Professional Documents
Culture Documents
EXECUTIVE SUMMARY
This report is an initial step in the search of a solution for the challenge of how to follow up
on former users of arts and creativity based organisations. This problem can be framed
inside the major one of measuring the impact of the organisations in the long term.
Therefore it should be considered essential for a complete evaluation of the organisation
work, being also key to the success of obtaining funding.
This short research has been carried out both among and for organisations that aim to
improve peoples lives through arts and creative activities. However the result is thought to
be applicable to a wider range of organisations.
A Service Design approach was taken to complete the research, being eleven organisations
and professionals interviewed. The initial ideas were tested with potential users and with
some of the organisations. The eventual selected idea was defined by the use of
storyboards and an initial blueprint. It was prototyped and tested. The feedback was used
along with further secondary research to improve the prototype and to test it again. As a
consequence of this process, the necessity of creating a new tool to develop the idea
emerged. This tool was also prototyped and tested with potential users.
In addition to the preferred solution, a number of other ideas were prototyped and tested.
Some of these are also presented in this report to provide a more complete picture of the
design process.
2
This research is not a finished and polished solution, rather it is a starting point for the
further development of a solution based in the creation of an online community through the
use of a bespoke private platform, in order to ensure the privacy, safety and intellectual
property of the generated data. This is especially relevant in the case of organisations
working with vulnerable people.
CONTENTS
BACKGROUND
Potential reach of the project
Benefits of arts
Impact and evaluation
Participation and social media
PRIMARY RESEARCH
Insights on the benefits of arts
Insights on the evaluation process
Insights on engagement
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6
7
8
9
13
15
16
18
19
IDEA GENERATION
Early phase
Writing a vision
Individual brainstorming
Ideation workshop
Idea selection and testing
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21
22
23
25
28
CONCEPT DEVELOPMENT
Origin
Purpose
Concept
Storyboard
Personas
First blueprint
Prototyping and testing
First prototype results analysis
Iteration
Designing a new platform
Blueprint
NEXT STEPS & CONCLUSIONS
Testing with a specific organisation
A framework for content creation
A question of time
REFERENCES
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50
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APPENDIX 1 73
BACKGROUND
This report provides an overview of the research process around the challenge of how
organisations can follow up on former users. The entities on which is based and for whom
this project is intended to, present some or all of the following characteristics:
They run long length programmes (minimum of 6 months)
One of their aims can be to improve peoples lives.
Among their intended outcomes are improving self-esteem, increasing confidence,
promoting wellbeing and ending loneliness
They can have an educational purpose
They use Arts or creative activities as a medium.
Developing artistic and creative skills can be their goal.
They have a charitable status.
1) consuming contents
2) interacting with contents
3) networking individual interaction in aggregate
4) networking individual interaction for social use
5) social engagement among individuals.
These stages are progressive and not all the projects require the 5 stages, as well as not
every user will participate in the same way.
This is clear in the case of Social Media, in which users can be divided in seven categories
(Forrester Research 2011), being the data for Europe and among users over 18 years the
following one:
Creators (32%)
Conversationalists (26%)
Critics (33%)
Collectors (22%)
Joiners (50%)
Spectators (69%)
Inactives (21%)
Therefore, It cannot be expected to reach all of the organisation users even with the best
social media campaign. As previously mentioned, a good facilitation is, however, essential
for success.
10
David Dubois, Marketing professor assistant at INSEAD, mentions three key points for a
successful social media campaign:
The use of a common language for users when talking about the product/activity
(social base)
The specification of common or individual goals that people will pursue
(social engine)
The setting of codified interactions or rituals based on shared symbols that
guide actions (social glue)
Among the numerous recommendations found on specialist blogs the most common were:
To set goals
Find your organisation voice
Engage with users, not only broadcast but also ask questions and comment on
their posts.
Share valuable information: tips, ideas, links from other organisations
Plan and create your content
Time your content
Be honest
Be visual
Measure results
Say thank you
11
Also Visser and Richardson (2013) state that the key element of a successful campaign is
a good timed content as a translation of the assets of the organisation in something to build
on. They further suggest four steps in the engagement process- reach, interest, involvement
and activate- establishing the rate of conversion from the first stage to the activation one in
1 user out of 1000.
