Design Thinking Creative Problem Solving for Candidate Experience Christian De Pape Design Thinking & Candidate Experience Tools & Templates Contents What is design thinking? 2 How does design thinking work? 3 The design thinking process 4 Tool: Ethnographic interview 5 Tool: Candidate journey map 6 Example: Lo-fi journey map 7 Template: Lo-fi journey map 8 Tool: Ask “How might we…” 9 Tool: “Yes, and …” brainstorming 10 Tool: Storyboarding 11 Example: Storyboarding 12 Template: Storyboarding 13 Tool: “I like, I wish, I wonder” feedback 14 About Recruiting Social We’re a recruiting services company. Talent teams across North America work with us to source candidates, build pipelines, manage job reqs, and recruit people who will thrive on the job. Our clients help foster future talent; we donate 10% of profits to education support for marginalized youth. Meet companies growing and thriving with Recruiting Social’s help. Visit recruitingsocial.com/clients recruitingsocial.com Los Angeles • Vancouver • Toronto • 1.800.953.5339 • connect@recruitingsocial.com What is design thinking? Design thinking is a method for creative problem solving. It applies practices from traditional design professions to other types of business and life situations. Candidate experience, for example. By balancing both intuitive and analytical approaches, design thinking seeks to understand complex challenges, brainstorm potential approaches, and realize innovative solutions. Design thinking is… ● Human centered. You focus on real people: real candidates, real hiring managers, real recruiters. You explore their individual experiences and problems with empathy. You seek and listen to their feedback. You always keep the end-user in mind. ● Collaborative. You bring together collaborators with different backgrounds and viewpoints: new hires and declined candidates, recruiters and hiring managers, senior managers and coordinators. Diversity fosters new insights, ideas, and innovations. It also make the process fun. ● Creative. You tap into your curiosity, intuition, and imagination. You explore the full spectrum of opportunities and dream up original, unexpected, and even wild ideas. Design thinking is a lot like play. ● Holistic. You look at the whole picture. You explore extremes. You dig deep. The environments, contexts, and root causes that shape a problem can also shape the solution. recruitingsocial.com Page 2 of 14 • Design Thinking & Candidate Experience • © Recruiting Social 2017 How does design thinking work? There is no one, universal design thinking process. Different practitioners define the steps differently. The British Design Council’s “Double Diamond” design process is well known and provides an easy to remember, four-step framework: 1. Discover 2. Define 3. Develop 4. Deliver Conduct research to understand your users, their wants, and their needs. Analyze your research, find user insights, and spot where their problems exist. Explore the possibilities and generate a range of creative (even crazy) ideas. Build prototypes for a range of promising ideas. Then, ask users for feedback. Example: Example: Example: Example: You talk to recent hires about their interview experience and shadow hiring managers as they meet with candidates. You journey map the onsite interview experience and pinpoint the lunch break as a critical moment of confusion; candidates are often left alone for half an hour without any explanation or instruction. You hold a brainstorming session exploring ways the lunch break can be made into a positive experience for candidates. Ideas ranges from catering a gourmet meal to removing the lunch break altogether. You storyboard a scenario where the candidate is taken for lunch by a recent hire who shares their experience. You show the storyboard to recent hires, ask for feedback, and make revisions based on their suggestions. recruitingsocial.com Page 3 of 14 • Design Thinking & Candidate Experience • © Recruiting Social 2017 The design thinking process The process is iterative and nonlinear: you repeat the steps and jump back and forth between them to continue solving problems and refining solutions. Note that the sequence goes back and forth between divergent and convergent thinking. This is illustrated by the diamond shapes in the double diamond. It can be helpful to think of these alternating perspectives as “creating choices” and “making choices.” recruitingsocial.com Page 4 of 14 • Design Thinking & Candidate Experience • © Recruiting Social 2017 1. Discover Tool: Ethnographic interview What is it? Similar to a job interview, the idea behind an ethnographic interview is to spend time with your subject asking them questions and capturing their attitudes, beliefs, and motivations. ⠀ Why is it used? Unlike a job interview, the purpose is to identify the interviewees unmet needs so you can find way to address them (i.e. improve candidate experience). New hires, declined candidates, hiring managers, and talent team members might all be the subject of ethnographic interviews.⠀ How is it done? Rather than scheduling a lengthy, formal sit-down interview, you can begin to apply ethnographic interviewing techniques in the conversations you already have as part of your work. Make sure to take notes (capture comments verbatim, if you can!) and record your observations. Here are some techniques you may begin to use in strategy meetings with hiring managers, on the phone with candidates, or problem-solving with recruiters from your team:⠀ ● Ask open-ended, exploratory questions. Listen for surprises and probe inconsistencies. Be curious, but don’t lead. Don’t be afraid of silence. Use questions that start with “Tell me about a time when…” or “Tell me how you…” ● Dig before and after the action. Interviewees will focus on describing actions. Walk them backward to uncover what they were thinking before the action. Then, walk them forward to uncover what their reaction was – what they felt – afterward. ● Listen for attitudes and beliefs. These keywords signal emotional states. Absolutes – “always,” and “never” – and judgments – “deserved,” “should have” – are good clues. Phrases that suggest a perceived lack of choice, or points to an external authority, provide clues to the hidden beliefs people hold. recruitingsocial.com Page 5 of 14 • Design Thinking & Candidate Experience • © Recruiting Social 2017 2. Define Tool: Candidate journey map What is it? A visual document that charts the interactions, thoughts, and feelings a candidate experiences as they progress through the stages of your recruiting process. Journey maps intermix different pieces of information: ● Persona or