Asset and Stakeholder Mapping
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This document provides an overview of a design thinking approach to stakeholder and asset mapping for building project alliances. The goals of the session are to identify a curriculum, student learning, or assessment project to work on, map relevant stakeholders and assets, identify a key partner, and conduct an empathy mapping exercise to understand their perspective and needs. Empathy mapping and stakeholder mapping are introduced as tools to help understand different perspectives and potential support or obstacles. The document provides examples of different types of stakeholder maps and walks through conducting an empathy map for a key partner. It concludes by having participants identify how their project could address needs of the key partner.
Asset and Stakeholder Mapping
- 1. Stakeholder and Asset Mapping A Design-thinking Approach to Project Alliance Building Presented by Raymond Barclay, PhD Enrollment x Design, LLC Presentation at the Bonner Foundation Summer Leadership Institute - May 24, 2017 (Lindsey Wilson College, KY)
- 2. PropertyofEnrollmentxDesign,LLC Goals of Session 1. Identify a project related to curriculum, student learning or assessment that you hope to enhance or initiate and move forward in the coming year. 2. Review campus structure and consider where project is situated. 3. Undertake a stakeholder and asset mapping exercise that is focused on your institution or within your community to address a project related to curriculum, student learning or assessment you hope to achieve. 4. Identify a strategic Bonner Scholar Project (or Leader) partner (“BSP/BLP”) who could provide support (political, financial, moral, etc) to your project from the list of stakeholders. 5. Undertake an empathy mapping exercise to assess how best to partner with them and make a connection. 6. Identify needs of key partner to consider where your work and move forward a partnership. 7. Match needs to project scope and assess steps forward. 5/24/2017 2
- 3. PropertyofEnrollmentxDesign,LLC Raymond Barclay - Brief Bio Education (First Generation College Student): • PhD, Psychology (Measurement/Statistics and Cognition), Temple University, School of Education • Specialization in Design Thinking – University of Virginia, Graduate School of Business • Design Thinking & Charrettes – Harvard University, Graduate School of Design • MS , Sustainable Design – Thomas Jefferson Univ/Univ. of Philadelphia, College of Architecture and Built Design • MDIV, Princeton Theological Seminary • Philosophy & Religious Studies - Indiana University of Pennsylvania Published in the following areas: • Online learning, assessment and learning, strategic planning, resiliency, survey development, clinical psychology, statistical methods, (hierarchical linear analysis, multivariate analysis, cluster and factor analysis) Current Role President – Enrollment x Design, LLC (NJ) – present Prior Roles • Associate Vice President/Associate Provost/Associate Vice Chancellor Roles o The New School (NY) o Stetson University (FL) o University of North Carolina (NC) o College of Charleston (SC) • Director Roles o The College of New Jersey (NJ) o Burlington County College (NJ) o The Bonner Foundation (NJ) • Senior Analyst Roles o Arroyo Research Services (NC) - K-16 consulting/evaluation firm) o Rowan Univ/Burlington County Community College (NJ) 5/24/2017 3
- 4. PropertyofEnrollmentxDesign,LLC Project Scoping – Student Learning, Curriculum, Assessment of Learning ➢ Please provide a few general notes on a project that you hope to initiate or enhance in the coming year. Source: The Designing for Growth Field Book (2013) by Jeanne Liedtka, Tim Ogilvie, and Rachel Brozenske. Columbia Univ. Press. 5/24/2017 4
- 5. PropertyofEnrollmentxDesign,LLC Stakeholder “&” Asset Mapping not “vs” Stakeholder Mapping Example Asset Mapping Source: http://www.innovationunit.org/ via https://www.anewdirection.org.uk/programmes/connected-london/stakeholder-asset-mapping 5/24/2017 5
- 6. PropertyofEnrollmentxDesign,LLC Provost Teaching and learning Assessment Accreditation Library Teaching & Learning Tech. General Education Budgets, Planning Budgets, Planning, Dec. Support, Faculty Release. IR, Inst. Effect. Student Success Advising Registrar Special Progs./ Interventions Tenure & Promotion Sponsored Research Who Are the Strategic Partners of the BSP? (illustrative hierarchy) Student Affairs (Student Activities, Res Life) CIO ( Enterprise Application, Datawarehousing) - Governance (Faculty Senate, Gen Ed, Space, TPR) 5/24/2017 6 Academic Orgs (Deans, Dept. Chairs) & Faculty
- 7. PropertyofEnrollmentxDesign,LLC Stakeholder and/or Asset Mapping Why Use Stakeholder Maps ? • A stakeholder mapping exercise can help a team discover the ways to influence other stakeholders (and inversely the way stakeholders influence each other). • Stakeholder mapping can help uncover potential risks and rewards. • Stakeholder mapping enables a team to discover positive stakeholders that they may want to involve in the design process. • Stakeholder mapping can help provide a vehicle for clustering spheres of influence, operational or community relationships. • Helps answer three key questions: (a) who has power to influence project, (b) who has interest in project, (c ) who has neither influence or interest in project or related impacts/outcomes? • Adapted from source: https://uxdict.io/design-thinking-stakeholder-maps-6a68b0577064 5/24/2017 7
