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Social Experience Design @ Interaction 13

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Social Experience Design @ Interaction 13

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This is the in-depth presentation I did at Interaction 13 in Toronto. It gives first an approach grounded in the theory of complexity and then expands on the two fundamentals to design social experiences.

This is the in-depth presentation I did at Interaction 13 in Toronto. It gives first an approach grounded in the theory of complexity and then expands on the two fundamentals to design social experiences.

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Social Experience Design @ Interaction 13

  1. SOCIAL Davide ‘Folletto’ Casali EXPERIENCE DESIGN
  2. NIGHT.EU Head of Design Startup Advisor
  3. Manifesto Ibridi manifestoibridi.org
  4. @Folletto
  5. PERSPECTIVE A CHANGE OF
  6. What is a Social Network?
  7. Social Networks are Complex Systems
  8. Weather Everyone here Language The person near you
  9. Entity as Group Entity as Individual
  10. No simplification Simplification Banalization UNMANAGEABLE UNUSEFUL Thanks to Tullio Tinti
  11. MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10 8 10. Material 9 09. Delays 2 08. Negative loops 7 3 1 07. Positive loops 6 06. Information 11 4 5 05. Rules 12 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system
  12. MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10 8 10. Material 9 09. Delays 2 08. Negative loops 7 3 1 07. Positive loops 6 06. Information 11 4 5 05. Rules 12 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system 12
  13. MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10 8 10. Material 9 09. Delays 08. Negative loops 2 7 All 3 1 07. Positive loops 6 06. Information 4 5 05. Rules 11 Mgmt 12 04. Change & self-organize 03. Goals CEO 02. Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system 13
  14. Data 09. Delays
  15. I have the data. Now what?
  16. Feedback 06. Information
  17. Jawbone UP Life tracking
  18. I have the feedback. And now?
  19. Nest Learning Thermostat
  20. ? Raise your hand if you know the main steps of the ISO 13407 UCD process
  21. USER CENTERED DESIGN: ISO 13407 (1999) 6 STEPS, ITERATING Specify the user & organizational requirements Understand & Produce Identify need of user specify the design centered design context of use solutions Evaluate design against requirements System meets specified functional, user & organizational requirements
  22. 3D METHOD Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/
  23. AGILE METHODS
  24. DIFFERENT APPROACHES? IDEO Inspiration Ideation Implementation XPLANE Discover Concept Design Do CHESKIN Envision Explore Create Inspire Express CONIFER Research Catalog Synthesis Insights COOPER Research Modeling, Scenarios Framework Design Communicate FROG Discover Design Deliver FITCH Discover Define Design Do N MELVILLE Explore Discover Concept & Design Implement & Assess Stephanie Gioia (2011) http://www.visualmba.info.
  25. “ The great teams never talked about process. If you’re getting something, you’ve got some kind of process. When you formalize that process, that’s a methodology. When that hardens, you’ve got a dogma. Jared Spool ”
  26. observe dot LOOP do think
  27. observe observe dot LOOP dot LOOP do think do think Iterative Complex systems
  28. observe dot observe dot dot LOOP LOOP do think do LOOP think
  29. 1. Identify a DOT Loop Think about the latest social project you did. Do Try identifying which Observe DOT Loop you worked Think to enable for the client.
  30. If the loop breaks... You’re dead.
  31. Facebook Twitter Orkut MySpace Friendster
  32. Keep adapting.
  33. “ Be water my friend. Bruce Lee ”
  34. SOCIAL EXPERIENCE DESIGN
  35. Motivational Design Davide Casali Gianandrea Giacoma
  36. Motivations Behaviours PROPERTIES OF THE MIND Perceptions HUMAN BEINGS Ergonomy Movement PROPERTIES OF THE BODY Biology
  37. “ Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration. Niccolò Machiavelli ”
  38. UNDERSTAND RELATIONAL MOTIVATIONS
  39. Four Relational Motivations
  40. Competition
  41. Competition A good way to promote competition is by comparing the metrics you want the users to compete on.
  42. Excellence
  43. Excellence A good way to promote excellence is to show the user successes and activities to the world. http://makes--me--wonder.deviantart.com
  44. Curiosity
  45. Curiosity A good way to promote curiosity is by creating stories, paths, connecting content together. http://dsasec.deviantart.com
  46. Affection
