How can design help visitors feel comfortable with a Church belief system while also encouraging personal connections and engagement? Exploration of this topic has shown that the level of affinity, understanding of culture, volunteer opportunities and a feeling of authenticity towards engagement with the community are critical factors for people deciding where to put their physical and emotional energy. This presentation was used in defense of a senior thesis project in the Interaction Design graduate program at the University of Kansas.

1. Using Design to Facilitate Personal
Engagement in a Church Community
A Service Design Approach
Randall Blair, University of Kansas
1

2. The Question
How can design help visitors feel comfortable with a Church belief system while
also encouraging personal connections and engagement?
2

3. The Project
Small to mid-sized community churches face many challenges developing the
services that will fulfill the needs of members and non-members and deliver
them in a way that fits the way we live in a modern society. Their long-term
survival depends largely on their ability to attract and engage prospective
members. Exploration of this topic has shown that the level of affinity,
understanding of culture, volunteer opportunities and a feeling of authenticity
towards engagement with the community are critical factors for people
deciding where to put their physical and emotional energy.
3

4. What is Service Design?
“Design for experiences that reach people through many
different touch-points, and that happen over time.”
http://www.servicedesign.org/glossary/service_design/
4

5. Key Characteristics of Service Design
Intangibility. Inseparability.
The offering is largely or wholly intangible. Production and consumption are inseparable.
Heterogeneity. Perishability.
The offering is different each time it is consumed. The offering cannot be stored in inventory.
Sasser, W.E. Jr, Olson, R.P., Wyckoff, D.D. Management of Service Operations, Allyn & Bacon, Boston, MA. 1978.
5

6. User-Centered Design Model
ABSTRACT
Definition Design
KNOW MAKE
Discovery Delivery
CONCRETE
6

7. Case
Study
Valley View United
(Church) Body Building
Methodist Church
7

8. 907
Discovery
members of Valley View United Methodist Church as of August 2010.
Membership
by Age 47% of members are more
than 60 years old.
14-19 20-29
30-39 40-49
50-59 60-69
70-79 80-89
90-99
85 stated ministries.
17 part-time staff members.
Source: Valley View United Methodist Church
8

9. Discovery
The Concern
47% of members are more
than 60 years old.
Membership is at its lowest point in the last 16 years (1995-2010)
Numbers attending worship are at their lowest point
Percentage of members worshipping has remained flat – about 37%
Source: Valley View United Methodist Church
9

10. Discovery
Several opportunities, such as the Servant Cafe is an area that provides The sanctuary is a non-traditional six-
choir, are available for members to a casual atmosphere for social sided room that gives an “in the
participate in the worship service. interaction on Sundays. round” worship experience.
10

11. Discovery
Hope Chest food pantry feeds and Evening Care gives developmentally Preschool Moms Club is a group that
clothes hundreds of local families per disabled adults a safe place for social gives support and networking for
month. interaction and friendship. mothers with young children.
Photos by Noel Klein
11

