REFLECTION REPORT // 30-12-2020

This reflection report is made as a result of the project that I completed for the Impact Expedition of Carlijn Geluk. In this report, I will reflect on my process, how Experience Design has been incorporated into my project and I will reflect on my personal values.

Reflection regarding Experience Design

How did you use the ABCDEF model?

For this project, I focused on the C-phase and the E-phase. In March 2020, Carlijn organized the Impact Expedition to Nepal. Due to the Corona crisis, the Impact Expedition cannot take place this year in the same form as last year. Carlijn therefore wants to create a new concept, a concept that is closer to home or not location dependent. This is where I stepped in as Experience Designer. The first conversations I had with Carlijn were mainly introductory conversations. Before I could start creating a concept, it was important to find out who Carlijn is, what the Impact Expedition is about, what Carlijn's needs are, what she expects from me and what I can expect from her. On the basis of these first meetings, we started with the C-phase. The Impact Expedition is a strong concept. It cannot take place in the same form, but the ‘ingredients’ of the Impact Expedition can still be used. When I asked Carlijn what target group she is focussing on, she had no clue. She thought millennials but was not sure about her answer. In addition, Carlijn has different thoughts, ideas, and motivations. I soon noticed that Carlijn was very enthusiastic about these ideas, thoughts, and motivations, but that they were all over the place. That is why our process started with the questions: What are the valuable ingredients, the golden nuggets, of the Impact Expedition that we can use in the creation of the new concept? What is the target group we are focussing on? And how can we structure all thoughts, ideas, and potentials Carlijn has?

To answer these questions, we decided to start working on a stronger Brand Identity, an Identity that shows who Carlijn is, what she stands for, and what she offers. Carlijn had already created a vision and mission for the Impact Expedition, but she was no longer sure whether she still fully supported this vision and mission. Sometimes you need to bring your vision and concept back to reality. Are they based on golden nuggets? Are they connected to the organization and its target group? Based on Carlijn’s need to create a stronger brand identity, I created the first session. In this session, we identified Carlijn's (new) mission, vision, values ​​, and strategy on the basis of different models, theories, and creative techniques. The creation phase is more or less the heart of the ABC Process. We decided during this first session ‘what makes it all tick’ and we tried to discover what ‘the working principle’ will be like. The C-phase an important phase, because here you make imaginative decisions that are the basis for your future concept.

During the second session, we focused on the target group. What is the target group Carlijn is focussing on? We also tried to find this out by using different models, theories, and creative techniques. When creating a concept, it is important that the values ​​of the organizations correspond with the values ​​of the target group. That is why I focussed on both Carlijn her brand identity and on identifying the target group. Once the values of Carlijn match the values of the target group, value-fits may arise. Therefore, it is important as an organization to have a clear mission, vision, and values, otherwise the target group will never know whether the organization matches their own values and interests. By helping Carlijn create a stronger brand identity and find out the target group she is focussing on, a stronger concept can be created.

The created vision, mission, strategy, values ​​, and persona functioned as inspiration during the theme day about the C-phase, where the Impact Expedition was central. As visions deal with the WHY question, concepts deal with the HOW. Inspired by the vision, they provide a much clearer approach. That was exactly where this theme day was about: creating a concept. The groups came up with great concepts, therefore I decided to use some of the concepts in the creation of the engagement platform. the platform I created is actually a combination of a new concept for the Impact Expedition, and at the same time an engagement platform where interaction and connection between the different participants are stimulated. I used the results of both the sessions and the theme day in the creation of the platform. Central are therefore the vision, mission, and values ​​of Carlijn, the values ​​of the target group, and the input that the different groups have given during the theme day. The platform is therefore focused on creating value-fits between the organization, Carlijn, and the target group, while at the same time taking into account that most of the services offered on the platform are not place dependent.

Which other theories did you use?

I used several theories and models, mainly in the sessions I have created. I used to Pyramid of vision, mission, values, and strategy from Robert Kaplan & David Norton to dive deeper into the DNA of the Impact Expedition and to reformulate certain parts. I used this model in the first session because this is the basis on which all elements of business operations must be aligned. I also used the Vision of Core Ideology from Collins and Porras in this session: a framework for developing a foundation that really helps the organization to become a visionary organization. We formulated a core ideology and a foreseen future on the basis of this framework. To identify, image, and reveal the desired corporate identity of the Impact Expedition, I used the Spiderweb Method from Bernstein. The Spiderweb Method offers an attractive, appealing, and simple view of what is thought about a brand or organization. These models and theories helped to create a stronger brand identity.

In the second session, I used the Interaction model to find out the interaction between action, reaction, and how value creation comes about. The image of an organization is not a direct reflection of the organization but arises in the field of interaction. I used, among other things, tools as a positioning matrix, the Mentality model of Motivaction and a value index to identify the action, reaction and interaction and the possible value-fit between The Impact Expedition/Carlijn and the target group. This session and the associated models and theories helped Carlijn to define her target group/mentality group and created more awareness about the importance of aligning organizational values ​​with consumer values.

