Chapter 2: Social Innovation

Process
“It always seems impossible until it’s done”

“ all is about inspiration”

Nelson Mandela

Najla Aouinti, Social Innovation 2020/2021

Can you imagine a process ?
THE PROCESS OF SOCIAL INNOVATION, Bates (2012)

Define the
social
challenge

Understand
Diffusion of and
innovation prioritize
needs

Social
impact
framework

Develop a Examine
business the
model opportunity

Devise a
workable
solution
THE PROCESS OF SOCIAL INNOVATION
SOCIAL INNOVATION SPIRAL Murray et al. (2010)
6 stages that move from idea generation to the creation of impact.

Not always sequential because 'some innovations jump straight

into ‘practice’ or even ‘scaling’.

‘Can also be thought of as overlapping spaces, with distinct

cultures and skills.

Useful framework for thinking about the different kinds of support

that innovators and innovations need in order to grow.
Explore opportunities and define
a social challenges
Prompts, inspirations and
diagnosis
“For every complex problem there is an answer that is simple”

“Limit/contain and or reduce illegal immigration”?

Solution “easy just build a wall”

“ Don’t rush to finding solution until actually you know what you
actually need to solve”
1/6 DEFINE THE SOCIAL CHALLENGE
STAGE ONE: PROMPTS, INSPIRATIONS AND DIAGNOSES

“
'In this stage we include all the factors
which highlight the need for innovation –
such as crisis, public spending cuts, poor
performance, strategy – as well as the
inspirations which spark it, from creative
imagination to new evidence. This stage
involves diagnosing the problem and
framing the question in such a way that the
root causes of the problem, not just its
symptoms, will be tackled. Framing the

”
right question is halfway to finding the
right solution. This means going beyond
symptoms to identifying the causes of a
particular problem.'
The problem tree

A visual representation
of the problem (trunk),
its roots (causes) and
its effects (branches
and leaves)).
Identifying the right problem. A ‘good’ problem contains within it the
seeds of the solution.

breaking down a general problem into manageable bits, of getting down to the
actionable parts.

Trigers: IA, technologies, poor performance, crises, Communities

researching themselves …

Making problems visible and tangible: Mapping, visualisations,

storyboards, photographs and video interviews… visualisations of
complexity

From symptoms to causes: The diagnostic process.

Diagnostic professions, systems thinking models…
 How to gain a deep understanding of user
needs?
Ethnographic Observation
• Spending time with users in their natural environment to understand their behavior,
daily practices, and the challenges they face. It goes beyond what users say to reveal
what they actually do.

•This approach helps uncover implicit needs that users may not express directly or might
not even be aware of.

In-depth Interviews
• Interviews with end-users, stakeholders, and local experts to gather detailed insights
into their experiences, frustrations, needs, and aspirations.

• Open-ended questions to users to understand the barriers (emotions, motivations...)

•
• Help discover hidden insights that may not emerge in traditional surveys or
questionnaires.
Immersion and Journey Mapping
• To Step into the shoes of the user to understand their daily life. Journey mapping
follows the steps and experiences a user goes through when interacting with a
service or product.

• It helps identify moments when users face friction or dissatisfaction, as well as

opportunities for improvement.

Persona Creation
• A fictional representations based on typical user groups. These profiles help the
team better understand and design for specific population segments (distinct
needs and goals)

• Personas provide a clear, user-centered lens for designing tailored solutions (user-
centered innovations)
IDEO with VisionSpring, which aimed to increase access to affordable eyeglasses in Rwanda: many people,
especially in rural areas, suffered from poor vision but had limited or no access to affordable eyeglasses.

• How could IDEO and VisionSpring develop a scalable and sustainable solution to provide affordable
eyeglasses to underserved communities in Rwanda, while also raising awareness about the importance of
vision care?

• IDEO’s team began by immersing themselves in the communities, visiting rural areas to observe daily life,
and talking to potential customers about their vision needs. They also interviewed local healthcare providers,
teachers, and community leaders to understand the barriers to accessing eye care, including cost, lack of
awareness, and the absence of nearby services.

