Love in the time of Swipe Right by Pallavi Datta

L O V E I N T H E T I M E O F S W I P E R I G H T 1

Pallavi Datta MA Design Management and Cultures Final Major Project. 2 Love in the time of Swipe Right - Re -thinking the act of Designing Love

For my beloved Baba. All my love.

Table of Contents

Introduction

6 -7

1. Scope and Contexual Framework

2. Problem Statement

3. Aims and Objectives

4. Literature Review

4.1 User Gratification Theory

4.2 Detrimental effect on mental health of millennials

a) Negative sense of body image

b) Low self esteem

c) Addiction to the act of swiping

4.3 A paradox to empathy

4.4 Technology shapes culture

4.5 Recognizing the complexity of the self

4.6 Ethical Implications of connective apps

5. Research Methodology

5.1 Cultural Landscape Research

5.2 Primary Interviews

23 - 26

5.3 Case Studies - a) Slow Dating Blog In Berlin

b) We Feel Fine - Using Data to emote and not quanitfy

5.4 Survey

6. Analysis and Affirmation of the Problem Statement

31- 33

7. Outcome and Recommendation

34 - 37

8. Conclusion

Acknowledgements

Bibliography

40 - 42

Introduction

In a hyper connected world with an urgency of immediate gratification, millennials (aged 16 -34) have built a relationship with an object (the smartphone) that comply with our constant need to be externally validated, loved and entertained. According to the Ipsos MORI report, (Millennial Myths and Realities, 2017) millennials spend up to 24 hours a week on their phone in the United Kingdom; which is more than Generation X or Baby Boomers. As the reader, you would probably think, ‘That’s a given’, or ‘Yes, of course, I see it around me everyday.’ As accustomed as millennials have become to their phones, we are at a point where we need to look back and question, ‘What are those average 24 hours in a week, engaging with our smartphones doing to us, how is it shaping our behaviour? The enquiry started out with how this excessive engagement with our smartphones causes a decline in empathy. Studies done by data collection and social research organisations in the United Kingdom have shown a decrease in the empathy of individuals over time. Among British citizens surveyed by the data collection association YouGov ‘Only 12% of people said they had noticed an increase in the ability of people to put themselves in others’ shoes, while 51% said there was less empathy towards others.’ (Majority of Britons think empathy is on the wane, 2018).

Is there, in fact, a link between the two? Sherry Turkle, renowned social psychologist, whose work explores the cross section between human relationships and digital trends sums up the effect of the advent of technology in our lives “We want more from technology and less from each other.” (2015, p. 346)

The emotional but impactful tone in her narratives assert how we are more disconnected than ever despite being constantly connected. By eliminating conversation and physical interaction in our day to day lives what are we allowing technology to do our relationships? “Human relationships are rich and messy and they are demanding, and we clean them up with technology.” (Turkle, 2012)

Shoaei’s ‘Technology in Bed’ sums up the idea how technology usurps us on our day to day lives. 7

1. Scope and Contexual Framework

The scope of the broader question - of the effect of technology and its possible detrimental effects on human nature is something that encompasses almost every aspect of our lives.

Thus the scope of the project was narrowed down through the research process in order to produce a structured and well researched study with a focus on the paradoxical concept of using technology to find emotional connection via dating apps: This is discussed in greater detail in my research methodology , how I funnelled down to the research aims and objectives. However, it is important to acknowledge that the topic of digital companionship (Dating/ connection apps) is only a strand of the larger more complex fabric of ‘technological solutionism‘ (Morozov, 2013), ‘the belief that the Internet and smart devices can be depended upon to solve social and personal problems through the sharing and analysis of data.’ (Cramer, 2014, pp. 173-175). Thus the larger or macro argument is questioning this linear approach. Having established that, joining the dots together to focus on the effectiveness of dating apps was a method to critically analyse and dwell into a smaller portion of the bigger puzzle. The research and scope was concentrated on developed countries like United Kingdom where smartphones are mostly prevalent.

2. Problem Statement

“The immediacy of connection has radically impacted life in the 21st century, Especially when it comes to sex and love..Tinder amasses volumes of data, with over 26 million matches per day its one of the most used social applications in the world.” (Vice, 2015) Documentaries like ‘The Mobile Love Industry’ by Vice and ‘The Secret World of Tinder’ by Channel 4 highlight how online dating, often symbolised by the swipe has changed the way millennials approach dating. The journalist in the Vice documentary goes on a date after ‘matching’ with a guy on Tinder, having a her profile reviewed by an online dating expert. She goes on to ask him, ‘Do you think Tinder is destroying Romance?’

Her date then points out a particular pattern characteristic of most modern relationships. By meeting through an application one misses out the ‘nuances of the body language’, which might be a ‘small thing’ but is very important in the way a relationship develops or builds when two people engage in a conversation for the first time. (Vice, 2015)

The popular video Tinderella: A Modern Fairy Tale, is a witty take on how the modern day romance has evolved, where the the video ends with the narrator chirping, “And they lived happily ever after because they never spoke again” (College Humour, 2014) The video is not merely a portrayal of what might be termed as ‘hook up culture’, but an insight of the attitude that dating apps often in-still. The smartphone running out of battery is equivalent to Cinderella’s carriage turning into a pumpkin - symbolising in a way, how the visibility and convenience offered by dating apps in smartphones eliminate or reduce the mystery and allure that characterise romantic relationships.

Thus my condensed problem statement would be that the use of dating apps devalues the complexity in human nature. This narrative is not one that criticises casual relationships or hook up culture but dwells deeper to locate what why we need to start questioning the use of such applications.

