Designing an experience for social change

INCITING SOCIAL CHANGE BY DESIGN

Adobe Conﬁdential
http://milesparker.blogspot.com/2011/10/arab-spring-cloudio-and-butter yzer.html
Thursday, November 10, 11

Inciting Social Change with the Design of Social User Experiences

Hi and welcome to the last session of the day
Inciting change with the design of social user experiences.
Quite a mouthful huh?
Lots of pictures,
a couple of videos
and no bullet points,

so if you are tired you can just look at the pictures and make up your own story...

PAUL BARNES-HOGGETT

@__pbh

1m
This is me,
Principal Architect in TXI

Coding since I was young

Joined ADBE 5 years ago, lucky to have been involved in projects with a social aspect

- sharing content on vzw media store
- private social network at WEF
- activity streams at Nike

Share some thoughts on how a social experience can incite change

PAUL BARNES-HOGGETT
TECHNOLOGY DRIVING SOCIAL CHANGE

@__pbh

30s 1.30
Tech is playing a part in social change,

Who would have imagined even a year or so ago that a fruit seller imoliating himself in
Tunisia would trigger the fall of the government

not only there, but also in
Egypt
Libya

and massive uprisings in

Bahrain
Syria
Algeria


@__pbh

30s 2.00
And closer to home,

isolated protest in downtown manhattan

more akin to an organised movement with protests in

Oakland
SF
(and as I learnt today) Memphis

further aﬁeld:
UK, Australia, Belgium, Canada, Germany, Switzerand, Italy, Malaysia, NZ, Ireland
and Mongolia

Tech is playing a part in social change, be it
- or occupy Wall Street


@__pbh

30s 2.30
But lets dial it back from governments and general assemblies

Within the ﬁeld of product manufacturing and innovation,

Kickstarter is connecting people with ideas and plans to potential consumers


@__pbh

30s 3.00
And in health and wellness,

Nike plus is a social experience
encouraged millions to get ﬁtter and healthier
(we’ll touch more on this one later)


@__pbh

30s 3.30
And in terms of doing good in the world

Kiva is a microﬁnance site that connects
our $25 with people that can use it to change their lives

pause,

of course, this trend isn’t just an internet enabled one.
Let’s go back a few years

THIS AIN’T NEW...

@__pbh

20s 4.00
This isnt new
...Quite a few years..
to the printing press.
This was one of the ﬁrst enablers of wide broadcasting of ideas
And enabled this chap..

Luther
THIS AIN’T NEW...

@__pbh

45s 4.45
Martin Luther,
German priest
Objected to the selling of papal indulgences
hand-wrote a thesis disputing it in 1517
That would have been the end of the story,
except that in 1518
Friends printed the thesis and distributed it.
Within 2 weeks they had spread through germany
and within 2 months throughout Europe.

Triggering the protestant reformation of the church

THIS AIN’T NEW...

@__pbh

1m 5.45
Lets move forward a few years to the era of television

We think of television as spreading cultural change, but let me tell you another story
Its 1974,
eurovision song contest is on (pan european singing contest)
When the portugese song came on, it was a code to
trigger a coup to overturn the gov.
Able to get inside everyone’s homes, even under a dictatorship v important

A DATING SITE?

@__pbh

1m 6.45
move forward to something more recent
-Ian Tomlinson story
- Initial police report
- subsequent use of posting of youtube video
- triggered police retraction, change of policy & conviction of officer

*****
This wasn’t the intent of Youtube (orginally a dating site)
no more than TV was intended to trigger military coups
or printing press to reform the church

Although not deliberate agents of social change..

TRAITS OF A SOCIAL EXPERIENCE

Adobe Conﬁdential
@__pbh

• 15s 7.00

... There are traits of a social experience,
that when in the right combination can provide fertile ground
to ENABLE social change

I’m going to walk through some of these in this talk and put a framework around them

MASLOW’S HIERARCHY OF NEEDS

SELF ACTUALIZATION
⚛
REP.
ESTEEM REWARD

COMMUNITY,
SOCIAL RELATIONSHIPS

SAFETY SHELTER, WARMTH

PHYSIOLOGICAL EATING, BREATHING, SEX

@__pbh

2m 9.00
I’m sure most of you are familiar with Maslow’s hierarchy of needs:

