5 principles
                                   5 practices
                                   5 anti-patterns

Designing
...
A little about us: erin malone
                                 @emalone
A little about us: christian crumlish
                                  @mediajunkie
People are unpredictable
new social media : always awkward
Designing social requires different thinking

  Organic
        vs Static

  Emotional
        vs Data

  Relationships
  ...
5 Principles
Pave the cowpaths
Dogster started as a photosharing service.
 Shifted focus to pets once company saw people were
primarily uploading pics an...
Talk like a person
Do you want to talk to your
customers like this?




Or like this?
How to talk like a person




  Conversational Voice
  Self-Deprecating Error Messages
  Ask Questions
  Your vs. My
  No ...
Be open. Play well with others
Embrace open standards
Share data outside of the bounds of your application
Accept external data within the sphere of your...
Learn from games
Learn from games




                   What are Game
                   Mechanics?
                   The systems and fea...
How to learn from games

                          Game Mechanics
                          Collecting
                   ...
Respect the ethical dimension
Respect the ethical dimension




                     Some of the forces that must be
                     balanced, to a...
5a brief tour of 96 patterns
or
   Practices
The Ecosystem
The Ecosystem
Give people a way to be identified
Give people a way to be identified
And to identify themselves
Self
Attribution and Avatars




                    Identity doesn’t alway have to manifest itself
                    in a co...
User Cards




             Identity doesn’t alway have to manifest itself
             in a complicated or robust pro le.
Make sure there is a “there” there. What’s your social object?
The Social
Object, in a
nutshell, is
the reason
two people
are talking
to each
other, as
opposed to
talking to
somebody
el...
Social Networks form
around Social Objects, not
the other way around.
       ~ Hugh MacLeod
         GapingVoid.com
Give people something to do
It’s a continuum
It’s a continuum
Activities involving objects
It’s a continuum

           Collecting One
             Sharing One to one
     Broadcasting & One to many
          Publ...
Activities involving objects




Books: ratings, reviews, search
Activities involving objects




Books: ratings, reviews, search




                                  Public conversation
Activities involving objects
Activities involving objects




                               Photos: collecting, sharing,
                             ...
Activities involving objects



Collecting, Ratings, Reviews
Activities involving objects

                                Labels, ratings, reviews, levels

Collecting, Ratings, Revie...
Enable a bridge to real life
Bridging Real Life
Taking it offline




            Geo-Mobile




                         Face-to-face meeting
And then back online




                       After the Party
                       Face-to-face meeting
Let the community elevate people & content they value
Let the community elevate people & content they value




                                     Gently moderate
Connections & Community
Enabling people to make connections


                                      Circles of
                                   ...
Enter text here

           Norms




                   Report Abuse




Model Citizen
5 Anti-Patterns
Cargo Cult
Cargo Cult
Cargo Cult
Cargo Cult
Don’t break email
Don’t break email




Facebook breaks email since you can’t reply to messages
that arrive in the inbox.
Basecamp allows pe...
The Password Anti-Pattern
The Password Anti-Pattern
The Password Anti-Pattern




iLike


                            Plaxo
The Password Anti-Pattern




                            yelp
The Ex-boyfriend bug
Potemkin Village
Instead of building a Potemkin
Village, the architects of the
relaunched dead.net site started
with a judicious few groups...
The Ecosystem - it’s balance with tradeoffs
Thanks
Erin
@emalone
erin@tangible-ux.com

Christian
@mediajunkie
xian@pobox.com         buy the book
                    ...
How to
Play the
Game
Game Goals

•   Build a social digital product    •   Work as a team to collaborate
    around an object for a speci c    ...
Game Play
Designing Social Interfaces: 5 Principles, 5 Practices, 5 Anti-Patterns
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Designing Social Interfaces: 5 Principles, 5 Practices, 5 Anti-Patterns

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Christian Crumlish at BayCHI April 13, 2010: Designing for social interaction is hard. People are unpredictable, consistency is a mixed blessing, and co-creation with your users requires a dizzying flirtation with loss of control. Christian will present the dos and don'ts of social web design using a sampling of interaction patterns, design principles and best practices to help you improve the design of your digital social environments.

