Use of Design Thinking Tools for Behavioural Change towards 

 Sanitation 

 Reflection : Storytelling 

 Md Rashid 

 Challenge 

 As part of my role as a Consultant to the Govt . on the ‘ Sanitation for all ’ project , we faced a   challenge where we found that the mere availability of the physical infrastructure , i.e. toilets ,   was not leading to higher usage of toilets for safer sanitation , by our target audience in rural   areas . This was more of a behavioural issue than anything else . It was hence essential to   understand the target audience ’s behaviour , not restricted to the sanitation habits , but also about   the overall way of life . Earlier solutions were neither human - centered ( Week 1 - Video 1 and   Week 1 - Video 5 ) , nor based on customer empathy ( Week 2 - Video 3 ) . The core challenge was   to bring about a behavioural change in the target audience w.r.t . sanitation habits , which would   lead to higher usage of toilets and adoption of safer sanitation practice . 

 Selection 

 The task at hand required engaging with people and making them interested to collaborate and   co - create a solution which is sustainable ( Week 4 - Video 5 ) . Human beings love stories , and   more so when stories are relatable to them , or about them . While we chose more than one tool   since the task was multi - fold – to understand the behaviour ( Journey Mapping , Week 1 - Video   3 ) , and then be able to involve and co - create a sustainable solution ( Mind - Mapping , Week 3- Video 2 ; it was Storytelling as a tool ( Week 2 - Video 4 ) , that i am explaining for this   assignment . Storytelling as Design Thinking tool was picked up to build a connection with our   audience . Storytelling not only helps the audience build interest in , relate with and visualise   the context , but also creates a space for feedback and comments , which was valuable in our   case since sanitation is not a subject that people wanted to openly talk about anyway . It was   also the easiest medium to convey a message for the kind of target group that we wanted to   address . 

 Application 

 We wanted to make our storytelling exercise a coherent , relatable and interesting one , which   will not only encourage the target group to get involved in it , but also have an emotional   connection , which is critical . The stories were built around the specific community and village   or hamlet , and characters were named same as some of the people there . The ill - effects of poor   sanitation practice were conveyed in form of a story which had characters in it , who had a   similar lifestyle as that of the target audience who was listening to story . However , endings of   the stories were not disclosed . This was to build suspense ( Week 2 - Video 4 ) , and more   importantly to keep space open for discussion and feedback . Essentially , this was a space that   was left for others to contribute ( Week 4 - Video 7 ) . 

 We also left the story at a point that various solutions to tackle the challenge of behavioural   change can come from audience themselves , hence increasing the participation from the group .   Since the solutions came from the target group themselves , there was a sense of ownership and   co - creation in the target group that led to higher compliance and engagement with the solutions   implemented on ground . The tool was then implemented at multiple places with a bit of   tweaking depending upon various extraneous factors , but led to a positive result in terms of   engagement , collaboration , co - creation and sustenance of solutions . 

 Insight 

 Storytelling tool generated a host of insights for us . Some which confirmed our assumptions   and others which disconfirmed our assumptions . While we assumed that using Storytelling as   a tool will help us convey message in a more succinct and interesting manner , we were   pleasantly surprised to see the engagement that it created .   In the first few exercises the endings   were disclosed and audience was then encouraged to participate in discussion . But we found   out that an undisclosed ending creates more interest , engagement and also encourages people   to come up with their own endings . This helped us mapping behavioural aspects of the specific   individual or hamlet where the exercise was being done . This was an additional bit of   information over and above ethnographic research that helped us in tweaking our tools for   better performance . Finally , between the groups where the solutions are co - created with the   help of storytelling , versus places where solutions are offered and explained to groups , the   former had a stronger sustenance and compliance for solutions . 

 Approach 

 There are various design thinking tools and each one can be used for a different purpose , or   can complement each other . In the case discussed , Storytelling came out as an efficient tool ,   however , there can be other tools too that may be adopted for the same objective . Since in the   given case , it was paramount to understand the stakeholder mind - set to before co - creation can   happen , especially since the challenge was on bringing about behavioural change , Mind   Mapping can be a potent tool . Mind Mapping would have allowed us to engage with all   stakeholders and bring out personas of each stakeholder . Depending upon the personas ,   solutions specific to a persona could have been looked at ( Week 3 - Video2 ) . Closed group or   personal interviews with relevant stakeholder where open ended questions are asked which not   only reflect their persona , but also express their own views about the challenge , can be   conducted . Finally , based upon the themes and patterns that lead to mapping stakeholders to   specific persona , solutions could be looked by using further tools for idea generation and   piloting like learning launch . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Md Rashid
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Use of Design Thinking Tools for Behavioural Change towards 

