SXSW 2012 :: Community-Centered Design: It's Not About the User

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It seems like everyone is trying to build an online community these days. Unfortunately, designing a community space is much trickier to nail than your typical web app. The smallest changes can have butterfly-like effects that greatly impact, sometimes irreversibly, community behavior as the community grows. Designing for a community is like running a small island nation with every design decision a matter of public policy. You’ll often find that the needs of your community are at odds with those of individual users.

In this talk, Richard White, co-founder of UserVoice.com, and Steve Huffman, co-founder of Reddit.com and Hipmunk.com, will cover some of the key concepts behind community-driven design and how you can incorporate them into your design thinking. We’ll also cover some of common pitfalls that drive participants away from online communities or create insular bedroom communities. Most importantly we’ll share our experiences with building online communities and walk you through real data we have collected that illustrate how small design changes can have a big impact.

http://schedule.sxsw.com/2012/events/event_IAP10560

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  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
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  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
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  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • \n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
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  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
  • Between those two points is 3 failed startups, 3000 miles, $30K of debt, 2 ex-cofounders, 2 months homelessness, and 1 ex-girlfriend.\n\nThis is the story about the part in between.\n
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  • SXSW 2012 :: Community-Centered Design: It's Not About the User

    1. 1. Community-CenteredDesign:Its Not About the UserRichard White Steve Huffman
    2. 2. Welcome
    3. 3. OverviewWhat do we mean bycommunity-centered design?
    4. 4. OverviewWhat do we mean bycommunity-centered design?TeardownsDeconstructing the design ofmessage boards, Reddit &UserVoice.
    5. 5. OverviewWhat do we mean bycommunity-centered design?TeardownsDeconstructing the design ofmessage boards, Reddit &UserVoice.Growing upDealing with livingcommunities.
    6. 6. OverviewWhat do we mean bycommunity-centered design?TeardownsDeconstructing the design ofmessage boards, Reddit &UserVoice.Growing upDealing with livingcommunities.Live Q&ARandom audience questions.
    7. 7. Overview What do we mean by community-centered design? Teardowns Deconstructing the design of message boards, Reddit & UserVoice. Growing up Dealing with living communities. Live Q&A Random Curated audience questions.Tweet questions to @rrwhite
    8. 8. Wat
    9. 9. A B C
    10. 10. ... logic clearly dictates thatthe needs of the manyoutweigh the needs of thefew.
    11. 11. Teardown
    12. 12. Tweet questions to @rrwhite
    13. 13. Tweet questions to @rrwhite
    14. 14. Tweet questions to @rrwhite
    15. 15. Tweet questions to @rrwhite
    16. 16. Topics Comments Identity CreationTweet questions to @rrwhite
    17. 17. Topics - Sorted by last post Comments Identity CreationTweet questions to @rrwhite
    18. 18. Topics - Sorted by last post Comments - Oldest first - Paginated - Single thread Identity CreationTweet questions to @rrwhite
    19. 19. Topics - Sorted by last post Comments - Oldest first - Paginated - Single thread Identity - Usernames - Avatars - Location - Reputation: Join Date & # Posts CreationTweet questions to @rrwhite
    20. 20. Topics - Sorted by last post Comments - Oldest first - Paginated - Single thread Identity - Usernames - Avatars - Location - Reputation: Join Date & # Posts Creation - Login required - Text + Images + QuotesTweet questions to @rrwhite
    21. 21. Tweet questions to @rrwhite
    22. 22. Tweet questions to @rrwhite
    23. 23. Tweet questions to @rrwhite
    24. 24. Tweet questions to @rrwhite
    25. 25. Tweet questions to @rrwhite
    26. 26. Tweet questions to @rrwhite
    27. 27. Tweet questions to @rrwhite
    28. 28. Tweet questions to @rrwhite
    29. 29. Topics Sorted by last post, first post or user rating? Comments Flat or threaded? 1 level or “infinite”? Paginated? Sorted by oldest first, newest first or user rating. Identity Real names or usernames or anonymous? Karma/ Reputation? Creation Requirements: need to be logged in? format? minimumTweet questions to @rrwhite
    30. 30. ModeratorsLinks have to be approved bymoderatorsDensityOnly a couple of links fit on thefront pageSpeedAbout one new link per hour
