Davide ‘Folletto’ Casali
SOCIAL
EXPERIENCE
DESIGN
Head of Design Startup Advisor
NIGHT.EU
Manifesto Ibridi
m a n i f e s t o i b r i d i . o r g
@Folletto
PERSPECTIVE
A CHANGE OF
What is a Social Network?
Social Networks are Complex Systems
Weather
Language
Everyone here
The person near you
Entity as Individual
Entity as Group
No simplification BanalizationSimplification
Thanks to Tullio Tinti
UNMANAGEABLE UNUSEFUL
MEADOW’S 12 LEVERAGE POINTS
12. Constants
11. Buffers
10. Material
09. Delays
08. Negative loops
07. Positive loops
06. In...
12
12. Constants
11. Buffers
10. Material
09. Delays
08. Negative loops
07. Positive loops
06. Information
05. Rules
04. C...
13
12. Constants
11. Buffers
10. Material
09. Delays
08. Negative loops
07. Positive loops
06. Information
05. Rules
04. C...
Data
09. Delays
I have the data.
Now what?
Feedback
06. Information
Jawbone UP
Life tracking
I have the feedback.
And now?
Nest
Learning Thermostat
? Raise your hand if you know the main
steps of the ISO 13407 UCD process
6 STEPS, ITERATING
Understand &
specify the
context of use
Specify the
user &
organizational
requirements
Produce
design
s...
Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/
3D METHOD
AGILE METHODS
Stephanie Gioia (2011) http://www.visualmba.info.
XPLANE Discover Concept DoDesign
CHESKIN Envision Explore InspireCreate ...
“
”
Jared Spool
The great teams never talked about process.
If you’re getting something,
you’ve got some kind of process.
...
do
observe
think
dotL O O P
do
observe
think
dotL O O P
do
observe
think
dotL O O P
Iterative Complex systems
dotL O O Pdo
observe
think
dotL O O Pdo
observe
think
dotL O O P
Identify a
DOT Loop
Think about the latest
social project you did.
Try identifying which
DOT Loop you worked
to enable for...
If the loop breaks...
You’re dead.
Orkut
Facebook
Twitter
Friendster
MySpace
Keep adapting.
“
”
Bruce Lee
Be water my friend.
SOCIAL
EXPERIENCE
DESIGN
Motivational Design
Gianandrea GiacomaDavide Casali
Motivations
Behaviours
Perceptions
PROPERTIES
OF THE BODY
Ergonomy
Movement
Biology
PROPERTIES
OF THE MIND
HUMAN BEINGS
“
”
Niccolò Machiavelli
Men in general judge more
from appearances than from reality.
All men have eyes, but few have
the ...
UNDERSTAND
RELATIONAL
MOTIVATIONS
Four Relational Motivations
Competition
A good way to
promote competition
is by comparing the
metrics you want the
users to compete on.
Competition
Excellence
http://makes--me--wonder.deviantart.com
A good way to
promote excellence is
to show the user
successes and
activities to t...
Curiosity
http://dsasec.deviantart.com
A good way to
promote curiosity is by
creating stories,
paths, connecting
content together.
C...
Affection
An good way to
promote affection is
by showing the
human, warm side
and voice.
Affection
Photo by gagilas
THEY ACT AT
DIFFERENT LEVELS
1. COMMUNITY
2. BRAND
3. COMPANY
4. INTERACTIONS
COMMUNITY
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Facebook
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Facebook with Games
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
DeviantArt
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
MySpace
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Twitter
BRAND
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Red Bull
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Nike
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Coca Cola
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Nokia, as brand
COMPANY
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Bank of England
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
RSA
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Nokia
Competition
Excellence
Curiosity
Affection
Relational
Motivations
Given the DOT Loop
from before, try to
identify which
Re...
Remember:
RELATIONS
DESIGN
SOCIAL
USABILITY
RELATIONS
IDENTITY
RELATIONS
IDENTITY
RELATIONS
COMMUNICATION
EMERGENCE OF GROUPS
RELATIONS
In Friendfeed there’s an
excellent feature that
shows you the messages
where your friend
answered or liked.
This...
RELATIONS
The Like button has a
very clever design that
highlight your
relationships: wherever
you are on the web,
seeing ...
IDENTITY
Might be surprising, but
the old MySpace
excelled in something:
identity.
The high degree of
customization, allow...
IDENTITY
Twitter has one of the
best identity expression
feature around for
simplicity and efficiency:
the custom backgroun...
IDENTITY
Many games put a lot of
emphasis on identity,
think for example about
World of Warcraft and
Second Life.
This wor...
COMMUNICATION
Another strong element
of Twitter is its focus on
communication, in
particular broadcast
communication.
This...
COMMUNICATION
Often ignored, instant
messaging systems are
incredibly powerful social
networks focused on
communication. S...
EMERGENCE OF GROUPS
Another feature of Skype
that is so simple it’s
almost not noticed is it’s
ability to create groups
on...
EMERGENCE OF GROUPS
The king here today is
Google+, even if with the
Circles concept it has a
very specific
interpretation ...
