Social Experience Design @ Interaction 13

Davide ‘Folletto’ Casali

SOCIALEXPERIENCEDESIGN

Head of Design Startup Advisor

NIGHT.EU

Manifesto Ibridima n i f e s t o i b r i d i . o r g

@Folletto

PER

SPEC

TIVEA CHANGE OF

What is a Social Network?

Social Networks are Complex Systems

Weather

Language

Everyone here

The person near you

Entity as Individual

Entity as Group

No simplification BanalizationSimplification

Thanks to Tullio Tinti

UNMANAGEABLE UNUSEFUL

MEADOW’S 12 LEVERAGE POINTS

12. Constants11. Buffers10. Material09. Delays08. Negative loops07. Positive loops06. Information05. Rules04. Change & self-organize03. Goals02. Paradigms01. Trascend paradigms

Meadows D. (1999) Leverage Points, places to intervene in a system

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MgmtCEO



Data

09. Delays

I have the data.Now what?

Feedback

06. Information

Jawbone UPLife tracking

I have the feedback.And now?

NestLearning Thermostat

? Raise your hand if you know the main steps of the ISO 13407 UCD process

6 STEPS, ITERATING

Understand & specify the

context of use

Specify the user &

organizational requirements

Produce design

solutions

Evaluate design against

requirements

Identify need of user centered design

System meets specified functional, user & organizational requirements

USER CENTERED DESIGN: ISO 13407 (1999)

Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/

3D METHOD

http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/

http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/

AGILE METHODS

Stephanie Gioia (2011) http://www.visualmba.info.

XPLANE Discover Concept DoDesign

CHESKIN Envision Explore InspireCreate Express

CONIFER Research Catalog Synthesis Insights

COOPER Research Modeling, Scenarios DesignFramework Communicate

IDEO Inspiration Ideation Implementation

FROG Discover Design Deliver

FITCH Discover Define DoDesign

N MELVILLE Explore Discover Implement & AssessConcept & Design

DIFFERENT APPROACHES?

http://www.visualmba.info/

http://www.visualmba.info/

“

”Jared Spool

The great teams never talked about process.If you’re getting something,

you’ve got some kind of process.When you formalize that process, that’s a methodology.

When that hardens, you’ve got a dogma.

do

observe

think

dotL OOP

do

observe

think

dotL OOP

do

observe

think

dotL OOP

Iterative Complex systems

do

observe

think

dotL OOPdo

observe

think

dotL OOP

do

observe

think

dotL OOP

Identify aDOT Loop

Think about the latest social project you did.

Try identifying which DOT Loop you worked to enable for the client.

1.

Think

DoObserve

If the loop breaks...You’re dead.

Orkut

Facebook

Twitter

Friendster

MySpace

Keep adapting.

“”Bruce Lee

Be water my friend.

SOCIALEXPERIENCEDESIGN

Motivational Design

Gianandrea GiacomaDavide Casali

Motivations

Behaviours

Perceptions

PROPERTIESOF THE BODY

Ergonomy

Movement

Biology

PROPERTIESOF THE MIND

HUMAN BEINGS

“

”Niccolò Machiavelli

Men in general judge more from appearances than from reality.

All men have eyes, but few have the gift of penetration.

UNDERSTANDRELATIONALMOTIVATIONS

Four Relational Motivations

Competition

A good way to promote competition is by comparing the metrics you want the users to compete on.

Competition

Excellence

http://makes--me--wonder.deviantart.com

A good way to promote excellence is to show the user successes and activities to the world.

Excellence

http://makes--me--wonder.deviantart.com/

http://makes--me--wonder.deviantart.com/

Curiosity

http://dsasec.deviantart.com

A good way to promote curiosity is by creating stories, paths, connecting content together.

Curiosity

http://dsasec.deviantart.com/

http://dsasec.deviantart.com/

Affection

An good way to promote affection is by showing the human, warm side and voice.

