Design for Impact Annet Bruil

Freelance Social Designer  

mail@annetbruil.com www.annetbruil.com

Design for Impact =

Design for the betterment of people

Design does change behavior

But a product is not responsible for its actions, I view it as the relation between the user & product that

changes the behavior.

Bottom of the Piramid

Bottom of the Piramid

LifeStraw®  

Sustainability

Designer:Jihyun  Ryou

Social problems

Designer:Annet Bruil

Social-

DESIGN

Transformation-

Implication-

Social problems?

Product influence theory

Design strategy & tactics

Social dilemmas

Social dilemmas

Deconstruct social dilemmas

Individual vs. Collective concerns

Short term vs. Long term

concerns

Deconstruct social dilemmas

Individual vs. Collective concerns

Short term vs. Long term

concerns

“Hey,  but  we  are  a  civilised  society,  right?”  

Deconstruct social dilemmas

Individual vs. Collective concerns

Short term vs. Long term

concerns

“We  have  social  glue,  if  everyone  s;cks  to  that  we  would  not  have  problems,  right?”  

“Hey,  but  we  are  a  civilised  society,  right?”  

• Mimicking  • Empathy  • Reciprocity  norm  • Injunc6ve  norms  • Social  values  

Social constructs

Rules & regulations

Long term consequences

Limited will power

Society = primed with pro self

Design addresses individual concerns

Social dilemmas

Deconstruct social dilemmas

Individual vs. Collective concerns

Short term vs. Long term

concerns

Individual Collective

Long term

Short term

Social dilemmas

“I  want  to  get  in  now”  

Individual Collective

Long term

Short term

Social dilemmas

“I  want  to  get  in  now”  

“I  want  arrive  on  0me”  

Individual Collective

Long term

Short term

Social dilemmas

“I  want  to  get  in  now”  

“I  want  arrive  on  0me”  

“We  don’t  want  to  struggle  to  get  in  and  out  and  bump  into  each  other”  

Individual Collective

Long term

Short term

Social dilemmas

“I  want  to  get  in  now”  

“I  want  arrive  on  0me”  

“We  don’t  want  to  struggle  to  get  in  and  out  and  bump  into  each  other”  

“We  want  to  train  ride  to  be  as  fast  as  possible”  

Individual Collective

Long term

Short term

Social dilemmas

“I  want  to  get  in  now”  

“I  want  arrive  on  0me”  

“We  don’t  want  to  struggle  to  get  in  and  out  and  bump  into  each  other”  

“We  want  to  train  ride  to  be  as  fast  as  possible”  

Addressing 1 concern leads to accomplish the second concern?

Framework (Tromp 2013)

(Tromp,  2013)  

Personal  concerns  

Collec;ve  concerns  

Theory to explain product influence

Activity

Practice

Systems theory

Still designing to change eating behavior?

Affordance

Nudge

Design: Annet Bruil www.ETEPLATE.com

Persuasion

How to design

Framework (Tromp 2013)

(Tromp,  2013)  

Strategy

(Tromp,  2013)  

Discouraging  behavior  

Encouraging  behavior  

Implicit  

Explicit  

Strategy

Discouraging  behavior  

Encouraging  behavior  

Implicit  

Explicit  

Strategy

Discouraging  behavior  

Encouraging  behavior  

Implicit  

Explicit  

Strategy

Discouraging  behavior  

Encouraging  behavior  

Implicit  

Explicit  

Strategy

Discouraging  behavior  

Encouraging  behavior  

Implicit  

Explicit  

v  

Tactics

(Tromp,  2013)  

Apparant  

Weak  

Strong  

Hidden  

Tactics

Deconstruct social problems; from collective needs and personal needs, both short & long term. Theory to understand which behavior you can effect & theory on how to change the behavior through products. User experience design considerations; strategy & tactics

Questions?

Annet Bruil – mail@annetbruil.com www.annetbruil.com

www.eteplate.com