Design Thinking and Church Community: Step Five - Test!

This post is the sixth and final post in a series on building Digital Church Community with Design Thinking, a series responding to the challenges of building Christian community in a pandemic. Be sure to check out the intro, as well as our guide to Empathizing, Defining, Ideating, and Prototyping!

As we continue through our process of re-inventing church community through design thinking, we make a decisive pivot from the theoretical to the concrete. In the "Testing" phase of design thinking, we test and measure the effectiveness of our prototypes.

According to interaction-design.org, step five of design thinking puts our prototype into a pilot test:

Evaluators rigorously test the prototypes. Although this is the final phase, design thinking is iterative: Teams often use the results to redefine one or more further problems. So, you can return to previous stages to make further iterations, alterations and refinements...

Once we start our test, it's all downhill from here.

With enough intentionality, our prototypes should lend themselves to an easy testing format. If we created visual storyboards, we should have a clear idea of who will be involved with the test, what the test might look like, and how success might appear. But to run an effective test, it's helpful to clarify a few parameters:

First, what is the medium of the test? In this time of social distancing, we are likely executing our test virtually. We need to ensure all parties have access to the right tools, at the right level of permissions. What software do we need? How do we ensure everyone involved in running the test has administrative access to these tools? How do we ensure everyone participating in the test has end-user access?

Second, how do we get the word out? We can't run a test if nobody shows up (though nobody showing up might indicate that we need to go back to the Ideate phase!). If we're testing something new with virtual worship, we need to make sure to communicate the change ahead of time, describing any new expectations for involvement. Simplicity is key. If someone needs to click a link to participate in the test, make sure that the link is easy to access, that it is communicated through multiple channels.

Third, what are we going to measure? Testing is not a subjective process. It involves the rigorous collection of data. Before the test starts, we need to understand what we will measure, and how we will find the metrics. Are we testing page views or web interactions? Participation or attendance? With YouTube views or Google Analytics? Be specific about the numbers you will collect, how you will collect them, and over what duration.

Finally, how long do we allow the test to run? This is typically the most ambiguous question related to design thinking and church community. Do we run a test for one Sunday, or do we run it for a month? Do we run it for one worship service, or for our entire church community? To determine these answers, it's helpful to consider what constitutes a valid test - not a rejection/acceptance of our design, but enough data to reevaluate our problem statement and begin the design thinking process anew.

To that extent, we should run our test for as long as it takes to initiate a new round of design thinking, to truly make our process iterative. In most situations, this means allowing a test to run for a month or more, so that it runs through a full communications cycle in the life of the congregation, so that it engages all regular worship attendees. With four weeks or more of data, we can gather enough perspectives so as to begin a new phase of empathizing and defining.

Iteration is always the key to testing, testing is never about reaching a finish line. Design thinking, particularly in the context of building Christian community, is never about delivering a finished product or a silver-bullet solution.

A wise pastor recently shared with me how the use of the word "solution" can be problematic in the church. We're not in the business of solutions. We're seeking to live more fully into our new normal, harnessing the gifts that God has given to us and to our community so that we can bring God's healing and redeeming word to a hurting world. In the context of building Christian community, a test can never "fail" if it leads us to further conversation and discovery, if it helps us to move more decisively into this new normal.

So when is your test done? It's done when you're ready to start over, taking all that you have learned, and committing once again to the work of empathy and listening. It's done when you acknowledge that our designs our never complete, that our community is always changing, that our call as the church is ever-evolving. As church leaders, we design. The spirit dances. And on we go.

---

@ryanpanzer is the author of Grace and Gigabytes, now available wherever books are sold.

Design Thinking and Church Community: Step Two - Define!

This post is the third in a six-part series on building Digital Church Community with Design Thinking, a series responding to the challenges of building Christian community in a pandemic. Click here for the intro post, and here for thoughts on starting design thinking with empathy!

All church leaders want to build "community." If we weren't invested in community-building, we wouldn't have gone into such a difficult line of work! The key challenge in community-building isn't a challenge of motivation or volition. It's a challenge of specificity.

When we set out to build "community," we don't actually know what we're looking to build. So we set out to extract the concrete from an abstract, which is to say, we set out to take specific actions based on a concept that is vague at best.

During my time working at Pine Lake Camp in Waupaca, WI, I recall seeing a poster on the staff office wall promising "1,0001 ways to build an intentional community." While I enjoyed reading through the ideas, the very fact that one could place 1,001 ideas on such a poster attests to the fact that "community" is an important yet highly ambiguous concept for today's Christian public leader.

What exactly is community? What is community within a virtual Christian setting? And why is a particular expression of community meaningful within a given ministry context? These are the questions that the church leader sets out to answer in "Define," the second step of the design thinking process.

According to interaction-design.org, step two of design thinking begins when we realize that:

It’s time to accumulate the information gathered during the Empathize stage. You then analyze your observations and synthesize them to define the core problems you and your team have identified. These definitions are called problem statements.

