A non-profit provides employment and training programs to low-income individuals with the goal of
providing them with marketable skills to get jobs that lead to careers and economic self-sufficiency. The
organization wants to understand barriers to participation in one of its training programs.
Action: Conduct 25 one-on-one in-depth interviews among segments of the target constituency, i.e., those who dropped out of the program, those who completed the program, etc. Take a human centered design approach by structuring the discussions to get at their emotional drivers to more deeply understand their needs and attitudes towards the training programs offered to them.
Result: Key consumer barriers and their behavior drivers are identified. Recommendations are presented, including empathy maps, to increase awareness of the program and refine its messaging to increase participation and ultimately lead more people to economic self-sufficiency.