 Well, good morning, not a mistake, thank you so much for inviting me to be here with you. I'm an India junkie, I love it, I think it's an amazing country and I think this is an incredible time to be practicing design and user experience. I was here first about five years ago speaking at a different conference and I got to meet some of you there too and I feel like in the five years that I've been away and come back you guys have progressed like about 30 years worth of design and user experience thinking. So congratulations, I applaud you, very, very amazing work. I was talking to Sarah about this, I feel like you know we're gonna come back in another five years and it's gonna be switched. We'll just sit here and be like wow, look at all these things they've loop-frogged in India with this new practice and all these new issues and challenges that they're solving and you're just you're just gonna impress us and keep teaching us all these amazing things so thank you for inviting me to be here. I'm not gonna talk about Facebook today, I hope that's okay, but I am gonna talk about social which kind of bridges Facebook and about Emily and other things. So how do we create social value? Not an easy thing. First we need to get rid of comfortable ideas as Mark discussed with us earlier, if we just want to stay in the current situation and not examine the gap that might be comfortable but it's probably not gonna get us very far. We have to really be able to let go of that and be open to the new. We have to embrace being scared. So what if we could see being scared or fear as our friend and not our enemy and what if we could almost use that as a litmus test to think about as we design things and as we see problems and seek gaps and new opportunities. If we're not scared by what we're thinking about then maybe we're not thinking broadly enough, maybe we're not challenging ourselves to be thinking more differently or more new or more you know big and broad. So if we want to start getting scared and uncomfortable there's probably gonna be problems we're gonna run into because when you're scared and you're uncomfortable everything is on the edge of sort of a new vista and something new can be very scary and problem-wrought and I think that's okay. I think we have to become comfortable with that being okay. To be willing to take those bigger risks we're gonna have problems and so I love that Guy Kawasaki talks about this quite often. He says we're gonna eat our problems for breakfast. Expect them and then eat them. You know today I had a disastrous design session and I ate toast. It's okay. Just expect that it's gonna happen and move on. So we also need to be very curious and I think if some of you were in Ray's workshop the other day one of the things he mentioned which I loved was if you talk to and I'm gonna butcher the exact quote so I apologize in advance Ray but if you ask a classroom full of kindergarten age children who can draw they'll all raise their hands and if you ask this entire auditorium full of us lovely adults design practitioners who can draw maybe half of us will raise our hands. So I think you really need to be able to unpeel those layers and step back and try to see the whole world and all the problem sets that you're encountering through the eyes of a child or through the eyes of someone who doesn't have all the preconceived notions that we do over the course of our lifetime. So to be able to think about things from a completely new way and really try to be unencumbered with what your expectations are of what the answers are going to be. You also need to be provocative. Not always easy. It takes a lot of courage. In the workshop that I led a few days ago one of the groups we were working with some content around farming in a group called Digital Green that I'll talk about a little bit later and we were all working through different exercises together on the content and one of the teams I'm sure you guys are in here decided you know what digital green is great but we don't want to work on farming we're gonna solve Ebola and we're gonna make a whole new startup called Digital Humanity and I just think that's absolutely fabulous and amazing and I hope you guys do it maybe you already have it's been over a day and in time you know how fast things move now you probably register the domain and whatnot by now. So I'm very excited to see that but I think that's a really good example of being provocative you know like don't always go with along with a set of constraints or problems that you see in front of you really question all of them and sort of break out of them anytime that you have the opportunity to do so. Also investigate new directions so thinking about how much technology is changing and the opportunities that that affords us thinking about our abilities to harness social or human power which is broader than ever either through technology or through just real life and the coming together of people and what the power can be in doing that. It's also time to investigate new directions and gesture currently so like if you can use the power of MUJA I encourage that as well based on our earlier discussion this morning but really thinking about all new directions that you can take into your work. Also adaptation one of the students that I talked to you on the conference I think on Thursday was saying that they're taking on studying the traffic patterns in Bangalore and how can that change which I extremely applaud it. Very excited to see what comes of that that couldn't be probably a more complex problem to take on but I think that that's a beautiful example of thinking about how do you