I would like to acknowledge the people of Aiyana Acevedo-Pun s3430832
Cultivate. Design Research Report, 2019
Supervisor: Areli Avendano
RMIT University School of Architecture and Design Bachelor of Industrial Design (Honours)
the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nations on whose unceded lands we conduct the business of the University. I respectfully acknowledge their Ancestors and Elders, past and present. I would also like to acknowledge the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business.
Special thanks to everyone who made this project possible by sharing your stories. Dedicated to: Luis, Maria & Mum, gracias por tu fuerza.
4
Declaration and statement of authorship Plagiarism includes the act of assisting or allowing another person to plagiarise or to copy my work. I agree and acknowledge that: I have read and understood the Declaration and Statement of Authorship above. I accept that use of my RMIT account to electronically submit this assessment constitutes my agreement to the Declaration and Statement of Authorship. If I do not agree to the Declaration and Statement of Authorship in this context, the assessment outcome is not valid for assessment purposes and cannot be included in my aggregate score for this course. Further information relating to the penalties for plagiarism, which range from a notation on your student file to expulsion from the University, is contained in the Student Conduct Policy. 1. I have not impersonated, or allowed myself to be impersonated by any person for the purposes of this assessment. 2. This assessment is my/our original work and no part of it has been copied from any other source except where due acknowledgement is made. 3. No part of this assessment has been written for me/us by any other person except where such collaboration has been authorised by the lecturer/teacher concerned. 4. I have not previously submitted this work for this or any other course/unit. 5. I give permission for my assessment response to be reproduced, communicated compared and archived for the purposes of detecting plagiarism. 6. I give permission for a copy of my assessment to be retained by the university for review and comparison, including review by external examiners.
I understand that: Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to exclusion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited.
5
Project Abstract Globalisation has led to the development of multicultural
The application acts as a library of information and activities
societies in major cities across the world. Melbourne is one
centralized around three concepts, ‘know yourself’, ‘explore’
of many that are balancing diverse cultural norms, language,
and ‘challenge’. These components provide a framework
accessibility, and communities. As such, I believe it is a social
that encourages individual learning, personal development,
imperative that communities be given the power and control to
community building, connection to existing cultural resources
contribute to the cultural commons of Melbourne and embrace
and support for local businesses. In providing immersive
our ethnically diverse citizens.
experiences, Cultivate. aims to enhance the way we learn about our values and the culture of others.
Cultivate. is a cross-cultural tool in the form of a digital platform and application. It works to empower individuals to
I hope this project acts as an example of the many ways
demystify perceptions between various ethnocentric cultures.
design can be utilised to address social issues. Its mission is
It offers a place of opportunity for self-cultural exploration, and
to challenge the apprehension of immigration in Australian
critical reflection to encourage users to have an active role in
society and globally, ensuring we can all continue to,
their cultural learning.
experience, explore and celebrate diversity. Figure 1-1 Preview of Cultivate. Final outcome visual abstract (2019)
6
KNOW YOURSELF
EXPLORE
CHALLENGE
The cultural toolkit for multicultural cities. Explore what diversity has to offer and find cultural activities near you
7
TABLE OF CONTENTS PROJECT OVERVIEW
RESEARCH
16
26
DESIGN DEVELOPMENT
EVALUATION 8
108
78
122
140
142
OUTCOME
REFLECTION
LIST OF REFERENCES
149
APPENDICES 9
LIST OF APPENDICES PAGE
10
A
Ask us anything, University of Sydney
148
B
Service Design Case Studies
150
C
Visual Media Case Studies
161
D
Collected stories of Migration and Cultural Identity
164
E
Site Visits: Observational Notes & Photographs
169
PAGE
F
Understanding Culture Survey - Collecting User Insights
148
G
Supporting Cultural Diversity - Stakeholder Insights
150
H
Diversity Workshop: Notes & Materials
161
11
LIST OF FIGURES Abstract
Research
Figure 1-1
Figure 3-1
Preview of Cultivate. Final outcome visual abstract (2019) 6
Project Overview Figure 2-1
Figure 2-2 Figure 2-3 Figure 2-4
Summary of demographic findings and cultural diversity, primarily information collected from Australian Bureau of Statistics, 2016 census (2019) 15 The personal journey of reconciling your cultural identity (2019) 17 Core Aims for the Design inquiry (2019) 18 Visual timeline of methods and design process towards the final outcome 20
Figure 3-2 Figure 3-3
Figure 3-4 Figure 3-5 Figure 3-6 Figure 3-7 Figure 3-8
Figure 3-9
12
Illustration of research concepts, self-illustrated. 2019. 24 We can travel almost anywhere in the world (2019) 26 Graphic for ‘Sustainable Development Goals’ (SDG’s) by the United Nations, 2015. Available at https:// www.un.org/sustainabledevelopment/sustainabledevelopment-goals 28 Global migration, diversity paints a unique picture (2019) 29 The experience of the Bi-cultural phenomenon (2019) 31 Understanding vocabulary of recognised types of displacement (2019) 32 Considerations of challanges faced by refugees in their host countries (2019) 34 We are Here Demonstrations in the Netherlands in front of the Royal Palace Amsterdam Available at: https://vluchtverhalen.nl/we-are-here-wij-zijn-hier/ 35 Focal points of Maslows Hierachy of Needs. (2019) Based off various depictions of Maslow’s Hierarchy of
Figure 3-10 Figure 3-11 Figure 3-12 Figure 3-13 Figure 3-14
Figure 3-15
Figure 3-16
Figure 3-17
Needs. Available at: https://www.simplypsychology.org/ maslow.html 36 Different but same? (2019) 37 Culture is like a puzzle, everyone creating something together (2019) 39 Identification of contribution towards social impact between customers and stakeholders (2019) 41 Screenshot of public website for ‘Family by Family’, Our Impact - Goals for Change (2019) 42 Historical Artefact: Brass ‘White Australia’ protection badge, 1906. National Museum of Australia. Available at: https://www.nma.gov.au/defining-moments/resources/ white-australia-policy 45 Infographic representation. Figures at a Glance. UNHCR (2019) An overview of global displacement of people. Available at: https://www.unhcr.org/en-au/figures-at-aglance.html 46 Illustrated reference of TRA categories of travel purposes outlined in ‘Tourism Forecasts 2017’ (2019) 47 Net overseas migration demographic breakdown. ABS (2018) Available at: https://www.abs.gov.au/ ausstats/abs@.nsf/Latestproducts/3412.0Main%20 Features42017
Figure 3-18 Figure 3-19 Figure 3-20 Figure 3-21 Figure 3-22
Figure 3-23
-18?opendocument&tabname=Summary&prodno=341 2.0&issue=2017-18&num=&view= 48 Curated list using information from City of Melbourne and respective websites of the listed events (2019) 49 Using design for social impact, designing with empathy (2019) 55 Advancing and shrinking tech makes communication easier each generation (2019) 56 Screenshots of CultureMee Application (2019) 58 The six phases visualised as described by MOOC’s in Gamification Design. Areas of interest highlighted in orange (2019) 60 Map of CERES garden, site visit observing community learning services present in Melbourne (2019) 63
13
Design Development Figure 4-1
Figure 4-2 Figure 4-3 Figure 4-4 Figure 4-5
Figure 4-6
Figure 4-7 Figure 4-8 Figure 4-9
14
Representation of Design Process based on Design Council’s, ‘Double Diamond’ (2004) framework for design innovation (2019) 77 Understanding the customer segment and building personas (2019) 78 Connecting the user to cultural resources through digital means (2019) 80 Rough attempt at MECE strategy, tool developed by Barbera Minto | Personal Sketchbook (2019) 81 Understanding existing types of cultural events, mindmaps to structure critical thinking Personal Sketchbook (2019) 82 Overview of ways to increase cultural understanding, mindmaps to structure critical thinking | Personal Sketchbook (2019) 82 Function mapping of complete service concept | Personal Sketchbook (2019) 83 Function mapping of Challenge component concept (2019) 84 Function mapping of Self-reflection component concept (2019) 84
Figure 4-10 Figure 4-11 Figure 4-12 Figure 4-13 Figure 4-14 Figure 4-15 Figure 4-16 Figure 4-17 Figure 4-18 Figure 4-19 Figure 4-20 Figure 4-21 Figure 4-22
Function mapping of Explore component concept (2019) 84 Exerpts from Mixed Race Faces Website with silhouettes| Self - illustrated (2019) 87 Persona Empathy Map, Insight into Sara (2019) 88 How the service will help Sara explore her cultural heritage (2019) 89 Understanding the user experience, insight into personas: Sara (2019) 91 Business Model Canvas, work in progress (2019) 92 Initial service blueprint map, work in progress (2019) 95 Word map identifying key themes from research | Personal Sketchbook (2019) 96 Samples of variations of colour and pattern. Sticker/ decal concept experiments (2019) 100 Samples of variations of colour and pattern for business cards (2019) 101 Close-up of interface wireframe sketches (2019) 102 Initial digital wireframe prototype. Experimenting with content and space (2019) 102 Secondary revision of wireframe for user testing and review (2019) 104
Evaluation
Outcome
Figure 5-1
Figure 6-1
Figure 5-2 Figure 5-3 Figure 5-4 Figure 5-5 Figure 5-6
Figure 5-7 Figure 5-8 Figure 5-9 Figure 5-10
Balancing insights and ideals to inform the design outcome (2019) 107 Impacts and Aspects Matrix Assessment Prediction (2019) 108 Description on specific Impacts and Aspects Prediction (2019) 108 Iterative cycle of risk assessment and management (2019) 110 Risk analysis in potential user journey experience (2019) 110 Internship with One Love Australia. Photo with my supervisors Jamal and Joel at ygap accelerator. (2019) 112 Consultation with Areli, discussion and critque of design development (2019) 112 Collated perspectives from focus group review (2019) 115 Photographs from focus group session (2019) 115 Post-evaluation decision making (2019) 116
Figure 6-2 Figure 6-3 Figure 6-4 Figure 6-5 Figure 6-6 Figure 6-7 Figure 6-8 Figure 6-9
Complete journey map outcome visualisation (2019) 122 Final prototype of Cultivate, business cards (2019) 127 Final prototype of Cultivate, stickers and decal examples (2019) 128 Digital mockup of decal/stickers in use in participating partner outlets (2019) 130 Digital mockup of public advertising of Cultivate launch (2019) 131 ‘Know yourself’ home page overview and details (2019) 132 ‘Explore’ home page overview and details (2019) 134 ‘Challenge’ home page overview and details (2019) 135 Final business model visualisation of outcome (2019) 136
Reflection Figure 7-1
Photographs of the of discovery and process (2019) 139
15
PROJECT OVERVIEW The Facts Theres no doubt Australia is diverse, the Australian Bureau
experiences. These experiences are nothing new however,
of Statistics (ABS) collects data from millions of people.
Australia has had a long standing history with aversion to
The question is, how do we understand the enormity of
immigration. The ‘White Australia’ policy has long since been
development migration has brought to Melbourne?
abolished but there remains political leaders insistent on border protection and homogenisation of Australian culture.
16
According to the ABS, close to half of the Australian population
Australia has been critised globally for its use of detention
surveyed are classified as first and second generation
centres to control immigration. The country still remains
Australians. With such a large representation of ethinically
divided on the issue. This highlights the continual fear of the
diverse people, there is going to be many contrasting
‘other’ that dominates mainstream media.
190
Top countries of ancestry
FACE THE FACTS (2014)
DIFFERENT COUNTRIES
1 IN 5
EXPERIENCED RACE-HATE TALK
49.3%
1ST AND 2ND GENERATION AUSTRALIAN
6 150 051 born overseas
300
Figure 2-1 Summary of demographic findings and cultural diversity, primarily information collected from Australian Bureau of Statistics, 2016 census (2019)
1
United Kingdom
2
New Zealand
3
China
4
India
5
Phillipines
different languages spoken
17
The Design Inquiry As a second-generation Australian with two migrant parents, I
understanding how and why migration impacts identity and
experienced three cultures simultaneously. Growing up, people
why exploring self-cultural identity can help us connect and
were intrigued by my ambiguous features followed by a quick
build empathy for each other. I wanted to use this project to
game of guess who? Often harmless, this kind of banter is
explore how design can facilitate and inspire global citizenship.
common. The problem begins when the conversation turns into proving for example, whether you’re ‘really’ South American if you can’t speak Spanish. This is where I’m prompted to question, when did it become acceptable for others to set boundaries around how you identify with your family history? This was the beginning of my exploration into how Industrial Design can address the complexities of cultural identity and belonging in a globalised world. I focussed my research on
18
How can design enable self-cultural exploration among culturally diverse young adults and create greater awareness of identity and belonging?
Belonging
Upbringing
Language
History
Education
Environment Tradition Opportunity
Figure 2-2 The personal journey of reconciling your cultural identity (2019)
Family
19
Core Values After defining the Design Inquiry, I developed a list of aims for the developed outcome. Based on the literary and media research I conducted throughout the first semester, I began to understand some of the parameters I wanted to set. These three values helped guide the design development process and ensure my decisions maintained aligned with what I understood from my research.
Socially mindful Does it empower individuals and communities? Does it attempt to improve relationships and
Each value inspired me to consistently question my concepts and stay true to designing for people and purpose.
Figure 2-3 Core Aims for the Design Inquiry (2019)
20
social interactions between diverse people?
Economic
Immersive
Is it accessible to a wide range of the public?
Does it encourage active cultural learning? Can
Can the proposition be sustained if it prioritises
it help create new and powerful experiences
social value over profit?
and memories of culture?
21
Process The project attempted to understand how globalisation has
01. Literature & Media Research
impacted our modern social conditioning and how this has translated through cultural identity and belonging. Throughout
03. Reflexive Research
2019, I experimented with different types of interactions that would help uncover stories of pride, regret, shame and inspiration from diverse Australians. Industrial Design within the social impact space was immensely challenging but greatly rewarding. I was able to connect with
MAR ‘19
diverse people and hear their unique stories and relationships to migration and culture. Using these insights and research to inform my design solution was possible by leveraging methods from social, UX, service and co-design practices. 04. Collaborative Brainstorm
(Refer to pg. 66 for details on methods)
Figure 2-4 Visual timeline of methods and design process towards the final outcome (2019)
22
02. Unstructured Interviews
12. Benchmarking
09. User-Experience Design 05. Co-design Workshop
07. Site Visits
11. Focus Group
NOV ‘19 Future Growth
08. Case Study Analysis
06. Digital Survey 10. Professional Practice
13. Expert Review
23
24
PART 1 25
RESEARCH My research was focussed around cultural identity and social inclusion, specifically looking at the demographic of Melbourne. This was useful in understanding how
FIELD OF RESEARCH 1.1 Globalisation
29
1.2 Self Actualisation & Belonging
38
1.3 Service & Co-design
42
diverse communities co-exist in multicultural cities and how this effects cultural identity, wellbeing and sense of belonging. This phase was particulary complex as it required an understanding of larger factors such as globalisation and its influence on migration. I explored perceptions through media, case studies and sociological theories exploring how we access culture and ways culture is expressed in the modern world.
26
CONTEXT & APPLICATION 2.1 History of Migration in Australia
46
2.2 Cultural heritage
52
2.3 Information Communication Technology
58
2.4 Community learning & Human-centered design
64
METHODS
68
Self-sufficiency Service & co-design
Recognition
Systemic change
Displacement
Sustainable cities
Sacrifice
Reduced Inequalities
Sustainable development goals
Global agenda
Opportunity Migration
Access to information
Citizenship
Globalisation International relationships
Assimilation
Social inclusion
Culture
Self-determination Bi-culturalism
Emerging Adult Immigrants
Exploration
Empathy
Diversity Collaborative consumption Gamification Figure 3-1 Areas of interest for field of research and context & application (2019)
Social media
Attractions
Experience
Tourism
Self-discovery Decentralised power Community-learning
ICT
Human-centred design
27
1.0 Field of Research
28
Figure 3-2 Areas of interest for field of research and context & application (2019)
1.1 Globalisation Globalisation is characterised by the commodification of social,
The Millennium Development Goals (MDG) were outlined into
financial and environmental capital within an international
eight goals:
context. It defines complex relationships between countries and is enhanced by developing Information Communication
Eradicate extreme poverty and hunger
Technologies (ICT) that create ease of access for trade, travel
Achieve universal primary education
and shared resources.
