sva impact design for social change guest lecture: 22 july 2014

hello! Do Good. Design Delight.

Lee-Sean Huang / ls@foossa.com / @leesean

Lee Sean

We are community-centered designers, strategists, and storytellers

#SpiritAnimals

Fossa (pronounced “FOO-sa”), a cat-like carnivore from Madagascar

DISCOVER !We research behavioral, cultural and technological insights to identify opportunities for innovation.

#SpiritAnimals

ADVISE !We train teams in community- centered design, storytelling, and social innovation.

#SpiritAnimals

BUILD !We craft brand experiences and business models to grow communities, shape cultures and scale enterprises.

#SpiritAnimals

Do Good. Design Delight.

DESIGN: Creating with intention

through iteration

Marc + Hannah

http://www.fitassociates.com/wp-content/uploads/2014/02/SVA-Fundamentals-of-DSI-Book-2013.pdf

DESIGN: a plan for arranging elements to best accomplish a particular purpose.

Linking beauty and purpose can create a

sense of communal agreement that helps diminish the sense of

disorder and incoherence that life creates.

Milton Glazer

What are the boundaries of design? What are the boundaries of problems?

Design Across Disciplines

Community Centered

Design

User Experience Design

Movement Building

#CommunityCenteredDesign

Self Place Interest Species

Types of Communities

Elements

2 Narrative

1 “Software”

Tell a story: What’s the

problem? How do we

work towards a solution?

What do you believe in?

How do you engage?

Invite participation

with social objects/

experiences

3 Artifacts

“Operating System”

Protocols

Algorithm

Theory of Change

“Software”

brand identities + experiences

business models

participatory experiences

technological platforms

learning environments

social services

regulatory policies

and more…

Artifacts (Outputs)

Self Place Interest Species

Types of Communities

Design Thyself

γνῶθι σεαυτόν

SINCE EACH OF US WAS SEVERAL, THERE WAS ALREADY QUITE A CROWD.

I AM LARGE, I CONTAIN

MULTITUDES

“Breed”“Brand”

Our ValuesWe 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.

Campaign Issues Checklist▢ 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?

Campaign Tactics Checklist▢ 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”?

Investment that works

IFAD brand pyramid

W O R K I N P R O G R E S SIFAD represents the link between rural people’s present and their future. By investing together in ideas and approaches that unlock their economic potential, we are building individual livelihoods and well-being, and stronger communities. We work where the need is greatest, and where the impact is most profound.

As a result of what we do –

> Families are able to feed themselves and contribute to overall food security

> Households have not only enough to eat but decent nutrition and health

> Economic security is created

> Women, indigenous peoples and other marginalized groups are empowered

> Smallholder farming is a respected and attractive occupation

> Youth migration away from rural communities is slowed

> Rural people become more resilient to climate shocks

Core audiencesIFAD’s core audiences are:

> Government officials in IFAD member states (both donor and recipient countries)

> Smallholder farmers, fishers and livestock herders and rural entrepreneurs in developing nations

> Rural development policymakers

> Civil society organizations

> Private-sector partners/potential partners

> Journalists and media

> Potential IFAD celebrity advocates/champions

Brand Idea

Brand Persona

Emotional Benefits

Functional Benefits

Features & Attributes

As the only specialized UN agency and IFI operating exclusively in a rural context, we empower poor rural people to transform their lives and sustainably manage

natural resources through a participatory development process.

Ifad invests. In rural people.

In results. In the future.

Positive, hopeful, trusted. Also surprising, because

we’re an IFI with a human face.

Livelihood opportunities that empower rural people around the world, promoting dignity, hope and value.

For constituents: we deliver insights, experience and resources to help smallholder farmers and rural communities

grow, thrive and succeed in their livelihoods over the long term. For donors and funders: we deliver economic, social and environmental benefits resulting from their investments.

For everyone: we invest in smallholder farmers and other rural people who play an increasingly critical role in feeding the world’s growing population.

IFAD brand thinking to date

thanks! Do Good. Design Delight.

sva impact design for social change guest lecture: 22 july 2014

leesean lee sean

iteration leesean huang

leesean design

leesean eames

leesean marc

leesean breedbrand

leesean brand identities

leesean milton glazer

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