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Designing Movements          Lee-Sean Huang | leesean@purpose.com | @leesean
Introductions          L ee-S ean                   Lee-Sean Huang | leesean@purpose.com | @leesean
Introductions Who are you? What brings you to this session?                      Lee-Sean Huang | leesean@purpose.com | @l...
Design                                              Charles &                                                   Ray Eames ...
Design  “Linking beauty and purpose  can create a sense of  communal agreement that  helps diminish the sense of  disorder...
Movements   communities of collective action   united by a common commitment                        Lee-Sean Huang | leese...
Purpose creates 21stcentury movements
21st Century Movements     digital        real world  participation       impact                  Lee-Sean Huang | leesean...
Movement Design Elements                                      IDENTITY                                Who are you? What ar...
Identity           Lee-Sean Huang | leesean@purpose.com | @leesean
Identity      Who are you?      What are are about?      Character                     Lee-Sean Huang | leesean@purpose.co...
Stories   The journey   The process   How we make sense of things                     Lee-Sean Huang | leesean@purpose.com...
Stories: Occupy        We are fighting against the corrosive power        of major banks and multinational        corporat...
Stories: Slow Food         Food is a common language and a         universal right. We envision and         advocate for a...
Stories: Tea Party          Freedom is under assault in our          country. Americans will band together          to res...
Your Public Story1. Challenge                           2. Choice                                                         ...
Public Story ElementsStory of Self                     Story of Us                                                        ...
Stories: engage over time                                                           COMMITTED CORE            CONVENE   LE...
Protocols            Lee-Sean Huang | leesean@purpose.com | @leesean
Artifacts            Lee-Sean Huang | leesean@purpose.com | @leesean
Movement Design Elements                                      IDENTITY                                Who are you? What ar...
Table of Contents
Table of Contents
Identity
From “coming out” to All Out                  Lee-Sean Huang | leesean@purpose.com | @leesean
Meu Rio is redesigning the user interfacefor civic participation in Rio de Janeiro.We are a non-partisan democratic youthm...
Our Values   We believe that increased participation by youth             and members of the emerging middle class in the ...
Evaluation Principles for Campaign Themes            ▢       RIPE ! SALIENT            Is the issue in the news/being talk...
Evaluation Principles for Campaign Tools                                                                             Tacti...
25% for Education
Lee-Sean Huang | leesean@purpose.com | @leesean
Movement Design Elements                                      IDENTITY                                Who are you? What ar...
QUESTIONS?      Lee-Sean Huang | leesean@purpose.com | @leesean
THANK YOU!Lee-Sean Huang | leesean@purpose.com | @leesean
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
Designing movements social enterprise bootcamp november 2012
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Designing movements social enterprise bootcamp november 2012

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This workshop will discuss the role of design in building participatory movements: large groups of people coming together to create shared civic value. Participants will gain an understanding of “movement design” and walk away with frameworks and heuristics for designing participatory systems and building movements to help them in their own design work or collaborations with designers. The workshop is open to designers of all shapes and stripes, folks who manage or collaborate with designers, as well as non-designers who are simply interested in design as a tool for collective mobilization for social change.

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Transcript of "Designing movements social enterprise bootcamp november 2012"

