SOCIALDavide ‘Folletto’ Casali   EXPERIENCE                           DESIGN
DesignTechnology                         Psychology             Hybrid Professional
User ExperienceDesignerSocial ExperienceResearcherStartup DesignAdvisorBaker FrameworkFounder
SMARTER, SIMPLER, SOCIAL
@Folletto
TODAY
ONE METHODTWO TOOLSTHREE BUSINESS TIPS
ONE METHODTWO TOOLSTHREE BUSINESS TIPS
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         ...
Data
I have the data.  Now what?
Feedback
Jawbone UPLife tracking
NestLearning Thermostat
I have the feedback.     And now?
?   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       ...
observe     dot     LOOPdo             think
observe     dot            observe          dot           dot            LOOP          LOOP     do               thinkdo  ...
observe     dot     LOOPdo             think
If the loop breaks...    You’re dead.
FacebookTwitterOrkutMySpaceFriendster
Keep adapting.
“Be water my friend.      Bruce Lee      ”
ONE METHODTWO TOOLSTHREE BUSINESS TIPS
Motivational DesignDavide Casali   Gianandrea Giacoma
TOOL 1UNDERSTANDRELATIONALMOTIVATIONS
“    Men in general judge morefrom appearances than from reality.  All men have eyes, but few have      the gift of penetr...
Four Relational Motivations
Competition
A good way to     promote competition     is by comparing thevs   metrics you want     the people to     compete on.
Excellence
An good way to                   promote excellence                   is by rewarding with                   intrinsic rew...
Curiosity
An good way to                     promote curiosity is                     by creating stories,                     paths...
Affection
An good way to                             promote affection is                             by giving values, be          ...
MOTIVATIONAL DIAMONDFacebook                       Competition         Affection                   Excellence             ...
MOTIVATIONAL DIAMONDGoogle+                       Competition          Affection                  Excellence              ...
MOTIVATIONAL DIAMONDDeviantArt                       Competition         Affection                   Excellence           ...
MOTIVATIONAL DIAMONDMySpace                       Competition         Affection                   Excellence              ...
MOTIVATIONAL DIAMONDTwitter                       Competition          Affection                  Excellence              ...
Remember:RELATIONS
TOOL 2DESIGNSOCIALUSABILITY
Relation
RelationIdentity
RelationCommunication   Identity
Emergence of Groups
RelationIn Friendfeed there’s anexcellent feature thatshows you the messageswhere your friendanswered or liked.This works ...
RelationThe Like button has a veryclever design thathighlight yourrelationships: whereveryou are on the web,seeing the fac...
IdentityMight be surprising, butMySpace excelled insomething: identity.The high degree ofcustomization, allowed bya workar...
IdentityTwitter has one of thebest identity expressionfeature around forsimplicity and efficiency:the custom backgroundchan...
IdentityMany games put a lot ofemphasis on identity, thinkfor example about Worldof Warcraft and SecondLife.This works on ...
CommunicationAnother strong element ofTwitter 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’s almostnot noticed is it’s ability tocreate groups on the...
Emergence of GroupsThe king here today isGoogle+, even if with theCircles concept it has avery specificinterpretation of gr...
Emergence of GroupsFacebook has introduceda very interesting featureas well: dynamic groups.This works on theAffection mot...
RICEPhoto by iz4aks
DOWNLOAD THE CHECKLISThttp://j.mp/su-pdf
Social Usability                         open the road           Relational Motivations              gives directionPhoto ...
ONE METHODTWO TOOLSTHREE BUSINESS TIPS
BE SOCIAL IN-THE-FLOW
BE A DOUBLE-PYRAMID SOCIAL BUSINESS               Top-down         Vision, goals, strategy, trust               Bottom-up ...
“We really think of the Zappos brand asabout great service,and we just happen    to sell shoes.      Tony Hsieh       ”
YOU CAN’T FAKE.
BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS                          Social Business                          Values, produ...
“To complicate is easy, to simplify is hard.        To complicate, just add,     everyone is able to complicate.        Fe...
Davide ‘Folletto’ Casali    intenseminimalism.com    @folletto    folletto@gmail.com
Social Experience Design: one method, two tools, three business tips (2012)
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Social Experience Design: one method, two tools, three business tips (2012)

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One method, two tools, three business tips. Or in other words: theory of complexity, Dot Loop, Feedback, Relational Motivation, Social Usability, in-the-flow design, double-pyramid of social businesses.

This is the speech I prepared for UX Conference 2011 (Lugano) and part of the workshop I did at Digital Accademia (Venice).

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Transcript of "Social Experience Design: one method, two tools, three business tips (2012)"