Eventually, I used the ACTIVE model to test whether my project process and the created concept/engagement platform meet all elements.

How did you apply ACTIVE?

See previous blog ACTIVE // 24-12-2020

What would you do differently a next time regarding both the content and the process?

The previous small project consisted mainly of desk research. As a result, I had not the idea that my input was very valuable. However, this project is different; I was fully involved in the process and really felt that I could contribute as an Experience Designer. The content of my project was initially based on the needs of Carlijn. Carlijn wanted to work on a stronger brand identity. Using my acquired knowledge as an Experience Designer, I created a session that helped her to create a stronger brand identity. This taught me how to apply my knowledge in practice and helped Carlijn build her Brand Identity in a valuable way. After the first session, I started thinking about the follow-up process. Because I know how important it is to define a target group, I suggested Carlijn determine her target group on the basis of a second session. After both sessions, I had the feeling that I created something valuable and that my effort and input was highly appreciated. In addition, through these sessions, I was immediately involved in Carlijn's process, and she was involved in my project process.

There is not much process-wise that I would do differently next time. Carlijn and I knew where to find each other, met regularly, and I was therefore fully involved in Carlijn's process and she in mine. In addition, I first focused on the C-phase, the vision, then through the theme day gathered input for the concept creation and I closed the project by combining the engagement platform with a new concept for the Impact Expedition. However, if I had to mention one thing that I might have wanted to do differently in this process, it would be more stakeholder involvement. In this project, I have mainly focused on Carlijn and her brand. That was a conscious choice; Carlijn was at the very beginning of starting her brand, and it was therefore important to find out the essentials (such as mission, vision, target group, etc.) first. Nevertheless, it might have been valuable to involve a number of stakeholders in the initial creation of the concept. I will reflect on this later on.

When I look at the content of this project, there is nothing that I would like to do differently. I used Carlijn's needs to shape my project. In addition, I was given the opportunity to provide my own input and to shape my project in a way that would also be valuable to me. For example, session one was created based on Carlijn's needs, session two was created based on my knowledge (that defining your target group is important) and I designed the concept, the engagement platform, based on the outcomes of the sessions, the theme day, and my own creativity. With my own creativity I mean, among other things, different services and matching metaphors. What probably helped this project, is that Carlijn herself graduated in Imagineering. As a result, I noticed that she was open to the sessions and wanted to experiment with new input. Precisely because Carlijn was open to my approach, there are no things that I would have wanted to do differently during this project regarding the content.

What is the meaning for SI of this project?

Social Innovation indicates the direction of interpreting the contributions that social innovators of this make to the world. The distinguishing feature of social innovators is demonstrated, among other things, by realizing movement by meanings. Especially meanings are something I focussed on in this project. I focused on values as beacons in searching for directions. Because Carlijn's thoughts were all over the place, I helped her create a stronger brand identity, we identified her values, we discovered her target group and the important values ​​of this target group. As a student Social Innovation, I have learned how important it is to create a clear and strong brand identity. In this way, the potential target group can determine whether the organization matches its interests and values. Although Carlijn actually knew what she wanted, knew what she stood for, and had many different ideas and motivations, she needed someone to make all these aspects visual and tangible. I think that in this situation a social innovator was needed to help to take the first steps towards a stronger brand identity, a clear target group to focus on, and to combine all this collected information to create a possible concept.

What other reflections are valuable for you as an experience designer?

This year I worked on two small projects for Experience Design: one for the Municipality of Eindhoven and this project for Carlijn. My project at the municipality of Eindhoven was very different from my project for Carlijn. This is not only due to the content but also due to the client. Carlijn was very open to my approach and my ideas as an Experience Designer. The municipality, in contrast, is much more static; if you want to do or achieve something, there are often rules or restrictions you have to take into account. I realized that as an Experience Designer you can end up in many different situations and you have to adapt to them in your own way. These were two completely different projects, two completely different experiences for both me and the client. However, as a result, I learned more about two completely different clients and organizations. I think it is important as an Experience Designer to stick to your own values, attitudes, and beliefs as much as possible and combine them with the values, attitudes, and beliefs of the customer. Although they will usually differ, I believe that there is always common ground that both you as the Experience Designer and the client support.

Reflection regarding my personal values

What are your own attitudes, beliefs, and values during this project, and what is unique about them?

During the first conversations with Carlijn, I immediately felt her enthusiasm and her motivation to create something great together. It was precisely her enthusiasm that made me realize: I really want to create something valuable that Carlijn can build on. That is why I decided to design my project according to her needs. The whole time I asked her what she needs at this point in the process? Based on her needs, I formed my Experience Design approach. When working on the brand identity, I selected several Experience Design tools that I thought could be useful. In the end, they definitely were (according to Carlijn as well). When defining the target group, I looked again for Experience Design tools that were suitable. In this way, I have listened to Carlijn's needs, and at the same time was able to put Experience Design theory into practice to shape my project.

