Mo.De. Motivational Design: Motivational Hooks

Erin 'Folletto' Casali

•

Oct. 19, 2009

• •

Is there a good motivation
to hook the user
on your social network?

Gianandrea Giacoma & Davide ‘Folletto’ Casa...

what’s this about?

Next SlideShares

Upcoming SlideShare

Mastering Feedback: You, the Team, the Product

Mastering Feedback: You, the Team, the Product

Loading in …3

×

Mo.De. Motivational Design: Motivational Hooks

Oct. 19, 2009

• •

Download to read offline

Technology Business

How can you fill the gap between your users and the social software you're building?
You have to understand that behavior is a consequence and not a cause.

Welcome to Motivational Hooks and the methodology, Motivational Design (Mo.De.).

Authors: G. Giacoma, D. Casali

Erin 'Folletto' Casali Keynote Author

Sr Director, Product Design

How can you fill the gap between your users and the social software you're building?
You have to understand that behavior is a consequence and not a cause.

Welcome to Motivational Hooks and the methodology, Motivational Design (Mo.De.).

Authors: G. Giacoma, D. Casali

Technology Business

License: CC Attribution-ShareAlike License

More Related Content

So You Want to Start a Podcast: Finding Your Voice, Telling Your Story, and Building a Community That Will Listen Kristen Meinzer

Talk to Me: How Voice Computing Will Transform the Way We Live, Work, and Think James Vlahos

From Gutenberg to Google: The History of Our Future Tom Wheeler

SAM: One Robot, a Dozen Engineers, and the Race to Revolutionize the Way We Build Jonathan Waldman

The Future Is Faster Than You Think: How Converging Technologies Are Transforming Business, Industries, and Our Lives Peter H. Diamandis

Autonomy: The Quest to Build the Driverless Car—And How It Will Reshape Our World Lawrence D. Burns

No Filter: The Inside Story of Instagram Sarah Frier

Bezonomics: How Amazon Is Changing Our Lives and What the World's Best Companies Are Learning from It Brian Dumaine

Live Work Work Work Die: A Journey into the Savage Heart of Silicon Valley Corey Pein

Future Presence: How Virtual Reality Is Changing Human Connection, Intimacy, and the Limits of Ordinary Life Peter Rubin

Life After Google: The Fall of Big Data and the Rise of the Blockchain Economy George Gilder

Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are Seth Stephens-Davidowitz

Authentic: A Memoir by the Founder of Vans Louise Maclellan

We Should All Be Millionaires: A Woman’s Guide to Earning More, Building Wealth, and Gaining Economic Power Rachel Rodgers

Believe IT: How to Go from Underestimated to Unstoppable Jamie Kern Lima

Hot Seat: What I Learned Leading a Great American Company Jeff Immelt

The Quiet Zone: Unraveling the Mystery of a Town Suspended in Silence Stephen Kurczy

The Wires of War: Technology and the Global Struggle for Power Jacob Helberg

System Error: Where Big Tech Went Wrong and How We Can Reboot Rob Reich

After Steve: How Apple Became a Trillion-Dollar Company and Lost its Soul Tripp Mickle

Dignity in a Digital Age: Making Tech Work for All of Us Ro Khanna

Einstein's Fridge: How the Difference Between Hot and Cold Explains the Universe Paul Sen

Driven: The Race to Create the Autonomous Car Alex Davies

Test Gods: Virgin Galactic and the Making of a Modern Astronaut Nicholas Schmidle

Second Nature: Scenes from a World Remade Nathaniel Rich

Spooked: The Trump Dossier, Black Cube, and the Rise of Private Spies Barry Meier

A World Without Work: Technology, Automation, and How We Should Respond Daniel Susskind

Lean Out: The Truth About Women, Power, and the Workplace Marissa Orr

Blockchain: The Next Everything Stephen P. Williams

Uncanny Valley: A Memoir Anna Wiener

User Friendly: How the Hidden Rules of Design Are Changing the Way We Live, Work, and Play Cliff Kuang

Bitcoin Billionaires: A True Story of Genius, Betrayal, and Redemption Ben Mezrich

Mo.De. Motivational Design: Motivational Hooks

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