segment. A candidate persona or candidate segment description articulates whose lens you are looking through. ● Actions. What is the candidate doing at a specific moment in time? ● Thoughts. What is a candidate thinking at that moment? What are they asking? What do they need? ● Emotional impact. What emotion does the candidate feel at a particular moment in the process? Emotion is often represented as a simple spectrum ranging from positive emotion to negative emotion. ● Moments of truth. Moments of truth are the interactions between the candidate and the organization that carry the most weight in deciding the outcome of the experience. Why is it used? Simply put, a journey map is about seeing the process through the candidate’s eyes. It uncovers the moments when they succeed, learn something valuable, face frustration, question their commitment to continuing, establish loyalty, decide to quit, or realize they want to join the team and should accept an offer. How is it done? You can go big: arrange a workshop with stakeholders representing different functions within your company, pour over candidate research together, and map out every detail of the experience. Or, you can go small: tap your own knowledge, refer to the candidate comments and feedback you’ve captured, and quickly sketch out the key moments from one part of your recruiting process – a “chicken-scratch” journey map. recruitingsocial.com Page 6 of 14 • Design Thinking & Candidate Experience • © Recruiting Social 2017 recruitingsocial.com Design Thinking & Candidate Experience • © Recruiting Social 2017 recruitingsocial.com Design Thinking & Candidate Experience • © Recruiting Social 2017 2. Define Tool: Ask “How might we…” What is it? A way to clearly state your design challenge. Why is it used? Asking “how might we” reframes the problem as an opportunity. The question format helps guide the search for creative solutions. How is it done? Look at your journey map. Pick a moment that leaves the candidate with a negative emotion or an unmet need. This is the problem you are looking to solve. Frame this challenge using the following question structure: How might we WHAT so that WHY? ● How might we make sure every declined candidate’s last interaction with us is a good one, so they’re more likely to re-apply or refer colleagues to us? ● How might we better prepare interviewers so candidates don’t have to answer the same questions over and over? ● How might we reduce first-day paperwork so new hires can spend more time getting to know their new team? recruitingsocial.com Page 9 of 14 • Design Thinking & Candidate Experience • © Recruiting Social 2017 3. Develop Tool: “Yes, and …” brainstorming What is it? A simple framework for sharing ideas during a team brainstorming session. Why is it used? Brainstorming is about generating as many ideas as possible. The “Yes, and…” format stops participants from judging ideas too soon. It enforces that every idea is a valid one and creates a safe space for sharing any suggestion – even far-out suggestions – without hesitation. How is it done? As a group, stand together and come up with ideas. Respond to each suggestion by saying, “Yes, and …” and building on the idea. For example, you may be brainstorming ideas in response to the “how might we” question: “How might we welcome new employees on their first day?”: ● “We could leave a welcome basket of swag on their desk.” ● “Yes, and… we can decorate their desk with a welcome banner.” ● “Yes, and… we can bring them a hot mug of coffee as they settle in.” ● “Yes, and… we can light scented candles that smell like fresh baked cookies.” recruitingsocial.com Page 10 of 14 • Design Thinking & Candidate Experience • © Recruiting Social 2017 3. Develop Tool: Storyboarding What is it? A series of drawings or pictures that visualize a sequence of events. They tell a story – your candidate’s story, told in the present tense, as they experience your innovation. Storyboards look a lot like comic strips. Why is it used? Storyboards are a good way of communicating future candidate journeys. The process of creating a storyboard forces you to take on the candidate’s perspective. They function as a prototype, and can be used to solicit feedback, spark discussion, and identify potential problems. How is it done? Choose two or three of your most promising innovation ideas. Give yourself 15 minutes to storyboard each one. Work with the template on the following page, and don’t forget to include the who, what, why, where, and when. Like any story, storyboards need a beginning, a middle, and an end. It helps to start in the middle of your story – the “moment of truth,” for your prototype innovation. Then, go back and depict the beginning, or “before” part of the candidate’s journey. Finally, depict the end: what happens after they experience your innovation? You do not need to be an artist to create a storyboard. Simple sketches and stick figures combined with written descriptions, labels, and speech bubbles do the trick. You can also use clipart, cutouts, or photographs. recruitingsocial.com Page 11 of 14 • Design Thinking & Candidate Experience • © Recruiting Social 2017 recruitingsocial.com Design Thinking & Candidate Experience • © Recruiting Social 2017 recruitingsocial.com Design Thinking & Candidate Experience • © Recruiting Social 2017 4. Deliver Tool: “I like, I wish, I wonder” feedback What is it? A structured way to gather feedback on your innovation prototype. Why is it used? Should you go ahead and implement your idea? Asking stakeholders to share their thoughts using the “I like, I wish, I wonder” method helps you gather the information you need to make a decision. How is it done? Show your storyboard to people who will be affected by your proposed innovation. This might include recent hires (who represent candidates), hiring managers, and talent team members. Ask them to share their thoughts using “I” statements: ● “I like …” Highlighting what works and recognizing success. ● “I wish…” Identifying what needs improvement, further development, or change. ● “I wonder…” Pondering, questioning, clarifying, or suggesting. For example, if you were proposing that on the day of their on-site interviews, candidates get taken for lunch by a recent hire: ● “I like that we’re creating a more informal opportunity for the candidate to ask questions.” ● “I wish that they had more than 30 minutes, though – that’s not that long for lunch.” ● “I wonder if we could shorten the afternoon whiteboard exercise, to leave room for a longer lunch?” recruitingsocial.com Page 14 of 14 • Design Thinking & Candidate Experience • © Recruiting Social 2017