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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 MovementsLee-Sean Huang ! Alessandra Oro"no
Design for Social Innovation * School of Visual Arts * 24 April 2012
Designing Participatory Movements
Designing Participatory Movements
Design=
Artapplied
Design=
Artappliedliberal
a plan for arranging elements to best accomplish a particular purpose.
Design Charles ! Ray Eames
MOVEMENT MAKING IS
MESSY
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Motivation
Meaning
“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
What are the boundaries of design?
Charles ! Ray Eames
What are the boundaries of design?What are the boundaries of problems?
Charles ! Ray Eames
How do you redesign the user interface of civic participation in Rio de Janeiro?
City as platform for human happiness
Designing Participatory Movements
Participation > Meme
Build it andthey will come
We built ittogether
Participation = Co-Creation
Participation = Sharing
Play Passion Purpose
Participation starts with play
Designing Participatory Movements
A movement is a community with a purpose.
We build movements that co-create shared value.
We build movements that drive change through action.
Communities
Conversation
Action
Impact
Channel participation
“A little less conversation,a little more action please”
Committed core:Activate and empower evangelists
New members: Achieve scale with low-barrier, viral actions
ENGAGEMENTINDEX
7
5
3
1
0
View LikeJoin
Share
Purchase
Attend
Convene
Create
Donate
TIME
Build commitment over time
Command
Control
Convene
Catalyze
Redesign leadership
1Storytelling
2Protocols
3Artifacts
Elements of a Movement
1Storytelling
2Protocols
3Artifacts
Elements of a Movement
http://www.theatlantic.com/national/archive/2012/04/why-civics-class-should-be-sexy/255858/
How do you redesign the user interface of civic participation in Rio de Janeiro?
“Move to a city, hang out in bars, form a gang, turn it into a scene, turn that into a movement.” Peter Schjeldahl
1Storytelling
2Protocols
3Artifacts
Elements of a Movement
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.
Evaluation Principles for Campaign Themes▢ RIPE ! SALIENTIs 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?
▢ ACTIONABLECan 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 a!ect change?
▢ POLITICAL/CULTURAL IMPACTMeu Rio’s goal is to build a more participatory and open political culture in Rio. While not every campaign needs to directly in"uence 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 ADVANTAGEIs 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 GROWTHWill running the campaign generate free earned media and/or promote Meu Rio membership growth?
Evaluation Principles for Campaign Tools ! Tactics▢ CONNECTIVEDoes it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people closer with their decision makers?
▢ PARTICIPATORYIs it open-ended enough to invite participation but guided and usable enough to actually use?
▢ USER SERVICEDoes it have a clear theory of change? Does the experience inspire, delight, or motivate users?
▢ SCALABLEDoes it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)?
▢ REUSABLECan it be reused/repurposed by Meu Rio for future campaigns and not just a one-o! novelty?
▢ HACKABLEIs it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/movements?
▢ AWESOME/INTANGIBLESIs it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?
1Storytelling
2Protocols
3Artifacts
Elements of a Movement
1Storytelling
2Protocols
3Artifacts
Elements of a Movement
What is the crisis/problem? How will we "nd a solution?
What do you believe in? What are the rules of engagement?
Make social objects that invite participation.
Designing Participatory MovementsLee-Sean Huang ! Alessandra Oro"no
Design for Social Innovation * School of Visual Arts * 24 April 2012