adapt to what's going on in a culture of the social patterns the social flows everything that's sort of the given it in the existing experience and think about adapting to that. Also transformation you know in one of the earlier opening talks we heard about a couple of days ago what GE Healthcare was doing in some of the MRI facilities where instead of putting sort of medicine and equipment at the heart of the situation they began to step back and think about the patient and put the patient first and so in transforming the patient experience there's now calming ambient lighting and much more attention to what they're actually going through so using transfer transformation as a trigger is a beautiful thing too. So creating solutions with profound change is extremely tough but I think that you're all capable of it and I'm super excited excited to see where you take this when you think about social innovation one of the definitions that I've heard in describing it is that it's any product process or initiative that profoundly changes the defining routines patterns flows cultural beliefs and practices of a given social system and that social innovations transform intractable problem domains it sounds pretty daunting so I think we need to break it down and make it a little bit more tactical and manageable so I'm going to take you through some examples of how I think we could make it a little more plausible for designers so there's three things that I want to cover and I'll give you a few examples for each. First you need to find a problem space or a gap that exists so this is a lot about you know what Mark was talking about on the creative journey and I think that that's exactly spot on. Finding that problem or gap can sometimes beat the challenging thing although I feel like there's so many opportunities out there because there are complex systems and because designers and design thinking have become so accepted in a broader social sense and in a broader professional and cultural sense that we have been given the license now I think to really start to utilize all the power and all the ideas that we can bring to the table across the process of problem-solving and whether it's at a creating a digital app and sitting with the product manager and the engineering or development or technology lead or whether it's really sitting down and thinking about you know how do we change an entire society's traffic patterns like in Bangalore the range of spectrums of what we're being invited to work on it's pretty amazing these days so then we need to create meaningful provocations right we can't just get comfortable with what we're designing and make the next you know V2 release or get the beta out or you know change that feature overnight like that's all great sort of run run the business kind of stuff but we really need to like provoke ourselves to think more broadly about it and then develop the product or service as the solution for that gap. So we're going to cross industries because one of the things that I noticed is listening to Bob who I think on the first day was just how broad the audience is in terms of the industries that we come from and the industries that we practice in and the types of projects that we're taking on so we're going to go from restaurants to medical to farming it's gonna be fun. So restaurants so there's a problem at least in the US this is this particular example is New York based cooks get really unfair wages there is a restaurant called Perse in New York that's probably one of the most expensive there and probably in the world and I'm gonna have to give this example in dollars you can correct me in rupees later but you'll get the scale understanding I think so a meal can cost four or five six hundred dollars per person going in and out in terms of like food wine etc the cooks the line cooks not the named chef but the line cooks get about twelve dollars an hour in what they make so huge huge disparity very unfair wages the kitchens are hot they're crowded sometimes they're dirty not very comfortable people so that's sort of the cooking in the chef and the restaurant side of the perspective for the consumers or the people that are the restaurant goers they want to have good food at home and they also have no time to cook which is why they go to restaurants or have takeout quite frequently in New York so the provocation here could be something like what if cooks got paid really well and it was a great profession because it was lucrative what if they had space to cook alone what if people did what if there were no restaurants people didn't have to go to restaurants they didn't exist and what if someone else prepared the meal for them and so with those provocations a group in New York created created an app called kitchen surfing and what this does is it's bringing chefs direct to people in their homes and so they're enabling people to look for a chef to cook whatever cuisine they want for however many people they want on whatever date they want so it's not like a long-term relationship it's sort of a just-in-time food preparation solution and so they're they're really bridging that gap in a completely new way and I'm very excited to see where they go with that looking now to health care there's all kinds of things we can improve all over the world in health care right so doctor's office this one is a US wide example in parts of Europe it's being tested in as well so there's no price transparency in certain parts of the world in terms of how much you're going to pay for a service and there's a lot of price discrepancy where you could pay ten times an amount at one location or