0
Social Software Design for One
               Thomas Vander Wal
           Presented to: DCampSouth
      2 June 2007 :: R...
Who is
Thomas?
Person
Focus on the User
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The Focus of the Web
    has Changed


    InfoCloud Solutions, Inc. - 2007
Was
InfoCloud Solutions, Inc. - 2007
I Go Get Web
    We sought “their” information
❖

    Focus on content provider
❖

    One device
❖

    One use
❖

    Pr...
Is
InfoCloud Solutions, Inc. - 2007
Come To Me Web
    “My information” is found or created
❖
    Focus on person using
❖
    Reuse
❖
    Attracting and keepi...
Attract to Where?


  InfoCloud Solutions, Inc. - 2007
Personal
InfoCloud

InfoCloud Solutions, Inc. - 2007
InfoClouds

             Global InfoCloud

 Personal
InfoCloud



         Local
       InfoCloud           External InfoC...
Local InfoCloud
                                  Portals
                                                             Loc...
People


     Trust
InfoCloud Solutions, Inc. - 2007
Resources


     Trust
InfoCloud Solutions, Inc. - 2007
Devices


     Trust
InfoCloud Solutions, Inc. - 2007
Personal Information
     Workflow

   InfoCloud Solutions, Inc. - 2007
Design for Personal Workflow

      Person-centered
  ❖


      Access to information
  ❖


      Organization
  ❖


      ...
Personal Info Cycle
                             Seeking
     Local
   InfoCloud

                           Recognizing
 ...
Information is needed

  InfoCloud Solutions, Inc. - 2007
Everywhere

  InfoCloud Solutions, Inc. - 2007
Everywhere with
Context
  InfoCloud Solutions, Inc. - 2007
Foundation for Development

  ❖ Build   around & for people

  ❖ Capture  perceptions, needs, &
    uses/reuses

  ❖ Desig...
Attraction Receptors


    InfoCloud Solutions, Inc. - 2007
MOA - Receptors


                    Perceptual
     Intellectual

        Physical    Mechanical




  InfoCloud Solutio...
Sharing


InfoCloud Solutions, Inc. - 2007
Spheres of Sociality
                                      Mob
                                      Collective
          ...
Directional Sociality


    InfoCloud Solutions, Inc. - 2007
All Relationships
 Are Not Equal

  InfoCloud Solutions, Inc. - 2007
Real Relationships
Self                           Friend

Self                           Friend

Self                     ...
Public & Private


 InfoCloud Solutions, Inc. - 2007
Unequal Access




             Public
   Private




 InfoCloud Solutions, Inc. - 2007
What Is Tagging?


  InfoCloud Solutions, Inc. - 2007
Tagging: Definition

    Simple data/metadata externally applied to
❖
    an object
    Used for sorting
❖

    A hook for ...
The “F” Word


InfoCloud Solutions, Inc. - 2007
Folksonomy


InfoCloud Solutions, Inc. - 2007
Folksonomy: Definition

   ❖   Folksonomy is the result of personal free
       tagging of pages and objects for one's own
...
Folksonomy:Value
The value in this external tagging is derived
from people using their own vocabulary
and adding explicit ...
“The beauty of tagging is that it taps
into an existing cognitive process without
      adding much cognitive cost”

     ...
Every person is an
           expert in their own
            vocabulary (tags)


InfoCloud Solutions, Inc. - 2007
Every Tag is Sacred




   InfoCloud Solutions, Inc. - 2007
Folksonomy Triad
Object                                      Identity
                      Interest




                 ...
Dual Folksonomy Triad
   Object                                      Identity
                        Interest




       ...
The Business Value
    of Tagging

   InfoCloud Solutions, Inc. - 2007
Business Tensions
Naming control                           People’s vocabulary

Sample groups                            E...
Cold Start Problem


   InfoCloud Solutions, Inc. - 2007
Understanding Scaling


    InfoCloud Solutions, Inc. - 2007
Scaling and Functionality
                                                          A - Personal Use
                     ...
Phases of Interaction
  Saving and tagging
❖
❖ Refinding
❖ Clicking, pivoting, exploring
❖ Searching
 ❖ One’s own tags
 ❖ O...
Personal to Social
                                           Social
                    Personal Serendipity            C...
Social Web Ecosystem



                                       ~ 88.9%
                          Consumer


              ...
Contact




E-mail: thomas@infocloudsolutions.com
E-mail: thomas@vanderwal.net
AIM: vanderwal
YIM: tjvanderwal
Skype: tjva...
Social Software Design for One
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Social Software Design for One

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I presented this at DCampSouth as a keynote. The first 20 or so slides are all new and I am posting them as a separate show.

