Designing for Web 2.0 Rashmi Sinha www.uzanto.com www.slideshare.net www.rashmisinha.com
browsing alone Attributed to PIMboula on Flickr: http://www.flickr.com/photos/pimboula/15256153/
 
Part I: The rise of tagging (& the fall of menus)
Categorization & tagging cognitively speaking…
How categorization works <ul><li>Artifacts of digital categorization </li></ul><ul><li>Analysis Paralysis </li></ul><ul><l...
How tagging works Multiple concepts are activated Tag it! Note all concepts Object worth remembering (article, image…) <ul...
Tags make web a shared experience <ul><li>Tags give you community – feeling of others around you </li></ul><ul><li>Other s...
Tagging and Wisdom of Crowds “ A crowd of decentralized people working to solve a problem on their own without any central...
Four Conditions <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Decentralization </li></ul><u...
Menus and TagClouds <ul><li>Menus </li></ul><ul><ul><li>Structured </li></ul></ul><ul><ul><li>Stable over time </li></ul><...
 
Part II: Rich user interfaces
Part II Social presence (integration of GTalk with Gmail) Real time collaboration with text documents
DiggSpy: real time updating
Part III: Social sharing
<ul><li>This is not it! </li></ul>
Hi I found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referr...
First generation Social Networks (Friendster, LinkedIn…) <ul><li>How it works </li></ul><ul><li>Individuals connected to e...
Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of...
Over “ coffee ” Watching a “ dance   performance ” Over “ tomatoes ”
Second generation social networks  <ul><li>Put objects at the center </li></ul><ul><ul><li>Watercooler conversations </li>...
Watercooler conversations around objects  (social networks with objects in between) e.g., Flickr, Yahoo answers <ul><li>Ho...
 
Viral sharing  (passing on interesting stuff) e.g., YouTube videos <ul><li>How it works </li></ul><ul><li>Individual to in...
 
Social news creation  (rating news stories) e.g., digg, Newsvine <ul><li>How it works </li></ul><ul><li>Finding and rating...
 
Objects invite us to <ul><li>Connect </li></ul><ul><li>Play </li></ul><ul><li>React </li></ul><ul><li>Reach out </li></ul>
Part IV: So you want to design for Web 2.0?
Forget the ipod!
Give up control This is messy!
Beyond hand-crafted information architectures
Plant the seeds, let people connect
Design for emergent architecture
Part IV: Some principles…
1: Make system personally useful <ul><li>For end-user system should have strong personal use </li></ul><ul><ul><li>Memorab...
Bite-sized self-expression <ul><li>Self-expression </li></ul><ul><ul><li>Artistic expression (Flickr, YouTube) </li></ul><...
2: Symbiotic relationship between personal & social <ul><li>Personal snippets > Social stream </li></ul><ul><ul><li>Pictur...
3: Create porous boundary between public & private <ul><li>Earlier systems </li></ul><ul><ul><li>Personal (Personal Deskto...
4. Allow for levels of participation <ul><li>Everyone does not need to create! </li></ul><ul><ul><li>Implicit creation (cr...
How to encourage participation? <ul><li>Insights from Social Psychology </li></ul><ul><ul><li>Highlight unique contributio...
5. Let people feel the presence of others <ul><li>What paths are well worn </li></ul><ul><li>User profiles / photos </li><...
6. And yet, moments of Independence… <ul><li>Choreography:  when alone, when part of group </li></ul><ul><li>Prevent mobs ...
7. Most of all, allow for play
Things to try at home! <ul><li>Create an account on myspace.com </li></ul><ul><li>Read Emergence, Wisdom of Crowds </li></...
Questions? www.rashmisinha.com www.uzanto.com We are hiring!
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Designing for Web 2.0 (BarCamp Delhi)

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  • Designing for Web 2.0 (BarCamp Delhi)

