UI Design for Social Commerce (ERGOSIGN)


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Presentation held by ERGOSIGN at Internet World Conference 2008 in Munich, Germany

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UI Design for Social Commerce (ERGOSIGN)

  1. UI Design for Social Commerce Jan Groenefeld Sebastian C. Scholz - Dieter Wallach Internet World 2008, Munich
  2. Outline Commerce Success User Participation User Motivation Social Reputation Design for Reputation Case Study earthfaves ® I love this place™
  3. User The modern user ... • seeks flow (core motivation) • is a specialized generalist • lives and works in community (e.g. open source movement)
  4. Community Social reputation acting as a currency manifested in .... • specific awards (e.g. “Expert”) • status and privileges • aggregated points (e.g. number of contacts) • depth of integration/ length of participation • goal to become a supernode
  5. Reputation Design: Goal “ A person participating in a social structure expects to develop a reputation and hopes for insight into the reputations of others (...). ” Balancing these (...) determines (...) the success or failure of a social system. Yahoo! Design Library http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
  6. Competitive Spectrum High Neutral Competition Crucial Assessment of ... • Individual goals and potentials for conflict • Possibilities of interaction and their consequences • Support of competition and direct comparison http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
  7. Reputation Design: Patterns (1/2) Identifying Label Named Levels Top X Moderate Neutral Competition http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
  8. Reputation Design: Patterns (2/2) Collectible Numbered Levels Achievements Points Leaderboard High Very High Competition Competition http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
  9. Competitive Spectrum Sharing Sharing goals, Intrinsic Sharing same Helping, opposing goals, Goals working motivation goals, triggering giving advice deny others` together without conflict competition goals Identify Identify Show users` Show users` Show users‘ Use senior members trustworthy interests via the accomplishment victories, Reputation to of good partners with history of their to motivate establish standing track-record participation others bragging rights Numbered Potential Indentifying Named Levels, Points, Design Top X Patterns Labels Levels Collective Leaderboard Achievements http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
  10. Case Study earthfaves ® I love this place ™ „Social - Geobookmarking“ Trusted recommendations for great locations from friends Integration of „Social - Commerce“ Acquisition of customers by recommendations of services
  11. Earthfaves.com
  12. Earthfaves: Profile Goals* Tools Attract power users with Control of personal high level of integration development Establish idea of “trusted Transparent and efficient places” in community evaluation Balance reputation towards Sensitive selection of tools a “cordial” community for measurement of quality * besides making money
  13. Earthfaves: Design for Reputation Selected design patterns for a balanced community: Collectible Terminology Points Achievements Classic UX Named Levels Top X
  14. Earthfaves: Terminology Communication of concepts by self-descriptiveness and differentiation (classic UX) • differentiating values • highlighting of trust levels • discoverability of the unknown • integration of community
  15. Earthfaves: Point Values Control of relevance to the community • leveled by network • feedback and acceptance • avoidance of “Brownie Points” • rewarding of good user behavior
  16. Earthfaves: Competitiveness core parameter Usage of Points supportive
  17. Earthfaves: Named Levels Discovery and identification of high- quality contributors • reflection of personal progress • contextual wording • combined with point values • max. 5-6 levels (Start with 3 Levels)
  18. Earthfaves: Collect. Achievements (1/3) Encouragement of users through traditional awards • additional incentives • support of personal progress • extensible with growth of community • attention with financial incentives
  19. Earthfaves: Collect. Achievements (2/3) Encouragment of users through expertise awards • value depends on other users´ interests • high activity in one category • transparent usertype (e.g. professional users)
  20. Earthfaves: Collect. Achievements (3/3) Encouragment of users through popularity awards • feedback and acceptance as quality feature • resulting in credit points for owner
  21. Earthfaves: Top X Challenge for users to enter the top tier • facilitating of cross-linking • spotlight on individual members • once again: personal progess
  22. Earthfaves: Cross-Linking Binding of users by extensive links to others • support of various search & browse patterns • extension of own personal network • perspective on own micro cosmos • loads of personal recommendations from people you can trust
  23. Summary Create successful commerce by creating a sensitive and flexible social reputation model and design around it.
  24. Further Info Please check http://ergosign.de for slides and links.
  25. Further Info earthfaves ® I love this place ™ And feel free to join http://earthfaves.com now!
  26. Selected Sources http://earthfaves.com/ http://developer.yahoo.com/ypatternss/ parent.php?patterns=reputation http://rushkoff.com/ http://www.amazon.de/Die-neue- Renaissance-Douglas-Rushkoff/dp/ 3570500675 http://www.usability.de/publikationen/studien/ social-shopping-und-user-experience.html
  27. UI Design for Social Commerce Jan Groenefeld Sebastian C. Scholz - Dieter Wallach Internet World 2008, Munich