Hi, I’m Mariana and I support wildlife conservation organizations reach their goals.
For centuries, big companies like Apple, Nike and Google, have discovered that small changes in design have big effects on how people behave around the things they create. Now we can use this same approach to design funding strategies, campaigns, and community programs that can make a big difference for wildlife conservation.
Using design research, we can improve conservation messaging so that it better resonates with target communities, come up with more effective strategies for promoting human-wildlife coexistence, or develop project models that are more likely to be sustained after funding runs out.
Design research is about really digging down into the things that are important to people - both the user and the implementer. It means lots of listening, ranking flash cards, brainstorming, testing models, and seeing whether people's behaviors are the same as they say they are.
The end result is a product that everyone understands and, most importantly, will use and pay attention to.
Some of the ideal challenges for design research are human-wildlife conflict, illegal wildlife trafficking, poaching reduction and other conservation challenges that require people to take immediate action.
The design of a service model or program can be a powerful vehicle for behavior change.
It’s all about perception.
Are pangolins cute or ugly? (or what in the world is a pangolin)? What do people really think of lions? Are they worth saving, or are they so powerful that they don’t need saving because they can take care of themselves?
Understanding the *real* perspective of the public toward an animal and how they react to campaigns can be the difference between a successful campaign, or a waste of money. With design research we can quickly and efficiently find out whether or not a wildlife campaign is on the right track and how we can make it as strong as it can be.
The design of a campaign or educational experience can be a powerful vehicle for behavior change––as long as it really speaks to how the public really feels.
“Why Animals Need Design”
Filmed at TED Headquarters
New York, December 2018.