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Communicating Social Impact Better (WIAD 2018, Delhi)

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This deck is from a talk I presented at World IA Day, 2018 (New Delhi). It shows the approach to organizing information and its benefits for companies in the long run.

The session took a quick look at four NGOs analyzing their reporting approach (ONE, BRAC, Landesa and Movember are part of the exercise).

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Communicating Social Impact Better (WIAD 2018, Delhi)

  1. 1. Namaste! 🙏 World IA Day, New Delhi • 24.02.2018 ©sheeldamani
  2. 2. Learning ©sheeldamani
  3. 3. ©sheeldamani
  4. 4. ©sheeldamani
  5. 5. Different Approach Methods ©sheeldamani
  6. 6. Personal Contexts ©sheeldamani
  7. 7. So, it is about people climbing to create a picture for themselves. ©sheeldamani
  8. 8. But, why these steps? What about brevity? ©sheeldamani
  9. 9. There are human situations where content heavy communication is inevitable. ©sheeldamani
  10. 10. Work Analysis, Training People, Inspiring Action, Changing Mindsets and more. ©sheeldamani
  11. 11. What do we do with organised information? ©sheeldamani
  12. 12. Pour it in the right amount to serve… ©sheeldamani
  13. 13. and manage it. ©sheeldamani
  14. 14. Phew!
  15. 15. Organised information makes itself findable, easy to share and align people across a value chain or system. ©sheeldamani
  16. 16. Communicating Social Impact Better. My focus today IA for Good.
  17. 17. Also, because social impact is a lot of information and emotion to handle.
  18. 18. Heard of ONE.org?
  19. 19. Let’s take a look at its 2016 online Annual Report
  20. 20. Any Quick Brand Image Impressions?
  21. 21. The Current Experience of the Report Minimal Crisp Smooth ©sheeldamani
  22. 22. Global Fund Raised Top Campaign Campaigns with (RED) Unique Campaign Approach (US) Nigeria Specific Campaign Global Fund Raised. Top Campaign of the year. Partner Campaigns with (RED). Unique Campaign Approach. Nigeria Specific Project. ©sheeldamani
  23. 23. Volunteer Story (Africa) Political Actions (Leader’s) Story Growing Reach ONE Champion Story. Words from the late former CEO. Funding Challenges. Youth Ambassador story. Global challenges of politically fragile nations. A new rising issue for children. A Leader’s mission and her journey. Growing reach of ONE. Tribute to Late Former CEO Funding Challenges Volunteer Story (US) Global Challenges Rising Issue ©sheeldamani
  24. 24. The Menu looked like this. 13 Articles 4 Sections of conventional details Connected Links ©sheeldamani
  25. 25. Global Fund Raised Top Campaign Campaigns with (RED) Unique Campaign Approach (US) Nigeria Specific Campaign (Health) Volunteer Story (Africa) Political Actions (Leader’s) Story Growing Reach Tribute to Late Former CEO Funding Challenges Volunteer Story (US) Global Challenges Rising Issue Colour coding the labels. ©sheeldamani
  26. 26. Another way to Categorise. Global Fund Raised Top Campaign Campaigns with (RED) Unique Campaign Approach (US) Nigeria Specific Campaign (Health) Volunteer Story (Africa) Political Actions (Leader’s) Story Growing Reach Tribute to Late Former CEO Funding Challenges Volunteer Story (US) Global Challenges Rising Issue Campaigning for Change People behind Campaigns Our Reach Funding & Challenges Global Challenges ©sheeldamani
  27. 27. Unique Campaign Approach (US) Volunteer Story (US) Global Fund Raised Top Campaign Campaigns with (RED) Unique Campaign Approach (US) Nigeria Specific Campaign (Health) Volunteer Story (Africa) Political Actions (Leader’s) Story Growing Reach Tribute to Late Former CEO Funding Challenges Volunteer Story (US) Global Challenges Rising Issue Campaigning for Change People behind Campaigns Our ReachFunding & Challenges Global Challenges US Africa Canada Top Campaign Political Actions (Leader’s) Story Volunteer Story (Africa) Nigeria Specific Campaign (Health) ©sheeldamani
  28. 28. Why wouldn’t they do something like this?
  29. 29. What is ONE?
  30. 30. ONE is a campaigning and advocacy organization— with more than 9 Mn people around the world taking action to end extreme poverty and preventable disease, particularly in Africa.
  31. 31. ONE is not a grant-making organization and does not solicit funding from the public or receive government funds. ONE is funded almost entirely by foundations, individual philanthropists and corporations.
