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Designing motivation for social experiences  sbs
 

Designing motivation for social experiences sbs

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    Designing motivation for social experiences  sbs Designing motivation for social experiences sbs Presentation Transcript

    • Social Business Summit London 2012Designing Motivation for Social Experiences
    • @Folletto
    • DesignTechnology Psychology HYBRID PROFESSIONAL
    • By Dan Saffer
    • People still talking aboutthe "productive vs delightful" splitdont have a clue aboutthe human mind.Delightful makes thingsmore productive.
    • What is beautiful is usableTractinsky, Katz, Ikar (2000)
    • “ This credibility study showed that people rarely used rigorous criteria when evaluating credibility […] the average consumer paid far more attention to the superficial aspects of a site, such as visual cues, than to its content.”How Do People Evaluate a Web Site’s Credibility?Fogg, Sohoo, Danielson, Marable, Stanford, Tauber (2002)
    • Men in general judge more fromappearances than from reality.All men have eyes, butfew have the gift of penetration. Niccolò Machiavelli
    • “ Emotion, feeling and biological regulation all play a role in human reason.” Descartes Error Antonio Damasio (1994)
    • Useful is not enough.Functional is not enough. Working is not enough. Usable is not enough.
    • Human.
    • Person & Professionist
    • Behaviour.
    • THE THE THEFOUNDATION OPENING EXECUTION
    • THEFOUNDATION
    • If I’d asked peoplewhat they wanted,they’d have askedfor a faster horse. Attributed to Henry Ford
    • Why?
    • Why do youneed a faster horse?
    • Back to theNEEDS
    • Extrinsic vs Intrinsic Motivations
    • Extrinsic Intrinsic‣ Money reward ‣ Peer appreciation‣ Prizes ‣ Passion‣ Boosts repetitive tasks ‣ Boosts creativity
    • Intrinsic Motivations:Relational Motivations
    • Four Relational Motivations
    • Competition
    • To promote competition highlightrelevant metrics & allow comparison.
    • Excellence
    • To promote excellence make people and their work emerge.Photo by charlottemarillet
    • Curiosity
    • To promote curiosity create stories, paths, and connect content together.Photo by yorkjason
    • Affection
    • To promote affection link shared values, be transparent, use a human voice.Photo by gagilas
    • MOTIVATIONAL DIAMOND Competition Affection Excellence Curiosity
    • MOTIVATIONAL DIAMONDFacebook Competition Affection Excellence Curiosity
    • MOTIVATIONAL DIAMONDFacebook with Farmville Competition Affection Excellence Curiosity
    • MOTIVATIONAL DIAMONDTwitter Competition Affection Excellence Curiosity
    • MOTIVATIONAL DIAMONDPinterest Competition Affection Excellence Curiosity
    • MOTIVATIONAL DIAMONDParticiple Competition Affection Excellence Curiosity
    • THEOPENING
    • Resistanceto Change @solarflare
    • This is the solutionto your problems. Which problems?
    • 1 2 3Resistance to change Make the issue explicit Accept to change
    • This is whybottom-up works.
    • THEEXECUTION
    • Objectification
    • Nudge
    • Feedback loop
    • SMALL INCREMENTAL STEPS
    • Playful design(Gamification)
    • Lead by Example
    • Be water my friend. Bruce Lee
    • Give a new thing, herald it as “mission critical”+ Don’t give time to use it= Contradictory signal
    • It doesn’t matter if it’s useful, if it’s not accepted.
    • FOUNDATION: OPENING: EXECUTION: MOTIVATION ACCEPTANCE DESIGN
    • To complicate is easy,to simplify is hard.To complicate, just add,everyone is able to complicate.Few are able to simplify. Bruno Munari
    • Thank you.