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5 principles
                                   5 practices
                                   5 anti-patterns

Designing
...
A little about us: erin malone
                                 @emalone
A little about us: erin malone
                                 @emalone
A little about us: christian crumlish
                                  @mediajunkie
A little about us: christian crumlish
                                  @mediajunkie
People are unpredictable
new social media : always awkward
Designing social requires different thinking

  Organic
        vs Static

  Emotional
        vs Data

  Relationships
  ...
5 Principles
Pave the cowpaths
Dogster started as a photosharing service.
 Shifted focus to pets once company saw people were
primarily uploading pics an...
Talk like a person
Do you want to talk to your
customers like this?




Or like this?
How to talk like a person




  Conversational Voice
  Self-Deprecating Error Messages
  Ask Questions
  Your vs. My
  No ...
Be open. Play well with others
Embrace open standards
Share data outside of the bounds of your application
Accept external data within the sphere of your...
Learn from games
Learn from games




                   What are Game
                   Mechanics?
                   The systems and fea...
How to learn from games

                          Game Mechanics
                          Collecting
                   ...
Respect the ethical dimension
Respect the ethical dimension




                     Some of the forces that must be
                     balanced, to a...
5a brief tour of 96 patterns
or
   Practices
The Ecosystem
Give people a way to be identified
And to identify themselves
Self
Attribution and Avatars




                    Identity doesn’t alway have to manifest itself
                    in a co...
User Cards




             Identity doesn’t alway have to manifest itself
             in a complicated or robust pro le.
Make sure there is a “there” there. What’s your social object?
The Social
Object, in a
nutshell, is
the reason
two people
are talking
to each
other, as
opposed to
talking to
somebody
el...
Social Networks form
around Social Objects, not
the other way around.
       ~ Hugh MacLeod
         GapingVoid.com
Give people something to do
It’s a continuum
Activities involving objects
It’s a continuum

           Collecting One
             Sharing One to one
     Broadcasting & One to many
          Publ...
Activities involving objects




Books: ratings, reviews, search




                                  Public conversation
Activities involving objects




                               Photos: collecting, sharing,
                             ...
Activities involving objects

                                Labels, ratings, reviews, levels

Collecting, Ratings, Revie...
Enable a bridge to real life
Bridging Real Life
Taking it offline




            Geo-Mobile




                         Face-to-face meeting
And then back online




                       After the Party
                       Face-to-face meeting
Let the community elevate people & content they value




                                     Gently moderate
Connections & Community
Enabling people to make connections


                                      Circles of
                                   ...
Enter text here

           Norms




                   Report Abuse




Model Citizen
5 Anti-Patterns
Cargo Cult
Cargo Cult
Cargo Cult
Don’t break email
Don’t break email




Facebook breaks email since you can’t reply to messages
that arrive in the inbox.
Basecamp allows pe...
The Password Anti-Pattern
The Password Anti-Pattern




iLike


                            Plaxo
The Password Anti-Pattern




                            yelp
The Ex-boyfriend bug
Potemkin Village
Instead of building a Potemkin
Village, the architects of the
relaunched dead.net site started
with a judicious few groups...
The Ecosystem - it’s balance with tradeoffs
Thanks
Erin
@emalone
erin@tangible-ux.com

Christian
@mediajunkie
xian@pobox.com         buy the book
                    ...
How to
Play the
Game
Game Goals

•   Build a social digital product    •   Work as a team to collaborate
    around an object for a speci c    ...
Game Play
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IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 1 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 2 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 3 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 4 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 5 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 6 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 7 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 8 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 9 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 10 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 11 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 12 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 13 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 14 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 15 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 16 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 17 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 18 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 19 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 20 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 21 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 22 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 23 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 24 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 25 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 26 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 27 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 28 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 29 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 30 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 31 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 32 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 33 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 34 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 35 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 36 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 37 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 38 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 39 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 40 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 41 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 42 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 43 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 44 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 45 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 46 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 47 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 48 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 49 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 50 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 51 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 52 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 53 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 54 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 55 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 56 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 57 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 58 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 59 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 60 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 61 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 62 IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces Slide 63
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Patterns, Principles, Practices for Designing Social interfaces. Slight changes to previous talks and a new design template.

