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.
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
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 ”
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.
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.