UKUPA WUD09 Meriel Lenfestey: Design For Common Good


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Ecomodo is a new online service (launching before the end of the year) which will bring responsible consumerism to the masses. This talk focuses on the way UX design is being used to drive behaviour change for the common good, as opposed to capitalising on existing behaviours. Meriel is also Founder of Flow Interactive.

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  • Here’s why... numbers
  • Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency
  • Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency
  • Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency
  • Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency
  • Imagine if you could see into the lofts, garages, cupboards, sheds etc of all the homes around you. Imagine if you had access to that stuff.
  • Think about all the times you’ve needed something and either done without, or ended up buying one yourself... Or perhaps you’ve asked around and borrowed one.Think again about the things you have stored away which you use infrequently, or particular skills you have which might be useful to your neighbours, colleagues, fellow club members.
  • Cannot be niche to make a real difference
  • Must reach mass market
  • What do you think challenges are?
  • These are not unfamiliar to us in this room
  • But there is far more of a bias on behaviour change rather than the more common market capturing
  • I know 2 ways to instigate behaviour change! Like any UX professional we prefer to focus on carrots!
  • If you visit Ecomodo today you’ll see this.I’ll show you more in a moment.
  • Why will people use it? Desire.
  • Show scenariopdf
  • UKUPA WUD09 Meriel Lenfestey: Design For Common Good

    1. 1. Case Study:<br />User Experience Design for the common good<br />Meriel Lenfestey<br />Picture borrowed from Lenny&Meriel on flickr<br />
    2. 2. I started Flow because I wanted to make things better ...<br />I wanted technology to improve people’s lives.<br />Flow provides a bridge between the many corporations building our futures and the people whose futures they are building.<br />The projects we’re most proud of are the ones where the customers expectations are exceeded and the client achieves their goals.<br />
    3. 3. I’m starting Ecomodo because I want to make things better ...<br />I still want technology to improve people’s lives.<br />Ecomodo provides a way for people to live the rich lives they choose with minimal environmental impact. This will improve people’s lives for generations to come. <br />Doing my bit in the only way I know how...<br />
    4. 4. the goals..<br />
    5. 5. In 2004 £143 billion spent on clothes, household appliances, glassware, tableware, household utensils, household tools and equipment, vehicles, telephone and telefax equipment, audio-visual, photo and information processing equipment and cultural and recreational durables <br />... that’s £2.3k per person.<br />Fact borrowed from WRAP report 2009: Waste & Resources Action Program: Meeting the UK climate change challenge: The contribution of resource efficiency<br />
    6. 6. 33% of all products thrown away are still working.<br />Fact borrowed from Cooper, 2004<br />
    7. 7. The average power drill is used for ten minutes in its entire life.<br />Picture borrowed from choener, on flickr<br />Fact borrowed from Thackara, 2005<br />
    8. 8. If products are seldom used, by sharing the product with a number of people (changing use patterns), the resource productivity of the product will be increased and the consumption of natural resources in the production stage reduced.<br />Fact borrowed from WRAP, 2009<br />
    9. 9. Reducing gap between psychological and technological obsolescence<br />Hiring rather than buying to increase the utility of the item over it’s lifetime<br />Making goods which are more durable and last longer in response to demand<br />Cumulative GHG emission reduction in production and consumption material sufficiency strategies to 2050, taking into account emissions from a consumption perspective .<br />Data borrowed from WRAP, 2009<br />
    10. 10. Picture borrowed from Cle0patra on Flickr<br />
    11. 11. needsomething..<br />got stuff..<br />Electric heater for an emergency<br />Children’s ski clothes for annual holiday<br />Garage space for storage while I move<br />Sewing machine for a one off job<br />Stair gate for visitors<br />Cocktail shakers for a cocktail party<br />DIY help to erect a greenhouse<br />Surf board to try it out<br />Babysitting for Friday night<br />A tent for a trial camping trip<br />A rotavator to clear my garden<br />...<br />Spare hob from when mine broke<br />Baby gear.. just in case!<br />Guitar because I always meant to learn<br />Water butt installation from doing mine<br />Kayak which we use occasionally<br />Tent which has been used twice<br />Full Elvis costume from a fancy dress party<br />Tag along from when my kids were little<br />2 sets of fishing gear which I seldom use<br />Mini marquee bought for a party years ago<br />Spare room which friends can use<br />...<br />It’s just collecting dust, taking up space and making me feel guilty... But I want to hang onto it.<br />I don’t want to have to buy one – someone must have one I could use.<br />
    12. 12. Who is it for? <br />
    13. 13. Picture borrowed from Bill M on Flickr<br />
    14. 14. Picture borrowed from Tripu on Flickr<br />
    15. 15. the challenges ..<br />
    16. 16. Business model<br />build<br />legal<br />challenges<br />trust<br />desire<br />ease<br />
    17. 17. Commercial<br />Business model<br />build<br />legal<br />UX Design<br />trust<br />desire<br />ease<br />Technical<br />User<br />
    18. 18. behaviour change<br />desire<br />trust<br />User<br />ease<br />
    19. 19. Picture borrowed RichardGHawley on Flickr<br />Picture borrowed from Strikkelise on Flickr<br />
    20. 20. the solution..<br />
    21. 21.
    22. 22. Access<br />Green<br />Money<br />Lenders .. personal motivations<br />Meet like minded people<br />Maximise utility / reduce guilt<br />Return on investment/earn money<br />Lenders .. philanthropic motivations<br />Contribute to Community<br />Reduce cumulative footprint<br />Fundraise<br />Borrowers ..<br />Convenience<br />Reduce footprint<br />Reduced cost<br />Enrich & enable<br />Introducers..<br />Provide personal benefits (as above)<br />Support own goals<br />Fundraising for own cause<br />CSR – contribute to community<br />CSR – fundraising<br />
    23. 23. We facilitate the entire transaction between lender & borrower<br />motivate<br />find<br />negotiate<br />use<br />return<br /> trust & ease <br />
    24. 24. As UX specialists we wield great power ...<br />Making society more sustainable is in large part a UX challenge.<br />We have the power to help not only people out there now – but also future generations.<br />