12. Discovery
Tools and Systems
12

13. Discovery
Tools and Systems
13

14. Discovery
Information and Environment
14

15. Definition
Visitor Journey
Valley View United Methodist Church Visitor Experience Journey
EXPERIENCE
Moments of Truth
unique sanctuary
met a nice exiting parking
didn’t single out helpful man was easy
ENHANCED elevator was quick visitors
big building learned about the non-pushy follow-
friendly greeting were a lot of people good style of
community up from church
for service service
BASELINE thanked for coming
plenty of childcare was social areas
parking available were active
no communion
few introductions
DIMINISHED didn’t see map was daunting crowded cafe
visitor parking got turned around
website was unsure we could
unsure where finding a room is
hard to use find kids easily after
to go next confusing child care lacked
security
MODE ANTICIPATION ENTRY ENGAGEMENT EXIT REFLECTION
TOUCHPOINTS finding parking entering finding finding the filling out worship finding finding existing finding car receiving a
information the building child care sanctuary visitor card participation children the cafe the building visitor
BEHAVIOR SETTING home parking lot lobby hallways sanctuary hallways cafe lobby parking lot home
NARRATIVE Made a decision to go
to church on Sunday.
Drove to the church,
plenty of parking in
Went into the front
doors. Were greeted
We go up the elevator.
The stairs to the sanc-
There is a friendly per-
son there who greets
An usher is there to
hand us a program.
The sanctuary was
pretty. Songs were of
After the service we
left the sanctuary, but
We all went to the
little café. It was very
We could see the front
doors from our seats
It was pretty easy to
find the car. We were
When we got home
we felt good about the
front. by two nice women. tuary are easy to see, us and asks us to sign We find seats. a traditional nature. We out a different door. crowded with people so we headed for the up a hill so we had a morning overall.
Haven’t gone since the
They gave the kids they are right in from our child in on the liked that. Totally threw me off. but you could tell it exit. We were thanked good vantage point.
kids were born. Ap- Didn’t see the visitor The pastor introduced Mid afternoon a
high-fives and shook of us. Not sure about sheet on a clipboard. Had to pull out the was very popular. for coming by the
prehensive about it. parking area until we themselves to us when We wished there was representative from
both my wife’s hands the toddler room. I Seems OK, I am map like a tourist. people at the doors.
were walking to the we were waiting to communion. Disap- We got our food and the church stopped by
Decided to look for a and mine. Pretty quiet refer to the map. Not feeling better about
main entrance. Mildly start. That made us pointed about that, but A nice older man drink and sat at a with a nice mug with
local church. here but there is noise sure if this is the same leaving him here. He
annoyed. Wished we feel good. I guess they do it once asked if he could help table in the next room. some cocoa mix and
nearby. level as the sanctuary seems to be happy
Google search. knew to look for it. a month. Seemed odd. us. We asked how Had a very pleasant some materials from
or not but I assume playing. Didn’t really talk to
Not sure where to go to get to the toddler conversation with the the church. They did
Looked at the Valley Building looks nice. it is. anyone else though. Message was good.
next. Nothing obvious. I ask how they will room. He lead us to man. not ask to come in just
View website for loca- Kind of big. Pastor didn’t seem too
Takes a couple of min- notify us if there is a During the service we the room which was to deliver the mug.
tion and times. Was Want to hang up out pushy which was nice. He told us all about
utes to find the toddler problem. She hesitates are asked to fill out very nice.
a little hard to use but coats but I don’t see a It seemed comfort- the church and the A couple of days later I
room in the preschool then says they will a small form on the
we were able to find coat rack. able. He asked if we were services they provide pulled out that mug of
area. “come get us”. That bulletin to register at-
the basic information. new and if we wanted to the community. coffee and it reminded
Have to ask the got me back to being tendance. Everyone is
Not sure exactly what to get a cup of coffee me to give them an-
woman where to go. apprehensive. doing it so we do also. He left us to go to his
they are about but it and a muffin, “on him”. other try. Maybe next
She gives us a map Sunday school class.
is close so we’ll give Used the map to go Happy they didn’t We were very happy to time we will know a
and directs us up the We felt pretty good
it a try. down the hallway to single out any visitors. meet him. little more how things
elevator then to go about our visit right
the sanctuary. Was work.
Got everyone ready down the stairs to the There is a time when then.
pretty crowded near
in time sanctuary. Confused the children can go up
a stairwell. A lot of
by this a little. to hear a special les-
people coming and
son. Ours went. Then
Map is a little intimi- going.
they said to go with a
dating.
We see a big sign that person to a children’s
Ask about the kids. says “Sanctuary” by church. This worried
She tells me the two doors. We go in us. We had no way of
children’s plan. Since and go down a flight of knowing where they
we have a toddler, I stairs to the sanctuary. were going. We told
need to take them to ours to come back
the toddler room. She and sit with us.
shows me on the map
where that is. I am
immediately nervous
about finding it.
Randall Blair, Dec. 2010
15

16. Definition
Needs Cluster Analysis
This strategy looks to create an
intersection between customer
requirements (what they want to
achieve) and customer behavioral
modes (how they go about
achieving it).
2006 Jeremy Alexis, IIT.
16

17. Definition
Participant Types
Outsider Insider
Comfortable with the culture Helps drive the organization
Wants to understand culture and values
Experienced
Passionate
Wants to be involved
Has few or no connections Creates opportunities
Needs guidance Knows the system
Will make time to serve Has many connections
Is proactive Well-known in the organization
Not well known by insiders Champions the organization
Knows little about the
Knows what opportunities
organization culture and values
are available
Rare involvement
Passive
Is very protective of time
Simply a user of the services
Feel it is “someone else’s turn”
May not be affiliated with
Is satisfied with status quo
the organization
Must have low barriers
Has the potential to be engaged
17

