An Undesigned World Jason Ulaszek More and more, designers are being asked to help businesses make important decisions. Our ability to connect the disconnected and see the unseen is increasingly valuable in generating new opportunities and boosting commercial value. In part, the growth of the design industry’s value is being driven by businesses realizing that every great experience is designed - we’re helping render the intent of the next great phone, killer mobile app or customer service interaction into reality. At times, it feels we’re spending an exorbitant amount of energy and resources to design for the next greatest “thing”. While we admirably practice our craft on these design challenges for business, we must also recognize the rest of the undesigned world before us. Why are we allowing so many social systems’ experiences to exist ineffectively or even excruciatingly painful? As designers, we owe ourselves the opportunity to fall in love with these problems and mold a response into something better for ourselves, family and friends, neighbors and community. We must be more human-centered, not simply follow a human-centered methodology. It's time we leverage more of our skill for an even higher purpose: solving the world's most pressing social challenges. This talk examines the unique value and power of designers and design thinkers to impact social change. It will provide case studies, current examples and inspiration for designers aspiring to leave a bigger imprint on society. Jason Ulazsek Experience designer, imprenditore, fondatore di UXforGood Jason Ulaszek is the founder and principal of Inzovu, an international design agency founded to tackle and solve social problems through design.He is also a founder and director of UX for Good, an award-winning social venture that leverages experience design to solve social challenges.

1. @INZOVUDESIGN
MAKE YOUR MARK:
AN UNDESIGNED WORLD
INFORMATION ARCHITECTA 2016 (ROME, ITALY)
NOVEMBER 12, 2016
JASON ULASZEK / @INZOVUDESIGN

2. REFLECTION
Exploring and finding my path.

3. 20+
years ago
Tomorrow
Web Design
Hardware Design
Software UI
User
Experiences
Digital Product
Development
Digital
Corporate
Strategy
Customer
Experience
Systemic within
the Org
THE FOCUS OF OUR WORK EVOLVES

5. For me, it’s caused reflection
in my work and life.

6. Corporate world
Experience design agency
Design entrepreneur?
MY JOURNEY

8. “
Design awakens all
the senses.
Lee Kun-Hee
Ex-Chairman, Samsung

9. UNDESIGNED
Leaving a mark through design.

10. @INZOVUDESIGN 10
KIGALI
GENOCIDE
MEMORIAL
RWANDA

11. THE CHALLENGE
How do we turn institutions that
memorialize genocide into
institutions that help end it?

23. 500+
hours primary and secondary research
40+
interviews with Aegis staff, locals,
visitors, educators, counselors,
experts and survivors

24. Pain Pain Pain Action?
KGM VISITOR JOURNEY (2014)

25. KGM VISITOR JOURNEY (2014)
Empathetic
Feeling
Compassionate
Action
BURNOUT
RISK
SHUTDOWN
RISK
Tania Singer Model: http://www.wired.co.uk/news/archive/2012-07/12/tania-singer-compassion-burnout

26. Pain Reflection Hope Action
THE NEW JOURNEY
Tania Singer Model: http://www.wired.co.uk/news/archive/2012-07/12/tania-singer-compassion-burnout

27. INZOVU CURVE
The Inzovu Curve is a model that maps
specific designed activities to the emotional
response of the individual experiencing them.

28. Motivation and ability to act
ACTIONHOPE
WILL
EPIPHANY
PAINPREPARATION
EMPATHY
COMPASSION
HERO
BURNOUT / SHUTDOWN
REFLECTION
Personal connection to the
experience of genocide

29. “
The UX for Good visit has challenged
our thinking and resulted in consensus
that visitors leaving KGM must be
empowered by their experience to go
away and take action.
Yves Kamuronsi
Country Director, Aegis Trust, Rwanda
Genocide Survivor

30. Organizational change
can be s l o w .

31. 31
NEW YORK
CHICAGO
AMSTERDAM
RELEVANCE FLEXIBILITY INSPIRATION ACTIONABILITY
INZOVU CURVE
EVOLUTION

32. 32
New reception center
They were now ready…

33. 33
Intro/outro videos for setting context

34. 34
Incorporation of stories of progress
and positive values

35. Maintenance needs

36. NEXT CHALLENGE
1,000,000+
visitors since 2004
How can we help strengthen the
visitor AND the survivor experience?

37. Workshops with Genocide Survivors, KGM Staff
and Government Officials

38. KGM IS HOME.

39. “We also (now) need a quiet space for
survivors to reflect and write messages.”
- Survivor

40. And for the first time, capturing information
about visitors to further engage in dialogue
before and after their visit…
WEBSITE, BOOKING & COMMUNITY

41. Further exposing Rwandan culture/language
Creating new stories
Creating new financial opportunity

42. SUSTAINABLE IMPACT
It’s about WHY we do it.

43. Hi there,
I was researching / snooping around the internet in search of
how I could possibly switch gears from for profit to non profit. I
just don't feel right about designing for companies that just are
trying to get bigger in a non-sustainable manner that
compromises their employees and customers.
Since a little girl growing up in India I have been sensitive to
my surroundings and the poverty and environmental damage
that has been occurring at an exponential rate. I have been
sleeping with an uncomfortable feeling the last few years -
that I am not doing what I am supposed to.
I am a talented designer who wants to merge my design
experience with making a change.
I would love it if you had any advise on this or if you have a
company that I could work with.
Thank you,
(Name)

44. RECOGNIZE THE ASK1
PRACTICE YOUR AIM2
BUILD BRIDGES3
LOOK BOTH WAYS4
DEFINE & MEASURE IMPACT5
LAYER THE EXPERIENCE6
INSIGHTS
BE HUMAN-CENTERED7

45. RECOGNIZE
THE ASK
Seek understanding for the
organization’s ability to
understand, integrate and sustain
the design ideas.
Match it with the right approach
that fosters participation within
the culture.
1

46. PRACTICE
YOUR AIM
Carefully consider your toolbox of
design skills and activities and
match the effort to the ask.
Consider activities that allow for
testing risk and gaining buy-in on
ideas earlier by leaders in the
organization.
2

47. BUILD BRIDGES
Take the responsibility to bridge the
language gap between design and
the organization.
Be the translator - great designers
inherently possess those skills.
Create opportunity for others to
participate in the process.
3

48. LOOK BOTH WAYS
Look both inside and outside the
organization and industry with
curiosity.
Innovation isn’t always new to the
world, it only has to be new to a
market or industry.
Expose stakeholders/partners to the
process of generating insights from
observations.
4

49. DEFINE &
MEASURE IMPACT
Metrics provide the ability to defend
your work.
Map out the steps necessary to
engage all the relevant stakeholders
in adoption.
Organizations operate on a variety of
metrics, including ones you might
happen to invent.
5

50. LAYER THE
EXPERIENCE
Consider creating engagement for
all involved…
the design of the product/service
experience for your audience,
the experience of the process for
your stakeholders and
the enjoyment of the challenge and
project for the design team
6

51. BE HUMAN-
CENTERED
Fall in love with the problem.
Technology evolves fast. Make sure
to put people first.
Professionally and ethically care..
7

52. It’s not about what we do.
It’s not about how we do it.
It’s about WHY we do it.

53. Find your path.
Leave your mark.

55. GRAZIE!
JASON ULASZEK
JASON@INZOVU.CO
INZOVU.CO
@INZOVUDESIGN