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UKUPA WUD09 Meriel Lenfestey: Design For Common Good
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UKUPA WUD09 Meriel Lenfestey: Design For Common Good

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Ecomodo is a new online service (launching before the end of the year) which will bring responsible consumerism to the masses. This talk focuses on the way UX design is being used to drive behaviour …

Ecomodo is a new online service (launching before the end of the year) which will bring responsible consumerism to the masses. This talk focuses on the way UX design is being used to drive behaviour change for the common good, as opposed to capitalising on existing behaviours. Meriel is also Founder of Flow Interactive.

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  • Here’s why... numbers
  • Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency
  • Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency
  • Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency
  • Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency
  • Imagine if you could see into the lofts, garages, cupboards, sheds etc of all the homes around you. Imagine if you had access to that stuff.
  • Think about all the times you’ve needed something and either done without, or ended up buying one yourself... Or perhaps you’ve asked around and borrowed one.Think again about the things you have stored away which you use infrequently, or particular skills you have which might be useful to your neighbours, colleagues, fellow club members.
  • Cannot be niche to make a real difference
  • Must reach mass market
  • What do you think challenges are?
  • These are not unfamiliar to us in this room
  • But there is far more of a bias on behaviour change rather than the more common market capturing
  • I know 2 ways to instigate behaviour change! Like any UX professional we prefer to focus on carrots!
  • If you visit Ecomodo today you’ll see this.I’ll show you more in a moment.
  • Why will people use it? Desire.
  • Show scenariopdf
  • Transcript

    • 1. Case Study:
      User Experience Design for the common good
      Meriel Lenfestey
      Picture borrowed from Lenny&Meriel on flickr
    • 2. I started Flow because I wanted to make things better ...
      I wanted technology to improve people’s lives.
      Flow provides a bridge between the many corporations building our futures and the people whose futures they are building.
      The projects we’re most proud of are the ones where the customers expectations are exceeded and the client achieves their goals.
    • 3. I’m starting Ecomodo because I want to make things better ...
      I still want technology to improve people’s lives.
      Ecomodo provides a way for people to live the rich lives they choose with minimal environmental impact. This will improve people’s lives for generations to come.
      Doing my bit in the only way I know how...
    • 4. the goals..
    • 5. In 2004 £143 billion spent on clothes, household appliances, glassware, tableware, household utensils, household tools and equipment, vehicles, telephone and telefax equipment, audio-visual, photo and information processing equipment and cultural and recreational durables
      ... that’s £2.3k per person.
      Fact borrowed from WRAP report 2009: Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency
    • 6. 33% of all products thrown away are still working.
      Fact borrowed from Cooper, 2004
    • 7. The average power drill is used for ten minutes in its entire life.
      Picture borrowed from choener, on flickr
      Fact borrowed from Thackara, 2005
    • 8. If products are seldom used, by sharing the product with a number of people (changing use patterns), the resource productivity of the product will be increased and the consumption of natural resources in the production stage reduced.
      Fact borrowed from WRAP, 2009
    • 9. Reducing gap between psychological and technological obsolescence
      Hiring rather than buying to increase the utility of the item over it’s lifetime
      Making goods which are more durable and last longer in response to demand
      Cumulative GHG emission reduction in production and consumption material sufficiency strategies to 2050, taking into account emissions from a consumption perspective .
      Data borrowed from WRAP, 2009
    • 10. Picture borrowed from Cle0patra on Flickr
    • 11. needsomething..
      got stuff..
      Electric heater for an emergency
      Children’s ski clothes for annual holiday
      Garage space for storage while I move
      Sewing machine for a one off job
      Stair gate for visitors
      Cocktail shakers for a cocktail party
      DIY help to erect a greenhouse
      Surf board to try it out
      Babysitting for Friday night
      A tent for a trial camping trip
      A rotavator to clear my garden
      ...
      Spare hob from when mine broke
      Baby gear.. just in case!
      Guitar because I always meant to learn
      Water butt installation from doing mine
      Kayak which we use occasionally
      Tent which has been used twice
      Full Elvis costume from a fancy dress party
      Tag along from when my kids were little
      2 sets of fishing gear which I seldom use
      Mini marquee bought for a party years ago
      Spare room which friends can use
      ...
      It’s just collecting dust, taking up space and making me feel guilty... But I want to hang onto it.
      I don’t want to have to buy one – someone must have one I could use.
    • 12. Who is it for?
    • 13. Picture borrowed from Bill M on Flickr
    • 14. Picture borrowed from Tripu on Flickr
    • 15. the challenges ..
    • 16. Business model
      build
      legal
      challenges
      trust
      desire
      ease
    • 17. Commercial
      Business model
      build
      legal
      UX Design
      trust
      desire
      ease
      Technical
      User
    • 18. behaviour change
      desire
      trust
      User
      ease
    • 19. Picture borrowed RichardGHawley on Flickr
      Picture borrowed from Strikkelise on Flickr
    • 20. the solution..
    • 21.
    • 22. Access
      Green
      Money
      Lenders .. personal motivations
      Meet like minded people
      Maximise utility / reduce guilt
      Return on investment/earn money
      Lenders .. philanthropic motivations
      Contribute to Community
      Reduce cumulative footprint
      Fundraise
      Borrowers ..
      Convenience
      Reduce footprint
      Reduced cost
      Enrich & enable
      Introducers..
      Provide personal benefits (as above)
      Support own goals
      Fundraising for own cause
      CSR – contribute to community
      CSR – fundraising
    • 23. We facilitate the entire transaction between lender & borrower
      motivate
      find
      negotiate
      use
      return
      trust & ease
    • 24. As UX specialists we wield great power ...
      Making society more sustainable is in large part a UX challenge.
      We have the power to help not only people out there now – but also future generations.

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