We have three main assignments for Persuasion, each worth 25% of your final grade (engagement, including attendance, makes up the remaining 25%).
Your Persuasion Principle Collection (25%)
Over the semester, we’ll be asking you to take photos, screenshots, and videos of examples of persuasion principles ‘in the wild’ (in the built environment, online, in print, in the news, and in other situations), and comment on them. This will usually involve posting them on Instagram—details below—so that as a class we build up a large collection. This is an ongoing series of small assignments that we’ll introduce around specific principles that we cover in class. Towards the middle of the semester you’ll be organizing and synthesizing what you’ve found into your own collection or grouping.
- Deliverables will be one image or video (post), per person, per principle or pattern, submitted to Instagram.
- Using your own Instagram account you will need to tag your weekly posts with (at least) two hashtags, #cmupersuasion2018 & #nameofprinciple/pattern selected to be highlighted that particular week.
- A brief write-up of the principle/pattern should also be included in the caption section of your post which describes the weekly principle/pattern and provides further detail to the context of discovery and its relation to class.
- Posts can include original photographs, video, drawings, maps, models, etc. which are high resolution and clearly illustrate a specific principle of persuasion.
- Post content should be original work produced by students and should not include memes or non-original work not developed by students. In the event you need to use stock photography or other content to illustrate an example, proper attribution should be included in the caption section of your post. Cite your sources.
- Due before the start of the next week’s Tuesday class (8.30am), so that we can discuss your images in class.
- The final synthesis will be due after spring break (date TBC). The deliverables here will be to submit documentation reflecting your semester’s worth of posts in a spreadsheet which links your posts (and the content you uploaded) to the examples of persuasive principles you’ve documented throughout the course.
Fundamentals of Experience assignment (25%)
In week 6, students will be assigned the task of creating an experience blueprint to be presented before mid-term. Different from a service blueprint, the experience blueprint is a design/analysis of an experience that reveals not only the touch-points of the experience, but more importantly the unfolding, lived, building and decaying, driving toward and away-from, space between these touch-points.
The specific medium and scope of the blueprint is at the discretion of the student, but all presentations must reference the concepts presented in the Fundamentals of Experience module, and specifically demonstrate understanding of the “interstitial space”.
Tailoring and Targeting (25%)
Inspired loosely by revelations about the ways in which companies such as Cambridge Analytica have designed not just targeted advertising, but individually tailored persuasion campaigns aimed at (and only visible to) specific individual people, we will be attempting to do something similar with each other, applying the principles you’ve learned over the semester. [More details to come]
- Deliverables will be [to follow]
- Due May 1st for a ‘science fair’ style presentation.