthatthetrusteeadherestoasetofprinciplesthatthetrustorfindsacceptable.”- Beinghonestandopen- Involvingeveryone- Beingclearaboutwheredesigncouldhelp- Workinginawaythatmatchestheorganisa:on’smissionandvision
“Shereallygotusveryquickly…[Ihave]neverseenanybodygettheorganisaEonasquicklysothatwasasurprise,reallybrilliantsurprise”(i-20)
Benevolence
“Theextenttowhichatrusteeisbelievedtowanttodogoodtothetrustor…thatthetrusteehassomespecificaaachmenttothetrustor”- Helpingoutinotherareas(scrubbingtables,conver:ngPDFsetc.)
- GeYngtoknowtheteame.g.havinglunchtogether,goingtoteamevents
- Buildingpersonalrela:onships- Beingrealis:caboutwhatdesigncando
“I’vefoundarealallyinLaura…Iknowshewouldhelpme”(i-5)
BenevolencecanonlybeapparentinhowthedesignerappliesDfS,nottheapproachitself.TrustinthedesignerismoreimportantthantrustintheapproachininiEalengagements.
WhyisthissoimportantintheVCS?- Resource-poorcontexts- Passionatepeople,ocenwithlivedexperience- Ocenworkinginpartnerships- Needtocreatemomentumandvaluequickly
(in service delivery and in service design)
Service level
Becoming a ‘friend’
DfS as a ‘critical friend’
Bui
ldin
g a
rela
tions
hip
Co-creation of value
Permission
Confidence
Trust
Dem
onstrating value of DfS
Systems level
AbilityIntegrity Benevolence(in DfS and Designer) (in Designer)
Increased reach of DfS
Knowledge
Creation of alternative perspectives
Becoming a ‘critcal friend’
Radical ideas which are eventually
institutionalised
Use design as methodology and
medium
Propose alternative visions
Project set-up
Community level
(in service delivery and in service design)
Service level
Becoming a ‘friend’
DfS as a ‘critical friend’
Bui
ldin
g a
rela
tions
hip
Co-creation of value
Permission
Confidence
Trust
Dem
onstrating value of DfS
Systems level
AbilityIntegrity Benevolence(in DfS and Designer) (in Designer)
Increased reach of DfS
Knowledge
Creation of alternative perspectives
Becoming a ‘critcal friend’
Radical ideas which are eventually
institutionalised
Use design as methodology and
medium
Propose alternative visions
Project set-up
Community level
CriEcal=challengeFriend=trustDesigner’sneedtodemonstratetheirability,integrityandbenevolencetobeabletohavethetrustoftheteaminordertoco-createanythingofvalue.
Thankyoulaura.e.warwick@northumbria.ac.ukl.warwick@mind.org.ukwww.laurawarwick.co.uk
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