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The unstoppable coming
  of Social Usability



 Gianandrea Giacoma & Davide ‘Folletto’ Casali
unstoppable?!?
...ok, we have exaggerated, but...
Everything is social.
...even if you don’t think about it
...even if you don’t think about it
   ...even if you don’t want it
...even if you don’t think about it
   ...even if you don’t want it
    ...even if it doesn’t seem
The walkman
Designed to isolate oneself,
 used to connect people.
Word
          A personal tool
used to create text... to be shared.
The wall
        Designed to divide,
it’s a meeting point for teenagers.
Positive


I want social
  dynamics
Negative


I want to avoid
social dynamics
how does it happen?
USABILITY
Learnability
Efficiency
Memorability
Errors
Satisfaction
SOCIAL
USABILITY      USABILITY
Learnability   Interpersonal Relations
Efficiency      Identity
Memorability   Communicatio...
SOCIAL
USABILITY                 How easy is it to find other people?
                          How easy is it to connect t...
SOCIAL
USABILITY
Interpersonal Relations
                          How rich is one’s personal identity expression?
       ...
SOCIAL
USABILITY
Interpersonal Relations
Identity
                          How fast can a message reach the other person?...
SOCIAL
USABILITY
Interpersonal Relations
Identity
Communication
                          How easy is it to create groups?...
How can I analyze it?
How can I evaluate it?
User tests
(you would have never guessed it, uh?)
let’s see it in action!
MySpace                           Facebook
               PROFILE PAGE                      PROFILE PAGE




1.   Interper...
MySpace                          Facebook
               PROFILE PAGE                     PROFILE PAGE




1.   Interperso...
MySpace                           Facebook
               WHOLE SITE                        WHOLE SITE




1.   Interperso...
MySpace                          Facebook
               WHOLE SITE                       WHOLE SITE




1.   Interpersona...
FriendFeed                          Facebook
                HOME                               HOME




1.   Interpersona...
FriendFeed                         Facebook
                HOME                              HOME




1.   Interpersonal ...
LinkedIn                          Google Wave
               WHOLE SITE                          WHOLE SITE




1.   Inter...
LinkedIn                        Google Wave
               WHOLE SITE                        WHOLE SITE




1.   Interpers...
Flickr                          DeviantArt
               WHOLE SITE                         WHOLE SITE




1.   Interpers...
Flickr                         DeviantArt
               WHOLE SITE                        WHOLE SITE




1.   Interperson...
Twitter                            Jaiku
               PROFILE PAGE                      PROFILE PAGE




1.   Interperso...
Twitter                            Jaiku
               PROFILE PAGE                      PROFILE PAGE




1.   Interperso...
interestingly enough...
an avatar isn’t just an avatar


                        same digital artifact




                    different psychosoc...
is something missing?
Person




Socially-enabled system
Person




                          Social Usability
        Social            connects the person
       Usability      ...
Person




                          Alone, it isn’t

         ?                enough: people
                          s...
Person




                          We need the
      Relational
      Motivations         people’s
                     ...
Person




Circadian
                          Functional
 Activity
                            Needs
  Flow
            R...
Motivational Design
what do you think?
Gianandrea Giacoma
ibridazioni.com
@ibridazioni
gianandrea.giacoma@gmail.com




Davide Casali
intenseminimalism.com
@foll...
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Mo.De. Motivational Design: Social Usability

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How can we evaluate the basics necessary to build a social network? With the Social Usability!

Welcome to Social Usability and the methodology, Motivational Design (Mo.De.).

Authors: G. Giacoma, D. Casali

Published in: Design, Technology

Transcript of "Mo.De. Motivational Design: Social Usability"

