Relational Motivations

Is there a good motivation to hook the user on your social network? Gianandrea Giacoma & Davide ‘Folletto’ Casali

what’s this about?

SOCIAL NETWORK

SOCIAL NETWORK it’s a network of people

SOCIAL NETWORK it’s a network of people psychological complex and social systems dynamics

How does a social network work?

How does a social network work? 1. A good marketing campaign 2. A rich array of features 3. Alignment with user motivations 4. A good website usability

it’s a network of people psychological complex and social systems dynamics motivation

you need motivation!

MOTIVATION

MOTIVATION “It’s a dynamic factor of animal and human behavior that activates and directs towards an objective”

RELATIONAL MOTIVATIONS

RELATIONAL MOTIVATIONS “They’re a dynamic factor of human behavior that activate and direct towards objectives that feed social networks”

RELATIONAL MOTIVATIONS Competition Excellence Curiosity Affection

Competition Imposition Aggressivity Confrontation

Excellence Self-esteem Approval Acknowledgment

Curiosity Exploration Knowledge Gaming

Affection Group Sharing Protection

RELATIONAL MOTIVATIONS

RELATIONAL MOTIVATIONS ? SOCIAL NETWORK

RELATIONAL MOTIVATIONS INTERFACE? SOCIAL NETWORK

RELATIONAL MOTIVATIONS MOTIVATIONAL HOOKS SOCIAL NETWORK

“Technology is an enabler, but then the dynamics are played within interfaces, intended as artifacts not only cognitive but also social”

Relational Motivations Motivational Functional Hooks Needs Social Usability

shall we play?

Author name 1. Competition 2. Excellence 3. Curiosity 4. Affection

Proﬁle 1. Competition 2. Excellence 3. Curiosity 4. Affection

Hint 1. Competition 2. Excellence 3. Curiosity 4. Affection

Vote 1. Competition 2. Excellence 3. Curiosity 4. Affection

Top users 1. Competition 2. Excellence 3. Curiosity 4. Affection

Trust 1. Competition 2. Excellence 3. Curiosity 4. Affection

Badges 1. Competition 2. Excellence 3. Curiosity 4. Affection

Suggestions 1. Competition 2. Excellence 3. Curiosity 4. Affection

Invites 1. Competition 2. Excellence 3. Curiosity 4. Affection

interestingly enough...

details matters!

whoops!

Relational Motivations Motivational Functional Hooks Needs Social Usability

Motivational Design

what do you think?

Gianandrea Giacoma ibridazioni.com gianandrea.giacoma@gmail.com Davide ‘Folletto’ Casali intenseminimalism.com folletto@gmail.com UXcamp Firenze, 17 ottobre 2009 uxcamp.it

Relational Motivations

by Gianandrea Giacoma on Mar 14, 2010

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Relational Motivations — Presentation Transcript