How to activate people for change? UX for Good is an initiative born in 2011 to use designer to create meaningful change tackling social challenges. In 2014 the project tackled Rwanda's Genocide and from the research extracted the Inzovu Curve, a model to leverage emotions to create action.

1. Davide ‘Folletto’ Casali
DESIGN
PRINCIPLES
FOR SOCIAL
CHANGE
UX FOR GOOD

2. UX Redirector Advisor
NIGHT.EU

3. Manifesto Ibridi
m a n i fe s t o i b r i d i . o r g

4. @Folletto

5. PART I
UX FOR GOOD

6. “Apply UX design to the most important
problems in the world”
Jason
Ulaszek
Jeff
Leitner

7. NO PROFIT PARTNER
TO SPONSOR THE CAUSE

8. 10 DESIGNERS
FROM ALL AROUND THE WORLD

9. Discovery
Synthesis
Creation
Validation

10. +
FULL
IMMERSION
2-3 DAYS 2-3 DAYS
GROUP
SYNTHESIS
4 5 61 2 3

11. CAN WE DESIGN
THE COMMON GOOD?
2011
Chicago
StreetWise · Adler School · The Third Teacher · Cease Fire · Global Lives Project

12. CAN WE ENRICH LIVES
OF WORKING MUSICIANS?
2012
New Orleans
Grammy Foundation · New Orleans Jazz Heritage F. & F. · Clinton Global Initiative · MusiCares

13. CAN WE GROW
MINDFULNESS IN SCHOOLS?
2013
Vancouver
The Dalai Lama Center for Peace + Education

14. CAN WE HARNESS FEELINGS
TO END GENOCIDE?
2014
Kigali & London
Aegis Trust

15. “
”
Jason Kunesh, Obama For America
We came together as a team
in a way that I haven’t experienced
anywhere else.

16. “
”
Marianne Prins, Van Horne Elementary School
I just witnessed
an absolute explosion of ideas.

17. PART II
RWANDA GENOCIDE

18. 500,000–1,000,000 RWANDANS KILLED
70% TUTSI
20% OF POPULATION
100 DAYS
1994

19. 19

20. CAN WE HARNESS FEELINGS
TO END GENOCIDE?
2014
Kigali & London

22. – 40+ interviews with Aegis staff, locals, visitors,
educators, counselors, experts and those impacted
directly by genocide
– 500+ hours of primary and secondary research
– 90 flights completed across the world
– 3,124 post-its, flip-charts and pieces of paper
– 96 servings of french fries consumed in Rwanda
– Countless personal reflections and new friends
– 15 people forever changed

23. “In my family, we never talked about the genocide
It was too fresh in my parents’ mind”

24. And you saved the life
of the people I was planning on killing”
“You saved my life.
- Child of victims to teacher of mobile education

25. “I came back and my grandmother says,
I hope you got that Africa out of your system.
But at that moment,
I realized it was there and growing.
So I moved my family here and opened a school”
- KGM Visitor

26. “Users go through the hard part,
but then also the uplifting part
realizing some of the possibilities that are there”
- Morley Hanson, Aegis Trust

27. PART III
INZOVU CURVE

28. HopeReflectionPain Action

29. Pain

30. Reflection

31. Hope

32. Action

33. “
”
Prof. Dr. Tania Singer
People with a lot of empathy
want to change that to compassion
so they don't get overwhelmed when
confronted with suffering.

34. EMPATHETIC
Feeling
COMPASSIONATE
Action

35. The Inzovu Curve maps a
prototypical journey of a
person going through a
transformative experience
reaching a state of
motivation and action.

36. The word Inzovu
means Elephant in
Kinyarwanda, the native
language of Rwanda.

38. EPIPHANY
WILL
CONNECT
WITH YOUR LIFE
MOTIVATION
TO ACT

40. AWARE
TOURIST
EMPATHIC
TOURIST
ADVOCATE
CATALYST
GENOCIDE
CHILDREN
FIRST
GEN
AFFECTED
RWANDANS
UNAWARE
TOURIST

41. inzovucurve.org

42. “
”
Bruno Munari
To complicate is easy, to simplify is hard.
To complicate, just add,
everyone is able to complicate.
Few are able to simplify.

43. Thanks.
@Folletto
INTENSEMINIMALISM.COM