Social Engagement - Michele Visciola


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Digital Experience Festival 2012
Digital for Business

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  • \nGood morning! I have been asked to present today a very short distillation on what the situation is in Italy, in Ethnography, and on the recent progress that the Italian community might advocate in our field. I assumed I have been asked to give my personal view from my professional angle.... and therefore even though Experientia is an active players also in Italy, I cannot say I am giving a representation of all the Italian reality. Systematic studies with the use of ethnomethodologies are not so diffuse yet in Italy, even though there are good antecedents at the Academic level and within the growing “service design industry”. So let me give you some hints on what I can see now (and what I can use in my storytelling).\n
  • Let me start with one of the pillars of the Italian culture: “Everything has to change in order to keep the existing order”. This cultural value has been stigmatized by Tomasi di Lampedusa in his masterpiece Il Gattopardo (the Leopard).... which also became a popular movie.....\n
  • .... a masterpiece of the Italian maestro Luchino Visconti (someone of you has recognized Burt Lancaster in the movie poster). This principle is deeply rooted in the Italian system of shared values and sometimes you can see what are the implications of it in the daily life of people. If we want to make a long discourse a short one, we can say there are both positive and negative consequences implied in it. \nThis principle is also one of the main pillars of the modern biology: the homeostasis, which is the property of a system to regulate its internal environment and to keep it stable to avoid losses and damages. It is easy to understand it and quite effective to describe everybody life experiences through it. This principle - so widespread in the cultural DNAs of Italians - especially in the past, was aimed at describing the fact that the existing order of .... I say ...”things” (you can add all qualifying properties you want... political things, economical, social things) .... is given. In other words that is the way to manage and justify a conservative approach: things cannot change.... there are strong forces (an invisible hand) that makes almost impossible to have real changes. \nOn the other side, the positive one, this principle says that change is always in place. But it says also something more.... It also says that change can be in a way caused.... it can be enabled. This is what I think has had one of the most lasting positive effects in the Italian way to innovation: change is to be continuous\n
  • At this point I would like to mention another piece of the Italian creativity. This time that is in the scientific arena. By mapping the genes of small communities, a work started in Italy, Luca Cavalli-Sforza has shown that genes and cultures (in particular languages) can have similar evolutionary patterns. \n
  • I was inspired by the work of Cavalli Sforza, and in a paper that was published in Interactions in 2009, I exposed a conceptual framework to explain how human centered innovation can occur within cultures. In particular I tried to demonstrate that a given culture can manifest many evolutionary variations besides those initiated by smart innovators. \n
  • In other words the Rogers model of innovation is an over-simplification of how people behaviors, aspirations and culture change. Besides what in biology is called “mutation”, a rare event, (corresponding to the innovation triggered by innovators) there are several other possible paths that innovation within given cultures can take. These are “migration”, “natural selection” and “drift”. In my view this model allows to define a variety of choice architectures that reflect more clearly what are the opportunities that in all cultures at all the levels can be explored so to provide the nudges for sustainable choices and behavioral changes.\n
  • In a way we started to use this models in a variety of projects. I can mention shortly 3 of them: \n
  • Through a set of visualization tools we identified possible services to facilitate communication practices and the integration of immigrant communities into adopted countries\n
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  • In this project we defined a more elaborate architecture of choices focussing on gender insights \n
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  • In this project, finally, through a corporate ethnography study we defined new services aimed at improving the collaboration (timely sharing of information) within a banking organization \n
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  • Social Engagement - Michele Visciola

    1. 1. Ethnographic studies in ItalyMichele VisciolaMichele Visciola I Barcelona - May 2012 I EPIC Europe
    2. 2. From Tomasi di Lampedusa The Leopard”“Everything has to change in order to keep the existing order” Michele Visciola I Barcelona - May 2012 I EPIC Europe
    3. 3. “Everythinghas tochange inorder tokeep theexistingorder”Luchino Visconti’sIl Gattopardo “Everything has to change in order to keep the existing order” Michele Visciola I Barcelona - May 2012 I EPIC Europe
    4. 4. Luca Cavalli Sforza on the Evolution of people, genes and culturesMichele Visciola I Barcelona - May 2012 I EPIC Europe
    5. 5. Michele Visciola I Barcelona - May 2012 I EPIC Europe
    6. 6. Rogers model of innovation is an over- simplification of how people behaviors, aspirations and culture change Migration Migration Natural selection Mutation MigrationInnovators Early adopters Early majority Late majority Laggards Michele Visciola I Barcelona - May 2012 I EPIC Europe
    7. 7. Immigrant value exchange — Client confidentialTechnology usage and value exchange in immigrant communities
    8. 8. CASE STUDY 2009ValueExchange Immigrant value exchange. Experientia carried out Our approach Ethnographic research ethnographic research for in Turin and Madrid, User interviews looking at value exchange practices and technology Contextual observations usage of immigrants in cities with high percentages of Roadmapping immigration, with an aim of identifying opportunity areas for mobile services to support their Our deliverables Benchmark study communication practices and the integration of Research analysis immigrant communities into adopted countries. Data visualization maps and cards 8
    9. 9. Experientia designed maps to simply visualize existing client dataon migration flows. 9
    10. 10. Experientia designed a series of information cards to simplyvisualize existing client data on the success of services in differentcountries aimed at specific immigrant groups. 10
    11. 11. Beyond Pink — Client confidentialFocusing on women’s needs for the mobile phone ecosystem
    12. 12. CASE STUDY 2010BeyondPink Title Beyond Pink - Client confidential. Experientia Our approach Ethnographic research investigated women’s real needs and behaviors for Contextual observations mobile phone ecosystems, in order to create User interviews female-targeted phones, accessories and services User profiles that go beyond the “pink it and shrink it” mentality. Design directions We carried out ethnographic research, including Our deliverables home visits and user interviews, in China, Italy, Ethnographic research analysis Sweden and the UK, to investigate the needs of very User profile posters different segments of women, from single women, Opportunity maps to working mothers, to full-time career women. Future design directions 12
    13. 13. Private Banking — Client confidentialHow to provide employees with the right architectureof choice
    14. 14. Experientia s.r.l.Torino (HQ)Via Cesare Battisti 1510123 TorinoItalyT +39 011 812 9687F +39 011 813 14