Salvos Cafes
Refocusing with purpose
Collaboration with QImprove, 2019
SOCIAL PURPOSE, COMMUNITY SERVICES
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FRAMING THE CHALLENGE
After narrowly avoiding closing down the unprofitable venture, how could the Salvos team re-engage and re-align the staff and community through a common purpose?
RESPONSIBILITIES
I conducted research and analysis of best practice social-purpose cafes then designed and led workshops to create a new definition of the cafes’ purpose and brand positioning. I followed up this work with the design and facilitation of a service team workshop to deliver on the new purpose.
OUTCOMES
This project, and in particular the workshop designs, aligned teams around a common goal, surfaced and worked through differences and similarities in viewpoints and brought the users of Salvos services into the spotlight for a new team. Through the collaborative process we identified and defined key customer personas through customer stories, empathy mapping and optimisation of the customer experience.
REFLECTION
This project delivered a renewed foundation for a critical connection point with a local community. The customer stories we shared were particularly powerful and offered me insights in the potential for less formal support, intervention and prevention methods for people who find themselves on the fringes of mental health and emotional support systems. I was inspired by the social purpose models around Redemption Roasters in the UK and Now and Not Yet in Victoria.