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IAI Workshop for IA SUmmit 2010 - Designing Social Interfaces

  1. 5 principles 5 practices 5 anti-patterns Designing Social Interfaces christian crumlish & erin malone
  2. A little about us: erin malone @emalone
  3. A little about us: erin malone @emalone
  4. A little about us: christian crumlish @mediajunkie
  5. A little about us: christian crumlish @mediajunkie
  6. People are unpredictable
  7. new social media : always awkward
  8. Designing social requires different thinking Organic vs Static Emotional vs Data Relationships vs Transactions Continuum vs One Grand Gesture ~ Deb Shultz, Altimeter Group photo © erin malone
  9. 5 Principles
  10. Pave the cowpaths
  11. Dogster started as a photosharing service. Shifted focus to pets once company saw people were primarily uploading pics and talking about their dogs.
  12. Talk like a person
  13. Do you want to talk to your customers like this? Or like this?
  14. How to talk like a person Conversational Voice Self-Deprecating Error Messages Ask Questions Your vs. My No Joking Around
  15. Be open. Play well with others
  16. Embrace open standards Share data outside of the bounds of your application Accept external data within the sphere of your application Support two-way interoperability
  17. Learn from games
  18. Learn from games What are Game Mechanics? The systems and features that make games fun, compelling and addictive. ~Amy Jo Kim
  19. How to learn from games Game Mechanics Collecting gives bragging rights, encourages completion Points game points by systems, social points by others, drives loyalty, drives behavior unlock new powers or access Feedback social feedback drives engagement accelerates mastery and adds fun Exchanges structured social interactions explicit or implicit Customization character or interface
  20. Respect the ethical dimension
  21. Respect the ethical dimension Some of the forces that must be balanced, to apply many of these patterns, involve ethical dilemmas
  22. 5a brief tour of 96 patterns or Practices
  23. The Ecosystem
  24. Give people a way to be identified
  25. And to identify themselves
  26. Self
  27. Attribution and Avatars Identity doesn’t alway have to manifest itself in a complicated or robust pro le.
  28. User Cards Identity doesn’t alway have to manifest itself in a complicated or robust pro le.
  29. Make sure there is a “there” there. What’s your social object?
  30. The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.
  31. Social Networks form around Social Objects, not the other way around. ~ Hugh MacLeod GapingVoid.com
  32. Give people something to do
  33. It’s a continuum
  34. Activities involving objects
  35. It’s a continuum Collecting One Sharing One to one Broadcasting & One to many Publishing Feedback One to one, One to an object Communicating One to one, One to many, Many to many Collaboration Many to many Social Media Ecosystem
  36. Activities involving objects Books: ratings, reviews, search Public conversation
  37. Activities involving objects Photos: collecting, sharing, comments, favoriting, groups, broadcasting
  38. Activities involving objects Labels, ratings, reviews, levels Collecting, Ratings, Reviews Tagging Sharing
  39. Enable a bridge to real life
  40. Bridging Real Life
  41. Taking it offline Geo-Mobile Face-to-face meeting
  42. And then back online After the Party Face-to-face meeting
  43. Let the community elevate people & content they value Gently moderate
  44. Connections & Community
  45. Enabling people to make connections Circles of Connections Find People Adding Friends Fans & Fame
  46. Enter text here Norms Report Abuse Model Citizen
  47. 5 Anti-Patterns
  48. Cargo Cult
  49. Cargo Cult
  50. Cargo Cult
  51. Don’t break email
  52. Don’t break email Facebook breaks email since you can’t reply to messages that arrive in the inbox. Basecamp allows people to reply as they are accustomed to and the message goes back into the stream on the site.
  53. The Password Anti-Pattern
  54. The Password Anti-Pattern iLike Plaxo
  55. The Password Anti-Pattern yelp
  56. The Ex-boyfriend bug
  57. Potemkin Village
  58. Instead of building a Potemkin Village, the architects of the relaunched dead.net site started with a judicious few groups and then let the community spawn the rest.
  59. The Ecosystem - it’s balance with tradeoffs
  60. Thanks Erin @emalone erin@tangible-ux.com Christian @mediajunkie xian@pobox.com buy the book http://www.designingsocialinterfaces.com
  61. How to Play the Game
  62. Game Goals • Build a social digital product • Work as a team to collaborate around an object for a speci c and build the best products audience delivered in a speci c way • Play against another team • Deliver a well rounded product (with features across Identity, Activities and Relationships) • Build products in a de ned time frame
  63. Game Play
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Patterns, Principles, Practices for Designing Social interfaces. Slight changes to previous talks and a new design template.

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