Video by Zihan Chen

DATE

Spring 2018

MY ROLE

Concept development, branding,
installation, and print production

EXHIBITED AT

FEATURED IN

THE CHALLENGE

Bring to life the practice of online data collection and the industry's targeting tactics. Educate internet users who may not be aware of these shadowy and often ill-understood methods.

THE OUTCOME

A series of four large-scale, physically engaging interactions that transform the invisible practice of online data collection into a tangible and personalized experience.

Experiences Case Study:

The Datalogue

About

Through a series of interactions, guests stepped away with a better understanding of the complexities and dangers of big data and targeted digital marketing.

 

The four interactions that comprise The Datalogue serve as metaphors for the way that data is gleaned invisibly on the internet. Each interaction prompts guests to answer seemingly innocuous questions, and those answers are noted on a printed card that each guest receives. 

After the guest completes the final interaction, it is revealed that each of their “arbitrary” responses translates into a surprisingly accurate assessment about their personality—such as level of extraversion or conscientiousness. The four categories and choice architecture for answers was drawn directly from 

this PNAS scientific paper.

Over nine hundred people experienced The Datalogue during its week at Wanted Design, Manhattan.

Datalogue participants at Wanted Design

COLLATERAL

I led the Branding Team, who created The Datalogue's visual personality, which included a logo, brand guidelines, assets for social media, print materials and surface treatments for the exhibition components.

Participant 'passport' to guide them through the experience

Installations