12
PRIMARY RESEARCH
For the primary research semi-structured interviews were conducted, in person or via
Skype. The duration of each of these interviews was approximately of 45 minutes.
The interviewed organisations/professionals were:
Playful Communications
Theater Nemo (Glasgow)
Community Focus (London)
An Art Therapist working for the NHS
An Artist working in collaborative projects with different institutions
Space Unlimited (Glasgow)
Project Ability (Glasgow)
Edinburgh Museums and Galleries Outreach
Whale Arts Agency (Edinburgh)
A clinical psychologist
A Social worker working with young offenders.
All the information gathered through these interviews and from secondary research was
summarised in a deck of Index Cards (Appendix 1)
13
A comparative chart of the interviews was also created in order to look for
common challenges
14
The use of art based activities have a beneficial effect in peoples self-esteem.
It improves the concentration skills.
It is also a way of socialising.
It provides an opportunity to learn new skills
It provides an opportunity for enjoyment.
It changes attitudes from I CANNOT DO IT to a feeling of pride and achievement.
When trust is achieved people talk out and reveal fantastic stories.
Success key is in the course/activity facilitator. The most important skills are
empathy and listening.
It is also important to establish an appropriate level of challenge for each activity/
individual and to make them exciting and different every week.
The value can be seen in the change of attitude, stories, study cases and the
quality of the produced materials.
The impact is difficult to measure, because there are a lot of factors that have
an influence.
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16
In a later stage, more interviews were conducted among professionals that work in arts
based social interventions or in which creativity has a relevant role.
In most of this interviews questions about the evaluation process were asked. The main
take aways from the answers given are:
17
Insights on engagement
In order to know more about engagement, and more specifically with young people, some
interviews with professionals that have worked with young people were conducted. From
this research the main insights are:
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20
IDEA GENERATION
Early phase
The initial steps of the research pointed towards the challenge of how to evidence outcomes
based in the instrumental benefits of arts such as ending loneliness. As it is pointed out by
Dorst et al (2001) in the creative process there is not a clear division among the research
and the ideation phase. Due to this co-evolution in the problem-solution space two tools
were created and tested while the final problem was not entirely defined.
These tools, namely Mood Tracker and My Social City, are explained below, since they were
conceived to be part of the evaluation process. Thus, these two tools would be part of a
formative evaluation while the final solution would be more related to a summative
evaluation to which it would add a longitudinal dimension.
Moreover, a number of other ideas that add longitudinal dimension were prototyped and
tested. Two of them, the Timeline and the Stickers, are also explained in this report, with the
latter being the seed of the proposed solution.
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Writing a Vision.
In order to find a clear design direction a short project brief was written. Setting up the
desired result would help to know the previous steps that should been followed in order to
reach the goal.
Looking backwards it can be said that this small manifesto was quite ambitious and it still
maintaining the link with the problem of evidencing outcomes and therefore accommodating
the tools described above.
To create a series of tools that aim to help organisations to evidence the impact that their
long term programmes have in providing, improving and shaping individuals soft skills.
It also will provide a way of knowing the real impact in the long term not only by tracking
individuals after their leaving but also trying to create a quid pro quo relationship
22
Individual Brainstorming
A series of short sessions of
brainstorming were conducted
individually. In order to improve the
ideas a creative card deck was used.
This tool helped to look at the
challenge from different angles.
Among all the material generated a
timeline was the most remarkable idea.
Borrowed from the report New Lives in
the Making (Press and Cusworth 1998)
this tool aims to gather information
about former users since they left the
organisation.
The tool was designed in two formats. The first one is similar to the one used by Press and
Cusworth, while the second one uses the metaphor of a path and it comes with icons that
can be cut and pasted along the path.
Created as an alternative to conventional surveys, the Timeline/Timepath would be sent to
former users in order to gather stories, looking for learn about the impact of the
programme in the long term.
