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Designing Social Iasummit


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Social Architecture: From Strategy to Success Metrics

Published in: Technology

Designing Social Iasummit

  1. Designing Social Websites Christina Wodtke
  2. Page about Christina
  3. “ If ease of use were the only requirement, we would all be riding tricycles” Douglas Engelbart, inventor of the mouse
  4. What is social, really?
  5. humans
  6. emotions
  8. <ul><li>Social Software can be loosely defined as software which supports, extends, or derives added value from, human social behavior - message-boards, musical taste-sharing, photo-sharing, instant messaging, mailing lists, social networking. </li></ul>Social XXX <ul><li>Usenet </li></ul><ul><li>Forums </li></ul><ul><li>Email </li></ul><ul><li>Mailing lists </li></ul><ul><li>Groupware </li></ul><ul><li>Social Networks Services </li></ul><ul><li>Social Software </li></ul><ul><li>Social Media </li></ul>Nothing New
  9. The Social Web is a digital space where data about human interactions is as important as other data types for providing value Community is when those humans care about each other.
  10. What kind of social functionality do you need? Social Features Social Marketing Social Support When you want to leverage your customers to promote your product Customers help each other to reduce support costs Your site is social at the core: blogs, networks, photosharing.
  11. How do you design social?
  12. B=f(P+E) - Lewin’s Equation B ehavior is a f unction of a P erson and his E nvironment
  13. Understand the Person
  14. Maslow’s Hierarchy of Needs 5. Self-Actualization 4. Esteem 3. Love/Belonging 2. Safety 1. Physiological Morality, Creativity. Spontaneity, Problem solving, Lack of prejudice Self-esteem, Confidence, Achievement, Respect by others Friendship, Family, Sexual intimacy Security of body, or employment, of resources, Of morality, or the family, of health , of property Breathing, Food, Water, Sex, Sleep, Homeostasis, Excretion
  15. Maslow’s Hierarchy of Needs Self-Actualization Esteem Love/Belonging Safety Physiological The Social Web is built here, from love and esteem
  16. Motivation for hours (and hours and hours) of work
  17. Kollock’s 4 Motivations for Contributing <ul><li>Reciprocity </li></ul><ul><li>Reputation </li></ul><ul><li>Increased sense of efficacy </li></ul><ul><li>Attachment to and need of a group </li></ul><ul><li>- Peter Kollock, UCLA </li></ul>
  18. 1. Reciprocity
  19. What's the motivation of behind these people actually interacting and participating? … people want to share with the community what they believe to be important …. and they want to see their name in lights. They want to see their little icon on the front page, their username on the front page, so other people can see it. 2. Reputation
  20. 3. Increased sense of efficacy
  21. 4. Attachment to and need of a group
  22. The New Third Place? <ul><li>“ All great societies provide informal meeting places, like the Forum in ancient Rome or a contemporary English pub. But since World War II, America has ceased doing so. The neighborhood tavern hasn't followed the middle class out to the suburbs...” -- Ray Oldenburg </li></ul>
  23. Design the Environment
  24. 205 Structure Follows Social Spaces Conflict No building ever feels right to the people in it unless the physical spaces (defined by columns, walls, and ceilings) are congruent with the social spaces (defined by activities and human groups). Resolution A first principle of construction; on no account allow the engineering to dictate the building's form. Place the load bearing elements- the columns and the walls and floors- according to the social spaces of the building; never modify the social spaces to conform to the engineering structure of the building.
  25. 36. Degrees of publicness Conflict: People are different, and the way they want to place their houses in a neighborhood is one of the most basic kinds of difference. Resolution: Make a clear distinction between three kinds of homes―those on quiet backwaters, those on busy streets, and those that are more or less in-between. Make sure that those on quiet backwaters are on twisting paths, and that these houses are themselves physically secluded; make sure that the more public houses are on busy streets with many people passing by all day long and that the houses themselves are exposed to the passers-by. The in-between houses may then be located on the paths halfway between the other two. Give every neighborhood about an equal number of these three kinds of homes.
