rethinking activist engagement to support the refugee system

WORKSHOP:

RETHINKING ACTIVIST ENGAGEMENT TO SUPPORT THE REFUGEE SYSTEM

UX POLAND APRIL 11, 2016

@UXFORGOOD | @AMNESTYPL | #UXFORGOOD

INTRODUCTION

TODAY’S SCHEDULE

2@UXFORGOOD | @AMNESTYPL | #UXFORGOOD

MORNING

Welcome and Overview

Briefing - The Refugee Crisis

Team Assignments & Interviews

Empathy Mapping

[BREAK - TEAM WORKING LUNCH]

AFTERNOON

Define the Experience

Design the Experience

Report Out & Presentations

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WELCOME&

OVERVIEW

UX Poland 2016

Warsaw , 11th April

Amnesty International

!  Amnesty International is a global movement of more than 7 million people who take injustice personally. We are campaigning for a world where human rights are enjoyed by all.

BETTER TO LIGHT A

CANDLE THAN CURSE THE DARKNESS

What does Amnesty do? !  We investigate and expose the facts,

whenever and wherever abuses happen.

!  We lobby governments, and other powerful groups such as companies. Making sure they keep their promises and respect international law.

!  By telling the powerful stories of the people we work with, we mobilize millions of supporters around the world to campaign for change and to stand in defence of activists on the frontline.

!  We support people to claim their rights through education and training.

Amnesty today !  Amnesty has shifted from a large

London base, to open regional offices in cities in Africa, Asia-Pacific, Central and Eastern Europe, Latin America and the Middle East. We can now respond quickly to events wherever they happen, and be a powerful force for freedom and justice.

!  To stay one step ahead, we are also developing tools using the latest technologies.

!  Imagine what we can now achieve standing side by side with activists in every corner of the globe. How many more prison doors will open? How many more torturers will be brought to justice? How many more people will realize their rights and live in dignity?

Change !

More PEOPLE + better PARTICIPATION

= Bigger Impact and Change for Human Rights

Members 7370

14 local groups, over 100 actions

Who we are? Amnesty PL in numbers (2015)

fb 56 500 tw 3057

HRE about 180

school groups

almost 9000 donors

Who we are? Amnesty International PL - Members

55%/45%

Warszawa, Kraków, Trójmiasto

youth engagement - about 75% our supporters are less than 35 years old

membership payment method (monthy regular via DD) – 87%

Mobilization@AmnestyPL

Mobilization - channels and tools

Examples: Urgent Actions Network (VIDEO)

https://www.youtube.com/watch?v=J17CVHbt9S4

Examples: New AmnestyPL website (May 2016)

OUR CHALLENGE

DESIGN A SYSTEM FOR ENGAGING ACTIVISTS TO MORE QUICKLY REACT TO THE REFUGEE CRISIS AND REMAIN ACTIVELY ENGAGED ON ITS PROGRESS.

WELCOME & OVERVIEW

THE BACKGROUND

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In 2014 the number of displaced people worldwide exceeded 50 million for the first time since WWII (a number that includes 19.5 million refugees). The world’s system for protecting refugees is broken. The world is still treating refugees as somebody else’s problem. Hiding behind closed borders and fears of being “flooded”, some countries ignore appeals for humanitarian aid.

For example, lack of legal and safe routes to Europe, together with measures taken by European Union governments to prevent irregular migration, puts refugees at risk of human rights violations. More than 3,700 people died at sea trying to reach Europe in 2015. The EU effectively denies refugees the right to seek asylum through policies and legislation.

The time to change is now. World leaders – in particular the richest countries – can start tackling this massive humanitarian crisis together. To do so, they must begin strengthening refugee systems: allowing people to apply for asylum, treating their refugee claims fairly, resettling the most vulnerable of all, and providing basics like education and healthcare.

Governments must stop blaming refugees and migrants for economic and social problems, and instead combat all kinds of xenophobia and racial discrimination through education, empathy and factual awareness of the situation.

