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Obama for America 2012: 10 Lessons Learned from Real-Time Design for High Stakes

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Being the first director of user experience in US Presidential campaign history presented a unique set of challenges, goals, and constraints. Jason Kunesh shares best practices and methods that helped Obama for America build winning social, mobile, e-commerce and in person experiences for as many people as possible.

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Rules of Thumb for Design Chicanery at Obama for America HQ feedback? @jdkunesh
A Presidential campaign seeks 270 electoral votes in a general election.
Register Persuade Turnout Volunteer Donate
RESPECT. EMPOWER. INCLUDE. WIN.
Your values drive your actions.
540 days 50 states 1,000 field offices 10,000 neighborhood leaders 2,000,000 volunteer shifts 2,200,000 voters registered $690,000,000 donated 150,000,000 phone calls 200 applications
Find your story.
Story of Self Story of Us Story of Now
Everyone’s work has value.
Story of Self Story of Us Story of Now
Celebrate little victories.
Ignore whatever is outside of your control.
Have fun.
Find good people doing good things & work with them.
5/9/12 tumblr_m3b790ZasO1qh71pao1_1280.png (662×758)
Find your patterns.
Little things count.
Be selfless in pursuit of your goals.
Scout Addis Nate Bolt Stacey Ashlund Laura Paajanen Farnaz Badie Dorrie Paynter Fred Bove Beth Pickard David Castleton Lucie Richter Christian Crumlish Gabriela Rivas Laura Dean Mary Beth Solomon Julie Francis Stephen Suarez Nancy Frishberg Matt Towers Michelle Fulcher Mark Trammell Catherine Ho Bob Walton Abby Leafe Andrea Werboff Jodi Leo Jay Zaltzman Michal Migurski
The value of community is immeasurable.
Story of Self Story of Us Story of Now
Slow is smooth. Smooth is fast.
chicanery |SHiˈkān rē, CHi-|noun The use of trickery to achieve a political, financial, or legal purpose.
Make everything participatory.
Bend the rules.
Bend the rules.
Thank you! @jdkunesh jdkunesh@gmail.com
Photo credits Eugene Hasenfus, http://whitecolonialism.tumblr.com/post/32935487196/today-in-history- october-5-1986-iran-contra Apple ][, http://cameronscloset.com/apple-ii/#jp-carousel-285 President Carter, http://online.wsj.com/article/ SB10001424052970204005504574233981506674934.html President Obama in Grant Park http://short-sharp-shock.blogspot.com/2009/11/hope-that-we-confessed.html Marshall Ganz http://www.wbmnet.nl/2011/05/global-leadership-dialogs-on-television-and-internetchannel/ marshallganz/ Michael Slaby http://business.financialpost.com/2010/11/17/fp-tech-desk-qa-with-former-obama-cto-michael-slaby/ Narwhal vs. Orca http://arstechnica.com/information-technology/2012/11/how-team-obamas-tech-efficiency-left- romney-it-in-dust/ Barack Obama in shades, me & Draplin Manik Ranthee

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Obama for America 2012: 10 Lessons Learned from Real-Time Design for High Stakes

  • 1. Rules of Thumb for Design Chicanery at Obama for America HQ feedback? @jdkunesh
  • 2.
  • 3. A Presidential campaign seeks 270 electoral votes in a general election.
  • 6. Your values drive your actions.
  • 7. 540 days 50 states 1,000 field offices 10,000 neighborhood leaders 2,000,000 volunteer shifts 2,200,000 voters registered $690,000,000 donated 150,000,000 phone calls 200 applications
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  • 24. Story of Self Story of Us Story of Now
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  • 37. Story of Self Story of Us Story of Now
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  • 53. Ignore whatever is outside of your control.
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  • 63. Find good people doing good things & work with them.
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  • 67. 5/9/12 tumblr_m3b790ZasO1qh71pao1_1280.png (662×758)
  • 68.
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  • 72.
  • 73. Be selfless in pursuit of your goals.
  • 74. Scout Addis Nate Bolt Stacey Ashlund Laura Paajanen Farnaz Badie Dorrie Paynter Fred Bove Beth Pickard David Castleton Lucie Richter Christian Crumlish Gabriela Rivas Laura Dean Mary Beth Solomon Julie Francis Stephen Suarez Nancy Frishberg Matt Towers Michelle Fulcher Mark Trammell Catherine Ho Bob Walton Abby Leafe Andrea Werboff Jodi Leo Jay Zaltzman Michal Migurski
  • 75.
  • 76. The value of community is immeasurable.
  • 77. Story of Self Story of Us Story of Now
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  • 82. chicanery |SHiˈkān rē, CHi-|noun The use of trickery to achieve a political, financial, or legal purpose.
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  • 106. Thank you! @jdkunesh jdkunesh@gmail.com
  • 107. Photo credits Eugene Hasenfus, http://whitecolonialism.tumblr.com/post/32935487196/today-in-history- october-5-1986-iran-contra Apple ][, http://cameronscloset.com/apple-ii/#jp-carousel-285 President Carter, http://online.wsj.com/article/ SB10001424052970204005504574233981506674934.html President Obama in Grant Park http://short-sharp-shock.blogspot.com/2009/11/hope-that-we-confessed.html Marshall Ganz http://www.wbmnet.nl/2011/05/global-leadership-dialogs-on-television-and-internetchannel/ marshallganz/ Michael Slaby http://business.financialpost.com/2010/11/17/fp-tech-desk-qa-with-former-obama-cto-michael-slaby/ Narwhal vs. Orca http://arstechnica.com/information-technology/2012/11/how-team-obamas-tech-efficiency-left- romney-it-in-dust/ Barack Obama in shades, me & Draplin Manik Ranthee