Building communities through humanitarian-based design

Let’s get personal Building communities through humanitarian-centered design

why are you here today? Design can make this world a better place.

who am I?

Who is Hot Studio?

We design things people love to use.

We’re a progressive design studio that invests in our employees, the environment, and non-profit causes we believe in: We care about our clients and the work we do for them. We care about our employees and their families and value life/work balance. We care about the environment by actively reducing our carbon footprint and are early adopters of the Designer’s Accord. We invest our time and talent in non-profits and social causes we believe in. We believe design can make a difference in people’s lives.

why are you here today? Design can make this world a better place.

why are you here today? Help save the world.

how did I get here?

my turning point in design 1985

beautiful + attractive

+ appropriate + usable + sustainable + human-centered + useful + meaningful desirable

+ appropriate + usable + sustainable R E S U LT S + useful + meaningful desirable

2007 Accenture study on product returns “A recent study by Accenture estimates the costs of consumer electronics returns in 2007 at $13.8 billion in the United States alone, with return rates ranging from 11 percent to 20 percent, depending on the type of product. The distribution of reasons to return the product: - 68%: does not meet customer expectations - 27%: buyer’s remorse - 5%: defects or malfunctions Accenture believes that the return rates for functional products would decline signiﬁcantly if vendors and retailers invested more in making them easier to set up and use, and in educating buyers.” http://www.uselog.com/2008/06/recent-study-by-accenture-estimates.html

Blink of an eye Internet users judge Web sites in less than a blink Internet users can give Web sites a thumbs up or thumbs down in less than the blink of an eye, according to a study by Canadian researchers. In just a brief one-twentieth of a second — less than half the time it takes to blink — people make aesthetic judgments that influence the rest of their experience with an Internet site. “If the first impression is negative, you’ll probably drive people off.“ — Gitte Lindgaard Behavior and Information Technology Journal, 2003

Crisis = danger + crucial moment

True community forms when the perceived system of support breaks down. Design becomes the big diﬀerentiator.

Interface Carpets “To be the first company that, by its deeds, shows the entire industrial world what sustainability is in all its dimensions: People, process, product, place and profits by 2020 and in doing so we will become restorative through the power of influence.”

Humanitarian-based design recipes for success

The power of good storytelling

Beginnings and endings are important Be authentic, credible, and speak from the heart Inspire; get people to feel something Be provocative; violate people’s expectations and incite curiosity Be interactive; ﬁnd ways in which you can engage the audience Talk like a human being, not like an organization Calls to action help people take the next step (i.e donate, volunteer, etc.) Hopeful for the future; show progress The power of good storytelling

Annual Report redesign “I just read through the Women’s Foundation Annual Report and I had to write you to say that I really like the way you’ve presented the stories of your grantees. “It’s an annual report that’s hard to put down; I ﬁnished it in one sitting and found inspiration on every page. The graphics, layout and approach are so engaging and accessible. “Keep up the amazing work!” Candice Sung Kim candice@coalitionforcleanair.org

How to build and manage online communities

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SL ID E S H ARE S OU PR E S E N T I AT I O IC RA N L DE 15 7 K U N O ND IQUE S ITIE PA IT VIS N MU P I TO RI M RS T CO 2/ HE 09 C NI TW M IT IC TE 8M RO R 09 BL UN 2/ OG IQ RS UE ING GIN I TO VIS ORK G VIS I TO NE T W IQUE RS 2 OK NE FAC E B O 74 M U N /09 SO C IA L W G SL B LO ET T ER FL IC K R PI C T U R E 24 M U N I W E BSI T E S AN QUE /09 RS 2 DV VISI IDE I TO TO R O VIS E S2 UB UE /09 UT IQ YO O UN DE VI M LI 70 NK BU ED IN SI 11 NE ES ITI SS M N UN MU CO M IQ EV E N T UE VIS I TO RS 2 /09 G U P CO M I N R NDE CALE GOOGLE ITE EV E N T B R

SL ID E S H ARE US PR E S E N T IO AT I O IC RA N L DE 15 7 K U N O ND IQUE S ITIE PA IT VIS N MU P I TO RI M RS T CO 2/ HE 09 IC N TW M IT IC TE 8M RO R 09 BL UN 2/ OG IQ RS UE ING GIN I TO VIS ORK G VIS I TO NET W IQUE RS 2 OK FAC E B O 74 M U N /09 SO C IA L FL IC K R PI C T U R E 24 M U N I S AN QUE /09 RS 2 DV VISI IDE I TO TO R O VIS E S2 UB UE /09 UT IQ YO O UN DE VI M LI 70 NK BU ED IN SI 11 NE ES ITI SS M N UN MU CO M IQ EV E N T UE VIS I TO RS 2 /09 G U P CO M I N ER END E CAL GOOGL ITE EV E N T B R

