SVA Impact Design for Social Change Guest Lecture: 22 July 2014

hello!Do Good. Design Delight.
Lee-Sean Huang / ls@foossa.com / @leesean

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Lee Sean

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We are community-centered designers,
strategists, and storytellers
#SpiritAnimals

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

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

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

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

Do Good.
Design Delight.

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DESIGN:
Creating with intention
through iteration
Marc + Hannah
http://www.ﬁtassociates.com/wp-content/uploads/2014/02/SVA-Fundamentals-of-DSI-Book-2013.pdf

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

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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

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

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Design Across Disciplines
Community
Centered
Design
User
Experience
Design
Movement
Building

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#CommunityCenteredDesign
ego
ASelf Place Interest Species
Types of Communities

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Elements
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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

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“Operating System”
Protocols
Algorithm
Model
Theory of Change
“Software”

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brand identities + experiences
business models
participatory experiences
technological platforms
learning environments
social services
regulatory policies
and more…
Artifacts (Outputs)

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ego
ASelf Place Interest Species
Types of Communities

Design
Thyself
γνῶθι
σεαυτόν

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SINCE EACH OF US WAS SEVERAL,
THERE WAS ALREADY QUITE A CROWD.
I AM LARGE,
I CONTAIN
MULTITUDES

“Breed”“Brand”

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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.
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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?
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▢ 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?
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▢ 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.
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▢ 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?
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▢ PARTICIPATORY
Is it open-ended enough to invite participation but guided and usable enough to actually use?
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▢ USER SERVICE
Does it have a clear theory of change? Does the experience inspire, delight, or motivate users?
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▢ SCALABLE
Does it “work” (both technologically and compelling for users) for 5 users as well as it does for 5
million)?
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▢ REUSABLE
Can it be reused/repurposed by Meu Rio for future campaigns and not just a one-oﬀ novelty?
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▢ 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?
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▢ 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 S
IFAD 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 audiences
IFAD’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

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SVA Impact Design for Social Change Guest Lecture: 22 July 2014