Assignments

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”.

Assignment Due 11:PM, Thursday, March 8
Part A
1. Choose an event/experience/service that can be analyzed to reveal multiple (and possibly overlapping) crusis. 
2. Consider that each crusis is not only a flash event, but rather, it is contained within a PHRASE of effort that drives toward and away from the crusis. Define the overall beginning and ending of each of these phrases.
3. Within the overall event/experience/service phrase search for sub-phrases and sub-phrases inside of sub-phrases. Identify these multiple tiers. Identify the different phrase lengths and the crusis of the varied phrases. 
4. Represent your analysis of the event demonstrating the action phrases noting not only the crusis but also the drives toward and away from the crusis.

5. Then write a paragraph or two describing the happening or micro-events using any of the vocabulary we have discussed these past 7 weeks (tempo, meter, crusis, accent, agogics, entrainment, phrase, rhythm, and the attention toward and away from the crusis).

Part B
6. Considering the full event…offer an intervention or provocation that in someway redesigns the experience. 
How can you persuade the participant to pay attention to THIS over THAT? How can you emphasize or deemphasize some aspect of the happening? How might you use any of the concepts we have worked through to reimagine or redesign the happening to a slightly or grossly different end?
7. Present your redesign and write a paragraph or two describing the concepts that you are utilizing. 
CONCEPTS: tempo, meter, crusis, accent, agogics, entrainment, phrase, rhythm, and the attention toward and away from the crusis, kairos
Please upload your analysis (Steps 1-7) to the following email address:
Experie.kyrg8wbtsqgstfaq@u.box.com before 11:PM, Thursday, March 8.
Late submissions will not be accepted. 
Also, please use this naming convention: [your andrew ID].experienceanalysis.[file extension]
For example, manyak.experienceanalysis.pdf
Some links:
Here are the examples I showed you March 1:
Here is a solution that someone made to represent the passing of time in Stravinsky’s Rite of Spring:
and this one is Ligiti….you should just see this for your general edification:
Kairos vs Chronos
https://mckinleyvalentine.com/kairos/
SUMMARY:

Part A has two deliverables:
#4 asks for a representation of the event. This is your Experience Blueprint. It can be in any modality you like, but I am looking fo you to show that you are aware of the things described in #s 1-3. 
4. Represent your analysis of the event demonstrating the action phrases noting not only the crusis but also the drives toward and away from the crusis.
#5 asks you to write a paragraph. Just a few sentences describing the event using some of the vocabulary we have been working with. 
5. Then write a paragraph or two describing the happening or micro-events using any of the vocabulary we have discussed these past 7 weeks (tempo, meter, crusis, accent, agogics, entrainment, phrase, rhythm, and the attention toward and away from the crusis).
Part B also has two deliverables:
Please offer an intervention and then present your Experience Blueprint with the imagined redesign. This can be nearly an exact copy of #4, just reflecting the redesign and then write a few sentences about how your intervention might persuade the user to a different end or attention or experience. 
The graphical scores I shared were just one set of solutions, pulled from music, where people have attempted to show events over time in a graphical format. Your representations in part A and B can be graphical, or you might choose to make a short video or an app or an animation or maybe something we have not thought of. 

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.