How can you fill the gap between your users and the social software you're building? You have to understand that behavior is a consequence and not a cause. Welcome to Motivational Hooks and the methodology, Motivational Design (Mo.De.). Authors: G. Giacoma, D. Casali

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

2. what’s this about?

3. SOCIAL NETWORK

4. SOCIAL NETWORK
it’s a network of people

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

6. How does a social
network work?

7. 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

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

9. you need motivation!

10. MOTIVATION

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

12. RELATIONAL MOTIVATIONS

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

14. RELATIONAL MOTIVATIONS
Competition Excellence Curiosity Affection

15. Competition
Imposition Aggressivity
Confrontation

16. Excellence
Self-esteem Approval
Acknowledgment

17. Curiosity
Exploration Knowledge
Gaming

18. Affection
Group Sharing
Protection

19. RELATIONAL MOTIVATIONS

20. RELATIONAL MOTIVATIONS
?
SOCIAL NETWORK

21. RELATIONAL MOTIVATIONS
INTERFACE?
SOCIAL NETWORK

22. RELATIONAL MOTIVATIONS
MOTIVATIONAL HOOKS
SOCIAL NETWORK

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

24. Relational
Motivations
Motivational Functional
Hooks Needs
Social
Usability

25. shall we play?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

44. interestingly enough...

45. details matters!

46. whoops!

47. Relational
Motivations
Motivational Functional
Hooks Needs
Social
Usability

48. Relational
Motivations
Motivational Functional
Hooks Needs
Social
Usability

49. Motivational Design

50. what do you think?

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