  26. Create space by building around it
  27. Identity Activity Relationships Social Space Invitations Distribution (Viral) Sign-up
  28. TOWNS The language begins with patterns that define towns and communities. These patterns can never be designed or built in one fell swoop - but patient piecemeal growth, designed in such a way that every individual act is always helping to create or generate these larger global patterns, will, slowly and surely, over the years, make a community that has these global patterns in it. BUILDINGS We now, start that part of the language which gives shape to individual buildings. These are the patterns which can be &quot;designed)' or &quot;built”- the patterns which define the individual buildings and the space between buildings; where we are dealing for the first time with Patterns that are under the control of individuals or small groups of individuals, who are able to build the patterns all at once:
  29. Social Space presence Sign-up Invitations Distribution (Viral) Relationships Identity Activity Invitations Collab Comm Share Groups Attention Contacts Presence Reputation Profile Sign-up
  30. Strategize Exercise 1: brainstorm a new feature or site area that brings a appropriate community to your website. <ul><li>Things to think about: </li></ul><ul><li>Business goals: how does this community further the needs of the company? </li></ul><ul><li>User goals: what makes this community attractive in a time when they have a hundred other places vying for their attention. What is the personal worth of the tools? </li></ul><ul><li>What if no one shows up, can it still have value? </li></ul><ul><li>Community nature: will this be a true community, or will this be a collective wisdom tool? Think about the spectrum. </li></ul><ul><li>Approach to Creation: can you partner. rather than build? </li></ul>
  31. Identity Presence Reputa-tion Profile
  32. PROFILE If you were going to build a piece of social software to support large and long-lived groups, what would you design for? The first thing you would design for is handles the user can invest in. Clay Shirky, A Group Is Its Own Worst Enemy
  33. Profile Avatar Biography Collections History
  34. Identity is Context Based Facebook- Personal LinkedIN - Professional
  35. Avatar
  36. Collections
  38. Presence Status History Signs of life Company
  39. REPUTATION Second, you have to design a way for there to be members in good standing . Have to design some way in which good works get recognized. The minimal way is, posts appear with identity. You can do more sophisticated things like having formal karma or &quot;member since.&quot;
  40. Reputation is… <ul><li>Information used to make a value judgment about an object or person … </li></ul>
  41. Why do you need reputation? <ul><li>Key Decision #1: What are the key business objectives of your reputation system? </li></ul><ul><ul><li>Build Trust </li></ul></ul><ul><ul><li>Promote Quality </li></ul></ul><ul><ul><li>Facilitate Member Matching </li></ul></ul><ul><ul><li>Sustain Loyalty </li></ul></ul>
  42. What makes reputation? <ul><li>Key decision #2: What information should be included in your user’s reputation profile? </li></ul><ul><ul><li>Which actions are most relevant to the reputation system’s users? </li></ul></ul><ul><ul><li>Which user behaviors are desirable? </li></ul></ul><ul><ul><li>For which behaviors is it possible to obtain reliable information? </li></ul></ul>
  43. How do you present reputation? <ul><li>Key Decision #3: </li></ul><ul><ul><li>Raw activity statistics. Examples: number of reviews posted, number of transactions completed. </li></ul></ul><ul><ul><li>Scores and distinctions. Examples: star ratings (such as Amazon reviews), numerical scores (eBay’s feedback score), numbered levels or named member tiers (Slashdot’s “moderator” and “meta-moderator” tiers) or achievement badges (eBay power seller, Amazon Top Reviewer). </li></ul></ul><ul><ul><li>Leaderboards and other methods of displaying relative user rankings. Examples: the list of top Amazon reviewers; Epinions’ author popularity ranking. </li></ul></ul>
  45. Reputations Badging Rating Named levels Points
  46. STRATEGIZE <ul><li>Exercise 2: what elements do you need for identity? </li></ul>Presence Reputation Profile
  47. SITE OPTIMIZATION: SIGN-UP <ul><li>Tiny changes that yield big wins </li></ul>Identity Activity Relationships Social Space Sign-up Invitations Distribution (Viral)
