Designing motivation for social experiences sbs

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Designing motivation for social experiences sbs

  1. 1. Social Business Summit London 2012Designing Motivation for Social Experiences
  2. 2. @Folletto
  3. 3. DesignTechnology Psychology HYBRID PROFESSIONAL
  4. 4. By Dan Saffer
  5. 5. People still talking aboutthe "productive vs delightful" splitdont have a clue aboutthe human mind.Delightful makes thingsmore productive.
  6. 6. What is beautiful is usableTractinsky, Katz, Ikar (2000)
  7. 7. “ 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)
  8. 8. Men in general judge more fromappearances than from reality.All men have eyes, butfew have the gift of penetration. Niccolò Machiavelli
  9. 9. “ Emotion, feeling and biological regulation all play a role in human reason.” Descartes Error Antonio Damasio (1994)
  10. 10. Useful is not enough.Functional is not enough. Working is not enough. Usable is not enough.
  11. 11. Human.
  12. 12. Person & Professionist
  13. 13. Behaviour.
  14. 14. THE THE THEFOUNDATION OPENING EXECUTION
  15. 15. THEFOUNDATION
  16. 16. If I’d asked peoplewhat they wanted,they’d have askedfor a faster horse. Attributed to Henry Ford
  17. 17. Why?
  18. 18. Why do youneed a faster horse?
  19. 19. Back to theNEEDS
  20. 20. Extrinsic vs Intrinsic Motivations
  21. 21. Extrinsic Intrinsic‣ Money reward ‣ Peer appreciation‣ Prizes ‣ Passion‣ Boosts repetitive tasks ‣ Boosts creativity
  22. 22. Intrinsic Motivations:Relational Motivations
  23. 23. Four Relational Motivations
  24. 24. Competition
  25. 25. To promote competition highlightrelevant metrics & allow comparison.
  26. 26. Excellence
  27. 27. To promote excellence make people and their work emerge.Photo by charlottemarillet
  28. 28. Curiosity
  29. 29. To promote curiosity create stories, paths, and connect content together.Photo by yorkjason
  30. 30. Affection
  31. 31. To promote affection link shared values, be transparent, use a human voice.Photo by gagilas
  32. 32. MOTIVATIONAL DIAMOND Competition Affection Excellence Curiosity
  33. 33. MOTIVATIONAL DIAMONDFacebook Competition Affection Excellence Curiosity
  34. 34. MOTIVATIONAL DIAMONDFacebook with Farmville Competition Affection Excellence Curiosity
  35. 35. MOTIVATIONAL DIAMONDTwitter Competition Affection Excellence Curiosity
  36. 36. MOTIVATIONAL DIAMONDPinterest Competition Affection Excellence Curiosity
  37. 37. MOTIVATIONAL DIAMONDParticiple Competition Affection Excellence Curiosity
  38. 38. THEOPENING
  39. 39. Resistanceto Change @solarflare
  40. 40. This is the solutionto your problems. Which problems?
  41. 41. 1 2 3Resistance to change Make the issue explicit Accept to change
  42. 42. This is whybottom-up works.
  43. 43. THEEXECUTION
  44. 44. Objectification
  45. 45. Nudge
  46. 46. Feedback loop
  47. 47. SMALL INCREMENTAL STEPS
  48. 48. Playful design(Gamification)
  49. 49. Lead by Example
  50. 50. Be water my friend. Bruce Lee
  51. 51. Give a new thing, herald it as “mission critical”+ Don’t give time to use it= Contradictory signal
  52. 52. It doesn’t matter if it’s useful, if it’s not accepted.
  53. 53. FOUNDATION: OPENING: EXECUTION: MOTIVATION ACCEPTANCE DESIGN
  54. 54. To complicate is easy,to simplify is hard.To complicate, just add,everyone is able to complicate.Few are able to simplify. Bruno Munari
  55. 55. Thank you.

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