How do we mobilise people around shared outcomes?

User journeys can feel very efficient but also mechanistic and isolating when you’re the user, facing one or even several services.

We worked with residents and communities to understand not just their needs, assets and motivations but also how they could get help and also provide help to their networks too. This helps them role model and spread behaviour change themselves so that the benefits can go viral.

We also didn’t want the improvement to be linked just to tackling a single issue but can develop their wider resilience — be that their cost of living, digital skills and wider community connections. This connected people to activities that are rooted and designed by the community, not just:

  • People targeted by the programme but all residents
  • Through a stratified model but so they can feel and be a genuine social movement, something the whole community can feel part of
  • About starting from local resources, but understanding what drives behaviour and system change
  • About behaviour change by and for residents, but staff too

What are the conditions you’ve identified for change?

How have you identified them?

What surprised you?



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Head of Policy Design, Scrutiny & Partnerships @newhamlondon #localgov Co-founder of #systemschange & #servicedesign progs. inspired by @cescaalbanese