Project "ADS 4 CHANGE"

Parsons School of Design
Integrative Research and Development
Spring 2017

Spectacle
SPECTACLE
Jason Oh
Erica Tyler
Kyler Ross
Hao Quin
2
THE TEAM

Spectacle
SPECTACLE 3
TABLE OF CONTENTS
Spectacle Brand ....................... 4
Ads4Change ............................ 6
Design Phases .......................... 9
Design Process ......................... 11
Problem Statement .................. 19
Intervention .............................. 21
Stakeholders ............................. 23
System Map .............................. 24
Statistics .................................... 25
Case Studies
Stands .............................. 26
KickStarter ....................... 28
IndieGoGo ....................... 30
Market Data .............................. 32
Personas & Day in the Life ........ 35
Prototyping Process .................. 51
Logo Development ................... 53
Website Mockups ...................... 57
Ad Campaign Mockups ............. 63
Survey Results ............................ 73
Expert Interviews ....................... 74
Competitive Analysis ................. 76
Short & Long Term Goals .......... 77
Looking Ahead .......................... 78

Spectacle
SPECTACLE 4
THE BRAND
Our Mission
At Spectacle we are coders and designers, makers and breakers, hackers and
enthusiasts, movers and shakers, all brought together by a passion for what is
right. We share a core belief that technology is the solution. Our team
leverages those various skills and backgrounds to create products and
services that change the way people see the world, by altering the technology
through which they experience it. We are all unified by an idealistic would
view that brings the injustices of the world into sharp focus. By understanding
and addressing these injustices, Spectacle is able to create solutions to the
challenges the digital world faces today.
Spectacle

Spectacle
SPECTACLE 5
ABOUT
Spectacle
In his 1967 book, The Society of the Spectacle, Guy Debord
outlined the critical theory of the Spectacle. The spectacle is the lens
through which consumers view society, and Debord made the argument
that the spectacle is entirely chosen and shaped by corporations. They
have the ability, through the advertisements that they make, the
products they create, and the movements they initiate, to have
incredible sway over the lives of individuals.
With this in mind, we chose the name spectacle because we are
committed not just to changing the way people view the world around
them, but also unmasking the reality for what it is. We are not anti
corporation, as a company our goal is to make money, grow, and
participate in the economy. However, we believe that before
corporations come people, and that not only should people understand
the nuances and details of the reality in which they live, but also that
human rights, and the wellbeing and happiness of individuals must
come before the monetary success of corporations. We bring this set of
core values into all the work we pursue, as we try to enlighten all
citizens to the spectacle we all see the world through.

Spectacle
chrome extension
socially conscious activity customized social platform
We donate ad revenues charities you choose
ADS4CHANGE 7
ABOUT

Spectacle
88ADS4CHANGE
INTERVENTIONS
Intervention Points Journey
Week 1-3 Week 4-5 Week 6-7
Online
based services
Government and
farm subsidies
Dietary and nutrition Environment impact
of agriculture
Food waste
Week 8-9 Week 10-16

Spectacle
ADS4CHANGE 9
DESIGN PROCESS - 4 STAGES

Spectacle
ADS4CHANGE
DESIGN PROCESS - 4 STAGES
10

Spectacle
ADS4CHANGE 11
DESIGN PROCESS
Our team has endured a rollercoaster of a journey to
reach our current destination with Ads4Change. When
we first came together as a group, each individual team
member discussed their own personal interests,
emerging social topics, and environmental issues. We
synthesized these themes to collaboratively lean towards
a single ideation to shape our design firm. Initially, we
started from an ongoing issue that we all care about,
minimizing big agriculture. Specifically, we focused on
corn by-products and governments emphasis on funding
commodity crops. We began by investigating the
government’s involvement with farm subsidies. However,
we shifted away from the original idea and found that
there is a bigger picture that needs to be drawn. Not only
did we want to inform people about the health and
environmental issues, but also we felt we needed to
inform the general public that there are larger and more
controllable threats, such as environmental climate shift
and pollution that we could shift focus to.