EMERGENCE OF GROUPS
Facebook has
introduced a very
interesting feature as
well: dynamic groups.
This works on the
Affectio...
Photo by iz4aks
RICE
http://j.mp/su-pdf
DOWNLOAD THE CHECKLIST
Social
Usability
Take the Relational
Motivation you defined
before and think what
kind of social usability
hook it could us...
Relational Motivations
gives direction
Social Usability
open the road
Photo by 49937157@N03
INSIDE & OUTSIDE
Top-down
Vision, goals, strategy, trust
Bottom-up
Operations, feedback, tactics
BE A DOUBLE-PYRAMID SOCIAL BUSINESS
Social Business
Values, products, services
Users
Crowdsourcing, WoM, etc
BE A DOUBLE-DOUBLE-PYRAMID
SOCIAL BUSINESS
We really think of the
Zappos brand as
about great service,
and we just happen to
sell shoes.
“
”
Tony Hsieh
YOU CAN’T FAKE.
A CONNECTED COMPANY
Competition
Excellence
Curiosity
Affection
Think
Do
Observe
Relations
Identity
Communication
Emergence of Groups
“
”
Bruno Munari
To complicate is easy, to simplify is hard.
To complicate, just add,
everyone is able to complicate.
Few ...
Thanks.
@Folletto
Davide Casali, "Social Experience Design: Shifting The Focus Where Really Matters"
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Davide Casali, "Social Experience Design: Shifting The Focus Where Really Matters"

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Too much focus on external metrics will harm in the long term the effectiveness of your social strategy as well as your company as a whole. Changing the focus to deal properly with social dynamics requires a deep understanding of a few critical factors. This talk will show a hands-on social experience design method to deal with this complexity and achieve the change projects need, plus some supporting use-cases supporting them. It will provide you a grounding in how to manage projects with social dynamics, how to properly use motivation and how to design for it.

From Davide's presentatation at WebVisions Barcelona 2013.

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Davide Casali, "Social Experience Design: Shifting The Focus Where Really Matters"

  1. 1. Davide ‘Folletto’ Casali SOCIAL EXPERIENCE DESIGN
  2. 2. Head of Design Startup Advisor NIGHT.EU
  3. 3. Manifesto Ibridi m a n i f e s t o i b r i d i . o r g
  4. 4. @Folletto
  5. 5. PERSPECTIVE A CHANGE OF
  6. 6. What is a Social Network?
  7. 7. Social Networks are Complex Systems
  8. 8. Weather Language Everyone here The person near you
  9. 9. Entity as Individual Entity as Group
  10. 10. No simplification BanalizationSimplification Thanks to Tullio Tinti UNMANAGEABLE UNUSEFUL
  11. 11. MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information 05. Rules 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system 10 2 8 7 13 11 4 12 5 6 9
  12. 12. 12 12. Constants 11. Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information 05. Rules 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms 10 2 8 7 13 11 4 12 5 6 9 MEADOW’S 12 LEVERAGE POINTS Meadows D. (1999) Leverage Points, places to intervene in a system
  13. 13. 13 12. Constants 11. Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information 05. Rules 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms 10 2 8 7 13 11 4 12 5 6 9 All Mgmt CEO MEADOW’S 12 LEVERAGE POINTS Meadows D. (1999) Leverage Points, places to intervene in a system
  14. 14. Data 09. Delays
  15. 15. I have the data. Now what?
  16. 16. Feedback 06. Information
  17. 17. Jawbone UP Life tracking
  18. 18. I have the feedback. And now?
  19. 19. Nest Learning Thermostat
  20. 20. ? Raise your hand if you know the main steps of the ISO 13407 UCD process
  21. 21. 6 STEPS, ITERATING Understand & specify the context of use Specify the user & organizational requirements Produce design solutions Evaluate design against requirements Identify need of user centered design System meets specified functional, user & organizational requirements USER CENTERED DESIGN: ISO 13407 (1999)
  22. 22. Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/ 3D METHOD
  23. 23. AGILE METHODS
  24. 24. Stephanie Gioia (2011) http://www.visualmba.info. XPLANE Discover Concept DoDesign CHESKIN Envision Explore InspireCreate Express CONIFER Research Catalog Synthesis Insights COOPER Research Modeling, Scenarios DesignFramework Communicate IDEO Inspiration Ideation Implementation FROG Discover Design Deliver FITCH Discover Define DoDesign N MELVILLE Explore Discover Implement & AssessConcept & Design DIFFERENT APPROACHES?
  25. 25. “ ” Jared Spool The great teams never talked about process. If you’re getting something, you’ve got some kind of process. When you formalize that process, that’s a methodology. When that hardens, you’ve got a dogma.
  26. 26. do observe think dotL O O P
  27. 27. do observe think dotL O O P do observe think dotL O O P Iterative Complex systems
  28. 28. dotL O O Pdo observe think dotL O O Pdo observe think dotL O O P
  29. 29. Identify a DOT Loop Think about the latest social project you did. Try identifying which DOT Loop you worked to enable for the client. 1. Think Do Observe
  30. 30. If the loop breaks... You’re dead.
