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.
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/
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
”
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.
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
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.
84. 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
85. Social Usability
open the road
Relational Motivations
gives direction
Photo by 49937157@N03