Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SVA Impact Design for Social Change Guest Lecture: 22 July 2014


Published on

Slides from my guest lecture at SVA Impact Design for Social Change Guest Lecture: 22 July 2014.

Published in: Design
  • Be the first to comment

SVA Impact Design for Social Change Guest Lecture: 22 July 2014

  1. 1. hello!Do Good. Design Delight. Lee-Sean Huang / / @leesean
  2. 2. 2 Lee-Sean Huang / / @leesean Lee Sean
  3. 3. 3 Lee-Sean Huang / / @leesean We are community-centered designers, strategists, and storytellers #SpiritAnimals
  4. 4. 4 Lee-Sean Huang / / @leesean #SpiritAnimals Fossa (pronounced “FOO-sa”), a cat-like carnivore from Madagascar
  5. 5. 5 DISCOVER! We research behavioral, cultural and technological insights to identify opportunities for innovation. Lee-Sean Huang / / @leesean #SpiritAnimals
  6. 6. 6 ADVISE! We train teams in community- centered design, storytelling, and social innovation. Lee-Sean Huang / / @leesean #SpiritAnimals
  7. 7. 7 BUILD! We craft brand experiences and business models to grow communities, shape cultures and scale enterprises. Lee-Sean Huang / / @leesean #SpiritAnimals
  8. 8. Do Good. Design Delight. Lee-Sean Huang / / @leesean
  9. 9. 9 DESIGN: Creating with intention through iteration Lee-Sean Huang / / @leesean Marc + Hannah
  10. 10. 10 DESIGN: a plan for arranging elements to best accomplish a particular purpose. Lee-Sean Huang / / @leesean Eames
  11. 11. 11 Linking beauty and purpose can create a sense of communal agreement that helps diminish the sense of disorder and incoherence that life creates. Lee-Sean Huang / / @leesean Milton Glazer
  12. 12. 12 What are the boundaries of design? What are the boundaries of problems? Lee-Sean Huang / / @leesean Eames
  13. 13. 13 Lee-Sean Huang / / @leesean Design Across Disciplines Community Centered Design User Experience Design Movement Building
  14. 14. 14 Lee-Sean Huang / / @leesean #CommunityCenteredDesign ego ASelf Place Interest Species Types of Communities
  15. 15. 15 Lee-Sean Huang / / @leesean #CommunityCenteredDesign Elements 2 Narrative 1 “Software” Tell a story: What’s the problem? How do we work towards a solution? What do you believe in? How do you engage? Invite participation with social objects/ experiences 3 Artifacts
  16. 16. 16 Lee-Sean Huang / / @leesean “Operating System” Protocols Algorithm Model Theory of Change “Software”
  17. 17. 17 Lee-Sean Huang / / @leesean brand identities + experiences business models participatory experiences technological platforms learning environments social services regulatory policies and more… Artifacts (Outputs)
  18. 18. 18 Lee-Sean Huang / / @leesean #CommunityCenteredDesign ego ASelf Place Interest Species Types of Communities
  19. 19. Lee-Sean Huang / / @leesean Design Thyself γνῶθι σεαυτόν
  21. 21. Lee-Sean Huang / / @leesean “Breed”“Brand”
  22. 22. Lee-Sean Huang / / @leesean
  23. 23. Lee-Sean Huang / / @leesean
  24. 24. Lee-Sean Huang / / @leesean
  25. 25. Lee-Sean Huang / / @leesean
  26. 26. 26 Lee-Sean Huang / / @leesean
  27. 27. Lee-Sean Huang / / @leesean
  28. 28. Lee-Sean Huang / / @leesean 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.
  29. 29. Lee-Sean Huang / / @leesean Campaign Issues Checklist ▢ 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?
  30. 30. Lee-Sean Huang / / @leesean Campaign Tactics Checklist ▢ 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”?
  31. 31. Lee-Sean Huang / / @leesean
  32. 32. Lee-Sean Huang / / @leesean
  33. 33. Lee-Sean Huang / / @leesean Investment that works IFAD brand pyramid W O R K I N P R O G R E S S IFAD represents the link between rural people’s present and their future. By investing together in ideas and approaches that unlock their economic potential, we are building individual livelihoods and well-being, and stronger communities. We work where the need is greatest, and where the impact is most profound. As a result of what we do – > Families are able to feed themselves and contribute to overall food security > Households have not only enough to eat but decent nutrition and health > Economic security is created > Women, indigenous peoples and other marginalized groups are empowered > Smallholder farming is a respected and attractive occupation > Youth migration away from rural communities is slowed > Rural people become more resilient to climate shocks Core audiences IFAD’s core audiences are: > Government officials in IFAD member states (both donor and recipient countries) > Smallholder farmers, fishers and livestock herders and rural entrepreneurs in developing nations > Rural development policymakers > Civil society organizations > Private-sector partners/potential partners > Journalists and media > Potential IFAD celebrity advocates/champions Brand Idea Brand Persona Emotional Benefits Functional Benefits Features & Attributes As the only specialized UN agency and IFI operating exclusively in a rural context, we empower poor rural people to transform their lives and sustainably manage natural resources through a participatory development process. Ifad invests. In rural people. In results. In the future. Positive, hopeful, trusted. Also surprising, because we’re an IFI with a human face. Livelihood opportunities that empower rural people around the world, promoting dignity, hope and value. For constituents: we deliver insights, experience and resources to help smallholder farmers and rural communities grow, thrive and succeed in their livelihoods over the long term. For donors and funders: we deliver economic, social and environmental benefits resulting from their investments. For everyone: we invest in smallholder farmers and other rural people who play an increasingly critical role in feeding the world’s growing population. IFAD brand thinking to date
  34. 34. Lee-Sean Huang / / @leesean
  35. 35. thanks!Do Good. Design Delight. Lee-Sean Huang / / @leesean