office or hospital doctor's office or hospital then you might in another there's unused medical equipment so in the the health care example that we looked at you know there's the huge MRI machines which are extremely expensive to procure and so when a health care provider or a hospital buys one of these machines it's a huge huge investment and if they don't have it used fairly regularly it's not a great return on investment even though it's obviously critical for patient care so that's a big a big problem and then it's also sometimes difficult to find appointments either that meet your calendar or things come up or it's last minute or it's urgent you really need someone to pay attention to your health care immediately and so there's this issue of not enough appointments or at the right time sort of paradigm piece of of it too so the provocation is you know what if we could show price tags on visits to the doctor or the hospital or to get an MRI scan or whatever it might be that the patient needs what if the equipment was always efficiently booked and there wasn't downtime unless it was planned and what if it was as easy as online shopping so the solution a health care provider an insurance actually company in the US called Etna has formed a new innovation team and so when I was at hot studio we worked with them on something called well match and the idea here is you bring discounted medical equipment and services to the patients and the way that you do that is basically you can find a health care provider look at pricing and procedure and track benefits which is sort of a yes thing but so the idea here is I can now look and see oh okay things that are important to me that I really have to do this MRI scan by Thursday because of some other medical treatments that I'm going to need so I can look and see on Thursday which hospitals or doctors near me might have time slots open where I can book time to get in and do the MRI scan and oh look at this between doctors office a and health care provider be you know this one's going to be ten times the cost or three times the cost so this one fits in my time schedule and it's a lot less expensive so it's more of a consumer shopping take on health care this one is about word of mouth or willpower sorry the jet lag and parchment is finally caught up with my water intake here so word of mouth and willpower ideas so another problem is that there's not even when health care companies and corporations or businesses do join to get together to try to create wellness programs in many parts of the world to try to proactively keep people healthy and aware and and it's sort of engaged in being healthy and well they're not very often used or very well used today it's hard sometimes also to have willpower when we want to do something you know we might get the momentum or the motivation and then the dips and then it comes back in a dips so you need to really kind of be constantly befriending yourself or keeping your friends and colleagues around you to help friend you and keep that willpower going but they're not always there and then it's tedious work to get good care sometimes it takes a lot of effort and research to figure out healthy patterns whether it's nutrition or fitness or mental health or physical health conditions so in this provocation thinking about using social networks and mobile right so if there's not a lot of use of programs then well why is that and how can we use how can we leverage social technology to help us do a better job of that and then in terms of willpower what if we could just increase it as needed like hey I need a boost right now somebody help me out with my willpower and then what if we had friends that were always there to help no matter what time of day where you were in the world you just always have a friend there and what if it was as easy as playing a game so it's actually enjoyable so the solution here was this is a couple years old but I think this one is an interesting one we've done this at frog design and this is called tempted and it leverages your social networks mobile devices and gameplay to increase your personal willpower as you need it most so the idea here is that if you are having a moment of weakness let's say that you decided you're gonna give up smoking or you're gonna give up drunk dialing your ex or you're gonna give up whatever you decide you're gonna give up that you really want to stick to it and so you would connect with friends on Facebook or whatever social network or create your own social surrounding of friends to text with or wherever it might be and they would then be able to see whatever temptations you wanted to have help with and so if you are tempted to not exercise and you've set out this goal for yourself that you really want to get in shape and be healthy then you could put that out there and you could say you know what I'm really tempted to hit that snooze alarm right now and go back to sleep for half hour because I don't really want to go work out and you could put that out there and so your friends would see this and be able to give you a boost and then within the system those are considered karma points so if I just cannot get up this morning and I put it out there and mark sees it and he says I'm gonna give Jennifer a boost and try to get her butt out of bed and into the gym then mark would get some karma points and there's yellow belts and there's a whole sort of system of gameplay and game design interaction design but it's a really nice way I think to sort of harness the power of people so farming so those of you who are in my workshop will have to bear with me because you know a little