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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           ...
MEADOW’S 12 LEVERAGE POINTS                                                 12. Constants                                 ...
MEADOW’S 12 LEVERAGE POINTS                                                 12. Constants                                 ...
MEADOW’S 12 LEVERAGE POINTS                                                 12. Constants                                 ...
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             ...
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                            Im...
“    The great teams never talked about process.            If you’re getting something,          you’ve got some kind of ...
observe     dot     LOOPdo             think
observe                 observe      dot      LOOP                              dot                              LOOPdo   ...
observe     dot            observe          dot           dot            LOOP          LOOP     do               thinkdo  ...
1. Identify a   DOT Loop  Think about the latest  social project you did.                              Do  Try identifying...
If the loop breaks...You’re dead.
FacebookTwitterOrkutMySpaceFriendster
Keep adapting.
“Be water my friend.      Bruce Lee      ”
SOCIALEXPERIENCEDESIGN
Motivational DesignDavide Casali   Gianandrea Giacoma
Motivations                                Behaviours   PROPERTIES                                             OF THE MIND...
“    Men in general judge morefrom appearances than from reality.  All men have eyes, but few have      the gift of penetr...
UNDERSTANDRELATIONALMOTIVATIONS
Four Relational Motivations
Competition
CompetitionA good way topromote competitionis by comparing themetrics you want theusers to compete on.
Excellence
ExcellenceA good way topromote excellence isto show the usersuccesses andactivities to the world.                         ...
Curiosity
CuriosityA good way topromote curiosity is bycreating stories,paths, connectingcontent together.                          ...
Affection
AffectionAn good way topromote affection isby showing thehuman, warm sideand voice.                       Photo by gagilas
THEY ACT ATDIFFERENT LEVELS1. COMMUNITY2. BRAND3. COMPANY4. INTERACTIONS
COMMUNITY
MOTIVATIONAL DIAMONDFacebook                       Competition         Affection                   Excellence             ...
MOTIVATIONAL DIAMONDFacebook with Games                       Competition         Affection                   Excellence  ...
MOTIVATIONAL DIAMONDDeviantArt                       Competition         Affection                   Excellence           ...
MOTIVATIONAL DIAMONDMySpace                       Competition         Affection                   Excellence              ...
MOTIVATIONAL DIAMONDTwitter                       Competition          Affection                  Excellence              ...
BRAND
MOTIVATIONAL DIAMONDRed Bull                       Competition           Affection                 Excellence             ...
MOTIVATIONAL DIAMONDNike                       Competition         Affection                   Excellence                 ...
MOTIVATIONAL DIAMONDCoca Cola                       Competition         Affection                   Excellence            ...
MOTIVATIONAL DIAMONDNokia, as brand                       Competition         Affection                   Excellence      ...
COMPANY
MOTIVATIONAL DIAMONDBank of England                       Competition         Affection                   Excellence      ...
MOTIVATIONAL DIAMONDRSA                       Competition         Affection                   Excellence                  ...
MOTIVATIONAL DIAMONDNokia                       Competition         Affection                   Excellence                ...
2. Relational   Motivations  Given the DOT Loop  from before, try to  identify which           Competition  Relational Mot...
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...
RELATIONSThe Like button has avery clever design thathighlight yourrelationships: whereveryou are on the web,seeing the fa...
IDENTITYMight be surprising, butthe old MySpaceexcelled in something:identity.The high degree ofcustomization, allowed bya...
IDENTITYTwitter has one of thebest identity expressionfeature around forsimplicity and efficiency:the custom backgroundchan...
IDENTITYMany games put a lot ofemphasis on identity,think for example aboutWorld of Warcraft andSecond Life.This works on ...
COMMUNICATIONAnother strong elementof Twitter is its focus oncommunication, inparticular broadcastcommunication.This works...
COMMUNICATIONOften ignored, instantmessaging systems areincredibly powerful socialnetworks focused oncommunication. Skype ...
EMERGENCE OF GROUPSAnother feature of Skypethat is so simple it’salmost not noticed is it’sability to create groupson the ...
