Nacar Design’s Covid-19 Report, Addressing Behavioural Changes

Many aspects of our life were in a strange limbo already before the lockdown. Although automation and digitisation showed huge benefits, the replacement of the human workforce was slow. (ethical balance). Although employees ask for flexibility in their daily routine, the home office or flexibility in work hours were rarely and reluctantly granted. Physical stores sensed the danger of e-commerce yet they were always betting on the human and inspiring aspect of a physical presence. The crisis has now forced this balance into a clear direction for better or worse.

In this ongoing research, we’re gaining a first understanding of how these hierarchies of human needs are being shaken up. We paused, listened to people and with them we collected insights to get an initial understanding of the transformations in their behaviours.
Just as people are having to adapt to this constant state of flux in their lives, so will this ongoing research. However, we are now at the beginning of developing some key areas where we believe over time the weight is going to be tilted.

Redefine the meaning of health

We believe the term «health» now has new meaning for many. People now view a number of key aspects of their lives through the lens of «health». Whether it’s how people are reconsidering their means of travel or commuting to work, or how some are addressing the new reality of working from home and the strain that puts on healthy relationships, there is a raised awareness of what health really means for people.

Embrace long term ambiguity

Planning is becoming more difficult than ever as many prepare and adapt to the uncertainty of life where flexibility will be key to maintaining social norms. Financial stability in the short and long term future is a serious concern as governments fail to address the worries of many, while others are having to put in temporary measures within their living spaces in order to accommodate this new normal when it comes to working from home.

Understand the revival of community spirit

There is an increase of unity amongst people in society, with a growth of altruistic behaviours. Although there is an ever present risk that this community spirit could easily be replaced by one of self-preservation. For example, there’s been a rise in people offering free online fitness classes, with many people now exercising from home. Yet we also expect pressure on governments and countries to grow as people expect more emphasis on domestic based supply chains in the near future.

Adapt to a new era of phygital services

The constant tension between the digital and the physical is now taking on new meaning, as people now try to adapt to a constant state of learning in order to exist between these two tangible entities. While there are many examples of people struggling to access key services like medical and retail, others have had much more positive experiences in terms of education and exercise, showing some people or industries are more suited and prepared for this constant state of change.

Consider redefined personal values

Social values are being rapidly reconfigured, people are asking themselves «what is really important to me» as they question and redefine their social and consumption based behaviours of the past. From the reduction of self-indulgent purchases, to the realisation that the supply chain and health workers mean more to people now than the traditional “celebrity” or sports star, for many there is a re-prioritization of urgency and luxury as many begin redefining their personal values.

So now what?

For businesses of all sizes, it’s also vital to gain a better understanding of these behavioural transformations and to consider how this will impact their plans now and in the future. At Nacar, we would recommend considering some of the following steps:

1. Rethink who your customers are now

Maybe as a business, you have pre existing personas, or maybe you need to create them from scratch? A good first step would be to redesign these based on people’s current situations, their “new normal”. It’s only by speaking to your customers and observing their behaviours, and doing so in the correct manner, that will allow you to find out what’s really changed and how they have been impacted.

2. Maybe you have existing customer journey maps?

Now is the time to create or recreate them, focusing on ways to visualize these new experiences and challenges that your customers are going through. From here you can redesign the services and products you offer with the true customer needs at the heart of them.

3. Plan for the future with your customers

Your customers may need you now more than they realize and vice versa. By engaging your customers into a participatory approach to adapt to this “new normal”, people will most likely recognize how your solutions fit with their new problems. From here, start to co-create with the people that use your products and services.

4. It’s not just your business that might be finding life difficult

By joining forces with other businesses in a similar sector and position could make the job easier. Why not create an ecosystem stakeholder map, highlight potential partners and then work with them to find ways to work together, tackle the issues you both share and you could well be in a much stronger position than before.

If you found this interesting and would like to find out more about the work we have carried out, visit https://nacardesign.com/covid19/.