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Human-centred approach to driving behavioural change

A Global Engineering organisation wanted to enhance their overall Graduate Programme, looking to increase applicants and retain their top talent.

Sysdoc applied a Human-centred approach to the project, placing emphasis on empathising with different user groups to gain insights and opportunities for improvement.

As a leading manufacturer, employing thousands globally, it’s essential the organisation attract and retain the best talent within the Engineering sector.

Having invested in a new apprentice training facility, aiming to help nurture the unique skills required to deliver one of the most globally complex engineering challenges, it was essential the Programme reflected the investment.

Sysdoc was asked to evaluate their graduate programme and advise on ways to improve their overall offering to meet the organisations application and retention targets. 

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Adopting a human-centred approach, we ran persona identification workshops to confirm the key user groups. Following this activity, we conducted a series of stakeholder interviews to empathise with Graduates starting, midway and post completion of the programme. The insights derived from the initial interviews enabled us to create a range of personas to understand their keys needs, motivations, frustrations and behaviours. These helped us to foster empathy for the different user groups, which were played back to the organisation to ensure they were at the heart of all future decisions surrounding the overall graduate experience.

Upon completion of Personas, we utilised Customer Journey Maps to define each step in the Graduate Programme experience, associating all tasks and activities with each point. Through another round of interviews, we were able to map thoughts and emotions from our different personas to each phase. These helped to generate a series of insights and opportunities, flagging two areas that required the most attention.

This process was played back to the organisation in the form of a User Insight Report and supporting Customer Journey Maps. These enabled the organisation to make informed decisions based on actual user insights and feedback, reducing unnecessary spend and targeted investment.