EMERGENCE OF GROUPSThe king here today isGoogle+, even if with theCircles concept it has avery specificinterpretation of gr...
EMERGENCE OF GROUPSFacebook hasintroduced a veryinteresting feature aswell: dynamic groups.This works on theAffection moti...
RICEPhoto by iz4aks
DOWNLOAD THE CHECKLISThttp://j.mp/su-pdf
3. Social   Usability  Take the Relational  Motivation you defined                             Relations  before and think ...
Social Usability                        open the road         Relational Motivations               gives directionPhoto by...
INSIDE & OUTSIDE
BE A DOUBLE-PYRAMID SOCIAL BUSINESS                  Top-down          Vision, goals, strategy, trust                 Bott...
BE A DOUBLE-DOUBLE-PYRAMID      SOCIAL BUSINESS                 Social Business                 Values, products, services...
“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 ...
“To complicate is easy, to simplify is hard.        To complicate, just add,     everyone is able to complicate.        Fe...
Thanks.@Folletto
Social Experience Design @ Interaction 13
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Social Experience Design @ Interaction 13

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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.

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Transcript of "Social Experience Design @ Interaction 13"

  1. 1. SOCIALDavide ‘Folletto’ Casali EXPERIENCE DESIGN
  2. 2. NIGHT.EUHead of Design Startup Advisor
  3. 3. Manifesto Ibridimanifestoibridi.org
  4. 4. @Folletto
  5. 5. PERSPECTIVEA CHANGE OF
  6. 6. What is a Social Network?
  7. 7. Social Networks are Complex Systems
  8. 8. Weather Everyone hereLanguage The person near you
  9. 9. Entity as GroupEntity as Individual
  10. 10. No simplification Simplification Banalization UNMANAGEABLE UNUSEFUL Thanks to Tullio Tinti
  11. 11. 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. 12. 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
  13. 13. 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
  14. 14. Data09. Delays
  15. 15. I have the data. Now what?
  16. 16. Feedback06. Information
  17. 17. Jawbone UPLife tracking
  18. 18. I have the feedback. And now?
  19. 19. NestLearning Thermostat
  20. 20. ? Raise your hand if you know the main steps of the ISO 13407 UCD process
  21. 21. 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
  22. 22. 3D METHODDave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/
  23. 23. AGILE METHODS
  24. 24. 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.
  25. 25. “ 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 ”
  26. 26. observe dot LOOPdo think
  27. 27. observe observe dot LOOP dot LOOPdo think do think Iterative Complex systems
  28. 28. observe dot observe dot dot LOOP LOOP do thinkdo LOOP think
  29. 29. 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.
  30. 30. If the loop breaks...You’re dead.
  31. 31. FacebookTwitterOrkutMySpaceFriendster
  32. 32. Keep adapting.
  33. 33. “Be water my friend. Bruce Lee ”
  34. 34. SOCIALEXPERIENCEDESIGN
  35. 35. Motivational DesignDavide Casali Gianandrea Giacoma
  36. 36. Motivations Behaviours PROPERTIES OF THE MIND PerceptionsHUMAN BEINGS Ergonomy Movement PROPERTIES OF THE BODY Biology
  37. 37. “ Men in general judge morefrom appearances than from reality. All men have eyes, but few have the gift of penetration. Niccolò Machiavelli ”
  38. 38. UNDERSTANDRELATIONALMOTIVATIONS
  39. 39. Four Relational Motivations
  40. 40. Competition
  41. 41. CompetitionA good way topromote competitionis by comparing themetrics you want theusers to compete on.