  48. Page about Christina
  50. Quiz 1 2 3 4
  51. Placement
  52. Flow 1 2 3 4
  53. Organization Entrees
  54. Pricing 1. $11.99 2. 12 3. twelve Increases the spending by 8.15% per person
  55. Avoid Embarassment Market Price
  56. Vino <ul><li> </li></ul>2 nd cheapest bottle of wine has a high margin.
  57. Increasing Conversion Users Entering Flow <ul><li>Increase Entry Points </li></ul><ul><li>Increase social outreach </li></ul><ul><li>Make it dead simple </li></ul><ul><li>Hold their hand </li></ul><ul><li>Reward them </li></ul>Users Completing Flow Introduce social learning throughout these flows to teach the user how to user the site
  58. Get to & complete registration <ul><li>Registered users is a key metric for success </li></ul><ul><li>Once a user is registered: </li></ul><ul><ul><li>You have a way to reach out to them </li></ul></ul><ul><ul><li>You have some key demographics to target advertising </li></ul></ul>
  59. First Impressions <ul><li>Goal 1: Get people to open the email </li></ul><ul><li>Optimize the sender </li></ul><ul><li>Optimize the subject </li></ul>
  60. Subject Line Test Checklist Theme Tests Statement Type Declarative, Imperative, Interrogative Sentence Tense Present, Past, Future Persuasiveness Light vs. Heavy Wildcards  !! …  ;)
  61. Email Content <ul><li>Goal 2: Get people to click on the email </li></ul><ul><li>Optimize the body (language, layout, images) </li></ul><ul><li>Optimize the call to action </li></ul>
  62. Email Content
  63. Email Content
  64. Email Content
  65. Registration <ul><li>Goal 3: Get the user to complete registration </li></ul><ul><li>Minimize user effort </li></ul><ul><li>Reduce Distraction </li></ul>
  66. Registration
  68. Relationships Groups Attention Contacts
  69. you have to find a way to spare the group from scale. Scale alone kills conversations, because conversations require dense two-way conversations. [Dunbar] found that the MAXIMUM number of people that a person could keep up with socially at any given time, gossip maintenance, was 150. This doesn't mean that people don't have 150 people in their social network, but that they only keep tabs on 150 people max at any given point.
  70. Types of relationships Contacts Groups Attention
  71. Groups
  72. Attention
  73. Connections
  74. INVITE OPTIMIZATION <ul><li>Jennifer Ruffner </li></ul>Identity Activity Relationships Social Space Sign-up Invitations Distribution (Viral)
  75. Invitations <ul><li>Distribution of invitations increases the number of registrations </li></ul><ul><li>Invitations often activate inactive users. Take advantage of this opportunity. </li></ul><ul><li>People that are connected are more active </li></ul><ul><li>Goal 1: Get users sending invitations to get viral. Viral = 1 registration generates > 1 registration </li></ul>
  76. Sending Invitations
  77. Sending Invitations
  78. Sending Invitations
  79. Receiving Invitations Goal 2: Use invitations to existing members to reactivate them.
  80. Receiving Invitations
  81. STRATEGIZE <ul><li>Exercise 3: what kinds of relationships will you support? </li></ul>Groups Attention Contacts
  82. Activity Collaborate Communicate Share
  83. The AOF Method <ul><li>Defining your Activity </li></ul><ul><li>Identifying your Social Objects </li></ul><ul><li>Choosing your Features </li></ul>Courtesy of Joshua Porter. Check out!