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Transcript of "Social Software Design for One"

  1. 1. Social Software Design for One Thomas Vander Wal Presented to: DCampSouth 2 June 2007 :: Raleigh, North Carolina InfoCloud Solutions, Inc. - 2007
  2. 2. Who is Thomas?
  3. 3. Person Focus on the User
  4. 4. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ The Math of ÷ ∛ Social Software... ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  5. 5. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ∛ Design with + not x, ÷ nor complex algorithms ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  6. 6. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ÷ ∛ 1 Person ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  7. 7. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ÷ ∛ 1 Service ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  8. 8. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ÷ ∛ 1 “Friend” + ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  9. 9. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ÷ Person now sees “2” ∛ + - Self & Friend ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  10. 10. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ + Designer & Developer ÷ ∛ see this as doubling ∑ use in the service + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  11. 11. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ + Designer & ÷ ∛ Developer see “3” ∑ + (2 people and the tool) ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  12. 12. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ∛ Designer & Developer÷ usually see in multiples ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  13. 13. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ Person adds 1 more ÷ ∛ “friend” & finds + ∑ richness + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  14. 14. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ Designer & ÷ ∛ Developer see + service multiplying ∑ + ÷ and scaling - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  15. 15. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ Designer & Developer ÷ ∛ follow costs & revenues ∑ + through formulas ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  16. 16. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ Designer & Developer ÷ ∛ sees social network as ∑ spikes in service use + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  17. 17. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ People view social ∫ ÷ networks as single ∛ connections with ∑ + other people ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  18. 18. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ I met Zorba on the People express the beach in Greece as he was dancing and singing by himself ÷ ∛ richness with another + person by a story ∑ + about the person ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  19. 19. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ People value the ∫ ÷ ∛ relationship between others ∑ + & services ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  20. 20. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ People see a ∫ ÷ connection to their ∛ network through ∑ + the tool/service ÷ - ∓ ∛ -÷∑ + ∛ ∫ ∫∓ + ∛ ∓
  21. 21. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ A person’s network ÷ ∛is comprised of ∑ individuals (1s) + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  22. 22. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ People use the social tool if it ÷ ∛ works for managing & connecting ∑ the individuals in their life + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  23. 23. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ People see 1 + 1 ÷ ∛ & Designer & Developer ∑ see multiples + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  24. 24. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ Successful service ∫ ÷ ∛ designers & developers have their sight on the ∑ + person & personal needs ÷ - ∓ ∛ -÷∑ + ∛ ∫ ∫∓ + ∛ ∓
  25. 25. + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ÷ ∛ Are you focussed on 1 + 1? ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓
  26. 26. The Focus of the Web has Changed InfoCloud Solutions, Inc. - 2007
  27. 27. Was InfoCloud Solutions, Inc. - 2007
  28. 28. I Go Get Web We sought “their” information ❖ Focus on content provider ❖ One device ❖ One use ❖ Proprietary formats ❖ Findability focus ❖ Development metaphor was navigation ❖ InfoCloud Solutions, Inc. - 2007
  29. 29. Is InfoCloud Solutions, Inc. - 2007
  30. 30. Come To Me Web “My information” is found or created ❖ Focus on person using ❖ Reuse ❖ Attracting and keeping attracted ❖ Across devices ❖ Open formats ❖ Refindability focus ❖ Development metaphor is attraction ❖ InfoCloud Solutions, Inc. - 2007
  31. 31. Attract to Where? InfoCloud Solutions, Inc. - 2007
  32. 32. Personal InfoCloud InfoCloud Solutions, Inc. - 2007
  33. 33. InfoClouds Global InfoCloud Personal InfoCloud Local InfoCloud External InfoCloud InfoCloud Solutions, Inc. - 2007