Promote gender equality and empower women
The United Nations (UN) remains an attempt at securing
Reduce child mortality
peaceful international relations since the end of World War
Improve maternal health
II. At the beginning of this millennia, they introduced a global
Combat HIV/AIDS, Malaria, and other diseases
agenda framing a universally accepted view of a better world. In September 2000, world leaders signed the UN Millennium Declaration, signifying international commitment.
Ensure environmental sustainability Develop a global partnership for development
29
The MDG’S were later superseded in 2015 by ‘The Sustainable Development goals (pictured to the right). These benchmarks signify collective global responsibility to adjust the balance between the countries of the world. Each goal highlights the key development differences that many countries share or excel in. Each country has its part to play and each goal is relevant to them in varying degrees. Goal 3 - Good health and Well-being, Goal 10 - Reduced Inequalities, Goal 11 Sustainable Cities and Communities are some of which I will be considering in terms of their effect on migration patterns all over the world. This is where I believe there is an opportunity for growth and development in supporting diverse communities globally and in locality of Melbourne, Australia.
30
Figure 3-3 Graphic for ‘Sustainable Development Goals’ (SDG’s) by the United Nations, 2015. Available at https://www. un.org/sustainabledevelopment/sustainable-development-goals
FIELD OF RESEARCH
Migration Migration is an inevitable product of globalisation. The forging of international relations has lead to growth in technological innovation and greater encouragement and accessibility to travel. Future generations will continue to become more accustomed to various types of media (news, film, radio, online etc) that create a window to other parts of the world. For individuals struggling due to of factors of economic downturn, corruption, disaster and conflict, the media plays a vital role in the movement of people and risks people take in search of a more secure future. In more controlled scenarios, migration can occur in less dire circumstances, including business relations, job/study opportunities, reunification with family and those seeking a chance to learn and grow within a new culture. Figure 3-4 Global migration, diversity paints a unique picture (2019)
31
The human flow across the globe has meant that various
Menjivar discusses the social implications of immigrant
cultures are intertwining to create new forms of identity.
identity and belonging, and the struggle to combat the
This is described in the ‘Bi-cultural Phenomenon - The
‘forces of assimilation’ to ensure children remain connected
interplay of Group Prototypicality and Cultural Identity’
to their ancestral roots. Additionally, many similar studies
(Schindler et al., 2016). Within this article, it is discussed
surrounding the development of migrant cultural identity were
that immigrants (Polish-German in this case study) are
explored in Israel, Canada and Sweden. This demonstrates
experiencing personal conflicts in the balance between their
the international complexity of the issue, and the value of
origins and the environment they live in. Furthermore, it has
understanding how ‘Emerging Adult Immigrants’ (EAI) (Walsh
been discovered that many youths from mixed backgrounds
et al., 2004, Cohen & Kassan, 2018) have and will continue
are forced to juggle the identity of their parents and the one
to experience multiculturalism. With developing information
they grow into and create for themselves. For some, there is
technologies and global access, humans are becoming more
the added complication of cultural compatibility that affects
genetically diverse and interconnected than ever before,
identity development in youths who are in a period of self
resulting in the potential for continual problematic cultural
actualisation. This is explored in a case study observing
boundaries. This is where design has the potential to construct
Guatemalan children living in the United States by Cecilia
new methods of cultural-bridging.
Menjivar (Living in two worlds? Guatemalan-origin children in the United States and emerging transnationalism, 2002).
32
FIELD OF RESEARCH
Assimilation
Socialisation
Identity
Selfdetermination Belonging Citizenship
Adversity
Ancestry
Cultural compatibility
Figure 3-5 The experience of the Bi-cultural phenomenon (2019)
Integration
33
Stateless
Displacement
Persons
The term ‘displaced people’ is a specific sub-group of migrants
Returnees
and accounts for individuals who have been forcibly separated from their homes or countries. Commonly, this is due to conflict in their environments that pose a threat to their safety and livelihoods. Displacement occurs across borders and seas and can result in ‘internal’ displacement within the same country.
Invisible Citizens
This denotes another term, ‘invisible citizens’ which describes
Asylum Seekers
those remaining in their countries and therefore are unable to claim refugee status and receive access to humanitarian aid as those who can claim asylum in other countries.
Figure 3-6 Understanding vocabulary of recognised types of displacement (2019)
34
Refugees
FIELD OF RESEARCH
Looking at Australia, displacement affects many indigenous
fleeing the Middle East to Europe (BBC, 2015). Although the
cultures. Presently, they are slowly regaining their rights
European Union was created as a sign of peace, its inability to
to land and given subpar government assistance to rectify
cope with the wave of frightened and vulnerable people was
hundreds of years of mistreatment after colonisation of the
seen across the world. The EU struggled to resettle refugees
British Empire (Geordan Shannon, 2016). Despite Australia
and distribute them, forcing many people to live in squalid
making positive strides in the acceptance of diverse cultures, it
conditions and tension to build amongst nationals. This sparked
continually fails its indigenous people and persists celebrating
vitriol throughout the EU and governmental figures began
Australia Day on the anniversary of the settlement and a day
speaking out concerns about a rise in terrorist attacks that
of mourning for aboriginal people. (National Australia Day
‘deteriorate public safety’, urging that ‘We should learn from
Council, 2019).
the mistakes in the past and this we should clearly say: We don’t want immigrants in our country.’ (Antal Rogan, 2016).
Shifting back to the global context, displacement remains a
Similarly, Australia has been heavily criticized for the use
crucial test of the modern world. Despite countries having
offshore detention centres not too dissimilar from refugee
greater communication and connection, the gap between first
encampments. Their reopening in 2010 by Prime Minister Julia
world and developing countries continues. As demonstrated
Gillard, signifies the same fear and discomfort the countries
in 2015, current political systems have been proven to fail in
across the world have of immigration and border control.
the most recent humanitarian crisis of millions of refugees
35
Providing adequate support for refugees is a deeply complex, systemic issue of social acceptance, politics, apprehension, and financial burden. This led me to the consensus that society has the power and responsibility to create a safe space for diverse people, irrespective of major politics and media in Australia. Design in this sense, can be used as a strategic methodology to develop pathways and new forms of communication to channel pro-social behaviour. The consistent discrimination and mistreatment of refugees and asylum seekers is due to lack of education, misunderstanding, lack of empathy and fear of diverse people. This is where design can enable and actively engage in supporting multiculturalism. Design has the ability to construct meaning and is capable of altering perceptions and attitudes towards ‘other’ cultures, ‘other’ people, that can begin to fragment opposition to immigration.
Figure 3-7 Considerations of challenges faced by refugees in their host countries (2019)
36
Insufficient services
FIELD OF RESEARCH
Humanitarian Expert Kilian Kleinschmidt says‘narrative’ around refugees is wrong, ‘only a refugee returning home as fast as possible, is a good refugee’. (Good Design for a Bad world Talk, Dutch Design Week, 2017). This is further illustrated by the concept of ‘design for refugees’ which despite good intention, effectively marginalises them by creating distinctive tech, design, and architecture. Supportingly, Architecture critic Rene Boer, speaks of the importance of structural solutions that focus on ‘removing the physical and non-physical barriers that prevent refugees from travelling and integrating.’ (Good Design for a Bad world Talk, Dutch Design Week, 2017). Boer has also been supporting the ‘We Are Here’ Collective in Amsterdam, a group of undocumented refugees stuck in ‘limbo’ and unable to integrate into local life. Since
Figure 3-8 We are Here Demonstrations in the Netherlands in front of the Royal Palace Amsterdam. Available at: https://vluchtverhalen.nl/we-are-here-wij-zijn-hier/
2012, the group have mobilised to occupy empty property until forcibly removed. Their goal is to be visible to the world and reclaim their human rights to shelter.
37
1.2 Self Actualisation & Belonging A popular theory in psychology, Maslow’s hierarchy of needs
Self-actualisation
(1943) depicts a five-tiered pyramid known as a Theory of
The desire to achieve your full potential
Human Motivation. These are split into five factions known as, Physical (biological needs eg. water, food, health), Security (shelter, safety, stability), Social (sense of belonging, love and
Esteem
Respect, self-esteem, status, recgonition
inclusion), Esteem (power, recognition, prestige) and Self Actualisation (need for development, creativity).
Social
Cultural identity falls within the social and self-actualisation as they can impact fulfilment of one’s potential. Culture
Security
encompasses many facets of thoughts, behaviours and beliefs, ‘an assemblage of imaginings and meanings...constructed by humans in order to create community’ (Lewis, 2002). Figure 3-9 Focal points of Maslows Hierachy of Needs. (2019) Based off various depictions of Maslow’s Hierarchy of Needs. Available at: https://www.simplypsychology.org/maslow.html
38
Physical
Relationships, connection, intimacy
FIELD OF RESEARCH
At present, the world is defined by geographical boundaries,
of building self-esteem and reach their highest potentials
lines on a map dictating national identities. Increasingly, people
of self-actualisation. In gaining this internal balance and
are less homogenous in attitudes, beliefs and appearances
understanding of one’s biases and influences, it is hopeful this
which makes national identities a very simplistic categorisation
will permeate into the external world as empathy in the diverse
of identity. These categorisations are heavily reliant on
experiences of people from all walks of life.
stereotypes, as many people quickly follow an introduction with ‘where are you from?’, likely on judgements of appearance. This concept is addressed in the University of Sydney’s film: ‘Ask us anything’, where diverse Australians are asked to respond to a range of questions concerning culture and belonging in Australia (2019). (Refer to Appendix A) I believe the cornerstones of fostering cultural understanding rely heavily on individual experience and one’s sense of belonging in their environment. It is therefore imperative that individuals be given the right access to appropriate tools and methodology to pursue their interests in favor Figure 3-10 Different but same? (2019)
39
Cultural Identity A perceived long-term effect of globalisation and subsequent
Colonialism has shaped the way cultures adapt, grow and
migration patterns is the development of cultural identity.
display insurmountable resilience across generations and
Globalisation is changing how culture is passed down through
periods of oppression. These human experiences are ingrained
generations, as geological links are severed and language often
into culture and require a holistic approach that considers
becomes a primary barrier to social inclusion.
systemic barriers in achieving greater unity with oneself and their surroundings.
We live today in a world where communication between people of different cultures, nationalities and language groups has intensified. People are also moving around the globe at a greater rate than ever before‌ (V. Margolin - Professor Emeritus of Design History at the University of Illinois, Chicago, 2016)
40
Fortunately, Australia and more specifically, Melbourne, is well-known to be one of the most ‘livable cities’, with over 260 different languages shared amongst Australians (ABS, 2016). It is considered to be one of the most successful multicultural communities around the world based on the overall presence of diverse people and quality of living.
FIELD OF RESEARCH
Cultural identity creates a strong bond between people and has the potential to strengthen relationships as well as impose barriers. With many countries experiencing emigration and immigration simultaneously, we must understand that culture can only be preserved if shared, respected and allowed to adapt if it prevents positive growth and learning. In this spirit, it is important to approach cross-cultural learning through a collaborative process whereby communities can work together to achieve a common goal. This is present in many online platforms such as ‘Meetups’ who allow users to create their community groups and advertise events to welcome new members irrespective of cultural backgrounds. (Refer to Appendix B).
Figure 3-11 Culture is like a puzzle, everyone creating something together (2019)
41
1.3 Service and Co-design
42
Codesign addresses ‘systemic barriers between logistical,
report analysing the intersection of communities, services and
access or developmental errors, but ultimately acknowledges
institutions in response to Bushfires and the integral role of
that the best solution is one that involves those that are
effective communication between these stakeholders. Akama
directly affected (Pirinen, 2016). Through thoughtful and
advocates that designers should be, ‘committed to cultural
socially responsible design, marginalised individuals can
sensitivity, diversity and participation to pursue a design
maintain greater agency over their future.
practice that deeply engages with communities’ (RMIT, 2018).
Transferring power to the end-user improves the sustainability
Engaging a team of transdisciplinary stakeholders can yield
of products and services. In Australia, designer Yoko Akama
stronger results in the effectiveness of design solutions to
contributed to disaster response through collaboration with
human problems. By working collaboratively, the designer
the Bushfire Cooperative Research Centre and the Centre for
can account for different perspectives, more ideas, and allow
Sustainable Organisations and Work. Together, they produced,
for a wider breadth of research and consideration of the
‘Effective communication: Communities and Bushfires’, a
beneficiaries of the design outcome.
FIELD OF RESEARCH
Co-design prioritises the user, exacting localised systems and
friendly. In accounting for the materials available, they were
solutions that promotes innovation with the use of natural and
able to teach locals how to produce their safe fuel using sugar,
local resources, local knowledge and capabilities. The concept
cane residue, corncobs, millet stalks and other agricultural
of working small to affect a larger global agenda is believed to
waste materials. This immersive approach made for greater use
be the most effective approach. This is supported by designers
of community knowledge and design sustainability.
and academics such as V.Papanek and R.Buckminster Fuller.
The problems may be world-wide, yet they will yield only to decentralised human-scale and local intervention. (V. Papanek, 1995)
By teaching users the skills to sustain newly designed solutions, there become ap potential for income generation and entrepreneurship. For example, Fuel from the Fields project by
Insight Advocacy Role Models
Customer
Validation Innovation
SOCIAL IMPACT
Partners & Stakeholders
Financial support Legitmacy Leadership Professional connection
Cooper Hewitt developed a method of creating charcoal that would be less harmful to its users and more environmentally Figure 3-12 Identification of contribution towards social impact between customers and stakeholders (2019)
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The key to a successful community-context design is the ability to leverage existing systems and resources and develop new connections. This approach is the core of design projects by TASCI, who develop solutions in the pursuit of disrupting disadvantage, furthering self-determination, redesigning ageing and activating social health (TACSI, 2018). Their family-by-family program demonstrates a keen use of social economy and the importance of trusting interactions with people of shared experience. They harness human connection to strengthen struggling families who require support and guidance. This is valuable example of how social businesses can identify shared experiences to promote pro-social behaviour.
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Figure 3-13 Screenshot of public website for ‘Family by Family’, Our Impact - Goals for Change (2019)
FIELD OF RESEARCH
Conclusion Globalisation has made it necessary to address the social strain that migration can cause in communities around the world. In the future, it’s easily imaginable that we will continue to diversify; we can travel, we can live and we can love people and places from complete opposites of the earth. Everyone, regardless of where they come from should have the freedom to express and celebrate their cultural identity or learn about another, provided they participate with due respect to its history. I believe all types of culture should be made accessible to individuals who seek greater knowledge of the ‘other’ and engage positively with a range of diverse communities. My hope is that people can be welcomed into cultures that are otherwise foreign to them as a way of preserving culture and reducing barriers between one another based on ethnic and cultural backgrounds. In developing strong distinctions and aversions toward ‘foreigners’ by preventing cultural practices it creates reduces the integration of minority groups.
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2.0 Context & Application The service design proposition is focused on public, community-based practices that provide resources to individuals that can enable them to share and learn from culturally related activities. The intention of the project is
2.1 History of Migration in Australia
to mobilise people of immigrant backgrounds as well as long standing citizens to carry out tasks that support the growth and learning to form positive relationships with people of diverse backgrounds and faith. Ideally, this will impact a vast variety of the general public and particularly those who have been displaced and find solace in community in their transition to increasingly multicultural cities. I propose the main focus to be placed on ‘locals’ to pave the way for new and future migrants establishing themselves in Australia.
