Social Experience Design: one method, two tools, three business tips (2012)
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Davide ‘Folletto’ Casali SOCIAL EXPERIENCE DESIGN
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One method, two tools, three business tips. Or in other words: theory of complexity, Dot Loop, Feedback, Relational Motivation, Social Usability, in-the-flow design, double-pyramid of social businesses. This is the speech I prepared for UX Conference 2011 (Lugano) and part of the workshop I did at Digital Accademia (Venice).
Transcript of Social Experience Design: one method, two tools, three business tips (2012)
Davide ‘Folletto’ Casali
SOCIALEXPERIENCEDESIGN
PsychologyTechnology
Design
Hybrid Professional
User ExperienceDesigner
Startup DesignAdvisor
Social ExperienceResearcher
Baker FrameworkFounder
SMARTER, SIMPLER, SOCIAL
@Folletto
TODAY
ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS
ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS
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
Data
I have the data.Now what?
Feedback
Jawbone UPLife tracking
NestLearning Thermostat
I have the feedback.And now?
Raise your hand if you know the main steps of the ISO 13407 UCD process?
User Centered Design: ISO 13407 (1999) 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
do
observe
think
dotL OOP
do
observe
think
dotL OOPdo
observe
think
dotL OOP
do
observe
think
dotL OOP
do
observe
think
dotL OOP
If the loop breaks...You’re dead.
Orkut
MySpace
Friendster
Keep adapting.
“”Bruce Lee
Be water my friend.
ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS
Motivational Design
Gianandrea GiacomaDavide Casali
TOOL 1UNDERSTAND
RELATIONALMOTIVATIONS
“
”Niccolò Machiavelli
Men in general judge more from appearances than from reality.
All men have eyes, but few have the gift of penetration.
Four Relational Motivations
Competition
A good way to promote competition is by comparing the metrics you want the people to compete on.
vs
Excellence
An good way to promote excellence is by rewarding with intrinsic rewards the user.
Photo by gagilas
Curiosity
An good way to promote curiosity is by creating stories, paths, and connecting content together.
Photo by yorkjason
Affection
An good way to promote affection is by giving values, be transparent, talk with human voice.
Photo by charlottemarillet
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Google+
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
DeviantArt
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
MySpace
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Remember:RELATIONS
TOOL 2DESIGN
SOCIALUSABILITY
Relation
Identity
Relation
Identity
Relation
Communication
Emergence of Groups
Relation
In Friendfeed there’s an excellent feature that shows you the messages where your friend answered or liked.
This works on the Curiosity motivation.
Relation
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 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.
This works on the Excellence motivation.
Identity
Many games put a lot of emphasis on identity, think for example about World of Warcraft and Second Life.
This works on the Excellence motivation.
Communication
Another strong element of Twitter is its focus on communication, in particular broadcast communication.
This works on the Curiosity motivation.
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.
This works on the Curiosity motivation.
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!
This works on the Affection motivation.
Emergence of Groups
The king here today is Google+, even if with the Circles concept it has a very specific interpretation of group.
This works on the Affection motivation.
Emergence of Groups
Facebook has introduced a very interesting feature as well: dynamic groups.
This works on the Affection motivation.
RICE
Photo by iz4aks
Relational Motivationsgives direction
Social Usabilityopen the road
Photo by 49937157@N03
ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS
BE SOCIAL IN-THE-FLOW
Top-downVision, goals, strategy, trust
Bottom-upOperations, feedback, tactics
BE A 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.
Social BusinessValues, products, services
UsersCrowdsourcing, WoM, etc
BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS
“
”Bruno Munari
To complicate is easy, to simplify is hard.To complicate, just add,
everyone is able to complicate.Few are able to simplify.