3.Aims and Objectives

The aim of this project would be to interrogate how datings apps in smartphones can be re-imagined because it devalues the complexity in human nature and relationships. The research and analysis to follow are based on reviewing literature, primary research and surveys surrounding the implications of the Digital Age, the way we use technology, and the ethical responsibilities in designing for the consumer. In the objectives of the study I have stated ‘the designer’ as the stakeholder with the intention of informing the study with the perspective of graphic designers, speculative designers, design researchers. Designers and technologists contribute to ‘social engineering’, thus they must be aware of the implications of what they create. (Lanier, 2010). It also for the purpose of the study to cease from becoming a general enquiry on connective apps, and one that is more focused on design and design management.

Having stated that the objectives of this project would be to: • Interrogate the effectiveness of connective apps • Re imagine dating (connective) apps in the Digital Age • Determine how designers can contribute to alternative ways of approaching connective applications

4. Literature Review

The literature review, as presented in the study is a clustered and consolidated summary of the macro and the micro arguments, statements and opinions that have been discussed in relation to connective apps. These macro and micro arguments covered a range of topics that were referred back to at different points in the project timeline. The works of Deleuze and Mcluhan were some of the initial exploratory themes that were covered at an early stage of the enquiry, whereas the more specific reports on detrimental mental health effects of dating apps was covered at a later stage when the aims and objectives were more defined. It formed a solid contextual framework which was carried forward in the research. The literature review is divided into different sections based on the research content. The first two sections highlight theories and negative effects of dating apps on its users. The two sections that follow explore the larger ideas of how technologies shape human behaviour and overlook complexities that are intrinsic to human nature. The last section introduces the narrative about why designers should be aware of the detrimental effects of dating apps, which is further explored in the primary research section.

4.1 User Gratification Theory

Daiting apps like Tinder are used to fulfil individual needs which might not necessarily be the purpose of finding companionship. ‘Users actively select the types of media and media content they consume to gratify various psychological needs.’ (Communication Studies, 2012) This trivialises the act of finding companionship where the focus shifts from trying to find a partner to secondary reasons for use, which dilutes the purpose of this digital object. A study done by psychologists ‘Development and validation of the Tinder Motives Scale (TMS)’ by psychologists Elisabeth Timmermans and Elien De Caluwe examines all the others factors that contribute to millennials using Tinder. In the study done by the duo, they picked out different sample groups in order to determine the motivations for people using the app. Based on this a Tinder Motive Scale was developed. “In total, eight motives for using Tinder were identified: socialising, social pressure, social approval, entertainment, pass time, relationship seeking, information seeking, and sexual experience.” (Timmermans E and Caluwe E, 2017) Except social approval most of the other reasons fit into the larger spectrum of the U&G theory. The spectrum of use scenarios vary from casually swiping before bed to swiping profiles for fun with friends as a source of entertainment. The Head of Technology of Tinder says how the predictability curve differs greatly for men and women. In terms of use the way men match profiles are completely different from the patterns that women exhibit. (Vice, 2015) Even though connective apps do not have a complete scale of failure, the disconnect in usage motives raises the question of how effective a tool it is for something as complex as companionship. 12

4.2 Detrimental effects on mental health

As dependence on digital applications continue to have an adverse effect on millennials Tinder and other connective apps are no exception to the rule.

a) A negative sense of body image:* A study done by American Psychological Association shows that “Tinder users reported having lower levels of satisfaction with their faces and bodies and having lower levels of self-worth than the men and women who did not use Tinder.” (American Psychological Association 2016).

The business model of Tinder follows the same dopamine inducing action method which is common in apps like Facebook. Dopamine starts you seeking, then you get rewarded for the seeking which makes you seek more. (Robertson, 2017)

“A sample user size of 1,044 women and 273 men (mostly undergraduate students) were asked to fill questionnaires about ‘body image, sociocultural factors, perceived objectification and psychological well-being”

The actual act of dating is camouflaged with the satisfaction of finding a ‘match’. The interface allows a connection that is surface level and many a times actual conversation is cut short as it might require more effort and genuine interest on the part of both users. The abundance of choice also leads to indecison and raised expectations, when in reality dating is a lot more less calculated. Hiebert (2014) states why Barry Schwartz’s book, ‘Paradox of Choice: Why More is Less’ is more relevant than ever in the Digital Age:

The negative self image was more prevalent amongst men than woman, which may have to do with a larger number of men using the app. This results in scenarios where there might not to be gratification at the other end due to the abundance of choice. It is also a sharp contrast from digital sharing platforms like Instagram where women are known to have a negative sense of self based on the countless ‘perfect’ lives they encounter on a daily basis.

“Instead of increasing our sense of well-being, an abundance of choice is increasing our levels of anxiety, depression, and wasted time.” Thus the detrimental effects connective apps have would be: a) A negative sense of body image b) Low self esteem c) Addiction to the act of swiping

* I chose to include this particular study even though it was conducted in the US because it was it was very focused in its objectives of enquring whether Tinder had any effects on the mental well being of a particular demographic. 13

4.2 Detrimental effects on mental health

b) The goal of finding a partner is not fulfilled many a times leading to low self esteem As discussed earlier the user gratification theory makes people use the app in different ways. Someone who could be serious about finding companionship could be let down because as stated earlier only a small section of people use it for what the intended goal of the application. They could be updating their profile and changing their ‘bios’ but the algorithms might fail to find an ideal match because the profiles that appear on screen are based on geographical location (Business of Apps, 2017) rather than the person’s personality or the degree of commitment he or she would be interested in, which are both softer qualities difficult to quantify.