Activists all over the world can and want to help. They want to help refugees survive and help leaders to understand their role and responsibility in the system.

Activists and activist groups are quickly joining together in response to the crisis placed on our borders, the unmet needs of newly-arrived refugees and migrants for food, clothes and medical attention and organizing “Refugees Welcome” actions in their community to assist with overcoming prejudices and fears.

@UXFORGOOD | @AMNESTYPL | #UXFORGOOD

WELCOME & OVERVIEW

CHALLENGE CRITERIA

This new system should consider the following criteria:

1. Informing Activists: Allow human rights organizations, such as Amnesty International, to inform activists about specific abuses and human rights violations at EU borders (e.g., violence, use of force to prevent entry, inadequate reception conditions, family separation, lack of access to health care)

2. Welcoming Refugees: Help in mobilizing activists to “welcome” refugees through a diverse set of actions and initiatives and demonstrate support for refugees who have already arrived

3. Reducing/Combating Xenophobia: Help combat discrimination by enabling quick identification and collaborative response for any kind of xenophobia among societies

4. Providing Insights to Cities: Provide cities with insight for capacity planning efforts when receiving refugees and help communicate critical decision points for national authorities to increase resettlement places, in essence, making cities “refugee friendly”

@UXFORGOOD | @AMNESTYPL | #UXFORGOOD 8

WELCOME & OVERVIEW

CHALLENGE CONSTRAINTS

Your solution should consider the following constraints:

• Any solutions found will become improvements to the overall situation at best, they will not solve the underlying issues causing refugee crisis.

• Any one solution is unlikely to address all needs of all actors comprehensively.

• As the situation on the ground changes continuously, found solutions may become irrelevant over short period of time due to unforeseen developments.


WELCOME & OVERVIEW

CHALLENGE QUESTIONS

As part of your solution, consider the following questions:

• How would the solution impact individual refugees/activists?

• How does the solution contribute towards long-term improvements in refugee crisis?

• How might you broaden the application of your solution to address other contemporary or potential challenges?


WELCOME & OVERVIEW

OBJECTIVES

Working in partnership with Amnesty, our design teams will…

• Seek to understand the challenge and the criteria

• Help define our target personas within the experience

• Define the existing/future experience journey

• Generate ideas in support of the experience

• Present a story that represents your thinking and response


YES, WE’RE SERIOUS.

AND WE HAVE JUST 8 HOURS TO DO IT.

BRIEFING: THE REFUGEE CRISIS & ACTIVIST INVOLVEMENT

Refugees Crisis

UX Poland 2016, Warsaw

Dangerous journey to safety

!  Over one million people reached Europe last year in fragile, overcrowded boats.

!  With borders slammed shut, few can hope to reach another country safely and legaly

Refugees in Greece: No way forward, no way back… !  Trapped in Greece because the rest of Europe is shutting its borders

without offering any real alternatives.

!  Greece can�t cope on its own. Asylum in Greece, already stretched by the sheer number of people stranded, is not a realistic option for many.

!  Yet EU states are failing to relocate refugees in other European countries.

!  �I escaped Syria to avoid jail, but now I am in prison,�� „ . https://www.youtube.com/watch?v=BuIDVbcT01s&feature=youtu.be

Solution: Safe Routes

!  Resetlement program – for example Cadana received 25 thousand Syrian refugees since Novemeber

!  Academic scholarships and study visas allowing refugees to start or carry on studying. !  Work visas offering professionals the chance to get a job abroad. !  Family reunification – this means refugees can join close relatives already living abroad. !  Private sponsorship involving private individuals or organizations funding refugees to

settle in their communities. Activists can help make that happen by speaking out for refugees� rights and pushing

governments to open up more safe and legal routes, now.. It�s time to speak out for refugees� rights

Symbolic or massive public action

Share a message in social media

Fight a prejudice and a hate speech

-  Strong anti-immigrants discourse

-  Significant number of hate crimes (physyc violence) against foreigners

-  Possoble attacks on the activists

http://wyborcza.pl/10,82983,19867989,wstrzasajacy-wideoreportaz-o-napasciach-na-cudzoziemcow-w-polsce.html

But remeber : Every day, all over the world, people make the most difficult decision of their

lives; to leave their homes in search of a better life.

