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MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE

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M FA G ra p h i c D es i gn Th es i s Pe i hua (Zoe) L ee

Thre at s t o Pe r so nal P r i va c y in t he Dig i t a l E ra


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LITTLE DO WE KNOW

01. THE ISSUE


MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE

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M FA G ra p h i c De s i g n Th e s i s Pe i hua ( Zo e ) Le e

Th re a t s t o Pe r so na l P r i va c y i n t he D ig i t a l E ra


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LITTLE DO WE KNOW

01. THE ISSUE


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LITTLE DO WE KNOW

PREFACE

DATE: Fall 2015 COURSE: MFA Graduate Thesis PROJECT TITLE: Little Do We Know BRIEF: A thesis project is a final project in the graduate degree program. It is able to showcase a full stack of abilities to work with a complex project through a proposal, concept development, delivery strategy, user experience planning, conceptual solution, successful visual elements and messages.

01. THE ISSUE

PREFACE


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CONTENTS

01.

04.

THE ISSUE WHY THIS TOPIC PROBLEMS

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DELIVERABLE DEVELOPMENT EXHIBITION: CRITICAL EYE WEBSITE

02.

USER TEST

RESEARCH & CONCEPT DEVELOPMENT RESEARCH SURVEY

05.

17 26

GROUP DISCUSSION KEY FINDING

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38

03.

EXHIBITION: CRITICAL EYE 134

CERTIFICATE SYSTEM

MATERIAL MATRIX

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TARGET AUDIENCE

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NAMING & LOGO DEVELOPMENT 52

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MARKETING CAMPAIGN USER RESPONSES

BRAND IDENTITY VISUAL SYSTEM

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DELIVERABLES WEBSITE

INSIGHTS, STRATEGIES AND DELIVERABLES

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70

88

168

144 146

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LITTLE DO WE KNOW

01. THE ISSUE

Little Do We Know is a project that aims to communicate the need to establish proper boundaries between tracking technology and personal privacy by informing the public of the current commercial practices and developing a program for social action and reform.


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01

THE ISSUE WHY THIS TOPIC PROBLEMS


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LITTLE DO WE KNOW

01. THE ISSUE

It all started from this quote:

PEOPLE HAVE A FUNDAMENTAL RIGHT TO PRIVACY. BUT REGULATION IS LAGGING BEHIND TECHNOLOGY—WHICH IS NOT DESIRABLE. ­—Senator Al Franken


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LITTLE DO WE KNOW

01. THE ISSUE

BACKGROUND

WHY THIS TOPIC

BACKGROUND

We have become more aware about the government’s security surveillance yet we are often unaware of the many ways our personal information is being unwillingly shared online.

Twenty-five years ago, scientists

We have become more aware about

at CERN created the World Wide

the government’s security surveillance

Web. Since then, the Internet has

yet we are often unaware of the many

transformed the way we communicate,

ways our personal information is being

the way we do business, and even the

unwillingly shared online.

way we live. In many ways, the ideas that gave birth to Google, Facebook, Twitter, and so many others, have now really transformed our lives, and this has brought us many real benefits such as a more connected society. However, there are also some downsides to this. Today, the average person has an astounding amount of personal information online, and we add to this online information every single time we post on Facebook, each time we search on Google, and each time we send an email.

Through research, I have concluded that I am not the only one who notices that there is a gray zone between the value of personal privacy and its commercial utilizations. Therefore, the goal of my MFA thesis project is to communicate the need to establish proper boundaries between commercial surveillance technology and personal privacy, and to boost the awareness of personal privacy in the digital era.


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PROBLEMS

Tracking technology is more and more advance (i.e.: video surveillance, online tracking, facial recognition system, etc..), but not everyone are fully aware of the its advancement ­­­—which has an affect on their personal privacy.

1. The filter bubble The web tends to show us what we want to see but not what we need to see. Internet activist, Eli Pariser, call this the filter bubble. A filter bubble is a result of a personalized search in which a website algorithm selectively guesses what information a user would like to see based on information about the user (such as location, past click behavior and search history) and, as a result, users become separated from information that disagrees with their viewpoints, effectively isolating them in their own cultural or ideological bubbles. Prime examples are Google Personalized Search results and Facebook’s personalized news stream.

