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DesigningParticipatoryMovementsLee-Sean Huang                   Alessandra OrofinoDesign for Social Innovation * School of...
DesigningParticipatoryMovements
DesigningParticipatoryMovements
Design=    applied              Art
Design=    applied     liberal             Art
Design                              Charles                                   Ray Eamesa plan for arranging elements tobes...
MOVEMENTMAKING IS MESSY
Marketing Message Message Mess Marketing    Marketing       Message      Message Marketing MarketingMessage Marketing     ...
Marketing Message Message Mess Marketing    Marketing       Message      Message Marketing Marketing          MotivationMe...
“Linking beauty and purposecan create a sense ofcommunal agreement thathelps diminish the sense ofdisorder and incoherence...
What are the boundaries of design?                        Charles   Ray Eames
What are the boundaries of design?What are the boundaries of problems?                       Charles   Ray Eames
How do you redesign the user interfaceof civic participation in Rio de Janeiro?
City as platform forhuman happiness
DesigningParticipatoryMovements
Participation > Meme
Participation = Co-CreationBuild it and       We built itthey will come     together
Participation = Sharing
Participation starts with playPlay    Passion      Purpose
DesigningParticipatoryMovements
A movement is a communitywith a purpose.We build movements thatco-create shared value.We build movements that drivechange ...
Channel participationCommunities             ActionConversation            Impact
“A little lessconversation,a little moreaction please”
Build commitment over time                                                            Committed core:             7       ...
Redesign leadership Command              Convene  Control             Catalyze
Elements of a Movement    1           2         3Storytelling Protocols Artifacts
Elements of a Movement    1           2         3Storytelling Protocols Artifacts
http://www.theatlantic.com/national/archive/2012/04/why-civics-class-should-be-sexy/255858/
How do you redesign the user interfaceof civic participation in Rio de Janeiro?
“Move to a city, hang outin bars, form a gang, turnit into a scene, turn thatinto a movement.”Peter Schjeldahl
Elements of a Movement    1           2         3Storytelling Protocols Artifacts
Our Values   We believe that increased participation by             youth and members of the emerging middle             c...
Evaluation Principles for Campaign Themes           ▢       RIPE ! SALIENT           Is the issue in the news/being talked...
Evaluation Principles for Campaign Tools                                                                            Tactic...
Elements of a Movement    1           2         3Storytelling Protocols Artifacts
Elements of a Movement            1                             2                           3Storytelling Protocols Artifa...
DesigningParticipatoryMovementsLee-Sean Huang                   Alessandra OrofinoDesign for Social Innovation * School of...
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
Designing Participatory Movements
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Designing Participatory Movements

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Lee-Sean Huang & Alessandra Orofino of SVA's Design for Social Innovation program and Purpose.com discuss the role of design in building participatory social movements.

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Transcript of "Designing Participatory Movements"

  1. 1. DesigningParticipatoryMovementsLee-Sean Huang Alessandra OrofinoDesign for Social Innovation * School of Visual Arts * 24 April 2012
  2. 2. DesigningParticipatoryMovements
  3. 3. DesigningParticipatoryMovements
  4. 4. Design= applied Art
  5. 5. Design= applied liberal Art
  6. 6. Design Charles Ray Eamesa plan for arranging elements tobest accomplish a particular purpose.
  7. 7. MOVEMENTMAKING IS MESSY
  8. 8. Marketing Message Message Mess Marketing Marketing Message Message Marketing MarketingMessage Marketing MessageMarketing Marketing Message MarketingMessage Messag Message Marketing Message Marketing Marketing Marketing Message Marketing Marketing Message Marketingarketing Message
  9. 9. Marketing Message Message Mess Marketing Marketing Message Message Marketing Marketing MotivationMessage MarketingMarketing Message Marketing Message MarketingMessage Messag Message Marketing Message Meaning Marketing Marketing Marketing Message Marketing Marketing Message Marketingarketing Message
  10. 10. “Linking beauty and purposecan create a sense ofcommunal agreement thathelps diminish the sense ofdisorder and incoherence thatlife creates.” - Milton Glaser
  11. 11. What are the boundaries of design? Charles Ray Eames
  12. 12. What are the boundaries of design?What are the boundaries of problems? Charles Ray Eames
  13. 13. How do you redesign the user interfaceof civic participation in Rio de Janeiro?
  14. 14. City as platform forhuman happiness
  15. 15. DesigningParticipatoryMovements
  16. 16. Participation > Meme
  17. 17. Participation = Co-CreationBuild it and We built itthey will come together
  18. 18. Participation = Sharing
  19. 19. Participation starts with playPlay Passion Purpose
  20. 20. DesigningParticipatoryMovements
  21. 21. A movement is a communitywith a purpose.We build movements thatco-create shared value.We build movements that drivechange through action.
  22. 22. Channel participationCommunities ActionConversation Impact
  23. 23. “A little lessconversation,a little moreaction please”
  24. 24. Build commitment over time Committed core: 7 Activate and empower evangelists Convene Attend 5 DonateENGAGEMENTINDEX Purchase 3 New members: Achieve scale with low-barrier, viral Create actions Share Join 1 Like View 0 TIME
  25. 25. Redesign leadership Command Convene Control Catalyze
  26. 26. Elements of a Movement 1 2 3Storytelling Protocols Artifacts
  27. 27. Elements of a Movement 1 2 3Storytelling Protocols Artifacts
  28. 28. http://www.theatlantic.com/national/archive/2012/04/why-civics-class-should-be-sexy/255858/
  29. 29. How do you redesign the user interfaceof civic participation in Rio de Janeiro?
  30. 30. “Move to a city, hang outin bars, form a gang, turnit into a scene, turn thatinto a movement.”Peter Schjeldahl
  31. 31. Elements of a Movement 1 2 3Storytelling Protocols Artifacts
  32. 32. 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.
  33. 33. 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?
  34. 34. 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”?
  35. 35. Elements of a Movement 1 2 3Storytelling Protocols Artifacts
  36. 36. Elements of a Movement 1 2 3Storytelling Protocols ArtifactsWhat is the crisis/problem? What do you believe in? What Make social objects thatHow will we find a solution? are the rules of engagement? invite participation.
  37. 37. DesigningParticipatoryMovementsLee-Sean Huang Alessandra OrofinoDesign for Social Innovation * School of Visual Arts * 24 April 2012
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