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A question to be explored is the way of sending the tool. Of course by e-mail is the
cheapest option for the organisation. However, if the intention is to boost creativity, it does
not look like the best option since it would require to print out the Timeline, requiring an
extra effort from the users. Being completed without being printed faces the problem of
the format of the document. Word looks like the best option because it is a common
format but is also a messy program to add drawings and pictures. Sending it by post is
probably more expensive but again it opens the doors to more actions that can encourage
participation.
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25
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Once the workshop finished, an affinity map was created. The ideas were grouped in ten
categories:
Pre following up
Surveys
Social Media
Trips
Competition
Observation
Task/Continue Creating
Stories
Party/Meetings
Others
This process made it clear that some of this ideas can be part of the same method and
also that they can be placed in different moments.
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tools/activities tried by the interviewee. The other, instead, made more general comments
about the evaluation process and about the necessity of longitudinal research.
However both considered competition as an incentive and the idea of sending a picture of
the time of the users in the programme or a similar item as a trigger of memories that can
encourage participation.
While one interviewee pointed out the importance of great stationery and the format in
getting better response, the other interviewee mentioned as key the simplicity and the short
amount of time needed to complete qualitative evaluations.
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Following these lines the most significant feedback about some of the tested tools is
highlighted.
Timeline/Timepath
The feedback from both organisations was positive. Thus, they highlighted as a good
resources to gather long term evidences, since there are not many longitudinal studies to
measure the impact of this kind of programmes. Their suitability for in depth courses that
try to improve employability skills also was suggested. The style of the instructions was
described as friendly and also the idea of sending an old picture to trigger emotions
appealed to the interviewees.
This Timeline was sent by e-mail to a group of 17 alumni of the University of Deusto.
(Spain) that graduated around 10 years ago. Unfortunately, no one answered the survey.
29
This absence of answer can be explained due to the limited number of people that was
requested to complete the survey. In addition, the intangibility of the medium can also
explain the low response. Thus, is the survey is not answer when the e-mail is open for the
first time, it can be easily forgotten since there is not a physical reminder and there is not a
prize or a punishment that acts as a reminder.
Timepath
As far as the Timepath was concerned, the shape of the path was mistaken for the ups
and downs of life by one of the organisations. This would need to be taken into
consideration in any further development, which would also include perspective in the
drawing of the template.
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My Social City tool generated a positive reaction with its better suitability for younger
rather than older users,being pointed out. The inclination of younger people to express
who they are was mentioned as main reason. In addition, the difficulties of using the tool
with older users with mobility problems and dementia were remarked. Thus, the
simplification of the tool by providing all the shapes and icons already cut and ready to just
arrange them was suggested. When asked about the metaphor the interviewee stated that
was appropriate and that specifically creative people could enjoy it.
From the second interviewee the answers were again more generic. This person
highlighted that the evaluation tools work depending on the context, pointing out that for
his organisation would not be fully applicable because its programmes do not have a clear
termination. It was also mentioned that the tool could be useful for the individual but that
not everybody would be up to complete it.
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Mood Tracker
This tool was developed in order to help organisations to visualise the outcome of
improving wellbeing and it is thought to be included as an evidence in the evaluation
reports. It is explained here because it can also be useful to monitor the drop-off of the
benefits experimented by the user as a consequence of the time spent in the organisation
and, therefore, it provides a longitudinal dimension.
The Mood Tracker is an easy way of recording the emotions experienced each day and
also the underlying reasons. It can be helpful to find patterns and to improve the
self- awareness of the user. Despite the fact that there are apps with similar aims,
handwriting enables reflection and can be much more cathartic than writing in a small
keyboard. It is also accessible to everybody and can be a trigger to start conversations.
This template is to be used during the length of the programme as a personal exercise.
Simply marking with a dot in the smiley that represents the experienced mood, in the
morning and in the evening. Another dot during the afternoon can be added too. After
marking the mood reflections about the reasons, if any, can be made in the Why? box.
At the end of the programme the users will finish with a graph that records their moods.
This graph can then be cut and used as evidence for outcomes related to wellbeing since
if the project is helping to improve the users wellbeing, this would be reflected in a more
stable and positive mood.