• The primary problem was twofold: people did not recognize poor vision as a solvable problem, and even
when they did, eyeglasses were often too expensive or inaccessible. Additionally, there were cultural
stigmas surrounding the use of eyeglasses, with some associating them with aging or weakness.

• IDEO, in collaboration with VisionSpring developed prototypes of affordable, durable eyeglasses that could
be produced and distributed at low cost. They also experimented with different distribution models, such as
community-based entrepreneurs, who could be trained to provide basic vision screenings and sell glasses

• VisionSpring set up mobile vision camps in rural areas to offer free vision screenings and affordable
eyeglasses. Feedback from users indicated that while the glasses were well-received, more awareness was
needed to educate people on the benefits of good vision and dispel cultural stigmas. They also realized the
importance of offering training to local entrepreneurs to create a sustainable distribution network.
 Workshop team
Persona
Online Empathy Map Template (visual-paradigm.com)

Najla Aouinti, Social Innovation 2020/2021

Najla Aouinti, Social Innovation 2020/2021
 Tell the story of your persona: be in their shoes, identify their
issues, their expectations, their needs and present their
17 story in the form of “storytelling”.

• Name, age, • Problems, brakes,

job, location…. Constraints, frustrations,
pains..

• Needs, expectations,
goals…
Define the problem

I wish …….

How might we help the user to …….

Insights Parents are often unsure about which primary school to
choose for their children

HMW Poor How might we tell parents which school to choose for
their children

HMW How might we make parents feel confident they are

good making the good choices for their children?

Problem The client find the claims process complex

HMW Poor How might we make the process less complex

HMW good How might we make the process simple

 How might we …….

• To be specefic to the root causes/problems/ insights uncovered

• The broader the HMW, the more ideas can be generated.

• Avoid Suggesting a Solution in Your HMW Question

• Focus Your HMWs on the Desired Outcome

• Phrase Your HMW Questions Positively: ‘reduce,’ ‘remove,’ ‘prevent, ‘increase,’ ‘improve,’
support, …,
Define your problem
HMW

Najla Aouinti, Social Innovation 2020/2021

Ideation: generate ideas and
proposals
 2/6 GENERATE IDEAS AND PROPOSALS
STAGE TWO: PROPOSALS AND IDEAS

“
'This is the stage of idea
generation. This can
involve formal methods –
such as design or
creativity methods to
widen the menu of options

”
available. Many of the
methods help to draw in
insights and experiences
from a wide range of
sources.'

Najla Aouinti, Social Innovation 2020/2021

1) Murray et al. (2010). The Open Book of Social Innovation, p. 11

Creativity is….

nothing but mind set free

 2/6 GENERATE IDEAS AND PROPOSALS
STAGE TWO: PROPOSALS AND IDEAS

Ideas come from many sources, e.g. citizens, service

users, communities, front line staff, other sectors, or other
countries.

Imagining Solutions

▪ User-led design. Users are often best placed to

identify their own needs and come up with ideas
about how best to meet them
▪ Re-designing services with users and producers
Engagement of ex-users.

Thinking differently: ‘Positive deviance’, Reviewing

extremes, Rethinking space (example p37).

Open innovation: Calls for ideas, Competitions and

challenges, Ideas banks…

Najla Aouinti, Social Innovation 2020/2021

Participation, Platforms for engaging citizens, Processes for
involving children, Citizen petitions, Citizen’s panels
1) Murray et al. (2010). The Open Book of Social Innovation, p. 11
• In South Africa, the Brothers For Life program is a compelling
example of social innovation involving former prisoners in
community reflection and outreach.

• ex-prisoners work to raise awareness among their peers and

communities and are engaged as "mentors" and "ambassadors."
They are well-positioned to have meaningful discussions with
young people and other vulnerable groups, addressing topics
such as substance abuse, STD prevention, and conflict
management.

