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Designing
Social Interfaces
5 principles
5 practices
5 anti-patterns

erin malone
A little about me

                    @emalone
People are unpredictable
Enter text here
new social media : always awkward
Designing social requires different thinking

  Organic
        vs Static

  Emotional
        vs Data

  Relationships
   ...
The two leading reasons people
contribute content to social [shopping]
        sites are the need to
feel part of a commun...
5 Principles
Pave text here
Enterthe cowpaths
Dogster started as a photosharing service.
  Shifted focus to pets once company saw
people were primarily uploading pics a...
Talk like a here
Enter text 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
 ...
Be open. Play well with others.
Enter text here
Embrace open standards
Share data outside of the bounds of your application
Accept external data within the sphere of your...
Learn from games
Enter text here
Learn from games




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


                          Game Mechanics
                          Collecting
                  ...
Respect the ethical dimension
Enter text here
Respect the ethical dimension




                       Some of the forces that must be
                       balanced, ...
5brief tour of 96 patterns
or a
     Practices
The Ecosystem
The Ecosystem
Give text here
Enterpeople a way to be identi ed
Enterpeople a way to be identi ed & to identify themselves
Give text here
Self
Attribution and Avatars




                      Identity doesn’t alway have to manifest itself
                      in ...
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 text here
Enterpeople something to do
It’s a continuum
It’s a continuum
Activities involving objects
It’s a continuum


     Collecting One
        Sharing One to one
 Broadcasting & One to many
     Publishing
      Feedba...
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
Enter text here to real life events
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
Enter text here




                                        Gently m...
Connections and Community
Enabling people to make connections




                                         Circles of
                              ...
Enter text here


          Norms




                  Report Abuse




Model Citizen
5 Anti-Patterns
Cargo Cult
Enter text here
Cargo Cult
Cargo Cult
Don’t break email
Enter text here
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
Enter text here
The Password Anti-Pattern




iLike


                            Plaxo
The Password Anti-Pattern




                            yelp
Ex-Boyfriend Bug
Enter text here
Potemkin here
Enter text 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
http://www.designingsocialinterfaces.c...
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Los Angeles IxDA - Designing Social Interfaces

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Version of the Designing Social Interfaces - 5 patterns, 5 practices, 5 anti-patterns talk I did for the IxDA Los Angeles group. Slightly different from the SF talk by the addition of a few new slides.

Published in: Design, Technology, Business

Los Angeles IxDA - Designing Social Interfaces

  1. 1. Designing Social Interfaces 5 principles 5 practices 5 anti-patterns erin malone
  2. 2. A little about me @emalone
  3. 3. People are unpredictable Enter text here
  4. 4. new social media : always awkward
  5. 5. 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
  6. 6. The two leading reasons people contribute content to social [shopping] sites are the need to feel part of a community(31%) and recognition from peers (28%). ~IBM Institute for Business Value, August 2007
  7. 7. 5 Principles
  8. 8. Pave text here Enterthe cowpaths
  9. 9. Dogster started as a photosharing service. Shifted focus to pets once company saw people were primarily uploading pics and talking about their dogs.
  10. 10. Talk like a here Enter text person
  11. 11. Do you want to talk to your customers like this? Or like this?
  12. 12. How to talk like a person Conversational Voice Self-Deprecating Error Messages Ask Questions Your vs. My No Joking Around
  13. 13. Be open. Play well with others. Enter text here
  14. 14. 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
  15. 15. Learn from games Enter text here
  16. 16. Learn from games What are Game Mechanics? The systems and features that make games fun, compelling and addictive. ~Amy Jo Kim
  17. 17. 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
  18. 18. Respect the ethical dimension Enter text here
  19. 19. Respect the ethical dimension Some of the forces that must be balanced, to apply many of these patterns, involve ethical dilemmas
  20. 20. 5brief tour of 96 patterns or a Practices
  21. 21. The Ecosystem
  22. 22. The Ecosystem
  23. 23. Give text here Enterpeople a way to be identi ed
  24. 24. Enterpeople a way to be identi ed & to identify themselves Give text here
  25. 25. Self
  26. 26. Attribution and Avatars Identity doesn’t alway have to manifest itself in a complicated or robust pro le.
  27. 27. User Cards Identity doesn’t alway have to manifest itself in a complicated or robust pro le.
  28. 28. Make sure there is a “there” there. What’s your social object?
  29. 29. The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.
  30. 30. Social Networks form around Social Objects, not the other way around. ~ Hugh MacLeod GapingVoid.com
  31. 31. Give text here Enterpeople something to do
  32. 32. It’s a continuum
  33. 33. It’s a continuum
  34. 34. Activities involving objects
  35. 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. 36. Activities involving objects Books: ratings, reviews, search Public conversation
  37. 37. Activities involving objects Photos: collecting, sharing, comments, favoriting, groups, broadcasting
  38. 38. Activities involving objects Labels, ratings, reviews, levels Collecting, Ratings, Reviews Tagging Sharing
  39. 39. Enable a bridge Enter text here to real life events
  40. 40. Bridging Real Life
  41. 41. Taking it offline Geo-Mobile Face-to-face meeting
  42. 42. And then back online After the Party Face-to-face meeting
  43. 43. Let the community elevate people & content they value Enter text here Gently moderate
  44. 44. Connections and Community
  45. 45. Enabling people to make connections Circles of Connections Find People Adding Friends Fans & Fame
  46. 46. Enter text here Norms Report Abuse Model Citizen
  47. 47. 5 Anti-Patterns
  48. 48. Cargo Cult Enter text here
  49. 49. Cargo Cult
  50. 50. Cargo Cult
  51. 51. Don’t break email Enter text here
  52. 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. 53. The Password Anti-Pattern Enter text here
  54. 54. The Password Anti-Pattern iLike Plaxo
  55. 55. The Password Anti-Pattern yelp
  56. 56. Ex-Boyfriend Bug Enter text here
  57. 57. Potemkin here Enter text Village
  58. 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. 59. The Ecosystem - it’s balance with tradeoffs
  60. 60. Thanks Erin @emalone erin@tangible-ux.com http://www.designingsocialinterfaces.com buy the book http://www.designingsocialinterfaces.com

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