Feedback from the users:
The Mood Tracker was tested with six people for a month. Most of them liked the idea and
thought that it could be useful to raise self-awareness, with only one of them not
understanding the purpose of the tool. However no one of them was able to complete it.
Most of them just forgot using it some days and two of them did not even start it.
Improvements such as providing more space for writing and recording the data were also
made. Some users suggested that the tool should be more visual and digital to allow it to
be carried everywhere and set up reminders.
Despite the fact that none of the users completed the Mood Tracker, the feedback is
considered positive because most of them saw the value in it. As far as the problem of
forgetting to use it is concerned, this is not as worrying as it would appear because it is
intended to be completed at the start and/or end of each session with the organisation, so
they could be reminded by the tutors.
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35
Stickers
The concept has been borrowed from a
project of the MuRAC museum/ artistic
initiative based in Spain. The idea is
basically to give the users some
stickers with the organisation logo or
programme name before they leave.
The users should then take pictures of
their subsequent works with the sticker
and upload them to the online gallery of
the organisation. It could be also
found objects(a tree, a nice house,
an old bench) in that way the user
becomes curator of the organisation
virtual collection..
This idea got positive feedback, with the only objection being a concern about where the
stickers would be stuck. The interviewees considered that it could work nicely if properly
encouraged and also depending on the group. The incorporation of digital resources was
also appreciated.
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CONCEPT DEVELOPMENT
Origin
The origin of the solution is the aforementioned idea of the Stickers. These have been
substituted by a self-standing three dimensional object to avoid troubles with the
placement of the stickers. It has been also decided to move the focus from the
organisation to the individual, so the object would be a representation of the user or could
even become a dreamed alter ego.
Moreover, the idea of recording meaningful moments with a small figure in them recalls the
sweetness and sense of humour of the French film Amlie (2001)
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Purpose
The main aims of this solution are:
To create a platform to host the community that ensures a safe data sharing
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Concept
MiniWorld is an online community in which the former users of an organisation post
content about their projects once they have left the programme. The community is
intended to host projects mainly related to the programme contents but is also possible to
move to the terrain of the personal or to another peripheral subjects on occasions.
The main characteristic of the posts is that they should be mainly photographs and videos
taken by the users with their MiniMe in them. The MiniMe are little wooden figures
customised as the users alter ego.
Initially the community would be facilitated by the organisation and it would have a
gamification component in order to encourage participation.
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Storyboard
A storyboard was created to understand how MiniWorld project would work.
1 The organisation arranges a short workshop before of the end of the course. In this
workshop small peg people are provided along with materials for their customisation.
This activity is intended to create and attachment feeling towards the peg person in the
user. The quality of the resulted MiniMe can vary depending on the scope (if the main
activity is on crafts and arts or not) of the organisation and also on the skills of the user.
Alternatively a customization kit with the explanation of the project can be sent by post
to users that have already left the service.
After the customization activity is finished the purpose of the activity is explained in
relation to idea of a community creation.
The organisation invite them to the group. Users download the app.
5
6
Users start taking pictures of their projects, inspiration places etc. with their MiniMe in
them. They upload the pictures to the group and comment on others posts.
The organisation collects stories and data from the pictures and comments.
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7
8
The organisation also posts pictures, makes comments and asks questions to try to
encourage participation.
There is also a gamification component.
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Personas
These organisations had a wide range of audiences. Which may vary from programme to
programme. In order to define the features of the MiniWorld project three different
personas have been created. Each of these represent a type of user and they are created
based in testimonies and stories found on the websites of the researched organisations.
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43
First Blueprint
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Prototyping
A first prototype of the project was created using Facebook as a platform. Thirteen people
were invited to participate in the test. All of them from aged between 20 and 40 years old
and IT literate.
The instructions for the participation in the test were given in small groups and individually.
Some of the users took part in a short workshop to transform the wooden figures in MiniMe
and to explain the project. These informal activities were conducted in an individual
basis and run for approximately 40 minutes. The users engage deeply with the activity and
enjoyed it.
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Despite the majority liking the idea, the participation was still low. Some of the reasons
mentioned to explain this were technical problems but the majority of the participants
pointed out having forgotten or lost the MiniMe. Other comments made reference to a
discomfort related to the look of their MiniMe.
