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Gideon Szental, Scott Ward, Steph D'Alessi, Pam Sunardi and Steph Lee Systems and Dervice re-design of an online campaigning service.
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Stephanie D’AlessiCommunication Design
Steph LeeMultimedia Design
Pamela SunardiInterior Design
Gideon SzentalCommunication Design
Scott WardCommunication Design
KEY FACTS - Social Activism
GEN-Yresurgence of political
3 BILLIONArab Spring and Occupy Movement Reaching Populations of
(Time, 2011)
My generation is more community minded and open to thinking and acting collectively on social causes compared to other generations
69%
54%
55%
Gen-Y/Milennials
Gen-Xers
Boomers(JWT Report, 2011)
Volunteering Increase in Australian Youth
17% 30%1995 2006
(Office for Youth, 2009).
KEY FACTS - Online Activism
Young People are increasingly using the internet as a tool for social change. E.g. TakingITGlobal and KooDooz are networking like-minded
young people to create change. (JWT, Trend Report 2011)
Social Networks did not cause these (Arab Awakening and Occupy) movements, but they kept them alive and connected. Technology allowed us to watch, and it spread the virus of protest
- Rick Stengal, TIME 2011
Existing Social Networks are being used astools for social + political change
14%2010 - 2011(M+R Strategic Services, 2011)
Online fundraising increased by
Users are increasingly using Online Platforms for social good.
KEY ASSUMPTIONS - Social Activism
will continue to take lifelong action on social causes2030
Social Activism will continue to trend until GEN-Y
KEY ASSUMPTIONS - Online Activism
will continue to use services outsidesocial networking to act on socialissues. For example:
users will use
GEN-YONLINE ACTIVISM
For example Online Petitioning won't be completely integrated as an application into Social Networking Sites.
SOCIAL NETWORKINGwill be still the predominant way that people communicate, connect and act.
ONLINE PLATFORMSas the primary way they act onsocial issues
SYSTEMS OFONLINE PETITIONS
FOR SOCIAL CHANGE
PROJECT PROPOSITION
USER CENTRED
EQUAL
ADDRESS FAILURES IN CURRENTSYSTEMS SUCH ASDESIGN
Which gives every petitioner the toolsthey need, and which gives every petition
chance of success
ACCESSIBILITY
PRIVACYFAIR GO
ADDRESS THE NEEDS OF
TODAY AND TOMORROWS SOCIAL ACTIVISTS
CHARACTER PROFILES
Age: 25
Occupation: Primary School Teacher.
Lifestyle: Sarah is single. She lives in an apartment in Flemington with her housemate. Sarah has a close network of friends, and stays in touch with extended family online.
Connection with Loudspeaker: Sarah discovers the loudspeaker website via a search engine. She creates an account and starts a petition.
Age: 22
Occupation: Student at RMIT University.
Lifestyle: Jesse lives in a share house in Brunswick with two housemates. Jesse is outgoing and energetic. He regularly uses social networks to stay intouch with friends and family.
Connection with Loudspeaker: Jesse signs Sarah’s Loudspeaker petition via facebook. He also downloads the Loudspeaker iPhone app to stay informed.
Primary User - PetitionerSarah Johnson
Secondary User - SignatoryJesse Stevens
CHARACTER PROFILES
Secondary User - Jesse Stevens Age: 22
Occupation
Student at RMIT University. Employed part-time in a local cafe.
Lifestyle
Jesse lives in a share house in Brunswick with three housemates.
Jesse is outgoing and energetic.
Jesse regularly uses social networks to stay intouch with friends.
He enjoys playing football, catching up with friends, and is planning to travel overseas this year.
Connection with Loudspeaker
Jesse signs Sarah’s Loudspeaker petition via facebook.
SYSTEMS MACRO MAP
After the primary user has begun their initial journey and listed their petition, a cyclic process helps prevent lost petitions and encourages advancement towards a final goal.
SYSTEMS MICRO MAP
The user account provides multiple levels of support and connections. The primary user is never lost or alone, and can spread ideas quickly to like-minded individuals.
SYSTEMS MICRO MAP
Many avenues and tools are provided to promote a petition.
SYSTEMS MICRO MAP
The gamification process encourages the primary user to reach goals and receive rewards. This helps to prevent lost petitions, as well as providing equal opportunity for each user to receive professional promotion.
SUSTAINABILITY
SELF SUSTAININGCOMMUNTYDOESN’T RELY ON STAFF
FLEXIBLESYSTEM CAN BE DELIVERED BY CURRENT
AND FUTURE TECHNOLOGICAL PLATFORMS
SOCIAL SUSTAINABILITY
STAKEHOLDER MAP
USER JOURNEY Primary User: Sarah
Con
tinue
d
USER JOURNEY Primary User: Sarah
Con
tinue
d
Con
tinue
d
USER JOURNEY Primary User: Sarah
Con
tinue
d
USER JOURNEY Secondary User: Jesse
Con
tinue
d
USER JOURNEY Secondary User: JesseC
ontin
ued
SCENARIO
FINAL SERVICE / VISION
A SYSTEM WHICH FORMS AND CONNECTS A SUSTAINABLE COMMUNITY OF SOCIAL ACTIVISTS - GIVING PETITIONERS THE TOOLS THEY NEED TO START AND WIN CAMPAGINS
FINAL SERVICE / VISION
KEY FEATURES
Multiple language support.
User accounts / community.
Petitioners account includes a ‘Toolkit’ to help create successful campaigns with realistic goals.
Simple links to social media.
FINAL SERVICE / VISION
Applications for Tablets and Smart Phones.
Clear visuals and easy navigation.
User simply scrolls down to view more content.
Tap on campaign image to view more information or sign related petition.
FINAL SERVICE / VISION
Utilize geolocation to connect petitioners and supporters.
REFERENCESBoycott Threatens Kyle Sandilands’ Advertisers, The Telegraph, viewed 7th January 2012, <http://www.dailytelegraph.com.au/news/boycott-threatens-kyle-sandilands-advertisers/story-e6freuy9-1226204990550>
Southern Cross Austereo Stands By Kyle Sandilands As Sponsers Flee, Herald Sun, viewed 7th January 2012, <http://www.heraldsun.com.au/enter-tainment/confidential/kyles-bile-riles-advertisers-as-more-dump-show/story-e6frf96x-1226205394044>
Boycott Threats As Austereo Sorry For Kyle Sandilands’ Spray At Journalist, News.com.au, viewed 7th January 2012, <http://www.news.com.au/entertainment/celebrity/youre-a-fat-slag-i-will-hunt-you-down-kyle-sandilands-radio-rant-at-female-journalist-over-review-of-his-show/story-e6frfmqi-1226204281827#ixzz1kKGnFmxv>
Erickson, E 2011, Sandilands On Toast, Our World Today, viewed 7th January 2012, <http://www.ourworldtoday.com.au/news/article/sandilands-on-toast>
Tchijov, M 2010, How Do Change.org Petitions Makes A Difference?, Change.org Blog, viewed 9th January 2012, <http://blog.change.org/2010/03/how-do-change-org-petitions-make-a-difference/>
Kingsley, P 2011, Avaaz: Activism Or Slacktivism?, The Gaurdian, viewed 9th January 2012, <http://www.guardian.co.uk/world/2011/jul/20/avaaz-activ-ism-slactivism-clicktivism>
Australian Government Office for Youth, State Of Australian Young People, 2009
M+R Strategic Services, eNonprofit Benchmark Study, 2011
JWT, Trend Report – Social Good, 2011Stengal, R 2011 “2011 Person of the Year”, Time Magazine, vol. 178, no. 25, pp. 29.
