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Design has been defined as “the creation of something according to a plan.” In traditional contexts, that “something” has
typically been a product, service, built environment, information system, infrastructure, or technology intended to serve a
specific purpose.
Social design is different, in that it separates the process of design from the artifacts it produces and applies it to complex
social challenges at systems scale. Social design is the creation of new social conditions in cities, corporate cultures,
communities, or teams with the intended outcomes of deeper civic or cultural engagement and increased creativity, resilience,
equity, social justice, and human health. Along the way to these new social conditions, products and services are often
developed, but they are the means to an end, part of a larger system that includes invisible social dynamics as well as artifacts.
Among the many people working to address social issues of health equity, the question inevitably arises—how social design is
different from what they already do? We have tried to address those questions in practical terms throughout this site.
The System
Social design is comprised of a set of principles, a process for organizing actions that propel progress from one stage to the
next, and a specific set of skills required for the successful application of the principles and navigation of the process. Each
component of the system of social design plays a distinct role, and there is a causal, symbiotic relationship between them.
The Components
Vision: The ultimate purpose which includes social, environmental and financial value
Mapping: Scoping of the entire system that is impacted by or is part of the system or problem
Human-Centered Research: Participatory investigation from the point of view of the people affected
Problem Reframing: Identifying the most upstream point in the system and finding new perspectives that inspire novel
thinking
Idea Development: An iterative process connected to research and prototyping
Prototyping: Experimenting with ideas and representing them in order to allow audiences to experience them before
implementation
Measuring: Integrated throughout the process
Social design in relation to other methods
The distinctions between related practices used to improve human health are fluid and can be confusing. Many of the
principles, process steps, and skills used in social design show up in neighboring disciplines, such as collaborative research
methods, problem reframing, idea generation, and prototyping. Rather than seeing them as contradictory, this reflects the
potential for broader collaboration.
We do not yet have the words to describe the kind of information and feedback that propels the design process, the kind of
evidence that is not data and not countable. This is a new frontier in measurement—the difference design makes and how it
works.
Of course, we will never influence the millions of people working in these overlapping disciplines to use the same language to
describe what they do. It is the nature of every discipline to develop jargon that acts as shorthand between its members. All we
can attempt here is to highlight and define the words various disciplines use. Because we view language as a critical
component of collaboration and collaboration between different practices so essential to social design, we will continue to add
to what’s here in an effort to untangle, illuminate, and align.
Link to MeasureD Glossary of Terms (https://measured.design/glossary/A/)
Data collection methods are mainly qualitative, though design can draw on existing qualitative or quantitative data related to
the context, the problem, and the people under study. Examples of data collection methods include in-depth interviews and
focus group discussions with end users, key stakeholders and influencers; observation of users; experiential techniques such
as journey mapping or process mapping; and the use of interactive techniques such as games, card sorting, etc.
There is no ideal or recommended sample size of respondents or participants in the immersion or co-creation processes, but
the number of respondents or participants is often small compared to traditional research approaches. Designers choose
respondents based on their relationship to the social impact intent and those at the heart of experiencing the problem. At
minimum, respondents include the “end user” and often engage all stakeholders who will be affected by the intervention:
people linked to the end user and their experience (based on the intent/BUILT focus), those who might influence the opinions
and behavior of the end user, those working in the services that end- users frequent; and those that define social and/or
political norms in which the end user lives.
Data and observations are analyzed and synthesized by designers in order to:
Understand the problem and frame it, from the user Eventually suggest a range of possible solutions to the
perspective problem through divergent and convergent thinking and
co-creation processes with end users and stakeholders
Define different types of users and their relevance to the
problem
During co-creation, which involves developing, testing, and refining prototypes of different possible solutions, designers gather
data on end users interaction with and reaction to prototypes, as well as reflection with stakeholders to form judgments on the
desirability, feasibility, and viability of different solutions.
Designers often report findings in the form of visual representations of insights, findings, and solutions rather than text-based
reports. Often, because these findings or collections of evidence are not captured in traditional data, they can seem less factual
or scientific. That does not mean that they don’t represent significant information that the designer uses throughout the
process to refine and redirect solutions.
Data is collected in a deliberate way, using routine tracking of defined programmatic metrics or focused deep-dives to explore
hypothesized pathways of change that are expected to lead to program outcomes. Data collection approaches often involve a mix
of qualitative and quantitative strategies to create a full picture of program experience, and to explore the relationship between the
intervention and proposed changes in service coverage and quality; uptake of services, behaviors or products; and end users
perceptions of a service or product.
Specifically, designers and implementers use data to track the effectiveness of intervention strategies in reaching both intermediate
outcomes or ultimate outcomes. They can explore and interpret data during implementation for the purpose of adapting and
improving the intervention in order to address gaps in effectiveness or confirm the effectiveness of implementation strategies. In
those cases, data or measurement becomes a driver of change alongside other program practices (such as participation,
management, and service delivery) to enable continuous quality improvement and inform strategy. Data collection, interpretation,
and use mimic the iterative processes used in design and are often described as adaptive management, developmental evaluation,
collaborative learning, or quality improvement cycles. Measurement also provides a focal point for implementers and teams to
define shared concepts of success and to come together to rethink strategies if progress is lacking.
Analysis, interpretation, and learning take place periodically as part of the implementation process. Dashboards or other
visualization tools for exploring data are common. Routine program team meetings or reflection points that aggregate all data and
learning (objective and subjective) are required to optimize the value of measurement in this process. MeasureD cases that
practice this form of measurement: Built for Zero (https://measured.design/built-for-zero/); A360; Fitwits
(https://measured.design/fitwits); MomsConnect; Greater Goods; Benefits Access (https://measured.design/benefits-access-
project/); NYC Mayor’s office (forthcoming); C3 (https://measured.design/c3-counter-criminal-continuum/); and Mass Design.
MeasureD cases that have or are planning to practice this form of measurement include A360 and C3 Policing
(https://measured.design/c3-counter-criminal-continuum/).
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