Social Experience Design @ Interaction 13

This is the in-depth presentation I did at Interaction 13 in Toronto. It gives first an approach grounded in the theory of complexity and then expands on the two fundamentals to design social experiences.

Transcript

1. Davide ‘Folletto’ Casali SOCIAL EXPERIENCE DESIGN
2. Head of Design Startup Advisor NIGHT.EU
3. Manifesto Ibridi m a n i f e s t o i b r i d i . o r g
4. @Folletto
5. PERSPECTIVE A CHANGE OF
6. What is a Social Network?
7. Social Networks are Complex Systems
8. Weather Language Everyone here The person near you
9. Entity as Individual Entity as Group
10. No simplification Banalization Simplification Thanks to Tullio Tinti UNMANAGEABLE UNUSEFUL
11. MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information 05. Rules 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system 10 2 8 7 1 3 11 4 12 5 6 9
12. 12 12. Constants 11. Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information 05. Rules 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms 10 2 8 7 1 3 11 4 12 5 6 9 MEADOW’S 12 LEVERAGE POINTS Meadows D. (1999) Leverage Points, places to intervene in a system
13. 13 12. Constants 11. Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information 05. Rules 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms 10 2 8 7 1 3 11 4 12 5 6 9 All Mgmt CEO MEADOW’S 12 LEVERAGE POINTS Meadows D. (1999) Leverage Points, places to intervene in a system
14. Data 09. Delays
15. I have the data. Now what?
16. Feedback 06. Information
17. Jawbone UP Life tracking
18. I have the feedback. And now?
19. Nest Learning Thermostat
20. ? Raise your hand if you know the main steps of the ISO 13407 UCD process
21. 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)
22. Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/ 3D METHOD
23. AGILE METHODS
24. Stephanie Gioia (2011) http://www.visualmba.info. XPLANE Discover Concept Do Design CHESKIN Envision Explore Inspire Create Express CONIFER Research Catalog Synthesis Insights COOPER Research Modeling, Scenarios Design Framework Communicate IDEO Inspiration Ideation Implementation FROG Discover Design Deliver FITCH Discover Define Do Design N MELVILLE Explore Discover Implement & Assess Concept & Design DIFFERENT APPROACHES?
25. “ ” 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.
26. do observe think dot L O O P
27. do observe think dot L O O P do observe think dot L O O P Iterative Complex systems
28. dot L O O P do observe think dot L O O P do observe think dot L O O P
29. 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
30. If the loop breaks... You’re dead.
31. Orkut Facebook Twitter Friendster MySpace
32. Keep adapting.
33. “ ” Bruce Lee Be water my friend.
34. SOCIAL EXPERIENCE DESIGN
35. Motivational Design Gianandrea Giacoma Davide Casali
36. Motivations Behaviours Perceptions PROPERTIES OF THE BODY Ergonomy Movement Biology PROPERTIES OF THE MIND HUMAN BEINGS
37. “ ” Niccolò Machiavelli Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration.
38. UNDERSTAND RELATIONAL MOTIVATIONS
39. Four Relational Motivations
40. Competition
41. A good way to promote competition is by comparing the metrics you want the users to compete on. Competition
42. Excellence
43. http://makes--me--wonder.deviantart.com A good way to promote excellence is to show the user successes and activities to the world. Excellence
44. Curiosity
45. http://dsasec.deviantart.com A good way to promote curiosity is by creating stories, paths, connecting content together. Curiosity
46. Affection
47. An good way to promote affection is by showing the human, warm side and voice. Affection Photo by gagilas
48. THEY ACT AT DIFFERENT LEVELS 1. COMMUNITY 2. BRAND 3. COMPANY 4. INTERACTIONS
49. COMMUNITY
50. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Facebook
51. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Facebook with Games
52. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND DeviantArt
53. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND MySpace
54. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Twitter
55. BRAND
56. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Red Bull
57. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Nike
58. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Coca Cola
59. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Nokia, as brand
60. COMPANY
61. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Bank of England
62. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND RSA
63. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Nokia
64. Competition Excellence Curiosity Affection Relational Motivations Given the DOT Loop from before, try to identify which Relational Motivations are driving its social dynamics. 2.
65. Remember: RELATIONS
66. DESIGN SOCIAL USABILITY
67. RELATIONS
68. IDENTITY RELATIONS
69. IDENTITY RELATIONS COMMUNICATION
70. EMERGENCE OF GROUPS
71. 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.
72. 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.
73. 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.
74. 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.
75. 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.
76. COMMUNICATION Another strong element of Twitter is its focus on communication, in particular broadcast communication. This works on the Curiosity motivation.
77. 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.
78. 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.
79. 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.
80. EMERGENCE OF GROUPS Facebook has introduced a very interesting feature as well: dynamic groups. This works on the Affection motivation.
81. Photo by iz4aks RICE
83. http://j.mp/su-pdf DOWNLOAD THE CHECKLIST
84. Social Usability Take the Relational Motivation you defined before and think what kind of social usability hook it could use. 3. Relations Identity Communication Emergence of Groups
85. Relational Motivations gives direction Social Usability open the road Photo by 49937157@N03
86. INSIDE & OUTSIDE
87. Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics BE A DOUBLE-PYRAMID SOCIAL BUSINESS
88. Social Business Values, products, services Users Crowdsourcing, WoM, etc BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS
89. We really think of the Zappos brand as about great service, and we just happen to sell shoes. “ ” Tony Hsieh
90. YOU CAN’T FAKE.
91. A CONNECTED COMPANY
92. Competition Excellence Curiosity Affection Think Do Observe Relations Identity Communication Emergence of Groups
93. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.
94. Thanks. @Folletto