As soon as you sucseed be ready to do it again

Every day, all over the world, people make the most difficult

decision of their lives; to leave their homes in search of a better life.

WORKSHOP: REDESIGNING FOR GREATER ACTIVIST ENGAGEMENT

Let’s get started!

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TEAM ASSIGNMENTS & INTERVIEWS Assemble skill balanced teams paired with an Amnesty team lead. Interview the Amnesty team member about each of the challenge criteria. Discuss the audience types within each criteria (e.g., refugees, activists, organizations, etc.). Break up into smaller criteria focused groups.

30MINUTES SMALL GROUPS

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EMPATHY MAPPING As a team, select the most important audience types. Develop an empathy map for each type. Share together as a team. The audience types you select will be used to generate a journey map for each of the challenge criteria.

45MINUTES SMALL GROUPS

EMPATHY MAPPING

WHAT IS AN EMPATHY MAP?


From Gamestorming by Dave Gray

It’s a customer or user profile you can use to provide direction for designing an experience.

EMPATHY MAPPING

WHEN DO YOU USE AN EMPATHY MAP?

An empathy map can be a flexible, simple and familiar way to keep focus on the customer in any range of projects.

It can be an effective tool to:• Develop a persona, especially when you don’t have one to work with.

• Create a customer-centered conversation with stakeholders.

• Capture interview data for an instant persona framework.

• Augment your existing personas with a specific scenario or context.

• Brainstorm research questions for interviews.

• Assess your organizational empathy by comparing stakeholder understanding of the customer with actual research data.


EMPATHY MAPPING

BENEFITS OF EMPATHY MAPPING

• It’s fast.

• Surfaces the big Why behind the behavior of people.

• Gives you a working model to focus on and improve over time.

• Fosters collaboration around helping the people you are designing for.

• Shifts thinking towards the customer and internalizes their point of view.

• Challenges assumptions and speculation with open discussion.

• Breeds curiosity.


EMPATHY MAPPING

BUILDING PROVISIONAL PERSONA

Sometimes you need a persona and you don’t have enough time to do research. You can create a temporary persona based on what you already know. However, consider the following maximize the effort:

• Select a diverse team including technology, marketing, customer service, product, sales, or customer experience.

• Three to five people per team is ideal, but you can increase participation up to 10 per team.

• Use whatever you have available such as a large whiteboard, printed empathy map templates or even a shared online document for distributed teams.

• Make sure the work is sharable and mobile.


EMPATHY MAPPING

BUILDING PROVISIONAL PERSONA

Start with some basic questions about the experience to set some context for the exercise.


What do they want to accomplish?

How are they motivated?

How can we help them?

EMPATHY MAPPING

STARTER QUESTIONS


Thinking & Feeling• What do they believe?• What do they worry about?• What are they thinking when they {action or goal}?• What emotions do they have and why?

Seeing & Hearing• What do they hear from other people?• What is in their environment during the experience?• What other options are available to them?• What do they learn from inputs like social media or the Internet?

Saying & Doing• What do they say to other people and to your organization?• What do they do when they use your solution?• How do they behave around other people?• What are their attitudes toward the experience?

Pain• Where does the process break down?• What are their fears?• What hinders their progress?• What is frustrating?

Gain• What are their needs?• What is success?• What are their goals?• How can they benefit?

EMPATHY MAPPING

EMPATHY MAP EXERCISE

Sketch an empathy map for one scenario that fits your target audience and is something you’ve started discussing already.


Scenarios to consider• How does someone learn about the refugee crisis and what they can do about it?• How can someone take action?• What do they do after taking action?

Simple empathy map attributes• Doing• Feeling• Thinking

EMPATHY MAPPING

EMPATHY MAP STRUCTURE


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DEFINE THE EXPERIENCE Share your empathy map(s) within your team. Listen to what the others have experienced and mapped out. Select the most interesting starting point for each journey.