    31. 31. Lots o linksNo moderators, so there aremany more links in the systemDensityMinimal layout allowed for ahigh density of contentBoring!People bookmark boring thingsToolDel.icio.us is a tool, not acommunity.
    32. 32. User-poweredLinks are submitted by thecommunity. Links are voted onby the community.DynamicContent rises and falls. Goodcontent rises fast and fallsslow.DenseThe more links we put on thefront page, the more likely wewere to please you.
    33. 33. Just the factsOnly username and password.No name, no email.FewrestrictionsUsernames need 3 letters.Passwords need 3 letters.No emailNo address means noconfirmation. Users areinteracting faster.
    34. 34. The minimumJust the URL and title.No categoriesWhat categories would we evenhave? Hard to get right; mightas well not try.Dupes!Are duplicates really a problem?No restrictionsAnyone can submit, anythingcan become popular.
    35. 35. PersonalityComments allowed reddit’spersonality to shine.SortingSorting comments by hotnessgave them the same dynamicfeel as our front page. Best isbetter.Shush!Comments with negative scoresare hidden.
    36. 36. GrowthNow we have something foreveryone.Small feelingMany small communities allowsthe site to still feel small.MagicalSubreddits gave the users evenmore power to do incrediblethings.
    37. 37. Pillars of RedditThe community should alwaysfeel smallLet the users do the hard partNever remove content, no matterhow hardWhen in doubt, figure it out laterPersonality is critical
    38. 38. Forums didn’t work... Noisy - Discussion != Actionable items - Replies != Agreement. - What are the top items?Tweet questions to @rrwhite
    39. 39. Forums didn’t work... Noisy - Discussion != Actionable items - Replies != Agreement. - What are the top items? - Lots of off topic comments. Exclusionary - High barrier of entry to +1Tweet questions to @rrwhite
    40. 40. Forums didn’t work... Noisy - Discussion != Actionable items - Replies != Agreement. - What are the top items? - Lots of off topic comments. Exclusionary - High barrier of entry to +1 Can’t follow up - Users have to read all comments - No easy way to message all interested partiesTweet questions to @rrwhite
    41. 41. Reddit wouldn’t work... All the things! Everyone would vote everything up. Why not? Vocal minority We worried that you’d have a core set of users driving all the content. Too complex - Need to create an account to agree - More functionality than neededTweet questions to @rrwhite
    42. 42. Make a communityultra-accessible tocasual users.most people won’t be back very often
    43. 43. Topics- Sorted by votes from users- Phrase things as animperative
    44. 44. Topics- Sorted by votes from users- Phrase things as animperativeCo-optcontent- Voting over content creation- Make it hard to create newtopic- Limit on amount of content/votes
    45. 45. Topics- Sorted by votes from users- Phrase things as animperativeCo-optcontent- Voting over content creation- Make it hard to create newtopic- Limit on amount of content/votes
    46. 46. Topics- Sorted by votes from users- Phrase things as animperativeCo-optcontent- Voting over content creation- Make it hard to create newtopic- Limit on amount of content/votes
    47. 47. Topics- Sorted by votes from users- Phrase things as animperativeCo-optcontent- Voting over content creation- Make it hard to create newtopic- Limit on amount of content/votes
    48. 48. Topics- Sorted by votes from users- Phrase things as animperativeCo-optcontent- Voting over content creation- Make it hard to create newtopic- Limit on amount of content/votesIdentity- Real names- Just email (or anonymous)- Karma
    49. 49. Topics- Sorted by votes from users- Phrase things as animperativeCo-optcontent- Voting over content creation- Make it hard to create newtopic- Limit on amount of content/votesIdentity- Real names- Just email (or anonymous)- Karma
    50. 50. Growing
    51. 51. .:.
    52. 52. Two ways to influenceyour community- From inside the community (social norms)- Design of the public space
    53. 53. Two ways to influenceyour community- From inside the community (social norms)- Design of the public spaceBe thoughtful w/design...- What do you want your community toaccomplish?- How big will this community be?- How inclusive should it be?- How often will members be visiting?- Where do you need speed bumps or “toddler-sized barriers”
    54. 54. Two ways to influenceyour community- From inside the community (social norms)- Design of the public spaceBe thoughtful w/design...- What do you want your community toaccomplish?- How big will this community be?- How inclusive should it be?- How often will members be visiting?- Where do you need speed bumps or “toddler-sized barriers”... but don’t overdo it!
    55. 55. Thanks
    56. 56. Community-CenteredDesign:Its Not About the UserRichard White Steve Huffman

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