    1. 1. Designing for Web 2.0 Rashmi Sinha www.uzanto.com www.slideshare.net www.rashmisinha.com
    2. 2. browsing alone Attributed to PIMboula on Flickr: http://www.flickr.com/photos/pimboula/15256153/
    3. 4. Part I: The rise of tagging (& the fall of menus)
    4. 5. Categorization & tagging cognitively speaking…
    5. 6. How categorization works <ul><li>Artifacts of digital categorization </li></ul><ul><li>Analysis Paralysis </li></ul><ul><li>Balancing your scheme </li></ul><ul><li>Over time – category boundaries change, labels obsolete </li></ul><ul><li>Systems hide item – mistakes costly </li></ul>Multiple concepts activated Choose ONE of the activated concepts. Categorize it! Object worth remembering (article, image…) Analysis-Paralysis!
    6. 7. How tagging works Multiple concepts are activated Tag it! Note all concepts Object worth remembering (article, image…) <ul><li>Maps to cognitive process </li></ul><ul><li>Reduced load </li></ul><ul><li>Fun </li></ul><ul><li>Self-feedback, social feedback </li></ul><ul><li>No balancing of scheme </li></ul>
    7. 8. Tags make web a shared experience <ul><li>Tags give you community – feeling of others around you </li></ul><ul><li>Other social characteristics </li></ul><ul><ul><li>Social transmission of information </li></ul></ul><ul><ul><li>Social Play, e.g., stalking, imitation </li></ul></ul><ul><ul><li>… </li></ul></ul>
    8. 9. Tagging and Wisdom of Crowds “ A crowd of decentralized people working to solve a problem on their own without any central effort to guide them, come up with better solutions, rather than a top-down driven solution.”
    9. 10. Four Conditions <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Decentralization </li></ul><ul><li>Easy Aggregation </li></ul>
    10. 11. Menus and TagClouds <ul><li>Menus </li></ul><ul><ul><li>Structured </li></ul></ul><ul><ul><li>Stable over time </li></ul></ul><ul><ul><li>Comprehensive </li></ul></ul><ul><li>TagClouds </li></ul><ul><ul><li>Unstructured </li></ul></ul><ul><ul><li>Relatively unstable </li></ul></ul><ul><ul><li>Not comprehensive </li></ul></ul><ul><ul><li>Let current stuff bubble to top </li></ul></ul>
    11. 13. Part II: Rich user interfaces
    12. 14. Part II Social presence (integration of GTalk with Gmail) Real time collaboration with text documents
    13. 15. DiggSpy: real time updating
    14. 16. Part III: Social sharing
    15. 17. <ul><li>This is not it! </li></ul>
    16. 18. Hi I found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referrals. If we connect, both of our networks will grow. To add me as your connection, just follow the link below.
    17. 19. First generation Social Networks (Friendster, LinkedIn…) <ul><li>How it works </li></ul><ul><li>Individuals connected to each other </li></ul><ul><li>Relationships can be marked, hubs identified </li></ul><ul><li>Concept of six degrees of separation </li></ul><ul><li>“ Are you my friend” type of awkwardness </li></ul>
    18. 20. Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of social relations.” Katrin-Knorr Cetina Reference: http://www.zengestrom.com/blog/2005/04/why_some_social.html
    19. 21. Over “ coffee ” Watching a “ dance performance ” Over “ tomatoes ”
    20. 22. Second generation social networks <ul><li>Put objects at the center </li></ul><ul><ul><li>Watercooler conversations </li></ul></ul><ul><ul><li>Viral sharing </li></ul></ul><ul><ul><li>Social news creation </li></ul></ul>
    21. 23. Watercooler conversations around objects (social networks with objects in between) e.g., Flickr, Yahoo answers <ul><li>How it works </li></ul><ul><li>People share objects and watch others </li></ul><ul><li>Social connections are through objects </li></ul><ul><li>Formation of social streams of information with emergence of popular, interesting items </li></ul>
    22. 25. Viral sharing (passing on interesting stuff) e.g., YouTube videos <ul><li>How it works </li></ul><ul><li>Individual to individual to individual </li></ul><ul><li>Popularity based navigation helps track “viral” items </li></ul>