  42. 42. Excellence
  43. 43. ExcellenceA good way topromote excellence isto show the usersuccesses andactivities to the world. http://makes--me--wonder.deviantart.com
  44. 44. Curiosity
  45. 45. CuriosityA good way topromote curiosity is bycreating stories,paths, connectingcontent together. http://dsasec.deviantart.com
  46. 46. Affection
  47. 47. AffectionAn good way topromote affection isby showing thehuman, warm sideand voice. Photo by gagilas
  48. 48. THEY ACT ATDIFFERENT LEVELS1. COMMUNITY2. BRAND3. COMPANY4. INTERACTIONS
  49. 49. COMMUNITY
  50. 50. MOTIVATIONAL DIAMONDFacebook Competition Affection Excellence Curiosity
  51. 51. MOTIVATIONAL DIAMONDFacebook with Games Competition Affection Excellence Curiosity
  52. 52. MOTIVATIONAL DIAMONDDeviantArt Competition Affection Excellence Curiosity
  53. 53. MOTIVATIONAL DIAMONDMySpace Competition Affection Excellence Curiosity
  54. 54. MOTIVATIONAL DIAMONDTwitter Competition Affection Excellence Curiosity
  55. 55. BRAND
  56. 56. MOTIVATIONAL DIAMONDRed Bull Competition Affection Excellence Curiosity
  57. 57. MOTIVATIONAL DIAMONDNike Competition Affection Excellence Curiosity
  58. 58. MOTIVATIONAL DIAMONDCoca Cola Competition Affection Excellence Curiosity
  59. 59. MOTIVATIONAL DIAMONDNokia, as brand Competition Affection Excellence Curiosity
  60. 60. COMPANY
  61. 61. MOTIVATIONAL DIAMONDBank of England Competition Affection Excellence Curiosity
  62. 62. MOTIVATIONAL DIAMONDRSA Competition Affection Excellence Curiosity
  63. 63. MOTIVATIONAL DIAMONDNokia Competition Affection Excellence Curiosity
  64. 64. 2. Relational Motivations Given the DOT Loop from before, try to identify which Competition Relational Motivations Excellence are driving its social Curiosity dynamics. Affection
  65. 65. Remember:RELATIONS
  66. 66. DESIGNSOCIALUSABILITY
  67. 67. RELATIONS
  68. 68. RELATIONSIDENTITY
  69. 69. RELATIONSCOMMUNICATION IDENTITY
  70. 70. EMERGENCE OF GROUPS
  71. 71. RELATIONSIn Friendfeed there’s anexcellent feature thatshows you the messageswhere your friendanswered or liked.This works on theCuriosity motivation.
  72. 72. 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.
  73. 73. 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.
  74. 74. IDENTITYTwitter has one of thebest identity expressionfeature around forsimplicity and efficiency:the custom backgroundchanges completely thepage look and feel.This works on theExcellence motivation.
  75. 75. IDENTITYMany games put a lot ofemphasis on identity,think for example aboutWorld of Warcraft andSecond Life.This works on theExcellence motivation.
  76. 76. COMMUNICATIONAnother strong elementof Twitter is its focus oncommunication, inparticular broadcastcommunication.This works on theCuriosity motivation.
  77. 77. COMMUNICATIONOften ignored, instantmessaging systems areincredibly powerful socialnetworks focused oncommunication. Skype isan excellent example ofthis, allowing multipletypes of communicationin one.This works on theCuriosity motivation.
  78. 78. 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.
  79. 79. EMERGENCE OF GROUPSThe king here today isGoogle+, even if with theCircles concept it has avery specificinterpretation of group.This works on theAffection motivation.
  80. 80. EMERGENCE OF GROUPSFacebook hasintroduced a veryinteresting feature aswell: dynamic groups.This works on theAffection motivation.
  81. 81. RICEPhoto by iz4aks
  82. 82. DOWNLOAD THE CHECKLISThttp://j.mp/su-pdf
  83. 83. 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
  84. 84. Social Usability open the road Relational Motivations gives directionPhoto by 49937157@N03
  85. 85. INSIDE & OUTSIDE
  86. 86. BE A DOUBLE-PYRAMID SOCIAL BUSINESS Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics
  87. 87. BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS Social Business Values, products, services Users Crowdsourcing, WoM, etc
  88. 88. “We really think of the Zappos brand as about great service,and we just happen to sell shoes. Tony Hsieh ”
  89. 89. YOU CAN’T FAKE.
  90. 90. A CONNECTED COMPANY
  91. 91. Do Competition RelationsObserve Excellence IdentityThink Curiosity Communication Affection Emergence of Groups
  92. 92. “To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify. Bruno Munari ”
  93. 93. Thanks.@Folletto
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