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Stage two, ideation
Elito
Method
What we did
How did the insights from the first research stage translate into design requirements for the speculative prototype? The Elito method was "used to develop solid design arguments grounded in research observations and anchored to business directives"[1]. Ultimately, the Elito method helped synthesise the key findings and insights required for an informed prototype, Social Bubble, to best answer how brands can build trust with generation z while delivering personalised advertisements. The tool enables the movement from insight to idea, forming a "design argument"[2]. This logic line consists of five stages, with each entity asking its own question. The first three entities of the Elito method overlap with the analysis of the laddering stage, enabling a natural progression between insight to synthesis and concept ideation. So, I included key insights from the laddering interviews, supported by the brand experience workshops, and converted them into six concepts and metaphors presented in the table below.
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Speculative Design
"Beyond the realm of global commerce, discursive design embraces a more expansive role for the designer, that of the engaged citizen, sociocultural critic, activist, researcher, educator, and provocateur"[3].
Imagining future worlds
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I decided to adopt the role of speculative designer due to the potential to imagine. Speculative design, also known as discursive design or design fiction, involves "the creation and use of real-seeming hypothetical objects, and other media, to explore imaginary narratives and contexts"[4]. Learning by imagining between the realm of plausible and possible future worlds is an interactive method that helps answer research questions through exploration. 'Designing as critique' helps produce testimonials of possible futures, whilst shining a critical light on our existing normality[5]. My use of speculative design is how Social Bubble came to be. I imagined a future of new possibilities in response to the problems and wishes of my generation z participants, looking toward a cookie-less world. My speculation intended to be thought-provoking, both for my participants but also for me as the designer, where I was able to learn during and from the creative process.
Prototype
Grounds for (cookie) divorce
For my prototype to answer my research question, I wanted my speculative imaginings to look beyond the near future of the loss of cookies. Since the start of my project journey, I seemed to be followed both online and in-person by ads from industry players looking to solve the cookie crisis with their privacy-protecting business models. While this was positive, if not slightly creepy, exploring these case studies helped develop my understanding of where private data management is heading. At this stage, however, it was important for me to come back to my research question. How can brands build trust with generation z while serving personalised ads in a post-cookie and post-privacy world?
Having initially planned to explore the futures made possible by Google's FLoC, I realised the limitations created by Google's restrained (and ever-delayed) proposals. Therefore, when conceptualising Social Bubble, I decided to focus less on the technicalities of designing the new service around Google's algorithms and digital infrastructure. Instead, I focused on creating a long-term solution that addresses the morality and value discussions that my research question raises around the core values of trust, privacy, and personalisation.
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Imagining future worlds
What
is
privacy?
Whom
do I
trust?
During my stage one interviews, I quickly got the impression that my participants simply were not interested in my research. "I don't know anything about cookies". "I just click accept". While initially, I did find this disheartening, I began to see it as an opportunity as these thoughts led to discussions surrounding 'what is privacy?' and 'whom do I trust?'. This is where I began to feel inspired by the direction of my research. The evident lack of concern and interest in cookies, when challenged with the possibilities of a cookie-less world, was contradicted by my participants taking an interest in increased data control. I saw this contradiction as my door of opportunity left slightly open for a service or product to reinspire their trust with brands in what seemed like a dire and ineffective existing landscape. This brainwave allowed me to set a goal: can I create a speculative service that would inspire brand trust when serving personalised digital advertising?
Referring to the Elito cheat sheet that synthesised my stage one findings was crucial in highlighting the features required for my speculation.
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First, to regain trust, my speculative design needed to empower users to personalise multiple aspects of the experience, including a purpose they felt passionately.
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Generation z want to feel part of a process and know that this process is doing good. This maintenance of control needs to be constantly accessible.
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Next, full transparency surrounding data privacy would prohibit users from feeling taken advantage of. The speculation would need to make its users feel comforted that what they want to remain private, is private.
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It shouldn't be overcomplicated with techy jargon that instantly creates mental barriers to challenge their trust; they should feel secure in their position of control, rewarded for their cooperation, and not targeted by leeching data hoovers.
[1] Hanington, B. and Martin, B., (2019). Universal methods of design expanded and revised: 125 Ways to research complex problems, develop innovative ideas, and design effective solutions. Rockport publishers.
[2] Hanington, B. and Martin, B., (2019). Universal methods of design expanded and revised: 125 Ways to research complex problems, develop innovative ideas, and design effective solutions. Rockport publishers.
[3] Tharp, B.M. and Tharp, S.M., 2019. Discursive design: critical, speculative, and alternative things. MIT Press.
[4] Hanington, B. and Martin, B., (2019). Universal methods of design expanded and revised: 125 Ways to research complex problems, develop innovative ideas, and design effective solutions. Rockport publishers.
[5] Dunne, A. and Raby, F., 2013. Speculative everything: design, fiction, and social dreaming. MIT press.
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