Social Interaction Design (Lesson)

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How to confront with social dynamics? How to manage them? How to design applications that uses them?
Here's a bird's-view answer. ;)

This is a lesson for the Social Media Lab course at IULM, Milano (2009-11-13).

The authors of the part about Motivational Design (MoDe) are G. Giacoma & D. Casali.

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Social Interaction Design (Lesson)

  1. Social Interaction Design Davide ‘Folletto’ Casali intenseminimalism.com
  2. who am I?
  3. hybrid professional
  4. development
  5. design development
  6. psychology design development
  7. mindset
  8. determination 1
  9. determination as constant self-improvement 1
  10. team 2
  11. team working together is critical 2
  12. fail fast 3
  13. fail fast try early and, if it doesn’t work, fail fast 3 @ http://www.paulgraham.com/articles.html
  14. criticism 4
  15. criticism it’s good: accept it and build upon it 4
  16. vertical vs horizontal 5
  17. vertical vs horizontal different kinds of intelligence exist 5 @ http://en.wikipedia.org/wiki/Emotional_intelligence
  18. “ Our greatest glory is not in never falling, but in raising every time we fall. - Confucio
  19. io n a t in s t m e r m m fa icis h d e t tea fa il cr it v | 1 2 3 4 5
  20. theory
  21. The walkman Designed to isolate oneself, used to connect people.
  22. MoDe: Motivational Design
  23. Functional Needs 1 Relational Motivations 2 Social Usability 3 Circadian Activity Flow 4
  24. 1 Functional Needs Action / Satisfaction Solution
  25. 1 Functional Needs Action / Need Satisfaction Solution You have to go back to real needs and solve them
  26. FUNCTIONAL NEEDS Word
  27. FUNCTIONAL NEEDS Word but... text solves the need of sharing knowledge!
  28. FUNCTIONAL NEEDS Google Docs sharing
  29. 2 Relational Motivations competition excellence affection curiosity
  30. 3 Social Usability Interpersonal Relations How easy is it to find other people and connect to them? How easy is it to keep those connections alive? Identity How rich is one’s personal identity expression? How much are interests and passions expressed? Communication How fast can a message reach the other person? How easy is it to handle conversations (1-to-1, 1-to-some, 1-to-many)? Group Emergence How easy is to create groups? How active are groups once estabilished?
  31. INT. RELATIONS Many ways to discover. FriendFeed channels activities friend’s faves
  32. IDENTITY You can customize almost everything. MySpace background music avatar menu blog colors
  33. IDENTITY Scattered identity. Facebook infos photo activities
  34. COMMUNICATION Great messaging panel. DeviantArt chat messages comments forums
  35. GROUP EMERGENCE Groups at its foundation. Google Wave new discussions discussions
  36. 4 Circadian Activity Flow It’s the sequence of small and big actions made during the span of a day, prioritized through competing individual value hierarchies. The four most relevant factors determining the Flow: Priority Easiness Proximity Efficacy
  37. 4 Circadian Activity Flow 24 HOURS Task 1 Task 2 Task 3 Task 4 Task 6 Task 7
  38. 4 Circadian Activity Flow 24 HOURS Task 1 Task 2 Task 3 Task 4 Insertion Task 6 Task 7
  39. “ It is a miracle that curiosity survives formal education. - Albert Einstein
  40. try, then go deeper
  41. how many levels you need to play in order to say that you know how World of Warcraft works? 1. Level 30 2. Level 50 3. Level 80
  42. hint: it’s more than just levels
  43. occasional users power users
  44. many occasional users power users
  45. many occasional users strong power users
  46. it’s a balance
  47. how many followers you need in order to say that you know how Twitter works? 1. 20 followers 2. 100 followers 3. 1.000 followers 4. 20.000 followers
  48. you may have guessed it...
  49. ...it’s not a matter of numbers!
  50. different dynamics with different numbers
  51. “ Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration. - Oscar Wilde
  52. practice
  53. Self improvement circle Know Do Think
  54. User Centered Design Know Do Think
  55. The process is important.
  56. We refer to our overall approach as "design thinking": a means of problem solving that uses design methodologies to tap into a deep reservoir of opportunity. These methods include observation, prototyping, building, and storytelling, and can be applied by a wide range of people to a breadth of organizational challenges.
  57. ...some practices Know Think Do • Benchmarks • Brainstorms • Develop • Analysis • Select solutions • Pair programming • Best Practices • Scenarios • Automated tests • Cutting Edge Solutions • Personas • Refactoring • User tests • Wireframes • Releases • Polls • Paper prototypes • Fixes • Focus groups • Prototypes • ... • ... • Visual design • ...
  58. Release fast
  59. Release fast Get feedback fast
  60. Release fast Get feedback fast Iterate fast
  61. The best companies do it.
  62. Google continuous user testing with labs, a/b, betas, etc. @ http://news.cnet.com/8301-10784_3-9954972-7.html
  63. BJ Fogg many crummy trials beat deep thinking @ http://www.slideshare.net/bjfogg/10-million-in-10-weeks-what-stanford-learned-building-facebook-apps
  64. Apple seems doing it... inside: 10 to 3 to 1 “Apple designers come up with 10 entirely different mock ups of any new feature. Not, Lopp said, "seven in order to make three look good", which seems to be a fairly standard practice elsewhere. They'll take ten, and give themselves room to design without restriction. Later they whittle that number to three, spend more months on those three and then finally end up with one strong decision.” @ http://www.businessweek.com/the_thread/techbeat/archives/2008/03/apples_design_p.html
  65. “ Beauty and brains, pleasure and usability go hand-in-hand in good design. - Donald Norman
  66. simplicity × complexity
  67. “ Complicare è facile, semplificare è difficile. Per complicare basta aggiungere, tutti sono capaci di complicare. Pochi sono capaci di semplificare. - Bruno Munari
  68. Davide ‘Folletto‘ Casali intenseminimalism.com @folletto folletto@gmail.com SocialMediaLab Milano, 13 novembre 2009 socialmedialab.net

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