  32. 32. For whom is the report prepared? Internal Team Partners Foundations Individuals Corporations ©sheeldamani
  33. 33. Further Extrapolation Audience Assumptions 1. They know about ONE. 2. No one is looking for anything specific here. ©sheeldamani
  34. 34. Further Extrapolation Reader’s Behaviour Expectation 1. They will read all the article headlines to find something specific. 2. They can read the report linearly or randomly. ©sheeldamani
  35. 35. The focal point here is clean user interface and easy to read material for anyone who’s aware about ONE and wants to see quick highlights of 2016. ©sheeldamani
  36. 36. Note: This approach is not repeatable. It doesn’t set a content guide for the report next year. ©sheeldamani
  37. 37. Now let’s look at a contrary example.
  38. 38. Heard of BRAC.net?
  39. 39. Let’s look up BRAC’s annual report online.
  40. 40. Any Quick Brand Image Impressions?
  41. 41. The Current Experience of the Report Detailed Long Typical Structure ©sheeldamani
  42. 42. Ecosystem Who We Are Chairperson's Foreword Letter from the Executive Director I am BRAC Scorecard Visibility 5 Year Strategy Eliminating Extreme Poverty Financial Inclusion for people living in poverty Employable Skills for Decent Work Climate Change & Emergency Response Gender Equality Healthcare, Nutrition, Water & Sanitation Pro-poor Urban Development Investing in the Next Generation Social Enterprises Investments Research BRAC Across the World Management Connect BRAC Annual Report 2016 22 Sections ©sheeldamani
  43. 43. Ecosystem Who We Are Chairperson's Foreword Letter from the Executive Director I am BRAC Scorecard Visibility 5 Year Strategy Eliminating Extreme Poverty Financial Inclusion for people living in poverty Employable Skills for Decent Work Climate Change & Emergency Response Gender Equality Healthcare, Nutrition, Water & Sanitation Pro-poor Urban Development Investing in the Next Generation Social Enterprises Investments Research BRAC Across the World Management Connect BRAC Annual Report 2016 22 Sections Almost Each Section prompts to read further elsewhere. ©sheeldamani
  44. 44. Further Extrapolation Audience Assumptions 1. This report is for everyone to learn about BRAC as well as its work in detail. 2. Some may be interested in specific parts only. ©sheeldamani
  45. 45. Further Extrapolation Reader’s Behaviour Expectation 1. They will read a connected section elsewhere and come back to continue reading the report. 2. They will read the detailed section about each issue taken up by BRAC. ©sheeldamani
  46. 46. The focal point here is to translate a print format of the annual report into a neat web layout. ©sheeldamani
  47. 47. Ecosystem Who We Are Chairperson's Foreword Letter from the Executive Director I am BRAC Scorecard Visibility 5 Year Strategy Eliminating Extreme Poverty Financial Inclusion for people living in poverty Employable Skills for Decent Work Climate Change & Emergency Response Gender Equality Healthcare, Nutrition, Water & Sanitation Pro-poor Urban Development Investing in the Next Generation Social Enterprises Investments Research BRAC Across the World Management Connect BRAC Annual Report 2016 (Structure Edit) Quick Edit 10 Sections ©sheeldamani
  48. 48. Comparing the Two ONE.org designed the experience for the web with a specific audience in mind. Although the information is not easy to filter but it is not boring/lengthy either. ©sheeldamani
  49. 49. Comparing the Two BRAC designed a print version for the digital user. Neat, but a bit disconnected for today’s user. However, may be the stakeholders were seeking details, if not a practical approach. ©sheeldamani
  50. 50. Question is: How much information is sufficient information? ©sheeldamani
  51. 51. OR Have I answered everything that the reader may expect from this set of information? ©sheeldamani
  52. 52. Have I answered everything that the reader may expect from this set of information? This reader is not everyone. ©sheeldamani
  53. 53. Another quick example Landesa.
  54. 54. They secure land rights for the world’s poorest people. What they do?
  55. 55. Let’s look at their 2016 Annual report
  56. 56. Any Quick Brand Image Impressions?
  57. 57. The Current Experience of the Report Short Numbers Driven ©sheeldamani
  58. 58. What We Accomplished Progress on the Ground (Stories of Change) CEO's Letter Financials Thank you Note + Donor list Landesa Annual Report 2016 Something amiss? ©sheeldamani
