About the organization
The core principle of “Us Undivided” resolves around altering the perspectives of individuals. The aim is to transform the perception of certain matters from political entitlements into fundamental human necessities. “Us Undivided” aspires to foster unity in America by fostering this change in mindset, instead of perpetuating division over these issues.
Meet the partner
Georgia Patera
- Qualitative Researcher
- Innovation Strategist
Founder and storyteller of goodproblemsinnovation.com
Meet the team
Grace Fan
Man Sze Li
Yidi Xu
HEAR phase>doc presentation
Goal:
- Depoliticize basic human rights issues
- Reunite americans through shared values and believes
Method:
- Current social medias: instagram and tiktok
- Making informative videos on divisible issues
Design Challenges
The digital age, while offering unprecedented connectivity, has also given rise to echo
chambers, where individuals are often exposed only to information that aligns with their
pre-existing beliefs. Our challenge is multifaceted:
● Audience: How can we pinpoint and engage an audience in a manner that fosters
genuine dialogue and understanding?
● Message Distribution: How can we navigate the maze of self-curated media bubbles to
ensure our message reaches those who need to hear it most?
● Sustainability: In a rapidly changing world, how can we ensure our campaign remains
adaptable, relevant, and impactful?
. . . . .
CAT & Design Thinking Frames
Feedback: Adjustment on Framework
Shifting our focus from target audience to Attitudes: From Unaware>Disagree>Agree.
Getting to YES
The book focuses on mutual gains and fair standards. This approach aligns with our project’s emphasis on togetherness. By understanding basic human needs such as security, belonging, and control, we can craft messages that resonate deeply and foster collaboration.
“The most powerful interests are basic human needs. In searching for the basic interests behind a declared position, look particularly for those bedrock concerns which motivate all people. If you can take care of such basic needs, you increase the chance both of reaching agreement and, if an agreement is reached, of the other side’s keeping to it. Basic human needs include:
• security • economic well-being • a sense of belonging • recognition ”
CREATE phase > doc
Prototypes
Journey Maps and Goals
Outlined are journey maps and goals for different Attitudes:
- Unaware: Inform and transition to active participation.
- Disagree: Find common ground and foster active participation.
- Agree: Deepen understanding and encourage active involvement.
User Scenarios
Persona:
Derek White
Occupation: IT Specialist
User Scenario:
Derek White, a 40-year-old male, has been engrossed in his work and daily routine, often ignoring the latest campaigns or movements. He’s seen a few mentions of “Us Undivided” online but dismissed it as another fleeting internet trend. However, as he walks to his favorite coffee shop, he notices a poster with the “Us Undivided” logo. The repetition of the campaign’s name piques his curiosity. As he continues his walk, he encounters another poster, this time with an evocative image that reminds him of a personal experience from his past. The image stirs emotions within him, making him reflect on the importance of unity and peace.
Later that evening, Derek decides to look up “Us Undivided” on Instagram and TikTok. He’s pleasantly surprised to find content that resonates with his newfound perspective. The memes, in particular, align with his sense of humor and beliefs. Feeling a connection, he shares a few posts with his close friends. The next day, he grabs some “Us Undivided” stickers from a local event and proudly displays them on his laptop and water bottle. He even hands out a few to his colleagues, spreading the message of unity and togetherness.
User Story:
Walking through the city streets, Derek’s eyes catch a familiar phrase – “Us Undivided”. He recalls seeing it online but hadn’t given it much thought. Another poster, however, draws him in with its powerful imagery. It reminds him of a time when he felt isolated and yearned for unity. This emotional connection prompts him to delve deeper into the campaign. As he scrolls through Us Undivided’s social media, he finds himself nodding in agreement with the content. The memes, especially, make him chuckle and think. Eager to be a part of the movement, Derek shares the content with friends and proudly showcases the campaign’s stickers. He’s no longer just a passerby; he’s an advocate for unity and change.
DELIVER phase > doc
Final Prototypes
Immersive Experience:
TABLING