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Designing Social Interfaces: 5 Principles, 5 Practices, 5 Anti-Patterns

  1. 1. 5 principles 5 practices 5 anti-patterns Designing Social Interfaces christian crumlish & erin malone
  2. 2. A little about us: erin malone @emalone
  3. 3. A little about us: christian crumlish @mediajunkie
  4. 4. People are unpredictable
  5. 5. new social media : always awkward
  6. 6. Designing social requires different thinking Organic vs Static Emotional vs Data Relationships vs Transactions Continuum vs One Grand Gesture ~ Deb Shultz, Altimeter Group photo © erin malone
  7. 7. 5 Principles
  8. 8. Pave the cowpaths
  9. 9. Dogster started as a photosharing service. Shifted focus to pets once company saw people were primarily uploading pics and talking about their dogs.
  10. 10. Talk like a person
  11. 11. Do you want to talk to your customers like this? Or like this?
  12. 12. How to talk like a person Conversational Voice Self-Deprecating Error Messages Ask Questions Your vs. My No Joking Around
  13. 13. Be open. Play well with others
  14. 14. Embrace open standards Share data outside of the bounds of your application Accept external data within the sphere of your application Support two-way interoperability
  15. 15. Learn from games
  16. 16. Learn from games What are Game Mechanics? The systems and features that make games fun, compelling and addictive. ~Amy Jo Kim
  17. 17. How to learn from games Game Mechanics Collecting gives bragging rights, encourages completion Points game points by systems, social points by others, drives loyalty, drives behavior unlock new powers or access Feedback social feedback drives engagement accelerates mastery and adds fun Exchanges structured social interactions explicit or implicit Customization character or interface
  18. 18. Respect the ethical dimension
  19. 19. Respect the ethical dimension Some of the forces that must be balanced, to apply many of these patterns, involve ethical dilemmas
  20. 20. 5a brief tour of 96 patterns or Practices
  21. 21. The Ecosystem
  22. 22. The Ecosystem
  23. 23. Give people a way to be identified
  24. 24. Give people a way to be identified
  25. 25. And to identify themselves
  26. 26. Self
  27. 27. Attribution and Avatars Identity doesn’t alway have to manifest itself in a complicated or robust pro le.
  28. 28. User Cards Identity doesn’t alway have to manifest itself in a complicated or robust pro le.
  29. 29. Make sure there is a “there” there. What’s your social object?
  30. 30. The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.
  31. 31. Social Networks form around Social Objects, not the other way around. ~ Hugh MacLeod GapingVoid.com
  32. 32. Give people something to do
  33. 33. It’s a continuum
  34. 34. It’s a continuum
  35. 35. Activities involving objects
  36. 36. It’s a continuum Collecting One Sharing One to one Broadcasting & One to many Publishing Feedback One to one, One to an object Communicating One to one, One to many, Many to many Collaboration Many to many Social Media Ecosystem
  37. 37. Activities involving objects Books: ratings, reviews, search
  38. 38. Activities involving objects Books: ratings, reviews, search Public conversation
  39. 39. Activities involving objects
  40. 40. Activities involving objects Photos: collecting, sharing, comments, favoriting, groups, broadcasting
  41. 41. Activities involving objects Collecting, Ratings, Reviews
  42. 42. Activities involving objects Labels, ratings, reviews, levels Collecting, Ratings, Reviews Tagging Sharing
  43. 43. Enable a bridge to real life
  44. 44. Bridging Real Life
  45. 45. Taking it offline Geo-Mobile Face-to-face meeting
  46. 46. And then back online After the Party Face-to-face meeting
  47. 47. Let the community elevate people & content they value
  48. 48. Let the community elevate people & content they value Gently moderate
  49. 49. Connections & Community
  50. 50. Enabling people to make connections Circles of Connections Find People Adding Friends Fans & Fame
  51. 51. Enter text here Norms Report Abuse Model Citizen
  52. 52. 5 Anti-Patterns
  53. 53. Cargo Cult
  54. 54. Cargo Cult
  55. 55. Cargo Cult
  56. 56. Cargo Cult
  57. 57. Don’t break email
  58. 58. Don’t break email Facebook breaks email since you can’t reply to messages that arrive in the inbox. Basecamp allows people to reply as they are accustomed to and the message goes back into the stream on the site.
  59. 59. The Password Anti-Pattern
  60. 60. The Password Anti-Pattern
  61. 61. The Password Anti-Pattern iLike Plaxo
  62. 62. The Password Anti-Pattern yelp
  63. 63. The Ex-boyfriend bug
  64. 64. Potemkin Village
  65. 65. Instead of building a Potemkin Village, the architects of the relaunched dead.net site started with a judicious few groups and then let the community spawn the rest.
  66. 66. The Ecosystem - it’s balance with tradeoffs
  67. 67. Thanks Erin @emalone erin@tangible-ux.com Christian @mediajunkie xian@pobox.com buy the book http://www.designingsocialinterfaces.com
  68. 68. How to Play the Game
  69. 69. Game Goals • Build a social digital product • Work as a team to collaborate around an object for a speci c and build the best products audience delivered in a speci c way • Play against another team • Deliver a well rounded product (with features across Identity, Activities and Relationships) • Build products in a de ned time frame
  70. 70. Game Play
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