  59. 59. Who are the people making progress on the ground? In how many countries did they bring change and with how much land? ©sheeldamani
  60. 60. Further Extrapolation Audience Assumptions 1. For readers an Annual report’s primary role is to thank the donors and share financials. 2. Keeping information crisp is paramount. Focus needs to be the donor. ©sheeldamani
  61. 61. Further Extrapolation Reader’s Behaviour Expectation 1. Feel elated if they are part of the donor’s list. 2. Or feel inspired to donate. ©sheeldamani
  62. 62. The focal point here was to show the financials and thank donors for their support. ©sheeldamani
  63. 63. Building a Relationship or Moulding Behaviour. What do you think the report is doing? ©sheeldamani
  64. 64. ©sheeldamani
  65. 65. Intention is revealed through the ladder you make.
  66. 66. The user will sense it, if you are cutting corners. ©sheeldamani
  67. 67. Last one from my kitty is Movember!
  68. 68. What do they do?
  69. 69. This is a report on Strategic Program Investments.
  70. 70. Case Study Structure What this project means for Men The problem How Movember Foundation-Funded Research is tackling the Problem How the Project Progressed Movember Foundation Impact Customising Treatment 6 Controlling Cancer 5 Stopping the Spread of Cancer 3 Improving Health Outcomes 1 Living with & beyond cancer 2 Understanding Prostate Cancer 5 Summary of Movember Foundation Impact Foreword Goals & Metrics of Success Creating an Impact for Men Living with Prostate Cancer Appendices Movember Annual Report 2016 Impact Category Structure for each case study How they measure success ©sheeldamani
  71. 71. The advantage of information organisation at the micro level. ©sheeldamani
  72. 72. Movember Foundation Impact Customising Treatment 6 Controlling Cancer 5 Stopping the Spread of Cancer 3 Improving Health Outcomes 1 Living with & beyond cancer 2 Understanding Prostate Cancer 5 er Annual t 2016 Content Pockets ©sheeldamani
  73. 73. Case Study Structure What this project means for Men The problem How Movember Foundation-Funded Research is tackling the Problem How the Project Progressed eating an Impact for Men ing with Prostate Cancer Content Guide ©sheeldamani
  74. 74. This approach helps in building content with a consistent voice and tone over time. ©sheeldamani
  75. 75. The Strategic Program Investments Report is synonymous to this container. ©sheeldamani
  76. 76. ct Customising Treatment 6 Controlling Cancer 5 Stopping the Spread of Cancer 3 Improving Health Outcomes 1 Living with & beyond cancer 2 Understanding Prostate Cancer 5 The report can quickly be branched out into specific impact areas if need be or in variable combinations of it. ©sheeldamani
  77. 77. Case Study Structure What this project means for Men The problem How Movember Foundation-Funded Research is tackling the Problem How the Project Progressed Summ Found ls & Metrics of Success eating an Impact for Men ing with Prostate Cancer Report 2016 Comparative infographics can be aligned across progress or the impact made by Movember funded research. t Customising Treatment 6 Controlling Cancer 5 Stopping the Spread of Cancer 3 Improving Health Outcomes 1 Living with & beyond cancer 2 Understanding Prostate Cancer 5 ovember pact ©sheeldamani
  78. 78. In all, we saw three layers of Information Organisation. ©sheeldamani
  79. 79. (1) Defining a clear intent helps structure information better. ©sheeldamani
  80. 80. (2) Designing a learning ladder helps users find something relevant. ©sheeldamani
  81. 81. (3) Designing a system helps organise information for a long-term purpose. ©sheeldamani
  82. 82. Key Human Factors that influence Information Architecture Skill to build & translate intent. User’s Context Hair ©sheeldamani
  83. 83. To verify your solution, put it under these two filters. Audience Assumptions Reader’s Behaviour Expectation What they already know and from which point are you starting. Is your expectation from them justifiable and practical. ©sheeldamani
  84. 84. Closing thought
  85. 85. An information mess might bite you back, right before your big win. ©sheeldamani
  86. 86. Stay Sorted, and…
  87. 87. I am done with analogies for the day :)
  88. 88. Thank you for your time! ©sheeldamani More writings here: medium.com/@sheeldamani Reachable at sheel.damani@gmail.com

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