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Designing Computer Mediated Communications. David Nguyen UC Berkeley. CS160 Berkeley, CA October 29 th , 2007. My Lab. My Lab Mates. My Research. My Teachings. My Extra Time. My University. My Expectations. Everyone will focus on the presentation want to answer questions - PowerPoint PPT Presentation
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BERKELEY INSTITUTE OF DESIGNDesigning Computer Mediated
Communications
David NguyenUC Berkeley
CS160Berkeley, CAOctober 29th, 2007
My Lab
My Lab Mates
My Research
My Teachings
My Extra Time
My Expectations•Everyone will
–focus on the presentation–want to answer questions–have questions to ask–want to participate in the exercises I have planned.–laugh at my jokes
• Introduction•CMC and Trust•User Generated Content and the
Tragedy of the Commons•Social Networking and Presentation of
Self•Where do we go from here?
Computer Mediated Communications
Psychology Social cognition, interpersonal perception, attraction
Sociology Group dynamics, social structure, reputation, trust
Communication Mediation, signaling, media richness
HCI Interfaces for social interaction
Social Theory vs. User-Centered Design
NEEDS
DESIGN
IMPLEMENTEVALUATE
•Introduction•CMC and Trust•User Generated Content and Collective
Action•Social Networking and Presentation of
Self•Where do we go from here?
Common CMC Systems
If you had to negotiate a $1 million deal, how would you do it?
Trust“Trust reduces the need for
costly control structures, thus enabling exchanges that could otherwise not
take place, and makes social systems more adaptable.”
(Uslaner 2002, quoted in Riegelsberger et al. 2007)
What is Trust?
Risk
Potential for Betrayal
Optimism
http://plato.stanford.edu/entries/trust/
How do you measure trust?Prisoner’s Dilemma
• You and your partner each have a chocolate.• Both you and your partner must
independently decide whether or not you want to keep your chocolate or share your chocolate.
2 – No Trust3 – Half Trust4 – Full Trust
•Risk – by sharing my candy, I risk losing it all
•Optimism – I am not sure my partner will share with me.
Prisoner’s Dilemma and Conditions of Trust
Potential for Betrayal by betraying me, my partner stands to gain by getting a lot of candy
Trust Formation(Bos et al., 2002)
• Trust development was delayed in audio/video
• Defections were more likely with video/audio than FTF communication.
• Little difference between video and audio
Common CMC Systems
If face-to-face is so good, why even have the others?
Trust Measurement vs. User-Centered Design
NEEDS
DESIGN
IMPLEMENTEVALUATE
•Introduction•CMC and Trust•User Generated Content and
Collective Action•Social Networking and Presentation of
Self•Where do we go from here?
WikiPedia
YouTube
BitTorrent
Where does all that “stuff” come from?
Public Good
Tragedy of the Commons
“If all individuals do A, every individual as a member of the community would derive a certain advantage. But now if all individuals less one continue to do A, the community loss is very slight, whereas the one individual refraining makes a personal gain far greater than the loss that he incurs as a member of the community.” --Pareto 1935, vol. 3, sect. 1496, pp. 946-7 What happens if EVERYONE thinks this way?
User Generated Content
“In most online communities, 90% of the users are lurkers who never
contribute, 9% of the users contribute a little, and 1% of users account for
almost all the action.” – Jacob Nielsen, 2006
Designing User Generated Content Systems•As is, expect about 1% of users to
contribute most of your content. Don’t count on more!
•Though it’s only 1% of your users who are contributing content, you’d better make sure that the contribution system is damn good!
•If that won’t work for you, you need to build in incentive systems (payment, recognition, entertainment)
Amazon.com
Entertainment: Peekaboom
Peekaboom
In the FIRST 30 days, 14,153 people played this gameThese people generated 1,122,998 pieces of data.Each person tagged an average of 160 images.Top 10 scorers averaged 53 hours of game play for one month.
Collective Action vs. User-Centered Design
NEEDS
DESIGN
IMPLEMENTEVALUATE
•Introduction•CMC and Trust•User Generated Content and Collective
Action•Social Networking and
Presentation of Self•Where do we go from here?
“All the world’s a stage, and all the men and women merely players.”
Erving Goffman
Presentation of Self
I am hip
He’s so
lame
He’s so hip
I’m wearing jeans
Facebook• Sept 5, 2006 – Facebook introduces a
new feature called “News Feeds”• Sept 5, 2006 – “Students Against
Facebook News Feeds” forms with over 700,000 members (the largest at the time).
• Sept 5, 2006 – Mark Zuckerberg told everyone to calm down.
“Your friends can still see [your activity]; it hasn't changed.”
“This is information people used to dig for on a daily basis, nicely reorganized and summarized so people can learn about the people they care about.”
Facebook•Sept 5, 2006 – Facebook introduces a
new feature called “News Feeds”•Sept 5, 2006 – “Students Against
Facebook News Feeds” forms with over 700,000 members (the largest at the time).
•Sept 5, 2006 – Mark Zuckerberg told everyone to calm down.
•Sept 8, 2006 – Mark Zuckerberg sends out message apologizing and introduces privacy control
•Present – Everyone seems pretty happy
Presentation of Self vs.User Centered-Design
How could Mark Zuckerberg have
avoided all of this?
NEEDS
DESIGN
IMPLEMENTEVALUATE
•Introduction•CMC and Trust•User Generated Content and Collective
Action•Social Networking and Presentation of
Self•Where do we go from here?
Augmented Reality
Virtual Worlds
•There’s still a lot of technology out there. How are they going to affect the way we communicate?
•There’s a lot of ways people communicate out there. How can we design technology to support that?
