Andy Smith, The Dragonfly Effect - Warm Gun conference

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  • Andy Smith, The Dragonfly Effect - Warm Gun conference

    1. 1. Warm Guns, Dragonflies and Happiness Andy Smith | Vonavona Ventures | The Dragonfly Effect | @kabbenbockTHE DRAGONFLY EFFECT
    2. 2. THE STORYLINE • Why am I so happy to be here? • Misconceptions of happiness • How to design for happiness?THE DRAGONFLY EFFECT
    3. 3. Why am I happy to be here?THE DRAGONFLY EFFECT
    4. 4. We think we know what happiness is, but we don’tTHE DRAGONFLY EFFECT
    5. 5. And yet when we design for happiness, people can actually get happier.THE DRAGONFLY EFFECT
    6. 6. GOOD DESIGN DRIVES PERCEPTIONSOF QUALITY Source : Duarte 2010THE DRAGONFLY EFFECT
    7. 7. 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
    8. 8. Misconceptions of HappinessTHE DRAGONFLY EFFECT
    9. 9. 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
    10. 10. 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
    11. 11. EXPECTATION CREEPTHE DRAGONFLY EFFECT
    12. 12. How to Design for HappinessTHE DRAGONFLY EFFECT
    13. 13. 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
    14. 14. COKE HAPPINESS MACHINE CASETHE DRAGONFLY EFFECT
    15. 15. 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
    16. 16. 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
    17. 17. THE DRAGONFLY EFFECT
    18. 18. DRAGONFLY SMALL ACTS CAN CREATE EFFECT BIG CHANGETHE DRAGONFLY EFFECT
    19. 19. Focus Grab Attention Enable Action EngageTHE DRAGONFLY EFFECT
    20. 20. THE DRAGONFLY EFFECT
    21. 21. 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
    22. 22. THE DRAGONFLY EFFECT
    23. 23. 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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