  85. <ul><li>Classic Question </li></ul><ul><li>Who are your users? </li></ul><ul><li>Better Question </li></ul><ul><li>What are your users doing? </li></ul><ul><ul><ul><li>What do people have to do to make you successful? </li></ul></ul></ul><ul><ul><ul><li>What are you making people better at? </li></ul></ul></ul><ul><ul><ul><li>What are your users passionate about? </li></ul></ul></ul>
  88. <ul><li>The term “social networking” makes little sense if we leave out the objects that mediate the ties between people. Think about the object as the reason why people affiliate with each specific other and not just anyone. </li></ul><ul><li>Jyri Engeström </li></ul>
  91. What are Social Objects? <ul><li>Social objects can be ideas, people, or physical objects. </li></ul><ul><li>Social objects influence social interaction...they change the way people interact with each other. </li></ul><ul><li>By interacting through/with social objects, people meet others they might not otherwise know. </li></ul><ul><li>Social objects can be the reason why people have an interaction or form a relationship. </li></ul><ul><li>Joshua Porter ( </li></ul>
  94. Verb! That’s what’s happening… Nouns (objects) Verbs (actions) Social Verbs (viral actions) Videos Play, stop, edit, store upload Share, comment on, embed in blog, rate, reply to Articles Read, archive, quote, print Share, comment on, annotate, link to Photos Store, view, add to favorites, digitally edit, make prints Share, comment on, embed in blog, link to, tag Products Read, add to cart, purchase, add to wishlist Share, add to wedding registry, comment on rate tag, discuss, review
  95. Conversations Initiate Comment Rate and Report Reply
  96. Talking about talking
  97. Sharing
  98. In the spirit of sharing  #socialarchitecture @Cwodtke @JenG24 #ias10
  99. Sharing is key <ul><li>“ How do you know which social sites are most popular? Aside from looking at the raw traffic numbers, a good indicator is data about which sites are seeing the most content shared on them.” </li></ul><ul><li> </li></ul>DM – JenG24 to Brent DM – JenG24 to Google Guy
  100. The fight for pie
  101. User Emotions <ul><li>DESIRES </li></ul><ul><li>I want to look smart or cool in front of my network </li></ul><ul><li>I need to know who will hear me </li></ul><ul><li>I want to know what to expect </li></ul><ul><li>It needs to be easy, easier than email </li></ul><ul><li>I want to see immediate gratification for taking action </li></ul><ul><li>I want to stay in touch with people </li></ul><ul><li>FEARS </li></ul><ul><li>I don’t want to look stupid </li></ul><ul><li>I don’t want to make a mistake </li></ul><ul><li>I don’t want to seem spammy </li></ul><ul><li>I feel like I’m speaking into radio silence </li></ul><ul><li>I don’t know what to say </li></ul><ul><li>I don’t want to embarrass myself or be 2 nd to market </li></ul>DM – JenG24 to Rachel
  102. Ideals <ul><li>Reduce barriers to entry: widen the funnel of shared content </li></ul><ul><li>Make the flow dead simple - everywhere </li></ul><ul><li>Hold the users hand throughout the process </li></ul><ul><li>Reward the sharer </li></ul>
  103. Look Smart, not stupid <ul><li>Preview the post </li></ul><ul><li>Awesome object display </li></ul><ul><li>Never 2 nd to market </li></ul><ul><li>See your own update </li></ul><ul><li>Character count </li></ul><ul><li>Easy delete </li></ul>
  104. I don’t want to spam my network <ul><li>Visible Visibility </li></ul><ul><li>Lots of contexts (topic pages, groups) </li></ul>| found via Nate Johnson
  105. I have nothing to say <ul><li>Share links </li></ul><ul><li>Reshare </li></ul><ul><li>Like </li></ul><ul><li>Structured forms </li></ul><ul><li>Comments can be a gateway drug </li></ul>
