Overcoming Clicktivism.

Spatial/Digital UX, Interaction, Concept - Spring 2016


Facebook CampusWall

A hypothetical product concept proposal for a Facebook sponsored wall on college campuses, to build stronger ties and promote collaboration in activism and civic engagement.


Clicktivism. A buzz-word with a negative connotation, associated with social media-crazed Millennials and the kind of "activism" they participate in, or lack thereof. This sort of activism is reduced to a "like" or a "thumbs up" or a "share" on Facebook. Retweeting or hashtagging something on Twitter. All of this is click, type and go. The content that you just "supported" or shared is just another scroll through your feed, next to the viral cat video. There is no follow-up action or accountability when it comes to this Clicktivism. We have such a disconnected community, made up of virtual "friends" that define our network. You are just another "like" or retweet, and a username in the server.


I was responsible for the entry and exit points of the product (interaction & application interfaces), filming & editing product videos, and being part of research, concept development, determining user flow, problem space, and goals.


Strategy - Intercept clicktivist behavior as it is happening.

To prevent clicktivist behavior in the future, you must first intercept existing clicktivist behavior. When someone has the opportunity to "like-and-scroll", we hope to give them an alternative, where ideas and connection can tangibly be exchanged and interacted with. We want the user to be able to connect with other users that demonstrated similar activist behaviors to potentially start something bigger. With the constant checking of social media and omnipresence of smartphones, the logical entry point is through existing social media. We propose a supplementary Facebook product that allows engagement and interaction online and in a tangible environment — an interactive physical Facebook wall on select college campuses that caters towards activism.


Process: Define problem > Goals > Tactics > Product Vision.

So how exactly do we move past clicktivism? Strong ties fostered by common goals between individuals are what is needed to spark change. The goal of CampusWall is to facilitate more meaningful activism amongst the millennials, by starting a conversation. The conversation between individuals and the things they care about or want to take action against.

We aim to answer the "now what?" that comes after clicktivism.


Overcome "clicktivism" by providing a platform to facilitate meaningful activism.


Providing a platform to build stronger ties to spark change.


Users can scroll through a feed that is a huge database of materials (images, videos, statuses, articles) posted by everyone who used the specific hashtag. Tap to pause the item, and drag to zoom in. Swipe to exit from the item. This allows users to get access to a large quantity of data and pull out materials of interest at their own pace.



This is perhaps the most important feature of the wall. With a pen tool, users can annotate images and videos live. It provides a laid-back but informative entry into discussions and collaboration among users at the wall, since users can annotate together, comment on previous and each other’s annotation, which facilitate actual human interactions. The annotated materials eventually aggregate into a crowd-sourced database that may be updated constantly. The annotation also adds live feedback for the next user viewing the same material at the wall, which strengthen the sense of connection among users active about the same cause and same location.



Throughout the whole process of interaction, if users find interesting materials, they can choose to save them into their own profile by clicking save and tapping on their names, which are registered when they check in. After annotating a material, a video for example, users can choose to save the video along with everyone’s annotation on it for reference later.


Join an Event

On the side, campus happenings related to the specific cause will be broadcasted. Users can scroll through them, and choose the ones they are interested in to join by clicking their names next to the events and add them to their own calendar.


Closing the Loop: The Purple Profile

When users are ready to leave, they tap their phones to check out. They are then prompted to a summary page, recapping annotations, things you saved, events you joined, & people you met. It will be added to your existing Facebook interface. Each user has their own purple profile dedicated to the cause & the related actions. The purple profile closes the loop to create a more meaningful experience with the wall, by integrating it back to the initial frequently-used touchpoint, Facebook.


This experience at the wall will not create immediate and significant change, but provides a platform for users, advocating for the same topic, to build, start, and interact with connections, with the end goal of building stronger ties. This is the underlying goal that will eventually spark change. Changes simple clicktivism to something more tangible.

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Creativity is piercing the mundane to find the marvelous.

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