Affection

Photo by gagilas

THEY ACT AT DIFFERENT LEVELS

1. COMMUNITY2. BRAND3. COMPANY4. INTERACTIONS

COMMUNITY

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Facebook

Competition

Curiosity

ExcellenceAffection


Facebook with Games

Competition

Curiosity

ExcellenceAffection


DeviantArt

Competition

Curiosity

ExcellenceAffection


MySpace

Competition

Curiosity

ExcellenceAffection


Twitter

BRAND

Competition

Curiosity

ExcellenceAffection


Red Bull

Competition

Curiosity

ExcellenceAffection


Nike

Competition

Curiosity

ExcellenceAffection


Coca Cola

Competition

Curiosity

ExcellenceAffection


Nokia, as brand

COMPANY

Competition

Curiosity

ExcellenceAffection


Bank of England

Competition

Curiosity

ExcellenceAffection


RSA

Competition

Curiosity

ExcellenceAffection


Nokia

CompetitionExcellenceCuriosityAffection

RelationalMotivations

Given the DOT Loop from before, try to identify which Relational Motivations are driving its social dynamics.

2.

Remember:RELATIONS

DESIGNSOCIALUSABILITY

RELATIONS

IDENTITY

RELATIONS

IDENTITY

RELATIONS

COMMUNICATION

EMERGENCE OF GROUPS

RELATIONS

In Friendfeed there’s an excellent feature that shows you the messages where your friend answered or liked.

This works on the Curiosity motivation.

RELATIONS

The Like button has a very clever design that highlight your relationships: wherever you are on the web, seeing the face of a friend of yours there is incredibly reassuring.

This works on the Affection motivation.

IDENTITY

Might be surprising, but the old MySpace excelled in something: identity.The high degree of customization, allowed by a workaround, triggered an incredible level of self-expression (with all its consequences).

This works on the Excellence motivation.

IDENTITY

Twitter has one of the best identity expression feature around for simplicity and efficiency: the custom background changes completely the page look and feel.


IDENTITY

Many games put a lot of emphasis on identity, think for example about World of Warcraft and Second Life.


COMMUNICATION

Another strong element of Twitter is its focus on communication, in particular broadcast communication.


COMMUNICATION

Often ignored, instant messaging systems are incredibly powerful social networks focused on communication. Skype is an excellent example of this, allowing multiple types of communication in one.


EMERGENCE OF GROUPS

Another feature of Skype that is so simple it’s almost not noticed is it’s ability to create groups on the fly. You need to talk with a couple of friend right now? Create a chat ad hoc with a couple of clicks, done!


EMERGENCE OF GROUPS

The king here today is Google+, even if with the Circles concept it has a very specific interpretation of group.


EMERGENCE OF GROUPS

Facebook has introduced a very interesting feature as well: dynamic groups.


Photo by iz4aks

RICE

http://j.mp/su-pdfDOWNLOAD THE CHECKLIST

http://j.mp/su-pdf

http://j.mp/su-pdf

SocialUsability

Take the Relational Motivation you defined before and think what kind of social usability hook it could use.

3.

RelationsIdentityCommunicationEmergence of Groups

Relational Motivationsgives direction

Social Usabilityopen the road

Photo by 49937157@N03

INSIDE & OUTSIDE

Top-downVision, goals, strategy, trust

Bottom-upOperations, feedback, tactics

BE A DOUBLE-PYRAMID SOCIAL BUSINESS

Social BusinessValues, products, services

UsersCrowdsourcing, WoM, etc

BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS

We really think of the Zappos brand as

about great service, and we just happen to

sell shoes.

“

”Tony Hsieh

YOU CAN’T FAKE.

A CONNECTED COMPANY

CompetitionExcellenceCuriosityAffection

Think

DoObserve

RelationsIdentityCommunicationEmergence of Groups

“

”Bruno Munari

To complicate is easy, to simplify is hard.To complicate, just add,

everyone is able to complicate.Few are able to simplify.

Thanks.

@Folletto