c) Addiction to the act of swiping “Apps like Grindr are designed to make finding sex easy. And that can make them hard to stop using.” (Vox, 2018) In the same article the psychiatrist Turban describes this act to the practice of using a slot machine. Apps like Tinder and Grindr mirror the principle of the slot machine which its known as ‘variable ratio reinforcement’ “Variable ratio reinforcement is one of the most effective ways to reinforce behavior, and it makes stopping that behaviour extremely difficult. Slot machines are a classic example. Because gamblers never know when the next payout will come, they can’t stop pulling the handle. They hold out hope that the next pull will give them the pleasurable sound of coins clanking against a metal bin, and they end up pulling for hours.” (Vox, 2018)

The principle of being rewarded at regular intervals drives the brain to reopen this app multiple times a day for the reward ‘dopamine shots’ (Robertson, 2017).The swiping action embodies the principle of the variable ratio reinforcement. The lack of effort required to access and use the interface makes it addictive in a way that one is pushed to question the implications of this repetitive action. The metaphor of the slot machine is also used by James Williams, ethics researcher at Oxford to describe the addictive nature of ‘infinite feeds’ (Roussilhe on Vimeo, 2017)

4.3 A paradox to empathy

Contemporary sociologists and psychologists have expressed growing concern for the instinctive urge to turn to technology when faced with a moment of solitude. (Turkle, 2015) While connective apps may or may not lead to people being romantically involved, it jumps over the first hurdle of emotional empathy quite carelessly. Empathy can be broadly classified into two types - emotional and cognitive.

“We have built machines that speak and in speaking to them, we cannot help but attribute human nature to objects (in this case the dating app) that have none.” (Turkle, 2015, p16) She elaborates this particular point more effectively later in her book why trying to find matches algorithmically might be detrimental -

“Empathic concern merits special attention for its role in triggering prosocial and helping behaviours.” (Hodges and Myers, 2007 p. 297)

“AI can know what emotionally activates you because it may infer this from psychological markers. But it won’t understand what these things mean to you.” (p. 341)

Emotional empathy comprises the more subjective emotional components like feeling ‘personal distress’ or ‘compassion’ for another person. Experiencing these emotional nuances have a lot to do with how often a person is in the physical proximity or vicinity of a person or a group of people. These are caused by ‘mirror neurons’ which recognise actions of other human beings and understand the emotional cause for the same. ‘Mirror neurons’ are responsible for empathy development in infants. (Gallese, 2005) Thus the reduced exposure to groups of people causes an imbalance in the sense that we learn to react only a limited spectrum of emotions, and might not even identify with others. The third scenario is one that that of performative actions that arise due to the ‘conversation’ with ‘machines’ or ‘technology’. While looking for companionship on dating apps we end up conversing with the interface that gives us limited options to express ourselves. Turkle explains in her book her addition of the fourth chair to Thoreau’s four chairs (refer to portfolio) is the the relationship we have with machines as one of an ‘artificial nature.’

Conversing with machines is a kind of performative action (Turkle)

4.4 Technology as a medium shapes culture

It is problematic to assume the attempt to find companionship could be adapted into a simplified digital model of ‘rewards.’ (Psychology Today, 2015) ‘The Medium is the Message’, first published in 1967 when moving image (television) started becoming popular media analyst McLuhan predicted that the medium of any age was instrumental in the change that society faces (the consumer segment that is directly exposed to the technology, the effects of which percolate to late adopters.) “Societies have always been shaped more by the nature of the media by which men communicate than by the content of communication.” (McLuhan, 1967) The way that technology works in the Digital Age, is that sometimes it allows people to be by themselves, even in a scenario where the end goal is to encourage a relationship between two people. The act of swiping is a static act which can be done without physical company, where the screen does not permeate the senses other than the preoccupation of the visual senses. There are technological devices and there is the larger phenomenon of technology beyond gadgets as ‘a means to fulfill a human purpose’ and alternatively, ‘collection of devices and engineering practices available to a culture.’ (Arthur, W. 2009) For the second definition Arthur says

Keeping the second definition in mind, a more critical approach is required, before we use technology as a medium to approach human centric scenarios like companionship. Thus, in this case it is questionable that as designers whether we are actually fulfilling ‘a purpose’ or using a digital blueprint because it is easily available to us? Don Norman (Director of the Design Lab at the University of California) voices the importance of re-visiting rampant cybernetic culture and the implications it has when designers use it (technology) as a default tool. “We must change our mind-set from being technology-centric to become people-centric. Instead of starting with the technology and attempting to make it easy to understand and use, let us take human capabilities, and use the technology to expand our abilities.” (Fast Company, 2018) Technology commands a certain kind of determinism, that is dangerous and restricting inherently. As Mejias, communication studies associate professor at SUNY Oswego points out “Our tools shape our ways of acting, knowing and being in the world, but some of their influence can unfold without our our consent or even awareness and this determinism is particularly dangerous.” (2013, p. 14,15) If cybernetic culture harnesses a certain kind of decision making which becomes almost default, where actions precede intention, we need to rethink the way we use these technologies.

‘We use this collective meaning when we blame ‘technology’ for speeding up our lives, or talk of ‘technology’ as a hope for mankind.” (2009, p. 28)

4.5 Recognizing the complexity of the self

Thus there is an indication of the theory that an experience that is lived at a moment, whether it is of utmost joy or sadness is never recreated in all its essence by the memory. If the virtual stoped being something that we saw as physical how would we construct it? Dating apps are repetitive in their virtual form, they convey the illusion of the same experience being repeated, which reduces the richness of the experience, and trivialises the ‘virtual.’

