0
Social Interaction Design
Davide ‘Folletto’ Casali
intenseminimalism.com
who am I?
hybrid professional
development
design   development
psychology




design                development
mindset
determination

     1
determination
as constant self-improvement

             1
team

 2
team
working together is critical

             2
fail fast

   3
fail fast
try early and, if it doesn’t work, fail fast

                               3


             @ http://www.paulg...
criticism

   4
criticism
it’s good: accept it and build upon it

                  4
vertical vs horizontal

          5
vertical vs horizontal
different kinds of intelligence exist

                                5


        @ http://en.wiki...
“ Our greatest glory is not in never falling,
   but in raising every time we fall.




 - Confucio
io n
            a t
          in                      s t             m
       rm                       fa            c i...
theory
The walkman
Designed to isolate oneself,
 used to connect people.
MoDe: Motivational Design
Functional Needs     1

Relational Motivations    2

       Social Usability   3

Circadian Activity Flow   4
1   Functional Needs




                       Action /
                                  Satisfaction
                  ...
1   Functional Needs




                                  Action /
                   Need                      Satisfact...
FUNCTIONAL NEEDS
Word
FUNCTIONAL NEEDS
Word

       but... text solves the need
        of sharing knowledge!
FUNCTIONAL NEEDS
Google Docs




sharing
2   Relational Motivations


     competition             excellence




        affection            curiosity
3   Social Usability
    Interpersonal Relations
    How easy is it to find other people and connect to them?
    How easy ...
INT. RELATIONS           Many ways to discover.

     FriendFeed

                                            channels


a...
IDENTITY          You can customize almost everything.

   MySpace

    background


                                     ...
IDENTITY                        Scattered identity.

  Facebook

             infos


photo




                     activ...
COMMUNICATION   Great messaging panel.

    DeviantArt


                                        chat


messages



commen...
GROUP EMERGENCE   Groups at its foundation.

     Google Wave
                             new discussions




discussions
4   Circadian Activity Flow
    It’s the sequence of small and
    big actions made during the
    span of a day, prioriti...
4   Circadian Activity Flow

              24 HOURS        Task 1


                              Task 2


               ...
4   Circadian Activity Flow

              24 HOURS        Task 1


                              Task 2


               ...
“ It is a miracle
   that curiosity
   survives formal education.




 - Albert Einstein
try, then go deeper
how many levels you need to
play in order to say that you know
how World of Warcraft works?


     1. Level 30
     2. Lev...
hint: it’s more than just levels
occasional users



power users
many   occasional users



       power users
many   occasional users



strong    power users
it’s a balance
how many followers you need in
 order to say that you know how
         Twitter works?


    1.   20 followers
    2.   10...
you may have guessed it...
...it’s not a matter of numbers!
different dynamics
       with
different numbers
“ Men in general judge more from
  appearances than from reality.
  All men have eyes, but few have
  the gift of penetrat...
practice
Self improvement circle

          Know




    Do           Think
User Centered Design

        Know




   Do          Think
The process is important.
We refer to our overall approach as
"design thinking": a means of problem
solving that uses design
methodologies to tap in...
...some practices


  Know                         Think                  Do


• Benchmarks                 • Brainstorms ...
Release fast
Release fast
Get feedback fast
Release fast
Get feedback fast
   Iterate fast
The best companies do it.
Google
continuous user testing with labs, a/b, betas, etc.




              @ http://news.cnet.com/8301-10784_3-9954972-7...
BJ Fogg
   many crummy trials beat deep thinking




@ http://www.slideshare.net/bjfogg/10-million-in-10-weeks-what-stanfo...
Apple
  seems doing it... inside: 10 to 3 to 1
  “Apple designers come up with 10 entirely
  different mock ups of any new...
“ Beauty and brains,
  pleasure and usability
  go hand-in-hand
  in good design.




 - Donald Norman
simplicity × complexity
“ Complicare è facile,
  semplificare è difficile.
  Per complicare basta aggiungere,
  tutti sono capaci di complicare.
 ...
Davide ‘Folletto‘ Casali
   intenseminimalism.com
   @folletto
   folletto@gmail.com




SocialMediaLab
Milano, 13 novembr...
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Davide Casali - Social Interaction Design

