Social Experience Design

SOCIALDavide ‘Folletto’ Casali EXPERIENCE DESIGN

DesignTechnology Psychology Hybrid Professional

User ExperienceDesignerSocial ExperienceResearcherStartup DesignAdvisorBaker FrameworkFounder

SMARTER, SIMPLER, SOCIAL

@Folletto

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

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 ”

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

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

Social Experience Design

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