Angeli Sachs, curator of ‘Global Design: International perspectives and Individual Concepts’ (2010) explains a global concern of ‘accelerating processes and the increasingly unrestricted flow of capital, people, goods and information’. This movement between cities and borders exposes the continual disruption between first world countries and developing countries as people migrate in the pursuit of a better life. In recent catastrophes of war and natural disasters, there is an allure towards countries like Australia, with a strong
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economy, well-paid jobs, higher minimum wages, high standard
‘inferior’ cultures. This sentiment was further extended toward
of living and dubbed by The Economist, as the world’s most
indigenous people of the land whom remain marginalised by
livable city for a consecutive 7 years (from 2010-2017). Now in
society and politis. Although over a hundred years have passed,
2018, Melbourne no longer holds the number one spot but sits
there is still progress to be made in amending the wrongs of the
in second place, with Sydney and Adelaide sitting within the
first settlers and achieving an idealised state multiculturalism
top 10. For people living in countries of conflict, disasters and
in Australia that is inclusive of our Indigenous citizens.
corruption, migrating is both choice and necessity for survival, a determination of ‘push and pull factors’ (Sachs, 2010 p.245). In 1901, after Federation of Australia, the newly appointed Parliament passed the ‘Immigration Restriction Act’ which is now widely acknowledged as the ‘White Australia Policy’, imposing restrictions on non-white, non-british immigration. This was reactionary to the rise of immigration surrounding the NSW and Victorian Gold Rush (1851) in Australia. Tensions arose between Chinese and Australian peoples and resulted in a confounding fear of non-white immigration and the mixing of Figure 3-14 Historical Artefact: Brass ‘White Australia’ protection badge, 1906. National Museum of Australia. Available at: https://www.nma.gov.au/defining-moments/resources/white-australia-policy
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Australia’s history of aversion to immigration is valuable in contextualising the continual fear-mongering used today in response to thousands seeking refuge cross-continentally. Nationalist sentiments are becoming widespread globally and many countries are struggling to deal with the hundreds of thousands of refugees displaced from their homes. Despite this history and ongoing disgrace of offshore detention processing of refugees, Australia has consistently ranked as one of the top three resettlement countries in the world according to UNHCR records and the Refugee Council of Australia. In accordance to population size, Australia has ‘656 refugees per 100,000 people, more than twice as many as the United States’ during the period of 2004 - 2016 (Refugee Council, 2017). Figure 3-15 Infographic representation. Figures at a Glance. UNHCR (2019) An overview of global displacement of people. Available at: https://www.unhcr.org/en-au/figures-at-a-glance.html
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CONTEXT & APPLICATION
Tourism and Visitors The tourism industry is expected to continue to grow within Australia. It’s estimated that between the years 2026-27 we will see 15 million international visitors with an approximate growth of 5.8% per year with the top 3 international visitors citizens of China, New Zealand and The United States. Overwhelmingly however, Australians are travelling outbound
Employment
Leisure
more than the short-term visitors we are gaining. Equally so, between 2026-27, there’s an expected growth of 3.9% per year of outbound trips. These predictions are a valuable resource in
Visiting friends and family
understanding the constant shift in Australian demographics, particularly in our major cities. It is essential that the tourism industry in Australia ‘transitions to a more diversified servicebased economy…’ (Tourism Reasearch Australia, 2017).
Education
Business
Figure 3-16 Illustrated reference of TRA categories of travel purposes outlined in ‘Tourism Forecasts 2017’ (2019)
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The unpredictability of global changes in international trade, politics and climate change can have large impacts that might change the influx of people in Australia but more than likely, will not impact the current diverse population in Australia. In a census conducted in 2016 of Greater Melbourne, top responses in ancestry were English, Australian, Irish, Chinese and Scottish and were inclusive of respondents that were allowed to enter up to 2 ancestries. However, in Greater Melbourne, 59.8% were born in Australia with other countries of birth commonly being India, China, England, Vietnam and New Zealand (Australian Bureau of Statistics, 2016).
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Figure 3-17 Net overseas migration demographic breakdown. ABS (2018) Available at: https://www.abs.gov.au/ ausstats/abs@.nsf/Latestproducts/3412.0Main%20Features42017-18?opendocument&tabname=Summary&prodno=3412.0&issue=2017-18&num=&view=
CONTEXT & APPLICATION
As a result, Melbourne has a particularly diverse hospitality
Melbourne Night Noodle Market
industry with ethiopian, french, japanese, malaysian, mexican, indian all easily accessible in the heart of the city and various outer suburbs. This is further supported by a range of festivities
Taste of Portugal
held across Melbourne.
Victoria’s Multicultural Festival
Fusion Festival
Refugee Week
Melbourne Food & Wine Festival
Harmony Week
Reconciliation Week
Mexican Festival
Cultural Diversity Week
Shaam Syrian Film Festival
Bastille Day French Festival
Sri Lankan Festival
African Music & Cultural Festival
Melbourne Storm Multicultural Festival
Chinese New Year
Figure 3-18 Curated list using information from City of Melbourne and respective websites of the listed events (2019)
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2.2 Cultural Heritage Culture outlines language, history, traditions, attitudes,
Due to the often extreme circumstances of people migrating
perspectives and relationships. It is where many of us derive
due to conflicts or natural disasters, displaced people tread
deep knowledge, social and moral codes which we carry
a fine line between honouring their culture and traditions
throughout our lives. Leaving one’s home in search of a better
outside their familiar context, and wanting to ‘fit in’ with
life often comes at a price of leaving a rich cultural history
the environment they are now living in. As humans, social
and language behind in exchange for assimilation to the new
inclusion is a cornerstone of survival and increased well-being.
culture. At present countries such as within Europe such as
It has been explored by a number of academics that living in
Sweden, The Netherlands and Britain are said to have moved
a disconnect with your roots can lead to alienation and loss
from Multicultural policy towards a Civic Integration. This
of identity, people find solace in shared experiences (Lewis,
demonstrates tension in maintaining social order through an
2002). Culture is inherently social and operates on the passing
overarching national identity and complexity of establishing
down of traits and stories between one another. Humans feel
equal rights to national minorities. (Borevi, 2010).
greater connection and happiness when they have the ability to identify as part of a collective entity. ‘Culture is central to social
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CONTEXT & APPLICATION
relations and buying cohesive societies because it intersects
policies with regards to citizenship however, previously the
with closely held social values, public perceptions and popular
Australian Citizenship Act (1948) outlined that if citizens
sovereignty.’ (Drache & Froese, 2006).
acquired another nationality, their Australian citizenship would be revoked. During the 1990’s ethnic minorities were
Japan, is considered to be one of the most homogenous cultural
becoming increasingly recognised and maintaining citizenships
countries in the world. Their culture as well as government
from other countries was no longer seen as a threat. This shift
policy are one of preserving a national identity, and making
in Australian interests of multiculturalism resulted in dual-
distinctions between foreigners. You cannot become a citizen
citizenship being in effect as on April, 2002. This demonstrates
of Japan unless you give up your current nationality and go
an acceptance of diverse groups and gives people greater
through a process known as naturalisation.
freedom of global movement.
Naturalisation: A legal process found in various global policies whereby, you are not permitted equal rights to citizens unless certain provisions are met. These include a defined level of knowledge of the native language, minimum age requirements, duration of stay, renunciation of previous national identities and evaluation of your character and any criminal offences. Australia on the other hand does not have strong naturalisation
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Emerging Adult Immigrants Described as a period of discovery and experimentation,
responsibilities tasked to them by their family and access to
Emerging Adult Immigrants (EAI) range from ages 19-25.
services which permit them greater autonomy. This is where
Varying social scientists describe this as a time where young
we must analyse what larger social factors are at play that
adults rework their ‘self-narrative’. When the individual’s
can be transformed by supporting the pursuit of cultural
familiar culture is vastly different from what they are expected
reconciliation.
to assimilate into, it can result in a more ‘disorganised sense of self’. Their inner and outer worlds become disconnected due
I believe, if given the right tools, EAI could be at a greater
to challenges with the language, beliefs and cultural norms
capacity to embrace a multitude of cultures. Given the current
of their new home. This has been organised into four types
trends of migration and existing demographics in Australia,
of acculturation attitudes known as assimilation, integration,
it can be assumed that migration of various kinds, will be an
separation and marginalisation’ (Cohen & Kassan, 2018).
experience shared by many future generations.
Their experience during this stage is dependent on many external factors, the way the host culture treats them, the
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CONTEXT & APPLICATION
Social Inclusion and Empathy Generally, there are shared concerns globally about the impact
memories, passions and emotions. It forms the basis of our
of immigration which creates barriers to social inclusion. These
perceptions of the world and relationships to people.
barriers include, the concern of financial burden on supporting
Melbourne is particularly well-known to be a multicultural
refugees and migrants, access to employment, housing and
city with plenty of immigration and tourists from around
misunderstandings between languages and culture.
the world. Among difficulties understanding other people in our own social circles, reaching out to people who
Familiarity is important to societies to feel comfortable and
otherwise seem strange or different to us can pose greater
safe within their environments, experiences and knowledge.
conflicts. Understanding your own individual heritage and
For those coming to start anew, this familiarity becomes
beliefs is believed to be a critical factor in more empathetic
void unless later substituted by the development of deep
acknowledgment of differing beliefs in others. It is also equally
connection to their new home, people and development or
important to analyse our own prejudices and misconceptions,
adjustment to old and new traditions. Culture is something
hold ourselves accountable and move forward with greater
that people experience externally but carry closely within in
kindness to others. This is a valuable lesson for those that treat
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others with less respect than every human should be entitled
multilingual, aging population that are isolated and many whom
to even if their skin colour is different, their hair, their features,
are losing their english knowledge as they get older. The service
their habits.
is based in a call centre who call their clients on a weekly basis to allow them to speak their mother tongue and have a general
Having a range of formal and informal supports can ease
conversation to break them out of isolation.
resettlement into a new country and having strong social networks is important to improving quality of life to new
Similarly, there are a range of active visitation services
migrants. In this sense, it is important that the quality of these
matching multilingual volunteers with the elderly to visit
networks are greater than the size of their connections as is for
them at their homes fortnightly for example, the Multicultural
people that have grown up in smaller communities and villages.
Volunteer Visiting Program with Australian Multicultural community services, volunteering sessions with Micare
n terms of social inclusion, I want this project to be accessible to to the wider public with a focus on fostering a shift in local perspectives of immigration to support future diverse generations. ‘I speak your language’ by the Red Cross and in Queensland is an example of a project trying to address this challenge. Their proposition centres around Australia’s
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(previously known as DutchCare).
CONTEXT & APPLICATION
EFFECTS
Inclusivity
Improved quality of life
Happy communities
AWARENESS TOOLS FOR ACTION
SOCIAL IMPACT
Underserved demographic Vulnerable people
FRAMEWORK
WHAT DESIGN CAN DO Figure 3-19 Using design for social impact, designing with empathy (2019)
Equal opportunity
Increased resilience
Unlocking potential
SOCIAL INNOVATION USER-EXPERIENCE HUMAN-CENTRED DESIGN
Marginalised groups
PROFESSIONAL PRACTICE 57
2.3 Information Communication Technology The development of Information Communication Technologies (ICT’s) parallels with the growth of multiculturalism. As explored in ‘Multiculturalism and Information and Communication Technologies’ by P. Fichman and M. Sanfilippo, there is a mutual and iterative relationship between the two. The modern world operates on a range of digital communication tools that transcend geological boundaries and enable mobile connection between strangers, families, friends, and businesses. ICT’s work to adapt and reorganise methods of human interaction.
...the role and function of nation and national culture are collapsing under the weight of transcultural communication. The consumption, appropriation and reinvention; of cultural artefacts necessarily hybridizes culture. This hybridization is a two-way process: the dominant and subordinate cultures are changing each other, re-mixing their differences. (J. Lewis, 2002)
Figure 3-19 Advancing and shrinking tech makes communication easier each generation (2019)
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CONTEXT & APPLICATION
Information technologies have had an integral role in widening
to work, lunch or bathroom break, in minutes the world’s
our reach to alternative cultures. Many people use social media
information is at our fingertips. The rapid progression of tech
and applications to connect online or to share experiences
is one of the driving forces of the global cultural economy
with new people. We are conditioned to be attracted to like-
as discussed by D.Drache and M.D. Froese in their paper
minds and now, with a plethora of avenues such as Eventbrite,
‘Globalisation, World Trade and the Cultural Commons:
Airbnb, Meetups, Tinder, we have unlimited choice and are
Identity, Citizenship and Pluralism’ (2006). The widespread
often challenged by new people. Multiculturalism is arguably
exchange of culture through various types of media; film, music,
enhanced not only due to human curiosity, but the accessibility
print, are signifiers of cultural globalisation and consumption
of travel and information.
of diverse ideas but weakened through privatization of sociocultural capital.
Digital-based service design allows for iterative design to accommodate rapidly shifting modern needs. In developing a
ITC’s for the cultural benefit can be built into charity, social
range of channels for users to interact with the service both
enterprise models or non-for-profit business frameworks, but
in person and anonymously should they wish, communication
consistent funding is often a difficult barrier to overcome. The
boundaries are easier to overcome. Ownership of personal
use of gamification; the introduction of levels, achievements
communication devices such as mobile phones and tablets,
or awards, ratings and easy motion gestures such as swiping
make the world accessible at any given time. During a commute
left or right, provides a new incentive. Simplification is also
easily achievable through technological interventions and helps users reach information faster than traditional methods. Yellow Pages or the Melway/Sydway/Brisway etc, for instance, two examples of cultural commons resources now outdated by technological advances and powerful search algorithms. A fairly new application, CultureMee has harnessed ITC’s to develop a central source of cultural information globally for the use of travel management companies and corporate travel buyers. In understanding the need for global communication and travel, CultureMee aims to enhance business relations and avoid international ‘faux pas’ that may damage company partnerships. This recognises that culture has social and financial capital for the future. For the success of our globalised identity in the future, we must learn to navigate diverse people and environments. (Refer to appendix B for case study analysis) Figure 3-20 Screenshots of CultureMee Application (2019)
CONTEXT & APPLICATION
Collaborative consumption Now strongly facilitated by ITC’s, collaborative consumption
Various platforms such as AirBnb, Couchsurfer, Flexicar, Asana,
has been a largely successful tool in building communities.
Slack, all have redesigned consumer experience of access to
It is through the development of ITC’s that we see online
resources, organisation and enhancement of ‘social commerce’.
tools fostering connections between strangers to enable
In the setting of cultural resources, community-based learning
them to engage in ‘peer-to peer-based activity’ (Hamari,
and contribution is a valuable tool in building variety in the
Sjöklint, Ukkonen, 2015). The act of sharing and swapping
forms of educational materials that work for various members
has given rise to many kinds of service design which leverage
whether this be through visual, auditory, kinesthetic and tactile
off a social economy of experience and trust. The benefits
learning styles. In providing a wide variety of access points
of which, encourage positive sustainable behaviour shifting
to users, collaborative pools of resources allow each person
focus to ‘access over ownership’ and moving towards greater
to personalise experience and leverage off one another’s
decentralisation of power and greater movement towards
strengths, perspectives and approaches.
software facilitating relationships rather than dictating them.
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Social design is rooted in behavioural change and gamification is one of the many methods available that are influenced by several disciplines. These include ‘psychology, learning science and design, game science and design, user experience, humancomputer-interaction and technology enhanced learning’ (Atonaci, Klemke, Kreijins, Specht, 2018). Industrial design is particularly multidisciplinary in nature and gamification is used as a persuasive technological innovation to capture audiences. As discussed in the university paper ‘Get Gamification of MOOC right! How to Embed the Individual and Social Aspects of MOOCs in Gamification Design’ (2018), the process can be described in six consecutive phases.
GAMIFICATION PHASES
Gamification
1
Analysis & application of scenario
2
Problem definition
3
Theoretical framework
4
Game elements selection
5
Design & implementation
6
Evaluation
Figure 3-21 The six phases visualised as described by MOOC’s in Gamification Design. Areas of interest highlighted in orange (2019)
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CONTEXT & APPLICATION
In the case of leveraging gamification to enact social change the
Providing a range of incentives for users had become
appropriateness of the tools must be continuously tested and
commonplace in design, we need to encourage people to
validated to understand how engagement both individually and
engage through notifications, ads, reminders in order to
socially can be improved. In the case of understanding culture
maintain a connection to their consciousness in a consistent
and encouraging positive and consistent engagement in-person
manner. Platforms such as Duolingo and Headspace have a
and through the platform, the ‘assumption is that to increase
number of elements that promote positive behaviours. The
the level of engagement learners have to develop a sense of
use of a scoreboard, achievements, power-ups, streaks and
community and interdependence with others.’ Massive Open
statistics of use all engage can stimulate reflexivity and help
Online Courses (MOOC) and its relationship with methods
users align themselves with personal goals and re-centre on
of gamification is a particularly interesting area of research
what inspired them to engage in the first place. In the case of
within the educational space that provides great insight
Duolingo, learning a new language or reinforcing a forgotten
into delivering education and inciting action from its users
dialect, for headspace, a piece of mind and observation into the
in the process. Through this theory, it is hopeful that social
self. These are two particularly successful digital platforms that
sustainability can ensue the empowerment and integration of
can be used as benchmarks in understanding user behaviour,
culturally diverse humans through the partnership of ITC’s with
incentification and the ability for game elements to personify
gamification.
experiences and trickle into pro-social behaviour.