Philosophers and economists from Descartes to Deleuze to modern behavioural economists like Daniel Kahneman have proposed theories of the self, where there the self is composed of different fragments that transcends the concept of the ‘self’ as a single entity. In the age of digital networks there is a constant mediation of the self and a measured virtual exchange. If it is the virtual self that conducts exchanges and is in constant touch with the device paradigm, then can solutions offered by these paradigms really solve emotional human intricacies like companionship ? If the virtual self is no longer an affirmation of the real self but becomes a different entity, is when the problem arises while trying to in-still ‘real ’emotions or empathy in the digital network.

This also ties to the earlier point made about now the experiencing self is better at gauging empathy, when physically present in the moment. In ‘Off the Network’ Meijas criticises the digital network as recognising only what lies within the network. “Network Science consists of the study of networks of physical, biological and social phenomena leading to predictive models of these phenomenon.” (2013)

The Deleuzian concept of the virtual was at a time when the virtual was not an entity that could be defined. It lay in memory and construct. Deleuze supported the work of ancient French philosopher Bergson who contracted the theory that ‘it is the part that is virtual and the whole is real.’

Thus there is a criticism of applications in digital society for quantifying or predicting the nuances of human emotion. The quest to find companionship while swiping on one’s device does not do fairness to either entity - the real or virtual, it is transformed into an action where often the experiencing self is pushed by habit or impulse to gain momentary relief/ distraction/comfort by slipping into the shoes of the ‘virtual’ self. The complexity of the digital self versus the real self extends to social media and most online platforms that allow users to create a persona that might not reflect their state of mind in any way.

In British philosopher’s Keith Ansall Pearson’s critique of Bergson and Deleuze’s concept of virtuality he writes “In insisting that memory is not a simple duplication of an unrolling actual existence, in which it would be possible to live twice through the one and the same moment of a history, Bergson is granting the virtual and autonomous power.” (2005, p 1119)

4.6 Ethical Implications

Technologists turned researchers like Jaron Lanier and James Williams have expressed discomfort over digital applications causing ‘externalities’ like distraction. “Externalities are defined as the spillover effects of the consumption or production of a good that is not reflected in the price of the good.” (Intelligent Economist, 2017) This is a common phoenomena in the Digital Age, when, we are consumed with our phones, we let it occupy our thoughts and minds withour prior knowlege. When we are notified that we ‘have a match’ it takes our mind away from the task at hand. This has been further researched upon and analysed in chapter 6. Thus designers and design researchers have the ethical responsibility of creating and monitoring design that may produce harmful repurcussions. “Since we make up so much from scratch when we build information technologies, how do we think which ones are the best? With the kind of of radical freedom, we find in digital systems comes a disorienting moral challenge. We make it all up – so what shall we make up?” (Lanier, 2010)

Surveys and qualitative reports find that Tinder and connective apps are detrimental for millennials’ mental health.

A proven lack of empathy and compassion in trying to find ‘companionship’ through digital connective apps,

Technology as a medium shapes culture

Literature Review Summary and Grouping

A designer should be ethical in his or her approach to designing for people

Acknowledging the complexity of human nature

5. Research Methodology

There was also the adoption of more passive methods like cultural landscape research, that enabled an understanding of how stakeholders like designers (speculative/visual) were engaging with the concept of human complexity in design.

The diagram shows the research methodology that was adopted while carrying out this study - with the four stages of planning, exploration, analysis and recommendation. This framework supported the exploratory nature of the research where the information data gathered in the planning and exploration stage determined the course of the project. The research process was quite convoluted where there were numerous instances of divergence followed by convergence. Since my research was heavily qualitative, the key challenge was to filter the vast amounts of data collected without losing its richness. Translating the information into concise findings at the risk of sounding biased was also another hurdle. Using mind maps as a tool (Gray and Malins, 2004), to clarify and visualise the findings helped arrive at the redefined objectives of the project. Speaking to people, asking about their thoughts, opinions and outlooks was something I followed through my journey. Thus communication and visualisation were two design thinking methods that helped overcome roadblocks during the course of the project. Primary interviews was used as a research method to add more layers to the perspectives and arguments that developed from the literature review. ‘Technology as a medium shapes culture’ and ‘acknowledging the complexity of the self in design for applications’ were two of the themes that emerged early on, and was used in primary interviews to gain insights about specific scenarios and possible design intervention areas in relation to the problem scope of ‘technological solutionism’.

Secondary research from documentaries, journal and online articles acted as a means of strengthening the argument and fill knowledge gaps that appeared while structuring the study in a more linear manner. The intervention area or aim, of how datings apps in smartphones; can be re imagined in a way that it does not devalue human complexity, was arrived at after analysing common threads that emerged from the primary interviews. The ‘research into design’ approach was used to structure the proposal around the keys inferences and insights which emerged from studying the effects of technology with respect to social behaviour (Turkle, 2015) economic models of social commodification (Mejias, 2013) and the ontological meaning of technology itself. (Arthur, 2009) “Research into (or about) design is the most straightforward research practice in art, design and architecture. This is historical, social, technical, material research, with countless models from which it derives its rules and procedures.” (Roggema, 2016, p.3). In the process of funnelling down the research there were instances where I had to ask questions like, ‘Does this particular theme relate to the issue of dating apps?’ ‘Is this particular theory by this particular author necessary for the argument?’ ‘How does qualitative data fit into the research?

