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Davide ‘Folletto’ Casali
DESIGN
PRINCIPLES
FOR SOCIAL
CHANGE
UX FOR GOOD
UX Redirector Advisor
NIGHT.EU
Manifesto Ibridi
m a n i fe s t o i b r i d i . o r g
@Folletto
PART I
UX FOR GOOD
“Apply UX design to the most important
problems in the world”
Jason
Ulaszek
Jeff
Leitner
NO PROFIT PARTNER
TO SPONSOR THE CAUSE
10 DESIGNERS
FROM ALL AROUND THE WORLD
Discovery
Synthesis
Creation
Validation
+
FULL
IMMERSION
2-3 DAYS 2-3 DAYS
GROUP
SYNTHESIS
4 5 61 2 3
CAN WE DESIGN
THE COMMON GOOD?
2011
Chicago
StreetWise · Adler School · The Third Teacher · Cease Fire · Global Lives Proj...
CAN WE ENRICH LIVES
OF WORKING MUSICIANS?
2012
New Orleans
Grammy Foundation · New Orleans Jazz Heritage F. & F. · Clinton...
CAN WE GROW
MINDFULNESS IN SCHOOLS?
2013
Vancouver
The Dalai Lama Center for Peace + Education
CAN WE HARNESS FEELINGS
TO END GENOCIDE?
2014
Kigali & London
Aegis Trust
“
”
Jason Kunesh, Obama For America
We came together as a team
in a way that I haven’t experienced
anywhere else.
“
”
Marianne Prins, Van Horne Elementary School
I just witnessed
an absolute explosion of ideas.
PART II
RWANDA GENOCIDE
500,000–1,000,000 RWANDANS KILLED
70% TUTSI
20% OF POPULATION
100 DAYS
1994
19
CAN WE HARNESS FEELINGS
TO END GENOCIDE?
2014
Kigali & London
– 40+ interviews with Aegis staff, locals, visitors,
educators, counselors, experts and those impacted
directly by genocid...
“In my family, we never talked about the genocide
It was too fresh in my parents’ mind”
And you saved the life
of the people I was planning on killing”
“You saved my life.
- Child of victims to teacher of mobil...
“I came back and my grandmother says,
I hope you got that Africa out of your system.
But at that moment,
I realized it was...
“Users go through the hard part,
but then also the uplifting part
realizing some of the possibilities that are there”
- Mo...
PART III
INZOVU CURVE
HopeReflectionPain Action
Pain
Reflection
Hope
Action
“
”
Prof. Dr. Tania Singer
People with a lot of empathy
want to change that to compassion
so they don't get overwhelmed wh...
EMPATHETIC
Feeling
COMPASSIONATE
Action
The Inzovu Curve maps a
prototypical journey of a
person going through a
transformative experience
reaching a state of
mot...
The word Inzovu
means Elephant in
Kinyarwanda, the native
language of Rwanda.
EPIPHANY
WILL
CONNECT
WITH YOUR LIFE
MOTIVATION
TO ACT
AWARE
TOURIST
EMPATHIC
TOURIST
ADVOCATE
CATALYST
GENOCIDE
CHILDREN
FIRST
GEN
AFFECTED
RWANDANS
UNAWARE
TOURIST
inzovucurve.org
“
”
Bruno Munari
To complicate is easy, to simplify is hard.
To complicate, just add,
everyone is able to complicate.
Few ...
Thanks.
@Folletto
INTENSEMINIMALISM.COM
Design Principles for Social Change: UX for Good and Inzovu Curve
Design Principles for Social Change: UX for Good and Inzovu Curve
Design Principles for Social Change: UX for Good and Inzovu Curve
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Design Principles for Social Change: UX for Good and Inzovu Curve

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How to activate people for change? UX for Good is an initiative born in 2011 to use designer to create meaningful change tackling social challenges.
In 2014 the project tackled Rwanda's Genocide and from the research extracted the Inzovu Curve, a model to leverage emotions to create action.