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DESIGN PROCESS - MIND MAPS

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DESIGN PROCESS - JOURNEY
Topic Ideation
By this point in time we were well on our way to developing
our concept. We had all conferred and discussed the ideas
we had individually presented during the Mind Map project,
and were happy to find that there was significant overlap
between them. The most common theme was agriculture,
and the effect it had on the environment. As we met we
intended to narrow our focus, but instead it simply
expanded to also include legislative issues surrounding farm
subsidies, food scarcity in rural America, the cruelty of
factory farming, and the dietary effects of an over reliance
on corn. Here were the three issues we narrowed to after our
first meeting.
List of 3 different problems:
– Environment impact of agriculture
– Government and people (farm subsidies)
– Dietary and nutrition (especially sugar)

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During our first meeting we wrestled with the enormity of the topic we had chosen. We had decided at this
point that the best way it implement change, on a broad scale, was to focus on legislative action.
We aimed our researching capabilities at the US Farm Bill, and the intense lobbying by corn manufacturers
that accompanied the most recent iteration of the bill.

ADS4CHANGE 15
In the class after our first meeting we
presented what we had been
working on, showing off the deck
documented in the previous learning
portfolio post. It received a tepid
response, somewhere in between
disinterest and lack of
understanding. This was frustrating,
but when we talked afterwards it was
clear that we understood at least the
thought process behind the
response; the subject was enormous,
somewhat technical, and pedantic in
its legalese. We were approaching it
with passion and a well intentioned
desire to produce something which
could be an actually functional
contribution to a problem we all felt
impassioned by.

ADS4CHANGE 16
We met at 16th St. that weekend, with the intention of doing a comprehensive review of the
work we had completed so far (and hopefully address strategies to overcome ‘The Chasm of
Understanding’). It didn’t take long into our first meeting to realize just how in over our head we
were.
We began by listing out the areas we needed to focus on. The intention behind this exercise
was to build a framework on which we could develop our ideas.

ADS4CHANGE 17
Somewhat understandably we concluded
this exercise with the understanding that we
needed desperately to reexamine our
concept.
This decision was not made in a vacuum
either, we had reached something of a
understanding chasm, where our lack of
technical knowledge was preventing us from
further understanding and developing
concepts related to the subject. We had
performed mountains of research, tried as
best we could to wrap our heads and efforts
around the massive legislative undertaking of
redesigning the farm bill, but to no avail.

ADS4CHANGE 18
The link between the roadblocks we encountered for all of the concepts was that real,
everyday people would struggle to care about them. So many people are singularly focused
on the minutiae of their day to day lives, whether you call it apathy or being distracted, either
way getting them to participate in our charitable intervention seemed impossible. This
struggle spurred a moment of intense creative ideation, and would form the core of the future
of our project.
There is a gap between the passion most people feel to make the world a better place, and
the real world actions they take to actually follow through on that desire. They intend to do
the right thing, they may feel guilt or frustration with the sometimes depressing state of the
world, and yet they do nothing. And it isn’t because they don’t want to, they simply don’t have
the time to volunteer, they don’t have the spare money to donate, or they simply forget. After
all, life in the era of information is hectic, busy, and overwhelming. What if, we thought, we
could make doing good a passive activity?

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PROBLEM STATEMENT
Social media, and the internet as a whole has been a gift for
activism and social causes. However it has also led to a
dramatic change is society, which overloads individual’s
minds and schedules with information and tasks. We are
increasingly both dependent and held prisoner by our
devices, as they take up increasing amounts of our time. This
leads to decreased participation in social causes and a
general apathy due to constant overstimulation. People have
the intention and desire to do good, but no longer have the
time, attention, or passion to commit themselves to causes.
This has led to the rise in “armchair activism”, which is
indicative of the commitment many of us have to these
causes.
Ads4Change is the solution. It allows passive participation
and giving. It requires that users change none of their regular
behaviors, become no more involved in causes, yet it allows
them to participate and make a real positive impact in the
world around them.

ADS4CHANGE 21
INTERVENTION - POINT OF INTERVENTION
Ads4Change is a multiplatform
intervention on the ways that internet
users support causes they care about.
The primary platforms for the
intervention are:
- Ads4Change Browser Extension
- Ads4Change Social Platform
- Ads4Change Social iOS App
- Ads4Change IRL Advertising
Campaign
- Ads4Change Internet Advertising
Campaign

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INTERVENTION - HOW IT WORKS

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INTERVENTION - STAKEHOLDERS

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INTERVENTION - SYSTEM MAP

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STATISTICS - POTENTIAL MARKET
ADS4CHANGE 25
U Block Chrome Web Store
AdBlockPlus
8,725,269
downloads
100,000,000
downloads
30,000,000
Individual users