• By actively participating in the program, they help shape the

messaging and approaches used, and their involvement helps
change perceptions and foster stronger community inclusion.
Positive Deviance
In Vietnam, researchers found that certain families had well-
nourished children despite widespread malnutrition. Through
observation, they discovered these families were adding tiny
shrimp and sweet potato greens to their children's meals, an
inexpensive, locally available solution others had overlooked.
By sharing this simple practice with other families, the
community significantly improved child nutrition without
needing outside intervention.
 Reviewing extremes

A nursing program: a group of nurses participates in a

simulation workshop designed to mimic the physical conditions
of elderly patients. During this training, nurses wear special suits
that simulate limited mobility, reduced strength, impaired
vision, and hearing loss. This immersive experience lasts for
several hours, allowing nurses to navigate a hospital setting
and perform everyday tasks like walking, bending, and
reaching.
 Examples

Hilary Cottam led a multidisciplinary team including prisoners, prison officers, prison managers
and architects to develop a new collaborative design for prisons. The new design divides the
prison up into houses – thereby maintaining security while allowing greater freedom of
movement and freeing up financial and staff resources.

Engagement of ex-users. The Arizona Department of Corrections has involved recent

prisoners in designing programmes to help others reintegrate into society.

Teddy Cruz. Cruz uses ‘waste’ materials from San Diego to build homes, health clinics and
other buildings in Tijuana. He has become well-recognised for his low-income housing
designs, and for his ability to turn overlooked and unused spaces within a dense, urban
neighbourhood into a liveable, workable environment.
 Workshop team
Ideation

Najla Aouinti, Social Innovation 2020/2021

Step 1: generating ideas (20
minutes)

Crazy 8 method

Emphasis on quantity rather than quality:

Generate as many ideas as possible
Step 2: Affinity mapping
5 minutes

Try to organize your ideas in clusters/categories

Discuss ideas (combine/add/delete…)

How to choose the final/best
solution?
Innovation Desirable

Feasible sustainable
Step 3: Attractiveness Maps
(15 minutes)

Gold Moon
Potential Impact WOW HOW

Quick Questionable
NOW CIAO

Challenge
Step 5: NUF Test
( 5 minutes)

You score each of your idea on a scale of 1 to 10

IDEA New Useful Feasible Total

1
2
3
…
….
Generation idea process

Open explore Close

A Diverge Emergent Converge B

Prototypes
 3/6 PROTOTYPE THE SOLUTION
STAGE THREE: PROTOTYPING AND PILOTS

'This is where ideas get tested in practice.

“
This can be done through simply trying
things out, or through more formal pilots,
prototypes and randomised controlled
trials. The process of refining and testing
ideas is particularly important in the social
economy because it’s through iteration,
and trial and error, that coalitions gather
strength (for example, linking users to
professionals) and conflicts are resolved.
It’s also through these processes that

”
measures of success come to be agreed
upon.'
Storyboard about someone interacting with your service :how
do they interact with the service (when, where, why, how…)

Najla Aouinti, Social Innovation 2020/2021

Sketching: you can visually represent the
components, steps, stage of your idea
Desktop walkthrough: use props and objects on a table to provide a
simulation of a service, journey or experience. Users can walk through
and explore the space, share their experiences and expectations

Najla Aouinti, Social Innovation 2020/2021

Digital solutions

Low fidelity prototypes

https://www.youtube.com/watch?v=yafaGNFu8Eg&t=36s

High fidelity prototypes

Software examples: Adobe XD/ Wondershare Mockitt/ InVision /Mockplus…
Najla Aouinti, Social Innovation 2020/2021
Sustaining
 4/6 KEEP YOUR INNOVATION ALIVE
STAGE FOUR: SUSTAINING

“
'This is when the idea becomes
everyday practice. It involves
sharpening ideas (and often
streamlining them), and identifying
income streams to ensure the long
term financial sustainability of the firm,
social enterprise or charity, that will
carry the innovation forward. In the
public sector this means identifying
budgets, teams and other resources

”
such as legislation.'
 Questions

• What is the goal of my venture?

• What are the revenue streams you can monetize?

• Know timelines, cost of revenue, assets.

• Know the fixed costs of getting started.