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Design Principles for Social Change: UX for Good and Inzovu Curve

  1. Davide ‘Folletto’ Casali DESIGN PRINCIPLES FOR SOCIAL CHANGE UX FOR GOOD
  2. UX Redirector Advisor NIGHT.EU
  3. Manifesto Ibridi m a n i fe s t o i b r i d i . o r g
  4. @Folletto
  5. PART I UX FOR GOOD
  6. “Apply UX design to the most important problems in the world” Jason Ulaszek Jeff Leitner
  7. NO PROFIT PARTNER TO SPONSOR THE CAUSE
  8. 10 DESIGNERS FROM ALL AROUND THE WORLD
  9. Discovery Synthesis Creation Validation
  10. + FULL IMMERSION 2-3 DAYS 2-3 DAYS GROUP SYNTHESIS 4 5 61 2 3
  11. CAN WE DESIGN THE COMMON GOOD? 2011 Chicago StreetWise · Adler School · The Third Teacher · Cease Fire · Global Lives Project
  12. CAN WE ENRICH LIVES OF WORKING MUSICIANS? 2012 New Orleans Grammy Foundation · New Orleans Jazz Heritage F. & F. · Clinton Global Initiative · MusiCares
  13. CAN WE GROW MINDFULNESS IN SCHOOLS? 2013 Vancouver The Dalai Lama Center for Peace + Education
  14. CAN WE HARNESS FEELINGS TO END GENOCIDE? 2014 Kigali & London Aegis Trust
  15. “ ” Jason Kunesh, Obama For America We came together as a team in a way that I haven’t experienced anywhere else.
  16. “ ” Marianne Prins, Van Horne Elementary School I just witnessed an absolute explosion of ideas.
  17. PART II RWANDA GENOCIDE
  18. 500,000–1,000,000 RWANDANS KILLED 70% TUTSI 20% OF POPULATION 100 DAYS 1994
  19. 19
  20. CAN WE HARNESS FEELINGS TO END GENOCIDE? 2014 Kigali & London
  21. – 40+ interviews with Aegis staff, locals, visitors, educators, counselors, experts and those impacted directly by genocide – 500+ hours of primary and secondary research – 90 flights completed across the world – 3,124 post-its, flip-charts and pieces of paper – 96 servings of french fries consumed in Rwanda – Countless personal reflections and new friends – 15 people forever changed
  22. “In my family, we never talked about the genocide It was too fresh in my parents’ mind”
  23. And you saved the life of the people I was planning on killing” “You saved my life. - Child of victims to teacher of mobile education
  24. “I came back and my grandmother says, I hope you got that Africa out of your system. But at that moment, I realized it was there and growing. So I moved my family here and opened a school” - KGM Visitor
  25. “Users go through the hard part, but then also the uplifting part realizing some of the possibilities that are there” - Morley Hanson, Aegis Trust
  26. PART III INZOVU CURVE
  27. HopeReflectionPain Action
  28. Pain
  29. Reflection
  30. Hope
  31. Action
  32. “ ” Prof. Dr. Tania Singer People with a lot of empathy want to change that to compassion so they don't get overwhelmed when confronted with suffering.
  33. EMPATHETIC Feeling COMPASSIONATE Action
  34. The Inzovu Curve maps a prototypical journey of a person going through a transformative experience reaching a state of motivation and action.
  35. The word Inzovu means Elephant in Kinyarwanda, the native language of Rwanda.
  36. EPIPHANY WILL CONNECT WITH YOUR LIFE MOTIVATION TO ACT
  37. AWARE TOURIST EMPATHIC TOURIST ADVOCATE CATALYST GENOCIDE CHILDREN FIRST GEN AFFECTED RWANDANS UNAWARE TOURIST
  38. inzovucurve.org
  39. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.
  40. Thanks. @Folletto INTENSEMINIMALISM.COM

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