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

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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.

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RECOGNIZING TENSIONS BETWEEN VALUES HELPS US TO SURFACE POTENTIAL PITFALLS & PROBLEMS AS PART OF AN OVERALL DESIGN STRATEGY.

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TENSIONS.

METHOD How

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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

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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

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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

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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?