Evie Cheung - UX Designer + Creative Strategist

The Datalogue

Interactive Exhibition at Wanted Design, NYCxDesign 2018

The Datalogue


Interactive Exhibition at Wanted Design, NYCxDesign 2018


Featured in Core 77’s “Best of Wanted Design 2018”

Opening night of  The Datalogue  at Wanted Design, NYCxDesign 2018

Opening night of The Datalogue at Wanted Design, NYCxDesign 2018


MFA Products of Design, School of Visual Arts at Wanted Design 2018

15 weeks

Exhibition Design, Design Strategy, Project Management, Design Research

Ben Bartlett, Rhea Bhandari, John Boran, Sophie Miranda Carrillo, Zihan Chen, Gustav Dyrhauge, Tzu-Ching Lin, Micah Lynn, Phuong Anh Nguyen, Andre Orta, Eugenia Ramos Alonso, Hannah Rudin, Carly Simmons, Oomung Varma, Antya Waegemann, Qixuan Wang, Wei Runshi, Yangying Ye.

Guidance from Sinclair Smith and Allan Chochinov.

With Big Data Comes Big Responsibility

In early 2018, it was revealed that Cambridge Analytica, a British political consulting firm, had illegally harnessed personal data from 87 million Facebook users. In this 15-week collaborative project among the School of Visuals Arts MFA in Products of Design Class of 2019, twenty MFA students worked together to create The Datalogue, a four-part stationary machine which emulates the systems and unmasks the consequences behind data collection.

This was a timely exhibition that exposed the data mining process used by large technology companies to create highly targeted advertisements and influence user behavior. Though data collection is an invisible procedure that occurs through countless digital channels, the exhibition transforms it into a visible, tangible process.

A Penny for Your Thoughts, But Your Data is Free

The Datalogue aggregates participants’ data points through a series of four tactile interaction stations. At each station, guests are prompted to answer seemingly innocuous questions. Each of their answers is marked on a card that they receive upon entering the exhibit. 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. In the paper, Kosinki et al (2015) detail the significance of “liking” specific Facebook pages and correlation with an individual’s personality traits what it can disclose about an individual’s personality.

As lead project manager, I played a vital role in consistently steering us a common North Star and ensured the timely execution of deliverables from all teams. I provided weekly updates on every team’s progress and facilitated communication.