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Impact Plan: Public by Default

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This impact plan provides a media strategy for Public by Default, a web-based project by Hang Do Thi Duc that uses public activity feed of the Venmo payment app to encourage people to protect their own app-based data.

Funded by the Mozilla Foundation through the generous support of the Open Society Foundation and under the auspices of Harmony Labs, this plan provided Hang with methods of increasing the audience of her project and measuring its impact. It is shared here with the consent of its creators.

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Impact Plan: Public by Default

  1. 1. HARMONY LABS
 311 W 43rd St, 12th floor New York, NY 10036 +1 212 966 7606 info@harmonylabs.org harmonylabs.org FINAL January 26, 2018 // v4 IMPACT PLAN : PUBLIC BY DEFAULT Mozilla Stories of Surveillance | 2017-2018 Flickr/Kevin Dooley
  2. 2. CONTENTS BEGIN Project Vision…………………………………………………………..………………..……………..……………….…3 About Public by Default…………………………………………………………………………..……….………..…4 STRATEGY Mission………………………………………………………………………………………………………………………….6 Objectives……………………………………………………………………………………………………………………..7 Audiences…………………………………………………………………………………………………………………..…8 Theory of Change…………………………………………………………………..…………………………………..…9 IMPLEMENTATION Objective and Key Results (OKR)……………………………………………………………………………………11 Key Performance Indicators (KPIs)…………………………………………………………………………………12 Supporting Metrics………………………………………………………………………………………….………….…13 APPENDIX Support……………………………………….……………………………………………………………………..….…..…15 Audience Journey……………………………………………………………………………………………………….…16 Brain Trust Roles……………………………………………………………………………………..…………….…..….17 Questions……………………………………………………………………………………..……………………….………18 Glossary …………………………………………………………………………….…………..…..…………………….….19
  3. 3. 3 Shifting data culture from I HAVE NOTHING TO HIDE to I HAVE NOTHING TO SHOW Unattributed stock image
  4. 4. 4 Venmo stock image Your transaction history is public by default on the payment app Venmo and other digital services. It shouldn’t be. Your data should be private by default, only shared when you choose. PUBLIC BY DEFAULT, by Hang Do Thi Duc, is a web-based data visualization project that uses transaction histories available on Venmo’s public feed to gain the attention of consumers and increase adoption of data hygiene practices. 4
  5. 5. STRATEGY Flickr/Kevin Dooley
  6. 6. Shift personal data norms from “I have nothing to hide” to “I HAVE NOTHING TO SHOW.” MISSION 6
  7. 7. • Shifting personal data norms to a default of “I have nothing to show” by increasing good DIGITAL HYGIENE practices on Venmo and other social media apps. Specifically, that after viewing Public by Default, an individual will engage in actions such as: • Checking their Venmo settings to determine their level of privacy on the platform • Changing their Venmo settings to increase their privacy • Checking their settings on other apps to determine their level of privacy • Changing their settings on other apps to increase their privacy • Encouraging friends to undertake the above actions • …according to the timeline and KPI levels laid out in the Success Matrix located in the Appendix. OBJECTIVES 7
  8. 8. AUDIENCES 8 • The primary audience of this campaign is VENMO USERS who are not aware of their data rights and safety and, as a result, practice bad data hygiene. • The secondary audience is other SOCIAL APP USERS who are also unaware of their data rights and safety and, as a result, practice bad data hygiene, even if they are not using Venmo specifically.
  9. 9. 4. Build 3. Prototype Designs 2. Prototype Ideas 1. Assemble Brain Trust THEORY OF CHANGE 5. Launch 6. Increase Data Hygiene Create brain trust to advise on design and act as users for later testing For maximum efficiency, bounce design ideas off members of Brain Trust before building them, even in wireframe form Once ideas have been agreed to by the Brain Trust, start building wireframes and, where necessary, writing code Build out full version of agreed- on designs, including both code and content (data stories) Make site public and promote in media Track completion of goal actions (p. 3) using available proxies Willingness to Join Ideas Agreed To Designs Agreed To MVP Functional Site Visitors Arrive LOGIC Given the sensitive nature of the project, this theory of change assumes a fairly substantial testing phase. Once a design is agreed to by the Brain Trust (pg. 17), that design will be built out and launched, whereupon goal tracking will begin. 9 Dec. 2017 Jan 2018 Jan-Feb 2018 Feb-Mar 2018 Apr 2018 Apr-Jun 2018
  10. 10. IMPLEMENTATION Unattributed stock image