2.4 Community learning & Human-Centered Design Based within the stream of ‘responsible design’ or ‘human-
adapt to changing environments and people. Understanding
centred design’, community based projects give greater power
the complexity of people and the importance of greater
to the people. It is lead by a ‘bottom up’ mentality that focuses
communication and contact with one another is driving force
on people and their experiences rather than institutional
of strong communities and better well-being. This has been
systems and generalised assumptions. It is a process that places
demonstrated through a range of community garden projects
greater value in decentralised power that mobilises people to
aimed at facilitating positive relationships between people for
be apart of the creation of solutions for their own communities
the common goal of growing and sharing resources. CERES
and future.
for example, hosts 50 plots rented out yearly to people who have limited household space for growing. It is also used as a
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It is essential that the project understands social value
base for regular working bees, social events and social BBQ’s.
in utilising social interaction and collaborative learning to
Melbourne has several community gardens that are open
CONTEXT & APPLICATION
to the general public and encourage further participation
backgrounds through a common social goal. Each of these
in communal settings for social interaction. This type of
exemplify the potential of creating boundless communities
community setting has become quite popular as it fosters a
through a combination of online and live experiences. (Refer to
reconnection to land, food and people. Cultivating community
Appendix E)
for example, share plots with migrant and refugee gardeners that are in public housing. Sharelle Polack explains that the gardens give them the ‘ability to connect with their culture through the food they grow’ and despite limited english skills, ‘they can speak the language of food, cooking and gardening.’ This project intends to pursue a similar kind of common interest of knowledge and skills sharing. In addressing fears over globalisation, the ‘concept of transculturality, with its approach based on the exchange between and the mixing of different cultures’ (Sachs, 2010) is important to consider as a valid solution. This has been demonstrated by a range of other service design solutions such as Eventbrite, Meetups and Couchsurfing, all with the aims to connect people of diverse Figure 3-22 Map of CERES garden, site visit observing community learning services present in Melbourne (2019)
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CONTEXT & APPLICATION
Conclusion This project will explore ethnocentric-cultures and social bonds to support diverse citizens and reduce discrimination. Shifting local perspectives through community-based learning through positive cultural engagement is likely to translate into pro-social behaviour. Self-reflection is also influential in this process as it asks us to consciously monitor misinformation and stereotypes that can stifle social progression. This is especially important in encouraging individuals to challenge the dominant culture that clouds our perception of events and people. ‘Cultural practices are the markers of public memory’ (Drache & Froese, 2006). This is precisely why cultural education is a pathway to building empathy and bridging cultural divides. By inviting people to explore their relationships to culture, theres a chance that these memorable experiences will improve perceptions of diversity. This is why I believe there is value in testing new pathways to support cultural resources and immersive experiences in Melbourne. I hope this project will highlight the importance of cultural belonging and addressing persisting discrimination in multicultural cities. It will be designed to empower people to challenge, experience, learn and demystify the unknown.
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3.0 Methods
1. Literature Review
With a long standing history of migration, the city of
Academic research was essential in understanding
Melbourne, is one of the most multicultural cities in
globalisation, cultural identity and belonging. Over the
the world. The breadth of research works to centralise
year I reviewed a range of materials, these included
on personal experiences and case study examples, to
sociology papers, design text-books, acclaimed books
understand the global outlook of migration and the more localised feelings around immigration presently.
collaborated by designers, product-design catalogs and peer-reviewed papers. Using a combination of digital pdfs and paperback copies,
Using various design and research strategies, I hope to
I was able to collect a wealth of information on how
understand why people are drawn to Melbourne, what makes
to conduct design research, ethnography and socially
us different and how various cultures sustain themselves here, separated from places, people and language of their origins. This is the inspiration of the design inquiry that requires careful consideration of user-based methodology that requires collaboration with diverse people to understand what best services their needs.
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responsible design in particular. This improved my understanding of the professional context of design and how different professional fields can inform each other and create new pathways for design to develop.
2. Unstructured Inteviews
3. Reflexive Research
Interviewing facilitates direct engagement with the
This required a reflection on what advantages or
subjects of interest and encourages dialog that can lead to
limitations are in play due to my connection with the
new questions or thought patterns between interviewer
subject and the way I have experienced life differently
and interviewee. This method offered greater flexibility
from others. ‘Doing research in design’ by Christopher
in the information derived from the subject and created
Crouch and Jane pearce was a very valuable resource in
more opportunity to probe for deeper reflection and
explaining ‘reflexivity’ in design research. ‘Reflexivity’ is
understanding.
a sociological term used by sociologist Anthony Giddens to describe ‘processes of learning about who we are
This method was time consuming due to scheduling
and of creating identity.’ A comparable approach is also
conflicts but important in developing a greater depth of
adopted by Smallfire.co and framed as a ‘primer’ which
research and building relationships and empathy between
organises how the design researcher must evaluate
myself and my subjects. These interviews were conducted
personal assumptions before conducting research and/or
privately as one-on-one sessions both in person and over
experiments.
phone, depending on participant preference. Methods of documentation in this process were a mixture of hand-
Immigration is a contentious and sensitive subject for
written notes and audio recordings for analytical review
many people and plays a huge role in the way globalisation
and reflection.
is felt across the world. by understanding how information
(Refer to Appendix G for documentation)
can be influenced by our experiences it strengthens the empathy in which the design investigation is approached.
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4. Collaborative Brainstorm
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5. Co-design workshop
Primary structured around Affinity diagrams, this session
Co-creation sessions and brainstorming activities are
was was conducted in a casual setting in an outdoor space
a way to positively engage with community and/or
at RMIT. A method in use since the 1960’s (invented
stakeholders in the identification of experienced problems
by Jiro Kawakita) and builds critical thinking skills as
that can be reframed as design solutions. I used this
participants are encouraged to identify connections
method to gather small focus groups that would be able to
between thoughts and underlying feelings that can be
discuss their perceptions and experiences in Melbourne
used to develop a hierarchy of association. It is an efficient
and how they perceive culture. A particular challenge
way of collecting large amounts of data from targeted
with this method was scheduling and finding suitable
participants. It allows for a flexible workflow that engages
participants. However, these brainstorming sessions
everyone to collect their thoughts and translate important
were extremely useful in identifying personal bias and
ideas for consideration, it becomes a physical and visual
reflecting on the research I had collected and finding new
organisation of thought.
concepts to pursue.
The purpose of the session was to understand general
The workshop was organised to collect more ideas
feelings about culture in Melbourne and its importance
and have participants interact and openly discuss their
to the future of young people to come. The session ran
thoughts, feelings and experiences of culture in Australia.
for approximately 2.5 hrs. (Refer to Appendix G for
The session ran dor approx 2.5 hours with 5 participants.
documentation)
(Refer to Appendix H for documentation)
6.Digital Survey
7. Site Visits
In order to gather an array of information it was necessary
In Melbourne, we have many resources available that
to consider the use of nominal(categorical) and ordinal
either celebrate, educate or enable us to participate
data to gather information on cultural knowledge and
and learn from cultural events. To understand the idea
practices from individuals in Melbourne.
of community, I felt it was important to visit and take observations of spaces around Melbourne that are
In offering an online survey, it gave participants the
successful in supporting people and communities.
freedom to complete it in their own time with a choice of anonymity. This method becomes increasingly useful
By immersing in these environments I was able to observe
if used for ‘purposeful sampling where individuals
how people interacted with the space and how the space
are chosen specifically for their capacity to provide
is designed. An important part of this experience was also
information about the research topic.’(Crouch and Pearce,
interacting with staff and reflecting on how this affects
2012). In considering the concept of ‘think global, act
visitors. This was also useful in benchmarking the success
local’, collecting a range of data from non-specific people
of experiences that assist constructive cultural learning.
in conjunction with targeted participants can provide
This was inclusive of noting the types of activations
more variable insights and consider outliers within the
developed to engage vistors.
given information that may not be present with people
(Refer to Appendix E for documentation)
who may share similar experiences. (Refer to Appendix F and G for documentation)
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8. Case Study Analysis
9. User Experience Design
Developing case studies are useful in benchmarking
The socially responsible designer must put the users
existing examples of design addressing community,
at the centre of the inquiry. In tackling complex social
cultural acceptance, learning and/or participation.
problems, there must be a keen understanding of people, systems and context of the budding design solution.
For the purposes of this project, I used case studies as a research tool to help analyse projects in terms of their
Industrial design is the ‘study of form and function,
engagement, solution, context and effectiveness. Using
designing the relationship between objects, humans
several comparative case studies, assisted in identify
and spaces’ (King & Chang, 2016). Now with rapid
common mistakes and opportunities for direction to
progression of information communication technologies,
produce a viable design proposition. The case studies
digital interface and systems require different methods
were not limited by outcomes, approaches or kinds of
and understanding of user interaction. This is possible
global reach. It was more important that I collected
by understanding the user engagement through journey
exmaples that demonstrate the importance of cultural
maps, pain points, motivations, demotivators and persona
bridging to create greater unity through the use of a social
development. This transforms qualitative and quantitive
economy.
research into relatable scenarios that can help predict the experiences, attitudes and emotions during the productservice engagement.
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10. Professional Practice
11. Focus Group
Co-ordinating my Design Action Program internship
Focus groups are commonly used for market research and
during my honours project was crucial in providing me
have proven useful for persona development and user
experience in professional practice. My internship with
research. Usually, groups will consist of a select group of
One Love Australia, gave me access to great mentors
people (5-10 participants) and involve active engagement
who are experienced in marketing and managing start-up
through a range of activities. In the context of this project,
applications. This great opportunity meant I was able to
they were selected as prospective users of mixed-heritage
validate the potential for my project as a social enterprise
and within the age bracket of 18-24.
I could launch as an entreprenuer. This process was a chosen method of validation. Additionally, over the course of the year I attended
Organising a focus group to critique the current progress
several conferences to hear from professionals in various
of the project helped identify strong feelings, potential
fields working in addressing community problems. There
risks and lack of clarity around the concept.
were: •
Co-design for Social Innovation hosted by Paper Giant.
•
Social Innovation Summit (2019) hosted by Leave No One Behind at Monash university.
•
The Good Summit Australia (2019) at Pilgrim College.
•
Citizen and Community Media International Conference (2019) at Deakin University.
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12. Benchmarking
13. Expert Review
Setting parameters for design through benchmarking
Having access and support from academic staff of RMIT
is an important tool in understanding its context. This
was valuable in getting constructive feedback on how to
process involves analysing attributes and affordances of a
navigate this year long project. Talking to professional
prospective design in comparison with existing solutions.
practioners experienced in service design and ethical
This can be done in a variety of ways, but commonly takes
concultancy helped evaluate the potential of my project
the form of competitor analysis.
and outline areas for further exploration and refinement of the final outcome.
Benchmarking was valuable in understanding the various forms of cultural learning and education currently available in Melbourne. This allowed me to understand the minimum viable product that I would have to produce. This critical thinking helped me consider the strengths and weaknesses of different approaches to cultural learning.
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PART 2 77
DESIGN DEVELOPMENT Over the course of the second half of the year, I used different user experience stragies to understand what proposition would best deliver a solution to cultural bridging.
PROCESS PHASES 1.0 Target Audience
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2.0 Service Proposition
82
3.0 Empathy
88
4.0 User Experience
92
5.0 Business Model
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6.0 Service Blueprint
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7.0 Branding & Identity
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8.0 User Interface
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It became clear that the service had to strike a balance between incentives for partners, stakeholder and users to offer a viable and sustainable proposition. Based on the insights from PART 1, I began to plan how to execute a platform that could act as a cultural resource in Melbourne that would be user-friendly and be focused on behaviour change for long-term social impact.
DISCOVER
DEFINE
DEVELOP
DELIVER
PROBLEM
OUTCOME
Design Brief
EVALUATION
Target Audience Core Aims
Figure 4-1 Representation of Design Process based on Design Council’s, ‘Double Diamond’ (2004) framework for design innovation (2019)
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1.0 Target Audience The service proposition intends to act as a facilitator for social
Lived experiences are the most motivational tool to inspire
change for people of mixed-heritage. This was with a focus
action and advocacy for change. In directing my focus to young
on how people with multiple cultural backgrounds form their
adults 18-25 of mixed-heritage, I hope to provide a space for
identities. I was particulary interested in this segment with
them to reflect on the ways culture has impacted their lives and
attempted foresight into what the future of Melbourne might
perhaps people around them.
be. With travel becoming more accessible people all over the world, cities will continue to become less homogenous.
Young adults betwen 18-25 are going through transitions that require understanding of purpose and direction. I believe this
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As a multi-cultural person, it became of interest to me how
is a crucial point of change where I hope to inspire action. This
future generations will develop beyond me. Will they still be
age group is also particulary important in providing accessible
asked to prove their identities and how ‘ethnic’ they really are?
role models for the young generation. These are the change-
Are these cultural boundaries set to fade naturally or can we
makers about to make their mark on the world and become the
start preparing for the real change today?
next generation of leaders.
Figure 4-2 (Pictured Right) Understanding the customer segment and building personas (2019)
INTERESTS Social Connection Empowerment Technology
Music
Self- improvement Curiosity
Education
Social Impact
Culture
DEMOGRAPHIC Socialising
DEMOTIVATORS
Age 18 - 25
Food
Student/ Apprentice / Young Professional Mixed-Heritage, Australian-Born Travel
Migrant parents / First + Second Generation
Fitness
Time poverty Distrust
VALUES
Financial costs User-Experience Censorship
Family & Relationships
Social Change
Cultural Heritage
Politics/ actvism
Professional Development
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2.0 Service Proposition The process to reach a workable service plan required a lot of iterations and reflection on my research findings. To conceptualise what the outcome was going to be, I had to visualise how self awareness of cultural identity was going to build empathy. In this sense, working backwards made my project development easier to approach.
SERVICE
The research I collected highlighted so many facets of cultural identity and its manifestation through personal and public life. Using case studies, media reviews and insights from the previous semester of work and again building on these throughout PART 2, it was a convoluted process of going back and forth till the outcome satisfied the core aims of the project.
Engaging media content
Cultural events/ activities
Global perspectives
Figure 4-3 Connecting the user to cultural resources through digital means (2019)
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Shared content
Critical Thinking Can cultural sensitivity be increased through exploration of one’s self identity and belonging? MECE - Mutually Exclusive, Collectively Exhaustive, is a critical thinking tool that organises thought by creating sub-categories out of qualitive data. I attempted to use this framework to help draw out distinct values from the original prompt. This is where I began creating distinct areas of development, later translating the concept into the three components of Cultivate. Know Yourself | Explore | Challenge
Figure 4-4 Rough attempt at MECE strategy, tool developed by Barbera Minto | Personal Sketchbook (2019)
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Figure 4-5 Understanding existing types of cultural events, mindmaps to structure critical thinking | Personal Sketchbook (2019)
Mind maps were my primary tool to illustrate my thinking and start looking at areas that would be most relevant. These particular maps helped breakdown my research to refine my development.
Figure 4-6 Overview of ways to increase cultural understanding, mindmaps to structure critical thinking | Personal Sketchbook (2019)
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Function Map Using the three defined components of ‘Know Yourself’, ‘Explore’ and ‘Challenge’ I visualised how each of these would function as separate entities. By producing these distinct functions and personalities of these components, it became easier to envison how users could customise their experience with the service. Due to the complexity of the target user, it was important to try and address as many differences in motivations and goals as possible. Culture is complex, and thereby the outcome wasn’t going to be a simple. Figure 4-7 Function mapping of complete service concept | Personal Sketchbook (2019)
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For the purposes of presentation and clarity, I redeveloped functions maps for the three main components to observe them as singular solutions. These visuals were important in communicating my ideas and the functions of each part when offering my work for review and evaluation to potential users and professional practioners in business, ethics and design. In producing these distinct maps, I was able to overview the complexity of my proposition and begin evaluating the usefulness of particular features in helping users curate their own methods of exploring culture.
Figure 4-8 Function mapping ‘Challenge’ component concept (2019)
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Figure 4-9 Function mapping ‘Self-reflection’ component concept (2019)
Figure 4-10 Function mapping ‘Explore’ component concept (2019)
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3.0 Empathy Approaching a design project with empathy is an important
Based on my exploration of Emerging Adult Immigrants and
tool for understanding and detailing persona profiles. Sarah
stories of people from mixed-backgrounds, there needed
Gibbons from Nielsen Norman Group (NNG) outlines the value
to be sensitivity in the way the content is delivered and
of empathy as a collaborative device (2018). Using an empathy
consideration of their motivations and needs. One of the most
map helps identify gaps in user research and encourages
useful assets in understanding diverse stories was Mixed-Race
greater analytical thinking in how a service will be interacted
Faces. This London-based project uses portrait photography
with. It enables designers to relate closely to the intended
to capture the stories of diverse humans and share their
target audience and helps organise data visually. The insight
unique stories. This platform demonstrated complexities in
from reflecting on an individual needs can aid in the decision
experiences but also highlighted strong narratives connecting
making process further on in the design development stage and
people who have either reconciled or in the process of,
also later in the user testing phase.
understanding their cultural identity and sense of belonging. Using this valuable resource, I was able to contextualise my understanding of this experience in Melbourne with a broader experience of cultural learning.