2. Inaccurate user profiling Analyzing inaccurate and incomplete individual data.

3. Abusing our personal data Without proper regulation, companies can use personal data to do whatever they want.


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RESEARCH & CONCEPT DEVELOPMENTS RESEARCH SURVEY GROUP EVENT KEY FINDINGS INSIGHTS, STRATEGIES AND DELIVERABLES MATERIAL MATRIX TARGET AUDIENCE


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LITTLE DO WE KNOW

02. RESEARCH & CONCEPT DEVELOPMENT

RESEARCH “Our reality is more subtle and the techniques more sophisticated than George Orwell’s 1984 anticipated. And the strings are pulled by corporations rather than governments, we are ruled by an oppressive market, not an oppressive state.” —When corporations rule the world, David C. Korten

My thesis requires a lot of research in order to prove that the problems I list is not just an assumption. I dived deep into articles, videos and paper, looking for thoughts and quotes to present how people thought about my topic.

Reasearch Methods

Secondary research Surveys In-person interviews


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FACT 1

In the United States, People rely on the internet quite heavily, especially those between the ages of 18-29.

97% of young adults ages (18-29) n  ow use the internet in America. —Pew Research Center, The Web at 25 in the U.S., Feb 2014


LITTLE DO WE KNOW

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02. RESEARCH & CONCEPT DEVELOPMENT

FACT 2

2014, DIGITAL ADS SPENDING

The business model of the internet today really isn’t compatible with personal privacy.

$137 BILLIONS In 2014, 137 billion dollars were

what we like, what we don’t like,

spent on digial advertising. To

and anything else they can get their

optimize the performance of online

hands on. In other words, the best

ads, companies have to know

way to get this information is to use

everything about us. They need to

tracking technology - which invade

know where we live, how old we are,

our right to personal privacy.


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AD REVENUE VS. TOTAL REVENUE (in Billions, 2013)

AD REVENUE

79%

$4.7B TOTAL REVENUE

AD REVENUE

89%

$7.9B TOTAL REVENUE

AD REVENUE

91%

$55.5B TOTAL REVENUE


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02. RESEARCH & CONCEPT DEVELOPMENT

FACTS

We are living in a digitally connected

their personal privacy. The truth is,

world. Due to the development of

there is an entire industry devoted

advanced computer and internet

to c ollecting, analyzing and selling

systems, all of our behaviors and

information regarding our online

pivate infomation are getting recorded,

behaviors. The data broker industry

stored and analyzed.

generates at least $156 billion revenue

FACT 3

The data broker industry generates at least $156 billion revenue annually. —The Direct Marketing Assn.

However, most people don’t understand the affects of tracking technology on

annually. —The Direct Marketing Assn.


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FACT 4

Over 4,000 data broker companies worldwide. Online data tracking, collecting and analyzing is a big industry. Acxiom, one of the largest data broker, has: 23,000 servers collecting & analyzing consumer data

Data for 500 million consumers worldwide

1,500 data points per person


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LITTLE DO WE KNOW

02. RESEARCH & CONCEPT DEVELOPMENT

FACTS

FACT 5

Tracking technology is connecting the digital and physical world.

“Deepface”, Facebook’s facial

is combined with the enormous

verification technology can

database of facial images, it is

recognize a human face with up

then possible to use this data to

to 97% accuracy. An accuracy

analyze a face captured on any

comparable to that of a human

street camera to obtain information

being. When this technology

related to that individual.


