SOCIAL Davide ‘Folletto’ Casali EXPERIENCE
DESIGN

NIGHT.EU Head of Design Startup
Advisor

Manifesto Ibridi
manifestoibridi.org

@Folletto

PERSPECTIVE
A CHANGE OF

What is a Social Network?

Social Networks are Complex Systems

Weather Everyone here Language The
person near you

Entity as Group Entity as
Individual

No simplification Simplification Banalization UNMANAGEABLE
UNUSEFUL Thanks to Tullio Tinti

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

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 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

Data
09. Delays

I have the data. Now
what?

Feedback
06. Information

Jawbone UP
Life tracking

I have the feedback. And
now?

Nest
Learning Thermostat

? Raise your hand if
you know the main steps of the ISO 13407 UCD process

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

3D METHOD Dave Gray (2008)
3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/

AGILE METHODS

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.

“ 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 ”

observe
dot
LOOP
do think

observe observe dot LOOP dot
LOOP do think do think Iterative Complex systems

observe dot observe dot dot
LOOP LOOP do think do LOOP think

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.

If the loop breaks... You’re
dead.

Facebook
Twitter
Orkut
MySpace
Friendster

Keep adapting.

“ Be water my friend.
Bruce Lee ”

SOCIAL
EXPERIENCE
DESIGN

Motivational Design Davide Casali Gianandrea
Giacoma

Motivations Behaviours PROPERTIES OF THE
MIND Perceptions HUMAN BEINGS Ergonomy Movement PROPERTIES OF THE BODY Biology

“ Men in general judge
more from appearances than from reality. All men have eyes, but few have the gift of penetration. Niccolò Machiavelli ”

UNDERSTAND
RELATIONAL
MOTIVATIONS

Four Relational Motivations

Competition

Competition A good way to
promote competition is by comparing the metrics you want the users to compete on.

Excellence

Excellence A good way to
promote excellence is to show the user successes and activities to the world. http://makes--me--wonder.deviantart.com

Curiosity

Curiosity A good way to
promote curiosity is by creating stories, paths, connecting content together. http://dsasec.deviantart.com

Affection

Affection An good way to
promote affection is by showing the human, warm side and voice. Photo by gagilas

THEY ACT AT DIFFERENT LEVELS
1. COMMUNITY 2. BRAND 3. COMPANY 4. INTERACTIONS

COMMUNITY

MOTIVATIONAL DIAMOND Facebook Competition Affection
Excellence Curiosity

MOTIVATIONAL DIAMOND Facebook with Games
Competition Affection Excellence Curiosity

MOTIVATIONAL DIAMOND DeviantArt Competition Affection
Excellence Curiosity

MOTIVATIONAL DIAMOND MySpace Competition Affection
Excellence Curiosity

MOTIVATIONAL DIAMOND Twitter Competition Affection
Excellence Curiosity

BRAND

MOTIVATIONAL DIAMOND Red Bull Competition
Affection Excellence Curiosity

MOTIVATIONAL DIAMOND Nike Competition Affection
Excellence Curiosity

MOTIVATIONAL DIAMOND Coca Cola Competition
Affection Excellence Curiosity

MOTIVATIONAL DIAMOND Nokia, as brand
Competition Affection Excellence Curiosity

COMPANY

MOTIVATIONAL DIAMOND Bank of England
Competition Affection Excellence Curiosity

MOTIVATIONAL DIAMOND RSA Competition Affection
Excellence Curiosity

MOTIVATIONAL DIAMOND Nokia Competition Affection
Excellence Curiosity

2. Relational Motivations Given the
DOT Loop from before, try to identify which Competition Relational Motivations Excellence are driving its social Curiosity dynamics. Affection

Remember:
RELATIONS

DESIGN
SOCIAL
USABILITY

RELATIONS

RELATIONS
IDENTITY

RELATIONS
COMMUNICATION
IDENTITY

EMERGENCE OF GROUPS

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.

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.

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.

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.

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.

COMMUNICATION Another strong element of
Twitter is its focus on communication, in particular broadcast communication. This works on the Curiosity motivation.

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.

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.

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.

EMERGENCE OF GROUPS Facebook has
introduced a very interesting feature as well: dynamic groups. This works on the Affection motivation.

RICE
Photo by iz4aks

DOWNLOAD THE CHECKLIST
http://j.mp/su-pdf

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

Social Usability open the road
Relational Motivations gives direction Photo by 49937157@N03

INSIDE & OUTSIDE

BE A DOUBLE-PYRAMID SOCIAL BUSINESS
Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics

BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS
Social Business Values, products, services Users Crowdsourcing, WoM, etc

“ We really think of
the Zappos brand as about great service, and we just happen to sell shoes. Tony Hsieh ”

YOU CAN’T FAKE.

A CONNECTED COMPANY

Do Competition Relations Observe Excellence
Identity Think Curiosity Communication Affection Emergence of Groups

“ To complicate is easy,
to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify. Bruno Munari ”

Thanks.
@Folletto