The American Society for Deaf Children

Un enfoque distinto para enseñar el abecedario en lenguaje de señas

Para abordar la privación del lenguaje y ayudar a salvar la barrera de comunicación entre niñxs sordxs o con dificultades de audición y sus padres, madres y compañerxs, Hello Monday/DEPT® se asoció con la American Society for Deaf Children para crear Fingerspelling.xyz, una experiencia de hand-tracking que usa machine learning para ayudar a lxs usuarixs a aprender el abecedario en lenguaje de señas.

La importancia del abecedario en lenguaje de señas

En Argentina, la hipoacusia afecta a entre 700 y 2.100 niñxs al año. El 90% de estxs niñxs nacen de padres y madres que no presentan dificultades en la audición y, en muchos casos, su hijx es la primera persona sorda que conocen.

Si no se le presenta el lenguaje de señas en una etapa temprana, unx niñx sordx puede perder el aprendizaje del idioma. Esto puede conducir a un retraso o privación del lenguaje, lo que tiene un impacto negativo en el largo plazo en su vida. Por eso es tan importante que los padres, madres y compañerxs de niñxs sordxs tengan la oportunidad de aprender el lenguaje de señas lo antes posible.

Una experiencia de aprendizaje lúdico

Fingerspelling.xyz es una web app que utiliza una cámara web y machine learning para analizar las formas de sus manos y lograr que lxs usuarixs aprendan el alfabeto ASL correctamente. El deletreo manual es una parte esencial de ASL, el idioma principal de la comunidad estadounidense de sordxs. A menudo se usa para nombres propios o para deletrear una palabra cuyo signo no se conoce.

La app muestra a lxs usuarixs una serie de palabras y utiliza un modelo 3D para demostrar cómo se debe colocar la mano para cada letra. Cuando lxs usuarixs replican la palabra, la cámara realiza un seguimiento de los movimientos de sus manos y proporciona información para que puedan hacer las correcciones necesarias. Esto le ayuda a desarrollar rápidamente sus habilidades de deletreo manual y pasar al siguiente nivel del programa.

El juego de fingerspelling es una excelente manera de presentar los conceptos básicos de ASL de una manera divertida y lúdica. En lugar de tener que leer o ver videos sobre deletreo manual, ofrecemos una herramienta de enseñanza online.

Anders Jessen, Founding Partner, Hello Monday

Las decisiones de diseño detrás de la web app

Desde una perspectiva de diseño, el objetivo era comunicar el deletreo manual de la manera más limpia y simple posible. Por lo tanto, la mano 3D se coloca de manera prominente en el centro del sitio y se combina con un tipo de letra divertido. Sus ángulos tienen un movimiento dinámico que refleja sutiles matices visuales en los gestos de las manos, y la apariencia ligeramente descentrada se siente alegre y cautivadora.

En cuanto al color, el objetivo era utilizar una paleta que fuera lo suficientemente audaz como para atraer a la gente y, al mismo tiempo, darles energía para comenzar a aprender a deletrear con los dedos. Captar la atención fue clave.

La mano 3D fue diseñada para sentirse amigable, con suficiente detalle para que los usuarios puedan ver fácilmente cómo se colocan y doblan los dedos. Una mezcla de estilo de dibujos animados y realismo fue la solución perfecta.

Sobre la tecnología utilizada

La característica principal del sitio es el seguimiento manual, para lo cual se utiliza MediaPipe Hands. Es extremadamente eficaz y puede detectar, incluso cuando partes de los dedos están ocultas detrás de otros dedos.

La tarea que consumió más tiempo fue definir cuándo se debe aceptar o no una carta de Fingerspelling. El equipo desarrolló un sistema basado en reglas para cada una de las letras que analiza la rotación de la mano; ya sea que mire hacia arriba, hacia abajo, hacia la izquierda o hacia la derecha. Si la orientación de la mano es correcta, observa cómo se coloca cada dedo y cuánto se dobla el dedo. La configuración de las reglas fue un proceso manual para cada letra que involucró mucho ensayo y error. Para asegurarse de que todos los signos se enseñen de la manera correcta, un profesor de ASL ayudó a probar todas las letras diferentes.

Una herramienta de aprendizaje reconocida en la industria de premios.

El resultado, Fingerspelling.xyz, está diseñado para escritorio, principalmente para ser utilizado por padres y madres de niñxs sordxs, pero puede ayudar a cualquiera a familiarizarse más con el alfabeto ASL al proporcionar una manera fácil y sencilla de comenzar.

Dentro de los 10 días posteriores al lanzamiento del sitio, se realizaron 150.000 señas manuales correctas. 10 meses después, se habían registrado más de 2,5 millones de señas manuales correctas. La American Society for Deaf Children ahora también usa Fingerspelling.xyz como parte de sus propios materiales de capacitación, lo que demuestra cuán útil es la herramienta.

