Social Experience Design: one method, two tools, three business tips

What is motivation and how could you use it? How to really approach a social project or a social enterprise? Here a few pointers that you could use.

This is a presentation I gave at UX Conf 2011 in Lugano.

Transcript

1. Davide ‘Folletto’ Casali SOCIAL EXPERIENCE DESIGN
2. Psychology Technology Design Hybrid Professional
3. User Experience Designer Startup Design Advisor Social Experience Researcher Baker Framework Founder
4. SMARTER, SIMPLER, SOCIAL
5. @Folletto
6. TODAY
7. ONE METHOD TWO TOOLS THREE BUSINESS TIPS
8. ONE METHOD TWO TOOLS THREE BUSINESS TIPS
9. What is a Social Network?
10. Social Networks are Complex Systems
11. Weather Language Everyone here The person near you
12. Entity as Individual Entity as Group
13. No simplification Banalization Simplification Thanks to Tullio Tinti UNMANAGEABLE UNUSEFUL
14. Data
15. I have the data. Now what?
16. Feedback
17. Jawbone UP Life tracking
18. Nest Learning Thermostat
19. I have the feedback. And now?
20. Raise your hand if you know the main steps of the ISO 13407 UCD process ?
21. 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
22. do observe think dot L O O P
23. dot L O O P do observe think dot L O O P do observe think dot L O O P
24. do observe think dot L O O P
25. If the loop breaks... You’re dead.
26. Orkut MySpace Facebook Twitter Friendster
27. Keep adapting.
28. “ ” Bruce Lee Be water my friend.
29. ONE METHOD TWO TOOLS THREE BUSINESS TIPS
30. Motivational Design Gianandrea Giacoma Davide Casali
31. TOOL 1 UNDERSTAND RELATIONAL MOTIVATIONS
32. “ ” Niccolò Machiavelli Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration.
33. Four Relational Motivations
34. Competition
35. A good way to promote competition is by comparing the metrics you want the people to compete on. vs
36. Excellence
37. An good way to promote excellence is by rewarding with intrinsic rewards the user. Photo by gagilas
38. Curiosity
39. An good way to promote curiosity is by creating stories, paths, and connecting content together. Photo by yorkjason
40. Affection
41. An good way to promote affection is by giving values, be transparent, talk with human voice. Photo by charlottemarillet
42. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Facebook
43. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Google+
44. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND DeviantArt
45. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND MySpace
46. Competition Curiosity Excellence Affection MOTIVATIONAL DIAMOND Twitter
47. Remember: RELATIONS
48. TOOL 2 DESIGN SOCIAL USABILITY
49. Relation
50. Identity Relation
51. Identity Relation Communication
52. Emergence of Groups
53. 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.
54. 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.
55. 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.
56. 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.
57. 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.
58. Communication Another strong element of Twitter is its focus on communication, in particular broadcast communication. This works on the Curiosity motivation.
59. 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.
60. 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.
61. 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.
62. Emergence of Groups Facebook has introduced a very interesting feature as well: dynamic groups. This works on the Affection motivation.
63. RICE Photo by iz4aks
65. http://j.mp/su-pdf DOWNLOAD THE CHECKLIST
66. Relational Motivations gives direction Social Usability open the road Photo by 49937157@N03
67. ONE METHOD TWO TOOLS THREE BUSINESS TIPS
68. BE SOCIAL IN-THE-FLOW
69. Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics BE A DOUBLE-PYRAMID SOCIAL BUSINESS
70. “ ” We really think of the Zappos brand as about great service, and we just happen to sell shoes. Tony Hsieh
71. YOU CAN’T FAKE.
72. Social Business Values, products, services Users Crowdsourcing, WoM, etc BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS
73. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.
74. Davide ‘Folletto’ Casali intenseminimalism.com @folletto folletto@gmail.com