    23. 27. Social news creation (rating news stories) e.g., digg, Newsvine <ul><li>How it works </li></ul><ul><li>Finding and rating stories </li></ul><ul><li>Popular stories rise to top </li></ul>
    24. 29. Objects invite us to <ul><li>Connect </li></ul><ul><li>Play </li></ul><ul><li>React </li></ul><ul><li>Reach out </li></ul>
    25. 30. Part IV: So you want to design for Web 2.0?
    26. 31. Forget the ipod!
    27. 32. Give up control This is messy!
    28. 33. Beyond hand-crafted information architectures
    29. 34. Plant the seeds, let people connect
    30. 35. Design for emergent architecture
    31. 36. Part IV: Some principles…
    32. 37. 1: Make system personally useful <ul><li>For end-user system should have strong personal use </li></ul><ul><ul><li>Memorable Personal Snippets (e.g., Del.icio.us & Flickr) </li></ul></ul><ul><ul><li>Self-expression (e.g., Newsvine) </li></ul></ul><ul><ul><li>Social status: Digg </li></ul></ul><ul><li>Don’t count on altruism </li></ul><ul><ul><li>System should thrive on people’s selfishness </li></ul></ul>
    33. 38. Bite-sized self-expression <ul><li>Self-expression </li></ul><ul><ul><li>Artistic expression (Flickr, YouTube) </li></ul></ul><ul><ul><li>Humor (YouTube) </li></ul></ul><ul><ul><li>Professional (Slideshare) </li></ul></ul><ul><li>Individual piece should be small </li></ul><ul><ul><li>Can create sets & lists </li></ul></ul><ul><ul><li>Do Mashups </li></ul></ul><ul><ul><li>Simple, guessable URLs for everything </li></ul></ul>
    34. 39. 2: Symbiotic relationship between personal & social <ul><li>Personal snippets > Social stream </li></ul><ul><ul><li>Pictures > Organized by Events </li></ul></ul><ul><ul><li>Music > Organized by Playlists </li></ul></ul>
    35. 40. 3: Create porous boundary between public & private <ul><li>Earlier systems </li></ul><ul><ul><li>Personal (Personal Desktop Software, e.g., Picasa, EndNote) </li></ul></ul><ul><ul><li>OR Social websites (Shutterfly) </li></ul></ul><ul><li>Rethink public & private </li></ul><ul><ul><li>People share for the right returns </li></ul></ul><ul><ul><li>Set defaults to public, allow easy change to private </li></ul></ul><ul><li>Give user control </li></ul><ul><ul><ul><li>Over individual pieces & sets </li></ul></ul></ul><ul><ul><ul><li>Delete items from history </li></ul></ul></ul><ul><ul><ul><li>Reset /remove profile </li></ul></ul></ul>Privacy settings on Flickr
    36. 41. 4. Allow for levels of participation <ul><li>Everyone does not need to create! </li></ul><ul><ul><li>Implicit creation (creating by consuming) </li></ul></ul><ul><ul><li>Remixing—adding value to others’ content </li></ul></ul>Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
    37. 42. How to encourage participation? <ul><li>Insights from Social Psychology </li></ul><ul><ul><li>Highlight unique contribution </li></ul></ul><ul><ul><li>Allow for smaller local groups </li></ul></ul><ul><ul><li>Highlight benefit to self </li></ul></ul><ul><ul><li>Highlight benefit to group </li></ul></ul>Source: Using social psychology to motivate contributions to online communities, Ling et al. 2005
    38. 43. 5. Let people feel the presence of others <ul><li>What paths are well worn </li></ul><ul><li>User profiles / photos </li></ul><ul><li>Real-time updating </li></ul><ul><ul><li>Like a conversation </li></ul></ul><ul><ul><li>Sense that others are out there </li></ul></ul>What people are digging right now!
    39. 44. 6. And yet, moments of Independence… <ul><li>Choreography: when alone, when part of group </li></ul><ul><li>Prevent mobs </li></ul><ul><li>Don’t make it too easy to mimic others </li></ul><ul><ul><li>Incentives for originality & uniqueness </li></ul></ul>
    40. 45. 7. Most of all, allow for play
    41. 46. Things to try at home! <ul><li>Create an account on myspace.com </li></ul><ul><li>Read Emergence, Wisdom of Crowds </li></ul><ul><li>Play a Multiplayer Online Game (WOW, Second Life) </li></ul><ul><li>Play with an API (try GoogleMaps API) </li></ul><ul><li>Try a mobile social application (DodgeBall) </li></ul><ul><li>Ask your friends what they find “fun” on the web </li></ul>
    42. 47. Questions? www.rashmisinha.com www.uzanto.com We are hiring!
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