SL ID E S H ARE 1 Discovery S OU PR E S E N T I AT I O IC RA N L DE 15 7 K U N O ND IQUE S ITIE PA IT VIS N MU P I TO RI M RS T CO 2 Strategy 2/ HE 09 C NI TW M IT IC TE 8M RO R 3 Seed 09 BL UN 2/ OG IQ RS UE ING GIN I TO VIS ORK G VIS I TO NE T W 4 Vibrancy IQUE RS 2 OK NE FAC E B O 74 M U N /09 SO C IA L W G SL B LO ET T 5 Plan for the Future ER FL IC K R PI C T U R E 24 M U N I W E BSI T E S AN QUE /09 RS 2 DV VISI IDE I TO TO R O VIS E S2 UB UE /09 UT IQ YO O UN DE VI M LI 70 NK BU ED IN SI 11 NE ES ITI SS M N UN MU CO M IQ EV E N T UE VIS I TO RS 2 /09 How to build and manage a community G U P CO M I N R NDE CALE GOOGLE ITE EV E N T B R

SL ID E S H ARE Understand business goals S OU PR E S E N T I AT I O IC RA N L DE 15 7 K U N O ND IQUE S ITIE PA IT VIS N MU P I TO RI M RS T CO 2/ HE 09 Understand audience needs, wants, and desires C NI TW M IT IC TE 8M RO R 09 BL UN 2/ Understand competitive advantage and diﬀerentiation OG IQ RS UE ING GIN I TO VIS ORK G VIS I TO NE T W IQUE RS 2 OK NE Benchmark your starting point FAC E B O 74 M U N /09 SO C IA L W G SL B LO ET T ER Articulate how to measure success FL IC K R PI C T U R E 24 M U N I W E BSI T E S AN QUE /09 RS 2 DV VISI IDE I TO TO R O VIS E S2 UB UE /09 UT IQ YO O UN DE VI M LI 70 NK BU ED IN SI 11 NE ES ITI SS M N UN MU CO M IQ EV E N T UE VIS I TO RS 2 /09 Discovery G U P CO M I N R NDE CALE GOOGLE ITE EV E N T B R

SL ID E S H ARE Use existing community platforms or build your own? S OU PR E S E N T I AT I O IC RA N L DE 15 7 K U N O ND IQUE S ITIE PA IT VIS N MU P I TO RI M RS T CO 2/ HE 09 C Identify and join communities where your audience already NI TW M IT IC TE 8M RO R 09 resides; pay attention to smaller niche communities as well BL UN 2/ OG IQ RS UE ING GIN I TO VIS ORK G VIS I TO NE T W IQUE RS 2 OK NE Develop strategies for employee and client participation FAC E B O 74 M U N /09 SO C IA L W G SL B LO ET T ER FL IC K R PI C T U R E 24 M U N I W E BSI T E S AN QUE /09 RS 2 DV VISI IDE I TO TO R O VIS E S2 UB UE /09 UT IQ YO O UN DE VI M LI 70 NK BU ED IN SI 11 NE ES ITI SS M N UN MU CO M IQ EV E N T UE VIS I TO RS 2 /09 Strategy G U P CO M I N R NDE CALE GOOGLE ITE EV E N T B R

SL ID E S H ARE Invite friends and family to participate, use existing db S OU PR E S E N T I AT I O IC RA N L DE 15 7 K U N O ND IQUE S ITIE PA IT VIS N MU P I TO RI M RS T CO 2/ HE 09 Create a viral market using employees, friends and families C NI TW M IT IC TE 8M RO R 09 BL UN 2/ Cross link to other communities; publishing strategy OG IQ RS UE ING GIN I TO VIS ORK G VIS I TO NE T W IQUE RS 2 OK NE Build relationships; look for alliances and other partners FAC E B O 74 M U N /09 SO C IA L W G SL B LO ET T ER FL IC K R PI C T U R E 24 M U N I W E BSI T E S AN QUE /09 RS 2 DV VISI IDE I TO TO R O VIS E S2 UB UE /09 UT IQ YO O UN DE VI M LI 70 NK BU ED IN SI 11 NE ES ITI SS M N UN MU CO M IQ EV E N T UE VIS I TO RS 2 /09 Seed G U P CO M I N R NDE CALE GOOGLE ITE EV E N T B R

SL ID E S H ARE Carve out a role for a community manager or evangelist S OU PR E S E N T I AT I O IC RA N L DE 15 7 K U N O ND IQUE S ITIE PA IT VIS N MU P I TO RI M RS T CO 2/ HE 09 Moderation, facilitation, and self governance strategy C NI TW M IT IC TE 8M RO R 09 BL UN 2/ OG IQ Content strategy RS UE ING GIN I TO VIS ORK G VIS I TO NE T W IQUE RS 2 OK NE FAC E B O 74 M U N Voice and tone; company vs individual? /09 SO C IA L W G SL B LO ET T ER FL IC K R PI C T U R E 24 M U N I Actively participate; become a regular voice and contributor W E BSI T E S AN QUE /09 RS 2 DV VISI Provide value; avoid empty conversation IDE I TO TO R O VIS E S2 UB UE /09 UT IQ YO O UN DE VI M LI 70 NK BU ED IN SI 11 NE ES ITI SS M N UN MU CO M IQ EV E N T UE VIS I TO RS 2 /09 Vibrancy G U P CO M I N R NDE CALE GOOGLE ITE EV E N T B R