- we are motivated by unsatisﬁed needs
- only by satisfying lower level needs can we move onto higher level

- Physiological - eating, breathing, reproducing
- Safety - shelter, warmth, protection from harm
- Social - friendship, belonging to a group
- Esteem - recognition & accomplishment
- Self actualization - creativity, truth, justice, meaning

-- and I think we can apply this same framework to social experiences

MASLOW’S HIERARCHY OF NEEDS : SOCIAL

SELF ACTUALIZATION
⚛
REP.
REWARD
ESTEEM
IDENTITY

COMMUNITY,
SOCIAL COLLABORATION

OPEN BORDERS,
SAFETY
FREEDOM OF EXPRESSION

PHYSIOLOGICAL PLATFORM, GAMIFICATION

@__pbh

1m 10.00
So for a social experience, we have a similar hierarchy of needs.

I’ll walk through each of these in a moment

- Physiological - The base technology platform, game mechanics
- Safety - Open borders, freedom of expression
- Social - community, collaboration
- Esteem - Identity, Reward and reputation
- Self actualization - social change

GAMIFICATION

http://bit.ly/gamify_UX @__pbh

1m 11.00
Gamiﬁcation
- not going to dwell on this in detail, to pay lipservice would be to do it a disservice

- If you want to get a great summary of gamiﬁcation, check out
Nicole Lazarro’s talk during UX week last year (link at bottom of page)
Gami cation is the new social. I really don't want to dwell on gami cation in detail here, as to pay lip service to the movement would be to do a disservice to it. It's a buzzword for sure, but listening to
Nicole Lazarro (CEO of xeodesign.com) speak not long a er I moved to the Bay Area, really reinforced for me a concept that she captured more succinctly in a presentation of hers that I would highly
encourage you to watch -- " e Future of UX is play" ( h p://www.youtube.com/watch?v=4ytNSKPvnRw )

When we were creating the rst rich experiences at Macromedia, Michael Gough and Mike Sundermeyer captured a number of soundbites that became mantras for our UX team from project to project:
"When everything is equal nothing is important". "Separate content and control". ey were design memes that thrived and survived from digital experience to digital experience.

Similarly, Gami cation is a rich seam to tap for social design memes. I would highly encourage our teams to become familiar with the concepts of "Hard Fun. Easy Fun. Serious Fun. People Fun". To
think about what it means to "suspend consequences", "amplify feedback", etc. ey are considerations for the design of social experiences.

e importance of play, the science of what makes one game more sticky than another, are key concepts in the creation of a socially branded experience - because at the end of the day, as we ascend
Maslow's hierarchy of needs, as we move beyond survival to self actualization, our motivations are more about the psychology of reward than the necessity and survival (which in enterprise terms, is "I
have to be able to do this, to keep my job").

I suspect the relationship between Gami cation and the Art and Science of Social Experience Design will be a study in itself. For now, consider me li ing one corner, so that you might li the other three.

PLATFORM

@__pbh

1m 12.00
PLATFORM -
Basic, but essential stuff:

Take New York City
opened up all their data for anyone to make use of
This allows people to tap into the data warehouse of an entire city...

, and allow for connections, relationships and activities, plan for a big data challenge

OPEN BORDERS

@__pbh

30s 12.30

As a follow on from platform;

OPEN Borders - data should be able to ﬂow in & out of your platform
- NYC big apps encourages ppl to make these connections

For example...

OPEN BORDERS

@__pbh

30s 13.00
Roadify brings together traffic reports and ppls location to create best up to the second take
on where your bus is...

OPEN BORDERS

@__pbh

30s 13.30
Sportaneous
allows peopel to see all the sports games suggested
ﬁnd local sporting facilities etc.

OPEN BORDERS

@__pbh

30s 14.00
or - how about this - parking ﬁnder

shows you where free / prohib / metered on street parking
and off street parking

OPEN BORDERS

@__pbh

30s 14.30
and my personal favorite,

dont eat at

Which sends you a text if the place you just checked into has high health violations...