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FACT 6

Smartphone owners are generally more active in managing their mobile data, but also experience greater exposure to privacy intrusions. —Pew Research Center, Privacy and Data Management on Mobile Devices, April 2012

60% accessed

52% sent or

the internet

received email

60%

21%

52%

50%

21% participated

50% downloaded

in a video call

applications


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02. RESEARCH & CONCEPT DEVELOPMENT

FACT 5

People don’t make efforts to protect their privacy

60%

60% of U.S. adults don’t make any effort to protect their privacy Ponemon’s research shows that most U.S. adults—60 percent—claim they care about privacy but will barely lift a finger in an effort to preserve it. They don’t alter Facebook privacy settings, they don’t complain when supermarkets demand their phone numbers and they certainly don’t insist on encrypted e-mail. —Bob Sullivan, Technology correspondent, NBCnews.com

FACTS


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FACT 6

People do have concerns about the usage of their personal information

54%

54% of app users have decided to not install a cell phone app when they discovered how much personal information they would need to share in order t o use it. —Pew Research Center, Privacy and Data Management on Mobile Devices, April 2012


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02. RESEARCH & CONCEPT DEVELOPMENT

LITTLE DO WE KNOW

SURVEY RESULTS I surveyed 83 people - men and women between the ages of 16 and 40. This helped me determine the demographic target for my project and provided general thoughts about my topic. I was excited as the results came in and ready to get into the design stage of my thesis.

Age range

36 - 40

15%

16 - 20

10%

31 - 35

21%

21 - 25

11%

26 - 30

43%

SURVEY RESULTS


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1. How important is personal privacy to you? 71%

Exermely important

19%

Somewhat important

10%

Somewhat not important

0%

Not at all important

2. How would you like to learn how to protect your personal data?

53%

Online resources

31%

I don’t have the interest

16%

Word of mouth

3%

Printing materials


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LITTLE DO WE KNOW

02. RESEARCH & CONCEPT DEVELOPMENT

3.What would you like to learn about data tracking and online privacy? 14%

Why it happen?

11%

Where the data go?

31%

I don’t know what you mean.

9%

How it happen?

35%

How to protect ourselves?


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4. Do you think the convinence of using online services like online shopping, online bank and free e-mail is more important than personal privacy?

33%

Yes!

41%

Hard to say.

26%

No.

5. Do you believe your personal data is being shared without your permission? 21%

I don’t know.

26%

No, I always

have control over it

53%

Yes


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LITTLE DO WE KNOW

02. RESEARCH & CONCEPT DEVELOPMENT

GROUP DISCUSSION Start the conversation For the group discussion, I started with designing invitation, planning the discussion flow and listing out questions to guide the conversation. I was surprised that people are generally either curious or passionate about the topic I chose. The conversation sparked lots of insights that could help me make better design decision.

GROUP DISCUSSION


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Invitation Card

LITTLE DO WE KNOW

02. RESEARCH & CONCEPT DEVELOPMENT

GROUP DISCUSSION


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Discussion schedule

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LITTLE DO WE KNOW

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02. RESEARCH & CONCEPT DEVELOPMENT

QUOTES FROM GROUP DISCUSSION The people I spoke to had a wide range of ages, life styles and occupations. Everyone had a unique view. When I asked them what are their feeling or opinions about online tracking, here are their responses:

There is a lack of transparency, If government tells us why they are taking information from us and what they are using for, we might find it (scan and surveillance on individual) is easier to accept. Also if they have a limit on how they are going to use it, it wouldn’t be that bad.”

It’s important for security reason, but overdoing it feels like intervention on our personal life.” There should be deeper social implications, more purchasing suggestions are given us by big companies’ analysts, it actually decreases our options or cut off intimacy between seller and customer.”


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I don’t think it is a surveillance when companies are collecting user data, because we provide it to them by ourselves to get services.”

The government and security guard even accuse people who are opposed to airport body scan, “why do you want to fight against us, are you hiding something?”

Collecting information is a kind of surveillance, and it is going to happen anyway and even more than now.” I keep changing and updating my Facebook privacy setting, because I don’t want people get my personal information easily.”


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02. RESEARCH & CONCEPT DEVELOPMENT


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02. RESEARCH & CONCEPT DEVELOPMENT

KEY FINDINGS 1. Data privacy matters to consumers, but privacy information is presented in an inscrutable manner.

2. People don’t have clear understanding of the consequence of relinquishing personal information.

3. The scope of information that private companies can collect from us has increased enormously, due to advanced technologies and loose regulations.


MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE

5. People are only passively avoiding online tracking and data leakage problem. “These tracking devices and systems freak me out...it’s so creepy that other company can know so well about me.”

4. Platforms that motivate people to care about online tracking and invisible data sharing are not engaging and generic.

“I don’t think I can really do anything about protcting my personal data online, it seems too complex for me.”­— Jon

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02. RESEARCH & CONCEPT DEVELOPMENT

INSIGHTS, STRATEGIES AND DELIVERABLES What I’m going to design After gathering insights and gaining valuable views into my topic. I address how I’m going to solve the problem by creating a strategy chart and pairing them with feasible design solutions.

Topic To help people become more aware of the advancement of online tracking technology and the impact it has on their personal privacy

Outcome To establish more proper boundaries between commercial tracking technology and personal privacy

Audience Individuals between 20-35 years old who have access to the internet

INSIGHTS, STRATEGIES AND DELIVERABLES


MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE

INSIGHT 1

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INSIGHT 2

INSIGHT 3

Data privacy matters to consumers,

People don’t have clear under-

Not everyone is actively paying

but privacy information is

standing of the consequence of

attentation with the unwilling

presented in an inscrutable manner

relinquishing personal information

personal data leakage

STRATEGY 1

STRATEGY 2

STRATEGY 3

Create a friendly and accessible

Help people understand the

Provide a simple way to avoid

information which is related

consequence of relinquishing

undesirable online tracking

to online tracking, mass data

personal information with a physical

collection and online privacy

experience

issue

DELIVERABLE 1

DELIVERABLE 2

DELIVERABLE 3

A website:

An exhibition:

A certificate system:

Gathering information and

present information in an

to identify that there’s no tracking

presenting information in an

in person environment

interactive and engaging way


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02. RESEARCH & CONCEPT DEVELOPMENT

MATERIAL MATRIX “Sometimes, you have to demo a threat to spark a solution.” ­ —Barnaby Jack, hacker, programmer and computer security expert

Multiple materials can provide a good system to deliver the idea of LITTLE DO WE KNOW program to the public. The deliverables help to increase the awareness of the problems of online tracking. When the public is more aware of the privacy issue of online tracking and the tools available to help reduce their tracking risks, they will have more control over the matter. Little Do We Know ecosystem helps people become more aware of online tracking technology and the tools available to help reduce their tracking risks.

MATERIAL MATRIX


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HYPOTHETICAL ORGANIZATION

ORGANIZATION WEBSITE

PROJECT VIDEO

Little Do We Know Organization

Use a website and an application

The propose of the video is to

aim to establish proper boundaries

t o create a communication

educate the public with online

between tracking technology and

platform to interact with target

tracking behavior by revealing

personal privacy by informing the

audience and provide updates of

how deep our lives are invaded

public of the current commercial

current surveillance technology

by tracking technology and

practices and developing a program

and news feed.

notifying what are the negative

for social action and reform.

consequences.

>Stationary System *The video is displayed on organization website.

HYPOTHETICAL EXHIBITION

INFOGRAPHICS

CERTIFICATE SYSTEM

Increase the awareness of personal

Through infographics I visualize

A badge (visual representation)

privacy and inform people on the

a series of data-collecting related

that communicates that

advancement of tracking technology.

statistics and facts that function

a wesbite and/or physical

as explanatory materials, help

environment is a track-free

audience understand the tendency

zone.

>Exhibition environment (present with a scale model)

of surveillance technology.

>Environmental graphic >Interactive attraction

*The infographics would be

>A poster

partially displayed on organization

>A brochures

website and fully presented in

>T-shirt

the exhibition.

>Outdoor and big format ads >Online ads >Print ads


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LITTLE DO WE KNOW

02. RESEARCH & CONCEPT DEVELOPMENT

TARGET AUDIENCE

TARGET AUDIENCE

“ I use the internet to connect with my friends and do research for college work.”

