Applying Value Sensitive Design Principles to User Engagement
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Transcript of Applying Value Sensitive Design Principles to User Engagement
APPLYING VALUE-SENSITIVE DESIGN PRINCIPLES TO USER ENGAGEMENT
Katey Deeny Experience Director, WebMD Health Services @followsprocess
#VSD @followsprocess
THESE IDEAS ARE BASED ON THE WORK OF OTHERS.
BATYA FRIEDMAN PETER KAHN
vsdesign.org
USER ENGAGEMENT Why
#VSD @followsprocess
VISUAL COMMUNICATION
FEATURE SET
DATA
SUPPORTING PROCESSES
ENGAGEMENT LAYER
#VSD @followsprocess
USER ENGAGEMENT CAN BE MEASURED. USER EXPERIENCE, NOT SO MUCH.
#VSD @followsprocess
FINDING OUT WHAT THE VALUES ARE OF YOUR INTENDED AUDIENCES GIVES YOU A CHANCE TO ENGAGE THEM IN MEANINGFUL WAYS.
VALUES Why
#VSD @followsprocess
VALUES ARE DIFFICULT.
PICK FIVE…
Ambition Compassion Courage Creativity Dedication Determination Education Equality Excellence Forgiveness
Friendship Generosity Gratitude Honesty Hope Humility Humor Ingenuity Inspiration Integrity
Justice Kindness Leadership Learning Loyalty Mentoring Motivation Opportunity Optimism Passion
Patience Perseverance Privacy Respect Responsibility Security Sharing Sustainability Trust Unity
FROM THOSE 5, ELIMINATE 4…
Ambition Compassion Courage Creativity Dedication Determination Education Equality Excellence Forgiveness
Friendship Generosity Gratitude Honesty Hope Humility Humor Ingenuity Inspiration Integrity
Justice Kindness Leadership Learning Loyalty Mentoring Motivation Opportunity Optimism Passion
Patience Perseverance Privacy Respect Responsibility Security Sharing Sustainability Trust Unity
#VSD @followsprocess
VALUES ARE CONTEXTUAL.
#VSD @followsprocess
RECOGNIZING TENSIONS BETWEEN VALUES HELPS US TO SURFACE POTENTIAL PITFALLS & PROBLEMS AS PART OF AN OVERALL DESIGN STRATEGY.
#VSD @followsprocess
TENSIONS.
METHOD How
#VSD @followsprocess
APPLYING VALUE SENSITIVE DESIGN METHODS TO YOUR PRACTICE HELPS CREATE EFFECTIVE USER ENGAGEMENT THROUGH DESIGN.
#VSD @followsprocess
#VSD @followsprocess
“HOMELESS HOTSPOTS: THE BEST, WORST, SMARTEST, DUMBEST PART OF SXSW”
- Laura June theverge.com
#VSD @followsprocess
I’M [FIRST NAME], A 4G HOTSPOT SMS HH [FIRST NAME] TO 25827 FOR ACCESS www.homelesshotspots.org
#VSD @followsprocess
1 - VALUE, TECHNOLOGY, CONTEXT OF USE 2 - IDENTIFY DIRECT & INDIRECT STAKEHOLDERS 3 - IDENTIFY BENEFITS & HARMS FOR EACH STAKEHOLDER GROUP 4 - MAP BENEFITS & HARMS ONTO CORRESPONDING VALUES 5 - IDENTIFY POTENTIAL VALUE CONFLICTS 6 - INTEGRATE VALUE CONSIDERATIONS
VALUE, TECHNOLOGY, CONTEXT OF USE
#VSD @followsprocess
VALUE: Empowerment TECHNOLOGY: Wireless access CONTEXT OF USE: Homelessness…SXSW
IDENTIFY DIRECT & INDIRECT STAKEHOLDERS
DIRECT STAKEHOLDERS: Homeless Participants SXSW Attendees Front Steps – homeless shelter BBH – ad agency
#VSD @followsprocess
IDENTIFY DIRECT & INDIRECT STAKEHOLDERS
INDIRECT STAKEHOLDERS: Austin community Homeless people Advocacy groups Wireless provider
#VSD @followsprocess
IDENTIFY BENEFITS & HARMS FOR EACH STAKEHOLDER GROUP
#VSD @followsprocess
Homeless Participants Benefits: Working with the public for 4 days Harms: No ongoing support
SXSW Attendees Benefits: Wireless service on demand Harms: Discomfort with a social problem
IDENTIFY BENEFITS & HARMS FOR EACH STAKEHOLDER GROUP
#VSD @followsprocess
Front Steps – homeless shelter Benefits: Helping tenants earn money Harms: No infrastructure to continue the program
BBH – ad agency
Benefits: Media attention, brand awareness Harms: Criticism
IDENTIFY BENEFITS & HARMS FOR EACH STAKEHOLDER GROUP
#VSD @followsprocess
Austin community Benefits: Positive interactions with homeless Harms: Negative attention about problem
Homeless
Benefits: Creates awareness Harms: Does not create sustainable change
IDENTIFY BENEFITS & HARMS FOR EACH STAKEHOLDER GROUP
#VSD @followsprocess
Advocacy Groups Benefits: Inspires new programs Harms: Highlights complexity of problem
Wireless Carrier
Benefits: Brand equity Harms: Potential negative brand association
MAP BENEFITS & HARMS ONTO CORRESPONDING VALUES
#VSD @followsprocess
Homeless Participants Benefits: Working with the public for 4 days Harms: No ongoing support
SXSW Attendees Benefits: Wireless service on demand Harms: Discomfort with a social problem
Engagement, Earning, Humanization Stability
Access Comfort
MAP BENEFITS & HARMS ONTO CORRESPONDING VALUES
#VSD @followsprocess
Front Steps – homeless shelter Benefits: Helping tenants earn money Harms: No infrastructure to continue the program
BBH – ad agency
Benefits: Media attention, brand awareness Harms: Criticism
Empowerment, Philanthropy Maintainability
Fame Notoriety
MAP BENEFITS & HARMS ONTO CORRESPONDING VALUES
#VSD @followsprocess
Austin community Benefits: Positive interactions with homeless Harms: Negative attention about problem
Homeless
Benefits: Creates awareness Harms: Does not create sustainable change
Change Status Quo
Hope Sustainability
MAP BENEFITS & HARMS ONTO CORRESPONDING VALUES
#VSD @followsprocess
Advocacy Groups Benefits: Inspires new programs Harms: Highlights complexity of problem
Wireless Carrier
Benefits: Brand equity Harms: Potential negative brand association
Innovation Encouragement
Recognition Reputation
IDENTIFY POTENTIAL VALUE CONFLICTS
#VSD @followsprocess
Access Change Comfort Earning Empowerment Encouragement Engagement Fame Hope Humanization
Innovation Maintainability Notoriety Philanthropy Recognition Reputation Stability Status Quo Sustainability
INTEGRATE VALUE CONSIDERATIONS
#VSD @followsprocess
TRY THIS AT HOME What
#VSD @followsprocess
THANK YOU.
Katey Deeny Experience Director, WebMD Health Services @followsprocess
#VSD @followsprocess
Question HOW MIGHT YOU USE VALUE-SENSITIVE DESIGN TO HELP ENGAGE USERS MORE EFFECTIVELY?