ADS4CHANGE 26
CASE STUDIES: STANDS APP
With internet technology giants like Google Alphabet Company, which account for 31.10 billion daily visits
online across the world, StandsApp has strategically created value in the competitive landscape. StandsApp.org is
a ad-block Chrome extension app that supports a social cause or issue. It can use the money advertisers pay to
sponsor the websites you visit towards a social/global cause you care about. Since the platform itself is based off
Chrome, the social engagement is fairly low. The strong selling point for this app is that the user can choose which
theme of global issues they want to support. They are one of the first of the ad-blocker apps to have a social
conscious purpose. As of July 2016, the app got more than 1 million downloads from the Chrome App store.
StandsApp proved the theory that AdBlockers with social conscious motives can succeed. The existing ad-blocker
apps like AdBlockPlus, AdBlock and YoutubeAdBlocker all serve similar purposes but are the most widely used.
However, the issue we found with StandsApp was that they still state that they are a strong technology company
with a social cause. However, their design language, brand characteristics, business ideation, and customer value
are point towards that they are more technology base than anthropology focused. We thus identified a missing
place in the market and found opportunity to start Ads4Change.

ADS4CHANGE 27
STATISTICS: STANDS APP
1,129,700
Downloads
66,357
Donators

ADS4CHANGE 28
CASE STUDIES: KICKSTARTER
Launched back in 2009 in Brooklyn, NY, Kickstarter is one of the dominant innovators in the online
crowd-funding industry. Kickstarter birthed the popularity of the online crowd-funding entrepreneurship to
another level. The whole idea to base the funding from a social platform where users and
entrepreneurs/participants can be searched into categories and subjects was a specific pain point that was solved
through the creation of Kickstarter. The company has now launched 124,509 successfully funded projects and
raised $3,035,344,222 in total pledges to fund kickstarter projects. Kickstarter has the basis for the social
platform and crowd-funding which Ads4Change can develop from-and-beyond. From our initial ideation for
starting up Ads4Change, there were many aspects from this company that was incorporated into. The social aspect
for Kickstarter is a crucial component that needed to be adapted on to our business.

ADS4CHANGE 29
STATISTICS: KICKSTARTER
$3,035,344,222
Pledge Funds
124,509
Fully Funded Projects

ADS4CHANGE 30
CASE STUDIES: INDIEGOGO
IndieGoGo is another dominant player in the online crowd-funding industry. The difference in IndieGoGo
compared to KickStarter is that they have solid characteristics for venture capitalism and entrepreneurship
whereas KickStarter has social awareness focus. So far, the company has pooled $800,000,000 in total funds
raised on their online platform. The high interest for potential investors and venture capitalist is abundant than
any other platform available in the marketplace. In 2015, they had 175,479 total campaigns and monthly
117,000,000 website views. IndieGoGo also recently signed to new partnership contracts with Amazon, Target,
and Brookstone. Their marketing strategy and ability to create unique customer lifetime value was extremely
insightful for planning out our own tactics to develop partnerships and attract all types of investors.

ADS4CHANGE 31
STATISTICS: INDIEGOGO
$800,000,000
Funds Raised
175,479
2015 Campaigns

ADS4CHANGE 32
TARGET MARKET
Who is our target market?
Chrome is the easiest platform to develop for, and has consistently the highest market share.
Additionally the research Bursztein shows that users of Chrome are far more likely to be
younger than users of other browsers. However, he also showed that gender is not relevant in
web browser usage.
Therefore our target market for Ads4Change Chrome Desktop users who are between 18-44
years old.

ADS4CHANGE 33
BROWSER SEGMENTATION
Getting accurate data about web browser market segmentation is extremely difficult for
multiple reasons, including multiple and legacy versions, competing user demographics, and
user agent spoofing. This is reflected in this chart showing browser market share in December
2016 from multiple sources.
Source Chrome IE Firefox Safari Edge Others

ADS4CHANGE 34
https://www.elie.net/blog/web/survey-internet-explor
er-users-are-older-chrome-seduces-youth
According to research by Elie Bursztein, an anti-abuse researcher at Google, chrome tends to
attract younger users.
This data supports the
hypothesis that chrome users
are largely much younger than
users of other web browsers.
Additionally Bursztein asked
for gender, interestingly this
did not yield significant
findings, as distribution of
usage between genders was
largely equal.