Individuals that are 20-35 years old and live in urban hi-tech environments. According to Pew Research Center 97% of young adults ages (18-29) now use the internet. Also, people who live in urban areas tend to have more online behaviors. It’s important to target these people to increase their awarness and understanding of online tracking in the digital world.

Bill College Student 23 year old - Uses social media often. - Very mobile, always on the go. - Spend most of his time online. - Has multiple devices (ie: smart phone, a tablet, PC, etc…)


MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE

“I heard about data encryption but what does that mean?”

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“Having a family makes me really think about what life style I want in the future.”

Gina

Max

28 year old

33 year old

Young Professional

Newly Comer

- Work hard, play hard.

- Mid-career level.

- Easily adapts to new technology.

- Use different devices for working.

- Look for products with discount online frequently.

tool and online shopping . - Learn investment tips online.

- Has multiple devices for work and personal life.

- Has business trips often.

­- Make purchase decision based on online reviews.

- Has a plan to buy a house. - Read tech and finance magazines often.


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BRAND IDENTITY NAMING & LOGO DEVELOPMENT VISUAL SYSTEM


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LITTLE DO WE KNOW

03. BRAND IDENTITY

NAMING & LOGO DEVELOPMENT The name need to convey the concept of the project in an abstract and emotional way. The advancement of tracking technology is a subject easily overlooked by most people. After many brainstorms and discussions with Dave Gottwald, we finally came up with the name “LITTLE DO WE KNOW”. Also, in order to differentiate the organization from the main deliverable­— an exhibition, I name the exhibition “CRITICAL EYE”. Tag line Threats to Personal Privacy in the D  igital Era Keywords Informative Accessible Transparent

NAMING & LOGO


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LITTLE DO WE KNOW

03. BRAND IDENTITY

NAMING & LOGO


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LITTLE DO WE KNOW

03. BRAND IDENTITY

VISUAL SYSTEM The goal of the logo and visual style is to draw people in at their first glance and convey appropriate message. The two logos, “LITTLE DO WE KNOW” and “CRITICAL EYE” have a same visual style

VISUAL SYSTEM


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LITTLE DO WE KNOW

03. BRAND IDENTITY


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03. BRAND IDENTITY

VISUAL SYSTEM

2x

2x

2x

2x

2x

2x

2x

x

2x

The concept

Logo application

Clear space

Using broken text and circuit

The Little Do We know logo should be

Clear space is the minimum “breathing

board graphic element to represent

presented in a standard and uniform

room” maintained around the logo. It

that our control and knowledge

fashion in order to be immediately

should be kept free of graphics, text

about technology is not as complete

recognizable as the symbol of Little

and other logos. It also defines the

as we think.

Do We know. Consistent presentation

minimum distance from the logo to the

not only maintains the Little Do We

edge of a print piece. The amount of

know logo as distinctive, but also

space of X is determined by the width of

makes the designer’s task easier. The

the type stroke in the logo.

guidelines below should be followed to ensure the Little Do We know logo is presented correctly.


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LITTLE DO WE KNOW

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03. BRAND IDENTITY

VISUAL SYSTEM

2x

2x

2x

2x

2x

2x

2x

x

2x

The concept

Logo application

Clear space

The message I want to convey to my

The Critical Eye logo should be

Clear space is the minimum “breathing

target audience through the exhibition is

presented in a standard and uniform

room” maintained around the logo. It

about getting understood about how our

fashion in order to be immediately

should be kept free of graphics, text

lives have been invaded by surveillance

recognizable as the symbol of Little

and other logos. It also defines the

technologies. Therefore, I use a circle

Do We know. Consistent presentation

minimum distance from the logo to the

to symbolizes magnifier and circuit

not only maintains the Little Do We

edge of a print piece.

board graphic to represents advanced

know logo as distinctive, but also

technologies.

makes the designer’s task easier. The guidelines below should be followed to ensure the Critical Eye logo is presented correctly.


MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE

1.

2.

1. Logo for usage on web and marketing collateral 2. Exhibition logo for display purposes only

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LITTLE DO WE KNOW

Logo do’s and don’ts

03. BRAND IDENTITY

VISUAL SYSTEM


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Sizing & styles

1.5 in.

