Mo.De. Motivational Design: Motivational Hooks

Erin 'Folletto' Casali
Erin 'Folletto' CasaliVP/Sr Director, Product & Design at Xero
Is there a good motivation
      to hook the user
 on your social network?


  Gianandrea Giacoma & Davide ‘Folletto’ Casali
what’s this about?
SOCIAL NETWORK
SOCIAL NETWORK

it’s a network of people
SOCIAL NETWORK

it’s a network of people

               psychological
       complex
                and social
       systems
                 dynamics
How does a social
 network work?
How does a social
 network work?
1.   A good marketing campaign
2.   A rich array of features
3.   Alignment with user motivations
4.   A good website usability
it’s a network of people

               psychological
       complex
                and social
       systems
                 dynamics


                 motivation
you need motivation!
MOTIVATION
MOTIVATION


 “It’s a dynamic factor of animal
     and human behavior that
activates and directs towards
          an objective”
RELATIONAL MOTIVATIONS
RELATIONAL MOTIVATIONS


  “They’re a dynamic factor of
 human behavior that activate
and direct towards objectives
 that feed social networks”
RELATIONAL MOTIVATIONS

Competition   Excellence   Curiosity   Affection
Competition


Imposition                   Aggressivity
             Confrontation
Excellence


Self-esteem                    Approval
              Acknowledgment
Curiosity


Exploration               Knowledge
               Gaming
Affection


Group                Sharing
        Protection
RELATIONAL MOTIVATIONS
RELATIONAL MOTIVATIONS




        ?

   SOCIAL NETWORK
RELATIONAL MOTIVATIONS




      INTERFACE?




   SOCIAL NETWORK
RELATIONAL MOTIVATIONS




 MOTIVATIONAL HOOKS




   SOCIAL NETWORK
“Technology is an enabler,
but then the dynamics are played
       within interfaces,
  intended as artifacts not only
   cognitive but also social”
Relational
Motivations



              Motivational   Functional
                Hooks          Needs



  Social
 Usability
shall we play?
Author name




              1.   Competition
              2.   Excellence
              3.   Curiosity
              4.   Affection
Author name




              1.   Competition
              2.   Excellence
              3.   Curiosity
              4.   Affection
Profile




         1.   Competition
         2.   Excellence
         3.   Curiosity
         4.   Affection
Profile




         1.   Competition
         2.   Excellence
         3.   Curiosity
         4.   Affection
Hint




1.   Competition
2.   Excellence
3.   Curiosity
4.   Affection
Hint




1.   Competition
2.   Excellence
3.   Curiosity
4.   Affection
Vote




       1.   Competition
       2.   Excellence
       3.   Curiosity
       4.   Affection
Vote




       1.   Competition
       2.   Excellence
       3.   Curiosity
       4.   Affection
Top users




            1.   Competition
            2.   Excellence
            3.   Curiosity
            4.   Affection
Top users




            1.   Competition
            2.   Excellence
            3.   Curiosity
            4.   Affection
Trust




        1.   Competition
        2.   Excellence
        3.   Curiosity
        4.   Affection
Trust




        1.   Competition
        2.   Excellence
        3.   Curiosity
        4.   Affection
Badges




         1.   Competition
         2.   Excellence
         3.   Curiosity
         4.   Affection
Badges




         1.   Competition
         2.   Excellence
         3.   Curiosity
         4.   Affection
Suggestions




              1.   Competition
              2.   Excellence
              3.   Curiosity
              4.   Affection
Suggestions




              1.   Competition
              2.   Excellence
              3.   Curiosity
              4.   Affection
Invites




          1.   Competition
          2.   Excellence
          3.   Curiosity
          4.   Affection
Invites




          1.   Competition
          2.   Excellence
          3.   Curiosity
          4.   Affection
interestingly enough...
details matters!
whoops!
Relational
Motivations



              Motivational   Functional
                Hooks          Needs



  Social
 Usability
Relational
Motivations



              Motivational   Functional
                Hooks          Needs



  Social
 Usability
Motivational Design
what do you think?
Gianandrea Giacoma
ibridazioni.com
gianandrea.giacoma@gmail.com




Davide ‘Folletto’ Casali
intenseminimalism.com
folletto@gmail.com




      UXcamp
      Firenze, 17 ottobre 2009
      uxcamp.it
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Mo.De. Motivational Design: Motivational Hooks