Challenging the notion of ‘technological solutionism’

Technology seen as the default approach to human problem solving through digital applications

Drivers: Talks: Future Shock Systems (Museum of London)

IPSOS MORI report

Aims and Objectives

Context/Problem

Position as a design / design researcher on cybernetic (digital culture)

Research Literature: Trend Forecaster’s Handbook Mapping Design Research

Exhibitions: Somewhere in Between

Lectures: Larger dialogue of slower economy Decolonizing design

DeFrag Talks at Somerset House: Subversion of Paradoxes

Case Studies Observation (Talks and showcases) Surveys

Qualitative Research Primary Interviews with designers and researchers Ted Hunt, Andres Comenares Gauthier Roussilhe

Literature Review (Secondary) Online journals/ blogs/ articles/ TED talks Quantitative reports

Connection between empathy and technology The ontological meaning and signiﬁcance of technology Network Science

Qualitative Research Literature Review (Primary + Secondary)

Exploration

Planning

Further Research Mind maps Scenario Planning Clustering Brainstorming

Redeﬁning the objectives - Determine how designers can contribute to alternative ways of approaching connective applications

Identifying the common thread, what are some of the tangents in spoken about (interviews) and discussed in literature?

Analysis Identifying prerequistes/ paradigms to approach the design for connective apps

Recommendation

5.1 Methods - Cultural Landscape Research

Since technology as a medium is shaped by the designer/artists, to translate ideas and concepts into products or apps, the cultural landscape research helped understand in what trajectory these ideas were being shaped in the cultural hub of the world. Exhibitions like‘Future Starts Here’ in the V&A explored the extreme spectrum of non linearity where the objects curated included ‘solar-powered shirts that can charge a smartphone, and driverless cars’ (The Telegraph, 2018). Whereas London Design Biennale had a more humanistic approach where artists and designers from different parts of the world, created installations / artwork to stimulate an emotion from their native country which were rooted in engagement, empathy and physical interaction.

‘Sensorium Tests at the Threshold’ by Daria Martin screened at the Wellcome Collection show characters in these films experience a kind of synesthesia known as ‘mirror touch synesthesia’, The terminology of this phenomenon could be linked to the concept of ‘mirror neurons’ (discussed in the literature review) Mirror touch synesthesia could be seen as a heightened form of this function, where one is not able to see, perceive and subconsciously register but also physically experience the actions of others.

The idea of exaggeration is the complete and polar opposite of the visual image of the monotony of people looking at their screens, which dominates the urban cultural landscape.

These two vastly different approaches to design and technology in the same city at the same time posed the question of kind of future we wanted to lean towards

A future where the need for partners would be eliminated by artificial intelligence or one where one where we would cherish the unique, complex qualities of an individual?

‘Matter to matter’ installation at London Design Biennale

5.2 Methods - Primary Interviews

The initial broader enquiry from these talks and exhibitions led to exploring the idea of a non linear approach to technology by interviewing designers and researchers who work with concepts like re imagining the Internet, and alternative paradigms of design, the ethical outcomes of design in Western Culture. The insights arrived at, where carried forward in into the primary interviews centred conducted with speculative designer Ted Hunt, co founder of Internet Age Media Andreas Colmenaras and writer, designer and the maker of the documentary â&#x20AC;&#x2DC;Ethics for Designâ&#x20AC;&#x2122; Gauthier Roussilhe.

Ted Hunt

Andreas Colmenaras

Gauthier Roussilhe

5. 2 Methods - Primary Interviews

Ted’s independent projects like users v/s people and non linear search engine ‘else’ interrogates the existing ways we use internet technologies and the assumptions made by designers and technologists that work for larger corporations like Facebook and Google. In Users v/s People he blatantly points out that ‘users are continuously generating metadata’ whereas people theoretically are ‘continuously creating relationships’. Users are ‘content with binary choices’ like that of apps like Tinder whereas people are ‘evolved to adept to complexity.’

On the question of ‘phoenomena or truism of nature’ Ted spoke with reference the ‘a.OS’ project, (imagining the base needs our smartphones fulfil) inspired by Maslow’s Hierarchy of Needs. He refers to the third wring of the pyramid ‘love and belonging’ which represents ‘friendships, families, emotional and physical intimacy, romantic relationships.’ He mentions how the need for this particular wring is being attempted to be catered to digitally,

This validated the reasoning behind why apps like Tinder do not serve its purpose of finding companionship, as it (the technology) uses the process of elimination by asking its users to choose between one or the other, not allowing them to deal with complexity or move beyond binary choices. Thus this comparative narrative addresses the possibility of connective apps being designed for more ‘rational’ users than ‘human’ people.

He further elaborates saying,

The method of questioning was deductive in nature where I started off with questions that were broader and then funnelled down to the more specific question of how designers approach problem solving through applications. For example the interview started with an exploratory question like, ‘In the book ‘The Nature of Technology’ the author in an attempt to look at the epistemological roots of technology describes it as the outcome of a ‘phenomena or truism of nature that can be exploited or used to a purpose.’ (Arthur, 2009) Do you think this holds true in the way we use it for problem solving? After which came the more nuanced question - What do you think is the future of digital apps that aim to solve human problems like loneliness or dating?

‘With things like Tinder, Bumble and its really crude’.

“Convenience/immediacy that we love as humans, we don’t like wasting time that much, that’s what technology is really good at, making things really quick, so that when we’re using Tinder we think we’re actually advancing our position in the romantic market place really quickly but we’re probably not.”

Thus the face to face interview with Ted Hunt and his insight on how connective apps was a key step towards making connective apps the focal point to study how technology was often disjointed from the intent of nurturing connection.

In a.0S Ted strips down the smart phone interface to see how it subminally caters to our psychological needs.