To maintain legibility, the logo should never be reproduced smaller than three inches in width.

3 in.

Horizontal version To maintain legibility, the logo should never be reproduced smaller than three inches in width.


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LITTLE DO WE KNOW

03. BRAND IDENTITY

VISUAL SYSTEM

Co-branding logo lock-up guide

x There will be times when you may want to place the Little Do We Know logo next to your logo—a logo

PARTNER LOGO

lock-up. In such instances, always separate the logos with a dividing line (black / 0.25 pt) . When creating a lock-up using the x

x

standard logo, space each logo so that they are one X-height apart, where “X” is equal to the text width of the letter “O”. When sizing the logos, make sure that they all have equal prominence. Because partner logos may vary in shape, the logos should appear

x

optically equal even if they are not

x

the exact same size.

PARTNER LOGO


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Color

C: 25

R: 200

C: 100

R: 45

M: 30

G: 175

M: 100

G: 35

Y: 65

B: 155

Y: 15

B: 130

K: 0

K: 5

HEX: C6AD72

HEX: 2D2182

C: 0

R: 255

C: 0

R: 0

M: 0

G: 255

M: 0

G: 0

Y: 0

B: 255

Y: 0

B: 0

K: 0

K: 100

HEX: FFFFFF

HEX: 000000


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LITTLE DO WE KNOW

Photography style Graphic elements

The images above are based on key pillars of the LITTLE DO WE KNOW brand, personality and style. The photographic style includes images that are modified with a digital screen filter. I want to express the intrusive nature of online tracking technology. Photo intensity should be high and gradient should be diagonal.

03. BRAND IDENTITY

VISUAL SYSTEM


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Typography

Print

Display (quote & intro paragraph) AKZIDENZ-GROTESK CONDENSED MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Web Display (quote & intro paragraph) Roboto Mono Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Body text

Body text

ITC OFFICINA SANS

Roboto

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Caption ITC OFFICINA SERIF BOOK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz


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DELIVERABLE DEVELOPMENTS EXHIBITION: CRITICAL EYE WEBSITE MARKETING CAMPAIGN


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LITTLE DO WE KNOW

04. DELIVERABLE DEVELOPMENT


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LITTLE DO WE KNOW

04. DELIVERABLE DEVELOPMENT

EXHIBITION DEVELOPMENT Imagining a physical experience by developing a hypothetical exhibition CRITICAL EYE is held by Little Do We Know organization. It reveals a series of attraction and facts that show how our private territory have been invaded by tracking technologies in the digital world. The range of the research from informative and statistical analysis to introspective art works, presents an in-depth perspective of what results the digital era is going to bring us, or, have brought us. The Critical Eye exhibition, was decided to be the most proper tool for this demographic due to the facts that people can obtain a deeper impression by encountering an incident in the physical world. Also, a website can effectively reinforce the knowledge they derive from the exhibition and encourage they to have extended learning and know what can they do for protecting their privacy.

The space I use the existing space of 79 New Montgomery Gallery to layout Critical Eye Exhibition. Therefore I could have a clear understanding on designing a tangible physical space from each measurement to circulation route.

EXHIBITION DEVELOPMENT


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LITTLE DO WE KNOW

04. DELIVERABLE DEVELOPMENT


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04. DELIVERABLE DEVELOPMENT

EXHIBITION DEVELOPMENT


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Visitor Jounery Emotions determine memory. When we recount a memory, we’re sharing the experience of the story we created, not the actual experience.

Entrance

First section

Second section

Third section

MARKET RESEARCH

POTENTIAL DANGER

ARTISTS’ CREA TION

Curious

Superised

Emotion level

Nervous

Paranoid

Introspected

Conslusion wall

Engaged


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LITTLE DO WE KNOW

Measurement of 79 New Montgomery Gallery After I developed the basic floor plan and circulation route, I made a sketch model for the concept so I could show my project to people. Also, I could conduct conversations and get feedback easier and more efficiently.