So while our intentions to build community, and specifically build virtual community are high-minded and idealistic, we do not begin with the question of "how do I build community?" As designers, such a question wouldn't generate ideas with adequate specificity and feasibility. Instead, we must begin with a problem, the problem that was discovered while Empathizing.

The problem we define in this step is never a lack of "community." The problem we must define is situated in the observations of our context, and framed as a question worthy of further design efforts. To truly design a collaborative solution, we must start with a problem that was collaboratively defined. We, therefore, define this problem by carefully analyzing the data from the "Empathize" phase of design thinking. When we listened to our community, what did they say? What themes emerged multiple times?

Analyzing this data and synthesizing it into design thinking, we will arrive at two outputs from the "Define" phase:

• A problem statement derived from the Empathize process, explaining what a church needs and wants from its "community"

• A research question that will inspire us as a design thinking group to solve the problem.

Let me provide an example of a hypothetical problem statement that may be relevant to some church leaders, circa October 2020:

"Disconnected from in-person worship, our congregation dearly misses the grace-filled experience of a Sunday morning sanctuary, where they could unplug from the problems of their day-to-day."

This problem statement, likely derived from a congregation struggling to navigate the turbulent conditions of a simultaneous pandemic and an election season, is helpful in that it allows us to craft our research question:

How can our church create moments to come together and unplug during this tumultuous season, so that we can collectively experience moments of grace?

Having defined the problem we seek to solve through design thinking, and framed the problem in the form of a question, we can turn our attention to a powerful brainstorm: the Ideation phase of design thinking, the subject of our next post.

---

@ryanpanzer is the author of Grace and Gigabytes.

Design Thinking and Church Community: Step One - Empathize!

This post is the second in a six-part series on building Digital Church Community with Design Thinking, a series inspired by the COVID-19 and the challenges of building Christian community in a pandemic. Click here for the intro post!

One does not simply build a church community online. Or at least, a church leader cannot build community online without discerning what a context imagines "community" to be!

The internet is over-saturated with tools that promise to create some semblance of community. From Facebook groups to Slack accounts, Google+ circles (when they actually existed) to Netflix Watch Parties, digital tech companies recognize that we all need community.

In response to this business opportunity, these companies design tools which lure us with the promise of community with just one click. The result is one of the most pervasive myths of digital technology: if we create this page or start this group, if we ask this question or post this poll, surely some semblance of a community will appear!

Indeed, tech companies and the tools they provide implicitly promote the idea that community comes from tactics. They tacitly advertise the idea that the source of all community is the technology itself.

This assumption is part of the reason why it is so challenging to build church community in digital contexts. So many well-intentioned church leaders begin with the Facebook page or the Instagram feed, without completing the necessary groundwork. Too many church leaders click before they connect, and launch before they listen.

To create church community in this time of physical distancing and forced distribution, we ought to use design thinking to craft specific community-building moments that resonate within our context.

And to start that process, we need to empathize.

To quote IDEO’s Human-Centred Design Toolkit, empathizing means developing a “deep understanding of the problems and realities of the people you are designing for."

Before we build any groups, pages, or posts, before we start new accounts or purchase new technologies, we need a clear understanding of the problems and realities within our church context. More specific to community-building, we need a clear understanding of the problems and realities of finding connection during these difficult, distributed times.

"Empathy helps us gain a deeper appreciation and understanding of people's emotional and physical needs, and the way they see, understand, and interact with the world around them."

-Design-Thinking.org, "What is Empathy, Exactly?"

Church leaders have long been adept at empathizing and listening. Of the many organizations I've been part of, churches seem to be the most consistent in offering "listening posts," "sounding boards," and other formal listening structures, particularly during times of leadership transition. With COVID-19 upending all of our routines, we in the church should think of this time as a profound leadership transition, one that requires dedicated investment in listening to our communities.

But we're not listening for the sake of listening, and we're not putting out a proverbial suggestion box for ideas on how to build community. In the context of community building, we're engaging the "empathize" phase of Design Thinking to listen for responses to two questions in particular:

Six months into the pandemic, what are you missing most about your church community?

How can your church community support you as you navigate these uncertain times?

We can design community from the (virtual) ground-up when we listen widely for the answers to these two questions. Whether by survey or by 1:1 on Zoom, whether by socially-distanced conversation or a masked-up meeting, whether by Doodle Poll or Facebook discussion, we ought to be asking these two questions, right here, right now.

Listen to responses to these questions. Empathize with those who provide the responses. Thank them for sharing. Document their thoughts. Then find some more community members to ask, find some more perspectives to engage, find some more voices to include.

After we have intentionally listened and listened some more, we can advance to the next stage of design thinking, the subsequent milestone on our journey to reinvent church community during COVID: that of Defining the Problem. It is to this step that we will turn in the next post within this series.

---

@ryanpanzer is the author of Grace and Gigabytes.