  34. 34. Local InfoCloud Portals Location Social Software Local InfoCloud Friends Affiliations Near in Work Thought Organizations InfoCloud Solutions, Inc. - 2007
  35. 35. People Trust InfoCloud Solutions, Inc. - 2007
  36. 36. Resources Trust InfoCloud Solutions, Inc. - 2007
  37. 37. Devices Trust InfoCloud Solutions, Inc. - 2007
  38. 38. Personal Information Workflow InfoCloud Solutions, Inc. - 2007
  39. 39. Design for Personal Workflow Person-centered ❖ Access to information ❖ Organization ❖ Tasks, actions, context aware ❖ InfoCloud Solutions, Inc. - 2007
  40. 40. Personal Info Cycle Seeking Local InfoCloud Recognizing Global InfoCloud Personal Retaining/Storing InfoCloud Using/Creating Following InfoCloud Solutions, Inc. - 2007
  41. 41. Information is needed InfoCloud Solutions, Inc. - 2007
  42. 42. Everywhere InfoCloud Solutions, Inc. - 2007
  43. 43. Everywhere with Context InfoCloud Solutions, Inc. - 2007
  44. 44. Foundation for Development ❖ Build around & for people ❖ Capture perceptions, needs, & uses/reuses ❖ Design information for adaptability InfoCloud Solutions, Inc. - 2007
  45. 45. Attraction Receptors InfoCloud Solutions, Inc. - 2007
  46. 46. MOA - Receptors Perceptual Intellectual Physical Mechanical InfoCloud Solutions, Inc. - 2007
  47. 47. Sharing InfoCloud Solutions, Inc. - 2007
  48. 48. Spheres of Sociality Mob Collective Selective Personal InfoCloud Solutions, Inc. - 2007
  49. 49. Directional Sociality InfoCloud Solutions, Inc. - 2007
  50. 50. All Relationships Are Not Equal InfoCloud Solutions, Inc. - 2007
  51. 51. Real Relationships Self Friend Self Friend Self Friend Self Acquaintance Self ? Stranger ? InfoCloud Solutions, Inc. - 2007
  52. 52. Public & Private InfoCloud Solutions, Inc. - 2007
  53. 53. Unequal Access Public Private InfoCloud Solutions, Inc. - 2007
  54. 54. What Is Tagging? InfoCloud Solutions, Inc. - 2007
  55. 55. Tagging: Definition Simple data/metadata externally applied to ❖ an object Used for sorting ❖ A hook for aggregating ❖ Provides identifier and/or description ❖ Personal markers ❖ InfoCloud Solutions, Inc. - 2007
  56. 56. The “F” Word InfoCloud Solutions, Inc. - 2007
  57. 57. Folksonomy InfoCloud Solutions, Inc. - 2007
  58. 58. Folksonomy: Definition ❖ Folksonomy is the result of personal free tagging of pages and objects for one's own retrieval ❖ The tagging is usually done in a social environment (shared and open to others) ❖ The act of tagging is done by the person consuming the information http://vanderwal.net/folksonomy.html InfoCloud Solutions, Inc. - 2007
  59. 59. Folksonomy:Value The value in this external tagging is derived from people using their own vocabulary and adding explicit meaning, which may meaning come from inferred understanding of the information/object. People are not so much categorizing, as providing a means to connect items (placing hooks) to provide their meaning in their own understanding. InfoCloud Solutions, Inc. - 2007
  60. 60. “The beauty of tagging is that it taps into an existing cognitive process without adding much cognitive cost” Rashmi Sinha http://www.rashmisinha.com/archives/05_09/tagging-cognitive.html InfoCloud Solutions, Inc. - 2006
  61. 61. Every person is an expert in their own vocabulary (tags) InfoCloud Solutions, Inc. - 2007
  62. 62. Every Tag is Sacred InfoCloud Solutions, Inc. - 2007
  63. 63. Folksonomy Triad Object Identity Interest Definition Vocabulary Metadata InfoCloud Solutions, Inc. - 2007
  64. 64. Dual Folksonomy Triad Object Identity Interest Vocabulary Culture Definition Terminology Community Metadata InfoCloud Solutions, Inc. - 2007
  65. 65. The Business Value of Tagging InfoCloud Solutions, Inc. - 2007
  66. 66. Business Tensions Naming control People’s vocabulary Sample groups Every perspective In-house Outside service $$$ w/ value $ w/ unknown value Consistent Emergent InfoCloud Solutions, Inc. - 2007
  67. 67. Cold Start Problem InfoCloud Solutions, Inc. - 2007
  68. 68. Understanding Scaling InfoCloud Solutions, Inc. - 2007
  69. 69. Scaling and Functionality A - Personal Use D B - Serendipity C C - Social Tagging # People Tagging Mature B D - Complex Social System A Times Object is Tagged InfoCloud Solutions, Inc. - 2007
  70. 70. Phases of Interaction Saving and tagging ❖ ❖ Refinding ❖ Clicking, pivoting, exploring ❖ Searching ❖ One’s own tags ❖ Other’s tags ❖ Group ❖ Everybody ❖ Group Social Interaction InfoCloud Solutions, Inc. - 2007
  71. 71. Personal to Social Social Personal Serendipity Complex Mature X X X X Save & Tag X X X X Refind X X X Pivot & Explore X X Search - X Group Interaction InfoCloud Solutions, Inc. - 2007
  72. 72. Social Web Ecosystem ~ 88.9% Consumer ~ 10.% Creators ~ 1% Developers ~ .1% Platform InfoCloud Solutions, Inc. - 2007
  73. 73. Contact E-mail: thomas@infocloudsolutions.com E-mail: thomas@vanderwal.net AIM: vanderwal YIM: tjvanderwal Skype: tjvanderwal InfoCloud Solutions, Inc. - 2007
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