WITH BIG DATA COMES BIG RESPONSIBILITY
The Datalogue at Wanted Design NYCxDESIGN 2018
Experience Design / Exhibition design / Branding
Class of 2019 of Products of design
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MFA Products of Design
School of Visual Arts
The Datalogue, a four-part stationary machine which emulates the systems and unmasks the consequences behind data collection. Though data mining is an invisible procedure that occurs through countless digital channels, the exhibition transforms it into a visible, tangible process.
We were at Wanted Design Manhattan 2018, as part of the city-wide NYCxDesign celebration from 18 -23rd, May. At the end, there were over 700 people participated our experience.
I worked with Ellen Rose and Antya to design the project's unifying brand guideline and cards assets.
THE DATALOGUE: Opening Night Reception at Wanted Design 2018!
Video made by Zihan Cheng
0 - Welcoming , quick introduction for the Datalogue and giving the shield card to user
Hello. Welcome to the Datalogue. We’re focusing on the hot topic of data mining, inspired by the recent Cambridge Analytica-Facebook scandal. In this exhibition, we’ve created a personality test, but it’s in the form of a carnival. Using data science and a series of fun interactions, we’ll reveal something about your personality and pick out the perfect Wanted product for you.
1 - The Hamster Wheel
Visually enticing and engaging, the Hamster Wheel entices guests into the exhibition with its carnival-like nature. Once a participant steps into the wheel, they are prompted with the question “Whom do you admire?” and given four choices: Indiana Jones, Mother Teresa, Marie Curie or Steve Jobs.Participants select their answer with a full-body interaction: walking in the wheel until they reach their final response. They will discover that the real meaning behind their answer is a correlation to their level of satisfaction with life.
Agent records guests' answers by punching dat or dash on their shield card.
2 - The Claw
At the next station, participants are asked, “Which of the following individuals would you want to interview?” Again, they are given four choices: Police Commissioner, Emergency Physician, Serial Killer, and Wes Anderson. They are instructed to maneuver a mechanical claw in order to choose the next input on their shield card. Their final answer corresponds to their level of conscientiousness, whether they are spontaneous or well-organized.
3 - The Crank
The Crank looks to the future; participants make a choice about a new career from Actor,Fashion model, Professional gamer or Fanfiction writer, once their job is fully automated by robots. The moving multi-gear form of this interaction is inspired by a similar question that was top of mind during the First and Second Industrial Revolutions. The individual’s response determines their level of extraversion.
4 - The Selector
In the fourth and final interaction, guests are asked about the contents of their search history. Their final response illuminates whether the relationship status of the participant. When they have make their selection, they ring a bell, signifying the completion of their “personality test.”
5 - The Final Reveal and Book
Unbeknownst to participants, each of their responses contributes to the development of an intimate psychographic profile on themselves. In their final station, by putting punched shield card on a decoding card, guests are given a summary of their profile that includes specific personality traits, along with a product selection.
Product selections were created from robust research on the the design studio’s brand values and mission statements, as well as the product’s form and function. Additionally, specific characteristics were extrapolated from each product to correlate them with 1 of 16 possible psychographic profiles.
The Datalogue Branding guidelines
The Datalogue Branding assets