5. 2 Methods - Primary Interviews

During my interview with Andres he mentioned ‘Ethics for Design’ as a project that could possibly fit into the research was heading towards. Thus my third primary interview with Gauthier Roussilhe, French designer and writer. His documentary ‘Ethics for Design’ has twelve multidisciplinary designers, researchers ethicists on the value of ethics in designing for people. The narrative in the documentary follows an inspiring but constructive narrative where the interviewees engage in an honest and critical narrative on the responsibilities that come with designing for people.

The interview with Andreas, which was still in the initial project stage had a similar structure of questions, exploratory going from macro to micro. Being co founder of an organisation like I AM Andreas co hosts, organises and collaborates with artist, designers and strategists to re imagine how we use the Internet, one of the most powerful tools of the Digital Age. On the question of the future of digital apps Andreas says, “I think those working in big platforms and those working on apps used by millions of people have a huge responsibility that they might not be aware of, they are making decisions on behalf of millions of people.”

The interview Gauthier came at a later stage in the research process and thus the questions were more focused in their intent of developing insights toward the outcome. At this stage of research there was a possibility that the project would evolve into one that would examine urban loneliness as a result of technology . While conversing about urban loneliness Gauthier indicates that loneliness might be a more complicated concept to grasp however dating apps were a fitting example of technology gone ‘wrong’

He re iterates the importance of the users v/s people comparison, stressing on the fact that the two are very different approaches. “We’re really treating people like consumers ignoring the important dimensions of being a person.. so it’s very important to interrogate solutionism, to be aware that (you were mentioning in the question lonliness, companionship) are at different scales, they are complex, different in every single person.”

“If you look at dating apps the intention us quite wrong - it was never for dating, it’s a matching app…. The first match that happens is not one person to another but how to match a complex human being into a really simple algorithm.”

This gave further affirmation to the problem statement of why it was important to address how connective apps simplified or standardised the way people connect.

There was also a resurfacing of the idea that human beings are not rational beings as Gauthier echoes the perspective previously adopted by Ted and Andres. “Its just designers and strategy teams trying to make this rational being happen - but its not working well, we are not rational beings, we can be rational, not all the time and especially when it comes to dating.”

A comparison by Hunt between people and the rational human beings designers assume they are.

5.2 Methods - Primary Interviews

Thus there were quite a few recurring points put across in the answers by the interviewees. This helped form a principle understanding of how the research aims and objectives could be focused on connective apps and the need to re imagine the way they are designed. Some of the common insights that I got from their interviews were: 1) In the current socio cultural scenario in countries like the UK, convenience surpasses authenticity. 2) As designers they must be critical of the tools (technologies) they use as they shape human behaviour. 3) It was necessary to challenge the status quo of digital technologies like connective apps where it is often assumed that human nature is ‘rational’ 4) Designers and technologists were becoming aware of the importance of practicing ethical design and using tools like documentaries, web resources, books to start a dialogue about its importance. 5) The externalities of design like addiction to the act of swiping, superficial connections due to the interface of the app - how it was more of a ‘matching app’ rather than a ‘dating app’ was something that they thought needed to be re imagined through alternative design thinking.

5.3 Methods - Case Studies

Dating Blog in Berlin A ‘slower’ approach to dating

What they do differently: The young entrepreneurs’ don’t just create a superficial profile of the potential partner but actually take special care in getting to know the person and writing about them in order to highlight qualities that make them who they are.

This came up during the interview with Ted Hunt when we were discussing alternative models of creating products that fulfilled its true purpose rather than served as another quick fix or distraction for the consumer.

The content is engaging so that people who visit the site did not merely scroll through it. The platform does not simply or gamify the process but slows it down, for users to use it for what it’s actually meant for: to meet people that they might have an actual romantic connection with.

Context: ‘Im gegenteil’ is the name of the slow dating website in Berlin which means ‘on the contrary’ in English. This mix between a lifestyle and dating blog was started by two girls in Berlin when they started talking about ‘why so many of our friends are still single?’ (Müller and Pehlke, 2014)

Conclusion: The positive feedback received from consumers mentioned in the article affirms this idea that it could be closer to looking at alternative means to find companionship than speed dating apps.

This simple but provocative statement was what started this business model for the girls when they realised how disenchanted and fatigued people were with online dating and how dating apps were far from the real deal.

“The nice thing about this site is you’re getting someone else’s voice and perspective on your life,” he said. “And that automatically produces a more authentic picture for the rest of the world to see.” ((The Guardian, 2014)

“Indeed, im gegenteil, which means “on the contrary” in German, is the polar opposite of smartphone dating apps that tell you who in your immediate vicinity is looking to meet up for a drink… or more. A common complaint from users of conventional dating sites or apps is that the user selects old and unrepresentative photographs and, intentionally or not, writes a totally inaccurate description of themselves. To avoid these problems, im gegenteil takes a refreshingly different approach.” (The Guardian, 2014)

During the interview with Ted Hunt we summed up why an approach like ‘im gegenteil’ could work (as compared to Tinder)/ “So that’s kind of an example two different ways to solve the same problem which is meeting someone romantically - you can do it in a very simple dopamine inducing way or you can take this - which is a more traditional way of matchmaking which is how people used to work before, your friends would introduce to other friends.”