  47. Affection An good way to promote affection is by showing the human, warm side and voice. Photo by gagilas
  48. THEY ACT AT DIFFERENT LEVELS 1. COMMUNITY 2. BRAND 3. COMPANY 4. INTERACTIONS
  49. COMMUNITY
  50. MOTIVATIONAL DIAMOND Facebook Competition Affection Excellence Curiosity
  51. MOTIVATIONAL DIAMOND Facebook with Games Competition Affection Excellence Curiosity
  52. MOTIVATIONAL DIAMOND DeviantArt Competition Affection Excellence Curiosity
  53. MOTIVATIONAL DIAMOND MySpace Competition Affection Excellence Curiosity
  54. MOTIVATIONAL DIAMOND Twitter Competition Affection Excellence Curiosity
  55. BRAND
  56. MOTIVATIONAL DIAMOND Red Bull Competition Affection Excellence Curiosity
  57. MOTIVATIONAL DIAMOND Nike Competition Affection Excellence Curiosity
  58. MOTIVATIONAL DIAMOND Coca Cola Competition Affection Excellence Curiosity
  59. MOTIVATIONAL DIAMOND Nokia, as brand Competition Affection Excellence Curiosity
  60. COMPANY
  61. MOTIVATIONAL DIAMOND Bank of England Competition Affection Excellence Curiosity
  62. MOTIVATIONAL DIAMOND RSA Competition Affection Excellence Curiosity
  63. MOTIVATIONAL DIAMOND Nokia Competition Affection Excellence Curiosity
  64. 2. Relational Motivations Given the DOT Loop from before, try to identify which Competition Relational Motivations Excellence are driving its social Curiosity dynamics. Affection
  65. Remember: RELATIONS
  66. DESIGN SOCIAL USABILITY
  67. RELATIONS
  68. RELATIONS IDENTITY
  69. RELATIONS COMMUNICATION IDENTITY
  70. EMERGENCE OF GROUPS
  71. RELATIONS In Friendfeed there’s an excellent feature that shows you the messages where your friend answered or liked. This works on the Curiosity motivation.
  72. RELATIONS The Like button has a very clever design that highlight your relationships: wherever you are on the web, seeing the face of a friend of yours there is incredibly reassuring. This works on the Affection motivation.
  73. IDENTITY Might be surprising, but the old MySpace excelled in something: identity. The high degree of customization, allowed by a workaround, triggered an incredible level of self- expression (with all its consequences). This works on the Excellence motivation.
  74. IDENTITY Twitter has one of the best identity expression feature around for simplicity and efficiency: the custom background changes completely the page look and feel. This works on the Excellence motivation.
  75. IDENTITY Many games put a lot of emphasis on identity, think for example about World of Warcraft and Second Life. This works on the Excellence motivation.
  76. COMMUNICATION Another strong element of Twitter is its focus on communication, in particular broadcast communication. This works on the Curiosity motivation.
  77. COMMUNICATION Often ignored, instant messaging systems are incredibly powerful social networks focused on communication. Skype is an excellent example of this, allowing multiple types of communication in one. This works on the Curiosity motivation.
  78. EMERGENCE OF GROUPS Another feature of Skype that is so simple it’s almost not noticed is it’s ability to create groups on the fly. You need to talk with a couple of friend right now? Create a chat ad hoc with a couple of clicks, done! This works on the Affection motivation.
  79. EMERGENCE OF GROUPS The king here today is Google+, even if with the Circles concept it has a very specific interpretation of group. This works on the Affection motivation.
  80. EMERGENCE OF GROUPS Facebook has introduced a very interesting feature as well: dynamic groups. This works on the Affection motivation.
  81. RICE Photo by iz4aks
  82. DOWNLOAD THE CHECKLIST http://j.mp/su-pdf
  83. 3. Social Usability Take the Relational Motivation you defined Relations before and think what Identity kind of social usability Communication hook it could use. Emergence of Groups
  84. Social Usability open the road Relational Motivations gives direction Photo by 49937157@N03
  85. INSIDE & OUTSIDE
  86. BE A DOUBLE-PYRAMID SOCIAL BUSINESS Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics
  87. BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS Social Business Values, products, services Users Crowdsourcing, WoM, etc
  88. “ We really think of the Zappos brand as about great service, and we just happen to sell shoes. Tony Hsieh ”
  89. YOU CAN’T FAKE.
  90. A CONNECTED COMPANY
  91. Do Competition Relations Observe Excellence Identity Think Curiosity Communication Affection Emergence of Groups
  92. “ To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify. Bruno Munari ”
  93. Thanks. @Folletto

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