Beyond the like button to social experience design


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Beyond the like button to social experience design

  1. 1. Beyond the Like Button to Social Experience DesignMost organizations understand the impact of social media and are diligently increasing theirsocial presence and level of customer engagement across social networks. Additionally, all sortsof websites, not just the major social networks such as Facebook, Twitter and Linkedin, areincorporating social features into their applications as a way of promoting better userengagement. Many online stores have made user generated reviews an integral part of theirproduct catalogues. Smart enterprises can take advantage of similar dynamics to make bothcustomer-facing and internal applications more engaging and useful but to do so successfullyapplication architects and designers must leverage the principles of Social Experience Design.Out with the Old: In With the NewPropelling out of an age of broadcast media, brand messages still shouted from platforms canbarely be heard over the din of the participating masses. The Web continues to undergotransformative changes across multiple dimensions. One change is the transition from the Webof branded content and commerce to the Social Web. This has altered the competitivelandscape for Web-centric companies, such as Google and Yahoo and, in the future, this willhave a business impact on most enterprises.As broadcasting loses its privilege and merges with participation, one-way brand stories toldthrough advertisements are shifting into platforms for two-way conversation, engagement,interaction and experiences effectively transforming “brand story broadcasting” into “brandexperience-sharing”.© Rupa
  2. 2. Social Experience Design blends behavioral economics, experience design and media toencourage participation, optimize choices, and build engaging brand/product communities thatintegrate virtual and physical experiences.What is Social Experience Design?Social experience design is about the interaction between people rather than the interfacebetween the human and the computer – and while traditional software design can well controlone person’s experience with a system, you cannot predict or control how people will choose tointeract with each other.The successful design of social software requires a change in mindset from traditional softwaredevelopment, a move from a basic focus on human-to-computer interaction to a richerappreciation of how technology can support the complexities of people-to-people interaction.Social Experience Design and Social Architecture are parallel to User Experience (UX) Designand are used for designing compelling and engaging social experiences.© Rupa
  3. 3. About CXP DesignCXP Design (, founded by Rupa Shankar, is a platform for marketers,technologists, designers and leaders to discuss and gain a deeper understanding of cross-channelcustomer experience design, develop empathy for customer needs and learn how to createproducts and services that deliver "wow" experiences for customers.When we check into a hotel. When we shop on-line. When we buy a pair of shoes. When we get ona flight. These are experiences by which we measure brands every day. However, most companiesare without the tools to purposefully design those experiences for maximum value. That’s whereCXP Design comes in.Day in, day out, we live, sleep, eat, breathe and unravel the riddle that is human experience, leadingto more loyal and committed customers for our is an Associate Director at Happiest Minds Technologies (, a next-generation IT Services & Solutions company at the forefront of Providing Advisory, Implementation andManaged Services on Social computing, Mobility, Analytics, Business Intelligence, Cloud computing,Security and Unified Communications. At Happiest Minds, Rupa is responsible for uncovering andactivating innovative digital and social engagement strategies for its clients, spearheading thedevelopment of frameworks and solutions for different industry verticals and enhancing the global go-to-market strategy. She taps into her past work as both a design practitioner and marketer to help HappiestMinds clients envision and define broad, end-to-end customer experiences.© Rupa