5.3 Methods - Case Studies

Context: This project by Jonathan Harris and Sepandar Kamvar was conceptualized in 2006. This project is fascinating as it brings to life the experience sharing part of the virtual world which is not given enough impact. The Attention economy is often goal oriented where the intention is to make the consumer’s attention and loyalty the product. ‘We feel fine’ moves away from the idea and visualises similarities in emotion from people all over the world – how people in gloomy and rainy cities might we feeling a certain way. (We Feel Fine, 2006)

This necessarily does not result in a product or end goal but provides an insight into something more meaningful that makes people feel connected to one another. What they do differently:

“With its unique software-driven model, We Feel Fine is a revelation of emotion through a prism of rational data that only makes the emotional crux deeper and more compelling.” (Brainpickings, 2009)

Conclusion: A platform like ‘We Feel Fine’ is a non linear approach to ‘data’ in the true sense of the term. It does not predict human behaviour but outlines or gives context to the existing meta data generated by real people. In this case Harris and Kamvar have approached ‘data’ in way to feel people more connected.

Thus the model of qualitative knowledge about other people’s emotions could be a good starting point for a platform that re imagines connective apps.

This blog visually represents how people all around the world are feeling by recording the sentence in a blog on the world wide web when someone types ‘I feel or I am feeling.’ The user interface is more exploratory rather than being result based where the makers have tried to create a platform in which there is an immersive context rather than the slot machine mechanism based one that rewards actions. The website is divided into different visualisations and categories of data visualisation - mobs, metrics, madness, montage, metrics. The ‘murmurs’ view as pointed out picks out the word lonely as used by people all around the world. It encourages empathy in a way because it enables the person visiting this virtual space to understand how they might not be the only one feeling vulnerable or dejected. That is a far deeper paradigm to connect or empathise with someone rather than the traditional ‘bio’ approach.The platform thrives on complexity as each smaller dot (emotion) of millions of people comes together to create a picture. 28

The ‘We Feel Fine’ logo

5.4 Methods - Survey

46.7% of designers said that problem solving was what interested them most in the field of UI/UX as compared to only 13.3 % who were interested in wire framing and visual design, and 33.3% in design research.

The research motivation of the survey was to get a comprehensive report from designers regarding the industry process and how they approach problem solving in a digital landscape. This research method was conducted in order to understand the designer better as a stakeholder.

40% designers stated that 10 - 30% of clients came to them with the notion if creating an app as a product for their target segment. This was another surprising but optimistic percentage that indicated that corporations might be willing to engage in other mediums rather than just technology based applications.

What? The questions were aimed realising the current trends in the industry - how much time they spent on ‘subject framing and research’ to whether they suggest alternatives to their clients to digital apps based on the product idea that they are approached with.

73.3% of the designers who were personally answered the survey said that they were open to alternate methods of problem solving rather than just rapid app prototyping.

How many? The sample size of this survey was 30(n). The demographics of the survey included UI/UX designers from the age of 20 - 30 working with designing and developing digital applications, concentrated in Bangalore and London.

(refer to portfolio for visual graphs)

Insight: Based on the percentages from the survey,

Where?

Graphic and UI/UX designers were open to exploring other outcomes and not necessarily digital apps in the way they approach complex human behaviour.

The survey was sent out through various social media platforms including LinkedIn, Facebook Messenger and Instagram.

During my primary interviews, Andreas touched upon an interesting point about how the attitude of the creative industry was evolving as well “You (as a designer) can have a very good understanding of how consumers use all kinds of technologies to automate it but it’s important as an attitude that designers become critical to it and a part of that criticality is questioning the tools questioning the status quo of things.” Thus in order to re imagine the outcome there was a need for designers to encourage the idea of what they wanted to see in the real world. 29

Primary Interviews

Landscape Research validation of the point of view of the intended stakeholders

Purpose of the research methods

Case Studies

alternative approaches to visualizing or designing the act of companionship

Awareness on the part of designers to practice ethical design and alternative design thinking

Challenging the status quo of connective apps

There was a need to be more critical of the way design for digital applications was approached

Survey

key primary insights

asking the bigger speculative questionS

Currently in the app user landscape convenience surpassesed authenticity

6. Analysis and Affirmation

The research methods used, dealt with various aspects of why there is a need to re imagine connective apps and the possible alternative ways they could be approached.

Each research method contributed to the development of the study which in turn helped arrive at the outcome. Why

The cultural landscape research in the V&A, London Design Biennale and Wellcome Collection were organizations and agents of dialogue. It encouraged me to ask the bigger questions, which was like a first step towards realizing the possible mainifestations of an enquiry.

What

The insights gathered from the interviews were key drivers to use as a starting point in creating a blue print to imagine an alternative way to how designers could approach dating and finding connective apps.

How

The conversations from the interviews were also more about understanding the responsibility of the designer in creating apps and and products that were ethical rather than regulating or criticising customer usage. The case studies helped imagine what kind of platform could be used to re imagine the future of dating apps.

6. Analysis and Affirmation

For the next step in analysis, having identified the key drivers, I decided to use the scenario planning tool to clarify my outcome that would be an extension of these factors (why, what, how) that resulted from the research. “Scenario planning is that which happens tomorrow depends less on prevailing trends on any sort of fatalistic determinism, and more on actions of groups and individuals in the face of these trends.” (Raymond, 2010) Since the possible design intervention methods were quite speculative, this tool would help imagine scenarios, ‘drivers’ for re imagining connective apps in the near future. I’ve highlighted the External Drivers tool as, at the early conceptualisation stages of the project it makes most sense.The entire write up can be found in the portfolio.

External Drivers (The factors that will influence the re - imagination) Economic

Connective apps monetize on visibility and algorithmic matches which is fundamentally paradoxical to the idea of finding companionship (The Mobile Love Industry, Gauthier Roussilhe). Thus, could there be a possibility to look at slower economic models for a more authentic experience?

