ADDC 2018 - Dan Miller: Design For Stigma

How might we design products and services for populations in which stigma is inherently part of their experience? In this talk, we will explore design and research methodologies to begin answering this question. Understanding how to address this problem will enable us to create solutions for some of the largest challenges humans face today - in healthcare, finance, government, etc.

More about the talk, authors & slides: https://addconf.com/2018/schedule/design-for-stigma/
Read about the conference: https://addconf.com

Transcript

1. Designing For
   Stigma:
   A Framework
   hi@danmmiller.com
   ADDC 2018
   Dan Miller
   

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2. Framework
   Reframe
   Architect
   Research
   Experience
   

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3. Framework
   Architect
   Research
   Experience
   Reframe
   

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4. Framing

   Effect
   The framing effect is
   an example of cognitive
   bias, in which people react
   differently depending
   on how something is
   presented.
   

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5. Clue

   Period and Ovulation
   Tracker
   Reframed as a tool to help
   women know what is going
   on in their bodies, and to be
   empowered by that
   knowledge.
   

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6. Methods
   Perceptual Maps

   Resource: Marketing Strategy, Text and Cases: Cengage Learning.
   

   Use this exercise to collect data about user perceptions
   of varying products and services.
   Online Ethnography

   Resource: Doing ethnography today: Theories, methods, exercises.
   

   Design by Metaphor

   Resource: A guide to metaphorical design
   

   Use this exercise to collect qualitative data from any
   online platform/community.
   Use this exercise to explore an idea or problem through
   the application of many different metaphors.
   

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7. Framework
   Reframe
   Architect
   Research
   Experience
   Architect
   

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8. Architecture

   Innovation
   Architecture Innovation is
   innovation that comes about
   by reassembling existing
   components of a system.
   

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9. iPhone

   Next Gen Smartphone
   The original iPhone had
   arguably the same components
   as the leading Nokia phones.
   November 2007
   

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10. Methods
    Co-Design Workshops

    Resource: From user-centered to participatory design approaches.

    Design and the social sciences: Making connections.
    

    Use this exercise to include, and make sure, the people
    we are designing for are at the center or the process.
    Direct Experience 

    Storyboards

    Video Prototyping

    Resource: Using video for early interaction design. In Collaboration
    in Creative Design.
    

    Use this exercise to create a photo narrative of using a
    product or service when involving users is not possible.
    Use this exercise to create a video prototype to explain
    your idea or show how people might interact with your
    solution in the future, based off a scenario.
    

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11. Framework
    Reframe
    Architect
    Research
    Experience
    Research
    

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12. Research Rigorously test ALL your
    assumptions consistently, in
    addition to traditional qual/
    quant research practices.
    

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13. Level Therapy

    Mental Fitness Platform
    We included many different
    types of users from the very
    beginning.
    

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14. Methods
    Think-Aloud Protocol

    Resource: Protocol Analysis.
    

    Use this exercise to collect data about what your users
    are thinking are their are using your, or an existing
    product.
    Service Blueprints

    Resource: This is service design thinking: Basics, tools, cases..
    

    Competitor Analysis

    Resource: Competitive marketing: a strategic approach.
    

    Use this exercise to assess all of the steps - visible and
    invisible that exist in a system.
    Use this exercise to understand where your prototype
    fits in the market compared to existing solutions - offline
    and online.
    

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15. Framework
    Reframe
    Architect
    Research
    Experience
    Experience
    

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16. Too often, we try to
    design solutions without first-
    hand experience…still.
    For stigmatized
    communities the stakes are
    too high.
    Experience
    

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17. Exploration into community
    serving as active redundancy
    model.
    Repro Health

    Women’s Reproductive
    Health Platform
    Clinician
    Clinician
    Clinician
    Search
    100%
    9%41 AM
    Explore communities on Ally
    Community
    Anxiety LGBTQ+
    Settings
    Inbox
    Community
    Home
    1
    FOLLOWED
    EXPLORE
    

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18. Methods
    Autobiographical Diaries

    Resource: Diary and Narrative Methods. Research Methods in Psyc.
    

    Use this exercise to document your experience while
    using a prototype or product twice a day for five days.
    Empathic Modeling

    Resource: Empathic modeling in teaching design for all.
    

    Use this exercise to explore how your design applies to
    people with reduced sensory or physical capabilities.
    Use this exercise to assess a prototype or existing
    problem by assigning different team members to act out
    different roles of the scenario.
    Role-Playing

    Resource: Evoking the future. Drama and props in user centered
    design.
    

    

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19. Thank you -
    Send feedback!
    hi@danmmiller.com
    ADDC 2018
    Dan Miller
    

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