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Intervento di David 'Folletto' Casali a UXconference 2011 - Lugano, 29 ottobre

Intervento di David 'Folletto' Casali a UXconference 2011 - Lugano, 29 ottobre

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    Social Experience Design Social Experience Design Presentation Transcript

    • SOCIALDavide ‘Folletto’ Casali EXPERIENCE DESIGN
    • DesignTechnology Psychology Hybrid Professional
    • User ExperienceDesignerSocial ExperienceResearcherStartup DesignAdvisorBaker FrameworkFounder
    • SMARTER, SIMPLER, SOCIAL
    • @Folletto
    • TODAY
    • ONE METHODTWO TOOLSTHREE BUSINESS TIPS
    • ONE METHODTWO TOOLSTHREE BUSINESS TIPS
    • What is a Social Network?
    • Social Networks are Complex Systems
    • Weather Everyone hereLanguage The person near you
    • Entity as GroupEntity as Individual
    • No simplification Simplification Banalization UNMANAGEABLE UNUSEFUL Thanks to Tullio Tinti
    • Data
    • I have the data. Now what?
    • Feedback
    • Jawbone UPLife tracking
    • NestLearning Thermostat
    • I have the feedback. And now?
    • ? Raise your hand if you know the main steps of the ISO 13407 UCD process
    • User Centered Design: ISO 13407 (1999)6 steps, iterating Specify the user & organizational requirements Understand & Identify need of user Produce design specify the centered design solutions context of use Evaluate design against requirements System meets specified functional, user & organizational requirements
    • observe dot LOOPdo think
    • observe dot observe dot dot LOOP LOOP do thinkdo LOOP think
    • observe dot LOOPdo think
    • If the loop breaks... You’re dead.
    • FacebookTwitterOrkutMySpaceFriendster
    • Keep adapting.
    • “Be water my friend. Bruce Lee ”
    • ONE METHODTWO TOOLSTHREE BUSINESS TIPS
    • Motivational DesignDavide Casali Gianandrea Giacoma
    • TOOL 1UNDERSTANDRELATIONALMOTIVATIONS
    • “ Men in general judge morefrom appearances than from reality. All men have eyes, but few have the gift of penetration. Oscar Wilde ”
    • Four Relational Motivations
    • Competition
    • An good way to promote competition is by comparing thevs metrics you want the people to compete on.
    • Excellence
    • An good way to promote excellence is by rewarding with intrinsic rewards the user.Photo by gagilas
    • Curiosity
    • An good way to promote curiosity is by creating stories, paths, and connecting content together.Photo by yorkjason
    • Affection
    • An good way to promote affection is by giving values, be transparent, talk with human voice.Photo by charlottemarillet
    • MOTIVATIONAL DIAMONDFacebook Competition Affection Excellence Curiosity
    • MOTIVATIONAL DIAMONDGoogle+ Competition Affection Excellence Curiosity
    • MOTIVATIONAL DIAMONDDeviantArt Competition Affection Excellence Curiosity
    • MOTIVATIONAL DIAMONDMySpace Competition Affection Excellence Curiosity
    • MOTIVATIONAL DIAMONDTwitter Competition Affection Excellence Curiosity
    • Remember:RELATIONS
    • TOOL 2DESIGNSOCIALUSABILITY
    • Relation
    • RelationIdentity
    • RelationCommunication Identity
    • Emergence of Groups
    • RelationIn Friendfeed there’s anexcellent feature thatshows you the messageswhere your friendanswered or liked.This works on theCuriosity motivation.
    • RelationThe Like button has a veryclever design thathighlight yourrelationships: whereveryou are on the web,seeing the face of a friendof yours there is incrediblyreassuring.This works on theAffection motivation.
    • IdentityMight be surprising, butMySpace excelled insomething: identity.The high degree ofcustomization, allowed bya workaround, triggeredan incredible level of self-expression (with all itsconsequences).This works on theExcellence motivation.
    • IdentityTwitter has one of thebest identity expressionfeature around forsimplicity and efficiency:the custom backgroundchanges completely thepage look and feel.This works on theExcellence motivation.
    • IdentityMany games put a lot ofemphasis on identity, thinkfor example about Worldof Warcraft and SecondLife.This works on theExcellence motivation.
    • CommunicationAnother strong element ofTwitter is its focus oncommunication, inparticular broadcastcommunication.This works on theCuriosity motivation.
    • CommunicationOften ignored, instantmessaging systems areincredibly powerful socialnetworks focused oncommunication. Skype isan excellent example ofthis, allowing multipletypes of communication inone.This works on theCuriosity motivation.
    • Emergence of GroupsAnother feature of Skypethat is so simple it’s almostnot noticed is it’s ability tocreate groups on the fly.You need to talk with acouple of friend right now?Create a chat ad hoc witha couple of clicks, done!This works on theAffection motivation.
    • Emergence of GroupsThe king here today isGoogle+, even if with theCircles concept it has avery specificinterpretation of group.This works on theAffection motivation.
    • Emergence of GroupsFacebook has introduceda very interesting featureas well: dynamic groups.This works on theAffection motivation.
    • RICEPhoto by iz4aks
    • DOWNLOAD THE CHECKLISThttp://j.mp/su-pdf
    • Social Usability open the road Relational Motivations gives directionPhoto by 49937157@N03
    • ONE METHODTWO TOOLSTHREE BUSINESS TIPS
    • BE SOCIAL IN-THE-FLOW
    • BE A DOUBLE-PYRAMID SOCIAL BUSINESS Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics
    • “We really think of the Zappos brand asabout great service,and we just happen to sell shoes. Tony Hsieh ”
    • YOU CAN’T FAKE.
    • BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS Social Business Values, products, services Users Crowdsourcing, WoM, etc
    • “To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify. Bruno Munari ”
    • Davide ‘Folletto’ Casali intenseminimalism.com @folletto folletto@gmail.com