ADS4CHANGE 35
PERSONAS - SOPHIA
Sophia
Age: 24
Location: York neighborhood
Toronto, Canada
Archetype: Resource Deficient
“I really miss feeling
like I was making a
difference in the
world”
Traits:
- Caring
- Hardworking
- Selfless
- Compassionate
- Gentle
- Quiet
Motivators:
- Providing for family
- Feeling like she is helping others
- Having people like her
Bio: Sophia works at a minimum wage job after
she had to drop out of community college to
take care of her ailing grandmother. Since she
abandoned a career in social work, she wants to
help make the world a better place, but doesn’t
have time or extra money to do so. She decides
she wants to support the following causes on
Ads4Change:
● Environmental
● Education and Youth Services
● Women’s Health
● LGBTQ Support

SOPHIA - DAY IN THE LIFE SUMMARY

ADS4CHANGE 37
DAY IN THE LIFE - SOPHIA
Morning: Midday:

ADS4CHANGE 38
Early Afternoon: Late Afternoon:

ADS4CHANGE 39
Evening: Night:

ADS4CHANGE 40
PERSONAS - DAVID
David
Age: 46
Location: Boston, MA
Archetype: Activist Sponsor
“Since we partnered
with Ads4Change we
have not only
consistently been
getting donations
from them but also
getting more interest
in the work we do.”
Traits:
- Hardworking
- Grateful
- Family oriented
Motivators:
- Acquiring meaning in life
- Feeling he is doing good in the
world
- Staying fit
- Being a good father and
husband
Bio: David is the project lead with a
nonprofit that works to provide bicycles
to children and adults in low income
areas. After his friend mentioned the
extension David decides to start a
campaign on the platform and works to
partner with Ads4Change. He reaches
out to Ads4Change to have his charity
matched with a campaign set up on the
social platform by users.

DAVID - DAY IN THE LIFE SUMMARY

ADS4CHANGE 42
DAY IN THE LIFE - DAVID
Morning: Midday:

ADS4CHANGE 43

ADS4CHANGE 44
Evening: Night:

ADS4CHANGE 45
PERSONAS - TOM
Tom
Age: 29
Location: Seattle, WA
Archetype: Social User
“I immediately felt a
connection to the
people on
Ads4Change, they
are people who are
brought together by
a desire to do good,
they are my people”
Traits:
- Outgoing
- Spontaneous
- Generous
- Trustworthy
- Creative
- Happy
Motivators:
- Lessen other’s suffering
- Create art
- Fight injustice
Bio: Tom is a LGBTQ activist and
community organizer, as well as a
local tattoo artist. Although he
works in the community often, he
decides to install the extension on
his personal computer so that he
can passively donate to causes he
cares about. For Tom giving is less
about making himself feel better as
it is seizing every opportunity
possible to make a difference.

ADS4CHANGE 47
DAY IN THE LIFE - TOM
Morning: Midday:

ADS4CHANGE 48

ADS4CHANGE 49
Evening: Night:

ADS4CHANGE 51
PROTOTYPES - PROCESS
Prototyping process:
1. Literature review - We researched the design principles that successful websites
and social platforms used to engage and retain users.
a. Simple and engaging design that matches brand identity
b. Clear use and functionality
c. Employs a conversion funnel site structure
2. Ethnographic Research - We conducted research and user testing, watching how
members of our target market interacted with social networking websites.
3. Wireframes - In our design process we began by sketching layouts on white
boards, and used these rough sketches to make more developed wireframes in
Sketch.
4. Final Prototypes - Finally we built out our wireframes in Sketch, and filled in
content slots with examples of content a user might see if they navigated to the
website.

ADS4CHANGE 52
PROTOTYPES - WIREFRAMES
Examples of wireframes sketched out on a whiteboard.