Creamos esta herramienta de fingerspelling con Hello Monday/DEPT® para ayudar a padres y madres a apoyar el dominio del lenguaje de señas de sus hijxs y para que puedan compartir la alegría de comunicarse y conectarse con sus hijxs.

Cheri Dowling, Director of Outreach and Programs, American Society for Deaf Children

Fingerspelling.xyz ha tenido un impacto positivo para la comunidad sorda y su innovación ha sido reconocida con prestigiosos premios internacionales, que incluyen:

¿Preguntas?

Founding Partner, HELLO MONDAY/DEPT®

Anders Jessen

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Justdiggit

Using the power of technology for a good cause

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What do you get when you bring digital and tech together with a good cause? A digital marketplace where donors are linked to African farmers, who shovel life back into the barren soil.

The project

The climate is one of the major concerns of this generation. Realising this, Justdiggit trains people in areas of drought to dig half-moon circles in which rainwater is collected. This process of ‘greening’ ensures that the land will be fertile again within a year, something that is vitally important for the local population and which, on a larger scale, the whole world can benefit from.

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Climate change is one of the major concerns of this generation

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Spreading the knowledge

Justdiggit focusses on spreading their knowledge all the while empowering locals to organise and carry out the work themselves under the guidance of fundi’s, the local rangers. In order to have a lasting and positive effect on the climate, Justdiggit needs to fertilise as many hectares of land as possible, something it simply cannot do by itself. They believe that empowering the local population is a sustainable solution.

Justdiggit asked DEPT® how technology could help them achieve their goals. As we’re committed to making a change, the agency is a breeding ground for social and sustainable initiatives. So within DEPT®, a team was put together to give a helping hand.

Marketplace

In a strategy and design sprint, the team designed a platform where farmers who want to dig holes in a qualifying area are linked to people who want to sponsor them. Research showed that many of the farmers in African villages are well connected. They completely skipped landlines and ADSL and take care of a lot of business mobile. For example, over 40% of the population of Tanzania does their banking via M-Pesa, which amounts to 95 million mobile money transactions per month.

People in the West can easily donate money through Ideal and in the background, a system automatically connects the donations to all the farmers who are allowed to dig in a qualifying area. Once a hole has been dug, it is captured with a photograph. The donor receives the photo and the transaction overview. It is a fair system and a perfect example of cutting out the middleman, where Justdiggit is purely the facilitator.

The marketplace/app works as follows:

  • People in the West can easily donate money through Ideal.
  • In the background, a system automatically connects the donations to all the farmers who are allowed to dig in a qualifying area.
  • Once a hole has been dug, it is captured with a photograph. This photo is approved by a fundi, who acts as a kind of overseer, and then the transaction is made.
  • The donor receives the photo and the transaction overview. Digging a hole costs €3,64, of which €2,02 goes to the farmer (55%). The rest of the money goes to the purchase of seeds (27%) , the salary of the fundi (5%), transaction costs (5%) and the protection of project areas against overgrazing by cattle (8%). It is a fair system and a perfect example of cutting out the middleman, where Justdiggit is purely the facilitator.
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Clear objectives

Real world challenges

Rabobank x Justdiggit

An all inclusive project

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Results

The most important quantitative goals of the platform in 2019 were to raise the average donation height. Our prognosis was that the combination of complete transparency of the chain and higher engagement by use of messenger and/or the platform would make this happen.

This worked out: the particular donations via the platform is now €34,35 per benefactor; that’s almost three times than the regular online donation to Justdiggit before the launch of the tool. This was far above expectations, especially when you keep in mind there’s been no paid media involved.

Questions?

Programme Manager

Koen Schunselaar

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PathCheck Foundation

Containing a global pandemic through digital

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PathCheck Foundation is unleashing the power of open-source software to help contain the pandemic and protect individual freedom and privacy.DEPT® worked alongside PathCheck to design and build two mobile apps to support a foundational health technology platform that will empower communities around the world to slow the spread of COVID-19.

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Supporting PathCheck on its global mission

PathCheck Foundation was founded at MIT with a mission to contain the pandemic caused by COVID-19 and revitalise the global economy. The non-profit organisation envisions a new generation of digital solutions for public health. These solutions would empower individuals to play an active role in healthcare by opting in to digital contact tracing while protecting their individual privacy and liberty. Our US team worked alongside PathCheck’s team of experts to help support their global mission of building a foundational public health technology platform and mobile apps that make digital contact tracing, case management, epidemiological information collection and citizen communication easier and faster.


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Building and designing mobile apps to contain the global pandemic

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Digital is key to fighting the spread of COVID

In March of 2020, the CDC declared the spread of COVID-19 a global pandemic. It was and continues to be a scary time. Still, there is evidence that supports the capabilities of digital to help fight the spread of COVID. This is why countries such as Singapore, Germany and Ireland launched apps designed to trace the recent contacts of positive COVID cases as early as March. For other countries like the United States, however, concerns over privacy and data collection have made the adoption of similar apps slow. PathCheck aims to solve this privacy issue via open-source software.