  106. People retweet links
  107. What do they retweet?
  108. Social is the new primary source
  109. Rewards and Feedback <ul><li>Stats </li></ul><ul><li>Mechanisms for discovery </li></ul><ul><li>Immediate feedback </li></ul><ul><li>Lightweight commenting </li></ul>
  110. Metrics Consumers Contributors DM – JenG24 to Google Guy
  111. Metrics <ul><li>Basic </li></ul><ul><ul><li>Shares </li></ul></ul><ul><ul><li>Reshares </li></ul></ul><ul><ul><li>Likes/Recommendations </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Uniques viewing </li></ul></ul><ul><ul><li>Uniques contributing </li></ul></ul><ul><ul><li>Time Spent </li></ul></ul><ul><ul><li>Page Views </li></ul></ul><ul><li>Tipping </li></ul><ul><ul><li>Viewers  Readers </li></ul></ul><ul><ul><li>Readers  Likers </li></ul></ul><ul><ul><li>Likers  Commenters </li></ul></ul><ul><ul><li>Commenters  Resharers </li></ul></ul><ul><ul><li>Resharers  Contributors </li></ul></ul>
  112. Collaborate
  113. STRATEGIZE <ul><li>Exercise 4: what are the social objects and what do people do? </li></ul>i.e. What are your nouns and verbs? Activity Collab Comm Share
  114. Social Space presence Sign-up Invitations Relationships Identity Activity Invitations Collab Comm Share Groups Attention Contacts Presence Reputation Profile Distribution (Viral) Sign-up
  115. Viral Distribution
  116. <ul><li>Gladwell </li></ul><ul><li>Duncan watts </li></ul>
  117. <ul><li>“ There was the president of the Hush Puppies company, of Rockford, Michigan, population thirty-eight hundred, sharing a stage with Calvin Klein and Donna Karan and Isaac Mizrahi-and all because some kids in the East Village began combing through thrift shops for old Dukes. Fashion was at the mercy of those kids, whoever they were, and it was a wonderful thing if the kids picked you, but a scary thing, too, because it meant that cool was something you could not control . You needed someone to find cool and tell you what it was.” </li></ul><ul><li>- Malcom Gladwell </li></ul>
  118. Nobody knows anything. – William Goldman
  120. B=f(P,E) B ehavior is a f unction of a P erson and his E nvironment
  121. Some Patterns
  122. FRICTIONLESS <ul><li>I think, I blink </li></ul>
  124. Are you sure? Really sure? Absolutely sure? Argh... Maybe not
  126. CLEAR <ul><li>Don’t make me choose </li></ul>
  127. Jam jar A grocery store alternated allowing customers to sample 24 different flavors of jam & 6 different flavors of jam. With 24, more people came to the table but 1/10th as many people bought jam. Barry Schwartz, Paradox of Choice
  128. Whateevershare Adaptive Path, using “Share this” widget
  129. Pick your channels Slideshare New York Times
  130. New youtube
  132. Viral Coefficient <ul><li>Invite-based Viral Coef. = </li></ul><ul><li>Input </li></ul><ul><li>X # of Invitations </li></ul><ul><li>X Delivery Rate </li></ul><ul><li>X Open Rate </li></ul><ul><li>X Click Rate </li></ul><ul><li>X Sign Ups </li></ul><ul><li>X New Invitations </li></ul>
  134. AT HAND <ul><li>See it, use it </li></ul>
  135. <ul><li>Table setting? </li></ul>
  137. IMPACTFUL <ul><li>Maximize reach </li></ul>
  138. Email this Consumer Broadcaster
  139. Newsfeed, Network Updates Consumer Consumer Consumer Consumer Consumer Broadcaster
  140. Groups, Asymmetric Follow spark
  142. Relationship antipatterns <ul><li>High-level antipatterns </li></ul><ul><li>Explicit “Will you be my friend” requests </li></ul><ul><li>Teach a man to be phished (adactio) </li></ul><ul><li>Don’t break email (do-not-reply) </li></ul><ul><li>Auto-faux-pas (notification of rejection / unsub / delinking / re-follow) </li></ul><ul><li>Having to spam my friends… </li></ul>
  143. TARGETED <ul><li>Features for the most useful users </li></ul>
  146. OUTREACH <ul><li>Social seo </li></ul>
  147. <ul><li><meta name=&quot;description&quot; content=&quot;Find cheap airline tickets, hotels, great cruise and vacation packages, honeymoon travel guides, flight information and more, with Yahoo! Travel.&quot; /> <meta name=&quot;verify-v1&quot; content=&quot;hfk2kPTdsyPJIULFv58St5zM/BKR4WjvWpVSbgr23vA=&quot; /><meta name=&quot;y_key&quot; content=&quot;17f2f671d47e7697&quot; /><title>Yahoo! Travel - Airline tickets, cheap hotels, cruises, vacations & honeymoon travel</title> </li></ul>
  150. Checklist <ul><li>Frictionless </li></ul><ul><li>Impactful </li></ul><ul><li>Targeted </li></ul><ul><li>Outreach </li></ul>
  151. DISTRIBUTION EXERCISE <ul><li>Think about how you will pull people in… </li></ul><ul><li>How do people share? </li></ul><ul><li>With whom do they share? </li></ul><ul><li>Where and how many of those tools do you place? </li></ul>
  153. Basic Outline <ul><li>Determine which activities your business will support. </li></ul><ul><li>Choose which metrics are most important to the health of your business. </li></ul><ul><li>Determine which screens support 1) and 2) </li></ul><ul><li>Focus like hell on those screens, testing them to make sure they work as well as you need them to. </li></ul>
  154. At Blogger, we determined that our most critical metric was number of posts. An increase in posts meant that people were not just creating blogs, but updating them, and more posts would drive more readership, which would drive more users, which would drive more posts. Ev Williams - Founder of Blogger and Twitter