I strongly believe in the power of collaboration. I helped her to shape her brand by combining our strengths: my knowledge of Experience Design and her open-attitude towards this project. by meeting regularly to keep each other informed of the process, something valuable could arise: a stronger brand identity, a defined target group, and a possible new concept/engagement platform.

Her current product, The Impact Expedition, could not take place in the way it did last year. Therefore I looked at the possibilities, and not at the impossibilities. Throughout the project I have kept this appreciative attitude; I was convinced that we could create something great together. It wasn't just my project, it was our project. That is why I tried to combine my input and creativity with the values ​​and elements that Carlijn and the target group consider important when creating the concept.

Part of the process has not been elaborated on paper. Often when we met up, we discussed so many things that it was too much to write everything down. Yet, I am also grateful: because of this I had the idea that I was not only focusing on the project, but I could actually bond with Carlijn, her organization, and the direction she wanted to work towards. For me, this connection is an important value that was central during this process; because of the connectedness, we had the feeling we trusted each other. I believe trust and the willingness to be involved is important in a process like this.

What are the differences between your values and the values of your client and how did you handle this?

To be honest, I did not have the feeling that my values ​​differed much from Carlijn's. I listened to Carlijn's values ​​and needs, and Carlijn trusted and respected my approach and my values. I had the feeling we were both very motivated to create something valuable and meaningful. The fact that Carlijn has studied Imagineering has contributed to this as well; I noticed that Carlijn supported creativity, openness, and connectedness during this process.

When creating the concept, I noticed that our values ​​were slightly different. Carlijn has created her new brand name, Reconnect. Reconnect has to become a collective. She wants to offer different services from different people, but yet she doesn’t know how. That is why I developed a possible concept, The Nest, where she can offer her services as well as support engagement between the different participants of her services. However, Carlijn is afraid that The Nest might overshadow Reconnect in some way. I don't think that will be the case; Reconnect is the collective where different people can offer their services, and The Nest will be the platform that is only intended for the participants of Carlijn's services. This platform covers several important elements of both Carlijn and her target group. However, I don't know if Carlijn will eventually use the platform in the way I intended. Yet there are elements that Carlijn wants to use in her future concept: A metaphor for her services, creating a place that connects people and offers almost all services that I have worked out in my concept.

Together we formulated and strengthened Carlijn her brand identity, we defined the target group and I created a possible concept. Now it is up to Carlijn to decide how to continue this process.

How did you combine the perspectives of stakeholders and what did you learn from this?

As Social Innovator and Experience Designer I should have the ability to develop meaningful experiences in co-creation with all those involved. However, I feel that I may not have made enough use of that in this project. Although I fully involved Carlijn, my main stakeholder, in the process, I could have involved other stakeholders as well. The reason that I have not done that yet, is because Lotte is also creating a (more concrete) concept. My concept, the engagement platform The Nest, serves as an inspiration for both Lotte and Carlijn to build on. The concept is still far from complete, but this is the first draft of a possible idea. Although I took Carlijn's wishes, needs, and values into account when creating the first concept, I perhaps should include stakeholders as well. Although I have incorporated the values and other important elements of the possible target group into the concept, I also have to be critical and face my possible points of improvement. It was a conscious choice not to involve other stakeholders at this point, but I could have done it to make my project more valuable.

I tried to combine Carlijn her perspectives, the perspectives of the persona created and the information collected from the first part of the project. Being involved from the very beginning of the process, I could clearly see where we started and where we ended. I created the platform entirely on the basis of the knowledge gained from the beginning until now. What I've learned from this process is how to create a strong product by including several important elements. The moment you omit important elements, such as the values ​​of Carlijn or the target group, the product will look very different. That's why I've tried to take into account all different scenarios and perspectives.

When did you reflect on decisions, behavior or actions during the project?

After every blog, I reflected for myself on the process and the possible next steps. After session 1, after reflecting on the first session and first blog, I came up with the idea to identify the target group in a next session. Otherwise, Carlijn would never know exactly which group of people she wants to address. After creating both the brand identity and the target audience, I realized how valuable it has been; we could take the results of the sessions to the theme day so that the groups could create the concept on the basis of this information. I used the outcomes of the theme day in the creation of my concept, the engagement platform. Each blog was a kind of 'milestone' that had been reached, a completion of a certain point in the process. On the basis of the blogs, I determined (together with Carlijn) how we would continue and I determined which actions would be involved.

How did you try to innovate during the project and/or how did you try to inspire stakeholders?

Creating the engagement platform, The Nest, was the moment that I decided not to fully focus on Carlijn's needs anymore, but instead focusing on what would appeal to both Carlijn and her target group. That is why I started combining all the different elements and aspects of the sessions and the theme day. I have tried to think like an Experience Designer: How can this platform appeal to the target group? How can I turn this platform into an experience? I have used different metaphors to capture the imagination, I have made sure that both online & offline services are offered and I found it important to add elements that could create interaction. The created template of the concept, the engagement platform, should serve as inspiration. Carlijn can use the template to further shape the platform with stakeholders in a co-creative way. The template (PDF document) should serve as an invitation to create something together where interaction, creativity, and inclusivity are stimulated.