designing an experience for social change
TRANSCRIPT
Adobe Confidential
INCITING SOCIAL CHANGE BY DESIGN
http://milesparker.blogspot.com/2011/10/arab-spring-cloudio-and-butter!yzer.html
Thursday, November 10, 11
Inciting Social Change with the Design of Social User Experiences
Hi and welcome to the last session of the dayInciting change with the design of social user experiences.Quite a mouthful huh?Lots of pictures, a couple of videos and no bullet points,
so if you are tired you can just look at the pictures and make up your own story...
PAUL BARNES-HOGGETT
@__pbhThursday, November 10, 11
1m This is me, Principal Architect in TXI
Coding since I was young
Joined ADBE 5 years ago, lucky to have been involved in projects with a social aspect
- sharing content on vzw media store- private social network at WEF- activity streams at Nike
Share some thoughts on how a social experience can incite change
PAUL BARNES-HOGGETT
@__pbh
TECHNOLOGY DRIVING SOCIAL CHANGE
Thursday, November 10, 11
30s 1.30Tech is playing a part in social change,
Who would have imagined even a year or so ago that a fruit seller imoliating himself in Tunisia would trigger the fall of the government
not only there, but also inEgyptLibya
and massive uprisings in
BahrainSyria Algeria
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TECHNOLOGY DRIVING SOCIAL CHANGE
Thursday, November 10, 11
30s 2.00And closer to home,
isolated protest in downtown manhattan
more akin to an organised movement with protests in
OaklandSF(and as I learnt today) Memphis
further afield:UK, Australia, Belgium, Canada, Germany, Switzerand, Italy, Malaysia, NZ, Irelandand Mongolia
Tech is playing a part in social change, be it- or occupy Wall Street
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TECHNOLOGY DRIVING SOCIAL CHANGE
Thursday, November 10, 11
30s 2.30But lets dial it back from governments and general assemblies
Within the field of product manufacturing and innovation,
Kickstarter is connecting people with ideas and plans to potential consumers
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TECHNOLOGY DRIVING SOCIAL CHANGE
Thursday, November 10, 11
30s 3.00And in health and wellness,
Nike plus is a social experience encouraged millions to get fitter and healthier (we’ll touch more on this one later)
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TECHNOLOGY DRIVING SOCIAL CHANGE
Thursday, November 10, 11
30s 3.30And in terms of doing good in the world
Kiva is a microfinance site that connects our $25 with people that can use it to change their lives
pause,
of course, this trend isn’t just an internet enabled one. Let’s go back a few years
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THIS AIN’T NEW...
Thursday, November 10, 11
20s 4.00This isnt new...Quite a few years..to the printing press.This was one of the first enablers of wide broadcasting of ideasAnd enabled this chap..
Luther
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THIS AIN’T NEW...
Thursday, November 10, 11
45s 4.45Martin Luther, German priestObjected to the selling of papal indulgences hand-wrote a thesis disputing it in 1517That would have been the end of the story, except that in 1518Friends printed the thesis and distributed it.Within 2 weeks they had spread through germanyand within 2 months throughout Europe.
Triggering the protestant reformation of the church
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THIS AIN’T NEW...
Thursday, November 10, 11
1m 5.45Lets move forward a few years to the era of television
We think of television as spreading cultural change, but let me tell you another storyIts 1974, eurovision song contest is on (pan european singing contest)When the portugese song came on, it was a code to trigger a coup to overturn the gov. Able to get inside everyone’s homes, even under a dictatorship v important
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A DATING SITE?
Thursday, November 10, 11
1m 6.45move forward to something more recent-Ian Tomlinson story- Initial police report- subsequent use of posting of youtube video- triggered police retraction, change of policy & conviction of officer
*****This wasn’t the intent of Youtube (orginally a dating site)no more than TV was intended to trigger military coupsor printing press to reform the church
Although not deliberate agents of social change..