18. Definition
User Behavioral Modes
This set of behavioral modes defines the different ways users approach, engage, interact with, and even think about member communities .
Community Consumer Outsider ...utilizes the service offerings of the community without additional ties to
the community. Has potential to become more involved but may only use
the services and have no interest in further engagement
Cautious Outsider ...has had unsatisfactory experiences with previous communities. Resists
engagement unless asked. Is curious about the community but wants to be
certain they are comfortable before making even small commitments.
Affinity Seeking Outsider ...wants to be in a community primarily where they feel a strong affinity with
the beliefs, messages, and actions of its members. Overall environment is
critical to their satisfaction.
Altruistic Outsider ...wants to be in a community primarily to perform acts of service to the
general public they can be fully committed to. They are comfortable with
the communities’ values and would like to make personal connections.
They have a can-do attitude when committed.
Welcoming Insider ...wants to ensure anyone that wants to be part of the organization can be.
Willing to do what is necessary for the betterment of the community. Acts
as a mentor to new and interested people.
Territorial Insider ...is satisfied with the community status quo and does not mind change as
long as it doesn’t impact them. Mainly interacts with the same people. Has
carved out their own space in the community and has little interest in
engaging with new people.
18

19. Definition
Personae
Marie Allen Jennifer Marco Paul Helen
Community Consumer Cautious Affinity Seeking Altruistic Welcoming Territorial
Outsider Outsider Outsider Outsider Insider Insider
“I really am grateful for the “Im a slow starter. I like to “Being around people “Getting involved makes it “Want to find the next “Well, I hope all this effort
programs. Really glad they know what Im doing before more like me would make more personal, Vs. just generation of leaders. is worth it. But I certainly
are here.” I get too far into it. Get the experience more coming in Sunday morning Need to start sacrificing didn’t vote for it.”
acclimated little by little.” relevant to me.” and not thinking about it some sacred cows.”
again until next week.”
Marie is an unemployed Allen had a bad Jennifer and her husband Marco has spent many Paul is one of the ”go to” Helen has been a
single mother of two experience with his are both looking for a hours volunteering with members of the church. member of the church for
girls. She has received previous church and church that provides the church on different He has served as a leader more than 20 years. The
food and some clothes some of the members them with a complete projects after first visiting on too many committees church is a strongly
for school from the there. He is very careful spiritual experience. The six months ago. He really to count, but he knows engrained part of her life.
church Food Pantry on now with his time and pastoral message, the likes the service-oriented that can’t last forever. He She has seen it grow and
two occasions since she trust. He is a musician type of service, the music, focus of the church. He loves the community and was happy to be a part of
lost her job. She does not and would love to use where people put their wants to find ways to get will do whatever he can to that growth. But now she
attend a church but that talent in a church time, even the building more deeply involved but seek out the “new is satisfied where the
would love to find a way community. But he will architecture are all doesn’t know anyone yet. blood.” He is a mentor church is and really resists
to “give back” once she take his time to make sure important. They want a When he finds an activity and helps to get them any change that may
gets back on her feet. it is the right fit before complete sense of he is passionate about he involved wherever they affect her.
committing. “belonging.” is “all in.” can.
Consuming Watching Seeking Aspiring Connecting Resisting
19

20. Definition
Outcome Requirements
Requirements are formed by assessing more intangible things like motivations, preferences, hopes, and desired outcomes. “What are they trying to achieve”
is a useful refrain for driving this analysis.
Commitment Details The user needs to clearly understand the time required
and logistics before committing to an activity or group.
Activity Management The user needs the ability to manage communication,
group involvement and donations of time and money.
Cultural Information The user needs information to understand the beliefs,
values and culture of the community.
Personal Connections The user should be able to make new personal
connections and strengthen existing ones.
Available Services The user should be able to explore the services
offered by the community to the public.
Genuine Welcome The user should feel genuinely welcomed and
included in the community.
20

21. Definition
Requirements Matrix
Community Affinity
Consumer Cautious Seeking Altruistic Welcoming Territorial
Outsider Outsider Outsider Outsider Insider Insider
Genuine Welcome
Available Services
Cultural Information
Commitment Details
Activity Management
Personal Connections
Design Focus Areas
Authenticity and Communicate Community Activity Socialization and
Hospitality Community Culture Management Mentoring
21