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Our goal is to raise awareness of the vastly growing population of mixed-race people around the world and how their mixed background and cultures influence the unique way they navigate their every-day lives. MixedRaceFaces (2019)
In Scotland I stick out, in the US I am viewed as British, and in Hong Kong, I am also not fully Chinese, and I find that often native Hong Kong people are reluctant to speak Cantonese to me. This can become disheartening, especially when in your own mind you want to, or believe that you belong. SCOTTISH | HONG KONG - CHINESE
...My outlook on my mixed ethnicity has changed since childhood as they were my formative years. I felt shame, I wanted to be fully Caucasian and like everybody else. Now I am proud of Indonesian heritage, I love the culture, history, food, traditional dress, stories and folklore! AUSTRALIAN | INDONESIAN
Figure 4-11 Exerpts from Mixed Race Faces Website with silhouettes| Self - illustrated (2019) 1. (pictured left) Scottish | Hong Kong Chinese — mixedracefaces. (2019). Retrieved 12 October 2019, from https://mixedracefaces.com/home/scottish-hong-kong-chinese-rm 2. (pictured right) Australian | Indonesian — mixedracefaces. (2019). Retrieved 1 October 2019, from https://mixedracefaces.com/intl-stories/australian-indonesian
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Argentinian heritage. Born in Australia, she identifies as older, she know she doesnt look
My family felt it was really important I see myself as Australian
What makes me Argentinan? Am I only allowed to identify as Australian?
S Y A
‘typically’ australian.
was 6. Now at 23, she wants to explore South American culture
Experiments with different cuisines
and re-connect with what shes
Socialises every weekend
been missing.
Keeps up-to-date with world news
Frustrated Hopeful Confused
Figure 4-12 Persona empathy map for Sara (2019)
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Defensive
FE
parents separated when she
I wonder if people understand why its confusing being bi-cultural Guilty
ES O
Argentinian culture since her
Practices Spanish on Duolingo
D
She didn’t grow up with a strong
TH
What would make me south american enough to other people?
KS IN
Australian. As she’s grown
I’d love to move live in South America one day
S
Sara, age 23 is of Ausralian and
I want to know more about my Argentinian heritage
S EL
EMPATHY MAP
Inspired
Determined
HYPOTHESIS
SERVICE TOOLS
The digital platform will SAYS
cultural learning
Sharing resources
Cultural education
Cultural exploration
Personal Journalling
Global content
Cultural education
Variety of media content
Immersive experiences
Cultural exploration
Cultural education
Global content
Personal Journalling
Local eventsI
mmersive experiences
Invite friends
Reminders
THE IMPACT interests her
THINKS
It’ll help shift her thinking to an empowered mindset
Sara will feel more in control of her identity and free to learn about her culture in a way that works for her learning style
FEELS
It’ll encourage her to take an active role in her cultural learning and try something new
DOES
Figure 4-13 How the service will help Sara explore her cultural heritage (2019)
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4.0 User Experience Planning the interactions between the user and the service
2. A user looking for a more active role in their cultural
was essential in understanding the touch points necessary to
education. Someone looking for positive engagement and
achieve the most desirable outcome of usability. This process
opportunity to learn and experience something new and
allowed me to create an initial plan of sequence and how the
exciting.
service would need to respond to the users needs. Throughout the process, I was able to assess potential user pain points
3. A user wanting to privately conduct their own cultural
that could be reframed in terms of behaviour change and
learning experience - using a range of visual and written
gamification techniques. I was able to construct a general order
resources.
of sequence for different user needs, this included: 4. A user wishing to explore new activities in a foreign city for 1. A user searching for deeper meaning and understanding of their connection to culture. Potentially a re-connection to lost heritage and sense of belonging.
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touristic purposes.
RETURNS FOR NEW EXPERIENCE
EXPERIENCE
Sees Cultivate. Logo at local cafe
Interests
Overview website Looks at reviews
Discovers ctivity of interest
Overview of app functions Google search Cultivate.
Downloads the App
Links to social media
Reviews suggested options
Recommends to friends
Review of experience
INVESTIGATES OTHER FUNCTIONS Accepts community guidelines
END OF USE
DISCOVER
Invites a friend
Attends activity
Purchases ticket/ Registers
USE
SIGN UP
EMOTIONS
TRUST
HOPEFUL CURIOUS
EMPATHY
Figure 4-14 Understanding the user experience, insight into Sara (2019)
EXCITEMENT
JOY RELIEF
SURPRISE
IMPATIENCE E
INTRIGUE
ANTICIPATION
SATISFACTION
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5.0 Business model Constructing a business model has been made easier with
as a potential start-up social enterprise. This was useful in
the innovation of the Business Model Canvas (2010) by
demonstrating the prospect of the service solution and what
Strategyzer. Used by over 5 million people (Strategyzer, 2019),
barriers might be problematic in its delivery.
the worksheet creates a structural framework that creates a visual outlook of any prospective business.
In terms of evaluating the service proposition, the visual breakdown of each building block helped facilitate discussion
Based on ‘The Business Model Ontology’ developed by
and manage the direction of my product development.
Alexander Osterwalder in 2004, the ‘Business Model Canvas’ has been visually experimented with by various practitioners. The simplicity of the tool makes it accessible to people regardless of their proficiency in business. The resulting visualisation (figure ) contextualised my design proposition
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Ideas placed in the Canvas trigger new ones. The Canvas becomes a tool for facilitating the idea dialogue—for individuals sketching out their ideas and for groups developing ideas together.” (Osterwalder, 2010)
Figure 4-15 (Pictured right) Business Model Canvas, work in progress (2019)
Culturally diverse team
Connectivity
Database security
Business Partners
Marketing experts/analysis
Smart Tech
KEY RESOURCES
Company Website
Advertising
Social Media Pages (Facebook, Instagram, LinkedIn)
(Business cards, Decals)
Word-of-mouth
CHANNELS
Partnership Advertising
Partnership Investment
REVENUE
Public Advertising (Posters, Flyers, Billboards)
Government Funding Public Donations Membership fees Service fee
Newsletter/Emails
Personal Journalling
Challenge
Explore
Know Yourself
Sharing resources
Commission
VALUE PROPOSITION
Community events
Recommended material
Financial capital
Writing prompt suggestions
Cultural education
Global content
Resource library
Cultural exploration
Local events
Cultural exploration
Sharing resources
Immersive experiences
Challenging perspective
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6.0 Service Blueprint The service blueprint was first introduced in a Harvard
communication activities in a larger social and cultural
Business Review publication (1982) by Lynn Shostack, a
context.’ It is therefore imperative that service propositions be
banking executive. Now, with service design growing as an
visualised and constructed using the various methodology to
industry, this method of capturing the value of intangible
bridge these expected differences in professional backgrounds.
products ‘represents a plan of the final service implementation.’ (Ishizaki, 2010).
The service blueprint, similar to the business canvas, helps articulate connections and interactions of elements of the
Ishizaki explores the use of defined tools in the communication
business components necessary to develop a working and
of service design outcomes in his paper ‘Service design and
sustainable experience for users.
technical/professional communication’ (2010). Progression of ITC is making service design increasingly complex and ‘brings together a broad range of relevant sub-disciplines within technical and professional communication, and situates
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Figure 4-16 Initial service blueprint map, work in progress (2019)
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7.0 Branding & Identity Case studies and competitor analysis were extremely
pallette, it was possible to experiment with patterns and
important in this phase of the project. In observing a multitude
contrast. I felt this was also important in hinting to the idea of
of social enterprises and interest-based apps, I was able to gain
diversity and the beauty of contrast.
an understanding of how effective branding must be to garner trust and respect from users.
This phase meant I finally had clarity in my vision of the service and how it needed to be consistenly styled. This was
Throughout my research, many current legitimate resources
also particulary essential in setting a framework for the user
for cultural knowledge are primarily focused on content and
interface, reducing the amount of design decisions I need to
lack the creativity in their branding strategy. I wanted to
make by setting a baseline.
attempt to strike a balance between fun, energetic and visually stimulating whilst also delivering quality and trusted content. Colour then became an important tool in bringing life to the graphic layout of the service and in developing a multi-colour
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Figure 4-17 (pictured right) Initial service blueprint map, work in progress (2019)
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Precedent examples Observing examples of branding and logos supporting cultural experiences and social innovation helped guide the direction of my concepts. By collecting various examples I was about to identify common colours, shapes and styles of social businesses in Australia.
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Logo experiments With some clarity around style, colours, fonts and a mixture of graphics and text I was able to start fleshing out concepts. After selecting the
Cultivate.
Cultivate.
service name, the colours and shapes evolved.
Cultivate. Cultivate.
A diverse cross-cultural tool
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Promotional materials As a prospective start-up service proposition, advertising is incredibly important for business exposure and intriguing investors. Basic business elements such as business cards and decals are used to trigger memory and associations with experience. The idea was to create a striking pattern that people woulc be attracted to and pick up materials for its aethetic value. As a digital service, it was necessary to explore physical outcomes that would raise awareness of the service and allow people to take something away to maximise the potential for the user to later review or eventually recognise subconciously.
Figure 4-18 Samples of variations of colour and pattern. Sticker/decal concept experiments (2019)
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Let’s create a safer and more inclusive city together.
To inspire a generation shaped by diversity and help indivduals navigate their own culturally explorative journeys.
Want to know more?
Want to know more?
www.cultivateapp.org
www.cultivateapp.org
www.cultivateapp.org
To inspire a generation shaped by diversity and help indivduals navigate their own culturally explorative journeys.
Aiyana Acevedo +61 XXX XXX XX info@cultivate.org.au
Want to know more?
Want to know more?
www.cultivateapp.org
Explore. Challange. Experience
Activate your city. We are a social enterprise committed to supporting multicultural cities and helping you find new ways to experience culture. Figure 4-19 Samples of variations of colour and pattern for business cards (2019)
www.cultivateapp.org
Explore. Challange. Experience
Activate your city.
Let’s celebrate diversity! www.cultivateapp.org
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8.0 User Interface Using handsketches and digital illustration, the visual design of the service started to take form. The sketches I produced made it easy to annotate and quickly protoype designs without getting stuck on colours or shapes. Most of the protoypes I produced were digitally illustrated which offered the bonus of being able to introduce colour and create a cleaner look to present to users and experts for review. This was the most lengthy process as it was a lot of trial and error. I overviewed journal app interfaces and any apps that I had discovered throughout my research phase. From there, I was able to start developing a style and based layouts on high-use apps such as headspace and Duolingo. Figure 4-20 Close-up of interface wireframe sketches (2019)
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Figure 4-21 (pictured right) Initial digital wireframe prototype. Experimenting with content and space (2019)
Unselected interests
Parts of the world
Activites
Switch between explore/challenge
Selected parts of the world displayed
Selected interests
Traffic rules
Profile
Personal notes
Stories
Personal
Traffic rules
Personal
Visit to the Immigration Museum...
Culture Commons
31/08/2019
Queen Victoria Market was a... 12/08/2019
YOUR WEEKLY GOAL
UPCOMING EVENT
Today I learnt that my family ca....
S
2/08/2019
S
RECOMMENDE D
SIGN I N
SAVE HOME
PERSONALISATION INTEREST PAGE Back button Events in your area
Traffic rules
Events
New tasks
PERSONALISATION AREAS OF INTEREST
PERSONAL PROFILE RSVP event
Combination of suggested and set tasks for the user
User stories
Different cultural learning materials
Journal title
Goals
Personal
JOURNALLING AND STORIES
Prompt questions
Explore
YOU HAVE A
THINK SPACE
SUGGESTED STORY!
What cultural traditions do your family follow?
‘How I learnt about my families journey by boat’
Do you know why it matters to them?
OPEN
OPEN
RECOMMENDE D
CHALLENGE ME!
TASK LIST
EVENTS PAGE Specially picked events
Mystery task for the month
WEEKLY READING NOTIFICATION
Skip
Crowdsourced media
FORTNIGHTLY PROMPTS
Skip
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Wireframe A handy tool for user experience, wireframing is a method of
Also, wireframes are valuable for user testing purposes and
visualising and planning digital interfaces and content. This
evaluation. In experimenting with a range of low fidelity
method is particularly flexible, you can sketch with a pen to
(simple/plain) and high fidelity (detailed) wireframes, the
paper, or you can use a range of digital platforms to create the
designer can trial and error layouts and also use them to
look of the design (Marvel app, Invision, Adobe XD, Sketch etc.)
create rapid prototypes for demonstration. With tools to add interactive animation to wireframes, the value of each feature
UX tools for wireframing are quickly developing, demonstrative
or button becomes easier to test. This is the most effective way
of the value of visual appeal and usability of digital content
of building toward a strong digital-service outcome.
to the modern-day user. This method helps designers plan hierarchy of elements, allocation of space and prioritisation of content. Similar to the use of a service blueprint, the wireframe is the skeleton of a digital output.
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Figure 4-22 (pictured right) Secondary revision of wireframe for user testing and review (2019)
Info bubbles to guide users (Mostly first log in usage advice)
Images with colour overlay
PERFORMING RFORMING ARTS AR Please select as many
PERFORMING ARTS
PERFORMING ARTS
PERFORMING ARTS
MUSEUMS & We’ll tailor the rest of the content to you! GALLERIES
MUSEUMS & GALLERIES
MUSEUMS & GALLERIES
MUSEUMS & GALLERIES
HISTORY
HISTORY
HISTORY
HISTORY
interests as you like, this can be changed in your profile anytime.
PERSONALISATION - INTEREST PAGE Press anywhere to remove info message
Profile picture and interest panel
Drop down menu to change interests Change location/ ‘find me’
Traffic rules
Profile
Personal
Performing arts
History
Fashion
Cuisine
ART AND DESIGN
PERSONALISATION - INTEREST PAGE Scroll down to view all interest fields available Press ... for more detail
Top 3 recommended local events based on location (images of event)
Musuems & Galleries
Challenge tiles with number of people participating City profile image as background
Press ... or off card to go back to regular view Overview of entries with scroll-down
Images from uploaded community content (completed challanges)
Reflection prompts
Stories
MELBOURNE, AUSTRALI A
17
Learn something new
This Month we’re inspired by family connections and history
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43
14
Learn something new
Teach a friend
Create your own
CUISINE
ART AND DESIGN
PERSONALISATION - AREAS OF INTEREST Press anywhere on cards to make a selection. Press again to de-select and card returns to its original colour. Filters - media type, length, location, theme etc. Various resource categories exploring people, culture and diversity
Explore
NEW STOR Y
50
D A YS L E FT
EXPLOR E
ART AND DESIGN
PERSONALISATION - AREAS OF INTEREST Press ... and card flips over to reveal information on types of activites within each field.
Challenge
Challenge
EVENTS NEAR YOU
YOUR WEEKLY GOAL S
Interests
CUISINE
ART AND DESIGN
HOME
Interests Finding new delicious foods, supporting local social enterprises, cooking classes and more!
Save selection Interest themes turn green once selected
CUISINE
SIGN IN
Opens to ‘EXPLORE’ function
Solid background colour with description written
Interests
Interests
Culture Commons
Interest themes - Images collected from partners/participants with colour overlay? (could change every week)
Visit your local library and take part in one of their cultural learning community classes to learn a new skill!
YOUR STORIES Visit to the Immigration Museum...
GLOBAL NEWS
31/08/2019
Queen Victoria Market was a... 12/08/2019
Today I learnt that my family ca.... 2/08/2019
VIDEOS
My friend told me this really cool...
RECOMMENDE D
COMMUNITY CONTENT
CHALLENG E New Challenge in 14 days
PERSONAL PROFILE Opens ‘CHALLENGE’ city-based experiment User completion of tasks and knowledge/experiences gained
Suggest the next city-wide challenge
Press to view suggested challenges and make your own Press Challenge tiles for details
Register selected challenge Press photo tiles to enlarge Challenge tile has live update of challenges registered in your local city
Stories from users, selected based on interests and key words
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EVALUATION Using a range of design tools, I was guided by peer and expert advice towards my final concept. This phase was useful in
1.0 Ethical consideration
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potential growth of the project into a start-up social enterprise.