1HOUR SMALL GROUPS

DEFINE THE EXPERIENCE

THE VALUE OF AN EXPERIENCE MAP

• Measure touch-points along the journey

• Capture your customers’ attitudes and emotions

• Helps you see the experience through your customers’ eyes

• Shows the experience across touch-points

• Provides a focus on your customers’ true needs


SOURCE: http://www.slideshare.net/jimtincher/slide-share-create-a-comprehensive-customer-experience-journey-map-33063932

http://www.slideshare.net/jimtincher/slide-share-create-a-comprehensive-customer-experience-journey-map-33063932


KEEP CUSTOMERS TOP OF MIND



MAP DIGITAL TO HUMAN


SALES PROCESS

SALES ACTIVITIES

DIGITAL TOOLS


RESEARCH BASED MAPS



MAPPING A CURRENT EXPERIENCE



MAPS CAN TAKE VARIOUS SHAPES



MAPPING A FUTURE EXPERIENCE



ELEMENTS OF OUR MAP TODAY

• The activist/refugee, their thoughts/feelings and organizations/employees/partners.

• All of the steps the activist/refugee takes (as they see it). Be sure to include any important time intervals.

• All the touch-points an activist/refugee interacts with


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The Activist/Refugee

Activist/Refugee Thoughts/FeelingsSteps & Time Intervals

Touchpoints


60 MINUTES: BUILD THE MAP

1. Add the activist/refugee your group selected to the beginning of the map.

2. Add all the activist/refugee steps that occur before, during and after the key moment you selected. Make sure to include important time intervals.

3. Add the touch-points an activist/refugee interacts with under the steps.

4. Add the activist’s/refugee’s thoughts/feelings above the their steps.

5. Add any organizations/employees/partners that support the activist’s/refugee’s steps.

6. Lastly, at the top, label the stages of the activist/refugee activities.


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The Activist/Refugee

Activist/Refugee Thoughts/FeelingsSteps & Time Intervals

Touchpoints

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DESIGN THE EXPERIENCE Share your journey maps within your groups. If helpful, share across teams. Map the emotional context for your journey map and select interactions where it can be improved (sketch out some ideas in response). Incorporate your team’s design ideas and begin building your presentation in response to the overall design challenge.

2.5HOURS SMALL GROUPS

DESIGN THE EXPERIENCE

EXERCISE: MAP EMOTIONS

Evaluate the experience from the activist’s/refugee’s perspective.

Are the steps and touch-points working well?

Evaluate each sticky note with a dot.


Customer is happy(working well)

Neutral(mixed, good but not great)

Customer is unhappy(roadblock or problem)

Not sure(need more research)

40

Not sure

Activist/Refugee is unhappy

Activist/Refugee is happy

Neutral


EXERCISE: SKETCH AN OPPORTUNITY

1. Review the emotional experiences you just mapped.

2. Select one emotional experience that is important to resolving for your customer.

3. Sketch a solution to improving the experience. Describe how you’re changing the experience, consider its impact to your business and how you’ll measure its success.

4. Each team will have 3 minutes to share their challenge and solution.



FINAL PRESENTATION EXERCISE

Combine your team’s understanding across the challenge criteria, your ideas and the experience into a presentation. You’ll have up to 20 minutes to share.

Here are some elements you should consider when presenting:

• What’s your THEME?

• What STORY does it tell?

• Can it STAND on its OWN?

• Does it include the ACTIVIST/REFUGEE voice?

• Is it PROFESSIONAL enough to make you proud?

• What does it COMMUNICATE?


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REPORT OUT & PRESENTATIONS Share your team’s response to the design challenge. Each team will up to 20 minutes to share.

1HOUR ALL TOGETHER

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WRAP UP What did you learn? How could this apply to other crisis models? Where else might the model apply?

10MINUTES ALL TOGETHER

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Dziękuję Ci

uxforgood.org amnesty.org.pl @UXforGood @AmnestyPL #uxforgood

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