• Do you need office space

• Do you have the technical skills (ex: to build your first

platform)?
• A business model (how it will generate a sufficient income stream that
covers more than costs.)
• A governance model,
• Sources of finance,
• A network and communications model…

Business plan, which details the service or initiative, how it will be provided,
by whom, with what inputs, how much it will cost, and how it will generate
income.
 What

Offering

Social impact

Production Customer

How Who
Najla Aouinti, Social Innovation 2020/2021
Najla Aouinti, Social Innovation 2020/2021
Najla Aouinti, Social Innovation 2020/2021
https://www.socialbusinessmodels.ch/sites/default/files/instruments_fr/Social%20Busi
ness%20Model%20Canvas%20A0%20-%20N1%20-%20Explicatif.pdf
 Crowdfunding

Crowdfunding is a method of financing projects and

businesses through many small donations from a large
group of people. The funding process is usually
facilitated by dedicated websites or online platforms.

https://www.kickstarter.com/?lang=fr
 Measuring social impact
Tools are starting to emerge that looks to try and integrate the social, environmental,
and economic value

Social Reporting

Social Return on Investments (SROI)

Social Cost Benefit Analysis (SCBA)

…
SCALING AND DIFFUSION
 5/6 SCALE
STAGE FIVE: SCALING AND DIFFUSION

“
'At this stage there are a range of strategies
for growing and spreading an innovation –
from organisational growth, through
licensing and franchising to federations and
looser diffusion. Emulation and inspiration
also play a critical role in spreading an idea
or practice. Demand matters as much as
supply: how market demand, or demand
from commissioners and policymakers is
mobilised to spread a successful new

”
model. This process is often referred to as
‘scaling’.
Systemic change
6/6 CREATE SYSTEMIC CHANGE
STAGE SIX: SYSTEMIC CHANGE

“
'This is the ultimate goal of social innovation.
Systemic change usually involves the
interaction of many elements: social
movements, business models, laws and
regulations, data and infrastructures, and
entirely new ways of thinking and doing.
Social innovations commonly come up
against the barriers and hostility of an old
order Pioneers may sidestep these barriers,
but the extent to which they can grow will
often depend on the creation of new
conditions to make the innovations
economically viable. These conditions

”
include new technologies, supply chains,
institutional forms, skills, and regulatory and
fiscal frameworks.
 “While not ‘anything
goes’, there is not ‘one
best way’ either”
 Social innovation in Tunisia

 https://www.engineeringforchange.org/wp-
content/uploads/2019/10/Think.IT-Social-Innovation-in-Tunisia.pdf
 http://documents1.worldbank.org/curated/en/279141492581023901/pdf/11
4408-WP-PUBLIC-P152270-Social-entrepreneurship-in-Tunisia-achievements-
and-ways-forward.pdf
 2007-Loi-ESS-JORT.pdf
Social innovation in Tunisia:
bibliographic references
1. Ben Jemaa, N., & Najar, D. (2018). Social Innovation in Tunisia: Conceptual Analysis and
Mapping of Actors and Networks. Social Sciences, 7(9), 147.
2. Boukrami, E., & Gharbi, J. (2017). Open Innovation in the Tunisian Public Sector: A Case Study of
the National Health Insurance Fund. International Journal of Innovation and Technology
Management, 14(6), 1750046.
3. Hamdi, H., & Goiset, V. (2018). Social Innovation in Tunisia: Opportunities and Challenges.
Journal of Innovation Economics & Management, (1), 103-125.
4. Hamdi, H., & Goiset, V. (2020). Mapping social innovation in Tunisia: a relational approach.
Innovation: Organization & Management, 22(2), 173-194.
5. Lamine, W., & Lamiri, M. (2019). Social innovation in the Tunisian ecosystem: the role of social
entrepreneurs. Journal of Entrepreneurship in Emerging Economies, 11(1), 50-74.
6. Zouari, R., & Ghézala, H. B. (2019). Social innovation in Tunisia: challenges and opportunities.
Journal of Innovation and Entrepreneurship,