- 8. PropertyofEnrollmentxDesign,LLC Stakeholder Mapping – A Strategic Management Activity! • Communicate early and often with stakeholders to ensure that they fully understand what you are doing and understand the benefits of your project – this means they can support you actively when necessary. • This communication needs to consider carefully project relationships (inform-involve/engage- consult-partner) • You can anticipate (or have telegraphed to you by key stakeholders) what people's reaction to your project may be, and build into your plan the actions that will win people's support your projects will be successful Source: http://innovationforsocialchange.org/stakeholder- analysis/?lang=en Involve/ Engage Inform Involve/ Engage ConsultInform Consult Consult Inform PARNTER Potential Influence Potential Interest 5/24/2017 8
- 9. PropertyofEnrollmentxDesign,LLC Somebody Interested Can be Interested for the Wrong Reasons and Somebody Who Blocks now can Be an Advocate Later! Interested Influencer! Follower Advocate or Blocker Opponent! Involve/ Engage Inform Involve/ Engage ConsultInform Consult Consult Inform PARNTE R Potential Influence Potential Interest 5/24/2017 9
- 10. PropertyofEnrollmentxDesign,LLC Stakeholder Map Examples Concentric Cluster (Source: https://cdn-images-1.medium.com/max/ 800/1*-4XMumrX75s9psT0mMhkHg.jpeg) Source: https://goo.gl/images/hCQ4Uv 5/24/2017 10
- 11. PropertyofEnrollmentxDesign,LLC Our Approach (Expediency!) High Influence High Interest Low Interest/ Low Influence High Interest/ High Influence 5/24/2017 11
- 12. PropertyofEnrollmentxDesign,LLC Identify a Key BSP Partner • Identify which stakeholders you believe are most pertinent to your area of opportunity from our project scope and our stakeholder mapping exercise. >>>Power &/or Influence? • Select one person as a potential key BSP partner candidate for your first Empathy Map. Give this candidate a fake name and note some general demographics about the person. Adapted source: http://www.designthinkinguk.com/empathy-mapping/ 5/24/2017 12
- 13. PropertyofEnrollmentxDesign,LLC Empathy Mapping – Key BSP Partner Begin to populate the map by answering the six questions as best you can or from what you know about them in each section. Do your best to complete sections trying to empathize as much as you can with your potential BSP partner’s world. 1. What do they say and do? In this section, try to imagine what the person says or how they behave in public. What do they tell other people about their role? Who they are? Personal Story? Try to capture specific quotes or unusual phrases you might remember from your interactions with them. 2. Barriers: What appear to be their biggest frustrations? Obstacles in their way? Are there risks might they fear taking? 3. Expectations: What are the expectations placed upon them? Expected standard of success? 4. What do they see (“Guesses”)? How do you believe your potential BSP partner sees her/his environment? Who surrounds them? Images speak louder than post-its and you should feel free to use images that convey meaning. 5. What do they hear (“Guesses”)? Describe how the environment influences your potential BSP partner. What do friends say? Which media channels are influential? You can add links to websites they might frequently visit. 6. What do you believe they think and feel? Imagine their emotions, what moves them? What might keep them up at night? Describe what you believe might be their dreams and aspirations. Adapted source: http://www.designthinkinguk.com/empathy-mapping/ 5/24/2017 13
- 14. PropertyofEnrollmentxDesign,LLC Hear? Think & Feel? Say & Do? See? Expectations? Barriers? Key Socio- Demographics 5/24/2017 14 Needs (guesses)? Adapted source: http://www.designthinkinguk.com/empathy-mapping/
- 15. PropertyofEnrollmentxDesign,LLC Identify Latent or Highlight Expressed Needs – Key BSP Partner • Now that your Empathy Map is full, try to identify expressed or latent needs (guesses). Create a list outside the map. • Needs are activities and desires with which your potential partner could use help, so it is better to use verbs to describe them. Needs may arise directly from what you noticed or from contradictions between the sections in your empathy map. • Feel free to write down your insights on the side of your Empathy Map. • These realizations may come up due to contradictions between the attributes you have listed or within conversations among your small group while completing the map. • If you notice a strange behavior or need, something that stands out, ask “why” so that it prompts you or members of your team to come up with realizations about that person. Adapted source: http://www.designthinkinguk.com/empathy-mapping/ 5/24/2017 15
- 16. PropertyofEnrollmentxDesign,LLC Match Needs to Project Scope • Review the list of needs of partner and your proposed project scoping document and consider the following 5 questions: 1. Can you identify connections between your potential partner’s needs and areas of opportunity (strategic, pragmatic, financial, political, etc)? 2. Can you identify ways your potential partner’s expectations or needs can provide support to your overcoming barriers (strategic, pragmatic, financial, political, etc)? 3. Are there places where there are disconnects between your potential partner’s expectations or needs and your project’s requirements or expected outcomes? 4. Do you believe following this exercise that this person is still a priority as a project partner? 5. Do you believe following this exercise that you can recruit this person to come onboard with the project? ●If yes to #5- will getting this person on-board require incentives? Please specify 5/24/2017 16Adapted source: http://www.designthinkinguk.com/empathy-mapping/
- 17. PropertyofEnrollmentxDesign,LLC Contact Raymond Barclay, PhD at Enrollment x Design ray@enrollmentxdesign.com www.enrollmentxdesign.com 5/24/2017 17