  11. 11. OBJECTIVES AND KEY RESULTS (OKR) 11 TRANSPARENT TRACKING Ms. Do Thi Duc’s project seeks to make individuals more aware of the data that is collected about them and to be more chary in sharing that data. To be consistent with this vision, the impact tracking system for this project must also be transparent and “choiceful” in its methods and results than is usual. The tracking methods below — and their results — would be described and shared on the Public by Default website, with an opt-out option. DATA HYGIENE BEHAVIORS Ms. Do Thi Duc’s objective* is to create a personal data norm of “I have nothing to show.” Her key results* toward this objective include: • Increasing the number of users who check their Venmo settings to determine their level of privacy on the platform. • Increasing the number of users who change their Venmo settings to increase their privacy. • Increasing the number of users who check their settings on other apps to determine their level of privacy. • Increasing the number of users who change their settings on other apps to increase their privacy. • Increasing the number of users who encourage friends to undertake the above actions. * For definition, see the Glossary in the Appendix.
  12. 12. KEY PERFORMANCE INDICATORS (KPIs) 12 TRACKING BEHAVIOR BY PROXY Because the data hygiene behaviors on the previous page are taken on the proprietary systems of Venmo and other apps, our best bet is to track three (3) proxy action KPIs* on public platforms and ask users to commit to changes on the project site itself. Since direct measurement is impossible, it is also recommended that we measure the same target behaviors using multiple indicators. 1. Check/Change Setting > commitments / hundred site visits: The website could include a simple button that would allow a user to indicate that they had or would change their settings to private on Venmo or another app, perhaps by sharing a screenshot of their changed settings. 2.Check/Change Setting > social media commitments / total shares: Of the site users that choose to share the project on Twitter or Facebook, how many also include a message indicating that they have or will change their own settings. (Measurement via qualitative content analysis of a random sample or NLP analysis of total universe.) 3.Encourage Friends > social media encouragements / total shares: Of the site users that choose to share the project on Twitter or Facebook, how many also include a message encouraging others to check/change their own settings? (Measurement via qualitative content analysis of a random sample or NLP analysis of total universe.) * For definition, see the Glossary in the Appendix.
  13. 13. 13 MEASURING ALONG THE THEORY OF CHANGE The metrics below will help Ms. Do Thi Duc track progress toward the KPIs on the previous page. They will be particularly useful early in the project, before change at the KPI level is discernible. • STAGE 1: Assemble Brain Trust • Yes / Total Asks: How many of the individuals invited to join agree? If not, what are their reasons for refusing? What of this feedback can be integrated to strengthen the project? • Total Engagement / Average Engagement: How much time is each advisor spending on the project? • STAGE 2 AND 3: Prototype • Feature Endorsements / Total Asks: When you propose a design concept to Brain Trust members, how many endorse/support the idea? At what acceptance threshold will you decide that an idea has been accepted and is ready to move into coding/production? • STAGE 4: Build • Coding Hours / Feature: How long is it taking to build each of the features you’ve selected for the site? If the time is longer than expected, is this a good use of time? • User Tests / Feature: How many users are testing each feature during the wireframing and coding phases? What is their feedback? How will you decide which feedback is worthy of integrating into the final site? • STAGE 5: Launch • Start measuring KPI’s (see previous page). SUPPORTING METRICS
  14. 14. 14 APPENDIX Venmo stock image
  15. 15. SUPPORT 15 ADVISING AND EVALUATION Based on the preceding impact plan, Harmony Labs proposes the following support work for and with Ms. Do Thi Duc from mid-January through June of 2018, with digital tracking support from April to May (launch +1 month). • Strategic Advising and Support Management: Mary Joyce • Plan review and revision • One (1) to two (2) video or phone meetings with Ms. Do Thi Duc following by one (1) new plan iteration. • Ongoing advice as Ms. Do Thi Duc implements the impact plan through: • Email support on an as-needed basis • Milestone-linked video or phone checkin tied to social media-based evaluation • Coordination of Data Science Advisor, Baird Howland • Data Science Advising: Baird Howland • To provide expert advice to Ms. Do Thi Duc on issues of analysis and data management • To evaluate project data sources going forward (for example, social media shares) • Advising by email, with phone calls when appropriate
  16. 16. AUDIENCE JOURNEY 16 Valence opinion change Salience importance Awareness new knowledge Efficacy personal agency Upon visiting the website and viewing the visualization and stories, an individual comes to understand that their data is “public by default” on Venmo and other similar platforms. The individual is not only aware of the “public by default” nature of their personal data, but also sees the issue as important to them. Where previously the individual thought “I have nothing to hide,” they now think, “I have nothing to show.” The individual takes one or more of the target digital hygiene actions listed on pg. 11 “I know that my data are public by default” “I care that my data are public by default” “I will take action to protect my data.”
