DanceCode

DanceCode is a kit for dance event organizations that color-codes wristbands according to dance roles. This prevents women from falling into the follower role unknowingly, by confronting all dancers with their options upfront. DanceCode also supports dancers in communicating their preferred roles through active choice. Ultimately, DanceCode facilitates an interaction based on stated preference instead of gendered assumptions.

At the heart of the perpetuation of the gender norm is ignorance. When dancers first get introduced to cosmopolitan partner dance, they simply don’t know their role options. Event organizers very rarely communicate to dancers what their role options and desired behaviours are. As a result, new dancers come into the space and infer the norms and appropriate behaviour from what they see around them. In Latin dance, what they are likely to see is gender normativity, and as social animals, we are likely to mirror that gender normativity. It is often only by the presence of role models in class or at events that beginner dancers will realize that they can lead, both in theory and in practice.*

Let me first share how the moment of arrival to the dance event looks like:

ARRIVAL

All dancers go through the same motions at the moment of arrival to a dance event. Dancers come into the space, pay the cover fee, or show that they have paid in advance (if that is an option). The clerk or cashier at the event will mark customers so that they can exit and re-enter the event at will. Most often, the cashiers use a paper event wristband, like the ones used at concerts and clubs, as a marking method.

*On a personal note, this is how I first realized that women could lead, back in 2017. In the past year (2022-23), I have stood on the other side of that experience, seeing women’s reactions of surprise, confusion, and admiration when I dance with them during class.

Valeria Benitez

Dancers pay for entry upon arrival.

DanceCode supports dancers in their role (or roles) of choice.

Stakeholder Challenges Beginner Dancers

While dancing is a “low risk space”, it often doesn’t feel like it for beginners. Imagine being overwhelmed by loud, foreign music, new steps or cues to memorize, and dozens of dancing strangers all seemingly “advanced” and comfortable in the space. This makes beginner men and women especially vulnerable to shyness and social pressure.

Under this pressure, it’s rare for a beginner to think, or want to pursue the non-traditional role for their gender.

Intermediate Dancers

By the time women become intermediate dancers, they are likely aware that women are allowed to lead. At this point they might have danced with women leaders in class and may have become curious about leading, However, intermediate women followers will likely not pursue leading at this point. They’ll think it is best to prioritize developing their following skills, which they might have finally begun enjoying, before getting into leading. I heard this argument from women at least twice in the field. This mindset is another representation of the single-role default in social dance, and it’s deeply misguided.

One reason for this is that developing skills in following only makes it harder to lead later on, from an emotional perspective.

“Expertise” is ever elusive, and the comfort of following and the pleasure of developing skills and being praised for good following skills is positive reinforcement to stay on that track. A second reason is that leading requires a completely different set of soft and hard skills, as well as a network of friendly followers, which introverted, intermediate women followers often don’t have. What is additionally unfortunate is that, according to dance instructors, learning the non-traditional role for one’s gender makes dancers better at the traditional role. This makes sense if we consider the symbiotic nature of partner dance.

While I don’t think it would be good to force women to lead, or scare them away from following, I think there is an opportunity to encourage a soft entry into leading for intermediate dancers.

Advanced Dancers

Advanced or experienced women dancers often are in the best position to actaully pursue leading. A this point they might be familiar with the community and might even have lead in a few classes. But at the social itself, women who lead have no way of communicating to others that they are open to leading. This means that women who want to lead must approach other dancers, to ask to be their followers.

Opportunity

Help dancers learn their options from the moment they walk into the space in a way that also helps dancers communicate what roles they are open to performing during the class.

Analogue

In the past, dance organizers have invited dancers looking to dance in the opposite role to their gender, or dancers looking to perform both roles, to use a physical identifier. To my knowledge, identifiers have included pinnable buttons and rubber wristbands. In my 6 years of dance experience however, I’ve never been offered the option to identify my preffered role.

Strategy

• Make all dancers subject to a common code that communicates role preference, instead of the default of to gender appearance.

• Use the event wristband already existing in the dance experience that all dancers participating in the dance experience already wear.

• Convert the wristband into an interface to communicate prefered roles though a color-code.

• Create supporting materials to help dance organizations efficiently transition from a single-color wristband interaction to a more complex interaction requiring dancers’ choice.