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  1. 1. Social Interaction Design Davide ‘Folletto’ Casali intenseminimalism.com
  2. 2. who am I?
  3. 3. hybrid professional
  4. 4. development
  5. 5. design development
  6. 6. psychology design development
  7. 7. mindset
  8. 8. determination 1
  9. 9. determination as constant self-improvement 1
  10. 10. team 2
  11. 11. team working together is critical 2
  12. 12. fail fast 3
  13. 13. fail fast try early and, if it doesn’t work, fail fast 3 @ http://www.paulgraham.com/articles.html
  14. 14. criticism 4
  15. 15. criticism it’s good: accept it and build upon it 4
  16. 16. vertical vs horizontal 5
  17. 17. vertical vs horizontal different kinds of intelligence exist 5 @ http://en.wikipedia.org/wiki/Emotional_intelligence
  18. 18. “ Our greatest glory is not in never falling, but in raising every time we fall. - Confucio
  19. 19. io n a t in s t m rm fa c is e te a m il ri ti | h d te fa c v 1 2 3 4 5
  20. 20. theory
  21. 21. The walkman Designed to isolate oneself, used to connect people.
  22. 22. MoDe: Motivational Design
  23. 23. Functional Needs 1 Relational Motivations 2 Social Usability 3 Circadian Activity Flow 4
  24. 24. 1 Functional Needs Action / Satisfaction Solution
  25. 25. 1 Functional Needs Action / Need Satisfaction Solution You have to go back to real needs and solve them
  26. 26. FUNCTIONAL NEEDS Word
  27. 27. FUNCTIONAL NEEDS Word but... text solves the need of sharing knowledge!
  28. 28. FUNCTIONAL NEEDS Google Docs sharing
  29. 29. 2 Relational Motivations competition excellence affection curiosity
  30. 30. 3 Social Usability Interpersonal Relations How easy is it to find other people and connect to them? How easy is it to keep those connections alive? Identity How rich is one’s personal identity expression? How much are interests and passions expressed? Communication How fast can a message reach the other person? How easy is it to handle conversations (1-to-1, 1-to-some, 1-to-many)? Group Emergence How easy is to create groups? How active are groups once estabilished?
  31. 31. INT. RELATIONS Many ways to discover. FriendFeed channels activities friend’s faves
  32. 32. IDENTITY You can customize almost everything. MySpace background music avatar menu blog colors
  33. 33. IDENTITY Scattered identity. Facebook infos photo activities
  34. 34. COMMUNICATION Great messaging panel. DeviantArt chat messages comments forums
  35. 35. GROUP EMERGENCE Groups at its foundation. Google Wave new discussions discussions
  36. 36. 4 Circadian Activity Flow It’s the sequence of small and big actions made during the span of a day, prioritized through competing individual value hierarchies. The four most relevant factors determining the Flow: Priority Easiness Proximity Efficacy
  37. 37. 4 Circadian Activity Flow 24 HOURS Task 1 Task 2 Task 3 Task 4 Task 6 Task 7
  38. 38. 4 Circadian Activity Flow 24 HOURS Task 1 Task 2 Task 3 Task 4 Insertion Task 6 Task 7
  39. 39. “ It is a miracle that curiosity survives formal education. - Albert Einstein
  40. 40. try, then go deeper
  41. 41. how many levels you need to play in order to say that you know how World of Warcraft works? 1. Level 30 2. Level 50 3. Level 80
  42. 42. hint: it’s more than just levels
  43. 43. occasional users power users
  44. 44. many occasional users power users
  45. 45. many occasional users strong power users
  46. 46. it’s a balance
  47. 47. how many followers you need in order to say that you know how Twitter works? 1. 20 followers 2. 100 followers 3. 1.000 followers 4. 20.000 followers
  48. 48. you may have guessed it...
  49. 49. ...it’s not a matter of numbers!
  50. 50. different dynamics with different numbers
  51. 51. “ Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration. - Oscar Wilde
  52. 52. practice
  53. 53. Self improvement circle Know Do Think
  54. 54. User Centered Design Know Do Think
  55. 55. The process is important.
  56. 56. We refer to our overall approach as "design thinking": a means of problem solving that uses design methodologies to tap into a deep reservoir of opportunity. These methods include observation, prototyping, building, and storytelling, and can be applied by a wide range of people to a breadth of organizational challenges.
  57. 57. ...some practices Know Think Do • Benchmarks • Brainstorms • Develop • Analysis • Select solutions • Pair programming • Best Practices • Scenarios • Automated tests • Cutting Edge Solutions • Personas • Refactoring • User tests • Wireframes • Releases • Polls • Paper prototypes • Fixes • Focus groups • Prototypes • ... • ... • Visual design • ...
  58. 58. Release fast
  59. 59. Release fast Get feedback fast
  60. 60. Release fast Get feedback fast Iterate fast
  61. 61. The best companies do it.
  62. 62. Google continuous user testing with labs, a/b, betas, etc. @ http://news.cnet.com/8301-10784_3-9954972-7.html
  63. 63. BJ Fogg many crummy trials beat deep thinking @ http://www.slideshare.net/bjfogg/10-million-in-10-weeks-what-stanford-learned-building-facebook-apps
  64. 64. Apple seems doing it... inside: 10 to 3 to 1 “Apple designers come up with 10 entirely different mock ups of any new feature. Not, Lopp said, "seven in order to make three look good", which seems to be a fairly standard practice elsewhere. They'll take ten, and give themselves room to design without restriction. Later they whittle that number to three, spend more months on those three and then finally end up with one strong decision.” @ http://www.businessweek.com/the_thread/techbeat/archives/2008/03/apples_design_p.html
  65. 65. “ Beauty and brains, pleasure and usability go hand-in-hand in good design. - Donald Norman
  66. 66. simplicity × complexity
  67. 67. “ Complicare è facile, semplificare è difficile. Per complicare basta aggiungere, tutti sono capaci di complicare. Pochi sono capaci di semplificare. - Bruno Munari
  68. 68. Davide ‘Folletto‘ Casali intenseminimalism.com @folletto folletto@gmail.com SocialMediaLab Milano, 13 novembre 2009 socialmedialab.net
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