22. Definition
Solutions Architecture
Welcoming People Welcoming Systems
Authenticity
Visitor Ambassadors Enhance Hope Chest Waiting Experience
and Hospitality
Parking Attendant Visitor-Specific Building Map
Hospitality Training Program More Distinctive exterior signage (parking & entrance)
Comprehensive Visitor Information Desk
Classify “Zones” of the building for easier navigation
Outward
Communicate Modular Messaging Hit the Streets
Community Information Card Kit Focus on Out-reach vs. In-reach
Culture Consistent brand and voice Combine Service Opportunities with Outside Agencies
Bolster the online presence Stronger community involvement/representation
Regular messaging refresh
Community Manage Opportunities Manage Activities
Activity Clear descriptions of opportunities System to notify members of activities
Management Create short-commitment opportunities System to track, measure and report efforts
Publicize opportunities & events online Display aggregate activities to congregation
Inward
Socialization and Mentoring
Socialization
Non-Sunday Groups formed around interests
and Mentoring Small Group Matching/Connecting by life stage
Newbie+Old Guard Mentor Program
Small Group Invitation System
22

23. Design
Create Concepts
23

24. Design
Create Concepts
Authenticity Communicate Community Community Activity Socialization
and Hospitality Culture Management and Mentoring
Visitor Ambassador Identity System Church Connection Online Service Mentoring Program
• Greeting/Information Desk right when you come • Consistent Branding • Online tool (with offline procedures a backup) • Mentor program with “insiders”
in the main entrance • Need full identity system, not just logo • Register “membership/account” • Connect people by experiences
• Greeter Scripts • Communications guidelines • Use to volunteer for opportunities and recruit • Visitor connected to dedicated person right
• have greeters available dedicated to visitors as Public Website • Sign up for events and services, Manage giving from the start
guides on Sunday and payments, Join small groups, Register • Church directory online with photos and contact
• Web site must reflect culture and value. Main
• Ready when the visitor arrives external touchpoint attendance information, Photos of members, Family
• Follow up to ask visitors to come to activities • Mobile app to access the online connection relationships (Father of, etc...)
• Provide new-member class style information
not just Sunday service BEFORE people say they will be members • Receive messages from members via the tool • Member “resume” of jobs done/held (as church
Modular Information Kit volunteers and as careers) so others can find
• better description of the Sunday schedule and • Submit prayer requests people with experience
• use real people in communication service • Organize events and invite others Develop Social Opportunities
• Visitor Packets (info on church, your visit, ways • Full listing of all services offered with good • Connect to other social media Facebook, linked
to engage, feedback mechanism) descriptions and contact information • Enhance the cafe to expand its usage on
in Sundays and for other events
• Online and offline • Let the website be the church when the church • Need coordinated way to contact volunteers
is closed • Support social as well as service opportunities
• Prioritize what are the main service areas and and new people so they don’t feel
create cards for those. Develop External Communication Guidelines overwhelmed • Try to make service opportunities a SOCIAL
experience have a way to send immediate help
Enhance Visitor Navigation • Q& A with the pastor for better understanding of • Instant messages to members (email, text needs and message members about it
• Better signage for visitors/parking specifically the message from the pulpit message) From small group or church wide or
special opportunity messaging • Find ways to get people to work cooperatively in
• Interior Church signage • Try to illustrate the experience with the church projects to make connections
• People are looking for what THEY can do in the • Be able to track individual and immediate family
• Easier access to the main sanctuary activity in a dashboard-style report for the • Create areas to facilitate social interaction
church, what interests THEM
• Make less intimidating for non-churched member
• Don’t talk about things as if everyone knows
• Signage for sanctuary and childcare what it means. example: ALPHA, non-churched • Be able to “check in” to church or activity
• Use landmarks in the signage/maps or non-methodists might have no idea what that • Incentives to build a profile.
• Use a different map style (isometric) with areas is or why they should do it. • Interface must be very easy to use and highly
indicated just for Sunday small groups • Find ways to digitize communication and legible with simple language
(children's, nursery, classrooms, cafe) delivery. Reduce offline artifacts. Access Points Within the Church to the
Connection Website
• Kiosks in public spaces of the church incentives
for users to build complete profiles.
• Terminals or access points to be used by small
groups or classrooms to register, checkin etc
24