Adobe Confidential
TRAITS OF A SOCIAL EXPERIENCE
@__pbhThursday, November 10, 11
• 15s 7.00
... There are traits of a social experience, that when in the right combination can provide fertile groundto ENABLE social change
I’m going to walk through some of these in this talk and put a framework around them
PHYSIOLOGICAL
SAFETY
SOCIAL
ESTEEM
SELF ACTUALIZATION
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MASLOW’S HIERARCHY OF NEEDS
EATING, BREATHING, SEX
SHELTER, WARMTH
COMMUNITY, RELATIONSHIPS
REP.REWARD
⚛
Thursday, November 10, 11
2m 9.00I’m sure most of you are familiar with Maslow’s hierarchy of needs:
- we are motivated by unsatisfied needs- only by satisfying lower level needs can we move onto higher level
- Physiological - eating, breathing, reproducing- Safety - shelter, warmth, protection from harm- Social - friendship, belonging to a group- Esteem - recognition & accomplishment- Self actualization - creativity, truth, justice, meaning
-- and I think we can apply this same framework to social experiences
PHYSIOLOGICAL
SAFETY
SOCIAL
ESTEEM
SELF ACTUALIZATION
@__pbh
MASLOW’S HIERARCHY OF NEEDS : SOCIAL
PLATFORM, GAMIFICATION
OPEN BORDERS, FREEDOM OF EXPRESSION
COMMUNITY, COLLABORATION
REP.REWARDIDENTITY
⚛
Thursday, November 10, 11
1m 10.00So for a social experience, we have a similar hierarchy of needs.
I’ll walk through each of these in a moment
- Physiological - The base technology platform, game mechanics- Safety - Open borders, freedom of expression- Social - community, collaboration- Esteem - Identity, Reward and reputation- Self actualization - social change
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GAMIFICATION
http://bit.ly/gamify_UXThursday, November 10, 11
1m 11.00Gamification - not going to dwell on this in detail, to pay lipservice would be to do it a disservice
- If you want to get a great summary of gamification, check out Nicole Lazarro’s talk during UX week last year (link at bottom of page)
Gami!cation is the new social. I really don't want to dwell on gami!cation in detail here, as to pay lip service to the movement would be to do a disservice to it. It's a buzzword for sure, but listening to Nicole Lazarro (CEO of xeodesign.com) speak not long a#er I moved to the Bay Area, really reinforced for me a concept that she captured more succinctly in a presentation of hers that I would highly encourage you to watch -- "$e Future of UX is play" ( h%p://www.youtube.com/watch?v=4ytNSKPvnRw )
When we were creating the !rst rich experiences at Macromedia, Michael Gough and Mike Sundermeyer captured a number of soundbites that became mantras for our UX team from project to project: "When everything is equal nothing is important". "Separate content and control". $ey were design memes that thrived and survived from digital experience to digital experience.
Similarly, Gami!cation is a rich seam to tap for social design memes. I would highly encourage our teams to become familiar with the concepts of "Hard Fun. Easy Fun. Serious Fun. People Fun". To think about what it means to "suspend consequences", "amplify feedback", etc. $ey are considerations for the design of social experiences.
$e importance of play, the science of what makes one game more sticky than another, are key concepts in the creation of a socially branded experience - because at the end of the day, as we ascend Maslow's hierarchy of needs, as we move beyond survival to self actualization, our motivations are more about the psychology of reward than the necessity and survival (which in enterprise terms, is "I have to be able to do this, to keep my job").
I suspect the relationship between Gami!cation and the Art and Science of Social Experience Design will be a study in itself. For now, consider me li#ing one corner, so that you might li# the other three.
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PLATFORM
Thursday, November 10, 11
1m 12.00PLATFORM - Basic, but essential stuff:
Take New York Cityopened up all their data for anyone to make use ofThis allows people to tap into the data warehouse of an entire city...
, and allow for connections, relationships and activities, plan for a big data challenge
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OPEN BORDERS
Thursday, November 10, 11
30s 12.30
As a follow on from platform;
OPEN Borders - data should be able to flow in & out of your platform- NYC big apps encourages ppl to make these connections
For example...
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OPEN BORDERS
Thursday, November 10, 11
30s 13.00Roadify brings together traffic reports and ppls location to create best up to the second take on where your bus is...
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OPEN BORDERS
Thursday, November 10, 11
30s 13.30Sportaneousallows peopel to see all the sports games suggestedfind local sporting facilities etc.
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OPEN BORDERS
Thursday, November 10, 11
30s 14.00or - how about this - parking finder
shows you where free / prohib / metered on street parkingand off street parking
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OPEN BORDERS
Thursday, November 10, 11
30s 14.30and my personal favorite,
dont eat at
Which sends you a text if the place you just checked into has high health violations...