One of the most valued things was the customisation process, being described as very
enjoyable and fun by several participants. Another positive points that were mentioned are
the paying of more attention to daily life and small things, the use of it as a dream
projection and the interactions and sense of game showed in the pictures of several
MiniMe together.
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Less positive elements mentioned by some participants include not being a big fan of
Facebook and therefore not being very used to post content or making comments. The
necessity of making sure that everybody has access to the tools to customise properly the
MiniMe was also mentioned, as well as a proper explanation of the activity, with more
specific guidelines to understand better what should be posted and what avoided.
Take aways
Customisation process is very important for creating a personal attachment with the
MiniMe.
Solution: Running a collective activity to customise the MiniMe providing
access to proper tools to do it.
Provide more specific guidelines about what to post and what not in order to avoid
trivialization.
Solution: Specific Tasks
4.
Give incentives and try to make the activity rewarding on a personal level.
Solution: Gamification
Solution: Posibility of showing own work and learning from others
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Iteration
After analysing the process and the feedback given by the users some changes were
introduced in the group.
In order to make the content more specific the participants were asked to complete an
easy task everyday. These required carrying out activities like introducing the MiniMe,
showing the workspace, the favourite place in the city, presenting your last project etc.
To encourage participation a score system was introduced in the community. Points were
given for every post. The posts in response to the daily task provided one point, while
others provided two points. Commenting on other participants pictures was also awarded
with one point. In addition a final personalized prize was promised for the winner. The prize
was intended to complement the reward that the community can provide in terms of
personal creativity, learning or reputation.
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Participation Analysis
Despite the changes introduced in this second phase, the level of engagement did not
increased substantially. The uploading of pictures went up but it took place among a
reduced number of users. Although the amount of comments and likes was higher and
more distributed among the group members, most of the tasks were not completed.
When asked about the competition as an incentive the majority of the participants stated
that they were not interested in the competition or in the prize.
The main reason for this low participation is perhaps that the users did not share a strong
common interest. This lack of thread outside of the use of the MiniMe made difficult the
creation of content through which the engagement could be achieved.
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guarantee the data protection of their students (Fox 2014) In particular Stanford is using
Omlet for building group chats for students. Omlet is a great chat application that allows
users to create discussion groups, sharing pictures and videos with their contacts. Omlet
encourage the use of cloud systems like Dropbox and Box to store the data.
For the purpose of creating a bespoke solution we took as inspiration some of the useful
features that it presents. The main reason to not adopt this solution is that it lacks of some
features that can add extra value to the final solution such the possibility of uploading files.
However, before starting to design an specific platform it would be advisable to prototype the
community using this tool since can be found good enough in terms of costs and benefits.
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Flickr
FourSquare
Photo/video
uploading
Comments
GPS
Individual
gallery
Need of being
friend to access
other peoples
galleries
In the version
for computers
is possible
to enter the
longitude and
latitude
Group
Who is close to
you?
Follow/Friends
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Camera
o
o
o
o
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My Gallery
o Individual privacy settings for each photo and video
o Photos gallery
o Video gallery
o Albums
o Board to collect links, documents, other peoples pictures.
o Sharing photo and videos with the group, individuals, via Facebook,
Twitter, e-mail, Google Drive
o User profile
o Creation of a Digital MiniMe
o Portfolio building: Allows to select photos from the gallery, to arrange them
and to export the selection as a PDF or to get a link to be share with others.
o Timeline (built by the user, it does not contain all your publications,)
General view
View per year
Add text, Drag videos and photos
Privacy setting, if public will appear in the users profile
Shareable in PDF or link (can be used as a portfolio)
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MiniWorld
o Invited by the organisation. Possible to be member of more than one
group.
o Photo and video upload allowing comments, tags and geolocation.
o Files upload
o Comments
o Likes
o View of members profile
o Events arrangement
o Quick Surveys
o Private messages to the organisation and to other users
o Chat by proximity
o Following members
o Check in
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Messages
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Users Feedback
The paper prototype was tested with several users. None of them considered
themselves as a tech savvy person, and one of users did not have a smartphone.