  155. Time on site Unique users Donations
  156. # visitors + # signups+ # converstion + shared links = Donations
  157. EMBRACE METRICS DRIVEN DESIGN <ul><li>Loving the alien </li></ul>
  158. Highrise A/B testing Original
  159. Can you guess which one worked best?
  160. 1st place 4th place 3rd place 15% improvement 7% improvement 30% improvement 2nd place 27% improvement
  161. YOU CAN’T OPTIMIZE YOUR WAY TO INNOVATION <ul><li>but </li></ul>
  162. Questions? Christina Wodtke @cwodtke Jennifer Ruffner [email_address] @jeng24
  164. Cave
  166. Hut
  168. Stone Age City
  170. VITRUVIUS <ul><li>firmitas ,  utilitas ,  venustas : : durability, convenience, beauty   </li></ul>
  171. Durability “ Durability will be assured when foundations are carried down to the solid ground and materials wisely and liberally selected” Vitruvius
  172. Frank Lloyd Wright’s Imperial Hotel, Japan, survived an earthquake The reflecting pool provided a source of water for fire-fighting; Cantilevered floors and balconies provided extra support for the floors; A copper roof, cannot fall on people below the way a tile roof can; Seismic separation joints, located about every 20 m along the building; Tapered walls, thicker on lower floors, increasing their strength; Suspended piping and wiring, instead of being encased in concrete, smooth curves, making them more resistant to fracture.
  173. Technical Earthquakes Slow loading javascript fails on low bandwidth, and can cause users to accidently search for the label inside your search box. Is your site designed to be robust when things break (for example, filter out the label from the query. Or don’t place labels in fields; it reduces usage anyhow.) I’m searching for “my architect, not “movies, directors, actors”
  174. Social Earthquakes If people post jobs in discussion areas, any user can move them to job board If people use connection invites to spam/market, they can be reported.
  175. Prepare for <ul><li>Technical Tremors </li></ul><ul><li>Execution </li></ul><ul><li>Maintenance </li></ul><ul><li>Scale </li></ul><ul><li>Bandwidth </li></ul><ul><li>Social Faultlines </li></ul><ul><li>Innocents/Idiots </li></ul><ul><li>Trolls </li></ul><ul><li>Spammers </li></ul><ul><li>Criminals </li></ul>
  176. Convenience <ul><li>“ When the arrangement of the apartments is faultless and presents no hindrance to use , and when each class of building is assigned to its suitable and appropriate exposure” Vitruvius </li></ul>Sound familiar? We’re talking usability!
  177. “ Early in life I had to choose between honest arrogance and hypocritical humility. I chose honest arrogance and have seen no occasion to change.” Frank Lloyd Wright Usonian houses were beautiful, human scaled.. And didn’t have closet space. Should we choose beauty over usability sometimes?
  178. Human Human The Facebook Inbox is chock full of annoying non-human mails, despite the fact they know who is human and who I am connected to. Not convenient.
  179.   Bilbao did not leak. I was so proud.
  180.   I call it the &quot;Then What?&quot; Okay, you solved all the problems, you did all the stuff, you made nice, you loved your clients, you loved the materials, you loved the city, you're a good guy, you're a good person... and then what? What do you bring to it?  See his great TED talk
  181. Beauty (delight) “ when the appearance of the work is pleasing and in good taste, and when its members are in due proportion according to correct principles of symmetry.” Vitrvius
  182. “ Less is more.” ~ Mies
  183. SEAGRAM BUILDING (Philip Johnson did interiors, 1957) <ul><li>This logical and elegant 38-story skyscraper (525' H) has alternating horizontal bands of bronze plating and bronze-tinted glass and decorative bronze I-beams which emphasize its verticality. Placed to the rear of its site and set back from Park Avenue, it incorporates a large plaza in the front as part of the design--thus avoiding the need for set-backs. It uses granite pillars at the base and has a two-story glass-enclosed lobby. </li></ul>Seagram Building New York City 1957 Is this Beautiful?