ADS4CHANGE 53
LOGO DEVELOPMENT - COLOR SCHEME
No. 2

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LOGO DEVELOPMENT - INITIAL BRAINSTORM

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LOGO DEVELOPMENT - FOCUS

ADS4CHANGE 56
LOGO DEVELOPMENT - FINAL

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PROTOTYPES - ALL FINAL MOCKUPS

ADS4CHANGE 58
PROTOTYPES - FINAL HOME

ADS4CHANGE 59
PROTOTYPES - FINAL ABOUT

ADS4CHANGE 60
PROTOTYPES - FINAL CATEGORY

ADS4CHANGE 61
PROTOTYPES - FINAL PROFILE/SOCIAL

ADS4CHANGE 62
AD CAMPAIGN
Ads4Change will undertake an advertising campaign during rollout and into the first six
months following launch. The campaign will primarily be focused online, but will also feature
poster ads in key markets in NYC, LA, and SF.
1. In the two weeks leading up to launch a relatively small amount of banner and video ads
will be shown to key demographics on the following sites:
a. Facebook
b. Youtube
c. Instagram
2. Additionally prior to launch there will be a PR blitz, with the intention of attracting
attention of technology journalists and bloggers.
3. As soon as launch occurs banner ad spend will increase.
4. After launch real world advertisements will roll out, with a focus on bus stop, subway,
and wheat paste/mural ads.

63ADS4CHANGE
DIGITAL ADS MOCKUPS - OVERVIEW
Instagram Twitter Facebook Pinterest
Ads4Change will include advertising on all major platforms, as well as google AdWords
spending.

64ADS4CHANGE
DIGITAL ADS MOCKUPS - INSTAGRAM

65ADS4CHANGE
DIGITAL ADS MOCKUPS -
FACEBOOK

66ADS4CHANGE
DIGITAL ADS MOCKUPS - OVERVIEW
Ads4Change advertising campaign will span a variety of mediums and platforms,
however our message will remain the same. These three designs will serve as the majority
of our ads, except for video and text based.

74ADS4CHANGE
EXPERT INTERVIEWS
ROY
CO-FOUNDER, STANDS
➢ Integrate protection
settings for your user
➢ Allow any amount of Fair
Ads you wish to support
➢ Protect your users browser
data and info
➢ Invite publishers to work
with users to build a
sustainable, free, and
democratic web
CONNOR
ENGINEER, CHROME
➢ Learn how to stick to a
process
➢ It is important for
engineers and designers
to learn how to manage
their time
➢ Your job is to solve a
customer problem, not to
create pretty things
SAM
VP, FONT BUREAU
➢ Make sure that the
product and design
process solves the issue(s)
of the customer
➢ Remember design is the
engine which moves your
company forward
➢ Coordinating multiple
designers may be difficult

75ADS4CHANGE
Getting accurate data about web browser market segmentation is extremely difficult for
multiple reasons, including multiple and legacy versions, competing user demographics, and
user agent spoofing. This is reflected in this chart showing browser market share in December
2016 from multiple sources.
Source Chrome IE Firefox Safari Edge Others

76ADS4CHANGE
COMPETITION
Stands is a Fair AdBlocker that blocks ads,
popups, malware, and trackers. It's fast, light,
speeds up your browsing and saves you time.
And if you let a few ads through, it can use the
money advertisers pay to sponsor the websites
you visit and a cause you care about.
Market Size: 1,148,494 users
Causes is the place to discover, support and
organize campaigns, fundraisers, and petitions
around the issues that impact you and your
community.
Market Size: 8,619,263 Facebook app users

ADS4CHANGE 77
SHORT & LONG TERM
Short term goals:
- Gain funding to hire a freelance developer to build the extension
and backend.
- Run tests to identify ideal rate to charge to advertising partners, and
determine value of a single adview for our ad network.
- Develop the ability to replace video advertisements as well.
- Explore integrating native advertising into the service, and perform a
impact assessment to determine if this would cause too much
public backlash.
- 10,000 installs in 6 months
Long term goals:
- Push Google and Facebook to introduce more socially conscious
advertising policies through similar tools.
- Leverage user intent and personalization to develop a more effective
advertising model.
- Build a social networking app based off of our social hub.

LOOKING AHEAD 78
The future of Ads4Change is bright, with consumer
sentiment towards advertisements on the internet
becoming more negative, more people becoming
aware of adblockers and installing them, and people
becoming more aware about digital causes like Net
Neutrality. So many people are installing adblockers
now that Google, one of the largest ad networks in the
world, is considering integrating an ad blocker into
their browser which would block annoying and
disruptive advertisements. This indicates a seismic
shift in how we think about advertising, and the role it
plays in our daily life. More and more people are
realizing that advertising doesn’t need to be annoying
and disruptive, and we hope that as time goes on they
will realize it has the capability to do good in the
world as well.

Project "ADS 4 CHANGE"

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