Andy Smith, The Dragonfly Effect - Warm Gun conference

Warm Guns, Dragonflies and Happiness Andy Smith | Vonavona Ventures | The Dragonfly Effect | @kabbenbockTHE DRAGONFLY EFFECT

THE STORYLINE • Why am I so happy to be here? • Misconceptions of happiness • How to design for happiness?THE DRAGONFLY EFFECT

Why am I happy to be here?THE DRAGONFLY EFFECT

We think we know what happiness is, but we don’tTHE DRAGONFLY EFFECT

And yet when we design for happiness, people can actually get happier.THE DRAGONFLY EFFECT

GOOD DESIGN DRIVES PERCEPTIONSOF QUALITY Source : Duarte 2010THE DRAGONFLY EFFECT

Happiness leads people to think, feel and act in ways that promote resource building and creative thinking. Isen 1998; Elliot and Thrash, 2001THE DRAGONFLY EFFECT

Misconceptions of HappinessTHE DRAGONFLY EFFECT

MISCONCEPTIONS OF HAPPINESS 1. We don’t really know what makes us happy. But we think we do. Gilbert (2005) Lyubomirsky et al. (2005)THE DRAGONFLY EFFECT

MISCONCEPTIONS OF HAPPINESS 2. Once we “get happy,” expectation creep occurs. When we accomplish our mission, a fleeting sense of happiness rushes in and then drains away almost immediately. Gilbert (2005) Lyubomirsky et al. (2005)THE DRAGONFLY EFFECT

EXPECTATION CREEPTHE DRAGONFLY EFFECT

How to Design for HappinessTHE DRAGONFLY EFFECT

DESIGNING HAPPINESS Design a single focus goal Where the mere thought of achieving it bring you happiness Design to grab attention Create surprises for others Design for stories Stories make people step closer Design to spread happiness Emotions are contagiousTHE DRAGONFLY EFFECT

COKE HAPPINESS MACHINE CASETHE DRAGONFLY EFFECT

SINGLE GOAL Connect youth globally to Coke flagship via digital media DESIGN APPROACH 7 Prototypes; $50K each 6 failed 1 won Coke Happiness MachineTHE DRAGONFLY EFFECT

THE RESULT SPEND: $50K REACH: 2 million in 2 weeks Global: 50% viewers outside US 70% blog posts non-English IMPACT: 95% positive commentsTHE DRAGONFLY EFFECT

THE DRAGONFLY EFFECT

DRAGONFLY SMALL ACTS CAN CREATE EFFECT BIG CHANGETHE DRAGONFLY EFFECT

Focus Grab Attention Enable Action EngageTHE DRAGONFLY EFFECT

DESIGNING HAPPINESS Design a single focus goal Where the mere thought of achieving it bring you happiness Design to grab attention Create surprises for others Design for stories Stories make people step closer Design to spread happiness Emotions are contagiousTHE DRAGONFLY EFFECT

thank you AND SPECIAL THANKS TO Sameer and Vinay, Robert Chatwani, Purin Phanichphant, Joe Brown, Emily Ma, Barbara McCarthy, David Rogier, Jason Chua, Nicolae Halmaghi, Nick Myers, Renna Al-Yassini, Jayson McCauliff, Cassie Mogilner, Sep Kamvar, Anneke Jong, Mia Mabanta, Nancy Duarte, Oren and Justine Jacob, our TED dinnerites, my parents, Cooper, Devon, Tea Sloane, and Andy. GRAPHIC JAMES PAN DESIGN BY http://ja-m.esTHE DRAGONFLY EFFECT

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