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Driving change

Global collaboration on digital solutions to fight COVID-19

Empowering citizens to make a difference, through UX

Dual methods of mobile contact tracing, privately

The advantage is that these capabilities are entirely optional and privacy-preserving. Individuals can choose whether or not they want to participate. However, these solutions enable communities to work together to slow the spread of COVID-19 and complement other public health strategies such as social distancing, the use of masks, and manual contact tracing.

Continuing to support a novel public health platform

The mass adoption of a foundational public health technology platform that includes mobile touchpoints on every smartphone in the world is key to containing the COVID-19 pandemic. Together with PathCheck, we built and designed two apps for digital contact tracing that prioritise the user’s privacy. These applications are now being rolled out in two European countries and four US states & territories.

However, this is just the beginning. We will continue to support the foundation by building out more features to support the full spectrum of digital pandemic response needs. However, flexibility is crucial as our understanding of the virus evolves. Together with PathCheck, we envision a post-exposure notification UX that is easy to deploy, fully configurable per location’s needs, and can even assess a user’s symptoms and direct them towards their nearest test centre if needed. Lastly, we also want to provide public health authorities with a set of data dashboards and visualisations. These would help them to not only track the spread of the virus but to better understand how it’s being spread.

Questions?

Chief Client Officer, DEPT® Americas

Ashley Streb

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Health Service Executive (HSE)

Creating a conversation around mental health

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With over 100,000 employees, the Health Service Executive (HSE) provides public health and social care services to everyone who lives in Ireland. By coordinating resources and efforts across eleven regions, the organisation aims to provide everyone in Ireland with high-quality health services. The HSE’s Mental Health Team was already using social media to promote positive protective behaviours for mental health. But they wanted to elevate their online efforts so they turned to DEPT® to help them deliver a thoughtful approach that catered to their audience’s needs.

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An uplifting social media campaign

Our health encompasses many aspects yet one element that is often neglected is our mental health. HSE’s Mental Health Team wanted to continue the conversation around mental health, an important topic that many people still feel uncomfortable discussing. So, the team turned to DEPT® for help. Our Dutch and Irish teams worked closely together to create an always-on Facebook and Instagram campaign which would appeal to their target audience.  

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HSE used social media to talk about an often-neglected topic: mental health

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Crafting the perfect campaign

We started by taking an outside-in approach to ensure the campaign strategy was relevant. This meant we looked at current events in Ireland and beyond with the HSE team then created different messages that would connect with the audience and provide them with the most up to date resources to help protect and manage their mental health. We covered a broad range of topics from helping yourself or your child if they have an eating disorder to improving your quality of sleep. The variety of topics ensured that the Mental Health Team was able to reach a large section of the Irish population with a tailored message and associated helpful resources. 

However, we didn’t simply rely on words to connect with the audience. We also wanted to incorporate images as, after all, a picture is worth a thousand words. So, we designed graphics, both static images and animations, with bright and soothing colours which would draw the viewer’s attention while not overwhelming their visual senses.

With the text and images in place, we created two versions of each ad, one that had an informative tone of voice and one with a more personal tone. The two options were A/B tested to see which one would perform best before being posted on the company’s social media. This ensured HSE only pushed out the top-performing posts.

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Using data to deliver the right message

The aim of the campaign was to reach as many people as possible, but with the right message. As everyone has different struggles depending on their age and stage in life, we wanted to ensure that the same campaign was not seen by everyone. So we harnessed the power of data to hyper-target the ads. We created different target groups and, within that, separate audiences for each Facebook and Instagram post our team created. This ensured that the right content and social post was shown to the right people. For example, parents were only shown parenting content. In comparison, elderly people were shown tips on how to keep healthy even if they had limited mobility. However, some posts were meant for the more general Irish population and so targeting was adjusted to reflect that on both Facebook and Instagram. 

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Mental health is even more important during a pandemic

Less than a month after we began Facebook and Instagram campaigns for HSE, COVID-19 arrived on our shores and the HSE found itself under a huge amount of pressure. However, it was more important than ever to talk about mental health and provide people with the resources they needed to take care of themselves. So within the space of a week, we quickly changed the campaign messaging and approach to reflect this new stressor. From dealing with an increase in stress and grief-like emotions to information about working remotely in a healthy manner and free counselling resources, our social posts were still tailored and targeted towards specific audiences, but they reflected the new normal we were living in.

2.3m

people reached

21k

click-through links

1200

shared posts

A social media strategy to raise awareness

Now, unlike most social strategies, the aim in this context was not to increase engagement or grow the team’s online presence. So instead success was measured via the various campaigns’ reach and awareness raised. So, over a period of five months, this is what our team achieved:

  • 2.3 million people reached 
  • 21k click-through links to suggested resources
  • 1.2k shared posts and 550 saved posts

Together, we elevated the team’s social media strategy by harnessing the power of creativity and data to reach the right people with the right message and resources to ensure no one forgets to take care of their mental health.

Questions?

Strategy Consultant

Simon Walsh

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