  1. 1. SOCIALDavide ‘Folletto’ Casali EXPERIENCE DESIGN
  2. 2. DesignTechnology Psychology Hybrid Professional
  3. 3. User ExperienceDesignerSocial ExperienceResearcherStartup DesignAdvisorBaker FrameworkFounder
  4. 4. SMARTER, SIMPLER, SOCIAL
  5. 5. @Folletto
  6. 6. TODAY
  7. 7. ONE METHODTWO TOOLSTHREE BUSINESS TIPS
  8. 8. ONE METHODTWO TOOLSTHREE BUSINESS TIPS
  9. 9. What is a Social Network?
  10. 10. Social Networks are Complex Systems
  11. 11. Weather Everyone hereLanguage The person near you
  12. 12. Entity as GroupEntity as Individual
  13. 13. No simplification Simplification Banalization UNMANAGEABLE UNUSEFUL Thanks to Tullio Tinti
  14. 14. Data
  15. 15. I have the data. Now what?
  16. 16. Feedback
  17. 17. Jawbone UPLife tracking
  18. 18. NestLearning Thermostat
  19. 19. I have the feedback. And now?
  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 & Identify need of user Produce design specify the centered design solutions context of use Evaluate design against requirements System meets specified functional, user & organizational requirements
  22. 22. observe dot LOOPdo think
  23. 23. observe dot observe dot dot LOOP LOOP do thinkdo LOOP think
  24. 24. observe dot LOOPdo think
  25. 25. If the loop breaks... You’re dead.
  26. 26. FacebookTwitterOrkutMySpaceFriendster
  27. 27. Keep adapting.
  28. 28. “Be water my friend. Bruce Lee ”
  29. 29. ONE METHODTWO TOOLSTHREE BUSINESS TIPS
  30. 30. Motivational DesignDavide Casali Gianandrea Giacoma
  31. 31. TOOL 1UNDERSTANDRELATIONALMOTIVATIONS
  32. 32. “ Men in general judge morefrom appearances than from reality. All men have eyes, but few have the gift of penetration. Niccolò Machiavelli ”
  33. 33. Four Relational Motivations
  34. 34. Competition
  35. 35. A good way to promote competition is by comparing thevs metrics you want the people to compete on.
  36. 36. Excellence
  37. 37. An good way to promote excellence is by rewarding with intrinsic rewards the user.Photo by gagilas
  38. 38. Curiosity
  39. 39. An good way to promote curiosity is by creating stories, paths, and connecting content together.Photo by yorkjason
  40. 40. Affection
  41. 41. An good way to promote affection is by giving values, be transparent, talk with human voice.Photo by charlottemarillet
  42. 42. MOTIVATIONAL DIAMONDFacebook Competition Affection Excellence Curiosity
  43. 43. MOTIVATIONAL DIAMONDGoogle+ Competition Affection Excellence Curiosity
  44. 44. MOTIVATIONAL DIAMONDDeviantArt Competition Affection Excellence Curiosity
  45. 45. MOTIVATIONAL DIAMONDMySpace Competition Affection Excellence Curiosity
  46. 46. MOTIVATIONAL DIAMONDTwitter Competition Affection Excellence Curiosity
  47. 47. Remember:RELATIONS
  48. 48. TOOL 2DESIGNSOCIALUSABILITY
  49. 49. Relation
  50. 50. RelationIdentity
  51. 51. RelationCommunication Identity
  52. 52. Emergence of Groups
  53. 53. RelationIn Friendfeed there’s anexcellent feature thatshows you the messageswhere your friendanswered or liked.This works on theCuriosity motivation.
  54. 54. RelationThe Like button has a veryclever design thathighlight yourrelationships: whereveryou are on the web,seeing the face of a friendof yours there is incrediblyreassuring.This works on theAffection motivation.
  55. 55. IdentityMight be surprising, butMySpace excelled insomething: identity.The high degree ofcustomization, allowed bya workaround, triggeredan incredible level of self-expression (with all itsconsequences).This works on theExcellence motivation.
  56. 56. IdentityTwitter has one of thebest identity expressionfeature around forsimplicity and efficiency:the custom backgroundchanges completely thepage look and feel.This works on theExcellence motivation.
  57. 57. IdentityMany games put a lot ofemphasis on identity, thinkfor example about Worldof Warcraft and SecondLife.This works on theExcellence motivation.
  58. 58. CommunicationAnother strong element ofTwitter is its focus oncommunication, inparticular broadcastcommunication.This works on theCuriosity motivation.
  59. 59. CommunicationOften ignored, instantmessaging systems areincredibly powerful socialnetworks focused oncommunication. Skype isan excellent example ofthis, allowing multipletypes of communication inone.This works on theCuriosity motivation.
  60. 60. Emergence of GroupsAnother feature of Skypethat is so simple it’s almostnot noticed is it’s ability tocreate groups on the fly.You need to talk with acouple of friend right now?Create a chat ad hoc witha couple of clicks, done!This works on theAffection motivation.
  61. 61. Emergence of GroupsThe king here today isGoogle+, even if with theCircles concept it has avery specificinterpretation of group.This works on theAffection motivation.
  62. 62. Emergence of GroupsFacebook has introduceda very interesting featureas well: dynamic groups.This works on theAffection motivation.
  63. 63. RICEPhoto by iz4aks
  64. 64. DOWNLOAD THE CHECKLISThttp://j.mp/su-pdf
  65. 65. Social Usability open the road Relational Motivations gives directionPhoto by 49937157@N03
  66. 66. ONE METHODTWO TOOLSTHREE BUSINESS TIPS
  67. 67. BE SOCIAL IN-THE-FLOW
  68. 68. BE A DOUBLE-PYRAMID SOCIAL BUSINESS Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics
  69. 69. “We really think of the Zappos brand asabout great service,and we just happen to sell shoes. Tony Hsieh ”
  70. 70. YOU CAN’T FAKE.
  71. 71. BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS Social Business Values, products, services Users Crowdsourcing, WoM, etc
  72. 72. “To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify. Bruno Munari ”
  73. 73. Davide ‘Folletto’ Casali intenseminimalism.com @folletto folletto@gmail.com
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