2.0 Expert review
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During the last few months of honours, I undertook an
3.0 Focus group
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4.0 Benchmarking
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considering areas for development to gain deep insight into the
internship with One Love Australia that gave me professional insight into business modelling, grant and funding processes. This was a valuable practice in validating design ideas in a professional context. Using the core values as a guideline for my design decisions, I was consistently reflecting on how to balance my research findings with advice and perspectives of potential users and skilled professionals to reach a desirable outcome.
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METHODS
INSIGHTS
IDEAL FEATURES
CORE AIMS
DESIGN OUTCOME Figure 5-1 Balancing insights and ideals to inform the design outcome (2019)
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1.0 Ethical consideration Introduced within Professional Practice at RMIT, the aspects
PURPOSE
CONSTRUCTION
USE
DISPOSAL
and impacts matrix was a useful tool in outlining the effects the product might have on the world around it. This provided well defined impacts I could evaluate my service proposition against
ECONOMIC
to consider and where improvements could be made. SOCIAL
Choosing to pursue a digital platform over a physical product meant that I could reduce potential impacts in disposal and on the environment. ITC’s enable freedom to update and
POLITICAL
change features where needed without potentially polluting the environment. In this case, there were minimal alternatives
ENVIRONMENTAL
could offer better outcomes within the service system. TECHNOLOGICAL
Figure 5-2 Impacts and Aspects Matrix Assessment Prediction (2019)
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ALTERNATIVES
This platform will operate as a digitally-based social enterprise. This means relatively low operating costs and development of MVP.
This platform will operate as a digitally-based social enterprise. This means relatively low operating costs and development of MVP.
The platform isn’t designed to be political but may be a pathway to inspire cultural activism.
Economic value will be generated through advertising and referral of users to business partners and associates.
Economic value will be generated through advertising and referral of users to business partners and associates.
Construction will abide by standard rules and regulations concerning privacy and saftey of user information.
As a digital service, it will utilise existing tech (phones/computers), making the product affordable to use.
As a digital service, it will utilise existing tech (phones/computers), making the product affordable to use.
Users may introduce political messages, ideally working as a positive channel of education and advocacy for diverse people.
This platform will operate as a digitally-based social enterprise. This means relatively low operating costs and development of MVP. Economic value will be generated through advertising and referral of users to business partners and ass ociates.
This platform will operate as a dgitially-based social enterprise. This means relatively low operational and maintainence costs. The eonomic value is based in the advertising and referral of users to our various business partners and asscosiates.
As a digital service, it will utilise existing tech (phones/computers), making the product affordable to use. Figure 5-3 Description on specific Impacts and Aspects Prediction (2019)
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Academic input
I RIS K
to identify some potential concerns with impact assessment, the platform content and risk management. This helped define
EV A ION AT LU
With expert advice from an RMIT ethical consultant, I was able
D IFIE T N DE
further business development. Identifying the risks within the phases of the user journey
R E VI
assistance might be required for the deliverable outcomes and
IM P LE M
me consider alternative ways to mitigate risk and what external
ON SI
The comments and insight from their review of my work helped
N TIO A T EN
some overlooked potential use and misuse of the platform.
helped categorize the challenges of the service and isolate problems that could be solved subjectively or objectively. Figure 5-4 Iterative cycle of risk assessment and management (2019)
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Figure 5-5 (pictured right) Risk analysis in potential user journey experience (2019)
User Experience Ensuring the conclusion of their experiences are positive and complaints are handled with care
If challenged too much, it could make them more xenophobic
Identifying Potential Risks User motivation
Managing expectations, communicating a clear message and purpose.
Minimising potential for misunderstanding and misuse of the platform.
DISCOVER
Effective monitoring and mitigation of inappropriate content. Freedom of speech
Blindspot bias Inability to recognise and address your own bias
POST-SERVICE
PRE-SERVICE
Censorship Diverse users
USE
SIGN UP
Privacy Acceptable use of private information/connection to social media and protection of personal information
Incentive Ignoring what you don’t like, therefore defeating the purpose of cross-cultural learning
Ensuring the user is engaged enough to continue to use the service
Social Impact measurement Purpose
Choice anxiety
Communicating with clarity and ensuring the objective is understood by users
Overwhelming the user with
Contrasting user motivations Users who don’t share the same values.
Monitoring the success and effect of the service.
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2.0 Expert review Consulting with experts in design and professional practice was helpful in refining my outcomes. This was a process I referred to at different stages of the design. During the later half of the year, I undertook an internship with a start-up social enterprise. One Love Australia, currently working developing racism education, were great influences and contributors in defining my audience, outcomes and business model structure. With their advice, I began to understand how to view this service with a start-up mindset. The internship allowed me to work within my field of interest and conceptualise how I would transfer my university project into reality. Figure 5-6 Internship with One Love Australia. Photo with my supervisors Jamal and Joel at ygap pitch night (2019)
114
Figure 5-7 (pictured right) Consultation with Areli, discussion and critque of design development (2019)
115
3.0 Focus Group For this project, user input and advice was essential in
process helped identify problems in my project pitch and shed
developing a strong service outcome. The focus group were
light on complex problems such as privacy and censorship.
presented with the identified challenge, concept and the main features of the application design and branding. The
Using their feedback, I was able to gain validation on the
session was then turned into an open discussion to address the
service design and how well it aligned with the project values.
strengths and weaknesses of my proposition.
Working with the focus group prompted me to reevaluate what kind of experiences they expect and how to incentivise a
Each participant was given a feedback form which outlined each of the major parts of the application with indicators on perceived functionality and motivations to use the app. The session was designed to allow prospective users to have their say in the direction of the project and its potential. This
116
generation plagued by time poverty and abundance of choice.
Evaluation Summary Know Yourself
EXPECTATION
Journalling
Explore
Cultural events & Activities Cultural resources Community content
Challenges
City-wide set challenges Rewards
Figure 5-8 Collated perspectives from focuc group review (2019)
Figure 5-9 Photographs from focus group session (2019)
117
Discounts for events/actitivies for users Portion of profits to charity organisations supporting diversity and culture in Australia Use challenges to get free tickets and discounts after completion
Reducing functionality Free/paid versions with different accessibility
Incentive
Complexity
More concise explanation of each function More focus on ‘Explore’ as main point of customer engagement and satisfaction
AREAS FOR IMPROVEMENT Will this improve the projects sustainability?
Will this improve the projects impact?
Service fee on purchases
Financial model
Advertising fees
Membership fees for stakeholders Free/Paid plans
CORE AIMS
OUTCOME 118
Figure 5-10 Post-evaluation decision making (2019) Refer to page 18 for core value details.
REVISION
119
4.0 Benchmarking Cultural learning and participation is already present in
a range of case studies by whether they were passively or
Melbourne. There are a ot of services accessible across the
actively addressing cultural identity and belonging. This was
world that locals can access and experience culture.
then compared by the adjacent axis describing the complexity of their approach, whether it uses a handful of tools, or grants
The field is broad and many organisations address cultural
employ various methods to reach its audience.
difference in a variety of ways. Some are for the distinct
(Refer to Appendix B, C for case study details)
purpose to build cross-cultural relationships and others are more in-direct, focussing on how to generate positive
Using this map I was able to distinguish where I wanted this
experience and get people active in their communities.
project to sit and how it levels with other services available to the public to enhance cultural understanding and identity.
I found it useful placing the design outcome with the field of
(Refer to Appendix B, pg 146 | selected detailed case studies
cultural learning and benchmarking this with existing services
numbered 01-06)
and projects along two axis. This allowed me to categorize
120
ACTIVE LEARNING
06 01
COMPLEX
SIMPLE
02
05
03
04
PASSIVE LEARNING
Design Outcome
121
OUTCOMES Cultivate. was the final solution demonstrated through a mix of workable protoypes and digital mockups. Much of the research I collected, was filtered through a lense of applied service-design knowledge. The complexity of cultural identity
SERVICE SOLUTIONS 1.0 Identity
126
2.0 Application Interface
134
3.0 Business Model
138
and social inclusion was made approachable by procuring various methodolgy of service-system, user-experience and social design theory and techniques of product development. To produce a feasible service design, I had to leverage peers and professionals of different perspectives and educational backgrounds to best interpret the complexities of delivering a successfull cross-cultural educational digital toolkit.
122
To inspire a generation shaped by diversity and help individuals navigate their own culturally explorative journeys.
123
THE USER JOURNEY MAP CHALLENGE Sara Garcia
CREATE PROFILE
Age: 22 Nationality: Australian
LOG IN
Cultural background: Australian - Argentinian
DOWNLOAD APPLICATION
To get you our of your comfort zone, teach you something unexpected and active in your city
2
VIEW APP FEATURES
1
Occupation: Student Hopes to reconnect with her Argentianian heritage & learn more about South America to prepare for her trip after graduation.
A space for you to pick your own cultural journey, try something new and engage in activities in your city
3
SELECT INTERESTS
EXPLORE
KNOW YOURSELF To encourage you to take time for yourself and understand your own journey Figure 6-1 Complete journey map outcome visualisation (2019)
124
DISCOVER
SIGN UP
USE
Interactive cultural exploration challenges introduced every month
Cultural exploration
Sharing resources
Immersive experiences
PLACE YOUR VOTE Helps Sara stay motivated to connect to culture
MAKE YOUR OWN
Challenging perspective
Cultural education
Global content
Resource library
Cultural exploration
Local events
RSVP RECOMMENDED READS FIND INTERESTING CONTENT
Take some time to reflect and articulate your experiences with culture and belonging
Recommended material
Sharing resources
Personal Journalling
Writing prompt suggestions
REFLECT ON YOUR EXPERIENCE
SOCIAL IMPACT
Find cultural events and explore the culture library and find what interests you
RATE EXPERIENCE/ LEAVE REVIEW
ACCEPT!
Helps Sara experience culture and welcome others to join her
Helps Sara start her self-discovery journey and helps her
EXPLORE SOMEONE’S STORY SHARE YOUR STORY
Social belonging
Builds empathy
Increased resilience
1.0 Identity Cultivate. comes from a combination of the words ‘culture’ and ‘activate’. The name had to be simple and slightly ambiguous at first glance. This also has to be communicated through a bold use of colour. The juxtaposition of which was a subtle communication of the message of unity in diversity. With a bold colour palette, it allowed me to experiment with textures and combinations that would attract young adults to the brand. The final look is clean, playful and soft with a modern edge. I wanted the logo-type to be adaptable and flexible in different contexts. Over long time use, the logo and colours would hopefully become iconic of the brand.
126
STANDARD
TEXTURED SAMPLE
127
Opacity 65%
01 Colour palette
Deep Sea
Sunset
Mint
Blush
C= 82, M= 38, Y= 22, K= 6
C= 1, M= 51, Y= 98, K= 0
C= 55, M= 0, Y= 27, K= 0
C= 0, M= 46, Y= 44, K= 0
02 Typography
03 Patterns
FONT 1
SAMPLE TEXT
STYLE
Aa
Century Gothic Bold 65pt Century Gothic Regular 16pt
Logo type
FONT 2
SAMPLE TEXT
STYLE
Aa
Lato Regular 12pt
Body
Heading 1
Century Gothic
Lato
128
Lato Light 12pt
Style Guide
SILHOUETTE
COLOUR SPLASH
Business cards
1. We are a social enterprise committed to supporting multicultural cities and helping you find new ways to experience culture.
SHARE YOUR STORY. CHALLENGE YOUR PERSPECTIVE. EXPLORE CULTURE
2.
3. We are a social enterprise committed to supporting multicultural cities and helping you find new ways to experience culture.
Figure 6-2 Final prototype of Cultivate, business cards (2019)
SUPPORTING LOCAL BUSINESS FOR SOCIAL CHANGE. DESIGN YOUR EXPERIENCE. CELEBRATE DIVERSITY
129
Stickers & Decals A variety of stickers that would be distributed to businesses as a signifier of their partnership with Cultivate. These badges will also act as a form of promotion to attract new users and build more recognition in the community. They will be made available at all events associated with Cultivate. to help raise awareness of the business and encourage people to trial the application.
Figure 6-3 Final prototype of Cultivate, stickers and decal examples (2019)
130
131
132
Figure 6-4 Digital mockup of decal/stickers in use in participating partner outlets (2019)
Figure 6-5 Digital mockup of public advertising of Cultivate launch (2019)
133
2.0 Application interface The application interface was designed with a minimal
The phone application was the primary outcome for the
yet playful style in mind. My intention was to develop an
project as I wanted all the information to be available easily.
approachable, professional design that has a clean interface
The app acts as a central hub of information for the user to
with lots of imagery. In reviewing various examples and forming
access whenever they need and works to create a personalised
case studies and reviews on functionality, style and branding,
experience for them.
I collected ideas for how I wanted the content to be presented and easy to navigate without the need for a guide.
The application will feature activities and businesses whom Cultivate. have partnered with. All the activities available to
The symbols I chose had to be easily recognisable and similar to
users will be supporting local businesses who care about their
that of many globally recognised businesses such as Instagram
social impact and believe in supporting diversity in Melbourne.
and Facebook. This would make it easier for the content to be translated into various languages and ensure that it can accomodate diverse needs of users. Figure 6-6 ‘Know yourself’ home page overview and details (2019)
134
know yourself A space for you to explore and articulate your own experiences. This is where you can reflect, share your stories and inspire others towards understanding how culture impacts each of our lives.
FEATURES
IMPACT
Recommended material
Social belonging
Share stories
Encourages empathy
Personal Journalling
Cultural exploration
Writing prompt suggestions
Promotes social discourse
135
explore The best way to support local businesses and find ways to connect to culture across the city. This is where you’ll find opportunities to learn something new, pick up a new hobby, create a new habit and meet diverse people. You’ll also be able to find a variety of videos, articles, blogs and projects around topics of culture that aim to educate, inspire and create discourse about some of the challenging and rewarding aspects of diversity.
IMPACT
FEATURES
136
Figure 6-7 ‘Explore’ home page overview and details (2019)
Cultural education
Global content
Cultural exploration
Promotes social discourse
Resource library
Cultural exploration
Local events
Immersive experiences
Supports local businesses
Access to special events
challenge This is where we want you to actively seek opportunity to learn and engage more with cultural activities in your city. Every month, we’ll release a new challenge to get you up and exploring diversity in Melbourne. You can also design your own cultural journey and set challenges for yourself to find things you want to explore. This is how we activate the city to celebrate diversity and support multiculturalism.
FEATURES
IMPACT
Cultural exploration
Figure 6-8 ‘Challenge’ home page overview and details (2019)
Cultural learning
Sharing resources
Promotes social discourse
Immersive experiences
Improved quality of life
Challenging perspective
Supports local businesses
Active communities
137
3.0 Business Model The final business model is quite large in scale due to the
partnerships with like-minded organisations. Choosing the
variety of tools built into Cultivate. To bring this project to life,
right partners and associates is key to building Cultivate into a
it would require a skilled transdisciplinary team.
sustainable business model. This proposition offers value to its partners by providing them with a new channel of advertising,
Social enterprises are becoming popular in Melbourne and
new customer base and market resources.
demonstrated a call to action for businesses to shift towards social improvement over profit. Ideally, the working business
Partnered businesses would be required to pay a yearly fee
model around Cultivate would be designed as a closed-loop,
which will include access to user insight data and support for
with profits being directly invested in enhancing service quality
their listings on the app. Every 6 months, Cultivate. will collate
and capabilities.
data relevant to understanding the customer base and offer it to business partners to inspire innovation and address cultures
Delivering quality experience with a low price tag is a
which may be under-represented.
difficult task, however, I believe it is achievable with strong Figure 6-9 Final business model visualisation of outcome (2019)
138
Tech support
Human resources
Database security
Marketing experts/analysis
Smart Tech
Connectivity
COSTS Stakeholders
REVENUE
Social media
Advertising
CHANNELS
Business Partners
Partnership Investment Government Funding Public Donations Membership fees
Word-of-mouth
VALUE PROPOSITION
Special access
Cultural experience
Learning tools
Social engagement
Cultural insight
Discounts/offers
USERS
LOCAL BUSINESS
Advertising
User insights
Customer referral
Social value
Market research
Content design 139
REFLECTION What inspired me about Industrial Design was the potential to
experimented with different methods of engaging with people
do something of social value. I wanted to build my capacity to
of unique backgrounds and expertise helped me learn how to
develop meaningful solutions that could address various forms
accept my limitations. This also gave me space to acknowledge
of inequality, stigma and misunderstanding.
how I wanted to grow and understand the kind of practicing designer I want to become.
