This is the in-depth presentation I did at Interaction 13 in Toronto. It gives first an approach grounded in the theory of complexity and then expands on the two fundamentals to design social ...
This is the in-depth presentation I did at Interaction 13 in Toronto. It gives first an approach grounded in the theory of complexity and then expands on the two fundamentals to design social experiences.
Social Experience Design @ Interaction 13Presentation Transcript
SOCIALDavide ‘Folletto’ Casali EXPERIENCE DESIGN
NIGHT.EUHead of Design Startup Advisor
Manifesto Ibridimanifestoibridi.org
@Folletto
PERSPECTIVEA CHANGE OF
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
MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10 8 10. Material 9 09. Delays 2 08. Negative loops 7 3 1 07. Positive loops 6 06. Information 11 4 5 05. Rules 12 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigmsMeadows D. (1999) Leverage Points, places to intervene in a system
MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10 8 10. Material 9 09. Delays 2 08. Negative loops 7 3 1 07. Positive loops 6 06. Information 11 4 5 05. Rules 12 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigmsMeadows D. (1999) Leverage Points, places to intervene in a system 12
MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10 8 10. Material 9 09. Delays 08. Negative loops 2 7 All 3 1 07. Positive loops 6 06. Information 4 5 05. Rules 11 Mgmt 12 04. Change & self-organize 03. Goals CEO 02. Paradigms 01. Trascend paradigmsMeadows D. (1999) Leverage Points, places to intervene in a system 13
Data09. Delays
I have the data. Now what?
Feedback06. Information
Jawbone UPLife tracking
I have the feedback. And now?
NestLearning Thermostat
? 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 & ProduceIdentify need of user specify the design centered design context of use solutions Evaluate design against requirements System meets specified functional, user & organizational requirements
3D METHODDave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/
AGILE METHODS
DIFFERENT APPROACHES? IDEO Inspiration Ideation Implementation XPLANE Discover Concept Design Do CHESKIN Envision Explore Create Inspire Express CONIFER Research Catalog Synthesis Insights COOPER Research Modeling, Scenarios Framework Design Communicate FROG Discover Design Deliver FITCH Discover Define Design DoN MELVILLE Explore Discover Concept & Design Implement & Assess Stephanie Gioia (2011) http://www.visualmba.info.
“ The great teams never talked about process. If you’re getting something, you’ve got some kind of process.When you formalize that process, that’s a methodology. When that hardens, you’ve got a dogma. Jared Spool ”
observe dot LOOPdo think
observe observe dot LOOP dot LOOPdo think do think Iterative Complex systems
1. Identify a DOT Loop Think about the latest social project you did. Do Try identifying which Observe DOT Loop you worked Think to enable for the client.
2. Relational Motivations Given the DOT Loop from before, try to identify which Competition Relational Motivations Excellence are driving its social Curiosity dynamics. Affection
Remember:RELATIONS
DESIGNSOCIALUSABILITY
RELATIONS
RELATIONSIDENTITY
RELATIONSCOMMUNICATION IDENTITY
EMERGENCE OF GROUPS
RELATIONSIn Friendfeed there’s anexcellent feature thatshows you the messageswhere your friendanswered or liked.This works on theCuriosity motivation.
RELATIONSThe Like button has avery clever design thathighlight yourrelationships: whereveryou are on the web,seeing the face of afriend of yours there isincredibly reassuring.This works on theAffection motivation.
IDENTITYMight be surprising, butthe old MySpaceexcelled in something: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,think for example aboutWorld of Warcraft andSecond Life.This works on theExcellence motivation.
COMMUNICATIONAnother strong elementof Twitter 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 communicationin one.This works on theCuriosity motivation.
EMERGENCE OF GROUPSAnother feature of Skypethat is so simple it’salmost not noticed is it’sability to create groupson the fly. You need totalk with a couple offriend right now? Createa chat ad hoc with acouple 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 hasintroduced a veryinteresting feature aswell: dynamic groups.This works on theAffection motivation.
RICEPhoto by iz4aks
DOWNLOAD THE CHECKLISThttp://j.mp/su-pdf
3. Social Usability Take the Relational Motivation you defined Relations before and think what Identity kind of social usability Communication hook it could use. Emergence of Groups
Social Usability open the road Relational Motivations gives directionPhoto by 49937157@N03
INSIDE & OUTSIDE
BE A DOUBLE-PYRAMID SOCIAL BUSINESS Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics
BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS Social Business Values, products, services Users Crowdsourcing, WoM, etc
“We really think of the Zappos brand as about great service,and we just happen to sell shoes. Tony Hsieh ”
YOU CAN’T FAKE.
A CONNECTED COMPANY
Do Competition RelationsObserve Excellence IdentityThink Curiosity Communication Affection Emergence of Groups
“To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify. Bruno Munari ”
Katharina Simon
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