SL ID E S H ARE Analyze and measure results S OU PR E S E N T I AT I O IC RA N L DE 15 7 K U N O ND IQUE S ITIE PA IT VIS N MU P I TO RI M RS T CO 2/ Syndication and reuse of content HE 09 C NI TW M IT IC TE 8M RO R 09 BL Stay current on trends UN 2/ OG IQ RS UE ING GIN I TO VIS ORK G VIS I TO NE T W IQUE RS 2 Keep an eye on early adopters OK NE FAC E B O 74 M U N /09 SO C IA L W G SL B LO ET T ER Stay ﬂexible; don’t box yourself in by putting too many eggs into FL IC K R PI C T U R E 24 M U N I one basket. What happens if that community dies? W E BSI T E S AN QUE /09 RS 2 DV VISI IDE I TO TO R O VIS E S2 UB UE /09 UT IQ YO O UN DE VI M LI 70 NK BU ED IN SI 11 NE ES ITI SS M N UN MU CO M IQ EV E N T UE VIS I TO RS 2 /09 Plan for the future G U P CO M I N R NDE CALE GOOGLE ITE EV E N T B R

Renting vs. buying? The Open Architecture Network

go go on color background

Open Architecture Network launched at the 2007 TED Conference March 7, 2007 Currently there are over 17,000 members and over 3,000 projects are posted; over 200 countries are represented www.openarchitecturenetwork.org

as of 3/26/09: Facebook Academy page 4800+ fans Facebook NightLife page 5200+ fans (in one month!) MySpace NightLife proﬁle 110 friends Twitter 1000+ followers Yelp Academy page 600+ reviews Flickr Academy Group 4000+ photos Flickr NightLife Group 100+ photos YouTube 90 subscribers “A signiﬁcant % of NightLife attendees heard about it through social media and of those, over 50% found out from Facebook.”

Save money by using existing technologies Free and easy allows for frequent messaging and visibility Capture prospects for future communication and relationships Get to know real people who care about your brand/organization Great tool for user research and feedback Return on investment OR return on ignoring? ROI?

Good karma; good deeds through design Design is the great differentiator; as a designer you have SO much to offer Design can help bring about systemic change Potential to take some chances; flex your design muscles Great portfolio pieces; can win recognition and awards Recruit employees and new talent Helping others is addictive Why work for non-profits?

FINANCIAL ENVIRONMENT SOCIAL + C R E AT I V E ? The triple bottom line

97.3% MBA grads would sacriﬁce an average of $14,902 a year to work for a responsible company Stanford Graduate School of Business 2008 77% of Americans would refuse to work for a company with negative practices Cone 2007 89% of employees feel a strong sense of loyalty to their companies when they are familiar with their employers cause programs Cone 2007 special thanks to B Labs for supplying these statistics! Employees want to work for “good companies,” and employers want to attract and retain talent.

A third of the U.S. adult population — 68 million Americans — want to align their purchases with their values. LOHAS and NMI Solutions 2008 81% of LOHAS households are spending nearly four times as much on organic products as “unconcerned” consumers. AC Nielsen and NMI Solutions 2008 88% of consumers more likely to buy from companies that support fair labor and trade practices. BBMG 2007 66% of Americans would boycott a company’s products if they have negative practices. Cone 2007 85% of consumers would consider switching to another company’s products because of a company’s negative corporate responsibility practices. Cone 2007 Consumers want to align their purchases with their values.

$2.7 trillion Today over (11%) out of $25 trillion under professional management in the United States are classiﬁed as Socially Responsible Investments. Social Investment Forum 2007 A study of the food and beverage industry showed that companies that report on their social and environmental performance had higher ﬁnancial returns compared to those who did not. PriceWaterhouseCoopers 2008 Investors value green businesses because it means a lower cost of capital due to lower environmental risk. The Economist 2008 Investors want to invest in socially responsible companies.

Discounted fees vs. pro-bono; bartering as an option Be scrappy and tenacious; “camps” or “skunkworks”; Choose design activities for its greatest impact; time eﬃciency is key Become a creative evangelist; build a culture of humanitarian-centered design Don't sacriﬁce quality Analyze and track results Lead by example and you’ll recruit others Actions you can take inside your organization

Question business as usual. You CAN make a diﬀerence.

Questions and answers

Thank you! email me maria@hotstudio.com follow us on Twitter @hotstudio or @mgiudice become our fan on Facebook watch our videos on YouTube hotstudiodotcom check out our pictures on Flickr subscribe to our newsletter hotstudio.com read our blog hottub.hotstudio.com join our network at LinkedIn download this presentation on Slideshare

Building communities through humanitarian-based design

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