Culture and belonging was a strong point of interest I didn’t quite know how to explore. Reconciling with my cultural
Cultivate. helped me explore my relationship to migration
heritage and understanding my family migration story was
and how my experiences with cultural belonging are part of a
building more agency as I grew older. Researching this topic
modern-day global narrative. Throughout this year, I learnt a
made me see how vastly shared this experience is globally,
lot about myself and my capabilities as a designer, researcher
and I became inspired to create a tool that would support
and global citizen.
multiculturalism for the future. I am grateful for the friends and family who believed in my
140
The biggest obstacle I had to overcome was the fear of not
project purpose and helped me focus on the important part -
doing ‘enough’, not understanding ‘enough’ which made
doing my best to make whatever impact, big or small, towards
the design development phase incredibly difficult. Having
positive social change.
Figure 7-1 Photographs of the of discovery and process (2019)
141
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MigrationStatistics 44. Radford, T. (2019). Refugee camps are the “cities of tomorrow”, says aid expert. Retrieved from https://www.dezeen.com/2015/11/23/refugee-camps-cities-oftomorrow-killian-kleinschmidt-interview-humanitarian-aid-expert/ 45. RMIT. (2018). Associate Professor Yoko Akama - RMIT University. [online]
51. Teleport Cities. (2019). Quality of life in Melbourne, Australia - Teleport Cities. [online] Available at: https://teleport.org/cities/melbourne/ [Accessed 23 May 2019]. 52. Thompson, S. (2007). 1901 Immigration Restriction Act | Australia’s migration history timeline |NSW Migration Heritage Centre. Retrieved from http://www.
Retrieved from: https://www.rmit.edu.au/contact/staff-contacts/academic-staff/a/
migrationheritage.nsw.gov.au/exhibition/objectsthroughtime/immigration-
akama-associate-professor-yoko
restriction-act/index.html
46. Schawbel, D. (2013). Julia Hartz: How She Grew Eventbrite Into A MultiMillion Dollar Event Company. Retrieved from https://www.forbes.com/sites/ danschawbel/2013/03/13/julia-hartz-how-she-grew-eventbrite-into-a-milliondollar-event-company/#195dca1f4ff8 47. Shannon, G. (2016). Refugees in their own land: How Indigenous people are still homeless in modern Australia. Retrieved from https://www.sbs.com.au/topics/life/ health/article/2016/10/14/refugees-their-own-land-how-indigenous-people-arestill-homeless-modern-australia
53. Volunteer Visiting Programs | Australian Multicultural Community Services. (2019). Retrieved from https://www.amcservices.org.au/senior-support-services/ visiting-programs/ 54. What is needed to improve diversity and inclusion in Australia. (2019). Retrieved from https://sydney.edu.au/news-opinion/news/2019/03/21/what-is-needed-toimprove-diversity-and-inclusion-in-australia.html 55. World Refugee Day, 20 June - Background. (2019). Retrieved from http://www. un.org/en/events/refugeeday/background.shtml
147
Visual Media 1.
Betts, A. (February 2016). Our refugees system is failing. Here’s
them [Video file]. Retrieved from: https://www.ted.com/talks/
com/talks/alexander_betts_our_refugee_system_is_failing_here_s_
luma_mufleh_don_t_feel_sorry_for_refugees_believe_in_them
148
Ogbu. L (2017) What if gentrification was about healing communities instead of displacing them? [Video file] Retrieved from: https://www.ted.com/talks/liz_ogbu_
Luna. A (2016) Design Intervention For Global Issues, Angela Luna
what_if_gentrification_was_about_healing_communities_instead_of_displacing_them 7.
Parmar P.J (2018) How Doctors can help low-income patients (and still make a
Kleinschmidt. K (2017). “X” – how it connects us & how we can make a better
profit) [Video file] Retrieved from: https://www.ted.com/talks/p_j_parmar_how_
world together [Video file]. Retrieved from: https://www.youtube.com/
doctors_can_help_low_income_patients_and_still_make_a_profit
watch?v=EyfTB7cMDGg 4.
6.
yxojXmgYaOjQ5rEq6WXQ6TRFCoqHy8XQeldfWl_JE
TEDxConventGardenWomen https://www.youtube.com/watch?v=t0FljT15Dvs 3.
Mufleh. L (2017) Don’t feel sorry for refugees - believe in
how we can fix it [Video file]. Retrieved from: https://www.ted.
how_we_can_fix_it/up-next?fbclid=IwAR3LrmmrFusWZMYeR_
2.
5.
8.
Daod. E (April 2018) How we can bring mental health support to
Hakiza. R (2017) [Video file] Retrieved from: https://www.ted.com/talks/
refugees [Video file] Retrieved from: https://www.ted.com/talks/
robert_hakiza_refugees_want_empowerment_not_handouts
essam_daod_how_we_can_bring_mental_health_support_to_refugees
APPENDICES A
Ask us anything, University of Sydney
150
B
Service Design Case Studies
152
C
Visual Media Case Studies
163
D
Collected stories of Migration and Cultural Identity
166
E
Site Visits: Observational Notes and Photographs
171
F
Understanding Culture Survey - Collecting user insights
174
G
Supporting Cultural Diversity - Stakeholder insights
177
H
Diversity workshop: Notes & Materials
179
149
A
Ask us anything. University of Sydney
Where are you from? - what’s a better way of asking that question? It’s not really the question itself...it’s more the moment, the ‘ah yes that makes sense because you can’t be from here.’
(notes to consider)
What do you love about your culture? Food music and dance and festivities What language do you dream in?
•
Slightly better way is asking - what is your cultural heritage?
•
Some people are born of parents who have migrated and then
What’s the silliest stereotype you’ve ever heard about your culture?
migrate themselves, adding a lot of complexity to the way people
Do you think Australia is a racist country?
identity and respond to the question.
‘I think all countries are racist. It just manifests differently, they have different targets’ (Christine Lin, born in Taiwan but grew up in NZ)
‘It’s almost like before they want to know anything about you, it’s like ‘where are you from?’ (Kavya, Indian cultural heritage)
‘I think it’s particularly a problem if you don’t speak English well’
What’s the most inappropriate question people ask about your ethnicity?
‘Because I think every country has some racism in some shape or
Is it ever a problem being multilingual?
What is one thing that others could do to make you feel more
What was the worst pronunciation of your name?
150
form, and need to deal with it.’
included in Australian society? ‘Proper language policy! I think a lot of people in Australia want this
country to be multilingual, not just multicultural. And they don’t have the opportunities to study languages at an early age so that would make me feel more included and supported and I think many other migrants would feel that way too.’ Fernando Peñaloza, Argentina’s and peruvian
‘I really appreciate having that opportunity to engage with my own culture in safe ways and safe spaces. You know I really like opportunities like the moscato network, for example to meet with other people from diverse backgrounds and our shared experiences.’ Frahana, grew up in Australia but parents from India
Ask us anything - questions about race, culture and stereotypes in Australia (2019). University of Sydney. YouTube. [online] Available at: https://www.youtube.com/
Figure 1-2Video-clip of Ask us anything - questions about race, culture and stereotypes in Australia. University of Sydney (2019)
watch?v=o-gl6e-KUYM [Accessed 7 Jun. 2019].
151
B
Service Design Case Studies 01. Event Brite (2006) Concept: An online event organisation platform that connects people to live experiences. Eventbrite offers a self-serve solution to users so they may create their own events and ticketing options. A platform that capitalises on ‘social commerce’ between the general public, ticket buyers and attendees that diversify their inventory of events.
Founders: Julia Hartz - Co-founder & Chief Executive Officer, Kevin Hartz - co-founder & Chairman, Renaud Visage - Co-founder
Solution: two-way user-friendly app for attendees and organisers with separate accounts you can self-manage.
Screenshot of main page for public site of ‘eventbrite’ (2019) Available at: https://www.eventbrite.com.au/
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Context: A global platform showcasing events from 170 countries. Briteland HQ, based in San Francisco, California.
Analysis/Insights: •
The platform is very user-friendly with ease of access without the need of explanation or introductory tutorials
•
The search function of ‘anything’ is a unique feature which can break people away from usual habits
•
The branding and colour scheme is very bold and iconic, three colours - white, orange and navy blue (text) with a touch of grey for icons
•
App has a history log of all your past events which is useful as a little memory bank of your experiences
•
The platform has a wide variety of events, music, food, culture, social, and education.
Screenshot of search page for public site of ‘eventbrite’ (2019) Available at: https://www.eventbrite.com.au/
153
B 02. Couch Surfing (2003) Concept: An online platform connecting people to free homestay options with local hosts across the globe and encouraging crosscultural exchange. Their values: Share your life, Create connection, Offer kindness, Stay curious, Leave it better than you found it.
Founders: Casey Fenton, Daniel Hoffer, Sebastian Le Tuan and Leonardo Bassani da Silveira - Co-founders (2004), Jen Billock - CEO
Context: A global platform with 12 million members from over 200,000 cities. Screenshot of website for ‘Couchsurfing’ Available at: https://www.couchsurfing.com
Solution: two-way app for guest and hosts to communicate privately and access membership benefits and events. A new way to travel to create a deeply social experience for its users.
154
Analysis/Insights: •
The platform is user-friendly with ease of access without the need of explanation or introductory tutorials
•
The profiles are interchangeable and encourage users to both give and take from the community.
•
The profile information is very structured and encourages users to fill out as much information as possible in order to receive positive responses from hosts.
•
Connectable to social media such as Facebook - find Facebook friends on the platform that can be connected through Couchsurfer and write personal references.
•
Screenshot of my profile on ‘Couchsurfing’ Available at: https://www.couchsurfing.com
The platform offers a paid option to verify your account which enables you to find hosts faster.
•
You can create public trips ahead of time so you can connect to local hosts, events or other travellers.
•
Encourages authentic social experiences and teaches guests how to be respectful and grateful to their hosts.
155
B 03. Cultural Infusion (2003) Concept: A multifaceted resource of cultural education around Australia.
Founders: CEO and founder Peter Mousaferiadis. Supported by the United Nations Educational, Scientific and Cultural Organisation, in partnership with Australian National Commission for UNESCO.
Context: Based in Australia and works within various schools, kindergartens, libraries, local councils and holiday programs across Australia.
Solution: Showcasing diverse cultural dance, activities and arts to young people.
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Screenshot of website for ‘Cultural Infusion’ Available at: https://www.couchsurfing.com
Analysis/Insights: •
Cultural infusion have a wide variety of programs available from diverse communities.
•
Half day and full day programs are available and timetables are provided in their resource booklets online.
•
The breath of projects might be one of the challenging factors in ensuring all of their programs are being adopted by schools
•
The site is very professional and filled with lots of visuals and images.
•
Their business has a very transparent approach, making information on their board members, partners accessible to the public.
•
They have their own Project Based Learning Tool, ‘Learning Lands’ designed for Years K-10 with interactive learning and lesson plans. These are charged as yearly plans.
•
Each state they operate in has its own program brochures all with detailed information, pricing ranges and student capacity. Screenshot of pdf brochure for victorian schools. Available at: https://culturalinfusion.org. au/schools-programs/
157
B 04. Deadly Questions (2018)
portraits of indigenous people who have responded to the
Concept: An online website with various indigenous-related
displayed questions who are called ‘Deadly Champions’. It
questions from Australian people.
works as a controlled forum whereby, anyone can submit a question that is reviewed and then answered if appropropriate.
Founders: Aboriginal Victoria, Victorian Government. They support Aboriginal policy reform, with a focus on selfdetermination and treaty, community strengthening and engagement, cultural heritage management and protection (Vic.gov). Context: Based in Australia and developed specifically for Aboriginal Victoria. The campaign was released following consultations of an Aboriginal Treaty by the Victorian Government. Solution: Small digital cards with questions written in bold and the number of answers listed below. Some cards also display
158
Screenshot of interactive map on ‘Deadly Questions’. Available at: https:// deadlyquestions.vic.gov.au/explore
Analysis/Insights: • The use of real indigenous profiles aids in providing a sense of empathy and understanding that the questions are answered by real people. • The layout is similar to a mindmap and is a very clean graphic design with strong branding colours and style.
• Anonymity is afforded to users and anyone can access the site to ask a question - free from personal judgements of the public. • The questions are vetted before being published on the site, ensuring that questions are well intentioned and not harmful.
• The format of click-and-drag to view the question is a little chaotic, but allows viewers a more randomised experience which might draw them to see questions they might not have seen in the more traditional listing style. • The ‘Champions’ have a page where they are each introduced alongside their clan names. When you click on the profile, it opens up to the grid - filtering the questions the champion has personally answered. • Some questions have a video response which allows viewers a closer understanding of the diversity of Indigenous people.
Screenshot of responses from champions on ‘Deadly Questions’. Available at: https:// deadlyquestions.vic.gov.au/explore
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B 05. Meetups (2002)
• There seems to be a strong presence of ‘Indian culture’ -
Concept: A service that allows like minded people to meet and
Bollywood films, Indian music, Indian culture were some
experience something new and create their own communities.
specific options but no other cultures were mentioned. • Users can easily create their own groups and plan events
Founders: Brendan McGovern and Scott Heiferman
and recruit other hosts on the platform to help. This offers the user an entrepreneurial task where they have to
Context: Headquarters based in New York and operational
actively engage with the group to gain more members and
Solution: Creating diverse communities by connecting people
develop their own communities.
to learn something new or find support on their network of users. Analysis/Insights: • Services are split into 3 sections ‘Events near you’, ‘Groups near you’ and ‘Categories’ • During sign up, you are asked to select a few interests based on the categories offered and then asks for more detailed selects based on what you have chosen. Screenshot of landing page of ‘meetups’ website. Available at: https://www.meetup.com/ en-AU/
160
06. CultureMee (2017)
Analysis/Insights:
Concept: A service that informs Travel management companies
• App contains video links to Hofstede resource videos
and Corporate travel buyers on the different countries they may have business in.
around various countries and cultures • The app intends to crowdsource videos but doesn’t seem to have been successful with this feature
Founders: Brendan McGovern and Scott Heiferman
• Offers travel advice such as: languages spoken, greetings, the Do’s and Don’ts, culture comparisons.
Context: Based in Limerick, Ireland. Globally accessible app.
• Their comparisons are a little hard to understand, it’s possible this is because I have no understanding of
Solution: Creating a platform that contains various cultural information on countries around the world to compare to your culture and prepare yourself prior to travel. ‘Do business like a local’.
international business operations. • The have a feedback button but it links up to email and is not integrated into the application • The application isn’t very sophisticated for the likes of business travel but does have a strong central idea in bridging cultural mishaps for international business people. • It contains some stereotypical information which I’m not entirely sure is useful to users. Some examples used in the
161
Australian page seemed very misled. For example ‘G’day mate’ was said to be a common greeting in Australia and they used slightly offensive jokes to represent the laid back attitude of Australians, falling into cliches. • Limited amount of images present on the platform. There is one base image on the main page for each country with a small logo of a famous artefact of the culture. • There are a number of countries listed, but only a handful are complete. The rest have very basic information that would some of the first things people could find on google.
Screenshot of landing page of ‘CultureMee’ phone application (2019)
162
C
Visual Media Case Studies
Amongst a lot of literary research, digital media was a useful tool in the visualisation and communication of cultural content. I found a lot of biographical information from a range of Ted Talks and Youtube channels and websites providing insights surrounding themes of culture, discrimination, migration and refugees. Some highlighted projects shown here, were useful in understanding people, interactions and concepts surrounding cultural identity and belonging. Reviewing these types of current media circulating in the public domain set the context around perceptions of immigration and ethnic groups within
Screenshot of ‘You can’t ask that’ series on ABC iview (2019)
Australia and the types of resources people may be using to bridge cultural gaps.
Episode feature image for ‘Middle ground’ episode 3, season 2. Jubilee (2018)
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‘You can’t ask that’ ABC iview, TV Series (2016)
Analysis/Insights:
Description: An ABC documentary series giving a voice to
• The people selected are very genuine characters with a lot
diverse marginalised Australians to confront contentious
of charm and ability to address some questions with a keen
questions that centralise on racism, discrimination and
sense of humor to break tension.
presumptions with honesty, humor and tact. Currently there
• The guests are asked some interesting questions that are
are 4 series, each with 10 episodes running for approximately
known to be off limits in normal circumstances but given
16-30 mins each.
full reign on the show. • The show has a strong concept and does well to address
Concept: Introducing real people from diverse backgrounds to the screen to address anonymous questions and breakdown social and cultural barriers.
general concerns that are expressed in the media. • The style of expression given to the guests allows them to speak freely and honestly about their own real experiences. • The series provides a wide scope of ‘marginalisation’
Context: An Australian based show with a potential for global access to minority groups.
whereby culture is not the only factor. • Some cultural/ethnic groups explored: Indigenous, Muslims, African-Australians.