  1. 1. The unstoppable coming of Social Usability Gianandrea Giacoma & Davide ‘Folletto’ Casali
  2. 2. unstoppable?!?
  3. 3. ...ok, we have exaggerated, but...
  4. 4. Everything is social.
  5. 5. ...even if you don’t think about it
  6. 6. ...even if you don’t think about it ...even if you don’t want it
  7. 7. ...even if you don’t think about it ...even if you don’t want it ...even if it doesn’t seem
  8. 8. The walkman Designed to isolate oneself, used to connect people.
  9. 9. Word A personal tool used to create text... to be shared.
  10. 10. The wall Designed to divide, it’s a meeting point for teenagers.
  11. 11. Positive I want social dynamics
  12. 12. Negative I want to avoid social dynamics
  13. 13. how does it happen?
  14. 14. USABILITY Learnability Efficiency Memorability Errors Satisfaction
  15. 15. SOCIAL USABILITY USABILITY Learnability Interpersonal Relations Efficiency Identity Memorability Communication Errors Group Emergence Satisfaction
  16. 16. SOCIAL USABILITY How easy is it to find other people? How easy is it to connect to other people? Interpersonal Relations How easy is it to keep those connections active? How relevant are those connections? Identity Communication Group Emergence
  17. 17. SOCIAL USABILITY Interpersonal Relations How rich is one’s personal identity expression? How much are interests and passions expressed? Identity How much are personal distinctive traits shown? How much is privacy management detailed? Communication Group Emergence
  18. 18. SOCIAL USABILITY Interpersonal Relations Identity How fast can a message reach the other person? How many messages can one handle efficiently? Communication How easy is it to handle conversations (1-to-1, 1- to-some, 1-to-many)? Group Emergence
  19. 19. SOCIAL USABILITY Interpersonal Relations Identity Communication How easy is it to create groups? How active are groups once estabilished? Group Emergence How long do they last? How much is it important to be part of a group?
  20. 20. How can I analyze it? How can I evaluate it?
  21. 21. User tests (you would have never guessed it, uh?)
  22. 22. let’s see it in action!
  23. 23. MySpace Facebook PROFILE PAGE PROFILE PAGE 1. Interpersonal Relations 2. Identity Who does it 3. Communcation ? better? 4. Group Emergence
  24. 24. MySpace Facebook PROFILE PAGE PROFILE PAGE 1. Interpersonal Relations 2. Identity Who does it 3. Communcation MySpace better? 4. Group Emergence
  25. 25. MySpace Facebook WHOLE SITE WHOLE SITE 1. Interpersonal Relations 2. Identity Who does it 3. Communcation ? better? 4. Group Emergence
  26. 26. MySpace Facebook WHOLE SITE WHOLE SITE 1. Interpersonal Relations 2. Identity Who does it 3. Communcation Facebook better? 4. Group Emergence
  27. 27. FriendFeed Facebook HOME HOME 1. Interpersonal Relations 2. Identity Who does it 3. Communcation ? better? 4. Group Emergence
  28. 28. FriendFeed Facebook HOME HOME 1. Interpersonal Relations 2. Identity Who does it 3. Communcation FriendFeed better? 4. Group Emergence
  29. 29. LinkedIn Google Wave WHOLE SITE WHOLE SITE 1. Interpersonal Relations 2. Identity Who does it 3. Communcation ? better? 4. Group Emergence
  30. 30. LinkedIn Google Wave WHOLE SITE WHOLE SITE 1. Interpersonal Relations 2. Identity Who does it 3. Communcation Google Wave better? 4. Group Emergence
  31. 31. Flickr DeviantArt WHOLE SITE WHOLE SITE 1. Interpersonal Relations 2. Identity Who does it 3. Communcation ? better? 4. Group Emergence
  32. 32. Flickr DeviantArt WHOLE SITE WHOLE SITE 1. Interpersonal Relations 2. Identity Who does it 3. Communcation DeviantArt better? 4. Group Emergence
  33. 33. Twitter Jaiku PROFILE PAGE PROFILE PAGE 1. Interpersonal Relations 2. Identity Who does it 3. Communcation ? better? 4. Group Emergence
  34. 34. Twitter Jaiku PROFILE PAGE PROFILE PAGE 1. Interpersonal Relations 2. Identity Who does it 3. Communcation Twitter better? 4. Group Emergence
  35. 35. interestingly enough...
  36. 36. an avatar isn’t just an avatar same digital artifact different psychosocial impact World of Warcraft Second Life
  37. 37. is something missing?
  38. 38. Person Socially-enabled system
  39. 39. Person Social Usability Social connects the person Usability to a system with social dynamics. Socially-enabled system
  40. 40. Person Alone, it isn’t ? enough: people socialize, but why? Social Usability Socially-enabled system
  41. 41. Person We need the Relational Motivations people’s motivation. Social Usability Socially-enabled system
  42. 42. Person Circadian Functional Activity Needs Flow Relational Motivations Social Usability Socially-enabled system
  43. 43. Motivational Design
  44. 44. what do you think?
  45. 45. Gianandrea Giacoma ibridazioni.com @ibridazioni gianandrea.giacoma@gmail.com Davide Casali intenseminimalism.com @folletto folletto@gmail.com World Usability Day Milan, 13 novembre 2009 worldusabilityday.org
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