Designing Participatory Movements
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Lee-Sean Huang & Alessandra Orofino of SVA's Design for Social Innovation program and Purpose.com discuss the role of design in building participatory social movements.
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Designing Participatory Movements
- 1. Designing Participatory Movements Lee-Sean Huang Alessandra Orofino Design for Social Innovation * School of Visual Arts * 24 April 2012
- 4. Design= applied Art
- 5. Design= applied liberal Art
- 6. Design Charles Ray Eames a plan for arranging elements to best accomplish a particular purpose.
- 8. Marketing Message Message Mess Marketing Marketing Message Message Marketing Marketing Message Marketing Message Marketing Marketing Message MarketingMessage Messag Message Marketing Message Marketing Marketing Marketing Message Marketing Marketing Message Marketing arketing Message
- 9. Marketing Message Message Mess Marketing Marketing Message Message Marketing Marketing Motivation Message Marketing Marketing Message Marketing Message MarketingMessage Messag Message Marketing Message Meaning Marketing Marketing Marketing Message Marketing Marketing Message Marketing arketing Message
- 10. “Linking beauty and purpose can create a sense of communal agreement that helps diminish the sense of disorder and incoherence that life creates.” - Milton Glaser
- 11. What are the boundaries of design? Charles Ray Eames
- 12. What are the boundaries of design? What are the boundaries of problems? Charles Ray Eames
- 13. How do you redesign the user interface of civic participation in Rio de Janeiro?
- 14. City as platform for human happiness
- 17. Participation = Co-Creation Build it and We built it they will come together
- 19. Participation starts with play Play Passion Purpose
- 21. A movement is a community with a purpose. We build movements that co-create shared value. We build movements that drive change through action.
- 22. Channel participation Communities Action Conversation Impact
- 23. “A little less conversation, a little more action please”
- 24. Build commitment over time Committed core: 7 Activate and empower evangelists Convene Attend 5 Donate ENGAGEMENT INDEX Purchase 3 New members: Achieve scale with low-barrier, viral Create actions Share Join 1 Like View 0 TIME
- 25. Redesign leadership Command Convene Control Catalyze
- 26. Elements of a Movement 1 2 3 Storytelling Protocols Artifacts
- 27. Elements of a Movement 1 2 3 Storytelling Protocols Artifacts
- 29. How do you redesign the user interface of civic participation in Rio de Janeiro?
- 30. “Move to a city, hang out in bars, form a gang, turn it into a scene, turn that into a movement.” Peter Schjeldahl
- 31. Elements of a Movement 1 2 3 Storytelling Protocols Artifacts
- 32. Our Values We believe that increased participation by youth and members of the emerging middle class in the political process will help bring about greater accountability and transparency. We are non-partisan and independent. We don’t accept money from government or political parties. We believe that the internet can serve as a school for a more robust democracy. We are committed to open source sharing. We value remix and reuse.
- 33. Evaluation Principles for Campaign Themes ▢ RIPE ! SALIENT Is the issue in the news/being talked about? Is it something that has strong public support and a groundswell of concern among our target audience? ▢ ACTIONABLE Can Meu Rio or its members “do” something about the issue? Is there a concrete and plausible political, social, or cultural action that can be taken to affect change? ▢ POLITICAL/CULTURAL IMPACT Meu Rio’s goal is to build a more participatory and open political culture in Rio. While not every campaign needs to directly influence the political process, each campaign should have some short, medium, or long term political objective or impact on behavioral/cultural change among the citizens of Rio. ▢ COMPARATIVE ADVANTAGE Is this an issue or campaign where Meu Rio can take a leadership role while working with other partner organizations working in the same space? Does Meu Rio have a comparative advantage because of our member base, brand equity, and/or innovative use of technology? ▢ EARNED MEDIA/LIST GROWTH Will running the campaign generate free earned media and/or promote Meu Rio membership growth?
- 34. Evaluation Principles for Campaign Tools Tactics ▢ CONNECTIVE Does it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people closer with their decision makers? ▢ PARTICIPATORY Is it open-ended enough to invite participation but guided and usable enough to actually use? ▢ USER SERVICE Does it have a clear theory of change? Does the experience inspire, delight, or motivate users? ▢ SCALABLE Does it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)? ▢ REUSABLE Can it be reused/repurposed by Meu Rio for future campaigns and not just a one-off novelty? ▢ HACKABLE Is it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/movements? ▢ AWESOME/INTANGIBLES Is it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?
- 37. Elements of a Movement 1 2 3 Storytelling Protocols Artifacts
- 54. Elements of a Movement 1 2 3 Storytelling Protocols Artifacts What is the crisis/problem? What do you believe in? What Make social objects that How will we find a solution? are the rules of engagement? invite participation.
- 55. Designing Participatory Movements Lee-Sean Huang Alessandra Orofino Design for Social Innovation * School of Visual Arts * 24 April 2012