designing an experience for social change

Adobe Confidential

INCITING SOCIAL CHANGE BY DESIGN

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 dayInciting 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...

http://milesparker.blogspot.com/2011/10/arab-spring-cloudio-and-butterflyzer.html


PAUL BARNES-HOGGETT

@__pbhThursday, November 10, 11

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

@__pbh

TECHNOLOGY DRIVING SOCIAL CHANGE


30s 1.30Tech 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 inEgyptLibya

and massive uprisings in

BahrainSyria Algeria

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30s 2.00And closer to home,

isolated protest in downtown manhattan

more akin to an organised movement with protests in

OaklandSF(and as I learnt today) Memphis

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

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

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30s 2.30But 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

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30s 3.00And 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)

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30s 3.30And 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

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THIS AIN’T NEW...


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

Luther

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THIS AIN’T NEW...


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

Triggering the protestant reformation of the church

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THIS AIN’T NEW...


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

We think of television as spreading cultural change, but let me tell you another storyIts 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

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A DATING SITE?


1m 6.45move 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 coupsor printing press to reform the church

Although not deliberate agents of social change..

Adobe Confidential

TRAITS OF A SOCIAL EXPERIENCE

@__pbhThursday, November 10, 11

• 15s 7.00

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

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

PHYSIOLOGICAL

SAFETY

SOCIAL

ESTEEM

SELF ACTUALIZATION

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MASLOW’S HIERARCHY OF NEEDS

EATING, BREATHING, SEX

SHELTER, WARMTH

COMMUNITY, RELATIONSHIPS

REP.REWARD

⚛


2m 9.00I’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

PHYSIOLOGICAL

SAFETY

SOCIAL

ESTEEM

SELF ACTUALIZATION

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MASLOW’S HIERARCHY OF NEEDS : SOCIAL

PLATFORM, GAMIFICATION

OPEN BORDERS, FREEDOM OF EXPRESSION

COMMUNITY, COLLABORATION

REP.REWARDIDENTITY

⚛


1m 10.00So 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

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GAMIFICATION

http://bit.ly/gamify_UXThursday, November 10, 11

1m 11.00Gamification - 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.

http://bit.ly/gamify_UX

http://bit.ly/gamify_UX

@__pbh

PLATFORM


1m 12.00PLATFORM - Basic, but essential stuff:

Take New York Cityopened up all their data for anyone to make use ofThis 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

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OPEN BORDERS


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...

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OPEN BORDERS


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

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OPEN BORDERS


30s 13.30Sportaneousallows peopel to see all the sports games suggestedfind local sporting facilities etc.

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OPEN BORDERS


30s 14.00or - how about this - parking finder

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

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OPEN BORDERS


30s 14.30and 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---

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FREEDOM OF EXPRESSION


1m 15.00Freedom 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

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COMMUNITY


1.5 m 16.30Community

most obvious of these is facebook.Traditionally community is formed along the axis of locationppl 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....

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COMMUNITY


1m 17.30Community - 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...

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COLLABORATION


1m 18.30Collaboration,

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 networkif anyone replies *during* my run, then they get read out to me on my phone. So Im getting encouragement from friendswhich helps to complete my task

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IDENTITY


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

Twitter great example. 140 characters - low fi160 character bio,twitter faces,twitter backgrounds

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

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IDENTITY


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

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IDENTITY


30s 20.15And then back to Nike plus.

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

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ACCOMPLISHMENT / REWARD


45s 21.00Accomplishment / RewardAs you can see, Im a little overweight and lazy at the momentIf 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’)

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ACCOMPLISHMENT / REWARD


30 21.30Accomplishment / Reward

Another example is kickstarter,

The reward? early access to a product, limited ‘goodies’ or items at a discount to their end retail price

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REPUTATION


1.5 m 23.00Reputation 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...

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ACHEIVEMENT / REWARD


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

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REPUTATION


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...

Adobe Confidential

HOW DO YOU KNOW IF IT’S WORKING?


• 15s 24.15

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BUILD MEASURE LEARN

http://theleanstartup.com


1m 25.15I’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



Adobe Confidential

IN SUMMARY


.15 25.30so Im going to summarizebut im going to do it with the aid of someone called Colinwho has some interesting dance moves

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SUMMARY


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

Technology