bit more about digital green than the rest of the audience but farming if we have the problem that farming is can be isolating right it's kind of you have the people that work on your farm but it's a fair it's kind of like owning a small business or being the CEO of a startup right you everything's on you you don't necessarily have time to engage with a lot of other people can be isolating it can be difficult to learn new methods it's hard to you know really have access to a lot outside of what's going on in the village or the community where you are farming and it's hard to meet their farmers from a timing and distance sometimes perspective too also not tracking the success of new methods so if you're trying things but you don't have the time to measure and sort of bring that feedback loop to closure so provocation here would be what if you could have group discussion in exchange with other farmers or other practitioners in sort of the agricultural arena what if you could learn new methods on video what if the farmers could watch the videos together and maybe there might even be volunteers to help measure and track that so that they not all of the burden would be just on the farmer and so a group called digital green came up with this idea where they could help farmers share best practices over video across communities and so when I was a hot studio we worked with them and of course the first question is how the farmers seeing digital video I don't think they're sitting in the barn googling the video and watching it there and you'd be very right if that's what you're thinking so what happens is the team from digital green and other nonprofits go around to the different farms and they will videotape the farmers or the farmhands working on whatever it might be that is their best practice so like better seed development or better harvesting or whatever it might be and then they will go back and upload that video and it will become shareable across the network of volunteers and organizations that then want to go out and help more farmers they'll bring a little pico projector out into the field literally and they will project it like on the side of a barn for example and they'll invite all the farmers sort of within the community or the given sort of walking distance to come watch the video it's heavily moderated there's pausing they will stop and do questions and really have an engaged interactive discussion about what are these best practices and at the end any of the farmers that want to employ those new methods will sort of engage with the volunteer to be set up to be tracked for about six months they'll touch base with them make sure it's going okay answer any questions they have and then see if in fact the best practice from measurable perspective has helped and so all that data gets uploaded again into the system and so the volunteers have a really nice sense of how many videos have been seen what are the numbers and who's watched them or who they've been shown to how many of them were liked or they appreciated the content and then also how many yielded successful sort of better practices and so it's a really nice I think closed loop example of thinking really and to end about a design problem that was solved with very innovative and provocative thinking and is sort of a secondary nice nature of it they're also training teenage and young 20s villagers and the kids basically of the farmers on how to do the video taking and the video updating uploading editing and whatnot so they'll also have potential career growth as well so how can you create solutions with profound change when you go out on break or walk back into the office next week. I'm sure you've got a million things swirling in your heads and why you're all of them at the break but I think you know some approaches are related just think broadly so embrace the larger ecosystem of social value and knowledge and then design to the specific pieces you know the complex problems that we're all facing and designed today are pretty daunting they're pretty huge and it's kind of exciting that we are we have a seat at the table now right we're all being asked to participate in this kind of thinking and this kind of execution and not just come in and say yes it should be blue not red and yes that button needs to be bigger and change the type size like it's amazing it's an amazing time to be a designer and a design thinker and practitioner and so like let's get involved in play and in this larger system and think about the smaller pieces that ladder up to it and then use people and I mean that in the best sense but you know human currency I mean you guys are so valuable and all of your clients and your colleagues it's that is the best currency that is the best thing to create change and to create social change and and drive value it's people so leverage it you know really think about who you can bring to the table who you can partner with how you can leverage digital technology whether it's social networks or just connectivity and the social sort of tissue that goes along with the abilities we have in information and communication and entertainment spaces now at a social level and don't don't overlook the power that people bring to your system and your solution so really ultimately I think you are who and how we're going to drive value through social change and I would love to hear how you guys are thinking about doing this later too but I'm so so inspired by all the stories that I've heard of the things that you're working on and thinking about over the these past three days and I can't wait to see where you take it next it looks so nice