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Meta-Sustainable UX:
Designing Compelling Arguments for
Low-Carbon Design
Jennifer Briselli
@jbriselli
the more things change…
1923
2016
1902
2016
2006
2016
the more they stay the same.
the more things change…
human beings are still human.
“”
The saddest aspect of life right
now is that science gathers
knowledge faster than society
gathers wisdom.
Isaac Asimov
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
so, the problem with science communication must be…
people are in denial
people are misinformed
people are irrational
the problem is…
 prove scientific consensus, out-reason them all!
 more facts! better education! science literacy!
 let’s just ignore them… maybe they’ll disappear.
…that’s not how it works.
Denial?
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
24 reject global warming
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
hierarchical
egalitarian
communitarianindividualist
gun control
HPV vaccine
compulsory health
measures
evolution
climate change
nuclear power
abortion
“Cultural Cognition of Scientific Consensus”
Source: Kahan, Dan M., Jenkins-Smith, Hank and Braman, Donald, Cultural Cognition of Scientific Consensus (February 7, 2010). Journal of Risk Research, Vol. 14, pp. 147-74, 2011
Fictitious
“experts”
&
two versions
of each
expert’s article
Asked participants: “Is this a knowledgeable and credible expert on…”
respondents who
agree the author is
an expert:
People generally trust science;
but our perceptions of scientific expertise and
policy implications are colored by our values.
Denial
Misinformation?
“How much risk do you think climate change poses?”
perceived
risk
science literacy
egalitarian communitarian
hierarchical individualist
Prediction:
better informed
more agreement
with consensus
“How much risk do you think climate change poses?”
perceived
risk
science literacy
egalitarian communitarian
hierarchical individualist
Result: for some,
better educated
more polarized views
opposing consensus
Overcoming a knowledge deficit or debunking
misinformation doesn’t guarantee a change in
attitudes or behavior.
Misinformation
Irrational?
“All that stuff I was taught
about evolution and
embryology and the big bang
theory, all that is lies straight
from the pit of Hell.”
Rep. Paul Broun
R-GA & member the House Science Committee
2007-2015
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
There is far too much information in the world for a human to
process, so we offload some of that processing through
identity-protective (“cultural”) cognition
which prompts us to align our perceptions with trusted or
symbolic sources within our own social in-groups
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
Rationality ≠ accuracy.
Identity-protective cognition is perfectly rational. It
helps us make sense of the world, though it leads
to errant perceptions of science & risk.
Irrational
maybe this is a design problem
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
“”
Everyone designs who devises
courses of action aimed at
changing existing situations into
preferred ones.
Herbert Simon
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
how do you design persuasion
for people (coworkers? clients?)
who don’t already agree with you?
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
communitarianindividualist
hierarchical
egalitarian
communitarianindividualist
Interference from
outsiders limits
personal freedom.
Collective assistance
and welfare structures
hold us back.
Freedom and competition
lead to human
resourcefulness and
innovation.
People should fend
for themselves and
leave others alone.
Human interaction
and compassion are
important.
People have a
responsibility to take
care of each other.
Collaboration and
solidarity make strong,
safe communities.
Everyone should be
willing to both help and
depend on others.
hierarchical
egalitarian
It’s ok to acknowledge
and even emphasize
differences.
It’s ok to distribute wealth and duty
according to class or expertise.
Roles should be differentiated in a
traditional manner.
Policy and social conventions
should support traditional
hierarchies and stability.
Discrimination is harmful.
Everyone deserves equal
representation in duty and fair
distribution of wealth.
Everyone should have access;
non-traditional roles are ok.
Everyone should be allowed to
participate; diversity is good.
communitarianindividualist
hierarchical
egalitarian
gun control
HPV vaccine
compulsory health
measures
evolution
climate change
nuclear power
abortion
Perceived
as Risks
communitarianindividualist
hierarchical
egalitarian
most people
extreme stereotypes
communitarianindividualist
hierarchical
egalitarian
What about you?
TL;DR
communitarianindividualist
hierarchical
egalitarian
Affirming
Threatening
harsh criticism of traditional
roles & industry
unrestricted competition,
threats to social supports
interference, constraints on
personal freedoms
denial of participation,
access, status
stability, authority, expertise
collaboration,
community, stewardship
resourcefulness,
independence, privacy
equality, access, participation
communitarianindividualist
hierarchical
egalitarian
Harsh criticism of traditional
roles & industry
Unrestricted competition,
threats to social supports
Interference, constraints on
personal freedoms
Denial of participation,
access, status
Avoid:
communitarianindividualist
hierarchical
egalitarian
stability, authority, expertise
collaboration,
community, stewardship
resourcefulness,
independence, privacy
equality, access, participation
Highlight:
One More Study:
Participants read an editorial story with specific framing:
anti-pollution or geo-engineering.
Then, they all read the same neutral, statistics-based article about climate change.
communitarianindividualist
hierarchical
egalitarian
“Climate change is a very real threat
to our planet and our way of life!”
“Climate change isn’t a thing.”
Usually:
The anti-pollution priming story accentuated conventional
anti-commerce and anti-technology themes.
Hierarchical-Individualists find these values threatening;
they discounted the statistics in the second article & expressed
even stronger climate change denial.
The geo-engineering priming story accentuated themes like
human ingenuity and entrepreneurial spirit overcoming natural
limits on commerce.
Hierarchical-Individualists find these values affirming;
they accepted the statistics in the second article & expressed
stronger acceptance of climate change as a threat we should act
on.
Framing climate change messaging with
identity-affirming meanings
can mitigate resistance & polarization.
HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow
Judge less, design more.
Jennifer Briselli
Managing Director, Experience Design
@jbriselli
jbriselli@madpow.com
Thank You

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HXR 2016: Sustainable Design -Jen Briselli, James Christie, Mad*Pow

Editor's Notes

  • #10: TECH SCI PROGRESS,, THOSE WHO RESIST
  • #11: CONSISTENT if NOT IDEAL
  • #13: DESCRIPTIVE, but not PRESCRIPTIVE… and it doesn’t get to HEART of WHY
  • #19: ONLY STUDY LINKING MMR VACCINE TO AUTISM 12 children Parents suing vaccine mfctr Never reproduced Retracted, fraud, etc
  • #20: BECAUSE -- VALUES
  • #21: Show you a few studies, CCP, based on work on MARY DOUGLAS AARON WILDAVSKY
  • #30: Irrational? IGNORE THEM?
  • #31: CANT IGNORE– in CONGRESS
  • #32: CANT IGNORE BOSS
  • #33: COWORKERS
  • #40: DESIGN information/communication
  • #41: NATURALLY GOOD AT IT-- COMPELLING
  • #54: More BROADLY….