Social Experience Design @ UX Australia 2013

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This is the in-depth presentation I did at UX Australia 2013 in Melbourne. It gives first an approach grounded in the theory of complexity and then expands on the two fundamentals to design social experiences.

Transcript of Social Experience Design @ UX Australia 2013

  • Davide Folletto Casali SOCIAL EXPERIENCE DESIGN UX AUSTRALIA
  • Designer Startup Advisor NIGHT.EU
  • Manifesto Ibridi m a n i f e s t o i b r i d i . o r g
  • @Folletto
  • PERSPECTIVE A CHANGE OF
  • Social Networks
  • ?What is a social network?
  • Social Networks are Complex Systems
  • Weather Languages This room You Biosphere Companies
  • Entity as Group Entity as Individual
  • No simplication BanalizationSimplication Thanks to Tullio Tinti UNMANAGEABLE UNUSEFUL
  • MEADOWS 12 LEVERAGE POINTS 12. Constants 11. Size of Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information Flows 05. Rules 04. Change & self-organize 03. Goals 02. Mindset & Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system 10 2 8 7 13 11 4 12 5 6 9
  • 13 12. Constants 11. Size of Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information Flows 05. Rules 04. Change & self-organize 03. Goals 02. Mindset & Paradigms 01. Trascend paradigms 10 2 8 7 13 11 4 12 5 6 9 MEADOWS 12 LEVERAGE POINTS Meadows D. (1999) Leverage Points, places to intervene in a system
  • 14 12. Constants 11. Size of Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information Flows 05. Rules 04. Change & self-organize 03. Goals 02. Mindset & Paradigms 01. Trascend paradigms 10 2 8 7 13 11 4 12 5 6 9 All Mgmt CEO MEADOWS 12 LEVERAGE POINTS Meadows D. (1999) Leverage Points, places to intervene in a system
  • Data 09. Delays
  • I have the data. WHAT NOW?
  • Jawbone UP Life tracking
  • Feedback 06. Information Flows
  • I have the feedback. WHAT NOW?
  • Nest Learning Thermostat
  • Loop 09. Positive loops 08. Negative loops
  • ?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 specied functional, user & organizational requirements USER CENTERED DESIGN: ISO 13407 (1999)
  • 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 Dene DoDesign N MELVILLE Explore Discover Implement & AssessConcept & Design DIFFERENT APPROACHES?
  • Jared Spool The great teams never talked about process. If youre getting something, youve got some kind of process. When you formalize that process, thats a methodology. When that hardens, youve got a dogma.
  • Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/ 3D METHOD
  • do observe think dotL O O P
  • do observe think dotL O O P do observe think dotL O O P Iterative Complex systems
  • dotL O O Pdo observe think dotL O O Pdo observe think dotL O O P
  • AGILE PROCESS
  • MICROINTERACTIONS Dan Saffer
  • Identify a DOT Loop Think about the latest social project you did. Try identifying which DOT Loop you worked to enable for the client. 1. Think Do Observe
  • If the loop breaks... Youre dead.
  • Orkut Facebook Twitter Friendster MySpace
  • Bruce Lee Be water my friend.
  • SOCIAL EXPERIENCE DESIGN
  • Motivational Design, 2008 Gianandrea GiacomaDavide Casali
  • Niccol Machiavelli Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration.
  • Attributed to Henry Ford If Id asked people what they wanted, theyd have asked for a faster horse.
  • Why?
  • Why do you need a faster horse?
  • Theres an entire world beyond Maslows Pyramid of Needs
  • Motivations Behaviours Perceptions PROPERTIES OF THE BODY Ergonomy Movement Biology PROPERTIES OF THE MIND HUMAN BEINGS
  • INTRINSIC MOTIVATIONS RELATIONAL MOTIVATIONS EXTRINSIC MOTIVATIONS
  • UNDERSTAND RELATIONAL MOTIVATIONS
  • 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
  • Nike Find Your Greatness: Jogger
  • Curiosity
  • http://dsasec.deviantart.com A good way to promote curiosity is by creating stories, paths, connecting content together. Curiosity
  • GE Fly into the Future: Knight Raider
  • Affection
  • An good way to promote affection is by showing the human, warm side and voice. Affection Photo by gagilas
  • Coca Cola Open Happiness: Hug Me Machine
  • THEY ACT AT DIFFERENT LEVELS 1. COMMUNITY 2. BRAND 3. COMPANY 4. INTERACTIONS
  • COMMUNITY
  • Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Facebook
  • Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Facebook with Games
  • Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND DeviantArt
  • Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND MySpace
  • Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Twitter
  • BRAND
  • Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Red Bull
  • Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Nike
  • Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Coca Cola