  17. 17. BRAIN TRUST ROLES 17 CREATING AN ADVISORY GROUP This is a sensitive and complex project, with opportunities for impact and risks of harm or misinterpretation. Because of this, we suggest that Ms. Do Thi Duc begin her project by assembling a small team of three to six volunteer advisors who agree to provide occasional feedback in the following areas, particularly in the first months of the project. • Ethics: Ensure that the project does no harm to those whose data it uses. People with a background in law or privacy activism would be a good fit here, as would someone in a marketing role who could speak to likely public perception of the project. (Joana) • Storytelling: To be effective, the data stories will need to tap into emotions like anxiety, uncertainty, emotion and concern and scenarios that are broadly resonant among app users. Individuals with a background in narrative media, such as filmmaking, would be a good fit for this role. (Brett) • Design: Concepts for the look and feel of the website and visualizations will need to be generated and then built. An individual with training in a design field, such as UX/UI, would be a good fit for this role. Ability to code would be a plus. (Umi) • Data: How can the Venmo data best be stored and analyzed? (Baird) • Legal: What are the legal constraints on sharing personal data (Mozilla via Brett) • Impact: How will the project actually create the desired change? Harmony Labs will continue to be on hand to provide support in this area. (Mary)
  18. 18. QUESTIONS 18 TO BE RESOLVED At the end of our impact design session, the following critical questions remained. They are core to the successful implementation of the project. • Creator Safety: Given the propensity for bad behavior on the internet, particularly for women (Gamergate is a sobering example), how can Hang protect herself for the most obvious backlash scenarios? • Identifiability: How identifiable should individuals be when the Venmo data is displayed? User names (no) and avatar (maybe) images are part of the public feed, but perhaps should not be part of the project. • Mozilla Constraints: What existing guidelines or parameters does Mozilla have regarding the use of third-party data? How might these parameters constrain or focus the project? • Resonant Stories: What types of stories (archetypes) should be displayed on the site? Should they represent topic frequency in the data (i.e., “there are a lot of rent transactions, so we should have a story about rent”) or should a more subjective selection criteria be used?
  19. 19. GLOSSARY 19 Audience The individuals one seek to persuade or mobilize through exposure to a piece of media. Dependency An action whose realization is contingent on the completion of some previous action (i.e., I can’t mail this letter until I buy a stamp.) Impact Change resulting from human action or artifact (i.e., of a decision, of a campaign, of a film). KPI Acronym for key performance indicator, a type of metric that allows an individual to track progress toward an objective while a campaign or project is ongoing. Objective Ultimate goal or desired result of action. OKR Acronym for objective, key result, shorthand for a goal (the objective) and the concrete outcomes (key results) necessary to achieve it. (i.e., O = get into a selective college; KR: get SAT score above 1300.) Metric A numeric measurement (ideally including both numerator and denominator) that allows an individual to make decisions to improve project performance, particularly while the project is ongoing (i.e., sign-ups per thousand page views; RSVPs per hundred invitations). Mission A future state of the world that motivates the project’s work. NLP Acronym for natural language processing, a man automated method of discerning the meaning of human language by means of analytic software. Personal Data Units of information about an individual’s identity, actions, or preferences (i.e., type of financial transaction, recipient of funds). Theory of Change High-level impact roadmap whose dependencies lead from the present to the realization of a future social change goal.
  20. 20. 20 ABOUT THIS IMPACT PLAN This plan was co-created by Harmony Labs, Hang Do Thi Duc for Public by Default and Danny Goldfield for Open Documentary Labs during an impact design session hosted at the MIT Media Lab in December 2017 as part of the Stories of Surveillance program. STORIES OF SURVEILLANCE Stories of Surveillance is a Mozilla program, produced in partnership with the Open Society Foundation and Open Documentary Lab at MIT. It supports the work of media activists creating work that challenges surveillance culture. MOZILLA FOUNDATION Dedicated to promoting openness, innovation and opportunity on the Web, the Mozilla Foundation is a California not-for-profit corporation dedicated to the public benefit. HARMONY LABS Based in New York City, Harmony Labs is on a mission to understand media influence at scale, and to experiment with using media to support an open, resilient, democratic society.
  21. 21. 21 Flickr/Helen Chang THANK YOU Please direct questions to mary@harmonylabs.org.

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