164
Middle Ground - Youtube Series, Jubilee (2017)
Analysis/Insights:
Description: An Youtube series presenting discourse between
• The show provides much needed non-biased
opposing views of contentious issues of religion, culture and politics. Each episode features a specific topic such as
representation of both opposing and supporting sides. • It allows a fairly civil exchange between strangers and
abortion, immigration, vaccinations and presents 3 people
allows the participants to speak freely on the prompts they
on both sides. Some examples: Can Trump supported and
agree or disagree on in relation to the overarching episode
Immigrants see eye to eye? (Season 2, Episode 3), Can Israelis
theme.
and Palestinians see eye to eye? (Season 3, Episode 8) and ‘Pro-
• Jubilee media provides a range of human-centred
wall vs Undocumented Immigrants: Can they agree? (Season
resources that use personal insights from people to create
4, Episode 8). Created by Jubilee media (2017) based in Los
more empathy and understanding of diverse people.
Angeles, California.
• The channel offers a modern take of ethnography, inviting viewers to observe real people and hear personal accounts.
Concept: Introducing a group of 6 people to debate on current issues and give voice to opposing sides to provide a non-biased discourse to the general public. Context: An American based show broadcasted via Youtube for global access.
165
D
Collected stories of Migration and Cultural Identity
Business-owner, age 75
Insights
A family-owned business is well known to have the tastiest
• Family and social bonds are very important to many
cannoli’s in Footscray. I was personally recommended by a friend who was of Greek-Maltese descent.
immigrant families. • Language and food is a common way to pass on culture to younger generations.
The shop is like a little time capsule and once you step inside, you forget the noise and bustle of the Main Street. Lined with various hand operated applicants for coffee and boxed cakes, it’s a small store but has a great warmth to it can smell a hint of icing sugar wafting through the air. The shop had already been written about for the Melbourne Food and Wine festival and had a printed sheet with the history of their shop to read. She told me she was happy to meet again and I could return the sheet when I saw her next.
166
• Social rituals such as family dinners were an important avenue for sharing stories and passing on cultural habits. • Word of mouth is a valuable source of customers and loyalty for small businesses.
Student A, age 23 A university student, with a family history of migration. In our conversation, she shared with me her personal story about her experience growing up as an Australian of Asian heritage. She described to me details of her upbringing, connection to culture and the importance of family and communication.
It’s honestly difficult for me to identify with a culture because in my mind, I’m a hybrid of Vietnamese and Australian culture. That’s why I don’t feel completely connected to the culture in Vietnam, because I didn’t grow up in that environment but I did have aspects taught to me.
Insights • Sometimes we pick and choose what is desirable from our cultures. • Individuality is growing more important to people’s growth and experience, we want to belong but we also want to be seen as unique. • Language is a valuable resource in maintaining connection to family.
I think Australian culture, is a lot more individualistic and open-minded. In an asian culture everything has a very strong hierarchy and is more set in its ways. Whereas here, you are freer to challenge things, you have more freedom to figure things out on your own and be yourself.
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Student B, age 24 A university student on exchange in Europe during the interview. We organised a skype call and he shared his personal story of his family history and knowledge of his Australian heritage.
I see Australian culture (I know a lot of people don’t) but I see it as a melting pot of cultures, so I wouldn’t really define it as one culture. It’s just this big pot of cultures that intertwine with each other and overlap and in some way, they blend together and then you get this growth…? Somewhat...of acceptance, I guess?
Insights • Australian culture is confusing for a lot of people and commonly has negative media exposure. • Dangerous animals and binge drinking are prime knowledge from other international people. • Your parents have a lot of influence on how much you value culture.
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I think that there’s always opportunity to learn from other people. And you know, it’s a big part of why working in groups of diverse cultures is important in society. Because if you don’t, then you don’t get the full perspective of society, you don’t understand society all you do is you take an understanding that one group knows and then you apply it.
Maria and Luis, age 64 and 68
Chilean flower, in their backyard. My grandmother, cooks many
My grandparents both migrated from Chile in 1979. They were
traditional Chilean dishes as well as a fusion of other things
24 and 27 years old when they arrived in Australia. They had
she’s learnt over her years in Australia - a fusion of indian,
no english language skills and Luis was accepted as a skilled
chinese, australian.
migrant and granted government assistance to make his way to Australia. At the time, they were given an allowance and
My grandfather made the decision to leave Chile to secure a
received complimentary housing and food at a complex in
better future for his children. With age, it has become difficult
Maribyrnong.
to engage in culture as he did when we were kids. Melbourne has a large population of Chilean migrants and there are small
My grandfather, Luis, feels deeply about his cultural heritage.
family owned bakeries and businesses scattered across the city.
This is something he feels personally and did not force onto his daughters or myself. Language, however, was the one thing
For Luis and Maria, it is not possible to travel frequently and so,
that is very important to him and he continues to talk to his
years pass between visits and most contact with their families
daughters in Spanish rather than english in most cases.
is through social media, Facebook and Skype. Currently, they indulge in food, music and wine as their main sources of cultural
Luis is now 68 and Maria 64 years of age. Luis spends a lot of
engagement.
time gardening- growing lots of fruits and copihue, the national
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Insights • My grandfather had to sacrifice his love of culture to secure a better future for his family. • When my grandparents migrated, Australia welcomed them with open-arms, they recieved shelter, dinner buffets and an allowance to assist their transition. • Migration makes family bonds stronger, but culture of the host country primarily dictates how it will transform later. • Migration often is necessity rather than choice. Moving from developing countries to first-world countries offers a greater chance of stability and saftey. • There are many indivudals who would prefer to be in their home countries but due to political, financial and social circumstances, are unable to return.
170
E
Site Visit Photographs and Observational notes Visit to Immigration Museum Opened in 1994, the museum is a representation of diverse cultures in Melbourne. They contain a permanent exhibition ‘Leaving Home’ showcasing artefacts, stories, photographs and films of people who migrated to Australia. I visited twice and wrote some personal notes about each exhibit and their methods to engage and educate their visitors.
Immigration Museum, Wikimedia Commons (Gordon Makryllos, 2017) Available at: https://commons.wikimedia.org/wiki/File:Immigration_Museum,_Melbourne_-_Joy_of_ Museums_-_External.jpg
Personal journal notes about the Immigration Museum (2019)
171
Under One Sky Footscray has a long history with diverse migration shifting from Asian, African and European influences over 50 years. At Victoria University, Metro West space there was ‘One Sky’ an event showcasing Tibetan culture. It was an intimate event with about 50 people. There was a mix of food stalls, garments, crafts, artwork and dancers. Here, I met Jasmine from Cohealth who was the event organiser who later agreed to discuss her role in supporting cultural diversity.
Photographs from ‘Under One Sky’ festival organised by Co-health (2019)
172
Visit to CERES, Community Environment Park ‘CERES is a place for community-based learning and action to create environmentally beneficial, socially just, economically satisfying, culturally enriching and spiritually nurturing ways of living together.’ (CERES, 2017) CERES is a particularly large site with a variety of community plots surrounded by old wooden fences. I visited the garden on a Tuesday at 1:30pm and explored all the facilities around the garden. It was very peaceful during this time and I was able to wander around and write some observations of the methods they used to engage people through this public setting.
Photographs fro m ‘Under One Sky’ festival organised by Co-health (2019)
173
F
Survey - collecting user insights This survey was developed using Google Forms and offered to
Insights
people of varying backgrounds and professions. It contained
• The questions were delivered in short answer, scale and
an assortment of questions regarding peoples cultural background, sense of belonging and ability to explore this identity in Melbourne. This survey was open for responses for
tick box style. • Through this survey some particularly interesting insights were:
over 6 weeks, and returned 24 responses.
• Majority of respondents were between the ages of 18-25
‘Understanding Culture in Melbourne’ was designed to be
• Many respondents identified as more than one cultural
anonymous in order to encourage respondents to write greater detail into their personal opinions towards multiculturalism and potential experiences with discrimination. Overall, this survey was useful in capturing diversity and demonstrating
background/mixed • Most respondents wish to be more connected to their cultural ancestry • Most respondents felt that their cultural background did
difference in experience within a small sample of people
not inhibit their quality of life in Australia, however there
residing in Melbourne.
were themes of historical guilt being passed onto younger generations. • All respondents had a positive outlook on multiculturalism in Melbourne as an asset to Australia.
174
8%
MULT I
62 .5
50% GULAR SIN
MAYBE
S YE
Do you speak a language other than english at home?
25%
NO
cultural identity
42%
%
12.5%
Self-defined
DUAL
The country is multicultural because they needed workers not for the benefit of a culturally diverse nation.
We display a variety of different cultures and worldly identities, but whether we embrace them fully is another question.
Overview of respondent answers (2019) Screenshots of survey ansers from respondents (2019)
175
Screenshots of survey ansers from respondents (2019)
176
G
Survey - collecting stakeholder insights
This survey was offered to selected individuals taking part
respondents completed the survey most displayed interest and
in a variety of activities concerning cultural diversity and
were helpful in forwarding their survey to relevant persons
learning in Melbourne. The collection of information was
promptly. This method wasn’t particularly successful in
targeted towards individuals who are professionals working in
collecting many responses but opened up potential pathways
projects that support cultural diversity in a multitude of ways.
for communication in future. Some organisations were
Originally, these insights were to be collected in personal or
interested in the design proposition and offered to assist
phone interviews, but due to scheduling challenges, interviews
further if I required more information.
were difficult to coordinate. The primary goal of this survey was to gain perspective on
Insights
the current services working towards cultural harmony, what
• Government funding and budget allocation were key
methods have been effective, what needs greater support and what are the key tools to engage positively within crosscultural learning and experiences.
sources of conflict in delivering projects. • Most respondants rated their success above 80% in successfully supporting diverse communities.
This survey was sent to a range of services such as the Immigration Museum, RMIT Gallery, Cultural Infusion, Centre for Multicultural Youth and Co-ground. Not all selected
177
178
H
Diversity Workshops - notes and materials
Diversity workshop 01
2. Prepare a range of ‘back-up’ activities - participants can
The first workshop was a casual setting in an outdoor space
be less than expected or some exercises ineffective and
at RMIT. I invited a small focus group to join me at RMIT to
therefore render some methods more difficult than others
conduct a brainstorming session to understand general feelings
to utilise the session successfully.
about culture in Melbourne and its importance to the future
3. Having a partner to assist in the decision-making and also
of young people to come. Due to some organisational mishaps,
documentation is extremely useful. It was difficult to listen
there were not as many participants as planned but I continued
and ask further questions when I also had to make sure
with the session regardless and was able to evaluate my ability
everything was being documented.
to facilitate discussion and collect relevant insights. The session ran for approximately 2.5 hrs and I provided a range of
Insights
snacks to keep the session informal and ensure the participants
• Travel is believed to be the best way to engage in culture, it
were comfortable and sustained over this time
is considered a ‘rite of passage’ for young people. • Social media is a primary source of connection to the
Some lessons learnt 1. Remember to send reminders - keep people informed
outside world. • People are becoming increasingly mobile and are exploring
and make sure they are thoroughly prepared ahead and
more than before, moving to another country is based on
reminded a couple days in advance.
choice rather than necessity.
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Diversity workshop, first iteration conducted on 12th of April (2019)
180
Diversity workshop 02
Activities included:
Due to some lessons learnt from the first
1. Personal introductions
brainstorm session I ran, I was more prepared
2. Affinity mapping
for unexpected mishaps and ensured
3. Group discussion
participants were reminded of the purpose and
4. Persona development
time of the event. This time, the content and
5. Empathy mapping
delivery of the workshop was easier and wielded Setup for diversity workshop (2019)
more successful results. The activities used were different to the first iteration and required more analytical thinking. Although based in another informal setting, I used a formal presentation to
Insights
create more structure to the session and ensure
• Music,food and dance were the most
participants understood the tasks assigned to them. Each task was given a specific time frame
popular way of reconnecting to culture. • Many participants struggle to prioritise
and the participants were more engaged with
cultural activities due to busy life schedules
the content and were able to speak amongst
and money.
themselves. Having more participants during
• Most feel drawn to culture but are mostly
this session proved to be more productive and
motivated by family bonds and loose
enabled me to collect more information and
connection as they grow older.
have better discussions surrounding the topic.
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1. Introductions
“...I kind of connect to the music, that’s what brought
Instructions: Introduce your name, cultural background and
me into loving and wanting to know more about my
describe a time where you might have felt a sense of pride,
culture. Then through dance, it was further enhanced, I
shame or intrigue in your cultural background.
learnt about the history; the Ottoman empire and how it changed our ways.”
Participant 1 - Australian born, Indian and Australian ancestry “It just must be amazing to go to a wedding like that
Participant 3 - Australian born, Syrian ancestry
[Indian wedding ceremony]...it’s just full of colour and
“Syrian dancing probably brings everyone in our community
beautiful looking food.”
together.”
[If you got married, would you have any of that in your
“Everyone now, our community comes together, but now
wedding?] “Oh I have no idea, that’s a good question. I
that’s kind of stopped and not many of our cousins are
mean maybe I wouldn’t like it, I’ve never been to one...but
raised like that anymore. The little ones don’t know how
who knows, I might love it.”
to dance anymore, but the music and dancing is what brought everyone together.”
Participant 2 - Australian born, Serbian ancestry “...music has been the biggest connection” [to culture]
“We have the VSC (Victorian Syrian Community), the
“I still hold those memories as beautiful souvenirs.”
heads of that community decide what goes on and
[cultural serbian dancing and music]
what programs they get to do...now the leaders of that community have changed over, from the young generation
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to the older generation and I guess...they didn’t really see
“I’ve thought about whether or not I would have anything
it as important anymore, and it’s sad.”
traditional at my wedding, I think I would. I like the idea of doing something; like the idea of dressing in the red
Participant 4 - Australian born, Australian-Vietnamese
dress.”
ancestry
“I guess growing up I felt like my mum was a really typical
“I think sometimes in a privileged, predominantly white
‘Asian’ in that she wanted me to go to school and do well,
society, I feel like you have the luxury of deciding what
go to University and become a doctor; which obviously
your interests are and who you want to be, and how
didn’t happen. That’s all she wanted for me, she would
you want to spend your time. But then cultural [ethnic]
make me go to tutoring, and do scholarship exams, that
identity is this thing that you’re born with, you don’t get a
sort of thing, which I guess didn’t really have a big impact
choice. And sometimes I like having it there because I can
on my identity in different ways. Not necessarily in a
create more meaning or I can push it away, it’s kind of up
negative way, but it had a big influence on me.”
to me.”
“Now that I’m a bit older...I kind of look back and start
Participant 5 - Australian born, Croatian-Italian ancestry
to question whether or not that this isn’t such a good
“I guess a sense of pride mainly stems from my Croatian
thing [connection to family].Typically I don’t really see
side because my parents split when I was young, so I didn’t
as much of my family anymore, but we used to have
really get that Italian side.”
little gatherings when I was younger, whether it was my grandparents birthdays or Chinese New Year.”
“I feel a sense of pride when I experience all the traditional
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music and dancing; like circle dancing. I guess more recently, I have been feeling a sense of pride in traditional
2. Affinity mapping Instructions: Brainstorm based off the stories you shared and
cooking. So I’ve taken a few recipes from my aunts, cakes
capture some ideas, frustrations and excitements that may
and desserts.�
some to mind in relation to the topic of culture and diversity. Take each post-it and stick it onto the wall when you’re done.
Group affinity mapping activity (2019) Personal Journal notes during the Diversity workshop (2019)
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3. Group Discussion
4. Persona Development
Instructions: Open review of activity and thoughts and feelings
Instructions: Choose a persona image and create a persona and
prompted by affinity map
try and incorporate the themes in the brainstorm.
Breaking down ideas (2019)
Teams working on persona templates (2019)
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Scan of worksheets filled by participants and persona profile photos used from Adobe Stock (2019)
5. Empathy Mapping Instructions: Swap personas between groups and use the template to create an empathy map framed within the design problem: How do we incentivise people to either learn about their culture or someone’s else’s?
Diversity Workshop, Using NNG Empathy Template (2019) Available at: https://www.nngroup.com/articles/ empathy-mapping/
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