  31. 31. Orkut Facebook Twitter Friendster MySpace
  32. 32. Keep adapting.
  33. 33. “ ” Bruce Lee Be water my friend.
  34. 34. SOCIAL EXPERIENCE DESIGN
  35. 35. Motivational Design Gianandrea GiacomaDavide Casali
  36. 36. Motivations Behaviours Perceptions PROPERTIES OF THE BODY Ergonomy Movement Biology PROPERTIES OF THE MIND HUMAN BEINGS
  37. 37. “ ” Niccolò Machiavelli Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration.
  38. 38. UNDERSTAND RELATIONAL MOTIVATIONS
  39. 39. Four Relational Motivations
  40. 40. Competition
  41. 41. A good way to promote competition is by comparing the metrics you want the users to compete on. Competition
  42. 42. Excellence
  43. 43. http://makes--me--wonder.deviantart.com A good way to promote excellence is to show the user successes and activities to the world. Excellence
  44. 44. Curiosity
  45. 45. http://dsasec.deviantart.com A good way to promote curiosity is by creating stories, paths, connecting content together. Curiosity
  46. 46. Affection
  47. 47. An good way to promote affection is by showing the human, warm side and voice. Affection Photo by gagilas
  48. 48. THEY ACT AT DIFFERENT LEVELS 1. COMMUNITY 2. BRAND 3. COMPANY 4. INTERACTIONS
  49. 49. COMMUNITY
  50. 50. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Facebook
  51. 51. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Facebook with Games
  52. 52. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND DeviantArt
  53. 53. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND MySpace
  54. 54. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Twitter
  55. 55. BRAND
  56. 56. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Red Bull
  57. 57. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Nike
  58. 58. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Coca Cola
  59. 59. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Nokia, as brand
  60. 60. COMPANY
  61. 61. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Bank of England
  62. 62. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND RSA
  63. 63. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Nokia
  64. 64. Competition Excellence Curiosity Affection Relational Motivations Given the DOT Loop from before, try to identify which Relational Motivations are driving its social dynamics. 2.
  65. 65. Remember: RELATIONS
  66. 66. DESIGN SOCIAL USABILITY
  67. 67. RELATIONS
  68. 68. IDENTITY RELATIONS
  69. 69. IDENTITY RELATIONS COMMUNICATION
  70. 70. EMERGENCE OF GROUPS
  71. 71. RELATIONS In Friendfeed there’s an excellent feature that shows you the messages where your friend answered or liked. This works on the Curiosity motivation.
  72. 72. RELATIONS The Like button has a very clever design that highlight your relationships: wherever you are on the web, seeing the face of a friend of yours there is incredibly reassuring. This works on the Affection motivation.
  73. 73. IDENTITY Might be surprising, but the old MySpace excelled in something: identity. The high degree of customization, allowed by a workaround, triggered an incredible level of self- expression (with all its consequences). This works on the Excellence motivation.
  74. 74. IDENTITY Twitter has one of the best identity expression feature around for simplicity and efficiency: the custom background changes completely the page look and feel. This works on the Excellence motivation.
  75. 75. IDENTITY Many games put a lot of emphasis on identity, think for example about World of Warcraft and Second Life. This works on the Excellence motivation.
  76. 76. COMMUNICATION Another strong element of Twitter is its focus on communication, in particular broadcast communication. This works on the Curiosity motivation.
  77. 77. COMMUNICATION Often ignored, instant messaging systems are incredibly powerful social networks focused on communication. Skype is an excellent example of this, allowing multiple types of communication in one. This works on the Curiosity motivation.
  78. 78. EMERGENCE OF GROUPS Another feature of Skype that is so simple it’s almost not noticed is it’s ability to create groups on the fly. You need to talk with a couple of friend right now? Create a chat ad hoc with a couple of clicks, done! This works on the Affection motivation.
  79. 79. EMERGENCE OF GROUPS The king here today is Google+, even if with the Circles concept it has a very specific interpretation of group. This works on the Affection motivation.
  80. 80. EMERGENCE OF GROUPS Facebook has introduced a very interesting feature as well: dynamic groups. This works on the Affection motivation.
  81. 81. Photo by iz4aks RICE
  82. 82. http://j.mp/su-pdf DOWNLOAD THE CHECKLIST
  83. 83. Social Usability Take the Relational Motivation you defined before and think what kind of social usability hook it could use. 3. Relations Identity Communication Emergence of Groups
  84. 84. Relational Motivations gives direction Social Usability open the road Photo by 49937157@N03
  85. 85. INSIDE & OUTSIDE
  86. 86. Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics BE A DOUBLE-PYRAMID SOCIAL BUSINESS
  87. 87. Social Business Values, products, services Users Crowdsourcing, WoM, etc BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS
  88. 88. We really think of the Zappos brand as about great service, and we just happen to sell shoes. “ ” Tony Hsieh
  89. 89. YOU CAN’T FAKE.
  90. 90. A CONNECTED COMPANY
  91. 91. Competition Excellence Curiosity Affection Think Do Observe Relations Identity Communication Emergence of Groups
  92. 92. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.
  93. 93. Thanks. @Folletto
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