  184. “ Less is a bore.” ~ Venturi
  185. Is this Beautiful?
  186. Do we dictate what is beautiful by constraining user choice?
  187. Or support passionate use that may not meet our aesthetic standards?
  188. Beautiful Convenient Durable Beautiful Convenient Durable
  189. Site Site
  190. Julia Morgan <ul><li>First Bay Tradition </li></ul><ul><li>Natural material from site </li></ul><ul><li>Traditional Craft </li></ul><ul><li>Integrate in surrounds </li></ul><ul><li>Each building a unique work of art </li></ul>
  191. Site=Context Facebook- Personal LinkedIN - Professional
  192. Humans don’t like empty spaces. Create starter objects – newsfeeds can be good.
  193. Servant and Served Spaces ‘ I do not like ducts; I do not like pipes. I hate them really thoroughly, but because I hate them so thoroughly, I feel they have to be given their place . If I just hated them and took no care, I think they would invade the building and completely destroy it.’ The Notebooks and Drawings of Louis I. Kahn , 1962
  194. Services (settings, in this case) are separated from served)
  195. Services intergraded with served is easier to comprehend and use
  196. Centre Pompidou was designed with services revealed rather than hidden
  197. Revealing things usually only available to employees, such as statistics can provide interest and beauty inherit to the product.
  198. Views Hey, it’s the Arc de Triomphe! Corbu’s surrealist apartment obscured views, rather than framed them to create interest
  199. Views into people’s lives
  200. Views into the service before you sign up
  201. Proportion <ul><li>The Key Word is: Proportion. … Relative size, not over-all size, is the factor in determining guidelines which will satisfactorily influence attractive appearance. </li></ul>
  202. Ad out of proportion to content
  203. Ads reflect same sizes and shapes used in design
  204. Speed 25mph 5 mph 60mph Medieval architecture designed to be walked by, prairie houses to drive by slowly at suburban speeds, and the strip for freeway speeds
  205. Speed 25mph 5 mph 60mph Consider speed of use in design; do not slow interface with details upon sign up, richer interface for where people linger and socialize
  206. Movement Gehry designed a static building to feel like it’s moving, inspired by dance
  207. Why are our compositions so static? How should the eye move through this?
  208. Games provide hints to new compositions, metaphors for information spaces
  209. Gehry has been inspired recently by fish. What would a website be if it was a fish?
  210. Twistori’s live stream of data reveals and intrigues. Do you need actual movement to engage?
  211. <ul><li>“ Modern Systems! Yes indeed! To approach everything in a strictly methodical manner and not to waver a hair’s breath from preconceived patterns, until genius has been strangled to death and joie de vivre stifled by the system– that is the sign of our time.” Camillo Sitte </li></ul>
  212. BREAK
  213. Reward/Healthy ecosystem <ul><li>Unique data </li></ul><ul><li>Instantaneous data </li></ul><ul><li>Healthy ecosystem </li></ul>
  214. Other ideas <ul><li>Mechanical Turk </li></ul><ul><li>Core, Venture, Risk </li></ul><ul><li>AB testing </li></ul><ul><li>Default status </li></ul>
  215. Overview <ul><li>Share what: ideas, events, breaking news, job opportunities, gossip, entertainment, pictures, videos, music, games </li></ul><ul><li>Why: reputation building, knowledge proliferation, fodder for discussion & communication, way to reach out, stay in touch, acknowledgment, help each other </li></ul><ul><li>With whom: friends & family, followers, current and former colleagues, work team, like minded- people, people in your field </li></ul><ul><li>Where: email, in person, bookmarklets & badges, group distribution lists, blogs, twitter, social networks, aggregators (friendfeed), im, text, wiki/ intranet </li></ul>