04. DELIVERABLE DEVELOPMENT

EXHIBITION DEVELOPMENT


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Sketch Model: a tool for communicating the exhibition concept After I developed the basic floor plan and circulation route, I made a sketch model for the concept so I could show my project to people. Also, I could conduct conversations and get feedback easier and more efficiently.

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Model scale: 1/8” = 1 foot

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Field Research In order to get a deeper understanding of how to design an exhibition, I ask the experts! I thank Dave Gottwald for providing me the opportunity to present and discuss my thesis project to him and the staff at the Oakland Museum.

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3D rendering The 3D rendering process helped me visualize and design the exhibition.

Software: Autodesk Revit

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Consultant Address Address Address Phone

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www.autodesk.com/revit

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Environmental graphic I used the circuit board graphic as a route indicator to help guide visitors throughout the exhibition.

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WEBSITE DEVELOPMENT Layout the information structure of the website. The challenge I faced with designing this website is differentiating each piece of information that Little Do We Know organization like to provide. I use long page styles to include all information on the home page, so users can receive the most content without too much clicking. Design for this website took multiple week experiments, I wanted to explore different layouts and user flow to ensure the result is the most desirable. While I was developing the website, I was also learning how to code aside. Therefore, I applied the skill into the production process. It was not only a challenge but also a solid practice for me.

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LANDING PAGE

HOME PAGE

SLIDES SHOW

ABOUT

QUOTES

I SSUES PROJECT VIDEO NEWS

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ABOUT

ISSUES

WHY WHO WHAT

STATISTICS FACTS

EXHIBITION CONTACT SOCIAL LINK

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RESOURCES

ABOUT CRITICAL EYE GALLERY

DESCRIPTION AND LINKS OF ANTI-TRACKING TOOLS

NEWS UPDATES

NEWS


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USER TEST Getting insights by talking to people It was important to see how my target audience feels and react to the design pieces I developed in the middle of the process. User tests pointed out the blind spots I overlooked and allowed me to revise the design. Because I do not have sufficient experience with exhibition design so I talked frequently with people who is working in exhibition design and architecture field in order to get more understanding of developing and improving the Critical Eye exhibition.

Interviewees who have expertise:

Fadi - Concept Designer

Jay - Environmental Designer

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USER TEST REPORT

USER TEST REPORT TEST PROCEDURE

QUESTIONS FOR GENERAL USERS

Brief introduction of the project -> Presentation

1. Simple profile (Age, gender, occupation)

of the exhibition content -> Discussion

2. When you go to exhibition or galley, would you read the text on tutorial wall, tag, or any other text

T E S T I N G M AT E R I A L S B R A N D V I S U A L G U I D E L I N E , W E B S I T E F L AT PA G E S AND EXHIBITION (Sketch model, environmental graphic, display graphics, elevations, sketch of e l e v a t i o n d e s i g n a n d i n q u i r y. )

description? 3. What is your browsing pattern when you got to exhibition or gallery? _Find out what each section about and go to the section directly. _Browse every section quickly, but linger at the object you feel interested. _Browse each item carefully _Compare with the exhibition, you care more like to interact with others.

METHODOLOGY FOCUS GROUPS: groups of 7 participants are lead through a discussion about a set of topics, giving verbal and written feedback through discussion and exercises.

4. What would be the motivation which makes you want to go an exhibition? (Topic, location, connections with organizations or people) 5. What information you’re expecting to see in an exhibition is related to online privacy and commercial

INTERVIEWS: a researcher meets with participants oneon-one to discuss in depth what the participant thinks

surveillance? 6. Does the visual styles tells the story?

about the topic in question. QUESTIONS FOR PEOPLE WHO HAVE EXPERTISE I held one Focus Group Discussion and two Interviews with the people who have expertise of space design.

1. Dose the circulation route work for the overall displaying subject? 2. How can I make visitors receive information in the order with my story line? 3. Dose the environment setting helps navigate visitors? 4. What features should I add or remove to create integrated exhibition experience? 5. What should I do with lighting?


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“Even the information is the same, if they are presented in interesting ways, people are usually will to take a look again.”