The feedback was very positive as all of them stated that the application was easy to
use and very intuitive. About the functionality one of the users mentioned that perhaps
it included too many things and that the part of the boards did not make too much sense
for her. A lack of understanding for how the timeline and the PDF creation could be used
was also detected. Thus, the utility of these features had to be explained again. This fact
should be taken into consideration for the future in order to improve the communication of
the possibilities that the application offers.
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Blueprint
PRE
AWARE
JOIN
-Attendance to MiniMe
customisation and project
explanation Workshop
-Social Media
-Getting a letter with a kit to
create your MiniMe
TOUCHPOINTS
-Activities
-Workshop spaces
-Staff
-Social Media
-Workshop
-Letter
-Social Media
-List on paper
-E-mail, Phone, in person
-Staff
FRONTSTAGE
-Classes
-Support and advice
-Learning how to use the
application
-Workshop facilitation
-Workshop activities
preparation
-Workshop arrangement:
place, time, materials.
-Confirming postal addresses.
-Prepare the kit to be sent.
--Writing instructions
-Technical Support
-Peg People Stock
USER
BACKSTAGE
INTERNAL/
EXTERNAL
PROCESSES
-MiniWorld Application
Purchase
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USE
MAINTAIN
LEAVING
-Content generation
-Conversations with other users
-Sharing, posting, liking..
-Arranging online activities
-Taking part in off-line activities
-Buying more storage space/deleting
content/ off-line storage
-MiniWorld App
-Reminder E-mail
-MiniWorld App
-Organisation Premises
-Staff
-Reminder E-mail
-MiniWorld App
-Reminder E-mail
-E-mail to thank the user and to
ask feedback
-Group facilitation:
-Content Posting: links, tips,
organisation news
-Support: Technical & Physical e.g.
MiniMe replacement
-Group facilitation
-Content Posting
-Offline activities proposal
-Competitions proposal and delivery
-Content Creation
- Data and Stories Gathering
-Data Analysing
-Information synthesis
-Report writing
-Technical Support
-Outcomes communication
-Technical Support
-Outcomes communication
Technical Support
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The research also proves that a sense of reward must be achieved in order to maintain
the participation. From the results of our second prototype it can be said that participation
increased. In this second test gamification was introduced, however, the feedback given
by the users do not point towards this as a direct prompt of participation. Therefore we
can conclude that although competition can encourage users to take part, the way of
ensuring this is through providing reward in form of personal growth, knowledge and skill
acquisition, sense of achievement and proud etc. This again is normally achieved through
content. Nevertheless, actions such a competitions with material awards that fall in the
above mentioned categories could be also proposed occasionally in a later stage of the
community development. These awards could be events happening outside of the digital
such the exhibition of the winner pieces of work, the celebration of an auction and the
attendance to certain course to improve specific skills.
In other words competition can be used to maintain participation and as a decoy but not so
much as the basis to create a long last community.
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A question of time
As pointed out above building a community is a question of time. The reviewed literature
suggests a minimum of 6 months to be able to develop a healthy community.
Time is necessary to get use to the platform and also to the rest of the users. The
feedback given by the participants of the prototypes suggests in the majority of cases that
not knowing other members of the community is not making them feeling uncomfortable.
However, the activity of the users shows that interactions among users that do not know
each other took a little more time to occur.
As time is needed to build and to consolidate here it is suggested that organisations
implement the creation of the community with enough time before the users leave. This
will allow not only the conducting of the initial MiniMe customization workshop and to solve
enquiries about the use of the app for the less tech savvy, but also the encouragement of
people to participate in the online community directly, with the running of actions combining
both off and online participation.
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After having taken into consideration all the aforementioned next steps
and conclusions, it can be affirmed that MiniWorld is a potential answer
for capturing users over time that will enable the organisations to find
out the real impact of their activities in the long term. This is essential
not only to design new activities and to improve the organisation
performance, but also to make arguments for getting funding and
institutional support.
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org/courses/social-impact-2/ 72
APPENDIX 1
INDEX CARDS
Some of the Index
Cards used during
the research in
order to arrange
the information
and to make its
use easier
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77
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79
80
81
82
83
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