--- ANOTHER OPEN BORDERS EXAMPLE : KINECT---
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FREEDOM OF EXPRESSION
Thursday, November 10, 11
1m 15.00Freedom of expression
- If you censor, limit modes of communictation, ppl will find somewhere else to go
-- can be scary for brands, but you have no choice in the matter
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COMMUNITY
Thursday, November 10, 11
1.5 m 16.30Community
most obvious of these is facebook.Traditionally community is formed along the axis of locationppl coalesce by their proximity to each other
-online, the world is flat- axis of shared intent and belief I like Jazz or sailing i want to get fit- lets take a look at what Nike plus has done around community....
@__pbh
COMMUNITY
Thursday, November 10, 11
1m 17.30Community - finding like-minded people to collectively get fitter, - dont need to be running at the same time
This is like a collaborative approach to getting fit; lets take a look at another thing Nike have done really well in collaboration...
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COLLABORATION
Thursday, November 10, 11
1m 18.30Collaboration,
its about allowing people to harness each other to reach a goal. This is one of my fav examples of collaboration:run this gets posted on my social networkif anyone replies *during* my run, then they get read out to me on my phone. So Im getting encouragement from friendswhich helps to complete my task
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IDENTITY
Thursday, November 10, 11
1m 19.30Lets move to Identity - if creating a community is important; standing out from the crowd is equally so
Twitter great example. 140 characters - low fi160 character bio,twitter faces,twitter backgrounds
The amount of individuality and personality that comes out of twitter is really pleasantly surprising...
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IDENTITY
Thursday, November 10, 11
15s 19.45
the fidelity of the channel doesnt limit the individuality... people express...
even ACII signatures can tell you a lot about who you are talking to
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IDENTITY
Thursday, November 10, 11
30s 20.15And then back to Nike plus.
This is my page, and you can seeI’ve created my own avatar. I start to have a personality on the site over and above my running stats
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ACCOMPLISHMENT / REWARD
Thursday, November 10, 11
45s 21.00Accomplishment / RewardAs you can see, Im a little overweight and lazy at the momentIf I start running, then my avatar starts to get thinner, and as I progress through the levels, the UI changes colour, so I can feel accomplishment(I ran extra trips to get ‘green’)
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ACCOMPLISHMENT / REWARD
Thursday, November 10, 11
30 21.30Accomplishment / Reward
Another example is kickstarter,
The reward? early access to a product, limited ‘goodies’ or items at a discount to their end retail price
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REPUTATION
Thursday, November 10, 11
1.5 m 23.00Reputation confers power and influence within a social experience
Reputation - Klout
Klout is used to measure social influence ie reputation online,a combination of reach (size of yr network) amplification (likelihood of your message being acted on) network (influence of your network)
and this number is often used to help marketers understand who their influential customers are; who should perhaps be listened to more...
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ACHEIVEMENT / REWARD
Thursday, November 10, 11
30s 23.30and in an interesting circle, you can be rewarded for your reputation...people with high klout given freebies ...
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REPUTATION
Thursday, November 10, 11
30s 24.00
Similarly on foursquare, people who engage most are given mayorships, signifying that their voice should be heard more
... These are some of the traits that I would consider including as part of a social experience, that could enable social change. But this begs the question...
Adobe Confidential
HOW DO YOU KNOW IF IT’S WORKING?
Thursday, November 10, 11
• 15s 24.15
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BUILD MEASURE LEARN
http://theleanstartup.com
Thursday, November 10, 11
1m 25.15I’ve taken this diagram from Eric Reis- Lean Startup
And I think this is a really neat way of understanding how to move forward in any new endeavor
given time is short, not going to go into detail, but if i leave you with one thing, it’s that if you don’t measure and track your cust exp.you cant understand what levers / traits need work
BUILD MEASURE LEARN
Adobe Confidential
IN SUMMARY
Thursday, November 10, 11
.15 25.30so Im going to summarizebut im going to do it with the aid of someone called Colinwho has some interesting dance moves
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SUMMARY
Thursday, November 10, 11
3.00 30.00
So in summary - technology & experiences can enable (not create) social change - there is a hierarchy of traits gamification or play (fun) the platform (Music) open boundaries (out in a field) freedom of expression (duh) community (groups of ppls) collaboration (dancing together, raising hands together) Identity (all separate id’s even though we think of them as kids on a hill) award / acheivement (euphoria) reputation (known as dude on the hill) - and for you, creating these experiences need to measure and optimize those experiences
- doing that you just might create a platform that enables real social change to happen