“I’d like to see more fun interactive experience, cause the topic itself is serious enough.”

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“The size of each section should relate to the importance of subjects.” “It might be good idea to put environmental graphic as the primary element, in order to present the project in graphic design manner.” “People won’t follow the it is a story line base exhibition, tell the story with different manners

“The object you need people pay attention, create a expressing path like: Teaser -> interaction/ atmosphere-> more complex or deeper info”

• Too much information on tutorial wall, the three columns description can be separated into the wall aside, not necessary to be put together.

• Only make people think about technology not necessary to be surveillance. • The red is too luxurious, especially combines with gold.

• Create social media platform to interact with the audience beside news page. • Add animation transition of web components to engage the viewers.

(eg. image, audio, feeling and interactive components)”


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Model scale: 1/4” = 1 foot

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9’

6’

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We found you on facebook! Is this you ?

Scott

Happ y Sa d

Alan

Surprise d Gigi

Be n

Dave

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33 [+/-5 ]

Gender

Male

Angr y

We found you on facebook! Is this you ?

Scott

Happ y Sa d

Alan

Surprise d Gigi

Be n

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Vaness a


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WEBSITE littledoweknow.org is design to act as a resource for people to gain information about the advancement of tracking technology and online privacy in a more interactive way. It’s also a platform for people to start the conversation with Little Do We Know organization, if they would like to learn more about how online privacy is important for individual and what can they can do to protect themselves. The event page of the site provides the Critical Eye exhibition info for users who want to visit the exhibition.

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Landing page

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Home page

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CERTIFICATE SYSTEM A badge that communicates that a wesbite environment is a track-free zone.

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A pop-up window shows the certificated information and provides a link to Little Do We Know website for more info.

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MARKETING CAMPAIGN A poster, advertisements and collaterals that announces the upcoming event: Critical Eye exhibition. For the online advertisements, considering that Critical Eye is a local event, it is proper to display the ads on local event website, such as SF Gate and FUNCHEAP SF.

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SOCIAL MEDIA

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TUMBLR BLOG I posted updates on Little Do We Know blog for my users and myself to track my development. I also used it to store my research online, the matters like videos and articles. little-do-weknow.tumblr.com

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USER RESPONSES

USER RESPONSES “Wow! Awesome website! What else can I do to protect my online privacy?” —Howard Other thoughts from Howard: - Website is good but it doesn’t display as nicely on mobile. - I would like to learn more about credit card system hacking. - The exhitbition should have even more interactive displays.


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“I wish the exhibition was real, so I could actually experience the atmosphere of the space.” —Tavi

“Online tracking is a serious issue! Everyone should understand how online tracking works and how it affects their personal privacy.” — Mike

“I know Little Do We Know is a fictious organization but is there a real one that does the same thing?” — Vargas

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THANK YOU


MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE

THANK YOU I am truly grateful for everyone I’ve talked to and met during my thesis making process. It was a difficult process but an awarding one. A special thanks to my family for all their support through out the years. Without their support, I couldn’t have made it this far. To all my instructors, thank you for your guidance, encouragements, knowledge and teachings. A special thanks to Phil Hamlett, Dave Gottwald and Anthony Jagoda. And finally to my classmates who are now all my friends. Thank you for the shared experience. This journey wouldn’t have been the same without you. I will cherish the many memories we shared together. Thank you!!

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A Graduate Graphic Design Thesis Written and Design by Peihua Lee hello@leepeihua.com

Academy of Art University: Graduate School of Graphic Design 79 New Montgomery Street San Francisco, CA, USA Thesis Advisor: Phil Hamlett, Dave Gottwald and Anthony Jagoda Bookbindery: Blurb Paper Stock: Proline Uncoated 100# Typeface: Akzidenz-Grotesk, ITC officina For more about the Little Do We Know project: littledoweknow.org To view Peihua Lee’s Portfolio: leepeihua.com Contact: hello@leepeihua.com ALL RIGHTS RESERVED. Copyright©2015 Peihua Lee No portion of this book may be used or reproduced in any manner prior written concent of Peihua Lee.

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