Applying Value Sensitive Design Principles to User Engagement

APPLYING VALUE-SENSITIVE DESIGNPRINCIPLES TO USER ENGAGEMENTKatey DeenyExperience Director, WebMD Health Services@followsprocess

THESE IDEAS ARE BASED ONTHE WORK OF OTHERS. BATYA FRIEDMAN PETER KAHN vsdesign.org#VSD @followsprocess

WhyUSER ENGAGEMENT

VISUAL COMMUNICATIONENGAGEMENT LAYERFEATURE SETDATASUPPORTING PROCESSES#VSD @followsprocess

USER ENGAGEMENT CAN BEMEASURED.USER EXPERIENCE, NOT SOMUCH.#VSD @followsprocess

FINDING OUT WHAT THEVALUES ARE OF YOURINTENDED AUDIENCES GIVESYOU A CHANCE TO ENGAGETHEM IN MEANINGFUL WAYS.#VSD @followsprocess

WhyVALUES

VALUES ARE DIFFICULT.#VSD @followsprocess

PICK FIVE…Ambition Friendship Justice PatienceCompassion Generosity Kindness PerseveranceCourage Gratitude Leadership PrivacyCreativity Honesty Learning RespectDedication Hope Loyalty ResponsibilityDetermination Humility Mentoring SecurityEducation Humor Motivation SharingEquality Ingenuity Opportunity SustainabilityExcellence Inspiration Optimism TrustForgiveness Integrity Passion Unity

FROM THOSE 5, ELIMINATE 4…Ambition Friendship Justice PatienceCompassion Generosity Kindness PerseveranceCourage Gratitude Leadership PrivacyCreativity Honesty Learning RespectDedication Hope Loyalty ResponsibilityDetermination Humility Mentoring SecurityEducation Humor Motivation SharingEquality Ingenuity Opportunity SustainabilityExcellence Inspiration Optimism TrustForgiveness Integrity Passion Unity

VALUES ARE CONTEXTUAL.#VSD @followsprocess

RECOGNIZING TENSIONSBETWEEN VALUES HELPS US TOSURFACE POTENTIAL PITFALLS &PROBLEMS AS PART OF ANOVERALL DESIGN STRATEGY.#VSD @followsprocess

TENSIONS.#VSD @followsprocess

HowMETHOD

APPLYING VALUE SENSITIVEDESIGN METHODS TO YOURPRACTICE HELPS CREATEEFFECTIVE USER ENGAGEMENTTHROUGH DESIGN.#VSD @followsprocess

#VSD @followsprocess

“HOMELESS HOTSPOTS:THE BEST, WORST, SMARTEST,DUMBEST PART OF SXSW” -  Laura June theverge.com#VSD @followsprocess

I’M [FIRST NAME],A 4G HOTSPOTSMS HH [FIRST NAME]TO 25827 FOR ACCESSwww.homelesshotspots.org#VSD @followsprocess

1 - VALUE, TECHNOLOGY, CONTEXT OF USE2 - IDENTIFY DIRECT & INDIRECTSTAKEHOLDERS3 - IDENTIFY BENEFITS & HARMS FOR EACHSTAKEHOLDER GROUP4 - MAP BENEFITS & HARMS ONTOCORRESPONDING VALUES5 - IDENTIFY POTENTIAL VALUE CONFLICTS6 - INTEGRATE VALUE CONSIDERATIONS

VALUE, TECHNOLOGY, CONTEXT OF USEVALUE:EmpowermentTECHNOLOGY:Wireless accessCONTEXT OF USE:Homelessness…SXSW#VSD @followsprocess

IDENTIFY DIRECT & INDIRECT STAKEHOLDERSDIRECT STAKEHOLDERS:Homeless ParticipantsSXSW AttendeesFront Steps – homeless shelterBBH – ad agency#VSD @followsprocess

IDENTIFY DIRECT & INDIRECT STAKEHOLDERSINDIRECT STAKEHOLDERS:Austin communityHomeless peopleAdvocacy groupsWireless provider#VSD @followsprocess

IDENTIFY BENEFITS & HARMS FOR EACHSTAKEHOLDER GROUPHomeless Participants Benefits: Working with the public for 4 days Harms: No ongoing supportSXSW Attendees Benefits: Wireless service on demand Harms: Discomfort with a social problem#VSD @followsprocess

IDENTIFY BENEFITS & HARMS FOR EACHSTAKEHOLDER GROUPFront Steps – homeless shelter Benefits: Helping tenants earn money Harms: No infrastructure to continue the programBBH – ad agency Benefits: Media attention, brand awareness Harms: Criticism#VSD @followsprocess

IDENTIFY BENEFITS & HARMS FOR EACHSTAKEHOLDER GROUPAustin community Benefits: Positive interactions with homeless Harms: Negative attention about problemHomeless Benefits: Creates awareness Harms: Does not create sustainable change#VSD @followsprocess

IDENTIFY BENEFITS & HARMS FOR EACHSTAKEHOLDER GROUPAdvocacy Groups Benefits: Inspires new programs Harms: Highlights complexity of problemWireless Carrier Benefits: Brand equity Harms: Potential negative brand association#VSD @followsprocess

MAP BENEFITS & HARMSONTO CORRESPONDING VALUESHomeless Participants Benefits: Working with the public for 4 days Engagement, Earning, Humanization Stability Harms: No ongoing supportSXSW Attendees Benefits: Wireless service on demand Access Harms: Discomfort with a social problem Comfort#VSD @followsprocess

MAP BENEFITS & HARMSONTO CORRESPONDING VALUESFront Steps – homeless shelter Benefits: Helping tenants earn money Empowerment, Philanthropy Maintainability Harms: No infrastructure to continue the programBBH – ad agency Benefits: Media attention, brand awareness Fame Harms: Criticism Notoriety#VSD @followsprocess

MAP BENEFITS & HARMSONTO CORRESPONDING VALUESAustin community Benefits: Positive interactions with homeless Change Status Quo Harms: Negative attention about problemHomeless Benefits: Creates awareness Hope Harms: Does not create sustainable change Sustainability#VSD @followsprocess

MAP BENEFITS & HARMSONTO CORRESPONDING VALUESAdvocacy Groups Benefits: Inspires new programs Innovation Encouragement Harms: Highlights complexity of problemWireless Carrier Benefits: Brand equity Recognition Harms: Potential negative brand association Reputation#VSD @followsprocess

IDENTIFY POTENTIAL VALUE CONFLICTSAccess InnovationChange MaintainabilityComfort NotorietyEarning PhilanthropyEmpowerment RecognitionEncouragement ReputationEngagement StabilityFame Status QuoHope SustainabilityHumanization#VSD @followsprocess

INTEGRATE VALUE CONSIDERATIONS#VSD @followsprocess

WhatTRY THIS AT HOME

THANK YOU.Katey DeenyExperience Director, WebMD Health Services@followsprocess

QuestionHOW MIGHT YOU USE VALUE-SENSITIVE DESIGN TO HELPENGAGE USERS MOREEFFECTIVELY? #VSD @followsprocess

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Applying Value Sensitive Design Principles to User Engagement

by Katey Deeny on Mar 27, 2012

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