Strategic Pivot
Designing industry-leading approach to driving greater water efficiency, rooted in human-centred approach, behavioural science and lean testing methodology.
Project Overview
Objectives
Deliver a strategic reset, inject innovation and increase scale of ambition of a critical regional environmental resilience challenge.
Constraints
Future readiness of the industry, risk attitudes and procurement timelines, Intangible concepts in an engineering culture, and obtaining disaggregated data.
Success Metrics
Revised focus, strategic framework and approach as well as next steps to progress opportunities.
Process
3-day sprint: reflect and pivot
Engage stakeholders to review strategy, past activity, ambitions, results and new sources of inspiration.
Evidence-based strategy
Synthesise key themes, assumptions and knowledge gaps to verify. Define
scope for prioritised segments.
High-impact opportunities
2-week sprint to scope opportunities and define steps from insight to action.
Innovation Pipeline
Continuously building and refining a pipeline of opportunities.
Delivery
Experiments and trials across Behavioural Science comms, product and technology.
Adopt and Scale
Support and inform scaling of solutions.
Key insight
Water use is not one broad, simple behaviour to be changed.
No single solution exists. We need practical, user centric solutions across communications, product and technology.
Industry’s curse of knowledge has led to
over-indexing on education as a behavioural change solution: the assumption that knowledge will give everyone the same level of motivation to use less water.
Deliverables
3-day sprint design and delivery: activity schedule and bespoke design stimulus.
Revised focus and strategic framework
Understanding segments, their motivations and behaviours.
Identified opportunities to inform trial and assumptions to validate.
Impact to date
A fresh perspective on resources and expertise needed to enable behaviour change at scale for a complex environmental challenge.
The collaborative, multi-disciplinary approach identified new opportunities, broadened impact and provided a test-and-learn process to validate solutions at pace.
Delivered key activities that have deepened knowledge of what works to help customers change behaviour in the context, including:
Ethnographic research,
Behavioural science communication audits,
RCT comms trials,
Horizon scans,
Lean product and technology trials.