We have extensively researched Amnesty, covering aims and user groups, past/current campaigns and technologies utilised. We met with Alice Podd, the South West Regional Manager of Amnesty, to interview her to gather useful insights from an inside key member of Amnesty. Below, you will find how we broke down the ideas and decided on an area of.

Our research into Amnesty has been equally as broad as the organisation themselves. Now we’re at week 4 and it’s time to choose a specific area of focus in accordance with our project timeline.

Our research has inspired lots of creative ideation and flow. Each time we thought of an idea, we added it to the ideas blog post to keep up to date with everyone’s thoughts and inspirations. See the ideas blog post here.

We discussed each idea in detail by reading through the list aloud, maintaining group understanding. We had a conversation about each point, mulling over questions such as “is it realistic?”, “how we could obtain media?” and “what are the constraints involved”.

Constraints are crucial to consider when discussing each idea. Sometimes, constraints might make a foreseeable idea impossible, or certain constraints can be seen as a challenge to overcome via thinking strategies and communication with other sources.

A brief overview of the ideas can be seen below:

  • Social experiment
  • Cards against humanity concept on interactive screen
  •  Interactive petition or sign-up street installation
  • Virtual reality street campaign
  • Interactive technology that obtains evidence in support of a lobby

The cards against humanity concept is realistic, exciting and potentially the most realistic out of the ideas list, so we decided to dig deeper into the idea.

Interactive Screen Questions and Answers Idea


This concept gets members of the public to submit their answers to a series of two-part questions that shall be portrayed on a large interactive screen, hopefully in the city centre of Bristol. The screen will then reveal the correct answer in a relatable and highly impactful way.

Hypothetical example of the idea:

The scenario could involve the screen asking, “How much water is wasted in the UK per year” and the user submits their answer, for example: “10,000cubic”. The screen might then ask, “How many children die from unsanitary water per year?”, and the user answers again. The screen then reveals the correct answer “90,000 children die per year from unclean water”, followed by “We helped 30% of children to obtain access to clean water last year alone, it is their right”. Lastly, the screen would end on a powerful image of the Amnesty International logo to confirm who ‘we’ are in the previous slide.

The scenario is interactively engaging in that it asks members of the public to contribute towards information on the big screen. The screen would create awareness and an impact, I hypothesise that people would want to know what the screen is doing and what people are doing communicating with the screen.

Alongside the screen and tablets, we could have a sculpture that allows people to physically sign up to Amnesty as a member (no mention of donating) where they receive an account with regular updates and newsletters.

It is good to avoid asking members of the public to make a donation, as it has been known that people can get annoyed when asked to donate on the street. Plus, we are not fundraisers. The project aims to get members of the public more clued up about statistics they should know about, as well as awareness for Amnesty’s.

User testing:

In terms of how realistic the project is, we have already considered access to the technology and user testing methods for the future. For example, we could use six participants from the university to demonstrate that our idea is achievable and use a projector to simulate the large screen.

A time-lapse walk-through could be utilised to visually demonstrate how the public would interact with the project.

In terms of the design space, once an area has been confirmed we will observe the area and make notes. We’ll visit the Harbourside to partake in some informal semi-structured interviews.

Next Steps – Get Data (qualitative and quantitative):

We need to find out whether this sort of scenario would capture the attention of the pubic. In order to do so, we’ll conduct further research via surveys and interviews to gather quantitative data. If people aren’t going to be interested in this sort of project, we shouldn’t pursue it. We need data to back up the idea.

We’ll ask questions like, ‘what was the last build board you remember seeing last time you were in town?’, ‘what would make you stop at a street campaign?’ ‘what was the last street campaign you remember stopping at?’ ‘have you ever stopped to use a public interactive screen?’ ‘whats had the largest impact on you charity wise and why?’.

From interviews and surveys, we want to establish:

  • Do members of the public take notice of big screens?
  • Do people find large screens showing campaigns they engaging? Why?
  • What was the last demonstration that made an impression? Why?
  • How many members of the public remember the content of interactive screens?
  • What street demonstrations have they seen that interested them? Did they get involved?
  • How many people would stop to

Contextually, we need to find out whether we can have access to the screens in Bristol city centre. After some research, we found that the Bristol city council owns the Harbourside TV screen, which is well known to Bristol tourists. We’ve sent them an email to enquire about availability to hire, functionality, costs, interactivity etc.

Visualising the Scenario:

Talking about the idea is one thing, but visualising it is another. We drew out the scenario and in doing so, probed questions about the design flaws and potential resolutions.

For example, in the first scenario users can choose a predefined answer out of a list, which is then displayed on the large screen ahead. However, we ran into a few problems: how could we illustrate each user’s answer on the screen in a clear manner? In answer to this, the shorts answers of the users would be posted onto the screen via the tablet.


We also discussed having left the answer to the users interpretation to show real opinions and the idea is that the correct answer heavily contrasts, as oppose to predefined answers. We also discussed having multiple users using the project at one time, and designated stands for up to six users (as seen below).


Sketching a diagram of the idea allowed us to think of the scenario in-depth, conjuring potential problems and solutions. This activity is successful for resolving issues that previously had not been thought of.

Progress List

Since we’ve decided on a basic idea that creates awareness for Amnesty and emotional impact, we need to visualise the progress we’ve made up to date and what needs to be done.

As seen below, the green writing represents progress and the red writing represents things that need to be done. We’ve colour coded the list and agreed that the tasks need to be completed by the end of the week in order to stay on schedule.


With the emergence of our idea, lots of ‘to-dos’ have been allocated as seen in red above. The progress list allows us to see that we have positively accomplished up to this point, and an organised and colour coded list of what we have to do consequently. Getting ideas and lists down on paper is a visual and intuitive way of organising ourselves and what needs to be done a really good way of, again, visualising content and organising tasks.

Note: externalised out of sight out of mind*

Exercise with transcription: finding a sentence out of transcript highish and comment in word – ‘aim’, put words on post-it and collate times, helps you start thinking and getting ideas.