• Create an accessible service for dance organizations to order materials and refill wristbands according to usage at their particular event.

Process

This project went through many iterations of concept and prototype development.

Original Concept

Initially, the problem I landed on was that event organizers were not effectively communicating the desired norms of their space and available opportunities to new dancers. My first concept was an interactive code of conduct that new dancers would sign at the door on an iPad. The code of conduct would be unique to that event or dance organization, and it would be produced through consulting or on a custom-built platform that used AI to develop the codes. But upon sharing the concept and a low-fidelity prototype with two organizers, they found the solution problematic. “People are not going to want to sign a contract” said Christine, event runner of Bailamos Juntos Social. Also, I noticed that not many dance events use iPads as part of their check-in process However, the event runners I spoke with completely agreed with the problem and were excited to find a way to communicate norms and options to their clients. This meant it was time to pivot.

Pivot I

I looked deeper at the current moment of arrival at several dance events. Normally it’s done through pen and paper, an iPhone to review Venmo transactions, and—this is where I had the “aha” moment— event wristbands. When I ran this idea by Christine, she was enthusiastic, especially because she thought the messages on the wristbands could align to dance roles (lead/follow/both). I had heard about events using color-coded buttons and other signifiers to communicate roles, and I wanted my design work to be innovative. However, it seemed that in the Latin dance space, this practice was largely unknown, and, given Chirstine’s excitement, I thought it might be worth exploring.

PROTOTYPE TESTING (ROUND #1)

For the first test of this service, I drafted short codes of conduct based on my conversations with Christine and my personal take on the values, goals, and audience of the event she ran. We tested these at her event. I was at the cashier’s table asking participants for their preferred role and placing the appropriate wristband on them. I gathered candid reactions of confusion and delight, mostly from nonbinary dancers and women. I also heard at least a few scoffs from men and defensive replies to my question from dancers of all genders

Testing results revealed that dancers wanted the wristbands back, that it positively improved their perception of the event, and that the wristbands affected their interactions with other dancers. Some users reported however that the wristbands were “out of sight and out of mind,” and many did not notice the messages on the wristbands until prompted by the survey to give a reaction.

A/B TESTING (ROUND #2)

I carried out an A/B test at a blues dance event in NYC. One set of wristbands had messages on them, the other didn’t. Additional changes for this testing round included not putting the wristbands on dancers as they arrived, but instead handing them the wristbands for them to put on themselves.*

Results were similar to the ones of the first user testing round, although blues dancers were much less surprised about the concept of dance roles and their colorcoding. Overall, even dancers whose interactions weren’t affected by the wristbands wanted to see the wristbands at the next event. When asked why they wanted them back, Gavin replied “why not?”

The A/B testing also revealed that despite the new interaction model, dancers did not read the messages. Also, the particular venue where the blues dance event was held was so dark that the wristbands’ colors were almost completely lost.

*I thought this modification in the interaction between cashier and dancer might be the solution to making the messages on the wristbands be read (and perhaps a way to interact with a stranger to get a hand!)

Pivot Ii

Given the learnings from the previous two rounds of user testing, I dropped the custom message feature, and am now focusing on creating glow-in-the-dark colorcoded wristbands. This small detail might fundamentally alter the way dance event organizations interact with dancers upon arrival and departure. For instance, it might mean that wristabands need to be re-usable instead of disposable for the cost and enviornmental waste to be sustainable for organizations. A glow-in-the-dark CMF also might mean that the wristbands need to be re-charged which would require a UV charving kit and power.*

Service Design

Dance organizations create an account at dancecode.com and purchase the generic starter kit or purchase a custom kit that reflects the organization’s branding. The starter kit includes: 300 wristbands (any combination of lead/follow/both), a wristband storage box designed for use at events, and wristband usage tracking sheets which organizers can scan to automatically upload to DanceCode.com for over-time demographics analysis. Customers can purchase refills on their account.

Outcomes

Since the night of the first prototype test, it was clear that this product had potential. Two event organizers other than Christine were interested in the wristbands. One explicitly asked me what she could do to have them at her event. Another asked if there was a mailing list.

Market Strategy

Word of mouth, or marketing DanceCode as part of a broader a certification of inclusive spaces, which would become a tool for businesses to differntiate themselves and to attract queer, gender non-conforming and women and men who are looking for safe spaces to practice non-traditional roles.

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