This document discusses the concept of happiness and how to design for it. It begins by acknowledging common misconceptions about what brings happiness and how fleeting it can be. It then outlines four key principles for designing happiness: 1) design around a single focus goal that brings the thought of achievement, 2) design to grab attention through surprises, 3) design for stories that make people more engaged, and 4) design in a way that spreads happiness through emotional contagion. It provides the example of Coca-Cola's "Happiness Machine" that used these principles to connect youth around the world for minimal cost but high impact. The document advocates that small, well-designed acts can create big changes in promoting happiness

1. Warm Guns, Dragonflies
and Happiness
Andy Smith | Vonavona Ventures | The Dragonfly Effect | @kabbenbock
THE DRAGONFLY EFFECT

2. THE STORYLINE
• Why am I so happy to be here?
• Misconceptions of happiness
• How to design for happiness?
THE DRAGONFLY EFFECT

3. Why am I happy to be here?
THE DRAGONFLY EFFECT

4. We think we know what
happiness is, but we don’t
THE DRAGONFLY EFFECT

5. And yet when we design for
happiness, people can
actually get happier.
THE DRAGONFLY EFFECT

6. GOOD DESIGN DRIVES PERCEPTIONS
OF QUALITY
Source : Duarte 2010
THE DRAGONFLY EFFECT

7. Happiness leads people to
think, feel and act in ways that
promote resource building and
creative thinking.
Isen 1998; Elliot and Thrash, 2001
THE DRAGONFLY EFFECT

8. Misconceptions of Happiness
THE DRAGONFLY EFFECT

9. MISCONCEPTIONS OF HAPPINESS
1. We don’t really know what
makes us happy.
But we think we do.
Gilbert (2005) Lyubomirsky et al. (2005)
THE DRAGONFLY EFFECT

10. MISCONCEPTIONS OF HAPPINESS
2. Once we “get happy,”
expectation creep
occurs.
When we accomplish our
mission, a fleeting sense
of happiness rushes in
and then drains away
almost immediately.
Gilbert (2005) Lyubomirsky et al. (2005)
THE DRAGONFLY EFFECT

11. EXPECTATION CREEP
THE DRAGONFLY EFFECT

12. How to Design for Happiness
THE DRAGONFLY EFFECT

13. DESIGNING HAPPINESS
Design a single focus goal
Where the mere thought of achieving it bring you happiness
Design to grab attention
Create surprises for others
Design for stories
Stories make people step closer
Design to spread happiness
Emotions are contagious
THE DRAGONFLY EFFECT

14. COKE HAPPINESS
MACHINE
CASE
THE DRAGONFLY EFFECT

15. SINGLE GOAL
Connect youth globally to
Coke flagship via digital
media
DESIGN APPROACH
7 Prototypes; $50K each
6 failed
1 won
Coke Happiness Machine
THE DRAGONFLY EFFECT

16. THE RESULT
SPEND: $50K
REACH: 2 million in 2 weeks
Global: 50% viewers outside US
70% blog posts non-English
IMPACT: 95% positive comments
THE DRAGONFLY EFFECT

17. THE DRAGONFLY EFFECT

18. DRAGONFLY SMALL ACTS CAN CREATE
EFFECT BIG CHANGE
THE DRAGONFLY EFFECT

19. Focus Grab Attention
Enable Action Engage
THE DRAGONFLY EFFECT

20. THE DRAGONFLY EFFECT

21. DESIGNING HAPPINESS
Design a single focus goal
Where the mere thought of achieving it bring you happiness
Design to grab attention
Create surprises for others
Design for stories
Stories make people step closer
Design to spread happiness
Emotions are contagious
THE DRAGONFLY EFFECT

22. THE DRAGONFLY EFFECT

23. thank you
AND SPECIAL THANKS TO
Sameer and Vinay, Robert Chatwani, Purin Phanichphant, Joe
Brown, Emily Ma, Barbara McCarthy, David Rogier, Jason
Chua, Nicolae Halmaghi, Nick Myers, Renna Al-Yassini, Jayson
McCauliff, Cassie Mogilner, Sep Kamvar, Anneke Jong, Mia
Mabanta, Nancy Duarte, Oren and Justine Jacob, our TED
dinnerites, my parents, Cooper, Devon, Tea Sloane, and Andy.
GRAPHIC JAMES PAN
DESIGN BY http://ja-m.es
THE DRAGONFLY EFFECT