Social & Technological

Even though they are ‘connective apps’, by nature of being digital applications people connect on them to disconnect from their surroundings (Turkle) Designed for ‘dating’ , the user enages with it for a varied number of reasons according to the User Gratifications Theory (Tinder Motives Scale). Thus how can we make the ‘act of finding love’ social again?

Ethics

Designers are increasingly becoming aware of the externalities of digital applications including connective apps. (Ethics for Design) Cultivating this spirit of criticality and reflection in the user design landscape is one of the long term goals.

Competitive

Most ‘competitors’ like Tinder and Bumble offer the same kind of standardized templates of interaction based on the swipe and a short ‘bio.’ The idea is to break away from the template format and inspire designers to create something more engaging and human.

Knowns and unknowns

Most of the research has been concentrated in the United Kingdom so that would be the starting point of the imagined outcome. We still do not know what kind of reaction it would invite from designers. The research points at a platform that is more engaging, something that dosen’t standardize human behaviour.

6. Analysis and Affirmation

Intended cause of use seeking relationships

By products of use dating fatigue

pass time

socialising casual sexual experiences information seeking

low self esteem

entertainment social pressure

negative sense of self

reward mechanism

less empathy

addiction to the act of swiping

By products of use Design of interface dating fatigue

addiction to the act of swiping

reward mechanism

Consequentialism low self esteem

less empathy

negative sense of self

Based on the insight on the extrernalities factor I worked on an ‘intended use v/s by product of use’ interface map to illustrate how the secondary uses or ‘by products’ of connective apps are caused due to the way the interface is designed (as discussed in the lliterature review and primary research interviews). There was a need to question this standardized interface which is common to everyone ‘swiping’ on the app. 33

7.Outcome and Recommendation

Thus the possible outcome conceptualised and envisioned was as a result of using the analysis tools. The use of the ‘external drivers’ as part of the scenario planning tool guided the outcome towards a more ‘what if’ based approach - using the different drivers to determine the ethical, social, technological and economic impact designers would want connective apps to have. The second ‘intended use v/s by products of use’ map illustrated how the structure and framework of connective apps caused larger unseen consequences that need to be examined by way of questioning the design of the interface design of the app itself. If the screen cannot be done away with, how can it be challenged?

Thus the proposed outcome is

A platform for graphic and UI/UX designers to re - think the elements that go into designing connective apps - the gestures it provokes and normalizes, the interface that reduces complexity and empathy and a set of questions to consider the implications of what they create. The platform is just a potential starting point that could evolve into something more tangible or physical. The idea is to articualte the importance of these three paradigms (as elaborated in the portfolio) so designers can understand why there is a need to question these existing paradigms of connective apps, or even start to think about it. The idea is to spark a dialogue between designers, and move away from ‘solutionism’.

7. Outcome and Recommendation

What if you could re imagine the way we know dating apps?

What if sex robots and chat bots were not the future of love?

Is re thinking the gesture of the swipe the first step in making dating more human again?

Can dating apps be more than just immediate gratification?

Based on the â&#x20AC;&#x2DC;what ifâ&#x20AC;&#x2122; based approach the platform asks designers evocative, future facing questions to help them re imagine the future of connective apps.

7.Outcome and Recommendation

These two paradigms question the ‘physical’ part of the app - how we interact with it. It is meant to encourage the designer to move think beyond the ‘swipe’ and find ways to make the user experience more immersive or engaging. 36

8.Conclusion

I would like to conclude by saying that the outcome shown in the last section is not a definitive answer to re-imagining dating apps. The research journey, the insights collected, the literature review are the real core strengths of the project - where a specific problem definition of how dating apps devalue the complexity of human relationships is studied under the a larger umbrella of â&#x20AC;&#x2DC;technological solutionismâ&#x20AC;&#x2122;. What I hope to highlight through this project is how everything is related, for e.g. dating apps are a projection of a generation that might settle for convenience rather than authenticity. This is important to remember as a designer and design manager that nothing really exists by itself. I hope to take this project further by way of collaboration with other designers and design researchers who might be interested in the topic. Personally I would like to work on projects that involve research about digital technolgies and how they influence our lives. And maybe get a chance to participate, through my work, in larger discussions of conscious consumption and value of human empathy.

Acknowledgements

I would like to thank my supervisor Louise Healy, for guiding me through this project. She let me figure out how I wanted to go about it and gave that extra nudge whenever I needed it. Her feedback really helped in filtering my research as well as my thoughts in order to get to this point. So a big thank you to Louise! I would also like to thank Sara, my course leader and second supervisor whoâ&#x20AC;&#x2122;s been extremely calm and patient with us the entire time we were working on the thesis as a cohort. She was extremely helpful in every which way to make sure that the journey of doing this project was as smooth a sail as could be. I would like to thank University of the Arts, London for their facilities that enable students and provide them with infrastructure that supports a healthy work culture. I would not be able to write my thesis without the services of the staff in LCC Learning Zone where I spent most of the last six months. I would like to thank my amazing interviewees Ted Hunt, Andreas Colmenaras and Gauthier Roussilhe with whom I had the pleasure of having some really exciting conversations. I felt the interviews turned out to be insightful because of the effort they put in understanding the questions and giving me answers that actually made a whole lot of sense and helped me move forward in my project. My friends in London - Greg, Benny, Alex, Becky who held it together for me the whole time. My extended family in London and Lanchashire who I would run to when the work for the thesis got too overbearing, My family - my amazing mother and sister who mean the world to me. And of course, my dad, who will forever be in my heart.

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