25. Design
Storyboard Viable Concepts
Service M
entoring P
rogram
dor
Ambassa
Visitor 1.
Informatio Match mak
n is collect ing
for interest ed through 2.
ed visitors a variety of
-Up and new m methods
Follow The newer embers. The mento Connectio
n Through
people are r would he Service
ities experienced then match person to lp guide an 3.
portun person in th ed with an the differe d connect
ant op similar back e commun available to nt opportu the newer
and relev ground or ity that may them. nities and
programs By forming
3. k you interests. have these relatio Full Circle
ome h than The mento service insid nships and
el at h up wit rm
newer pers ay also have a leader
e and outs pe
ide the chur rforming
em fe Follow ations on could be
person be
comes an
Make th
ce and in
vit trained to
ship role th
at the experienced ch the newer
ntran The match do. They are th member.
main e ed
to work on people would decide
en ready to
at the . help build begin to m
2. ts them a great one d. an
joint servic d would build a conn
on what pr additional en
connections tor others and
ons r mee eir visit ’s han ojects
oducti ssado erson e. ection thro as they do
Virtu al Intr Amba d to make th s each p n settled, ugh so.
w ill prepare e, shake t childre
e they by nam coats, ge
of tim we’ll meet them e
ahead g, Greets them to tak itor packet. to
Enhance Visitor Navigation
online ill be comin them t if
1.
indica
te s
Escort them the
vis duces n
uw . Intro rens mome
Visito rs can us know yo hand es ctuary d
et e. before provid the sa
n
lain ch
il
visit, via “L n of websit via email s th em to them. Exp r
sectio t them visit. Escort ple around rs afte
you!” ontac m and their n o e doo offee in
r will c e rmatio the pe ry. tside th c
ssado re about th cke t of info sa em ou r to invite to
Amba ut mo itor pa neces et th
ay me children o
to find
o s a vis they m eir
ompile Asks if ice to get th s them
a
ss ador c . rv . Give
Amba to them the se . anted
n t fe if w s.
releva the ca
fe the ca on
chat in ave questi
quick h
Has a card if they
Modular Information Kit conta
ct
Finding Where to Go
Getting Around 3.
2. be produced that does
Getting In
ge needs to be A visitor-centric map should
1.
Once in the building, the signa church but is focused
d be upgraded so that a are designated as not include every room in the
The parking lot signage woul configured so that major areas landmarks to aid in
specific parking spaces identification. more on the districts and the
visitor knows that there are districts in the building for easier navigation.
reserved for Visitors.
signs that are visible
Sanctuary Elements to include are:
Reserved spots would have
many feet away. Children Entrances/exits
from
Youth Restrooms
Cafe Information Desks
1. Catalog of Available Infor
mation Cards Community Life Center
2. Assemble Set of Cards
A series of information card Customized for a Person
s are designed and 3. Small Groups Rooms
prepared to describe the The Information Desk or the Present Set to the Person
major aspects of the Visitor Ambassadors
community and the services would be able to build a stac This Information Kit would Hope Chest
they provide. Card k of these cards that be given to the visitor by
their Ambassador, or coul should be visible above
topics might include: are tailored to the visitors
and their life stage and d be built for a visitor by Signage to these major areas
where they can not
What we believe.
interests in the church. the information booth team
as needed. the crowds and not on the walls
them.
be seen until you are right on
Sunday Worship
Card sets would be of a unifo
Hope Chest Food Pantry rm size, shape and
design so as to fit into a case
Preschool Program specific to the cards.
Upward Basketball and Che
erleading
Youth
Music
Visitor Feedback Card
Name tag sheet
DVD overview of the chur
ch
Time-Sensitive Notifications
etc...
25

26. Delivery
Experience Prototype
We wondered how design might help
visitors feel comfortable with a Church
belief system while also encouraging
personal connections and
engagement.
This video explores the conceptual
design of the Visitor Ambassador an
enhanced service of the church that
helps visitors make instant connections
to the church through a personal guide
who can answer any questions.
The service consists of virtual and
physical interactions with a
representative of the church who may
then deliver communication and
navigation tools to the visitor.
26