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 ...

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

  • 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 Thanks to Tullio Tinti
  • 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 & 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
  • observe dot LOOPdo think
  • observe dot observe dot dot LOOP LOOP do thinkdo LOOP think
  • 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 penetration. Niccolò Machiavelli ”
  • 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 rewards the user.Photo by gagilas
  • Curiosity
  • An good way to promote curiosity is by creating stories, paths, and connecting content together.Photo by yorkjason
  • Affection
  • An good way to promote affection is by giving values, be transparent, talk with human voice.Photo by charlottemarillet
  • MOTIVATIONAL DIAMONDFacebook Competition Affection Excellence Curiosity
  • MOTIVATIONAL DIAMONDGoogle+ Competition Affection Excellence Curiosity
  • MOTIVATIONAL DIAMONDDeviantArt Competition Affection Excellence Curiosity
  • MOTIVATIONAL DIAMONDMySpace Competition Affection Excellence Curiosity
  • MOTIVATIONAL DIAMONDTwitter Competition Affection Excellence Curiosity
  • 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 on theCuriosity motivation.
  • 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.
  • 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.
  • 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, thinkfor example about Worldof Warcraft and SecondLife.This works on theExcellence motivation.
  • CommunicationAnother strong element ofTwitter 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 communication inone.This works on theCuriosity motivation.
  • 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.
  • 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 has introduceda very interesting featureas well: dynamic groups.This works on theAffection motivation.
  • RICEPhoto by iz4aks
  • DOWNLOAD THE CHECKLISThttp://j.mp/su-pdf
  • Social Usability open the road Relational Motivations gives directionPhoto by 49937157@N03
  • ONE METHODTWO TOOLSTHREE BUSINESS TIPS
  • BE SOCIAL IN-THE-FLOW
  • BE A DOUBLE-PYRAMID SOCIAL BUSINESS Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics
  • “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, products, services Users Crowdsourcing, WoM, etc
  • “To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify. Bruno Munari ”
  • Davide ‘Folletto’ Casali intenseminimalism.com @folletto folletto@gmail.com