 Sanitation 

 Reflection : Storytelling 

 Md Rashid 

 Challenge 

 As part of my role as a Consultant to the Govt . on the ‘ Sanitation for all ’ project , we faced a   challenge where we found that the mere availability of the physical infrastructure , i.e. toilets ,   was not leading to higher usage of toilets for safer sanitation , by our target audience in rural   areas . This was more of a behavioural issue than anything else . It was hence essential to   understand the target audience ’s behaviour , not restricted to the sanitation habits , but also about   the overall way of life . Earlier solutions were neither human - centered ( Week 1 - Video 1 and   Week 1 - Video 5 ) , nor based on customer empathy ( Week 2 - Video 3 ) . The core challenge was   to bring about a behavioural change in the target audience w.r.t . sanitation habits , which would   lead to higher usage of toilets and adoption of safer sanitation practice . 

 Selection 

 The task at hand required engaging with people and making them interested to collaborate and   co - create a solution which is sustainable ( Week 4 - Video 5 ) . Human beings love stories , and   more so when stories are relatable to them , or about them . While we chose more than one tool   since the task was multi - fold – to understand the behaviour ( Journey Mapping , Week 1 - Video   3 ) , and then be able to involve and co - create a sustainable solution ( Mind - Mapping , Week 3- Video 2 ; it was Storytelling as a tool ( Week 2 - Video 4 ) , that i am explaining for this   assignment . Storytelling as Design Thinking tool was picked up to build a connection with our   audience . Storytelling not only helps the audience build interest in , relate with and visualise   the context , but also creates a space for feedback and comments , which was valuable in our   case since sanitation is not a subject that people wanted to openly talk about anyway . It was   also the easiest medium to convey a message for the kind of target group that we wanted to   address . 

 Application 

 We wanted to make our storytelling exercise a coherent , relatable and interesting one , which   will not only encourage the target group to get involved in it , but also have an emotional   connection , which is critical . The stories were built around the specific community and village   or hamlet , and characters were named same as some of the people there . The ill - effects of poor   sanitation practice were conveyed in form of a story which had characters in it , who had a   similar lifestyle as that of the target audience who was listening to story . However , endings of   the stories were not disclosed . This was to build suspense ( Week 2 - Video 4 ) , and more   importantly to keep space open for discussion and feedback . Essentially , this was a space that   was left for others to contribute ( Week 4 - Video 7 ) . 

 We also left the story at a point that various solutions to tackle the challenge of behavioural   change can come from audience themselves , hence increasing the participation from the group .   Since the solutions came from the target group themselves , there was a sense of ownership and   co - creation in the target group that led to higher compliance and engagement with the solutions   implemented on ground . The tool was then implemented at multiple places with a bit of   tweaking depending upon various extraneous factors , but led to a positive result in terms of   engagement , collaboration , co - creation and sustenance of solutions . 

 Insight 

 Storytelling tool generated a host of insights for us . Some which confirmed our assumptions   and others which disconfirmed our assumptions . While we assumed that using Storytelling as   a tool will help us convey message in a more succinct and interesting manner , we were   pleasantly surprised to see the engagement that it created .   In the first few exercises the endings   were disclosed and audience was then encouraged to participate in discussion . But we found   out that an undisclosed ending creates more interest , engagement and also encourages people   to come up with their own endings . This helped us mapping behavioural aspects of the specific   individual or hamlet where the exercise was being done . This was an additional bit of   information over and above ethnographic research that helped us in tweaking our tools for   better performance . Finally , between the groups where the solutions are co - created with the   help of storytelling , versus places where solutions are offered and explained to groups , the   former had a stronger sustenance and compliance for solutions . 

 Approach 

 There are various design thinking tools and each one can be used for a different purpose , or   can complement each other . In the case discussed , Storytelling came out as an efficient tool ,   however , there can be other tools too that may be adopted for the same objective . Since in the   given case , it was paramount to understand the stakeholder mind - set to before co - creation can   happen , especially since the challenge was on bringing about behavioural change , Mind   Mapping can be a potent tool . Mind Mapping would have allowed us to engage with all   stakeholders and bring out personas of each stakeholder . Depending upon the personas ,   solutions specific to a persona could have been looked at ( Week 3 - Video2 ) . Closed group or   personal interviews with relevant stakeholder where open ended questions are asked which not   only reflect their persona , but also express their own views about the challenge , can be   conducted . Finally , based upon the themes and patterns that lead to mapping stakeholders to   specific persona , solutions could be looked by using further tools for idea generation and   piloting like learning launch .
### Output: 