  1. 1. Designing Movements Lee-Sean Huang | leesean@purpose.com | @leesean
  2. 2. Introductions L ee-S ean Lee-Sean Huang | leesean@purpose.com | @leesean
  3. 3. Introductions Who are you? What brings you to this session? Lee-Sean Huang | leesean@purpose.com | @leesean
  4. 4. Design Charles & Ray Eames a plan for arranging elements to best accomplish a particular purpose Lee-Sean Huang | leesean@purpose.com | @leesean
  5. 5. Design “Linking beauty and purpose can create a sense of communal agreement that helps diminish the sense of disorder and incoherence that life creates.” - Milton Glaser Lee-Sean Huang | leesean@purpose.com | @leesean
  6. 6. Movements communities of collective action united by a common commitment Lee-Sean Huang | leesean@purpose.com | @leesean
  7. 7. Purpose creates 21stcentury movements
  8. 8. 21st Century Movements digital real world participation impact Lee-Sean Huang | leesean@purpose.com | @leesean
  9. 9. Movement Design Elements IDENTITY Who are you? What are you about? STORYTELLING PROTOCOLS ARTIFACTS What is the problem? How do What do you believe in? Make social objects that we work towards a solution? What are the rules of invite participation. engagement? Lee-Sean Huang | leesean@purpose.com | @leesean
  10. 10. Identity Lee-Sean Huang | leesean@purpose.com | @leesean
  11. 11. Identity Who are you? What are are about? Character Lee-Sean Huang | leesean@purpose.com | @leesean
  12. 12. Stories The journey The process How we make sense of things Lee-Sean Huang | leesean@purpose.com | @leesean
  13. 13. Stories: Occupy We are fighting against the corrosive power of major banks and multinational corporations over the democratic process. We empower real people to create real change from the bottom up. Lee-Sean Huang | leesean@purpose.com | @leesean
  14. 14. Stories: Slow Food Food is a common language and a universal right. We envision and advocate for a world in which people can eat good, clean, fair food. Lee-Sean Huang | leesean@purpose.com | @leesean
  15. 15. Stories: Tea Party Freedom is under assault in our country. Americans will band together to restore freedom in America. Lee-Sean Huang | leesean@purpose.com | @leesean
  16. 16. Your Public Story1. Challenge 2. Choice 3. OutcomeWhy did you feel it was a challenge? Why did you make the choice you How did the outcome feel? Why didWhat was so challenging about it? did? Where did you get the courage it feel that way? What did it teachWhy was it your challenge? – or not? Where did you get the you? What do you want to teach us? hope – or not? How did it feel? How do you want us to feel? http://www.wholecommunities.org/pdf/Public%20Story%20Worksheet07Ganz.pdf Lee-Sean Huang | leesean@purpose.com | @leesean
  17. 17. Public Story ElementsStory of Self Story of Us Story of NowWhy you were called to what you What your constituency, The challenge this community nowhave been called to. community, organization has been faces, the choices it must make, and called to its shared purposes, the hope to which “we” can aspire. goals, vision. http://www.wholecommunities.org/pdf/Public%20Story%20Worksheet07Ganz.pdf Lee-Sean Huang | leesean@purpose.com | @leesean
  18. 18. Stories: engage over time COMMITTED CORE CONVENE LEVEL OF ENGAGEMENT Activate and empower evangelists ATTEND NEW MEMBERS DONATE Achieve scale with low- barrier, viral actions PURCHASE CREATE SHARE JOIN LIKE VIEW PARTICIPATION OVER TIME Lee-Sean Huang | leesean@purpose.com | @leesean
  19. 19. Protocols Lee-Sean Huang | leesean@purpose.com | @leesean
  20. 20. Artifacts Lee-Sean Huang | leesean@purpose.com | @leesean
  21. 21. Movement Design Elements IDENTITY Who are you? What are you about? STORYTELLING PROTOCOLS ARTIFACTS What is the problem? How do What do you believe in? Make social objects that we work towards a solution? What are the rules of invite participation. engagement? Lee-Sean Huang | leesean@purpose.com | @leesean
  22. 22. Table of Contents
  23. 23. Table of Contents
  24. 24. Identity
  25. 25. From “coming out” to All Out Lee-Sean Huang | leesean@purpose.com | @leesean
  26. 26. Meu Rio is redesigning the user interfacefor civic participation in Rio de Janeiro.We are a non-partisan democratic youthmovement. We create online tools to connectcitizens and ensure that they have a voice inthe decisions that are transforming the city.
  27. 27. Our Values We believe that increased participation by youth and members of the emerging middle class in the political process will help bring about greater accountability and transparency. We are non-partisan and independent. We don’t accept money from government or political parties. We believe that the internet can serve as a school for a more robust democracy. We are committed to open source sharing. We value remix and reuse.
  28. 28. Evaluation Principles for Campaign Themes ▢ RIPE ! SALIENT Is the issue in the news/being talked about? Is it something that has strong public support and a groundswell of concern among our target audience? ▢ ACTIONABLE Can Meu Rio or its members “do” something about the issue? Is there a concrete and plausible political, social, or cultural action that can be taken to affect change? ▢ POLITICAL/CULTURAL IMPACT Meu Rio’s goal is to build a more participatory and open political culture in Rio. While not every campaign needs to directly influence the political process, each campaign should have some short, medium, or long term political objective or impact on behavioral/cultural change among the citizens of Rio. ▢ COMPARATIVE ADVANTAGE Is this an issue or campaign where Meu Rio can take a leadership role while working with other partner organizations working in the same space? Does Meu Rio have a comparative advantage because of our member base, brand equity, and/or innovative use of technology? ▢ EARNED MEDIA/LIST GROWTH Will running the campaign generate free earned media and/or promote Meu Rio membership growth?
  29. 29. Evaluation Principles for Campaign Tools Tactics ▢ CONNECTIVE Does it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people closer with their decision makers? ▢ PARTICIPATORY Is it open-ended enough to invite participation but guided and usable enough to actually use? ▢ USER SERVICE Does it have a clear theory of change? Does the experience inspire, delight, or motivate users? ▢ SCALABLE Does it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)? ▢ REUSABLE Can it be reused/repurposed by Meu Rio for future campaigns and not just a one-off novelty? ▢ HACKABLE Is it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/ movements? ▢ AWESOME/INTANGIBLES Is it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?
  30. 30. 25% for Education
  31. 31. Lee-Sean Huang | leesean@purpose.com | @leesean
  32. 32. Movement Design Elements IDENTITY Who are you? What are you about? STORYTELLING PROTOCOLS ARTIFACTS What is the problem? How do What do you believe in? Make social objects that we work towards a solution? What are the rules of invite participation. engagement? Lee-Sean Huang | leesean@purpose.com | @leesean
  33. 33. QUESTIONS? Lee-Sean Huang | leesean@purpose.com | @leesean
  34. 34. THANK YOU!Lee-Sean Huang | leesean@purpose.com | @leesean
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