--- ANOTHER OPEN BORDERS EXAMPLE : KINECT---

FREEDOM OF EXPRESSION

@__pbh

1m 15.00
Freedom of expression

- If you censor,
limit modes of communictation,
ppl will ﬁnd somewhere else to go

-- can be scary for brands, but you have no choice in the matter

COMMUNITY

@__pbh

1.5 m 16.30
Community

most obvious of these is facebook.
Traditionally community is formed along the axis of location
ppl coalesce by their proximity to each other

-online, the world is ﬂat
- axis of shared intent and belief

I like Jazz or sailing

i want to get ﬁt
- lets take a look at what Nike plus has done around community....

COMMUNITY

@__pbh

1m 17.30
Community
- finding like-minded people to collectively get fitter,
- dont need to be running at the same time

This is like a collaborative approach to getting fit;
lets take a look at another thing Nike have done really well in collaboration...

COLLABORATION

@__pbh

1m 18.30
Collaboration,

its about allowing people to harness each other to reach a goal. This is one of my fav
examples of collaboration:
run this gets posted on my social network
if anyone replies *during* my run,
then they get read out to me on my phone.
So Im getting encouragement from friends
which helps to complete my task

IDENTITY

@__pbh

1m 19.30
Lets move to Identity -
if creating a community is important;
standing out from the crowd is equally so

Twitter great example.
140 characters - low ﬁ
160 character bio,
twitter faces,
twitter backgrounds

The amount of individuality and personality that comes out of twitter is really pleasantly
surprising...

IDENTITY

@__pbh

15s 19.45

the ﬁdelity of the channel doesnt limit the individuality
... people express...

even ACII signatures can tell you a lot about who you are talking to

IDENTITY

@__pbh

30s 20.15
And then back to Nike plus.

This is my page, and you can see
I’ve created my own avatar.
I start to have a personality on the site over and above my running stats

ACCOMPLISHMENT / REWARD

@__pbh

45s 21.00
Accomplishment / Reward
As you can see, Im a little overweight and lazy at the moment
If I start running, then my avatar starts to get thinner,
and as I progress through the levels, the UI changes colour,
so I can feel accomplishment
(I ran extra trips to get ‘green’)

ACCOMPLISHMENT / REWARD

@__pbh

30 21.30
Accomplishment / Reward

Another example is kickstarter,

The reward?

early access to a product,

limited ‘goodies’

or items at a discount to their end retail price

REPUTATION

@__pbh

1.5 m 23.00
Reputation confers power and influence within a social experience

Reputation - Klout

Klout is used to measure social influence ie reputation online,
a combination of

reach (size of yr network)

amplification (likelihood of your message being acted on)

network (influence of your network)

and this number is often used to help marketers understand who their influential customers
are; who should perhaps be listened to more...

ACHEIVEMENT / REWARD

@__pbh

30s 23.30
and in an interesting circle,
you can be rewarded for your reputation...
people with high klout given freebies ...

REPUTATION

@__pbh

30s 24.00

Similarly on foursquare, people who engage most are given mayorships,
signifying that their voice should be heard more

... These are some of the traits that I would consider including
as part of a social experience,
that could enable social change.
But this begs the question...

HOW DO YOU KNOW IF IT’S WORKING?

Adobe Conﬁdential


• 15s 24.15

BUILD MEASURE LEARN

http://theleanstartup.com @__pbh

1m 25.15
I’ve taken this diagram from Eric Reis
- Lean Startup

And I think this is a really neat way of understanding
how to move forward in any new endeavor

given time is short, not going to go into detail,
but if i leave you with one thing, it’s that if you don’t measure and track your cust exp.
you cant understand what levers / traits need work

BUILD MEASURE LEARN

IN SUMMARY

Adobe Conﬁdential


.15 25.30
so Im going to summarize
but im going to do it with the aid of someone called Colin
who has some interesting dance moves

SUMMARY

@__pbh

3.00 30.00

So in summary
- technology & experiences can enable (not create) social change
- there is a hierarchy of traits

gamiﬁcation or play (fun)

the platform (Music)

open boundaries (out in a ﬁeld)

freedom of expression (duh)

community (groups of ppls)

collaboration (dancing together, raising hands together)

Identity (all separate id’s even though we think of them as kids on a hill)

award / acheivement (euphoria)

reputation (known as dude on the hill)
- and for you, creating these experiences

need to measure and optimize those experiences

- doing that you just might create a platform
that enables real social change to happen

Designing an experience for social change

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